The Only Playbook You Need to Sell Anything Online Transcript, AI Summary & Key Points

00:00 So, I just taught a 2-day training to over a  thousand savvy affiliate internet marketers, and most of them came in expecting a  marketing webinar, but by the end of day two, I was building a working QuickBooks alternative  from just one prompt, live in front of everyone. This video is that whole thing, but edited to  only the most important critical parts.

00:13 We're going to start on day one, which is the content  playbook, the hooks I use, the retention hacks, and the catchphrase that pulled in over 40,000  followers in a week for only $0. And then on day two in this same video, we're going to build  we're going to build an Instagram automation, an AI voice agent, a lead funnel, and a  payment link. All of it on screen.

00:33 All of it in this one video. So, what  can you do with this stuff? Well, you can either build stuff for yourself or  you can charge other people to do it for them. The whole impetus for this webinar is because  I got my Facebook account banned and that was providing 35 grand a month to me in profit and  it disappeared overnight because I didn't own that audience.

00:58 I don't own Facebook and so it's  never been more important than ever to get emails, get people off the platform through landing  pages, funnels, etc. So that's like that's everything. And I want to really touch on over  these two days the fact that you don't need a lot of followers to make a lot of money. My whole  shtick is law of abundance. Share everything.

01:15 Like I interview people and sometimes they refuse  to come on because I say like you have to be able to open the kimono. Like show us everything.  How do you make money? How do you find customers? And if they're not able to then we don't have  them on. So I'm going to do the same thing. Like I would be a hypocrite if I didn't. Um I'm  going to show it.

01:33 So, the $97 digital product is what does that mean? Is that a low ticket SAS  or is that like a course that we're selling, a lead magnet? What What is the concept here?  It is anything inside your brain, inside your Dropbox, your Google Drive that could be of  value to people. Um, most people watching this already have something like that, some knowledge,  insight, something, a PDF, a Google Drive folder, something that others would find valuable.

02:02 Um the  hard part is just finding those people. So that's what we're going to talk about. And then yes, it  typically would be in the in the form of a digital product. Okay. So a few months ago that did some  of what I'm doing today, which is like, hey, here's how I make money on Facebook specifically.  Um and I I shared my screen, I showed everything, and the video did great.

02:23 And then the next day,  Facebook banned me. Um they said it had nothing to do with the video, but of course it had something  to do with the video. It didn't make sense to me because Facebook wants more creators. That's why  they pay creators because they have more people viewing the content than they have good content.  Last time you went to Facebook, you probably saw a bunch of AI slop.

02:40 That's cuz they don't have  anything better to show you. So, Instagram does not really pay creators aside from like posts  and carousels, but mostly they don't pay creators because they don't need to. They have a supply  and demand balance where whereas on Facebook they have an imbalance, so they pay people. And  so, um, they banned my my account. And so I was out on a run a day or two later and I was thinking  like how could I turn lemons into lemonade.

03:00 Uh I I really truly believe that anything in life  either personal or business or otherwise any bad thing given enough time and perspective can  turn into a good thing, right? And so I thought, all right, how can I turn this into a good thing?  And then I thought, well, man, um a few months ago I consulted a guy on how to grow his brand. We  just did one-on-one Zooms.

03:20 He paid me a bunch of money. And I never ever do one-on-one consulting  because it's not super efficient. But I said, I'll do it if A I can record this and share it  as I will and B you pay me a lot of money. And so he said yes. And so I had all these recordings in  my Google Drive, super tactical, how to go viral, how to hook people, how to retain people,  which platforms, you know, prefer which types of engagement.

03:45 and I put it in a Google  Drive and I sent a bunch of like AB test emails um to my newsletter and I ended up just selling  a link to the Google Drive. That's it. Not like a community with moderators, just a link to a Google  Drive for 97 bucks and it like it made $120,000 profit in like 30 or 45 days. So, wow. everything  I did to do that. I'm going to condense it down to the most critical relevant points and share that  today.

04:13 Got it. Let's get right into it. So, you get banned from Facebook and takes they take off  your your revenue line essentially. Yep. Yeah. And so, I went to my email list and to make that money  for this digital product, I never posted about on Twitter or anywhere. I just sent this to segments  of my email list. Before I talk about retention, short form video is the most asymmetric bet in  the world.

04:38 Okay. What is an asymmetric bet? It's like imagine you had the Powerball $100 million  lottery and um the lottery tickets were free. They were free. Buy as many as you want, right?  As many as you could fit in your car or as many as the local gas station had. How many tickets  would you buy? Like as many as you could hold, right? You would wait in line.

04:57 You would you would  get these tickets because you had no downside other than your time, which is is relevant.  That's an asymmetric bet. So now imagine there were half a dozen platforms out there, billion and  trillion dollar companies that had this algorithm um called short form video where you could post  for free. You use your phone that everyone has, take a video of yourself, be willing to cringe at  yourself a little bit, post it, and every single time you hit post, it's a lottery ticket.

05:24 You're  playing the lottery ticket the lottery for free with short form video. It we have it like we have  a free lottery. It's called short form video and one of those videos could change your life. It  might take you posting 10 of them or a hundred or a thousand or 10,000, but if you keep learning  every time you post, you will eventually win. It's it's inevitable.

05:44 Um, so if you're like me and  you're introverted and you don't want to show your face, a there is there are ways around that.  You can do faceless content. You could do content about other people. Um, and that works. Like there  are a lot of people that do that successfully. But B, I would suggest that you put that aside because  there are tools like Hen and Claude and all these AI video creation tools that make making faceless  content easy.

06:07 Uh, which means like there's a trade-off that there's there's never been more  demand for people to hear real stories from real p people with their real faces out there in the  world. Um, so although you can do faceless stuff, I would recommend that you don't. You show your  big beautiful face to the world. Absolutely. So, what is retention gospel compared to the short  form lotto ticket you're talking about?

06:30 Yes. So, the only thing that Twitter and Facebook and  Instagram and Snapchat and all these platforms want, the only thing they want is our attention,  right? And that comes with a trade-off. So, know that yes, these short form video  algorithms are incredible and innovative, but it's addictive. And we have all scrolled too  many reels or Tik Toks and we hate it, right?

06:50 So, turn that addiction into a profit. turn your  dopamine into profit. And we talk about dopamine a lot like it's a bad thing and it's not. It's  a good thing if if that dopamine drives us to action. Okay? So your your dopamine should drive  us to acting on something and not just consuming more information because then our receptors go  bland and we're just like robots like Wall-E, right?

07:20 So let your dopamine drive you to action.  So retention gospel. All these platforms want is more of our time. They want retention. They want  us to retain on that video on the platform for as long as possible. So if uh we publish a video that  um prevents people from swiping away to the next video and keeps people on our video for as long as  possible, then the more it does those two things, the more it's likely to go viral.

07:43 And so if I  were to distill down how any algorithm works, whether it's for a long form tweet or a long form  video on YouTube or a short form video, it doesn't matter. Um, if someone's scrolling on, let's say,  Instagram and they see your video and your hook, either visual or verbal or whatever, is compelling  enough, then they won't swipe to the next one, they'll keep watching.

08:04 And if something about that  video intrinsically tells them there's a payoff at the end of this, right? There's something at the  end of this that I need to get to, then they will keep watching. Okay? So, let's say this video is  about um mowing the lawn. I love mowing my lawn. It's about mowing the lawn. And the first, you  know, you have 300 Instagram followers.

08:20 These are your friends from high school. You've never  created content. These are just people, you know, and it just so happens that 100 of those friends  also like mowing the lawn. Then that close circle is going to keep watching the video. And it's  going to send Instagram a positive signal. Then Instagram is going to say, "Oh, all right. 100  people like this.

08:39 Let's show it to a thousand strangers that also like mowing the lawn." And it  does. It goes a little more broad. Those people like it. and says, "Let's show it to 10,000  more who we think like mowing the lawn." It does and it does well. The more they show it to  a more and more broad audience, and the more that broad audience who has no clue who you are, show  positive signals, like they watch it, they like it, they don't swipe away, the more it's going  to show it to more and more people.

09:01 And so, a lawnmowing video might cap out at a million views  because there are only so many people that go to Instagram to watch lawnmowing videos. whereas a  video of like you know something more broad like eating food could be seen by a 100 million people.  Um so just in general that's how retention works. If we show the platforms that our video is keeping  people on there longer than average then it will keep showing it to more and more people until that  wider group of people says ah this is boring.

09:27 I'm swiping away. Got it. So there's a science and  an art behind the scenes of how these content is created. Exactly. Yeah. Cuz if Susie in Omaha,  Nebraska typically has 13minute Instagram sessions and our video um like let's say Susie watches on  average a 20 second Instagram video and our video keeps her there for 28 seconds. Then it's like all  right, this is raising Suz's average consumption time by a little bit.

10:00 So this is a good signal  we're going to show this to more and more people. Yeah. Is it important that our content stays the  same or can you create a bunch of random content that just shows, you know, like like a kind of  like a blob of all content just to do content, you know, that that's I'm so glad you asked that.  Um, it's important early on that we test a ton of stuff, not just like niches, but concepts, right?

10:24 So, let's say I love mowing the lawn. We're going to test carousels. We're going to test infographic  post, picture post. We're going to test, you know, talking head videos of me walking around the  lawn, talking about my lawn. We're going to test all kinds of stuff. And then m let's say  like I don't really care what type of attention I bring. Like I'm going to sell a gohigh level  product or sell a product on a gohigh level site or funnel.

10:48 I don't care what it is as long as  it's something I'm interested in. Then I'll test like taekwond do videos if that's what I'm  into or cooking videos. Like early on test until you see two things happen. a um positive signals  from the algorithm and B you like it like you you genuinely like posting this, you like consuming  this type of content and it's something that you think could be sustainable.

11:09 Now, I'll also say in  getting inspiration for how to post, what to post, what other people are doing, you need to create  a separate Instagram account that is completely separate from the one where you're posting. So,  I have like a consumption Instagram account for research um and then I have a posting Instagram  account for posting. That's the one I'm trying to grow.

