We couldn't quite find our sweet spot for helping clients create predictable success.
It wasn't until we lost our main client (and 85% of monthly revenue) that we took a step back and realized we don't want to be "better marketers".
With everyone competing for attention so they can sell you their shit, trying to find the next tactic that will hold someone's attention started to feel like babysitting toddlers for a living.
Instead we wanted to figure out what makes brands
so that you don't have to try so damn hard all the time.
Because some brands out there don't have to try as hard.
We wanted to know what was the *thing* that makes people want to buy from one brand over another.
What creates brand preference and brand loyalty?
If we could crack that... we don't have to work as hard to market these brands.
So we drained what's left of our bank account to hire a 7-figure funnel coach - this guy knows a formula for predictable success if he's done it SEVEN TIMES!
$13,000 later we get the chance to ask the million dollar question (literally),
"what seperates a million dollar funnel from the rest...?"
and here was the genius we waited so long for:
"Well bro, it really depends on who hires me...we just build the funnel."
He proceeded to tell us some businesses just have a better message, and he just builds the webinar funnel.
Disappointed that the wizard was just a guy pulling strings behind the curtain...
But there must be an underlying framework behind the brands that are crushing it.
So we found the 2 Comma Club award winners to message hack what they were doing and find the pattern overlaps.
We transcribed the words of the 7-figure video sales letters on Clickbank to see what they said, in what order, to encourage a frenzy of buyers from the internet.
We studied Cult Brands like Starbucks, Lululemon, Apple, Harley D... your usual suspects... we figured they all did something similar to achieve cult-like brand preference and loyalty.
We studied real cults to learn how seemingly normal people end up converting into a broke weirdo with a strange God.
We studied movements to learn how to make crowds of people sacrifice their own comforts to do something for the greater good.
We studied Psychology and what makes humans make decisions, what shapes human behaviour?
And we lived cheap in places like Mexico & Ukraine because we didn't really have anything to sell to clients.
But we learned a lot of interesting things about how people operate, and how you can leverage your brand to start a movement.
We also learned that if you don't have a brand narrative, your customers will create one for you (usually not a good one).
But if you take back the control and crack your authentic brand narrative you have a better chance at communicating with your audience amongst all the noise out there.
It's like finding a seat in a crowded bus.
And if you apply our "Cult Branding" framework, you have a much better chance at communicating and attracting loyal customers.
Armed with our own process, we came back to Canada and met up with The Funkster. A fitness trainer for men with an incredible story and lots of products, but there was no clear brand narrative. He also had a hard time getting customers and getting engagement in his membership...