How to build a $20m sales funnel from scratch

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Oct 28, 2024

In this engaging discussion, Jonathan Courtney, Co-Founder and CEO of AJ&Smart, shares his expertise on crafting million-dollar sales funnels. He emphasizes that websites are brochures, while funnels are revenue-generating machines. You’ll learn why ugly funnels can outperform polished ones and the power of long-form content in capturing leads. Plus, Jonathan reveals how pixeling and retargeting create a marketing web, and why email marketing is evolving, tailored for maximum engagement.

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INSIGHT

Websites vs. Funnels

Websites function as brochures, showcasing offerings.
Funnels, on the other hand, are designed as money-making machines, guiding users toward purchases.

ADVICE

10x Conversion Rate

Aim to increase conversion rates significantly with funnels, potentially up to 10x.
Websites typically convert at 1-3%, while funnels can reach 10-25% or more.

ANECDOTE

Ugly Funnels

Jonathan Courtney shares an example of selling $14,000 training sessions.
They do not rely on websites but rather build specific, often "ugly", funnels.

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Join me as I chat with Jonathan Courtney, Co-Founder and CEO of AJ&Smart, as we dive deep into how to build million dollar sales funnels. Jonathan shares his strategies and frameworks for creating sales funnels that will 10x your conversion rate

Episode Timestamps:
00:00 Intro
03:04 Sales Funnels explained (Websites vs Funnels)
15:53 Ugly funnels convert better!
17:52 The magic formula and example 1
25:28 What businesses should use funnels
34:11 Example 1 continued
44:58 Pixeling + retargeting = marketing gold
50:15 Example 2: Book Funnel
56:27 The MIFGY secret (Most Incredible Free Gift Yet)

1) Websites are not Funnels
Websites = brochures
Funchannels = $$$ machines
Most businesses confuse the two. Don't make that mistake!

2) The magic formula:
Facebook/YouTube ads → Landing page → Free valuable content → Call booking
This simple funnel structure has generated MILLIONS for AJ&Smart

3) Ugly funnels convert better!
Jonathan's "ugliest" funnel:
• 4 years old
• Looks terrible
• Generated $20M+ revenue
Lesson: Done is better than perfect. Launch fast, iterate later.

4) The power of long-form content:
1-hour training video → Deeper engagement → More qualified leads
People who invest time watching = more likely to buy

5) Pixeling + retargeting = marketing gold
Track visitors, show them targeted ads across platforms.
Build an inescapable marketing web!

6) Email marketing isn't dead, it's EVOLVING
Capture emails → Drip feed value → Segment based on behavior → Targeted offers
Smart email funnels = predictable revenue

7) Physical products STILL WORK in digital age
Free book funnel = game changer
People love holding something tangible. Use it to your advantage!

8) The MIFGY secret (Most Incredible Free Gift Yet)
Stack one-time bonuses on your offer. Create FOMO.
Even high-end brands use this. It just WORKS.

9) Key takeaway: Funnels aren't sleazy, they're ESSENTIAL
Top brands like Eight Sleep, AG1, and Whoop all use these tactics.
It's not about tricking people. It's about guiding them to solutions they need.

10) Want to dive deeper?
Read "Expert Secrets" and "DotCom Secrets" by Russell Brunson
Study Facebook Ad Library to reverse-engineer competitor funnels

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Work with me and my team: LCA — world’s best product design firm to build apps, websites and brands people love. https://latecheckout.agency/

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FIND ME ON SOCIAL

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Instagram: https://instagram.com/gregisenberg/
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FIND JONATHAN ON SOCIAL

X/Twitter: https://twitter.com/Jicecream
LinkedIn: https://www.linkedin.com/in/jonathan-courtney-4510644b/
AJ&Smart: https://ajsmart.com/