Funnel Teardowns: How Hormozi, Sabri Suby and 4 others turn strangers into sales calls

The whole thing on one screen

Read the rows if you want the stories.
Read the columns if you want the patterns.
Both are below.

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Teardown 1: Alex Hormozi, the $100M Scaling Roadmap

The one-line version: a free diagnosis that doubles as the most complete lead score you have ever seen.

What they do

Ad.
Dozens of live Meta ads point straight at acquisition.com/roadmap.
We counted 42 active Hormozi ads among the first 59 results for the exact phrase "scaling roadmap", with start dates from 11 September to 3 November 2026 and new ones still launching.
The ad copy names three ways a business grows: win more customers, make each customer worth more, or add people to keep up. Then it asks, in effect, which one is yours.
The reader picks their own problem before they click.

Lead magnet.
A "personalized" roadmap that places your business on a 10-stage map (Improvise, Monetize, Advertise, and so on up to Capitalize), keyed to team size.
Each stage is one sheet. Eight business functions. A "constraint" column and a "to graduate" column.
The promise: your roadmap, free, in about 30 seconds.
Social proof under the button: over 250,000 owners have requested it (self-reported).

Opt-in.
A five-step form. Name first ("Let's start"). Then email. Then phone. Then a shipping address. Then six business questions: headcount, revenue band, margin, ownership, how long you have known Alex, industry.
The headcount answer lines up almost one to one with the 10 stages. So one answer picks your sheet. Cheap to run, feels custom.
Under the hood: more than 25 hidden fields. UTMs, first and last touch, pages viewed, Meta click IDs, ad ID, campaign ID. Every lead traces back to the exact ad.

Follow-up.
The thank-you message says check your inbox and the team will be in touch.
Consent covers phone, SMS, email and automated calling.
Remarketing tags fire on the page, so non-converters are pooled for retargeting.
A free, ungated video course teaches all 10 stages, and every lesson ends with "get your personalized roadmap" and "check workshop dates".
The actual email and call cadence: not publicly verified.

Call booking.
Owners above roughly $1M a year get routed to a $5,000, two-day Scaling Workshop (80 seats).
You "apply for a seat", then book a short call to check fit.
The About page triages too: under $1M or unsure goes to the roadmap; $1M to $100M and stuck goes to the workshop call.

Call.
A short fit check before a $5,000 seat. Scripts: not publicly verified.
What is public: Hormozi's view on show rates. On episode 912 of his podcast he describes a business where show rate rose from 49% to 70% and close rate from 27% to 41%. The fixes were better targeting and cancelling about 75% of unqualified appointments, not fancier reminders.

Why it works

• A verdict beats a PDF. Owners do not want more content. They want to know what is wrong with their business.
• Qualification disguised as personalization. Revenue, headcount, margin and ownership all feel like inputs to "my roadmap". They are also a sales team's dream scorecard.
• Levels create pull. "Stage 4" is an identity. People want to know their level and reach the next one.
• One front door. Ads, exit-intent popup, About page, every course lesson: all roads lead to the roadmap.
• Attribution discipline. With 25+ hidden fields, they can scale the ads that bring good leads, not just cheap ones.

What a $30K to $300K B2B firm should steal

1. A stage map keyed to the number your buyer cares about. Not team size. Something like "qualified calls per week" or "pipeline coverage". One selector question picks the stage.
2. The "which one is yours?" ad. Name three causes of the pain. Let the reader self-select. It works because it is a diagnosis in miniature.
3. Hidden fields on every form. UTMs, click IDs, ad ID, landing page. This costs nothing and decides whether you scale the right ads.
4. A fit fork. Big enough? Calendar. Too small? A useful asset and a polite nurture. Nobody dead-ends.

What to skip

• The shipping address and required phone up front. Hormozi has the brand pull to ask for it. You probably do not yet. Ask business questions first, contact details last.
• The broken "instant" promise. The page says instantly, then emails it. Show the result on screen, then email the full version.
• Bundled consent covering automated dialing. Keep SMS consent separate and optional, and have counsel read it.

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Teardown 2: Sabri Suby, the King Kong strategy session (and the book that feeds it)

The one-line version: a free call dressed up as a $1,000 asset, gated by an application that scores you from 0 to 100 before you ever see a calendar.

What they do

Ad.
The main traffic sources King Kong names on its own pages: the Sell Like Crazy book, Shark Tank Australia (Suby is listed as a Shark), YouTube and the homepage. King Kong says every client it has ever won came from its own marketing (self-reported).
The live ads driving to this page were not checked in our research.

Lead magnet.
Two layers.
Layer one: a free copy of Sell Like Crazy, you pay shipping. The funnel then offers a $37 order bump (the page claims 72% take it, self-reported), a $197 template bundle with a $99/month tool, and a $497 course, each with a cheaper downsell.
Every path through that checkout ends on one page: the strategy session.
Layer two: the call itself, branded as a "Scaling Growth Map" with a stated $1,000 value.

