[00:00:00] Speaker A: Welcome to Big Ticket Pros, the podcast for agencies, coaches and high end service providers who know what it takes to thrive in competitive markets. I'm your host, Ana Gonzalez and you can find me on social media nabotprime. Our guests share insider tips, strategies and sometimes cautionary tales to help you close bigger deals, build stronger relationships and scale your business faster. Big Ticket Pros is sponsored by Conversational funnels. We booked 121 qualified sales calls in 10 days without any ad spend, outreach or endless social posting. We found a new way to close deals in 2025 that does not rely on any of those tired old methods we're used to. To learn more, download the free Step by step
[email protected] that's conversationalfunnels.com Today's guest is Scott. Oh, I'm sorry, I did not ask for this. Zetlen Zetlin.
[00:00:48] Speaker B: Yes. You got it. Good. There you go.
[00:00:49] Speaker A: So good at this. So thank you Scott. Today's guest is Scott Zetlin, CEO of Visiopt Incorporated, which is a digital marketing powerhouse with over two decades of experience in media buying, conversion, rate optimization and customer journey analytics. Starting his journey in 2000 with just $200, he grew his first online health business into a seven figure brand within a year. Wow. Scott's game changing philosophy use the same traffic and resources, but optimize them without increasing ad spend at all to multiply revenue. So Scott, welcome to Big Ticket Pros. What is the best?
[00:01:25] Speaker B: Happy to be here.
[00:01:26] Speaker A: I'm so glad you're here and so excited about your the what we're going to talk about today. So what is the best piece of advice you would give to someone just starting out in your industry?
[00:01:35] Speaker B: So I'm going to give you two pieces and I'm going to cheat a little bit because listening to your, to your introduction, understanding your audience. So first thing I would say is that everything that you have out there in the marketplace, everything that you're doing is a version 1A v1. Most people, companies large and small, do not understand that the key to making it all work is awesome optimization and testing. So you sort of hit it a little bit in the intro, but our software, and that's not what we're here for. But you know, we can test the equivalent of thousands of different combinations in a single test without requiring any additional traffic. And the biggest surprise, the biggest needle mover or leverage that anybody has in a business is what's actually going on on their pages and funnels, regardless of where they're at today, regardless if they're a 10 figure company or they're just starting out. So if we're taking somebody who's starting out, which was the, the core of your question. Well, they can't expect usually to put something out and then if they hear crickets or they're let's say trying to run traffic and they're losing a little bit, that does not mean that it's time to scrap it all. It just means it's time to test strategically.
[00:02:49] Speaker A: Love it.
[00:02:51] Speaker B: If I can, I'll add one more bit because you have you mentioned agencies. So the only thing I want to talk about for agencies is, and this is a long conversation, so I'll make it real quick, is that what's happening with most agencies is that they are perceived in the marketplace as a commodity media buyer, media buying agencies, they're, they're copywriting agencies, creative agencies. So if somebody's not happy, it's why there's so much churn. We talk a lot about. In fact we're in the midst of a training right now about becoming a full stack marketer. And so I think it's really important. If I had to give advice to any of the agencies that were listening, are listening to this, the one thing I'd say is to expand what you're doing. I will not take your job as long as you grow and adapt.
[00:03:41] Speaker A: I love this. So to address the first piece of advice that you gave about your first version and refine it.
[00:03:52] Speaker B: Yep.
[00:03:53] Speaker A: I think that with the more with more advance that you have, it gives you more data, it gives you more objections to handle. It gives you more of what you need to refine that. So I think that you nailed it on that one. If you, if you have a good message and a good offer, it doesn't matter if you have a pretty website or anything else.
[00:04:19] Speaker B: Right. It's all about the messaging to your point. I'll give you a quick example. Just story. This is not one of like the big ones like we have companies that will get 20, 30, 50, 100% increase in a single test. But I think this will illustrate what you just said. We had somebody set up busy opt. One of the things we have them do is to quickly set up a test that won't affect their customers just so they can make sure everything's working the way it should. So one of these companies change two words on their homepage now they came back to us and seven to 10 days later said we forgot about it. We let it run we got 7,000 visitors, but we realized that two word change made a 15% increase in our application rate. And so the only reason it's not about the 15%, it's not about like we could all look hindsight. What were the two words in the messaging? And sure we understand why it did. It's to understand what you just said, that messaging is important and whether they're doing something on their front end ads, whether they're doing something in their email mailing, whether they're doing something on their landing pages, words and messages matter. And so sometimes it's overall positioning, sometimes it's a headline, sometimes the lead is hidden way down below. Sometimes they just have to differentiate and make themselves unique. There's a lot that we could talk about here, but you're exactly right, it does not mean that their offer may not work. It could be many times the messaging in and around that offer.
[00:05:47] Speaker A: Same.
Yes, I, you know, I, I wonder what those were the two words that they needed to change.
[00:05:55] Speaker B: You know, I hear, because I didn't come prepared, I don't know, you could share it afterwards. I will tell you that it was what you would normally think. Well, okay, that makes sense. And it's because I think one of the words just made it feel more inclusive before a call to action. But. So I don't have those words. I wish I did because I wasn't prepared to even. But as you're talking about messaging, I'm just thinking to myself this may be a good example for people to understand just how powerful messaging is. So imagine if you're testing complete openers or your overall message. They just need to understand. I think I get the question that it's all, all about the messaging and I see too many people throwing copy on the sort of copyright floor, you know, sort of thing like you know, the cutting room floor or people trying to rework their offers or even big companies. I was speaking with a company the other day and I happen to be friends with the owner. They spend more than $2 million a month on traffic. So that, and when we talked about it, they realized that ultimately when the offer started working, it wasn't that they had to rewrite it. It was that they just have to focus on the fundamentals, which is improving conversion rate, which is through testing. So it doesn't matter where you're at. That would be my number one. I know it sounds sort of self serving because we have software around that, but it truly is the number one leverage.
[00:07:08] Speaker A: That's awesome. Yes. And talking about your your software that you have tell us about how you serve and how people can reach out to you.
[00:07:17] Speaker B: Sure. The name of the software is Visiopt, so it's V I S I O-P T dot com. We I know we don't have a lot of time here, but we're one of the most advanced testing and tracking tools on the market today. We'll just leave. You can test thousands of items very easily, even if you never tested before, without touching a piece of code on your page, without changing anything in your Sear server, without creating different variations in a single test, without requiring any additional traffic. And so I'll just say if anybody has any kind of interest or wants to know it's right for them or just wants to hop on an evaluative call to see how we can help you from conversions. Not we're not taking on clients as far as that goes, but the calls we always want to give value, they can just go to Viziop.com and click the little chat help button and we would be happy to speak with anybody.
[00:08:07] Speaker A: Fantastic. We're going to wrap from here, so thank you, Scott Zettlen, for joining us and sharing some wisdom about thriving in a competitive industry. You can learn more about what he does by visiting visiop.com v I s I o-p t s.com Is that correct?
[00:08:21] Speaker B: V I s I o-p T.com There you go.
[00:08:26] Speaker A: Thank you so much.
[00:08:26] Speaker B: There you go.
[00:08:28] Speaker A: If you are an agency coach, professional services provider or otherwise sell expensive stuff, would love to have you in a future episode. You can apply at bigticketprost. Com. And once again, if you want to stack your calendar with qualified, motivated prospects who want what you have, download our free blueprint@conversational funnels.com. that's all for now. Go get that big ticket punched. See you later.
