If you’re not getting the quality of leads you want in your business, I want you to ask yourself one question…
What are you telling your ad platform a “good lead” is?
Because if you’re like most businesses, the honest answer is: every single one of them.
And that one blind spot could be the reason your calendar is full of no-shows, your sales team is talking to the wrong people & your ads keep sending you more of the same.
The good news? There’s one simple shift you can make that we’ve seen massively increase lead quality. It’s been the biggest change we’ve made in our own business to improve lead quality & today I’m going to break down exactly how it works!
As a Reminder, Our Goal with this Newsletter is to Give You the Highest Level of Value Possible. That’s my Promise to you & I intend to Over-Deliver!
Here’s a Sneak Peek at What’s Inside This Email:
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Why the “Static Funnel” most businesses run is quietly training your ads to send you lower quality leads
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The “Dynamic Funnel” & our Green, Yellow & Red Framework to send every lead down the right path
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How to create a “Self-Optimizing Loop” that trains YouTube, Google & Facebook to find you more of your best leads
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My New Video breaking it all down step-by-step!
Alright, let’s Dive In…
Watch the Full Video on YouTube:
The Problem with the “Static Funnel”
Before I show you the Dynamic Funnel, I want to show you what most businesses are running right now. We call it the Static Funnel.
Odds are you might be running one right now, and it looks something like this:
YouTube Ads → Opt-In (Name, Email, Phone) → VSL → Book a Call with an Advisor
Nothing wrong with that on the surface. It’s a classic funnel & it works.
But here’s the problem… It treats every single lead exactly the same.
Your highest quality lead & your lowest quality lead go through the exact same funnel, watch the exact same video & land on the exact same sales calendar.
That creates 3 Big Problems:
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More No-Shows & Wasted Sales Calls – When unqualified leads book calls, they’re often the same people who don’t show up (or show up & aren’t a fit). Your sales team ends up spending hours on calls that were never going to close.
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You’re Training the Algorithm on the Wrong Data – Most people optimize their ads for leads or booked calls. But if every lead counts the same, you’re telling the ad platform “Send me more of these” about ALL of them… including your lowest quality ones.
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Everyone Gets the Same Experience – Regardless of where someone is at, they all get the same funnel & follow the same process, even if that’s not the best path for them.
^^ That second problem is the one almost nobody talks about & it’s the most expensive one.
You see, YouTube Ads, Google Ads, Facebook Ads… they all use AI-based targeting now. And that AI is only as good as the data you feed back into it.
It’s a lot like using ChatGPT – give it a bad prompt & you get a bad result.
With a Static Funnel, you’re basically telling the algorithm “Send me more people. Send me more people. Send me more people.” So guess what it does? It sends you more people… of any quality.
That’s why, if your lead quality isn’t where you want it to be, yes, there are things you can change about your ad creative & targeting. But it’s not JUST about creative & targeting.
It’s also about your funnel & the data you feed back in.
Enter: The Dynamic Funnel
A while back, in my email on decreasing no-shows, I mentioned that we qualify our leads in real-time & said that may be an email for a different time…
Well, that time is now! 😁
Instead of treating every lead the same, the Dynamic Funnel gives every single lead a more specific, intentional path.
And it all starts with ONE question.
On your opt-in form, alongside name, email & phone number, you add one qualifying question. That could be:
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Their Income
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Their Industry
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Their Business Size
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Or whatever piece of info best tells you if someone is a good fit to work with you
Then, based on their answer, you dynamically redirect them to a different page in the funnel using our Green, Yellow & Red Framework:
🟢 Green = Qualified
They watch a Video Conversion Training that warms them up, provides value & gets them excited to book a call. Then they book directly with an advisor on your sales team (or with you).
🟡 Yellow = Vetting Required
Their answer puts them somewhere in the middle. They might be a fit, they might not. They still watch the same training, but instead of booking with your closer, they book with an Appointment Setter. That person has a triage conversation to see if they’re a fit. If they are, they get set with your core salesperson. If not, they get sent the downsell.
🔴 Red = Unqualified
Instead of landing on your sales calendar, they’re sent to a different video that sells them a downsell, like a membership, that’s the best fit for them right now. They never even know the sales call path exists.
Here’s what that looks like all together:
YouTube Ads → Dynamic Opt-In (+1 Qualifying Question) →
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🟢 Green → Video Training → Call with an Advisor
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🟡 Yellow → Video Training → Call with an Appointment Setter
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🔴 Red → Downsell Video → Membership
(If the Green, Yellow & Red Framework sounds familiar, it’s the same grading system I shared when we talked about transitioning from owner-led sales to a sales team – and it works just as well at the front of your funnel!)