11:30 And then I have my for fun account  where that's where I go watch Theo Von videos and fishing videos because I don't want to muddy  up the algorithm, right? So on my on my research account, I don't follow anyone. I don't want  anyone to follow me. It's just blank. It's a dummy account. But I will start swiping reels and  interacting and engaging with ones that are in my niche.

11:49 So I can tell the algorithm more of this,  show me more of this, more of this, more of this. And that will give me tons of inspiration of  what my content should look like as well. Once you find the thing that gives you energy and  is sustainable and the algorithm likes, then you kind of got to stay in that groove, right? If  you found success and passion in lawnmowing, you you you don't want to get to 10,000 followers and  then switch to taekwond do.

12:08 You're starting over. You you you can do that from a brand new account  where you literally start over. And that's fine if you want to test that. Cool. But like a lot of  people, smart people say that like follower count doesn't matter. Follower count's dead because it's  all algorithm uh driven. That's somewhat true, but it's not totally true because every follower  you have, even if only 100, that's 100 data points for Instagram on what your archetype of viewer  looks like.

12:32 And so, the more followers you have, the more data points Instagram has, and the better  and more accurate Instagram will be at showing your content to the right type of people. And so,  if you have 10,000 people that love mowing lawns, the even if a thousand of those people love  Taekwond do, they don't want to hear about it from you. you're the lawnmowing guy in their head  now.

12:53 It doesn't matter if they also like it. They they already get that from other people. So, you  got to stay in that groove. Um or you got to start a new account. Yeah. I I love this, Chris, because  the alignment we have to remind ourselves here is that we have a $97 product we're launching,  right? At some point, as your audience grows, your channels grow, the goal is to make sure the  offer matches the audience.

13:15 If the offer does not match relevancy to the audience, you don't have a  business. Oh yeah. I call it product audience fit. That's exactly what you're talking about. Let's  say I've got this lawnmower audience and I say, you know what, these people want to buy  lawnmowers. I'm going to develop a lawnmower, whatever. Or I'm going to import one from Alibaba.

13:38 I'm going to sell them lawnmowers. And I don't pull them. I don't test it. I don't I just assume.  You might be successful, but you probably won't because you you don't have product audience  fit. Even if that audience likes lawnmowers, they probably already have one that they like.  They might want like a fertilizer to make their grass greener. They're maybe to that point in  their lawnmowing journey where they want to level it up and they need good fertilizer.

14:02 And so,  if you were to get your own fertilizer developed, that would have product audience fit. And I'm so  glad you brought it up, Paulson, because it could be the difference between like a million-doll  launch and a $10,000 launch from the same people, whether they have product audience fit or not. And  so, how do you find it? You just post uh Instagram polls to your story.

14:21 You say, "Hey, what like  what problems are you having in your lawn mowing? I hate my mower. My grass isn't green." Blah blah  blah. And like 72% said, "My grass isn't green." And the next you post another poll. What do you  dislike about your grass not being green? Well, it's green, but half of it is crab grass. Well,  I have bare spots. Well, okay.

14:34 You take that. Oh, 83% said this the next day. Tell me about your  crab grass. Is it invasive? Is it coming? And then like at the end of four days now you know  exactly what they need. They need granules, not a spray for crabrass in the southeastern United  States that emerges in March. Like you can learn all that. You don't have to guess what they want.

14:55 So then when you have a big launch a month later, you'll get a thousand people to convert instead  of 10, right? So very important that you ask your audience. I love it. So Chris, is there like a  framework you follow when it comes to building this stuff? So glad you asked. Call it the hide  the idea. Hide the idea framework. So you start with a hook.

15:14 And my kind of classic hook, if  you haven't followed me, is I'm going to share a different screen here. I I was posting I posted  20 or 30 times back in 2024. I had no success. I started a brand new account. I had no audience.  and I saw this cool video on my research account of a perfume vending machine and I was like, that  is amazing. I'm going to post about that.

15:34 If I had a perfume vending machine, here's how I would  profit from it. And so, I edited it myself. I scripted it myself. And I don't know what the  reason was, but I started the video. This is the exact video that I that first went viral  for me. I started it with this hook. Look at this freaking guy right here. This guy invented a  vending machine that sprays cologne for a dollar.

15:58 Then profit margin is 92%. And if you really want  to get smart with it, you'd put a QR code by each bottle of cologne where you can scan and buy it  with an affiliate link drop shipped from someone else's website. You do no work and you make 15  times what you'd make on one spray. Put these out. So, we won't watch the whole thing, but I started  with, look at this freaking guy right here, and it went viral.

16:16 Now, it wasn't the only reason  it went viral, but I looked at my analytics that all the platforms show us, and the swipe away  rate was amazing. People weren't swiping away. So then across platforms it got like 20 million  views which I was getting like 200 views. So then I'm like well let's try this. Look at this  freaking thing right here. New trend alert.

16:31 New Oh, look at this freaking thing right here. 20  million views. How about this? Would you look at this freaking thing right here? I just So that  became like my catchphrase by accident, right? Because that my swipe away rate was super super  good, aka low um when I used that hook. So you've got to have a good hook. Wow. Guys, if you can't  tell by now, I do love High Level.

16:50 They support my channel. I support them. Me and my team use them  every day. So, if you want to try them for 30 days for free instead of 14 days like everyone else  offers, please use my link below because you can't get 30 days anywhere else. Okay, so that's the  hook. Uh call to action. I won't talk about that now. I want to talk about the the hide the idea  um HTI, whatever.

17:10 Hide the idea framework. Um, for instance, on the perfume vending machine that  went viral despite the fact that I had no idea about retention or hiding the idea at that point.  Sometimes you get lucky and you know good is the enemy of great and 10 million views could have  look like looked like 20 million views with the right a better hook or the right kind of retention  hide the idea tactic.

17:32 So if I was posting a video about lawnmowing um I would my hook would be  something like I can't believe that my grass got so green from this one simple trick. Okay,  that's a hook. Like, okay, that's doing two things in one. It's a hook because it has your audience.  Now, my wife would keep swiping, but my audience, they're going to stick around. It's hooking them,  but it's also telling them like you're going to give them something very specific, something that  makes their grass green.

17:58 So, then after the hook, I'm not going to say the product is greener grass  2000. Find it at Home Depot and Lowe's. No, I'm going to say, "So, here's what was happening. The  other day, I was out mowing the lawn and I noticed this bare spot. I'm like, what do I do?" So, I  start asking Chad GBT. I start testing things. I buy all these granules. I test this.

18:14 I test this.  And I'm going to show before and afters. And the whole time they're like, "What is the thing? Why  Why are you hiding the idea?" And then as long as you actually deliver what you promise in the  beginning, then at the at the end people are like, "My gosh, that was worth it. That was worth the  wait. That's a I never would have thought to add, you know, vinegar.

18:33 I'm just making  this up. Vinegar will kill your grass, right? Never would have thought to add vinegar to  a homemade solution for an allnatural, you know, way to green my grass." So, they're going to  engage at the end because the hook delivered or the the retention hack delivered on what you  promised. That engagement is going to further drive the algorithm.

18:50 Your watch time will be off  the chart. In the case of that person, it might be 100%, it might be 200% because they watch it  twice. And I watch YouTube videos so often where in the beginning they give away the big secret,  right? And that's and the video might be viral, but just because it was viral doesn't mean  it could have been 10 times more viral had they kind of kept the big secret at the end.

19:10 Therefore increased the average view duration for everyone. Got it. So when it comes to launching a  product, right, are these the initial steps like the curation of the audience, the curation of  the list? When we talk about social audience, how how do they get to your email list? Like  you got banned from Facebook, right? How did you move these people into the email?

19:32 Like walk  us through the mechanics a little bit so we have like a north star to kind of plan against. Yeah,  great point. So I'll I'll walk through that on like a no pun intended in a high level basis,  but then tomorrow I'm going to show like the actual snapshots and stuff. So okay, this is this  is my Instagram. And what you don't want to do is um is give people a link tree, right?

19:58 We've all  seen link tree. We most of us know what it is. It's a link that you click on that has a bunch of  other links. I used to use it, but then I tested it and it's bad. Like it's not good because it  gives people analysis paralysis. It's like going into um Cheesecake Factory and they give you  a menu the size of the Bible and you're like, I I need like three more hours.

20:21 I don't know what  I want. And you might just walk out because you don't know what to order. Whereas in In-N-Out,  you walk in and you're like, I'll have a double double animals with animal style fries, right?  Because what else do I order? So, I have four people for four things for people to click. I have  no link tree. I don't want them to go anywhere before they click because every click, every  piece of friction between you and the end goal, whether it's a a free subscription to a newsletter  or a $97 whatever,

20:44 like every piece of friction means a double- digit drop off in conversion rate,  right? So, to answer your question, high level, what we want to do is lead them off the platform  to get their email. In this case, it's going to be a gole landing page linked to a funnel,  right? and it's going to have a thank you page and a welcome email, but then more strategically  over time, we're going to email them things.

21:06 Um, it could be a $97 playbook a year later. It could  be a $97 playbook the next day. Um, there's two times when an email subscriber loves you the most,  is the most loyal to you. Um, and that's the day they subscribe and then that's like years later  if they're still opening and reading your emails. But most people target pe people in between those  two times.

21:31 2 days later to two years later when they've moved on, right? There's a lot of stuff  to focus on in this world. They don't really care about you anymore. So I I call that the messy  middle. You don't want to market to people in the messy middle. You want to get them when they're  hot or get them when they're loyal because they're also loyal uh when they're hot.

21:49 Got it. I get a  minority percentage of my email subscribers from my profile page. Most of them come directly from  my short form content. And if you listen to any guru out there, they'll tell you that you can't  get emails from short form content because Tik Tockers are finicky and they're that is wrong.  That is absolutely wrong. You just need to have a good enough compelling reason for people to  want more from you.

22:11 Therefore, your content, your 30 secondond video has to be good enough, but it  has to tease something that they assume is much, much better. And for every niche, that will look  completely different. for my niche. I'm giving them a business idea in 30 seconds with enough  value in there to get them interested, but then a promised business plan that they need to get  they need to give me their email um to to receive it.

