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    Business

    Perpetual Traffic

    Perpetual Traffic is a weekly podcast for CMOs, marketing directors, and business owners who want to master paid advertising, scale their businesses profitably and stay one step ahead of the shifting paid advertising landscape of today.

    Hosted by Ralph Burns (CEO of Tier 11, managing $200M+ in ad spend), the show covers digital marketing strategy, paid traffic optimization, and performance marketing, featuring expert interviews, case studies, and actionable campaign breakdowns.

    If you’re tired of wasting ad spend on campaigns that don’t convert, struggling to prove marketing ROI to executives, or overwhelmed by constantly changing platform algorithms and marketing tactics that promise results but deliver disappointment you’re in the right place.

    This show will give you the proven strategies from agencies managing millions in ad spend, behind-the-scenes campaign optimizations that actually work, and expert insights on marketing metrics that matter for real business growth.

    From Meta Ads and Google optimization to landing page conversion tactics and marketing attribution, each episode delivers actionable strategies you can implement immediately to improve your ROAS and scale your marketing efforts.

    Get all the free episode resources at perpetualtraffic.com

    13+ million downloads | 700+ episodes | Weekly since 2015

    Advertise

    Copyright: © DigitalMarketer LLC

    • Apple Podcasts
    • Google Play
    • Spotify

    Latest Episodes:
    The Invisible AI Underbelly That No Marketer Knows About...Until Now (PART 1) Nov 11, 2025
    Show notes

    While other advertisers scramble to figure out Meta's Andromeda update, we've cracked the code! Our Creative Diversification Package will increase your ads’ reach by 50%+ and save you over $330k on agency fees.

    Join the winning 0.01% businesses now at: https://www.tiereleven.com/cd

    Do you feel overwhelmed by the speed of AI advancements? The tech world is evolving rapidly, making it a challenge to keep up, especially with giants like Meta and Google leading the charge. AI is the future of digital marketing, and if you’re not adapting, you’re falling behind.

    In this episode, we discuss the massive shift happening in marketing, fueled by AI. We break down how Silicon Valley’s biggest players are investing billions into AI and how that’s impacting everything from content creation to data analysis.

    With new tools emerging every day, we talk about how creative diversification can boost your ad performance while giving you a competitive edge in the market. Tune in and let’s make sure you’re ready for the AI-powered future of marketing.

    In This Episode:

    - Why AI’s bubble is now and how to keep up

    - How AI is powering marketing innovation

    - Big tech and governments’ heavy investments in AI

    - Presentation of big tech’s AI investments

    - Wrap up and key takeaways

    Mentioned in the Episode:

    Previous episodes on Andromeda: https://perpetualtraffic.com/?s=andromeda

    The Acquired Podcast: https://www.acquired.fm/

    Investors’ Business Daily Analysis on AI: https://www.investors.com/news/technology/ai-stocks-microsoft-apple-google-amazon-meta-capital-spending/

    Listen to This Episode on Your Favorite Podcast Channel:

    Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491


    Follow and listen on Spotify:

    https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK


    Subscribe and watch on YouTube:

    https://www.youtube.com/@perpetual_traffic?sub_confirmation=1


    We Appreciate Your Support!

    Visit our website: https://perpetualtraffic.com/

    Follow us on X: https://x.com/perpetualtraf



    Connect with Ralph Burns:

    • LinkedIn - https://www.linkedin.com/in/ralphburns
    • Instagram - https://www.instagram.com/ralphhburns/
    • Hire Tier11 - https://www.tiereleven.com/apply-now


    Connect with Lauren Petrullo:

    • Instagram - https://www.instagram.com/laurenepetrullo/
    • LinkedIn - https://www.linkedin.com/in/laurenpetrullo
    • Consult Mongoose Media - https://mongoosemedia.us/

    Mentioned in this episode:

    https://www.activecampaign.com/

    https://perpetualtraffic.com/advertise-with-us/


    The #1 Mistake That's Secretly Killing Your Meta Andromeda Ads with Cole Turner Nov 07, 2025
    Show notes

    Stop losing money on ads! Grab your copy of Tier 11’s FREE calculator with all the actors and formulas you need to determine the most important metric in your marketing efforts.

