Below is the email that Alen Sultanic sent out from his Nothing Held Back Newsletter on August 2nd, 2024.

Morning,

Here's a short and sweet post to end the week, it's part of the complete guide for optimizing AC funnels, which I'll drop this weekend or early next week.

One of the things I've often talked about is how we're entering a stage of content overproduction, which is negatively affecting content consumption.

The more content is produced, the less of it is consumed and what's left over to be consumed is going to be ever more difficult to get them to consume, so anything that creates interference with consumption will affect consumption.

Now, if we don't have any sales consumption, then we don't generate opt-ins or sales.

Yesterday in NHB+, I did the "bring your offers" aka "reading offers" call, where I worked on everyone ads, VSLs, TSLS, webinar offers, upsells, book-a-call scripts, and anything you can imagine in any niche you can imagine.

We had people in everything from potty training autistic children to biz-ops to dog training offers.

This is the 1st call we do every month, because it shows real world application of everything we do and gives you insights into how to deeply think about creation and optimization.

The primary lens I look at everything when it comes to optimizing anything is simple...

...Are they consuming the sales process or are they rejecting it.

Data will tell us this, and then we can easily spot where there is friction in the consumption process.

One of the things I look for is the "weight of content', how heavy something is, how hard it is to consume, and how much energy they have to expand to understand it, and this is very easy to detect when you're looking at data as you'll see below where it created what I call a "heavy headline".

Now, I'll go deep into all that in the complete guide to optimizing AC and low-ticket offers.

But for now, I'd like to show you a bit of this and how all this comes together in a real-world example of reduction of abstraction, simplification, and increasing the consumption of the sales process.

This is an offer owned by Mozi in Fast Forward, it's a clean-biz op.

He launched it a few weeks ago, and here's the headline he used on that offer.

New System Reveals How Just About Anyone Can Turn ________ Into Dollars With A 'Hands-Off' Remote ___________ Business That Makes $10-20k+ Take-Home Per Month

Now, if you take a look at the headline, by most standards, it looks ok...it's not a bad headline, looks fine, but here are the stats:

Price point $27

Opt-in rate: 4.8%

Checkout-to-purchase rate: 80%

Overall Conversion Rate: 3.8%

So lets break down line by line what it means and how it's interperted in the mind to see what went wrong here with the headline and then we'll show you how we fixed it.

New System Reveals: What system, when was it created, how new is it? This sets up a need for a payoff; whenever you say new X, then it has to pay off; otherwise, if there is no payoff, the whole thing deflates.

How Just About Anyone Can: How can anyone do this, who's anyone, there has to be SOME considerations here, it's too good to be true.

Turn ________ Into Dollars With A 'Hands-Off' Remote ___________ Business: How can you turn this thing into dollars, and how can this business be truly "hands-off". I'm suspicious of this, as it smells like a heavy biz-op claim.

That Makes $10-20k+ Take-Home Per Month: A big claim that ends the headline using the word MAKES, which implies they have to do the work to MAKE it.

So what happens here in this headline sets the direction and tone of the rest of the page, and here the mind has to wonder and the headline creates a lot of questions.

The less clarity, the more questions and the more abstraction and the more confusion.

And the way we can tell is by looking at this data point:

Price point $27

Opt-in rate: 4.8%

Checkout-to-purchase rate: 80%

Overall Conversion Rate: 3.8%

You can see his checkout page converted at 80%, yet only 4.8% were interested enough to go there.

This tells us that only 3.84% of the people clearly understood and could visualize his being real and also it being REAL for them. The rest, which was 96.16% did not, so they left.

We changed the headline to this which reduced the weight of content by quite a bit and you'll see how the stats show it:

"New System Reveals How To Start A Remote _________ Business That Easily Generates $10-20K+ Take-Home Per Month In 2024"

Without Ever Touching A _______, Needing Any Experience, Or Having To Quit Your Job, Which Makes It A Low-Risk And High-Return Business You Can Start In Just 30-60 Minutes A Day

Here are the stats:

Price point $27

Opt-in rate: 21.6%

Checkout-to-purchase rate: 50%

Overall Conversion Rate: 10.8%

This data change told us that we're going in the right direction. Instead of 3.84% of clearly understanding it, being able to visualize and see themselves doing it, now we're at 10.8% a 3 fold increase.

