Breaking Down Business Growth: From 0 to $800K/Month (Simple Framework)

What you're about to see is the current intro video of Client Ascension, my program. It helps agency owners get to 30k a month and make a bunch of money. A bunch of cool people in there. I just filmed this video. I thought it would be useful for you guys to see. It's just my theory of how to grow a business and how it's all an economic machine. So if you get some usefulness out of this, please subscribe, share the video if you want to join Client Ascension or learn more about it, the link is in the description, but we will get straight into the video right now. Take some notes. All right, lads, welcome to Client Ascension. If you don't know me already, obviously, my name is Daniel Fazio. If you're not particularly aware, up to this point, I've probably been in business for around six years at this point. And off offers, I've been a part of, like, total revenue. It's probably just north of like $15 million cash collected, something around there. At the time of this filming, we're at about $800,000 per month across everything. So hopefully, as time progresses, that reaches 1 million, 2 million a month, like somewhere around there. I like this little presentation I just made. It's my theory of how to grow a business. And I want to keep things really, really simple. I don't want anything to be complicated. I'm of the belief if something is complicated, it doesn. My very strong belief is that if somebody makes something complicated, they don't actually know how it works. So what I want to do is kind of just bird's eye, view this and make you realize just how simple I believe this actually can be. And just make it so that you're aware that you can, in fact, make this work. I don't want this to seem like some, like, crazy giant enigma. You can do this. It's not complicated. It's difficult. It's a lot of work, but it's not complicated. You should at times be overwhelmed with the amount of work you have to do, but you should never be confused about what you have to do. You see the difference between these two things. You should have a lot of stuff to do and feel like you're overwhelmed with the amount of stuff that must be done. But you should never be confused about what must be done. You should always know exactly what needs to be done. And that's what I'm trying to relay to you inside of this quick presentation here. So real quick, you should be in slack at this point. Like, you have your private channel with Your student success code. You see everyone over there and you'd be in the community and all the channels. So like Slack is like the community and you should be engaging that as much as possible. Like put a profile picture, you know what I mean? Like talk to people, like message people. Like there's literally the entire function. There's like be active inside of the community. Like good things will come if, if, if you talk to people who make money, which is like what this is. You're in a community of people who make money. Like make friends with them. You see what I mean? So I want to like quick note here. You are allowed to DM me inside Slack anytime. This is encouraged. I can't help you if you don't message me first because I can't read your mind, right? Like message me. It's completely okay. I will respond. Right? You see what I mean? It's okay to do that. I encourage you to do that. So I'll walk through what I think business is. I think businesses is an economic machine, right? So your business will only grow. You dissociate it from yourself. This is an actually interesting concept. If you, if you believe your business to be like, it's just you, it's not actually true. It's like an economic machine and it needs to be designed where you need to dissociate personally from this machine. It's just a machine that you own. You need to build it to be a mechanical process. You see what I mean? You need to dissociate it from yourself. It's not you. This is the difference between being able to scale something or not. So you're not the business. You are the operator of business, which is an economic machine. You input resources, time and capital. So there are only two resources in the world world in economic machine, time and money. So money is capital, right? You input resources, time and capital into the machine. And if the machine is designed correctly, it should spit out an increasingly larger amount of capital. So this needs to be designed where if you input time into this machine, it spits out profit. And if you input money into this machine, it inputs out more money. You see what I mean? It needs to be designed profit. That's the entire function of business. Literally. There's no other purpose to a business beyond the function of creating profit, creating capital. You see what I mean? That's what trying to do. So you to think of this as your business is a manufacturing facility of profit. Now I'll go through this real quick and then I want to give you an analogy. So business is comprised of all of these components. Traffic, leads, conversations. We'll refer to these as calls, clients, and then case studies. Therefore, there are only five categories of actions you can ever perform in the business that would be deemed productive. If you are doing anything that is not actively contributing towards these, it is a waste of resources, time, and capital, right? So these are the only five things that you could be doing at any given time that are productive. It's either getting more traffic, converting more of that traffic