How the Hammer Them Content Strategy Works to Turn Cold Paid Leads Into Warm Buyers

Earnings Disclaimer: You have a .1% probability of hitting million-dollar months according to the US Bureau of Labor Statistics. As stated by law, we can not and do not make any guarantees about your own ability to get results or earn any money with our ideas, information, programs, or strategies. We don’t know you, and besides, your results in life are up to you. We’re here to help by giving you our greatest strategies to move you forward, faster. However, nothing on this page or any of our websites or emails is a promise or guarantee of future earnings. Any financial numbers referenced here, or on any of our sites or emails, are simply estimates or projections or past results, and should not be considered exact, actual, or as a promise of potential earnings – all numbers are illustrative only.

We’re going to be going through my top advertising strategy for 2025 to print money and increase your odds of hitting million dollar months.

Your statistical probability to ever get there is 0.1% according to the US Bureau of Labor Statistics. That stat by the way is just to make $10 million a year, let alone the big million dollar months where you get all the way up to $12 million a year.

Over the last decade we got our 39th recently for million dollar month clients. We take all their top lessons that have gotten them there, that have helped get them there, that keep them there and we distill them down into content all for free.

All we talk about around here is hitting million dollar months. Not a one-off month. Consistent months. We like it to be plural.

If your business is already generating $100k+ per month, My Inner Circle is where you break through to the next level. Inside, I’ll help you identify and solve the bottlenecks holding you back so you can scale faster and with more clarity.

The Three Core Elements of Every Ad Campaign Direct Response Conversion Mechanism and Supplement Content

There’s three main things that we always pick between whenever we get started with an ad campaign and trying to make money for clients.

Those three things are the initial direct response advertising strategy, the conversion mechanism which would be the funnel, and then we also add the supplement campaigns.

Our supplement campaigns are generally our content marketing propaganda machine campaigns. These range from all kinds of strategies but the one specifically that we use again and again and again today, 2025 onward, and that we’ve used a lot throughout 2024 as well where it was originated is the Hammer Them strategy.

As a matter of fact I have an entire collection of content dedicated to my content marketing strategies that you can check out in depth. But today I’ve got another banger for you and I’m excited to go through it.

We find ourselves routinely using this Hammer Them supplement content marketing campaign in order to increase the conversions of whatever conversion mechanism and the effectiveness and ROAS of our ad strategies.

It is a strategy that you have to understand in depth and that’s what I’m going to cover with you here.

My top ad strategy for 2025, we refer to it as the Hammer Them strategy.

I’m going to explain where it comes into play so you can know when it’s best to use it, what amount you’re likely going to need to set aside for ad spend for it, and in addition to that where it typically pairs best.

How to Choose Between Call Funnels Webinars and Hydra Instant Forms for Your Direct Response Campaign

Some of my favorite direct response strategies that we find ourselves consistently using no matter what the high ticket product or service is on a pretty routine basis, and this is where it generally starts. It starts with picking the direct response campaign type that you want to run.

For us I have content that specifically ranks what funnels have the most effectiveness for hitting million dollar months, what conversion mechanisms. I’d really encourage you to check that out if you haven’t done so yet because there’s more funnels that you might be choosing between or what you might want to run yourself this year.

I’ll just cover what we generally pick between, which are some of the top funnels.

It starts off with call funnels. We are a huge fan of call funnels. These are typically paired with a VSL and/or a mini webinar. Mini webinars are just short, anywhere between about sometimes as low as 5 minutes all the way up to about 15 minute templated video presentations that have very specific flows.

We have the Mini Webinar 1.0 and we have the Mini Webinar 2.0.

Mini Webinar 1.0 is more generalized and applicable for any type of high ticket product or service. Whereas the Mini Webinar 2.0 is geared specifically towards some type of make money offer, anything that has a financial return to it. That’s what the 2.0 specifically is built for.

We have content dedicated to 8 figure VSL lessons that you can go check out. If you’re one of our paid community members in the Inner Circle program or in one of our Master Internet Marketing programs as an example, we have an in-depth SOP that we just released on VSL mastery that you can look up inside of the Telegram group chats that we have together. You can also just shoot me a DM in the instance that you’re already in one of those communities and you can’t find it. We’ll be sure to shoot it over to you.

Either way we always start with a call funnel in most instances.

But there’s a few other funnels that we’ll also generally pick between depending on the skill set of who we’re working with. Another one of these is typically a webinar.