    Download Your nCAC Calculator Now: https://www.tiereleven.com/ncac

    Joining us today is Cole Turner, Growth Strategist at Tier 11. We break down how incorrect nCAC (New Customer Acquisition Cost) calculations can make you believe you're profitable when you’re actually hemorrhaging cash. Cole walks us through a real-world example of a beauty brand, showing how fixing their nCAC revealed a massive discrepancy that changed their entire business strategy.


    We also discuss how adjusting your ad spend to align with real business costs can actually help you scale. If you're spending on ads without understanding your real margins, you could be scaling in the wrong direction. Join the conversation now and get your business metrics in order before your next big marketing push.


    In This Episode:

    - What nCAC is and why it matters

    - Case study: nCAC error in a beauty brand’s strategy

    - Common mistakes in nCAC calculations

    - How to calculate nCAC accurately

    - How overheads factor into nCAC on scale

    - Why ad spend efficiency isn’t enough

    - The importance of knowing your numbers


    Unlock the Ultimate Marketing Advantage With Our Creative Diversification Package!

    Get 30 monthly deliverables,10 ad types, and access to the Tier 11 data suite. Available exclusively for 11 lucky businesses at: https://www.tiereleven.com/apply



    Listen to This Episode on Your Favorite Podcast Channel:

    Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491


    Follow and listen on Spotify:

    https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK


    Subscribe and watch on YouTube:

    https://www.youtube.com/@perpetual_traffic?sub_confirmation=1


    We Appreciate Your Support!

    Visit our website: https://perpetualtraffic.com/

    Follow us on X: https://x.com/perpetualtraf



    Connect With Cole Turner:

    • LinkedIn: https://www.linkedin.com/in/coleturner98


    Connect with Ralph Burns:

    • LinkedIn - https://www.linkedin.com/in/ralphburns
    • Instagram - https://www.instagram.com/ralphhburns/
    • Hire Tier11 - https://www.tiereleven.com/apply-now


    Connect with Lauren Petrullo:

    • Instagram - https://www.instagram.com/laurenepetrullo/
    • LinkedIn - https://www.linkedin.com/in/laurenpetrullo
    • Consult Mongoose Media - https://mongoosemedia.us/

    Mentioned in this episode:

    https://www.activecampaign.com/

    https://www.NEXTInsurance.com/perpetual

    https://perpetualtraffic.com/advertise-with-us/

    www.AdRoll.com/PT


    FIRE Your Media Buyer: The Fix for Wasted Ad Spend Nov 04, 2025
    Show notes

    Unlock the ultimate marketing advantage with Tier 11's Creative Diversification Package! Get 30 monthly deliverables,10 ad types, and access to the Tier 11 data suite. Available exclusively for 11 lucky businesses at: https://www.tiereleven.com/apply

    Are media buyers becoming obsolete? With Meta’s Andromeda update and AI automating campaign optimization, most marketers are still stuck tweaking ads while missing the real levers that drive growth. If you’re still relying on Ads Manager, you’re already behind!

    In this episode, we break down why media buying alone won’t cut it anymore. We discuss how AI is handling 80% of the heavy lifting and why your focus needs to shift to everything that happens after the click.


    From landing page congruency to email triage, customer reactivation, and how data flow impacts optimization, we share what agencies and brands must do to stay profitable. If you’re managing campaigns or scaling a business, this one’s for you!