22:38 So, how does that happen? Through a CTA, a  call to action in your video. And I'm going to show you the difference between a strong CTA call  to action and a weak CTA. So, I'm going to switch my screen and I'm going to go back to Tik Tok and  I'm going to show you this video, right? I think this is the one. Um, I'm going to show you the  difference between this.

22:59 So, do you use a CTA on every piece of content or is it just when you're  presenting an offer? That's a great question. Um, I feel very strongly about this. If your CTA  is like for something unpaid like uh an email address or to follow, you want that everywhere,  everywhere. Don't shrink from it. It won't prevent your thing from going viral. If your CTA is  something that's overtly paid, like if I were doing a CTA for this $97 playbook to the world  in a short form video, I would want to be very selective and careful

23:35 about how frequently I pull  that lever. Um, to me there's two types of CTAs, you know, like like, comment, subscribe, whatever.  And that's like low stakes, that's a low ask, and then there's like give me your money. And that  should be used sparing sparingly when it's only worth it. Got it? Okay. So, I'm just going to show  you the first part of this video.

23:51 Look at this freaking thing right here. New trend alert. New  trend alert. This is blowing up around the world in two different concepts. This is day eight of  showing you my favorite 2025 business ideas. So, follow for more. One for if you're wondering if  I'm cringing at myself as I watch that, I am. So, if you're cringing at me, we're in the we're  on the same page.

24:08 But that thing right there, I'm going to show you definitively. Now, that was  a follow me uh CTA, low stakes. I'm going to show you the analytics of this video. Remember, I said  follower count does matter because it gives the Sometimes Tik Tok glitches out and it shows zero  stats for this. So, I'm going to go to a different one. It gives the algorithm more data points to  work with.

24:29 So, I'm going to show you a different video where I had a CTA early on. Would you look  at this? This is one. I won't force you to watch it. If you look at this, 40,000 followers. You  mind zooming in, Chris? I'm sorry. Yeah. So, 40,000 followers from one video. Okay. I have like  670,000 on Tik Tok total out of like 2,000 videos posted. So, that is not uh normal for me or for  anyone.

24:56 40,000 from one video. Well, why? It's all because of this CTA. I'll show you. Would you look  at this freaking thing right here? I just know I'm going to see these all over this summer. Here's  why this is a brilliant idea, where you can find it and how much you can charge. Day 56. So, the  retention gospel here is why this is a brilliant idea, where you can find this machine, cuz they  don't even know what to search for.

25:17 They've never seen this before. They can't go to Amazon and type  in silver thing with pink and then what you can charge. So, it's like, all right, here's how to do  this video. Here's how much money this or here's how to do this business in the video. Here's how  much money it makes. And here's what I'm even looking at. That's three reasons to get them to  watch to the end.

25:34 So, if I put the call to action of follow me right after that, then not only are  they not going to swipe away, but they're probably going to follow me as well. So, I say like one  video can change your life. This video can bring you from 200 followers to 40,200 followers because  the call to action is so strong. Got it? So, what you're saying here is when you say, "Here's  a brilliant idea."

25:54 What you're implying to the audience there is keep watching. There's something  more to just the beginning of the video. Let me explain this over. So it's almost like stick with  me for another two minutes or something so you can get the full scope of my content. Exactly.  And so that video had 8 million views and got 40,000 followers. So I'm going to put my devil's  advocate hat on.

26:16 You ran no ads to this? Oh, absolutely not. Okay. I've never ran ads to a Tik  Tok video. Got it. And your audience is not like international. It's everybody everywhere. Yeah.  Awesome. Yeah. Yeah. Um, so half a percent of people that watched this followed me. So keep that  number in mind. Half of a percent followed me, which is high. So help me connect the dots here.

26:36 If I'm trying to build a business inside of High Level, how is this relevant to me today? Like  uh you're saying create the content, but help me bridge the the phasing of it where I can sell  something to my audience eventually. Yep. So, if you look at, let's see, I mean, really  any of these. Um, if you look at the end, I've got an automation here where I say at the  end of this video, comment plan and I'll send you the business plan because I talk about a banana  business.

27:05 They're very interested. They want to know how to do it. So, I promise them a business  plan. They comment this and then as of 2025, you can use Highle to integrate that trigger  word with an email automation. So then I'll make a business plan and I'll set up an email  automation and which this is what I'm showing tomorrow and I will send them the business plan.

27:26 So now I have their email address. That's the magic of all this. Got it. So as we go through  it, you have I guess over time you've built up different business plans for different audiences  and you're curating and testing different things that's working over time. If I'm brand new, I  just need to start with one basically. Yeah. So, if I had a a you know, lawnmowing content for if  I posted a piece of content about um you know, thickening your bermuda grass, then I would  provide a free, you know, 20page PDF that I

28:01 use Claude or Chad GBT or any AI tool to make with  one prompt. So, I'm not having to write this up and then I would put put that PDF in Google Drive  and I would link to that Google Drive when people um like subscribe to me from that specific  video. Got it. Got it. Yes. So, in a sense, uh, from like a first principles perspective, every  platform is the same in that they just want you to keep users on there longer, but more specifically,  they're different for a few different reasons.

28:23 So, Tik Tok is different because their users are um  much more finicky. And so, watch time is even more important on Tik Tok, average view duration, watch  time, than on other platforms. Because Tik Tok is just desperate to keep users on the platform.  They don't care if users like or subscribe. So, you'll never see me with a call to action like,  "Be sure to share this with a friend.

28:46 Be sure to like this." Like, it doesn't do anything for me,  right? So, on Tik Tok especially, I want to keep people to the very end. And if I do, then Tik  Tok will reward us handsomely. Whereas, YouTube is very YouTube already has a lot of people on  their platform. YouTube is king. YouTube wants you to not swipe away more than anything because  there's so many YouTube shorts.

29:06 There's like 8 billion hours of shorts uploaded every single day  to YouTube. And so if your swipe away rate is over uh uh or under 70%. Then they love you. If  people have a 70% chance of not swiping away, then YouTube will keep showing it to a broader  and broader audience. Um, Instagram really wants shares because Instagram is a very just for  the culture of Instagram is sharing through Instagram DMs like group DMs, friend DMs.

29:39 And so  if you have watch time and a high share rate and on Instagram a high share rate would be 2%.  So not 2% of your views but 2% of your unique viewers if they're sharing it then YouTube will  or uh Instagram will reward you handsomely. Um, we haven't even talked about LinkedIn and  Twitter, two very, very incredibly valuable platforms. LinkedIn wants early engagement in the  replies for whatever reason.

30:02 And so to hack that, there are like LinkedIn engagement groups out  there where you and nine other people can make a pact to just engage with each other's stuff. And  it seems kind of corny and hokey, but it really, really works if in the first hour LinkedIn sees  that people are engaging with it with your piece of content. And on Twitter, Twitter really  needs more users.

30:23 even though they've been around for ages, they're struggling. Like, they  only have 200 million daily active users, which is the lowest of everything we're talking about.  And so, Twitter doesn't just want to see shares, but they want to see that you're sharing or that  people are sharing your tweet with people off the platform. So, if you're copying the URL, Twitter  will reward you handsomely.

30:43 So, on my tweets, you'll see me occasionally ask people to share it  with someone that's not on Twitter specifically. And it seems like dumb. It's like, well, if people  are going to share it, they're going to share it. Like, you don't need to tell them to share it.  You do. You do because they won't think of it. They'll forget. And so, that little call to action  can make all the difference.

31:00 I love it. Chris, I got a question for you as we go further into  kind of building the email component of it or the organic component. So the school of thought  I'm having is like if I'm a digital marketing agency or a consultant or someone who's working uh  locally in a city or an industry like what about the industry side the niche side what if I just  work with plumbers right do I create content just for plumbers or should I take you know Paulson  Thomas as a bigger personal brand and see what works like you know as

31:36 a digital product like  help me kind of navigate through those, you know, dilemmas I would run into as a digital marketer.  You know, do I go with industry specific like just go all in on LinkedIn and nothing else because  I'm focused on accounting? Great question. First of all, no niche is too small, right? There's 8  billion of us. We're mostly all connected to the internet.

31:58 Like, if you wanted to do like Jewish  plumbers living in upstate New York, fine, right? Because those people will be so loyal to you. Even  if there's only a hundred of them, they will be so loyal to you that those 100 people will be more  valuable than 10,000 people that are less loyal to you. Right? So, that is a val a valid route to go.  Just plumbers or just whatever plumbers in Omaha, Nebraska.

32:23 Yes, you can win at that. Um, but I  I talk about the messy middle a lot. The other way to do it is to go very broad and like Paulson,  right? This is me and I like to call it me pushed out to the world. Here's my morning routine.  Here's my marketing to plumbers email automation. Like here's me at Taekwond do practice. Whatever  it is, like it it doesn't matter as long as it's authentically you pushed out to the world, then  it kind of breaks that rule that I spoke about 20 minutes ago about staying in your lane.

32:52 If your  lane is Chris Kerner and what I like, what I love, whatever, whether it's emo music, mowing the lawn,  whatever, then people will identify with that. And so it it does mean that your audience is less  valuable because they could look like anyone and not just plumbers in upstate New York that happen  to spend thousands of dollars a month on software, right?

33:14 It could look like anyone. So you might  have a much much bigger audience if it's like a personal brand. Um but le each person that follows  you is less valuable than the niche audience as well. Got it. Okay, let's keep going. Okay, so  I want to talk a little more about um how many people follow you and how kind of irrelevant  that is. So I recommend everyone read this essay published in 2008 called 1,000 true fans.

33:37 I think there's also a book with the same name, but his math is that a,000 fans spending  $100 a year is a h 100,000 in revenue. That math has never been more relevant than today.  You know, 2008 was a big inflection year, but This year is a big inflection year and I, you  know, like I said at the beginning of this, it's never been more important to be  authentic and have real stories doing real people doing real things in the real  world.

