2 Keys to Miami MD's Success

We just released another funnel breakdown inside the Funnel of the Week Members Area:

Miami MD’s Crepe Fix

(already a member? go here to check it out)

This funnel has been requested by a bunch of our members:

And it’s no surprise. Because Miami MD is doing some serious volume:

Nearly 1 million visitors per month.

What makes these skincare offers work so well in such a crowded market?

First, the offer positioning relative to the market is on-point. To illustrate this, let’s look at it in terms of Eugene Schwartz’s frameworks:

Market Sophistication Level (Schwartz): Stage 4

• The skin care market is highly sophisticated with many competing claims and mechanisms

• (02:20) The ad focuses heavily on a unique mechanism (fibroblast failure) rather than just making big promises

• (02:10) Demonstrates a scientific approach to differentiate from basic collagen claims

State of Awareness (Schwartz): Problem Aware

• Target audience knows they have creepy/crepey skin but may not understand why

• VSL educates on the "real" cause (fibroblast failure) rather than assuming full awareness

• Positions against common belief that collagen alone is the answer

Mass Desire Analysis (Schwartz)

Primary Mass Desire: To have youthful, firm skin / avoid looking old

• Urgency: High (visible aging is constantly present)

• Scope: Very broad (affects all aging women)

• Intensity: Strong (deeply tied to self-image and confidence)

A “control” 11 minute mini VSL ad on Meta does the heavy lifting for communicating all of the above to Miami MD’s audience, and they are currently using these 2 hook variations to avoid creative fatigue:

(Check these mini VSLs out in full detail inside the Funnel of the Week Members Area)

But here’s where you really need to pay attention…

Key to Profit: No “T-Rex Arm” Upsells

Stefan Georgi & Justin Goff have a great video (go here to watch it) where they talk about how so many good front end offers leave money on the table because of what they call “T-Rex Arm” upsells.

To summarize…

T-Rex Arm Upsells: Half-hearted upsell attempts that presume the front-end sale already seals the deal, resulting in short, ineffective offers—just like a T-Rex’s famously tiny arms.

And Miami MD?

Does the OPPOSITE. They really execute well on this - and it’s something you will want to model for your own Upsell VSLs.

(We’ve seen this many times even with some incredible front end offers: profit-limiting “afterthought” upsells that have just a few lines of text, no real sales argument etc… All after a 40 min VSL that sells like crazy)

There are 4 ways Miami MD executes on this for their Upsell 1…

…and it no doubt adds solid AOV where other marketers might slack out and leave money on the table.

We get into this in detail inside the breakdown in the Funnel of the Week Members Area.

Go here to check it out along with the full breakdown.

Have a great week!

The Funnel of the Week Team

PS - in case you’re wondering, what Funnel of the Week is all about…

More on What’s Inside Funnel of the Week Members Area

Funnel of the Week has been live just one month now, and if you haven’t logged in for a bit, here’s what you’ve been missing:

We continue to stack full funnel breakdowns each and every week inside the Members Area:

We’ve got: 

• ecomm funnels

• VSL funnels

• Info Products funnels

• (and more)

…And we add a new funnel breakdown & swipes each week.

So if you have a funnel you want us to break down?

(Including all the landing pages, order bumps, upsells, downsells, email/sms followup & more…)

Just let us know and we’ll add it to our Funnel of the Week “next up” list. 

We’ll go through the funnel, document all the funnel steps, email/sms followups, etc. as we become a real customer (we don’t ask for refunds), and document the whole process so you have it at your fingertips.

If you’re not yet inside the Members Area? Go here to learn more about Funnel of the Week & get access.

The big idea of Funnel of the Week is this:

We break down a new DTC funnel (including ads, front end offer, upsells, post-purchase emails/sms/etc.), each and every week.

Here’s a quick Google doc walking through what we at Funnel of the Week has got in store for you, each and every week:

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That’s all for today.

Have a great week!

The Funnel of the Week Team

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