If you’re getting clicks but not the sales you expected, your offer might not be the issue. I talk with Valerie Del Grosso about how she kept going after six painful ad attempts, what finally changed, and how her live webinar funnel started pulling in $2–$4 leads and a 5x return.
We talk through why coaches need to protect their paycheck with stronger sales language, smarter terms, and offers that don’t leave their business exposed.
Listen now and see what Valerie’s funnel can teach you about ads, messaging, and protecting what you sell.
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Valerie’s Links:
- Connect with Valerie on Instagram
- Check out on Valerie’s Website
Protect Your Paycheck As A Coach
SPEAKER_01
Here’s a scenario I don’t think I talk about enough on this show. As a coach, charging for your services, you need to protect yourself. You need to protect your paycheck in a very real way. And that can look like tighter terms, better packaging, and for sure different sales languages. So on this episode, when we talk about Facebook and Instagram ads with Valerie Del Grosso, I’ll introduce her quickly, but she can definitely help you as a coach or possibly course creator for that matter, protect your paycheck and thus protect your business. And on this episode, you’re going to hear about how she successfully runs her own Facebook and Instagram ads. So she’s Valerie Del Grosso, a Las Vegas attorney who retired from litigation in 2024 to build Good Authority, which is a legal education company that helps coaches sell their next offer without leaving their paycheck content and reputation exposed. She has and she is running her own ads. She does test her own funnels. Before we hit record, she just told me about a very cool working funnel that she’s enjoying right now, running her ads to, and we’ll talk about that later. But this is gonna be good for you to listen to somebody who’s doing it right and hear about her mindset around Facebook and Instagram ads, and obviously hear a bit about her expertise and how she can help you protect your business. She knows what it costs when the back end on ads is not solid. So stay with us till the end. And with that, thanks for being on the episode, Val.
SPEAKER_00
AJ, thank you so much. I have really been looking forward to this, especially to share what it felt like to finally have the breakthrough after six miserable tries that demoralized me to finally being able to really reach the right people in a big way and get this message out.
SPEAKER_01
Yes. Well, I want you to share about that too. Obviously, so does the listener who is um running their own ads. And before we get there, what you just said beges the question. How did you continue to go through ads after you had six failed attempts that demoralized you? What was the mindset there?
SPEAKER_00
Yes.
Traffic Is The Missing Ingredient
SPEAKER_00
So there’s a couple things to understand, which is that I started this business back in 2015. And when I did that, I was like a lot of newer business owners who you think you have the world’s greatest offer and you have no idea just how much traffic it really takes to sell it in a meaningful way that moves the financial needle. So I built a program that is the one that I still sell to this day, and I sold zero. And I thought, this cannot be. Well, luckily at that time, I was working with now my business partner and longtime collaborator, Amanda Goldman-Petrie, who helped me. She loved what I was doing and wanted to put it in front of her own audience. And she had about 15,000 coaches on her list at that time. We sold this program to her list for $1,000. We sold 10 of them. Now, 10 out of 15,000 is not the conversions that make a business, but it took the magic out of it and this idea that like it’s your offer plus something else. In fact, it’s your offer plus interested eyeballs. And so I had that really ingrained in me from the very beginning. Now, I also had the immense luck of having Amanda run my ads starting back then. And she had an ads funnel that basically doubled my money. It was to a free gift. Sorry about that. It was to a free gift. And on the thank you page, about 1% of people would take me up on a 50% offer off of this program. So 500 bucks. So every month I was spending about uh 2100 on ads. I was getting about six to seven hundred people onto my list, and I was doubling that because of the 1% who would buy. Now, of course, I had an email list then, so I could sell them. And for four years, I had that one product that’s the only thing I had, and I would sell it to them. And so beyond that, always reinforced in my mind was when you build a list, you make money from it. So years passed, and I would do a lot of referral traffic. But in 2024, when I shut down my traditional practice, the world had kind of changed, it seemed like social media was different, the um type of social media was different. There was a lot of focus on video. Um and it also seemed like AI was about to change everything in a way that I didn’t yet understand. So I shut my practice down and I wasn’t having this connection between the traffic and the money in my business. And that’s where the mindset started getting really negative. Um, but I met someone who was just killing it in the ad space in the coaching industry. And I decided, let me go to the expert. And we could talk more about this, but that didn’t work. But my point is, and the long-winded answer to your question is that I knew the fundamentals of traffic to offers would work. They’ve always worked, just the details of that would be different. And frankly, it just got to the point where I had so much invested that I had to make it work, or I would have to go back to an office. And Quajo, I am like a free-spirited Sagittarius monster. I cannot go back to an office, it was not optional. Uh, so I went on that journey and I kept my head down. And uh finally the last thing worked, which I’m so happy to share with you.