34:05 So, a thousand true friends is very um very valuable. In uh this guy named Lee Jyn  at the the world's greatest venture capital firm, Andrew Horowitz, kind of took it a step further.  She said, "You actually only need a hundred true fans paying you $1,000 a year." It's the same  math. you end up at a at $100,000. But I can think of eight to 10 guys that have built 30 to $70,000  a month businesses on Twitter with like 2 to 3,000 followers talking about being fractional CFOs  or fractional CMOs.

34:37 Um they have like one offer, one service that they charge $2,000 to $5,000 a  month for and they get a couple of them a month. uh they just tweet like you know handful of times  a week very niche relevant things these tweets get like 40 views 120 views 13 views but the people  viewing them are so valuable like I have a friend named Marcus who has a YouTube channel with 1,700  subscribers his videos get 400 views know on a good day but they're like 50 minutes of like how  to optimize your Google business profile how to

35:17 fix your funnel like walkthroughs screen sharing  and he his I'm not exaggerating ating and I pushed back on this when he told me his close rate  when he gets on calls with his viewers is 100%. because these people spend hours with him. Of  those 823 people watching his 51 minute video about, you know, Google ads, they spend hours with  him. And so when they get on the phone with him, they feel like they're talking to a celebrity  like, "Oh, I love your video.

35:41 The one you posted, like they are a true fan to him." And so when he  says, "I will personally manage your marketing for 3500 a month." They say, "Where do I sign?" And I  I'll also say like he does qualify them before he books a call. They have to answer questions. so  he knows they're qualified, but 100% close rate and no one knows who this guy is.

36:01 That's what  I really want to harp on is that it like being obscure and unknown is great. Like if the right  people know you, it's amazing because it's it's not about who you know, it's about who knows you  and who trusts you. Absolutely. And I don't know if you know this, Chris, but High Level, we're  very heavy on our affiliate program, right? We have a lot of people that come through that.

36:24 And  you know, quite often when we do our endorsement deals or whatever, you know, we look at the  audience activation rate. And a lot of times more followers don't mean more audience. It just means  they just have a bigger network of people that are around them that was like maybe once a follower,  not a follower anymore. A lot of times we see newer players that are a bit smaller out crush the  big legends all the time.

36:50 You know, so we almost stop paying attention to how many followers a lot  of people have in general. Like that's not even a focus anymore because someone with a hundred  people that's following them, paying them $3,000 a month for services is way more valuable than, you  know, a bunch of followers and nobody f, you know, purchasing anything from them, you know.

37:14 Yeah.  It's interesting hearing your perspective because you you see the other side of those numbers.  I'm I see myself and some anecdotal examples of people I know, but you guys have thousands of  affiliates. Yep. Yep. Exactly. So, what how do we convert this all into our email? Like, how do we  get them to get off the platforms in a healthy way and become our true loyal followers?

37:38 Yeah. So, it  all starts with a very very simple landing page, which I'm going to build tomorrow. Uh, I'm  going to share my screen and build it for everyone. Like almost nothing on there to click.  You don't need their phone number, their address, you need their email. The more there are there  is for them to click on the landing page, the more likely they are to get distracted and  to never convert at all.

38:00 You need to link to that everywhere, the same landing page um, on all the  platforms. And then you need individual pieces of content to link either to that landing page or  to a different one. But really like once you've tested a few landing pages, um you just want to  put that one everywhere. And then you have your email and then you you'll have a a flow like a  a welcome sequence that I'll cover tomorrow that will kind of strike while the iron's hot.

38:28 That's  going to last like a week. And then after that, you just want to send them one thing a week  that's very relevant to what they're doing and very high value. And then you can pull that launch  lever, whether it's a $97 playbook or whatever, at any point in the future. Um, that's the name of  the game. Got it. Do you use the social planner at all inside of High Level for to manage all these  different platforms or how do you I don't actually use that.

38:52 Um, I use High Level for half a dozen  plus different things. But one thing that I've noticed is that the platforms want us to post  natively to every platform like manually to not even cross-osting between Instagram and Facebook,  but the same piece of content to Instagram and then you upload the same one to Facebook. um they  the platform sees that as like more effort that you're more engaged and I've noticed using like  any plat uh like cross-osting tool or anything that your content isn't likely to do as well

39:24 which  I hate to say I would love for the convenience of that because it works great. I've tried it. Um  but that's just what I've noticed. Got it. Okay. Awesome. But uh Paul is asking did Chris just  undermine the value of the social planner? Well, I could tell you it doesn't work for everybody,  but it works for a lot of people, right? Yeah. And I mean, would like would you guys prefer I  just say like whatever sounds good, you know, like that's my real experience.

39:50 And High Level has  replaced like 13 different SAS tools that I used to use. That's one of some that I don't use, you  know, and some people have success with it. So, Got it. Yeah. Let's see. Uh, someone saying, so  the AI component, uh, Chris, how much of the AI do you use inside of high level? because we've got a  gentleman asking here like what is your experience in AI tools?

40:13 I think high levels um the AI voice  agent creator is one of the best voice agents out there. I presented at a conference in Mexico  for orthodontists uh last month and I stood on stage in front of hundreds of orthodontists and  I went into high level into the voice agent and I created and trained and spoke to a voice agent  all within the course of like seven minutes from scratch and their brains were like melting on  the floor.

40:39 It was so good. There was so little latency. It was so like you just put in the URL  of the orthodontist and it it's trained it's trained on what how to talk to a mom of four kids  about pricing and about like you know can you eat popcorn or not and like do you accept my insurance  like I did all that within seven minutes within high level. So I I'm like shocked that their AI  tools aren't more front and center because they're they're so good.

41:07 Yeah. Yeah. Love it. Okay. You  just saw day one. all the strategy, the hooks, the retention, the audiences, all of it. But day  two is where I stopped talking so much and started building live on screen. We're going to be in the  app building the entire funnel live, the post, the automation, the landing page, the email  contact list, everything. So, copy what I do.

41:22 So, today we're going to talk about okay, what what is  the point of the content? Where do after someone clicks, what do we do with them? How do we get  their email? How do we monetize them? Because that's why we're here. Absolutely. All right.  So, let's say you want to capture email addresses so you can monetize them, sell to them. That  starts by posting something on social media.

41:41 So, I've been prepping all morning um and I took  this post right here and I posted it and I want to show you exactly what happens after you post  and to to getting everything into high level, all the automations, all the workflows, all the  recipes so you can like know exactly where you're at with everyone. So, I'm going to show you  this post real quick.

42:03 It's just it's about this episode I published recently about this guy who  does AI audits and the magic is right here. Um, comment audit and I'll send you the full template  and biz plan. You can copy him and then I copy and pasted the same thing in the comments. And then  I I pinned it. You you can't pin it on desktop. I pinned it on my phone. Um, and what you can see  is people are commenting audit and this was only posted an hour ago.

42:27 So now we're going to go into  high level and I'm going to show you exactly what happens from there. I can just show you what I've  already built, but I'm going to build this quote unquote from scratch. So, we're gonna start by  going to um create workflow. Okay? And we're going to start from scratch. We could build it with AI.  It works really really well.

42:44 You just prompt it um guys to see how it's done. So, so I'm gonna  This is the first step of my workflow. We need a trigger, right? Every workflow needs a trigger  and an action. What triggers the workflow? What should you do once that trigger is pulled? So,  we're going to go Instagram comments on a post. That opens up this screen. I'll keep zooming in.

43:09 Um, we're going to name it whatever. We're going to name it 422. That's tomorrow. And I'm going  to pick my page. Now, uh, in a minute I'll go back and show you how to connect your page just so  we can truly start from ground zero. But for now, it just know it's connected and I picked it from  the drop down. Post type is publish post. We're just going to leave it there.

43:31 And then it wants to  know exactly which post we're talking about. Well, it's this one. It's these are sorted  from most recent um to to least. So, I'm going to comment on that one. And then  we're going to add a filter. That's very very important. The filter in this case is going to be  the word audit. But since I already set this up, I don't want it to trigger twice.

43:49 And so contains  phrase. I'm just going to put example. We don't want to do exact match because some people  might say they might put audit in quotations. They might take you very literally or they might  say the word audit. You want to be sure it's just contains and not exact match. So contains phrase  example and then we want to check this box first level comments.

44:10 That is a first level comment.  Whereas if someone comments on your post and then someone else comments on theirs and says you're  an idiot, I disagree. That's a second, third, or fourth level comment. We don't care about that.  So we just want to track first level comments. Um and then we click save. So that's kind of like  the the hard part. That's the bulk of it.

44:23 But then we got to come in here and say, "All right, what  happens when they do that? What do we do?" Like, um, how do we how do we continue to message them?  So, I'm going to go back here to the one that I built right here. And I'll show you that I set it  up just as I showed you. Page publish, same post, first level comments, contains phrase audit.

44:48 Okay.  And then the next action is respond comment. Now, this is going to be public to everyone in the  world. Um, we're going to like the comment with this toggle here. And then we're just going to  put a bunch of different things in. Watch for the DM. Here it comes. All right. Thanks. Check your  DMs. It's almost like a roundroin of variety. So, it's not like the same exact thing.

45:08 So, why why  is that important from a social platform policy standpoint? Chris, can you talk a little little  can you provide some context of why that's there? So, some platforms, some are more strict than  others, but many platforms want to see variety. If if this post were to absolutely go viral, and  I just comment, "Thanks, thanks, thanks, thanks, thanks, thanks, thanks, thanks, thanks."

45:30 It's  going to send flags to Instagram, Meta, Facebook, whoever, and say, "This guy's spamming, this  guy's botting." Now, I will say Gohigh Level, their integration with Meta is like approved. They  have a blessing. It's not like shady, beneath the scenes, like this is all above board and approved.  Yes. Even still, even still, you can you can still get flagged by filters.

45:50 And so, like, just to  be safe, uh, put three or four or five in there. Furthermore, even if most people know that it's  automated, it still just looks more real. It's like it it's still something. It's more authentic.  And every time you do this on future post, you can just copy the same uh workflow and then just swap  out the trigger word and everything else can stay the same.