    In This Episode:

    - Media buying and “after the click” opportunity

    - Funnels, offers, and landing page congruency

    - Redefining leads, opt-ins, and MQLs

    - Disqualifying bad leads and data hygiene

    - The role of growth strategist vs. media buyers

    - Why small marketing agencies are struggling

    - Shiny object syndrome vs. real business growth

    - Rethinking the customer journey to boost sales



    Mentioned in the Episode:

    Andromeda Episodes: https://perpetualtraffic.com/?s=john+moran


    Episode 744: The Pros and Cons of Meta’s New Advantage+ Creative Image Generator Tool: https://perpetualtraffic.com/podcast/episode-744-the-pros-and-cons-of-metas-new-advantage-creative-image-generator-tool/


    Episode 743: Stop Pausing Winning Ads! Andromeda Ad Strategy That Changes Everything: https://perpetualtraffic.com/podcast/episode-743-stop-pausing-winning-ads-andromeda-ad-strategy-that-changes-everything/



    Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf


    Marketing Performance Indicators Checklist: https://www.tiereleven.com/mpi



    Listen to This Episode on Your Favorite Podcast Channel:

    Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491


    Follow and listen on Spotify:

    https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK


    Subscribe and watch on YouTube:

    https://www.youtube.com/@perpetual_traffic?sub_confirmation=1


    We Appreciate Your Support!

    Visit our website: https://perpetualtraffic.com/

    Follow us on X: https://x.com/perpetualtraf



    Connect with Ralph Burns:

    • LinkedIn - https://www.linkedin.com/in/ralphburns
    • Instagram - https://www.instagram.com/ralphhburns/
    • Hire Tier11 - https://www.tiereleven.com/apply-now


    Connect with Lauren Petrullo:

    • Instagram - https://www.instagram.com/laurenepetrullo/
    • LinkedIn - https://www.linkedin.com/in/laurenpetrullo
    • Consult Mongoose Media - https://mongoosemedia.us/

    Mentioned in this episode:

    https://perpetualtraffic.com/advertise-with-us/

    https://perpetualtraffic.com/advertise-with-us/

    https://perpetualtraffic.com/advertise-with-us/

    https://perpetualtraffic.com/advertise-with-us/


    Stop Losing Clients! Master Saying the Quiet Part Out Loud to Close Deals Oct 31, 2025
    Show notes

    Have you ever been in a negotiation and felt like you were just begging to close the deal? Oren Klaff, the master of persuasion and author of Pitch Anything, is back to show us how to take control of high-stakes business conversations.

    We talk about the power of "status" in negotiations and how framing your offer makes all the difference. Oren breaks down the distinction between physical and cognitive status and how to leverage both to your advantage, all while keeping your confidence high and ego in check.

    We also discuss how to create real desire in your prospects and clients, as well as how to handle those moments when you're negotiating from a lower status. If you’re looking to up your negotiation game, Oren has some proven persuasion strategies you won’t want to miss.


    In This Episode:

    - The power of saying the quiet part out loud

    - How physical status influences negotiation outcomes

    - The danger of offering too many choices in sales

    - How to negotiate deals when power shifts

    - Establishing genuine desire in your prospects

    - Negotiating with high-level decision-makers

    - Hot cognition vs cold cognition in persuasion

    - Determining a prospect’s viability of closing a deal

    - Final thoughts and actionable takeaways



    Listen to the Previous Episode with Oren Klaff: https://perpetualtraffic.com/podcast/episode-732-flip-the-script-a-masterclass-on-pitching-anything-with-oren-klaff/



    Buy Oren Klaff’s Books:

    • Pitch Anything: https://a.co/d/fRAqAby
    • Flip The Script: https://a.co/d/hTcp9lP



    Listen to This Episode on Your Favorite Podcast Channel:

    Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491


    Follow and listen on Spotify:

    https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK


    Subscribe and watch on YouTube:

    https://www.youtube.com/@perpetual_traffic?sub_confirmation=1


    We Appreciate Your Support!