We’re a big fan of webinars, generally done monthly. We like to go big rather than breaking them into weekly webinars or even bi-weekly webinars. The logic of the monthly is we’re generally going to spend somewhere between as low as about $30,000 and as high as about $80,000 on a test campaign for a webinar.

When we initially come in and work with a client we generally will defer to a call funnel if they already have a good sales team that’s used to doing that. Which most of the businesses that are going to be scaling on paid advertising that’s the case when they sell something that’s a high ticket product or service.

Not every business owner is skilled at webinar presentations. Not every business owner that we work with has researched and watched a tremendous amount of webinars. In addition to that, some of them just aren’t good talking heads. That simply means they can’t sit down in a non-scripted way, like what I do, and just provide a tremendous amount of value and flow in a sequence.

Not everybody has that skill set to be fair.

So we don’t generally rely on any kind of webinar if that’s the case. If they do have great talking head skills, if they have watched webinars or maybe even tried them in the past or still do them now just at a smaller scale, we will definitely have webinars on the table as an initial direct response strategy that we will use.

In addition to that we have what we refer to as the Hydra.

Now the Hydra is an instant form campaign which you can leverage on any specific ad channel that has those lead forms that are built into the platform. Instant forms typically in almost all these scenarios we’ll start on Facebook and Instagram as the ad channel and then generally we’ll roll out to YouTube and TikTok as secondary or third order channels that we’ll then start spending money on.

It depends on if they’re already a content creator or not, potentially already have a large audience that’s remarketable on YouTube and very little on Instagram or Facebook as an example.

However keep in mind, Facebook and Instagram is generally where people start. It has the highest hit rate out of any specific ad channel in almost all instances to actually make money back for that business without having to be perfect and without having to have mastered the channel yet.

Simply put it has the highest stick rate when you throw something against the wall and see if it’s actually going to land or not.

The Hydra is one of my favorite strategies although to be fair it can be quite overwhelming and it’s not something that I routinely get to pull out of my pocket and say let’s use this.

The Hydra is an instant form strategy where we leverage conditional logic in the lead form. We use the conditional logic not just to only allow high quality people who are qualified based on their answers through to the sales team, but we also use it so we condition the pixel.

We have content dedicated to pixel conditioning that I’d encourage you go check out if you don’t necessarily understand what I’m saying or about to say.

Pixel conditioning is important to understand here. When we use the lead form and we use conditional logic and we only allow qualified people to report back to the pixel in that results column, it goes after more of that type of person.

Whenever you allow unqualified people to come back and hit the pixel you got a problem. There’s a high probability that that pixel starts to leverage that data for who it determines to go after next.

The reason I’m a big fan of the Hydra is for the same exact ad dollars that I could put towards a call funnel, if I put it towards an instant form campaign like the Hydra I get about a 5 to 1 difference in lead volume.

Meaning I’ll get 5x the volume of leads through my Hydra campaign comparatively through my call funnel campaign.

Let me just do some simple math for you. If my cost per call for a qualified call is $100 and my sales team only wants qualified scheduled calls, well for that $100 spent I got one person that my sales team can communicate with if they show up at all.

With the Hydra campaign I have to have a sales team that’s very hungry that doesn’t care if people schedule, will actively follow up and do well with it, and wants to pursue leads rather than just sitting back waiting for them to show up on their calendar.

For that same $100 spent if I get a $20 cost per qualified lead, which might be high by the way, typically I can get a lower cost per qualified lead depending on the niche to be fair. I can get an accredited investor lead as an example that has a minimum of $100,000 to invest for somewhere between $20 and $30 through an instant form campaign just to put it in perspective.

If you have an offer that is $10,000, $20,000, even $50,000 and they don’t have to be an accredited investor, which there’s only around 8 million of in the United States as an example, I can typically reach a far greater quantity of qualified people for a cheaper cost per qualified lead.

Just to keep it simple though with that 5 to 1 ratio, for the same $100 spent on the Hydra campaign I can typically get five leads that need reached out to and need communicated with for every one lead I can get through my call funnel campaign.

Assuming a $100 cost per qualified call and a $20 cost per qualified instant form lead.

I love the Hydra in terms of what it does for volume immediately.

The only reason I dislike the Hydra is it’s very sales team dependent. I have to ensure that the sales team is just hungry. I can’t have closers that just want to sit around all day and only get scheduled calls and they never follow up.

