Ted McGrath TedOS Funnel Teardown
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Funnel Flow Diagram
7 StepsFacebook AdPaid Traffic
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VSL Landing Pagego.tedmcgrathbrands.com
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Thank You PageConfirmation + Indoctrination
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SMS Automation+1 727-761-2930
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Pre-Call Videotedos-video-b
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Email SequenceActiveCampaign + Keap
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Demo Call + CloseHigh-Ticket ($5K-$25K+)
Key Insight: Ted's funnel is a classic "application funnel" for high-ticket coaching. The entire system exists to pre-frame, pre-qualify, and warm up the prospect before the demo call. Every touchpoint between opt-in and call is designed to increase perceived value and reduce no-show rate.
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Facebook Ad
Paid Traffic EntryAd Copy (Verbatim)
Ever feel like you're sitting on a goldmine of knowledge, but you can't figure out how to turn it into a real business?
You're not alone.
Most experts, coaches, and course creators struggle to package what they know into something people will actually pay for.
That's where TedOS comes in.
TedOS is the step-by-step operating system that helps you turn your expertise into a scalable, profitable online business without the guesswork.
Inside, you'll discover:
- How to identify your unique "Message to Millions" and position yourself as the go-to authority
- The exact funnel blueprint Ted used to generate over $50M in online course and coaching sales
- How to create high-ticket offers that sell themselves on demo calls
- The "Booked Call Funnel" system that fills your calendar with qualified prospects every week
This isn't theory. This is the same system Ted McGrath has used to build a multiple 8-figure business from scratch.
Click below to watch the free training and see how TedOS can work for you.
Creative Description
Video ad format (typically 3-5 min). Ted speaking directly to camera in a studio/office setting. Pattern interrupt opening, talking-head testimonial clips spliced in. Strong CTA overlay graphic at the end with "Watch Free Training" button.
Targeting Analysis
| Audience Type | High Net-Worth Individuals (HNI), entrepreneurs, coaches, consultants |
| Geography | United States (primary), Canada, UK, Australia |
| Campaign Structure | ABO (Ad Set Budget Optimization) ... allows granular control per audience segment |
| Likely Interests | Tony Robbins, Russell Brunson, Grant Cardone, online courses, coaching, entrepreneurship, personal development |
| Lookalike Audiences | Based on past purchasers ($5K+ buyers), email list, VSL page viewers |
| Retargeting | VSL viewers who didn't opt in, opt-ins who didn't book, booked calls who didn't show |
UTM Parameters
utm_source=facebook&utm_medium=paid&utm_campaign=tedos_vsl&utm_content={{ad.name}}&utm_term={{adset.name}}
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VSL Landing Page
go.tedmcgrathbrands.comPage Architecture (Section-by-Section)
URL: go.tedmcgrathbrands.com/tedos-vsl (GoHighLevel hosted)
Section 1: Hero / Above the Fold
- Headline: "Discover the Operating System Behind $50M+ in Online Course & Coaching Sales"
- Subheadline: "Watch this free training to see how TedOS helps experts, coaches, and consultants build scalable businesses without the guesswork"
- VSL Video: Embedded via GHL native video player (not YouTube/Vimeo). Auto-plays on mute with captions. Estimated 25-35 minutes.
- CTA Below Video: "Book Your Free Demo Call" button (scrolls to form)
- Design: Dark background, white/gold text, cinematic feel. Minimal navigation (logo only, no menu links). Full attention on the video.
Section 2: Social Proof Bar
- Logos: As Seen On (NBC, ABC, Fox, CBS, TEDx logos)
- Revenue proof: "$50M+ Generated" metric badge
- Student count: "10,000+ Students Worldwide"
- Star rating: 5-star review aggregate
Section 3: Problem Agitation
- Headline: "The 3 Biggest Mistakes Experts Make That Keep Them Stuck"
- Mistake 1: "Trying to figure it all out alone" ... positions TedOS as the system
- Mistake 2: "Building offers nobody wants" ... positions Ted's offer framework
- Mistake 3: "Running ads without a booked call funnel" ... positions the funnel system
- Each mistake has icon + short paragraph + transition to solution
Section 4: The Solution (TedOS Overview)
- Headline: "Introducing TedOS: Your Complete Operating System for Online Business"
- Visual diagram of the TedOS components (Message, Offer, Funnel, Traffic, Sales, Fulfillment)
- Each component gets an icon, title, and 2-sentence description
- Emphasis on "system" vs "course" ... positioning as ongoing operating system
Section 5: Results / Case Studies
- 3-4 video testimonials with play buttons (GHL hosted)
- Revenue screenshots (redacted names, visible dollar amounts)
- Transformation stories: "Before TedOS" vs "After TedOS" format
- Mix of income levels: $0 to $100K, $100K to $500K, $500K to $1M+
Section 6: What You'll Get
- Bullet-point list of deliverables inside TedOS
- Stack slide format: item + value (crossed out) + "Included"
- Total value: "$47,000+ value" (typical for this price tier)
- Each item has a brief description and perceived value
Section 7: CTA / Application Form
- Headline: "Ready to Install TedOS in Your Business?"
- Form Fields: Full Name, Email, Phone, "What best describes you?" (dropdown: Coach, Consultant, Course Creator, Author/Speaker, Agency Owner, Other), "Current monthly revenue?" (dropdown: $0-$10K, $10K-$50K, $50K-$100K, $100K+), "What's your biggest challenge right now?" (text area)
- Button: "Book My Free Demo Call" (orange/gold CTA)
- Below form: "Limited spots available this week" urgency line
- Calendar integration: GHL native calendar (select date/time immediately after form submit)
Section 8: FAQ
- Accordion style, 6-8 questions covering: price, time commitment, "Is this for me?", guarantee, tech requirements
- Does NOT reveal pricing (drives to call for that)
Section 9: Footer
- Copyright, Privacy Policy, Terms, Earnings Disclaimer
- No social links (keeps attention on page)
Design Specifications
| Background | Dark (#0a0a0a) with subtle gradient sections |
| Primary Text | White (#FFFFFF) |
| Accent Color | Gold (#D4A843) for CTAs and highlights |
| Secondary Accent | Teal/Cyan for proof elements |
| Font | Montserrat (headings), Open Sans (body) |
| CTA Button | Gold background, dark text, rounded corners, slight shadow |
| Page Width | Max 1100px centered, generous whitespace |
| Mobile | Fully responsive, video scales, form stacks |
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Thank You Page
Post-Opt-InConfirmation Flow
- Step 1: Calendar embed confirmation ... "Your demo call is booked for [date/time]"
- Step 2: Indoctrination video ... 10-15 min video of Ted explaining "what to expect on your call" and why TedOS works. This is a pre-frame to increase show rate and pre-sell the program.
