Bart Nollenberger · Keep the Change Book Funnel

📊 Dashboard 📋 Client Hub 📣 90-Day Blitz Game Plan 🖥️ Website v1 ✨ Website v2 🎯 Ad Funnel Page

Why the pivot

    The webinar front end asked cold traffic for the hardest thing first: a scheduled hour of their time. Four registrations against a full promo cycle told us the offer, not the marketing, was the friction. A free book (just cover shipping) flips the ask. It is a low commitment, high perceived value offer that matches how dealership leaders actually buy, and every buyer self-identifies as a serious lead. The book becomes the front door; the Culture Scorecard, coaching, and masterminds become the ascension path behind it. Webinars can return later as a mid-funnel event we invite the book list to, instead of the thing we ask strangers to attend.

1 The Three Step Funnel

Micro-commitments in order: email → phone → book order

Each step earns the next. Nobody is asked to buy before they have gotten real value twice. Built in GoHighLevel on bartnollenberger.com paths.

Step 1 · Email

📩 Free Chapter Download

Page: /book (landing page). Visitor enters name + email to instantly get Chapter 1 of Keep the Change plus the 12 Step Framework one-pager PDF.

We get: email + Meta "Lead" event + pixel audience

→

Step 2 · Phone

📱 Culture Scorecard by Text

Page: /scorecard. Lead enters mobile number to take the 10 attribute Culture Scorecard and get their score band + results guide delivered by text.

We get: phone + SMS consent + "CompleteRegistration" event

→

Step 3 · Book Order

📕 Free Book + Shipping

Page: /keep-the-change (order page). The book is free, they cover shipping ($9.97). Optional order bump: the companion workbook.

We get: buyer + full mailing address + "Purchase" event

Every thank-you page sells the next step. Step 1's thank-you page pitches the Scorecard. Step 2's results page pitches the book. Step 3's confirmation pitches the Keep the Change podcast and a booking link for a culture call (no public pricing, per Bart's house rules).
People can skip steps. A hot lead who lands on /book can click straight through to the order page. The steps are the default path, not a cage. Each form only asks for what we do not already have (GHL pre-fills known fields).
The shipping charge is the qualifier. $9.97 filters out freebie seekers, offsets fulfillment, and creates a buyer list, which is the most valuable audience Bart will own.

2 Three Ad Levels (Engagement Laddered)

How the ladder works

    Everyone starts at Level 1. You only see the next level's ads once you have watched most of the previous level's video (75%+ view custom audience) or completed that step's form. Form completers skip ahead automatically; engaged watchers who did not convert get warmed up before re-asking. Each level excludes people who already finished the step it sells, so nobody sees an ask they have already said yes to and no budget is wasted.

Level 1 · "The Problem" — cold prospecting → /book

Who sees it: Cold audiences. Interest stacks (auto dealership, general manager, NADA, 20 Groups, dealership ownership), 1 to 3% lookalike of the email list, plus one broad Advantage+ ad set. Excludes: anyone who submitted the Step 1 form.

Mock Ad 1A · "Sales training was never your problem" (60 sec talking head)

Hook (first 3 sec): Bart to camera on the showroom floor: "Your dealership does not have a sales problem."

"Your dealership does not have a sales problem. It has a leadership problem wearing a sales costume. I spent 30 years watching great stores train salespeople and lose managers. So I wrote down the 12 steps the best leaders actually use. The first chapter is free. Grab it below and read it before your next Saturday meeting."

CTA: Download Chapter 1 Free · Format: 4:5 video + captions

Mock Ad 1B · "The manager I almost lost" (90 sec story)

Story ad. Bart tells the specific story of nearly losing his best manager to turnover culture, and the one change that kept him. Ends with the book as the playbook. Story ads earn the deepest watch time, which is exactly what feeds the Level 2 audience.

CTA: Get the Free Chapter · Format: 4:5 video, b-roll of dealership

Mock Ad 1C · Podcast clip mashup (30 sec)

Three fast cuts from Keep the Change podcast episodes (David Long episode first, it is the proven performer) with big captions, ending on the book cover. Cheap to produce, tests hooks weekly, borrows guest credibility.

