She stepped away from selling $80,000 coaching packages and rebuilt her business around $17 digital courses. Today that simple funnel generates around $80,000 per month.

Cat Howell built an eight figure agency, but after hitting a breaking point she walked away and went through multiple pivots before landing on a simpler model that worked. She shares how that experience changed how she thinks about business, and how emotional state and belief systems directly impact performance.

In this episode, Ben and Jon talk with Cat about both the personal and operational side of that transition. Cat explains how low ticket digital products can scale using Facebook ads, simple funnels, upsells, and strong messaging, and why most people fail when trying to make low ticket offers work.

They also get into the less talked about side of business. How burnout shows up, how internal beliefs affect decisions, and why more revenue does not always lead to better outcomes.

This episode is both a breakdown of a $17 funnel generating $80,000 per month and a real conversation about what it takes to build a business that is actually sustainable.

Topics covered:

• low ticket digital product funnels

• Facebook ads for digital products

• upsells and order bumps

• why most low ticket offers fail

• messaging that drives conversions

• high ticket vs low ticket business models

About Cat Howell:

Cat Howell is known for her work in online advertising and business growth, where she built an eight figure agency in just a few years. She is the founder of The Flow Protocols and the author of Magic Source Codes and Money Magic. Her work focuses on the intersection of emotional state and business performance.

Cat’s Links:

Website: https://cathowell.com

The Flow Protocols: https://shop.theflowprotocols.com

YouTube: https://www.youtube.com/@CatHowell1

Instagram: https://www.instagram.com/cathowell/

Business is simple. People are lazy.

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Timestamps:

01:02 — Moving to Australia and Career Transition

05:05 — Mental Breakdown and Transition to Energetics

14:38 — Emotional "Reds and Greens" Theory

17:18 — Reaching "Rock Bottom" and Releasing Materialism

24:38 — Re-emerging with a New Public Identity

29:38 — Transitioning to a Lean, Low-Ticket Business Model

34:33 — Releasing Shame and Finding Community

40:22 — Validating Messaging with Minimum Viable Funnels

41:50 — Strategies for Scaling Low-Ticket Offers

46:15 — The "Golden Era" of Modern Facebook Ads

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Topics: digital products, low ticket funnels, Facebook ads, online courses, sales funnels, passive income

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