How Billy Sticker Grew to 7 Figures & Added 20 new clients int he past 3 weeks

This is the Seven Figure Agency podcast. Discover the strategies and techniques to grow a highly successful and profitable digital marketing agency. With your host, Josh Nelson, everybody. Thank you for joining me on this episode of the seven Figure Agency podcast. This is part of our Agency Success series where we're interviewing highly successful digital marketing agencies from across the country. Really how they're growing, how they're scaling, how they're landing clients and delivering results. And I came across Billy Sticker in our Facebook group, just crushing it in the chiropractic space, getting lots of really, really powerful results. So I wanted to reach out to him and say, hey, would you be willing to come on and share? And he said yes. So, Billy, thank you so much for joining us today.

Josh, thanks for having me on. Looking forward to it. Been following you for a while and the content. I love what you're doing, you know, giving true value, helping people that are wanting to help others. And so I appreciate you having me on and appreciate all you do for the profession.

Thank you. I appreciate that. So I guess before we get started, just kind of introduce yourself, tell us a little bit about your agency, who you serve, and kind of the lay of the land.

Sure. So I'll try to give you the reader's digest version because I'm great at making a short story long, but the My background is really sales and marketing and ministry. We were involved, we were in youth ministry for about 13 years. But in this part of Texas, there are several coin companies, precious metals. We sold silver, gold, platinum, some coin. Like the very first gold coin ever in the United States was issued in 1795. I've sold a couple of those, which is really neat, neat things. So I was in this profession, was doing really well. It just wasn't happy. And there was a chiropractor who had multiple offices in our location or in our area, and he was looking for somebody to come do the marketing. Well, I have no college. My wife and I have been married going on 25 years. She is a nurse. But when we got married, I just went to work and started self education, I guess you would say. There's four bookcases on this wall that you can't see those three, and then two more here and two more in our bedroom. So I've always been in the mindset, if there's something you want to learn, somebody's written about it, you know, go buy those books. And so I just, whenever I found this contractor was looking for somebody to handle the marketing, I knew I could do this. So I typed up My resume and I put together an 11 page marketing plan. There was just all kinds of different marketing tips and strategies. And I gave him my resume with this marketing plan and he interviewed me three different times. And he said, I think he interviewed eight to 10 people. But he kept coming back to me. He's like, look, you're the only one that doesn't have a college degree, but this is really good. He goes, I could use this marketing plan and implement this stuff and grow my practice without you. What can I do if you were here? So that was kind of really my first. I mean, I'd been to a chiropractor before. My dad had a good friend that was a chiropractor. But I really didn't know what it was until I started in the profession and really fell in love with what it, what it means. And not to be super spiritual, but, you know, a lot of people think chiropractic is neck pain and back pain. It's so much more. There's more chiropractors, they tend to live a more health and wellness lifestyle than most medical doctors. It is about that lifestyle and it lined up with what I believe as a believer, that God created our bodies to heal. And I just, I fell in love with the profession. So I did that for a couple of years. The issue was, is I just wasn't making as much money as I did in the precious metals business. But still, I fell in love with the profession. And then that opened the door for me to start doing some consulting back in 2008. That's about whenever this was. 2007, 2008, I actually started the very first podcast, Four Chiropractors. And it was called Chiropractic Marketing university. Only did six to 10 episodes. I. It was horrible. Anyway, I stopped it back then. I wish I would have stuck with it, but fast forward 2015, 14, I decide to just do, relaunch, rebrand the podcast and, and just kind of start, start over. Already had a lot of, you know, connections in the profession and we just rebranded it from Chiropractic Marketing University to just Chiro Candy. And it really started as just a podcast I interviewed. The idea was, is, look, I'm not a healthcare professional, but I think like a marketer and I want to help chiropractors market. I want to help them think like that. And that was, I just wanted to create value. One thing we did also is we helped chiropractors write books. That's another story. But so we were kind of doing that and then one of the clients that we did a book for said, hey, have you ever done Facebook? And I had, but never for a chiropractor. And he said, I was trying it. Ads kept getting disapproved. They shut down my ads account. I just didn't know if he'd ever done any of that before. I say, you know what, let's give it a shot. And so the first month he had, you know, 50 something leads and his case fees were around 3 to $6,000. So 50 leads, if only, you know, 30% come in, he's still making, you know, a fortune. And then he started referring people to us. And right now we are just over 180 accounts is how many we have. So. But that's been over the past, you know, five years. We've kind of grown to that. Anyway, I can just keep on talking, but I'm going to stop and let you ask.

No, that's fantastic. So about 180 accounts, what does that amount to monthly recurring wise, if you.

Can share right now? Well, this is one of the things that we, we do different now. When I started, I didn't take a course on how to start an agency. I just knew the profession. I knew chiropractors. I knew what they would. What I felt was totally fair because a lot of times whenever you have campaigns set up, there's not a whole lot of work you have to do. So we do. Our fees are $1,500 set up. After that, we only charge 595amonth. Okay, so we are a fraction of what everybody else is charging, but it works. You know, we've got a lot of clients been with us a long time. We still do have some attrition. And I think one of the issues is so many people have taken courses on, you know, Facebook, if that's what we focus on Facebook and we also do Google pay per clicks. But there's so many people that have taken a course and they decided, you know, now they know how to do Facebook, they're going after chiropractors. It's. I think that's one of the reasons we see, you know, some of the ones that cancel because they're getting bombarded all the time with, you know, hey, let me do your ads, let me do your ads. Fortunately, a lot of the clients we get every month or people who used to be with us left, went somewhere else, and then now they're coming back. So we see an awful lot of that, which there's a lot of principle. You know, there's a teaching moment in that whenever somebody does quit, make sure you are extremely professional, that it makes it easy for them to come back.

