Watch these 51-minutes if you want to hit 8-figures in 2024

As CSMs. Right. If you're doing it for yourself and filling on for your clients, the biggest mindset should have shift I had personally this past weekend. Run your CSM team like yourself, as a sales team. That's the only reason why Cole's been able to last so long, because he has that strong back end and he treats a CSM team like a sales team so they can add more profitability to their clients. Just so you guys know, I got about 53 minutes and I figured the best way to use this call will be to give you guys some of the notes from Boardroom, my top takeaways. I'm going to try to make it as succinct as possible, but I'm going to start with the first day. Okay. So the way, the way his mastermind works is like, you know, he's got like 300 plus people in this mastermind. It's pretty nuts. I think the price to join now is like close to 70 grand for the year, maybe more. I could be wrong. So it's, it's pretty high ticket, obviously. But the cool part about that is, is obviously once, once you pay that kind of money, you're around those kind of people. So we'll start with the, the Q and A for VIP day. So let me share my screen and you guys can see this. The VIP day. So basically it was a Q and A, right? And so the very first topic was ads. All right, so the first thing he opened up with is like, June typically tends to be. And this is what he said. And you know, I, I've, I don't really know if I agree with this completely or at least I don't know if I necessarily want to agree with this completely, you know, to even like put this sort of into my head. But from what he was saying across the industry, meaning like across the mastermind clients and the STA clients he has, that June has typically tended to be, at least this month, a slower month for the industry as a whole. So I don't know if you guys have felt that way. I don't know if you guys have seen that maybe with yourself or maybe even your own clients. But that's, that's one thing that was a big, big, like topic of discussion. Like people, you know, people were always asking questions about ads. My ads are, you know, suffering from lower lead quality profitability. You know, clients are just having these different types of objections. And so long story short, they're experiencing it at a high level, you know, and they spend about 11 grand a day on ads, right. For sta, which is his offer. And so June apparently tends to be a slower month for the industry as a whole. I've personally never heard this. I've really never experienced this, but that's obviously what he was talking about now with that. Okay. The only way to really counter that is especially what's happening right now in the market. I posted this on my story this past week on Instagram. I don't know if you guys got a chance to see it, but I posted a story asking a poll to my audience, you know, asking if they would even click on this ad. So the ad was a very simple, like, direct ad. It was like coaches and course creators, you know, basically like a typical direct ad that Cole Gordon, you know, basically started. But it was from this guy that was installing, like an Instagram AI funnel or something like that. And it was just so, like. It was just so much noise that, like, I instantly clicked off of it. But then I was like, well, I wonder if people are actually still clicking on this kind of stuff, because I know for me, I'm not clicking on that kind of ad anymore. And so the ad was very direct. It was very much like, you know, coaches and course creators.

Right?

We guarantee, you know, four to seven new clients each week using X, Y and Z or you don't pay.

Right.

And so everyone in their mom right now who runs a business is using this direct ad framework. I don't know if you guys know the guy who, you know, runs the. Or got famous for running the Fyre Festival guy. This guy. Billy. I posted this on my story as well. This guy. If you've seen this documentary. Has anyone not seen this documentary, by the way? Fyre Festival. Put, put. Yes or no?

I've seen it. I've seen it.

Here.

Have you seen it? Okay, Sam, you've seen it. Brandon, have you seen it by chance? Fire Festival? Yeah, I've seen it. Okay, so. So. So here's. Here's where you know that the market is getting saturated when this guy who went to prison and then now is out of prison and he's trying to make a comeback, is running the direct ad framework. Like, I swear to God, like, if I go to Facebook ads library and I'll find this real quick. I'm going to show you exactly what I'm talking about. So I believe his name is Billy McFarland. Oh, he's not running it anymore. When he was running it, it was literally E commerce brands. I'll grow your brand and make you go viral. Or you don't pay. Like it was just like very direct, very much noise, like same thing as everybody else, basically offering the same exact thing. And so which means now that obviously you have to be really good at ads to make your campaigns profitable and you have to have a strong back end with high ltv. So this is where the direct versus indirect comes in. So what is everyone doing right now? Okay, Everyone is doing this, we guarantee this with this unique mechanism or risk reversal. Okay? Or you don't pay or your money back or will wire you 5k for wasting your time.

Right?

Like very much direct. Okay? And so again, this means that nowadays you have to be, you know, really good at ads to make your campaigns profitable and have a strong back end with a high ltv. And so an easy way to make your ads better is actually what is called using indirect ads, at least in the beginning. Okay, so for example, one of our best ads right now that's running for our company is it starts off with like David Ogilvy, right? I'll play it actually for you guys. You can see a visual of this versus just me saying it. David Ogilvy, otherwise known as the goat of advertising, his multi million dollar campaigns convert decades after their creation. And this is key, decades after their creation. Because if you run ads anywhere, you should focus on one thing. Creating, launching and scaling ads that live longer, fatigue slower and convert faster. Something you can discover how to do too. And once you do, you'll have more leads, calls and sales, allowing you to run your business with ads being in your complete and total control. You can see it's a very indirect ad. It's not like, hey, specific audience, here's the promise, here's the unique mechanism. We're going to give you that promise. Here's the risk reversal. If you don't achieve that promise with that unique mechanism for you specifically, right? So it's, it's a very indirect style app. It's using a well known figure in the space that most marketers know and trust, David Ogilvy. And we're using his credibility to get the market to be interested in something that, okay, I know who this guy is. What is this offer about? Now the problem with that is I wasn't as direct after the headline, after the hook. And so what Cole was saying is working for him right now really well, is leading with an indirect ad, okay, in the beginning indirect hook and then going into a direct offer. So for example, if I'm going to film this ad again, which I am, it's going to be the same hook.

