1 00:00:10,999 --> 00:00:13,045 Hello and welcome to the perpetual traffic podcast. 2 00:00:13,385 --> 00:00:15,965 This is your host, Ralph Burns, the founder and 11, 3 00:00:15,975 --> 00:00:17,855 alongside my awesome co host. 4 00:00:18,129 --> 00:00:18,509 Lauren E. 5 00:00:18,509 --> 00:00:20,461 Petrullo, the founder of Mongoose Media. 6 00:00:20,539 --> 00:00:22,069 So glad you joined us here today. 7 00:00:22,129 --> 00:00:23,499 Today is a Friday. 8 00:00:23,549 --> 00:00:26,229 We're recording on a Friday and 9 00:00:26,579 --> 00:00:27,399 Fri yay. 10 00:00:27,569 --> 00:00:31,369 we have a TGIF, TGIFF as one of my guys said. 11 00:00:31,612 --> 00:00:35,769 today we're going to talk about, it's an old and filtered episode. 12 00:00:36,079 --> 00:00:39,512 Because of just things that have gone on this week that you probably 13 00:00:40,142 --> 00:00:41,522 are dealing with in your business. 14 00:00:41,522 --> 00:00:44,692 You're probably doing some year end planning, but you're also dealing with 15 00:00:44,982 --> 00:00:50,752 a team and managing that team as well as clients and or products and or a business. 16 00:00:51,052 --> 00:00:53,155 So we're going to talk about a lot of that stuff here today. 17 00:00:53,455 --> 00:00:55,975 so we don't really know exactly how it's going to come 18 00:00:56,465 --> 00:00:57,075 I'm so 19 00:00:57,385 --> 00:01:00,394 the point is, like, this is unfiltered Friday. 20 00:01:00,672 --> 00:01:02,692 but before we get into that, there's something that we 21 00:01:02,692 --> 00:01:03,572 haven't done a long time. 22 00:01:03,722 --> 00:01:06,022 We have not read off reviews. 23 00:01:06,112 --> 00:01:13,212 We've been given the gift of feedback, some cases, cases, like not so 24 00:01:13,212 --> 00:01:16,845 constructive, some cases constructive and some days, you know, just things 25 00:01:16,890 --> 00:01:18,360 are just going to pump up Lauren's ego. 26 00:01:18,380 --> 00:01:22,170 So, um, but we would love you to leave a. 27 00:01:22,350 --> 00:01:25,987 Reviewing a rating for us, wherever you listen to podcasts, obviously 28 00:01:26,017 --> 00:01:28,320 a rating is easy on Spotify. 29 00:01:28,320 --> 00:01:31,540 Most of these reviews come over from Apple podcasts. 30 00:01:31,540 --> 00:01:32,760 We've been doing this for quite some time. 31 00:01:32,760 --> 00:01:39,640 Did you realize we have 1155 ratings and it's literally, it's four and a 32 00:01:39,640 --> 00:01:42,020 half stars, most of the way through. 33 00:01:42,470 --> 00:01:44,860 So should we make a 2025 for 2025? 34 00:01:45,170 --> 00:01:48,256 Like how do we get to 2025 reviews in 35 00:01:48,256 --> 00:01:48,870 2025? 36 00:01:49,050 --> 00:01:49,620 would be cool. 37 00:01:49,893 --> 00:01:50,123 Yes, 38 00:01:50,263 --> 00:01:50,743 that's great. 39 00:01:50,813 --> 00:01:54,430 See, this is what the unfiltered, or is it unplugged? 40 00:01:54,580 --> 00:01:55,230 I don't know what it is. 41 00:01:55,350 --> 00:01:56,840 It's just us doing our thing. 42 00:01:57,077 --> 00:01:59,220 so 1, 155 reviews, like that's great. 43 00:01:59,250 --> 00:02:01,937 It really appreciate everyone who's ever done a review. 44 00:02:01,937 --> 00:02:05,697 And we've got a couple here that I think are worthwhile, that we have 45 00:02:05,697 --> 00:02:08,037 not talked on in quite some time. 46 00:02:08,107 --> 00:02:11,132 There's that was led by Dorm 1 0 1. 47 00:02:11,787 --> 00:02:12,247 Demi 1 48 00:02:12,287 --> 00:02:15,680 of you, by the way, if you are if you're listening to this, I have 49 00:02:15,680 --> 00:02:21,513 not seen or read these reviews so I Forgive me if you are watching this on 50 00:02:21,523 --> 00:02:25,918 youtube because I can't hide anything from my face, so I'm really nervous, 51 00:02:25,918 --> 00:02:26,218 Ralph. 52 00:02:26,433 --> 00:02:26,673 Yeah. 53 00:02:26,673 --> 00:02:29,793 So head on over to perpetual traffic.com/youtube to see 54 00:02:29,793 --> 00:02:31,503 Lauren's reaction to some of these. 55 00:02:32,133 --> 00:02:35,403 All right, so this one is five stars, from Demi 1 0 1. 56 00:02:35,403 --> 00:02:36,848 So far so good with some diamonds. 57 00:02:37,923 --> 00:02:38,778 Oh, oh. 58 00:02:39,008 --> 00:02:41,468 The episode titles alone really piqued my interest. 59 00:02:41,468 --> 00:02:47,828 Non stocker stalker Method Gardener to Code Hire a bouncer for a CRM and 500 plus 60 00:02:47,828 --> 00:02:52,298 episodes is an insane FT for any podcast, no matter what type of industry you're in. 61 00:02:52,298 --> 00:02:54,592 These strategies and tips shared we'll be valuable. 62 00:02:55,192 --> 00:03:00,185 listen to how to strangle Slack before it strangles you to real. 63 00:03:00,187 --> 00:03:00,937 that is awesome. 64 00:03:00,937 --> 00:03:03,033 From Do Me 1 0 1. 65 00:03:03,033 --> 00:03:04,623 I think you've read that one before. 66 00:03:04,813 --> 00:03:08,173 I did, I remember it because she's in PR and I was like, oh, this 67 00:03:08,173 --> 00:03:10,023 was a good, this is a good one. 68 00:03:10,023 --> 00:03:11,583 And I remember that episode, the Slack one. 69 00:03:11,583 --> 00:03:13,293 'cause I told you I just get notifications 70 00:03:13,293 --> 00:03:13,593 like, 71 00:03:13,728 --> 00:03:14,238 That's right. 72 00:03:14,658 --> 00:03:15,358 That's right. 73 00:03:15,358 --> 00:03:18,178 Before it straggles, like for, for straggles, you, that, that 74 00:03:18,179 --> 00:03:19,068 is, that was pretty good title. 75 00:03:19,738 --> 00:03:20,018 All right. 76 00:03:20,093 --> 00:03:21,263 I wonder who came up with it, 77 00:03:21,538 --> 00:03:22,538 I know, I don't know. 78 00:03:22,778 --> 00:03:23,878 I have no idea. 79 00:03:23,938 --> 00:03:25,557 See, that's your creative genius right there. 80 00:03:26,117 --> 00:03:26,747 this is another one. 81 00:03:26,787 --> 00:03:28,134 Timely, relevant insights. 82 00:03:28,134 --> 00:03:30,977 This is another five star or this is, DZ and our wolf. 83 00:03:31,409 --> 00:03:34,629 Apple podcasts, Ralph Lauren, not only do a great job at sharing 84 00:03:34,629 --> 00:03:37,179 great marketing strategies, but they also provide examples of current 85 00:03:37,179 --> 00:03:38,499 campaigns that are working right now. 86 00:03:39,269 --> 00:03:41,919 It's a great insight to see what the top marketers in the 87 00:03:41,919 --> 00:03:43,639 world are doing to have success. 88 00:03:43,649 --> 00:03:45,979 So that's really nice. 89 00:03:46,039 --> 00:03:46,859 Appreciate that. 90 00:03:47,419 --> 00:03:49,269 All right, now let's get into some of the other ones here. 91 00:03:49,459 --> 00:03:50,469 These are the fun ones. 92 00:03:50,769 --> 00:03:56,219 So So leave a review, like we used to do a feedback mechanism for this show. 93 00:03:56,249 --> 00:03:58,859 So leaving us a review is actually super helpful. 94 00:03:58,869 --> 00:04:01,119 So I'm sure we're going to get some negative reviews because we're reading our 95 00:04:01,119 --> 00:04:05,849 reviews, but I don't really give a shit because we need your reviews and ratings. 96 00:04:06,089 --> 00:04:06,539 All right. 97 00:04:06,559 --> 00:04:10,709 So this is a bit self serving, but it's also this one smart 98 00:04:10,709 --> 00:04:13,335 gal, much interrupting guy quips. 99 00:04:13,915 --> 00:04:14,505 Okay. 100 00:04:15,095 --> 00:04:15,615 All right. 101 00:04:15,695 --> 00:04:17,645 Some very helpful nuggets of info. 102 00:04:17,645 --> 00:04:21,025 Sadly, it's sandwiched in between repetitive and not that funny. 103 00:04:21,025 --> 00:04:25,425 One liners, mansplaining and talking over the guests. 104 00:04:25,445 --> 00:04:26,035 No, I'm not. 105 00:04:26,035 --> 00:04:27,895 Whoa, no, I'm not woke. 106 00:04:27,945 --> 00:04:29,015 What works on video. 107 00:04:29,015 --> 00:04:31,685 It doesn't always translate to podcast format without some editing. 108 00:04:31,685 --> 00:04:33,265 This is Sherry in Toronto. 109 00:04:33,450 --> 00:04:34,710 Don't we love Canadians? 