Opt-in.
About 18 screens, one question each. We read the page's own form script, so this is what it actually does:

• Name first, with a joke. The easiest possible yes.
• Email next, validated live. The lead is captured here, at step 3, and sent to the CRM even if they quit.
• Product or service. Channels used. Country. Monthly ad budget (with a line explaining why they ask). Website.
• A one to two minute voice dictation: describe your business.
• Current revenue and target revenue. The gap is what the call will "map".
• A second dictation: your biggest obstacle.
• Start timing. "Do it for me" or "Teach me how". Motivation from 1 to 10. Source.
• A promise to attend. Say no, and a pop-up gives you a second chance.
• Then: "You made the cut." Last name, mobile, company. A loader that "reviews your goals" and "finds the best strategist". Then the calendar.

The lead score, straight from the script:

A score of 60 or more fires a "qualified lead" event to Google Tag Manager and to Meta's Conversions API, with the score attached.
So Meta learns which leads are good, not just which ones filled in a form.

Routing: service businesses at $250K+ a year go to the agency call. $60K to $250K go to the course path. Under $60K, motivation of 1 or 2, or "never" on timing go to a polite rejection page that offers the book, YouTube and the newsletter.

Follow-up.
Abandoners are captured at step 3, so follow-up is possible. Rejected leads are tagged and still nurtured.
The actual messages: not publicly verified.
Suby's paid course describes the full logic: a short call-push sequence for people who downloaded the free asset but did not book, a three-email recovery sequence for people who started booking and stopped, and reminders at 24 hours, 1 hour and an SMS about 10 minutes before. (Inspired by QG Week 5, 5.4 - Copy_Template_For_Funnels_-_Calendly.pdf and 5.4 - Email_Copy_for_Funnels_-_Active_Campaign.pdf. Paraphrased principles only.)

Call booking.
The calendar appears only after qualification. You had to earn it. That is the point.

Call.
The public page promises a no-obligation 30 minutes and a growth map.
Suby's course teaches a call structure. Here are the ideas behind it, in our words (inspired by QG Week 4, 4.3 - Samurai_Sword_Sales_Script.docx):

• Open by saying how the call will run, and wait for them to agree. You are checking fit. You are not chasing.
• Dig for why they actually booked. "Just exploring" is not an answer.
• Pin down two numbers: where revenue is now, and where they want it. The close lives in that gap.
• Look a year ahead with them and ask what would make them call this a success. (Suby attributes the question to Dan Sullivan.)
• Hand over something genuinely useful during the call. Show, do not tell.
• Hold the offer until the end. Pitch it as the fix for what they just told you.
• If they are a bad fit, say so, even when they are reaching for a card.

Why it works

• A thing, not a chat. "Claim your growth map" beats "book a consult".
• Micro-yes ladder. Name, then email, then easy multiple choice. Money questions come after several screens of investment.
• Self-persuasion. Dictating your biggest obstacle makes you argue your own case. It also hands the strategist your pain in your words.
• Earned status. "Not everyone gets in", then "you made the cut". A call you qualified for is a call you show up to.
• Signal engineering. The score goes back to Meta. The ads learn to find 60+ scorers.
• No dead ends. Every answer routes to an offer that fits.

What a $30K to $300K B2B firm should steal

1. Capture the email at step 2 or 3, not at the end. A drop-off becomes a follow-up, not a loss.
2. Explain why you ask. One line under the revenue and budget questions. It lowers drop-off on the scariest fields.
3. Score every lead and send the score to Meta. Even a rough score beats optimizing for form fills.
4. Dictation on the one question that matters. "Walk us through what happens today when a new lead comes in." Your closer will thank you.
5. The promise to attend. One tiny commitment step. Cheap. Effective.
6. Diagnose first, prescribe last. On the call, your offer should appear in the last few minutes, not the first.

What to skip

• Slapstick and swearing. Fine for main-street owners. A CFO at a SaaS company will close the tab.
• Numbers that disagree with each other. King Kong's site shows 7,607 reviews on one page and 7,952 on another, and $7.8B versus $10.2B in client revenue across pages. B2B buyers check. One clean, sourced number beats five loose ones.
• Fixed "stock is low" banners and countdowns. A "stock is low as of September 21" banner was still up on 4 November. Sophisticated buyers smell manufactured urgency. Use real constraints, like onboarding capacity.
• A $1,000 value with no visible sample. If you put a price on a deliverable, show what it looks like.

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Teardown 3: Russell Brunson, the free-plus-shipping book

The one-line version: turn a lead into a customer for $9.95, and let the checkout pay for the ads.

What they do

Ad.
Paid social and YouTube are commonly reported, plus Brunson's podcast, audience and affiliates. The exact ad mix is not publicly verified.

Lead magnet.
A free hardcover: DotCom Secrets, Expert Secrets or Traffic Secrets. Cover price $24.95. You pay $9.95 shipping in the US.
Stacked bonuses. A refund of the shipping fee if you do not love it. An explicit "no subscription, no continuity" line.

Opt-in.
A two-step order form. Name and shipping address first, card second.
The "gate" is a real purchase, not an email. It captures name, email, address, phone and a payment method.

