The mistake that people make when we move into cycles where things are getting a bit more constrained, where they are tightening up a little bit is they think that people stop buying. They don't, what they start doing is making slightly more considered purchases. And one of the ways that they do that is they make more smaller bets. So many of us got away from this weird thing that we popularize called the tripwire, right? The entry point offer, the loss leader, everybody got away from that. And they're like, you don't need to do that anymore. You don't need to have all of these other product services. Just sell high ticket. Just go to the top. Just do that. You don't need all these pesky little things that you're distracting people. That may have been right at the time. Guess what? It ain't gonna be right in this next cycle. Now, I'm not saying that you can't still give people an opportunity to skip the line and to buy your most expensive thing first. At any given time, there's three to five percent of the people who are ready now. In any market, three to five percent, they're ready to buy now. And so part of the funnel is figuring out, how do we get those people who are ready to buy now to raise their hand and indicate that? But it's three to five percent. Everybody else, we're gonna need to nurture them. We're gonna need to romance them. We're gonna need to offer them something small. Offer them something a little bigger. So it's not that one works and the other doesn't anymore. It's that you need to get better at both. I did talk about this at TNC, I'll be sharing more about some tests that we've done, but, we now across all of our companies execute, we call a ready now funnel. And so when I knew lead comes into one of our funnels, we're always assessing for number one qualification, right? Yeah. So I'm just about every single lead magnet that you see across all of my different companies, there's going to be some kind of drop down that is going to indicate, is this potentially is this a qualified lead? And all we don't mean qualified to be our customer at all. We mean, are they qualified for our most expensive? Highest end program. So it's scalable. You got to be doing a million dollars or more in revenue. Like you said, Ralph, it's not for startups. It's not for companies that are in the early stages. We're rooting for them. We want to help them. They don't qualify for a higher level programs at digital marketer. It's actually agencies and consultants, right? Cause we've got our certified partner program. So it doesn't mean that we don't want to help marketers of all shapes and sizes. It just means our highest level program is for agencies and consultants. So we're going to ask that qualifying question. That's going to let us know, okay, if they're not qualified, then let's serve them with some lower ticket stuff. Let's let them graze, right? Let's introduce some tripwires and those kinds of things. Let's let them do their thing. Maybe they'll become qualified later on, right? We'll look to monetize that. Right now across all of our funnels on average, we are returning between 45 percent and 75 percent of our acquisition cost. Through the monetization of unqualified leads and throwing up the air quotes. If you're listening, the rest of it is coming from the qualified leads. Now we don't just say, Hey, you're qualified. You should buy our most expensive thing. Now, what we want to do is next step is do a readiness test. We want them to take some kind of micro action to indicate that they're perhaps ready to hear a higher ticket. Ready to do what Ralph Burns did. Hey, I can't help but notice that you bought you got this 43 split tests. Are you an agent consultant? Yeah, I am. Cool. Hey, one of the things we do is we help agencies and consultants. We got a program that we do this, it starts at around 10 grand a year. Interested in learning more about it. Here's how we think it can help. Yeah, I am. Okay. So you're not just qualified, but you're also ready. Qualification plus ready means that we can go ahead and move you to the top of the line. We call that a ready now funnel. This is something talked about last year, been testing it all year. When you think about funnels that are working for us right now, that one continues to work. Because what it acknowledges is that the old ways of doing things, where you start people at the bottom of the value ladder and you walk them up. It still works. It also acknowledges that, yeah, but today ad prices are too dang high. We can't afford to march them up slowly. We've got to go high ticket first. We got to flip the funnel. How do we do both? We're going to test for qualification and we're going to test for readiness. so All of these things again, though, that's a tactical thing that people should just do and test. tHat's a way to get some funnel mastery. The problem statement ads that kind of speaks to a little aspect of messaging mastery, I submit to you, if you get those things figured out, just go to the traffic store and buy it, higher costs and higher Ralph. just have them buy your ads because I think it's safe to say, if you got an ad that's generating a, two to one row as within the first, 30 days, you're probably going to be able to scale that. So that's the game, but it's all the stuff that used to work. Nothing's really changed. I remember the very first time I heard you say, go to the traffic store and I was so offended then I really, I spent, it was an existential crisis for me, man. Cause the next day I'm like, he's right. It's just. Attention arbitrage. And you know what was funny, Ryan, is until I wrapped my head around that, I couldn't scale my agency. Cause I was convinced that this is magic and I'm a magician and nobody else can do this. And the minute I started treating it like it's the traffic store, we're going to the traffic store, we're going to buy some traffic. And it really is just that simple. And this is the aisle that you go for this demographic. And as soon as you get there, it becomes so much easier, so much more approachable. So that's a really healthy paradigm to have, but it was a tough pill to swallow. Sorry, I didn't mean that to minimize the efforts of those. I'm not defending myself at all. I had the same kind of like visceral knee jerk reaction to it. So anyway, guys, I guess that's my, happy to dive into it a little bit more, but when I think about it, all of our focus is on those three areas. What are the things that won't change? There hasn't really a new channel introduced in a very long time. We got it with TikTok ads, a little bit, but there's not new channels emerging like it was back in the mid 2000s, where it was a late 2000s, where it was a new channel every other week. So channels really aren't changing. Funnel architecture, the economics, there's not like massive innovations. I like to think I gave you a quick innovation there with the ready now funnel. Not a lot of change there and in messaging. I think the biggest change that's taking place is everybody's going to rely on crappy copywriters that they've hired in the form of their AI tool of choice. And that's what they're going to expect to win the day. And it ain't going to happen. And they're going to wonder why. So I'd focus on messaging.