Right?

So the same hook at the very beginning. But Ogilvy, otherwise known as the goat of Advertising, his multimillion dollar campaigns convert decades of. After their creation. And this is key. Decades after their creation because. And then I. And then I go into. And then I can obviously go into. And if you're a coach, course creator, or agency owner, and you want to learn how to create great ads that last years without fatiguing, dying, or. Or. Or losing lead quality, then this offer is for you, my team and I. Boom, boom, boom. Then I go direct, right? So I lead with an indirect hook, and then I get them with a direct offer after the indirect hook. Does that make sense?

So, yeah, just like you're almost watching a YouTube video, like, it's not even an ad up front, so you want to keep on listening, I imagine.

Exactly.

Right.

Because what's everyone doing right now? They're leading with a direct offer. So if you lead with an indirect hook, which is exactly like kind of what you said, it's an. It's a. It's almost like a YouTube organic video popping up as an ad. It's like, okay, what is this? This is intriguing. And then it's like, okay, well, now I can go direct and then go after my target audience once I've gotten their attention. And so that's a huge, huge pivot that Cole and his team are doing right now. And they're testing a bunch of ads, which I can talk about in a second. But this is an easy way for you guys to start thinking about, okay, for my clients or for my offer, what is the current ad that's working best? Right? So for us, you know, we have direct and we have this indirect. Well, if you combine those two together, that's an easy way for you to separate yourself in the marketplace. You know, overcome the noisy, crowded marketplace, and then ultimately be able to still have the best of both worlds, still be direct with the offer and who you want to talk to, but also get the attention of the majority of the market.

All right?

And so there's a few examples he gave in there as well, but this is probably the one that I wrote down that made the most sense to give you guys an easy, you know, understanding of what I would do if I was you. And so I'm actually testing that. I'm going to be obvious. My team's obviously adding it right now, but ultimately we're going to be testing that and. And obviously leading with that moving forward, which kind of makes sense. It's like, you know, when everyone's going right, you go left, right? Like, when I saw that Billy McFaron guy doing that, I was like, okay, this is like, this is just getting out of control. Everyone's doing this. Like, and. And people replied to my story too, on Instagram. They were like, nah, dude. Like, I wouldn't ever click on it because it's just noise at this point. And so clearly the market wants better, more unique, more creative. But it doesn't mean go straight. Like, you know what we did here where it's like, you know, are all your eggs in the Facebook basket? Like, this one's, like, almost good for branding, but it's not direct enough to get conversions. People like it, but it doesn't really convert into, like, clients, but it's great for, like, awareness and for branding. And so if I was to do this one again, I would lead with this hook or all your eggs in the Facebook basket, you know, blah, blah, blah, blah. And then talk about how we can help them get up and running on YouTube. Direct offer. And so I would think about that for you guys especially, as, you know, maybe you've already launched your YouTube ads or you're about to launch your YouTube ads, you're going to need to create more ads anyways. Like, this is never going to stop, right? You. You've just seen my. My YouTube channel behind the scenes we've had. I can go to my playlist right here. If I go to playlist and go to YouTube ads for us real quick, that I think is private, actually. Right here. Yeah. 56 ads, right? And this is just for the one hybrid offer. We've. We've tested 56 ads on the last dinosaur six months.

Right.

So this is never going to stop if you want to continue scaling your business. And so that's an easy way for you guys to overcome the noisy marketplaces. Indirect hook. And so, for example, if you're running a Facebook ad, right? If you're running a Facebook ad, it would be an indirect, like, first two or three lines and then direct in the, like, actual, like, body copy. Okay, so any questions on that? Because that was a big takeaway for. For him that's working right now that he shared with us in the VIP day.

Yeah, I love that to be. When you come to the direct offer, would you still put the guarantee that's like, similar to everyone else. Would you change, just still go. Go for the whole direct offer anyway?

Yeah, you just rearrange the order of it. It's basically like indirect hook, direct offer. With the guarantee and then, then the story. And by the way, my name is Sam Rapani. I've helped over hundreds real estate agents, blah, blah, blah, blah.

You know, for me, what I realized I was doing like last year, last week I ran a new funnel which is like a group funnel, which is like giving my free the exact ads we use to generate to, to sell over 300 million worth of property. They're doing really well with regards to like engagement people signing up. But I was pushing them towards like a, a school group community. But I think if I can change that to be the same thing, but like having the office still in it, I think it can work really well.

Yeah, exactly, exactly. And one, you're 100 spot on. Because when I heard this too, I was like, okay, this is how we can do it, right? We can lead with what we were doing before, which is indirect, add the direct offer into it, and as a result we create a better ad that's more engaging on the front end, attracts a way wider audience, but then disqualifies them with a directness inside the body copy.

Love it, love it, love it.

Cool.

This weekend.

Yeah, exactly, man. Like I got inspired right away. I started writing more ads. So the next thing is. It was kind of an interesting question. So this guy that was in the room, he was doing, he's an agency owner and you know, he's doing about. He's working with businesses that are doing 100 million a year plus like he's targeting 100 million a year plus econ businesses that sell like D2C products and goods. And he said he can go as low as like $50 million a year. Now my question for you guys is this guy who wants to target a hundred million dollar a year plus e com businesses that sells D2C products, and he can go as low as working with businesses that make $50 million a year. Like what should he do? Like, should he run ads?