- Step 3: "Add to Calendar" button (Google Cal, Apple Cal, Outlook)
- Step 4: Social proof reminder ... "Join 10,000+ students" with a few quick testimonial clips
Indoctrination Video Content
- Ted's origin story (brief)
- What TedOS actually is and how it works
- "What your demo call will look like" ... sets expectations, reduces anxiety
- 2-3 student transformation stories
- "Come prepared with your biggest challenge" ... homework to increase engagement
Key Metrics This Page Targets
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SMS Automation
GoHighLevelSMS Sender
+1 (727) 761-2930 ... GHL-assigned number, Tampa area code (Ted is based in Tampa/St. Pete area).
SMS Sequence (Estimated)
| Timing | Message Content | Purpose |
|---|---|---|
| Immediately after booking | "Hey [Name]! You're confirmed for your TedOS demo call on [date] at [time]. Can't wait to show you the system. - Ted's Team" | Confirmation + excitement |
| 24 hours before call | "Reminder: Your TedOS demo is tomorrow at [time]. Before the call, watch this 10-min video so we can hit the ground running: [link to tedos-video-b]" | Pre-call video delivery + no-show reduction |
| 1 hour before call | "Your demo call starts in 1 hour! Here's your Zoom link: [link]. See you soon!" | Final reminder |
| No-show (15 min after missed call) | "Hey [Name], we missed you on your TedOS demo. No worries... life happens! Here's a link to rebook: [link]" | Recapture no-shows |
| Post-call (if no purchase) | "Great chatting today! If you have any questions about TedOS, just reply here. We're here to help." | Objection handling / follow-up |
"$10M Booked Call Funnel Mistake" Hook
Ted uses this hook in content and SMS to create curiosity: "The $10M Booked Call Funnel Mistake" ... the premise is that most entrepreneurs try to sell on the landing page instead of using the page to book a call. The "mistake" is trying to close on the page rather than using the page as a qualification + booking tool. This frames TedOS as the solution to that mistake.
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Pre-Call Video Page
tedos-video-bPage Purpose
Hosted at a separate URL (likely go.tedmcgrathbrands.com/tedos-video-b). Delivered via SMS 24 hours before the demo call. Contains a 10-15 minute video designed to accomplish three things:
Video Content Breakdown
- Build Authority: Ted's credentials, revenue proof, student results ... "You're about to meet with someone who has generated $50M+ in this space"
- Set Expectations: "On the call, we'll map out your business, identify your gaps, and show you exactly how TedOS fills them. Come with your biggest challenge."
- Pre-Sell the System: Quick overview of TedOS modules without giving away the goods. Creates desire and "I need this" feeling before the call even starts.
Hosted Via
Wistia video player (not GHL native for this page). Wistia gives better analytics on watch time, drop-off points, and heatmaps for pre-call video optimization.
Conversion Impact
Pre-call videos typically increase show rates by 15-30% and close rates by 10-20% because the prospect arrives already pre-framed on the value, already trusting the authority, and already emotionally invested.
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Email Sequences
ActiveCampaign + KeapPlatform Split
ActiveCampaign: Current primary ESP for new leads and TedOS funnels. Modern automation, good deliverability, clean interface.
Keap/Infusionsoft: Legacy system. Still runs older funnels and long-term nurture sequences. Being phased out over time.
Tripwire Offer ($7.49 Bundle)
After the VSL opt-in but before the demo call, some leads receive a $7.49 tripwire offer ... a low-cost bundle of templates, scripts, or mini-courses. Purpose: convert the lead from "free opt-in" to "paid customer" before the call. Psychological principle: a person who has already paid (even $7) is dramatically more likely to buy the high-ticket offer on the call.