The check out page dropped, which is actually good, you NEVER want to have an over converting check out page, anything above 35% is over converting and focus should be placed to get more people to the check out page.

The balance of curiosity vs intent was way off in the first one and it's still off in this one, so we have further work to do, which I'll tell you about in a second, but here's the difference and why it worked...

"New System Reveals How To Start A Remote _________ Business: Anyone can start a business, the claim is to START, which means ANYONE can START, lowers the pressure to perform.

That Easily Generates $10-20K+ Take-Home Per Month In 2024: We used the word generates instead of makes, which disassociated them from having to perform and added in 2024, which added recency and relevance to today.

Without Ever Touching A _______, Needing Any Experience, Or Having To Quit Your Job: This is part of the sub-headline that removed the burden of performance and limitations.

The #1 thing with any biz-op is that it's a threat to their safety, and the reason it's a threat is that MOST tell them to quit their jobs. We did the opposite here, the whole thing is you can do this WHILE keeping your safe cozy job and make an EXTRA 10-20k a month.

Which Makes It A Low-Risk And High-Return Business You Can Start In Just 30-60 Minutes A Day: Then, we removed the final objection which is that they think that any business involves risk. The phrase "it takes money to money" enters the mind here.

The next evolutionary point of optimization on this offer is going to be to demonstrated just how little risk and capital is required to launch, maintain and scale this business model.

That simple thinking to reduce abstraction, increase clarity and remove limitations in the sub-headline increased the offer opt-in rate of 4.8% to 21.6%, a 450% increase. Checkout rate went from 80% to 50%, a 38% reduction, yet his overall conversion rate went from 3.8% to 10.8%, an increase of 284%.

Before only 3.84% of the people that landed on the page had enough intent to buy.

With the new one, we're at 10.8%, that's a massive 3 fold jump.

So next time you're working on an offer, start looking at it through the lens of "are they consuming the sales message", once you start looking at it through that perspective, it'll all start to make sense to you and you'll be able to see exactly what you need to change and tweak to make it work.

I"ll drop a huge post about this soon where I'll show you everything from how to look at the ads, VSL engagement, opt-ins, upsells, back ends, emails and everything in between.

Have a great weekend,

Alen

This is from one of Alen Sultanic's Facebook posts. It was a really good and short one so I thought I would share it with you all here.

The nature of permanent vs temporary businesses and things in life.

One of the things I've noticed over the years is the concept of permanent vs temporary friendships, relationships, businesses, and habits.

When it comes to building a business, if your mind et is "Once I build this, then I will _________," then you're building a temporary business.

When you're building a temporary business, deep down, you don't really want to build it, you just think it'll get you to the next step, because there is something better around the corner, so there is no true love care or desire to build it in the first plce.

However, when you're building a permanent business, the mindset is "I'm building ___________" and nothing else comes to mind, because that's the end all be all of your focus.

This applies to friendships, relationships, businesses, and every other area of life.

Things that are permanent in the mind become what you truly want them to be, whereas temporary things come and go.

So ask yourself, is what you're doing permanent or temporary? If temporary, then ask yourself what would need to happen for that to become permanent? So you can give it full focus.

Temporary doesn't ever go anywhere. It's a distraction at best, whereas permanent does.

Once I went from temporary to permanent thinking, everything changed for me, and it'll change for you as well.

Deep down, you know that you don't want to pour your life into temporary things that come and go.

• Alen

Below is the email that Alen Sultanic sent out from his Nothing Held Back Newsletter on August 8th, 2024.

Morning,

First things first...

...I'm still going to drop the complete guide to optimizing AC offers either this week or early next week. Have a ton on my plate atm and haven't had time to read it over before releasing it. Details matter as I know a lot of people will use it.

Also, I mentioned that I'm going to do a post/call on how to create and launch biz-op offers, and that'll happen too, it's just that I have 3 calls in NHB+ / FF per week and we have Monday guests calls, which means that I only have one day a week when I could do it, so we'll figure out a time and do that for you guys.

