Video summary

Funil de aquisição de leads com área de membros

Main summary

Key takeaways

Business

Business-focused summary: Lead acquisition funnel using a membership area (16 mechanisms)

Core idea (what the funnel is)

  • Build a lead-to-client acquisition funnel where a membership area functions like a conversion engine (not a “community” and not a free course).
  • The lead enters via an ad/outbound/organic traffic path → lands on a capture page + form → goes into the members area.
  • Inside the members area, run a sequence of 16 revenue-generating mechanisms (you don’t need to implement all at once).
  • The funnel’s theoretical advantage is control + distributed conversion over time + multi-touch influence rather than a single webinar pitch moment.

Framework / playbook elements explicitly mentioned

Funnel structure (based on Charlie Morgan)

  • Membership funnel built around:
    • Control of viewing
    • Preventing drop-off
    • Maintaining “lead stays inside the system”
  • Volume with quality:
    • Many hours of content (example cited: ~30–40 hours in Charlie Morgan’s version)
    • Not necessarily perfect production quality

3 principles of the new membership-funnel model

  1. The lead that comes in stays

    • Once inside the members area, the user remains within it.
    • This reduces distraction versus YouTube/autoplay/comment scrolling.

  2. Distributed conversion over time

    • Don’t rely on a single “offer moment” like a traditional launch/webinar.
    • Leads may schedule on day 1, 7, 90, 180, etc., so reminders/nudges continue until they act.

  3. Summation of mechanisms

    • Use multiple conversion levers (calls, CTAs, WhatsApp, popups, remarketing, etc.).
    • Conversion shouldn’t depend on one weak event (e.g., a single live pitch).

Key metrics, KPIs, and targets (as stated)

Paid ads → funnel math example (webinar benchmark)

  • Assumption: R$ 5,000 ad spend
  • CPL (cost per lead): R$ 10 → Leads: 500
  • Webinar attendance: 33% (attend live) → Watchers: ~166
  • Entry into commercial/pitch stage: “some fraction” (estimated)
  • Average “return” on attendance-to-action: ~20%
  • Commercial applications: 33
  • Conversion from application (to sales): 25%
  • Sales: ~8
  • Average ticket: R$ 5,000
  • Revenue: ~R$ 40,000

Lesson implied: a membership funnel should allow more conversions from the same initial lead spend.

Scheduling conversion timing metric (cited)

  • Claim (Salesforce-related / “SEO Forest / Salesforce”):
    • Calling within 5 minutes of first contact increases scheduling conversion by ~400% (later stated as 391% increase).

Email/WhatsApp scheduling allocation example

  • Suggested allocation:
    • 0.5% to 1% of leads for scheduling from the email channel alone
  • Example logic:
    • Need ~1,000 leads to generate ~5 appointments from that channel
  • Note: results improve when combined with other channels.

ROI claim from Charlie Morgan data

  • “ROI was 10 to 20x depending on the offer.”
  • Example anecdote: generated R$ 1M up to 10–20M (with correction from “dollars” to currency as described).

Time-to-conversion logic

  • Some users might schedule later (e.g., day 90 or 180) while continuing to be nurtured.

SMS and effectiveness range

  • SMS suggested effectiveness:
    • 0.1% to 0.5% scheduling
  • Whether to use SMS depends on product economics.

Revenue-through-upgrade example (membership tiers)

  • Premium: R$ 1,000/year
  • VIP: R$ 1,200/year
  • (Speaker note: differences in features weren’t fully specified—tiers are illustrative.)

Concrete recommendations / actionable steps

What to build first (don’t implement all 16 at once)

Start with the highest-conversion + easiest mechanisms:

  • 1) Quick scheduling
    • Lead enters → call within 5 minutes
  • 2) CTA in classes (and scheduling CTAs between classes)
  • 3) Waiting list / product-level signup
    • Lightweight “pit” using popups/sidebars for the direct product
  • 4) WhatsApp as follow-up

They also mention adding:

  • Passive scheduling and other mechanisms later based on capacity/budget.