SPEAKER_01
Okay, okay. Hold on a second. I I love that you basically said, why have an email list if we’re not making money from it? And uh I can definitely resonate. We have to figure out this business thing. Um the other option could be going back to do what we are skilled to do. And me neither. I don’t want to go back to the classroom, you don’t want to go back to the office.
SPEAKER_00
It’s just not an option.
SPEAKER_01
Nope.
SPEAKER_00
Deep unreasonableness was a component of my mindset.
SPEAKER_01
I um deep unreasonableness. I’m gonna have to remember that. The last guest I interviewed said naive optimism was one of the things.
SPEAKER_00
Oh, you know, there is uh, I wish I knew the creator of this, but he says you start out with uninformed optimism and then you go through very informed pessimism and then you break through. So I think it’s a little bit of both.
SPEAKER_01
So at some point you run your ads across different funnels. Um
The Mindset To Keep Going
SPEAKER_01
at some point, you went deep into tracking and creative testing uh to reduce like your lead costs. I I would love if you could walk me through a bit of mindset around that, but also just practically how did you end up deciding what visuals would work, what ad copy would work, how much did you have to spend, you know, like before you figured it out? Like I’m very curious about that. And um I’ll give you a moment to collect your thoughts while I speak to the listener or the watcher on YouTube and share that uh we are real people here running businesses. I’m in Mexico. Uh, Val is over there in the woods of Pennsylvania, did you say? Right? Indeed, indeed. So um, if you’re watching and you’re like, what’s going on? First of all, we have a life and we both have families. And so if you hear any um dirt bikes racing around, that would be Val’s seven-year-old son and her 13-year-old nephew. My kids, thankfully, are still in school right now. So about the only thing you might hear in my background is uh birds chirping down here in Mexico. So with that, Val, tell me about about how it went. Testing creative and testing ad copy, doing the things to get your ads working.
Creative Becomes The Real Targeting
SPEAKER_00
Yes. So I want to start by saying I am very outcome-oriented, I do not love processing. So that being said, though, the best converting ad to date, except for the last two months, which I’ll get to, was an image of a chihuahua in a bathrobe. Now I’m in the legal space. Like what? That should not have worked. But it did. So going back again to my collaborator AGP, that was her thinking. And she’s so brilliant in this way because she talks about think about the platform where you’re running the ad. What looks like what people want to see there? And back in 2015, 2016 on Facebook, a chihuahua and a bathrobe was like the thing that people wanted to see on Facebook. And so it was stopping the scroll and it was bringing the right people into my business, which I knew because the return on the ad spend was so great. Now, fast forward to last summer, I was working with a fancy ad agency. They are representing some of the most recognizable names in the coaching industry right now. They created very beautiful, very polished, very professional images. Now, I have to say, from a personal standpoint, I loved that. I went through a treacherous rebrand uh that took a while, it failed, ultimately I came around to something else, and I do love it now. I wanted my branding to reflect my professionalism. You know, I mentioned that for four years I sold the same program. I was also using a very just like functional brand. It was fine, it was nice, it was cohesive, but it didn’t really showcase like who I am or the depth of my expertise. I’m an almost two decade attorney, you know, like I’m out there, I’m in the courtroom, I’m doing those things, and I want to lead with that professionalism because this topic is serious. But those ads were wrong. And the reason that we know they’re wrong is because we could barely break even on the front end, let alone the agency cost. But also people were not buying anything in the back end email sequences. So that was number one. What I love about like the visual had nothing to do with whether or not they work. So I really had to just accept that. Yeah, keep open to what it might be. Now, the next part of it is that I got served with an ad by a guy who runs like multiple hundreds of millions of dollars a year of Facebook ads. And what he says is targeting is dead and creative is your targeting. Now he focuses on e-commerce brands, which I am not, but I really took that to heart. And so when I finally landed on what worked, it was with the most unlikely source, who I’ll come to in a second. But he had me do video, like talking head video ads, two minutes or less, with the first 150 words, letting Facebook not only know who my buyers are and speaking to them, but also letting Facebook know this is an ad. This is not for entertainment, this is not for storytelling, this is very much about here is the problem, and here’s how I help you fix it. Those ads are getting 5x right out of the gate. And it’s like night and day. Now, I had told this individual that I’m consulting with that I’ve done video ads in the past, and you know, I have this like cartoon character voice, and I look so nice and round, and like, you know, it’s a little incongruent with what we think about when we think about legal and we think about what lawyers are. So I’m like, I don’t think video ads are gonna work for me. Well, I was wrong. So I guess the way you can think of it is like pretty much the exact opposite of what you’re thinking is what the data reflects. And so going back to those beautiful static images from last summer with the fancy ads agency, it didn’t give Facebook any material to work with in terms of finding the right people for me. And so in that way, they were also not a fit for my business.
