Getting Conversations
Stop Drinking The "Guru Juice" & Start Marketing...
This is following along a series exploring Laurel Portié's paid ads strategy. If you are unfamiliar with the strategy and seeing this post first, we recommend starting here.1
Many who look at what Laurel does think that the purpose of the $5 ads is to make sales.
This is a fundamental mistake of thinking in terms of Form over Function. People look to the things they do for what they desire.
AKA. "I want sales, I'm gonna make ads to get sales."
But Laurel did not build her ad strategy by thinking "I wonder how I can make ads work." In fact, if you read some of her origin story, you'll learn that she figured out this entire strategy without paying a dime in ads, and then just used money to accelerate the process.
She also didn't build this by thinking "I wonder how I can make social media work for me."
No,
She started with the fundamental function she was searching for ...
"How do I have more conversations?"
Because, if you've read (or watched) any of Laurel's content, you may know now that "Conversations are the Fastest Path to Cash."
From an overarching view, the point of ads in general is not to make money using ads, it's an accelerated way of getting more conversations, NOW.
And through those conversations, you can sell whatever it is you need or want to sell.
Function over form. Get conversations, and use these tools to get them quickly.
That brings us specifically to the Power Content + Conversion Multiplier strategy that Laurel uses as the foundation of her ad strategy.
In "The 7-Figure $5 Ad,"2 you learned all about Power Content, which is designed to build goodwill and create a list of invisible leads.
Now we look at the other part of the equation, the Conversion Multipliers, and learn how to take the dominoes and topple them over into conversations.
To explain, we'd like to share an excerpt from Laurel Portié's book, Super Duper Profitable Ads.3
Laurel’s methodology, program and book are heavy in Guardian Academy principles that she reinvented and improved specifically for her domain - and has become one of the best advertising programs out there.
CREATING CONVERSATION CASH
“Conversations are the fastest path to cash.”
Now, before we go deeper into this next part of the process, we need to pause for just a moment and review 2 critical factors that will determine how effective this chapter will be for you.
The content creation strategy only works if you understand your own process or methodology on a deep level.
You have to be able to diagnose the smallest micro-step your prospect can take within 10 minutes in order to get a small win.
If you’re struggling with one or both of these elements, you might want to hop into the group with thousands of other coaches and service providers to get some personalized help and support from me and the community.
You can view those details here.
But once those two pieces are squared away, you can start generating conversations and cash, which is exactly what the Conversion Multiplier strategy is built to do.
Everyone always asks me… “Laurel, where do those 60-second reels videos fit into your strategy?”
Well, here is where they fit.
First, we have to understand that our Power Content videos are prolific. They have a purpose of goodwill, building a list of invisible leads and the BONUS is because of the value bomb element, they can lead to quick conversations.
But building authority with your ideal customer relies on more than just creating video content. We have to create content that is going to help us connect with them on a deeper level. We have to create content that is going to allow them to tell us what type of information they need from us in order to help them solve their problems.
Remember, building authority requires connection.
Connection begins with empathy and is strengthened by the relevant video content you create.
Many internet marketers will tell you that you should be producing dozens of pieces of content a week. But there are only so many hours in the week, and the most successful entrepreneurs I know are the ones who understand how to maximize efficiency so they don’t grind themselves into the ground.
Most of you guys who are reading this right now, need clients, right?
Producing dozens of pieces of content a week is a strategy built for impressions, or in other words, eyeballs. Most of you guys do not need more impressions, you need CLIENTS. The recurring theme throughout this book has been, that conversations are the fastest path to cash.
Ironically, the guru that people are copying his short-form video content says in all of his content…
“I have nothing to sell you.”
We, on the other hand, need to sell in order to grow our business, so we will use the short form in a slightly different way.
This strategy I am about to outline for you is built to get 100 new messenger conversations a week.
Why 100?
I know, 100 is an arbitrary number, but it ensures that we get the volume EVERY WEEK to identify the following 2 types of prospects.
1. Who are your 10 hottest prospects
2. Who are your 10 warmest prospects
While most of the online space is copying major influencers who are using short-form videos as a way to get impressions, we will use them to get warm and hot prospects into our messenger.
Pause here. Don’t gloss over that last sentence. We will be using short-form videos to create warm and hot prospects. If you publish videos just for the sake of impressions, you will be collecting eyeballs and followers, which is not the same as building an audience of people who will buy from you.
Each week you’ll only need to create 1-3 of the following short-form content.
Right now, Instagram Reels are the “thing” but you can execute this across any platform that allows short-form video.
Each video is designed to start conversations. These posts won’t necessarily get you a sale today, but by opening up conversations with people who need your help, you’ll be able to gently guide your prospects to that moment of enrollment.
Let’s take a closer look at each one of these shorts and how to craft them.
One important element you’ll need is something you’ve already created when you did your Power Content and that is a value bomb. We are essentially going to create a 60-second video that solely promotes your value bomb.
This will ACCELERATE the process at which we will get conversations.
With our Power Content videos, we led with value. Whereas this part of the strategy just straight up offers to give them that value bomb (or bribe) in order to have a conversation. I want to say this again, we do NOT want to ask them for an email or send them to ANY type of opt-in.
I know that’s the opposite of every other program out there, lol! But the sooner you stop drinking guru juice, the sooner you can get some real momentum!
TGA Principles Applied
- What is Enough4
- Function over Form5
- MED v MRV6
- Clarity7
If Laurel's Ad's Strategy sounds simple, it's because it is. This is built based on a concept we call simply "Enough" or "MED" (minimum effective dose).
Your goal is to do just enough to get 100 conversations a week.
If you can't yet do that, there's no point in doing anything else. If you CAN get 100 conversations a week, you might find that you don't even need to do anything more.
But until you have the conversations, nothing else matters. Conversations aren't just the fastest path to getting cash, but they are also the fastest path to *CLARITY.*
Clarity of understanding who you are speaking with, what problems you are solving for them, and critically how they think about those problems, talk about them, and what they think about you solving them. All information that is necessary to understand in order to create accurate effective messaging throughout your Marketing.
When you're ready to start having conversations with your ideal prospects and customers, join Laurel Portié's Ad Coaching for $7 program,8 where you can learn step-by-step how to apply this ad strategy starting today.
Laurel Portié is a Guardian and has been a student of the Guardian Academy founder for the last five years. Recently, they did a free training condensing everything Laurel has learned and implemented into five days. All five days are available for free here:
Live to Learn. Give to Earn.
The TGA “Out Of Print” Business Development Books and Letters are available by clicking here for Guardian Academy paid subs. A lot of marketers try and resell this stuff, just get it here.
The pre-req or “Starter/Self Stay Guide” to understand marketing and sales through the lens of TGA principles can be found right here.
Social Media: Check the Guardian Academy Instagram for aesthetically pleasing stuff and exclusive video clips. Twitter (Or X) for more frequent updates and insights.
Forthcoming Event and Experience Dates can be found by clicking here. Nothing compares to being in the right room with the right people. It doesn’t have to be our room with us - just get yourself in proximity to the right people, places, and things for you.