If you have a real sales team that is not necessarily doing outbound, meaning they’re not doing cold outreach to people who don’t care about what they have to sell, they’re just reaching out to people who filled out a form and want to get communicated with.

Yeah you might have to text them a few times before you actually establish contact. Yeah you might have to call them a few times or email them a few times before you establish contact.

Your contact rate can typically be as low as about 15 to 25% all the way up to about 70% depending on speed to lead, depending on how you’re communicating the leads, and depending on the level of interest that the lead actually gives about whatever it is that your form specifically articulates you want your team to talk to them about.

There’s plenty of variables. I know that range is very wide. But I digress.

The point I’m trying to make is simple. When you use the instant form campaign the connection rate and obviously your conversion rate against total qualified leads that came in dictate whether it makes more sense. And sales team skills dictate whether it makes more sense to run one of these over the other.

But these are the big three. These are typically what we’re doing. Also these are in the order that we’ll typically consider doing them.

The only way that these rotate in order is based on some of those little caveats that I articulated when I was going through each one.

Are they good at webinars and already doing webinars? Do they have a sales team full of hungry people, not complacent closers? That could shuffle around the priority and make me consider the Hydra first.

In all three of these scenarios I then have my supplement campaign of the Hammer Them and that’s where the Hammer Them campaign really shines.

The Four Content Quadrants Questions Second Layer Questions Objections and Expectations Explained

My supplement campaign is really important to understand. This is where we’re going to introduce a content ad strategy, some content marketing, a propaganda machine.

With the Hammer Them strategy this involves about 30 to 50 pieces of content that are all in these four quadrants.

These four quadrants of content typically align to what people need to know in order to care, to show up, talk to your sales team or go to your webinar or whatever it is that you’re specifically pushing people to. Industry data shows aligning content with a prospect’s stage in the buyer’s journey can boost conversion rates by 72%.

When we make 30 to 50 pieces of content that fall into these four quadrants we can typically increase the level of interest that a lead has prior to actually interacting at the stage of conversation with a salesperson, enabling our salespeople to get turned into cashiers.

The four quadrants to be clear are: questions that people have, the second layer questions that come up after original questions get answered, objections, and expectations.

Questions as an example would just be the things that people generally want to know about whatever it is that you’re selling, whatever your product or service can do. Those are generally some of the things that you could consider as first quadrant questions.

Now in some instances questions get answered and then second layer questions come up as a result of that original question getting answered.

I always use this example of New York bagels where people from New York constantly flex that their bagels and pizza bread is better than everywhere else on Earth. When you ask the question, the original question is why are they better?

Most of them don’t even know the answer by the way besides a surface level answer of just saying it’s the water.

But they’ll answer with oh it’s the water. The water makes our bread better.

Well that doesn’t satisfy your curiosity. It doesn’t really give you what you’re looking for. It creates a second layer question as a result, which is what’s different about your water?

So technically although the first question got answered it immediately prompts a second question. Once the second question gets answered, which by the way just in case you actually want to know they apparently have higher mineral content in their water than other places. It’s soft water rather than hard water and that apparently actually creates differences in their bread. So it’s technically true.

But I digress.

Once the second question gets answered that’s when you actually walk away with feeling satisfied with the original question. That’s where you actually feel like you got the answer that you wanted.

So you got to consider that when you’re going through these pieces of content that you’re going to create.

The third thing is objections. Objections can be as simple as pricing based objections, how long it’s going to take somebody based objections, when it’s most appropriate to do throughout the year or their life type objections, all kinds of stuff.

Fourth, expectations. Expectations are typically what’s required of the individual who’s buying from you in order to actually get success with that product or service or get the result that they specifically bought the product or service to achieve.

You have to create 30 to 50 pieces of content.

Oh and by the way total side note, we are developing through one of our AI developers that we have on staff now a tool that we are going to roll out to all of our Master Internet Marketing and Inner Circle members. We’ll be testing it with the Inner Circle members first. We have our mastermind coming up here in the middle of the month at the penthouse for Q1 for the Inner Circle members, January 18th and 19th and we’ll be rolling out this specific software at that time.

We’ll be testing it through about the second half of January with those guys and then from there we’ll roll it out to our other student communities like the Master Internet Marketing group.

There’ll never be a time where we roll it out publicly. I put you on game for free. I do eventually want you to ideally spend money with us of course. To get access to this specific tool just be a part of one of my communities like Master Internet Marketing or the Inner Circle membership and you’ll get access to this.