46:14 Um, so you don't have to worry about  like coming up with a bunch of different phrases to comment each time. Yeah, this is exactly why  you want to be very careful of just DMing people using social platforms because after like 15 20 of  those, your profile will get flagged as a spammer, right? And then even your friends and family won't  be able to reach you and that it gets a real it gets real messy once you go into those cubby holes  or jails, social jails.

46:36 It's really hard to get out an account out of it. So, just be careful  on that. Um, and applies here. It's a reply DM. Even then, you want to be cautious. And we're  we're not compliance experts. I'm just telling you what I've seen with my own agencies and Chris  is echoing the same thing. Yep. And I will say it is very important that you ask them to comment  because it would not be compliant with Instagram if you didn't.

47:04 You can only DM people that you  don't follow, which that's most of these people, if they've already if they've recently commented  on your post. If they commented 25 hours ago, I still can't. So, this middle step right here  is the key to all of this being compliant. They have to comment. That shows the the algorithm that  they're opting into talking to you more.

47:19 Yeah. And is there case sensitivity here? If somebody writes  audit all capitalized, would it still still work? Yep. So, then the next step is you are going to  message them after they've commented. You don't want there to be We could add a delay here.  We don't want them to be we don't want there to be a delay because five seconds goes by and  they've swiped on, they've moved on, they don't care about your business plan anymore or whatever  it is that you're offering them.

47:45 So, we want this to be immediate. So, after they comment within  about 5 seconds, um, and any of you, by the way, any of you are welcome to go to my Instagram page  right now, go to the most recent thing and comment audit, and you'll be able to see on the back end  how this works. I know that's not like a subtle pitch to get more subscribers. you can unsubscribe  right away, but I just want you to see like the full, you know what I'm saying?

48:09 Tipto tail of it.  Okay. So, after they comment, it's going to um DM them. Okay. And this is all and I'm going to show  you what this looks like in a minute. Hey, get the full AI audit template, biz plan, plus 97 other  biz ideas for free right here. You can see there's nothing there. That's for a good reason. If I were  to put the hyperlink right here, it would not be clickable by default.

48:32 That's just how Instagram  works. Instagram wants them to click a button in the DMs. And so I'm going to check button and  then that this is the title of the button and then um that is the link where it's going to go to and  and that where did that link come from? That's something you created separately. I'm getting  there. Yep. That's I'm going to get there in a minute.

48:51 So just so everyone can see what this  looks like. Let me uh find you and type in audit. So let's see. Um audit. Okay, I just typed in  audit and I see it. I mean, I see it on my on the account. I see it on my mobile. Yeah, it's simply  a button that says um get the plan. Yep, I can see it. And what what happened Yeah. What happens is  it opens a like an Instagram browser like like a shadow browser inside the Instagram app because  they don't want you to leave Instagram.

49:20 Um and what you see when you click is what we're about to  build. So, I wanted just to get up to that point. Um, I'll also say like you're going to be  tempted to add all kinds of complexities to these workflows because it feels good to build, but like  just keep it simple. Keep it simple. And let's say you want to tag these contacts because they will  be saved as a contact automatically.

49:41 Um, you could just add a plus right here. You could tag them.  You could add it to an an action item. You can merge it with an existing. You can do so many  things here, but like again, keep it simple. We just want to get their email address. Um, and why  is tagging important? Just for staying organized. Uh, you're probably going to have more than one  lead magnet, and you want to know what person came from what lead magnet.

50:06 To yesterday's example,  we were talking about having like a lawnmowing Instagram page. Maybe some people want to buy  fertilizer, some people want to buy a lawn mower, some people just want a PDF. If you are, if you  have 30 different PDF lead magnets over the course of a year and you tag all of those people that buy  it uh as PDF, then when you go to sell a new one, you can promote it only to the people who who  are tagged as PDF.

50:27 That way, you're not spamming people that aren't likely to buy a PDF. Got it,  guys? tkowners.com. That's my community where people are building businesses. I do AMAs, Q&As's  every week live. You can ask me anything you want. You can have accountability partners. It's about  a thousand people in there building, starting, growing businesses. Check out TKO as in the  kerner office.

50:47 tkowners.com. Okay. So, to connect your Instagram uh account, you're going to go to  integrations and you're going to go to Facebook. There's no Instagram because Instagram is part of  Facebook. And you're just going to connect it. So, if I were connecting um like if you just pretend  Shopify is Instagram, you just log in with your credentials and it's connected.

51:10 And then you  can manage that connection on the back on the marketing tab right here under social planner.  So you can see here all of my social accounts that are connected. You can see statistics and  it will pop up in that dropdown when you go to build the workflow that I just showed you. Got  it. And you do this for your customers as well, Chris.

51:29 We can. Yeah, absolutely. I mean this is  like if you have any small business customers, they should be using this. like they should have  comment on Instagram notifications like, "Hey, like John's HVAC business, we've got a spring sale  20% off coupon for HVAC inspections." Like, "Did you know your HVAC unit is $10,000 to replace? If  you don't get it inspected, you're less likely to replace it.

51:53 For a 20% off inspection coupon,  comment John's HVAC." Like, you could set this up in five minutes for your client. And then if  you have 10 other clients, copy paste, copy paste, copy paste, swap out John's HVAC with Chris's tree  trimming, and you could charge hundreds of dollars a month to maintain that connection. Yep. Okay.  So now, um, we need a a site and a funnel and a lead form.

52:18 So we're going to go to the sites tab  to do that. So we're going to click new funnel. And funnel AI works amazingly. Um, but you know  what? Let's do that because we didn't use AI on the last one. Let's do it on this one. We'll  call it 422. We're going to say marketing agency. Doesn't matter. Generate more leads. Friendly  takes about 5 10 seconds.

52:36 I don't know how much time we'll have when I'm done with all this,  but I've been playing around with the AI studio like your vibe coding tool. And I would I would  love to like give a few tips on that if we have time at the end. Can we Yeah. Can we let's let's  plan for that later. Just came out five days ago. All right. So, this is the funnel AI uh feature  that you just clicked on, huh?

52:59 Yep. Yep. And I I want to switch my screen for a minute because  before I strip down this website and everyone's like, "What is he doing?" I want to show you  after extensive AB testing and like hundreds of thousands of dollars spent on Facebook ads  what my highest converting lead form website is. This is it. You're going to be very unimpressed.  I promise you.

53:23 it. That's it. And I've tested this against everything like testimonials, my face,  like this. I'm a real person. This converts the best. Okay. Now, there's no distractions. No,  there's no distractions. Replace that sentence with whatever it is. I don't care what niche  it is. I don't care if you're an affiliate, you're home service marketing, it doesn't matter.

53:45 This just happens to be my lead magnet. So, I want to make something that looks like that.  and I recommend you do as well if you're doing something kind of like this because it's just it's  proven and I want you to win. So, let's go back to my other tab. So, I want to say like let's say you  want your logo in there. Totally great. You can use um high levels like uh their AI tools to make  a logo with one prompt.

54:05 So, I could show you guys how to do that later, but for the purpose of this,  I don't need or want a logo. So, I'm just like stripping this down just relentlessly. Cut, cut,  cut. Um, and I'm gonna add an element. You click the plus button right here, top left, and I'm just  gonna type in form. And I'm going to hit form. Oh, I got to drag it in. So, we'll drag that in.

54:27 You don't have any forms yet. So, we're going to delete this. And we're going to click this. We're  going to go, let's just add a new form. We'll call it form 12. Edit form. We are just going to  strip all this down just like we just did. Um, I don't need their name. I want their name, but  I can get that later on an onboarding survey, but I don't need it now.

54:52 Because if you add, if  you just want their first name, you're going to drop your conversion rate by 20 to 30%. I'm not  exact. Um, so this is it. This is our form. Email, submit, change the color, whatever, doesn't  matter. We're going to name um form 422. And then that's it. There's our form. Now, let's click  the Do you want to save and publish or?

55:11 Yeah, I'm going to do something first. Going to do that  publish. Okay. A domain. So, I can buy a domain on high level or I can ex I can transfer in a  domain or I can just use like a a generic one. So, I'm just going to use this and then it's going to  create um just a page on that domain for this. And I'm going to click publish. So, funny. We have  a contest for our level up conference at the end of the year for the person who had who had bought  the most domains in our system.

55:45 It's people like people who have 10,000 plus domain. Oh, I should  have entered that. I've got like 200, but sounds like I'm a lightweight. It's like a It's like a  credit score, you know? It's like a pride. It's like a pride thing. It's like I'm a real business  owner in marketing if you owned a lot of domains. So, here's what my website looks like.

56:06 It's  very boring. I could add some padding up there, but I don't even need to. So, let me switch. It's  almost ridiculous how simple this is, Chris. I'm not going to lie. Yeah, I know. I'm a ridiculous  person, so it makes sense. So, you're having people go from that audit comment. You're sending  them a button to this domain right here saying, "Grab the grab the lead magnet."

56:30 So, what about a  thank you page? What about what happens after the download or like what does that experience look  like? Yep. Yep, we're going to get there. Um, so we could do this in a couple different ways. I  like to always have redundancy. So, all right. So, you can go button action. We can uh redirect them  to, let's say, our lead magnet is a is a Google doc.

56:54 We could redirect them to the Google doc  and send them a thank you email. I prefer that. Or you could do go to next step and you could  put them in a workflow and like enter them into a long funnel where you send them offers every  x, y, or z days. Um, but for now I'm gonna well I'm gonna show you how I set this up in the one  that's live right now.

57:09 So, we have our URL. Um, and I'm gonna go back to the one that I built  this morning for 21 leads. And you can see um the second step on this one is a thank you page.  And this is simply it's I just took a normal thank you page and I stripped it down. Please check  your email for what I promised. That's it. Um, and then right there, that's not even needed.

57:34 So, all right. So, we have our website, but a lot needs to happen after that. Um, so  what we're going to do is we are going to go to um a workflow. We're going to go to automations  and then we're going to go to this one here. Thank you email after form submission. That should  be pretty self-explanatory. Um, so I'm going to show you what happens here.

57:58 I'm going to zoom in.  This is the trigger and 421 form is the one that's actually live on the internet right now. So when a  form submitted whose name is 421 form um the below things will happen. Send thank you email from  Chris Kerner. Chris's email subject line keep it as short as possible. I'm telling you here is the  lead I promised you. How are like none of that.

