A Step-by-Step, A-Z Checklist for Building a Successful Agency to $50k/mo+ (Cold Email & Marketing)

I get to see a lot of people that come through Client Ascension and I get to talk with Daniel about the people that come through Client Ascension. The number one thing that we preach constantly is that the reason why Client Ascension works is it's a system, and it's systemized because there's only so many things that you need to do. And so there's like, there's making your offer, there's building out your funnel, there's like getting cold email going, running a sales call with a client providing the service, hiring people, and then branding, and that's it. That there's really not many other areas of things you need to do. Obviously, everyone's business is unique, but what I wanted to do is I listed out in each one of those categories three things that you're going to be doing. And I'm going to talk back and forth with Daniel and we're going to talk about inside of Client Ascension, what he sees, talking with a lot of people, being involved with a lot of people's businesses in each one of these key areas. What are the common mistakes that people are making? So what this will serve for the viewer is almost as a checklist. You can watch through this video and if you can say everything that Daniel points out, you're not making any of those mistakes. Solid, good job. Like, you're. You're probably doing pretty well. If you are making any of these mistakes, either A, join Client Ascension or B, fix the problem and just get the problem fixed. So that is what the agenda of the video is today. So should we just get started?

Yeah. Yeah, let's do it.

Cool. So number one is the offer. And so the reason why I have this first is because this is what you're selling, so it comes before everything else. The offer is the first part. And so I broke the offer down into three areas. What you do, who you serve, and what are the terms of the offer itself. So let's start with what you do. What have you found from the people that come in and say, well, this is what I do? What are some of the mistakes they're making there in terms of choosing what to do in terms of service?

Yeah, so there's a. There's a pretty range. There's a pretty big range of problems. But like that one of the things that'll happen with a lot of people is they'll like, oh, I do all this kinds of stuff, all these kind of different things for all these different kinds of people. Doesn't work. You need to do one clear thing to One clear person and have one clear outcome with one clear risk reversal and one clear in one clear like evidence that you are able to do that. So that's just a given where you have to be able to do this. And then the problem I see with a lot of people is they like, if I could, I could sit here and give someone like a cold email KPI like these are, these are the kind of stats you're looking for, but it's actually different for every offer. And there's kind of like a range where your offer can, can hang around. There's different components where it's cat. So there's demand capture versus demand generation offers and then there's like on the scale of how sophisticated is your offer, what is the market sophistication level of what you're selling? So if someone comes in and they're trying to sell like web design, web design is inherently a demand capture offer. What that means is that you sell web design for people who are already looking for websites. So how do you approach this situation? You can do two different things. One is that you need to ram volume for a demand capture offer. Like you need to send a lot of cold email or you need to morph it to demand generation. And what I mean by that is you do websites but in a very unique way. Like you do websites that have monitoring software that stops fraud from high volume E com people or something. Because you get a bunch of fraud that comes through and it's like a monitoring service. You see what I mean? Like you can morph it like that and trying to make up some unique positioning to scoot it over to demand generation. And like for me to define what a demand generation offer is, that'd be something like, hey, I'll get you more leads. Like I'll do cold email for you. Like I'm a lead gen agency. Everyone will want that. Everyone will just want more customers. So you can market that in a different way than you have to market a demand capture offer. Now you get into like, so you want to, you want to put, you want to find out where your offer sits on that scale. Is it a demand generation offer or is it a demand capture offer? The more of a demand capture offer it is the higher volume that you need to send of your marketing or you need to try to morph it to demand generation. Now whatever you're selling is going to have a particular level of market sophistication. So let's say that someone's value, like the idea of their offer is they help Other businesses get leads, right? And that can be through any mechanism. It can be through cold email, it can be through, you do Facebook ads or Google Ads for them. And the combination of the idea of what you do versus who you sell it to, those together is your offer. However, that combination, that idea of what you do is going to fall on some scale of market sophistication. So how is market sophistication defined? It's, it's basically how many competitors you have. So let me give you an example of like a level five market sophistication. That means you have the maximum amount of competitors. And that would be like e commerce email marketing. I'll write, I'll do your email marketing for your E. Com brand or I'll do your email marketing for your coaching business or I'll do Facebook ads for your E. Com brand. It's hyper competitive. You have thousands and thousands and thousands of competitors and any random person can just spin that up easily just like that. So what happens is back in like 2012 or something, you could just go to any random person, any random ecom brand and be like, hey, do you need Facebook ads? Like, I know how to do Facebook ads. And it would just sell just like that. Yeah, just, just like that. That easy. Because Facebook ads was new. And then also like three, four years ago, you could go to any random E Com brand and be like, hey, I can do your email marketing for you and it would sell just like that. Just because. Just because no one did it and it was unique and no one pitched them that ever. However, what happens is people start selling courses on how to do it. Other people find out about it, they enter the market, and now what happens is assume. Assume market sophistication for simplicity. Assume market sophistication. Level one means that you have zero competitors. It's just you. You can say fucking anything and it will sell easy just like that. Then you start getting more people and then they make a claim. You say, hey, I'll do this but I'll make you this much. And then someone else comes along and they say, hey, I'll do this but I'll make you this much. And they start competing on the claim. And then more and more and more people come in and then they start introducing risk reversals and money back guarantees where it's like, hey, I'll do this and if I don't get this amount, then I'll give you your money back. And then you get people that come in and say, hey, I'll do this, make you this much money and you won't pay me until I get this. So the terms start going higher and higher and higher until you have just like an absolutely infinite amount of people with higher claims and higher risk reversals until you get to market sophistication level five. And the only way that you can sell it is based off personal branding. And what does that mean? How do you do that? How do you facil. How do you sell something in market sophistication level 5? And the way you do it is, is by, yes, you need to have a claim, you need to have a risk reversal and you need to have evidence and you need to do content marketing that gives value, that gives upfront value. You need to have all of those. You need 100% of those. If your offer is market sophistication level five, you need the claim, you need the risk reversal, you need the evidence, and you need to do content marketing. So somebody comes into Client ascension and regardless of what they're selling, we're positioning it to be market sophistication level five. Why? Because someone comes in and even if they're selling a market sophistication level one offer, at some point in their life, it will hit level five. It, every single offer will eventually be level five. So you might as well just sophisticate it yourself. Look, you just single handedly sophisticate the entire market. So it's the same approach for every single person that comes in. It's like we're going to develop a claim, we're going to develop a risk reversal that makes sense. Like without risking you having to give just refunds for no reason to people. Yeah, we're gonna aggregate evidence and present it in a correct way. Now we're going to set up outbound systems for you to push this claim with the risk reversal, using your evidence to a market. And then we're going to make sales assets to give value up front. That's how you sell sophistication level five things. So every single person who comes through you just always, it's always just positioning in you right off the bat at sophistication level five. Yo, real quick guys, if you want to come work with us directly at client ascension, right here, we will place a fully trained cold email specialist inside of your business who will send cold emails on your behalf to 100% cold prospects. And you will only pay a commission on closed deals. So there's no retainer, there's no, there's no pay per appointment model where 90% of the leads are unqualified anyway. We are personally training these cold email specialists. We're going to place them into your business, make sure they have all the systems and everything set up to actually understand your offer and make sure it works. We're going to put them in there and they're only going to get paid when you close a deal from a 100% cold lead that they source, they find themselves. If you want to see how this offer works, I'm going to leave a link in the description. You can check it out. Let's get back to the video.

