How to Turn a $17 Offer Into a 6-Figure Funnel (Ch20. Build Your Audience)

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Podcast Show Notes: How to Turn a $17 Offer Into a 6-Figure Funnel (Ch 20. Build Your Audience)

For more resources and to get the “Your Message Matters” book series, visit platformgrowthbooks.com.

Episode Summary:
Host Jonathan Milligan reveals the secrets behind building a 6-figure funnel using low-ticket offers and Facebook sales campaigns. Learn why patience, strategy, and the right mindset are essential for turning small sales into big profits—and how to avoid the most common mistakes that sabotage paid traffic campaigns.

Key Topics Covered:

• The story of Coca-Cola’s first ad and the timeless power of smart advertising.
• Why most people fail with Facebook ads: unrealistic expectations, impatience, and pulling campaigns too soon.
• The importance of treating ad spend as an investment and focusing on breaking even to build a customer base.

The Paid Traffic Sales Campaign Playbook:

1. Set Realistic Goals:
   Aim to break even at first, giving Facebook’s algorithm time to learn and optimize.
2. Master Retargeting:
   Install the Facebook pixel, create custom audiences, and follow up with interested prospects using targeted ads.
3. Embrace Low-Dollar Front-End Offers:
   Create a high-value, low-cost product ($7–$17) to attract new customers and build trust.
4. Get Savvy with Strategic Upsells:
   Offer relevant, value-adding upsells after the initial purchase to increase revenue.
5. Monitor and Optimize:
   Track key metrics, test different ad elements, and refine your campaigns for better results.

Action Step:
Write your first sales ad:

• Define your low-ticket offer and its benefits.
• Identify your target audience.
• Craft a catchy headline and list key features.
• Create urgency and a clear call to action.
• Write concise ad copy and plan visuals.
• Test different variations for best results.

Key Takeaways:

• Patience pays: focus on breaking even and building your customer base while the algorithm learns.
• Use retargeting, low-dollar offers, and upsells to acquire customers profitably.
• Consistent monitoring and optimization are essential for long-term success.

Connect:
For more resources and to get the “Your Message Matters” book series, visit platformgrowthbooks.com.

Episode Transcript

(00:00):
Hello and welcome to the MarketYour Message Show.

(00:02):
I'm your host of JonathanMilligan, an author of the books
Your Message Matters.
The whole series six book seriesis what we're currently going
through on this podcast, and weare in the middle actually.
Toward the end of the book,build Your Audience, the fourth
book in the series, and todaywe're gonna talk about paid

(00:24):
traffic campaigns, specificallysales campaigns.
Now, I, over the years, havedone.
Facebook ads all kind of ways.
I have tried funnels.
I've had tried high ticket.
I've tried low ticket free bookfunnels.
I have hired agencies.
I've done it myself, and I'vehad reasonable success with this

(00:45):
and that and the other thingthat I've tried.
But today I'm gonna teach youwhat I believe is the easiest
and most effective way for mostpeople to do a sales campaign.
Using Facebook ads.
Alright, so if you wanna followalong in the book, we have the
Kindle Print book hardcover.

(01:07):
You can even get the companionworkbooks.
You can take notes and do theexercises and plan out your
strategies.
Or you can get the audiobookwith all the, without the extra
commentary like we have here onthe podcast.
Just go to platform growthbooks.com.
Again, it's platform growthbooks.com.
The link is in.

(01:27):
The show notes.
All right.
Without further ado, let's getto chapter 20, all about paid
traffic sales campaigns.
Chapter 20, the Paid TrafficPlaybook.
Sales Campaigns, it's 1886.
Atlanta is buzzing with theusual hustle and bustle, but in
a small pharmacy, somethingextraordinary is brewing.

(01:48):
A local pharmacist, JohnPemberton, has just concocted a
syrup that'll change the world.
He calls it Coca-Cola.
But here's the problem.
Nobody knows about it yet.
Pemberton's got a game changingdrink, but it might as well be
snake oil without customers.
So what does he do?
He takes a bold step.
He scrapes together$20 a heftysum in those days, and buys his

(02:11):
very first advertisement.
It's a risk, a big one.
Will anyone even notice?
Will they care?
Pemberton's probably sweatingbullets as he waits to see what
happens.
It was a gamble, but boy did itpay off.
That single ad raked in$50 insales, a 150% return on
investment.
Not too shabby, right?

(02:32):
This wasn't just a win forPemberton.
It was the start of somethingbig.
That$20 ad kicked off amarketing revolution.
It showed the world the power ofadvertising done right?
Fast forward to today, we're notplacing ads in newspapers
anymore.
We're running Facebook campaignsand wrestling with algorithms.
But the core idea, it's stillthe same.

(02:54):
Smart advertising can turn asmall investment into big
returns, but here's the kicker.
Most people get it wrong.
They expect every ad to be likePemberton's an instant hit.
They think they'll put in$10 andmagically get$100 back.
Spoiler alert, that's not how itusually works.
In this chapter, we're going tobust some myths.