CTA: Read Chapter 1 Free · Format: 9:16 + 4:5 reels placement

Level 2 · "The Proof" — warm retargeting → /scorecard

Who sees it: 75%+ viewers of any Level 1 video (365d), /book page visitors (30d), Step 1 form completers (GHL list sync), FB/IG engagers (30d). Excludes: Step 2 completers and book buyers.

Mock Ad 2A · "Grade your store's culture in 3 minutes" (45 sec)

Hook: "You read the chapter. Now find out where your store actually stands."

"Most dealers think culture is a feeling. It is actually 10 attributes you can score. I built the Culture Scorecard so you can grade your store in about 3 minutes and get your results by text, along with exactly what your score band means. It is free. Your managers might not love your score. Your P&L will."

CTA: Take the Scorecard · Format: screen recording of the scorecard + Bart voiceover

Mock Ad 2B · Client voice testimonial (30 sec)

A dealership leader (webinar registrant network, e.g. a Roberts Motors style voice once approved) on what changed after scoring their store. Social proof does the convincing at this temperature.

CTA: Get Your Culture Score

Mock Ad 2C · "The 4 bands" carousel (static)

4 card carousel walking the scorecard's four score bands, one card each, last card asks "Which band is your store in?" Static keeps frequency cost low while videos do the heavy lifting.

CTA: Find Out by Text

Level 3 · "The Offer" — hot retargeting → /keep-the-change

Who sees it: 75%+ viewers of Level 2 videos, Step 2 completers, /scorecard visitors (30d), email openers of the drip sequences. Excludes: book buyers (Purchase event, 180d).

Mock Ad 3A · The book trailer (45 sec)

Hook: Book cover slam on table. "12 steps. 30 years. Free."

"Keep the Change is the 12 step leadership framework I spent 30 years learning on dealership floors. You saw your culture score. This book is how you move it. I am giving the book away free. You just cover shipping. When it shows up, read chapter 3 with your managers first. Start there. Thank me later."

CTA: Claim Your Free Copy · Format: 4:5, product style b-roll of the physical book

Mock Ad 3B · Flip-through + stack (30 sec)

Hands flipping through the printed book, chapter titles highlighted, ending with the full value stack on screen: book + 12 Step one-pager + scorecard results guide. "All of it free. Just cover shipping."

CTA: Get the Book Free

Mock Ad 3C · First print run urgency (static + short video)

Honest scarcity only: "The first print run is [N] copies. When they are gone the free offer pauses until the reprint." Run only while true, then swap to a review screenshot ad once the first Amazon and reader reviews land.

CTA: Claim a First Run Copy

3 Budget & Suggested Spend

Built for a limited budget: $35 to $50/day total

Current spend is $37.50/day, so Phase 1 is a reallocation, not an increase. Retargeting pools must fill before Levels 2 and 3 can spend efficiently.

Phase	When	Level 1 (cold)	Level 2 (warm)	Level 3 (hot)	Daily	≈ Monthly
Phase 1 · Fill the pools	Weeks 1 to 2	$30/day · 3 ads, 2 ad sets (interest + LAL)	$5/day · 2A only, pools are small	Off until Step 2 audience > ~500	$35	$1,050
Phase 2 · Open the ladder	Weeks 3 to 6	$25/day · kill losing hooks, keep 2 winners	$10/day · all 3 ads live	$7/day · 3A + 3B	$42	$1,260
Phase 3 · Scale what works	Week 7+	$28/day · budget follows cheapest cost per Step 1 lead	$12/day	$10/day · add 3C when reviews exist	$50	$1,500

Working math at Phase 2 spend (conservative): ~$1,260/mo ÷ ~$25 CPM ≈ 50k impressions → ~150 to 220 Step 1 emails ($6 to $8 each) → ~35 to 55 phone numbers → ~25 to 40 books shipped/mo. Shipping charges (~$250 to $400) plus workbook bumps offset roughly a quarter of ad spend. One coaching client from the buyer list pays for several months of the whole system.
Kill rule: any Level 1 ad over $10 cost per email lead after $50 spent gets paused. Any Level 3 ad over $30 per book after $90 spent gets paused.
Do not scale past $50/day until cost per book has held under $25 for two straight weeks.

