How to Use Pocket Opportunities in Retargeting to Explode Your Sales to $1M/Month

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Unlock hidden revenue streams with contextual retargeting strategies that can add hundreds of thousands to your monthly revenue.

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Key Takeaways

• Understand the concept of pocket opportunities to significantly boost your sales.
• Leverage contextual retargeting to reach customers based on their specific interactions with your content.
• Implement strategies that can add a couple hundred thousand dollars to your monthly revenue.
• Maximize your Return on Ad Spend (ROAS) through proper segmentation and personalized communication.
• Utilize if-this-then-that logic in your marketing to exploit every potential touchpoint.
• Watch the full video lesson on this topic on Youtube.

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Introduction: What Are Pocket Opportunities?

Today’s topic is what I call pocket opportunities. On the path to getting to a million dollars a month, no matter whether you’re running low-ticket or high-ticket opportunities—or even straight-up high-ticket products and services—there come these chances that I like to call pocket opportunities.

They are contextual retargeting, if-this-then-that opportunities. Simply put, there are many of them, and they add up tremendously—a good couple hundred grand a month when you execute them successfully.

Today, I want to sit here and go through a few examples with you so you can understand the thinking behind how this works. Then, I’m going to show you some examples and talk to you specifically about times that we’ve done it ourselves so you can see in action what it looks like.

Case Study: The VSL Play Rate Problem

Analyzing the Metrics

For starters, what the hell is a pocket opportunity? I’ll give you a great example.

Earlier today, I was on the phone with one of my Inner Circle students, going through his funnel. An interesting set of statistics came up.

He runs traffic from an ad over to a VSL page. His VSL page has a classic setup that we like:

• Headline
• Video
• Application below

Now, his total play rate on this video was 19%, meaning out of the total quantity of people that came from the ad and went to this page, only 19% pressed play on the video.

Now, whether you view that—or want to label that—as good or bad, just neglect that right now. It’s actually a very profitable funnel for him. He was more so just wondering, “Is that a problem?”

We were looking for what was the easiest to double:

• Was his click-through rate the easiest to double?
• Was his CPM the easiest to reduce in half?
• Was his conversion rate on the page the easiest to double?

That was the thinking we were using.

Identifying the Opportunity

When we came to this particular statistic, well, it definitely had a lot of leverage in it. A lot of you might think right away—and it’s fair to think this—that you might optimize thumbnail differences to get somebody to click. But keep in mind, this page is so simple in its design, and it’s intended to get people to watch; that’s the whole point.

So if you’re missing 81% of people to even press play on this video, does it make sense to just try to change the thumbnail? Sure, you might get a few extra percentage points out of it, but remember, we’re trying to double that statistic. In this case, let’s round it up to 20%; we’re trying to get from 20% to 40%. Doing that with a thumbnail? That’s challenging. It’s not as probable as some of the other options.

Here’s what I proposed to him:

“Dude, this is a pocket opportunity. This makes perfect sense to employ this contextual logic that’s right here in front of us.”

Solution: Leveraging a Long-Form Sales Page

Implementing the Strategy

Look at it like this. In this particular case, we had 80%—technically 81%—of people that did not watch. I asked him, “How many people have you driven traffic to this specific page that fall under that 81% category?” In his case, he was like, “Oh, I just got ads going a couple of days ago.”

So let’s use the example that it was 500 people within this bucket of people that technically did not watch. Now, this grows every single day that he’s spending money on this ad, driving traffic to this VSL page. Every single day, it grows.

So, to be clear, this is a really low-dollar cost-per-day budget that he could create a contextual remarketing opportunity for.

Now, imagine you have an ad that drives people—it could be the exact same ads, by the way; you can literally duplicate whatever’s working in the VSL funnel that got these 500 people here that didn’t press play in the first place.

However, instead of driving them to a simple VSL page like what we see here, we’re going to drive them to a long-form sales page. We’re going to optimize for the same outcome—his outcome here was calls, so this is still a call funnel.

What we’re going to intend to do here is we’re going to break out in sections what each one of his VSL slides would have said into a page.

Let’s use the example that he has 30 total slides, or 30 points he’s trying to express in his VSL. His VSL was like 16 minutes long. You could do this as well with a webinar, but keep in mind, if it’s a really long webinar, you’re going to have a really long sales page.

In this particular case, this was done with a VSL, so it strategically made sense to break it out into a page that might come out to like 16 to 20 total sections. This page will be scrollable.