(03:16):
We'll look at what most peopledo with their Facebook ad
campaigns, why it doesn't work,and most importantly, what you
should do instead.
Ready to revolutionize yourapproach to paid traffic.
Let's dive in the great adexpectations, why instant
results are a mirage.
Let's discuss what most peopledo when they dive into Facebook

(03:37):
ad campaigns.
They're like kids on Christmasmorning, eyes wide with
excitement, expecting miracles.
They toss$10 into the Facebookmachine and sit back waiting for
$100 to come rolling in.
Sounds great, right?
But here's the thing, they panicwhen those instant results don't
show up.
They pull the plug faster thanyou can say, algorithm.

(03:59):
It's like planting a seed anddigging it up daily to see if
it's grown.
Spoiler alert, it hasn't, and itwon't if you don't give it time.
These folks are missing acrucial point.
Facebook's algorithm isn't amagician.
It's more like a very smartstudent.
It needs time to learn andfigure out who's most likely to
buy your stuff.
But when you cut the campaignshort, you're basically tearing

(04:21):
up the algorithm's homeworkbefore it's finished.
Why doesn't this work?
Well, for starters, those skyhigh expectations are a recipe
for disappointment.
When reality doesn't match thedream, people get discouraged
and miss out on potential goldmines.
It's like giving up on amarathon because you're not in
first place after the firstmile.

(04:44):
Another big no-no is yankingcampaigns too soon.
Remember our student algorithm.
By ending things prematurely,you're not giving it a chance to
graduate.
It needs time to learn, improve,and eventually decrease
advertising costs.
And let's not forget the biggerpicture.
That person who clicked on yourad today, they might not buy
right away, but they couldbecome a loyal customer down the

(05:06):
line.
Short term thinking misses thislong game potential.
So what should you do instead?
It's time for a mindset shift.
Think of your ad spend as aninvestment, not an expense.
Your goal break even at firstsounds boring, I know, but hear
me out.
Aiming to break even.
Gives you and that hardworkingalgorithm, time to learn and

(05:29):
improve.
You're building a customer baseand that's worth its weight and
gold.
These are people who might buyfrom you again and again.
Give it time.
Let the algorithm do its thing.
Focus on the long game.
It might not be as exciting asinstant riches, but trust me,
it's a whole lot moresustainable.
Cracking the code.
Five steps to Facebook AddSuccess one.

(05:52):
Set realistic goals.
First things first.
Let's get real about your goals.
Forget about those pie in thesky.
Dreams of 10 x returns right offthe bat.
Instead, aim to break even forevery$100 you spend on ads.
Shoot for$100 in sales.
Sounds boring.
It's not.
It's smart.

(06:13):
This approach is like planting atree.
A Chinese proverb says, the besttime to plant a tree was 20
years ago.
The second best time is now.
Your ad campaign is that tree.
You're not looking for fruittoday.
You're building a strong rootsystem, a solid customer base
that'll pay off soon.
Two, master the art ofretargeting.

(06:33):
Let's talk about the Facebookpixel.
If you haven't heard of it,buckle up because this little
piece of code will become yoursecret weapon.
It's like a digital spy, quietlygathering intel on everyone who
visits your website.
And trust me, that informationis pure gold.
Here's what you do.
Install the Facebook pixel onyour website every page.

(06:54):
No exceptions.
It's easy.
Just a bit of copy, paste magicin your site's header.
Once there, it starts working.
Its magic.
Tracking every visitor.
Now, here's where it getsinteresting.
Set up a custom audience foryour sales page.
This tells Facebook, Hey, keepan eye on anyone who lands on
this specific page.
These are your hot leads, peoplewho've shown real interest in

(07:16):
what you're selling, but whystop there?
Create custom audiences fordifferent product pages, your
about page, and even your blogposts.
Each of these audiencesrepresents a different level of
interest and a different stagein the customer journey.
Now let's put this into action.
Say you're selling a course ondigital marketing.
Someone visits your sales pagebut doesn't buy no problem.

(07:40):
You can now show them an ad thatsays something like, still
wondering if our digitalmarketing mastery course is
right for you.
Here's what Sarah B had to say.
This course took my businessfrom struggling to six figures
in just six months.
Ready to transform yourbusiness?
Click here for a special offer.
This isn't random advertising.

(08:00):
This is laser-focused messagingto someone who's already
interested.
It's like spotting a customer,lingering near a product in your
store, walking over and saying,you know, that item is on sale
today.
And by the way, it comes withthis cool bonus feature.
Retargeting is powerful becauseit's personal, it's not pushy.
It's helpful.

(08:21):
You're not interruptingsomeone's day with a random ad.
You're following up on a genuineinterest they've already shown.
And here's a pro tip.
Don't just retarget with salesmessages.
You should also try to mix itup.
Share a helpful blog post.
Offer a free guide.
Show them a video testimonial.