Absolutely.

Never leave one.

That's a great, it's a great point.

Right. If you were like, well you know what, you just weren't doing this, this, this and this. Now there's, sometimes that's the case, you know, look, you can't say we're not working whenever you, you were totally non compliant, you didn't do anything, but you still just. You know what, look, we appreciate your business. We're always here in the future if you need anything at all, reach out to us and it makes it easier for them, you know, to come back. So. Absolutely. Okay.

So we're completely focused on chiropractic. The agency's all Chiro candy. 180 plus clients on retainer based service, predominantly running ads to generate leads and new patients into the practice. Sounds like you landed on the niche, was it for an actual job at this chiropractic office where you were marketing director and that's with that 10 page plan and that's how this whole niche kind of materialized for you.

Well, back then Facebook was really more for just colleges, you know, college students. Yeah. It wasn't what it, what it is today that really introduced me to the profession and what it really meant. There's, I don't know of another profession that's as passionate about their message. You know, maybe ministers, chiropractors and multi level marketing people. Right. I have a message they're trying to share. Right. And I just really fell in love with the profession. So that really got me in the door and that actually builds a lot of credibility with our company. Whenever people, which I'd like to get into this here in a minute. Our process from attracting clients, from scheduling calls, what that looks like. But whenever they hear that I'm not just somebody who took a course and decided to target chiropractors that you know, for 12 years now, 13 years we've been involved in the profession. I travel and speak at, I've spoken at a lot of the different colleges. I've been to London to speak to chiropractors, to Paris, all over. We really have done a good job getting known in the profession. So that's great.

That's great. So I guess before we talk about how you land and how you deliver for your clients, can you talk a little bit about like what it is, like what the package? I guess you did a little bit. So it's a setup fee and then a monthly fee. To manage ads and generate new patient inquiries. Bottom line?

Pretty much, yes. So we do $1,500 setup and then 595amonth. That's just for Facebook and Instagram. If they want to do Google also, It's an additional 250. Something else we do that I actually stole from a network marketing company was if they, okay, if I have a client and they refer three other clients, as long as those three clients are active, then they get their Facebook done for free every month, forever, as long as they have at least three active referrals. We were a little bit hesitant. You know, we thought it may be a good idea and we tried it. And believe it or not, out of all of our clients, we may have three to get their stuff done for free. It may be more than that. By admin can tell me better. There's not a whole lot because what happens is we have, you have a couple of accounts that, I mean, they'll Refer, you know, eight to 10 people to you and then you have some that will refer one or two, you know, so that is just something else that we offer that not many people do. And it works out well. They still have to pay setup fees, they still do all that. But we've actually had it before where somebody's paid a setup fee. That's been it. They refer other people to us signed.

Up before they even had to pay.

The first month, the first month. And you know, and so as long as you're delivering, they're happy. Where else are they going to go? Now obviously the 595 does not include ad spend. You know, they have to do that, but that's pretty much, you know, our basic package. Now that's going to be a couple of campaigns a month. We do have programs, you know, some of our offices that may be integrated and they may be doing stem cells or some of these things. And some offices do dinner talks once a week. There's different ways to set those up. We can do them a little more generic, where leads come in and then their office just their staff scheduled them, you know, for whatever workshop they have coming up, coming up. We like those a little because they're simpler to set up. But some want it to be very, very specific per campaign. Like, you know, we're doing this one is going to be Tuesday the 13th, you know, at 6:00 clock at, you know, whatever restaurant or whatever, hotel, whatever. And if we're getting real specific on that, then we do charge extra to do more campaigns a month than what we Normally do. So.

Got it.

Great.

I mean, it sounds like a great, a great program. Of course you're tracking and following up and you know, the value proposition is there.

Right.

They spend their 597 plus ad spend. They're generating more than enough in revenue to say, Billy, thank you so much. You're amazing.

Right. And I think also with what happened, you know, during this quarantine the past couple of months, you know, we were a little concerned. We did have some accounts that said, you know, oh, hey, we just need to put our accounts on hold, which I get. But it wasn't that many, I think, because we are at a lower price point than a lot of people. You know, if you're spending, you know, 15 to $2,000 a month for an agency, you're more likely to say, you know what, right now we got to stop that.

Right.

But if it's just 595, so you know what? That's. Let's keep that going.

Slides underneath the radar a little bit.

A little bit, yeah. But been great. And we've, you know, considered, you know, raising prices some, but I. It works. And actually how we pay our staff, you know, when we first started, it was me, 40 to 50 accounts. I did everything. I wore every hat. I did all the sales calls, I did, managed all the accounts. And you always have some accounts that are a little more high maintenance. You have some that you just. They're great. And fortunately, I learned pretty, pretty quick that was around the time when we started getting high maintenance accounts. We would just say, you know what? We're not a good fit. And we would, you know, refer them out to somebody else. Especially if they're only paying us, you know, 600 bucks a month. I would rather not deal with somebody high maintenance. Whenever we can get somebody else, it's easy, you know, and I do that. But then we started hiring some staff. And the way we do that, we were paying them a salary based on roughly how many accounts they wanted to manage. But our staff, they're all local. Nobody's outsourced to the Philippines or anything like that. It's really people that we've gone to church with or somebody knew somebody or whatever, and we pay them $100 per account they manage. So if you want to manage 20 accounts, then you're going to get two grand a month and you get to work from your house, get to make your own schedule. So it's not a bad deal. If they want more than that, they do more. Something else we just started is now I used to, I did all the sales calls. We were going on a mission trip and my oldest son is actually married and he and his wife both just graduated college and he really helps run a lot of our business too. But I didn't want to not have any new business that week that we were going to be gone. So I said, look, do you want to take some sales calls? All you need to do is find out what's going on in their practice, what are their goals, let them know how we can help. I kind of laid out, gave him somewhat of a script and then just left everything the same. End of the week, he signed up like five people.