So I think that's the checklist point right there with the offer on what you do, who you serve, what the terms are. Is it a level 5 sophistication offer or not? If not, you're inevitably going to run into roadblocks down the road. You might as well set up for it now because you're going to have.

Will be level five. It 100% will be level five. That's every single person's business.

Yeah, there's so few services that aren't level five already. Like, you'd need to. You need to be on the cutting edge of some blockchain technology or something to do with AI or whatever. Like. And even if you do start doing that, what happens is if it starts to succeed and someone else sees it, someone else will copy it, and then again now you. And it just starts like, I can't think of a really a single service where if you say the service, there's one category king, and then I can't think of anyone else. There's always going to be that. And so, you know, from the personal branding perspective, that's just people thinking of you first. Like, I had a solid deal that got dropped in my lap and I asked the guy, hey, what made you refer that over to me? Because I'm, like, curious. There are a lot of copywriters that, you know, like, why did you send it over to me? He's like, oh, you're just top of mind since we talked the other day and this guy said he needed a copywriter and so I linked you together. That's just how that works. That's like networking and personal branding. That's it.

That's personal branding. Yeah. And you were, you were top of mind because you post content on the.

Internet and he follows.

That's how it works. Yep, that's how it works. Like, it just is.

Yeah, you can't really debate that. And I mean, I know plenty of guys that they'll keep it anon Right. Or they won't brand themselves and they won't do that. And I'm just like, why?

Yeah. And then the market sophisticates and their business dies.

Yeah. Like, there's a reason I always have a constant stream of referrals and it's just because people know who I am. That's it. And it's like if you're Pete the Frog and your name's like affiliate hero or, I don't know, some shit that you see on Twitter. Right. Like, these guys that do that, I mean, they don't know who you are.

It's really easy. It's really easy to do that though. And people don't kind of. They don't understand this where it's like, dude, you only need like a couple YouTube videos and you just automatically are in the 1%. Automatically.

Yeah.

Right. You post one YouTube video, you're in the 1%.

Because mostly.

For the, for the viewer right now, like, let's say, let's say someone's selling E Comm. Email marketing level five sophistication offer and you get. And you have one competitor. We're going to compare you to someone. You have the same landing page, you have the same exact words in your vsl, the same exact words on your landing page, same exact email copy to the same exact list with the same exact deliverability, same exact. Every single thing. But one of you has one YouTube video. One. The person with the one YouTube video wins 100% of the time. 100% of the time. Because let's, let's. This is, this is. People don't understand this. Somebody gets a cold email from you, they are 100 of the time. If they are going to respond to the cold email. They Google you every single time. Always. That's what happens. It's just fact. They go to your landing page. Do you have a. Do you have a YouTube video embedded on your landing page? Yes. Then they watch it. It's like, oh, this guy took the time out of his day to post this like, YouTube video. And he's actually giving value in this video. And like, you know, like, I watched two minutes of this video and like, just by the way this guy is talking, he knows what he's talking about. You are automatically beating every single other person who does not have that 100% of the time automatic.

Dude, I got on that call the other day with a guy we're gonna get on our close call today. This is like a 25k package for the deal itself. And he said to me, oh man. Like you, you I can tell you know what you're talking about or at least it seems like you know what you're talking about. I'm like that's, that's how that goes. Literally it's is just. Do you seem like you know what you're talking about? If it's a level five sophistication market, like they can tell pretty quickly whether you know your or don't know your.

Yeah, because they've heard it all before.

Exactly.

They've heard it all before. And a lot of people, they have a problem with. They think that they. A lot of people underestimate how good they actually are and they think like oh if I post a YouTube video or something like I don't really have anything like good to say and it's like well how do you know? Look, you just are underestimating how good you actually. You don't understand how good you are and you're like moving like you keep repeating that into your head. So you move like you aren't good. You stop doing that.

