Extracted From the PGZ Funnel Audit Livestream

This is Nick's actual marketing process, pulled from how he works — not theory. Every step below is something he did live on stream building Wolfe Swing Lab.

---

THE SYSTEM: 7 Steps from Competitor Audit to First Dollar

---

Step 1: Pick the Biggest Comp & Pull Their Ad Library

Go to Facebook Ad Library. Find the dominant player. Sort by longest running — not newest.

"I want to see the ads that have worked for a really long time. They've been running this for 672 days in a row. That's a long time. It's hard to media buy with one creative for 672 days."

Why longest running matters: You don't have their ad account. You can't see ROAS. But an ad running 672 days straight is a winner — nobody burns money that long on a loser.

The drill:

1. Open Ad Library → search competitor page

2. Sort: Longest Running (these are proven winners)

3. Sort: Newest (what they're testing right now)

4. Save the top 4 longest-running + top 4 newest

5. Note: formats (video/image/carousel), hooks, offers, landing pages

Performance Golf Zone Ad Library:

facebook.com/ads/library/?active_status=active&ad_type=all&country=US&view_all_page_id=495170830832157

---

Step 2: Bring the Expert In — Do Copy Surgery Together

This is the step most marketers skip. You sit the domain expert (Brandon) next to you and tear the competitor's copy apart line by line.

What you're looking for:

• What language resonates with real practitioners vs. what sounds like marketing

• What claims are BS (Brandon instantly flagged "365-day slice-free guarantee" as unbelievable)

• What terminology is wrong or confusing ("hand side" → should be "lefty or righty")

• What emotional triggers actually matter to the buyer

Copy Surgery Results from the Audit:

The rule: If the expert doesn't feel it, the customer won't either. Your talent is your copy filter.

---

Step 3: Map the Competitor Funnel End-to-End

Click through everything. Buy the product if you have to. Nick literally bought the SF2 driver on stream to see the full checkout flow.

PGZ Funnel Map (as audited):

AD (Facebook/YouTube)
  → Hook: "In 5 minutes, I'll teach you the feeling of a draw"
  → Emotion: If you can hit a draw, you can't slice
     │
     ▼
LANDING PAGE
  → Headline: "Kill the slice, keep the speed"
  → Product: Custom driver ($197 anchored)
  → Trust: "76,744 happy golfers" + 365-day guarantee
  → Upsell: PG1 membership checkbox (free shipping)
     │
     ▼
CART / CHECKOUT
  → Options: Shaft flex, hand side, add membership
  → Scarcity: "Currently out of stock" (with restock date)
     │
     ▼
POST-PURCHASE
  → Scratch Club subscription ($29/mo or $129/yr)
  → Video training library + app tracking

Key insight: The membership checkbox on the product page is smart — bundles physical + digital in one click. The guarantee asterisk always leads to a disclaimer — perception > reality.

---

Step 4: Extract the Differentiator From the Expert

Don't manufacture positioning in a Google Doc. Pull it out of conversation.

Nick: "How did you fix your slice?" Brandon: "The handshake method — turning the club face over like you're shaking someone's hand." Nick: "THAT'S your unique method. That's what I was trying to get to."

The framework:

1. Ask the expert: "How do YOU actually fix this problem?"

2. Listen for the thing they do differently

3. Name it ("The Handshake Method")

4. Build the hook around it: "Kill the slice with the handshake method"

What emerged for Wolfe Swing Lab:

• Brandon doesn't do "tips" — he does biomechanical analysis

• His edge: measurement over feel, data over YouTube gimmicks

• His method: analyzing swing positions (P4, P6) with actual numbers

• His identity: "Michael Jordan of ADR shots" — 56-degree wedge specialist

---

Step 5: Build the MVP Product in Minutes

Don't overthink V1. Two products, two price points, ship same day.