    Visit our website: https://perpetualtraffic.com/

    Follow us on X: https://x.com/perpetualtraf


    Connect with Oren Klaff:

    • Website - orenklaff.com
    • LinkedIn - https://www.linkedin.com/in/orenklaff/
    • Newsletter- https://pitchanything.com/


    Connect with Ralph Burns:

    • LinkedIn - https://www.linkedin.com/in/ralphburns
    • Instagram - https://www.instagram.com/ralphhburns/
    • Hire Tier11 - https://www.tiereleven.com/apply-now


    Connect with Lauren Petrullo:

    • Instagram - https://www.instagram.com/laurenepetrullo/
    • LinkedIn - https://www.linkedin.com/in/laurenpetrullo
    • Consult Mongoose Media - https://mongoosemedia.us/

    Mentioned in this episode:

    https://perpetualtraffic.com/advertise-with-us/

    www.AdRoll.com/PT

    https://www.activecampaign.com/

    https://www.NEXTInsurance.com/perpetual


    The Pros and Cons of Meta’s New Advantage+ Creative Image Generator Tool Oct 28, 2025
    Show notes

    Do you really control your ads anymore or just think you do? The more Meta’s AI promises to optimize your performance, the more it quietly reshapes your creative and brand. Today, Lauren and I break down the hidden trade-offs behind Meta’s Advantage+ Creative Image Generator and why letting AI “help” your campaigns might not mean what you think.

    Lauren shares her recent webinar launch results using Meta’s new creative tools and what happened when AI started taking creative liberties with her brand visuals and placements. From off-brand images to format mismatches, we unpack how AI-driven automation can drive conversions while quietly eroding creative control.


    In this episode:

    - Pros and cons of Advantage+ creative image generator

    - The illusion of control in Meta AI’s performance

    - Why future ad networks may remove control completely

    - The $30 lead that actually converted better

    - Quality vs. quantity in lead generation

    - How creative still drives targeting in Andromeda



    Resources Mentioned In The Episode:

    • Previous Episode on Advantage+ Creative Image Generator: https://www.youtube.com/watch?v=aXRkwLlTb0I
    • Tier 11 Data Suite – https://www.tiereleven.com/what-we-do/data-suite
    • Creative Diversification Playbook, Practitioners' Guide From Meta: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf
    • Apply to Work With Tier 11: https://www.tiereleven.com/apply-now
    • Watch the Episode on YouTube: perpetualtraffic.com/youtube



    Listen to this episode on your favorite podcast channel:


    Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491


    Follow and listen on Spotify:

    https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK


    Subscribe and watch on YouTube:

    perpetualtraffic.com/youtube


    We appreciate your support!

    Visit our website: https://perpetualtraffic.com/

    Follow us on X: https://x.com/perpetualtraf


    Connect with Ralph Burns:

    • LinkedIn - https://www.linkedin.com/in/ralphburns
    • Instagram - https://www.instagram.com/ralphhburns/
    • Hire Tier11 - https://www.tiereleven.com/apply-now


    Connect with Lauren Petrullo:

    • Instagram - https://www.instagram.com/laurenepetrullo/
    • LinkedIn - https://www.linkedin.com/in/laurenpetrullo
    • Consult Mongoose Media - https://mongoosemedia.us/

    Mentioned in this episode:

    https://www.activecampaign.com/

    www.AdRoll.com/PT

    https://www.NEXTInsurance.com/perpetual

    https://perpetualtraffic.com/advertise-with-us/


    Stop Pausing Winning Ads! Andromeda Ad Strategy That Changes Everything Oct 24, 2025
    Show notes

    Do you still believe in “cut the losers and let the winners run”? After seeing what Meta’s Andromeda update is doing under the hood, that old-school strategy might be costing you real growth. In this Ad Lab session, John Moran and I break down how Andromeda completely rewrites the rules of campaign optimization and why CPA alone no longer tells the whole story.

    We analyse live account data where spend doubled, CPAs held steady, and results skyrocketed, all because we stopped judging ads by last-click performance. Using Tier 11’s Data Suite, we uncovered how creative sequencing, user journey mapping, and first-click CAPI imports reveal what’s driving conversions inside Meta’s new ecosystem.

    This episode unpacks what Andromeda really means for your campaigns and how to play Meta’s game the way Meta does.