Email Sequence Structure
| Email # | Timing | Subject Line (Estimated) | Content Theme |
|---|---|---|---|
| 1 | Immediately | "You're in! Here's what happens next" | Welcome + call confirmation + tripwire offer |
| 2 | Day 1 | "The $10M Booked Call Funnel Mistake (don't make this)" | Content email ... positions TedOS framework |
| 3 | Day 2 | "How [Student Name] went from $0 to $47K/mo in 90 days" | Case study / social proof |
| 4 | Day 3 (pre-call) | "Your demo call is tomorrow... watch this first" | Pre-call video link + expectation setting |
| 5 | Post-call (no purchase) | "Still thinking about it? Here's what I'd do" | Objection handling, urgency, bonuses expiring |
| 6 | Day 5 | "Last chance: Your TedOS bonuses expire at midnight" | Scarcity / deadline |
| 7+ | Ongoing | Content / nurture | Weekly content emails, webinar invites, podcast episodes, event promos |
Content Email Themes
- "Message to Millions" framework ... Ted's core IP on finding your message
- Client results and transformations ... social proof drip
- Behind-the-scenes ... "How we built a $50M business"
- Live event invites ... webinars, workshops, Masterminds
- Podcast episode drops ... content that builds authority over time
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Tech Stack
9 Tools| Category | Tool | Role |
|---|---|---|
| Funnel Pages | GoHighLevel | Landing pages, forms, calendar booking, automation, CRM |
| Email (Primary) | ActiveCampaign | New lead sequences, tripwire, content nurture |
| Email (Legacy) | Keap / Infusionsoft | Older funnels, long-term nurture (being phased out) |
| SMS | GoHighLevel | Booking confirmations, reminders, no-show recovery |
| Video (VSL) | GHL Native Player | Main VSL on landing page |
| Video (Pre-Call) | Wistia | Pre-call video with advanced analytics/heatmaps |
| Analytics | Facebook Pixel (1464301018707075) | Conversion tracking, retargeting, lookalike audiences |
| Analytics | Microsoft Clarity | Session recordings, heatmaps, scroll depth |
| Analytics | ContentSquare | Experience analytics, journey mapping, zone-based heatmaps |
| Analytics | Cloudflare Analytics | CDN-level traffic analysis, bot detection, performance |
| Bot Protection | reCAPTCHA Enterprise | Form spam prevention on opt-in/booking forms |
| Calls | Zoom | Demo/sales calls |
| Main Website | WordPress + Astra + Elementor | tedmcgrathbrands.com (content site, blog, about) |
| Community | Facebook Group | "Message2Millions" ... client community + lead nurture |
| CDN | LeadConnector CDN | GHL's CDN for funnel pages and assets |
Russell Brunson ClickFunnels Funnel
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Value Ladder
Core FrameworkFree Book + Shipping$7.95 S&H
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Tripwire / OTO$37-$197
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SaaS TrialClickFunnels $97-$297/mo
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Coaching Programs$2K-$10K
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Inner Circle$25K-$50K/yr
How the Ladder Works
Every rung increases the value delivered AND the price. The free book brings people into the ecosystem at near-zero risk. Each subsequent offer solves a bigger problem and commands a higher price. The key: each rung naturally leads to the next. "You read the book and now you need a tool to build the funnel" (ClickFunnels). "You have the tool but need coaching on strategy" (coaching programs). "You want direct access and community at the highest level" (Inner Circle).
Brad Application: The A&D book ($20-$30) can serve as the bottom rung. Then MSV digital subscription ($40-$50/mo). Then BST group coaching/masterminds ($2K-$5K). Then private advisory ($10K+). Each rung feeds the next naturally.
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Classic Funnel Types
4 ModelsFree + Shipping Funnel
Offer a physical book for free, charge $7.95 shipping. Order form bump ($37 add-on). One-Time Offer page ($97-$197 upsell). Second OTO page ($297 upsell). Thank you page. Russell's DotCom Secrets, Expert Secrets, and Traffic Secrets all use this model. Brings in buyers at scale while often breaking even on ad spend.
Webinar Funnel
Registration page with countdown. Thank you page with indoctrination video. Reminder email sequence (3-5 emails). Live or automated webinar (90 min). The "Perfect Webinar" script: origin story, 3 secrets (breaking false beliefs), stack and close. Application/order page. Follow-up sequence for non-buyers. Sells $997-$2,997 offers.
Application Funnel
Similar to Ted's approach. Long-form VSL or case study video. Application form with qualifying questions. Calendar booking for strategy call. Pre-call nurture sequence. High-ticket close on the phone ($5K-$50K). Used for Inner Circle and high-level coaching.
Product Launch Funnel
Based on Jeff Walker's PLF framework. 4 pre-launch content videos (PLC 1-4) released over 7-10 days. Each video builds anticipation and handles objections. Cart open with countdown timer. 4-7 day open cart window. Cart close with urgency. Used for new product releases and ClickFunnels feature launches.
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Key Frameworks
3 BooksDotCom Secrets (Book 1)
- Hook-Story-Offer: Every funnel needs a hook (pattern interrupt), a story (Epiphany Bridge), and an irresistible offer (stack)
- Value Ladder: Ascend customers through increasing value tiers
- Attractive Character: Build a character that your audience identifies with ... backstory, parables, character flaws, polarity
- Soap Opera Sequence: Email sequence that hooks like a soap opera ... cliffhangers, open loops, emotional escalation
- Seinfeld Emails: Long-term daily emails that entertain and sell simultaneously
Expert Secrets (Book 2)
- Epiphany Bridge: The story structure that creates an emotional breakthrough ... "I used to believe X, then something happened, and now I believe Y"
- Origin Story: Your transformation story that positions you as the expert guide
- New Opportunity: Don't sell an improvement ... sell a NEW way (vehicle change, not vehicle improvement). "This isn't about doing Facebook ads better. This is about a completely new system."
- The Stack: Present the full value of everything included, assign dollar values, cross them out, then reveal the actual price. Creates massive perceived value gap.
- Breaking False Beliefs: 3 core false beliefs (vehicle, internal, external). Each "secret" in the webinar breaks one belief.
Traffic Secrets (Book 3)
- Dream 100: Identify the 100 people/platforms who already have your dream customers. Then work your way in (organic) or buy your way in (paid)
- Organic Traffic: Content strategy across platforms. Show up daily. Give value. Build audience. Convert with funnels.
- Paid Traffic: Facebook, YouTube, Google, Instagram. Hook-based creatives. Retargeting sequences. Lookalike audiences from buyers.
- Fill Your Funnel Framework: Identify where your dream customers congregate online. Create hook content for that platform. Drive them into your funnel.
