726: The $300/day Marketing Funnel: From Content to Cash Flow

21:52Brian Feroldi:What's the shopping cart that you're using here? It's called Spiffy. Spiffy is the shopping cart that I use, and I like them quite a bit. So right on this page, they can just check out and buy the seven if they want to, but I offer them the ability to upsell. So I created a couple of mini courses. These are less than half an hour long and they dive into some aspect of investing. So I built a mini course that's all about how to analyze a company's moat. I built another mini course that's how to do a reverse discounted cash flow calculator. And similarly, I price these at a one-time discount. So these are normally$80 each and I discount them to$27.

22:33What I'm trying to do is if somebody is going to go through with the checkout process, I want them to have many options to give me more than$7, right? If they are a purchaser. And it's very important that all of this makes sense in the eye of the buyer. Notice that all of this content is directly related to investing, right? It is from visual or tweet about investing to lead magnet about investing to tripwire product about investing to upsells about investing. And so it's very important that you think through all of those flows that they match what the buyer is naturally thinking about.

23:13Brian Feroldi:Do you think it helps that there is kind of an inherent ROI in your customer's mind where if I'm in a hobby niche and you're going to teach me about how to grow better tomatoes, like I've got to pull some different psychological levers than you would in a financial niche? I do think that helps. The problem with the quote unquote problem with being in the investing niche is there's no way for me to like guarantee people money. I'm effectively selling them education related to investing. I can't make a guarantee about you're going to do well as an investor. You're going to buy anything. But a lot of people that are in the business to business can offer guarantees around around money.

23:54Right. Like buy this thing and I'll help you land your first sponsorship or buy this thing. and I'll help slash your profits. And you can make guarantees. So the best offers to me are you buy this thing and I can guarantee you that you will make money from it. That is a much easier sell. I can't necessarily do that. But to your point, in theory, this does help them to become a better investor, which can lead to money. I just can't promise it.

24:19Brian Feroldi:Yeah, what's the little guarantee badge at the top that's just related to the product itself? So it has a 30-day money-back guarantee. Okay. So if anybody buys this, they can email me and they can get all of their money back within 30 days. Yeah, just some kind of risk reversal. I think that's important to have. Absolutely. All you're trying to do is minimize risk in the buyer's eyes at this point. And I'm absolutely dead serious about this. We have refunded people for$7 purchases. It's zero questions asked. So we do everything we can to make it as frictionless and easy as possible to become a customer of mine right away.

24:54Okay. So you can add, you know, these upsells to it and the button does happen. But this is the simple funnel. It is content to lead magnet, lead magnet to email opt-in, email opt-in to low price ticket. And this is the funnel that makes me$300 per day.

25:12Brian Feroldi:So you said 72 % of the people who hit the original landing page give you their email. And then what are the percentages look like on this next page, on the$7 page? For every 100 people that kind of go through this opt-in process, a bad funnel will convert about half a percent of them into paying customers. A top-tier amazing funnel will convert about 7 % of them into paying customers. My funnels, I've never been able to get that good, but I'm in the 3 % to 4 % range. So for every 100 people I get to give me their email address, roughly three to four of them become paying customers. And the average selling price on those customers is about$17.

25:57So for every 100 emails that I get, I roughly make$50 or$60.

26:02Brian Feroldi:Oh, okay. Like getting paid to build your email list is one way to look at it. Exactly. Now, I haven't gone and been so sophisticated as to connect this to ads so that you are, you know, you're paying for ads to get email addresses and then you're liquidating the cost. I am. That is something I do want to do. So the only thing that I'm driving traffic to on this particular funnel is organic traffic. But if you really get this dialed in and you really know your audience well, you can use this to dramatically offset the cost of running ads or in some cases even make a profit immediately from running ads.

26:37So it's a super, super simple, in theory, funnel to run. But I think it's one that every creator should implement as soon as possible.

26:47Brian Feroldi:Yeah, that was the next question. I was like, well, now, yeah, do you have the paid ads running from Meta or from any of these platforms, really, where it's like, I'm sick and tired of creating all this organic content on a daily basis. Like, maybe there's an easy button where I could pay a dollar a subscriber or whatever if your subscriber is worth 50 cents on average organically, maybe it's higher. It's quite a bit higher than that, but this is really interesting. So I am a little bit surprised. Okay. Lots of people opt in 70 % plus for the freebie. And then there's a pretty steep drop-off. Well, I only get 3 % to actually buy the thing, but it is kind of this psychological switch that has to flip of like, well, I look, I just said, I get your free thing.