Yeah, it's pretty common. Pretty common. So for the next section, funnel. Honestly dude, I can do this one real quick. So we can move on to cold email because I feel like majority of our time will be on there and I can just speak real quick on funnels like it's pretty straightforward. You don't need to build out a crazy website. I would say just get ClickFunnels 2.0 so you have the option to build out a website if you want to down the road so you can have like a portfolio or whatever the hell on there. If you want to have a branded Website Just do 2.0 but just build out a funnel. Your offer is literally just. It's the headline. We can talk about headlines for a second VSL book a call. The automations you need firing from the person being able to book a call, they click the button. I would probably do something like type form which is an assessment at the end of the type form have the book call ability whether it's with calendly or whether you have it with go high level like honestly doesn't matter how you're setting it up, just have it for the calendar and then however you want to structure your sales process. We'll get to that here in a moment.

So this, this is, this is 99% of you. It's really crazy. Yeah, you have to have a VSL on your page. It's a non negotiable and this happens a lot with people where it's like, do you think I need a vsl? I'm like, it's non negotiable. Like it's not something that we're going to sit here and debate. We're like, yes, under absolutely no circumstance is this going to work unless you have a VSL and 99% of people that come in client center don't have a vsl. It's crazy. Very rare someone comes into Client sense with a vsl and if you do have a vsl, it's not good. So what we do is we just give you a script of like here is every section you're going to put in the VSL and then you're going to send us what you wrote. If you want feedback on it, yes, we'll approve it. And then you, you're going to voice it over and then we're going to go over that with you. So it's a good vsl. Yeah, you have to do this. It's not a debate, it's not something I'm suggesting to you. It's like if you're watching this right now, I'm telling you, you have to have a VSL and someone's gonna sit here and they're gonna say, oh no, I don't do, no, I don't need a vsl. Like the other people who do this, they don't have a VSL. No, you're wrong. 100% of you, every single one of you needs a VSL. I don't think you functionally understand what is it you have to have a vsl. You cold email some random human. Like, yes, they have to see you, they have to hear you. Like, yes, this, you need a vsl. It's not a debate.

Yeah, so like if someone's not in client ascension and they're just wanting to build one out themselves, honestly, you don't need to overthink it. You don't need something that's super over the top production. You don't need to have like a Hollywood level film. You could literally just do like your phone and then put subtitles on the bottom and that's it. It doesn't need to be anything crazy as far as the script goes. And we kind of technically covered that just now with the offer. You're really just outlining that. It's like, hey, what's the problem? This audience has, how do you, like, how have they tried to solve it? That hasn't worked thus far. How is your way different? And then what's the terms of you Being able to solve this problem for them. And that's pretty much it. There's obviously a lot of other stuff, Social, pro, everything. But for the most part you don't need to overthink it. I, I think a lot of people probably spend upwards of a month on trying to build out a vsl. I'm like, bro, you could get it done in like two to three days, maybe even a day if you just spent all day on it.

Dude, it takes me an hour to make a bsl. It's really not.

Yeah, the person who's never done. Because once you do that, right. It's pretty straightforward. Like yours are literally with a Google Doc.

Yeah. So it's not that. It's not that people like, it takes a long time to make it vsl. It's that they sit here and debate with themselves. It's like, oh, they're like scared to put their, like them of a video of them on the Internet. Like that's what's taking you a long time. You're sitting here debating with yourself for three days.

Or they don't have. Or they just don't have the offer straight.

Yeah, that too. That too.

If you don't have the offer straight. If you're just like, oh, I do like ecom email and that's. That's it. Well, is there really even a point for you to make a video? You need to make the offer better and so then it makes sense to actually do the video with it.

Yeah, yeah. A lot of people just don't know. That's a lot of guys. Why? They just don't know what they're selling.

Yes. Okay. Like I said, funnel. Pretty quick fix. So your checklist point for offer is are you at level five sophistication or not? For the funnel, do you have a vsl? Do you have a funnel? Do you have like zaps and automations to the point where like you get a email and like a text being told, hey, you just booked a call. Do you have those things in place?

They're like, what do you say after that?

Yeah, yeah, like just have those in place. That's it. So that's number two. So now let's move on to the Juicy Juice, which is cold email. And so I broke down cold email into three parts. Lead gen, actually writing the emails, crafting the emails and then from there responding. And so I want to start with lead gen because lead gen is really interesting in that there's a lot of softwares coming out and you guys recently just released list Kit, right?

Yeah, it's in beta. We gave beta access to everyone client Ascension. So it's like. So anyone who's, like anyone watching this right now who has sent cold emails before, what's happening is you, you, you probably use something called Apollo. The problem with Apollo is that you buy X amount of credits and then you say, I want this list. And then if you, if you're not like extremely proficient in cold email, you'll throw that into a sending tool and then you're going to see like 40% of them start bouncing. And then you burned your domain. So now you learn, oh, I have to clean the emails. So then now because you're using Apollo, you have to go pay for a email cleaning. If you go clean the emails and then you lose 40% of them, you lose 40% of the emails that you bought. Like you, you purchased those in 40% of their. So Apollo is actually 40 to 50% more expensive than what they advertise because 40 to 50% of them are garbage emails. So what we did with the list kit is that it has all of the data that Apollo has, but you only pay for verified leads. It just verifies it for you. So like one, it's 40 to 50% cheaper, effectively. Two, you don't have to extract the CSV and then put it over here and then reformat the CSV and then get it over here and do this and then, and then delete these rows and you don't have to do that. It's just get, just make the list, enlist kit, extract it. It's done. Those are your leads and if you're inclined Ascension, you get it for free.

Yeah, so if I'm not inclined Ascension and if I have to use Apollo, that's pretty much it. You just got to deal with that.

Yeah, you just got to deal with it.

What about tools I've built with.