into leads, converting more of those leads into sales conversations, converting more of those sales conversations into paying clients, or getting results for your clients so that they become a case study. So the analogy I want to give you is that a manufacturing facility works via dependency. So imagine you're like producing widgets, and there's like five components of a widget, but to make the second component, the first component must be made first. You see what I mean? Like, that's the input to section two. Imagine there's five production machines, right? And these machines each work. The input of, of machine 2 is the output of machine 1. So like machine 1 does something with raw materials, and then it has like this kind of unfinished product, and then that's the feed for machine two. And then machine two does the same thing for machine three, right? So in order for machine five to spit out finished product ready for sale, it depends on the production of all of the previous machines. Now, this is a problem because let's say you have a whole system, and then like machine five breaks, the whole business ceases to exist. It goes bankrupt, it can't sell anything. If machine three breaks, it's the same thing. If machine one breaks, it's the same thing. If, if any one machine goes down, the entire system is destroyed. You see what I mean? This is what your business is. Traffic, leads, calls, clients, case studies. So in order for you to have leads, you must first get traffic. And in order for calls to occur, there must be leads. And in order for clients to be signed, there must be calls. And in order for case studies to be produced, there must be clients. And in order for traffic to be generated, you must have case studies. Where it's like, well, what if I don't have case studies? How do I get traffic? How do I get authority? How do I get people to even want to speak to me at all? If there's no case studies, I don't have any experience. That little breakage point is what, what my entire offer section covers about risk and guarantees. And I'll touch on it in Here. But this breakage point right here, that chicken in the egg story, what came first? The client of the case study. You know what I mean? That's what risk is. That's why I talk about in risk. And that's what I primarily solve inside of the offer section. I'll touch on it here, but I just want to make you aware of that. Right. So we just talked about this like it's a system of dependency. So everything starts with traffic. You need traffic. The problem with getting traffic and starting this process to work is that traffic costs money or time. You have to spend time or money. So the business needs to be designed in such a fash that you spend less time or money to acquire traffic than the amount of revenue the clients generated from it produces. So you're up here at traffic. I'll just use money as an example. You input $1,000 right here and then there's a loss points, there's drop off points, right? So like you'll lose some of the efficiency of the money from traffic to lead, you'll lose some of the efficiency from leads to calls, and then you lose some of the efficiency from calls to clients. So these drop off points, you have to be able to mathematically measure this out. Like what is the drop off? Because this $1 must turn in to more than $1,000. You see what I mean? So there's an amplification and drop off over here. So the amount of money you charge has to be within the economic system so that you produce profit. All of this needs to be designed in such a fashion to where you make money real quick. Hope you guys are enjoying this. If you want to join Client Ascension, the link is in the Description below. Just client ascension.com it's for people you want to get 30k a month in your business as fast as possible. It's for B2B offers, agency owners, bunch of cool people in there. Everything I'm talking about inside this video, we just. You build that one on one and just help you make as much money as quickly as possible with the least amount of resources possible. So if you're interested, click that link in the description below. And if you're getting some value like the video, subscribe, whatever. All right, peace. So here are all the ways to get traffic. There's only three ways to do this. There's cold outreach, content marketing and ads. That's it. There's nothing else. Cold outreach. Cost via money is low, cost via time is high. Speed is fast. Compound ability is. No, it does not compound if you stop doing, it stops working. Content marketing cost via money is low, cost via time is high, speed is slow and compoundability is yes, it will increasingly get better and better over long periods of time. You know, we'll compound the top of each other ads. Cost of money is high, cost of time is low, speed is fast, compound ability is no. If you stop doing, it stops working, right? So if you want to get clients fast with little money, you should do cold outreach. You will however need to spend a lot of time. There's always a trade off, right? So if you have little money and you want it to work fast, your only option is cold outreach. This is why like people under 30k a month, this is why you're primarily directed to do cold outreach. And when you're above 30k a month, you're directed to do ads. Because now your constraint at this point shouldn't be time. You have Money, you're at 30k a month, you have money. That's what Olympia is for. Like the mastermind. We have like after client essential. It's Olympia, it's all about ads. You see