What was built on stream:

1. The Slice Analyzer — $997 one-time, waitlist (premium)

2. Golfing With the Boys — $50/month community (volume)

Both live on Whop marketplace within the hour. No custom landing page. The Whop product page IS the landing page for V1.

"Whop has made it possible for you to sell anything online that you want instantly."

Speed hierarchy:

• Whop product page = live in minutes (marketplace SEO included free)

• Custom landing page = build after you validate the offer

• Full funnel = build after you have data on what converts

---

Step 6: Distribution — Marketplace First, Then Paid

"If you create a funnel, you don't have to have money for ads. You can just list it on marketplace, and it's SEO."

Day 1 distribution (zero ad spend):

1. Whop marketplace listing (22M+ users discover you)

2. Brandon shares checkout link on Instagram story

3. Share to relevant Whop users/communities

4. Whop CPC marketplace ads (set daily budget)

Day 7+ distribution (offer validated):

1. Facebook/IG ads using competitor-inspired creative

2. Brandon films hooks from Ad Vault briefs

3. Test 3-5 creatives/week per the kanban system

4. Affiliate program (30% commission already live)

---

Step 7: Watch, Listen, Iterate

"The more I give it in the right direction, it'll get better. If I give it too many things, it'll get confused."

Applies to AI, applies to ads, applies to offers. One variable at a time.

Weekly iteration cycle:

• Mon: Check ad performance — what's running, what's dying

• Tue: Pull member feedback from The Lab + Swing Review

• Wed: Workshop new hooks with Brandon based on real member language

• Thu: Film new creative from updated briefs

• Fri: Review data, kill losers, scale winners, update Ad Vault

---

📎 RESOURCE HUB

Competitor Intel

Wolfe Swing Lab Assets

Key Numbers

Brandon's Brand DNA

---

🧠 NICK'S RULES (from the stream)

1. Sort by longest running. 672 days live = printing money. Study it.

2. Sit the expert next to you. Marketers guess. Practitioners know. Brandon killed half the PGZ copy in 30 seconds.

3. Buy the competitor's product. Can't audit a funnel from the outside. Click through to cart.

4. Name the method. Every expert has a unique approach they can't articulate as marketing. Find it, name it, build around it.

5. Ship ugly, ship fast. Two products live in under an hour. No custom design. Revenue first.

6. Marketplace before ads. Free distribution while you build creative. SEO compounds.

7. One variable at a time. Don't test new hook + new offer + new audience simultaneously.

8. Perception > reality. "SF1 sold out, SF2 launches in 3 hours" > "currently out of stock." Same truth, better frame.

9. The 3X rule. AI = 100X productivity, 3X impact. You still need to swing.

---

"Everyone has a really hard time understanding this. But I think you still need somebody like yourself. Your brain works way different than everybody else's." — Brandon

Good. That's the moat.

This Is The Operating System

This post is the marketing engine. It covers three things:

1. The Ad Vault — kanban system for creative testing

2. The Product-Market Fit validation process

3. Competitor intel on Performance Golf Zone (our primary comp)

---

📦 THE AD VAULT — Kanban System

Every ad concept moves through five stages. No exceptions.

Stage 1: 💡 Ideas

The backlog. Every hook, angle, concept, competitor inspiration goes here.

Sources for ideas:

• Brandon's raw footage (weekly deliverables)

• Performance Golf Zone's active ads (Facebook Ad Library — Page ID: 495170830832157)

• Member questions/objections from The Lab and Swing Review

• Comment sections on golf YouTube/TikTok

• r/golf complaints and recurring frustrations

Idea format:

HOOK: [The first 3 seconds — what stops the scroll]
ANGLE: [The core argument/emotion]
FORMAT: [UGC / talking head / screen record / B-roll / mashup]
REFERENCE: [Link to inspiration if applicable]

Current idea bank:

• "Tiger's coach charged $10,000/hour. Here's what he looked at first." (authority + curiosity)

• "I've analyzed 1,000+ swings. 90% of slicers make the same mistake at P4." (data + specificity)

• "Performance Golf sells you a $47 video. We actually measure your swing." (direct comp attack)

• "Your slice isn't a swing problem. It's a data problem." (reframe)

• "I spent $5,000 on golf lessons before I found this." (customer POV / UGC angle)

---

Stage 2: 🔜 Up Next

Queued for production. Brandon has the brief, knows the hook, ready to film.

