The $68,000 Mastermind You Wish You Were Apart Of...
This is a YouTube video titled "The $68,000 Mastermind You Wish You Were Apart Of..." recorded in December 2023. The content is a detailed conversational transcript involving multiple speakers including Brian Moncada, Cole Gordon, and Mitchell. The discussion centers around business growth, sales team management, YouTube advertising strategies, and personal reflections on leadership and scaling challenges. Brian Moncada plays a prominent role, sharing insights about his advertising agency, team structure, and challenges in scaling his business, as well as providing advice on YouTube ad campaigns and lead generation.
I'm going to talk about a lot of different ways I have up over the years, but I also think a lot of this stuff, if somebody would have told me this when I first got started, it would have had a huge impact with me. If I would have listened at least. So.
Bro, what happened, bro? You ghosted me on the call. What's up? You just left me on. On. On silent, bro. I'm mute. They didn't want to get closed. I'm just kidding.
I'm just kidding.
We're going to be doing our mastermind in Medellin in April. Really? Yeah, yeah, yeah. She's planning it for us. Yeah. Oh, that's great.
I was just telling her that I like that you guys are working together now.
Yeah.
I don't know how long you guys.
Been working together, like in the business, but officially. Couple months. Yeah, like six months. Yeah. It's. Our relationship is better now because of it. Now she's more involved, you know, we still working through, like quality time and everything obvious. Yeah, but it's fun, man. We're still learning, you know, we're not perfect either.
So relationship and business relationship, do you guys take.
Are you guys taking like, coaching or.
Consulting or advice from others on the relationship?
Yeah. No, we probably should. That's a good idea. Yeah.
You know, like, I used to work with my ex.
Oh, yeah.
And it made it a little bit better.
But still sometimes, like, there's ads where.
Business here, personal here. And it would just sometimes.
Some instances. Yeah, yeah.
Like, sometimes we'll just cross.
I think it. I mean, I don't know.
We're just very communicated.
It's also because we're married too, so it's like we kind of have to make it work, you know, and that's a good. That's a good pressure to have. And I say that just being honest because it's like, I'm committed. We're committed. So it's like, yeah, we kind of. We just. We just have to make it work.
But then I was like, we sweetened.
You know, like, we don't, like, look.
Into the negative stuff.
There's people.
It just depends on your mindset, you know?
Like, there's people that can, like, complain.
Criticizing all that, but there's other people.
Like us that we just look positive. Okay, let's talk. Yeah, yeah. It's communication, bro, that's the biggest thing. And, and, and she's actually has to check me sometimes because when I'm not like wanting to talk, I just won't talk. And she'll ask me, like, what's going on? I'll be like, no, it's fine. Like, I just, I just will bottle it up and I won't just express myself, but like, I have to work through and we have to work through it together because, like, it's all about communication, dude. Like, if we're radically transparent with each other, we'll be on the same page. But if we're bottling things up, then, yeah, it's never gonna work. So, yeah, it's, it's. We still got a date, you know.
Do you have a friend by any chance? Weekend for everybody.
Thanks, guys.
Really appreciate it. Let's give it up for Mr. Big Daddy Cole Gordon. Yeah.
All right.
Yeah. Coming off the last record, I'm getting 20 million off the record just to off these records.
All right, Mike on. Mike's on.
Cool.
So, yeah, I'm going to talk about a lot of different ways I have fucked up over the years, especially when it comes to people. So a lot of this I'm going to be kind of making fun of myself and telling you some funny stories, hopefully, and stupid stuff that I've done. But I also think a lot of this stuff, if somebody would have told me this when I first got started, it would have had a huge impact with me. If I would have listened at least. So the first thing, and just to give credit, I got this from Ryan. Deiss is the culture skill matrix. When Ryan showed this to me, what I've learned over the years and also what he told me at the time is. And look, I'm not advocating that you keep people long term who are not culture fits. But the thing is, is if, if you compare that bottom right person, usually when you have, I mean, if you were a good leader, you know, most of us here, if you get to the point where you can join this mastermind, like you're a good leader, like you're not a complete noob. Those people in the bottom right, it's very obvious that like there's some cult, like, okay, they're hitting their KPIs, but.
There are some culture issues here.
And it's very easy to have a conversation of like what behaviors are wrong and what behaviors that exhibit the values look like. Here's a timeframe to change that and if you don't change it, you're gone. And a lot of times those people, I would say if you're good and you can have those conversations more often or not will pop into the white right quadrant. Now, obviously you do have some People who. It's like, yeah, he was skilled, especially in sales. Sometimes it's like, yeah, they were skilled, but like, they just like, could not freaking like, follow the values, follow the rules.
And we just had a of lot.
Go like that happens. But I asked which people are the most dangerous? And it is in my experience and a lot of the things I'm going to share with you in this presentation will. Will exemplify this. But it's that top left where you have that person where everybody likes them. They're like that, like, they're just like, they, you know, perfect with the values, total culture fit. They're just in the wrong job, you know, and like, they cannot for the life of them catch up with the growth of the company or catch up with the position and the competencies. Who's had a salesperson who like, tried so fucking hard. Awesome person. And you're just like, one more month. Okay, one more month. And then six months goes by. You finally got to let them go. And then you look back and you're like, man, not only did I pour so much time and bandwidth into that person, but also like, they closed at like 12% the entire time. Like, I lost like 500 grand. Does that happen to anybody? Everybody? That's why that's the most dangerous.
Foreign.
Strategy call, which is what we're calling our call right now. I'm going to reframe it to the ad spend audit. A free ad spend audit call or a free YouTube ads audit. Right. Where we're going to audit your offer, your funnel, your sales process, your metrics, right? To actually see if you're structurally sound enough to scale up with YouTube ads. Then if you're already running ads on YouTube and you can't get the results you're looking for, we'll actually have you pull up your ads account with us on the call in the first 30 minutes and go through your campaigns, your targeting your settings to see where the bottleneck is. And then it's a good email. Yeah, yeah. And then we'll use the last 15 minutes to customize the game plan and lay out the action steps for you to implement over the next 30, 60, 90 days. And of course, at the end, if we believe we can help, we will make you an offer. You don't have to buy it, but we will make you an offer regardless. You'll leave with actual value so you actually get the value you're showing up.