No, it doesn't make sense to run any. How is he going to find someone who's making. It's going to be like there's like how many? A handful of people holding 100 million.

Yeah, yeah, exactly.

Right.

And then this is where.

Yeah, sorry, go ahead.

Yeah, no, this is where most people go wrong, right? Like they, you know, and it's not their fault. But the reality of that is, of that working is just, it's just, it's just not going to work. And so what Cole said and what I was literally thinking in my head as he was saying this was the same Exact thing he should do. Like he's going to have to rely on word of mouth, unfortunately, referrals, unfortunately, brand and then cold email. Like those are going to be his, his, his top four things and then maybe even like, you know, like LinkedIn. Right, like LinkedIn would be another one, LinkedIn outreach would be another one. But like there's no, there's no place for him to run ads because like you said Sam, there's just no way he's gonna be able to get in front of $100 million a year plus econ businesses.

Like, but my agency is the exact same thing. So we are, we're targeting property developers who are building high rise developments in cities. Like there's no chance I'm going to get someone to go through a funnel of me who's like a CEO or property manager, sales manager of these massive corporations. So like from my point of view, I did a cold email, email outreach to damarc, which is like one of the biggest property development companies in Dubai and they actually responded to one of my outreaches. So yeah, you have like a good offer but if you have like the proof in the email, then I think that's the best approach. It's going to be really hard for.

You to find anyone 100 and so for him, you know, he's going to have to rely on word of mouth referrals and brand, which is obviously what you want to do anyway to get good results for clients. They refer you to more clients, you build a strong brand and people hear about you through word of mouth. Now on top of that, to supplement and get more, get more potential calls and clients, cold email, LinkedIn outreach, etc, those are going to be his, his best sources. Unless of course, the only way he can scale with ads is to offer a wider market for his current offer, right? Going after e commerce businesses that are doing way less revenue, maybe seven figures in revenue or maybe, you know, six figures in revenue. But of course if he doesn't want to work with those types of businesses because number one, they don't have their product dialed in, they don't have their fulfillment dialed in, they don't have their, you know, sales process dialed in, it's going to be a lot of upfront work. So that's why he's going for these people, because they know or he knows they're just easier to scale, but there's just way less of them and so he's going to have to approach it completely differently.

Right.

And so this leads me to the next point, right Because June apparently tends to be a typical slower month for the industry as a whole. And because ads are getting way harder and way more sophisticated, right? The only way you're going to be able to truly scale your ads moving forward, especially as the marketplace keeps getting more sophisticated and, and it becomes easier for anybody and everybody to run ads, the only way you're going to be able to truly scale is by adding in backend, right? Back end offer, right? So I know Brandon, you and I talked about this before, right? But the back end offer is going to be key. So for example, right, like Cole's CSM team, and this is one of my biggest takeaways from the entire event is Cole and his team run their CSM team like a sales team, okay. Their CSM team is incentivized based on cash collected. And what do the CSMs do? A client success manager, okay, A client success manager is responsible for keeping clients happy, getting clients results and upselling clients onto back end offers, right? In this case it's eight figure boardroom, which is, you know, 70K or whatever the case may be. And so they're running their team with projections, with, you know, referrals, testimonials, and it's basically like a sales team. And so nowadays, right, if you don't have a strong backend or a sticky back end and a continuity sales to be hard for you to actually scale because you don't have an LTV that you can measure how much you can afford to spend for one client, right? So for example, Cole's LTV is probably like at least almost like 75, almost 80k per client, like, or let's just say it's 60, 60k to be, to be safe, right? He can spend, you know, 15k to acquire one client and still be in the green. Most people can't do that. That's exactly why he's doing, you know, 30 million plus per year right now, because he's able to afford that client and spend the comp, outspend the competition. And so one thing that I took away as well is when you're doing the back end offer, back end calls, right? The back end calls of like, okay, some, let's say someone for example, graduates from the hybrid, right, in our program, right? Well, typically what everyone does is they have like an, you know, a next steps call or strategic call or whatever you want to call it. That's like an upsell call, right? But the problem they, the problem and the mistake they make is they have their, you know, CSMs do it before they've even done it themselves. And so what, what he recommended is the backing calls need to be done by one person. Okay. And you know, and you don't want to call it, you know, next steps call or just happened to me now.

I just, just coming off call. I wasn't called go to the program. On Friday I had a call for me to get off the program and it literally the end of the call was literally I say this call. It's like listen, I wanted here the, the boardroom mastermind next year I'm going to help you do it. You should stay on for the three months. I'm going to train your team, going to train your setters. I'm like, like it's another 15k for 3 months. Like it was literally turned into an actual sales call at the end of like the onboard, the off boarding call.

Yeah, yeah.

So.

So they actually did that to you?

Yeah, literally on Friday. Yeah, it was actually in carbon when he was doing it when we're doing the call.

Wow.

Okay, sick. So, so, so basically the, the takeaway here is we right as the business owners for right now, at least until we have someone else doing this at a scale that makes sense. And by the way, when it makes sense for you to get off these, only get off these yourself if you're doing more than 30 plus per month.

Right?