SPEAKER_01
Now I’m curious because you just said first 150 words in an ad, um, a video ad, and you’re basically giving Facebook who your buyers are or your customers are. That this is an ad. It sounds like one, the algorithm understands that, but two, people understand that. And uh that that honestly reminds me of and I say this in a good way, some old school advertising. But back when back when we didn’t have all the flashy bells and whistles of social media, and so you had to very much rely on your words to sell stuff, um, no wonder it worked well.
Getting Direct With Serious Offers
SPEAKER_00
Yeah, and this has really been the theme of my business is you know, 10 years or 12 years in the grand scheme of things is not that long. But online, it’s a pretty long time, but it can feel really like heavy and complicated because there’s so much and things are changing and all of that. But in fact, these fundamentals of how humans have been selling to each other for God knows how long are really still in place. And I do want to say this though, because the this has probably always been true, but it’s more important than ever. Back in the day, 10, 12 years ago, I could talk about the importance of starting a real business, doing the steps it takes, protecting your paycheck, and all of that. And that was good and fine. And it was novel in a way because lawyers weren’t talking to business owners like that. In the modern day, when I spoke to the most bro marketer guy you could possibly imagine, who helped me with this iteration of ads that has now just taken off, he was completely direct. He said to me, I don’t know what you’re talking about. These are like viral style ads that I was then testing after I left my agency. You’re not being direct enough. And I really thought it. Like, hey, I have made seven figures with this business in a couple of hours a week, running a law practice, being a mom. I was doing competitive weightlifting, like all of these things. Like this business works. And you’re trying to tell me that it doesn’t work. And he was right. Totally right.
SPEAKER_01
I was saying the pro marketer was right.
SPEAKER_00
I know it. I know. I hated it. And I told him that. I’m like, you are the last person that I want to be right about this. But you know, legal is interesting because for a few reasons. One, I I went to law school when I was 20, and I’m 40, almost gonna be 42. So I’ve never been in the shoes of my customer where I was afraid of the law because my whole adult life, it has been like second nature, right? So I’m very much removed from my buyer in that regard. But the other thing is legal feels preventative, it feels abstract, it feels like something you could do later. There’s not a pain point until you’re having a problem, but I want to help you avoid that. Um, and then the other piece of it is it does feel scary and heavy. People feel like a certain kind of way about it and they’re rejecting of it. You know, it would be amazing to be like, I want to show you how to make 10K in 10 days, but like that’s just not, that’s simply not the type of outcome that I have. And so being direct was, I had a lot of feelings about being direct, and he was right. So basically, at every stage of this journey, I have been humbled by what I think is right, what I think is going to work, and in fact, what the data shows.
SPEAKER_01
Okay. All right. I think in my mind, I want to know about.
When Ads Spend Turns Into Loss
SPEAKER_01
Give me, give me the specifics about one of your biggest ad failures when you were running your ads yourself. Um, because after that, I want to get into this funnel that’s working really well for you now.
SPEAKER_00
Yeah. Okay. So after I closed my contract with the agency, I went and studied like the technicalities of ads. In fact, that e-commerce guy was talking about, I went and worked with his company because I thought, you know, running an ad to a paid product is no joke, especially a product that has a cost associated with it, you know, that’s not a digital product. So these people, they have to know exactly what to do with their ads because you could have the highest potential for loss. So I studied everything that these guys teach, and they are like data scientists, but what blew me away was this. I got on the call with them and they did like an audit of my account. And I discovered that Facebook has added so many incredible features over the last 10 years that I was like not aware of and that my agency did not set up for me about what I define as a success. You know, what’s my engaged audience? What’s a new audience? How to make sure that my top of funnel traffic is really only going to the top of funnel, all of those types of technicalities. So I felt through their help that I had like expert level understanding of the technology, which really drove me more through those hard mindset times because it’s like Facebook is scarier than ever. They know everything about everyone, like they know where my people are. There’s absolutely no reason why this shouldn’t work. Now, I used a content framework that these e-commerce people put out there that their people are doing great with. And I started running these ads. And they were taking a lot of effort. They were ads to entertain and engage and inspire and show product features and all these categories. And I could not get the damn things to convert. I could not get them to convert. And so here I was like, I’m 50 grand to the negative after this working with his agency for six months. I have a product that I’ve sold over a million dollars with that I know sells. I know this is not like new product, new audience. This is like something that is proven over a decade. And I just went to work with one of the top 40 largest spenders a year on meta-ads, and I still cannot get this to work.
