A Step By Step Guide To Screwing Up An Amazing Offer

This is a step-by-step guide to screwing up an amazing offer and 6 other examples of how to catastrophically fumble great offers by using the wrong word choice. So this is a very interesting video because you can have a really good product, really good case study, still make $0. And it has everything to do with just the word choice you're using to describe your offer. What you say in your cold emails, what you say in your headline, what you say in your landing page. This can make a total difference between whether this actually works for you or not, just by the specific words that you use. So it's very interesting. If you don't know who I am, my name is Daniel Fazio, co-founder of Client Incentives. List, get your screenshots of us making $27 million. It's $30 million plus when you include other processors. This is what we're going to go over today. I want to walk through 6 different examples of my clients who have screwed up good offers by not being able to describe them correctly. And then I'm going to give you a framework to fix this in your business. And then I'm going to pitch you stuff that you can buy from me so you can work with me directly yourself. Example number 1 is the guy who called his business CRO. This is the one that made me want to make this video. So there's a guy in our program, he does automations. He's been getting all of his clients through Upwork and he's trying to figure out how to describe what he does. So he can sell it through cold email. So he tells me he does CRO. And if you don't know what that means, it means conversion rate optimization. That's how he describes his business. That's what he puts in his outreach. That's the word he uses everywhere. I do CRO. Now here's what he actually does for a client. As an example client he was telling me about, this client was running ads for a service where they help people who owe the IRS millions of dollars negotiate that down. So that's his client's offer. So it's a high-ticket consumer service. And then the client was running ads straight to a call booking page and they did not have a funnel. There was no qualification, there was no text automation, there's no email follow-up, nothing like that. Would just get somebody's info and then call them like 2 or 3 days later to close them. So this guy came in and built an entire system around it. So he made a funnel with qualification questions, he set up automated texts, automated emails, I had people calling the lead, you recruited setters to call the leads. He built a whole actual funnel behind this. What he was doing was describing himself as doing CRO. The problem with that is, do you know what people think of when you say CRO, conversion rate optimization? They think that you're going to change a color of a button on their website. That's people's conception of what CRO is. That's the mental image to some dude A/B testing a color of a button. Zero perceived value, zero perceived skill required to do it, zero urgency, zero reason to get on the phone to talk about it. That's not what this guy does. It's not even close to what he does. So what he did was build an entire lead gen funnel for these people, and he took them from $170K a month to $370K a month. That's not CRO, not even the same universe as CRO. But because he's describing his offer as CRO, he's not getting anybody interested. Interested in his cold emails because they're thinking, oh wow, yeah bro, I really want to pay you to change the button colors. They're like, no, I don't want CRO from you. That's not what he sells. He's describing it incorrectly. So I told him he's got to stop saying CRO immediately. Just never even use that word at all. I told him to say something like this: I worked with a company like yours and I built them this, this, this, this. Is that something you'd be interested in seeing if I can build for you? I'm telling him to describe the system he built, not just call it CRO, because it's not what it is. Every person you talk to is gonna immediately bucket you into a mental category when you say the 'CRM.' They're bucketing you into, 'Oh, this guy just does stupid button color changing stuff. It's not valuable at all.' Other examples of this: a real estate agent might hear you say you'll get them leads. What they think a lead is, is like a shared lead platform selling them $50 leads that 10 other agents also get. That's their concept of what a lead is. Life insurance agents hear marketing and they think billboards. That's what marketing is. You buy billboards and like random stuff like that. Wealth management firms hear referrals and they think something completely different. Even though they get referrals, they don't look at that as like what they're doing. I'm going to walk through examples of these, but you have to understand the words you use matter. You have to understand the conception of what the target audience has around the words that you were describing yourself. This guy is not a CRO business. That's not what he is. He can't call himself that because now he's just the button color changing guy. You need to accurately describe yourself through the lens of the person you're speaking to. You have to know what they think of the words. Example number 2: life insurance agents don't know what marketing means. So I was talking to a guy named Johnny in our program. He helps life insurance agents get leads. He had an application funnel, and one qualification questions on the application was, how much do you spend on marketing per month? And he was frustrated because almost everyone was answering zero. I can't qualify anyone because they all say they don't spend any money on marketing, so I can't find people who have budget. And I asked them, do they actually spend money on marketing? And he goes, yeah, all the time. They'll spend like $8,000 a month buying leads. And I go, there it is, $8,000 a month, but they answered zero on his application. So