I'd love to pull back the curtain around what Grant and I are doing with stages in 2024. Because there's a lot of things that worked in 2023 and a lot of things that didn't work in 2023. And our lead cost has gone up a lot across all advertising platforms. Anybody else gone up a lot this year? Let me give you a lot of free leads in the next 45 minutes. These types of crowds are the hardest crowds because most of you in this room are doing seven, multiple seven or eight figures. And so you're like, I know what I'm doing. I got this thing dialed in. Like, what's this guy have to share with me? I'm telling you what I have to share with you today is we just reverse engineered with Grant and our companies how we're going to use stages in 2024 for a nine figure customer acquisition channel. I hope you'll take one freaking nugget today because I've been doing this for 20 years. And it started with him. This is what happened. When I met him, he was doing $150,000 in revenues. I'm going to give you a case study to start a case study. A case study to end. You guys like case studies. I'll give you a couple. He was doing $150,000 because he was trying content, he was trying, you know, a bunch of stuff. He didn't have a good salesperson. He was trying traditional fundraising. He was doing whatever he could, but he was going the wrong way. And then we got and we started helping him understand the power of two concepts that I'm going to teach you today. Ops and own. And here's what happened. All we did is focus on the bottom right for him. And this is where he went to. That was the first time where I realized the power of stages will work. And so this is what I want to do. I want to help you understand a philosophy. Then I'm going to talk about the stages that Grant and I are on. The philosophy is other people's stages. Ops. And if you ever hear me say ops, who knows what OPM is? Other people's money. So other people's stages and then your own stages. And I'm going to talk about the ones where Grant and I are most focused on in 2024 to help you. So you can do them digitally, you can do them physically. Now here's the pros and cons. This pro is huge. It costs you no time or no money. Cole had to spend hundreds of thousands of dollars for this event. I had to fly over from Colorado Springs this morning at 6am to be here. To deliver something. I want you to think about that. You want to gain time back and gain money back. Ops are like leveraging opm. Ops is opm. The con is you don't own it the pro to this side, you own it the con to that side. It costs you time and money. It cost you time and money.
Brian Moncada founder of Adspend.com, we're an advertising agency and education company. We teach YouTube ads. We have a done for you YouTube ads agency service. We serve high ticket coaches, course creators, agency owners, anyone that sells online courses, coaching and masterminds. Our biggest issue right now was actually me. I was the bottleneck for a long doing CEO cmo and really I just need to be doing visionary, which is cmo my strong suit. But I've been too stuck in the weeds of the managing and naturally I realized that when I, when I get too much in the details because I don't like how things are operating, I fuck a lot of things up and like it ruins the momentum. People get discouraged and I kind of had to look at myself in the mirror and I said, yo dude, what are you the best at? And how do you just do more of that? AKA why we have content going right now, why I'm here in the mastermind, networking relationship, speaking, marketing, sales, like that's what I'm the best at. But I've tried to do the CEO role for a long time and it got us here but like similar to you Dan, but what got us here won't get us there. And so we've been at the, you know, the same range as well. But it's because I haven't had the integrator to take off the day to day operations.
So your biggest challenge is to find.
Your number one I have that I haven't given him the control he needs. He's been here from the very beginning, my very first hire. But it never was very apparent that he needed to be that person. And it has now come to that point. I, my ego always got in the way of like, well, maybe I'm not as valued if I don't need to do all that. Exactly, exactly. Yeah, yeah. So now it's just about the patience game of like okay, 30, 60, 90 days, I need to just be okay with releasing control and trusting the process because he knows the business just as well as I do.
Dude, you invest so much in education. Is he like parts of all these programs that you're in?
Say it again. I know you like being like, yeah, that's the thing. No, no, he's. This is one of the first masterminds he's been to in the last two or three years. So that's also the. Yeah. Now it's like, now he's here and it's like, this is perfect for us.
Buy an extra plane ticket.
Exactly. Exactly.
Failing has made me so much more money than being successful. And the reason why. Who really takes the time to analyze why they were successful? Oh, it worked. It was great. How'd you do it? I don't know. But when something doesn't work right, roll up your sleeves, get to analyzing to figure out exactly where I went wrong. My thing is, I never wanted to be successful to the point where I didn't know how it happened. Because if I don't know how it happened, it's not repeatable. So here's the question. I ain't tell y' all who I am, what I do or anything like that. Who is Boyd Clewis? The point is, it does not matter what you say about yourself. It doesn't matter how much you believe that you are the best at what you do, how good your results are. What really matters is what other people say about you. It's your reputation. Your reputation, especially in the digital space, is so, so important. Oftentimes people think that they can compensate for that with good marketing campaigns. Lamborghinis on social media. And this right here, if you're taking notes. One of the first things that I failed in when trying to build an eight figure business is I fail to accept the reality of what a high ticket business is. And this is about to blow up your mind. You already. Here it is. Here it is. Convincing complete strangers to give thousands of dollars to a random person from the Internet. That is what made you guys millionaires. Think of how ridiculous that sounds. But our job is literally to convince them to do that. So why not give them what they need to believe you? Because many of us are doing things that are extremely disruptive to an industry. For example, my company backs recluse cyber security. When people ask, hey boy, what do you do? I help people upgrade their jobs to a six figure tech career with no college degrees, no certifications, no coding skills in as little as 90 days with a cybersecurity assurance specialist program. Like, what do you mean you can't get in cyber security without a degree or tech or coding skills. Immediate objection. So we have to give them enough evidence, enough credibility to overcome that objection. And with me failing to understand what a high ticket business really is, I Didn't consider consumer psychology at all foreign.
At the a figure boardroom Q4, 2023 in beautiful Yotsdale, Arizona, winter time. Here we got the admin attire. Looking fresh, looking fly. And the biggest takeaway of day one. There was a lot. But my biggest takeaway personally was I already know everything. I know that I need to do, but it's just about doing it, and it's about trusting the process more than anything, anything. My biggest bottleneck in our business has been myself. And if you're a business owner who's watching this, whether you have an agency, a coaching program or a course, and you're wondering why you can't grow, you're wondering why you can't scale, you really have to ask yourself if it's you. Because it just might be like it was for me. And that's why at the table, as you saw potentially during the scenes before this, you saw me being extreme in my ownership of myself and taking full responsibility that I was probably the one and have been bottlenecking myself and my team because I haven't been given up control. I haven't released control. I haven't been the one to be able to say, you know what? I can't do all this by myself anymore. I got us here, but I need to integrate an operator and integrator into the business to make sure we can actually have the infrastructure, the management, the systems, the operations to scale. So a little bit longer than normal, but that's been my biggest takeaway. A lot of other stuff to come, as you'll see tomorrow. But that'll wrap it up for day one. We'll see you bright and early tomorrow morning for day two. Tomorrow. Yeah, I'd love to help with YouTube.
Tell us everything, how to make it.
Work well with YouTube. Organic or YouTube ads? Both. Well, there's no shortcut, but it's.
It's.
It's pretty simple, right? It's. It's advertising. So are you guys good on video? He is good on video.