SPEAKER_01
Oh my gosh.
SPEAKER_00
It was crazy. It was absolutely crazy. I was weeks away from giving up. Like I thought, well, I mean, if this isn’t the college try, I actually don’t even know what’s left. So for a specific number, for example, is that I could not get the leads to my lead lead magnet under $8. I could not get my webinar leads under $22, which was an approvement from the agency who was more in like the $30 to $40 range, which is absolutely not good.
SPEAKER_01
No, no, no, no. We can’t do that.
SPEAKER_00
Can’t do that. It’s unaffordable. Um, and so I was just like at a dead end. I was at a dead end.
SPEAKER_01
$50 grand spent with an agency that knows what they’re doing, uh, or I guess on ads to an offer that you already sold a million plus dollars of and it wasn’t selling, and you kept going.
SPEAKER_00
I have a lot of thoughts about how that happened, and they basically in that six months, we spent about $36,000 on ads, which I did make back. Their fees were about $50. And, you know, I recognize it’s funny because, like, on one hand, being in the legal space and being in business for a long time, like that number is and isn’t big. But I had to take a step back, and I finally said in the last call with the agency owner, who, as a person, I love her and she is set up to do the right thing, but it it wasn’t landing. And I know now having one creative for six months that’s static is like that’s a no. Like I shouldn’t have to come to the table and like explain that to an agency owner who’s charging those kind of fees, you know. But objectively, when I stood back, I thought if it takes the ability to lose 50 or more in the hope that you might see the light at the end of the tunnel, I’m out. That’s just not simply it’s not in line with my like values around money. It’s not in line with my history in this business, and it’s definitely not in line with what I’m seeing people do in the industry with a lot less. And so it’s tempting to like throw good money after bad, so to speak, because you’re like almost there. Um, but I had to I had to take a pause and I didn’t even open the ads manager for like 30 days. Just I just had to like get away from it.
SPEAKER_01
It is tempting to throw good money after bad. Uh, I think people refer to that scientifically as what sunken cost bias. Yeah, like we put so much money in, so we’re just gonna keep doing it until it works out because it almost should. Because look how hard I’ve tried. And uh in many cases, no. I want to qualify a few statements here.
Proven Offers Plus Correct Setup
SPEAKER_01
Um, as an ads manager who is thinking about you, the listener, and you’re like, What? 50 grand, what thirty six grand in ad spin? I don’t have that, therefore I can’t run ads. Okay. Uh, first of all, let’s make sure that the context is Set for this episode, which is that you already have an offer that is selling. Like, I I frequently say, and I’ll say it right now Jesus saves, Facebook and Instagram ads do not. So, like getting more eyeballs on like your offer that hasn’t been proven, using ad money for that, that’s not what we’re gonna do because that’s the quickest way to lose your money. You might as well go buy a big old golden retriever and spend all your hard-earned money on dog food, because at least you’ll get the cuddles um and the good feels. Um, I’m not a dog person, my in-laws are, by the way. So, given that context, though, if you’re running Facebook and Instagram ads right now and you’re listening, and you do have an offer that sells organically, but the ads aren’t quite working out, one, don’t give up. There’s a reason why your ads aren’t working. True story, I just did an ad audit last week. Val, you’re gonna love this. And um so I I do these paid ad audits because I love just looking at somebody’s account and being like, oh, change this one thing, change this next thing, change this next thing, and your ads will work better. I was looking at an ad audit, and it was literally this story. Uh, I think they were doing organic uh webinars once a week, and it was a paid webinar though, and they were selling uh quite well for like $30, and there was something in there, like $75 VIP upgrade. It was doing quite well, and then um the person that wanted me to do the ad audit when I read like their ad audit file, they said that zero sales with ads, and I’m like, huh, it’s selling organically, zero sales. I looked, and the first thing I saw was that instead of a sales objective campaign, they had set up a traffic objective campaign. And I’m like, uh oh, that’s it’s gonna get worse from here, and it just got worse from there. As I’m looking at, you know, the mindfield of options that Meta has placed in between us and ad success, they’re like, Do you want to do this? Do you want to do this? Here’s this button, and you’re like, what the heck is all this? Um, so somehow they had set it up all wrong. And I’m like, no wonder your ads aren’t making you money, but it’s already selling organically, which is my long way of uh saying if you’re listening right now and you already have an offer that’s selling organically, don’t give up. Uh, if your ads aren’t quite working, uh pay me to do an ad audit. The link is in the description below. I’ll give you the first three things I see that will improve your ad results, and then you’ll be off to the races. And also continue to listen to what Val has to share because she didn’t give up, and it’s because of that that you’ll get to hear about this successful ads funnel that she’s running right