27:28Brian Feroldi:And now you're trying to sell me something, like, do you get that pushback of, dude, just, just give me the thing that I asked for. Like, why are you trying to sell me all this other stuff? Yep. So that is by far the biggest mental hurdle that creators have to get over when, when they think about implementing that. And that's, I was resistant to that idea for quite some time. I was like, I don't want to bother my audience. They're going to be mad at me right away because I'm asking them for money. as a general statement, all of those fears are completely fake and exist in the creator's head. They're not something that actually manifests.

28:06One way of thinking about this, when you are at, let's just say, the grocery store and you are checking out, are you mad at the grocery store that right there is gum for sale? No, it's just an offer, right? It is an offer to buy gum or candy or a tabloid magazine. That's the mindset that you have to get into when you're doing a funnel like this. You are just presenting them with an offer and you're trying to make that offer as compelling as possible. But in no way are you deceiving the audience. I promise them a free ebook. They receive in their email box a free ebook. The only thing I'm doing is I'm inserting a intermediate step in there where I'm asking them to become a paid customer.

28:51But if they don't want to, They just X out of that box, which is something that 97 % of people choose to do. But doing this funnel, I'm identifying people that are willing to pay for digital products.

29:05Brian Feroldi:Yeah, I like that language, that mindset shift around, look, I'm being super salesy to, no, I'm presenting an offer. Take it or leave it. Yep. Here it is. If it's going to help you, go for it. If not, that's cool too. Exactly. And I do think that the things that I am selling are designed to help people. My category is investing. I know what it's like to be an individual investor and all the education that you need to do investing the right way. So the content that I create, I am very proud of and I wish I had when I was a new investor. So that is the mindset that I have adopted for myself. I'm just making an offer.

29:42If they take the offer, I think that this content will help them. If they later decide that they want their money back, I will always give them 100 % of their money back. No harm, no foul. So I make it easy to become a customer and easy to get a refund. And if you have that mindset, I don't feel like I have any ethical reasons not to do what I'm doing.

30:03Brian Feroldi:Let's talk through kind of creating the different tiers here. Because you have the free content that you put out for everyone on all these different platforms. you have you okay well what am I going to gate behind the email opt-in in this case the the infographics the paid product the initial paid product was you know a bundle of a ton of different infographics and then we had these paid courses on you know mini courses behind that like it's kind of a lot of quote-unquote extra content to create or maybe you already had something in the archive or you'd been building for a year like speak to that piece of it if like I'm trying to piece this together as a newer creator?

30:40Brian Feroldi:Like, what do I, what do I plug into all these different steps? To me, the creator mindset is how do I create content? How do I get attention? That's great. You absolutely need that mindset. There's another mindset that you want to be if you want to be a professional creator, and that is the mindset of business owner, right? Creating content just to get likes and clicks and hearts and all that kind of stuff. That's a great way to start. But if you want to make this a sustainable career, or you want to turn it into a meaningful side hustle, you also have to build the business brain behind becoming a full-time creator.

31:11So a lot of creators just focus on creating content, making videos, trying to get their eyeballs and stuff like that, but they give no thought for how do I turn that attention into something that I can build a business around. So that's something that every creator needs to think through. And if you're in this business for any period of time, you know that there are dozens, literally dozens of ways that you can take attention and monetize it. Yeah.

31:38Brian Feroldi:What do you think about, you know, in terms of your mini courses and these like digital products, like there's a really high degree of continuity between each step. I'm trying to think maybe if we go back to the gardening example or helping somebody learn how to play guitar or something, what would be the equivalent at the different stages there? What I recommend you do is you start with the end in mind What is the thing that you are trying to sell to your audience at the very end of the process? Right, so in my case, I have a digital course and tool that I call stock simplifier and it is a It's a course.

32:19It's some ai prompts and it is a checklist that I use to go through and analyze a business from start to finish That to me is the thing that I want people to buy. And I charge$200 for that thing. So then we have to think in reverse from that. I can't just ask for$200 right out of the gate to a new subscriber, someone that I haven't built necessarily a trust with. So I say, what is one part of that course or one part of that idea related to learning how to analyze a business that I can break up into a lower priced course? So as you saw before, a part of my course is how to analyze a company's moat.