Yeah, so that's a. That. Yeah, so built was 300amonth and then you'd have to. You have. It doesn't give you emails, it gives you domains. Yeah, this is, this is what people kind of don't understand where it's. It gives you domains and you have to enrich the domains and then you do the same thing, you enrich it in Apollo and then the same issue arise where you pay for credits of unverified emails. Like it's the same thing. Yeah, but if you have a list kit. Yeah, you take the domains, you enrich it in list kit, and then you only pay for verified emails. Like you see What I'm doing.

Yeah, you guys just made it better. A better service for it. And I can't even speak to that.

Wow.

What I was doing is I was taking built with, and then from Built with, I was running it through, like, Snob and Hunter and I would just verify through that. Like, I would do it through Snob. Yeah.

And it ends up being just so much more and it takes. So it's so much more expensive than what's advertised because half of them are just not valid emails. You paid the credit for the valid email. It's like, bro, what? And it's like, dude, sometimes you'll extract the list and it's like 90% aren't verified. And it's like, dude, I just, like, I just spent all this time building this list and, like, paid for this. I just paid a thousand credits and 90% of them aren't valid. And you're like. And then you had to pay the verification tool too. So it's like, not only did you pay for the credits here, you also had to pay for the verification tool, and you just did all this work. And it's like, it's. It's like the most frustrating thing ever because, like, List Kit just solves this.

So what would you say for someone that's probably targeting maybe a more niche audience, where it's actually pretty small and it's not like home builders or roofers or something like that. They're targeting a very niche audience for their service because they have a very specific offer.

Yeah, you can do cool stuff inside List Kit where it's like, okay, the site has this technology, it's built on this technology, and also has this other, like, thing installed on the website and also has this keyword and also is in this industry and also is in this location and also is of this company size and it's just owners, founders, vice president's, vp. And then you get. You can do that in liskit.

And if not, you're kind of fucked. Yeah.

And if you need help with it, like, we'll just show you what to do. You just. You just tell us what you need. And it's like, okay, well, here's how you do that. And let's get. Here's exactly how you approach that.

Cool. So then when it comes to writing the emails, I mean, the luxury of client ascension is that literally Christian will help you write the emails that you need to send out. But what are some of the common mistakes you see with people sending emails? I can speak from experience that, like, some of the dm, let's just say dms, because it's another form of cold outreach on Twitter that I get are just the dumbest thing. So I can only assume that it's transferring over to email as well, where you have guys just hitting you up and saying things like, hey, yeah, this is where.

This is where things play in together with every single other thing we just talked about. So it's like the strategy by which you'll write a cold email is going to depend on the market sophistication level and who you're emailing, right? So a lot of people, what happens if you. And no one likes to talk about this because they're just, oh, here's the best cold email script you can write. But it doesn't just apply to that thing you're selling because it's a different sophistication level and you have a different kind of offer, right? So what we do is like, we make. We're going to formulate your offer. Like, I'm going to tell you, like, this is what you're selling, this, how this works. And based on what that is, then you are presented with a different way. You have to do cold outreach. And it's not just scripts. It's like the entire strategy of the cold outreach in the first place. So it's like, so what are we doing? We going straight for call? Do we have to do loom videos like this? And then it's like, okay, yeah, now people are responding back for the loom videos. And then what do you say in the loom video? And then how do you follow up with those people? One of the loom video, if they ghost you from there, and then that goes into the response handling section of client attention, where we have a call every single week and an entire slack space is just about inbox management and getting more calls based on. Because not everyone just sits here and said, yeah, let's book a call. Yeah, so how do you actually get these people to book more calls? So there's so much variance of, like, what. It's a whole. It's a holistic system. You don't just so spin up a cold email campaign like, bam. And magically, there's so many variables in this, and it all ties in cohesively to everything else. And this is why. This is why there's so many people who sell cold email on the Internet. So, like, one, if you're on, like, Twitter or something, this guy. This guy does a cold email thing. This guy does Cody with this guy did it one, they all learned it from me. They did. And then two, I've never seen another person ever sell like some like coaching or course or like whatever around cold email and have it end up being successful because they don't have an understanding or. It's not just about cold email, it's. It's the whole thing. You can't just make a cold email campaign. It works. Everything has to be very finely placed together based on the thing you're trying to accomplish. The offer has to be right, the VSL has to be right. The landing page has to be right. The strategy by which you approach cold email has to be right. The leads you get for the cold email has to be right. The way you respond to the responses has to be right in order to make the. There's so many variables and this is what separates that. When you understand it all like how this all plays together, when you understand how all this works, that's when you make a successful business.

Gotcha. So what would we put for the checklist item there on cold email? I mean it's like that, that you're doing it that you're consistently sending them out. Like what would you say is the checklist item there?

Yeah, that's another component that we could definitely touch on because like everything you want in life is gated behind 90 day increments to what I mean by that is everyone you cold email is going to go through their own conversion cycle. So if you are, if you spin up a campaign and you have all the follow ups, because we helped you write all the follow ups too and it's over the course of 40 days you put someone in a campaign and there's 40 days of follow up with multiple touch points. Someone might be activate a cold email campaign and like two weeks in they're like this doesn't work. And it's like no, it's like one, everyone you're cold emailing just has shit going on in their Life. Whereas like 1 it's just not the right time and then 2 they need to be hit with different angles over time. So you'll find this when you actually do cold email very consistently you get responses from people you emailed like fucking five months ago. It's really weird. I don't know why this is but it's just a thing. People do this all the time. Like months after you sent the last follow up. Yeah, this compounds and you have, you don't experience the compounding effect unless you have had active campaigns consistently running for 90 consecutive days and People screw this up a lot where they just like turn it off because it isn't working and they don't know what's, what it's supposed to look like, where it's like, what should the stats look like? And it's, it's aggregate stats where it's like, yes, for every 1,000 people you email, like it depends on your offer, but you should close at least one client from a thousand people. But then look, I emailed a thousand people, I haven't closed someone yet. And it's like two weeks and it's like, oh no, no, I don't think you understand. It's over a 90 day period of the 1000, after all their follow ups have elapsed and X amount of people responded and you're going back and forth with X amount of people and it's like at that point if you can't close one of them, you have like severe sales issues to which you would enter the next section of client. It's interesting. Here's how to actually run a sales process. Do you see how this all plays in together?

