At Funnel Hacking Live this year, my team and I received an award for running $10 million through a ClickFunnels funnel.

It’s funny because, at one point, hitting that milestone seemed like an impossible goal.

But not only did we surpass it—we didn’t even realize we had crossed that threshold until the award ceremony!

What struck me about the experience wasn’t just the recognition, but the room full of entrepreneurs who had generated tens of millions through funnels, landing pages, and, most importantly—ads.

As someone who runs a lot of paid media myself, I’m always curious about the strategies these top performers use to drive growth and cash flow.

Today, I want to share with you my takeaways: there was one recurring theme in every conversation…

OVER-DELIVER WITHOUT OVERWORKING

You’ve probably heard me say it before: over-delivering is key to creating exceptional customer experiences.

Create a 7-star experience. A no-brainer offer. Deliver insane value…

But what if I told you that how you deliver matters just as much as the content you’re delivering?

The businesses that stood out weren’t just scaling up by hustling harder or adding more to their funnels.

They found creative ways to deliver value in unexpected areas—physically.

If you’re a SaaS company or run a digital business, sending out something as simple as a branded t-shirt can completely change how your customer perceives your service.

And here’s why: It’s the unexpected nature of the gift that feels like over-delivery.

For example, imagine this:

You’ve just signed up for a software service. You’re expecting a welcome email, maybe some helpful guides, but what you don’t expect is to receive a package in the mail.

A t-shirt, maybe even a personalized note. Suddenly, you’re not just using a service—you’re experiencing a brand.

And that’s the secret to mixing physical with digital: It’s the surprise element that makes it feel like over-delivery

 PHYSICAL PRODUCTS = DIGITAL PROFITS

In the conversations I had at FHL, I was struck by how many businesses were using physical products to create immediate profits through Facebook ads.

These weren’t just small, low-cost courses or eBooks…

They were actual physical products.

It’s not that people necessarily expect physical goods from digital businesses, but when you deliver them in unexpected ways, it’s like your value offering suddenly multiplies.

Take Tesla for example. They showcase the reverse effect.

They sell primarily physical goods. It’s a car company, right?

But their over-the-air updates? They make you feel like you’ve got a brand-new car.

You don’t expect your car to get better after you’ve already purchased it, but Tesla delivers on that expectation with every software update. It’s a game-changer.

On the other hand, Apple does software updates for its devices, but it doesn’t feel quite as magical, because we expect that kind of update from them as a tech company.

This is a key takeaway: The way you deliver value can drastically change how your customers perceive your business.

By mixing in something physical—like sending a book, a t-shirt, a hand-written letter, or something more creative—your business can leave a lasting impression and create a feeling of over-delivery that’s hard to replicate through just digital means.

THIS INSIDER 10xed THEIR MRR

Here’s where the magic happens: Leverage.

It’s the ability to get more out than you put in.

And sometimes, the way to leverage more isn’t by working harder or launching new digital products—it’s about delivering value in unexpected ways.

At Funnel Hacking Live, I spoke with one insider who grew their business from $20k a month to $200k a month.

How did they do it?

They changed their front-end offer from a digital product to a physical one.

They were an education business teaching courses and coaching, and they pivoted to offering a physical product as the core of their front-end.

The results were 🔥🔥🔥.

This simple yet powerful shift was the key to their explosive growth.

By adding a physical product to their offering, they leveraged the psychological impact of receiving something tangible—and suddenly, their customers felt they were getting more for their investment.

We humans are simple creatures: Receiving a physical goodie = Instant dopamine hit = A feeling of unexpected value that builds trust and loyalty.

Physical + Digital = Winning Combination

If you’re looking to find new margins in your business, the solution could be simpler than you think:

Mix it up.

Don’t just rely on digital delivery. Throw in something physical that will catch your customers by surprise.

Whether it’s a book, a shirt, or a custom gift—the surprise is what creates the magic.

This doesn’t mean you need to break the bank to over-deliver. Just be creative with how you leverage your resources.When you think outside the digital box and find ways to deliver value where people least expect it, you’ll create experiences that make your customers feel like they’re getting more—and in turn, they’ll be more likely to stick around and keep paying.