what I mean? But client said you're below 30k a month. It's called outreach because you don't have the money to run ads. So let's talk about funnels real quick. The holistic machine of your business is referred to as a funnel. So it's not just like the pages, like oh the opt in page. And that's not a funnel, right? It is, but it's actually the entire combination set of your traffic system, your lead system, your sales system and your offer. So this is the funnel visualized. So we break this down based off the metric and then the actions that influence that metric. So like your traffic to lead rate, this is the proportion of your traffic that converts into elite. So like for cold outreach, your response rate or your positive response rate, if you are running ads, it's your opt in rate. What influences the traffic to lead rate. It's the strength of your offer, it's how good your content is, it's how much outreach you do, it's your sales assets which is kind of like more content. Then you have like some amount of these leads turn into calls. So it's proportion of your leads that book a call and that's your call booking rate. What influences that. It's your offer strength, your landing page, your VSL email flows broadcast. If you have other kinds of offers, risk reduction offers we'll talk about on the offer section. Cold call calls, content conversion events like like live content, like webinars and shit. That influences how many of your leads turn into calls. So now call to close, like this is the proportion of your calls that close. What influences this? Case studies, how good you are at sales, sales, assets, maybe you have ROI calculators, how much follow up you do. Email, text, call sequence, lead filtering. Whether you're talking to unqualified prospects or not, that's called a close. And then close the case study, right? This is the proportion of your signed clients that become a case study, right? This is your speed to first win. Results generated, dispute, refund rate, referral rate, average client revenue increases. What influences this? Onboarding, communication frequency reporting, systemization, internal talent, data tracking. And then how many of those people who get results by a higher offer, that's your ascension rate. What influences that? Individualized intention, interpersonal relationships, exclusive content, follow up activity. You see what I mean? So let's go back to Dropbox real quick. Like we were talking about before, in the economic machine, a bottleneck at any funnel point leads to a halt of the entire system, right? So therefore it is an unfortunate fact that if even just one part of the system is degraded, the entire system will imminently fail. Your whole business will be destroyed. If even just one of these is not maximally effic. Let's assign like random arbitrary numbers. Let's say like any one of these systems at any point can be operating at 100% efficiency, right? So let's say your traffic to lead rate is 100% efficient. Let's say your lead to call rate is 100% efficient. But then let's say your call to close rate because like you're not very good at sales, your call to close rate is at like 50% efficient. What does that mean? It means that your business will never work maximally at 100%. It will. Oh, the entire system will only work at 50% efficiency because this one component is only at 50% efficiency. If you want your business to be 100% scale efficient, every single one of these must be at 100%, every single one. And if even just one of them drops to 40% efficient, 30% efficient, the entire business drops to 40% efficient, 30 percent efficient. The entire thing gets. Every single one of these must simultaneously be operating at 100% efficiency. And if even just one of them them up, the whole thing up. You can't spend all your time focusing on only one thing. Every single thing must work at 100% maximum efficiency. All of it. And if it's not the whole thing is screwed. Super unfortunate, but that's just reality. This is how it works. So therefore, let's say you, you arise into a situation where something isn't working and you just say something along, along the lines of, like, the business isn't working, I'm not making as much as I want, like, I just don't know what's wrong. This is a mathematical process to figure out what exactly is going wrong. If the business isn't working. It must be one of these things. It can't be anything else but this, the business isn't working. If you say that like, that's not a useful thing to say to someone. So like, you need to imagine like your engagement with me and with client ascension. Like, it's a consulting program. You are consulting people who have already done what you were attempting to do. And if you just, you just broadly say something like it isn't working, it's not useful in order to figure out what exactly isn't working working. You can get help if you're specific and actually put the effort into actually looking at the system. So if something's wrong, look at the numbers. What is wrong? What specifically is going wrong? Because therefore, then what's going to happen? Let's say it's like the business isn't working. And like, what actually is happening is that like you're getting a bunch of responses under cold emails, but you can't get any of them onto a call. It's like, okay, well then what's wrong? It's that you're not good at response handling or you have a bad offer. Okay, so let's fix that then. And then once that's fixed, now the whole system works. You see what I mean? Like, you need to be very