Ad copy

There's one word that gets me more excited than anything else when it comes to running ads. Liquidation. (I was also thinking "Acquisition" but that's kind of already taken lmao). So let's stick with "Liquidation". Not the "going out of business" kind. The "how fast can I break even on my ad spend" kind. Let me explain why this matters so much. == The Liquidation Game Here's the question I'm always asking myself: How close can I get to breakeven, as fast as possible? Because if you can break even at the point of transaction... If you can get your money back the moment someone buys from you... Then anything you make on the backend is pure profit. That's when the game changes. That's when you can actually scale. That's when you're basically getting buyers and leads for free. == Let Me Show You The Math Let me give you a real example from my own business. My Low Ticket Profits book (the digital version) sells for $4.95. And right now, it's costing me anywhere between $30 to $40 to acquire a customer. A lot of people look at that and say: "Wait... you're paying $30-40 to sell a $5 book? You're losing money!" "I'd rather just run a lead magnet and pay $5-10 per lead." And I get why they think that. But here's what I discovered lately... == The Full Picture On that funnel, I have two order bumps and two upsells. This is pretty much the default structure we use on most acquisition funnels now. Two order bumps. Two upsells. And here's what happens: About 1 in 3 buyers take one of the order bumps. About 1 in 10 to 1 in 13 buyers take one of the upsells. One of my upsells is also recurring (my newsletter subscription). So when you add all of that up... The math completely changes. Instead of losing $25-35 per customer... I'm getting much closer to breakeven. Sometimes I'm profitable on the front end. And the recurring revenue from newsletter subscribers makes it profitable within 30 days almost every time. That's liquidation. == Why This Beats The "Traditional" Way Now let's compare this to running ads to a webinar or VSL. You know, the "traditional" way of selling something for $2,000 or $5,000. Does that work? Absolutely. I have clients and students who do exactly that and crush it. But here's the thing... Liquidation doesn't come right away with that model. You have to get in the hole first. You spend money on ads for a couple days. Maybe a couple weeks. You wait for people to go through your webinar. You wait for them to book calls. You wait for your closers to close them. THEN you get your money back. THEN you're profitable. Kind of an axiety-inducing funnel if you ask me... == The Bootstrapper's Reality I remember this one software client I had back in the day. They came to me and said "If we can break even in two years, we're good". My direct-response mind couldn't comprehend... DUDE! 2 years? It made a lot of sense when I found out they were VC backed. So they had deep pockets. And they could wait it out... They weren't in the "make it profitable or die" mindset. They weren't even in the "make it profitable" mindset lmao. Completely different reality. We eventually got them breaking even in 6 months. Which was the definition of a 4-minute-mile for them. But most of us don't have millions in VC funds at our disposal. The vast majority of business owners I talk to are bootstrapping. They don't have deep, deep pockets. They can't just throw $100K at ads and wait a couple of months to see if it works. They need their money back fast. They need to know if something is working NOW, not in a month. And when you're in that position, a liquidation campaign becomes almost mandatory. I've seen the struggles of business owners trying to grow purely with organic. Trying to grow with content alone. Trying to grow without spending money on ads. And look, those strategies have their place. When they work, they're awesome. But they take TIME. Sometimes a lot of time. == So How Do We Compress Time With Marketing? How do you fill up your list faster? How do you get buyers through the door without waiting months? Enter: Liquidation. The more you can liquidate at the point of transaction... The more you can get your ad spend back when someone buys... The faster you can scale. The more buyers you can turn into backend customers. The more profitable your entire business becomes. It all starts with that first transaction. == The Question You Should Be Asking Most people ask: "How do I get more leads?" Or: "How do I lower my cost per lead?" Those aren't bad questions. But here's a better one: "How fast can I get my ad spend back?" Because when you solve THAT problem... Everything else gets easier. You can spend more on ads because you're getting your money back fast. You can outbid competitors because your math works. You can scale without stress because you're not bleeding cash waiting for backend sales. That's the power of liquidation. == The Structure That Makes This Work If you want to build a liquidation machine, here's the basic structure: A low ticket front-end offer ($5-$97 range, depending on your market). Two order bumps (things that complement the main offer). Two upsells (one of them recurring if possible). Email sequences that keep selling on the backend. Higher ticket offers for the buyers who want more. That's it. Nothing complicated. But when you set it up right, you can get to breakeven fast. Sometimes on day one. Sometimes within the first week. Or the first month. And once you hit breakeven, everything after that is profit. == The Mindset Shift Here's my invitation: Stop thinking about cost per lead. Start thinking about cost per BUYER. Stop thinking about how much you're spending. Start thinking about how fast you're getting it back. Stop looking at your ad spend as an expense. Start looking at it as inventory that you're liquidating. Stop looking at "how to lower my costs". Start looking at "how can I liquidate faster". That shift changes everything. == So here's my question for you... Do you have a liquidation mechanism in your business? Do you have a way to get your ad spend back fast? Or are you stuck in the "spend money and hope it comes back eventually" game? If it's the second one, fix that in 2026. Your future self will thank you. Have a great day! Hernan == PS - I lay this all out in my book Low Ticket Profits. You can get it for $4.95 here: LowTicketBook.com