Push the Button!

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Hey, it's Andy 👋🏼

Well, what a week to be alive.

For those of you who managed to avoid the news, the world spent the last few days collectively holding its breath, while the rest of us just got on with running our businesses and hoping for the best.

Which, when you think about it, is what we do, right? The world does its thing - we do ours.

Funnily enough, this edition is all about pushing the button.

Not that one. A less scary one, albeit one in Kajabi that cost a client around $10K.

Let's get into it...

The $10,000 Button

I was about three minutes into the audit when I found it.

They had a great lead magnet, solid traffic, paid ads performing well, and a click-through rate any marketer would be happy with.

Downloads were flying out the door. But conversions? Nothing, nada.

The gap between download and sale was a black hole, and money was disappearing into it every single month.

So I went in...

And got the same feeling I had the day I sold my winning lottery ticket (I kid you not - story for another day).

A Kajabi automation with seven emails, all well-written, properly sequenced and offering up real value at every step.

It was a textbook follow-up series that built trust, earned the relationship, and walked the reader from freebie to offer, exactly as it should. Couldn't have crafted it better myself.

And the entire automated sequence was sitting in draft.

It was there, it just hadn't been switched on.

One. Single. Button.

That was all that stood between this business and a potential cash machine.

I didn't need to rewrite a word. I just pushed the button that said 'Publish'.

You can imagine what they said when I showed them what was wrong.

Then I did the maths...

Based on their click-through rates, the price of their offer, and one unactivated automation, the cost had been in the region of $10,000.

Your lead magnet will not bring the sale

This is where a lot of coaching businesses quietly lose money, and it's an understandable mistake.

Someone downloads your freebie. You feel great about it, and then you wait for the enquiry.

Here's what's actually happening on their side.

They found you, liked what you said enough to hand over their email, downloaded your guide, probably found it useful, and went back to their day.

You're now a name in their inbox, all but forgotten by 3pm.

If they hear nothing from you after that, it's where it ends.

79% of leads never convert.

Not because the lead magnet was wrong. Because there was no follow-up.

The data on what changes when you switch on a proper nurture sequence is pretty unambiguous. 4 to 10 times higher response rates than a single broadcast.

People who go through a sequence spend 47% more on average.

And 63% of people who didn't buy straight away will eventually convert if you keep showing up.

The sales are in the sequence. Not the download.

I wrote the full version of this as a standalone blog. Read it here...

"But I'm sending them too many emails."

Ask yourself this: How much free value can someone take if it's going towards solving their problem?

If it's not for them, they'll unsubscribe. If you're adding value, it puts you in a stronger position to ask for the sale.

What this looks like in Kajabi

Kajabi's automation tools are genuinely built for this.

A sequence that fires the moment someone downloads your lead magnet, emails spaced every few days, the whole thing running quietly in the background without you touching it.

Set it up once. Let it work.

The sequence sitting in draft for my client was configured correctly. The logic was sound and the emails were good. The only thing missing was someone pressing publish.

If you have a lead magnet and no follow-up sequence behind it, that's the first thing to fix. Before you run more ads, before you rewrite your landing page, before you build anything new.

Go and check your automations today. Are they actually on?

One button can change your business. Just make sure you've pushed it.

AI Tip of the Week

Use Claude to write your 7-email nurture sequence.

Give it your lead magnet, your offer, and your ideal client's 3am worries.

Ask it to structure your sequence based on this:

• Email 1: Deliver what you promised and set expectations for what's coming
• Email 2: Go one layer deeper into the problem
• Email 3: Share a client story or a real example
• Email 4: Tackle the most common objection your clients raise
• Email 5: Deliver a quick win they can implement today
• Email 6: Paint the picture of what life looks like when the problem is solved
• Email 7: Make the ask, clearly and without apology. By now, you've earned the right to.

It'll draft the whole sequence in one go.  Your job is to edit it into your voice, get it loaded and push the button, baby!

Our Kajabi Life: The Things You Don't See

Jules is back tomorrow.

She's been away for three weeks and I won't pretend I've held everything together with any great elegance.

It's not the big things. It's never the big things. It's the hundred small things that just happen, quietly, in the background, that you never think about because they're always just... there.

Until they're not.

And honestly?

It's reminded me not to take any of it for granted. The business, the life we've built, the people in it (yes, you).

I'm fired up going into next week. New work with great clients, some exciting things taking shape behind the scenes, and one idea I've been sitting on for a while that I think is going to be something special.

All I'll say for now is you might want to dig out your factor 50 and a decent pair of flip flops.

Watch this space.

Right, I'm off to tidy this ship up a bit (understatement of the century).

Thanks for reading The Edge.

When you're ready here are 2 more ways I can help:

Done-for-you Kajabi build

Consultancy & Strategy 

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