How I Make an Extra $5,000,000/yr Posting Client Case Studies

This is a trophy I got for making $1 million in a month from Jeremy Haynes. I'm sure many of you watch. This is a plaque for making $10 million with ClickFunnels, which pretty much nobody uses anymore, but they did, and it was very huge for a very long time, and the plaques are still really cool. Now, why is that important? Like, why do I show you that? And the answer is, like, fundamentally, when I showed you that trophy from Jeremy Haynes and I showed you that plaque, from ClickFunnels, fundamentally what that is is a case study. It's a testimonial. It's I used this and I got this result. Now what that does, that increases the status of them and they get to now use me as a case study and the association between us amplifies both of our brands simultaneously. Now real quick, similar to Jeremy Haynes, I need to make a quick disclaimer that I'm not making any kind of income claim that you're gonna make any kind of money at all from watching this YouTube video. Or from buying my stuff. And the reason why is because most people make pretty much no money at all in their business. So like watching a YouTube video or buying my stuff is not going to give you any probability of a result. And I believe it's something like 0.1% of businesses hit $10 million a year. Some of my people over at Client Ascension have hit numbers pretty similar to that. Now, why is that specific statistic important? We just said it, and I'm going to explain this in the video. So let's say 0.1% hit $10M. Why is that important? Like, why do only 0.1% of businesses hit $10 million in a year? Like, fundamentally, why can't that number be higher? Well, and how does this have to do with how I make an extra $5 million per year by posting client case study videos? Now, real quick, you've probably seen me post a lot of these on my YouTube. If you go to my playlist, just case studies, you'll see a whole— ton of these. And what I'm saying here is that by posting these, that makes me an extra at least $5 million a year. Now, in a previous video we posted, I talked about how your ability to charge a significant amount of money and grow your business at all is your acquisition of case studies. But how do you even get a case study in the first place? The answer is by getting a client result. But if only 0.1% of businesses in the general public reached $10 million per year, what does that say about what percentage of your clients can get any type of return on investment in any capacity? Well, that's exactly kind of the premise I want to talk to you about today. And it's that if you've ever heard of Pareto principle, they might say 20% of people get 80% of results. But what I've seen in practice is it normally works out to 1% of people get 98% of the results. Now, you might be thinking that this is just some like vague trope that somebody just says every here and there, but the reality of it is that you need to sign a shit ton of clients to get case studies. Now, I was just on a coaching call the other day, and a very common agency offer that people sell is done-for-you cold email. It's like, or even done-for-you lead generation through ads, any kind of lead generation service. If you're any kind of marketer or performance marketer, what you probably found is that that if you are responsible for any kind of client marketing or lead generation or performance marketing, that a very small sliver of the clients you sign get an absolutely shit ton of results. Say you have 10 clients, one person gets basically all the results, the next person gets really good results, and then the vast majority of people get like basically fuck all results at all. And what ends up happening is that they're just a shit ton ton of stress and mental capacity that you spend thinking about. Like, you might literally wake up and be thinking about 1 or 2 or 3 of your clients who get fuck-all results, who are always so upset and angry or whatever, and sending you fucking messages, but oh, nothing's working out. And then you have like 2 or 3 clients who get all of the results and it's retardedly easy and you make a shit ton of money off them. Well, that's because what determines whether you get case studies is about maybe, let's say, 30 to 50% of your actual skill level. And the remaining, say, just say 50%, is the client themselves, like their actual business. Because we just established earlier in this video that if 0.1% of businesses in the United States hit $10 million a year, which is effectively just like, just, you just hit 8 figures at all, or it's like you're even remotely successful in any capacity, why are you believing that 100% of your clients should be getting results? Because it's not going to happen. Because most people running a business are fucking retarded. Like, they, they straight up just are. That is just how that occurs, right? And, and like, you could sit here and you'll see shit online. Like, sometimes I'll scroll Twitter and be like, you got to get all of your clients' results. Like, some of you guys, you're not getting your clients' results. And yeah, I understand that, like, you need to get your clients' results, but like, there's a fine line between having a profusely high level of authority in a market because you've been in business for 10 or 15 or 20 years and you already have shit tons of client case studies, which therefore means that you get all of the good clients at all in the first place. And therefore you only work with the best possible clients and you reject literally every single other person at all. So therefore, yes, your result rate is artificially higher compared to if you're a beginner and you're just starting and you don't have any case studies, you gotta take some fucking shit from some garbage businesses. And therefore your rate of results that you're going to get for the clients is way lower than somebody who has access to the best possible businesses. Because you have to understand that if this is true, right, if 1% of people get 98% of results or 99% of the results, what about the other 99% of people? Well, the answer is that those remaining 99% of people, they go work with beginners or people with no case studies Because they can't afford to work with the big guys. 'Cause the big guys might be charging $10K a month or $15K a month or $30K a month plus a revenue share, right? You as a beginner with no case studies are not going to sign a client at $10,000 per month. It's likely not going to happen. So what that means is because you know you can't get that, you may be charging something like $2,000 per month, Plus a guarantee. And what that means is that these people, these 99% of people, because they can afford this, they pick you. If they could go with the big giant guy who has all the case studies and all the results and they could afford him, of course they would take him over you. But they don't. They go with you because that's all they can afford. So what this means is that you have like a pile, like you have like a small little subsection of here of like, we'll call it the elite. And what the elite are, let's say it's the 1% of the performance marketers selling to the 1% of great businesses that there are to do performance marketing for in the first place, right? That's how it works. They're all, they all know each other, they sell to each other, there's referrals. And I know all sorts of people in here. I'm friends with them. I know, like some of these guys I know legitimately make like $100,000 per month plus for an individual client. And then you've got this giant thing over here where this is, these are the scraps, right? These are the 99% of people. These are the beginners. These are the people with no case studies. These are the garbage business owners who have a shitty offer that is hard to get results for in the first place. Get what I'm saying? Like that—that's where they are. They're in that giant pile, all selling to each other. And what your job is, like what you're trying to do, is get out of this garbage scraps pile over here as quickly as possible. That's like literally what you're trying to do. So in the previous video, we kind of talked about how like this this is generally what happens. Like okay, say say you're a beginner and you get like a lower ticket. 