The Live Webinar Funnel Breakdown
SPEAKER_01
now. So her funnel is running to a weekly live webinar, and it’s called 2026 Legal Changes Affecting Coaches. And if you’re a coach and you remember from the intro, you want to protect your business, and as a lawyer, that’s what Val specializes in. So keep listening so you can learn from one how you can protect your business, and two, how she got to this funnel. She didn’t give up. And now I want to hear you, Val, share. I’m quite intrigued. Tell me about your funnel. Tell me about the ads that run to this funnel. Whatever you want to share, tell us about it.
SPEAKER_00
Yes. Okay. So, you know, I told you all I went with the e-commerce people, I tried to do it that way, could not get those prices to come down. Well, what I was running ads to at the time was actually an Evergreen webinar. And the Evergreen webinar, you know, it had deadline funnel and that whole thing happening. It’s the offer, it leads to the offer that I’ve been selling for a decade plus that is incredible. I stand by it. Every coach needs it. But the thing about the Evergreen webinar was that you need a pretty significant amount of traffic to run through that webinar on a regular basis to make sure that your conversions are what you think that they are. And um at the end of the day, they are similar to the live webinar. But when I ran across a particular Facebook ad, the guy said, if you’re getting $15 webinar leads, it’s because you are not up to date with whatever this latest release of meta-ads stuff is. If you want two, three, four, five dollar webinar leads, you need to do these three things. So of course, I clicked on that because that was the exact situation I was in. I was like, if I get $15 webinar leads, I can double my money. If I can get $5 webinar leads, like this is gonna be game changing, right? So I purchased his program. I bought a call with him. He tells me that my marketing and messaging sucks. And he says, Let me just, you know, come work with me for three months and let me give you what my people are doing. And they’re doing live webinars. I’m like, am I really gonna rebuild a webinar and all this stuff? Well, I’m so thankful I did because I ended up testing a little bit different offer that really meets coaches where they are in the modern day. And so, just as a little aside, part of being very direct was that I wanted to help people, I wanted to help great coaches who are kind of sitting on the sidelines get into the game. There’s a lot of marketing psychology hacks and all this stuff that have kind of infiltrated the industry. And so consumers are buying coaching like they buy used cars or other things that they’re afraid that they’re gonna get scammed about. Well, the Federal Trade Commission, who governs consumer purchases in the US, um, is out there telling consumers if you’re seeing words like proven, if you’re seeing words like expert on a sales page, you need to run. And that was news to me, let alone, I’m sure, news to my coaches that this is how consumers and the federal government are talking about these sales tactics. And coaches are talking about it as a trust recession. It’s like it’s not, it’s that you’re a nice, well-intentioned person who’s great at coaching, but you’re talking about it like you’re selling a used car. And that is not intentional. That’s like what the marketers tell us to do. Um, but it’s time for a change, not only because consumers are onto it, because also the law has changed. So as I started having this conversation with my like bro marketer guru guy, um I realized it’s time for me to adjust this messaging. And so talking about that and creating a presentation around what exactly needs to come off sales pages in 2026, what needs to go on order forms, and how to make sure that your contracts will actually win if you are in a chargeback situation became such a natural like overlay to a program that I’ve been selling for 10 years. So I changed the name of the presentation, I changed the format. It’s like an hour and 15 minutes, action-packed, and I started running ads to it using five video variations and three copy variations. We did one campaign open targeting. We did the other campaign to uh my email list as a suggested look-alike, started at $50 a day. We would increase 20% per day only if the ad price was better than yesterday or the cost per lead was better than yesterday. And we grew. And this guy only likes to take a campaign to about $250 a day, and then he expands, I guess you would say, like horizontally. So we then moved into um social media engaged traffic. Then we moved into my list of buyers. Um, so I think I have four or five campaigns running right now, ranging from like a hundred bucks to $250 a day. Literally on day one, though. I turned those first two campaigns on, and my leads were like $2.28 to a live webinar.
