Let's dive into this week's nuggets!

1. FBM EXPERT TIP: HOW TO FILL YOUR FUNNEL WITH OTHER PEOPLE'S AUDIENCES

In 1981 Charlie Munger hired Chet Holmes to sell magazine ads. 

Charlie gave Chet a list of 2,200 potential advertisers and flyers to send them.

But Chet decided not to waste time sending fliers.

Instead, he back ordered issues of competitor magazines and combed through the ads to see who was buying them.

He realized 167 companies were responsible for 95% of all ad sales.

So he ditched the list of 2,200 and focused all of his efforts on the 167. 

But Chet knew fliers weren’t going to win these companies over. He had to do something no other businesses were doing.

A few months into his campaign, Xerox (one of the 167) ordered 104 full-color spread ads. It was the biggest deal in the history of the industry.

By following this strategy, Chet took the magazine from 16th in the market to 2x their closest competitor. 

Shocked by the results, Charlie called Chet into his office and asked:

“In all my years, I’ve never seen anybody double sales three years in a row. Are you sure we’re not lying, cheating, and stealing?”

He wasn't. He was implementing what is now known as The Dream 100.

The strategy of the Dream 100 is simple:

1. Write down your dream 100 clients. 

2. Do anything you can to win them.

If you get just 1 person from your Dream 100 to talk about you and your business to their audience, it could change your life.

But the thing that stops others from wanting to work with you is not having a serious-looking business.

If you have a great looking funnel or store, people will take you seriously and be keen to join forces with you.

Making an attractive page is an art. So, if you'd like to ensure your funnel looks as professional as possible, check out our artists, available for hire here.

2. MARKETING TIP OF THE WEEK: ADS FAIL IF THEY DON'T HAVE THESE 3 THINGS

Dave Trott, a renowned advertising expert and author, once shared that for an ad to work, it must contain three essential elements: 

Impact, communication, and persuasion. 

Most ads fail because they only hit on one or two of these elements at best. So, let’s dive into each to see exactly how to use them in your ads:

Impact: "You've got to get noticed"

The first hurdle any ad must overcome is making an impact. It is the biggest piece of Dave’s triangle because it carries the most weight.

You can have the most persuasive copy ever written but if the ad doesn’t get attention, it will fail. 

Impact is about creating something striking that stands out in the medium you place it.

Communication: "You've got to tell me what"

Once you’ve captured attention, you need to clearly communicate what the product or service is about. 

The message should be straightforward and easily understandable.

Persuasion: "You've got to tell me why"

Finally, the ad must persuade the audience to take action. 

This involves highlighting the benefits and unique selling points that make the product or service desirable.

Great example: The Volkswagen Beetle

A great example of hitting all three is Volkswagen's "Think small" campaign from the 1960s.

How it made an impact

At the time, American car culture was dominated by large, flashy vehicles.

Therefore Volkswagen's ad, featuring a tiny, unassuming Beetle with the headline "Think small." was a stark contrast to the typical ads of the time and immediately caught people's attention.

How it communicated what it was

The ad then clearly communicated the product's unique selling proposition: the benefits of owning a small, economical car.

The body of the ad explained how the Volkswagen Beetle was affordable, efficient, and easy to maintain. 

It provided all the necessary information succinctly, making it easy for the audience to understand what the product was and why it was different.

How it persuaded potential customers

Finally, the ad answered potential objections and highlighted the advantages of the Beetle. 

It contains information throughout that showcases the car's reliability, cost-effectiveness, and popularity. 

Like with the offer stack, take a look at your ads and ensure they’re first making an impact, then explaining what you're offering, and contain a few persuasive elements.

3. COMMUNITY MEMBER TIP: SHOW THE TRANSFORMATION

A great marketing tip from Harry Dry:

Show the transformation. "A moment" becomes "something real."

4. FUNNEL OF THE WEEK: 

This week's funnel is a VSL funnel for 16,000 woodworking plans. According to Clickbank it converts at 11% so it's clearly doing something right!

This is the funnel flow:

Main product: $67

Upsell 1: $49

Upsell 2: $39.95

Downsell: $27

Upsell 3: $39.97

Monthly recurring: $27

Check out the sales page here and hack the life out of it:

Ted's Plans sales page

5. FOOD FOR THOUGHT: 

"Think about the last piece of content that made you stop scrolling. What caught your attention? How did it make you feel? What did it make you think? That reaction is what you can create for others."

- Masha

And that wraps up newsletter 99.

I can't believe the next newsletter is the 100th. I'll see if I can come up with something special over the next 2 weeks.

Keep an eye out for that one!

Lee

Tomato fest in Nashville

this weekend!