Wow.

And all of a sudden I realized I don't even have to do sales call.

I was talking with someone the other day. It's one of the most liberating feelings in the world when you can have someone else take the sales call and the business is happening without you having to do every single sales call.

And it's been great. So now I can still work on the business instead of working in the business. I don't manage any accounts. As a matter of fact, Brady doesn't mean any accounts either. He actually manages our staff. So all of our staff are required to have a one on one with Brady every week. They do it via Zoom and they go over all their accounts, what's working great, what's not. And that's just a requirement. It's not optional. All of our staff have to do that. So, you know, that's been, that's been great also. But one of the things I learned is we were always on the phone with staff. Not our staff, but client staff. And a friend of mine said, why don't you just put all that in a training that their staff goes to. It's like, that's brilliant, you know, so now we do have that. So whenever somebody comes on, we have a training for their staff on how to follow up with the leads, different scripts to use, different things like this. The mindset, you know, because Facebook is not. Nobody's going to Facebook looking for a chiropractor or a landscape company or that's what they go to Google for. So it's a different mindset. And the lead, the staff needs to know that when they're following up. Just because somebody filled out a lead form doesn't mean they're going to show up. And that's okay. We know statistically 30% or more should. And so we kind of help them with some mindset stuff. You know, following up very Quickly. We want them to, you know, have the mindset. Look, if they say no, that's okay. That's. That's one of the seven that's going to say no. Go find the three. And because it's easy for their staff to get a negative mindset if they're not accustomed to somebody saying no, all of a sudden, in their mind, all Facebook or Instagram, these are all garbage leads.

I don't even want to bother.

All garbage. And so they don't. They just don't treat any of them that way. And you can't have that. You have to have a level of expectancy knowing that they didn't accidentally click on the ad and accidentally type in their name and phone number and email and all that. So we have some training for that, and we also have some training for. For the doctors on some things that we ask them to do. We try to make it very simple. So we have that. That was a major growth point for us whenever we implemented that. So it's in the area that every.

Client gets access to and their staff has access to these modules that train them on. These are the types of leads you're going to get. This is how you need to think about these leads. And these are some scripts you can follow to kind of book as many of these as possible.

Right.

And you found that helpful?

We use Teachable.

They get it. It's like, okay, now I understand how to deal with this better than if you just sent them the leads. You know, pretty soon they're like, oh, these leads are no good.

Right. And so something else that we realized is we use Teachable. So it's great because it shows you. Did they actually go through the training? We said, look, you didn't even go through the training. So we realized when people would cancel, the majority of people that would cancel, they do it within the first couple of months. And most of them never went through the training. They didn't do any of the. Some. A few other things that we asked. So what I started doing, I got this idea from Russell Brunson. They realized the same thing with click funnels. The people that were canceling never went through their onboarding, never really learned how to use it. So he would send out a free shirt once you completed just a little onboarding process. So we did something very similar. I designed a shirt. I thought I may have one sitting in here, but it just says, who's your chiropractor? And this is chiral candy, real small at the back. It cost us, you know, eight to ten bucks for these shirts. So now as soon as they go through the training, the doctors get a shirt and their staff gets a shirt, we will spend 20 bucks. If that means we're going to keep a client much longer, it's a no brainer.

Great social proof. If you can get them in the shirt, you know, all the better. Right?

That's right. That's right. So, you know, that was something that was real big for us. Something else. Whenever I was doing all the sales calls and some of you, the listeners can probably relate to this. Some of them, I know they're thinking, I would love to get one sales call. I need, how do I get sales calls? And we can talk about that in a minute. But one of the things is, you know, there were certain days where I may have seven or eight calls in a day and after your third one, they kind of run together. You kind of forget, did I already use this example? Did I do this? And it was just so much that same friend that gave me the idea about, you know, putting the training together for, you know, for their staff said, why don't you just have a pre call video where that's your sales pitch. They schedule a call, they're required to watch a short video. It's the sales pitch. This is why you do what you do. This is what makes you different. We don't go over any pricing, I don't think on that. But it's just who we are, you know, why we're different, so on and so forth. And then by the time they get on the phone, you're just answering a couple of questions and getting their credit card information. And so that was, that was a big change. And we still use that video. And so now our, we have a couple of. So we have two designated salespeople that take sales calls. Every once in a while somebody will request, I need to speak to Billy. And so I may do a sales call. I did one last week, for example, but normally it's them. Something else we did for our staff though is if you're managing these 20 or 30 accounts and one of those, your account sends in a referral, you get the option to take that sales call. So not only do you, if they sign up, which is a great chance, they are, if they're a referral from somebody that you're already working with. And the way we look at it is they're referring somebody because you're doing a good job. So if you take the sales call we get, they get a $300 commission whenever they sign up and they get an additional $100 a month. So it grows their income as well. So those are some of the different things. I feel like we're kind of all over the place, but those are some of the things that in the process of how we run our agency, it's just been great for us. It keeps our, you know, the staffs happy, they have more opportunity, so it's working well.

Tremendous insights, guys. If you're getting value, be sure to hit the like button or say, hey, thanks, Billy. This is great. I love the agile team like structure that you have, right? You don't just pay people salaries, you kind of have it structured out by what they get paid based on the amount of accounts that they handle. And that gives you almost unlimited scalability. And because of the one on one calls, you can kind of monitor the quality. Right, the one on one calls with your.