Explicit advice: “Don’t kill your current funnel.” Build the membership funnel as an incremental layer, growing content over time.

How to place CTAs (when and where)

Include CTAs:

  • When the lead enters (quick scheduling)
  • In lesson descriptions
  • Every 4–5 lessons (depending on content volume)
  • Add one dedicated lesson focused solely on CTAs

“Capture” funnel design (lead filter)

  • Traffic sources:
    • Outbound, organic content, paid ads
  • Flow:
    • Landing page → form → members area
  • Form guidance:
    • “Less questions, fewer fields”
    • Must capture: name, phone, email
    • Later suggestion: optionally add Instagram ID and billing info for some workflows

Content strategy inside the members area

  • Membership content should be structured like a funnel (not entertainment-only, not a “single free class”).
  • Approach:
    • Start with macro content (bulk lessons)
    • Add modules/lessons gradually
  • “Punish competitors” with depth:
    • The lead should feel compelled to implement what they learn because free competitors won’t go deep enough.

Multi-channel follow-up mechanics (avoid “single-point failure”)

Compared to webinars (one live pitch moment), the membership area supports multiple touchpoints:

  • Email channel (target: 0.5–1% appointments)
  • WhatsApp reminders
  • DMs / Instagram as backup if WhatsApp fails
  • Remarketing to people who visited capture/landing pages

Paid membership area (upgrade path)

  • Add a paid tier membership later after you have volume.
  • The paid upgrade:
    • Unlocks more content/training
    • Creates higher qualification (buyers become more serious)
  • Existing membership builds the audience; paid monetizes them.

B2B adaptation (high-level guidance)

  • For B2B, prioritize the same early mechanisms:
    • Quick scheduling
    • Calls/CTAs
    • WhatsApp
    • Passive scheduling
  • Prioritize based on:
    • ease/cost
    • infrastructure available

“Unique mechanisms” listed (partial but explicit in the transcript)

The speaker references Charlie Morgan’s 16 mechanisms and then enumerates many. Key ones explicitly described:

  • Quick scheduling
    • 5-minute call after lead enters (even if they didn’t watch)
  • Call/CTA during classes
  • CTA between classes
    • Short scheduling-focused “VSL-like” session
  • Sell “trips”
    • Micro-offers: cheap, fast, specific pain-solver to qualify interest
  • WhatsApp follow-up
  • DM/Instagram follow-up
  • Discount periods in members area
    • Example: seasonal offers, up to ~40% off
  • SMS reminders
    • Low conversion; use only if economics justify
  • Remarketing on traffic
  • Passive scheduling
    • Popups/sidebars embedding scheduling links
  • Paid membership area upgrades
  • Consumption reminders
    • Email/WhatsApp + content, then CTA
  • Referrals with rewards
    • Rewards based on bringing leads (tiers)

The speaker also advises:

  • For now, prioritize 8 out of 15/16 style mechanisms (e.g., quick scheduling, class CTAs, between-class waitlist, WhatsApp, DMs, passive scheduling)
  • Avoid spreading too thin.

Presenter / sources mentioned

  • Cadoca (main presenter)
  • Charlie Morgan (source of the membership-funnel framework)
  • Bruno (co-present; referenced for school/method adoption)
  • Alex Formoso (owner/investor of a school used for attracting membership clients)
  • In-session: Noa, Jennifer, Jo/João Jonas, Arthur/Artur, Igor (Igor asks questions)
  • Guilherme Malheiros (referenced as someone who can verify data)
  • Salesforce (cited in scheduling/conversion timing claim)
  • SEO Forest (cited as part of the scheduling data reference)
  • Harvard (context unclear; mentioned around the 391% scheduling stat)
  • Arthur (mentioned frequently in the live example/explanation flow)
  • Examples/peer context (not formal sources): Ederson, Thago, Matuto da Fojo, Calduro

Original video