3d • General discussion 💬
Episode 22 recap: Break the bottleneck
Last week we fixed the funnel. This week was about feeding it. A fixed funnel with nothing flowing in is a dry pipe.
We split it into three parts: the Lab, the Truck, and the Machine.
**𝗧𝗵𝗲 𝗟𝗮𝗯: 𝘀𝗵𝗶𝗽 𝗮𝘁 𝟴𝟬%**
90% of the time, you are the bottleneck. Not the algorithm. Not the content. You.
I'll own it first. We run ads every day and still under-post our own organic. Melissa calls it the hairdresser who never gets their own hair done.
Here is where organic dies: on the founder's calendar. You draft the post, check it off in your head, and never hit publish. If it's not public, it's not real progress.
The fix is not more hours. It's more reps. Ship at 80%. That alone can double your output. Expect low reach if you've been quiet for a while. When something pops, double down on it.
Melissa's question for anyone stuck polishing: what would you try if you knew nobody would judge you, including you? You find the leak in a tire by putting it underwater. Same with content. Put it out and see where it bubbles.
**𝗣𝗿𝗲𝘁𝘁𝘆 𝗶𝘀 𝗻𝗼𝘁 𝘁𝗵𝗲 𝘀𝗮𝗺𝗲 𝗮𝘀 𝗽𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗹𝗲**
Pretty content that doesn't convert is expensive art. A videographer is not a marketer.
We had a client who wanted viral B-roll carousels. Lots of views. Almost no conversions. We switched to talking to camera with B-roll and motion graphics, and it converted like wildfire.
And don't confuse famous with finances. The most profitable thing you can do is speak exactly to the person you want to buy.
**𝗧𝗵𝗲 𝗧𝗿𝘂𝗰𝗸: 𝗽𝗮𝘆 𝗳𝗼𝗿 𝗯𝘂𝘆𝗲𝗿𝘀, 𝗻𝗼𝘁 𝗮𝗽𝗽𝗹𝗮𝘂𝘀𝗲**
The goal is revenue, not views. Know your market. If only 200 people can buy what you sell, stop performing like you need the attention of millions.
A million views from people who will never buy is expensive entertainment.
How to find what to fund:
1. Look at your last 7, 14, and 30 days of organic.
2. Pull the winner into a campaign and raise the quality bar on that format.
3. Make sure you can handle the calls before you scale.
4. Scale 5 to 10% a day, not double overnight.
Organic is the lab. Paid is the truck.
**𝗧𝗵𝗲 𝗠𝗮𝗰𝗵𝗶𝗻𝗲: 𝗱𝗼𝗻'𝘁 𝗮𝘂𝘁𝗼𝗺𝗮𝘁𝗲 𝘀𝗹𝗼𝗽**
Garbage in, automated garbage out.
The goal is to post once and let the machine work for months. Setting it up is simple. Keeping the quality consistent is the hard part. My own system is at about 60 to 70% right now. Captions, design, the wrong B-roll. I'm still fixing it.
Melissa's reminder: AI is a really fancy calculator. It agrees with whatever framing you give it. There is no copy and paste. Edison tested the thing a thousand times. Test your inputs the same way.
During the call I pulled up my Instagram. A carousel had posted itself 13 minutes earlier, with real photos of me, and a reel with captions, edits, and motion graphics went out the same way. That's the machine working. It's not perfect yet. It is shipping.
**𝗧𝗵𝗶𝘀 𝘄𝗲𝗲𝗸: 𝘁𝗵𝗿𝗲𝗲 𝗺𝗼𝘃𝗲𝘀**
1. Ship at 80%. Double your organic output.
2. Fund one winner. Find your best post from the last 30 days and give it a small paid test.
3. Automate one follow-up. Pick the one you keep forgetting and make the machine do it.
And if you touched your funnel this week, you still owe it a test call.
Melissa said it best: fail at 80% instead of polishing something to 100% that nobody ever sees.
**𝗧𝘄𝗼 𝘄𝗮𝘆𝘀 𝘁𝗼 𝗯𝘂𝗶𝗹𝗱 𝘁𝗵𝗶𝘀 𝘄𝗶𝘁𝗵 𝘂𝘀**
If you want to own the machine, the Accelerator trains you on the system. If you want it handled, our done-for-you team runs it start to finish: the funnel, the offer, the follow-up, the content, and the distribution.
DM me which path fits you and we'll figure out what that looks like.
Big changes are coming to this community over the next few weeks. Stay tuned.
See you Tuesday at 11 Central.
Esai
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Episode 22 recap: Break the bottleneck
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