Budget Considerations

What does that accomplish? Well, keep in mind, the 81% had interest on the interest scale—they were curious and wanted whatever the ad had articulated this guy could help them with—they just didn’t want to watch the video. They either literally didn’t want to, didn’t have the time to, saw the length of it and said, “Ah, that’s not for me, I don’t want to do that.” Whatever the reasoning, they didn’t press play.

Knowing that, we then create that long-form page for these specific people to go through.

Now, listen to this: Just because he had 500 people, I recommended him to do a $5 daily budget because that could easily reach those 500 people in a day or two or three. Keep in mind, that audience grows, so as the audience grows, the budget is going to go up. It doesn’t necessarily start small and stay small. Ideally, through time, the audience continues to grow. This is a proportional thing.

As your ad spend on the main VSL continues to incrementally increase—let’s use the example you’re doing like a 10% to 30% daily budget scale—you might want to follow that same logic with this specific $5 a day contextual pocket opportunity, where it goes from $5 a day to 30% greater or whatever, once again in direct correlation to whatever the VSL is.

And vice versa for the VSL funnel: If it scales down, if you go down in daily budget on the VSL funnel, it also makes sense to go down in daily budget on this pocket opportunity.

The Power of Contextual Retargeting

Pocket opportunities—I hope you understand the logic of them by this example that I just provided—but let me break it down as simple as it is.

There are dozens, especially at scale, of opportunities to have a contextual conversation with somebody based on what they did or did not do. That’s all a pocket opportunity is. It’s taking the logic of marketing automation of if this, then that, and it’s applying it to your advertising processes and what’s available to you.

It’s taking that same logic and applying it to your email marketing or your text message marketing. It also becomes really powerful to execute when you have your salespeople aware of these pocket opportunities on their side of things.

For example, somebody has opened and consumed the last 20 marketing automation communications they’ve received. That’s really good to know.

If the salesperson can quite literally pick up their phone and send a selfie video to somebody they’re trying to get in communication with:

“Hey, what’s going on, [Lead’s Name]? I see that you’re consuming a lot of our stuff. We actually just put together a nice long-form video explanation going through why this offer is perfect for a guy like yourself. I wanted to shoot it over to you to check it out. Just wanted to make sure first that it’s something that you’ll watch or that you have time to watch here tonight. Let me know if you want it.”

To a lead who sits there and is like, “Oh my God, yeah, I’m sitting here doing a buttload of research on this company. I would love to watch something like that.” You see, it’s little opportunities to take advantage of contextual situations that increase our probability to scale.

Maximizing ROAS with Pocket Opportunities

Imagine this, right? This was just one little example, to be clear, one little example. There are so many pocket opportunities available.

I get so excited about the pocket opportunities. This is such a great way to think as a marketer in your organization.

In addition to that, when you’re doing a million a month, or you want to get to a million a month, these become the things that tack on a good couple hundred K that are extremely high in ROAS.

It’s a weighted metric that you have to understand.

For example, if I look at just my total returns, I have my individual funnels and conversion mechanisms that drive traffic. In our overall ROAS, I might have stuff that’s upwards of 10:1 or 50:1; the ROAS gets ridiculous on these things.

And it’s important to note, sure, your main funnel—let’s use the VSL in that other example I just provided to you—that might be like your 4:1 ROAS, and that’s tremendous, obviously, if you’re able to do that at scale and maintain that.

However, no exaggeration, you’ll have like a 100:1 or 50:1 ROAS. You won’t be able to spend as much on each one of these, but it’s important to note that these become the opportunities to stack up.

If-This-Then-That Logic in Marketing

When you look at it from a revenue basis—from $0 all the way up to our million in a month—and we look at what makes the revenue, in almost all instances, you’ll have one main funnel that is overly responsible for a majority of your revenue.

You know, it could be a call funnel, it could be a webinar funnel—those are the most common ones that take up most of the revenue. If you’re an e-commerce guy or girl watching this, your main breadwinner product.

But to be clear, in terms of funnels, once again, that gets you from zero to one mil—that’ll be the main thing.

But then the pocket opportunities.

Pocket opportunities can be a good 30% from what I’ve seen get to a million a month, and it’s for the companies that take advantage of them.

When you take the weighted metric, okay, of a good 70% of what you’re doing being from the main driver—that’s going to be at that 4:1 ROAS—and then you look at your pocket opportunities that, without exaggeration, based on how low the daily spend is, or if it’s email marketing, those contextual email marketing opportunities, those obviously have a huge, huge return because you only have the front-end cost that drove the person into the email list in the first place, and that might be an organic individual.