The tool is very simple. It’s going to give you the ability to enter in product details, offer details, audience details on who specifically you’re selling to. It takes the entirety of the Hammer Them SOP ad strategy document and it uses all of that information and dozens and dozens of examples of content out there in the wild from our clients that we execute the Hammer Them strategy for.

Then what it does is it creates your four quadrants of what you should specifically film for, which will make this a little easier rather than having to come up with it on your own.

I will say this though, we didn’t have that tool up to this point for the last entire year of running this specific strategy and spending millions of dollars on it for clients. It’s very easy to come up with.

You generally need to talk to your sales team in order to come up with these types of questions. You need to reflect on what specifically from a third party perspective, from a new leads perspective, they have for these four different quadrants. You just need to make very simple pieces of content for it.

All of these pieces of content you want to think with optimizing them for reels. They’re typically 90 seconds or less.

Then what you’re doing with them just to be clear is you’re running an engagement campaign. The engagement campaign is optimized for video views and more specifically than that it’s optimized for through plays.

Lastly and this is a very technical part that you need to make sure that you master, each video should have its own ad set.

So each individual video is within its own ad set. So you have your Hammer Them campaign. In this example let’s say you have the 50 pieces of content. You’d have 50 ad sets all targeting the exact same thing. I’ll talk more about the targeting here in a moment.

From there each individual ad set only has one single video in it. That one single video you’re going to create a 3 second exclusion.

So that 3 second exclusion is going to be what you exclude on the ad set that contains that video. That way once somebody watches that individual video they’ll never see that video again after watching 3 seconds of it. That’s what’ll rotate them to the other 49 videos in this hypothetical example.

How to Use Hammer Them With Call Funnels to Get Fifteen to Twenty Content Impressions Before Calls

Now what do you do in terms of the targeting? Who do you actually target with this? That’s where I call it a supplement campaign.

When you look at this for what it is, a supplement campaign, it goes strategically into these different direct response conversion mechanisms at key points and I’ll give you examples for literally all three of these.

Let’s use the example that it’s a call funnel.

In a call funnel we typically have a few things that happen. We have our initial direct response ad and in our direct response we have a lot that happens on the landing page that follows.

We usually have our VSL and an application and a scheduler here. I have content on how to generate 40 to 50 qualified calls per day, a true masterclass, a little over an hour long that goes through all of the best practices for call funnels.

Whether you intend on generating 40 to 50 qualified calls per day or not I’d really encourage that you check that out because it goes through the best practices that all the big players use.

That’s why I consistently call out those small time people that only teach you how to do $100K a month. Those people teaching you how to be a gross millionaire at $1.2 million a year, how to do a handful of calls per day. Those guys are teaching you how to do small results.

When you learn big strategies and you pull it down to your level no matter where you are within that spectrum you have the ability to take true best practices that are working at scale that get people to those levels in the first place. That’s what creates the difference.

When you learn small strategies you eventually have to learn to play completely different games. If you just learn the bigger game right away you can just take the best practices from the bigger game and pull it down to your level right away.

That’s why all these strategies are so applicable for people that are doing a couple hundred grand a month already or even that are on their way to just being a little bit above $100K a month trying to get to their million dollar months. You can take these best practices and shrink them down to your specific level and still use them.

So check out that content that I have. It’s my homepage piece, the main one that I’ve highlighted, on how to generate 40 to 50 qualified calls per day if you want some best practices for call funnels.

I digress.

Once somebody actually books a call, and this is important to understand, so they’ve officially booked.

Most people and this is where they fail, they’ll just take the person to the actual call itself and then obviously hope they close.

This is wrong. This doesn’t work.

There’s a gap here specifically that you have to exploit before the actual call occurs. That’s where you add the supplement campaign.

So the supplement campaign in this case would be the Hammer Them strategy. Once the person books we, and this is why it got its name this way, are going to hammer them with ideally upwards of 30 to 50 pieces of content.

We want a minimum frequency of about 15 to 20 different individual impressions from individual pieces of content reaching that person before their call.

That’s where we can officially turn our salespeople into cashiers at a higher rate.

When you deal with organic leads the reason they’re typically so warm and they’re so hot is because they’ve consumed an untold amount of your content. Data shows retargeting campaigns can increase conversion rates by up to 150% by replicating this organic content consumption pattern through paid channels.