SPEAKER_01
What?
unknown
Okay.
SPEAKER_00
And I was like, okay, but are these trash? And the answer was no, because the way the ads were structured. First of all, I got my first haters ever. So I do have to check for hateful comments on Facebook, like probably twice a day.
SPEAKER_01
Oh, first haters. I I heard first taters. I was like, like a tater touch?
SPEAKER_00
What’s good about I actually have not had my first taters, but the haters, yes. It was striking a nerve. You know, I was, I was, I was hitting this cord. But what was happening is a lot of coaches actually who’ve tried to shoehorn their copy into these like very over-the-top copy frameworks, that ick feeling, they have been waiting for someone to say you don’t need to do that. And yes, the fact that the law has changed and says you can’t do that anymore is a big impetus, but they’ve already been feeling this way, a lot of them. So these are highly motivated people who were coming to me and they’re following me on Instagram. They’re reaching out in DMs to say, oh my gosh, I can’t wait for this. And I’m looking at their profiles, I’m like, these are my exact ideal clients. So every week I have been getting between six and eight hundred registrants for this webinar. Even after running the ads, they started April 30th. It’s June, late June, as we’re recording this, and the ads are still only up to about $4.10 a lead with the same ads running. Now they go to the registration page. They do have the option to just have a free registration. I do a limited replay. So it goes live on Thursday. I have a whole QA, and then the replay expires on Sunday. But in the registration process, if they want, they can pay 11 bucks and they get lifetime access to the replay. They get the audio and they get the slides because it’s a pretty note-taking heavy type workshop. I have added some bumps over time. Um, so now most of those purchases are either $18 or $35. So about $100 or $120 a day is covered by the upsells, which is great. And then they go into the presentation. And I also adjusted my offer. I tested it at $1,000 and $1,100. I tested it at $697. In all cases, I have a $197 bump. And what’s so interesting is that the conversions went from 1.7% to just a smidge above 2% when I went from the 1,000 price point to the 697. It’s a little smaller program, also, that’s less overwhelming. And fully 25% of people take the 197 upsell, and about 70% are paying in full at that price point. So it is a dream to deliver it. The chat is on fire. It feels so good to be connecting with coaches who are coaches first and not just marketers or people who are in it for the money and help clarify these things for them and show them through my own story how it is possible to lead with your professionalism and get in the game. And I never even had social media until like six months ago. And as a result of these ads, I’m getting like 30 followers a day. I just crossed over like about 1100 followers on a new account. So, you know, I view that as more of like a nurturing thing, really, because I really like ads and selling through email. But the program is such a fit and it’s bringing the most incredible people. But the kicker is every week since I’ve been doing this, so I think I’ve done six or seven of these live now, I am testing what I follow up with. Low-ticket items like a $17 book, a little more expensive items like $249. And this is an audience of buyers. So I’m also having weekly sales coming through the follow-up emails. So the results are just since that first presentation, May 7th, I took a week or two off. Um not counting the uh the VIP items, not counting the back-end email sales, 62,000 booked, 36,000 banked, and 12,000 ad spend.
SPEAKER_01
Hold on a second. So you said 62,000 booked plus 36 banked?
SPEAKER_00
I know. So the the 36 banked is like what people that was the pan fulls and the initial payments. Yeah, so the difference is the payment plans.
SPEAKER_01
So uh 62,000 booked, not 6,200, 62,000 books. 62,000. Wow.
SPEAKER_00
So let’s see here. I’m gonna look at my calendar. One, two, three, bless you. Four. I’ve done the presentation six times.
SPEAKER_01
Is that like no?
SPEAKER_00
What kind of return on advanced is that?
SPEAKER_01
Hold on a second. 12.
SPEAKER_00
Yeah, not even counting. Wow. The upsells in the registration process or the back end sales.
SPEAKER_01
Five X ROAS, and that doesn’t count the the upsells in the registration process?
SPEAKER_00
No.
SPEAKER_01
Whoa, that’s huge.