32:59That's a competitive advantage for people that don't speak investor. So I broke that piece out into a mini course that's like a sampling of the course, the larger course that I created. And I break that out and I bundle that into a$27 offering. And I think, okay, I have my$27 offering. How can I turn that into a$7 offering? Well, I created infographics related to investing that I share online. And all I did was bundle a bunch of them up into a PDF. And that is the content that I share online. So it's content visuals related to investing becomes a book about investing, becomes a mini course about investing, becomes a full course about investing.

33:46So start with the end in mind, break that down into mini chunks, and get all the way back to free. And there's your funnel.

33:54Brian Feroldi:Yeah, that's helpful. It's something that the side hustle show audience struggles with. A portion of the audience is, you know, coming up with side hustle ideas. And so maybe there is a certain sequence or funnel around finding your idea. You know, here's a strengths finder type of, maybe there's AI quiz prompt, something related to this. And it goes on and on and on up the sequence there. Yep. There's a great tool called Score App I recommend you look into. Okay. It's an AI tool that you answer a series of questions and it gives you a custom score at the end that is AI powered. And it can be, yeah, to your point, what side hustle is the right choice for you?

34:31Brian Feroldi:Cool. You kind of alluded to it, but that was the next question was what happens after somebody opts in and the 97 % of people say, no thanks to this offer. So ultimately, I want to continue to serve them and build trust and build the relationship and build the authority so that they buy this$200 course and tool. So what does that portion of the relationship look like? Great if they pressed the follow button on whatever social platform they found you on, but now you also have the opportunity to be in their inbox. So my funnel post, let's say you're going through my funnel and you don't choose to become a customer.

35:06Or in fact, if you do choose to become a customer, I have the same follow-up sequence. So you've come into my ecosystem because you're interested in investing and you've downloaded my infographic ebook. That's the free thing that you got. So as soon as I get your email, I send you through a free five-day course, an email-based course, that teaches you the principles behind the infographics that you downloaded. So what's the difference between a stock and a bond? How do you read financial statements? What are the different types of moats and why are they important. So it's a five email sequence delivered once a day for five days.

35:46And it's pure me giving educational value related to the lead magnet to the new customer. So I put them into this one week long welcome sequence. So that way they're getting used to opening my emails. They're getting used to me being the source of information. And as they're reading the information, I'm hoping to build credibility with them that I know what I talk about and look how, look how useful this free thing was that this, that this guy created.

36:16Brian Feroldi:Yeah. Okay. So after the five days, what happens then? Brian's response, plus the tools it takes to run this online business and the new thing he's building to help his audience this year, coming up right after this. When you're running a business, you know that every missed call is a missed opportunity. That's why today's episode is brought to you by Quo, spelled Q-U-O, the smarter way to run your business communications. Quo is the number one rated business phone system on G2 with over 3 ,000 reviews, and it's built for how modern teams work. That's why more than 90 ,000 businesses, from solo operators to growing teams, all rely on Quo to stay connected.

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37:32Brian Feroldi:That's Quo, q-u-o dot com slash side hustle. Quo. No missed calls, no missed customers. Look, payday is awesome, but when you're the one running the payroll, like calculating the taxes and the deductions, trying to stay compliant, it's not always as simple as it was when you're just on the receiving end. Unless, of course, you have our sponsor, Gusto. Gusto is the online payroll and benefits software built for small businesses like yours. It's all-in-one, it's remote friendly, and it's incredibly easy to use. So you can pay, hire, onboard, and support your team from anywhere. Recommended by many a side hustle show guest.

38:10Brian Feroldi:Gusto automatically handles your payroll tax filing, direct deposits, health benefits, 401ks, and more. You're gonna love the simple, intuitive interface, all with no hidden fees and no surprises. And if you run into any trouble, you've got direct access to Gusto's certified HR experts. Now's the time to get out of admin mode and into growth mode. Try Gusto today at gusto.com slash side hustle and get three months free when you run your first payroll. That's three months of free payroll at gusto.com slash side hustle. One more time, it's gusto.com slash side hustle. Yep. So then if they did not buy, I offer them the ability to buy it again now that they have some more education about it.