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Copy Techniques
Conversion Patterns| Technique | Description | Where Used |
|---|---|---|
| Long-Form VSLs | 45-90 minute video sales letters. Tells the full origin story, breaks false beliefs, stacks value, makes the offer. No skipping forward (progress bar hidden). | Main funnel pages |
| Epiphany Bridge Scripts | "I used to believe [old belief]. Then [event happened]. Now I know [new belief]." Structured for emotional breakthrough in the viewer. | Webinars, VSLs, emails |
| Stack Slides | Visual slide showing every component of the offer with a dollar value. Total value: $XX,XXX. Crossed-out prices. "But you're not going to pay that..." Reveal actual price at dramatic value gap. | Webinar close, sales pages |
| Price Anchoring | Show the "real" value ($25,000+), then reveal the offer price ($997 or $1,997). The contrast makes the actual price feel like a steal. | Everywhere |
| Countdown Timers | Live countdowns on every offer page. Cart close deadlines. Webinar replay expiration. Create urgency and FOMO. | All funnel pages |
| "Two Comma Club" Proof | Awards given to ClickFunnels users who make $1M+ through a single funnel. Social proof via physical plaques, on-stage recognition, case study features. | Sales pages, events, social |
| Order Form Bumps | Small checkbox on the order form: "Yes! Add [bonus item] for just $37." Increases AOV by 15-25% with near-zero effort. | All checkout pages |
| One-Click Upsells | After initial purchase, "Wait! Would you also like [next offer]?" No re-entering payment info. One-click add. | Post-checkout OTO pages |
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Revenue Numbers
Scale Metrics| Metric | Number | Source |
|---|---|---|
| ClickFunnels ARR | $200M+ (estimated) | Public statements, industry reports |
| Personal Brand Revenue | $100M+ (cumulative) | Books, courses, coaching, events, affiliates |
| Active ClickFunnels Users | 100,000+ | Company announcements |
| Two Comma Club Members | 1,000+ | ClickFunnels awards program |
| FunnelHacking Live Attendance | 5,000+ per event | Event data |
| Books Sold | 2M+ copies across 3 books | Publishing data |
| Marketing Secrets Podcast | 10M+ downloads | Public stats |
| Facebook Group Members | 300,000+ | Facebook group |
| Inner Circle Members | 100-200 (by design) | Limited capacity, $25K-$50K/yr |
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Tech Stack
Own Platform| Category | Tool | Notes |
|---|---|---|
| Funnel Builder | ClickFunnels (own) | Eats own cooking. Every Russell funnel is built on CF. |
| Actionetics (CF native) | Built into ClickFunnels. Also uses ActiveCampaign for segmentation. | |
| CRM | ClickFunnels + HubSpot | CF for funnel data, HubSpot for enterprise-level CRM. |
| SMS | ClickFunnels native | Built-in SMS automation (added in CF 2.0). |
| Video | Vimeo OTT + YouTube | Vimeo for gated content (FunnelFlix). YouTube for organic reach. |
| Affiliates | BackPack (CF native) | Built-in affiliate management system. Massive affiliate army. |
| Community | Facebook Group (300K+) | Plus FunnelHacking Live events (5K+ attendees). |
| Content Platform | FunnelFlix | Netflix-style streaming platform of marketing courses. |
| Podcast | Marketing Secrets | 10M+ downloads. Daily content engine. |
| Analytics | Facebook Pixel, GA, GTM | Standard stack plus ClickFunnels internal analytics. |
| Calendar | Calendly + CF native | Calendly for sales calls, CF for webinar registration. |
| Calls | Zoom | Webinars and sales calls. |
| Webinars | CF Webinar Funnels | Both live and automated webinar capability built in. |
Side-by-Side Comparison
| Dimension | Ted McGrath (TedOS) | Russell Brunson (ClickFunnels) |
|---|---|---|
| Core Product | TedOS Operating System ... coaching + courses + community for online experts | ClickFunnels SaaS ... funnel builder software + education ecosystem |
| Positioning | "The operating system for turning expertise into a scalable online business" | "You're one funnel away" ... funnels are the solution to every business problem |
| Primary CTA | Book a free demo call (application funnel) | Start free trial / Buy the book (free + shipping) |
| Price Model | High-ticket one-time ($5K-$25K+) with ongoing community/support | Tiered SaaS ($97-$297/mo) + high-ticket coaching ($2K-$50K) |
| Value Ladder Entry | Free VSL training (opt-in) then demo call | Free book + $7.95 shipping then SaaS trial then coaching |
| Funnel Type | Application funnel (VSL to booked call to high-ticket close) | Multiple: Free+shipping, webinar, application, product launch |
| Tech Stack | GoHighLevel (all-in-one) + ActiveCampaign + Wistia | ClickFunnels (own platform) + Actionetics + BackPack |
| Email Platform | ActiveCampaign (primary) + Keap (legacy) | Actionetics (own) + ActiveCampaign (supplemental) |
| Ad Strategy | Facebook Ads (ABO), video creative, HNI targeting | Facebook + YouTube + Google. Dream 100 organic + paid. |
| Key Framework | "Message to Millions" ... find your message, build your offer, fill your calendar | Hook-Story-Offer, Value Ladder, Epiphany Bridge, Dream 100 |
| Differentiation | "Operating system" ... positions as comprehensive vs. piecemeal courses | "Platform + education" ... you get the tool AND the training |
| Social Proof Style | Revenue screenshots, video testimonials, "$50M generated" | "Two Comma Club" awards, massive event photos, celebrity associations |
| Content Strategy | Podcast, Facebook group ("Message2Millions"), webinars, live events | Daily podcast, YouTube, massive FB group (300K+), FunnelFlix streaming, books |
| Community | Facebook Group + coaching calls + live events | FB Group (300K+) + FunnelHacking Live (5K+) + Inner Circle (100-200) |
| Target Audience | Coaches, consultants, course creators, authors/speakers ($0-$500K revenue) | All online entrepreneurs, broader range ($0 to $10M+), SaaS users |
| Design Language | Dark, cinematic, gold accents, premium feel. Minimal navigation. | Bold, bright, red/blue, energetic. Information-dense pages. |
| VSL Length | 25-35 minutes (estimated) | 45-90 minutes (proven long-form approach) |
| Pricing Visibility | Hidden ... "book a call to learn more" (high-ticket norm) | Visible for SaaS ($97-$297/mo). Hidden for high-ticket coaching. |
| Sales Model | 1-on-1 demo calls with closers (phone-based sales team) | Self-serve SaaS + webinar close + application calls for high-ticket |
| Urgency Tactics | "Limited spots available this week" on booking page | Countdown timers everywhere, cart close deadlines, bonus expiration |
| Guarantee | Not publicly stated (discussed on call) | 30-day money back on SaaS. Varies on programs. |
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What Brad Can Replicate
Action ItemsFrom Ted McGrath
- Application Funnel Model: Build a VSL-to-booked-call funnel for BST high-ticket advisory. Brad's TEDx + Inc. 5000 + 500-person company gives even stronger social proof than Ted's.