Yeah.

You have to know how to do every single thing to make it work.

Yeah, 100%. And I think that's the main thing with cold email is just if the offer is not good, cold email won't work. If your funnel is not good, cold email, like the message has to be really good, the offer has to be really good. For your funnel to be shitty and still get away with it. Like you need to be solving a huge pain point. They're like, I don't even give a fuck that this guy doesn't have anything on his website. But that's.

And then your script has to be right. Who you're targeting has to be right. Yeah, the follow ups have to be right. The responses you get in the sales process you take people through has to be right. So much has to be right for it to work. Like a lot has to be right.

And I think a big part of what cold email is, it's just you need to have it running. Like you need to have it going and if it's not, then that's your checklist item. Are you consistently sending out X amount of emails per month that's like trackable and you can see the results of it. If not, go to that. So that leads us number four, which is the sales call. And so I broke it up in the setting, closing and then contract and like negotiating because I've seen that how I like to run my sales processes to Calls, especially with done for you services where it's like my first call is just seeing do I even like this person? And you know, collecting data from them and just seeing does it make sense for me to help them. And my next call is actually like a proposal and us talking about what we're actually going to be doing, how we're going to solve the problem. So like both those are two different things. Like setting is understanding the right questions to ask and what data you need. And what you need to see also goes back to what you were saying on the offer is like, is it a. How did you phrase it? It was like it's either generating response.

Or demand capture or demand generation.

Yeah, yeah, like that, that determines that as well, how you're gonna actually run the call and how you're gonna ask the questions. What questions are you gonna ask?

Yeah, the best way to understand that is I was listening to someone one time and they're talking about how they, they sell a course on Google Ads. And then someone asked so, well, how come you don't use Google Ads to sell your course on Google Ads? And the simple explanation is that no one is going on Google and searching Google Ads. Course it isn't that kind of offer. But if I were to tell you right now where it's like Nick, you need to rent like, like Nick, we're having a backyard party over here. We need to rent like a blow up slide. What are you doing? You're going on Google and you're searching blow up slide. Yeah, that's a demand capture offer. You can't cold email someone and ask them if they want to rent a blow up slide. It doesn't work. Cold email is inherently a demand capture mechanism. See what I mean? So if you're going to use a demand capture mechanism to sell or a demand generation mechanism to sell a demand capture offer, you need to like ram.

Yeah. Hit up every business. Do you need a blow?

And you have to morph the offer to be demand capture in the. There needs to be symmetry. You see what I mean? So people will this up like they don't even know they're selling a demand capture offer with a demand generation mechanism. So they, they're completely not even aware of the fact that they have to do two things. You have to change the. You have to position the demand capture offer to be demand generation as hard as possible. And you can do this in two ways. It's like one is like morphing the offer with some uniqueness and then two is cold emailing. Based off of, like, relevant indicators. So what would like, a relevant indicator mean? Like, oh, they're hiring for a specific kind of person or they just installed this specific technology on their, on their website. And then you scrape lists like that. And we, we, we, we show you how to do that with list kit in Client Ascension and you get list kit for free. You see what I mean? There's so much that's occurring where it's like, you, like, you just, like it's one of those things where it's like, it's so much that's like so impossible to put in a course because there's a million and a half variables where it's like the only way that like, you, you. I just have to tell you, because I've done it for three years off like hundreds of different offers and thousands of people where it's like, I did like the, the, the best way for you to get results the fastest is me to just tell you. It's like, oh, you individually just do this, this, this, this, this, and then now I backtrack and explain why that is to you specifically. And then you employ it and it starts working and you're like, oh, now I understand. Because you can only understand something once you do it. Like, you, it's the only way. Because you can say like a good way to exemplify this would be like you're going to become a real estate agent or something like that. It's like, yeah, you got to take a real estate test, but you don't know how to sell real estate or like do all the forms until you just do it once. You see what I mean?

Yeah, I like that. I like that. Well, anyways, back to sales call. Like, we went back up to like number one, two, and three. So for the sales call, when it comes to setting and closing, you know how you run that is how you run that. But one thing that you said once is that, dude, if you're just confident that you'll get them a result, you'll be able to close. Like, it's, it's, it's pretty easy. And you know, I've seen a lot of these guys start going viral on Instagram and Tick Tock and all this YouTube shorts where they're like sales trainers and it's basically just guys yelling and acting like they're in the military or some. When it's like, dude, you literally do sales calm the down. Like, it's not. They make it so intense and it's just so unnecessary. I've kind of Found that for me at least I don't need to be this alpha brash bra ra ra, kind of like car salesman to sell shit. I just have to put the numbers in front of the person to make it make sense for them is like, look, you're doing this right now. You want to get to this right here. Here's how we can get you from here to here. Look how much you'd be making. You'd make this much, Pay me this much and I'll make it yours. And they're like, cool. And then they do it. It's, it's just making it like a no brainer for them. That's at least my view on how to make sales as simple as possible. But your experience, like just from seeing the people from client ascension, like how are people fucking this process up? Like, where's the mistake coming along the road for them when it comes to.

Closing and getting this is. This is a debilitating issue for so many people. They're not confident in their ability to deliver results for clients so they unconsciously sabotage their sales processes. And they'll be scared to get on sales calls. So they unconsciously sabotage their lead gen. They just don't respond to the people who show interest because they don't want to get on a sales call. And they don't want to get a sales call because they're scared to sign clients because they're scared they're not going to get the results for the clients. You need 100 absolute conviction. Which kinds of takes us back to like having a risk reversal inside. Because sometimes you having a risk reversal or you being performance based is not just for the client, it's for you so that you don't do that. See what I mean?