Your ROAS here can be upwards of 20 or even 50:1 for your total return.

Then what you do is you take these two and you weight them. You can see, sure, it’s not going to be 50/50—you’ve got to have many pocket opportunities stacked on top of each other just to get 30% of what you’re doing to the point where it’s that much of your total revenue coming in on a month-over-month basis.

But my point is, when you weight these two together, what it does is it brings up your overall ROAS to a far greater number when you blend the two and weight them together.

So in this case, just as an example:

• 20:1 on 30% of the revenue
• 4:1 on 70% of the revenue

You might be upwards of a good 10:1 at that point.

Ad-Level Opportunities

Now, to be clear and just to give you some specific examples of what are some good pockets to think with—what specifically can you consider looking at for this if-this-then-that logic?

For starters, I just want to keep it right there: it’s if this, then that.

You want to break these out into categories; that’s where this becomes very easy to process and very easy to think with.

I’ll give you a good example:

1. Ads
   • When you look at your advertising, this is specific to all kinds of opportunities, but I’ll just give you a few.
   • You had people click to a page—just like what we talked about above—and failed to convert. Put those people into an audience.
   • The tactical way to set that up: the audience would contain people who went to the web page that had the VSL on it and would exclude people who, as an example, did not go to the next page.
   • In this case, you would know that 81% of the unconverted traffic, whether they watched the video or not, has a higher probability—an 81% probability—to have not watched the video.
   • So as long as you exclude the people who scheduled a call, 8 out of 10 people in that example would have not pressed play.
   • Driving that traffic over to that longer-form sales page in that example, or the longer-form call scheduling page, would work tremendously well.
   • Anything that I can go into the audiences tab on the ad platforms and look at.
   • Let’s use the example that I just go a step above that—they didn’t even click to the page; they watched my ad video.
     • Let’s use the example I have 10 different ad videos, and I put all 10 of those ad videos into one audience.
     • So people who watched 3 seconds of this particular set of ads but did not go to the page.
     • So my two audiences there I would create are:
       • First of all, just a basic web audience. Let’s use the example you want to do this on a rolling 30-day basis so you capture the hottest ones.
       • You can go tighter than that, by the way, if you want to keep the pocket audience cost really cheap per day for the daily budgets.
       • If you have a very high level of daily spend that fills up the bucket faster.
       • If you have a very low level of daily spend, you’d ideally extend out the bucket a little bit further so you have enough people within the bucket in the first place; that way, you could justify spending the $5 a day.
   • As silly as that sounds, some of you guys might operate on such a low daily spend you don’t even have the ability to take advantage of the pocket audience.
   • But back to talking to the people that want to get to a million a month, it’s pretty simple.
     • I’m going to create an audience, and I wouldn’t do 3 seconds. Ideally, I’d do at least 15 seconds, typically.
     • Average video view rate is about 1.8 seconds per post.
     • So just to visualize this, I have 10 different ads, and these are all individual ad videos.
     • In these ad videos, I want 15 seconds of viewership, and I would do a 30-day window. You could also do a 14-day window, up to you, depending on, once again, the audience size.
     • Now, this becomes an audience. Then what I would do is I would exclude the people who went to the web page.
     • So if we have people that, like, went to whatever—the call funnel, the product page, whatever it is you’re driving the traffic to—from these 10 ads.
     • Now, to be clear, when I have this 15-second video view audience and I exclude the people who went to the web page, what I’m accomplishing here is very important.
     • I now have a pocket opportunity.
     • In that example, I have people who watched 15 seconds of the video, but my hook didn’t land well enough to get them to go to the web page.
     • So let’s call this Basket 1.
   • What I’m then going to do when I have this audience of 15-second video viewers, excluding the web traffic—meaning the people who didn’t click to the page—then I have Basket 2.
   • So what I can do from that point is I can take all these unconverted people here, and I can take a new set of videos, a set of videos that they have not seen yet, that contain different hooks.
     • Now, these videos—these are still ad videos—but they’re different in terms of the hooks used.
     • Maybe the first set of videos that I used were like talking head videos, so even though they all contain different hooks, they didn’t land well.
     • Maybe Basket 2, in terms of the different videos or different hooks being used, are all like case study videos.
     • Or let’s use the example you’re like an e-commerce person.
       • The first set of videos might have been like your hero ads, where you’re demonstrating image ads, as an example, that have just your product and like one main specific benefit or a few benefits listed.
       • This specific set of hooks might be like your unboxing videos, or your UGC ads.
   • So to be clear, I’m going to rotate these people for a couple bucks a day—it’s a really low daily spend, once again, that goes towards Basket 2—because Basket 2 only fills when people watch 15 seconds and failed to go to the web page.
   • Now, to be fair, this specific pocket opportunity would be a little bit bigger than a $5-a-day audience because you’re always going to get more people that view things beyond clicking to things.
   • So that’s a pretty wide pocket opportunity, but that’s my point—it’s wide enough to create a contextual if-this-then-that scenario to capture a demographic that you targeted in the first place.
   • Facebook, Instagram, TikTok, YouTube—wherever the hell you’re doing this—the platform, these trillion-dollar companies, believed that that person was probable to convert on your ad.
   • So the unconverted, non-click traffic does not mean that they weren’t probable to convert; it just means those ads didn’t land well with them.

