How Brook Made $55,000 in Two Months (Agency Owner Interview)

What's up everybody? I got top G Brooke over here. Brooke is, Brooke is inclined extension. He's been in for like, I don't know, like four months, five months, something like that. How you doing brother?

Good brother. How about you?

Phenomenal. As an introduction to yourself. Tell everybody just like what you do, the kinds of things you're selling and you're in your business and like how much, how much you, you, you make right now and just like the general gist of everything you're doing.

Yeah, so I've had a. I started an E commerce store last year. It's roughly one year old. So we've had ton of success with that. We think we've done 3.7 million now in the last year on the store. So a few months ago I've largely stepped out of the business. Have a team kind of running that. So I wanted to start getting into the advertising side of things which I really liked with the store. So I actually, when I joined Client Ascension I was pretty much starting from scratch, kind of just getting started. Had followed a lot of the guys on Twitter and seen a lot of the value like just kind of being thrown around there. So my offer is kind of two tier. So I have like an agency growth partner offer where we go to stores who are essentially smaller than my own and we say like, hey, we've got $500,000 a month, you're at like one. Let's help you kind of get to where we are. So we kind of go in, we do all aspects, email marketing, Google Ads, Facebook ads. And we kind of just like help them scale wherever they need it most. So some stores, they'll have no email set up at all. We'll do that. Some stores have no Google Ads set up. We'll do that. This is kind of flexible, dynamic approach and if I don't personally have the expertise, I can usually just tell by looking just based on experience where they need help. And then I can usually just refer it to someone else inside Client Ascension, which is for me it's a perfect network of people.

So you developed a particular set of skills that allowed you to make 3 million a year. Now you simply sell those skills as a service to other people, which is typically how. How the elapsing of somebody who makes a lot of money that gets. Gets there.

Right, exactly. Yeah. And then there's. So there's the agency side and then I also have like a coaching program where it's essentially like teaching people to how to build a store from scratch that don't have one yet. And the goal is to actually get them to the point where they can then go to the agency for help with that. So it's kind of, it's perfect.

The Ascension model, the thing in my y. You sell everything. Every. Every point, someone's going to buy something different. So like you, you've kind of structured yours exactly like mine. You just have everything to sell to every conceivable person.

Exactly. So your, your Internet money, client, Ascension, same kind of model. So I have my course and then the agency, once they have their struggle with that.

Yo, real quick, if you're running an agency or a B2B business and you want to sign better clients, higher ticket clients and learn how to get them with cold email, I'm going to leave a link to Client Essential. You can come join Brooke and I inside. Let's get straight back to the video. Exactly.

It's dope.

So like what do you. If you're comfortable sharing it, like what are you at a month right now? Like what'd you do last month, for instance?

Yeah, so I think the, the agency and coaching has actually only been two months. So I joined client essentially beginning of August. So two months ago, starting from zero. And the first month they had 30k and then last month 25k. The first month was almost all coaching, nothing really in the agency. And then last month was actually majority agency. So two really good months to start, which has been awesome.

It's, it's, it's. I, I'd imagine you'd be somewhere at like, at least you'll probably hit a 60 by the end of the year. It's October right now.

You could probably. I think my. Yeah, my goal is to like. We're kind of doing a little bit more formal launch of the, the mastermind and the agency. So we've kind of just been like doing a little bit of outreach but don't really have any formal structure. But I'm hoping when we do the official launch in a couple weeks to a bunch of people will hit. Yeah, ideally 50, 60 in November, December. It's the goal.

You do this thing with Connor where you'll get on a one on one with him. You guys just like extract shorts from it, right?

Yeah. Essentially what we do is for content, we just send each other a list of random questions. We'll just hop on Saturday morning and run like. It's like a. It's not a podcast. It's more just rapid fire for content. But it works so smart.

So like all the clients you have got it's been social media primarily or like using Twitter.

So a bit of both. So coaching has been primarily Twitter. I had been when I was building my store I was a bit of a ghost. Like didn't post anywhere at all and obviously got on money Twitter, saw all you guys posting and saw kind of like the value you're providing and like started just posting myself on some of the stuff that I learned. So the majority of the coaching clients have been Twitter inbound from that. But the agency clients have been from cold email which I had absolutely no idea before I started client session. Like I had, I didn't even really know what it was to be honest with you. So anything, anything that I learned in regarding that has brought in all of our agency clients to this point which has been pretty cool.