Yeah. And I just, I don't think it needs to be much more complicated than that. Sure, you can read books on sales and you can understand sales psychology and get better at handling objections and you know, improve your tonality and all that stuff's important. But there's really nothing that can replace certainty. You could be the most certain person in the world and not understand any of that technique at all and still get the ball across the goal line. And still this will be a really.

Good premise for a lot of people who don't think they're good at sales. Maybe they're struggling with that right now. If you're listening to this, just operate a kind of like an ROI calculator. So let me give you an example here where you're selling some kind of marketing thing. It's to make them more money. You sit down with the client and like the you explain to them. The premise of this conversation is thanks for getting on the phone. Obviously you're a business owner and if you're going to pay someone to do something for you, you want to make sure it gets a return. So what I'd like to do in this call is break down some numbers together and see what's the probability that we can make you a profit here. Because I don't want to, I don't want to take your money and not be able to deliver you a return. So let's work this out. Let's work through these numbers.

I can literally just give a real world example of this as a call I'm getting on later today based on the conversation I had with these guys. Like two days ago, we had like a set call and I just went through their business metrics for them. And so they're telling me, hey, we want YouTube ads. Because they're thinking we need a copywriter for YouTube ads. But when I looked at the metrics of their funnel I was like, okay, but you're a leaking bucket on your vsl, you're a leaking bucket on your actual show up rate for your calls, and you're a leaking bucket on your payment plans for people actually finishing the payment plans. And so it's like you want to hire me for YouTube ads, but what's the probability that I get a home run perfect YouTube ad right out the gate? Probably not that high. It's actually going to take us quite a bit of testing. We will probably need to test maybe 100, 200 ads before we get just a handful of really fucking good ads. So likelihood of roi, it's there. It's just you're gonna have to wait and it's a long time and clients don't really have a patience. Like if you told them, hey, we're doing this for six months together and for five months you don't get them a single result. It takes a very, very specific, special type of client and service provider to be able to do that and be okay with that. So I prefer to get someone a result within like 30 days of them working with me. And so I look at the stuff further down the line, like how do I fix, you know, the amount of people showing up to calls, how do I get more people to book a call? Meaning how do I change the BSL to get it to do that? Like these types of things, I can just, I ask them for the numbers what are you currently doing? They send it to me. This many people like this percentage. This percentage. And I just show them. Here's the numbers, here's the revenue that you're doing right now with this.

Okay.

With these metrics. I know we can get you to these metrics over here just based on my own experience. And a very confident like basic fixes will create this. Look at how much revenue you would be making. This is how much you're leaving on the table right here. And so it's like we can totally go to YouTube ads. But they feel dumb going to YouTube ads now because it's like all this other stuff makes way more sense.

So that's just the way it's like if we just increase this One component by 20%, you will get 20% revenue without spending any more money on ads.

100%. Yeah. Like it's. It, it. It's the easiest way to run a sales call versus like having to do fuck when you're selling B2C. Like we had our call the other week where we were talking about B2C offers. That's. There's no equation. You have to like emotionally run through something with someone to like see why they're not taking action and shit.

Yeah. If you're selling to a business owner, it's, it's most of the time it's very logic driven.

A hundred percent.

It's kind of on the back end where it's like, then they're kind of just like emotionally assessing. Like you come to a conclusion, you. And you tell them like, yeah, I'm like very extremely confident I can get this result.

Yeah.

And they'll, they'll feel it in your tonality.

Yeah.

And that's why, that's why you have to have 100 conviction. And this is super interesting. Alex Hero said this. He goes, if you run a sales team, you got to be showing your testimonials and results to the sales team so that they are doing the same thing on the calls subconsciously because they know this shit works.

Yeah, dude. And that's, you know, even something that I've been thinking about. And I definitely want to move on to the next two, but I'll just wrap up on this is that, you know, if there's a missing component to what you know, needs to be achieved to be able to get the client the end result. And you don't offer that, you can partner with another agency to offer that. And they'll for you, for instance, is like, if I'm doing a, like let's say a client comes to me and they're like, hey, this, this guy's a perfect example where he's like, we want YouTube ads. They do need YouTube ads. But they don't need YouTube ads right now. They need.

This happens. This happens all the time. This happens all the time. In client ascension. I tell people, I'm like, if you're in discovery with somebody and you find out that they have this problem over here, like just throw that in the opportunities of client ascension and like sell that to the client as a service and like split the revenue with the pro. It happens all the time, bro. You see it like in, in Slack and the opportunities where, hey, does anyone know how to do this? Yeah, me, me, me. Okay, cool. Let's like partner up. It's like split revenue on this all the time. This happens.

Yep. So I'm just gonna deal with YouTube ads. I have tons of friends who run YouTube ads agencies and you know, one of my good friends, Brian Moncada is that just, just plug them in and that's it. And so that's what's really useful as well to think about is that if you're like, ah, man, I'm not sure I can get them that result. They don't have good branding or they don't have this or they don't have that. Like, and you know, they need what you offer though. Just get someone else on the deal. Okay, so that's sales call. The check checklist box for sales calls is just like, look, do you feel like you're closing with conviction? And is it a very logical sale? And are people just arriving at the go conclusion of like, yes, this makes sense. If not, you need to change the way you're doing the sales call to probably make it a little bit more ROI based driven, like what Daniel's saying, where someone can give them the call. See? Okay, yeah, I can definitely make way more money with this. And that's a no, no brainer, just easy for them. So let's move on to service. Doing the thing, actually delivering it and showing the client results and being able to go back and forth them and then also communicating with the client. So what do you think when it comes to. Let's just broaden this out to client relationships and work fulfillment. Like, what are the main mistakes that people are making there with their clients?