38:55The mini course then or the$7 thing? Yep. I will offer them the ability to buy. If they didn't buy the$7 ebook, I repitch it at the end. If they didn't buy the mini course with the ebook, I repitch that at the end. But if they go through that whole sequence and they don't buy anything, no problem. I then add them to my newsletter. So I have two newsletters that I write. One is a hand curated one that comes out every Wednesday. and that is a newsletter called Long-Term Mindset that is all about investing. And me and my partners hand you that every single week. That's a new and update issue. Then I also have a evergreen newsletter that comes out on Saturday that is all about the fundamentals of stock investing.

39:40We've written one year's worth of content for that. So 52 emails that come out every Saturday. So after they go to that sequence, I'm in their inbox at least twice a week with pure value-add education on top of that. And what I'm trying to do is stay top of mind with them and, again, help them with educational content related to investing that is pure value-add. Okay.

40:06Brian Feroldi:And are you making an offer for the$200 thing along the way? Yep. So along the way, the strategy that I have there is I do monthly promotions to my audience. I discount the products that they have and I do temporary sales on them. But the bigger thing that I do is I invite my email audience to private webinars. And during these private webinars, we're typically researching a company's stock that's in the news from scratch over the course of an hour, or we're doing some type of educational content with them related to just general concepts about investing. But the goal is to get them on live webinars with us because, as we talked about before, then they see my face, hear me talk, watch me and my business partners go through and analyze companies, show them how we think as investors, take their question, and they get to know us.

40:59And once they know us and trust us, then they're far more willing to become customers of ours.

41:04Brian Feroldi:Yeah. Another touchpoint, a really high engagement or high relationship building touchpoint. If somebody's going to hang out with you live for an hour, that can be really powerful. Or watch the replay if they're not there live. Yeah, yeah, yeah. Real quick, after the five-day mini course, it's about the infographics, pure educational content. If you didn't buy the thing originally, I'm gonna pitch it again, the original upsell. Is it the same$7 price point? Because it was like messaged as like, well, this is, you just unlocked this limited time thing. And so now as a thank you for going through the five-day course, you unlocked it again.

41:33Exactly, it's the same offer. I've experimented with different price points. I just feel that$7 is such a low figure that if you're willing to break out your credit card, it's like such a low friction number. Like I've experimented with 17. I've experimented 27. I've experimented with 47. The thing that I'm trying to optimize for is the absolute number of customers. I'm not trying to optimize for the highest dollar amount right out of the gate.

42:05I'm out of the gate. If your goal was to get more money from them right out of the gate, I would definitely focus on raising prices. You'll obviously trade off that with conversion rate, but that's not the thing I'm trying to optimize for.

42:18Brian Feroldi:Do you find that the three or four percent who bought initially and then, you know, whatever additional percent that buy after the five-day thing, do they convert at a better rate, like long-term for the primary course and tool? Absolutely. Yep. People that are willing to pay any amount of money are just at a completely different class of customer than other people. They're way more likely to open your emails. They're way more likely to click your links. They're way more likely to join you on live streams. They're way more likely to take advantage of offers that you have down the road, which is why I'm trying to identify those people as early in the process as possible.

42:53You know, if you have an email list or anybody on social media, you get to know somebody And it's like you see their content once and maybe you never interact with them again. Or there's a really big, there's a really sharp fall off rate with the following somebody. So there's a cost to our attention to following anybody. So I want to make it so that if somebody does find me online, that I am able to provide them with value in their inbox as quickly as possible.

43:20Brian Feroldi:Yeah, I find myself definitely more likely to even open the emails from people I'm a customer of than just somebody that I randomly opted into. So I'm with you. You mentioned Hype Fury as this kind of social media auto posting tool. It'll recycle tweets on a 45-day cycle. It'll automatically add the opt-in if it reaches a certain level of engagement. That sounds like a really cool tool. We talked about Kit for building the email sequences and the initial landing page. Spiffy was the checkout software. Anything else on the tools and tech side that you swear by? Yep. So I use a platform called Circle for delivering my courses.

43:59Circle allows you to do all kinds of things. You can load courses into them. You can do live webinars in them. We do kind of our higher end premium communities through them. So yeah, my tech stack is really a kit for email collection and email delivery, Spiffy for checkout and Circle for delivery and retaining the audience that I built.