110 00:04:35,084 --> 00:04:38,064 I actually, I love the fact that she actually did give 111 00:04:38,064 --> 00:04:39,054 us an honest rating here. 112 00:04:39,054 --> 00:04:43,254 So with, I don't know what the mansplaining is because like my 113 00:04:43,274 --> 00:04:47,777 wife is, if I ever mansplained, she pretty much, she knows, she cuts it 114 00:04:48,022 --> 00:04:50,142 Are you trying to mansplain what mansplaining is? 115 00:04:50,417 --> 00:04:52,407 yeah, I didn't even know what mansplaining is. 116 00:04:52,437 --> 00:04:53,827 Am I doing mansplaining right now? 117 00:04:53,847 --> 00:04:55,357 But whatever. 118 00:04:55,413 --> 00:04:55,656 all right. 119 00:04:55,825 --> 00:04:58,622 will say what's fair is, I am an interrupter. 120 00:04:58,955 --> 00:04:59,585 And 121 00:05:00,345 --> 00:05:01,015 Too much interruption. 122 00:05:01,715 --> 00:05:02,485 For sure. 123 00:05:02,515 --> 00:05:07,209 That's actually like really good feedback because a lot of the guests that we bring 124 00:05:07,209 --> 00:05:09,795 on are a thousand times smarter than me. 125 00:05:09,835 --> 00:05:13,725 So I'm not the focus of the show, but I like to sound my own voice. 126 00:05:13,735 --> 00:05:15,015 So thank you, Sherry. 127 00:05:15,105 --> 00:05:15,995 That is good feedback. 128 00:05:16,115 --> 00:05:16,495 This is good. 129 00:05:16,545 --> 00:05:17,165 It's good feedback. 130 00:05:17,695 --> 00:05:18,575 No, I'm not. 131 00:05:18,575 --> 00:05:20,165 Woke is what she says. 132 00:05:20,568 --> 00:05:20,918 Super interesting. 133 00:05:21,208 --> 00:05:23,608 But I will say this is the stuff on video. 134 00:05:23,608 --> 00:05:28,445 So there's been a lot of tier 11 lives that we have brought over to the podcast 135 00:05:28,495 --> 00:05:29,665 because it's really good content. 136 00:05:30,215 --> 00:05:34,622 And when we're on a live, remember I'm doing it live and I have to remember. 137 00:05:34,797 --> 00:05:37,837 That some people, this might be translated to audio at some point. 138 00:05:37,837 --> 00:05:40,067 So I need to explain what John's doing better. 139 00:05:40,067 --> 00:05:41,567 So that is super good feedback. 140 00:05:41,567 --> 00:05:42,577 I should be doing that more. 141 00:05:42,927 --> 00:05:44,317 , definitely something that we're going to change. 142 00:05:44,327 --> 00:05:45,187 So appreciate that. 143 00:05:45,597 --> 00:05:48,950 Mahalo love the podcast, five stars met Lauren. 144 00:05:48,960 --> 00:05:51,360 She recommended a few episodes and I'm really enjoying it. 145 00:05:51,410 --> 00:05:53,737 This is so for me, say 146 00:05:54,225 --> 00:05:56,215 so, oh, so Phineas. 147 00:05:56,410 --> 00:05:57,410 so for knees. 148 00:05:57,595 --> 00:05:57,935 Okay. 149 00:05:57,945 --> 00:05:58,415 You know who that 150 00:05:58,455 --> 00:05:59,025 Hawaii. 151 00:05:59,225 --> 00:05:59,715 I do. 152 00:05:59,745 --> 00:06:00,105 I do. 153 00:06:00,115 --> 00:06:00,935 Oh, thanks. 154 00:06:00,935 --> 00:06:01,355 So Phineas. 155 00:06:01,665 --> 00:06:02,415 So that's pretty good. 156 00:06:02,775 --> 00:06:02,965 All right. 157 00:06:02,965 --> 00:06:03,295 Another one. 158 00:06:03,295 --> 00:06:03,725 Five star. 159 00:06:03,725 --> 00:06:06,275 Can't get enough timely and relevant insights to grow business 160 00:06:06,275 --> 00:06:07,375 from real business owners. 161 00:06:07,605 --> 00:06:10,935 Weird s word s appreciate that one. 162 00:06:11,418 --> 00:06:11,708 all right. 163 00:06:11,708 --> 00:06:14,608 This is the one that's going to just light up your, your day. 164 00:06:14,632 --> 00:06:15,172 All 165 00:06:15,217 --> 00:06:16,317 a good way or a bad way? 166 00:06:16,317 --> 00:06:16,487 I'm 167 00:06:16,487 --> 00:06:16,927 nervous 168 00:06:17,032 --> 00:06:20,438 almost four stars, but Lauren makes it a five. 169 00:06:20,845 --> 00:06:24,595 I used to listen to it, with Molly back in the day was legit surprised by the 170 00:06:24,595 --> 00:06:29,775 co host change, but here for it, this is quick and Adi via Apple podcast. 171 00:06:29,775 --> 00:06:32,465 So that's recent, like within the last week. 172 00:06:32,615 --> 00:06:33,215 So I don't know. 173 00:06:33,215 --> 00:06:35,335 Did you pay quick and Adi 174 00:06:35,930 --> 00:06:40,040 I'm gonna start i'm gonna start if there's anyone that's within five minutes Or 175 00:06:40,040 --> 00:06:43,290 no five meters of my immediate distance I'm gonna do the opposite of social 176 00:06:43,290 --> 00:06:48,177 distancing and just take your phone and be like yes, here's Chick fil a on me. 177 00:06:48,272 --> 00:06:48,842 There you go. 178 00:06:48,962 --> 00:06:49,588 There it goes. 179 00:06:49,598 --> 00:06:49,908 So 180 00:06:49,908 --> 00:06:50,348 you make it a 181 00:06:50,433 --> 00:06:52,053 to get 2025 reviews 182 00:06:52,083 --> 00:06:52,323 now. 183 00:06:52,618 --> 00:06:52,998 All right. 184 00:06:53,008 --> 00:06:56,178 So should we incentivize people for reviews, which is totally illegal 185 00:06:56,178 --> 00:06:56,518 to do 186 00:06:56,663 --> 00:06:58,163 the fgc will say no. 187 00:06:58,193 --> 00:06:58,483 Nope. 188 00:06:58,493 --> 00:06:59,103 Not at all. 189 00:06:59,453 --> 00:07:01,183 Nope withdrawn ralph. 190 00:07:01,248 --> 00:07:02,258 No withdrawn. 191 00:07:02,398 --> 00:07:03,048 withdrawn. 192 00:07:03,603 --> 00:07:06,232 we would love to have your reviews, on the show. 193 00:07:06,232 --> 00:07:09,112 We haven't read them in a while, so I appreciate everybody leaving a review. 194 00:07:09,462 --> 00:07:10,512 We will read it on air. 195 00:07:10,562 --> 00:07:13,272 So you'll be podcast famous for five or 10 seconds. 196 00:07:13,362 --> 00:07:14,452 , which is very cool. 197 00:07:14,462 --> 00:07:17,232 Cause this does go to about a quarter of a million people every single month, which 198 00:07:17,597 --> 00:07:19,237 Pretty amazing to really think about it. 199 00:07:19,387 --> 00:07:22,977 we're well we are we were number 31 in the country 200 00:07:23,662 --> 00:07:23,982 Last 201 00:07:24,037 --> 00:07:25,537 go in and out of the top 25. 202 00:07:25,537 --> 00:07:29,227 I don't know if you, you know, that like it pops up and then it comes back down 203 00:07:29,227 --> 00:07:33,257 and then it's an average rating for the week, but like any, on any given day, when 204 00:07:33,257 --> 00:07:35,277 it's released, it's in the top 20, 25. 205 00:07:35,297 --> 00:07:36,677 So that's very cool. 206 00:07:36,687 --> 00:07:39,957 Like we've got a good audience here, but we certainly want more and we 207 00:07:39,957 --> 00:07:41,843 want to be able to help more people. 208 00:07:42,123 --> 00:07:43,723 We're trying to bring stuff here that. 209 00:07:43,908 --> 00:07:47,448 Is relevant, useful to you because we're in the business every single day. 210 00:07:47,705 --> 00:07:51,118 that's the reason for the show is sometimes it's just, me and Lauren 211 00:07:51,118 --> 00:07:53,958 get together and just bitch about stuff that's going on in the industry 212 00:07:53,958 --> 00:07:55,438 or with our teams or whatever 213 00:07:55,518 --> 00:07:56,858 behind the scenes behind the 214 00:07:57,058 --> 00:07:57,288 scenes. 215 00:07:57,688 --> 00:07:58,238 the scenes. 216 00:07:58,248 --> 00:08:03,938 So talking about that, like what's the most relevant thing that happened 217 00:08:03,938 --> 00:08:08,392 to you this week that you think the PT listener might find useful? 218 00:08:08,945 --> 00:08:11,835 Relevant thing that happened to me this week that the listener would 219 00:08:11,835 --> 00:08:15,668 find useful Well, I mean today is the start of black friday deal So my 220 00:08:15,668 --> 00:08:19,568 immediate go is who's getting a ps5 because I am and i'm trying to game. 221 00:08:19,598 --> 00:08:20,828 So what's your gamer tag? 222 00:08:20,828 --> 00:08:26,678 Hit me up but in the Useful things that happened to me this week. 223 00:08:26,835 --> 00:08:28,468 Gosh, look, it's friday. 224 00:08:28,468 --> 00:08:33,393 It's like no friend november So I just I'm head down a lot of this 225 00:08:33,393 --> 00:08:38,120 stuff, but I think, well, you go first, let me, this is unfiltered. 226 00:08:38,190 --> 00:08:40,370 We don't have any plans, planned answers. 