So there's this is, this is very, very interesting and no one really talks about it. So there's two components to keeping a client and it's one client results. Yes. But two there's also client experience. So what is client experience is so underrated. It's actually insane. So what is it like working with you? Like, do they like you? Because let's assume that you're a lead generation agency and you get a client X results. You get them 10 meetings a month. Like on average, that's what you get. Now what's going to happen is client is going to just by default associate. Oh, all lead gen agencies can get 10 clients get 10 calls a month, all of them. And then you get another dude who comes along and maybe he has more testimonials than you. He's been in business longer, they look better objectively and they tell this guy, they say we can get you 20 if your client doesn't have a relationship with you, they're going to leave you. They are. Additionally, let's say because you're an agency, there's always variance in results that you're going to get people. It's never just like, oh, we just get these results every single month. There's always variants. You're going to have down months, you'll have better months. If your client likes you and they have a relationship with you, they're going to give you more leeway to correct. This is so, so important and it is a, such, such a massive driver of ltv. And we talk about this a lot in Client Ascension. Every, everyone who employs our strategies around this, they keep their clients for a really long time and it has a lot to do with making sure that the client's holistic business is working well. So it's like you take all the stuff that you're learning inside client ascension. VSLs, funnels offer sophistication levels, sales processes, setting and response handling and all these things. And you consult with their clients on this. Like, hey, if you do this and it's like a peripheral thing that doesn't even involve you, like you're not getting paid for that specific thing, but you're just giving them advice like this and you're constantly updating these people and maybe you make automated reports. You're very transparent about what's happening. You're very proactive about communication with these people. They just like you. They just do.

Yep.

And you keep them longer 100 of the time it works.

Yeah. Because you know, you just think about it, especially when, you know in the agency world, what's pretty notoriously known, especially in marketing agencies, is that it's like, oh man, it takes forever to get changed. It takes like I have to go back and Forth with someone. If I want to get something new up. Like, it just takes time. So if there's already that baked in kind of tension from the fact that there's a communication delay, and then on top of that, they don't like you if the communication delay or if the experience just drops, there's no reason to keep you around because they already don't like you. It's like, I think sometimes people will hire an agency and they don't like the agency, and then I'll come in, I'll be like, why don't you just fire the agency? And they're like, oh, they just. They didn't even think of that. And they do it and they're like, oh, it's so much better. I'm like, yeah, you hated your agency. They're like, oh, wow, my life is a lot easier.

Yeah, but if they. But then you say that and they do like the person, why don't you just fire the agency? They're like, oh, he's like a really good guy. Like, I really enjoy working with him. Then they don't fire them.

Yeah, yeah, 100%. I've had that too. Yeah. So when it comes to the service side of things, guys, like, your. Your business is different. You have something different. Like, what I offer is completely different than someone like Matt Lucero, what Matt offers or what Eamon offers inside of there, or what, like Ori offers inside a client session. All these guys, you know, maybe if you're following client session, you see these guys interacting with Daniel on the timeline. Like, all of us offer different things, but what it comes down to is, like, you want to make the person like you above all else. Like, and it's just being a good person. So, like, always being on time with your. I've never once with Daniel on emails. If I say it's on Sunday, it's on Sunday. Like, I'm not. You know what I mean? I'm not forgetting about that or like three days later or anything like that. Just dropping it and, oh, whatever, bro. I. I think I sent you chocolates when we first got started.

Yeah, you did. Yeah. You sent me a thing of chocolates.

Those were good sent chocolates. We've done spaces together, we've gone back and forth. We've hung out together in Tampa. Like, we have a pretty good relationship back and forth with each other, where it's like, I cannot hear from Daniel for a week and I'm not freaking out. I know he's just busy. Whereas, like, that's a big Part of it as well is that sometimes client communication just stops because they're actually just done with you and they're just gonna ride out to the fucking contract and they're just like, they're already getting our in place and that happens. If they don't like you, they won't be. There's no reason for them to be open with you. There's no reason for them to give you a heads up. There's no reason for them like they're operating in their own kind of modality. So it's just important to just be a good person. Send gifts, be, be, be upfront with timelines. If you're going to be late on something or if you have something that's coming up, just like communicate it. Be just like someone that's considerate of their business and their agenda and their schedule as well, not just your own. So that's, I mean that's pretty simple. Are you doing that or not? And so we only got like nine more minutes left. So let's kind of focus on this last one, which honestly is pretty straightforward, or second to last one, which is hiring. Like the main mistake I think that people are making is either A, you're not hiring, you're doing it yourself, or B, you're just not hiring good people. And a big thing that Client Ascension fixes is especially with Kyle having the such amazing like talent from overseas that are all vetted, trained and good at what they're doing. Like, you could just hire the right people or you're connected with the right people inside of Client Ascension who happen to do that specific thing.

If it's a lot of the problem, a lot of the problem with people's operations is like, it's so, it's so messy and they, they, they think about the idea of hiring but like the problem always arises where it's like, well like what do I, what do I even hire them for? Like one, how, how do I inject them into this business and what specifically do I have them do? And then it's like, okay, I interview people and it's like what do I say on an interview? And it's like, well then how do I pick people out of this year? And then, okay, now I hire someone. It's like, how do you train this person? Because what's going to happen is you, you, you hire someone because you want to offload some X amount of work. But what in, in reality the situation, it's actually your work is not only are you still going to be doing the Thing, but you're also going to be training someone how to do it. So it's more work in the beginning.

Yeah.

