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If you want to grow your business, the easiest way to do that (the low hanging fruit) is to increase your conversions. Mike Caldwell, the Marketing Medic, tell us how you're leaving money on the table with your business and what you should do to make more sales with your websites.\n\nDisplay TranscriptRobert Plank: Can you tell us about what is it that you do on internet, how you got started, and with this funnel so specifically, what makes you stand out? What makes you different and special with funnels?\n\nMike Caldwell: I think the first question was how I got started, and I got started because I actually met Russell Brunson, the founder of ClickFunnels and DotCom Secrets, on a bouncy castle obstacle course in the Caribbean Sea. We became friends. I found out what he was doing. I'm an entrepreneur. I had some home-based businesses that I needed to promote more heavily online, and I ended up enrolling in one of his mastermind programs. I was able to learn directly from Russell Brunson, the master himself.\n\nOne of the first things we did is I live off-grid here at the place we call the Ark, and Russell built a funnel for me. It wasn't converting very well. I was responsible for the traffic. I was getting insane traffic coming into the funnel, but it wasn't really converting. Most funnels don't convert right out of the box. They require numerous iterations to make sure you have the offer right, the messaging right, so that it converts. Before we were able to do that, word got out that I was ridiculously good at driving traffic from Facebook. I was hired by a Bootcamp Gym to drive traffic for them. I was driving traffic. Again, the same thing happened. I drove traffic to their website, but it wasn't converting. They allowed me to rebuild their entire Bootcamp funnel for them, and our first month we spend 300 dollars in Facebook ads. We did 11,000 dollars in gross revenue.\n\nRobert Plank: Awesome.\n\nMike Caldwell: From there, things snowballed. What I've always done is I always... I'm a paramedic. I was a paramedic and firefighter for 12 years. I was actually Canada's top paramedic for training. I was the area ambulance manager for the helicopter base in Ottawa, Canada. I had more skills than probably anyone else in the country, but what I learned is that it's the ABC's airway greeting circulation, the basics that save lives. I apply that same foundation to all my marketing campaigns, and I find that by sticking to the basics, that accounts for 80 percent of your traffic and sales.\n\nRobert Plank: Would you say that... Was that the big reason why you were able to turn around that one client's funnel? Like you said, that... You said that, didn't Brunson build a funnel for you, and it first didn't convert? You had to go back to the basics, follow the steps, and see from the beginning what wasn't working?\n\nMike Caldwell: That's right, yeah. That's where I've come up with... I wish it was 3, but it's 4 things. 3 would follow my ABCs, but for a landing page funnel to work, I think you need 4 things. The first thing you need is an offer. What a lot of people don't understand is that they want to provide the offer that they want to give instead of the offer that their audience wants to receive. If you can do your research and know what the audience wants and create that for them, then you're going to be in a lot better shape than if you have some document that you prepared 4 years ago that you've never done anything with. "Hey, I'll just give this away for free, because I already have it." That doesn't have the value that's required to get somebody to take that next step into ascending into your funnel. The first thing you need is the offer, and that offer has to come with a promise. What pain does that offer promise to relieve?\n\nThe second thing is a promise. If I give you my email, then you're basically promising me that you're going to relieve me of some sort of pain. It's great for me to promise that to you,