sudden ads shutdown for $500M business (all ad platforms)

Remember this guy?

That’s Mike Chang, one of the founders (and the face) of SixPackShortcuts, a brand that over 10 years ago was one of the breakthrough direct response YouTube ad offers.

(We’re talking way back, long before target CPA existed, let alone YouTube shorts…)

This particular ad is long gone off of YouTube, but somehow one user got ahold of it and re-uploaded it, you can check it out here.

Read the comments and you’ll get a sense of the kind impact this ad had. It’s over a decade later, and people STILL search for and remember this ad.

The original ad got over 100 million views, and resulted in untold amounts of revenue for SixPackShortcuts (which generated over $500 million in revenue)

(And the best part? It cost just a couple hundred bucks to shoot.)

We had former SixPackShortcuts co-owner & CMO Johnson Li on Funnel of the Week recently.

We started the call breaking down one of today’s top performing health VSLs, but covered a lot of other topics as well, like:

• How to recruit, train, and incentivize high-performing direct response teams: At SixPackShortcuts Johnson grew the writing, video, media buying and sales teams from zero to over a hundred high-performing rockstars. Hear how he did it. (Don’t miss this)

• Creative testing: The counterintuitive creatine testing methodology he swears by.

• The Secret Power of Phone Sales for Low-Ticket Products: Why nearly all supplement companies under-utilize phone sales - and how doing the right kind of phone follow up & prospecting can change your business (even if you’re mostly selling lower ticket products)

(Watch the full call inside the Funnel of the Week Members Area)

One thing that came up was this ad - which was their best performing ad of all time, according to Johnson.

But something else came up that you need to hear:

What Johnson & his team did when all their ads - the lifeblood of new customers into their business - suddenly got shut off.

With hundreds of employees to pay, a big lease on an office, how did they keep those orders coming it to pay the bills?

Johnson gets into it in this clip from the full Funnel of the Week episode that dropped this week:

Go here to watch it.

And btw - if you’re doing anything in the direct response health space, go get in touch with Johnson on his LinkedIn or on his website.

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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