Dan Henry first became interested in internet marketing seven years ago when he was, as he says, a “pizza delivery boy.” He started his career in blogging and SEO and got to a point where he was making $30,000 a month, quickly going on to master paid traffic and launch successful campaigns for clients. People were always asking how Dan promoted his clients’ businesses, so he created a successful course sharing his tactics. Because of his new course and system, he now makes six figures a month.
A Quick Preview of the Podcast:
- How to create Facebook Ads that convert, using psychology
- How to not pay for ads (ever) using one special tactic
- How to convert cold traffic at a high rate
Tim: Many people still look at Facebook Ads as if they require a massive outlay of cash to get any real results. But today, I wanted to share a case study that involve the tiny ad spend of $509 that was responsible for $104,000 in revenue in just one month, plus the tactics that Dan uses are scalable to just about whatever size business. So whether you’re a solo preneur or part of a huge company or somewhere in between, there’s something in it for you in this talk with Dan Henry.
Just a reminder, we’re so close to the all new ConversionCast being released. It’s a new format of the show which keeps the data during case studies you love but in a way that changes everything. So it’s coming soon, don’t be alarmed when you see a new cover.
Don’t be alarmed when things sound a little bit different because you’re gonna love this. I’m Tim Paige, the senior Conversion educator here at LeadPages and this is ConversionCast.
All right Dan, so let’s start off. What were the results that you were able to get with the case study we’re sharing today?
Dan: So I launched my course and it’s a course on Facebook Ads and I launched it and we ended up doing $104,000 for the month on the course launch because I did two webinars and you know when it was all combined, did $104,000.
Tim: That’s amazing! What was your spend on that?
Dan: [Laughs] You’re not gonna believe me if I told you, it was $509.
Tim: [Laughs] All right, I love it that’s why I wanted to have you on. So why don’t you, you know, tell us a little bit of who you are and what you do.
Dan: Okay, so you know it’s like about 7 years ago, I was a pizza boy and I wanted to get into internet marketing because I saw all those you know like – I saw those articles on like places, like business insider and stuff and I was like, oh you’re a 19-year-old kid and make some million dollars.
And I was just like, okay, I want that, I want to be one of those guys. And it’s funny because like a month-and-a-half ago, I just got interviewed on business insider twice and…
Dan: Yeah, it’s weird how that came like full circle you know. So basically, I started, I did everything, I did blogging. You know a year after I started, I was making 30 grand a month blogging and doing SCO and that was like really awesome but it took out like my whole day.
And it was just a lot of time and effort and then the whole SCO crash happened so I lost all that income and I went back to being poor. So I knew I had to learn pay traffic and I just – I kinda became obsessed with it and I learned it. I started taking on clients and I was making 5 figures a month with clients.
I did that for a while and then everybody just started asking me like, how do you promote these businesses? How do you get these – actually, you guys did an article on me for the real estate thing I did where I spent $441 and did $900,000 real estate so you guys did an article on me. I forgot about that.
And then, so that just got more and more questions and of course, everybody’s like, hey! You should put a course together. And I’m kinda like I don’t like to be that guy that you make $5 online, you put a course together like everybody else does. But I felt pretty confident since I’ve been doing it for years and you know, and I’ve been doing it in different industries time and time again.
So I put the course together, I launched it to a small group of people, I got results, showcase those results and then I did a bigger launch. And that’s how it came to be and now I’m doing 6 figures a month and it’s just crazy.
Tim: That’s awesome, so I think what people are gonna wanna know right off the bat is how the heck did you spend so little and get so much?
Dan: Okay, so I’ll get right into that. So I spent $509. $233 of it and I’m excluding the cents just for the sake of time but $233 of it was dead cold traffic, the rest was retargeting to people who are already on my list, maybe they’ve heard that I was launching it. So, I mean, a good portion of it was people who had already heard about me and they saw me on TV, whatever.
But on dead cold you know like 6 ft under traffic, I spent $233. I made $481 on a $37 product that I sold right after you signed up for the webinar. So you sign up for the webinar, you get offered a mini course for $37 so it’s like a OTO (one-time offer) and that covered, more than covered like doubled my ad spend.
So I actually, not only did I not pay for my ad spend, but I made money on it. And then, off of that traffic, I did $16,949 in sales for the course. So the cold traffic was a relatively small amount of the overall $104,000. So you know, this next month, I did a small launch to just the cold traffic to see how I did and I ended – and it’s like – it’s not end, it’s not done yet, it closes in another couple of days.
But I spent about $2,000 this time on cold traffic and I made $2,000 back – a little bit more back in my OTO. So again, I didn’t pay anything for ads and we – I’ve done about $40,000 so far this week on the sales you know. But it’s closing so I actually had some issue – I might actually check out drip by the way, plug plug, because I had some issues with GetResponse with the API and like 500 people that didn’t get the confirmation email. They didn’t know where to go.
Dan: Yeah I know, ooh…because I was hoping to do like 200 grand this month and that happened and I was just like oh that sucks you know. And, so I don’t know who knows what I would have done but I take the good days with the bad and honestly if $40,000 is a bad week, that’s – I am blessed you know.
Tim: Yeah for sure.