I mean, we both are, but I.
Think we do a lot of it. Yeah, we have. Not YouTube, but we do a lot.
Of, like, courses and training.
Yeah. So, yeah, you're good enough to pitch the offer. Sell the offer. He's great on stage, too. I've grown TikTok to 200,000 followers. The thing is, we haven't done YouTube as a channel. Have you guys ever ran ads for the offer? Yeah. Okay. Sick YouTube. And it's working profitably?
It's working really well.
Yeah. Well, that. This is you just diversify on YouTube. If it's working on Facebook, you can have success on YouTube. It's just going to take about 21 to 30 days to actually become profitable. What I mean by that is the first seven to 14 days are a testing window. Right. You're just launching your ads and you're just seeing what's going to like where the audience is. Google's just figuring out who you are. Right. And what your audience is. You need to have YouTube presence to run it. Or you were like, doesn't really matter. Like, you can create a YouTube channel that has no videos and put ads on it. No one can find them and you can run ads tomorrow. So it's pretty simple. What is your comparable cost metrics on YouTube versus Facebook? So high ticket offer I'm assuming, right? 5 to 10k?
10 to 30.
Okay. Beautiful. And book a call funnel. Yeah. So average. What's the market? We teach capital raising, so I teach real estate investors, mostly I teach investors how to raise money. Okay. So yeah, your cost per lead would probably be around 20 to 25. Yeah, that's where we're at right now. Yeah, 20 to 25 at scale, maybe 30, like to find the really qualified ones. But then once you're there, your cost per book call is going to be about 250 to 300. So that's like the basic front end metrics for the ads right now beyond that, everything is dependent upon the funnel, obviously. Obviously. So show up rates, you know, VSL conversion rates, all that stuff. But that's already what you guys have dialed in. So now it's just about getting more lead flow into the funnel with YouTube. So then what, what does your offer cover exactly?
What do you teach?
Well, so you guys went through my training in Cole's program, right? I did. Okay. Okay. So sorry I'm asking. No, no, totally fine. No, no, no. Everything that you would need to get up and running, you can do yourself from that training if you wanted to. And if I don't want to? Well, that's why we have our business. Yeah. So it's a done for you agency service. So we set up your ads, we'll help you create the ads, we write your scripts, coach you on how to film the ads, edit all the videos for you, and then set up all your campaigns, tracking and audiences to target. Right. So we give you the system you need to start generating leads and then we coach you or your team, if you want, on how to manage, optimize it and scale it yourself or with their help. So you don't need us or any other agency again, unless you want to. Right. Some people obviously like that offer, but they're like, I just want you to manage it after you launch it. Yeah. That's where we're like, okay, well, that's why we have the agency service. We try to with Instagram and Facebook. We hired an ads guy and he's like solely employed. But the thing is, it's like figuring things out. Yeah. We realize it's much faster to hire an agency, help us ramp it up, train the team. Because just this process of like the guy figuring it out, it's still too long because I mean, you can't know everything. Yeah. That's where the hybrid offer would make more sense. So it's our. It's a done for you. Done with you. Right. We install everything you need to get leads and then we coach you throughout that entire process for 12 weeks. Basically 16 weeks. What's up, bro? On how to make sure that you know exactly how to take it off your. How to take it off our plate for you and then manage it yourself and then conversion versus like YouTube versus Instagram and Facebook. Which one? Your opinion. You obviously believe in YouTube. Yeah. That's why you chose them. Well, yeah, I mean most of Our clients average a 3-4x return on ad spent on the front end. Now I can't guarantee that obviously because on the front end. So they have a self liquidating off. How do they. No cash collected. So like after the high ticket sale, they spend 50 grand on ads on YouTube and they make at least 200, 350 grand back. Right. Let's just say so. But again, it's all dependent upon the sales team. The biggest bottleneck we always have, which is why we get a lot of clients from Cole and Cole loves working with us because everyone needs leads, which is what we do from YouTube. And then we always send people to Cole because they need help with the sales training, management and leadership. Right. Because that's always the biggest bottleneck for the roas on our end is the sales team. You get them a bunch of clients.
But they can't fulfill.
They can't close. Yeah, they can't close. Right. Because again, it's. That's. Yeah, that's always the hardest part. We can get them all the leads, but if they can't close, then. Then we get fired. Right. And that's obviously why we have a good partnership together. Hey, but look, I can send you guys, I mean all. Trust me, all the training you need is In Cole's program, I'm actually gonna give them an updated training of it. But if you want us to just help you shortcut that, then we can do that. Yeah.
And then what's the price of the offer?
It's 15k upfront, and then it's 5k a month for three months. So it's the first month, all done for you. By day 21, you'll have leads being generated. Okay. By day 30, you should have calls and at least one or two sales, depending on how quickly your sales team can adapt. And then day 30 through, obviously, day 120 is all coaching and optimizing it to profitability and then scale it. Does that make sense? Yeah. And that's access to me and my team. We give you. It's the same kind of fulfillment as boardroom and sta. So how many hours of footage does this or how many.
How much footage does you just need.
To film for 30 minutes and they give you the script and edit it? Yeah, we. So. So the way it works, right, Onboarding call, we get access to all your information on the avatar who you're trying to target. Real estate investors, obviously, your best marketing assets currently working. We use that to write your scripts. Okay. Understand your brand, your messaging, because you want to be portrayed in a certain way. We communicate all of that with our creative strategists and our video editors.
Right.
So we write your scripts in a certain way. We rehearse the scripts with you on a call, we review it with you. So that way you're approval of it and you're confident. Right. And then we actually coach you on how to film it on camera as well, if you want that. Right. Just makes for a better product. Yeah. And then once you're done filming, you send the videos back to us. We edit. And once the videos are edited, your campaigns are already good to go. We launch, and then we do a pre launch call. So it's a call every single week for the first four weeks, and we get you launched. And then after that, it's just the coaching. Well, we just.
We got a schedule. Can you give him a great round of applause, please? Mitchell, Mile.
Hear me.
Okay.
All right.
Yeah.
That guy literally has not missed projections one time ever since. So I had a lot of churn on my team. I thought I was immune to that, and I wasn't. And it began to happen. And one person after another began to leave. You know, performance is down. I'm like, number one. Why did that happen? Has that happened to any of you guys?
You Guys, did you have a sales.
Manager leave the company? You have to take over the team?
Yeah.
Sucks.
Okay.
It sucks. I had to take over the team myself. We're running two companies and having to run a sales team myself. It was awful. And I learned some really big lessons leading up to that taking place. And then I began to turn the team around and I learned a lot of lessons of what to do, what not to do in that process. So if you. If you haven't had to take over a sales team again and get back.