Most people know that they’ve consumed content but they don’t know how many pieces or in some instances even what pieces they consumed. Nobody generally knows what order in which they’ve consumed them.

You can take an educated guess based on random customer feedback but even then you generally don’t get the full picture.

The point I’m trying to make is we are trying to replicate the organic sales process via paid advertising when we implement the Hammer Them campaign into this specific step. Research shows companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost per lead through strategic content sequences.

We are trying to condense what would otherwise happen over days, weeks or months with an organic process and condense it down to about a 2 to 3 day window.

It’s a very key thing to understand. We typically have 2 to 3 days on average before somebody actually talks with our sales teams.

In that window that’s where we want to make sure that we get all that content and all those educational emails that pair with the Hammer Them strategy as well in front of those specific leads.

This is what’s so important to understand about this. It replicates the organic sales process.

That’s why a lot of people who go from organic to paid advertising fail. They only roll over the conversion mechanism like the call funnel. They fail to roll over the major piece that actually does the selling which is the content and how you get that content in front of people matters.

You generally only need to spend about $100 a day on this specific audience.

There’s a few caveats I want to make sure I point out. If you don’t have at least 100 people in the audience that you are going to target you can’t target that audience and expect it to actually reach those people. Because again you have a minimum in almost all ad channels of 100 people per audience to actually have that content reach them.

If I’m operating where I have 100 people that are coming through my call funnel every 2 to 3 days in this example I’d be able to do just my call funnel audience for the last 72 hours with no problem and ensure that my content reaches those people in that window who are going through that very specific part of the process.

Most of you who I’ve talked to don’t have that quantity of people yet that are in this case booking calls with your organization within 72 hours.

So what do you do?

First thing you do is you kind of expand it out a little bit. Let’s use the example that your specific sales process or your timeline to close is 7 days. Instead of just doing a 48 hour or 72 hour window for your call audience, the people who booked calls, you might extend that out to 7 days or even 14 days.

You might add people who are from other audiences that are still considered really hot that you want to have hammered so you can reach that minimum threshold of 100 people.

If you find you set up the Hammer Them campaign and that it’s not actively spending it’s very important to note that your audience size in almost all instances when it’s not spending is too small and you have to add a supplementary audience or widen the window of the existing audience you have in there.

Another important caveat to this, if you have like a literal exact 100 person audience keep in mind your match rate is never 100%.

Match rate meaning out of everybody that’s in the audience how many people are actually matched with their Facebook and Instagram profiles to become targetable?

It’s generally not everybody. Some people might go through your call funnel and enter different emails and phone numbers that are not paired with their profiles. They might convert at a later time on an IP or a mobile IP while they’re rotating around on cell phone network and not be matched to their Facebook or Instagram profile.

So you can’t shoot for 100 exactly. You always have to shoot for a number that’s greater than 100 in order to actually have 100 people that are targetable within this step of your audience.

That’s why I mentioned supplement audiences. Supplement audiences could just be people that are going through your pipeline that have been tagged in the CRM as hot leads that just haven’t bought yet that you want to keep content in front of. Add them in there along with the people who booked calls.

Maybe you’re running a few different call funnels or a few different conversion mechanisms like a webinar and a DM strategy or an instant form campaign. You can also consider adding in very tight windows of those demographics as well to these audiences. That way you can reach that threshold of having 100 matched people targetable so you can actually get this campaign to spend.

It is critical for understanding what it does.

You’ve heard me say it replicates the organic sales process. Well what tactically does it actually do?

It increases show rate. It increases close rate. It typically condenses sales timelines. Research shows website visitors who are retargeted with content are 70% more likely to convert on the offer compared to those who aren’t retargeted. It reduces funding in most instances and it gets you more paying customers.

It also, and this is the most important thing to understand, dramatically increases trust and activation rates in users going out and actually using your product and service. It gets them excited.

The whole point of the Hammer Them campaign is to increase interest levels.

Whereas traditional leads come in with different levels of interest. Conviction and being sold is way up here. Let’s just label it sold. People who are sold, that’s where they have to be to obviously purchase.

The initial level that they come in at on the interest spectrum is just curious. Above that you have general interest and then above that you have highly interested and your goal is to get somebody to the point where they become sold.

If we can get that person there through a Hammer Them campaign we can generally, if not literally get them to sold, at least get them to highly interested.

This is the thing that most businesses fail with. They think that when a lead comes in that the person is already sold. That’s why they booked a call.

That’s the mind of the person who doesn’t understand how human beings actually work.