Now, notice what’s happening here…
Your Green leads get the fast lane straight to a call. Your Yellow leads get a real conversation to find the right fit. And your Red leads get an offer that actually meets them where they’re at, instead of a sales call that was never going to be a fit.
Every person gets a custom experience. That’s a Win-Win-Win!
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The Secret Sauce: The Self-Optimizing Loop
Now here’s where it gets REALLY powerful…
Because you now have a page that ONLY your qualified leads see, you can put a tag on that Green page & port that data back over to your ad platform.
Whether you’re running YouTube Ads, Google Ads, Facebook Ads or any other platform, you’re now telling it:
“THIS is a quality lead. Get me more people like this.”
And just as importantly, you’re specifically NOT optimizing for your unqualified leads.
So instead of “Send me more people,” you’re telling the algorithm “Send me more of THESE people.”
Then it becomes a loop:
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Your ads bring in new leads
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The Dynamic Opt-In sorts them into Green, Yellow & Red
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Every Green lead sends a qualified conversion back to the ad platform
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The AI learns what your best leads look like & gets better at finding them
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You get more Green leads… which teach it even more
That’s what we call a Self-Optimizing Funnel. Every new qualified lead makes your targeting a little bit smarter, which sends you more qualified leads, which makes it smarter still.
And this one shift creates a Ripple Effect across your entire business:
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Your ads optimize for higher-quality leads
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The algorithm gets trained to find more of them
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You (or your sales team) spend more time talking to qualified prospects & less time on no-shows
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Every lead gets a custom experience that meets them where they’re at
How to Start Building Your Dynamic Funnel
Want to put this into action? Here’s a simple way to get started:
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Define Your “Green” – Look at your best clients. What do they have in common? Income, industry, business size? That’s your qualifier.
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Pick ONE Qualifying Question – Keep it to one question on the opt-in. Multiple-choice ranges (like revenue brackets) make it quick to answer & easy to route.
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Map Every Answer to a Color – Decide which answers are Green, Yellow & Red. If you’re unsure where an answer falls, that’s exactly what Yellow is for.
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Build Your 3 Paths – A core sales call for Green, an appointment setter call for Yellow & a downsell for Red.
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Tag Your Green Page – Put your conversion tracking on the qualified page & make THAT the conversion you optimize for, not every opt-in.
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Let the Loop Run – Give the platform time to learn from your qualified conversions & watch your lead quality improve.
Even if you only do steps 1 & 2 this week, you’ll start learning a LOT more about the quality of the leads coming into your business! 💯
Watch the Full Dynamic Funnel Breakdown:
I put together a new video on my YouTube channel where I walk you through the Static Funnel vs. the Dynamic Funnel, the full Green, Yellow & Red routing & exactly how to port your qualified lead data back to your ad platform.
It’s a quick watch, but it’s packed with value & it could completely change the quality of leads coming into your business!
Stop Optimizing Your Ads for Every Lead
Watch the Full Video on YouTube!
And if you want to go even deeper, I also put together a full 30-minute training on our entire Self-Optimizing Funnel System, including how to train the ad platform to send you more of those Green leads. You’ll find the link to that free training at the top of the video description!
(If you find the video valuable, drop it a Like & let me know in the comments how you plan to use it 😉)
The “Dynamic Funnel” by Aleric Heck
Watch The Full Video on YouTube:
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Q4 Is in Full Swing!
It’s hard to believe we’re already in the last stretch of the year – and there’s no better time to tighten up your lead quality so you can hit the ground running in 2027!
Remember, your ad platform is only as smart as the data you feed it. Stop telling it every lead is a good lead & start telling it exactly who your best leads are.
Stay Tuned for More Great Value & Content Coming your Way!
Here’s a Sneak Peak at What’s Coming Next:
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More Free Trainings & Resources — In your Inbox!
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Real Case Studies & Examples of the Marketing Funnels that Scaled Coaching Businesses past 7 & 8 Figures
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The REAL on-the-ground insights into what’s going on in the Online Marketing & Coaching/Consulting/High-Ticket Industry (Based on our Insights working with Thousands of Clients)
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The Latest YouTube Ad & Marketing Strategies as we Discover Them – So that you’re Always on the Cutting Edge
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Guest Articles, Videos & Podcasts from the Top Marketing Minds of Today — Stay tuned for some exciting announcements around this 😉
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And a LOT More…
I’m serious when I say I want this to be The Most Valuable Newsletter You’re Subscribed to — Look out for us in your Inbox Every Friday!
I’ll see you in the next one!
To Your Success,
– Aleric Heck | Founder & CEO of AdOutreach
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