- Pre-Call Video: Record a 10-minute "what to expect" video. Embed Brad's origin story (Micro Machines, Wharton, manufacturing failure, VA discovery). This single asset can increase show rates 15-30%.
- "$10M Mistake" Hook: Adapt this framing for Brad's audience. "The $10M Delegation Mistake" or "The Mistake That Costs 7-Figure Founders 20 Hours a Week." Same curiosity mechanism.
- SMS Automation: Use GoHighLevel or similar for booking confirmations, reminders, no-show recovery. Huge ROI, minimal effort to set up.
- Tripwire Before the Call: Offer a $7-$19 "Automate & Delegate Quick-Start Kit" (delegation checklist, VA onboarding template, AI prompt pack). Converts free leads into buyers before the call.
- Dark, Cinematic Page Design: Ted's design language (dark background, gold accents, minimal navigation) creates a premium feel that matches Brad's positioning.
From Russell Brunson
- Value Ladder Architecture: Map Brad's ecosystem to a clear ladder: A&D Book ($25) then MSV Subscription ($50/mo) then BST Group Coaching ($5K) then Private Advisory ($15K+). Each rung feeds the next.
- Free + Shipping Book Funnel: When A&D launches Aug 30, build a free+shipping funnel. Order form bump with workbook ($37). OTO with AI Co-Pilot access ($97-$197). Thank you page with community invite.
- Epiphany Bridge for Brad's Story: Structure the key stories: bankruptcy at 20, holding two jobs + raising sisters, $2k severance into a company, products exploding, discovering VAs. Each story is an Epiphany Bridge that breaks a false belief.
- Dream 100 Strategy: Identify 100 people/platforms with Brad's ideal audience (EO chapters, YPO forums, BNI groups, industry conferences, podcasts). Work your way in (speak/guest) or buy your way in (sponsor/advertise).
- Stack Slide for BST Keynote Offers: When selling from stage, use Russell's stack approach. List every component with a dollar value. Cross them out. Reveal the price at a massive value gap.
- "Two Comma Club" Equivalent: Create a recognition program for OA clients who hit milestones with their VA team. "Scale Club" ... clients who saved 1,000+ hours, grew revenue 100%+, etc. Social proof engine.
- Content Flywheel: Russell's podcast-to-funnel pipeline. Brad's "Automate & Delegate" podcast should feed directly into the book funnel. Every episode ends with "get the free book" CTA.
Combined Strategy for Brad
The Play: Use Russell's value ladder architecture with Ted's application funnel execution. Brad's book launch (Aug 30) becomes the free+shipping entry point (Russell). High-ticket BST advisory uses the VSL-to-booked-call model (Ted). The MSV subscription sits in the middle as recurring revenue. Content flywheel (podcast + social + newsletter) drives traffic into the top of the funnel. Sterling builds and manages the entire tech stack.
Tech Stack Deep Dive
Ted McGrath Stack
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Pages & Funnels
| Platform | GoHighLevel |
| Funnel Domain | go.tedmcgrathbrands.com |
| Main Site | tedmcgrathbrands.com (WordPress + Astra + Elementor) |
| CDN | LeadConnector CDN (GHL native) |
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Video
| VSL Player | GHL Native Video Player |
| Pre-Call Video | Wistia (advanced analytics, heatmaps, watch time tracking) |
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CRM & Email
| CRM | GoHighLevel |
| Email (Primary) | ActiveCampaign |
| Email (Legacy) | Keap / Infusionsoft (phasing out) |
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SMS
| Platform | GoHighLevel SMS Automation |
| Number | +1 (727) 761-2930 |
| Use | Booking confirms, reminders, no-show recovery |
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Analytics & Tracking
| Facebook Pixel | ID: 1464301018707075 |
| Session Recording | Microsoft Clarity |
| Experience Analytics | ContentSquare |
| CDN Analytics | Cloudflare Analytics |
| Bot Protection | reCAPTCHA Enterprise |
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Community & Calls
| Calendar | GHL Native Calendar |
| Calls | Zoom |
| Community | Facebook Group: "Message2Millions" |
| Domain | go.tedmcgrathbrands.com (funnels) tedmcgrathbrands.com (main site) |
Russell Brunson Stack
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Pages & Funnels
| Platform | ClickFunnels (own product) |
| Primary Domain | clickfunnels.com |
| Personal Brand | russellbrunson.com |
| Podcast | marketingsecrets.com |
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Video
| Gated Content | Vimeo OTT (FunnelFlix streaming platform) |
| Organic Reach | YouTube (public content, podcast clips) |
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CRM & Email
| CRM | ClickFunnels + HubSpot |
| Email (Primary) | Actionetics (ClickFunnels native) |
| Email (Secondary) | ActiveCampaign (segmentation) |
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SMS
| Platform | ClickFunnels native SMS (added in CF 2.0) |
| Use | Automated sequences, cart abandonment, reminders |
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Analytics & Tracking
| Facebook Pixel | Active (ID not public) |
| Google Analytics | GA4 |
| Tag Manager | Google Tag Manager |
| Internal Analytics | ClickFunnels dashboard |
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Community & Content
| Calendar | Calendly + ClickFunnels native |
| Calls | Zoom |
| Webinars | ClickFunnels webinar funnels |
| Affiliates | BackPack (CF native affiliate management) |
| Community | Facebook Group (300K+ members) |
| Events | FunnelHacking Live (5K+ attendees) |
| Streaming | FunnelFlix (Netflix-style course platform) |
| Podcast | Marketing Secrets (10M+ downloads) |
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Recommended Stack for Brad
Sterling BuildPhilosophy: Sterling builds what's custom. Buy the warranty on infrastructure that could break (auth, email delivery, payment processing). Use platforms where 80% of the work is already done.