When they book calls or come through your lead form or opt into your webinar they give enough interest yet to actually consider buying. They’re just typically curious or generally interested about what you’re going to talk to them about.

In between the actual time of them taking whatever the action is, like opting into a webinar, filling out a lead form, booking a call, DMing your business, you have a high probability to get that person sold if you actually put enough content in front of them.

That’s the whole point and intention of the Hammer Them campaign and almost all of my other content ad strategies as well.

How to Use “Hammer Them” With Webinars to Increase Show Rates and Close Rates on Paid Registrants

Let’s look at how this works for a webinar campaign.

When you look at webinars specifically it starts off typically with our direct response ads telling people to go and opt in. From there we typically have an opt in page.

Now in this normal flow for how it generally looks you’ll then have some emails that generally go off to people and tell people show up, these are the reminders. You do still want to send these to be fair. I don’t want to make it sound like you shouldn’t.

But there has to be at this stage specifically that’s where you’d be implementing the Hammer Them sequence.

After that you obviously have the webinar itself that occurs and the actual webinar is in most instances judged based on show rate, conversion rate, cash collected per sale.

Some of you are doing direct to checkout. Some of you are doing call to actions to book calls and that’s what dictates from here what happens next.

So you have the people who go to checkout and then you also have the people who will then book a call. Those people specifically then have to show up to the call and then from there those people close.

At this specific stage where you’re doing your show up and your reminders you would want to add the Hammer Them to this step.

Anybody who opts in, and in this case for almost all instances you’re going to have to spend a little more on the Hammer Them than you would in a call funnel.

Call funnels typically have less volume. So for that 72 hour window from the time that they booked before they actually show up you only need to generally spend somewhere between $50 to maybe $150 a day to achieve the desired frequency that we’re after of getting all that content in front of them in that tight window.

When you look at a webinar, for us as an example if we spend $50 to $100,000 on a webinar for that monthly event that occurs, what’s going to happen is very important to understand.

We’re going to get thousands, sometimes 5 to 10,000 people give or take what our cost per lead comes in at. We’re going to have to increase the budget of the Hammer Them and also widen the window.

So in this case it’s a little simpler and we have a higher probability of obviously getting our match rate to occur to reach these people.

We’re going to create a custom audience. It’s going to be a customer list. We’re going to upload dynamically people that registered to that list in real time. We’re going to have that list as what we’re targeting in our Hammer Them campaign that I talked about earlier.

In that Hammer Them campaign the same exclusion applies to each specific ad set. Anybody that watches the 3 seconds of that video within that ad set gets excluded. That’s it. From there they’ll see one of the other 49 pieces of content or one of the other amount of pieces of content that you load into your Hammer Them.

Also just want to take a brief moment since we’re talking deeply on the Hammer Them strategy here and just take note.

A little bit of a side note but it’s important to understand. Sometimes people come to me after they join into my Inner Circle program or after they join into my Master Internet Marketing program and they say something along the lines of hey I’m doing the Hammer Them but I only have 12 pieces of content.

Well no you’re not doing the Hammer Them. That’s not the Hammer Them strategy.

The Hammer Them strategy is literally having that minimum of 30 to 50 pieces of content in there. There is no less. I have tested it with less. It’s not nearly as effective with less.

You literally have to have that minimum quantity of content in order to actually get it to work. It’s very important to understand that. To see true effectiveness with it you have to have that range of content and you have to have the frequency threshold met.

Back to the webinar example with webinars specifically we’re going to have to spend a little more money. Rather than only being able to spend maybe $100 to $200 a day we might have to spend $300 to $500 a day to actually achieve the desired frequency we’re after for thousands of people that are going to register to this thing.

Especially if you include the organic people that might be registering with your paid audience.

So that’s what dictates budget. It’s not a static answer. The answer is whatever achieves the frequency is what the budget should be.

Because of the result that the Hammer Them strategy generates on a very consistent basis it’s worth spending that money on.

Even if we spent, I’ll give you a good example, we had a client that had 10,000 registrants to a webinar that they did on a monthly basis on a very consistent month over month basis. They had another 5,000 that would register on an organic basis to that exact same webinar.

I’d have about 15,000 people in this customer list. I’d roughly get about 12 to 13,000 of that 15,000 that would match and become successfully targetable by my Hammer Them campaign.