Dan: [Laughs] So basically, the takeaways from this, I’ve 2 major takeaways from this, #1 never pay for your ads, okay, ever. Like there’s no reason for you to pay for your ads, you can offer something for $7, $14, $21 or $37 right after they opt-in. Just make sure it’s something that will enhance like your webinar or whatever it is you’re offering.
So, my thing was I had this – the webinar was called how I made $10,000 my first month running Facebook Ads for clients. But then the OTO was called pixel here and it was basically like I’m hey, I’m glad you signed up for the webinar but you have problems with the Facebook pixel, if so, check out this training because it will help enhance what you’re gonna learn on the free webinar.
So the trick there was to make it something that enhanced what they’re gonna learn for free and just not just something random that had to do with whatever I was selling. So that was the ticket and I had really really high conversion rate on that OTO. So basically, that pay for my ads and that you always should have that in place.
And second, I’ve also found the conversion rates dramatically sky rocket in terms of purchases when you go from cheat sheet to webinar to OTO to sale, instead of cold traffic to webinar to OTO to sale. And I kinda learned that from you guys because I remember reading from you guys about how most of your clients that you got for LeadPages was from all originated from the cheat sheet like the majority of people that actually converted into customers, originated from that cheat sheet and I’m seeing that as well.
So I’m actually probably get from this point on, gonna start focusing more cold traffic to cheat sheet and then retarget them for the webinar and then the OTO and then the course. So that’s…yeah.
Tim: So your ads aren’t sending them to or are they sending people to webinar registration page or are they sending them to a regular opt-in page?
Dan: Okay, the cold traffic right now is going straight to the webinar and the retargeting traffic is also going to the webinar. But the retargeting ads are for people that downloaded my cheat sheet because I get dozens of opt-ins a day organically from people. Because I kinda do a lot of like TV and podcast interview so people just look me up on my site and they opt-in.
So, retargeting them you know and taking them to the webinar and at the same time getting new people to the webinar but I think you know when you get a cheat sheet you get warmed up with some emails then there’s a webinar, I think it’s a higher purchase rate. And I’ve seen that in my data. I’m making great rate return but the cold traffic to the webinar, don’t get me wrong, I mean, the numbers are fantastic.
But why can’t they be better and so I just kinda started seeing that, taking them to a cheat sheet first and kind of baby stepping them gives you a higher conversion rate. But both campaigns are doing fantastic so I can’t really complain.
Tim: Yeah, absolutely. So what is it about your ads that convert so well?
Dan: Well, see, I tell you this and I teach this in my course. Most people, they focus so much on buttons, CPC, like everybody’s what was your cost per click? I don’t even look at that. I don’t care okay. The only thing I ever care about is how much does it cost to get somebody on my list or as a lead and essentially as a sale, okay.
And also, I focus on psychology all right. So like you help everybody read the book, ask by writing the best so everybody was like all over the place. So like oh what’s your number one struggle? Well, that’s the wrong question. Everybody’s asking that.
The real question is, what is your number one goal and then you ask what is your biggest roadblock to getting that goal? It’s a much different question and that gives you more insight. So for instance, this is how I made my webinar convert. I noticed that a lot of people, they wanted to make money running Facebook Ads for clients.
Because originally, my course was just for running ads for yourself but then I realized most people wanted to learn as well as ads for clients so I kinda – I added on to it and I shifted it. And so, I thought back and I was like, all right how much money did I make my first month this and it was about – it was like $11,000, I just said $10,000 to keep it simple.
But, so I said, okay how I did this thing and I put that together and then I noticed their #1 roadblock was they’d never run an ad or they don’t have any current results to show. So I said, how I made $10,000 my first month running Facebook Ads for clients and how you can too even if you don’t results to show first.
I know that’s a long headline but it worked because I came up with this system where you can actually trial clients and it doesn’t risk your reputation or their money and if it works out, you get them as a client. I have this whole script to get people on trials and stuff and it worked.
And it was great because I had people on the webinar that landed clients before the webinar was even over. And so they’re like, wait a minute I just landed a client, now I need to know how to do this so they bought my course. [Laughs] You know, so I had several people message me like dude you’re brilliant, they’re like you literally got me a client now I have to buy your course.
[Laughs] And bravo, I was like…yeah. So that’s you know, so I really – my thing is psychology over any sort of technical crap. I think that’s all crap. I think at the end of day, regardless of all the advice you get out there or oh this type of ad said…blah, blah, blah, you know it’s all about psychology.
If you can attack the fears, if you can promote the desires and if you can show people you can do something without that common roadblock, your ad will convert even if you totally screw up to tech end. But if you have both, oh, you’re gonna kill it.
Tim: Nice. I dig it man, that’s really – that’s a great advice focusing on the psychology, focusing on you know what people are struggling with specific to what they’re trying to accomplish and what’s stopping them from that at least in their mind.
So that’s awesome Dan. Where can somebody find out more about you and your course?
Dan: Okay so, my website is DanHenry.org and right smack on the front of it is a cheat sheet 7 proven steps to creating, running and profiting from Facebook Ads, just click on that and you can get the cheat sheet and then I’ll send you an invite to my webinar. And that is a lead blog by the way. [Laughs]
Tim: Sweet, I dig it. Thanks for coming on the show Dan, really appreciate this.
Dan: No problem and thank you so much.