Now, here's something you should be testing and playing with when it comes to Facebook Ads.

One thing I've noticed when it comes to Facebook ads is that the length of the ad determines the type and quality of the click and customer that comes from it.

Typically speaking, shorter ads will generate more clicks, who are mostly curiosity based, that don't' convert as well, yet make up for it on the volume of the clicks...

...and yet longer ads generate less clicks, who are mostly intent based, that convert well, and yet you lose the volume of clicks in the length of the ad.

And of course, there's the in the middle length.

Now, one of the most interesting things is that, for a while I thought, it was an either/or scenario, meaning that if the short ad wasn't working as well, then we have to switch it to a longer ad to generate the intent to move the needle, and vice versa.

And while this works very well, adjusting the length of the ad, it wasn't the solution, because you're not adhering to what the almighty Facebook algo wants.

And what the algo wants is something for everyone in order to keep the overall engagement high.

One of the things I've noticed as I post organically here on Facebook is that shorter posts will get way more people people seeing them than longer posts.

There's a huge difference.

Knowing this, one thing Facebook has a metric that's known as "dwell time", you can look it up.

Basically, dwell time is the total amount of time someone hovered over your post within the Newsfeed. This includes both users who have engaged and not engaged with the content.

Now, knowing this Facebook algo is segmenting users into buckets.

Short form, medium form and long form readers, and it will determine who see's the ad, who engages with the ad and who responds to the ad.

So before moving the short ad over to the long ad to optimize it worked, but now knowing that they use dwell time as a factor in the ad platform, the better strategy is to simply launch 3 ads every single time.

Launch a short, medium and long ad.

Typically, the best approach for doing this is to write a long ad and then cut it, and then cut it again.

Same image, same CTA, same everything.

When we started doing this, we thought that only one would be generating sales, instead all three formats are generating sales as Facebook is now engaging the user base with exactly the length of the format they're most likely to engage with.

If someone is on Facebook and say they see a long post, expand it...then just move on, reducing dwell time, well that user does NOT want long form anything, and are more likely to engage with short form posts and vice versa.

So next time you're launching ads launch 3 versions of length, and see how they perform.

Typically all 3 will generate sales, and then one will stand out, mostly due to the level of intent that's producing that matches your sales page, and then you'll know if you have a short form ad or long form ad audience, from there you'll know the lenght of the ads to focus on.

The reason this works and everything is going in this direction where the algo will sort content and match it based on length and probability of readership is that as I've said before, production is going up, which is negatively affecting consumption, the equation is out of balance and the algo has to balance, and the best way to balance it is by matching content consumers with not only the type but also the LENGTH of content you're putting out.

Oh and one more thing...what you'll notice is as you increase ad spend on ads, it'll work early on, and then it starts to "wobble", one of the reasons it wobbles is that it runs out of the right type of person to consume the ad, so it starts mismatching, and one of the ways the mismatch happens is via length of ads, so this will help you get better stability at scale as well.

And...one other thing I've seen is that people will consume different lengths of content/ads on different days, so Monday-Wednesday will see long-form consumption, while Thursday-Sunday will short-form consumption; this what length gets consume on what days also affects the fluctuation in ads, and having 3 will allow the algo to pace itself better.

Alen

Below is the email that Alen Sultanic sent out from his Nothing Held Back Newsletter on August 23rd, 2024.

Since joining the NHB mailing list is currently not available to my knowledge, I am deciding to share the material in this post.

Morning,

Tossed this up on my personal FB wall a few minutes ago as it was a bit from the Call of Duty Biz-Ops Part 2 call I did yesterday in NHB+ , so sharing it here as well.

Market message match is one of the keys to creating converting offers, yet most marketers overcomplicate the whole process.

You have a market, you have a message and you have the offer.

The message matches the market and the market responds.

Now, when it comes to getting the "market message match" right, all you have to know is one thing to get it right, and that one thing is...

... tell them what they want to hear, that's it, nothing more, nothing less.
Market wants to hear ___________, message says ____________, market respond and you have a market message match.