Because what's one of the highest RR activities we can do a bit as business owners? If our back end offers 24k for the year or 30k for the year, or let's say 15k for another whatever, right. That's another 15 to potentially 30k per day that you could be making for your business if you're the one doing those calls. And so that's a high ROI activity as we know. Like sales is one of the highest ROI activities we can do. And so the back end calls should be done by you first until you have at least 30 plus per month, which means to be even be able to get to this point, you know, you got to already be probably be doing 100k plus per month, obviously. And you got to have a lot of units going through every single month. And so it makes sense for you to do them. Now. The takeaway here is not just to have a back end offer, but to make sure that you make the call framed as like, okay, if you have CSMs or fulfillment managers, right, you have them tell their client, okay, hey, by the way, we're, we're a few weeks away from the program. Let's hop on A one on one call with Brian to talk about. Obviously, you know, we can continue working with you further and faster.

Right.

And then you get on a one on one call, make it a one on one call, don't call. The next steps call, strategic checking call. Like, people know in our industry, you know, people kind of know what's going to happen and we're going to try to offer them something, but, you know, you want to make it as less, I guess, cringy as possible. And so the big takeaway here for me was like, okay, one of my biggest things I need to be doing is like, okay, hopping on these one on one calls with the hybrid clients because, you know, ultimately it's like I can't expect Charlie or Nick or anybody else to do those. But when it's like, I'm probably the best person to sell it anyways to see how I can help them customize a strategy to get to their next level with us in the future. And so with that. All right, with that, the back end is going to be key for the ultimate level of scale. And so this just was a huge reminder for me to be able to step up again as the leader and say, okay, let me do these until we're at a point where now I have a measure here. Okay. Once I'm at 30 plus of these per month, then I can get off of these. This is a big, big takeaway for me that most people and no one's ever really talked to me about. Now on top of that, right? Crafting. Okay, crafting a solid back end offer. How do you craft a solid back end offer? All right, now what should you offer on the back end? Okay. One of the biggest mistakes that most people make, and I actually have a picture of this. Let me see if I can find it real quick before I go into this is. Okay, here we go. So let me pull this up here and put this in the notes. All right, so one of the biggest mistakes that most of us make when it comes to crafting a back end offer. And I'll, I'll zoom in on here. Okay, so what most people think a back end offer should be is the front end offers a promise. Okay. You go from A to B.

Right?

You go from zero. You go from zero dollars a month in business revenue to 10k a month.

Right.

Let's say you're selling a, you know, an agency offer how to, how to build a YouTube ads agency and get to 10k a month. Okay, great. That's the front end offer. And you charge let's say six grand for that, that's, that's the front end promise, right? 0 to 10k a month. Now the back end, what most people try to do is, okay, here's how to go from 10k a month to 50k a month, okay? You got to 10k a month. Now the back end is going to be getting to 50k a month, right? That's what most people think about. They have a straight line of like a clear customer journey and ascension. Now what actually happens is the problem with this is, you know, out of the, let's say 100 people, 100% of people that come through your front end from A to B to get from zero to 10k a month, right? Let's say only 15%. Okay, 15%, like actually like just, just stay at zero. They just don't get any results, they don't take any action, they don't do any work, they don't get any clients, right? But let's say 35% of them in the orange over here, they get one client, okay, that, that's huge. They get one client, that's still a huge win for them, right? Getting one client from zero, it's huge. 35% of people, let's say the other 35%, get two to four clients, right? So they don't necessarily get to 10k a month, but they get two to four clients, another huge win. That's a majority of the people in the program. And then let's say only 15%, okay? Only 15% get to 10k a month, which is the actual promise of the front end. So the problem with this is with this model, this becomes the only segment you try to upsell because you're like, okay, if they got the 10k a month and only 15% of people are ready for the back end, which is just simply not true. Okay? Because number one, right, you upsell only these people because your back end messaging is how to go from 10 to 50k a month, which means you can only really target these people. And all these people that aren't at 10k a month, they're like, well, I'm not going to join the back end because or I don't qualify. Or they're already selling themselves out of not joining because they don't hit this criteria. Therefore they're, they're disqualifying themselves and you're disqualifying them from joining the back end simply because they haven't achieved the front end promise. And so number two, you only consider these clients as successful when these clients are definitely successful because they've gotten one client, two to three, maybe even four clients. And so you, you disqualify a bunch of these people. Now what does this mean for you and how do you, how do you craft a solid back end offer? And so I believe I have another slide of this, but if I don't, long story short is you want to.

Do.

You want to be able to change it into a different style of like a offer. So for example, the biggest mistake that most people make is they try to make it like a congruent journey. Now what you should do instead is you should still sell all of those people in the 35 over here, one client and to four clients. But you, you customize their journey specifically on the back end and you want to make it more about the community, the onetoone access to you and your team plus in person events, right. There's going to be a bunch of these people that are still going to want to join the back end simply to, you know, obviously continue working with you given that you can add these things. Right. Community one to one access to you and your team in person events, right. And then like ongoing coaching and consulting. So think of have to always offer the agency or we have to always offer, you know, for whatever, whatever X, Y and right. And these, these trainings that I do one on one with them where I'm sharing these notes from, you know, masterminds that I pay $70,000 per year to be a part of.

Right.

So it's like that's still valuable and it's still something that these people would want to be a part of potentially because they still got results. And so the big takeaway here is your, your back end offer doesn't have to be a clear ascension from the front end promise. So if you're offering something like a 0 to 10k a month promise on your front end, you don't necessarily and you really shouldn't make the back and be from 10k to 50k because it should more be, it should be very more holistic and very much more about the community. The one on one access to you and your team and the in person events, which is more fun. Okay, so like Kohl's back in for example, eight figure boardroom. Sure. Yeah, it's about, you know, maybe scaling to 102 million a month. But there's a lot of people in there that just join for the network and the community and the in person events to learn.