Right.

With your son. It's your son, right?

Brady, right? Yes. Yeah. I'm, I'm 45, he's 22. And whenever we first started, he was getting ready to move off to college. He actually went to Bible school for a couple of years in Dallas and then finished his degree at Dallas Baptist University. But we were trying to get him, like when he was a senior in high school, my wife was like, look, you should, you know, work in the business, do some of this stuff when you're 18. You've got the world figured out, right? No, no, no. And he was, you know, that was five hours from where we live now. And he would come in on the weekends and it was during Christmas one year actually. I had gone and spoken at an event and had like 15 new accounts, like in one weekend sign up. And I was kind of in the weeds trying to get everything set up. And I said, look, I will pay you X amount of dollars to help set up these accounts. And finally he's like, done. I'll be right there. And so he started, you know, getting in the business. And I think when it comes to staff, and I'm sure Josh, you can relate to this, you have some team members that, that are great at following instructions. You tell them the steps to do, they are going to do those steps. And then you have the ones who, they understand the steps and they understand why you're doing those steps. If you're doing these steps to get to this result, what if there's a few different steps that might make that result bigger or easier or whatever? And that's really how Brady thought. We have a few staff like that now they just see the bigger picture. And it wasn't long till I realized he's really good at this. He gets it, and he's. He's better than I am at a lot of this stuff now, which I am totally okay with. You know, it's. It doesn't hurt my feelings at all. There was a conference I went to one time, and it was all about being CEO. It was pretty much for chiropractors, but there was some of us in there that were just involved in the profession that weren't doctors. But one of the exercises we went through is those three different things we had to write down. The first thing he said, I want you to write down things that you do that you hate doing, but you feel like nobody does them better. Just write those down. Now I want you to write down things that you do because you're good at, but you don't necessarily love doing it. It just needs to be done. So you do it. Then I want you to write down the things that you do that you love doing. You would never delegate, because it just lights your fire doing these things, he said. So from now on, here's what we're gonna do. You are never gonna do what you don't like doing. He called that red, yellow, and then green. You're never gonna do the red, never gonna do the yellow. Delegate that. And you know what? If they're doing it 80% compared to your hundred percent, that's okay. They're never gonna grow, so you have to be okay with that. But when you can start delegating and giving, loosen up the reins, giving them some control, that's when you can actually work less. You focus on the green, you work less, and you can make more. And something else he said is, when you're doing the stuff you don't like doing, it stops momentum in your business. When you're doing the yellow, the stuff that just needs to be done, it slows down things. But when you're focused on your core competency, what you love doing, that fuels momentum. And if you can focus on just those things and let other people do the rest, that's when you can really grow. And that is whenever we saw a lot of growth, one of the issues we would have as we would grow is, I have no issue spending money on ads. So we have referrals coming in. I do go and speak, and we still have a podcast where people come in that way, but I don't. I will spend six to ten grand a month on ads. It's fine. I know we're gonna see a return in that. So one of the things that would happen is we used to pay our staff a salary. But if let's say that we're paying people based on them willing to manage about 20 accounts, well, we do still lose some accounts every month. Probably seven to ten a month. We lose. Fortunately, we gain 20 or more normally. But what was happening is that means we're having to hire somebody new every couple of months. If they're only going to manage 20 every couple of months, I'm having to hire somebody new. Well, what had happened is we turned around. We have all these staff that we're paying to manage, let's just say 20 accounts. But because of people canceling, they're all averaging 15 to 16. Well, now our payroll is inflated and we're hiring more people. And that's where we made that change. Like, okay, we're not doing that anymore. Really. Just didn't say anything. So I thought.

I mean, everything you shared there was tremendous, tremendous insight. I think what you were talking about there is finding people that play at what you have to work at so that you can do the things that you really enjoy, that you're passionate about. And that frees you up to put talented people in place to really get some momentum going. So a question that everybody wants to know, and it's coming up in comments. So 20 clients this month, on average. 20 clients per month. What's the mix look like? How do you get that many clients coming in on a consistent basis?

It's a great question. And I do want to say some of it, I think is just favor. We have been around long enough. A lot of people, they do know who we are. But even if, I mean, I see these people that are going after chiropractors, for example, I wouldn't recommend it. Like, right now, if you're starting off, I just think there are other niches that aren't as crowded as the chiropractic.

It's definitely not a blue ocean right now.

It's not. And it's not that I'm worried. I mean, we still do great, right? I think, you know, right now, 120 to 130 revenue a month. So we're doing fine. But if you're starting off right now, I just think there's other areas. We have something that I teach, and this is called the five Ps. And I was talking to somebody last night at church about this. He's wanting to start his own business, not necessarily an agency. He's Just wanting to start his own business. And I think the first thing you have to do is figure out what problem you're going to solve. Mm. If you want to make money, solve expensive problems for rich people, that's great. That can go as deep as. Think about everything that you pay for. You know, a lawn company, they're solving a problem. You don't want to mow a pool company, we have somebody that cleans our house. When you go to a restaurant, you know, some of these kind of for entertainment, but you don't want to cook. Right. These are people that are solving problems. And then it can grow from there. But in an agency. Are you going to work on SEO? Is it going to be lead generation? Is it going to be web design? Whatever it is, just decide what problem it is that you want to solve and for who. Who is it you want to solve these problems for? And then that's going to lead to the second P, which is the product, Right. That's what it is you're actually going to do. Is it going to be Facebook and Instagram or YouTube or Google or web SEO, text messaging, whatever it is, just find out, you know, figure out the problem, what product you're going to use to do that, and then you have to come up with a plan. The plan is how exactly what does that look like? How do you get your first client and the first client. So you have the problem, the product, the plan, but you have to have proof. So once you kind of know, you have an idea. Well, I'm going to do Facebook ads for chiropractors. That's the plan. Well, now we need proof, right? And that's what we did. We had Dr. Aaron Gumm was his name. We wrote a book for him. He wanted us to do some Facebook ads. So now we need the proof. 50 leads the first month. And all of a sudden we have that testimonial, and we didn't charge him anything. I mean, he had already paid us to do the book for him, but he didn't charge us to do Facebook. We did that. Or we didn't charge him for that. We did it for free. And it was unbelievably worth it because he was an influencer and started referring people to us. And so that's the proof. Once you have the proof, then your last, you know, your fifth thing is the promotion. And the promotion can be a couple of things. Promotion can just be scaling, but it's also having people in your business that you can promote with the business. So we can we can spend a lot of time on those five Ps.