On the calls and all those things.
It might happen, but I want to help you prevent it. So let's get into it. Step number one. First, let's look at the data before and after. So I just want to give you some metrics of like, what the top two sales guys on the team now, what were they doing before? What are they doing now? And then again, then we're gonna get into the story. So first Dan and Tyler, and then again, this is kind of like what went well, but also what didn't go well. Because if you notice these two names, these are the only guys that stayed, like seven closers and five left, including the manager.
So it.
But these are the two.
The two guys I've stuck around and I want to show just their number. So two, two weeks for Dan before taking over. He's at 20% close rate. Live CPA was 1696 two weeks after. So this is September close raise 26% live CPA 1420 and now live CPA. It's like cost per acquisition on live calls. So now, since then, the close rates for Dan, 25% live CPA is 1131. It's progress. If you notice. Not enough from the two weeks before and two weeks after, but still saw some growth. And if you notice since then, we've just been able to sustain. There's a few things. Again, I. I learned some lessons in terms of like, why that is. I'm going to get into this in a minute. One thing to keep in mind is when it comes to B2B, historically, November is a very hard month. So, like, still for November, we actually beat our production from last November. So still growth, but you're going to have some dips. Okay. I learned that, like, you can't sustain that.
There's.
There's scaling cycles and then there's stabilizing cycles. And so when you have like market trends, right, like write this down. Market trends are real, number one. And when you have headwinds, okay, stabilizing when you have Headwinds is the equivalent of having record months and breaking records.
When you have tailwinds.
Does that make sense? So, like, not every month's going to.
Be a record month.
Just remember that. So November historically is really tough for B2B. So I actually think going into December, historically for us is a really good month. January, February, March is a phenomenal. But I think from the talent, the systems, all the changes that we made, I think we're prime for December. January, February, we're going to crush. So Tyler, two weeks before taking over closure 13% live CPA 2969 so why did I have to take over again if we're going to look, you know, being vulnerable, like, we're going to look back, like 20, 23. Like, it is the month that I think or the year that, like, I made tons and tons of mistakes, but I learned a lot, and that's why.
I want to give to you.
And so the biggest thing, number one was I back early this year. I moved up to president, CEO and took over rca. So biggest learning lesson there is I just shouldn't have done it. I took over our sec. One of our second company or one of the second of our three companies. And I realized that, number one, the terms at which I took it over, I was just really excited. I mean, picture us, we have this other, like, idea. We're gonna, like, move Brian over there and then, like, and like, Mitchell should, like, move up and take over, run both companies. I'm like, yeah, like, it seemed like a great idea at the time.
Like, you're.
You're at a table. Sounds good in the moment. And I was way too busy and got really out of sync. And I basically, like, in other words, fell victim to the, like, the Dunning Kruger effect. You familiar with that? There's two psychologists, they realized there's this cognitive bias that happens where someone becomes a little too confident. And again, like, we just. We actually, like, built closers for, like, a long time without any, like, major. Major, like, we definitely made mistakes, but, like, major detrimental mistakes. And it just, like a little bit like, feeling invincible. I was like, oh, this is like, yeah, I could run two companies. Got humbled really quick. So I was a little overconfident, a little overzealous, and just got too busy. What happened was literally one of our core values is getting started. Stay in sync. And I was very out of sync with all my leaders. I was doing okay at everything, excelling at nothing. One of the reasons why is because you realize, like, when you're Running a company, right? You have the people at the bottom on the front lines. They have mo. They have more context and information than the people at the top, but they have no authority. Right? The people at the top have the least amount of context and information. They have all the authority. Is that not backwards?
That's a problem.
So you never want to be too far removed from your customers. I just got word this morning, so I redid all of the Facebook ads training. So previously in the Facebook ads training, you know, we had an agency do the training for us. So, like, they kind of donated their training to ours. And look, they're. They're great, but obviously, like, there's a different way. Like, the way I run ads is the way I run ads. Like, it's just different than probably how any other agency or any other person runs ads. Like, I mean, everybody does it a different way. And what I did find is there was like a lack of congruency between, okay, we teach like these three or four funnels, and then, you know, for ads, like, there's a specific way I do ads for each of those funnels or platforms or what have you. So the YouTube training is still Brian Moncada's. I think that's. That's exactly how I run ads. It's very, very good. The Facebook I changed to where me and Jimmy basically tag team. It's much shorter and in my opinion, it's much simpler. And it will apply directly to like the VSL or you're doing a webinar. Applies directly to the webinar. Or if you're doing, you know, DM ads, it applies directly to that or a group funnel, like directly to that. So it's very, very congruent with how everything else is in the training. And then I also talk about how we really, like, actually scale. I mean, we've spent as much as like 700, maybe even 800,000 in a month. So I mean, you know, I, I'm not, you know, look, I'm not an agency. I don't run clients ads for a bunch of of people. But I know some things, you know, to spend that much. And so anyways, everything I know I put in there so you guys can enjoy that. But with that being said, Yagor is going to intro some of the panel and then we'll get started.
Already hired an str, so like the strategic person.
And now I'm just trying to figure.
Out, like, who's the rest of the team. I need to build out, obviously, media buyer. Do I need a project Manager do I need in house copy? And I know some of these things will just kind of unravel as it goes, but like what would you look at as an ideal team structure for about where our business is at for paid marketing?
Okay, let's, let's do this, Spencer. Let's, let's map out our team and then we can kind of like tell you how much of this you need. So we'll say CMO up here, that might be you, that might not be you. And then Spencer, where you know, we have obviously tech and then we have media buyer and kind of like slash tech. Then we have. What else do we have?
Like editors and content.
So video editor. So it's video editor. And then we have, we have two of those, right?
Three.
Okay, so we have three video editors and then we have talent.
Okay.
So the way I look at the.
Team is a little different than how.
We'Ve laid it out.
Basically. This is like really over complicated.
Basically. Dude, the way I look at it.
Is like there's two main teams that we have then obviously there's like many.
Functions under each team.
So we have like the content creative team which is like the video editor.
Talent that's like Aaron Martinez over there.
Who does all of our video stuff.
And then the three video editors that we have and then we have like the ads team. Okay. So the ads team is our media.
Buyer tech, which is like Matt is.
The wizard and we got Jimmy with our ad audits.
If you've seen that video of kind.
Of how we do that, that whole process. And so essentially it's like those are the two main.
It's like paid media or organic and really the same, the best way to look at it because the organic content side, they're doing all the video editing for the aptitude. Right.
So there's definitely a lot of crossover.
But yeah, that's, that's kind of how I look at it. And then Matt, the media buyer tech manages the tracking.