Follow-up.
A $37 order bump (audiobook plus mini-courses on specific funnel types).
A $97 one-time upsell (recordings of Brunson teaching the book live).
A "30 Day Secrets Challenge" bonus that keeps buyers active for a month.
Every bonus teaches a funnel type the buyer can then build in ClickFunnels. The book creates the need. The software fills it.

Call booking.
For high-ticket offers, DotCom Secrets describes a separate "high-ticket, three-step application" funnel: capture the lead, take an application, then the phone call. A business-press summary places offers above about $3,000 in call territory. Some versions add a refundable deposit at application. (Grade C sources; check an owned copy of the book.)

Call.
Not publicly verified.

Why it works

• A buyer is not a lead. Paying even $9.95 sorts the curious from the serious, and a card on file makes the next yes one tap.
• The front end funds the ads. Shipping, bump and upsell recover ad cost, so the company can outspend rivals for attention.
• Physical presence. A hardcover sits on a desk for months. A PDF dies in Downloads.
• Education creates demand. Reading about funnels makes you want the tool that builds them.

What a $30K to $300K B2B firm should steal

1. The two-step form. Contact details first, the "bigger" ask second. Whoever stops after step one is already in your CRM.
2. Make every chapter of your magnet a piece of your service. If you sell a system, each section of your free asset should teach one part of it and show the numbers. Learning it should make doing it yourself look like a lot of work. Because it is.
3. A physical object for qualified buyers only. A printed field guide mailed to firms that pass your revenue gate stands out in a world of PDFs. Its arrival is a natural reason to follow up.
4. The plain-English trust lines. "No subscription. Nothing hidden. Keep it even if you never book." Simple. Disarming.

What to skip

• Paid shipping for B2B. For a firm doing $100K a month, $9.95 is not the filter. Revenue band and role are. Cover the cost and qualify on fit.
• Value stacks that do not add up. Our researcher found stacks whose own totals disagree and a stale pre-order date. Do not do this in front of finance people.
• "Only a few thousand printed" scarcity. Same trap as King Kong's frozen stock banner. A CFO can check a print run. Use a limit you can prove, like how many builds your team starts each month.

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Teardown 4: Jeremy Haynes, the call funnel

The one-line version: headline, video, application with the calendar inside it, and a confirmation page that does the selling.

Haynes is the most useful of the six for a B2B call funnel, and also the one whose numbers are hardest to verify. Most of what follows comes from third-party recaps of his videos (grade C). Treat the mechanics as solid and the numbers as his.

What they do

Ad.
Paid social to a video sales letter page.
His reported scale benchmark: 40 to 50 qualified calls a day at roughly $200K to $300K a month in spend, which works out to about $200 per qualified call. His number, unverified.

Lead magnet.
Two of them.
The VSL itself, for people ready to consider a call.
And a free library of 38 "agent skills" at jeremyhaynes.com/skills: markdown files built from his blog and videos, meant to be pasted into an AI tool. Titles include "Call Funnel Blueprint", "Fix Your Call Funnel" and "Confirmation Page That Converts".

Opt-in.
On the skills library: the README for each skill is public. The full file is locked. One email field opens all 38. Shown at the moment of highest intent, right after the README sold the file.
On the call funnel: the page is sparse. Headline, VSL, application button. Chaptered video so viewers can jump to the part they care about.

Follow-up.
Pixel plus Conversions API send qualified versus unqualified back to Ads Manager, so Meta learns who to find.
The confirmation page opens with an FAQ video and carries the key selling points, instead of stuffing them onto the opt-in. One member reportedly saw a 30% show-rate improvement from this. Anecdote, not a controlled test.
Email nurture after the skills opt-in: not publicly verified.

Call booking.
The calendar sits inside the application. Qualified applicants see a booking confirmation. Unqualified applicants go to a different page.
His own paid programs sell through "apply" pages, not checkout buttons.

Call.
Not public. The design intent is that the confirmation page pre-sells, so the call starts warm.

Why it works

• Fewer steps to the calendar. Every extra page between "I am interested" and "I am booked" leaks people.
• The feedback loop. Telling Meta which leads qualified is how you buy calls instead of form fills.
• The confirmation page is a sales page. Most businesses waste their highest-intent screen on "Thanks, talk soon."
• Tools beat PDFs. A file that runs inside your AI tool gets used daily. A PDF gets skimmed once.
• Open loops. Showing the README and locking the file is a curiosity gap with a one-field exit.

What a $30K to $300K B2B firm should steal

1. Put the calendar inside the form. The wider evidence agrees. Vendor Chili Piper reports Influitive hitting 79% form-fill to booked meeting after embedding the scheduler, against an industry average it puts at 30% to 40%. Vendor data, but directionally consistent with everything else here.
2. Rebuild your confirmation page tonight. A 60-second video from the person running the call: what we will cover, what to bring, why it is worth your time. Then three proof points. Then "add to calendar".
3. Send qualified bookings back to Meta. Meta's own reported test of its Conversion Leads goal (via secondary write-ups, confirm in Meta's Help Center) showed 15% to 21% lower cost per quality lead when CRM outcomes were sent back.
4. Do the cost-per-call math with his anchor. At about $200 per qualified call, 5 calls a day for 21 business days is about $21,000 a month in media. Seven a day is about $29,400. Your number will differ. Now you know what to compare it to.