From that perspective I have to ensure, it’s very important you understand this, I set aside a budget of probably $10 to $15,000 to actually reach all of those people 15 to 20 times with individual pieces of content from that batch of 30 to 50 of the total pieces of content I have available to get in front of them.

Sure ideally content is always cheap. I’ve seen content through my Venus Fly Trap ad strategy as an example or through my Tornado content ad strategy or through my Forester content ad strategy or one of the many content ad strategies we’ve pioneered over the years be literally as cheap as a penny or even a tenth of a penny. I’ve seen as cheap as a hundredth of a penny to reach people.

Typically with the Hammer Them strategy it might cost upwards of 10 to 50 cents to get somebody to watch 15 seconds of that video.

But again the difference that we see in the warmth of leads, the difference in the statistics that we’re judging the effectiveness of the Hammer Them by always makes it worth it.

Even though there’s such a large discrepancy between what normal content costs can be versus what we’re going to see in the Hammer Them costs comparatively. To do this hyper intensive retargeting obviously in a webinar campaign.

Just to take note rather than having a 48 to 72 hour window to get your impression count in you have a broader duration of time depending on when you started getting registrants.

If I started advertising for a webinar about 14 days out from the webinar start date where it goes live I have a full 14 days where I can achieve that target frequency.

Obviously I have to account for the fact that there’s people who are registering closer and that there’s people who are registering the full 2 weeks away from the webinar.

Generally and this is very important to note the people who are registering farther away have the higher probability to not show up. They have the higher probability to skew our show rate in a negative way.

Those are the people that we really want to focus on most with our Hammer Them sequence. Meaning as people register for the webinar I want to keep the most content in front of those people first.

Then as people are registering closer to the webinar I don’t necessarily need to get the same frequency count for somebody that registers the day before. They have a high probability to show up because it’s the day before.

Meaning the people who register sooner generally have a higher probability to show up to that webinar. Important to take note on.

You might think oh well therefore I should only advertise a few days out. I’ll make content for you on just webinar mastery because there’s a tremendous amount of lessons. We have one that goes very in depth on it called How to Print With Webinars Legally or something like that. You can check that out.

But I’ll make an entire mastery piece on it that’s quite long and extensive if you’d like.

Either way though the Hammer Them sequence for the webinar is very effective at improving show rates, improving close rates, improving those call conversion rates. It gets people excited. It’s the same exact logic. It increases interest.

How to Use “Hammer Them” With Hydra Instant Form Campaigns to Warm Leads Before Sales Outreach

Now let’s go through this final example before we do. I’d love for you to take an opportunity to consider joining into my Inner Circle offer.

Twice a month we do one on one calls together up to 30 minutes long booked at your discretion. You don’t even have to use them if you don’t want.

Weekly group calls where we go through every Saturday at 11 a.m. Eastern Standard Time. We have a recorded call. You can show up live, ask questions or just watch the recording at your convenience at topics that the members are asking to have covered.

This week as an example we’re covering direct response ad creation mastery. It’ll be quite long and extensive and they’ll make a lot more money as a result of it.

We do quarterly in person masterminds. We also stream them live and we record them and have an entire library full of all of our historical masterminds together that you can go through.

Lastly we have our Telegram chat. There’s a little over 120 people a part of the group currently. I would really encourage that you dive in to the group, look through it, stay active, monitor it, participate in it. It’s just full of rich people trying to get a hell of a lot richer.

Open place to ask questions amongst your peers that you get genuine feedback from, from people like myself and everybody else. You can also DM me in real time when you have questions. We can send audio notes, voice notes, text, whatever you prefer.

It’s a great place when you’re trying to get richer to be a part of in order to get even richer than that.

Without further ado let’s dive into the last example I provided which is the Hydra.

The Hydra remember is just an instant form campaign where we have people filling out forms with conditional logic in them only allowing the qualified people to go through.

It starts off the same. We have our direct response ads. Once somebody fills out the form itself which pops up upon completion of just pressing the button they typically get routed by the way after filling out the form to a mini webinar page or a VSL page that has a scheduler on it.

Since the form acts as the application we’ll just drive them over straight to a VSL page that has a scheduler. Assuming you’re only capturing qualified people you’d want those people to book anyway.

The good news is we can typically see about 30 to 60% of people that will book as a result of filling out that form. It’s a great strategy and it generally competes with a cost per call that you get through a regular call funnel anyway. You just get the added benefit of having 5x the volume of people to communicate with for your setters or closers, whatever team structure you’re going to use.