227 00:08:40,550 --> 00:08:46,810 I have a bone to pick just in general, a bit with how people view, like we've 228 00:08:46,810 --> 00:08:52,363 talked about this before, how people view a lead, not all leads are the same. 229 00:08:52,943 --> 00:08:56,667 And we came up against this past week where we had a client who was 230 00:08:56,667 --> 00:09:00,627 resistant to giving us the information or for us to be able to optimize our 231 00:09:00,627 --> 00:09:02,377 ads for the most qualified leads. 232 00:09:02,397 --> 00:09:06,307 So when you bring in a lead, especially if you're in lead gen and you're selling 233 00:09:06,307 --> 00:09:09,470 a high ticket product, in this case, like a four figure product that has. 234 00:09:09,737 --> 00:09:13,070 multiple upsells and is really, really good. 235 00:09:13,483 --> 00:09:16,173 Like I say, what space it's in, but it's in the info space. 236 00:09:16,453 --> 00:09:20,073 The point is that not all leads are treated the same, and you 237 00:09:20,073 --> 00:09:23,560 might get a marketing qualified leader and MQL as we refer to it. 238 00:09:24,430 --> 00:09:26,020 Oftentimes that doesn't really convert. 239 00:09:26,040 --> 00:09:31,238 It might take a while for that to, Trickle into a SQL, which 240 00:09:31,238 --> 00:09:32,678 is a sales qualified lead. 241 00:09:32,898 --> 00:09:38,111 So somebody downloads, fills out a form, maybe goes onto a webinar, 242 00:09:38,192 --> 00:09:40,115 get some information, doesn't buy. 243 00:09:40,456 --> 00:09:42,876 That is still a marketing qualified lead, but it might be a 244 00:09:42,876 --> 00:09:45,426 sales qualified lead because you actually have a filtering process. 245 00:09:45,826 --> 00:09:48,266 So the filtering process could be through lead forms. 246 00:09:48,386 --> 00:09:51,186 Like we talk about, we've talked about here many, many times. 247 00:09:51,901 --> 00:09:55,191 You might pay more for a sales qualified lead than you do a marketing qualified 248 00:09:55,211 --> 00:09:58,461 lead when you're working with an agency or an internal team, you have to be 249 00:09:58,461 --> 00:10:00,171 able to communicate which is which. 250 00:10:00,345 --> 00:10:01,805 And that was not communicated. 251 00:10:02,405 --> 00:10:02,845 And. 252 00:10:03,043 --> 00:10:06,393 Our team, in this particular case, in my opinion, should have done a 253 00:10:06,413 --> 00:10:11,006 better job in communicating exactly what is a marketing qualified lead 254 00:10:11,016 --> 00:10:12,746 versus a sales qualified lead. 255 00:10:12,816 --> 00:10:17,683 And the client should, if you're running internally, or you have a marketing team, 256 00:10:17,683 --> 00:10:23,167 or you have an agency, you should have to give full transparency onto what actually 257 00:10:23,177 --> 00:10:27,237 converts at the end of the funnel, as opposed to just keeping them in the dark. 258 00:10:27,445 --> 00:10:28,755 And this is where I think Okay. 259 00:10:28,874 --> 00:10:34,200 Everyone, obviously there's a certain amount of, Hey, I want to give my team 260 00:10:34,780 --> 00:10:39,360 enough information so that they do a good job, but why not be fully transparent? 261 00:10:39,820 --> 00:10:43,380 Why not open the entire kimono and actually get a real working 262 00:10:43,380 --> 00:10:45,690 relationship where everyone benefits. 263 00:10:45,690 --> 00:10:50,060 And that means if that means divulging financial information, like do it. 264 00:10:50,262 --> 00:10:52,832 Because that's the most important thing at the end of the day. 265 00:10:52,832 --> 00:10:55,312 So if you have an internal team or an agency, they should 266 00:10:55,312 --> 00:10:56,802 know what your finances are. 267 00:10:57,132 --> 00:11:03,170 They should have an internal view of what actually is working and the client and or 268 00:11:03,170 --> 00:11:08,671 internal team should also also have access to from the first step in the journey all 269 00:11:08,671 --> 00:11:10,261 the way to the last part of the journey. 270 00:11:10,671 --> 00:11:14,651 And that full transparency makes for a great team and it makes for. 271 00:11:14,940 --> 00:11:18,210 a partnership approach as opposed to an adversarial approach. 272 00:11:18,680 --> 00:11:21,470 And I think a lot of people are reluctant to give up some of that 273 00:11:21,470 --> 00:11:24,640 information because they don't want to give control to the other side. 274 00:11:24,950 --> 00:11:25,810 And I hate that. 275 00:11:26,265 --> 00:11:32,025 And we came up against that this week, and I don't think we did that great of a job. 276 00:11:32,246 --> 00:11:35,216 In resolving it and, we can always improve. 277 00:11:35,226 --> 00:11:37,606 We are not perfect by any stretch. 278 00:11:38,106 --> 00:11:39,326 No, we're not. 279 00:11:39,376 --> 00:11:43,346 But I think by looking at the right things, like the things that actually 280 00:11:43,346 --> 00:11:47,946 make businesses money, not the stuff that can be manipulated, row as sucks and 281 00:11:47,946 --> 00:11:50,656 all that other sort of stuff that we've talked about many times here on the call 282 00:11:50,866 --> 00:11:53,025 preach, those are the things that matter. 283 00:11:53,182 --> 00:11:56,831 If you're trying to move the needle in a business and we met with a client 284 00:11:56,831 --> 00:11:58,571 this week that does exactly that. 285 00:11:58,811 --> 00:12:01,081 I was in San Antonio this past week. 286 00:12:01,129 --> 00:12:01,752 We met with a client. 287 00:12:01,782 --> 00:12:02,859 They're, very transparent. 288 00:12:02,889 --> 00:12:04,369 They tell us exactly what's going on. 289 00:12:04,369 --> 00:12:05,879 Like we know what their numbers are. 290 00:12:06,209 --> 00:12:07,169 Like we know what their sales are. 291 00:12:07,169 --> 00:12:08,439 We know what their profit margin is. 292 00:12:08,439 --> 00:12:11,679 We know like which end of their business is more profitable than they are. 293 00:12:11,689 --> 00:12:13,069 Like we know what their challenges are. 294 00:12:13,409 --> 00:12:16,002 And my big question to that was like, how can I be a better partner to you? 295 00:12:16,022 --> 00:12:18,892 How can I be a better vendor, but really truly a partner. 296 00:12:19,114 --> 00:12:19,494 And. 297 00:12:19,714 --> 00:12:22,134 Get to the goals that they want to in 2025. 298 00:12:22,134 --> 00:12:22,904 So it was a great meeting. 299 00:12:22,904 --> 00:12:24,885 Cause I feel like we're very much in sync. 300 00:12:24,885 --> 00:12:27,265 If you have an adversarial relationship where I, I'm not 301 00:12:27,265 --> 00:12:28,183 gonna tell you everything. 302 00:12:28,581 --> 00:12:32,551 Cause you're like the enemy, like that is so destructive. 303 00:12:33,091 --> 00:12:35,491 And I think no matter if you're dealing with an agency or you're 304 00:12:35,501 --> 00:12:38,811 dealing with an internal team, I think the same principles apply. 305 00:12:39,071 --> 00:12:40,211 And if you're doing that. 306 00:12:40,623 --> 00:12:44,128 Right now, because you think you're being smart, you think you're being savvy. 307 00:12:44,378 --> 00:12:49,548 Well, being transparent actually gets you to get to your goal that much faster. 308 00:12:49,588 --> 00:12:52,813 And success is a hell of a lot easier when you actually do that. 309 00:12:52,833 --> 00:12:54,573 So that's my bit of the week, 310 00:12:55,253 --> 00:12:55,643 well, 311 00:12:55,703 --> 00:12:56,733 comments, confessions. 312 00:12:56,966 --> 00:13:01,165 100 percent agree when you're like, when you're being obtrusive to your data, it's, 313 00:13:01,256 --> 00:13:04,176 not just harming the agency partners, but you're also harming the algorithm. 314 00:13:04,176 --> 00:13:07,884 So I was like, Oh my gosh, I can replay exact conversations that other people 315 00:13:07,904 --> 00:13:12,324 might value from like, It's I understand the subterfuge and why you want to do it. 316 00:13:12,515 --> 00:13:14,515 I get it, but it's not helpful. 317 00:13:14,795 --> 00:13:16,725 We were talking earlier about the radical candor. 318 00:13:16,905 --> 00:13:20,205 You have to have the radical candor with your agency, but also with the algorithm. 