What to skip

• Copying his volume claims into your plan. 40 to 50 calls a day is a high-ticket info and coaching number at enormous spend. Plan from your own deal size and close rate (worked example below).
• Visible vanity counters. His skill pages show "1 star, 1 watching". If your social proof looks weak, hide it.

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Teardown 5: Ryan Levesque, the ASK Method quiz

The one-line version: ask before you sell, sort everyone into a bucket, and sell each bucket its own version of the same offer.

What they do

Ad.
The quiz itself is the destination. Specific ad creative: not publicly verified.

Lead magnet.
A quiz. The live example we opened asks which type of funnel suits your business, says there are more than 27 options, and promises to cut that to one, plus a template and a case study.
The method comes from Levesque's book Ask (Hay House, 2019).

Opt-in.
Screen one has no form. A question headline and one start button.
Then one easy multiple-choice question per screen.
Name and email come after the questions, right before the result. Same field, very different feeling. It reads like a delivery address, not a toll.
The answers themselves are the gold: what ASK calls zero-party data, facts the buyer volunteers.

How the buckets work.
Aim for 3 to 5 buckets that cover about 80% of your market. Fewer misses buyers. More creates busywork.
Bucket by journey (where they are on a path), challenge (which problem they have), situation (who they are), or a hybrid.
One offer, repositioned for each bucket. No need to build five products.

Follow-up.
Bucket-specific emails that keep asking questions. Each email ends with a question so people reply.
A "pivot survey" for people who did not buy, asking what stopped them.
Many of their case studies run quiz, then webinar, then a higher-ticket offer.

Call booking.
No visible strategy-call bridge on the company's own coaching and comparison pages. How coaching is sold is not publicly verified.
Also spotted: a workshop link on one ASK blog post now redirects to a domain-for-sale page. A dead bridge kills the whole funnel.

Call.
Not applicable on public pages.

Claims worth knowing (self-reported): 82M+ quiz takers; one Michael Hyatt case claims 12,195 leads and 431 customers in under three weeks. One of their B2B case studies, Red Clover Advisors (data privacy consulting), reports a $26,500 sale to a lead who had been on the list for four years.

Why it works

• People care about themselves. "Which type are you?" beats "download the checklist" every time.
• The gate arrives when they want the payoff most. Sunk cost does the convincing.
• Message-to-market match without new products. Each bucket hears its own problem in its own words.
• The buyer writes your copy. Their answers give you the exact phrases for ads and headlines.

What a $30K to $300K B2B firm should steal

1. No form on screen one. Start with a question. Ask for the email after they have invested.
2. Buckets built on where the pipeline leaks. For most B2B firms, four do the job: not enough leads, wrong leads, leads that do not show, calls that do not close. Add one situation question (what you sell) and you have a hybrid.
3. One open question to your list before you write anything. "What is the single biggest thing stopping you from getting more qualified sales calls right now?" Group the answers. Steal the words.
4. Pivot survey the qualified non-bookers. One question: what stopped you? Route each answer to the right fix.

What to skip

• Stopping at the webinar. For a B2B buyer at $30K+ a month, qualified quiz takers should see a calendar on the result page, not a replay link.
• Unchecked links. One dead link broke ASK's bridge. Yours will break too, quietly. Once a month, open every CTA on the result pages and every link in the follow-up emails, in a private window, on your phone. Ten minutes. Put it in the calendar now, or it will not happen.

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Teardown 6: Refine Labs, the B2B one

The one-line version: a 5 to 7 minute AI conversation that scores your marketing, gates the full result behind three fields, and routes you by score.

This is the only funnel of the six built purely for B2B buyers. It is also the most polite. Watch how much it gets done without a single countdown timer.

What they do

Ad.
Content-led: blog, podcast recaps, a weekly newsletter, and the assessment linked from the Resources menu on every page. Paid ads: not publicly verified.

Lead magnet.
A free "Marketing Maturity" assessment, run as a chat with an AI assistant.
It covers 7 dimensions in roughly 10 to 14 messages: market research, organizational readiness, success criteria, measurement, then Brand, Demand and Expand.
It quietly asks for media budget and team size along the way.
If you took their shorter quiz first, it picks up your weakest areas instead of starting over.

Opt-in.
After the chat: full name, work email, company. Three fields. That is all.
Results render on screen immediately: a tier (Reactive, Informed, Integrated, Market-Led), a radar chart, and 0 to 100 scores per dimension.
Everything, including the seven scores and a written summary, is written into HubSpot. Sales sees the diagnosis before the call.

Follow-up.
The results-page CTA branches by score.
Stronger scores: "you have the infrastructure, let us talk sequencing", book a call.
Weaker scores: "the gap is smaller than it looks", learn about the paid diagnostic.
The page also loads a RevenueHero scheduler, which points to instant booking for qualified leads. Exact routing rules: not publicly verified.
Email cadence after the assessment: not publicly verified.