Right?

There's a lot of people in there that will just never hit a million a month. Like out of his back end, only 50% of people are actually at a million a month. The rest of the market, like I'm in this case, for example, like we're, we're still getting great results, we're still getting good value from it, but it doesn't mean that I'm never going to, you know, continue paying for it because I just haven't hit them. It's like, it's just a different offer. And so how can you create a backend offer that still gives them community one on one access to you and your team, plus in person events? And how can you continue to sell these people? Because I guarantee you, if you offer the person that has one client the back end, they'd probably more than likely take it and you'd probably get a lot more people to take it because they got results from your program. Whereas these people, obviously, they're probably never going to buy because they didn't get any results. These people as well. So does that make sense?

Yeah, a lot. Would you customize the backend offer like based on the call you have with them? Or you'd have like three offers done and like just offer one the whole time because it makes sense. Like if they say, listen, I just want maybe three calls a month and I just need you to, would you customize that on a call? Or you just have like a set.

Back end offer, customize it on the call. So that's, that's, that's what I've learned, right? Like with the CSM's team for, with the CSM team for Cole.

Right.

You know, like they, they just, they're, they're incentivized on cash and so they'll, they'll customize the, the offer based off what the client needs. So for example, we had Sam, you met him in person. Michael, you did too. When you guys were at the event this past time in Arizona, we had Jesse, right? He was doing about 500k a month as a trader. And you know, he, he, he came as like a sit in. He, like, he just paid for a ticket to just sit on the mastermind that weekend. He got so much value that he's like, dude, like I'm gonna be launching my YouTube ads. Obviously I would love your guys's help. Like, you know, I don't know if I necessarily need the mastermind. Like, can I hop on a call with you and talk about. I was like, yeah, of course. So what did he need? He just really needed some extra Coaching and consulting on like the best practices to get set up and running quickly and then have us in his corner plus be able to attend events in the future to continue learning. And so I just, I customize a deal for him to join the backend mastermind to but I also gave him some elements of the one to one as well for the price of the mastermind and what it is now. And so I customized it based off of what he needed. And so yeah, it's always a sale and it's a, it's a discovery call. That's why again for the backend offer it makes sense for us right now until we're doing 30 plus per month to get on the calls yourself and see what they need because then you can add those elements to the back end to make it sticky, right?

Yeah, that makes so much sense. I literally had the call just before this one with someone who's like in the program but needs more, a bit more assistance, needs more help. Wants, wants to actually pay for me to actually help him run his ad separately. I'm like okay. I'm like at this, at this point I didn't want the hassle of yeah, I didn't know what to do. I didn't even know to offer him because I didn't have it pre made. So I'm like okay, I can just do it on the go and just come up with something just specifically for what he's looking for.

Yeah, you're back. The common belief here that we need to break is your back end offer should solve the future problem. That's what everyone says, right? Solve the next problem. Solve the next problem. And of course that is true to some extent but it doesn't have to always solve the next problem.

Right.

Some people might just want to continue getting access to you and that's it.

Yeah, he just wants like mindset training and wanted to get out of a rough he was in and he like wanted to be around. I'm like listen, I didn't want to end up being an agency again because I like, I've fallen for that trap so many times like okay, we'll do it. You end up like becoming a done for you agency, which is one thing I don't want to do. So I think what you're saying is really hitting home because I can actually just customize like yeah, you'll have two calls a week with me. This will be the price. You'll have access to the community in the training anyway.

Yeah, you charge, you charge, you know, whatever you want. To charge for that. You feel comfortable that your time's worth you. And then he gets what he wants, more access to you, more coaching, consulting and continuation. And then your LTV goes up and then you sell, you know, two or three of those per month. That's an extra, you know, basically two or three front ends, but a little.

Bit running any ads. Exactly. So that's makes sense.