319 00:13:20,215 --> 00:13:25,372 So a conversation that we had this week was we were looking at, a client's funnel, 320 00:13:25,372 --> 00:13:27,697 and we noticed that the standard events. 321 00:13:28,257 --> 00:13:33,188 the basic pieces of data are not properly being fed back until the algorithm. 322 00:13:33,238 --> 00:13:37,298 And honestly, like, sorry, if you're listening and you are falling 323 00:13:37,308 --> 00:13:39,598 guilty to this and you think you're a really good media buyer and you 324 00:13:39,618 --> 00:13:41,238 don't have the standards in place. 325 00:13:41,835 --> 00:13:42,598 I don't get it. 326 00:13:42,638 --> 00:13:46,018 Facebook has billions and it's not just Facebook, it's every. 327 00:13:46,383 --> 00:13:47,733 Ads platform, every ads network. 328 00:13:48,023 --> 00:13:51,840 They have billions of profiles, interactions, moments in which you 329 00:13:51,840 --> 00:13:53,380 can send qualified data back in. 330 00:13:53,410 --> 00:13:58,200 So you said MQL and SQL earlier, just to like qualify, to make sure we're on 331 00:13:58,210 --> 00:13:59,530 the same page of how you and I view it. 332 00:13:59,540 --> 00:14:00,430 Maybe it's slightly 333 00:14:00,620 --> 00:14:01,390 Let's talk about that. 334 00:14:01,390 --> 00:14:01,800 Actually 335 00:14:01,860 --> 00:14:02,160 Yeah. 336 00:14:02,290 --> 00:14:05,600 So for an MQL for me, and a marketing qualified lead is someone who's 337 00:14:05,700 --> 00:14:10,360 given permission to be marketed to, they've opted into something they 338 00:14:10,360 --> 00:14:13,810 have shown interest by raising their hand and it's permission based. 339 00:14:14,250 --> 00:14:19,160 A sales qualified lead for me is someone who meets two of the four bats. 340 00:14:19,405 --> 00:14:22,945 So band being budget authority need in time if they meet two of the 341 00:14:22,945 --> 00:14:24,455 four, there are sales qualified lead. 342 00:14:24,635 --> 00:14:27,705 If they meet one of the four, they're not B for budget. 343 00:14:27,735 --> 00:14:28,695 A for authority need for. 344 00:14:28,979 --> 00:14:30,359 End for need t for time. 345 00:14:30,359 --> 00:14:35,566 So if they have the budget and can afford whatever you're selling or providing great 346 00:14:35,866 --> 00:14:39,636 If they have the authority to make the decision, they are a sales qualified lead 347 00:14:39,966 --> 00:14:43,306 Maybe they don't have the authority and they're an admin or supportive staff But 348 00:14:43,386 --> 00:14:49,399 they need this product now to facilitate a black friday launch and the timing 349 00:14:49,591 --> 00:14:54,841 relative because it's Black friday now those three they lack the authority, 350 00:14:55,061 --> 00:14:58,541 but they are a sales qualified lead it's just Not the actual person that you need 351 00:14:58,541 --> 00:14:59,931 to talk to, but it's your entry point. 352 00:14:59,931 --> 00:15:03,541 So that's what, for me, from going from MQL, which is opted in. 353 00:15:03,751 --> 00:15:07,311 And have given permission to receive what you have to say versus having 354 00:15:07,311 --> 00:15:10,321 two of the four bands is how I consider a sales qualified lead. 355 00:15:10,986 --> 00:15:12,546 What's the best way to screen for that? 356 00:15:12,606 --> 00:15:15,156 Like you do a ton of lead gen, we do a ton of lead gen. 357 00:15:15,186 --> 00:15:19,816 Like every one is different, but like just in a general sense, like if people 358 00:15:19,816 --> 00:15:22,826 are like, well, MQL, SQL, maybe this is the first time that you've heard of this. 359 00:15:22,866 --> 00:15:24,536 But if you have. 360 00:15:24,751 --> 00:15:26,511 Then good, you're in the right spot. 361 00:15:26,851 --> 00:15:28,891 If you say, yeah, I know what that is. 362 00:15:28,941 --> 00:15:32,101 I guarantee you, you probably, there's some areas that you can improve. 363 00:15:32,291 --> 00:15:35,531 So how do you differentiate and how do you screen for it? 364 00:15:36,271 --> 00:15:39,791 So for marketing qualified lead, I have like a marketing qualified lead as they've 365 00:15:39,791 --> 00:15:43,801 gotten to the system, but I don't, I actually consider those subscribers. 366 00:15:43,811 --> 00:15:45,471 So this is just my personal philosophy. 367 00:15:45,791 --> 00:15:48,721 You're just a subscriber, even though technically you're a marketing qualified 368 00:15:48,751 --> 00:15:53,821 lead until you've shown me proof of life, webinar, replying to an email, 369 00:15:54,031 --> 00:15:56,061 spending at least 90 seconds on a page. 370 00:15:56,281 --> 00:16:00,051 Getting further along in my funnel and having consumed content. 371 00:16:00,271 --> 00:16:02,121 Cause if you're not going to consume, you're not going to convert. 372 00:16:02,131 --> 00:16:05,761 So that's my qualification of what is a marketing qualified lead where. 373 00:16:06,401 --> 00:16:09,551 Most people say it's an MQL by all tactical standards, correct. 374 00:16:09,581 --> 00:16:12,291 But I'm still looking at you as a subscriber and potentially dead weight 375 00:16:12,291 --> 00:16:18,531 in my CRM, you butthole individual, because show me, show me you're interested 376 00:16:18,531 --> 00:16:22,511 versus wasting my email sends and calls. 377 00:16:23,061 --> 00:16:23,891 I have to pay for that. 378 00:16:23,921 --> 00:16:26,769 And my clients get out to see her on it. 379 00:16:26,769 --> 00:16:30,719 You're not going to give me proof of life, which can be replying to the email. 380 00:16:30,719 --> 00:16:34,261 So everyone's first email and every followup should have like a PS Tell 381 00:16:34,261 --> 00:16:37,591 me what's your favorite restaurant in Orlando, or an easy one word, 382 00:16:37,601 --> 00:16:39,321 simple equivalent responder. 383 00:16:39,321 --> 00:16:42,461 We call that triage level one in our email triage, and I know I'm 384 00:16:42,461 --> 00:16:45,251 jumping all over the place, but that's how I marketing qualified lead. 385 00:16:45,561 --> 00:16:48,861 For me, I look to a subscriber unless you show me that you're useful. 386 00:16:49,166 --> 00:16:52,886 You're useless otherwise, you waste of human you. 387 00:16:53,501 --> 00:16:54,951 See, I would still qualify. 388 00:16:54,971 --> 00:17:01,661 I would still say a marketing qualified lead is somebody who is, has opted in to 389 00:17:01,661 --> 00:17:06,401 something, given something in exchange for something of equal or greater value. 390 00:17:07,111 --> 00:17:09,561 Like that's marketing qualified because marketing brought 391 00:17:09,561 --> 00:17:11,311 them there and they're there. 392 00:17:11,341 --> 00:17:15,441 It's up to you internally to determine what your steps are in order to. 393 00:17:15,611 --> 00:17:18,511 Treat them as a SQL or a sales qualified lead. 394 00:17:19,091 --> 00:17:23,391 I think it's a super like easy example of this is the MPI checklist, which 395 00:17:23,391 --> 00:17:26,011 we beat to death perpetual traffic. 396 00:17:26,201 --> 00:17:27,321 com forward slash MPI. 397 00:17:27,321 --> 00:17:31,211 That's a great example of like, there's four fields there. 398 00:17:31,551 --> 00:17:33,801 I can tell you which ones are the ones that are important for us, 399 00:17:33,886 --> 00:17:34,326 super 400 00:17:34,496 --> 00:17:34,976 obvious, 401 00:17:35,041 --> 00:17:35,531 it's super 402 00:17:35,726 --> 00:17:39,446 you have a qualifying question to see if you can support them. 403 00:17:39,616 --> 00:17:43,116 So you used your qualifying question to determine if they're an SQL? 404 00:17:43,401 --> 00:17:43,821 A bit. 405 00:17:43,861 --> 00:17:44,311 Yeah. 406 00:17:44,564 --> 00:17:44,744 Yeah. 407 00:17:44,744 --> 00:17:48,388 I mean, well, I wouldn't say it's, I wouldn't say, yeah, I 408 00:17:48,388 --> 00:17:50,048 retract that statement, Senator. 409 00:17:50,658 --> 00:17:55,248 Um, I think those are all MQLs, but depending on what they 410 00:17:55,248 --> 00:17:57,401 act after, then they become S 411 00:17:58,631 --> 00:18:01,171 I don't believe you can have an SQL without a conversation 412 00:18:01,251 --> 00:18:02,281 because I think people lie. 413 00:18:02,471 --> 00:18:03,531 People lie on forums. 