We launched a new funnel for a client and it's producing results worth breaking down.

$5 leads. $16 applications. $35 book calls.

I'm Michael Kelly, founder of Scale Your Offers. I'm going to walk you through this funnel step by step so you can see exactly how it works.

At the time of making this video above, we launched this about two before making it. Here are the current stats:

$1,900 in ad spend.

$5.59 per lead.

$16.20 per application.

$35.79 per book call.

108 applications in two weeks.

Let me show you the entire structure.

The Funnel Flow

This is a VSL funnel with a hidden application.

Step 1: Opt-in page. Prospect enters their information to access the training.

Step 2: VSL page. The video plays with autoplay on (click to unmute). The application is hidden for the first 4 minutes and 43 seconds.

Step 3: Application. After the timer expires, the application appears below the video. Simple radio buttons and multi-selectors. No paragraph responses.

Step 4: Calendar booking. After completing the application, they book their call.

Step 5: Confirmation page. The client congratulates them on their decision and sets expectations for the call.

Primary traffic source: Facebook and Instagram ads. No organic traffic for this funnel.

The Offer and Positioning

The offer is $3,500 for a 12-week weight loss coaching program targeting men over 45.

The unique mechanism is called "The Fingerprint Factor." The positioning: no two fingerprints are the same, no two bodies are the same. Weight loss needs to be specific to you. That leads into their "Unique Body Blueprint."

The big promise: Shed up to 43 pounds in just 90 days without restrictive diets or grueling workouts.

The Opt-In Page Structure

Most people use very short opt-in pages. We expanded on this one.

The page opens by calling out the target audience directly: "Are you a man over 45 who's struggling with your weight? Do you feel like you've tried everything but nothing seems to work? Are you frustrated with lack of energy and the health issues cropping up?"

Then it paints the picture of what they want to accomplish. Introduces the Fingerprint Factor as the mechanism. Lists what they'll discover in the training video. Ends with a clear call to action.

The extended opt-in page qualifies prospects before they even enter. People who don't resonate with the messaging self-select out.

The VSL Page

The video autoplays on mute. Viewers click to unmute and watch.

Below the video, we show a before-and-after picture of the client. This establishes proof immediately while they're watching.

The application stays hidden for 4 minutes and 43 seconds. This ensures viewers consume enough of the VSL to understand the offer before they see the application option.

When the timer expires, the application appears below the video.

The Application

We kept this simple. Radio buttons and multi-selectors only. No "write a paragraph about your goals" fields.

The goal: remove as much friction as possible while still qualifying leads.

We may add more detailed questions later if we need to clean up call quality. For now, the low-friction approach is producing solid results.

The Ad Strategy

We're running static image ads only. No video ads yet.

We're working on getting videos of the client working out and talking to camera for future creative. But the static images are performing well enough to scale.

Current optimization: Leads.

Because we're two weeks in and generating enough applications (108 so far), we're about to shift strategy.

Next phase: Optimize for applications. We'll duplicate the campaigns and target one layer deeper.

Final phase: Optimize for book calls. Once application volume is stable, we'll optimize for book calls only. This brings higher-quality prospects through the funnel.

This staged approach lets us build data at each level before optimizing for the deepest conversion event.

The Retargeting Strategy

Everyone who opts in but doesn't purchase gets retargeted. We layer this by intent level.

Leads (opted in, no application): Retarget for 30 days.

Applications (applied, no call booked): Retarget for 45-60 days.

Book calls (booked but didn't purchase): Retarget for 60-90 days.

Higher intent gets longer retargeting windows. Someone who booked a call showed significant interest. They're worth staying in front of for the full 60-90 days.

We're also running email and SMS sequences alongside the ad retargeting to maximize touchpoints.

Why This Funnel Works

Clear unique mechanism. The Fingerprint Factor gives prospects a new framework to understand their problem. They're not just buying weight loss coaching. They're getting a personalized approach based on their unique body.

Extended opt-in page. Qualifying copy on the opt-in page filters out unqualified leads before they enter the funnel.

Hidden application timer. Making people watch 4+ minutes of the VSL before seeing the application ensures they understand the offer. This improves application quality.

Low-friction application. Radio buttons and selectors instead of paragraph responses reduce drop-off. People can complete the application in under a minute.

Staged optimization. Starting with lead optimization builds pixel data. Moving to application and then book call optimization improves quality over time without sacrificing volume too early.

Current Results Recap

Two weeks in:

$1,900 ad spend.

$5.59 per lead.

$16.20 per application.

108 applications.

$35.79 per book call.

Calendar fully booked.

When the calendar fills up, we send SMS notifications when new slots open. This captures people who wanted to book but couldn't.

Frequently Asked Questions

What is a VSL funnel?

A VSL funnel uses a video sales letter as the primary conversion mechanism. Visitors opt in to watch a training video that educates them on a problem and presents an offer. After watching, they complete an application and book a call. VSL funnels work well for high-ticket coaching and course offers because the video builds trust and handles objections before the sales conversation.

How long should a VSL be for a high-ticket offer?

Most effective high-ticket VSLs run between 10 and 25 minutes. The length should match offer complexity and price point. A $3,500 offer typically needs more education and trust-building than a $500 offer. The key metric is watch time—if people aren't making it to your call to action, the VSL is either too long or not engaging enough.

Why hide the application on a VSL page?

Hiding the application for the first several minutes ensures viewers consume enough of the video to understand the offer. If the application is visible immediately, people may submit without watching, leading to low-quality applications from people who don't understand what they're applying for. The timer forces engagement before action.

What's a good cost per book call?

Cost per book call depends on your offer price and close rate. For a $3,500 offer, $35 book calls are excellent if close rates are reasonable. Calculate your acceptable cost by working backward: if you close 20% of calls, every 5 calls produces one $3,500 sale. That's $175 in ad spend per sale, giving you strong margins.

Should I optimize for leads or book calls?

Start by optimizing for leads to build pixel data and establish baseline metrics. Once you have consistent application volume, duplicate campaigns and optimize for applications. After that stabilizes, optimize for book calls to improve quality. This staged approach prevents optimizing for a deep event before you have enough data.

How long should I retarget people who don't buy?

Retargeting windows should match intent level. People who only opted in get shorter windows (30 days). People who booked calls get longer windows (60-90 days) because they showed higher intent. Combine ad retargeting with email and SMS sequences to maximize touchpoints without relying solely on paid media.

Do I need video ads to run a VSL funnel?

No. This funnel runs on static image ads and produces strong results. Video ads can improve performance, especially for retargeting, but they're not required to launch. Start with static images, validate the funnel works, then add video creative as you scale.

Hire Us to Build Your VSL Funnel

We build complete VSL funnels from scratch: the opt-in page, the VSL script, the video production guidance, the application flow, the booking system, and the ad campaigns that drive traffic.

This funnel is generating $35 book calls for a $3,500 offer. We've helped clients scale to $300K, $400K, and $500K+ per month using this exact approach.

Our focus is your revenue. If the funnel doesn't perform, we haven't done our job.

Apply here for your free gameplan call