Brief format for Brandon:

HOOK (say this verbatim first 3 sec): "..."
BODY (key points, not a script — be natural): ...
CTA: "Link in bio" / "Comment SLICE" / "Apply below"
SETTING: Range / office / on-course / studio
PROPS/VISUALS: Screen share? Alignment sticks? Launch monitor?

---

Stage 3: 🧪 Testing

Live in paid traffic. Minimum 48-72 hours, $20-50/day per creative.

Testing rules:

• Test 3-5 creatives per week minimum

• Each creative gets $50-150 total spend before kill/scale decision

• Track: CTR, CPC, Hook Rate (3-sec view %), Landing Page CVR, Cost Per Lead/Sale

• Kill threshold: CTR < 1% after $50 spend OR CPC > $5 after 72 hours

• Scale threshold: CTR > 2% AND CPC < $3 AND positive ROAS signal

---

Stage 4: 🔍 Review

48-72 hours in. Data check. Does this creative have signal?

Review checklist:

• [ ] Hook rate above 25%? (Are people stopping?)

• [ ] CTR above 1.5%? (Are people clicking?)

• [ ] CPC below $4? (Is attention affordable?)

• [ ] Any conversions or add-to-carts? (Is intent real?)

• [ ] Comment sentiment? (What are people saying?)

Decision: Move to Win or Lose. No creative stays in Review more than 5 days.

---

Stage 5: ✅ Win / ❌ Lose

Archive with data. Wins get scaled. Losses get autopsied.

Win format:

CREATIVE: [name/hook]
SPEND: $___  |  RESULTS: ___ leads/sales
CPC: $___  |  CTR: ___%  |  ROAS: ___x
WHY IT WORKED: [1-2 sentences]
SCALE PLAN: Increase budget to $___/day, test new audiences

Lose format:

CREATIVE: [name/hook]
SPEND: $___  |  RESULTS: ___
CPC: $___  |  CTR: ___%
WHY IT FAILED: [Hook weak? Wrong audience? Offer unclear?]
SALVAGEABLE?: [Can we re-cut the hook? Test different thumbnail?]

---

🔬 PRODUCT-MARKET FIT FRAMEWORK

The Five Signals

PMF isn't a moment. It's a gradient. Here's what we're measuring:

Signal 1: Organic Pull (Pre-Launch)

• [ ] Waitlist signups without paid traffic

• [ ] DMs asking "when does this open?"

• [ ] Brandon's content getting saves/shares (not just likes)

• Target: 50+ waitlist before first dollar spent on ads

Signal 2: Conversion Rate on Cold Traffic

• [ ] Checkout page CVR > 2% on cold traffic = strong signal

• [ ] CVR 1-2% = offer needs tuning

• [ ] CVR < 1% = fundamental positioning problem

• Track via: Whop analytics + UTM parameters on checkout link

Signal 3: Activation & Engagement (Post-Purchase)

• [ ] >70% of buyers post in The Lab within first 7 days

• [ ] >50% submit a swing for review within 14 days

• [ ] Monthly Meetup attendance >40% of active members

• If low: Onboarding is broken. Fix the first 48 hours.

Signal 4: Retention & Referral

• [ ] Net Promoter Score (ask at 30 days): >50 = PMF territory

• [ ] Organic referrals: members bringing friends without affiliate incentive

• [ ] Testimonials: unsolicited "this changed my game" messages

• If present: PMF confirmed. Pour fuel on fire.

Signal 5: Willingness to Pay More

• [ ] When you eventually offer Wolf Den upsell or 1-on-1 — do people buy instantly?