And that's the name of the game. That's the key, right? Most people live and die by their front end offer. And of course that's, you know, that can work. But nowadays where everyone, you just got to have the, the, the backend and so yeah, customize it, get on the calls with them, you know, and then again after you have a certain amount of people going through it, you'll realize what the majority of the market in your current segment wants next. And then you can obviously have that be, be implemented as well. So yeah, 100. Any other questions on that before I go to the next part? Which is going to be pretty key for like companies that sell B2C which is A. And even just ads in general. But anything on backend. Brandon, was that helpful for you? Yeah, that was awesome, man. I'm taking notes here. So yeah, cool. Awesome man. All right, so one of the biggest problems right now in the, the ad space especially is for like B2C offers. Right now a lot of people are getting crushed, especially with YouTube ads simply because the lead quality, right? Like everyone's complaining about lead quality, lead quality, lead quality. Now what's interesting is what Cole did. So, so if you guys don't know, Cole had an offer called Remote Closing Academy. It was teaching everyday people how to basically become high ticket closers, right. And work remotely and take calls from their own home, yada, yada yada. And you know, four years ago that was a brand new opportunity. It was like I've never heard of remote closing. Unique mechanism, unique methodology. And that's why he was able to scale up that offer so quickly. The problem was everybody and their mom now sells, you know, how to become a high ticket closer. And we talk to at least two or three of them every single week right now like as we speak, like I'm getting at least three or four applications, two or three applications per week with people that sell sales, training and coaching. Now it's not necessarily a bad thing. It doesn't mean it doesn't sell. People still are going to buy. That just means the competition so high. And so what he had to do was his lead quality just went through the roof, like, in a bad way. He had to change. So. So really what happens is, for B2C, right, you have two options. If your lead quality is just really, really shitty, and you're just getting, you know, saturated with. With. With a bunch of unqualified leads, and this can apply for B2B as well. Number one, you got to change the problem you're solving, okay? So number one, you got to change, like, okay, instead of teaching people how to solve, like, make money online with sales, I got to change it with, like, maybe media buying, for example. Or you got to change the problem you're solving. Or number two is change who you're solving it for. Okay, so what does that mean? Change the problem you're solving or change who you're solving it for? And so here's what an example of that looks like. So a couple examples, right? B2C, right? Especially make money. Lead quality on Facebook and on YouTube has been in the gutter, right? So we experienced this with srca. This is what he was saying. So he. He was leading before with learn a new skill, right? Which is very broad, right? Learn how to become a remote closer. It was a biz opportunity, right? He then pivoted before he shut this offer down to how to take your sales career to the next level, right? Which made his market more narrow, made it more of a career opportunity versus a business opportunity. And he called this adding a floor to your market. Okay, Adding a floor to your market. Now, why does this work? All right, well, this works because what you're doing essentially, is you're able to target a specific section of the market who needs help with sales, okay? But it's not broad. It's not. It's no longer broad enough to where you're targeting anybody and everybody who wants to learn a new skill. Therefore, your lead equality is shitty. It's targeting a specific segment of people who already are in sales and they want to go to the next level. Obvious, right? But this is one way for you and for us to be able to essentially target a different target of the market, out, compete and outspend the competition and get way higher, higher quality leads. So another example of this would be, for example, let me just pull this up here. Put this to this real quick. Lead quality. Boom. Adding a floor. Now, let me put this indent here and show you what this looks like. So another example. Examples, right? Another example would be make money in it, right? For anybody who wants to become an IT professional.

Right?

Well, instead of doing that, which is a business opportunity, you would want to change it to for example, new opportunity for IT professionals.

Right.

Different segment, adding a floor.

Right.

Same offer, but a different market. Lead quality goes to, goes higher in a good way now because you're talking to the target market you want, which is new opportunity for specific people for IT professionals. If you're not an IT professional, you're probably not going to click on that because you don't qualify as someone who would be interested in a new opportunity. If you want to make money in it, obviously that's a way broader segment of the market. You're going to run into lead quality issues. Now that can work, but this is how you can obviously address this. For B2C. Another example would be, for example, need setters. Let's go to B2C now. Need setters, right? This is B2B and he did this and it was now need sales managers. Okay? So you see this one segment of the market needs setters. That was sta for him for the longest time. Now he switched it to like need sales managers.

Right.

There's only a floor of the market that would really actually need a sales manager. If you, if you click on that ad, you probably already like you have a sales team, one or one closer, maybe two closers, maybe one setter, maybe two setters. And you're probably the sales manager yourself, right? It's a different pocket of the market which improves the lead quality because you're talking to a very sophisticated quality lead. Another example would be I wrote this down for ourself, right? So like what we're, you know, in the past we talk about like, like need leads, right? Or like, you know, need. Need more leads. Or for example, need better quality. Need more calls, right? This would be another one. Need more calls, right? This is what majority the market is doing. Or like for example, need more clients. Everyone's doing this right now. Like we just talked about. Well, I wrote down what if we did this? Need better ads, right? Or need media buyers.

Right?

Because these two will immediately get my ads in front of people who already run ads or need media buyers. For example, people that already run ads and they are running the ads themselves. Better quality lead. Everyone in their mom wants more clients and wants more leads. Every business, 0 to 10k a month, 10 to 30k a month, 100k plus per month. But only a specific floor. A segment of the market are going to respond to need better ads. Probably someone who's already running ads or if they need a media buyer, right? The person who knows they need a media buyer is someone who already is running ads realistically. Therefore the lead quality will go up. And so they, those, this, this gave me those two ideas here. And so for you, start thinking about this, okay? If you're experiencing lead quality issues, right? Especially if you're B2C, start thinking about how you can add a floor to your market, right? Need sales managers, new opportunity for specifically IT professionals. Or another example would be. Let me just show you this one. Right? So like this would be like become a copywriter. This is one of our clients. Before her offer, Sarah Turner, become a copywriter, she was teaching everyday people how to become a copywriter, make money from, you know, copywriting, etc. Well then she switched it to double your income as a writer.

Right?

Very specific. Now you're talking to writers because writers don't make much money. But if you're a writer and you want to double your income, here's better quality leads, right? Become a copywriter. Biz op. Double your income as a copywriter. More of like a career op, right? Any questions on this?

No, man, that makes a lot of sense, to be honest with you. Just like targeting just to your content and through the action ad itself. I imagine so, yeah.