From the form itself I digress whether somebody books or not we don’t care. That’s not the point of them going through the form. The point is just to capture their information in the form and immediately have people reach out.

So whether they book a call or not they’re getting calls, they’re getting texts, they’re getting emails.

Point I’m trying to make, where does the Hammer Them come in?

In this particular example we ideally have it come in right after they fill out the form. Again like the webinar example and unlike the call funnel example you typically have a higher volume of people that are going to come through your form, about 5x the volume of a call funnel.

I can determine with a little bit of testing data every business has a slightly varied amount of time for how long it takes to actually establish communication successfully and more importantly than that how long it takes to actually have meaningful conversations with those leads that come through the forms.

Sometimes it’s literally within the day. Sometimes it’s within a few days. Sometimes it’s within a few weeks depending on again the caliber of lead that you’re trying to attract and talk to.

For our raising capital niche as an example it can take upwards of 20 different communication attempts to actually establish contact with these leads.

For an info product or some type of just high ticket product or service or agency services as an example it can be literally within that day or within a couple days max.

Your Hammer Them window here is defined by that specific window.

You want to consider two main things. Number one, technically just the initial connection. The initial connection is what you want to judge first.

From there you then have what we call meaningful conversation. The meaningful conversation is where they’re actually engaged as a lead and starting to have like an actual sales call.

These two windows are different.

This is an example. Might be let’s say 1 to 3 days on average. This meaningful conversation could be sometime between 3 and 7 days.

So therefore when you take these two windows and you specifically ask well when should I start hammering them or how long should I hammer them I generally just defer to those two specific windows.

In this case if I had 7 days on average until a meaningful conversation occurs my Hammer Them window for how long I’m keeping the leads in the Hammer Them window is 7 days.

Then from here and this is one of the things I love about talking about this stuff for free, people miss out on the key parts of the strategy that make it even more effective than what I’m just covering here.

Like what do you do after the window occurs where you’re no longer hammering them?

Well for us we have all kinds of things that we’ll do with people after they’re done getting hammered that we do as follow up nurture campaigns. But I hold that stuff back for our paid Inner Circle members and our paid students and our Master Internet Marketing community and our clients of course.

Again I feel tremendously bad for people that are getting duped by these just copy and paste small time personal brands that are trying to literally just watch the same content you’re consuming now and just go act like they created the same thing. They haven’t even spent money on it which is insane. Or if they have they just literally started doing it right after they consumed this content.

They turn around and try to teach it to you guys. It’s a shame.

But anyway good news for you, you’re here, you’re consuming this content and you’re learning from the pioneer himself that originated these things. I’m pumped to continue putting you on game.

Very important to understand just be clear. The Hammer Them window means I have a predefined audience for when people are getting added in and then when people are getting removed from that same audience.

That’s where you want to have the hyper aggressive extreme frequency of content.

After that you still want to nurture them but you typically reduce the frequency. So therefore you reduce the spend dramatically on how much you’re having to spend and continue following up with them.

Most people are going to convert within your predefined, this is what we’re historically seeing as our sales cycle timeline.

Yeah there might be some stragglers who convert later but they require more like general nurture and follow up. They shouldn’t have a heightened spend going towards converting the people who fall outside of your sales cycle window.

Just keep that in mind.

Why Million Dollar Month Businesses Use Hammer Them and Supplement Content Campaigns Every Day

These three examples that we’ve covered, the Hydra, webinars and call funnels and where and how specifically to use the Hammer Them sequence. I love it. I mean I’m so glad I get to sit here and put you guys on game to this and help you guys make more money.

Every single one of our clients who does million dollar months uses these exact supplement campaigns and then some for their daily routine. They’re all using these in 2025 onward. They’ve been using them and hey maybe you can be the next one to use it.

Hope you go out there and get richer with this information. That’s what it’s all intended to do.

Check out some of my other content if you haven’t done so yet. Every single piece on here is dedicated to helping you on your path to hopefully hitting a million dollar month.

Yeah the odds are infinitely low. 0.1% according to the US Bureau of Labor Statistics. But hey you still have a chance I guess. Maybe you’re that person who makes it. Who knows, probably not. But maybe.

Most business owners waste years figuring out what actually works. In my Master Internet Marketing program, I compress that learning curve into 7 weeks, covering copywriting, funnels, ads, and more. If you’re ready to invest $5k and get serious about your skills, apply here.

Go get richer.

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