SPEAKER_00
I’m like, I can’t believe it’s my life in a way, especially because at this time last year, I thought I was gonna have to close the business. I was actually talking to our mutual friend Linda, who is a person who put a whole digital products business on the shelf to do something completely different. And I was like, Linda, how do you reconcile that you have something that you know the world needs that you’ve sold with great success in the past? You put your heart and soul into it and you just like put it away. I was like actually starting to go through the grieving process of I’m gonna have to shut my business down. I just, I don’t know, maybe it’s just not gonna work for me.
SPEAKER_01
Been there, definitely been there. I know the listener right now is like, um, would you share with us kind of what you’re doing as far as order bumps and upsell?
SPEAKER_00
Yeah,
Order Bumps That Don’t Cannibalize
SPEAKER_00
yes. Okay. So the thing about this is that I was having a conversation with this ads guy in mid-April. And I went to an event in Florida in the coaching industry. And when I used to go to these things, people would know who I was. Not a single person in this room of like 400 of my ideal clients had any clue who I was. So add on to my misery and frustration that like I have become nobody, regardless of the fact that I’m one of the OG people. So I’m talking to him and I’m trying to like work in my hotel room to get this stuff set up. And so I had to go live with a minimum viable setup. Registration page does not have video. He really wants me to do video. Still to this day, I’ve not gotten around to doing that. VIP upsell. He wants me to have like three different videos, no videos yet because I’m on summer vacation. Um so on the left side of the page, it says, I’m good with this. Like, you know, your standard registration. And then there’s the VIP upsell for 11. And it says you get lifetime access to the replay, you get an audio version you can listen to on the go, you get the slides, you don’t have to take notes. Um, and you get priority QA, which means there’s an a form, a Google form that while you’re watching, you can fill that out. Your questions get answered first during the QA. And it started selling immediately for 11 bucks, which was great. That so that button goes out to an order form. And I didn’t have a bump at first. But I decided to add some bumps just to see. And I really wanted to make sure that those bumps did not cannibalize my sales on the webinar. So at first on the webinar, I was using a stick strategy where I would tell people, if you stay to the end, I’m gonna give you my book, which is a desk reference that belongs on every coach’s desk. It’s not a book you read from start to finish. It’s like, ooh, I want to name my next program. Like, how do I do that legally? Those types of things, couple two or three page answers, but it’s the questions the coach has been asking me for 10 years. So I said, if you stay to the end, I’ll give you the ebook version. So I didn’t want to sell that in this in the process because what was I gonna use for a stick strategy? I ended up changing the free gift for staying, which I’ll come back to. So now I offer the ebook. That’s seven. I offer the book club, which is 17, and that has beautiful fillable workbooks on things like what you need to do to set up your LLC, what to do before you hire a team, how to select your next coaching offer to stay out of legal trouble. And it comes with a Facebook group for one year. So that’s 17. It’s like a no-brainer. I’ve sold that for 77 on its own.
SPEAKER_01
Okay. Um two order bumps. Sorry, let me cut you off and oh yeah.
SPEAKER_00
So there’s the main order, the $11, you know, lifetime access with the VIP QA.
SPEAKER_01
Yep.
SPEAKER_00
And then two order bumps.
SPEAKER_01
Okay. So pre-purchase order bumps right there on the on the order form, if you will. $7 ebook plus $17. We’re gonna call this uh year access to a membership with all the good things.
SPEAKER_00
Yes.
SPEAKER_01
Okay.
SPEAKER_00
And I I think I did three weeks with just the 11, and then I did like two weeks with just the seven, and then the last couple weeks I’ve been doing it with the 17. And every time I add an option to purchase, more people buy multiple things than just the one thing. So that could have been yes, we love that, right? And I’ve actually experienced that just by the way, for people who are like feeling a certain kind of way about adding order bumps. Um, there’s a reason why they put the gum by the checkout stand at Target. It definitely works, and that has always proven true. Yeah, always proven true in my funnels. Like more people buy all the things than just the original thing they came from, which blows my mind. Um so I’m about to test another one, which is after my first presentation, I had a lot of newer coaches come and say, Hey, I just want like a checklist on what does it mean or what do I need to do to set up a coaching business? And so I’ve been meaning to do this for years. I finally did it. It’s like a $47, really good bite-sized thing called how to own a coaching business your first 90 days. I’m gonna add that on as a bump and we’ll see. I might do it at 27. Um, but yeah, I’m getting like $100, $110 a day in sales from those. And then they come into the presentation. They have a really incredible training that leads into a program that’s called the 2026 Legal Reset. And on the order form for that, it offers them. I’m sorry, no, the order form is just straight for the program. And then once the order confirmation has gone through, it takes them to a one-click upsell to add on a program for $197 called Trademark Assist, where I help them protect their best program and product names in like a done with you setting that I normally sell that for $697. So the $197 is definitely a price limited incentive that 25% of people are taking me up on. Here’s what’s so interesting though.