why? Because life insurance agents do not think of buying leads as marketing. In their mind, Marketing is like buying billboards. Marketing is like a TV commercial. Marketing is hiring some agency to do some vague brand awareness thing. That's marketing. Buying leads of a vendor is just buying leads. It's a completely separate activity in their mind. It's not marketing. They'd never call it that. When this application asks how much you spend on marketing, the honest answer in these people's minds is that they don't spend anything on marketing because they don't do billboards. They don't do TV commercials. They spend money on leads. That's not marketing. So you can't say that. You can't say how much do you spend on marketing? You have to say how much do you spend on buying leads? Then you get people answering correctly. Example number 3: Wealth management firms don't do referrals or cold calling. So another guy in my program runs a content agency specifically for RIA firms, so registered investment advisors, wealth management companies, stuff like that. And on his landing page, he had a callout that said something like, are you tired of cold calling and begging for referrals? And I asked him, is that actually what they're doing? Are all of the registered investment advisors and wealth management people that you've spoken to up until this point, are they cold calling and begging for referrals? Is that actually what they're doing? And he goes, no, none of them cold call. None of them ever described themselves as begging for referrals. They usually just say word of mouth. They don't say they're like begging for them. And I'm like, what's happening when you go to someone and you say, are you tired of cold calling and begging for referrals? They're like, no, I'm not. I've never cold called in my life. No one I know in this business cold calls. I definitely don't beg for referrals. Like, I'm good at what I do. I don't have to beg for them. And now it's like offensive to them. That's not what they do. They're not cold calling. They're not begging for referrals. So now when you say that to them, they're going to drop you into the mental category of this This guy has no idea what he's talking about. I'm going to ignore him because he doesn't know anything. He's just a grifter. He's taken zero time at all to understand how this business works at all. Nobody cold calls. Nobody begs for referrals. You need to accurately describe what you do. You can't say that. Example number 4, the cold email you never speak out loud. All right, guy brings me his cold email script and this is what it said. I'm paraphrasing it, but it essentially says this. Hey, name, notice you're a founder of company. Tired of putting off your LinkedIn brand because you don't have time to post consistently? We build your entire LinkedIn brand and guarantee you'll sign at least 8 clients worth $15,000 each or you don't pay. It sounds weird. Would you ever speak this sentence to another human seriously, like out loud ever? And the answer is no. This offer is fine. But the problem is this. Tired of putting off your LinkedIn brand because you don't have time to post consistently? You're not an ad. You're a human being saying something. Stop speaking in ad. No one sounds like that. No one says that. Stop saying that. Just talk like a normal human. But people copy paste stuff from AI, which also doesn't know how to speak like a human because it's not a human. If you say this, you sound like a weirdo. The fix here is that before you send any cold email, just read it out loud. If you wouldn't say those words to a person's face in a normal conversation, just rewrite it. You can convey the same idea, but just say it like a normal human. For instance, this might be saying, hey name, I'm emailing you because I scrolled through your LinkedIn profile and saw that you haven't posted in over a month. That would be a more relevant way to open the message. Example number 5, burying the lead. Guy runs a content agency for a wealth management firm. YouTube and LinkedIn content. He's got case studies, clients, landing page with deliverables. He shows me his offer. I'm scrolling through and he mentions just like completely in passing that he sends a videographer to the client's office to film everything. And I'm like, bro, what? This is an insanely valuable thing that he's just like hasn't conveyed literally anywhere on his page at all. This is the single most compelling thing about his offer. So for a wealth management firm that has never made content before, the biggest barrier is not like strategy or scripting or distribution. It's they don't know how to film anything and they don't want to figure it out. They literally don't know how cameras and lighting work. Like your older parents, and you tell them, here's a script, film yourself. Yeah, like they're just going to figure that out. However, if you went to them, you're like, okay, you're going to sit right here and I've got a teleprompter here for you. And all you're going to do is read from this teleprompter and I'm going to record you. You're not going to press any buttons. You're not going to save a file anywhere. You're not going to send files anywhere. They don't know how any of this works. And he has this insanely valuable part of his offer just buried at the bottom of his deliverable list that no client or prospect would ever see until after they got on the phone with him. Why are you burying this? This is the most important part about the entire business. This needs to be the headline. It has to be the first thing they see. You got to say it in your outreach. You can't bury this. This is the entire reason why somebody would get on the phone and buy in the first place. This is a different kind of word problem. It's not using the wrong word, it's putting the right words in the wrong place. Example number 6 is the webinar guy. You forgot to mention he does the webinar. This is the most extreme version