That's a powerful breakdown of the five Ps. I love it.

But once you know what it is, and let's say if you're just starting off, you may try something. You know, we actually used to do websites for people, too. I didn't like it. I just didn't enjoy it. And we still, at least weekly have somebody say, hey, do you guys do websites? There's a company that's pretty well known in the profession. We just refer people out to them. It wasn't our core competency. I'm just not going to build a business around something that I don't enjoy doing. Now, a little bit of a sidetrack. We used to use. We would do Facebook ads. We used ActiveCampaign and ClickFunnels, and we still do some of that, but we've recently switched over to High Level.

So good.

It's phenomenal. It's just really been a game changer. And it has been a little bit of a transition because our whole team is having to go through this process. So we started using High Level, and Brady actually is the one that discovered it, and he tried it out on just a handful of accounts and realized, okay, this is really good. And then there has been a process, us moving everybody over, because sometimes if it's not broke, why fix it?

Why fix it? Yeah, it's tough to do that.

So you're like, oh, do we really want to switch this? But it has been. It has been really nice, you know, being able to. They've just done a great job developing their software anyway. What was I saying? So you have to figure out what it is like. You may start off doing websites and realize you don't like it. You may start doing SEO, but you just need some success.

You need validate that you can actually generate a result and prove the concept. And when you got that proof and you've got a client that will sing your praises, the promotion becomes so much easier to go out and say, here's what we do for this space and here's the validation that we know what we're doing.

Absolutely. And what it does for you. Right. It's also going to help you get new business. But it does make you feel good because you had this plan and it worked. Right. You're proving it to yourself, too, and it's great. I remember we used to just charge $500 a month, and the goal was, can you imagine whenever we have somebody, like every day we have at least one client being charged. That's going to be great. Yeah.

30 times 500. That's big money, right?

Yeah. Oh, my goodness. And you know, now we're averaging around 4 to 5,000 a day. And I don't think we have any days that somebody's not being charged. But you start seeing the success and then it's you, you start having these benchmarks like, wait till I get five clients and then wait till I get this and wait till I get that. But if, you know, once you have your proof, it's going to be hard. But spend money on some ads. If you don't have the way to go out and get these referrals organically, just spend some money on that. On, on ads. We look at things the way we look at our numbers. We are okay spending up to $200 just for someone to schedule a call with us because we know 70% of the people we talk to will sign up within the next 90 days. Those are our numbers. Now since the beginning of the year, even before COVID a lot of times in the year, we always see a bunch of growth during the beginning of the year. Those our cost per leads, cost per call scheduled is averaging around 50 bucks. It just dropped. So we're okay, we'll just keep spending.

The same amount, matching it up.

Right.

If you go up to 200, you might as well crank it. Right, Right.

But, you know, even if you're doing, let's say $50 a day or you're doing $100 a day, at first you're like, ah, when you're starting off and you don't have those resources, but let's say that you get, you have $1,000 that you can spend in ads. You borrow it. Okay. And you get enough calls scheduled and you need one of them, one person to sign up and pay, you know, a setup fee. And now you're back even to recoup the expense.

Right.

Recoup it all. But when you could start looking at those numbers, man, it is tough to start. But yet, you know, that would be one, one thing you can do. It's like, you know what, just spend money. Yeah. If you don't have the money to spend. What I would do is similar to, you know, everybody talks about the dream 100. You know, write down who are some people in that industry that have, that are influencers. Reach out to those people and offer to do whatever service it is you're gonna provide for free for some of the influencers and just say, look, I love what you're doing for the profession. This is one of the things we do. Would you. Is there any way I can, you know, do this service for you for free? You don't have to do it forever. You can either do it for a couple of weeks or do it for a month. But let them know, look, I want to do this for you. If it's working well, we just hope that you refer people to us, you know, that can do it. Because if you can get a couple of key influencers that are singing your praises and it changes everything, and then people start seeing you with the same authority that they see them with if they're the ones recommending you, you know, so that would be the. One of those two ways would be what I would recommend it first. Another way would be, what businesses are you already doing business with? Reach out to one of that sphere.

Of influence and reach out and say, hey, look, you know, let's do something like, I've got a concept or an idea. Let me prove it with you. Right. Let me do this for you.

Absolutely.

Show you that it works. And now you've got the basis to go out and tell people, hey, look, I can help. Here's what I did for this guy.

Or this gal, right?

Powerful. So there's a couple questions in here. I want to make sure we get to. So there a couple people are asking, what's the average spend for one of your clients, in addition to your management fee? What do you recommend they spend on ads?