414 00:18:03,891 --> 00:18:05,381 They want to see what the outcomes are. 415 00:18:05,401 --> 00:18:07,731 You can go to the NPI checklist on perpetualtraffic. 416 00:18:07,881 --> 00:18:11,761 com forward slash NPI, and you'll be able to play conveniently enough. 417 00:18:11,891 --> 00:18:13,001 You'll have different end screens. 418 00:18:13,051 --> 00:18:16,141 Oh, that goes to another example of a call that people may benefit from this week. 419 00:18:16,444 --> 00:18:19,224 and by the way, just don't go to the form and just fill it out 420 00:18:19,244 --> 00:18:21,344 like four different times, please. 421 00:18:21,681 --> 00:18:21,971 For crying out loud. 422 00:18:22,101 --> 00:18:24,901 I don't think it allows you to do that, but actually in HubSpot, I don't think 423 00:18:24,901 --> 00:18:28,621 it allows you to do it in HubSpot though, unless you go to like an incognito window. 424 00:18:28,651 --> 00:18:29,501 But anyway, the point 425 00:18:29,901 --> 00:18:30,351 give me bad 426 00:18:30,351 --> 00:18:31,071 examples. 427 00:18:31,231 --> 00:18:31,641 yeah. 428 00:18:31,805 --> 00:18:32,269 have 429 00:18:32,269 --> 00:18:32,732 nice 430 00:18:33,081 --> 00:18:34,421 That's people have to try too hard. 431 00:18:34,791 --> 00:18:35,961 No, one's listening anyway. 432 00:18:35,979 --> 00:18:37,370 four star review. 433 00:18:37,370 --> 00:18:38,297 That's cute. 434 00:18:38,297 --> 00:18:38,761 We 435 00:18:42,051 --> 00:18:43,241 you made it five. 436 00:18:44,561 --> 00:18:45,801 So, all right. 437 00:18:46,121 --> 00:18:49,121 You have to go to our YouTube channel just to see Lauren glowing 438 00:18:49,431 --> 00:18:51,241 and me mansplaining Lauren glowing. 439 00:18:53,184 --> 00:18:56,624 You have to like, tell me in the future, like, all right, you're mansplaining. 440 00:18:56,684 --> 00:18:59,334 We'll just call it out for our friend in Toronto. 441 00:19:00,894 --> 00:19:01,334 Yes. 442 00:19:02,184 --> 00:19:05,574 But I like that they had said, like, not, well, so it wasn't, I 443 00:19:05,594 --> 00:19:07,124 don't see it as a derogatory attack. 444 00:19:07,134 --> 00:19:10,504 It wasn't a type of, I'm trying to come after you. 445 00:19:10,874 --> 00:19:13,764 I say it's just like, it's genuine, kind and honest feedback. 446 00:19:14,114 --> 00:19:18,081 And someone who's willing to provide that is hopefully going to honor us with a 447 00:19:18,081 --> 00:19:22,441 chance To convert them even higher it's a blessing even though it's a three star I'm 448 00:19:22,441 --> 00:19:26,161 grateful for it because it shows intention to give us a chance to be better. 449 00:19:26,561 --> 00:19:27,071 And I think she's 450 00:19:27,071 --> 00:19:27,331 right. 451 00:19:28,261 --> 00:19:28,601 There you go. 452 00:19:29,241 --> 00:19:29,711 All right. 453 00:19:29,711 --> 00:19:30,401 So another example. 454 00:19:30,790 --> 00:19:34,380 just to wrap up that thing Sorry, so the mql I don't believe that someone 455 00:19:34,380 --> 00:19:36,850 can become a sales qualified lead without an actual touch point of 456 00:19:36,850 --> 00:19:40,660 conversation Or an actual conversion being that did you give me money? 457 00:19:40,890 --> 00:19:45,330 It might be a micro conversion and you need these like soft touches of lower 458 00:19:45,330 --> 00:19:48,550 ticket items or something like where you put your credit card down because 459 00:19:48,550 --> 00:19:52,930 if I see 16 digits, your sales qualified leave for me, but I need a conversation 460 00:19:53,110 --> 00:19:58,170 with a salesperson, a chat bot, email conversation back and forth, whatever 461 00:19:58,170 --> 00:20:02,977 that is to know that your sales qualified because people very rarely have solutions 462 00:20:02,987 --> 00:20:04,845 that will say, You have the budget. 463 00:20:04,855 --> 00:20:05,865 You have the authority. 464 00:20:06,125 --> 00:20:06,905 Why now? 465 00:20:06,905 --> 00:20:11,139 And you can, try and do a lot of that in your questions and in your forms. 466 00:20:11,139 --> 00:20:14,769 Like when you're asking for the lead capture, you can use qualifying 467 00:20:14,769 --> 00:20:18,959 questions to give bigger indicators of if they are a marketing qualified 468 00:20:18,959 --> 00:20:20,539 lead or a sales qualified lead. 469 00:20:20,559 --> 00:20:24,089 And then based off of their answers, you trigger unique thank you pages. 470 00:20:24,089 --> 00:20:29,060 So this came up on a call this week because I was telling someone 90 percent 471 00:20:29,060 --> 00:20:30,660 of the people just do the lazy wave. 472 00:20:30,890 --> 00:20:33,030 I'm collecting your name, phone, email. 473 00:20:33,060 --> 00:20:33,900 That's all I want. 474 00:20:33,900 --> 00:20:34,370 Okay, cool. 475 00:20:34,380 --> 00:20:35,440 You just want a subscriber. 476 00:20:35,450 --> 00:20:35,910 Stop it. 477 00:20:35,910 --> 00:20:36,970 Like, that's so stupid. 478 00:20:37,280 --> 00:20:38,990 Why are you only asking three questions? 479 00:20:39,290 --> 00:20:41,030 But you're collecting all that information. 480 00:20:41,030 --> 00:20:45,360 And then when they give you that info, you send them to a single thank you page. 481 00:20:45,420 --> 00:20:49,284 But without a qualifying question, you're actually Dishonoring yourself. 482 00:20:49,314 --> 00:20:53,964 And so forgive me for the way I described this to the people on that call. 483 00:20:54,334 --> 00:20:56,264 Oh, please don't cancel me. 484 00:20:56,469 --> 00:20:57,089 there we go. 485 00:20:57,099 --> 00:20:57,909 We're getting canceled 486 00:20:57,947 --> 00:20:58,870 no. 487 00:20:58,870 --> 00:20:59,794 no. 488 00:20:59,794 --> 00:21:00,054 It's just unfiltered. 489 00:21:00,624 --> 00:21:01,114 Oh my gosh. 490 00:21:01,114 --> 00:21:01,444 Okay. 491 00:21:01,724 --> 00:21:05,790 It was just, I was saying, look, you know, I go to church at least once a week. 492 00:21:05,820 --> 00:21:06,680 I am 493 00:21:07,104 --> 00:21:07,824 for this journey 494 00:21:07,824 --> 00:21:08,574 of a mouth I have. 495 00:21:09,059 --> 00:21:09,479 I thought it was Every 496 00:21:09,539 --> 00:21:11,069 day at different times of my life. 497 00:21:11,069 --> 00:21:12,069 I've gone five times a week. 498 00:21:12,089 --> 00:21:12,949 I've never gone every day. 499 00:21:12,999 --> 00:21:15,009 That's a lot, but if that's what you do, good for you. 500 00:21:15,619 --> 00:21:17,849 This is a, this is us interrupting each other, by the way. 501 00:21:18,079 --> 00:21:18,509 There you go. 502 00:21:18,579 --> 00:21:18,939 Talking 503 00:21:19,119 --> 00:21:19,479 besties. 504 00:21:19,509 --> 00:21:19,669 So 505 00:21:19,749 --> 00:21:21,519 I know we can do that. 506 00:21:21,749 --> 00:21:21,929 Okay. 507 00:21:22,109 --> 00:21:24,519 Actually like you, Ralph, like you're such a good human. 508 00:21:24,639 --> 00:21:27,279 Well, you know, the feeling is mutual. 509 00:21:27,879 --> 00:21:28,229 Lauren E. 510 00:21:28,229 --> 00:21:28,779 Petrillo. 511 00:21:28,799 --> 00:21:30,569 So anyway, you were about to say 512 00:21:30,812 --> 00:21:31,342 Um, 513 00:21:31,565 --> 00:21:32,675 you've lost your train of thought. 514 00:21:35,615 --> 00:21:39,625 Tell me Lauren has ADD without telling me Lauren has ADD, like, uh, 515 00:21:40,635 --> 00:21:42,395 anyways, yeah, this is unfiltered. 516 00:21:42,405 --> 00:21:43,655 This is unscripted. 517 00:21:43,655 --> 00:21:43,815 This 518 00:21:43,815 --> 00:21:44,095 is 519 00:21:44,120 --> 00:21:48,530 bit like Dora, actually, from Finding Nemo, a little bit like Dora, a bit, 520 00:21:49,145 --> 00:21:53,485 So it's Dora the Exploradora, which is a Nickelodeon show or 521 00:21:53,495 --> 00:21:56,595 Dory, who is Ellen voice by Ellen 522 00:21:56,595 --> 00:21:57,095 DeGeneres. 523 00:21:57,230 --> 00:21:58,060 it's Doree. 524 00:21:58,110 --> 00:22:01,580 Oh, sorry, I got my doors confused. 525 00:22:03,330 --> 00:22:03,820 you know, 526 00:22:04,560 --> 00:22:05,680 It's unfiltered Friday. 527 00:22:05,970 --> 00:22:06,410 All right. 