Email Marketing Segmentation

Obviously, the same thing goes for email marketing.

I’m a tremendously big fan of taking email marketing super seriously. I don’t understand why people don’t leverage all the data that they have on people.

I’ll give you a great example.

I talk about this inside of an SOP that I share inside of my student communities and my Inner Circle program, and I refer to it as the Email Matrix SOP.

It is a baller document that took me—I don’t even know how many days in a row—to sit there and write up because I was really frustrated seeing how many people’s marketing automation was just so severely underutilized.

In most instances, when I come in and I work with an organization or I consult with an organization, or even people in my Inner Circle program—they’re going from a good, you know, maybe like $100K to $300K a month, and they’re trying to punch through a million a month.

In some instances, we work with people that are far bigger than that.

I had just gotten so fed up with the fact that people weren’t taking advantage of email marketing opportunities.

There’s so much more context there because you have so many more opportunities for segmentation.

Application Data Segmentation

Let’s use application data as an example.

We have a company that we were working with out in Santa Monica, California, and they were raising capital. What they were doing is they were managing people’s money.

Now, moral of the story, without going into all the little details about it, the minimum amount of money you had to have to have these people manage your money was a million dollars—that was their floor.

They had a form that you could fill out, an application form, that took it all the way up to $100 million plus and everywhere in between.

So, like, you had to have a million at least, and then it went up to like $3 million to $5 million, and then it went from like $5 million to $10 million, and then it would go from like $10 million to $20 million, $25 million, $25 million to $50 million, $50 million to $75 million, $75 million to $100 million, $100 million plus—so a lot of different individual options.

Now, to be clear, as you can imagine, there’s a substantial, substantial difference between a guy or girl that you’re going to talk to that only has a million versus a guy or girl that’s got $100 million plus.

What most businesses do—it’s excessively lackadaisical, it’s the laziest crap ever—they’ll take all of those leads and they’ll just funnel them into one giant email marketing autoresponder.

They’ll take, you know, lead type—let’s just number them:

1. $1 million
2. $3 million to $5 million
3. $5 million to $10 million
4. $10 million to $25 million
5. $25 million to $50 million
6. $50 million to $75 million
7. $100 million plus

What most marketers will do is they’ll just take all these people and they’ll funnel them into one, and it’s the exact same—that’s the worst part—one email marketing autoresponder.

It’s trash; it’s the worst thing you could do because, once again, if you as a salesperson, as an example, pick up the phone and talk to the lead who’s got a million like they’ve got $100 million, the needs are totally different.

Just as an example of this, the person who has $100 million in liquid cash, stocks, assets, real estate, bonds, whatever the hell they got the money in, they are going to be very, very concerned about even how the hell they’re going to transfer that to you.

There’s obviously huge implications on the amount of trust that has to be there for that to occur.

They’d likely want to see many times over that you’ve already done that with people who have that amount of assets that are transferring to you to manage.

They’d want to have a completely different plan.

Like, the person who has $100 million in asset value that’s looking to grow it, in most instances, they’re not being like super high-risk, you know, especially given their age, in most instances, to have that amount of money. They’re typically being conservative.

So, like, the plan that you’re going to articulate as an organization in that example is extremely different.

The concerns are different; the plan is different; the expectations are different; the speed in which the deal is probable to close is different; the case studies they need to see are different; just the way they need to be communicated with in general is different, you see?

So once again, they had, in their case, 46% of their leads come through with the $5 million to $10 million number.

It’s crazy to me to think that each one of these would not have their own independent, contextual communicating to that person’s needs, communicating to their specific objections, communicating to their specific desires.

That’s just what makes sense.

It’s one of those things that when you hear it out loud from a guy like me, you think, “Oh, that’s a no-brainer.”