58:24 Keep it short. Keep it vague. You don't really  want them to know what they're clicking on other than the fact that it's like it's coming from the  person that they're expecting something from. So, if I were sending a newsletter about how to get  more HVAC clients, my subject line would not be how to get more HVAC clients because a lot of my  clients probably don't care about that despite the fact that there's something really valuable in  that email for them.

58:43 So, instead, I would just put like um clients. That would be the subject  line, clients. It's like, huh? And then they start reading it and then what's called the sunk  cost fallacy kicks in. They're halfway through and they're like, "Man, I don't really need more HVAC  clients, but what he said about Facebook ads is really interesting. I'm going to keep reading."

59:01 And then they keep reading and by the end of the email now, they trust you 3% more. But they  never would have trusted you 3% more had they not clicked on it. But they never would have clicked  on it if they didn't care about HVAC clients. So you got it's kind of like the retention gospel.  You got to give them got to keep them wondering. You have them give them a reason to read to the  end.

59:18 in this case to click. So, we want to keep the subject line short and a little bit vague. Um,  and then for a lead magnet, we want to keep the email dead simple. Like, at this point, we have  their email. We need to respect that and we want to give them what they're expecting. We don't want  to bury it. So, this just simply says, "Thanks for signing up.

59:38 Here's what you're looking for." Okay?  And then the link in this case goes to it goes to this business plan that I generated with AI and  it's 21 pages. It took me one prompt and this is what they're hoping for and expecting. This is the  lead magnet. Yeah. And and it doesn't have to be a business plan that you're giving out. It could  be a cooking recipe.

59:58 It could be the best things, you know, best practices to keep your lawn green.  It could be, you know, um how to look out for, I don't know, foundation repair or HVAC, like  whatever you think is valuable to your customer base, right? Yep. So, you can see I just set  this up this morning and 40 people have already gone through it. So, who are those people?

01:00:22 Where  are they? Who are they? What do we do with them? We're going to go back and we're going to go to  contacts and these are sorted by most recently updated contacts. And you're going to see here,  so 1 minute ago, 2 minutes ago, 5 minutes ago. I'm going to show you why some of them have emails  and some of them don't. So, when someone comments on my lead magnet, it will DM them.

01:00:44 And at that  moment, Gohigh Level will add them as a contact. Even though it doesn't have anything except their  username. This is their Instagram username. So, it's I love this because many of them will never  give me their emails. They're going to bounce. That's that's what happens in internet marketing.  Even so, I still have their username. I still have something, but many of them eventually will.

01:01:03 And  when they come back, even if it's days, weeks, months later, Gohigh Level will come back and  find them by their username and append attach their email address to their contact. So you can  see these people actually did give me their emails and now they're in here. And so if I want to make  money from them today, a year from now, whatever, it's literally as simple as going back to that  uh workflow here and just adding more steps.

01:01:30 So I could say like delay uh or wait. Uh I could  say wait one day, save. Then it will just hold on to them and then it'll say send email. Is that a  Instagram specific thing or all social platforms when it comes to high level, you know, collecting  the emails or Wow. All of them. Yeah. That's a that's a big deal. I actually didn't even know  that existed.

01:01:52 Yeah. Because a lot of us, if not most of us, at least in the beginning, we're going  to post something and it's not going to be like, oh, hundreds of people. Wow. It's going to be like  one the first hour, two the first four hours. Like one's my mom, one's my cousin. That's okay.  like that's where you start. That's okay. So, every single one is like gold to us and they  should be.

01:02:14 And so, if we post a lead magnet that gets four leads and only two submit their  emails, then at least for the other two, we have their username. We can manually go to Instagram  and say, "Hey, like this isn't an automation at this point. This is actually Chris. Like, does  something break? Did something happen? Like, I really want to send you that."

01:02:31 And we can  like treat it like gold as we should. So, I really like that about it. Um, love it. So, after  we send the thank you email, now we can do one of two things. We can just hold on to their email and  send manual um marketing emails whenever we want, which is a great idea. We can send manual  newsletters daily, weekly, monthly about, you know, lawn care or whatever it is, or we can  just put them in a drip email marketing campaign all within the same workflow.

01:02:58 So, in this case,  let's say my lead magnet is a lawn care guide. You know, seven steps to make your Bermuda grass more  green. And then a day later, I'm going to send an email and say, "Hey, did you read the PDF? Did it  help? FYI, if you want to kind of skip the line, that plan I sent you takes about 3 months to  take effect, but I have this fertilizer that will take effect in only one month.

01:03:20 So, here's a  link to buy that fertilizer." And maybe it's an affiliate link to someone else's product, or maybe  you have your own product and you link to it. Um, that can all be done within the same  workflow. If this feels like a lot, it's you're going to pick it up so fast. promise.  And if you haven't used comparable platforms, like this is about as simple as you get.

01:03:40 It's it's  super self-explanatory. Yeah. So, Chris, like, how many lead magnets do you have alive at any given  time that's bringing you leads that's coming in and out of your business? Like, how many leads do  you think will come in in a day for you? I mean, we we never turn off a lead magnet. And in this  case, I'm referring to a post with an, you know, a comment automation.

01:04:02 So speaking literally,  I have hundreds 500 to a thousand active lead magnets today. Most of them are they're old. You  know, the algorithm has worked through them. There aren't people seeing them, but they still trickle  in a few every day. Um, and so I I love fishing. I like to use this as a fishing analogy. Um, I don't  know if people know what trot lines are, but it's basically a long rope with hooks every foot or  two and bait.

01:04:24 Um, and you go into like a creek or river and you connect one side of the rope on over  on one side of the the river and the other side on the other. And as the fish swim up and down the  river, they see your bait every feet, every foot, and they bite. And then you come back at the end  of the day, you pull it up and you've got fish on like every hook.

01:04:45 Well, if you put three hooks  out, you might get three fish. If you put 300 hooks out, you might get 220 fish. So, the name of  the game here is volume and like not perfection, not oh, it has to be done. I don't want to  embarrass myself. What if I have a typo? I said that. I fumbled over my word. Like, stop. You just  need volume. You need a lot of hooks in the water.

01:05:04 And then they will just pay dividends for months,  years to come. Yeah. Okay. So, uh that's like most of the workflow to go from posting something  organically on social media to connecting their email. So, I'm going to recap real quick and then  I want to talk about a couple other things. So, to recap, we start by uh we started today by posting  to Instagram.

01:05:19 Technically, you should probably start by going to sites and creating your funnel,  right? So, if you remember, we went to sites, we said new funnel. Uh, we we created from scratch  or from AI. We used the AI tool and we just said make it friendly, yada yada, make it a marketing  agency. We stripped it down, we deleted it. All we did was add a form.

01:05:42 We added a headline. The  headline is what the lead magnet is. The form only says email and submit. Right? That's right here.  Then, in our workflow, we have a thank you page. that thank you page um will capture their email  and it can autodirect them to the lead magnet as well if we want the link to the lead magnet in  the email and to redirect them after for some um redundancy because some people won't get the  email for whatever reason they'll mistype it'll go to spam whatever so the last thing we want  is unhappy

01:06:08 people so we always want to work in redundancy so do that first you create a site  and a funnel you can do that in five minutes then you're going to go to automation you're going to  go to workflows and you're going to create your Instagram comment automation. This is after you've  connected uh Instagram after going to settings and then integrations.

01:06:28 You go to comment automation  and you have a trigger. You have a trigger word something that relates to your post. Track first  level comments only contains phrase and then you respond on comment. You can add in a few things.  You want to like the comments as well. And then you're going to DM them something simple with a  URL right here. This is not the URL to the lead magnet.

01:06:47 It's the URL to your your landing  page. so you can capture their email. Um, so we do that next. Then we, you know, we have our  form on the website. We've added it. And then we need a confirmation email. That's also going to  be um a workflow. And technically, we could add it to the workflow that I just showed you. We  could just add it as a new action, but I wanted to keep it separate just so it could be separate  in your brain.

01:07:08 Um, we just have this. If your form is submitted, then send thank you email with a  link to the lead magnet in it. You can also add an attachment or what have you. And then if you go to  contacts, you will see people start coming in that are looking for your lead magnet. Yep. And you  can get really creative with a lot of the formats, right? You can send a lead magnet.

01:07:30 I don't want  to complicate anything. I'm just giving you all inspiration. You can send a lead magnet as a video  inside of a course and then look at how much of that video that they actually watched as a lead  that watched 100% of your video versus someone who watched 10% are two different people, right? So  there are different formats that are even outside of PDF that you can kind of test with and a course  versus a video versus uh you know a PDF versus you know different things.

01:08:01 So test it all out. Yep. I  also wanted to point out something. So you can see here on the little icon, if it's a chat window,  then it means we don't have their email yet. We've only messaged on Instagram in this case.  And then if it's a envelope, it means we have their email. So yesterday we talked a little about  um the social planner and I had mentioned that I don't post from it but it is an incredible tool  for being a dashboard for connecting like you can let's say I just only want to look at my LinkedIn  stats

01:08:29 or only in you know two different Instagram accounts you can see like a an overall state of  the union on your content how it's going how it's doing what content is taking off and then if you  if you post content that's more timely which a lot of people Um, you can use this tab right here  just for like seeing what's trending at any given second on multiple different platforms, which is  super super valuable.

01:08:49 Yeah, that's interesting. I didn't think of it in that kind of a usage, but I  guess numbers don't lie when you look at it from like a three-month view, six month view, and over  time you're seeing a certain type of content work better than others, right? Yeah. You may see  a certain type of audience engaging with you better than others. So these are findings that  you'll have that may kind of open up new can of worms for you, right?

01:09:16 Which is great. You want to  create new problems to solve better problems in business as you go, right? Okay, let's keep going.  Okay, so now I'm going to go ahead and build an AI voice agent live in front of over a thousand  people watching live plus you and just see how everyone reacts. Are you able to do the voice  agent as part of the lead magnet process?