528 00:22:06,430 --> 00:22:07,020 So keep going. 529 00:22:07,900 --> 00:22:08,140 Okay. 530 00:22:08,933 --> 00:22:11,513 So when you add a qualifying question, this is important. 531 00:22:11,513 --> 00:22:14,653 If you're listening, you take nothing from this episode, do this 532 00:22:14,973 --> 00:22:18,103 and you'll be better than 90 percent of the world at lead generation. 533 00:22:18,103 --> 00:22:19,028 I promise. 534 00:22:19,233 --> 00:22:22,643 So you have a qualifying question and based off of the answer, you provide 535 00:22:22,643 --> 00:22:23,833 them a different unique answer. 536 00:22:24,113 --> 00:22:24,803 Thank you page. 537 00:22:24,843 --> 00:22:28,003 I've talked about this a lot where you're using custom forms 538 00:22:28,003 --> 00:22:29,533 and instant forms and meta. 539 00:22:29,803 --> 00:22:31,603 You have a disqualifying landing page. 540 00:22:31,963 --> 00:22:35,403 The reason you need a different thank you page is because you want to be like, 541 00:22:35,403 --> 00:22:37,323 Hey, Meta, I want people like this. 542 00:22:37,583 --> 00:22:39,983 But you also want to say, Hey, Meta or any algorithm. 543 00:22:40,043 --> 00:22:41,683 I don't want people like this. 544 00:22:41,863 --> 00:22:44,513 So going back to your earlier part where they're hiding 545 00:22:44,703 --> 00:22:45,993 the important data from you. 546 00:22:46,190 --> 00:22:48,850 They're also hiding the important data from the algorithm, which means 547 00:22:48,860 --> 00:22:52,675 all you're doing is compounding For mediocrity, like you're not actually 548 00:22:52,675 --> 00:22:54,615 getting more of what you want, you're getting more of what you get. 549 00:22:54,835 --> 00:22:57,025 And so the way I was explaining that in the Christian sense, 550 00:22:57,305 --> 00:22:59,245 All sins are created equal. 551 00:22:59,255 --> 00:23:03,375 So if you give a little white lie, Or you rape an individual, 552 00:23:03,768 --> 00:23:06,738 They're equal in the eyes of God, but not in the eyes of the law. 553 00:23:07,208 --> 00:23:11,138 But on the different ad platforms, if you don't have a qualifying 554 00:23:11,138 --> 00:23:13,908 question, you're going to collect more of what you don't want. 555 00:23:13,948 --> 00:23:16,148 And so I told them, I was like, do you want more rapists in your CRM? 556 00:23:16,558 --> 00:23:16,848 Why? 557 00:23:19,016 --> 00:23:19,256 see, 558 00:23:19,331 --> 00:23:20,341 please don't get for me. 559 00:23:20,341 --> 00:23:23,511 It was just the example that came up in my head and it stuck with them. 560 00:23:23,511 --> 00:23:24,751 They're like, I don't want this 561 00:23:24,991 --> 00:23:27,936 this is yet another repetitive and not so funny. 562 00:23:27,936 --> 00:23:28,566 One-liner. 563 00:23:29,106 --> 00:23:31,206 You know, we're just, we're self perpetuating. 564 00:23:31,651 --> 00:23:33,641 You're like, okay, we could do 565 00:23:33,651 --> 00:23:34,081 better. 566 00:23:34,196 --> 00:23:35,306 we can do better, we can be funnier. 567 00:23:35,713 --> 00:23:40,003 so no, the, all what you're saying is, so for the non-qualified, like, 568 00:23:40,003 --> 00:23:43,093 you know, if you have the four questions, one of 'em is somebody that 569 00:23:43,093 --> 00:23:45,456 you don't want, don't even bother. 570 00:23:45,776 --> 00:23:46,556 No, not yet. 571 00:23:46,556 --> 00:23:49,916 But don't bother putting the Facebook pixel on the thank 572 00:23:49,916 --> 00:23:52,616 you page of that individual. 573 00:23:52,971 --> 00:23:53,381 Yes. 574 00:23:53,531 --> 00:24:00,008 That is such a simple, but not simplistic tip that could change the course of 575 00:24:00,138 --> 00:24:01,888 businesses that are listening to this 576 00:24:02,238 --> 00:24:04,528 It changes your delta for what you're optimizing 577 00:24:04,538 --> 00:24:07,178 for because you're looking at lead, no lead. 578 00:24:07,188 --> 00:24:12,458 If you have just a single landing page and a single thank you page and that page that 579 00:24:12,458 --> 00:24:15,861 you're sending everyone to is collecting everyone from little white lives to 580 00:24:16,045 --> 00:24:17,738 mass murderers, like, no, thank you. 581 00:24:17,798 --> 00:24:18,998 We want no Hitlers. 582 00:24:19,038 --> 00:24:21,071 We only want mother Teresa's please. 583 00:24:21,071 --> 00:24:21,331 And thank 584 00:24:21,331 --> 00:24:21,501 you. 585 00:24:21,891 --> 00:24:22,191 True. 586 00:24:22,261 --> 00:24:22,831 Thank you very 587 00:24:22,831 --> 00:24:23,211 much. 588 00:24:23,343 --> 00:24:26,000 In that when you have that thank you page, just leaving the 589 00:24:26,000 --> 00:24:27,780 pixel off is super duper easy. 590 00:24:28,260 --> 00:24:32,430 You may even potentially, and I'm not advocating for multiple pixels, but in the 591 00:24:32,430 --> 00:24:34,920 use case with the MPI checklist, right? 592 00:24:34,950 --> 00:24:38,950 I was like, Hey, put the tier 11 one, because that's who your ideal customer is. 593 00:24:38,950 --> 00:24:41,150 Like you want to know who your ideal customer is. 594 00:24:41,150 --> 00:24:44,330 You want to send that qualified data back into the respective 595 00:24:44,330 --> 00:24:46,130 algorithms because otherwise. 596 00:24:46,295 --> 00:24:47,965 It's yes, the lead is good. 597 00:24:47,975 --> 00:24:48,725 You're going to get more. 598 00:24:48,735 --> 00:24:53,755 And then that Delta for which it grows, I have to move that Delta continues. 599 00:24:53,785 --> 00:24:57,285 So all you're doing is compounding for worse. 600 00:24:57,315 --> 00:25:00,505 And you're pushing yourself further and further from the starting 601 00:25:00,505 --> 00:25:03,695 line, which at some point people have success by just starting over 602 00:25:03,705 --> 00:25:05,075 with a brand new pixel, which is. 603 00:25:05,330 --> 00:25:08,760 Very expensive and very challenging. 604 00:25:09,030 --> 00:25:13,080 And unless you're doing like a hundred thousand dollars, at least a month, you're 605 00:25:13,080 --> 00:25:15,170 going to miss out on more opportunities. 606 00:25:15,180 --> 00:25:19,110 So I'm just, if you do nothing else, create multiple thank you pages, 607 00:25:19,320 --> 00:25:19,640 It's 608 00:25:19,830 --> 00:25:20,880 the appropriate data. 609 00:25:21,170 --> 00:25:22,750 It's not that hard to do either. 610 00:25:22,910 --> 00:25:25,570 You literally, you have your webmaster create one thank you page 611 00:25:25,570 --> 00:25:29,370 and then you just duplicate it three times, put a different video on it. 612 00:25:29,875 --> 00:25:31,775 yeah, sorry, we're not ready for us yet. 613 00:25:31,955 --> 00:25:34,285 Here are some great resources for you, though. 614 00:25:34,555 --> 00:25:36,485 And then you can still have them in your CRM. 615 00:25:36,915 --> 00:25:39,775 You can still send them emails to get them furthermore qualified. 616 00:25:39,995 --> 00:25:41,025 Maybe they can't afford you. 617 00:25:41,025 --> 00:25:43,975 Maybe they're not in a position where they have the authority to acquire you. 618 00:25:43,975 --> 00:25:45,965 Maybe you're only looking for B2B partners. 619 00:25:45,985 --> 00:25:48,925 Maybe you're only looking for people in a specific geographical location. 620 00:25:49,248 --> 00:25:52,148 Why are you collecting and then paying for 621 00:25:52,630 --> 00:25:52,950 Now. 622 00:25:53,350 --> 00:25:56,270 Now, the counter argument to that for an agency or an internal 623 00:25:56,270 --> 00:25:58,320 team says, well, wait a second. 624 00:25:58,340 --> 00:26:04,370 That means I'm not getting, I'm not as a internal team media buyer or 625 00:26:04,380 --> 00:26:07,670 an agency, I'm not getting credit for that lead that I generated. 626 00:26:08,030 --> 00:26:11,450 So therefore my cost for lead is going to be more, it's going to be higher, 627 00:26:11,805 --> 00:26:14,135 Great, you're also not getting credit for bad leads that you're generating. 628 00:26:14,190 --> 00:26:14,560 right? 