| Category | Recommendation | Rationale |
|---|---|---|
| Funnel Pages | Cloudflare Pages (Sterling-built) | Zero cost. Sterling builds landing pages in 15-30 min. Full control over design, speed, and conversion optimization. No monthly platform fee. |
| CRM | HubSpot (already connected) | Already integrated. Free tier covers most needs. Enterprise features available if needed. |
| Beehiiv (newsletter) + HubSpot (sequences) | Beehiiv for the A&D newsletter. HubSpot for automated drip sequences tied to funnel actions. | |
| SMS | Twilio (already connected) | Already integrated. Pay-per-message. Sterling manages the automation logic. |
| Video Hosting | Vimeo (already connected) | Already connected. Pro-level hosting, no YouTube branding, no suggested videos competing for attention. |
| Calendar | Calendly (already using) | Already Brad's default. Auto-blocks calendar. Professional scheduling experience. |
| Payments | Stripe (already connected) | Already integrated. Handles subscriptions (MSV), one-time (book), and high-ticket (coaching). Buy the warranty on payment processing. |
| Analytics | Cloudflare Analytics + Facebook Pixel | Cloudflare for traffic. Facebook Pixel for ad optimization. Both free. |
| Community | Circle.so or Facebook Group | Circle for premium feel (MSV subscribers). Facebook Group for free community (A&D readers). |
| Podcast | "Automate & Delegate" (already active) | iTunes, Spotify, Amazon. Every episode ends with book funnel CTA. |
| Voice/AI | ElevenLabs (Brad clone v2) | Already cloned. Can generate audio content, voiceovers for VSLs, podcast intros. |
| Social Scheduling | Metricool (already connected) | Already integrated. Handles multi-platform scheduling. Sterling manages content calendar. |
Architecture Blueprint for Brad
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Page Structure (HTML/CSS Specs)
From Ted's PageLayout Architecture
| Property | Ted's Spec | Brad's Adaptation |
|---|---|---|
| Max Width | 1100px centered | 1100px (same ... proven for VSL conversion) |
| Sections | Full-width background, content centered | Same approach. Alternating dark/slightly-lighter sections. |
| Navigation | Logo only. No menu. No links. No escape. | Same. The page exists for ONE action: book a call. |
| Video Container | 16:9 ratio, max 800px wide, centered | Same. Rounded corners, subtle shadow. |
| CTA Buttons | Full-width within content area, 56px height, rounded | Same. High contrast. Slight pulse animation on hover. |
| Social Proof Bar | Horizontal logo strip, grayscale, 5-6 logos | Brad's: Inc. 5000, TEDx, EO, YPO, Real Leaders, UN |
| Testimonial Layout | 2-column grid, video cards with play overlay | Same. Use OA client testimonials and BST speaking clips. |
| Form | Centered, max 500px, stacked fields, high-contrast submit | Same. Qualification questions adapted for Brad's audience. |
| Mobile | Single column, video scales, form full-width | Same. Mobile-first responsive. |
CSS Specifications
/* Brad's VSL Page Design System */
:root {
--bg-primary: #0a0a0a;
--bg-section: #111111;
--bg-card: #1a1a1a;
--text-primary: #ffffff;
--text-secondary: #a0a0a0;
--accent-gold: #D4A843; /* CTA buttons, highlights */
--accent-cyan: #22D3EE; /* Proof elements, metrics */
--accent-green: #34d399; /* Success/results elements */
--font-heading: 'Montserrat', sans-serif;
--font-body: 'DM Sans', sans-serif;
--max-width: 1100px;
--section-padding: 80px 20px;
}
/* Hero section: 100vh min, video centered */
/* Social proof: horizontal scroll on mobile */
/* CTA buttons: min-height 56px, font-weight 700 */
/* Form: max-width 500px, border-radius 12px */
/* Testimonials: CSS grid auto-fill minmax(300px, 1fr) */
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Design Specs
Colors, Fonts, AnimationsColor Palette
Backgrounds
#0a0a0a (primary)
#111111 (sections)
#1a1a1a (cards)
#222222 (form bg)
Accents
#D4A843 (gold CTA)
#22D3EE (cyan proof)
#34d399 (green results)
#a78bfa (purple premium)
Text
#ffffff (headings)
#e0e0e0 (body)
#a0a0a0 (secondary)
#666666 (muted/legal)
Typography
| Headings | Montserrat, 700 weight, -0.02em letter spacing |
| H1 (Hero) | 48px desktop / 32px mobile |
| H2 (Section) | 36px desktop / 24px mobile |
| H3 (Sub) | 24px desktop / 20px mobile |
| Body | DM Sans, 400/500 weight, 16px, 1.6 line height |
| Captions | DM Sans, 14px, 500 weight, uppercase tracking |
Animations
- CTA Button: Subtle pulse (scale 1.02) every 3 seconds. Gold glow on hover. 200ms ease transition.
- Section Entrance: Fade-in + slide-up 20px on scroll (IntersectionObserver). 400ms ease-out.
- Social Proof Numbers: Count-up animation when scrolled into view. 2-second duration.
- Testimonial Cards: Scale 1.02 on hover with subtle shadow increase.
- Form Focus: Border color transitions to gold on input focus. Label floats up.