• [ ] Do members ask "do you have anything more advanced?"

• [ ] Would members pay $1,997 or $2,497 if the cap gets raised?

• If yes: You're underpriced. Good problem to have.

---

PMF Validation Timeline

---

🕵️ COMPETITOR INTEL — Performance Golf Zone

Their Funnel (Dissected)

FRONT END (Acquisition):
  └─ "One Shot Slice Fix" — $47-$97 (anchored at $197)
  └─ 4 hours on-demand video, Hank Haney
  └─ 365-day money-back guarantee, 5,000+ reviews
  └─ Heavy Facebook/YouTube ad spend
       │
       ▼
MIDDLE (Monetization):
  └─ "Scratch Club" — $29/month or $129/year
  └─ 14-day free trial → auto-enroll (⚠️ class action lawsuit)
  └─ 25,000+ members, "all-access pass"
  └─ Multiple instructors: Haney, Chuck, Larkin, McCormick
       │
       ▼
BACK END (Maximization):
  └─ VIP coaching schools (high-ticket, in-person)
  └─ Training aids & physical products
  └─ "PG1 System" personalized paths

Their Weaknesses (Our Opportunities)

Messaging Angles Against PGZ

1. "You don't need another $47 video." — Positions their front-end as inadequate

2. "Tips don't fix slices. Data does." — Attacks the entire "golf tips" industry

3. "One coach. Your swing. Real numbers." — Intimacy + data vs. their factory model

4. "No monthly fees. No auto-enrollments. No BS." — Directly exploits the lawsuit

5. "They have 25,000 members. Can their coach name one?" — Scale vs. intimacy

---

📊 Ad Library Monitoring

Performance Golf Zone Facebook Page ID: 495170830832157

Ad Library URL: https://www.facebook.com/ads/library/?active_status=active&ad_type=all&country=US&view_all_page_id=495170830832157

What to track weekly:

• New creatives launched (hooks, formats, angles)

• Which ads have been running longest (= winners)

• Offer changes (price, guarantee, bonuses)

• Landing page updates (performancegolfzone.com/scratch-club/info)

• Any new front-end products or funnels

---

This is a living document. Update the Ad Vault stages weekly. Revisit PMF signals monthly. Monitor competitor intel bi-weekly. The data tells us what to do next.

Your Job Is Three Things

You are the face, the expert, and the product. Everything you do falls into three buckets:

1. Film — ads, reels, swing breakdowns, content

2. Fulfill — swing reviews, community engagement, meetups

3. Play — stay sharp, generate content from rounds, build credibility

That's it. Nick handles everything else. Here's how your week flows:

---

📅 Weekly Schedule

Monday — "Film Day" 🎬

• Morning: Film 2-3 short-form pieces (60-90 sec each)

  • Hook format: "Every golfer I analyze makes this same mistake..."

  • Show the data. Show the biomechanics. Show what you see that YouTube coaches miss.

• Afternoon: Film 1 longer breakdown (3-5 min) for Swing Data & Updates feed

• Deliverables to Nick: Raw footage dropbox by 5pm

Tuesday — "Review Day" 📊

• Morning: Knock out swing reviews in the Swing Review channel

  • Target: 5-10 reviews minimum

  • Use Loom or screen record your analysis — members want to SEE you look at their swing

• Afternoon: Post 1 "case study" in Swing Data & Updates (anonymized member swing → fix → result)

Wednesday — "Community Day" 💬

• Morning: Go deep in The Lab — answer questions, start discussions, drop knowledge

• Afternoon: Post a hot take or controversial opinion in Open Forum

  • Example: "Hank Haney's slice fix works for 10% of golfers. Here's why."

  • This is your organic reach engine. Public forum = visible to non-members

Thursday — "Play Day" ⛳

• Play 9 or 18 holes

• Film 2-3 on-course clips (doesn't need to be polished)

  • Format: "Here's what I'm working on in my own game..."