We recommend $25 to $30 a day, minimum.

Okay.

One of the things we're real big about is, is building retargeting audiences in the chiropractic niche. They are so passionate about their message. We like these docs to do short videos, and we have, like 57 sample videos from our clients that we show them, you know, hey, here's tons of different ideas. And so we want some of that budget to go towards content in their community. Because in Facebook, let's just take, you know, anybody that watches 25 to 50%, you start building a retargeting audience. So that. That's kind of what we recommend. We have some offices that spend 10 to $12,000 a month in ads. So a lot of these are not regular chiropractic offices. There are some integrated offices, and they're doing stem cells, you know, with their case fees are six grand. They'll spend, you know, the money, as long as it's working. We've never started someone off that high. We typically start them off, you know, 30 bucks. Sometimes they want to go up to 50 a day and then we'll, you know, scale it up from there.

Got it. That makes a lot of sense. I'm sure that's, that's super helpful. Albert's asking if they handle 20 accounts at $100 a piece, that's $2,000 a month. Are most of these people part time and this is something that they do on the side. Is that enough money to kind of.

Yeah, some do more. Right. Like we have some that, you know, they may manage 20 accounts, but they're also, you know, doing sales calls and they're averaging 10 accounts a month. You know what, we pay a $300 commission because we do basically we do a fifteen hundred dollar setup and we pay 20% of that in commission. So if they're managing 20 accounts, that's two grand. And then they sell. You know, they have like one guy's actually, he pastors a church and it's.

A great additional supplemental income to what his true calling is.

Right. He manages about, I think, 10 to 15 accounts. That's all he wants. He doesn't want anymore. And then he does sales calls and it's perfect for him. But, you know, we have some staff they just don't want anymore. And that's one of the things here. Recently we asked, we're like, okay, who right now, who can handle more accounts? And we try to keep them on somewhat of a rotation. Some people, that's all they want. Some people want to handle, you know, four accounts. And because we do Google pay per click, we pay a little bit different for that. And we have certain people that manage those accounts. So if you're a client, you may have Holly doing your Facebook and Travis is managing your Google. You know, makes sense. And they're working together. Right. Instead of having to teach all of our staff how to do both, we just have a couple that know how to do Google because most of our income is from Facebook and Instagram. So.

Yeah, good, good, good insights there. So if we looked at your kind of your positioning in the marketplace and where the clients come from, you've got this podcast you've been doing for quite some time. You do speaking in the industry. Sounds like you're involved in the association. You've got a name for yourself and a database of prospects, and then you're running Facebook ads to generate like new prospects on a consistent basis. What would you say? Like, where are the clients coming from? For the most part, across that spectrum.

I would say some referrals. I would say A small percentage is from the podcast. We normally get a few, probably at least five calls a month from the podcast. It's not a whole lot, but it's still, it's some calls that are coming in.

And is that podcast marketing centric or is it just talking about, okay, cool, chiropractic practice?

Pretty much, yes.

Successful chiropractors.

Sometimes it's just solo stuff with me and then sometimes I'm interviewing other chiropractors, other, you know, people that do coaching in the profession. We interviewed somebody who, she's a CPA and she's doing a lot of the PPP SBA stuff that's going on right now. We interviewed her, she specializes in, they just work with chiropractors. So we had her on, you know, the other day I had somebody else on that they help buy. People buy and sell chiropractic offices, you know, so may do stuff like that. It's great because it may not be marketing, but it was helping people. Okay, if I do eventually want to sell my practice, these are the things I need to be considering now. If I want to buy practice, these are the things I need to be looking at. So. But normally it, it is more business marketing growth centric.

Got it. And so then you've got the referrals that are coming in from happy clients.

We probably, I would say as far as calls go, I really should have a better breakdown. I just haven't checked the numbers in the past couple of months. But we normally have, you know, five to 10amonth that sign up that are referrals. Wow. Well, yeah, somewhere through there. And then the rest come just from Facebook. Now we do a lot of retargeting looking at our ads. The majority of the calls that are scheduled are from our retargeting ads, not just from, you know, from cold. Cold.

They're not brand cold people that you said, oh, let's target chiropractors and run these ads like you've developed that warm list over the years and kind of run it down the funnel on the referral side. So I think that's a function of providing a world class service that's affordable, that has a tangible, measurable return on investment. And then you've incentivized them like you said, where for every three referrals you might get free service, monthly service. Do you find that they're more incentivized by that or just because they like the results they're getting and they want to have a good, a good reference.

For their friends as far as why people refer, I don't know. I think it may be because it is a smaller amount. They're like, I'm not even that much worried about that. It's working for me. They're asking what's, you know, what's working. But you do have some that are like, hey, how many accounts? You know, how many referrals do I have? Okay, I got a couple more, you know, that I'm working on sending.

Might not be the only reason, but there's a little bit of a, hey, this, this is going to help me too.

Right, right. I think that is some of it, you know, and we've had some that, for example, their budget, let's say they're doing $1,000 a month on ad spend. And as soon as they get their three referrals, well, they want to spend the same. They just add that, bump it to the spin. I love it.

Very, very cool stuff. And then on the, on the Facebook ads, what's the angle? Are you leading with a case study of some sort or are you leading with content, like just video based content? What's usually the angle to pull someone off Facebook and into a strategy session?

Okay, so not for our clients, but you're not for us.

Yeah, for you, for cow candy.