This is, it's, it's pretty simple. Vsl, scrape some lists, write the scripts, execute it and then sales following it.

Yeah, yeah.

I think you could, you could probably structure yours in some fashion where you charge a lot of money.

That's man, it's kind of tough. Like I think like what we're doing now is we're trying. We. Because of that. I think so too because we're doing so many different things. We want to charge like a performance based offer. We're just trying to get the pricing right. It's been kind of tough. So like what like ideally what we're trying to do is establish a baseline like figure out where they're going to be without us based on like the previous months and then we want to take 25% of what we increase. Increase them. And it's been. That's the clients like that idea. But what I've found so far kind of getting started is very reliant on the clients. So like for example, like we've had one for two weeks now and I'm kind of like on them we need access to your ad accounts, we need creatives and stuff. So it's kind of hard to like do a performance based offer when you're reliant on these clients. So I'll probably have to change to either either change the contract terms or do more of a retainer based approach. But the pricing has been kind of the hard part with the agency so far.

Yeah, that's, that's always, that's always an issue with things like that because you might get an objection from somebody. But well, if you're so invested in our growth, why don't you charge a percent and. And do like a performance base. Well the reason why is because if I charge you a performance base you have zero incentive to actually execute upon just the simplest things I need you to do. Just as an example, sharing the ad account.

That's it.

And it just won't even do that because there's no money out. There has to be money out and it has to be like a relatively significant portion to where they're like yes, I need to like I will actually engage with this.

Completely true. Yeah. Because I've even like when we signed them we gave them a proposal. Week one, week two, week three, this is all the stuff we're going to do. And it said like week one X out account B ad account that you hadn't had yet. And it's been two weeks and we still don't have access to them. So it's kind of like how the hell am I supposed to increase your revenue where my, where my pay is coming from if you can't even give me access to the ad account? So it's been like I want to ask a couple of the guys in the group what they think about that but I think like performance based offers how you can get the big, big payout like 20k plus a month like if we nail all our, our fulfillment. But again you can't really, it's hard.

To do is you collect money that goes towards it and it's non refundable if they don't do everything. And then so it's like we're gonna, you have to do this by this date, this, by this date, this, this, this that you have to do all of these things by these specific dates and if you fail to do that some of that performance thing gets taken.

You have to do this. Right.

But if everything's on time then just the rev share is going to go towards that.

Right now we're, yeah, right now we're like, that's, we're doing a, we, we have a setup fee. So the setup there is like 3K and then we're essentially just using that to like outsource to different people depending on what they need. And I do like, like I'm. My strength would be like Google Ads and like some website design stuff to increase conversion. So I kind of do that but email, I'm kind of lost. So I'll like outsource that someone in client ascension. But I think that what you said would 100% be better like even a little bit higher setup fee and you have to this, this, this by these dates or like revenue share is not going to work because that's what you run into now. Yeah.

So if you, if you were to like, what, what are, what are your six months, six month goals? Do you have like specific things? I want to take the coaching to this.

I want to take the aging agency to. Yeah. So I think like, honestly what's going to be easiest is, and I'm curious to hear your thoughts on this. I think it's better for me in the short term to focus on the coaching with the aim of, instead of doing cold outreach to agency clients, kind of getting people in the coaching program, getting them successful, like say 50 to 100k months and then transitioning them over to the agency. Because I think then at that point the trust is already there and I could even debatably do a private equity type model where I own a bit of their company to do ads and stuff on an ongoing basis I think would be a good option. And I think the agency, in the short term, we just want to get it to around 50k a month. And then once it's at that, I think I'll be able to comfortably build out a team for the fulfillment side of things. Because that's the issue right now with the agency. I'm still quite tied up in the fulfillment in the sales and stuff. So I want to get it to at least a point where I can outsource a lot of that, then kind of focus on the coaching. So the goal is by December to have the agency at 50k and then kind of turn my focus to the coaching and hopefully have that around 100k by next May, June, July.

Yeah, that's. That's typically what you have to do is when I think it's like 20, 30k a month. If you don't hire somebody to help you with fulfillment, it's just way too hard.