44:22Brian Feroldi:Got it. What's a day in the life look like at this stage of the business where it sounds like some of the social stuff is automated and now I've created five, six years of it. So it's just like, well, let's go back to what content did well and resurface that versus creating new longer form stuff for YouTube. Like where are the hours going today? I'm always kind of creating new content, new infographics, new visuals, that kind of thing for those platforms. And I outsource that work largely to virtual assistants. So I come up with the ideas, the virtual assistants actually create the content and then I approve it.

45:00And then in some cases they post it and other cases I post it. So that thankfully takes up not a lot of my time, but most of my time is devoted to video where I'm creating shorts. I try and do four shorts per week. And I share those across Twitter, Instagram, TikTok, you know, all the places that you can share shorts. And I try and do one live stream per week. That's an hour long on YouTube plus one long form video. And I put long form in air quotes because it's about 10 to 15 minutes long, but those are kind of like highly produced.

45:32Brian Feroldi:That's long form these days. Yeah. The attention spans are short. Yeah. Those are more edited and highly produced and really optimized for either SEO or they're optimized for content consumption, whereas my live streams are live streams, right? So it's not like the editing is perfect on them. On the short form, the four shorts per week, and even on the longer form YouTube content, is it the same call to action where it's like, hey, if you like this, why don't you grab the 10 free infographics that teach you about the basics of investing. Yep. So I even optimize that as well. My short forums, if you follow me, are me talking through infographics.

46:12I literally print out the infographics that I made. I just with a highlighter, go through and explain them, each of the infographics in less than 60 seconds. And again, some of those videos have done extremely well. But again, think through the continuity of that. You watch a short of me explaining an infographic. And then I say, do you want to download these infographics? Do you want to buy a whole bunch of these infographics? Do you want to learn more from me? So again, it's all about continuity from the free content that you make to the premium content that you want to sell. That's very important.

46:43Okay. Yeah, that makes sense.

46:45Brian Feroldi:Yeah, we had a woman Cheyenne Bullock on the show toward the end of last year, and her product, The End, starting with The End in mind, was a cleaning service subscription, but it was like audio guy, like it was old school radio shows where she would intersperse housekeeping tips or, you know, go clean, you go empty the dishwasher or go fold some laundry, you know, interspersed with like dragnet episodes from the fifties. And so her social content was, you know, housekeeping tips and the email opt-in, uh, you know, on almost every post was, Hey, get a free sample episode, you know, plug it into your earbuds, see if you like it.

47:19Brian Feroldi:And so it was really natural progression. Be like, you want more, you know, here it's 25 bucks a month or it's 50 bucks a quarter or something, you know, it was kind of a very straight progression from the social content to the final offer there. But Brian, this has been awesome. I am curious, what's surprised you the most over the last four or five, six years of making all this content and running this business? This can be a business in the first place. I did not set out to become a professional content creator. I did not set out to start a business. All I was doing, I was working for The Motley Fool back in 2019, which is a financial newsletter publication on Ryan.

47:56I was just a writer for them. And I started to share posts online related to investing. And that happened to do very well on Twitter. And it was only basically accidentally that I discovered that you can build a business. So I did not set out to build a business as a content creator. I was purely a content creator. I had so many mindset blocks. I was like so allergic to the idea of charging money for things so much so that the first time I made money online, the price that I set for it, the thing that I was quote unquote selling was$0. It was, you can download this for free, but I basically put a tip jar on there.

48:31So if you want to give me money, this is free, but if you want to give me a thank you tip, you can. And that very first part, I vividly remember this day. It was like, you always remember the day you make your first dollar online. I made$2 ,000 in tips online. Yeah. Yeah.

48:47Brian Feroldi:From a tip jar. Wow. But that was because I built up so much goodwill over the course of like 18 months that people were basically looking for a way to say thank you monetarily. But I had all of these hangups about charging for things online, which as you've seen, I've completely gone now. You know, people seem to fall into one of two camps, your camp of like, look, I'm doing this for the love of the game. I'm just putting stuff out there. I don't know, I don't feel bad at charging for this stuff. Like it's all, it's all free in my head anyways. And other people are like, look, it's a thousand bucks, take it or leave it.