Yeah, we do a little bit of both. We do have some that, that are more content. We used to do a lot more content that would lead people to a strategy session, I think, because so much of it is retargeting now. A lot of it is just a cold, you know, Cold. Well, I don't want to say cold. It's just an offer. Right. Whenever we can say, hey, you know, we're doing Facebook, you know, we'll do your Facebook and Instagram for 5.95amonth. People are so used to paying 1500, they're like, Hang on, now what? You know, and then, so we have, and we check, we test the different, you know, scripts too. We have some that are long, long ad copy, short ad copy. What's working better? We have tons of different images. You know, it's. That's one of the things. Sometimes people comment. You know, we have pictures of us in Paris or, you know, Hawaii or whatever, just on vacation. And people will comment, you know, what does this have to do with chiropractic? Nothing. But Facebook knows, like if it's interesting image, right? If. Yeah. And you guys may know this, but Facebook's algorithm, like their software knows what's on a picture or they have a general idea and if it's A picture taken outside with people in it, especially, you know, a couple of people smiling, they consider that's a happy, positive image and they show it more. And so those. And so we started testing it, and those work really well. That works well. We also get. We try to do tons of testimonials. When you start getting success, anytime someone says, man, hey, you guys are doing a great job, that is the perfect time to ask them for either a Google review or, you know, to write. Or to either write a review or to do a quick video testimonial for you. Video testimonials can be difficult for people to do. They just sometimes are embarrassed or whatever, but you need to make that a priority. So whenever people go to our website, when clients do to schedule a call, we have what we call our. We call it the Perfect Patient Tribe Turbine. It's just our process that we use to get leads for chiropractors. And I have a real quick short video that goes over that. So they go to the website, they watch this video underneath that. It's like 30 testimonial videos.

I was looking on the site earlier. It just scrolls and scrolls and scrolls.

People aren't going to watch all of them, but there's a good chance they may know, you know, oh, I went to chiropractic college with him, or, you know, I used to coach with this guy, or whatever. But the more of that you can do, it just builds credibility. So you want to get those, you know, as many testimonials as you can. So basically, the way our process works is whether it's an ad referral, whatever, they go to the same landing page with the exception, like our staff each have their own path. So, for example, chiropractic or chirocandymarketing.com Renee that's what her clients, her accounts send referrals to their. Because then they schedule a call with her, you know, or Travis or, you know, whoever our staff is. It's handling that. But Normally it's just ChiroCandyMarketing.com and so anybody can go there and just kind of see what we have set up. But they go there, they click a button, and it takes them to a JOT form. What actually takes them to a clickfunnels page that has the jot form embedded that they just enter, answer a few questions about their practice. You know, how long have they been in practice? We know we're not a good fit for everybody. And that's another powerful place to be when you're first starting off. You Just want people to pay you. But there comes a time when you're like, even if you want to pay me, please don't because we're not your answer. We had somebody that was a referral the other day. Well, this has been probably six or nine months ago. And I actually talked to them. They're seeing 50 patients a week between two separate offices. Well, the average chiropractor is going to be seeing around 150 a week. I just knew we weren't a good fit for this guy.

Not enough volume to be a good fit.

Not enough. Yeah. And so we do see that from time to time, whether they're a brand new practice or maybe they sold a practice and moved to a new location. And we just know we're not going to be a good fit. We actually just released in April a course. And we use the old name of the podcast, Chiropractic Marketing University, but it's a course that shows basically everything we do. It's like we've already decided new staff, they're going to go through this course to learn how to set up the ads. And we have 27 done for you. Copy and paste ads, you know, that they can use, but it sells on our website for 1995 or three payments is 675, I think is what it is. Something like that. But what we did is we're taking that where people schedule a call with us and if we know they're just not a good fit, whether they don't really have this instead.

Right. And learn how to do it on your own.

Right. And then what we do is we tell them we sell it for 997 instead of the 19. So we tell them, look, you can go to our website, it's two grand, but I can go ahead and take your card over the phone. I can get it for you for half price. In the end, once you get up and going, you increase your volume. We will actually use. Give you a credit for what you spent on the course toward your setup fee.

I like that.

Yeah. And so that's. That's working well too. And let me show you this. We just wrote a new book.

Love it.

And we're going to be promoting this to the profession. It's going to be the same thing, just using it, just like you do with your book. Right. It's lead generation to get in front of more people to eventually become clients, whether that's through the course or, you.

Know, great positioning for speaking opportunities, great giveaway at those speaking events. When you speak Tremendous positioning.

Yeah, yeah. And we've. Which I said while ago, one of the other things we do is we help chiropractors write books. So I've written a few other books. This is something that. I don't know. It's just. If you've ever wanted to write a book, just do it. You know, it doesn't need to be a priority. Go get clients. But once you have clients, it's too easy now to write a book. Use Amazon or Kindle Direct Publishing to get it printed. I think this one is 240 a book to print or 250 a book. Something like that.

Prints are so cheap that it's almost cheaper than a brochure.

Absolutely. Yeah. But it's just going to help set you apart, you know, from. From your competition. So I think.

I think the book is one of the most powerful marketing assets that you can have. Right. The social proof.

Right.

Book, being up on the front of the stage. All extremely powerful marketing assets. This has been great, man. Thank you so much for sharing. Kind of like how you're landing these clients, how you've positioned yourself, kind of what you do for your clients. There's a question here. Ricardo wants to know if the. If the two comma clubs are for Cairo Candy or for some other business that you run.

No, it's actually both different things we've done. Yeah, we kind of changed it up. We had one funnel and then we changed it up and we added some new stuff to it. And so that's both for. For Cairo Candy.

That's awesome, man. Congratulations.

And then I know we're going to do. I will get a new 2 comma club awards.

Another one from this, from the book. You're gonna do a free plus shipping funnel on this?

Yes.

And then straight into appointments.