He QCs the tracking and we have a whole tracking team of like VAs.
That you know, inputs the data and.
Make sure all of our stats are up to date.
So we do our daily ad audits, budget sheets, all that. But that's QC by, by Matt.
And then you know, when we go through it, I'm QC by going through it as well. Right. But yeah, that's pretty much how I.
I look at it.
Does that, does that answer your question? What follow up questions? Yeah, yeah.
And obviously like we would just need sort of a reduced version down from this so we'd have like CMO media buyer slash tech. You can have that in the same person probably at our. Yeah, do.
What I recommend is learning media buying and then teaching a technical person who understands funnels, text CRMs, integrations, tracking, teaching them to do it. I mean that was like I unintentionally did that but holy shit. Like, like because you could have a media buyer who's more of a creative type of copy. I mean I could work too but like I would rather have that function separate because the creative person probably wants to spend more time writing anyways and like coming up with ads and you know, videos or whatever, having this person. Cuz the tracking with the media buying and the tech and all that, it goes so well together. This was so smart for us. Like I. That that was one of the best things that we did unintentionally.
In terms of like cost per acquisition too.
It's.
It's going to be higher. The cost per call is going to be higher. But the like the measure. I'm trying to think of the stat to measure it but basically the quality of lead. Yeah, yeah.
It would be. For me it would be either showed.
Up, qualified call like live call. Showed.
Yeah live call show or even just like three plus on the upgrading system. Like the percentage of people that are three plus.
That's interesting way to measure it. Yeah.
Cuz that's the apples to apples comparison.
Yeah yeah. Cuz we've just been using row obviously ROAS is the main one like cash collected. Right? Yeah but but that still factors in sales. Exactly. Well that's. And no, and what you're telling me is a better way to, to pitch it because we can't control that. And so what you're telling me and that what you want to see and that's actually really good for me is how can we quantify the quality of lead and call better or can't. How can we measure it and how can we use that in our marketing to show someone like you it's worth the time, energy and effort to invest the money? Yeah.
Like I know I like the last couple years but I've talked to them a lot about that. Just tell them. Can you quantify for me?
Yeah. The numbers? Yeah.
What is the.
And just release.
Because you sit in a really specific seat that. And very few people can. Where you have access to all the data.
Right.
It's like I'm sure you have clients that are running Facebook ads.
Yeah, yeah, yeah, yeah. And. And we do that for them in the back End.
It's hard. Information providers.
Yeah.
From a marketing or sales standpoint.
So, so if you could wave. So if you could wave a magic wand, you would want to know the, the, the, you'd want to know the, the lead grading quality.
Oh, here's all I want to know. Yeah. Cost per qualified app.
Isn't that what we've been trying to work on for the last fucking three months?
That's it. Cost per qualified app. Because then I can compare that to Facebook.
That's. Yeah, see, because what you're saying is exactly how we've been realizing we have to pitch this because we've been making the mistake for as long as we have of roas. Right. But that's the shit we can't control because it's always the sales team that bottlenecks that. And then we can't guarantee roas either. And we. Yeah, and we can't guarantee roas either because again, it's all dependent upon what happens after our job's done. Yeah, right.
If you could guarantee a cost per qualified app of 20% less or something.
The thing is though, you're.
You're sitting in a spot too where you have value in diversifying lead source.
Yeah, yeah, yeah.
And that's like as we're looking at it because we spend like 60amonth right now on Facebook, Instagram, and we're new to that relatively. But it's like, dude, I know that at some point we need to diversify.
But yeah, that's like for you, it's like, is it now or is it later? And then later.
But like, oh, if I know that it could be a 20% cheaper, not only is it diversifying cheaper, it's like, oh, dude, that's a yesterday decision.
Yeah, that's good.
VSL is very consistent. For those of you that can't see this, I apologize, I'm going to do my best. But VSL revenue is kind of like this the whole time. Whereas webinars and challenges are kind of just spikes the middle. I believe in the info space and coaching space that the best businesses have both. Okay. You can have one and the other. You don't need to pick one or the other. And so hopefully by the end of today, I'm going to show you how simple it is to craft a challenge in a webinar. I can't sit here in one hour teach you everything about webinars and challenges, but I'm going to give you the entire framework and live today. I'm going to pick someone from the crowd and I'm going to build a challenge in front of you guys so you understand the frameworks that we think about you, the frameworks, how easy they are, and hopefully all of you can leave here, do them. Next time we have an event together, a bunch of you guys come up to me and say I made millions of dollars because the shit that you talk is that cool. Awesome. Love the energy. If I had one shot to close a deal in my company, I'm not even going to take my best closure. I'm going to take myself every time. Okay? And so that's why I believe so much in the webinar and the challenge model is because you are the closer this situation. You get to take people all the way across and give the slam dunks to your sales team. Whereas a VSL can do that, but it can only get them so far. So raise your hand right now if you're currently running a webinar or challenge. Raise your hand. Pretty good bit in the room. Nice. Like 15 people in the room. Thank you so much. So just to give you kind of perspective for both, for you guys that don't know, these are basically longer VSLs. Okay. So webinar one to five, 1.5 to three hours long. Usually you can sell like 997 to 297 price point. And they're usually one event. It's just one thing. You heard Pete up here talking day one, how important events are, live events, other people's stages. This is your own stage. You get to make this whenever you want. You get to run ads, send some emails and have thousands of people sit there and watch you as you get to perform live in front of them. Challenge on the other hand, much longer. Some people do two day challenges, three day challenges. Steven Diaz in the room. Is he here? I don't think he's here right now. 14 day challenge. How long is your challenge, Carter? Five day challenge. How much do you spend on ads and how much do you pull out of a challenge? Just so people know, 150k in ads, 2 to 4 million cash collected on the back end. That's what a challenge can do for you. Okay, so kind of walk you through. I'll give you some high level numbers here. This is like what an automated webinar does for us right now on one of our accounts. Just to kind of give you an idea. It cost US$18 a lead to opt in. Attendance rates about 28%. This is a year of data. So this isn't like a one off. Total return on ad spend 4.66. So we spent, what is that, about five, $4 million. We pulled out about $26 million in revenue. Zero sales commission. I paid zero. Not a single dollar of sales commission did I pay in this entire process. We do have a backend where we upsold people into other higher ticket products. I paid commission on those. Every dollar on the