And then once they know how to do it, then it tapers off and now they're capable of doing it. So it's like, how do you make that process actually work smoothly? And then it's like, okay, so you have clients over here, clients over here, clients over here, clients over here. And these things need to be done. And these things need to be done. And these things need to be done. Versus how do you structure that? How do you make a client management infrastructure where it's like, how do you track all of the things that need to be done? How do you make sure that everyone is doing the things that they need to do? And then secondarily, how do you make sure that the people that you hire actually stay with you and build a company culture? Because we're a client ascension here. We have like 28 people inside here right now. And then if you go on Twitter, they're like, they love client ascension. It's like, how do you do that? How do you get people to like really buy into you and want to stick with you? How do you get them to go above and beyond and like really be invested into your company? Like, how do you facilitate that? And that's exactly what we show you.

How to do inside of client side.

Yeah. And then something else that, that, that people don't really talk about as, as well as like just a really great thing about clients. Such a people become friends with each other. Like it's, it's a really, like, there's a reason why we keep it on slack is because it's so community driven and like the, and you can DM other people and we have like teams like you come in, you get a student success coach and you're on their team and then you compete with the other teams. And then we have meetups where it's like you can come to Tampa for free whenever we hold those and we have events and people all get together and it's like super fun. And it's not just like business, it's just like actually hanging out. And it's like, dude, like there's a lot of people inclined extension who are just my friends now, but this is how this works.

Yeah. Yeah. And that's, that's just good community. So when it comes to hiring, you know the checklist item there is everything that Daniel just stated. When you're hiring, are you hiring people and they're excited to work with you. And like they're good employees and they're showing up. Do you know how to keep track of all the tasks that need to be done? Do you actually know how to hire? Do you know how to find the right people? Like, these are just kind of basic things. But a lot of people don't even have that in place for their offers. And so the last one, and we'll wrap up and this will do the full hour would just be branding. So this one I think is going to be pretty easy. Just like what are the mistakes that you see people making with the branding itself that they're doing online?

So we talked about this as like an integral and very, a very integral part of making a company work. Right. It's market sophistication five. Some people will start on market sophistication five. If you're not starting a market sophistication five, you're going to be a market sophistication five. So this is a necessity. You have to do this.

There's absolutely no debate.

So now the question becomes, okay, I have to make content, what do I make content on? And the answer is that you make content on giving value. You're showing people how to facilitate what it is that you do. Like to where they could theoretically go do it themselves. However you're, you're, you because you're selling to business owners. What they're doing is when they consume this value based content, they're not thinking, oh, I'm gonna go do it myself. It's like vetting for you. They're like, let me see this guy's process. Like, how does he think about everything? Let me assess this guy holistically.

Yeah.

And if you're very thorough about all the components it takes about your thing and how to get someone results or how to do the thing that you're doing, it just shows competence. And now you become a default. They associate what you do as you are the default of it. Where it's like if you build websites on webflow and if you have a big giant webflow tutorial series on YouTube, you're just the webflow guy. Like, you just are like, who else would make a webflow tutorial series? Unless you're a webflow expert, it's like a necessity. Where it's like every webflow expert would have like a full series on how to use web. Why wouldn't they? Yeah, why wouldn't that be the case? And it's like if you. So it's, it's that association where it's like someone sees like you put a video on YouTube, it's like you have to be an expert if you posted a video on YouTube. Because every expert does post on YouTube.

Yeah, true.

You see what I mean? Where it's like an even just like content or like, like you're making LinkedIn posts or, or Twitter threads which like videos of any form where it's like every expert does do that. So if you are doing that, you must be an expert. Yeah, it's kind of like if you appear on a podcast where it's like, well, only experts go on podcasts. So if you're on a podcast, you have to be an expert. It just makes sense. It just does.

Agreed. Deep. Agreed. So we covered a lot today and the checklist I think that everyone needs to run themselves through is number one with your offer, do you have a level five sophistication offer? Number two with your funnel, do you have a video sales letter? Do you have a funnel? Do you have automation? So do you just have those basic things done on cold email? Do you have list kit? Now, probably because you're not client ascension join client extension, but list kit when it does become available, public will be out there. But do you have a process for lead gen? Do you have a process for actually knowing what to say based on the market sophistication and how do you actually manage your inbox in terms of people doing that? Are you even doing that? Are you even sending cold emails out? Some people are not just solely based off of like social relationships can work, but you know, it's limiting your results right there. Sales call, Are you getting on your calls extremely confident? Is it a very logical, easy sale for someone to just walk through from start to finish and be able to know the math behind this and see like, okay, this makes sense. Are you closing a high percentage of your deals? If not, how would you fix that service? Are you providing a really good service that's getting client results and providing a really good client experience to the point where people are saying I wouldn't leave you because I like you more than everyone else and we're already crushing, so why do I need someone else hiring? Do you have a process for bringing in people that are a experts at what they need to be at whatever it is the topic is and are you knowing how to actually handle the interviews or do you have a process for your interviews and do you have a process for managing all these people? And the last thing is brand like, are you positioning yourself as the expert on X topic? Are people referring to you as the expert on X Topic. If not, something's up with the brain. So all these different areas, if you said, ah, not really on any of those areas, boom. Like you just had a light go off on your car, like the engine. That's what you need to fix right there. So you have two options. Either fix it. Well, actually, you have three options. Either one is off, but that's. You could just not do it. And that's it. It's a free country. You can do whatever you want. So that's totally the option. You just don't do it. Number two is you do it yourself and it takes however long it's going to take. Our number three is you get in a time machine and join Client Ascension. And we help you do it really, really fast because this is what we do all day long with people, and we have the systems and we have the actual setups for that. So those are your three options. Make a decision. I saw you write something down. Did you have an idea or was it something that you wanted to add?

Oh, no, I'll tell you after.

Okay. All right. So that's everything. I think it's a pretty good one.

Yeah. Join Client Ascension. Love you.