629 00:26:14,660 --> 00:26:18,360 So that's where this is the disconnect between this customer and us. 630 00:26:18,690 --> 00:26:23,580 Occurred in a lot of ways because we didn't know and that you can't have that 631 00:26:23,630 --> 00:26:24,990 and you have to be able to accept it. 632 00:26:25,000 --> 00:26:29,320 Now you can go into your CRM and say, Hey, we did get all these leads out of them. 633 00:26:29,350 --> 00:26:32,733 Let's say, you know, a certain point, your ads are not working. 634 00:26:32,853 --> 00:26:39,580 If a disproportionate number of leads are, coming into your CRM and then you, but 635 00:26:39,580 --> 00:26:44,550 you're only getting the three out of the four that are actually your avatar, that. 636 00:26:44,955 --> 00:26:48,205 Is qualifying inside the app, if that makes sense. 637 00:26:48,215 --> 00:26:51,745 So if you're comparing week over week, let's say you can get a 638 00:26:51,745 --> 00:26:53,355 hundred leads inside your CRM. 639 00:26:53,355 --> 00:26:58,305 Let's say you're using HubSpot, but on Facebook, you only see 40. 640 00:26:58,711 --> 00:27:00,321 Now there could be a reporting question. 641 00:27:00,321 --> 00:27:01,851 There could like, cause the in app is in app. 642 00:27:02,031 --> 00:27:04,181 Of course, it's only like a seven day window, all these other sorts 643 00:27:04,181 --> 00:27:05,431 of things, all things being equal. 644 00:27:05,871 --> 00:27:10,381 Basically, if you look back on a seven day window, it's going to be fairly 645 00:27:10,541 --> 00:27:15,561 accurate, especially if you have, you know, the standard event lead, all that. 646 00:27:15,821 --> 00:27:19,311 But that probably tells me if you're gathering a hundred leads, but you're 647 00:27:19,311 --> 00:27:25,691 only seeing 40 inside of Facebook, even if it's 50, half of your traffic is 648 00:27:25,691 --> 00:27:28,081 traffic that you don't want, which means. 649 00:27:28,571 --> 00:27:32,771 It then becomes your traffic team's problem and your creative team's 650 00:27:33,261 --> 00:27:37,461 problem, but this is a feedback mechanism that will help you get better, 651 00:27:37,501 --> 00:27:40,881 more qualified leads that probably are more expensive than just stuff. 652 00:27:40,901 --> 00:27:44,861 You go out there and you grab everybody's name and email and regardless of whether 653 00:27:44,861 --> 00:27:46,111 or not they'll ever buy your shit, 654 00:27:46,616 --> 00:27:49,480 but it's more expensive now because you have to optimize 655 00:27:49,480 --> 00:27:50,530 for what you actually want. 656 00:27:50,540 --> 00:27:53,460 So then you're going to be because it's going to be keeping super cheap. 657 00:27:53,460 --> 00:27:55,880 If you're willing to welcome everyone into the gates of heaven 658 00:27:56,365 --> 00:27:57,681 a hundred percent, a hundred 659 00:27:57,736 --> 00:28:02,096 versus if you're actually finding what you want, giving the data, you'll 660 00:28:02,096 --> 00:28:03,846 be able to accelerate a lot faster. 661 00:28:04,006 --> 00:28:07,816 And of course, I can't make a guarantee, but you should be able to through the laws 662 00:28:08,366 --> 00:28:12,606 minus the laws of diminishing returns, find a higher qualified lead at a. 663 00:28:12,746 --> 00:28:16,576 More cost effective price when you have that consistency because 664 00:28:16,576 --> 00:28:18,646 that's consistency is going to compound it and you've got a eyes 665 00:28:18,646 --> 00:28:20,826 inside of these algorithms that are doing the hard work for you 666 00:28:21,001 --> 00:28:21,421 Totally. 667 00:28:21,491 --> 00:28:21,771 Totally. 668 00:28:21,771 --> 00:28:23,751 And this goes for meta and for Google, by the way. 669 00:28:23,781 --> 00:28:25,128 So we're, we're, focused right 670 00:28:25,213 --> 00:28:26,433 time and Pinterest. 671 00:28:26,463 --> 00:28:29,053 It's every single ad network. 672 00:28:29,283 --> 00:28:34,093 You have to like, you have to give the algorithm says data that it wants period. 673 00:28:34,220 --> 00:28:36,890 And then like in that other thing, like another call that I had this 674 00:28:36,890 --> 00:28:39,076 week, which was like, uh, why is this? 675 00:28:39,271 --> 00:28:42,871 A common theme that I'm having in multiple calls over the past few weeks. 676 00:28:43,321 --> 00:28:47,311 If you have a landing page, if you have an important page, and actually I'm like, oh 677 00:28:47,321 --> 00:28:48,811 Ralph, do I go look at perpetualtraffic. 678 00:28:48,991 --> 00:28:49,171 com. 679 00:28:49,171 --> 00:28:50,561 mpi and see if you guys are doing this? 680 00:28:51,131 --> 00:28:53,171 And by the time this airs, it won't be the case. 681 00:28:53,371 --> 00:28:56,955 But, you need to have the view content pixel on the important pages. 682 00:28:56,975 --> 00:28:58,115 People just do page view. 683 00:28:58,115 --> 00:28:58,635 I'm like, why? 684 00:28:58,935 --> 00:28:59,675 Your page view? 685 00:29:00,063 --> 00:29:03,723 And again, I'm specifically using the meta terms, but this is applicable 686 00:29:03,723 --> 00:29:05,073 for every single ad network. 687 00:29:05,073 --> 00:29:07,273 Like you have to understand what their standard events and what 688 00:29:07,273 --> 00:29:08,433 are the opportunities to plug in. 689 00:29:08,813 --> 00:29:12,783 If you just have page view on your landing page, why, why? 690 00:29:12,833 --> 00:29:13,873 That is so dumb. 691 00:29:13,873 --> 00:29:14,693 This is unfiltered. 692 00:29:15,033 --> 00:29:16,153 That's being stupid. 693 00:29:16,463 --> 00:29:17,713 You need to use view content. 694 00:29:17,713 --> 00:29:19,333 View content gives a higher goal. 695 00:29:19,613 --> 00:29:23,753 Level of like prevalence of them as a lead that sends that data immediately 696 00:29:23,753 --> 00:29:27,053 back to meta that they've visited an important page to you If you have paid 697 00:29:27,053 --> 00:29:32,423 to you paid to you belongs on like your privacy policy page your like collections 698 00:29:32,453 --> 00:29:36,333 page It's the pages that don't have as much weight as a product display page As 699 00:29:36,333 --> 00:29:39,563 the actual landing page is the important pages the important pages need view 700 00:29:39,583 --> 00:29:43,943 content So that you can send signals to meta that if they're viewing important 701 00:29:43,943 --> 00:29:46,623 pages they're a higher qualified lead. 702 00:29:46,970 --> 00:29:50,450 So you have to look at the standard events and apply them appropriately, 703 00:29:50,450 --> 00:29:52,130 complete registration, start trial. 704 00:29:52,130 --> 00:29:52,610 Oh my gosh. 705 00:29:52,630 --> 00:29:54,970 Anyone who's listening with a free trial offer and you're not 706 00:29:54,970 --> 00:29:57,530 using start trial standard event. 707 00:29:57,830 --> 00:29:58,686 How dare you? 708 00:30:00,256 --> 00:30:01,096 that's super good. 709 00:30:01,116 --> 00:30:04,576 That's that that's actually, a great point and I would guarantee 710 00:30:04,576 --> 00:30:08,346 you 99 percent of people who are listening right now aren't doing that. 711 00:30:09,160 --> 00:30:09,520 Yeah. 712 00:30:09,980 --> 00:30:12,390 Well, they will ask for this and then leave a really great 713 00:30:12,390 --> 00:30:14,110 review to help us get to 2025. 714 00:30:14,640 --> 00:30:19,533 I would hope so if you're really good at like, you should be good at this. 715 00:30:19,663 --> 00:30:21,643 Like you should, you should take the extra time. 716 00:30:22,146 --> 00:30:26,186 In order to do this, cause this stuff actually really does matter. 717 00:30:26,626 --> 00:30:31,563 And the point is, is that all the little details like this, remember, like there's 718 00:30:31,563 --> 00:30:34,293 plenty of episodes and we've done a lot of episodes in the last few weeks, 719 00:30:34,293 --> 00:30:38,483 especially with John Moran, who says like, don't trust the data inside Google. 720 00:30:38,713 --> 00:30:40,883 So there is a fine, there's a fine line. 721 00:30:40,923 --> 00:30:43,193 There's a balance here that we all need to strike. 722 00:30:43,233 --> 00:30:46,253 It's like, you need to trust the algorithms to a degree. 