But I assure you, with damn near a 100% probability, you as an organization are not leveraging your application data, the existing segmentation.

Engagement-Based Segmentation

Outside of this example with application data, just think about this in terms of segmentation.

One of the most basic things that email marketers will do—they’ll see who has interacted and engaged, and they really only do this nowadays, to be clear, because most CRMs will force you to do it.

They will not allow you to email people who have not interacted with your email list to protect their own IPs that they’re emailing from.

So:

• Who has interacted with the emails the most?
• Who has interacted with the emails the least?

These are probably, as an organization, one of the most utilized “if-this-then-that” scenarios, but once again, it’s because it’s forced.

What you’ll do then is you’ll have this segmentation, right, where you’ll break out like:

• These people just recently engaged; let’s send them a hell of a lot more emails.
• These people did not engage; we need to warm them back up and get them into that first bucket.

So let’s treat them differently—it’s like a re-engagement sequence is what it’s typically called.

That’s what you’re doing as an organization if you’re working with a great email marketing company, agency, or just have a great email marketer in-house.

Once again, most people are not doing that, though. They’re not even doing that basic thing, let alone having contextual pocket opportunities taken advantage of.

Weighted Metrics and Overall ROAS

So my point is, when you weight these two together, what it does is it brings up your overall ROAS to a far greater number when you blend the two and weight them together.

In this case, just as an example:

• 20:1 on 30% of the revenue
• 4:1 on 70% of the revenue

You might be upwards of a good 10:1 at that point.

That’s not exact math for all you mathematician nerds that are watching me here, to be clear. It’s just important to note I’m trying to make the example that it lifts your overall blended ROAS for the business when you have this level of performance coming from these pocket opportunities.

Scaling Your Business with Pocket Opportunities

When you look at the if-this-then-that scenarios, you want to break these out into categories.

That’s where this becomes very easy to process and very easy to think with.

You could really look at what you’ve got going on in just these different areas.

So I’ll give you a good example:

• Ads
  • Did they watch a video and click?
  • Did they watch a video and not click?
    • That’s two opportunities for pockets right there.
  • Did they go to the page and press play?
  • Did they go to the page and not press play?
    • Pocket opportunities on both sides.
  • Did they book a call?
  • Did they not book a call?
  • Did they fill out an application and not book a call?
  • Did they book a call and then open a lot of emails?
  • Did they book a call and then not open a lot of emails?
• How did they interact with the sales team?
  • Did they show up?
  • Did they not show up?
  • Did they have a specific set of objections that the sales team noted in the CRM that are now segmented?
  • Did they not do that?

There are so many—I can sit here and list off just so, so, so many, and I regularly do, but I do it inside of my Inner Circle program. I do it inside of my paid courses. I do it for, simply put, the people who pay me.

Join My Inner Circle Program

Listen, I’ve got a great opportunity for you, per usual. It’s joining my Inner Circle program.

Four times a year, we do in-person masterminds here in Miami, Florida. You could come to the new penthouse, enjoy some time with great quality people.

We seed the group, so it is a limited quantity. You’ve got to make a certain amount, and you’ve got to be able to be in there a good duration of time. We don’t want people coming in and out; we hate people who want to just come to masterminds—we don’t want you. We want the people who want to be in there for a while.

It’s important to understand we do that because you’re going to get value and give value. You become a part of the community and a part of the value add yourself if you’re the right type of person for this group. So that’s who we’re looking for.

Twice a month, we do one-on-one calls together. Four times a month, on Saturdays at 11 a.m., we do our weekly group calls where you can put in top work requests. You can show up, listen to the recordings—whatever you prefer. A lot of value inside of those.

We have a group chat, of course. The average group member at this point does anywhere from about $100K a month to $1M a month, some a little bit above that. We have outliers that do all the way up to $5 million a month, and we have our low end that does anywhere from like $30K to $50K a month.

I would love to have you if you’re the right type of person.

In addition to that, I have courses. I have my Master Internet Marketing course, which is on topics like this, and believe it or not—I know it sounds crazy—in excessively more detail than this.

I also have my High Ticket Agency program where we teach people how to start and scale marketing agencies.

We’ve got what you need. We can help you out if you’re in the market for any of those kinds of things.

Conclusion: Take Action Now

Looking forward to helping you, my entire platform is dedicated to helping you try to get to a million dollars a month.

By incorporating pocket opportunities into your marketing strategy, you’re not just optimizing your campaigns—you’re unlocking hidden revenue streams that can significantly impact your bottom line. Don’t leave money on the table. Start leveraging these strategies today and watch your sales explode.