Most marketers blame their funnel when sales are slow. But according to John Parkes, the man behind ClickFunnels' explosive traffic growth, the real problem usually starts at the top: your ad.

In this episode, John breaks down how to diagnose funnel failure and where to start fixing. He explains why curiosity fuels conversions, how open loops improve webinar attendance, and why video is non-negotiable if you want to build trust fast.

With over $150M in ad spend under his belt, John delivers battle-tested wisdom that can help anyone selling online—whether you’re running a challenge, webinar, or high-ticket funnel.

Key Takeaways:

1.5%+ click-through rate is your first green light
Why video builds instant trust with cold traffic
The secret behind high webinar attendance
How curiosity converts better than clarity alone
The truth about scaling your ad strategy

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Guest Bio:
John Parkes is the Chief Traffic Architect at Prime Mover and the digital strategist behind hundreds of millions in online sales. With over a decade of experience managing more than $150 million in ad spend, John has helped scale some of the most influential brands in digital marketing, including ClickFunnels, where he remains an equity partner. Known for his ability to decode ad performance, diagnose funnel bottlenecks, and engineer conversion breakthroughs, John is also a sought-after speaker and coach. At heart, he's a family man devoted to God, country, and his wife and six kids.

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Paul Povolni, the founder of Voppa Creative, has been a creative leader for over 30 years, with clients around the world. He’s led teams in creating award-winning branding and design as well as equipping his clients to lead with Clarity, Creativity and Culture.

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John Parkes / Co-Founder ClickFunnels. Chief Traffic Architect at Prime Mover