    In this episode:

    - Client case study on Andromeda's sequencing impact

    - Ad performance analysis: UGC vs. non-UGC ad trends

    - Why CPA is a poor performance judge

    - Scaling ad spend and performance metrics

    - UGC ads and their effectiveness

    - Creative targeting and expanding market reach

    - Conclusion and call to action



    Resources Mentioned In The Episode:


    Tier 11 Data Suite – https://www.tiereleven.com/what-we-do/data-suite


    Meta Engineering Blog Article on Andromeda – https://engineering.fb.com/2024/12/02/production-engineering/meta-andromeda-advantage-automation-next-gen-personalized-ads-retrieval-engine/


    Ad Lab Live Sessions – https://www.youtube.com/@Tier11/streams


    Buy Tier 11’s Creative Diversification Package: https://www.tiereleven.com/apply



    Listen to this episode on your favorite podcast channel:


    Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491


    Follow and listen on Spotify:

    https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK


    Subscribe and watch on YouTube:

    perpetualtraffic.com/youtube


    We appreciate your support!

    Visit our website: https://perpetualtraffic.com/

    Follow us on X: https://x.com/perpetualtraf


    Connect with John Moran:

    • LinkedIn: https://www.linkedin.com/in/johnmorangads


    Connect with Ralph Burns:

    • LinkedIn - https://www.linkedin.com/in/ralphburns
    • Instagram - https://www.instagram.com/ralphhburns/
    • Hire Tier11 - https://www.tiereleven.com/apply-now


    Connect with Lauren Petrullo:

    • Instagram - https://www.instagram.com/laurenepetrullo/
    • LinkedIn - https://www.linkedin.com/in/laurenpetrullo

    Consult Mongoose Media - https://mongoosemedia.us/

    Mentioned in this episode:

    https://www.NEXTInsurance.com/perpetual

    https://www.activecampaign.com/

    https://perpetualtraffic.com/advertise-with-us/

    www.AdRoll.com/PT


    Did Advantage+ Creative Image Generation Just Kill Manual Ad Design? Oct 21, 2025
    Show notes

    Have you ever run a Facebook ads test that completely defied logic? That’s exactly what happened to us, and it led to one of the most eye-opening conversations we’ve had about Meta’s new creative testing feature. In this episode, we explore the Meta AI tools for creative diversification.

    Lauren shares her real campaign results from a live test using Meta’s latest Advantage+ creative tools. We also get into the details of how Meta’s system distributes spend, why it doesn’t always follow its own rules, and what you can do to avoid wasting money while still taking advantage of Meta’s cutting-edge tools like AI-powered image generation and editing.

    If you’re running ads for clients or scaling your own campaigns, you’ll want to hear this one before you hit “publish” on your next creative test. We’ll tell you what works, what breaks, and how to stay ahead of Meta’s fast-moving automation.


    In this episode:

    - How Meta’s in-campaign creative testing works

    - Step-by-step demo of Meta’s creative testing interface

    - Using AI-generated ad images inside Ads Manager

    - Editing AI-generated images with custom prompts

    - Meta’s ad enhancements: translate text, music, and site links

    - The “Flex Media” feature and its risks for client brands



    Resources Mentioned In The Episode:

    Previous Episodes on Meta’s Andromeda Update: https://perpetualtraffic.com/?s=meta

    Watch the Episode on YouTube: www.perpetualtraffic.com/youtube

    Apply to Work With Tier 11: https://www.tiereleven.com/apply-now


    Watch Previous Live Ad Lab Sessions: tiereleven.com/youtube


    Creative Diversification Playbook, Practitioners' Guide From Meta: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf



    Listen to this episode on your favorite podcast channel:


    Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491


    Follow and listen on Spotify:

    https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK


    Subscribe and watch on YouTube:

    perpetualtraffic.com/youtube


    We appreciate your support!