Call booking.
"Book a strategy call" on every page. The booking page spells out who it is for, and the bar is enterprise: think B2B companies around $30M+ in ARR. Smaller teams are told, politely, that this is not them.

Call.
Framed as a diagnostic with a senior practitioner, not a BDR, with follow-up promised within one business day.
The first paid step is the Revenue Performance Assessment: six weeks, from $35,000, six named deliverables "yours to keep", no long-term commitment. Retainers start from $5,000 a month (creative only) up to $26,000 a month (full service).

Why it works

• Gate after effort. Seven minutes of answers in, three fields feel cheap.
• Short form, rich data. Budget, team size and seven scores were collected in conversation. The form only has to ask for identity.
• Labels stick. Nobody wants to stay "Reactive".
• A small paid yes before a big one. A fixed-scope diagnostic is easier to approve than a six-month retainer.
• Candor as confidence. The results page says its recommendations are patterns from 300+ clients, not your data. That honesty sells.

What a $30K to $300K B2B firm should steal

1. Collect qualifiers inside the experience, not in the form. Ask revenue, deal size and current calls per week as quiz questions. Keep the gate to name, work email, company.
2. Write every answer into your CRM. Your closer should open the call already holding the diagnosis.
3. Branch the CTA by score and fit. Strong and qualified: book. Weak and qualified: book, framed as "here is your fastest fix". Too small: a useful asset and a nurture track.
4. State your ideal client in numbers. It repels the wrong buyers before they cost you a call.
5. A small, fixed-scope first step. Named deliverables the client keeps, fee credited to the bigger engagement.

What to skip

• The enterprise pace. A six-week, $35K audit fits a $30M ARR company. A $60K-a-month firm needs speed. Shrink it: a fixed-fee teardown delivered in days, not weeks, with three named outputs (their call math, their top leak, a 30-day fix list), and the fee credited if they hire you.
• Impossible numbers. One of their own case studies claims a 233% cut in acquisition cost. Anything above 100% is not possible. Proofread your proof.

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The 7 patterns all six share

Strip out the personalities and the same machine shows up six times.

1. The magnet is a diagnosis, not a lesson.
Hormozi gives you a stage. Refine Labs gives you a tier. Levesque gives you a bucket. King Kong maps your gap.
People trade data for a verdict about themselves. They do not trade it for "10 tips".

2. Qualification is disguised as personalization.
Every serious funnel here asks revenue, budget or headcount, and frames it as "so we can build your plan".
Your form is your lead score. Write it that way.

3. Contact first, or effort first. Never neither.
Either grab the email early (King Kong at step 3, Brunson at step 1) so drop-offs become follow-ups.
Or ask for it after real effort (ASK, Refine Labs) so it feels like a delivery.
The worst version is a long form with the email at the end and no partial capture.

4. The fork. Nobody dead-ends.
Big enough: calendar. Too small: something useful plus a nurture.
Every funnel above routes. Most B2B websites do not.

5. The calendar lives as close to the "yes" as possible.
Inside the application (Haynes). Right after "you made the cut" (King Kong). On the results page (Refine Labs).
Independent data agrees. In a modelled table from Focus Digital (grade C, estimates built from 11 published sources), one-click instant booking at form fill shows an 8% no-show rate, against 33% for paid search and social lead forms.

6. The ad platform is told who was good.
King Kong sends a 0 to 100 score to Meta's Conversions API. Haynes sends qualified versus unqualified. Hormozi captures ad ID and campaign ID on every lead.
If you only tell Meta "form filled", Meta will find you more people who fill forms.

7. The call is sold as a thing, then run as a diagnosis.
"Growth map". "Scaling workshop fit call". "Revenue Performance Assessment".
"Free consultation" sounds like a pitch. A thing with a name and an output sounds like a deliverable.
The naming test: [their number] + [a noun they can hold]. "Your Call Math Review." "Your Pipeline Leak Map." If you cannot say what they leave with, neither can they.
And on the call itself: understand first, prescribe last.

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Worked example: how many calls do you actually need?

Run this before you build anything. It turns "more leads" into a number you can manage.
(Reverse-math chain inspired by QG Week 2, 2.4-Dream_Farming_Worksheet.pdf.)

The firm: a B2B consultancy doing $80K a month.
The goal: $40K a month in new revenue.

Now flip it.
What would 5 booked calls a day do for the same firm?

5 calls x 21 days = 105 booked.
105 x 75% show = about 79 held.
79 x 25% close = about 20 new clients.
20 x $8,000 = about $158,000 a month in new revenue.

Same team. Same close rate. Different calendar.

And the media cost?
At Haynes' reported ~$200 per qualified call, 27 booked calls is about $5,400 a month. 105 is about $21,000.
Use his figure as an outside anchor only. Your cost per call depends on your offer, your market and your funnel.

Now the show-rate lever.
Same 105 booked calls a month.
At a 33% no-show (the modelled paid-lead-form row): about 70 held, about 18 clients.
At an 8% no-show (the modelled instant-booking row): about 97 held, about 24 clients.
Six extra clients a month. Zero extra ad spend. That is why everyone above obsesses over the gap between "yes" and the calendar.

