(takes a long sip of coffee)
Yeah. Me too. Kind of. Let me explain.
Hot take: passive income isn’t real. And anyone who told you otherwise was probably selling you a $27 PDF.
Now, before you @ me. I don’t think anyone is out here twirling their villain moustache trying to scam you. I really don’t. What I think is happening is a lot of oversimplifying. A lot of showing you the front door without showing you the inside of the house.
You’ve seen it. The big name drops into your feed and says something like “my $27 product made me a million dollars.” And your brain goes: wait. A MILLION DOLLARS. From TWENTY SEVEN DOLLARS. So if I just…carry the one…
That’s where the math stops making sense.
Because behind-the-scenes?
The ad spend would make your eyes water. The upsell stack on the back end. The $297 product that the $27 product leads to. The $2,000 product that the $297 product leads to. The team. The years of testing. The thousands of people moving through that funnel every single day because they have the infrastructure to make that happen.
The $27 product didn’t make a million dollars.
The $27 product was the front door to a very well-built house.
And nobody is showing you the inside of the house.
Funnels are systems that work in the background while you live your life. While you go to the gym. While you go to your kid’s soccer practice. While you go out for drinks with your people. A well-built funnel absolutely does that.
But it is not set it and forget it. It needs eyes on it. It needs tweaking. It needs someone asking the annoying questions and looking at the data, and saying, “Okay, something’s off at the top, let’s look at that.”
It’s like working out. There is no magic pill. There is just consistent effort, with the right support, compounding over time.
That compounding is the part that makes this worth it.
The work you do on your funnel right now, in the middle of summer, when everything feels slow and you’re questioning everything? That compounds. Every tweak you make this month is working for you in October. Every system you put in place before your Q4 launch is going to make that launch feel different than every launch you’ve ever done before.
But you have to be in it. You have to understand it. You can’t just hand it off and hope for the best, because then, when it stops working (and at some point it will, because funnels are living systems and living systems change), you won’t know what to look at.
I think the peeps reading this email right now don’t actually WANT someone to just build it for them and disappear.
I think you want to understand the back end of your own business.
I think you want to have your fingers in that pie.
I think you’re just tired of doing it alone, without anyone to look at it with you and tell you where the leak actually is.
Next week I’m going to show you exactly what I mean. I’m going to walk you through a real client situation. A service provider with a massive audience who couldn’t figure out why nobody was buying. And where the funnel was actually broken.
(Spoiler: it wasn’t where she thought it was. It almost never is.)
If you are already screaming ‘YEEEESSSS’ at the screen, the WTFunnel?!? waitlist is open. Monthly hot seat calls, funnel reviews, and direct strategy from someone who will actually look at your funnel and tell you how to make more money from it. Doors open in September, and there are only 10 founding spots.
Until next week!
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