screen. Nothing was paid sales commission. This is the net dollars of a webinar on the front end. All it is is this. Just like a vsl, we have traffic, we run them to an event. So instead of sitting here running them to a vsl, we run them to an event. And then on the back end, we do different things. So you can see here that red bubble, the orange bubble, and the yellow bubbles. All it is is just different sequences. For example, if someone watches the webinar but doesn't get to a pitch, we send them to a replay page that gets them to the pitch. Okay. If someone watches the webinar and doesn't buy, we send them to an abandoned card sequence. If someone buys and actually transacts with us, we send them to a closer to try to upsell them into a higher ticket product. Because like I said earlier on a webinar, it's kind of hard to transact more than $3,000. So if we want to sell an 8,000 product, $10,000 product, we got to create a product underneath it, 3K products or so, so we can sell them on that and ascend them. My presentation is not about webinars. It's just kind of to demonstrate how webinars work so that you guys understand. The framework that we use is very simple. It's just like a vsl, just a lot more dense. Intro. We start with intro. I like to give a lot of statistical data. That's why I think my webinars do so well. I audit a lot of other people's webinars, just like to build a lot of hype and fluff and all this stuff. So, for example, like we're doing a webinar right now on a forex trading algorithm. Like, my whole 15, 20 slides to open is about the forex market, how it's bigger, how it's, you know, X amount bigger than the stock market, X amount bigger than the real estate market, whatever it is. And I'm selling people on the opportunity in the intro. I think that's very important. A lot of these people, you're going cold market, they don't understand the business that you're in as well as you do. And a lot of times we make the assumption that they do, and we kind of skip over the basic information that will indoctrinate them into thinking that it is a good opportunity. So intro your story again to the content. Just like your vsl. I think a lot of you guys have something like this. This is more dense. Then we transition to a pitch. It's very simple. If you guys want my actual deep webinar framework, just hit me up on Instagram. I'll give it all to you guys for free. I just don't want to spend this presentation going over this. I want to talk about the challenge framework. Okay. I think it's just important for you guys to understand the opportunity here. Okay. I did this without salespeople. You can literally do this yourself. I'm gonna script one right in front of you so that you understand how to frame it, and then you guys can go do this on your own. So a couple things I think that are important inside of a challenge. One, we need to give the participant an end outcome. That's super important. So I love theming my challenges. I like to do my challenges based on, like, news, like, mortgage rates went up. I'll do a challenge around, like, what to do if mortgage rates went up. As a loan officer. Right. How do I get more deals with less demand in the marketplace? Right. So the example I'm going to do today is going to be with Client Ascension. If you could stand up, Andre. So basically we're going to. We're going to talk about his. What's your service, Andre? If you could stand up. Where's the mic?
So Client Ascension is a coaching program for agency owners, and we help them install cold email acquisition acquisition system in their business.
So cold email. Yes, sir. All right, cool. Cold email. So if I were to do a challenge around your product and stay standing for me, I'll ask you a couple more questions. I would want the participants to come out with an end outcome. For example, of launch your first email campaign, book your first appointment through cold email, something around the end product that I'm going to sell them. He needs to know that what the actual outcome is that they're going to expect from going into that challenge. So that's number one. I know it seems so simple, guys, but I see so many people just run these challenges, and if I'm entering a challenge, paid or free, I need to expect to leave three to five days later with this specific outcome. Whether it's in Steven Diaz's case, he teaches them how to launch An Amazon store. I need to go in there and actually leave. Being able to launch an Amazon source, this is the most important thing. I think a lot of times as marketers, this is why I'm so hell bent on this one topic. We just think of like all the ways we can sell them. We don't think about all the outcomes we can give them in order to get that sale. And in a challenge, it's gonna be super important. So with a challenge, I have three to five days, whatever window I want and I want them to get used to doing what I tell them to do and that resulting in something good. And if I can just keep getting those micro commitments on a two to five minute level throughout a five day process, by the time I get to the end and I tell them to work with me for a six month period, it's a lot easier of a transaction because every time I told them to do something they've had a good outcome out of it. And so if they're gonna work with me for six months.
Exactly. And no. And what you're telling me is a better way to, to pitch it because we can't control that. And so what you're telling me and that what you want to see and that's actually really good for me is how can we quantify the quality of lead and call better or can't. How can we measure it and how can we use that in our marketing to show someone, someone like you it's worth the time, energy and effort to invest the money. Yeah.
Like I know Alec well. Yeah. The last couple years. But I've talked to them a lot about that. Like just tell them. Can you quantify for me?
Yeah.
Like the elite quality is so much. It's like cool.
But tell me the number. Yeah.
What is the.
And just release.
Because you sit in a really specific seat that again very few people can. Where you have access to all the data.
Right.
It's like I'm sure you have consider running.
Yeah, yeah, yeah, yeah. And. And we do that for them in the back end. Yeah.
From a marketing or sales standpoint at least.
So, so if you could. Wait. So if you could wave a magic wand, you would want to know the, the, you'd want to know the, the lead grading quality.
All here's, here's all I want to know.
Yeah.
Cost per quality qualified app.
Isn't that what we've been trying to work on for the last three months?
That's it. Cost for qualified app. Because then I can compare that to Facebook.
That's Yeah, see, because what you're saying is exactly how we've been realizing we have to pitch this because we've been making the mistake for as long as we have of roas. Right. But that's the. We can't control because it's always the sales team that bobblenecks that. And then we can't guarantee roas either. Yeah, and we can't guarantee roas either because again, it's all dependent upon what happens after our job's done. Yeah, right.
If you could guarantee a cost per qualified app of 20 less or something.
The thing is though, you're.
You're sitting in a spot too, where you have value in diversifying lead source.
Yeah, yeah, yeah.
And that's like as we're looking at it because we spend like 60amonth right now on Facebook and we're new to that relatively. But it's like, dude, I know that at some point we need to diversify.
But yeah, that's like for you. It's like, is it now or is it later? And then later.
But like, oh, if I know that it could be a 20% cheaper, not only is it diversifying, it's cheaper. It's like, oh, dude, that's a yesterday decision.
Yeah, that's good.