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Templates you can use today

All templates below are ours, written for B2B. Fill the brackets.

Template 1: The five-minute ad (callout, value, CTA)

The structure comes from Hormozi's ad framework as summarised in third-party notes: a callout to get noticed, value to get interested, and a call to action that says exactly what to do. Callouts get stronger as they get more specific: labels, then yes-questions, then if-then statements, then ridiculous results. Odd, specific numbers read as more believable than round ones.

Label callout

[Role] at [type of company] doing $[X]+ a month.
Your calendar should not depend on [current lead source].
[What you do, in one line].
Take the [2]-minute [check / score / quiz]. See [the one number they want].

Yes-question callout

Did your last good month come from one referral?
That is not a pipeline. That is luck in a nice suit.
[One-line mechanism].
[CTA].

If-then callout

If you sell a $[deal size] [service] and close 1 in [N] calls,
then [N] more calls a week is a different company.
[CTA].

Ridiculous-result callout (only with a real, permissioned client number)

[Client type] went from [X] to [Y] booked calls a week in [Z] days.
Same team. Same offer. [The one thing that changed].
[CTA].

One filled in, so you can see the shape:

Agency owners doing $60K+ a month.
If you close 1 in 4 calls at $8,000, every extra call is worth about $2,000.
Some of yours are leaking between the form and the calendar.
Take the 2-minute check. See how many calls a week you are losing.

Write five. One per callout type, plus one more of your strongest. Ship them the same afternoon.
(Also inspired by QG Week 6, 6.2 - Advertising_Mental_Model.pdf: a strong ad multiplies a pattern interrupt, intrigue and a specific benefit, so a vague benefit zeroes out the whole thing.)

Template 2: The application, one question per screen

Built from the King Kong and ASK patterns. Ten screens. Email at screen 2.

Scoring, ours, rough and good enough to start (100 points):

Send anything 60+ to Meta as a qualified lead. Re-weight after your first 50 calls, using who actually closed.

Template 3: The fork

Template 4: The confirmation page

1. Headline: "You are booked. Here is how to get the most out of it."
2. 60-second video from the person running the call. Who they are. What you will cover. What you will leave with.
3. What to bring: last month's lead count, calls held, deals closed. (People who do homework show up.)
4. Three proof points with sources.
5. Add to calendar buttons.
6. Three FAQs: Is this a sales call? What if we are not a fit? Who should attend?

Template 5: The show-up stack

Why these times: vendor Chili Piper reports sending at 24 hours, 1 hour and 1 minute and getting outbound no-shows under 5%. Suby's course teaches 24 hours, 1 hour and an SMS roughly 10 minutes out. (QG Week 5, 5.4 - Copy_Template_For_Funnels_-_Calendly.pdf.) The common thread is restating what they get, not just the time.

And keep the booking window short. Published estimates put same-day bookings around 7% no-show, rising sharply for bookings two weeks out (Focus Digital, grade C). Offer today and the next two business days. Hide anything past seven.

Template 6: Four emails for qualified people who did not book

Plain text. From a named person, not the company. One link each: the calendar. No fake countdowns.
(Arc inspired by QG Week 5, 5.4 - Email_Copy_for_Funnels_-_Active_Campaign.pdf, rewritten for B2B and with the manufactured scarcity removed.)

Email 1, within the hour. Subject: "your [score / plan]"

[Name], here is your [result] again: [link].
The short version: your biggest leak is [leak].
If you want, we can walk through the fix with your numbers on a 30-minute call.
[Calendar link]
[Your name]

Email 2, day 2. Subject: "reading vs doing"

Most people who take the [check] read the result and change nothing.
Not because they are lazy. Because the fix touches ads, forms, CRM and follow-up at once.
If that sounds like your week, grab 30 minutes. If you would rather do it yourself, the [resource] has every step.
[Calendar link]

Email 3, day 4. Subject: "how [client type] fixed this"

[Name], quick one.
[Client], a [type of firm] doing about $[X] a month, had the same leak: [leak].
Before: [N] booked calls a week. The change: [one sentence]. After [time frame]: [N] a week.
Your result says you are in a similar spot. Want to see if the same fix fits?
[Calendar link]

Rule: the client is real, named and has said yes to being named. If you do not have one yet, skip this email. Do not invent a "client in your space".

Email 4, day 7. Subject: "should I close your file?"

I will stop emailing about this.
If the timing is wrong, reply "later" and I will check back in 90 days.
If it is right, here is the calendar: [link].

Template 7: The 30-minute call agenda (diagnose, then prescribe)

Principles inspired by QG Week 4, 4.3 - Samurai_Sword_Sales_Script.docx, in our words.

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Do-not-cite list (so you do not embarrass yourself)

These stats circulate everywhere. They are wrong, misattributed or unsourced.