specific about what exactly is wrong. It's not the whole business is wrong. Like, yes, but like, what about the business is wrong? Is it traffic or you're not getting enough traffic? Or is it not a lot of traffic is turning into leads? Or is it that you are getting leads but none of them are booking? Or are you booking calls but none of them are closing? Or are you closing clients but you can't get them results? Therefore you never develop social proof. Like the problem must be identified if you want to actually solve it. It's kind of like two people, two kinds of people in the world. Some people just want to complain and some people want to actually resolve the issue. And it's okay if you just want to complain but say that though, you know what I mean? Like, if you just want to complain and like, vent. Say that like, hey, I just want to vent about this. You know what I mean? But if you want to solve the issue, then like, use some fucking numbers. Like it's okay if you want to just complain. I want to complain sometimes too. But if you want to solve the issue, don't be upset when you can't get help. If you can't even relay what's going on. You see what I mean? I can't just see into your business. Like, I can't just like automatically know every single thing that's going on. I can't read your mind. If you want to resolve an issue, it's your responsibility to get the maximum amount of help as possible possible. It's your responsibility. So I'll talk about that in a second. So let's talk about quickly. Human persuasion. So while your business is a machine, you must not forget the human component. So the only way to acquire money is to have another person give it to you. And the only reason another person will give you money in B2B is if they feel as if the investment will result in more money for them. Right? So therefore, there is no other reason you will make sales ever beyond the full belief from the prospect that by engaging in your services they will experience a return on cash invested. Therefore, your entire job and everything you do is to make the prospect of feel certain that by working with you they will make an roi. I just want to make that very clear. If you're selling to other companies, there is no other reason anybody will buy from you ever. Beyond the function of investing money and making more money after that you make clients money. There is literally no other reason they will ever work with you at all, ever. It's to make more money. Like, oh, I do websites and some people just want to have a pretty website. No, why would somebody want to have a pretty website? So they look more professional. And when they look more professional, the conversion rate will increase. And if the conversion rate rate increase, that means to more paid users, if they have more paid users, they make more money. You're going to go down the logic chain. Down all the way down the logic chain. There is no reason at all in existence ever for any single one of your offers. There's not a single exception to this at all, ever. It is to make more money for the clients. There's no other reason. Zero. It's always to make more money. What are all of the components that must be present in order for a client to feel certain that you can make them more Money. Let's walk through this real quick. So you have explicitly promised a quantifiable range of the return they will experience. So something like you will make X dollars and Y time fr and then after that you have provided an argument or evidence that backs up your claim and makes it believable. Like if you say this like I, I'll make you $30,000 in a month, it's like, okay, well that's a pretty big claim. You need to make it believable now. Like, how do you get people to believe that? Now the answer is you have a bunch of sales assets that show your expertise. Maybe you have an ROI calculator and you have case studies. You've done it for people before, maybe you've done it yourself before in your own business. And you give them the evidence. And then after that you fairly adjust risk. So is there a guarantee? What are you guaranteeing? Who's taking on more risk, you or the client? Let's talk about risk. Now this is super important in order to make a. You must take on risk. So it is impossible to make any money without taking on risk. If an investment promises to be completely 100% risk free, it is either a scam or will mathematically go bankrupt imminently. This is just pure math. It just will. And I'm going to explain this to you. So two examples to help you understand, let's talk about insurance companies. So a homeowner's insurance company will calculate the probability a house in a particular area will experience catastrophic loss for any one given year. They will only sign a finite amount of houses in a similar area and similar characteristics as yours. For instance, one insurance company may only insure so many homes in Florida because of hurricanes. They will then distribute the risk among other houses in other areas. For instance, they will only have so many homes in California, subject to earthquakes. They will only insure so many homes in flood zones. They will only insure so many homes in a high crime area. Combining this portfolio of houses, each with an independent risk profile on probability that it experiences catastrophic and total loss, makes it so that it's mathematically near impossible for an insurance company to lose money so long as they conduct their math correctly. They distribute risk because there is a probability that your house