    Visit our website: https://perpetualtraffic.com/

    Follow us on X: https://x.com/perpetualtraf


    Connect with Ralph Burns:

    • LinkedIn - https://www.linkedin.com/in/ralphburns
    • Instagram - https://www.instagram.com/ralphhburns/
    • Hire Tier11 - https://www.tiereleven.com/apply-now


    Connect with Lauren Petrullo:

    • Instagram - https://www.instagram.com/laurenepetrullo/
    • LinkedIn - https://www.linkedin.com/in/laurenpetrullo
    • Consult Mongoose Media - https://mongoosemedia.us/

    Mentioned in this episode:

    https://www.activecampaign.com/

    https://perpetualtraffic.com/advertise-with-us/

    https://www.NEXTInsurance.com/perpetual

    www.AdRoll.com/PT


    3 Mind-Boggling Ways Triple Whale Is Screwing Your Business Oct 17, 2025
    Show notes

    Do you feel like your ad spend isn’t adding up? What if the data you’ve been relying on is actually misleading you? In this episode, we uncover the dangers of inaccurate attribution models that could be costing you thousands in missed revenue and show you a smarter way to optimize your ads.

    Tier 11’s John Moran breaks down how media buyers can fall into the trap of relying on third-party platforms like Triple Whale, which often misreport up to 30% of revenue. He shares real-life case studies of clients who dramatically improved their ad performance by simply questioning their attribution model and switching to more reliable tracking methods.

    If you use the wrong attribution model, you may end up running campaigns based on faulty data—putting your business at risk. Let’s teach you how to avoid these costly pitfalls and ensure your marketing strategy is powered by the most accurate insights available.


    In this episode:

    - Case study 1: The problem with Triple Whale tagging

    - Case study 2: Lowering CPA from $44 to $25 in 10 days

    - Practical tips for media buyers to optimize their campaigns

    - When should you turn off Meta ads?

    - Using Meta’s “Creative Fatigue” feature to optimize ads

    - Comparing Meta ads and Google Shopping results



    Resources Mentioned In The Episode:


    Previous Ad Lab Sessions with John Moran: https://perpetualtraffic.com/?s=john+moran


    Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite


    Apply to Work With Tier 11: https://www.tiereleven.com/apply-now


    Creative Diversification Playbook, Practitioners' Guide From Meta: https://perpetualtraffic.com/creative-diversification-playbook



    Listen to this episode on your favorite podcast channel:


    Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491


    Follow and listen on Spotify:

    https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK


    Subscribe and watch on YouTube:

    perpetualtraffic.com/youtube


    We appreciate your support!

    Visit our website: https://perpetualtraffic.com/

    Follow us on X: https://x.com/perpetualtraf


    Connect with John Moran:

    • LinkedIn: https://www.linkedin.com/in/johnmorangads


    Connect with Ralph Burns:

    • LinkedIn - https://www.linkedin.com/in/ralphburns
    • Instagram - https://www.instagram.com/ralphhburns/
    • Hire Tier11 - https://www.tiereleven.com/apply-now


    Connect with Lauren Petrullo:

    • Instagram - https://www.instagram.com/laurenepetrullo/
    • LinkedIn - https://www.linkedin.com/in/laurenpetrullo
    • Consult Mongoose Media - https://mongoosemedia.us/

    Mentioned in this episode:

    https://www.NEXTInsurance.com/perpetual

    https://www.activecampaign.com/

    https://www.NEXTInsurance.com/perpetual

    https://perpetualtraffic.com/advertise-with-us/


    $100M Money Model Case Study: How to Squeeze Money Out of Your Non-Ideal Customers - Part 2 Oct 14, 2025
    Show notes

    Be sure to listen to Part 1 of this episode first for a complete understanding before diving into this one.

    Are you leaving half your leads on the table? In this episode, we are using Alex Hormozi’s $100M Money Models to explore how to turn cold traffic into high-ticket clients. From mapping the customer journey to implementing conditional downsells, we break down exactly what works in marketing to maximize revenue without cutting prices.

    We explore how membership and continuity models are making a comeback, why speed-to-lead is critical, and how to structure Typeform knockouts to qualify leads efficiently. Plus, we dissect the art of downselling—how to offer a slice of your core program at a lower price while still setting up your prospects for the full high-ticket offer.

    We also share a real-world example from a client session where we redesigned their sales funnel, increased show rates, and built a structured upsell path that turns prospects into long-term customers. These insights should help you capture more leads, increase conversions, and maximize lifetime value in your business.