of burying the lead I've ever seen. Guy has this offer where he builds webinar funnels for B2B companies. He writes the ad scripts, films the ads, builds the landing page, builds the funnel, does the media buying, does the entire setup, and then he personally presents the webinar on behalf of the client. Scripts it, designs it, then gets on camera and does the presentation himself every 2 weeks. Actual A to Z, 100% fully done-for-you guy does everything, including filming the webinar, which is insane. Like, this is an absurdly valuable offer. If you've listened to any of my stuff about offers where it's like I talk about like high logistical intensity, that's what this is. So was the previous example about sending videographer to the office. That's high logistical intensity. Like, you need to advertise that you do that. The reason most B2B companies don't run webinars is because nobody wants to do the webinar. They don't want to present, they don't want to be on camera, they don't want to deal with scripting and slides and technical setup. And the entire bottleneck of that whole industry is that the actual webinar presentation is a pain in the ass. So this guy removes that entirely, does it all himself, and he doesn't even mention that he does it. So this was his headline: We guarantee $50K new revenue in 60 days or you don't pay. Cool, you have a guarantee, but you're not describing what you do or conveying any value proposition in any capacity at all. That's a huge problem. What the headline should say is got to make it abundantly clear that you are the person presenting the webinar. You have to say it in the headline. It's gonna be the first sentence that they understand that that's what you're doing. So he's sitting there leading with generic revenue guarantees that 10,000 other people could say when what he should be saying is, we script, advertise, produce, and present webinars for your B2B offer. We do everything including the presenting. $50K of new revenue guaranteed. You do nothing but take the qualified sales calls we book for you. Compare this headline to this. This Actually says something. It says what you do. It has a value proposition. There's more weight behind it. There's a framework to fix this in your business. Step 1: say it out loud. Just take whatever you're saying in your cold emails, your landing page headline, your opening, say it out loud. If it sounds weird, then don't write it anywhere. You got to use their words, not yours. Like, another example of this is I have an uncle who's a contractor, and like, he doesn't know what a CRM is. He doesn't say sales calls. What he says is, I just want my phone ringing. That's what he says. You have to know how people describe their situation You can't go to him like, do you want more sales calls? Like, what the fuck do I want sales calls for? It doesn't even register as like being relevant to him. You need to use their language. You got to lead with the most compelling thing. If you do the webinar, say that you do the webinar. If you send a videographer to their house, say that. Stop being generic when you have specifics. We help you get more clients. You just say we do 500 cold calls per day to complete cold leads and book meetings directly onto your calendar. Can't just say we guarantee results. You guys say we guarantee 30 qualified borrowers per month looking for capital or you don't pay. Can't say we do content marketing. You have to say we script, film, and edit 4 YouTube videos per month and turn them into 12 short-form clips, 12 LinkedIn posts, and 2 lead magnets with full email automation on the back end. You can't say we help B2B companies. Say we help M&A firms find founders looking to sell $5 million-plus businesses. You can't say just performance-based lead gen. You have to say you only pay per qualified meeting that shows up on your calendar. You can't say we guarantee ROI. You have to say we guarantee you add $25,000 more of the new revenue in 60 days or you get your money back. You need to be very specific and describe what it actually is that you're doing. Generic language gets generic responses. It's non- Nonsense. The specific version always wins. Don't do this. Do what's on here. If you want my help building an AI marketing agency from scratch where we show you what to sell, who to sell it to, how to get clients, and how to fulfill for those clients with AI, go to the first link in the description, go.clientascension.ai. That'll take you over to a page with all the info you need about that. And here's a whole bunch of case studies of people who did do that and then joined. People watching my YouTube channel like you are right now, then they joined and then they got a bunch of results. I'm not promising you get results like these. The probability that you do is extremely low, but We've got people like Daniel Warner who went from $0 to $30K a month in 3 months. James Pinball went from $0 to $15K a month in 2 months. Chris Burns went from $0 to $10K a month in 6 weeks. Cameron Othello made $50,000 in his first 3 months inside. Doby Lynette went from $0 to $12K a month in his first month. Matt Huang went from $0 to $20K a month in 3 months. To Brent, who made $44,000 additional. So he started at like $40-something already, and then he joined his first month, he added another $44,000 in the first month doing exactly what I told him to do. Again, I'm not promising you get these results, but if you join, you get access to all the same info information and resources that these people had to get these results. So again, that's the first link in the description, go.clientascension.ai. There's a whole explainer video in there and a whole ton of information about how everything works. Watch that video, then you can book a call with us. And if you got any value from this video, like, subscribe. I'll leave a link to some— all the case studies in the description as well. And that's it for this one. All right, peace, love you, bye.