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Feb 29, 2016 · 18m · top-founders

His Underwear Story Was Secret Until Now with Franklin Cole

Franklin Cole · 8m spoken Nathan Latka · 8m spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

In this episode of The Top, host Nathan Latka interviews marketing funnel architect Franklin Cole, exploring how he engineered over $40 million in client revenue through Facebook ad funnels and pivoted away from a physical Kickstarter business to high-leverage consulting.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 48.2% of the talking time here. How this is scored →

Nathan as informed peer 3.6 Guest teaching 2.6 Guest disagreement 1.0 Nathan pushing back 2.0
05100:0010:000:47–4:27 · Nathan as informed peer 5/10 Introducing Franklin Cole and Sales Funnel Scaling Nathan demonstrates background research by citing specific Kickstarter backer numbers and revenue targets. Franklin gently reframes Nathan's premise that the company failed, clarifying it actually succeeded and is ongoing.4:27–10:17 · Nathan as informed peer 4/10 Facebook Ad Strategies and Sales Funnel Architecture Nathan probes into funnel metrics and asks for tactical advice for smaller budgets. Franklin details his sales funnel philosophy and corrects Nathan's assumption regarding a rapid 3-4 day payback timeline.10:17–12:47 · Nathan as informed peer 3/10 Revenue Generation Track Record and Compensation Structure Franklin states that he is not available for hire, leading Nathan to playfully banter before pressing for the exact ad spend figure behind the headline forty million dollar revenue claim.12:47–16:40 · Nathan as informed peer 4/10 The Famous Five Rapid-Fire Questions Nathan moves through the rapid-fire format while displaying knowledge of copywriting classics and past guest tool preferences as Franklin explains his philosophy on mentorship and education.16:40–17:59 · Nathan as informed peer 2/10 Brief Underwear Puns and Where to Find Franklin The episode concludes with lighthearted banter regarding an inside bet on underwear puns and standard promotional sign-offs.0:47–4:27 · Guest teaching 3/10 Introducing Franklin Cole and Sales Funnel Scaling Nathan demonstrates background research by citing specific Kickstarter backer numbers and revenue targets. Franklin gently reframes Nathan's premise that the company failed, clarifying it actually succeeded and is ongoing.4:27–10:17 · Guest teaching 4/10 Facebook Ad Strategies and Sales Funnel Architecture Nathan probes into funnel metrics and asks for tactical advice for smaller budgets. Franklin details his sales funnel philosophy and corrects Nathan's assumption regarding a rapid 3-4 day payback timeline.10:17–12:47 · Guest teaching 2/10 Revenue Generation Track Record and Compensation Structure Franklin states that he is not available for hire, leading Nathan to playfully banter before pressing for the exact ad spend figure behind the headline forty million dollar revenue claim.12:47–16:40 · Guest teaching 3/10 The Famous Five Rapid-Fire Questions Nathan moves through the rapid-fire format while displaying knowledge of copywriting classics and past guest tool preferences as Franklin explains his philosophy on mentorship and education.16:40–17:59 · Guest teaching 1/10 Brief Underwear Puns and Where to Find Franklin The episode concludes with lighthearted banter regarding an inside bet on underwear puns and standard promotional sign-offs.0:47–4:27 · Guest disagreement 1/10 Introducing Franklin Cole and Sales Funnel Scaling Nathan demonstrates background research by citing specific Kickstarter backer numbers and revenue targets. Franklin gently reframes Nathan's premise that the company failed, clarifying it actually succeeded and is ongoing.4:27–10:17 · Guest disagreement 1/10 Facebook Ad Strategies and Sales Funnel Architecture Nathan probes into funnel metrics and asks for tactical advice for smaller budgets. Franklin details his sales funnel philosophy and corrects Nathan's assumption regarding a rapid 3-4 day payback timeline.10:17–12:47 · Guest disagreement 2/10 Revenue Generation Track Record and Compensation Structure Franklin states that he is not available for hire, leading Nathan to playfully banter before pressing for the exact ad spend figure behind the headline forty million dollar revenue claim.12:47–16:40 · Guest disagreement 1/10 The Famous Five Rapid-Fire Questions Nathan moves through the rapid-fire format while displaying knowledge of copywriting classics and past guest tool preferences as Franklin explains his philosophy on mentorship and education.16:40–17:59 · Guest disagreement 0/10 Brief Underwear Puns and Where to Find Franklin The episode concludes with lighthearted banter regarding an inside bet on underwear puns and standard promotional sign-offs.0:47–4:27 · Nathan pushing back 2/10 Introducing Franklin Cole and Sales Funnel Scaling Nathan demonstrates background research by citing specific Kickstarter backer numbers and revenue targets. Franklin gently reframes Nathan's premise that the company failed, clarifying it actually succeeded and is ongoing.4:27–10:17 · Nathan pushing back 3/10 Facebook Ad Strategies and Sales Funnel Architecture Nathan probes into funnel metrics and asks for tactical advice for smaller budgets. Franklin details his sales funnel philosophy and corrects Nathan's assumption regarding a rapid 3-4 day payback timeline.10:17–12:47 · Nathan pushing back 3/10 Revenue Generation Track Record and Compensation Structure Franklin states that he is not available for hire, leading Nathan to playfully banter before pressing for the exact ad spend figure behind the headline forty million dollar revenue claim.12:47–16:40 · Nathan pushing back 1/10 The Famous Five Rapid-Fire Questions Nathan moves through the rapid-fire format while displaying knowledge of copywriting classics and past guest tool preferences as Franklin explains his philosophy on mentorship and education.16:40–17:59 · Nathan pushing back 1/10 Brief Underwear Puns and Where to Find Franklin The episode concludes with lighthearted banter regarding an inside bet on underwear puns and standard promotional sign-offs.