VSL is very consistent. For those of you that can't see this, I apologize. I'm going to do my best. But VSL revenue is kind of like this the whole time. Whereas webinars and challenges are kind of just spikes the middle. I believe in the info space and coaching space that the best businesses have both. Okay, you can have one and the other. You don't need to pick one or the other. And so hopefully by the end of today, I'm going to show you how simple it is to craft a challenge in a webinar. I can't sit here in one hour, teach you everything about webinars and challenges, but I'm going to give you the entire framework and live today. I'm going to pick someone from the crowd and I'm going to build a challenge in front of you guys so you understand the frameworks that we think about you, the frameworks, how easy they are, and hopefully all of you can leave here, do them. Next time we have an event together, a bunch of guys come up to me and say, I made millions of dollars because of the shit that you talk. Is that cool? Awesome. Love the energy. If I had one shot to close a deal in my company, I'm not even going to take my best closure. I'M going to take myself every time. Okay. And so that's why I believe so much in the webinar. And the challenge model is because you are the closer this situation. You get to take people all the way across and give the slam dunks to your sales team. Whereas a VSL can do that, but it can only get them so far. So raise your hand right now if you're currently running a webinar or challenge. Raise your hand. Pretty good bit in the room. Nice. Like 15 people in the room. Thank you so much. So just to give you kind of perspective for both, for you guys that don't know, these are basically longer VSLs. Okay. So webinar one to five, 1.5 to three hours long. Usually you can sell like 997 to 297 price point. And they're usually one event. It's just one thing. You heard Pete up here talking day one, how important events are live events, other people's stages. This is your own stage. You get to make this whenever you want. You get to run ads, send some emails and have thousands of people sit there and watch you as you get to perform live in front of them. Challenge on the other hand, much longer. Some people do two day challenges. Three day challenges. Steven Diaz in the room. Is he here? I don't think he's here right now. 14 day challenge. How long is your challenge, Carter? Five day challenge. How much do you spend on ads and how much do you pull out of a challenge? That's what people know. 150k in ads. 2 to 4 million cash collected on the back end. That's what a challenge can do for you. Okay, so kind of walk you through. I'll give you some high level numbers here. This is like what an automated webinar does for us right now on one of our accounts. Just to kind of give you an idea. It cost us $18 a lead to opt in attendance rates about 28. This is a year of data. So this isn't like a one off total return on ad spend 4.66. So we spent, what is that, about five, $4 million. We pulled out about $26 million in revenue. Zero sales commission. I paid zero. Not a single dollar of sales commission that I pay in this entire process. We do have a back end where we upsell people into other higher ticket products. I paid commission on those every dollar on the screen. Nothing was paid sales commission. This is the net dollars of a webinar on the front end. All it is is this just like A vsl, we have traffic, we run them to an event. So instead of sitting here running them to a vsl, we run them to an event. And then on the back end, we do different things. So you can see here that red bubble, the orange bubble, and the yellow bubbles. All it is is just different sequences. For example, if someone watches the webinar but doesn't get to a pitch, we send them to a replay page that gets into the pitch. Okay, if someone watches the webinar and doesn't buy, we send them to an abandoned card sequence. If someone buys and actually transacts with us, we send them to a closer to try to upsell them into a higher ticket product. Because like I said earlier on a webinar, it's kind of hard to Transact more than $3,000. So if we want to sell an 8,000 product, $10,000 product, we got to create a product underneath it, 3K products or so. So we can sell them on that and ascend them. My presentation is not about webinars. It's just kind of to demonstrate how webinars work so that you guys understand the framework that we use is very simple. It's just like a vsl, just a lot more dense. Intro. We start with intro. I like to give a lot of statistical data. That's why I think my webinars do so well. I audit a lot of other people's webinars just like to build a lot of hype and fluff and all this stuff. So, for example, like we're doing a webinar right now on a forex trading algorithm. Like, my whole 1520 slides to open is about the forex market, how it's bigger, how it's, you know, X amount bigger than the stock market, X amount bigger than the real estate market, whatever it is. And I'm selling people on the opportunity in the intro. I think that's very important. A lot of these people, you're going cold market, they don't understand the business that you're in as well as you do. And a lot of times we make the assumption that they do and we kind of skip over the basic information that will indoctrinate them into thinking that it is a good opportunity. So intro your story again to the content, just like your vsl. I think a lot of you guys have something like this. This is more dense. Then we transition to a pitch. It's very simple. If you guys want my actual deep webinar framework, just hit me up on Instagram. I'll give it all to you guys for free. I just don't want to spend this presentation going over this. I want to talk about the challenge framework. Okay. I think it's just important for you guys to understand the opportunity here. Okay. I did this without salespeople. You can literally do this yourself. I'm gonna script one right in front of you so that you understand how to frame it and then you guys can go do this on your own. So a couple things I think that are important inside of a challenge. One, we need to give the participant an end outcome. That's super important. So I love theming my challenges. I like to do my challenges based on, like news, like mortgage rates went up. I'll do a challenge around, like what to do if mortgage rates went up. As a loan officer. Right. How do I get more deals with less demand in the marketplace? Right. So the example I'm going to do today is going to be with Client Ascension. If you could stand up, Andre. So basically we're going to, we're going to talk about his. What's your service, Andre? If you could stand up. Where's the mic?
So Client Ascension is a coaching program for agency owners and we help them install cold email acquisition acquisition system in their business.
So cold email.
Yes, sir.
All right, cool. Cold email. So if I were to do a challenge around your product and stay standing for me, I'm asking a couple more questions. I would want the participants to come out with an end outcome. For example of launch your first email campaign, book your first appointment through cold email, something around the end product that I'm going to sell them. He needs to know that what the actual outcome is that they're going to expect from going into that challenge. So that's number one. I know it seems so simple, guys, but I see so many people just run these challenges and if I'm entering a challenge paid or free, I need to expect to leave three to five days later with this specific outcome. Whether it's in Steven Diaz's case, he teaches them how to launch an Amazon store. I need to go in there and actually leave. Being able to launch an Amazon source, this is the most important thing. I think a lot of times as marketers, this is why I'm so hell bent on this one topic. We just think of like all the ways we can sell them. We don't think about all the outcomes we can give them in order to get that sale. And in a challenge, it's gonna be super important. So with a challenge, I have three to five days, whatever window I want. And I want them to get used to doing what I tell them to do, and that resulting in something good. And if I can just keep getting those micro commitments on a two to five minute level throughout a five day process, by the time I get to the end and I tell them to work with me for a six month period, it's a lot easier of a transaction because every time I've told them to do something, they've had a good outcome out of it. And so if they're gonna work with me for six months, then automatically, subconsciously, they're gonna think that they're gonna get a really good outcome out of it.
So.