Yeah. And so now you can combine what we just talked about earlier, which is indirect, right? Indirect lead, then to a direct offer, right. With these types of floors, right? Because this is where most people have the hardest time with scaling their ads is their, their quality, right? But for example, they just don't talk to the right specific type of person. And this is one thing that I took away because I'm like, okay, yeah, we're leading with need more clients, need more calls, need more leads immediately. I'm testing out now. Need better ads or need media buyers. And one of the biggest realizations I had, like, again, transparently with you guys is like, because like, you guys know me, right? Like if I'm, if I'm, if I have something that's working, I'm going to share it with you because that's just how the universe works. If I share it with you, you get results. You know, karma, whatever you want to call it, comes back and we all win together, right? And so one of the biggest realizations I had was like, okay, we're not really selling YouTube ads. Like, yes, that's the unique mechanism. But what we're actually doing is helping clients create video ads that convert into more leads. And so if it's not really YouTube ad specific, it can be for Facebook and YouTube as well. But it's like most people just don't have video ads or direct response marketing or direct response video ads. So that's really what we're selling here. It's a little bit more broad. So if I lead with that, it'll attract a broader audience. The lead quality might be less specific to coaches and course creators. But if I can combine these elements with, you know, the goal, the David Ogilvy create ads that last decades and don't fatigue.

Right.

Indirect. Then I combine it with. And if you're a coach, course creator, or agency owner and you need help creating high converting ads that last years and not without fatigue, then boom, my team and I will boom, boom, boom, boom. So now I'm combining all these elements into one monster of a campaign that can allow me to truly scale, because I'm hitting all of those elements that I'm sharing with you right now immediately into the marketplace where everyone else is doing opposite of what I just said. And so think about this heading into the weekend with your own campaigns and how you can combine these elements for you specifically. Now, any questions before I keep going because the last 10 minutes I want to spend on the actual creative testing process.

All good, man.

Cool. All right, so change the problem, who you're solving it for. You know, examples there. Okay, so now creative output, the biggest problem. And this is exactly what I told Cole when he first came to me for consulting on his YouTube ads. Cole had one monster ad. He only had about like three or four ads total in his YouTube ads campaigns. And I was like, bro, you only have five ads or four ads, and like, you need to be testing way more. Can't way more creatives because of how much you're spending. And of course, right, with our hybrid offer, what we're doing is we're helping clients create their first five apps, right? We're giving them that shortcut. But the problem is, right, they're never going to just like, like what happens is if you're below 2k a day and spin, testing more, you know, angles isn't really that important, but obviously you still should. And so the number one common theme between all consulting calls with ads that they have as well in their program is like they're testing 0 to 5 per month or they only have 0 to 5 ads in their ad account and they're trying to out media buy their way to success. Okay. At scale, the creative velocity needs to dramatically go up. So how do you do that? Right, well, their KPI and again, they're spending 11k a day. So just, just keep that in mind.

Right.

And I'll give you parameters on what you should focus on in a second because they. They gave a good screenshot that I'm going to share with you. And we're revamping our YouTube ads training right now as we speak to accommodate for, like, what we've learned over the past six months with our ads, with our clients and everything, too. So that'll be updated in the Academy soon. Their KPI is 20 new creatives per month per offer. Okay? So this will produce around 640 possible unique variations. So here's how they do it, right? They write 20 ads. You or copywriter, if they have controls, Right? A control means a winning ad. So the control for us will be like the David Ogilvy ad. They would film 20, okay. Of those ads, right? And they would create four different headlines and banners. So a headline or a banner would be like. Like, in the ad, it has like, a site. Like, it has like a. It's edited to where it says, like, four coaches and course creators on the ad the entire time. It's like a banner, you know? And so they have four different banners and they add two first line variations. So like, you know, indirect hook or like a direct hook, for example, we like two different variations that allows them to have a total of 640 variations. It's a lot of tests per week, obviously, right? And you guys don't have to be overwhelmed with this. Like, most of you probably wouldn't need to do that many, but if you just started with at least testing a consistent five new ads per month right now, you would probably be a lot better of a position than you are right now, including know, everybody who's just spending at least maybe even a couple hundred bucks a day now for winning tests, they'll take the variations that got the most spend, the variations that got no spend, and test both as standalone new creatives or new direct controls without the winners. Okay? So, so if you struggle to write ads, you know, a good book to read would be great leads, and you can jot down ad ideas as you do. So this is what Cole does. He actually said he does this, like, pretty much every month. When he wants to test new ads for himself, he'll just read. He'll just read a good copywriting book. For him, it's like great leads. He'll read great leads. He'll learn something that's applicable to him right now, or an insight will take off. Then he'll write down ideas. Another good one would be like, Ad Spy. Ad Spy is a tool you can go on. I'm sure, Michael, you probably heard about it as well because, because you're, you're in the market for direct response health and supplements. And, and they are really good to study because they like their companies like V shreds, for example, they test hundreds of new ads per month. Like hundreds. So don't really, you know, worry about like the, the copy necessarily, but just look at how many ads they're testing and how many variations they're creating. And so not only that, once you have those ads, how do you test them properly? And this is exactly what we're revamping our course content with as well. So the three major rules that they say is like, in order of importance, spend. When you test a new ad, you have to spend at least three to five, three to five times your target KPI. So for us, we're obviously booking calls. So if you want to book a call for, let's say, $250 per day or $250 per call, you got to spend at least, you know, 750 to $1,000 on that one single ad before you realize it's like, just not a winner. And so you want to run it for at least four plus days. They're very aggressive with it.

Right?

Four plus days of that kind of spend. Then you want to try to optimize for at least 30 to 50 conversion per week. So, for example, like, you know, leads and calls.

All right.

And then, for example, lead cost is a hundred dollars. Cost per book call is $300. I'm optimizing for leads. How I calculate, 30 conversions per week is a hundred.

Right.

30 times a hundred is $3,000 in weekly spend. That's $428 a day. $428 a day times four days equals $1712 spent. Okay? Per day. His KPI is three to five times his target CPA, which is about 800 to 1500. So this is perfect. So you can see they're very aggressive with testing.

