The Only Two Ways to Scale Any Offer (And How to Execute Both)

There Are Only Two Ways to Scale I've worked with thousands of people trying to grow their businesses, and almost every scaling problem comes down to the same root cause. There are only two ways to scale any offer: learn how to convert cold traffic at scale, or learn how to create warm traffic at scale. That's it. Those are your only two options. If your ads don't work, your cold emails barely get replies, and your close rate on cold traffic is under 10%, there's a specific reason for that. You're selling a warm traffic offer to cold traffic. It was never designed to convert cold audiences, and no amount of optimization is going to fix that. This post breaks down how to solve that — either by converting your offer into a cold traffic offer or by building a larger warm audience to sell your existing offer to. --- ## Section One: Building a Cold Traffic Offer Some offers are simply impossible to sell to cold traffic in the form they've been designed. Business cost optimization, generic automation services, conversion rate optimization, sales training — these almost never crack on cold. The people selling them successfully are doing it entirely through warm audiences and referrals. If you're in this boat and you've tried ads or cold outreach, that's why it hasn't worked. So here are the three pillars of a cold traffic offer, in order of importance. ### 1. New Money This is the most important element by far. Your offer has to position itself as generating new revenue for the prospect — not extracting value from assets they already have. Cold traffic does not respond to offers that optimize or scalp from existing resources. A CRM reactivation offer where you email their old leads? Cold traffic doesn't want that. They perceive those leads as already theirs. Even if the math makes sense, it doesn't matter — the psychological framing kills it. A great example of positioning done right: a setter placement service advertised as "We'll place a proven appointment setter and guarantee they book 40 sales calls a month or you don't pay." That implies new appointments, new money. That's why it works as a cold traffic offer. The wording is doing heavy lifting, and that's intentional. If your offer can't be positioned as new money, you need to heavily overcompensate with the next two pillars. ### 2. De-Risking With Guarantees Cold traffic doesn't know you. There's zero trust. You need to build that trust artificially and fast — through guarantees, performance-based pricing, and visible case studies. The key is advertising the guarantee everywhere: in the ad, on the landing page, in the VSL, on the application, in pre-call emails, and again on the sales call. There's no point having a guarantee if nobody sees it. Here's something most people miss: the guarantee's job is to get them on the phone, not to close them on the call. It's a call-booking tool. That's the entire purpose. ### 3. Done For You Cold traffic needs to believe they don't have to lift a finger. Position your offer so it implies they do nothing. The moment your messaging implies they have to do work — set up tools, learn a skill, manage anything — conversions drop hard. Even if your offer has a coaching component, lead with the done-for-you elements. Saying "we'll write your ads, build your funnel, and set everything up" versus "we'll teach you how to do all that" can produce roughly an 80% reduction in cost per call. That's not a small difference — it's the difference between a business that scales and one that doesn't. The entire goal of these three pillars is one thing: get them on the phone. It is 400 times harder to get someone to book a call than it is to close them once they're on one. The bottleneck is almost never closing — it's the call booking rate. --- ## Section Two: Building Warm Traffic If your offer can't be turned into a cold traffic offer, stop fighting it. Just build more warm traffic instead. This is a completely valid business model — it's exactly what people like Alex Hormozi do at scale. Here's how I do it. ### Organic Content System I post two YouTube videos per week, consistently. Every video either pitches an offer directly or drives people to a lead magnet where I collect an email address. YouTube is the only social platform that generates long durations of consumption, and consumption is the number one predictor of whether someone buys from you. Anyone who opts into my list gets 30 days of my highest-performing emails — pulled straight from Hyros data showing which emails actually booked calls and generated sales. On top of that, I send four to five broadcast emails per week. ### Low Ticket Product Systems Challenges and workshops are some of the most effective warm traffic builders I've found. A 3-to-5-day live session at $47–$97 gets people consuming 10+ hours of your content. After that, a meaningful percentage buys a high-ticket offer. My numbers on these have been around 10% of attendees converting to a $10,000 offer. Low-ticket courses also work, but the challenge is getting people to actually consume them. You have to build systems — follow-up emails, bonus webinars, YouTube content — to drive consumption after the purchase. ### Mixing The most stable version of this model is what I call mixing. Instead of forcing one funnel to scale, I run multiple funnels simultaneously at moderate spend — VSSL opt-ins, workshop funnels, low-ticket product funnels, free training funnels — and let them feed each other. Someone might come in through a cold traffic ad, sit on the email list for months, buy a workshop ticket, and then convert to high-ticket after the challenge. That's not a broken funnel — that's mixing working exactly as intended. People operate on their own timelines, and your job is to stay in their ecosystem long enough to be there when they're ready. --- ## Pick One Path and Execute It You don't need to do both. But you do need to do at least one. Either make your offer cold traffic ready using the three pillars above, or build a warm audience large enough to sustain the revenue you want. There is no third option. If you want help figuring out which path makes sense for your business, the links in the description are a good place to start.