will get completely destroyed by something, right? There is a probability and it does happen. So they need to distribute this risk among different types of things because not everything's going to occur at once. If you have an 80 year old house in a flood zone on the coast of Florida, like on the Water. Your insurance premium is going to be higher. You simply are just way more risky than a brand new home built in the suburbs of Dallas, Texas. Right? You're in a flood zone, you're in a hurricane zone. The house is old, shit's going to break, you know, it just costs more money. You're just going to experience more fuckery that goes on with this house. You just will. You see what I mean? It's just riskier. Let's go to stocks now. A fund manager will take client money and invest that client money on their behalf. Investing in large companies like Microsoft, Apple and Costco are low risk. They're profitable, have been around for a long time and are a safe bet. But it's near impossible for them to double or triple in a year or two because they're already so large. So the return of long standing companies may hang around 7 to 10% a year. However, small startup investments, like those raising a series A or series B or not public yet, like talking like VC type stuff, they stand to make you billions of dollars. They could increase in value by 300x, right? However, there is a massive probability they go out of business. They regularly do. They go out of business all the time. So if you are going to invest in startups, you need to invest in a lot of them because only one out of a hundred or one out of three hundred are going to make it. But when they do make it, you will make astounding returns. But if you want to be safe, you instead invest in the s and P500, which is a collection of the 500 largest companies in the United States, which have an incredibly low likelihood of going to zero. If you want to make billions very fast, invest in startups. If you want to make sure your investment doesn't go to zero, invest in the S and P. You can only increase your returns if you increase risk. So now let's loop this back around. You are risky. You just are. If you are a beginner with no actual expertise or case studies, or have never helped or personally made a company hundreds of thousands or millions of dollars, you are an unproven asset. You are a startup company. You are an 80 year old home on the flood in a flood zone on the coast of Florida, you are the literal definition of of risk. You are risky. It is therefore unreasonable for you to assume that a company would simply nonchalantly pay you thousands of dollars to do the marketing for them. There's no evidence that you even know how to do this or get them results. You see what I mean, you're risky. So if you want any hope of getting these people to sign on with you, do not pretend like this issue isn't real. Face it head on and attack. Don't pretend like no one knows that there's risk involved. The prospect you're talking to knows there's risk. You know there's risk. You're fighting to make it least amount of risky as possible for yourself. The prospect is fighting to make it the least amount of risky for them to relay to the prospect that you were aware of the situation, you were unproven, and they have no reason to believe that you can actually generate them a result. Because you literally probably actually can't generate them a result. Like you probably actually can't get results for a lot of people if you're a beginner, like you actually might not know what you're doing. Just be real about it, like it's okay. It's okay that you are not the kind of person who can get everyone results right now. It's okay. You will more than likely start screw up most of the clients you work with and actually lose them money. But you will do this enough time until you discover what type of clients you are capable of getting results for and then what you're actually good at and can get results. Doing this is the exact inflection or realization point that determines whether you quit your business or not. This is it. Are you going to be so overly upset and neurotic about your inability to get 100% of clients results? Is this going to drive you absolutely insane? Where you stay up late every night thinking about it, having nightmares about everybody asking for refunds because you can't get results? Is that what you're going to do? Nobody on Earth gets 100% of their clients results. You will lose clients money. I promise you're going to do this. You are going to have to give refunds. It is going to happen. It is simply that as you build a level of authority that is higher than your clients, you can afford to adjust the risk away from yourself and more towards them. As you build more authority and more case studies and more expertise and you actually know what you're talking about, clients clients become more okay with taking on more risk themselves. But when you have absolutely nothing, when you are nobody with no results and no magnificent anything, you have to take on more risk yourself and you have to just give refunds if you don't get results. That's just a part of the game. That's the process. You just have to do it. You just have to. When you're a beginner, you must use guarantees and reductions of risk for the client. Otherwise they will never sign off with you. You will literally never sign a client ever. Because you are simply too risky for too little return. You are not a good investment, but you will be one day. You will. If you stay in business and you