• "21x more likely to convert if you call in 5 minutes." The original InsideSales and MIT work measured qualifying a lead, at 5 versus 30 minutes, not converting.
• "Harvard says 5 versus 10 minutes." Conflates two different studies.
• "Multi-step forms convert 86% better." No underlying study found. Real cases exist (Venture Harbour took a consulting form from 0.96% to 8.1%), but that is one firm, not a law.
• "47% of a video's value is in the first 3 seconds." The Facebook and Nielsen study measured lift among short viewers. It did not say this.
• Any "free PDF" link to Sell Like Crazy. Pirated. Buy the book.

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The steal sheet

One page. Print it. Tape it next to your monitor.

AD

• Callout plus value plus CTA. Five ads, one afternoon.
• Name three causes of the pain and ask "which one is yours?"
• Odd, specific numbers. Never round ones.

LEAD MAGNET

• A diagnosis, not a lesson. Stage, tier, score or bucket.
• One narrow problem, solved completely, that reveals the next problem (the one you sell).
• Test the name before you test the questions. Hormozi argues packaging moves demand more than contents.

OPT-IN

• No form on screen one. Start with a question.
• Email at step 2 or 3 (partial capture), or after real effort. Never only at the end.
• Ask revenue, deal size and calls per week as questions, with one line saying why.
• Hidden fields on every form: UTMs, click IDs, ad ID, landing page.

FOLLOW-UP

• Score every lead. Send 60+ to Meta as qualified.
• Four plain-text emails from a person, one calendar link each.
• Pivot-survey the qualified non-bookers: what stopped you?

CALL BOOKING

• Calendar inside the form or on the result page.
• Fork: calendar, written plan, or polite "not yet". No dead ends.
• Slots today and the next two business days only.
• Promise-to-attend step before the calendar.

THE CALL

• Confirmation page with a 60-second video and homework.
• Reminders at 24 hours, morning of, 1 hour, and minutes before. Restate what they get.
• Agenda first. Numbers second. Help them live. Prescribe last.
• Say "not a fit" out loud when it is true.

SKIP

• Fake scarcity. Countdown timers. Stats that disagree across your own pages.
• Value stacks you cannot defend.
• Anything a CFO would screenshot and send to a colleague with "lol".

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Do this today

Six moves. One afternoon. In this order.

1. Do the call math. Fill in the worked-example table with your own numbers. Write the daily booked-call target on a sticky note. (20 minutes)
2. Add partial capture. Move the email field on your main form to step 2, and save the lead the moment it is valid. (30 minutes with your form tool)
3. Embed the calendar. Put the scheduler on the form's success state for anyone above your revenue line. Show today plus two business days. (30 minutes)
4. Rebuild your confirmation page. Record a 60-second phone video. Add "what to bring" and three FAQs. (45 minutes)
5. Set the show-up stack. 24 hours, morning-of SMS, 1 hour, minutes before. Each one restates the agenda. (30 minutes)
6. Tell Meta who was good. Create one custom event, say qualified_booked. Fire it through the Conversions API when a lead scores 60+ and books. Pass the lead score as a value, plus the click ID you saved in a hidden field. Leave optimization on leads until that event fires steadily, then switch. (Ask whoever runs your ads. If nobody can, that is your answer.)

---

Or have the whole machine built for you

You can do every step above yourself.
Six funnels, seven templates, one afternoon. It works.

Or you can skip the afternoon, and the months of testing after it.

We'll build you a B2B booking machine that lands 5-7 qualified sales calls on your calendar every single day.
Ads, funnel, CRM, and email and SMS follow-up, built and live in 14 days.
For B2B companies doing $30K+ a month.

$54.3M+ in revenue generated for clients. (How insaneX counts it)

Book a strategy call

We will bring your call math to the call.

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Sources and inspiration

All public pages accessed 4 November 2026 unless dated otherwise. Self-reported figures are labelled in the text. Grades used in the text: A means read in the primary document; B means a publisher's or vendor's own data on its own page, or a reputable secondary citing a named primary; C means a summary, recap or modelled estimate, directional only.

Inspired by: Sabri Suby, King Kong and Quantum Growth

Principles from Sabri Suby's paid Quantum Growth course, paraphrased in our own words. No scripts, templates or slide text reproduced. Files credited:

• QG Week 1: 1.6-HVCO_Formulas.pdf (lead magnet titling), 1.5-Dream_Buyer_Avatar_Worksheet.pdf (buyer research)
• QG Week 2: 2.4-Dream_Farming_Worksheet.pdf (reverse call math)
• QG Week 3: What we are competing with.pdf (buyer-readiness split), 3.6-9_Questions_Your_Sales_Message_Must_Answer.pdf
• QG Week 4: 4.3 - Samurai_Sword_Sales_Script.docx (call structure principles)
• QG Week 5: 5.4 - Copy_Template_For_Funnels_-_Calendly.pdf (reminder timing), 5.4 - Email_Copy_for_Funnels_-_Active_Campaign.pdf (follow-up arc)
• QG Week 6: 6.2 - Advertising_Mental_Model.pdf (ad equation), 6.4-Hyper_Segmented_Remarketing_Framework.pdf

Public King Kong pages:

• https://www.kingkong.co/30-minute-strategy-session/
• https://kingkong.co/wp-content/themes/kingkong/assets/prod/js/multi-step-form.v2.js (the form's own public script, version tag 28102026-3)
• https://kingkong.co/not-eligible/
• https://kingkong.co/
• https://kingkong.co/about-us/
• https://www.kingkong.co/quantum-growth/
• https://selllikecrazy.co/
• https://selllikecrazy.co/checkout/
• https://selllikecrazy.co/sales-funnel-bundle/
• https://selllikecrazy.co/course/
• https://www.trustpilot.com/review/kingkong.co
• https://en.wikipedia.org/wiki/Shark_Tank_(Australian_TV_series)
• https://www.amazon.com/dp/064845990X

Inspired by: Alex Hormozi and Acquisition.com

• https://www.acquisition.com/roadmap
• https://forms.hsforms.com/embed/v4/render-definition/ssr/21368823/dc5cd531-51cd-4e94-affc-c7e7c6eb6705 (the roadmap's public form definition)
• https://www.acquisition.com/training/scalingstart
• https://www.acquisition.com/workshop-4b
• https://www.acquisition.com/about-alex-hormozi-acquisition
• https://www.facebook.com/ads/library/?active_status=active&ad_type=all&country=US&q=%22scaling%20roadmap%22&search_type=keyword_exact_phrase
• Lead magnet principles from $100M Leads, via summaries (grade C): https://fasterthannormal.co/books/100m-leads
• Ad framework, via summaries (grade C): https://margin-notes-600.pages.dev/frameworks/call-out-value-cta and https://margin-notes-600.pages.dev/frameworks/verbal-callout-taxonomy
• Packaging and naming (grade C): https://rosetta.to/u/alexhormozi/watch-this-to-generate-1000s-of-leads-in-any-niche
• Show-rate case, episode 912 (grade C): https://www.shortform.com/podcast/episode/the-game-w-alex-hormozi-2025-06-20-episode-summary-throwback-i-doubled-a-business-in-60-days-to-show-its-not-luck-ep-912

Inspired by: Russell Brunson

• https://www.dotcomsecrets.com/
• https://www.expertsecrets.com/
• https://www.trafficsecrets.com/
• https://secretstrilogy.com/
• https://www.russellbrunson.com/my-story
• High-ticket application funnel (grade B/C): https://www.entrepreneur.com/growing-a-business/3-core-sales-funnels-to-fuel-your-quest-for-online-income/306893

Inspired by: Jeremy Haynes

• https://jeremyhaynes.com/skills
• https://jeremyhaynes.com/llms.txt
• Call funnel structure, calendar in the application, CAPI loop (grade C): https://recapio.com/digest/the-only-guide-you-need-to-build-wildly-profitable-vsl-call-funnels-by-jeremy-haynes
• 40 to 50 calls a day benchmark (grade C): https://recapio.com/digest/how-to-generate-40-50-qualified-sales-call-daily-1m-mo-call-funnels-by-jeremy-haynes
• Confirmation page (grade C): https://recapio.com/digest/how-to-build-a-confirmation-page-that-makes-people-show-up-ready-to-buy-by-jeremy-haynes

Inspired by: Ryan Levesque and the ASK Method

• https://www.askmethod.com/
• https://askmethod.com/why-ask-method/
• https://askmethod.com/success-stories
• https://askmethod.com/how-to-increase-sales-with-buckets/
• https://askmethod.com/kaizen-in-action/
• https://askmethod.com/compare-solutions/
• https://www.hayhouse.com/ask-paperback

Inspired by: Refine Labs

• https://refinelabs.com/rpa
• https://www.refinelabs.com/marketing-maturity-assessment-full
• https://www.refinelabs.com/pricing
• https://www.refinelabs.com/customer-stories
• https://www.refinelabs.com/start-your-transformation

Benchmarks and studies

• Focus Digital, no-show rates by booking channel, September 2026 (grade C, modelled estimates): https://focus-digital.co/average-no-show-rate-for-booked-sales-meetings-by-booking-channel/
• Chili Piper, show-rate practices (vendor, grade B): https://www.chilipiper.com/blog/improve-your-show-rates
• Chili Piper, Influitive scheduler result (vendor, grade B): https://chilipiper.com/products/form-concierge-v2
• Meta Conversion Leads results, via secondary write-ups (grade B, confirm in Meta Help Center): https://www.jonloomer.com/?p=44212 and https://www.clickheredigital.com/insights/meta-shift-to-lead-optimization
• Venture Harbour, multi-step form case (grade B): https://ventureharbour.com/multi-step-lead-forms-get-300-conversions/
• InsideSales and MIT lead response study, hosted summary (grade B): https://www.mortech.com/hs-fs/hub/25649/file-13535879-pdf/docs/mit_study.pdf
• Facebook and Nielsen short-view study, via MarTech (grade B): https://martech.org/even-brief-video-views-drive-brand-lift-facebook-nielsen-study-finds/

insaneX

• https://insanex.io/
• https://insanex.io/resources/how-we-count

Estimates in this guide are illustrations, not promises. Your numbers will differ. Names and trademarks belong to their owners. This guide is independent commentary and is not affiliated with or endorsed by any of the people or companies discussed.