4 Drip Emails · 3 Per Completed Step

How the drips fire
Each sequence triggers in GHL the moment that step's form or order completes, and exits early if the person completes the next step (no one gets pitched the scorecard after they already took it). Copy below follows Bart's house rules: his voice, no dashes, no public coaching prices. Once Step 2 grants SMS consent, each email below also gets a one-line text companion.

After Step 1 · Email captured

Goal: get the chapter read, then move them to the Scorecard

1.1Here is Chapter 1 (read this before your next manager meeting)Instant

Delivers the chapter PDF + 12 Step one-pager. One line of Bart's promise: "This is the stuff I wish someone handed me 30 years ago." PS teases the Culture Scorecard.

1.2The day I almost lost my best managerDay 2

The Level 1B story in full, written. Connects turnover pain to the framework. CTA: "If you have not read the chapter yet, it takes 11 minutes."

1.3Grade your store's culture in 3 minutesDay 4

Bridge to Step 2. "You have the framework. Now find your starting line." CTA button to /scorecard, results delivered by text.

After Step 2 · Phone captured

Goal: make the score matter, then offer the book as the fix

2.1Your Culture Score, explainedInstant

Recaps their score band and the 10 attributes, with the results guide attached. Twin SMS: "Bart here. Your culture score report just hit your inbox. The band matters more than the number."

2.2What the top band stores do differentlyDay 2

Teaches one habit from top scoring stores (weekly one-on-ones done right). Proof over pitch. Soft CTA to the podcast episode that matches their weakest attribute.

2.3The playbook for moving your score is freeDay 4

Bridge to Step 3. "The Scorecard told you where you are. Keep the Change is the 12 step path forward. The book is free. You cover shipping." CTA to /keep-the-change. Twin SMS with the order link.

After Step 3 · Book ordered

Goal: consumption, reviews, and the ascension conversation

3.1Your copy is on the way (start here while you wait)Instant

Order confirmation + digital Chapter 1 to 3 so momentum does not wait on the mail. Includes the "read chapter 3 with your managers first" reading plan.

3.2Do this on page 1 (most readers skip it)Day 5, near delivery

Consumption email. One specific exercise from the book to do the day it arrives. Invites replies: "Hit reply and tell me your store's biggest culture leak. I read these."

3.3Want to walk through your Scorecard together?Day 10

Ascension. Invite to a culture call with Bart to review their score and build a 90 day plan (booking link, no pricing on the page). Also asks the happy readers for an honest review. Twin SMS for the call link.

5 Tracking, Build List & What Success Looks Like

Build checklist

GHL Three pages: /book, /scorecard, /keep-the-change + three thank-you pages that each sell the next step
GHL Scorecard survey (10 attributes, 4 bands) + SMS results automation + the 9 email / 3 SMS drips above
Meta Pixel events: Lead (Step 1), CompleteRegistration (Step 2), Purchase w/ $9.97 value (Step 3)
Meta Custom audiences: 75% video viewers per level, page visitors per step, form completers, buyer exclusion list
Bart Film 1A, 1B, 2A, 3A in one half day shoot (4 scripts above); finalize book cover + shipping fulfillment (print on demand or garage stock + Pirate Ship)
Bart Order bump decision: companion workbook or Scorecard debrief recording
Damaris Weekly report row on the dashboard: spend, emails, phones, books, cost per book

KPI targets (first 60 days)

Metric	Healthy	Fix it
Cost per Step 1 email	under $8	over $12
Email → phone rate	over 25%	under 15%
Phone → book rate	over 60%	under 40%
Cost per book shipped	under $25	over $35
Books shipped / month	25 to 40	under 15
Culture calls booked from buyer list	2 to 4 / mo	0

The funnel is judged on cost per book and calls booked, not clicks. Books create buyers, buyers create coaching conversations, and coaching is where Bart's real revenue lives.

Keep the Change · Book Funnel Strategy