And that's where I'm at now. Yeah, I'm at that point now where it's like I'm doing, I'm at, I'm at 25k and it's just too much for me to continue doing on my own. Like I'm four clients now, like trying to chat them all, do the fulfillment outsource where I need for each of them. It's getting to the point where I need to kind of build a team around it.

You should talk to Andre about having him help you hire someone and mapping out exactly what they need to do. Because people, I've done this before and I just really suck at it. But Andre doesn't. So you, you have to be very precise about what the person has to do, do. And you have to train them as if they were a coaching student, basically. That's typically, that's typically how it'll work.

I struggle with that too, man. Like, when I bring on someone in, especially now because I'm the only one, there's so much stuff they could do. It's like, no, like, this is like these five things. That's you and then someone else, these five things. And I struggle to like, really make clean sops and loom videos on exactly how to do that. Like, that's probably the hardest part of the agency to me is making like these perfect crisp sops that you can outsource.

But when it's there, it's so nice when someone, when, when it's, when it's, when you get them in, you have to do this, this, this, or sops for everything. And then they learn how to do it and they're doing it all. Oh my God. It's the best thing ever.

Yeah, I saw.

And it's, it's, it's. It just happens. It just fulfills.

And you're like, yeah, I saw a tweet this morning. So I think it was. I forget who said it, but it was something like every SOP you make is like a 10x ROI in the first two months just because of exactly what you just said. It's just, just you can step out, you get all of your time back.

This is, that's why people don't get above.

50K a month.

Because they just, they're. They cannot hide. That's actually. People think it's legion that they get sales. No, it's just that you, you quite literally cannot fulfill the volume with which 200k a month would require. It's like we have 18 people on our team. Like, there's no way I could do all this myself. It's impossible. You literally can't do that.

And that's the thing, like, especially quant ascension. Like, we have all these, like, I'm sure you have a great understanding of almost every topic in there. But like having Steven Trister is the VSL guy. Like, he's an expert at just that and like someone who's just an expert at like cold email in. In a specific group where you can ask questions for that. Like, that's where all the value comes from. You know what I mean?

There's so many people inside there. So it's like, there's no way I can handle all those people and like actually execute all of the attention that they need to, to get their stuff done. But what say someone is, is. Is they're new and they're like, they're a 5k a month or some, some and they're running an agency. Do you have any advice that you would give to them to help them get to 10, 15, 20, any, any things you've picked up along the way so far? They'll be like, oh, I should have just did this. Like, I should have understood sooner.

I think it's just volume, man. Like, I think it honestly is it, it is. Like, I think first of all, you have to have a skill of some kind. Like, the main thing is you have to be good at something. It doesn't even matter what it is. Like, it can be email, it can be ads, it doesn't matter. Just be good at something. You don't even have to be excellent, just be good at it. And then if you can just somehow communicate that, like whether it's in a demo or if you have some social proof of any kind, just go show that social proof to like 5,000 people. And like three will say yes. Like, there's no way that three won't say yes if you're just communicating your offer clearly. And I, I think, like, I've heard, I've heard you say it. Like, people will send like 150 cold emails and think because they didn't get a yes that something's wrong. Like, no, you just haven't done enough. Just keep doing more. And like, that's the solution.

It was just that specific set. There's a random chance you're going to get a yes for each set of a hundred. And if you only send a hundred, there's just, there's a high probability that that one set didn't result. And it's, it's just, it's variance. It'll evenly distribute around, like, for every 1,000 people you contact, you're going to get a client. It even 1000 might not get one, but then like another 1000 might get two. So it's just going to evenly distribute around one.

Yeah. And not only volume, but it's like if you're, I think like this is something people often mess up is like, okay, I just need to send 5,000 emails and they'll just send 5,000 emails. But like, they're not purposely trying to improve. Like if you look at, say if you have five different emails you're sending and you're looking at like, say if you send a , you get 10, 15 responses and say 10 of those responses came from the same variant of the email. Then it's like, okay, I need to shut off the other four, take the one that won and then make four that are like that and try and beat it. So like not only doing volume, but like as you're doing the volume, trying to improve what you're doing, not just aimlessly, mindlessly doing it.