01:09:30 Oh yeah, let's let's pull on that thread a little bit. So  okay, I'm going back to the form that I created with you guys. I clicked edit form and let's  add phone in there. Okay, so we're going to ask for their phone number. Um, keep in mind when you  do ask for their phone number, you you need this consent in there. Legally, there are a lot more uh  regulatory things around phones.

01:09:51 Um, so we need to keep this in there. It's very important. Um, we'll  collect their phone. Now, what we could do, we're going to save it. We're going to go back to the  um automation and then workflows. Let's just say we're going to go here. Thank you email. Let's say  all right wait for an hour and but beforehand if so what we could do is say if if they have not  open the email that would be a condition then wait for an hour.

01:10:34 Let's just say a day because  that's that's a little stalkerish. wait for a day and then we are going to let's see what we can  do here. Voice AI outbound call. Okay. Yeah, we can call them through an AI and say, "Hey, I know  this is random." And I'm not saying you should do this or we want to do this, right? There's not a  lot of like relationship there from someone merely commenting on your Instagram post, right?

01:10:59 But  I'm just showing you what's possible. You could add this to any funnel in any circumstance. Um,  we've got to make sure that this is enabled in our voice AI agent settings, but we could just do  voice AI outbound call and then we could train the voice agent to say, "Hey, this is Chris. I sent  you the email with that lead magnet. Did you get it by chance?

01:11:19 By the way, I'm a voice agent in  case you're creeped out." Um, yada yada yada. You could totally add that in as a as a workflow. You  could add in a condition of if they don't open it, or you could just send it to everyone uh just to  be safe. Makes sense. So, if I was having trouble like um trying to discern, all right, well, how do  I add the condition of if they've opened the email or not?

01:11:40 Simple. We just go to create a workflow  and we create it with AI and you just put that in the prompt. Let's create a brand new workflow from  scratch. Even though I put for scratch, it still lets me build it with AI. Um I Where are you right  now? This is the I'm in the work the AI workflow builder. And I said, let's say we've never built  a workflow before, which many of us probably haven't.

01:12:00 I said, "I want a workflow where I use  my AI voice agent to call leads only if they don't open the email I sent them after a 24-hour delay."  Now, look at this. Form submitted. All I got to do is pick the form, send email to lead. All I got  to do is fill out the email subject line and and body. Wait 24 hours. Um, that is a redundant step.  That's fine.

01:12:16 I'll just delete it. And then check if email was open. That's what I was trying to  do. Okay. So, I couldn't figure it out on the spot with 500 people watching me. So, I just asked AI  and it it did it for me. Now, if email was open, do this. If it wasn't open, then don't. So, right  here, I would just say if it was not opened, call them with my AI voice agent.

01:12:40 If it was, then  whatever. Wow. So, it seems like a condition step. Yep. Right there. So, you're saying if the email  wasn't open, then it would trigger off a voice drop or a voice AI agent. Exactly. I would add  that right here. Got it. Cool. Um, so now if we go to first of all I want to like implore everyone  go to settings go to labs and find AI studio and just enable it.

01:13:04 The fact that it's in labs means  it still is in beta. So like be aware it's still a work in progress but for comparable vibe coding  apps if it just in credits alone you're often spending hundreds of dollars a month just to  build the thing and fix the thing. And for now, I know the high level said it probably won't be  like this forever, but for now, it's included in your $97 a month subscription.

01:13:25 So, use the heck  out of it. Like, build some apps while you while you can. Um, it's really good. I love it because  it's just things that people are finding inside the app. I mean, vibe coding is a big deal. Why  not do it inside of high level so you don't have to rebuild everything once you build it somewhere  else and bring it all in? like just start start from scratch within the house that you're already  building the rest of the stuff in, right?

01:13:45 Yes. Yes. And so if you look at this big blue button,  this is why my workflow kind of errored because it's like, hey, you need to enable this before  I can work. So we would just do it by by doing that. And again, there are some regulations um  going into this. You need to be what's called A2P verified, which just tells the government  that we're not spamming or scamming people.

01:14:05 Uh and that there's no way around that. If if you  try to circumvent that on other platforms, I'm not exaggerating. It's a $5,000 per number called  fine. And it it is enforced. Like it's not just like, oh yeah, but like no, like they are actively  enforcing that. So don't skip ATP verification. Yes. And we're not giving you legal or compliance  advice.

01:14:27 We're just telling you best practices. So ATP is a real thing. Yeah. I like to reframe stuff  like that when it's like like the negative way of looking is like, "Oh, this is so annoying, Eddie."  But the optimistic way is like other people aren't going to do this. Like if I do this then I'm going  to be in the minority and I'm going to win. So it's worth it.

01:14:46 All right. So we're going to click  create agent and we're going to say I'm going to take a shortcut and I'm going to click browse  marketplace. And then let's just say we I've used this one before. It's really good. Um let's  say we want an all-in-one receptionist. We want to sell this to small business owners. Okay. So we're  going to click that. Well, it's already installed so you can see I have used it.

01:15:05 I'm just going to  pick a random one. Um, appointment booking agent, HVAC contractor service. All right, let's say um  I have an agency and I want more HVAC business owners as clients. So, I want to install this  voice agent for HVAC business owners because most HVAC business owners only have one crew. It's  themselves. Most of them don't have any employees and most of them uh really want to answer their  phone at 8:00 p.m.

01:15:30 when they're watching Netflix with their wife, but they also just want to watch  Netflix with their wife. like they want to make more money, but they also want to be able to clock  out and they should, right? So, this is going to be their solution to that. Um, and the reason I'm  building this live is because from what I've seen of all the AI agents out there, chat bots, LLMs,  all these things, by far, voice agents are like the most advanced and the easiest to sell to  small business owners.

01:15:54 So, we're going to click allow and install and so these are templates  that are pre-made, but you can build your own, right? Yep. So, if I you're going to go to agent  list and you're going to see this. Boom. This was installed one minute ago. HVAC contractor service.  Now, I'm going to show you without any training whatsoever. I I haven't trained it at all.

01:16:15 Um,  we're going to do this. I'm going to Hello. You have reached climate control specialist services.  How can I help you today? Yeah. What are your operating hours? Our operating hours are Monday  through Friday from 9:00 a.m. to 5:00 p.m. Eastern time. Let me know if there's anything else I  can assist you with. How soon can you get uh a technician out to inspect my unit?

01:16:36 Sure. Let  me check the soonest available appointment for you. One moment. It looks like there aren't any  available appointment slots showing up right now. Would you like me to double check for a specific  date or time that works best for you? So, that's incredible. You can sync it to your calendar. You  can sync it to your HVAC client's calendar. Um, it will like check the calendar in real time.

01:16:55 It will  set up appointments. It will send notifications to whoever you want once the call is made. The owner  can read the transcript of that call. You can read the transcript. If people are tripping up and  they're asking the same question, the AI voice agent can't handle it. You can train it. And I say  train it. It sounds intimidating. You literally just type in a prompt and it will fix it from then  on out.

01:17:14 And then after a little bit of training, works 95% of the time and will make your clients  more. And so let's let's say his name is Bob's HVAC. We literally just swap out the name. Swap.  We could change the language, the voice. We can make it British or whatever. Change the model that  you're using. Um, give it different goals. Maybe it does sales.

01:17:37 Maybe it only answers questions.  Maybe it only sets up appointments. You can set up the availability, the dashboard, the logs. So,  let's say I dial this in. Like, it's just amazing for my uh archetype of client. And then I get  another client. You you literally just duplicate it. You just click that. What? Okay. Then you swap  out the business name with your new client.

01:17:52 Now, like you do this work once basically. Got it.  Yeah. Okay. So, how do we attach this to the lead magnet flow? Remember, we talked about the  lead magnet and this is basically a complimentary, I guess, call to see if they would jump into an  appointment after downloading a lead magnet. Yeah. So, if this were me and I were adding it to a lead  magnet, I would set up a demo um where I would call the the person based on the phone number  that they submitted in the form and say, "Hey, uh let's say it's these are

01:18:29 landscapers. This  is Chris from Instagram. I know this is random, but just yesterday you asked for a PDF on how to  grow your landscaping business. Um we actually have an AI voice agent uh that can answer calls  for you. This is it. I'm talking to you with it right now. go ahead and stress test me. Like this  is we're dog fooding it here. We're eating our own dog food.

01:18:48 We're using the tool to sell the tool,  right? So, we just we call the same clients that just got a PDF and say and just like stress test  it. And then at the end of it, it's like, hey, would you like to set up a demo with me, actually,  Chris Kerner, so I can me, a real person, explain to you how this works, what it costs, and how much  more money it can make you every month.

01:19:05 Wow. It's incredible what's possible now. Yeah. A live demo  out the gate without you having to call anybody. Yeah. Yeah. So that would just be the next step in  in the um in the automation. We would just do we would enable outbound calls and we would call them  at the number they submitted when they filled out the lead and we would have that agent trained on  doing just that.

01:19:28 like hey and you can use you can use chat GBT to make the knowledge base and just  say you are an AI agent that will call landscapers that requested a PDF the day before and you're  basically gonna s like challenge them to stress test you as a voice a AI agent and your express  goal is to get them on a call with me a real human to further answer questions about how the AI works  and how much money it costs you would just add that right here so let's say wait one day and then  we're going say voice AI outbound call.

01:19:55 We would enable it, save action. Um, and then we would  basically go back here, voice AI, and we would say create agent, custom agent, and we would um,  we would train it under advanced settings, agent behavior, and well, I think after we create it, we  go to knowledge base and like this one here. So, we go to agent goals right here. So we would hop  over to ChatGpt or Claude or to go high levels chatbot and say um make a knowledge base for an AI  agent that will call landscapers and then so we we create the knowledge

01:20:44 base right I got to change  my screen hold on it open in a new tab I think this is the one yeah so create a knowledge base  landscapers AI and then we would just say rich text we would say I would just basically paste  in what I got from Chad GPT or Claude that says you're an AI voice agent that calls landscapers  yada yada yada and Then when you come back here to um let's see voice AI agent list.