Yes, we actually. Well, yeah, what we. The way we have it set up right now is it's free plus shipping. Then we have a torn. Well, you know what? I've got a sheet. Hang on here. I'm doing like Russell did. Oh, I don't have my. Did you ever see Russell talk about whenever they were launching clickfunnels, they sent those packages out and he had the video card. Do you remember that? Where you open up the card and it was a video. I ordered some from China. They're all designed with our book. But because we do know a lot of influencers, we're getting ready to send them packages. We're gonna get them a copy of the book and then we have a bunch of upsells. I'LL just show you on here. I just had these printed. They're still wrapped in the plastic. But basically it's a free plus shipping offer. The first bump is just the order bump. $27 for the audiobook. Then we have a pixel. It's called Pixel perfect. It's a $97 course add on. That's how to make sure the pixel's set up, what you need to do to get it set up, so on and so forth. And then we have one called Viral Videos. This is actually part of the training we've already done for our existing clients. Showing them how to create content, some sample videos, you know what you need to say in your videos, all this stuff to build authority in your community. And then we have our CMU course for 997 on there on this page.

Only instead of two grand, get it for 9.97.

Right in the way our positioning on that is. Look, we've managed over $4 million in paid ads for chiropractors. We know what works. This is actually going to give you 27 done for you, copy and paste ads that you can do. So we kind of positioned it like that and it's almost like they're giving me the ads and they're going to show me how to set them up. This is a no brainer. So we, we want to test the funnel a little bit before we start getting affiliates because I want to be able to show them this is our average cart value. We're paying out a 40% commission. So I turned the ads on the other day and the first person to go through it bought the 140. No, he bought the upsell, the audiobook and then the 997 course. It was like $1,000. But he actually messaged me and said, hey, there's a couple of glitches in the funnel. And as soon as we like the ad had been on for a couple of hours, we immediately shut it off and we're going through to make sure the funnel is working properly.

Working right.

Good news is the first person that went through the funnel and got the.

Book, the whole track, all the way up.

Yeah. Did the thousand dollar upsell. So that's a good sign.

That's a great indication.

Yep.

And it'll probably wind up. And the beauty, beautiful thing is that pays for all your advertising and then a lion share of those folks are going to wind up hiring the agency services.

That's. Yeah, that's the goal. Yep. So.

Well, this has been great. I want to make sure I'M respectful of your time. I know you've got it. You've got to run two last questions to wrap up. The first is if, if someone wants to learn more about you or connect with you further, what would be the best way to engage?

The best way I know I met 5,000 friends on Facebook, so sometimes I don't see all the message requests, but you can go to the Cairo Candy Facebook page, which is just. You just Google or just search Cairo Candy and you can send us messages on there. And you know, if you want to schedule a call, if there's anything.

Bought the course that you sell on your site.

What's that?

Would you. Would you be okay if other agencies bought the course on your site? Or do you want that exclusively for chiropractors?

I don't care if other agencies buy it. But one of the things that comes with the course is a Facebook group where we do support and stuff in there. You have to be a chiropractor to be in the group. Got it.

Makes sense.

Beautiful.

So I guess my last question, and be sure, guys, if you've listened to this and you got tremendous value, like I did, reach out to Billy, thank him for sharing. This has been tremendous. I mean, seven figures, 20 plus clients every single month. Lots of ideas. Not just on how to land clients and serve clients, but also really like the running of an agency and structuring an agency. You talked a lot about your Christian values, right? It sounds like Baptist church. Some went to Baptist college. I've got a Christian background as well. I was a missionary kid, lived in Haiti. How do you feel like your Christian values apply to the business and help make you a better entrepreneur?

Yeah, I used to try to, I don't want to say separate the two. Like even on the podcast, at first I was like, wow, should I. No. You know what, it's who I am. I'm going to share my faith. You know, you mentioned Baptist. I have nothing against Baptist. We're actually, we go to a non.

Denominational, Non denominational Christian. Right?

Yeah, but. But regardless, it's. It's not separate. It's not like there's a different hat. It's. It's just, you know, it's who I am. And fortunately, you know, in our business, everybody that works for us, most of them know each other through church. You know, one of the guys that works with us, his name's Matt, he and my son went to Bible school together and he's just been a great asset. So whenever we do a zoom meeting every Monday and it's required. You can't. You know, every once in a while, somebody may miss it if something's going on. But we do it, you know, every week. We start off the zoom meeting with prayer request. Hey, what's going on? Anybody have any prayer requests? You know, what we pray for, and then we take turns. You know, who's leading it. And it's just. It's something we do. It's just how we built the business. That's not saying you have to be a Christian to ever work with us or anything like that. It's. It's just the culture of who we are. I don't know. Did that answer your question? It did.

No. No. I thought that was great. And I think you're going to attract the type of people that have similar values. Not exclusively, but that's a great thing on your team, the clients you serve. And having those similar values makes it just an even more pleasurable business experience.

Yeah. One of my favorite scriptures when it comes to business is Proverbs 14:23 says, all hard work brings a profit, but mere talk leads to poverty. And just to encourage some of the people listening, you have this idea to start an agency, and you're reading books about it, and you're taking courses about it, and you're putting off reaching out to clients or potential clients. Mere talk leads to poverty. You gotta actually, you gotta find people, even if it's doing work for free at first, get out there. Get some success for somebody else. That's going to lead to your success.

I love it. I think that's a powerful note to end on. It's been an honor to spend this time with you. I really appreciate you sharing. And that's it. We'll wrap it there. Thanks so much for your time.

All right, thank you.

Have a great day. Bye, guys. Thanks for joining us.