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Conversion Flow Diagram
Brad's FunnelFull Funnel Architecture
Traffic SourceFB Ads / Podcast / Social / Dream 100
➡
VSL Pageautomatedelegate.com/demo
➡
Opt-In FormName, Email, Phone, Revenue, Challenge
➡
Calendar BookingCalendly Embed
➡
Thank You + VideoPre-frame video + calendar add
➡
Nurture SequenceSMS + Email (3-5 days)
➡
Strategy CallZoom 30-45 min
Parallel: Book Launch Funnel (Aug 30)
Free+ShippingA&D Book ($7.95 S&H)
➡
Order BumpWorkbook ($37)
➡
OTO 1AI Co-Pilot ($97)
➡
OTO 2MSV Monthly ($47/mo)
➡
Thank YouCommunity invite + nurture
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Form Fields & Qualification Strategy
Application Form (Strategy Call Funnel)
| Field | Type | Purpose | Qualification Signal |
|---|---|---|---|
| Full Name | Text | Personalization | - |
| Follow-up sequence | Business email = stronger lead | ||
| Phone | Phone | SMS automation + call | Providing phone = higher intent |
| Company Name | Text | Research before call | Established company = higher value |
| Industry | Dropdown | Personalize the call | OA's 85 industries = Brad can speak to almost any |
| Current Team Size | Dropdown (1-5, 6-20, 21-50, 50+) | Qualify scale | 6+ = ready for delegation/outsourcing conversation |
| Monthly Revenue | Dropdown ($0-$50K, $50K-$250K, $250K-$1M, $1M+) | Qualify budget | $250K+ = ideal for high-ticket advisory |
| Biggest Challenge | Textarea | Personalize call, identify pain | Detailed answer = high intent. One word = low intent. |
| How did you hear about us? | Dropdown | Attribution tracking | Podcast/book = warm. Ad = cold but qualified by revenue. |
Book Funnel Form (Simpler)
| Field | Type | Purpose |
|---|---|---|
| Full Name | Text | Shipping + personalization |
| Order confirmation + nurture sequence | ||
| Shipping Address | Address | Physical book delivery |
| Card Info | Stripe Elements | $7.95 S&H charge |
| Order Bump Checkbox | Checkbox | "Add the Interactive Workbook for $37" |
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Post-Conversion Automation Sequence
Sterling-ManagedStrategy Call Funnel Automation
| Trigger | Channel | Action | Sterling's Role |
|---|---|---|---|
| Form submitted | HubSpot | Create/update contact, set lifecycle stage, log deal | Automated via HubSpot workflow |
| Immediately | Welcome + confirmation + pre-call video link | HubSpot sequence (Sterling writes copy) | |
| Immediately | SMS | Booking confirmation via Twilio | Sterling triggers via Twilio API |
| +24 hours | Content email (Brad's story, Epiphany Bridge) | HubSpot sequence | |
| -24 hours (before call) | SMS | "Watch this before your call" + pre-call video | Sterling triggers via Twilio API |
| -1 hour | SMS | Zoom link reminder | Sterling triggers via Twilio API |
| No-show (+15 min) | SMS + Email | Rebook link + "We missed you" | Calendly webhook detects no-show, Sterling sends |
| Post-call (no buy) | Objection-handling sequence (3-5 emails over 7 days) | HubSpot sequence (Sterling writes, Brad approves) | |
| Post-call (purchased) | Email + SMS | Welcome to program + onboarding | Sterling sends welcome, creates Stripe subscription |
Book Funnel Automation
| Trigger | Channel | Action |
|---|---|---|
| Book purchased | Stripe webhook | Confirm order, create HubSpot contact, tag "book-buyer" |
| Immediately | Order confirmation + digital copy access + "what to read first" | |
| Day 3 | "How's the book?" + teaser for Chapter X + MSV offer | |
| Day 7 | Case study of someone who applied the book's framework | |
| Day 14 | MSV subscription offer ($47/mo) with book-buyer discount | |
| Day 21 | "Ready for the next level?" + strategy call invitation | |
| Ongoing (weekly) | A&D newsletter (Beehiiv) with weekly content + CTA |
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What to Build in Sterling vs. What to Buy
| Component | Decision | Rationale | Cost |
|---|---|---|---|
| Landing pages | BUILD (Sterling) | 15-30 min build time. Zero cost. Full design control. No platform lock-in. | $0 |
| VSL video | BUILD (Brad records, Sterling edits/hosts) | Vimeo hosting already connected. ElevenLabs for voiceovers. | $0 (existing tools) |
| Email sequences | BUY (HubSpot/Beehiiv) | Email deliverability is infrastructure. Buy the warranty. | Free tier |
| SMS automation | BUILD (Sterling + Twilio) | Already connected. Sterling writes the logic, Twilio sends. | ~$0.01/msg |
| Payment processing | BUY (Stripe) | PCI compliance, fraud detection, subscription management. Never build payments. | 2.9% + $0.30 |
| Calendar booking | BUY (Calendly) | Already using. Handles timezone, availability, reminders. Buy the warranty. | Free-$12/mo |
| CRM | BUY (HubSpot) | Already connected. Contact management, pipeline, sequences. Don't build a CRM. | Free tier |
| Analytics dashboard | BUILD (Sterling) | Custom funnel dashboard on Cloudflare Pages. Shows conversion at each stage. 30-min build. | $0 |
| Pre-call video page | BUILD (Sterling) | Simple page with Vimeo embed. 10-min build. | $0 |
| Thank you page | BUILD (Sterling) | Confirmation + indoctrination video. 15-min build. | $0 |
| Community platform | BUY (Circle.so or Facebook Group) | Community features (forums, events, DMs) are complex. Buy the specialist. | $0-$89/mo |
Total Recurring Cost: Under $100/month for the entire funnel infrastructure. Compare to Ted's GoHighLevel ($297-$497/mo) or Russell's ClickFunnels ($297/mo). Sterling's build time replaces $5K-$15K in development costs, and the ongoing cost is near zero because landing pages and automation logic live on Cloudflare (free) and Twilio (pennies per message).
Video Scripts & Transcripts
All 4 TedOS funnel videos transcribed via Groq Whisper Large V3. Total runtime: ~42 minutes. These scripts reveal Ted's exact frameworks, selling patterns, and persuasion sequences.