49:18It's like, I admire

49:20Brian Feroldi:your confidence, but you know, I'm more in, uh, in your camp there. But what's next for you? What's got you excited these days? So I've been all over AI. Just, I think, I think a lot of people are AI is dramatically set to transform the finance industry. So I've been building an AI powered product that dramatically speeds up the stock research process. So my category is helping individual investors to analyze businesses so they can make better investing decisions. And we have a AI powered product coming out in the next month or two that I think is going to really help with that process. So that's what I'm pretty excited about.

49:55Brian Feroldi:Well, I'm excited to let me know when it's live. We'll definitely add it to the show notes along with a long term mindset.co and all of your social profiles. Make sure to follow along with whatever Brian is up to on your social platform of choice. Let's wrap this thing up with your number one tip for Side Hustle Nation. Number one tip is going to be just get started. So many people, I've heard them called wantrepreneurs, right? They consume content related to starting an entrepreneurship. They think about starting a side hustle, but they're always looking for an idea. They're always consuming more content related to it.

50:34Nothing will actually start the process better than trying to sell something to one person. It doesn't matter what it is. It is so important that you actually take the first step to start a business, to just get that first customer. To me, nothing else matters. So if you've been sitting on the sidelines, if you've been consuming content, if you've been thinking about a side hustle, just do it. Whatever your idea is right now, just do it. Take the next first step to try and get your first customer. If that fails, you now have data that you can try again with more information to make a better decision.

51:06Brian Feroldi:Yeah, this is your year. Go after it. Get started today. You know, what separates a lot of people stuck on the sidelines is this, you know, you don't need to know steps two through 10. And in fact, they probably change by the time you get there, but you just got to take that first thing. It honestly doesn't matter what the thing is because you're going to figure out, do I like it? Do I not like it? What am I going to learn from this. I think a friend, a quote that stuck with me, likened it to your first move in a game of chess. Like, I'm just putting my pawn out into the world. Let's see what kind of reaction it gets.

51:33Brian Feroldi:And then I'm going to go from there. A couple of takeaways for me before we wrap. Number one was this at the very top of the show, go where your target audience already is. Start with one platform. Don't spread yourself too thin. Learn what works and go deep there first before diversifying. And then obviously long-term diversifying would be a good thing because the algorithms are constantly changing and you don't want to see your thing evaporate overnight. The second thing that I wrote down was the content itself is not a business. This is something that took me as a podcaster a long time to realize, you know, but 14, 15 months into hosting the show, it's like, you know, this switch flipped.

52:07Brian Feroldi:It's like, oh, dummy, it's content marketing for a business. Okay, now we can figure this out. I loved the call to, especially if you're kind of have a hesitancy towards selling, it's like, look, I'm going to make an offer. I'm not going to sell you anything. I'm going to put this offer out there. If you want it, great. I think it'll help you. Here's the price, take it or leave it. And then the consistency across creating the content, consistently like showing up for your audience, but the continuity of what you're talking about, where it's like starting with the end in mind, like Brian mentioned, and then kind of reverse engineering.

52:37Brian Feroldi:Well, okay, what is this offer going to be? What is this offer going to look like? And so on. And actually to help you out with that, that's your free listener bonus for this week. It's a free visual funnel building worksheet that I put together based on Brian's advice. So you can plug in different pieces, what makes the most sense for your business. That is the next step. So you don't just listen and kind of nod along as we're talking about this. So it's the next step to help you actually get started and do the thing. So you can grab that for free at the show notes for this episode. Just follow the link in the description.

53:07Brian Feroldi:It'll get you right over there. And if you're already a Side Hustle Nation subscriber, just check your inbox. It'll be in the newsletter. Big thanks to Brian for sharing his insight. Thanks to our sponsors for helping make this content free for everyone. You can hit up sidehustlenation.com slash deals for all the latest offers from our sponsors in one place. Thank you for supporting the advertisers that support the show. It really does make a difference. That is it for me. Thank you so much for tuning in. If you're finding value in the show, the greatest compliment is to share it with a friend.

53:37Brian Feroldi:So do me a favor, fire off that text message. I appreciate you. Until next time, let's go out there and make something happen. and I'll catch you in the next edition of the Side Hustle Show. Hustle on.