I had a client once who was a bit of a celebrity in the health and wellness space.

She’d even appeared on Oprah early in her entrepreneurial journey — back when online marketing, courses and coaching were still relatively new.

And that exposure helped her build a MASSIVE audience.

The money started rolling in.

Her business grew to around $2 million a year.

But after a while, she decided she didn’t want to be the marketing expert in her business anymore.

Fair enough.

So she hired an agency and handed the whole thing over.

I met her about two years later.

By then, her revenue had dropped from $2 million to the mid-six figures.

Her audience was shrinking month after month.

And when she made offers…

Nobody bought.

She came to me because she thought she had an audience problem.

She wanted us to run ads, bring in fresh leads and build her an audience that would buy the next time she launched.

Now, Reader, that might sound like a perfectly reasonable request.

But when you’re old and cynical like me and you’ve been running ads for experts for approximately 700 dog years…

🚩🚩🚩

GIANT RED FLAG.

Because ads were not going to fix this problem.

Here’s why.

1. Ads don’t make you money. Good offers and good marketing make you money.

If the people who already know you aren’t buying, strangers you paid to reach are unlikely to magically fix that.

1. Selling to a warm audience and selling to a cold audience are different skills.

Just because something worked with people who already know and trust you doesn’t mean it will work with someone meeting you for the first time.

1. If you’re not tracking the whole journey from lead to sale, you’re guessing.

You won’t know where people are dropping off.

You’ll just decide, “Ads don’t work.”

Or, “My funnel doesn’t work.”

Or, “People in my niche don’t buy.”

1. The funnel has to match the offer.

You can’t bring a bazooka to a knife fight.

And you definitely can’t ask someone to climb Mount Everest before buying something that costs $47.

More on that later in this month.

I agreed to work with her, but I explained that we weren’t just going to report on the ads.

We were going to track the ENTIRE funnel.

Where people clicked.

Where they signed up.

What they watched.

Where they dropped off.

And where the money stopped moving.

So we did.

And the problem became very obvious.

People were interested in her offer at the beginning.

But to buy a $47 product…

She was sending them through a FIVE-DAY video series.

Five days.

For a $47 purchase.

And these weren’t cute little two-minute videos either.

They were around 20 minutes each.

By day three, people had basically disappeared.

And can you blame them?

Who has time for all of that when they’re deciding whether to spend $47?

Do you see the problem?

The ads weren’t broken.

The audience wasn’t broken.

There was a giant leak sitting right in the middle of the sales process.

And unfortunately…

Some people don’t love outsourcing the solution to their problem only to discover that the problem is something they have to fix themselves.

We ended up parting ways.

And I haven’t seen much of her online in a very long time.

That genuinely breaks my heart.

Because she had the audience.

She had the authority.

She had the offer.

But those things weren’t working together anymore.

And THAT is exactly why I shared this model with my Freedom Club students during our very first Business Intensive this week.

I built this model because predictable sales don’t come from ONE magical strategy.

Not ads.

Not content.

Not funnels.

Not launching harder.

It comes from getting all the important parts of your business working together.

So you can make more money.

Create a bigger impact.

And build a business that gives you more freedom — instead of becoming one more thing that depends on you.

Over the next few weeks, I’m going to unpack more of this model and show you how the different pieces fit together to build your own Freedom Empire.

And if you’d like to join us for our next Business Intensive, where we take this model and apply it to your actual business and goals, you can get on the waitlist here.​

💚💚💚

Salome