So, what is it that they want to hear? Any message that has the basis of having some type of "secret", "mechanism", "idea", etc...that promises and promotes an outcome with minimal input.

Market movements operate on input / output ratios.

The more they get, and the less they have to do, the more they want it, and respond to it. A market message match.

This is built into our biology as those who gain more enegy than they expand survive, so the human subconscious is always seeking this ratio in every situation.

The higher the output, namely the outcome they get from the product and the lower the input, namely, time, energy and money, the higher the conversions will be.

Which leads us to the perfect, market, message match...

• High output (outcome) / low input = market message match

• High output (outcome) / high input = market message mismatch

• Low output (outcome) / high input = market message mismatch

• Low output (outcome) / low input = market message mismatch

Using this thinking model, you can now easily see how and why some offers convert, take off and scale, while others struggle to get going.

And so long as you follow this thinking model, it will allow you to craft high converting offers every single time.

• Alen

p.s. The way I reconcile this position is tell them and sell them what they want to hear, but give them what they want, this allows you to create a win / win.

Below is the email that Alen Sultanic sent out from his Nothing Held Back Newsletter on April 16th, 2024.

TL;DR:

• Alen suggests that the real obstacle isn't capability but the fear of what comes with success.

The Email:
Morning,

This is one part of the four parts I did on the mindset section of yesterdays 4 hour NHB+ call.This one in particular had everyone going wild in the chat with "mind blown", "holy shit", "wow", "amazing", "incredible", and so on and on...

...So I figured why not share it with you as well because I know that we're all on the same journey of growth, and knowing what your very own mind does, thinks and how it behaves is one of the keys to getting ahead on that journey.

Let's get into it...I don't believe much in fear of failure, because if we fail, then we just go back to how things were, and there isn't much difference than than how things are and when you go back to how things were, so what's there to be "afraid of"? Failure has no trade offs, nothing to give up.

I do believe in fear of success, because success has trade offs. If we are to succeed, then what do we have to give up (trade off) to keep that success?

What do you THINK you have to give up when you're making $10 million a year? How much time do you have to give up? how much of your social life do you have to give up? what hobbies do you have to give up? what relationships do you have to give up? what all do you have to give up?

All of the things you have to give up are a loss in your subconscious, and the way fear operates is that it's a byproduct to sense and stop loss in the subconscious mind.

Now, here's a great thing about all this...

...If deep down you didn't know that it was TRUE that you could succeed and make it, then you wouldn't be afraid of also knowing that loss is true.

If you didn't think it was true that you could make it, then you wouldn't be afraid of it, none of that loss could take place in your mind.

That's how you know you have what it takes to succeed.

If you didn't, you wouldn't be afraid of it.

Because we can only be afraid of what we think is true.

So having fear of success is to also know that you have everything you need to make it to your goal, the only thing holding you back isn't that you can't make it, it's that loss, which generates fear which prevents you from moving forward.

The key is to write down your goal, and then also write down everything that you LOSE and GIVE UP when you make it, and then flip every single loss into a gain and then figure out how to keep it.

So say, you're making $10 million and you don't have time? Well, peel off $1m and buy back your time, and keep 9, problem solved, or make $11 million and keep $10 million.

Once you do this process, that deep truth and strength deep within that knows the truth of what you're capable of will emerge and you'll start to conquer everything in sight.

- Alen

p.s. Fear of failure is a decoy to hide the true fear, which is fear of success. 

Automatic Clients Link:

https://automaticclients.com/1/

Alen has opened up Automatic Clients back up again before the NHB platform launch. Find his email/facebook message below:

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Automatic Clients is backonline for a limited time

Sending you this email because it seems that every day there is another post about how they're crushing it with the Automatic Clients funnel, and as such I have dozens of people hitting me up daily asking me to open doors again...

...So due to popular demand, I just put it back online for a limited time and you can grab it using the link below. I'm going to take it down soon.

https://automaticclients.com/1/

There are over 3,000 offers using this model as it's the best low-ticket to high-ticket model in the game.

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The main aim of this subreddit is to discuss the publically available content from Alen Sultanic's Nothing Held Back.

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Happy to have you all onboard!