Right?

But that's how they find winners fast. And this is what the biggest companies in our space are doing. So obviously you're not going to start there right away, but this is what you would most likely need to do, especially as you're spending 11k a day.

Right.

And so, long story short, you know, after you've tested them, what to expect. You only cut by day three if it's atrocious performance. Let's say you spent, you know, $750 already on day three and you've gotten, you know, 500 cost per leads. Cut that immediately, right? But the real judgment day, and this is what we say in our course as well. I've always, I've always, I even told Cole this too. We give it at least four to seven days. We don't really touch anything because if it's trending well, we keep it. If it's iffy, we keep it for, you know, at least one or two more days. If it's bad, we cut it. But in general, if it's way out of KPI, right, it's, it's never going to optimize back down. But if it's only like 1.3 to 1.5x higher than, you know, what they want, they'll, they'll give it a few more days. And so the big takeaway here is like this media buying stuff. You guys can hop on the calls with us. We can talk about this more. The big takeaway here is how many new creatives you're testing, right? And what I just went over in the, the hour we've had here is how to create better indirect with direct offer ads to separate yourself in a noisy marketplace. And also how to add a strong back end to your front end offer to make your LTV higher. Plus how to improve your lead quality by adding a floor to your offer by being more specific to who you're talking to and talking to that person person specifically. So instead of salespeople, right, it's maybe door to door salespeople or one of our clients, Garrett Campbell, who got the best results of the hybrid offer, who's never ran YouTube ads before and was struggling with Facebook ads, got a 4.73x return on ad spend using the hybrid offer because we helped him target specifically door to door sales rep, door to door sales professionals, right? Adding a floor to his offer. And so the same things that you can do here for your ads and then when you combine those principles with the understanding of how to test new creatives, right, this is going to allow you to truly be able to become an admin, right? Which is what we call inside the admin mastermind. And last but not least, I thought I had another picture here. I thought I did. Maybe it didn't load properly. And one thing I would encourage you guys to do as well is create a system inside of your, your asana. Like whether you use Asana or you use ClickUp or you use, you know, Monday or whatever the case may be, you want to create a creative testing system. So here's what we use, right? In ClickUp, we have this. We have a. A board that has ideas, okay? So this is one thing every one of us should be doing, right? You have an ideas board, a column here with ideas of ads that you get from when you're reading great leads or when you're. Maybe you watch this training or you rewatch it again tomorrow, and you're like, I got an idea for an ad because Brian shared this thing, and I got an idea. Put it on this ideas board. Once you like the idea and you're like, I'm excited about the one. I feel good about that one, you move it to be tested, okay? To be tested. Once it's to be tested, okay? Then you put it to needs review. This is after you've written the copy, right? You film the ad and it's ready to go, right? When you've got to review it, then currently testing, you move it to currently testing, okay? If you're currently testing, this is an ad, you put it there. If it's currently running, you put it in the currently running column, right? And then if it's a failed test, you put it in fail tests, which I just gave you the parameters to know if it's a failed test. And then if it stopped working, meaning it was running before, but it stopped working, you put it here. And then the stopped working column can allow you to find new ad ideas to allow you to again retest new ad angles, variations, etc. So I would highly recommend every single one of you create a board like this to implement a creative testing system for yourself. This is what, for example, Costa, who's a client of ours, inside the hybrid offer. He was spending $1,000 a day on YouTube ads, okay? He came to work with us because he couldn't scale past $1,000 a day without his campaigns breaking. His CPAs would go through the roof. His cost per book calls to go through the roof. And the reality was he only had seven ads running. And I told him, you need to implement a creative strategy and testing system. So the first thing I did was I showed him this system, okay? And I told him you need to be testing at least five new ads per month, just like Cole recommended this past weekend. As a result, he started implementing this. Now he's successfully spending 3k a day on YouTube. He's tripled his ad spend, right? In less than 90 days, he's lowered his cost per book call, and he's improved his lead quality. Why? Because he's implemented this creative testing system, and that's exactly when and why creatives are one of the easiest ways to scale your ads, your offer in your business. Because it's not the media buying necessarily. Of course you need to have someone manage the media buying for you at a certain point, whether it's yourself or somebody else to help you with that. But the creative testing is where you're going to really make the most money as a business owner for yourself. So I would implement this on Monday on Asana. Whatever you guys use ideas to be tested, needs review. Currently testing, currently running, failed test. Stop working. Organize this for yourself. Put all your ads in here and where they're at in your current ad campaign and then every single month start testing new things. That was brilliant. Thank you so much, Brian.

Yeah, that was awesome, man. A lot of work to get to.

100, 100. Last and final thing. Again, as CSMs, right? If you're doing it for yourself and filling on for your clients, the biggest mindset should have shift. I had personally this past weekend. Run your CSM team like yourself as a sales team. What projections do you have? How many referrals are going to get this month? How many testimonials are you going to get this month? How many upsells and ascensions you're going to get this month? Right, like start KPI in yourself on that and your team on that and run it like a sales team. That's the only reason why Cole's been able to last so long, because he has that strong backend and he treats his CSM team like a sales team so they can add more profitability to their clients.

Makes a lot of sense, man.

Cool. Sweet boys. Any other questions for me before I run?

No, man, that's it. All good for me. Nice catching up and see you next week, man. Have a good day.

I'll see you guys. Thank you, Brian. Have a great evening. Peace.