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THE PERFECT WEEK: HOW TO DROWN IN LEADS
What repeatable lead gen actually looks like in high-performing businesses...
Niall Ratcliffe
June 01, 2025
Morning!
I couldn’t sleep last night with this idea in my head. It wasn’t new, it wasn’t spectacular, but I knew not enough people were taking it seriously enough.
It’s a philosophy that all of the best marketers I know are aware of. Yet it still hasn’t become common practice. Hopefully, this breakdown opens your eyes to it.
Let’s get into it!
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BREAKING DOWN THE STRATEGY
I used to think “Lead gen” was a dirty term.
Something that underground marketers would do through dodgy practices. Or at least that’s the way it’s painted at University.
Marketing professors don’t teach you techniques to drive leads towards a business or how to practically create a funnel. Instead, they show you photos of billboards and explain the “5 P’s of marketing”.
But the truth is, every business needs leads.
Your local hairdresser needs leads. Your cousin’s plumbing business needs leads. Even the billion-dollar firm on Wall Street needs leads.
Everyone loves to highlight the big splashy Gymshark campaigns and Coca-Cola’s Christmas advert, yet the repetitive lead gen systems that really drive businesses forward rarely see the light of day.
Daniel Priestley has famously coined the term for his methodology, “The Perfect Repeatable Week”.
But funnily enough, when you go deep down the lead gen rabbit hole (as I’ve done this week), you’ll notice that 7000 miles away from Daniel in Boise, Idaho, there is a man by the name of Russell Bruson who also has a repeatable weekly formula he talks about.
As you start to cross-examine both of their methodologies, you’ll quickly realise there is a lot of similarity between their methods. And funnily enough, there’s also a similarity in how all the successful B2B companies generate leads on a weekly basis.
Because the reality is… whether you call it the perfect repeatable week, the perfect webinar week, or just the perfect lead gen week, the principle is the same.
If you have a simple, repeatable process to drive new leads, and you run it every single week, you’ll never have a lead gen problem again.
Today, we’re going to break down the two best examples I know of a perfect lead-generating week.
Russell Brunson: The Perfect Webinar Funnel
First up is Russell Brunson. He calls this system the Perfect Webinar Funnel.
Now, if I told you that a webinar could build a $160M/year business, there’s a good chance you’d laugh at me. But this is exactly what Russell Brunson (founder of ClickFunnels) has claimed many, many times.
Because nearly every single week, for the last 12+ years, they’ve run the exact same Webinar Funnel. And today, that funnel has made them a $160M/year business.
It sounds crazy. But the truth is, it works. And when you look closely, it actually bears a lot of similarity to Daniel Priestley’s Perfect Repeatable Week.
Here’s how it works:
Monday-Wednesday: They advertise a webinar on all of their channels. Through paid ads, emails to their email list, social content, etc.
Wednesday: They go live and deliver the webinar.
Thursday: They say the webinar was a massive hit, so they’re doing an encore webinar on Friday.
Friday: They run a second webinar (except this one is just the recording of the last one, just made to look live).
Saturday: They send out the replay.
Sunday: They send a final replay email with urgency and scarcity baked into the offer that the exclusive deal ends that night.
A visual version
Every week, all they do is hit play again. Same ads. Same emails. Same social posts. Turn up, do the webinar, send the replays, and revenue keeps ticking over.
It’s a simple repeatable system that drives leads into their business. That being said, it isn’t quite that easy. There are 5 key things Russell talks about that make these so effective:
1. Run Two Webinars a Week
Russell says if you only run one webinar a week, then people who sign up 3 days out will nearly always miss the event. They’ll either forget they signed up or have lost interest.
The key is to have 2 webinars a week, so the next one is never more than 3 days away.
2. Use Indoctrination Pages
Once someone signs up for the webinar, Russell sends them at least three “indoctrination pages”, which are really just videos. These videos might explain more about the product, preview what the webinar will cover, or share success stories from past attendees.
Russell says these videos do two things:
Increase the show-up rate for the webinar, which is obviously critical.
They improve conversion. You only get 60 to 90 minutes during a webinar to build trust, explain your offer, tell stories, and educate. If someone has already watched a few of your videos before they show up, they’re more likely to buy.
3. Always Go Live (Sort Of)
Russell always runs the first webinar live. He says he always makes money when people attend live. That’s why he makes it a priority.
But on Fridays, he does what he calls an “encore webinar.” It’s not actually live. It’s a replay of the Wednesday webinar, but it’s framed as a second chance to join.
He emails everyone saying, “We had such a good response, we’re running an encore webinar this Friday.” Then, at the time the webinar is scheduled, he hits play on the recording. The tech makes it look and feel like it’s live, and for the audience, it essentially is.
People are much less likely to buy from a replay, so the goal is always to get them to show up live if possible.
4. End With Scarcity
Russell says that 1/3 of all their sales come in the last six hours of the funnel, after both webinars have already run.