I think, I think a lot of people don't understand that just the amount of stuff that needs to occur for it to work. There's so many. They think it's like, oh, just, yeah, offer, send email, bam, client. It's. You need to optimize. You need to exist on the Internet, right? You need to have a video sales order, you need to say the correct thing on the video sales letter and then you need to send emails. But you can't take some random script you found off the Internet or somebody's free lead magnet because 9,000 other people use that. Exactly. That's why we write them for people because they have no conception of how to do it. But then they learn gradually. You have a good script. Your offer has to actually be something people want to purchase. And I don't mean at a guarantee. I mean like quite literally. Like you have an argument and convincing reason to which why somebody should work with you specifically. And yours is that you've done this before. Like I, I, I make 3 million a year on, on an E commerce brand, right? So if you were less than 3 million a year and you would like to approach 3 million a year, then you get here. But you can manufacture this differently. Even if somebody doesn't make 3 million, there's just ways to do it. It's just the way you say it. So I don't want that to come off discouraging to some people. But then it's like, okay, cool, you send cold emails and then you get responses to the cold emails and people think it's just going to be, yeah, let's get in the call.

Yeah, no, you got it.

Literally an entire section of Client Ascension dedicated to handling responses from the.

Yeah, man, that was, that was something I struggled with. Is like I would get, I remember when, when I started Client Ascension, that section wasn't there yet and I would, I had like all these emails and I had responses. I'm like, okay, like now what the hell do I do? Like, how do I, like I ha. I had the perfect template from Christian, like to get the response. Now these people are writing back, no idea what to do. But we've added that module and Obviously like with the individual coaching I just reached out to people and got answers to those and eventually closed a few of them, which is nice. But you're right, it's so much more than just send an email offer call. Done.

Yep.

That's like.

And then there's like oh, I just get on a call, that's it. Nah, it might turn into like a two call or a three call close and then they'll probably ghost you. So how do you re engage them back? And there's all these different. It's, it's the actual management of a sales cycle because you're not selling like a thousand dollar a month services, you're selling to large businesses. It's just different.

It's just like one of my, one of my clients, I kid you not, was, I think we're like a five call close. I had to meet with one person and then the next time we had to meet with a different person and then we had to review like how the performance based offer was going to work and they had to go like talk internally about it and then we had to call again to actually finalize everything. And it wasn't like I was doing anything wrong. Like I talked to some of the coaches about it. They just said like with a performance based offer especially it can turn into that easily and you kind of have to know how to manage every aspect of the whole cycle or you can lose it at any point.

And then they want you to provide a statement of work and talk to the accounting department and do all this just nonsense that people just wouldn't even know how to function with it. That's why I like having Nick in here. Nick just runs enterprise calls all day. He just knows what to do in situations like that. But so if you were to, if you were to, if I were to ask you as, oh hey Brooke, you're on a client extension testimonial interview right now. What do you think it like what, what is your biggest takeaways from it now? Like what, what do you like about it so far?

I think the, the biggest value piece to me it's kind of two. Like obviously one is the content, the coaching, like the direct instruction on all these topics. But I think equally important is the group itself. Like having a group of 140 people who are all doing the same thing, who are all like minded, who are all pushing to be better every day, like just waking up and like seeing in the wins channel like 5 people had like 25, 30k months. It's just motivating to be a part of a group like that. And I think for me especially, like, it's. I, growing up in Toronto, like, I've never really had that. Like, I have a couple buddies who own businesses and stuff, but they're not in the online money space. I went to school, like, university. I've. I've kind of always struggled to find people who are on the same path as me. So just like, having a group of people, like 140 people, everyone's doing the same thing, everyone's kind of doing the same goals. The monthly challenges we've had, like, on. On the Twitter threads And now the YouTube videos, like, that's all just. It's not even really direct content. It's more just the atmosphere in the group, which is so, so valuable.

Yeah, it's pretty.

When his channel is based. Yeah, 100%.

All right, well, Brooke, what I'm going to do is I'm going to put your links below. So everybody who's watching you want to connect with Brooke, go to his Twitter, go to his YouTube. I'm going to put all that below. You can connect with him. He's a homie. And thanks for coming on, brother. I appreciate you.

Of course, brother. Happy to be here. Thanks for having me.