SaaS Interviews with CEOs, Startups, Founders
EP 406: The Ad Genius Behind Amy Porterfield and Melanie Duncan with Chris Evans of Traffic and Funnels
03 Sep 2016
Chapter 1: Who is Chris Evans and what is Traffic and Funnels?
This is The Top, where I interview entrepreneurs who are number one or number two in their industry in terms of revenue or customer base. You'll learn how much revenue they're making, what their marketing funnel looks like, and how many customers they have. I'm now at $20,000 per top. Five and six million. He is hell-bent on global domination. We just broke our 100,000 unit sold mark.
And I'm your host, Nathan Latka. Okay, Top Tribe, this week's winner of the $100 is Zach Faron. He's a 22-year-old Apple employee, and he's listening to the show and loving it. For your chance to win $100 every Monday, simply subscribe to the podcast on iTunes now, and then text the word NATHAN to 33444 to prove that you did it to enter.
Okay, many of you heard I made a big league acquisition of a company called SendLater. And I'm a greedy business guy.
Chapter 2: How does Chris help entrepreneurs scale their businesses?
I didn't want to give away equity to a technical co-founder. So I found my coders on a website called TopTal at NathanLatka.com forward slash T-O-P-T-A-L. I paid over $12,000 to the site to a guy named He Sheming in China, who I've never met, but we're going to build a big business together. I'm taking SendLater public by the time I turn 30.
I'll tell you more about TopTal later on in this episode. Top Tribe, this is episode 406. Coming up tomorrow morning, you'll hear from Nick Gray. He has 10,000 people that have paid him $50 for his museum tours.
Chapter 3: What are the revenue numbers for Traffic and Funnels in 2016?
Top Tribe, what is cranking this morning? Our guest today is Chris Evans. He is the co-founder of Traffic and Funnels, where they help entrepreneurs scale their businesses to six figures and beyond. Chris specializes in paid traffic, and he spent the past several years working undercover for some of the biggest names in internet marketing. Chris, are you ready to take us to the top?
I am so freaking pumped to go to the top right now, baby. Let's go. Awesome. Okay, first things first. Who are some of these undercover people you've worked for?
Chapter 4: What mistakes do entrepreneurs make with paid marketing?
Oh, man. Well, one of them, my beautiful friend, Amy Porterfield. I've worked with her for many years. She's amazing. Melanie Duncan, guys I've worked for. So, yeah, I mean, I worked in the trenches for them for quite some time. And at the turn of the year, I was like, you know, it's time to jump out and build my own empire. That. That is awesome.
We had Amy on back in episode 133 at nathanlaca.com forward slash the top 133.
Chapter 5: How do you validate a product before launching?
She broke down all of her data behind her $900,000 launch for, I believe it was a profit lab. Were you, were you behind some of the ad spend there? Yeah. Oh, very cool. Very cool. Okay. So tell us about your business. Tell us exactly what you do and how you make money. Yeah.
So what we do is we help experts, basically service providers, consultants build their own client acquisition acquisition systems for their business so they can really get out of the ups and downs of their revenue and basically
Chapter 6: What is the importance of understanding your market?
build predictable revenue streams, client streams for their business. So in a nutshell, that's what we do. So our business right now is very simple. We have one product from the front end. It's our $5,500 product that is a two-month program where people can engage with us there. And then we have an upsell mastermind on the back of that. So really two ways to engage us and
that's essentially what we're offering on our our products right now so how okay so traffic and funnels is the website uh it's great you guys are looking very slick there in the cover photo very intimidating very knowledgeable there's gold everywhere it looks rich i love it so don't be deceived tell us uh tell me about the numbers so how many people have purchased this uh this training so far
Yeah. So, well, we're at about 660 grand revenue this year.
Chapter 7: How does Chris's business model differ from launch-style businesses?
So as far as clients, man, I'd have to do the math on that. What is the price point of each one? Price point is 5,500. Okay. So 5,500 and you said you did how much? 660? Yeah. 660. Okay. Got it.
Chapter 8: What advice does Chris give for achieving clarity in business?
And that was total 2015? We have a few masterminds in there as well. Sorry, was that 2015 revenue or 2016 revenue so far? That's 16, 2016. Okay, 660. And you had no revenue in 2015, right? Because you were still working for other people? Yeah, well, we had started just kind of validating our offer the end of last year. And then I think we did about 20 grand in December. Okay.
And how are you driving, so look, one of the things that- Let's just jump off the ledge. Yeah, no, I hear you. One of the things that I've always had troubles with with paid marketing is I like to like set things and then forget it. And what I've realized is like you just, with paid, you just can't do that. Like eventually you're gonna get diminishing returns on your keyword ad group.
You're gonna have to, somebody go in there that understands your business at such a good level that they can come up with new keywords, which I can't give to my freelance people that I outsource work to because they don't have that level of, I don't wanna be mean, but that level of intelligence. So how do you do this? Well, for us, it was really understanding the market.
The first thing that we did was we just validated that our offer was actually going to work. So my partner, Taylor, he had a list about 100, 200 people. We went out and said, hey, we're offering this beta program. You know, if you're interested, connect with us. And we basically self-funded the business that way. So we made a few sales at that point. I think we were selling for like...
three grand in our beta program. And so the initial launch, that's what pushed us to where we can actually fund our paid traffic. But I think the biggest mistake people make when they go into paid traffic is not truly understanding the market and the pain that they deal with. So for us, yeah, I mean, it's a lot of...
but it's all about knowing the data and knowing the numbers and then working backwards for what you need to do to be profitable. For us, that's why we launched into the higher value, bigger ticket product initially because it gave us a lot more margin for error launching our business. So what are you spending? It's 5,500 bucks for the thing. What are you spending to get a new customer on average?
So, our ER costs ranges from $400 to $700 to acquire a client. Right now, we're spending about $10,000 a month. And that should equate to about $100,000 to a little over $100,000 in revenue for us every month. So...
it's pretty, pretty solid now in regards to, we know if we get so many opt-ins, some people go through our webinars, so many people, you know, hit all the key elements of our business that we should be able to hit our revenue goals. So, so Chris, I'm like selfishly going, okay, this guy sounds smart and he's worked with people that I love and I adore and that are very intelligent.
So one of the things I do, I do webinars all the time. I pack them, but like I just sold my last company. So I don't necessarily need to generate revenue from these webinars, but I love them. It's a great medium. Hey,
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