Have you ever poured your heart and soul
into a marketing campaign, like the
emails, the posts, the offer, and the
results just came up flat?
And you can't figure out why.
Well, here's what I've learned after
doing this for over 24 years.
When a campaign underperforms, it's
almost never the
whole thing that's broken.
It's usually one specific thing.
And most of us do the exact wrong thing.
We tear the whole campaign down and we
rebuild it from scratch.
When really, we could have just tweaked
one little thing and the whole thing
would have started working.
Now today, I'm gonna show you how to find
that one week spot in any campaign.
The exact point where
you're losing people.
And I'm gonna walk you through a simple
way to spot it, a real story of how one
client found hers and what
to do once you've got it.
And by the end, you'll
it isn't, and you're tired of guessing,
then this episode is for you.
So I wanna start off by sharing an
example of what we're gonna talk about
here today by sharing a
story of a client of mine, Lisa.
Now this happened during a VIP day.
So I reserve one day a month to work
one-on-one with clients.
In this particular case, I was working
with Lisa and she wanted to
deconstruct a webinar campaign.
She came to me and she said, "Stu, I suck
at sales and I need your help designing a
webinar that converts."
So I said, "Okay."
So I said, "Before you jump to these
conclusions that you quote suck at sales,
let's just take a
look at what's going on."
So we dug into the numbers and
specifically, I was looking at all of the
different conversion points along the
way, and what we discovered was that Lisa
does not suck at sales.
In fact, Lisa is really good at sales,
but there was one part of her webinar
campaign that was broken, and if we fixed
that one thing, it would dramatically
improve the results of everything else.
And so here's what most
people do in that spot.
When they have a campaign that isn't
working, they blame everything, the ads,
the emails, the offer.
Like I said, Lisa was ready to scrap the
whole thing and start over.
But as I also said, you gotta hold on in
those moments because before you rebuild
anything, it's best to first identify
where you're actually losing people.
You gotta find the leak.
So that's exactly what we did with Lisa.
We mapped out her whole campaign and we
looked at every point where
someone could say yes or no.
It started with the ads, then the
registration page, then people actually
showing up on the webinar, and then the
point where she made her offer.
And we looked for the one spot where the
numbers fell off and we found it.
See, people were registering just fine.
So her ads were working, her opt-in page
was pretty solid, but they weren't
showing up and that was the leak.
The weak conversion point was the gap
between people signing
up and actually attending.
And if they don't attend,
then they don't see the offer.
And if they don't see the
offer, then they don't buy.
But here's the crazy part.
The people that saw
the offer, they bought.
So Lisa didn't suck at sales.
In fact, her
conversion rate was really good.
And so that's what we
started to dig into.
So I asked her one simple question.
I said, what is your
webinar actually about?
Like we've gotta identify the reason why
people are not showing up.
Now she said her whole webinar was about
manifestation and abundance.
So then I got curious and I asked her to
pull up her most popular posts on her
social media account, specifically
Instagram, because that's where the
majority of her audience is.
And right there, that's where we found
the one thing that changed everything.
See, we made one change at
that weak point, just one.
And her show up rate
went from 35% to 58%.
And her stick rate
jumped from 20 minutes to 45.
Same audience, same
offer, same promotion.
We just fixed that one
spot that was broken.
Now here's the bottom line.
Lisa didn't need a new campaign.
She needed to find the one weak
conversion point and then fix that.
And that's exactly what I
wanna teach you how to do.
So it boils down to a few key things.
Lesson number one, find
the leak, fix the leak.
So every campaign, no matter what you're
selling, is really a
series of small yes moments.
And I call these your conversion points.
So someone says yes to the ad.
Someone says yes to registering.
Someone says yes to showing up.
Someone says yes to staying
during the whole presentation.
And then someone says yes to buying.
When a campaign underperforms, one of
those yeses is usually quietly breaking
it whole thing down.
So your job is to
figure out which one is it.
So think of your campaign kind of like a
garden hose with a kink in it.
The water's on full blast, but somewhere
there's a kink choking the flow.
And you don't need to replace the whole
hose, you just need to find the kink.
So lesson number one, map every
conversion point in your campaign.
First, you gotta see all the spots where
someone says yes or no, because you can't
fix a leak you can't see.
So walk through a typical
campaign's conversion points.
Is it, do you have ads?
And if so, are they clicking on the ads?
Because if not, then
that's the thing to fix.
If they click on the ads and they land on
the registration page or the opt-in page,
are they signing up?
Because if they're not signing up, then
you gotta fix the opt-in page.
But if they're signing
up, are they showing up?
Because if they're not showing up, we
need to get them there, right?
We gotta increase our show up rate.
And if they show up, are they staying
until the point where you make the offer?
If not, we gotta fix the presentation.
Now, if they're staying to
see the offer, are they buying?
If not, then we gotta tweak the offer.
See, I want you to map out your campaign.
This was for a webinar, so you can see
all of those conversion points.
But maybe your campaign's a little bit
different, but all you have to do is you
just have to identify those conversion
points where people are
making a yes or no decision.
So, first things first, write out all of
these for your campaign.
Every single yes or no moment.
This is your map.
Is this making sense so far?
Okay, from here it gets even more simple.
Number two, find where
the numbers fall off.
So, now I want you to look at the numbers
at each one of those conversion points.
And you're hunting for the
spot where they drop off.
Okay, so let me give
you some basic benchmarks.
For an opt-in page, if it's cold traffic,
I'm looking for anything above 30%.
If it's warm traffic, I'm
looking closer to 50% or higher.
So, if it's not within that 30 to 50%
range for cold and warm traffic, then
that's where you want to
double down and put some focus.
And by the way, if you want some ideas on
how you can improve your conversions for
your opt-in page, go listen to episode
231, because that's where I talked about
four changes that
doubled our opt-in rate.