And number three, if you guys know who Rich Sheffern is, Me and Rich talk a lot. One of like the OG marketers in the space. He's freaking incredible. And he basically told me this. We were talking about this the other day. He said, you need to get the person to believe it's probable, not just possible. Okay. This is like, if you take anything from my presentation, please just take the sentence. I'm going to walk you through what I mean. Mr. Boyd, yesterday we were talking. Can you stand up real quick? Yesterday we were talking. I was talking with Boyd and we're talking about his program. And what did you tell me you do to indoctrinate people as soon as they sign up in your program? Could you walk me through that real quick? So as soon as they sign up for the program, we have mindset training. And before they go into the actual tech training, there is a challenge inside of the the program that's I. It's called Boys Prove Me challenge. I'm going to get you a six figure job interview in the next five days. Do not take the interview because you don't have the skills. But I need you to know that this works. And that's when Eddie's like, that's your challenge. Sorry. No, it's perfect. Thank you so much, bro. So I want to give you guys that example to understand. This is the perfect example of what I'm telling you right here. Okay? Boy can sit here and give them testimonials. Every single person that look like. Like, if I'm a customer and Boyd gets a thousand ads of testimonies of people that look just like me, that only proves to me that it's possible. It doesn't prove to me that it's probable for me to do it. Okay? I'm sure. There's so many careers. We see people like sports betting, and they make fucking millions of Dollars. We all know it's possible. How many people here actually think it's probable that they're gonna get into sports betting and they're gonna make fucking millions of dollars? Probably very few amount of people in this room. So there's a huge gap between possible and probable psychologically, okay? And so the goal of the challenge is to make them understand that it is probable for them to have the desired outcome that you have. And so every day we need to make progress, whether it's inches, feet, whatever it is, towards that goal so that by the time we pitch, it's probable. And to the normal consumer, like, we're entrepreneurs, we're fucking crazy. Everything's probable to us. You know what I mean? Someone comes up here, they're like, I do 10 million a month. You're like, oh, I can fucking do that too. Most people don't think like that. Most people, they have a huge voice in their head that always tells them, you can't do this. This person does it because they're better than you, or they're born in a better scenario, they're a better speaker, they look different, whatever the case is. And so we need to overcome that. And so I just want to shout that out because that is a perfect example. He can literally take that, run it as a challenge, get everyone to book an interview, and as soon as they book an interview, the next day, he can pitch all of them a 12k program, guarantee highest conversion rates he's ever seen, because they've already booked the interview. They already know I can do it. I just can't get the job now because I'm not skilled enough. So I got to pay Boyd to get skilled enough because I know this dude's going to give me 150k job if I'm skilled enough. You get what I'm saying? That's so dangerous, though. We're putting them in a Ferrari. It's like they don't know how to drive yet.
We're giving them this account that's all set up. The tracking works, the targeting is optimized.
They have highlights integrated, but they don't know anything.
Content. Yeah, Right. So it's like, we need to get.
Very clear on that process. When I was telling Nick is like, dude, the onboarding call, from now on.
It'S gonna be like, listen, this ad.
Account goes live in 30 days. You have 30 days to familiarize yourself with all the content in our course, or else you're gonna be set up for failure. Not using that language, but, like, you.
Get what I'm saying, which means we have 30 days to help you get ramped up to understand exactly how to know what this.
Yes.
What will be what we've done so you understand what to do if you ever have to do it again.
And like, their attention and focus through the first 30 days should be purely on understanding how to run Google Ads, how to leverage Hiros and how to understand what's happening. So that way they're not asking questions.
Like it's on us, we're figuring out the product.
Like, that should be the onboarding call account accesses expectations and what they need to do to be ready to launch day 31. Yeah. You know what I mean?
So they have no paid ads experience. They're a perfect case study.
Yeah.
Because they are only doing it organically and I don't even know how they're doing it organically. Yeah. Yeah.
It's a very interesting.
I don't know, but they're doing it organically and so now we're showing them how to scale it with paid ads, which again, they're completely green too.
Yeah.
And you heard him, you heard what he said, right? He's like, I didn't think this was possible. I didn't think this was possible. And that's again, good for us to know because like Eddie, like Eddie was saying on stage about it's. You gotta also show them. What do you say? It's not. Not just. Not just possible. It's probable. It's probable. How do you show them that it's probable? Well, you can you prove it to them. And again, the one way we. We can do that better is with testimonials. But. Yeah, I mean, that's just sick. We just, you know, 5,800 bucks right there and we spent what, seven grand?
Yeah, we're. Yeah. Something around there.
So they're about a thousand break even. Yeah. So exactly what I said in that LUM video. I said we make one sale, we're already talking about Different. Different conversation. Yeah. Two sales, you're profitable on. On the ad spend. Three sales, you're getting close to break even on. On our feet. 5 sales, you're profitable like. And that's very realistic in the next two weeks. Yeah. It's investing into a system. Yeah.
That's the key though.
And it's like, it's like. So it's like what we're doing for them, what we just did for them is we helped them break the four minute Mile. Right. If we helped to break the four minute Molly, no one thought it was possible to break the four minute mile until someone did it and then someone did it again. And then someone did it again, like faster and faster every time and in a shorter of a time frame from the first person it took to break it. Because it's like, it's just possible now.
Yeah, I mean, I think talking a little bit.
So the reason that, you know, I.
Was laughing when you mentioned full done with you is like at the table that I was at, we were having.
A conversation and one of the guys.
Name was Kyle and he was the guy that does the. Basically helps people get prepared for these tests and exams or whatever and score better on these things. That's the short of his offer. But what they were doing to start is so these people that want to help these individuals score better on tests, they basically set up a paid acquisition system for them to do that. What they started doing or transition, she was doing it full done for you. And so they would basically give them.
Everything that they've set up and then.
They would go, what's that? Well, it's, it's, it's basically a hybrid, but essentially what we're doing.
So it's like done for you for.
The first 30 days.
Right.
And then it'd be done with you after that point where they would be responsible for managing the campaigns and like that to drive the leads.
Literally, exact same thing. Literally the exact same thing.
And he said they stopped doing that because the expectations that these clients had upon it being handed over to them were sky high at times. They weren't prepared to take on the actual ad accounts and deliver on really what was required of them. And that's why, you know, I was just thinking through like basically he used that analogy, the Ferrari analogy. And that's why I now know that like if we're going to do this hybrid offer, it's like we really have to make sure those first 30 days are solid because if those 30 days aren't solid, they're just going to fail. Like there's no way that they're going to find success if they're not prepared to be able to manage those ad accounts.
How long did he do the hybrid offer before he just switched to the.
I think he said it was like four months.
I don't know if it's long enough time.
Well, what I think we haven't done is we've been full done for you.
But we haven't switched to the done with you mindset.
So we're used to all of our done for you procedures. But we're not, which is very clear. I think we always deliver on our.
Done for you promises, but we're not.
Good at is the coaching app, like I just said over there. Exactly. Like, we just need to get better at the coaching. Yeah.
What I took away from that conversation.
Is, like, we have to think through.
This whole coach coaching thing and put more attention on it than what we've been doing already. 3, 2, 1, 0. Sam, like, what would you look at as an ideal team structure for about where our business is at for paid marketing?
Okay, let's. Let's do this, Spencer. Let's. Let's map out our team, and then we can kind of, like, tell you how much of this you need. Can we also get some Diet Coke up here? I'm dying. I'm going through withdrawal.
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