don't quit. You will be a good investment and you will be really fucking good at what you do. If you just keep going at it, it's okay if you're not. Right now, every single person did this. I did this. I refunded dozens of people. A lot of the people I worked with early on did in fact get a refund. It's okay. But then over time, you build case studies, you build results, you generate results for yourself. Become somebody, somebody who actually knows what you're talking about. Go deep in on nuance on a call and actually appear that you know what you're talking about. You start to know things that the prospect doesn't know. You take control of the frame and prospects begin deferring to you as the expert. This takes years and dozens of clients to develop. This isn't a magic switch that just flips on. It appears through repetition and experience. Right? Everybody starts at the bottom. Every single person you see started with zero case studies and did the grind. They gave clients guarantees and refunded dozens of people. The faster you actually get good and are able to get results, the faster you can get paid and keep money. If you're finding yourself in a situation where you have to give money to clients, there's nobody to be mad at but yourself. You fail to become proficient enough to actually deliver results. You fail to gather enough information to do your best. The onus of information collection is on you. It's your responsibility to get good. It's not anybody else's responsibility to get good, it's yours. Nobody can anticipate what's going on in your head or unique situation. If you don't ask, you don't receive. Do not be upset when a situation arises that could have been prevented if you had simply asked for help. Here's an example. A student inside client ascension. Approach me and let me know of an offer he had started before joining the program. He was doing lead gen for solar companies and the offer worked like this. It was. He would not charge the client anything up front. It was completely free to start. He would cover the ad spend of his client. He would be running ads for the client using his own money. And then the client will get solar installations booked, complete the service, and then afterwards pay him. It was extremely lucky for him to have come to one of my calls and explained this to me because I probably saved him losing like 10,000 plus dollars. He signed eight clients on this deal. He did absolutely zero vet any of them. Just sign any, absolutely anybody who would get on the phone. He was effectively just giving out free money. Here's the problem with this. Absolutely none of these clients will get a result. They will not be invested into the relationship at all. They will not give a about the leads. They will lie about when an installation is completed and stiff the student out of his commission. They will steal his ad, spend money from him. He started charging a setup fee instead. And then like he was letting me know that like the onboarding time, that people pay the setup fee, it's like a day, but all the people, they didn't pay anything. It takes like three weeks or a month. People don't take seriously, just give out free money. Don't do that. Right. So if I did not catch this student would have lost a ton of money churned from client ascension because he lost money. And if he was a bad guy, he would probably go leave a review somewhere saying that we gave him horrible advice. In reality, what really would have happened would be that he did not understand that information collection is his own responsibility. And not a single person on earth would be aware of what he had just done, that he had just given out free money to a bunch of shitty businesses. He was just saved from tens of thousands of dollars of loss. And what I'm trying to get at here is the responsibility of information collection is on you. Just like the responsibility of your health is on you. And doctors are not here to to save you. They are. Doctors are consultants upon your bodily autonomy. If you fail to express to a doctor that there is a lump on your testicles, he is not responsible for your dying of testicular cancer. Yes, even if you weren't aware that a lump on your testicles was a bad thing, even if you weren't aware, it's not the doctor's responsibility, it's yours. Ignorance is not a defense to reality. Reality simply occurs and you do your best to attack it and go on offense as much as possible. That's what you do. So what you will develop inside client ascension and offer the that maximally results in the highest possible lead rates, call booking rates and close rates, a system of generating traffic using the least amount of capital and time possible. This does not mean you won't spend either. It simply means you'll be shown how to spend time and money wisely. A system of converting your calls into closes by Develop yourself into a proficient salesperson. A system of management, operating and hiring so you can handle many clients simultaneously while sustaining new growth. This is a very simple straight line process. You're going to create an offer that's designed for cold traffic. That's what the offer section is for. You're going to make a VSL that explains this offer. You're going to push traffic to this offer via cold outreach and click content. You're going to take sales calls, record them. Practice of getting better. You're going to close the clients and get them results. Then you're going to collect and produce case studies. That's it. That's how you grow up. This let's start.