These were little experiments that we did
that significantly
increased our opt-in rate.
So, if you wanna increase your opt-in
rate, go listen to that episode.
Couple other benchmarks. 40 to 50% is the
industry average for show-up rates.
So, if you're getting less than that,
then definitely put some work in there.
Again, anything above that is excellent.
So, if it's under 40%,
then that's your leak.
Now, as it relates to stick rate, meaning
the percentage of
people that are staying,
What we have found is a benchmark report
that says about 51 minutes is the sweet
spot for a 60-minute session.
Meaning, if you are losing people before
that 51-minute session or time slot, then
you gotta look at your presentation,
because it's not pulling people through
and you're gonna wanna tweak that.
So, a couple benchmarks for you.
Hopefully it helps.
But here's the hard part.
You have to be honest.
You can't fix the
spot that you wanna fix.
You gotta fix the spot
that the data points to.
Making sense?
Okay, point number three.
Find the why, then fix that one spot.
So, once you've found the leak, now you
gotta ask why it's leaking.
And often the answer is a mismatch
between what you
promised and what you delivered.
So, back to Lisa.
Lisa's leak was the show-up moment.
So, we asked why.
And we pulled her top 16
posts from her Instagram account.
And 15 of the 16 were talking about a
completely different topic.
So, she'd gotten half a million views on
this one topic, but her webinar was on a
completely different topic.
So, her audience told her exactly what
they wanted with their attention.
But the campaign promised one
thing and delivered another.
So, people felt disconnected, even if
they couldn't name it,
so they didn't show up.
It's like advertising a pizza place and
then serving sushi when people walk in.
It's maybe good sushi, but
that's not what they came for.
So, we needed then to align the campaign
to what was already working.
Same offer, same structure.
We just pointed the whole thing at the
topic that people
were most interested in.
And her audience loved it.
And the leak sealed itself.
So, here's the beauty of this.
You don't need to rebuild everything.
You just need to make one
focused change at the weak spot.
And listen, this isn't
just something I teach.
It's how we run our own campaigns.
You can go back and
even listen to episode 264.
I walked through a bunch of funnel
experiments that we
ran to lift our sales.
and every single one of those was us
finding a weak spot in the campaign,
testing something new, and
making one change at a time.
See, I want you to notice
the pattern in both of those.
We didn't blow up the whole funnel.
We found the one spot that was leaking
and we focused our attention there.
so a couple other examples of small
changes that can make a big impact.
First and foremost, always look at your
headline because your headline can have a
massive impact on the results, especially
when it comes to your ads, to your
landing pages, and
opt-in pages, et cetera.
So, headlines, really, really important.
Second, simplify the
page as much as possible.
And match the language
to what they clicked on.
So, if they're clicking on an ad about
topic A, then make sure the language on
your registration page is about topic A,
and just make sure the language all the
way through is matching.
So, like Lisa, her most popular post was
on a completely
different topic than the webinar.
So, you wanna make sure
that that's all aligned.
Now, another way to dramatically increase
your opt-in rate is to use comment to DM.
You know what I'm talking about, right?
When you're on Instagram and a post says
"comment xyz word" and then all of a
sudden it sends you something, well, you
can do that using manychat.
And manychat
that DM opt-ins convert at 65 to 90%
versus the 30 to 50% that we
were talking about earlier.
So if you're on Instagram, use the
comment to DM because it will
dramatically improve your opt-in rates.
So those are some few things, but like I
said, go back and listen to episode
number 231, which is the four changes
that doubled our opt-in rate, and episode
264, which were the funnel experiments
that we did to increase our sales.
But bottom line here is just change one
thing, then run it again
and watch that one number.
Did it move?
If yes, then you found your leak.
And if not, then
you've got the wrong spot.
Go back to your map and look at it again.
But this is the difference between
guessing and knowing.
And most people change 10 things at once
and then they have no idea
what works and what doesn't.
You've got to change one and you've got
to learn from that and then
change it again from there.
So here's your homework.
Take one campaign that
you're running right now.
Map out every conversion point, every yes
or no moment, and then find the one
number that's falling off a cliff.
That is your leak.
then this week, make one change at that
one spot, just one, and then run it again
and watch what happens to that number.
Now if this helped you, do me
a favor and go rate the show.
You know, I love reading the comments
that are coming in on the show.
And by the way, you have no idea how
impactful your reviews are because they
help more people find the show.
And then, we are climbing up the charts.
Let's go.
We cracked the top 50.
And it's a big, big help
when you go and leave a review.
So recently, I'm not sure who this is.
The name is Tablet Lover.
But the comment was, "A must listen if
you're an entrepreneur.
Stu, thank you for
bringing this show back.
Your guidance has been priceless for me
as I work on building my creative
business and membership.
I can't recommend your show enough."
These are so incredible.
Thank you so much for everybody who is
going and leaving a review, whether it be
on Apple or whether it be on Spotify.
Thank you so much.
And if you want help building campaigns
that actually convert, then I encourage
you to come check out some of the
campaigns that we are doing.
If you go to WorkshopForAI.com, you'll
see some of that there.
All right, so let's bring this home.
Most marketing isn't broken.
There's just usually one weak spot that's
leaking your results.
So step one is you got to map out every
conversion point in your
campaign, every yes or no moment.
Step two is find the
numbers that are falling off.
That is your leak, and you
got to be honest about it.
And then step three is you want to ask
why it's leaking, and then you want to
make the one change in that one spot.
Usually it's a mismatch between what you
promised and what they wanted.
At the end of the day, you don't fix a
flat campaign by doing more.
You fix it by finding the one thing
that's quietly broken.
So stop guessing, find the leak, fix it,
and watch everything else lift.
Thank you for