(08:42):
Keep providing value.
You'll stay top of mind untilthey're ready to buy.
Remember, in the world of onlinemarketing, attention is
currency.
Retargeting helps you make themost of the attention you've
already earned.
It's not just smart marketing,it's respectful marketing.
You're continuing a conversationthat your potential customer has
already started.

(09:04):
Three, embrace low dollar frontend offers.
Let's flip the script ontraditional sales thinking.
Instead of going for the bigsale right off the bat, we will
start small.
Really small.
We're talking about creating anoffer so irresistible that it's
almost a no-brainer for yourpotential customers.
Here's the strategy.

(09:24):
Create a high value, low costproduct.
We are aiming for the sweet spotbetween$7 and$17 at this price
point.
People are willing to take achance.
It's low risk for them, but ahigh reward for you.
Let's say you're a businesscoach, you could create a mini
course called launchpad five DayBusiness Starter Kit, and price

(09:46):
it at$17.
This course is packed withvalue, step-by-step training,
videos, worksheets, and aprivate Facebook group for
support.
It's a taste of what you offer,but it stands alone as a
valuable product.
Now, here's what your ad mightlook like, dreaming of starting
your own business, but feelinglost.

(10:06):
Turn your passion into profit injust five days.
Introducing launchpad five dayBusiness starter kit, your fast
track to entrepreneurship, fivevideo modules on business
essentials, customizablebusiness plan template.
Access to our future founderscommunity, all for only$17.

(10:29):
That's less than a businessbook, but way more interactive.
Learn how to validate yourbusiness idea.
Identify your target market.
Create a basic marketing plan.
Understand startup financials.
Pitch your idea effectively.
Don't let another year slip byyour business journey starts
now.
Click to grab your launchpad andtake off in five days.

(10:52):
This ad works because it onespeaks to a common desire.
Starting a business, two offersa structured time-bound
solution.
Three.
It provides tangible, valuableresources.
Four uses the low price as aselling point.
Five breaks down the keylearnings.
Six creates a sense of urgencyand excitement.

(11:13):
Four, get savvy with strategicupsells.
Once you've hooked a customerwith your low dollar offer, it's
time to reel them in, offer oneor two relevant upsells at
higher price points.
But here's the key, make surethese upsells add real value.
It's like when you order aburger and they ask if you want
fries.
The fries compliment the burger.

(11:34):
Making your meal better.
Yours should do the same.
Enhance the customer'sexperience while boosting your
bottom line.
Five, keep your eye on the ball,monitor and optimize.
Last but not least, you've gotto stay on your toes regularly.
Check your campaign's vitalsigns.
Cost per acquisition, clickthrough rate and conversion
rate.

(11:54):
Use this data to fine tune yourtargeting, tweak your ad
creative, and adjust youroffers.
Remember, success in Facebook.
Advertising isn't aboutovernight riches.
It's about playing the longgame, building relationships,
and constantly learning.
Stick with this plan and you'llbe well on your way to mastering
the art of paid traffic.
Today's exercise, write yourfirst sales ad.

(12:17):
Today we're going to create yourvery first Facebook sales ad.
Don't worry if you've never donethis, we'll take it.
Step by step one, define youroffer.
What's your low dollar productor service?
It should be priced between$7 to$17.
Write it down along with its keybenefits.
Two.

(12:37):
Identify your target audiencewho would benefit most from your
offer.
Be specific, consider age,interest, and pain.
Points three.
Craft your headline.
Write a catchy benefit drivenheadline.
In five to seven words, make itscroll.
Stopping four list key features.
Jot down three to five mainfeatures or benefits of your

(13:00):
offer.
Use bullet points for clarity.
Five, create urgency.
How can you make people want tobuy now?
Limited time offer are limitedspots available.
Six, call to action.
What exact action do you wantpeople to take?
Buy now.
Sign up today.
Make it clear and compelling.

(13:20):
Seven.
Write your ad copy.
Now, combine all these elementsinto a short, punchy ad.
Aim for about 100 to 150 words.
Eight.
Add visuals.
Describe or sketch a simpleimage.
Complimenting your ad.
Remember visuals, grabattention.
Nine.
Review and refine.

(13:41):
Read your ad aloud.
Does it flow?
Is it clear?
Make any necessary tweaks.
10.
Plan your testing.
Write down two to threevariations.
You could test differentheadlines, images, or CTAs.
Congratulations.
You've just created theblueprint for your first sales
ad.
This exercise gives you apractical ad to use and helps

(14:02):
you think through the keyelements of effective
advertising.
Remember, the goal isn'tperfection.
It's progress.
You'll refine and improve as yougo along.
Ready to see your ad in action.
The next step is to set up yourFacebook ad account and bring
this ad to life key takeaways,patience pays, focus on breaking

(14:22):
even and building your customerbase while the algorithm learns
maximize value.
Use retargeting, low dollaroffers and strategic upsells to
acquire customers profitably.
Monitor and optimize.
Analyze key metrics to boostperformance and grow.