    In this episode:

    - Mapping the customer journey from cold ad to five-figure upsells

    - Speed-to-lead: why contacting prospects immediately is critical

    - The art of downselling

    - Understanding objections and reasons prospects don’t buy

    - Guaranteeing results as a first downsell

    - Using check-in calls to upsell and demonstrate value



    Resources Mentioned In The Episode:


    Alex Hormozi’s Book, $100M Money Models: How To Make Money: https://www.goodreads.com/book/show/240367486-100m-money-models



    Listen to this episode on your favorite podcast channel:


    Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491


    Follow and listen on Spotify:

    https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK


    Subscribe and watch on YouTube:

    perpetualtraffic.com/youtube


    We appreciate your support!

    Visit our website: https://perpetualtraffic.com/

    Follow us on X: https://x.com/perpetualtraf



    Connect with Ralph Burns:

    • LinkedIn - https://www.linkedin.com/in/ralphburns
    • Instagram - https://www.instagram.com/ralphhburns/
    • Hire Tier11 - https://www.tiereleven.com/apply-now


    Connect with Lauren Petrullo:

    • Instagram - https://www.instagram.com/laurenepetrullo/
    • LinkedIn - https://www.linkedin.com/in/laurenpetrullo
    • Consult Mongoose Media - https://mongoosemedia.us/

    Mentioned in this episode:

    https://perpetualtraffic.com/advertise-with-us/


    $100M Money Model Case Study: How to Squeeze Money Out of Your Non-Ideal Customers - Part 1 Oct 10, 2025
    Show notes

    Stop losing money to free trials and outdated sales funnels! Apply now to access Tier 11’s data-driven strategies for front-end offers that convert.

    Schedule a discovery call: https://www.tiereleven.com/apply-now

    How do you turn a free trial into a customer magnet without the risks of an unconditional guarantee? Today, we’re sharing innovative strategies to attract and retain customers with compelling front-end offers. We’re breaking down Alex Hormozi’s "Win Your Money Back" model and how it applies to different business models.

    You’ll learn how you can give customers the chance to earn their money back instead of offering a no-strings-attached refund. We also explore how conditional offers can spice up your product or service’s appeal and why it’s essential to incorporate a continuity program into your sales process.

    In this episode:

    - How the 'Win Your Money Back' model works

    - Implementing the 'Win Your Money Back' strategy

    - How to structure your free trials

    - Webinar selling strategy and upsell techniques

    - Structuring continuity programs

    Resources Mentioned In The Episode:

    Previous Episode on Alex Hormozi’s $100M Money Model:

    https://perpetualtraffic.com/podcast/episode-734-alex-hormozis-100m-money-models-launch-debunked-key-takeaways/

    Alex Hormozi’s Book, $100M Money Models: How To Make Money: https://www.goodreads.com/book/show/240367486-100m-money-models

    Alex Hormozi’s Interview on the Jack Neel Podcast: https://www.youtube.com/watch?v=5f_UL-z1xgI

    Listen to this episode on your favorite podcast channel:

    Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

    Follow and listen on Spotify:

    https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

    Subscribe and watch on YouTube:

    perpetualtraffic.com/youtube

    We appreciate your support!

    Visit our website: https://perpetualtraffic.com/

    Follow us on X: https://x.com/perpetualtraf

    Connect with Ralph Burns:

    • LinkedIn - https://www.linkedin.com/in/ralphburns
    • Instagram - https://www.instagram.com/ralphhburns/
    • Hire Tier11 - https://www.tiereleven.com/apply-now

    Connect with Lauren Petrullo:

    • Instagram - https://www.instagram.com/laurenepetrullo/
    • LinkedIn - https://www.linkedin.com/in/laurenpetrullo
    • Consult Mongoose Media - https://mongoosemedia.us/

    Mentioned in this episode:

    https://perpetualtraffic.com/advertise-with-us/

    https://perpetualtraffic.com/advertise-with-us/

    https://perpetualtraffic.com/advertise-with-us/

    https://perpetualtraffic.com/advertise-with-us/


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