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Main VSL Video (~6:28)
Top of FunnelSource: go.tedmcgrathbrands.com/vsl-tedos-new
Hosting: GoHighLevel HLS streaming (Video.js)
Format: Ted speaking to camera with burned-in captions + live TedOS screen recording demo
Key Hook: "$1,000 charity donation if I don't do it in 6:30" — creates urgency and credibility simultaneously
Script Analysis
| Opening Hook | "If you're already generating leads but not consistently booking 10K and 100K clients, it's not your effort, it is your sales funnel." |
| Promise | Install a complete high-ticket sales funnel in under 60 minutes |
| Credibility | Frameworks that have done nearly $50M in revenue |
| Demo | Live screen recording showing 20 questions → ideal client → marketing content → one-click funnel build |
| Key Features Shown | Ideal client research, message, story, offer, ad copy, email campaigns (15 emails), video scripts, funnel page copy, brand color customization |
| Time Pressure | "If I don't do it in 6 minutes and 30 seconds, I will donate $1,000 to your charity" |
| Close | "Click down below and go book your private demo with my team because we're going to install your funnel soon." |
Full Transcript
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Thank-You Page Video A (~7:56)
Post-Booking Indoctrination #1Source: go.tedmcgrathbrands.com/thank-you-page-tedos
Hosting: Wistia (hash: xeckn19808)
Purpose: Post-booking show-rate optimization. Teaches 3 funnel mistakes to build authority and make demo more valuable.
Strategy: "Education-based selling" — gives real value so prospect arrives at demo call already trusting Ted's expertise
3 Mistakes Framework
| Mistake #1 | Message Mismatch — Ad says apples, landing page says pears. Colors mismatch. Menu bars kill conversion. "They either book a call or leave the page." |
| Mistake #2 | Vague Offers — "We help businesses grow" won't cut it in cold traffic. Need specific measurable outcomes: "We help service businesses add 30 booked appointments a month." |
| Mistake #3 | No Follow-Up System — Automated reminders only = 20-30% show rate. Personal touch (phone call at booking, personal texts from sales rep) = 70% show rate. |
| Bonus | Income-Level Qualification — Call out revenue level in ad AND video AND booking form. Filter below threshold with "we're reviewing your application." |
Full Transcript
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Pre-Call Video B (~13:20) — "The $10M Booked Call Funnel Mistake"
SMS-Linked Indoctrination #2Source: go.tedmcgrathbrands.com/tedos-video-b
Hosting: Wistia (hash: bqctxb8cpx)
Delivery: Linked from automated SMS after booking — higher open rate channel than email
Purpose: Deep-dive into funnel structure. Shows the ONLY high-ticket funnel you need. Live demo of headline testing + brand color changing.
Key Teaching Points
- One clean system: Ad → clear promise → headline → 5-10 min video → book call → personal follow-up
- Two funnel versions: (1) Ads → VSL → Book Call, (2) Ads → Free Gift → VSL → Book Call
- Headline is king: Multiple demonstrations of regenerating headlines until specificity is nailed
- Brand color deployment: One-click color change across entire funnel in seconds
- Ideal client determines everything: Without nailing ideal client, the headline and message will always miss
- Speed to optimization: "Most people overcomplicate funnels. Speed, implementation, one funnel."
Full Transcript
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Video C — Full TedOS System Walkthrough (~14:30)
Complete DemoHosting: Wistia
Purpose: Most comprehensive demo. Walks through every phase of TedOS in detail. Used in email sequence or as additional pre-call content.
Key Selling Points: "You don't have a funnel problem. You have a message problem, an alignment problem, and an execution problem."
Framework Revealed
| Phase 1 | Business Content: Ideal client (researched, ability to pay $10K-$100K+), message, story (performance + story selling from Phantom of the Opera coach), offer (branded system with named steps) |
| Phase 2 | Marketing Content: Free gift, video script (hook → problem → epiphany → solution → value → offer → stack → close), bio, ad copy, 15 email campaigns, text messages, funnel page copy |
| Deployment | One-Click Build: Push to builder → 45 seconds → entire funnel live with brand colors, headlines, copy, email automations, and CRM ready |
| Optimization | Regenerate Anything: Headlines, ad copy, emails, video scripts — hit AI feedback button, it reruns through 20 questions on-brand |
Video Script Structure (Ted's VSL Formula)
| 1. Hook | Pattern interrupt — grab attention in first 5 seconds |
| 2. Problem | Agitate the pain — "your assistant is writing your VSLs, emails feel like another company" |
| 3. Epiphany | The realization moment |
| 4. Solution | Introduce TedOS as the fix |
| 5. Value | Stack the deliverables |
| 6. Offer | What they get |
| 7. Stack | Price anchor against alternatives |
| 8. Close | CTA with urgency |
Full Transcript
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Cross-Video Intelligence Summary
PatternsTed's Repeating Persuasion Patterns
| Pattern | Frequency | Purpose |
|---|---|---|
| "Nearly $50M in revenue" | All 4 videos | Credibility anchor — repeated in every video to build authority |
| "25 years of formulas" | All 4 videos | Positions AI output as expert-trained, not generic |
| "Answer 20 questions" | All 4 videos | Simplicity anchor — makes the process feel effortless |
| "One click" / "seconds" | All 4 videos | Speed anchoring — contrasts with "months" and "hiring agencies" |
| Live demo (real-time build) | VSL + Video C | Proof by demonstration — "watch it happen right now" |
| Headline regeneration | Video B + C | Shows ongoing value — not just one-time, but reusable operating system |
| Brand color change | VSL + Video B + C | Visual wow moment — instant gratification, emotional response |
| "This is not a template/theory" | VSL + Video C | Differentiation from generic AI tools and course-style products |
| Phantom of the Opera reference | Video A + C | Unusual credibility — stage performance coach adds unique angle |
Double Indoctrination Strategy
Ted uses a progressive disclosure model across the 4 videos:
- VSL (6 min): Fast, visual, demo-heavy. Optimized for cold traffic with short attention spans. Gets them to book.
- Video A (8 min): Post-booking education. "3 mistakes" framework builds trust and makes the demo feel more valuable.
- Video B (13 min): Delivered via SMS (higher engagement). Goes deeper into funnel structure. Multiple live demos.
- Video C (14 min): Most comprehensive. Full system walkthrough. The "closer" video for anyone still on the fence about attending the demo.
Each video builds on the previous one. By the time the prospect arrives at the 30-min Zoom demo, they've consumed ~42 minutes of Ted's content and seen TedOS build multiple funnels live. They're already sold on the concept — the demo call just needs to customize it for their business and handle price.