01:21:07 What's the one I  was on? I was on this one. You go to agent goals. That new knowledge base would then appear in this  dropdown and you would just select it and then it would preload it and then you click save and then  it's trained. Then of course you you would name it like what is this the the business name? What  is the agents name etc. How often can it call people?

01:21:29 Should it not call people in the middle of  the night? You could set that under availability, um, etc. Got it. Cool. Okay. This tool I'm about  to show you is only five days old and almost no one has touched it yet. So, I went ahead and built  a working app with it from just one prompt. That's what's coming. So, let's get right into it. Yes.  So, this was my super bad, ugly prompt.

01:21:46 And I wanted to show you this prompt because there's  a lot of gurus out there that talk about like your prompt needs to be 18 miles long. like you  got to you are a Harvard researcher yada ya like does that stuff work okay yeah but like I don't  like friction friction is my my mortal nemesis and so if someone gets tripped up like oh my prompt's  not good enough then they're probably never going to prompt they're never going to try or test or  build a thing so don't get hung up on the prompt like any prompt is better

01:22:17 than no prompt you  can level up your prompts after a while but if you want to level it up if you want to take this  simple prompt and I'll zoom in make an app where I can upload bank statements and generate P&Ls  profit and loss statements I would just take that. I would copy it. I would go to Chad GBT or Claude,  paste it, and say, "This is what I want to do, but I want to do it within GoHigh Level's um vibe  coding tool."

01:22:35 And so, make this prompt more rich, more thorough, knowing what you know about GoHigh  Level and the LLMs that they use on the back end. Make this prompt 10 out of 10 so I get the best  possible outcome. Like, that's the shortcut is to ask the AI what to ask the AI. If you don't  remember anything from today, remember that. Ask the AI what to ask the AI.

01:22:56 say in your broken  English like mine, your poor spelling like mine, just say, "Boo, this is what I want. Tell me how  to build it." And be sure to tell whatever LLM which LLM you're using to build the thing, whether  you're just prompting it or you're vibe coding something. So, go ahead, Pawson. So, one thing I'm  thinking about is this workshop is about launching a $97 digital product, right?

01:23:19 So, are you going to  be using the vibe coding tools to complement that concept or are we going like a totally new slate  with a whole new like idea? I just want to kind of just make sure we set the stage right. I mean, yes  and yes, like yes to both. Yes. And so, love it. My my $97 product could be a vibe coded tool that  I vibe code in three prompts.

01:23:41 Like maybe my $97 product is a QuickBooks competitor and instead of  paying $49 a month, they get they pay $97 once for unlimited access to this tool that I just created  where they can get a profit and loss statement and a balance sheet simply from uploading their bank  statements. Right? So in that case, I would just go back to our workflow and I would just add a  step and I would just send a Stripe link and say, "Hey, I know you're a landscaping business  owner.

01:24:12 You probably use QuickBooks. I hate QuickBooks. You probably do, too. And so, I built  an alternative. It's a lifetime price, 97 bucks. Here's a Stripe link. You pay and then after they  they pay on Stripe, they get autodirected to this URL. So, yeah, I just prompted it once and this  is what I got. So, I got here simply by going to settings on go high level labs and then AI studio  and then I just toggled it and said enable and then it became available on my left sidebar.

01:24:42 So I  came in here and I just said make me an app where I can upload bank statements and generate P&Ls,  profit and loss statements. And this is what it gave me. So let's say I don't like the design.  I could go to any website I want. Um like let's say Airbnb. Airbnb is known for beautiful design.  Green screenshot the homepage, drag it over here and say make it look more like this.

01:25:02 And it would  change the design. I can try. What you're saying, just so I understand this correctly, Chris,  what you're saying is I can vibe code inside of High Level now and build out apps and cool  tools and go sell it as subscription as well. Yes. And you should. Times have changed within the  last week, guys and gals. Yeah. I'm telling you, there's two types of people watching this.

01:25:25 People that are vibe coding already, and if so, they're they're probably paying a lot of money.  Um, or people that have kind of heard of it, they don't really know what it is. Whether you're A or  B, you will save a ton of money doing it in here and have just as good, if not a better experience  in doing so. Like this is functional. The first thing I said yesterday was it's never been easier  to create apps and products.

01:25:43 Like I'm sorry like coders, developers, engineers, but your job got  taken first because it's a very binary thing. It's literally binary. It's it's a and it's ones and  zeros. And so AI is like, "Oh, all day I can build that." Now granted, major asterisk, you can't just  vibe code anything you want perfectly like that. I'm building a I'm actually building a QuickBooks  alternative right now and we're not vibe coding it because there's regulation and it's super complex  and we're using AI as a helper to like generate,

01:26:15 you know, fix bugs and stuff, but it's just not  the type of site you can vibe code. But I would say 80 to 90% of tools or apps that you want,  whether it's literally a mobile app on Android or iPhone or a web app or a Chrome extension  with enough like trial and error and learning and pulling your hair out, you can you can build  it with AI. Um, so yeah, sorry.

01:26:28 Full circle. The harder part now is marketing is distribution. And  so the whole thesis of these this two-day thing is build an audience. Even if it's a hundred people,  build an audience. No niche is too small. As long as they're loyal, they're valuable. and then  figure out what and how to sell to them. So, what I'm going to do here is I just asked Claude  in a different window to generate dummy data.

01:26:51 Uh, so this this is all fake data. Um, it's like  a pretend bank statement. Uh, I'm going to download it. Okay. So, what are we looking at  here? You have dummy data that you generated from wherever. Yep. Yep. And then I I put it in  a PDF. I uploaded it here. I click generate PNO. It's working. I mean, look, the user interface is  pretty slick. And there it is.

01:27:19 Now, you can see, all right, well, that's a little offcentered.  Okay. But you've got red, you've got green. Net operating income. Pretty dang good. I mean, I'm  showing you everything I've prompted. This is this is a oneshot prompt. But now, let's say I  want to fix this. I'm just going to screenshot this and then drag it over here and say, "The  words are offcentered.

01:27:37 Fix it." Just show it what you're talking about. And it's fixing it. And  look, it fixed our problem. 45 seconds. Wow. It's about to be the wild wild west before we know it.  Yeah. And then we can just say, um, let's see. So, it said fixed it, yada yada. It was overflowing  the car container, yada yada yada. And I said, payw wall the entire site behind a subscribe form.

01:27:59 And what's cool about this is we don't need to use Zapier and Lead Connect and all these thirdparty  tools to like get all of these contacts back into High Lee. It's already in High Lee. So, if we if  we want this to be a free tool, just like this could be a lead magnet. Lead magnets can be more  complex than ever because it's so easy to build apps.

01:28:20 So, just because you have an app doesn't  mean it's worth $97. Like, if anyone can vibe code this, it's probably worth less today, right?  So, make it like overd deliver. Alex Hormosi says, make an offer like so good that they feel stupid  saying no to and say, "Hey, replace QuickBooks for free. All I need is your email." And then  look, with one prompt, block the site behind a subscribe form.

01:28:39 And then now these people will  automatically be added as contacts into go high level frictionlessly. That's insane. You know,  my my heart is like skipping beats because I'm part of me. I'm like unlocking the amount of  possibilities here. So Chris, my question to you is why have the lead magnet then? We can just  drive people directly to a software subscription, right?

01:29:04 Or do you think that's not smart to  do with cold traffic just from content you create on Tik Tok or Instagram? Would it like what  what is your marketing thought telling you? Well, I'm going to quiz you Paulson. Time for a pop  quiz. Okay. Do you remember what my catchphrase is that I want to tattoo to my forehead? It's tattoo  on your forehead. Oh man.

01:29:19 Drugs are involved. Yeah. Yeah. Yeah. You test everything but drugs.  There it is. Test everything except drugs. So, uh, lead PDF mag lead magnet, sure. Google  doc, yeah. Uh, vibecoded app, absolutely. Like, yes to all of it. Test all of it. Like, never ever  ever stop testing. Like, we want a lot of hooks in the water. It doesn't have to look one way.

01:29:45 Um, the the uh effectiveness and the efficiency of your growth hack is directly correlated to its  lifespan. Okay? So, you might start testing stuff and go high level and and find like have this  huge light bulb genius moment where you're like, "Oh my gosh, my conversion rate just jumped from  2% to 18% because of this little change I made to my Instagram automation.

01:30:09 This is a cheat code. Oh  my gosh, the more of a cheat your cheat code is, the smaller his lifespan." That's just like a law  of the universe. And so, once you unlock something big, don't just like rest on your laurels and like  be grateful that your life is forever changed. Like, don't stop. Keep moving. keep testing. Like,  let that one keep running.

01:30:25 Don't shut it off just cuz you're afraid that the world will shut it  off. Just keep planting seeds, planting hooks, and monitoring them a and just keep making  small changes along the way. I love it. What are some final thoughts that you would give us  as we kind of close out the two-day workshop? I know there's a ton of people in here that are  brand new in their world of entrepreneurship.

01:30:48 Maybe they're still at their 9 to5 right now as  they're watching during their lunch break and you know they see two guys talking about all these  things and they're like trying to figure out how to make a airplane on the way down as they try  to jump off the cliff. You know I I remember how scary that was 12 years ago. Um can you speak to  those people that are just in the beginning stages of starting a business?

01:31:08 I mean, you you're going  to learn 10 times faster by actually like selling and building than by like planning and researching  and reading. Um, you just have to ship the thing. You got to press publish. You got to stop worrying  what people think about you. Um, there's too many distractions nowadays for people to be thinking  about you in the first place.

01:31:25 Just build, ship, launch the thing. Stop researching, planning,  learning, looking for feedback, looking for mentors. Like, you don't need a mentor. You just  don't. just build stuff and publish it whether good, bad, ugly, it doesn't matter and you're just  going to learn so much faster. I love that, Chris. Well, from the High Leo family and our leadership  here, I want to say thank you to you.

01:31:46 I appreciate you taking two days out of your business time and  teaching a lot of the things that you're doing uh and doing it very successfully. So, thank  you. Happy to do it. This was a blast. All right, man. For those of you that are watching still and  you don't have a highle trial for some reason, I don't know what to say. We'll see  you on the next event. Bye for now.