  • Authenticity > production value

• Post round recap in The Lab

Friday — "Content + Strategy" 🧠

• Morning: Film 1-2 ad concepts Nick has queued up (scripts/hooks provided)

• Afternoon: Review the week's analytics with Nick (15-min call)

  • What content hit? What ads are testing? What members are saying?

• Evening: Post weekend challenge in The Lab

  • Example: "This weekend, film your takeaway from face-on. Post it in Swing Review. I'll break down the top 5 Monday."

Weekend — Light Touch 🌊

• Check The Lab and Wolf Den 1-2x/day (5 min each)

• If inspired: film a quick reel on the range or course

• Rest. Recharge. Don't burn out.

---

📋 Brandon's Content Checklist (Weekly Minimums)

---

🎯 Rules of Engagement

1. Never say "tip." You do analysis. You do data. Tips are for YouTube.

2. Always reference the measurement. Even casually — "I can see from your face angle at P6..."

3. Polarize. If everyone agrees with you, you're not saying anything interesting.

4. The Wolf Den is sacred. Only your most engaged members get that energy. Make it feel exclusive.

5. When in doubt, film it. Nick can always use more raw footage. You can never have too much content in the bank.

---

🔄 Monthly Cadence

• Week 1 of month: Film batch content (aim for 2-week buffer)

• Week 2: Focus on community depth + swing reviews

• Week 3: Monthly Meetup (live session — prep 1 teaching topic)

• Week 4: Review month analytics with Nick, plan next month's ad angles

---

Your only bottleneck is footage. Everything else is handled. Film more than you think you need. Nick turns raw into revenue.

WOLFE SWING LAB — FOUR FITS CANVAS

---

🎯 MARKET

Category: Golf Performance / Swing Correction

Who: Amateur golfers (10–30+ handicap), men 30–65

Problems: Chronic slice. Tried YouTube tips, range lessons, training aids — nothing sticks. They don't know WHY they slice.

Motivation: Embarrassment on the course. Losing bets. Want to enjoy golf again without the banana ball.

---

🔬 PRODUCT

Value Prop: Biomechanical analysis that identifies your slice in degrees — not feelings. One session. Permanent fix.

Hook: "We don't do tips. We do data."

Time to Value: Single analysis session → root cause identified → corrective protocol delivered

Retention: Ongoing swing data updates, community chat, monthly meetups, peer swing reviews

---

💰 MODEL

How They Pay: One-time $997 (waitlist-gated release)

Price Anchor: $5,000 (used in all copy — "a $5,000 program for $997")

AARPU: $997

Affiliate Commission: 30% ($299.10 per referral sale)

Future State: Raise to $5,000 once transaction cap lifted

---

📡 CHANNEL

Primary: Whop Marketplace (CPC ads in search + discovery)

Secondary: Instagram organic (@thebrandonwolfe), short-form video (swing breakdown clips)

Tertiary: Affiliate program (30% — let golfers sell to their foursome)

Paid (Future): Whop Ads beta (Meta campaigns with Whop buyer lookalikes)

CAC Target: < $200 (5:1 ROAS at $997 price point)

---

🔄 FIT RELATIONSHIPS

Market ↔ Product Fit: Golfers who've tried everything meet the only program that measures their problem in degrees, not vibes.

Product ↔ Channel Fit: Data-driven swing content = perfect for short-form video hooks. "Your slice is 4.7° open at impact" stops the scroll.

Channel ↔ Model Fit: $997 one-time converts well from both marketplace discovery (high buyer intent) and social (aspirational purchase). 30% affiliate turns every member into a sales rep.

Model ↔ Market Fit: One-time $997 removes subscription fatigue for golfers burned by monthly memberships. Waitlist creates scarcity for a market that responds to exclusivity.

Yo, I tried golfing with the boys yesterday for $50 a month, and it was the best four hours of my life.