SPEAKER_01
Nice.
SPEAKER_00
The $697 program price, I offer a 12-month payment plan, $69 a month times 12. And even people who are only paying the $69, they are still putting on the one-click $197, which I find very interesting. Cause I thought only the people who paid in full would do a one-click for $197, but no. So very interesting. Uh, very interesting result there.
SPEAKER_01
I think that just speaks to the strength of your offer.
SPEAKER_00
Yeah, it could be. It could be, you know.
Sell Clean Without Kitchen Sink Bonuses
SPEAKER_00
Um, I feel so good about offering all of these things, and I think it doesn’t have to be flashy. I don’t do all kinds of bonuses that overwhelm people. I want them to have the exact congruent things that they need to get the result that I’m promising in a way that is easy to access and feels easy to implement. Um, because I know there was like the era of selling packages where I call them like kitchen sink programs. It’s like throw in everything you’ve ever made and you know, make it a no-brainer price. But the reality of that, at least in my business and among my clientele, is that the when you do that, it starts, it like turns the channel to something completely unrelated to the transformation they’re seeking. And it just becomes like a FOMO purchase. And I don’t want to bring people into my business who actually are buying kind of in spite of themselves or who are buying for a problem they don’t have yet because they’re unlikely to get results. And I don’t need people coming in who aren’t getting results.
SPEAKER_01
Exactly. I mean, it doesn’t serve them well, and the more people you don’t serve well, then that also is not good for your business’s reputation.
SPEAKER_00
100%.
SPEAKER_01
Yeah. Yeah. Wow.
Webinar Invite And Final Perspective
SPEAKER_01
Um, dear listener, you probably at this point should scrub back about 15 minutes. Like, I want to. You just heard gold as far as funnels are concerned. And there’s definitely things that you could apply to your funnel, even if you don’t do a weekly live webinar. And then Val, what’s the link? Or I’m just gonna put the link in the description so that a coach that’s listening can go and how would you describe it? What are they getting out of this webinar?
SPEAKER_00
I would love for you to join me for first of all, the live energy and camaraderie that happens in the chat. Like if you felt isolated in the industry, like you’re the only one that feels this way, like your people are gonna be there. And everything I do as a lawyer is like the legal part is important and it’s there, but it’s a little secondary to the best business practices that keep you out of trouble in the first place. One of the things I really pride myself on is I have really narrowed who I work with so that my people don’t have to wonder if they need to adjust this a little bit because they do this or they do that. I go exactly in the order that coaches do business, and we talk about each ordinary business step that you would be taking or business decision that you would make, and we say, and here’s the legal piece. Like it will surprise you. Even for those of you who are like a little more on the woo-woo side, um, this makes it feel super intuitive. And if this is something that has been at the top of your worries, but keeps falling to the bottom of your to-do list, come and we will knock it out together.
SPEAKER_01
Awesome, dear listener. That link is in the show notes below. Val, I feel like I could ask you a ton more questions about the funnel, but what I’m taking away is tactics, yes, absolutely. But the real takeaway here is that you tried tactics that didn’t work, and then you kept going after have having spent a ton of money. You decided to work with somebody else and run ads for yourself, and you still had to go through a few challenges, i.e., money, can we even say wasted? I would say money invested in learning. Um, how about that? That makes it feel better, right?
SPEAKER_00
Yes, yes, yes, yes, right.
SPEAKER_01
What’s the final what’s the final thing that you would share as a word of encouragement or just perspective for the listener before we say goodbye?
SPEAKER_00
I would say that in the hardest times, remember that staying the course, keeping in touch with your values and what you know the world needs from you is your competitive advantage. If it was so easy, everybody would be doing it, and they’re not. And your ability to hold the difficulty because you are a believer in the end results will get you there.
SPEAKER_01
I can’t add anything to that. Val, thank you for being a guest.
SPEAKER_00
Thank you for being a guest.
SPEAKER_01
Listener, until the next time you see me or hear from me, take care, be blessed, and uh we’ll see you in the next one. Bye.