speaking balance: gold is Nathan, purple is the guest (3 minute bins)

0:00 · Nathan 73% · guest 27%0:00 · Nathan 73% · guest 27%3:00 · Nathan 29.2% · guest 70.8%3:00 · Nathan 29.2% · guest 70.8%6:00 · Nathan 27% · guest 73%6:00 · Nathan 27% · guest 73%9:00 · Nathan 37.1% · guest 62.9%9:00 · Nathan 37.1% · guest 62.9%12:00 · Nathan 57.8% · guest 42.2%12:00 · Nathan 57.8% · guest 42.2%15:00 · Nathan 58.5% · guest 41.5%15:00 · Nathan 58.5% · guest 41.5%18:00 · Nathan 100% · guest 0%18:00 · Nathan 100% · guest 0%
Sharpest disagreement ▶ 3:04 Franklin rejects failure premise

Franklin politely but firmly reframes Nathan's question about why the underwear venture failed, noting that it actually succeeded and continues to run.

 Hardest push from Nathan ▶ 11:40 Nathan demands exact ad spend figure

Nathan pushes past vague metrics to demand the exact advertising dollars required to generate the claimed forty million dollars in revenue.

 Biggest teaching moment ▶ 8:34 Franklin corrects payback expectations

Franklin educates Nathan and the audience by explaining that ad spend is typically recovered over thirty days rather than a few days to avoid aggressive selling.

 Nathan holds their own ▶ 2:12 Nathan cites Kickstarter campaign specifics

Nathan displays deep prep by referencing an external article, backer count, and exact dollar figures raised during Franklin's crowdfunding campaign.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Introducing Franklin Cole and Sales Funnel Scaling 5312 Nathan demonstrates background research by citing specific Kickstarter backer numbers and revenue targets. Franklin gently reframes Nathan's premise that the company failed, clarifying it actually succeeded and is ongoing.
Facebook Ad Strategies and Sales Funnel Architecture 4413 Nathan probes into funnel metrics and asks for tactical advice for smaller budgets. Franklin details his sales funnel philosophy and corrects Nathan's assumption regarding a rapid 3-4 day payback timeline.
Revenue Generation Track Record and Compensation Structure 3223 Franklin states that he is not available for hire, leading Nathan to playfully banter before pressing for the exact ad spend figure behind the headline forty million dollar revenue claim.
The Famous Five Rapid-Fire Questions 4311 Nathan moves through the rapid-fire format while displaying knowledge of copywriting classics and past guest tool preferences as Franklin explains his philosophy on mentorship and education.
Brief Underwear Puns and Where to Find Franklin 2101 The episode concludes with lighthearted banter regarding an inside bet on underwear puns and standard promotional sign-offs.

Statements from this episode (4)

Assertion Not checkable as stated
Latka: Cole's sales funnels generated $40M+ in revenue for his clients
“His ability to architect profitable sales funnels has allowed him to turn a few million dollars invested into an advertising machine worth well over forty million dollars in revenue for his clients in the last few years alone.”
Nathan Latka Feb 29, 2016 ▶ 0:55
Disclosure
Cole admits losing $10,000 on his failed Adventure Underwear venture
“I think I'll just call it a tough 10,000 dollar lesson, and we'll leave it at that.”
Franklin Cole Feb 29, 2016 ▶ 4:06
Assertion Not checkable as stated
Cole's consulting clients after Adventure Underwear generated over $10M annually
“After Adventure Underwear, I picked up just a few clients who were in what I would call the, I suppose they were all over ten million dollar a year companies.”
Franklin Cole Feb 29, 2016 ▶ 4:58
Disclosure
Cole structures consulting deals with a monthly retainer and performance commission
“A lot of times what makes the most sense is some sort of a monthly retainer plus a commission, a performance-based compensation which really, you know, is enticing and motivating to me in order to, you know, be constantly optimizing these funnels.”
Franklin Cole Feb 29, 2016 ▶ 10:32
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