On Sunday, they send the final replay along with cliff notes and a time-sensitive offer that reminds people the deal is closing that night.
5. Show-Up Rate Benchmarks
One question I always have when running webinars is: What kind of show-up rate should you expect?
Here are Russel’s benchmarks:
Under 20% = Tough to make the numbers work
20-40% = Good
40%+ = Fantastic
I’ve been obsessed with this idea of a weekly webinar funnel ever since I read Dotcom Secrets a couple of years ago. We nearly implemented it back then. And honestly, I think it’s time we now give it a proper go.
It’s just such a clean, simple cadence for generating leads.
And like I said at the start, every business wants more leads. This system delivers them. I’ll be trying it again soon and reporting back.
Daniel Priestley: The Perfect Repeatable Week
Then we’ve got Daniel Priestley’s Perfect Repeatable Week.
As Daniel has absolutely blown up over the last few months, more and more people are becoming aware of this idea of a “Perfect Repeatable Week.
But unlike Russell Brunson’s Perfect Webinar Funnel, Daniel’s Week is much less structured. It’s more of a philosophy than a framework.
Daniel explains that at the start of the year, you should work backwards from your goal. So, what is the capacity you can take on this year? How many new clients are you trying to generate?
Let’s say you want to bring in 80 new clients. Daniel says he runs his Perfect Repeatable Week for at least 42 weeks of the year. If you take 80 divided by 42, you get just under two sales per week. From there, the challenge becomes creating a weekly mini-campaign that can generate those two sales.
So, how do you do this?
Daniel outlines three core components to building your own Perfect Repeatable Week.
1. The LAPS Dashboard
Daniel is a huge data guy. For the Perfect Repeatable Week to work, before you even start thinking about campaign ideas, you need to understand what he calls the LAPS Dashboard.
(This is something we actually use at noticed. and I’ve been tracking since early 2024.)
There are 4 metrics you track:
Leads: A signal of interest. Someone is downloading a lead magnet or filling in a form.
Appointments: Someone is booking a call.
Presentations (I call them pitches): The sales call or offer presentation.
Sales: The conversion into a customer.
Once you know your conversion rates, you can reverse engineer your numbers.
If you want 80 new clients for the year, how many leads do you need to generate per week? How many of those turn into appointments? How many appointments turn into presentations? And how many of those become paying clients?
Knowing these numbers gives you a clear weekly lead target. And from there, you can start designing what your Perfect Repeatable Week should look like.
2. Your Personal PRW Driver
This is where you have to start getting a little bit creative.
Daniel says that everyone’s Perfect Repeatable Week will look different. All depending on what you do, who you’re targeting, and what gets results for you.
You have to choose what Daniel calls your “PRW Drivers” (weekly activities you can commit to that consistently generate leads) based on what works for your business.
For example, on a podcast, he talked about someone who ran a wet parts manufacturing company. One of their most effective PRW Drivers was a weekly executive dinner.
Every Monday to Wednesday, the team would build a list of ideal prospects. On Thursday, they’d host a dinner for 10-12 entrepreneurs in their target audience. Then from Friday to Sunday, they’d follow up with them to book calls and move conversations forward.
They did this every single week. That was their Perfect Repeatable Week.
Other PRW Drivers Daniel talks about include:
A weekly workshop or webinar: This is exactly how he grew ScoreApp in year one. He hosted a webinar called The Million Dollar Lead Magnet, showing how quiz funnels had generated millions in revenue across his businesses.
A quiz funnel: One of his high-performing lead magnets was called The 30 Minute Lead Formula.
Weekly in-person dinners: Like the one used in the wet parts manufacturing example.
Each of these is a repeatable event, done weekly, designed to hit specific lead numbers.
3. Do What Works. Then Do It Again.
The biggest lesson Daniel shares is this:
“When you go down the well and get clean water, go down the well again. Do it at least 42 times a year.”
In other words, if you run a webinar and it brings in leads, don’t reinvent the wheel. Run it again. If your weekly dinner converts 6/12 guests into clients, keep doing the dinner. Make that your repeatable system.
So many companies get stalled out brainstorming flashy marketing campaigns that never get off the ground. Daniel’s philosophy is to build something simple, see if it works, and if it does, run it again and again.
It’s such an underrated way to grow. Perfect. Repeatable. Scalable.
🌱 THE GREENHOUSE
Things I’ve saved this week that are worth seeing:
TL;DR
Every business needs a weekly cadence of marketing that drives predictable leads into the business.
Whether that is through Russell Brunson’s ‘Perfect Webinar Funnel’ or following Daniel’s ‘Perfect Repeatable Week’. The key is to find a structured cadence that drives leads to your business every single week.
God, I enjoyed writing this one. I hope you found it as useful as I did. If you did enjoy it, please send it to a friend or colleague.
Until next Sunday.
— Niall
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