723 00:30:46,713 --> 00:30:49,323 You don't need to look at the data in there and take that as 724 00:30:49,323 --> 00:30:51,433 gospel because all of that data. 725 00:30:51,683 --> 00:30:54,723 Is only being captured in a seven day window inside Google. 726 00:30:54,723 --> 00:30:56,283 It's slightly longer than that. 727 00:30:56,293 --> 00:30:59,653 The point is, is that the algorithms themselves are the things that 728 00:30:59,653 --> 00:31:02,633 are powering it and you have to think, how can I power that 729 00:31:02,643 --> 00:31:04,603 algorithm to find my ideal customer? 730 00:31:04,730 --> 00:31:08,390 And like we do a lot of work in the personal injury law space, for example, 731 00:31:08,603 --> 00:31:10,383 those are super expensive spaces. 732 00:31:10,833 --> 00:31:15,130 So we do not, start optimizing for. 733 00:31:15,260 --> 00:31:19,880 lead form intake, phone calls, however, those are the initial 734 00:31:19,890 --> 00:31:21,840 sort of ways to get momentum. 735 00:31:22,133 --> 00:31:25,083 And then we ultimately optimize for the thing that they really want at the 736 00:31:25,083 --> 00:31:27,493 end of the day, which is a signed case. 737 00:31:27,823 --> 00:31:29,043 And that might take two days. 738 00:31:29,043 --> 00:31:29,683 It might take a day. 739 00:31:29,683 --> 00:31:30,813 It might take two weeks. 740 00:31:31,066 --> 00:31:34,646 And so we offload, we, we upload that information and 741 00:31:34,646 --> 00:31:36,896 then optimize for that event. 742 00:31:37,646 --> 00:31:41,506 So that Google will go out and find the 72 million data points that have 743 00:31:41,506 --> 00:31:43,136 is on every person in the entire world. 744 00:31:43,706 --> 00:31:47,766 Like to find the ideal customer for them and the car accident, injury, 745 00:31:48,056 --> 00:31:51,246 truck injury, motorcycle injury space. 746 00:31:51,693 --> 00:31:56,003 And Be able to feed the algorithm the right types of data on your 747 00:31:56,003 --> 00:32:00,833 CRM in order to allow the algorithm to work as best as it possibly can 748 00:32:00,833 --> 00:32:02,503 to attract your ideal customer. 749 00:32:02,503 --> 00:32:07,283 Now, having said that, that means your cost per lead, or in this case, 750 00:32:07,283 --> 00:32:11,286 sign case, it's going to be 100 X more expensive, but it's the right 751 00:32:11,286 --> 00:32:12,486 one that's going to make you money. 752 00:32:13,156 --> 00:32:14,116 And that's what you optimize. 753 00:32:14,186 --> 00:32:16,180 And your CPA starts off high. 754 00:32:16,496 --> 00:32:19,718 this client is 5, 000 or 7, 000 and we've gotten it down to 755 00:32:20,038 --> 00:32:22,918 right around 1400, like 1300. 756 00:32:23,431 --> 00:32:27,171 And each one of those clients is going to make the, the customer at minimum 757 00:32:27,688 --> 00:32:31,288 30 percent of whatever the settlement is, because they're absolutely 758 00:32:31,288 --> 00:32:36,408 qualified in order to make money for the firm, but also to set up the. 759 00:32:36,708 --> 00:32:39,798 The defendant in this particular case, I don't know exactly what 760 00:32:39,798 --> 00:32:43,928 they call defendant or not the defendant, but the plaintiff, the 761 00:32:43,958 --> 00:32:45,378 client, let's just say client. 762 00:32:45,928 --> 00:32:47,158 I'm not really good legal terms. 763 00:32:47,408 --> 00:32:48,901 Although apparently looking at 764 00:32:48,901 --> 00:32:50,411 our legal, our legal, legal budget. 765 00:32:50,731 --> 00:32:51,641 the point is, is that. 766 00:32:51,755 --> 00:32:54,688 Now the algorithm goes out and finds the ideal customer, the ideal 767 00:32:54,688 --> 00:32:56,875 client and cast the other ones aside. 768 00:32:56,915 --> 00:33:00,155 Cause you have trained it on the backend and you do the same thing through meta. 769 00:33:00,515 --> 00:33:01,195 Let's do it. 770 00:33:01,215 --> 00:33:04,575 Can we do a follow up episode where I'm just going to like go through and 771 00:33:04,575 --> 00:33:08,355 just be like, well, can we just go over the standard events and then ask your 772 00:33:08,355 --> 00:33:09,875 media buyers if they're doing this? 773 00:33:09,905 --> 00:33:13,805 Because I promise you, you're not having a thank you page that takes 774 00:33:13,805 --> 00:33:15,415 your disqualified leads away. 775 00:33:15,415 --> 00:33:15,455 Okay. 776 00:33:15,695 --> 00:33:16,265 It's silly. 777 00:33:16,285 --> 00:33:20,845 You not using view content on your landing page is like dumb. 778 00:33:20,935 --> 00:33:22,545 It's been around for like 10 years. 779 00:33:22,545 --> 00:33:23,955 It's embarrassing at this point. 780 00:33:23,955 --> 00:33:26,015 But don't worry, I'm not looking at your pages right now. 781 00:33:26,015 --> 00:33:28,685 So I'm not judging you if that's you listener that's doing it. 782 00:33:29,275 --> 00:33:31,215 Please have your media buyer, your web team fix it. 783 00:33:31,235 --> 00:33:33,525 But can we do like a full episode and like go deeper into this? 784 00:33:33,525 --> 00:33:35,991 Because the optimization thing is critical. 785 00:33:36,488 --> 00:33:37,068 Let's do it. 786 00:33:37,198 --> 00:33:38,211 No, we absolutely will. 787 00:33:38,261 --> 00:33:39,788 Yes, we'll do this in the next episode. 788 00:33:39,921 --> 00:33:41,721 hope you enjoyed today's episode of unfiltered 789 00:33:42,641 --> 00:33:43,161 All right. 790 00:33:44,111 --> 00:33:44,461 All right. 791 00:33:44,461 --> 00:33:49,114 So we are going to come back and do a full and comprehensive review of all 792 00:33:49,114 --> 00:33:51,204 the standard events, pixel events. 793 00:33:51,834 --> 00:33:54,164 Maybe we'll do that next show, next time we get together. 794 00:33:54,364 --> 00:33:56,598 So we can take this conversation to the next level. 795 00:33:56,928 --> 00:33:57,738 This has been. 796 00:33:57,913 --> 00:34:00,623 Unfiltered Friday, even though it probably will be airing on a Tuesday. 797 00:34:02,989 --> 00:34:04,429 there's a joke that we just laughed at. 798 00:34:04,539 --> 00:34:05,899 It wasn't really that funny, Lauren. 799 00:34:05,989 --> 00:34:06,699 Stop laughing 800 00:34:07,051 --> 00:34:07,681 Okay, 801 00:34:07,826 --> 00:34:09,266 and stop over, talking over me. 802 00:34:09,303 --> 00:34:09,936 I'm just kidding. 803 00:34:09,996 --> 00:34:12,103 That's what people do in normal conversation. 804 00:34:12,409 --> 00:34:15,329 I do it with my wife all the time, with guests. 805 00:34:15,544 --> 00:34:18,258 That's absolutely fair And we will be more 806 00:34:18,258 --> 00:34:18,988 respectful with 807 00:34:19,053 --> 00:34:22,523 we'll be more respectful and we will explain more on our YouTube videos. 808 00:34:22,523 --> 00:34:25,313 But anyway, go see Lauren's reaction over at perpetual traffic. 809 00:34:25,533 --> 00:34:27,173 com forward slash YouTube. 810 00:34:27,983 --> 00:34:31,039 And as always, make sure you leave a rating and a review 811 00:34:31,039 --> 00:34:32,149 wherever you listen to podcasts. 812 00:34:32,169 --> 00:34:34,139 We will read them on the air like we did today. 813 00:34:34,139 --> 00:34:35,779 So you will become internet famous. 814 00:34:36,219 --> 00:34:37,599 Super appreciate that. 815 00:34:37,779 --> 00:34:41,596 And all the links and show notes and everything that we mentioned here, 816 00:34:41,606 --> 00:34:44,756 as far as resources are concerned are over at professional traffic. 817 00:34:45,001 --> 00:34:48,931 if you're on youtube, you cannot judge my bangs I cut them myself yesterday. 818 00:34:48,931 --> 00:34:51,806 Like I trimmed them and I Don't like looking at myself and I can see it's 819 00:34:51,806 --> 00:34:54,776 strong, so if I see anyone doing a review about the bigs, please 820 00:34:54,806 --> 00:34:55,126 don't. 821 00:34:55,326 --> 00:34:56,226 I think you look great. 822 00:34:56,716 --> 00:34:57,586 I think you look great. 823 00:34:57,676 --> 00:34:58,396 So there you go. 824 00:34:58,466 --> 00:34:59,146 There it is. 825 00:34:59,376 --> 00:35:01,186 Oh, all right. 826 00:35:01,196 --> 00:35:03,686 So on behalf of my awesome cohost, Lauren E. 827 00:35:03,686 --> 00:35:04,516 Petrullo, 828 00:35:05,106 --> 00:35:05,306 Ciao! 829 00:35:06,476 --> 00:35:08,206 until next show, see ya.