'Cause that's all you could get, right? And now what happens is because it's a garbage business owner who buys the lower ticket shit in the first place, right? So you get 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, boom, you got a case study, right? Took you 10 clients to get a case study, right? Yeah. Because it was just by happenstance that one of these lower ticket clients ended up being able to grow their business, right? So now, say it's like a moderate strength case study. Like it's a moderate strength. This is just subjective. Just imagine moderate strength, whatever the fuck you think of when I say that, right? Okay, so this moderate strength case study allows you to sign just a slightly higher caliber client. Just slightly. You can command higher prices now 'cause you have that case study. Right? Price goes up a little bit. Now what this means is now you have like mid-ticket clients, right? You start being able to sign mid-ticket clients and then you get 1, 2, 3, 4, 5. Oh, now the 5th client becomes a case study and like that was like a high-level case study. So now the results are getting way better and maybe along this time as you've worked with some people you were getting like a baby case study over here And then like a baby case study here, and then a baby case study here. And that's just to get volume and show you have more case studies. But now you've got a high-level case study. And now what that means is that your prices can go even higher. And now you start being able to get access to high-level clients. And then what that means is now 1, 2, second client is a case study. And then you use that again, the same process over and over again. Boom, 2 clients. Boom, that's a case study. Boom, 2 clients. Boom, that's another case study. Boom, 2 clients, it's another case study. You know what I'm saying? This is a flywheel. You know what I'm saying? It's very, very difficult to break out in the first place. It just takes time to do that. And that's why if we go back to the stat we talked about earlier where we said 0.1% of businesses reach $10 million per year, that This whole process is why. Because what happens is you have someone who's just starting and they do, they go 1, 2, 3, 4, they get to client 4 and they're like, fuck this, this sucks. I'm not gonna sit here and sell these low-price clients with these low-ticket shit. And it's like bullshit and no one's getting results and it's super stressful. I'm not doing this anymore. You know what I'm saying? Now some people get lucky where it's like on the second low-ticket client, low-tier client that got a case study. And then like, what does that mean? It means that like they get better results and it goes better and better and better. So there's this book called Outliers. By Malcolm Gladwell, it's a really good book. Now it talks about why most NHL players there's an odd distribution of their birthdays, where most players in the NHL are born between the months of January and March. Why is that? Because theoretically, in a randomly selected set of population, there should be an even distribution of all birthdays. How does that make any sense? Well, the answer is because the cutoff for most leagues in hockey in Canada or the United States is January. What that means is that if you're 7 years old and you were born in January and you're going up against other people who were born in December, you are a full year older than them. So you're bigger, faster, and stronger. And when you're bigger and faster and stronger, you win more. And when you win more, you get motivation from coaches, more motivation from your parents. You get better opportunities to go into better teams. And then you go and compete against other people who were born in December and you absolutely fuck them up because you are way bigger and stronger and faster than them. And this is a constant cascading cycle of you getting better and better and better and better 'cause you get better and better and better opportunity. This is what I was talking about earlier where it's only half of it is your skill level in the beginning and the other half is the opportunity itself. And the opportunity itself, Is the actual client that you're working with? Because if it's just a shitty client with this shitty business, of course you can't get them results. No one can. That's why they still run a shitty business and they still make no fucking money. That's why they're poor. You can't do it. You're not going to be their savior. 35 other people couldn't do it. You're not going to be the one to magically do this for them. They just run a shitty business. That's how it is. Okay, so if we were to take a distribution of, for instance, I was just in a conversation on a coaching call and the guy— we were talking about this and I was basically like, listen, if you have client, client, client, client, client, client, client, client, and you got this many clients right now and you find one of them is a winner and like this guy's a winner, this guy's a winner, and then this specific guy right here, fucking pain in the ass. Like, guy is a pain in the ass. It's just— like always bothering you, never gets results with anything, fire him. Just stop, just stop working with him. I understand what you might be thinking is, I signed someone, he didn't get results, and he's gonna talk shit on the internet. Yeah, it's gonna happen. Like, fucking grow up. Like, it's just a part of the game. Like, maybe he'll be a dickhead about it, maybe he won't, right? So, but you gotta understand, if you're waking up in the morning and you're immediately thinking about this client and you spend literally 2 hours of mental bandwidth thinking about this single guy per day who you make no fucking money on at all and he's never got results doing anything ever and he's a dickhead, like get rid of it. Imagine like you, like in a sexual marketplace, for instance, and you're just like, and you're a hot blonde girl and you're like a 10 outta 10. And then like you're talking to some dude who like, I don't know, won't buy you shit or something, or I don't fucking know, won't take you to Mykonos this summer. And then you got like 30 other dudes who are like, yo, let's go to Mykonos. And like, fucking, fucking get rid of them. Yeah, you know what I'm saying? Or it's like, or it's just you're a dude and you have— and then just imagine a hypothetical situation where you could literally pull any girl on the planet, any of them, like all of them. Just imagine like literally anyone you see you can pull. And then you have some girl who's just like cheating or like she's trying, or she's like texting your friend or something like that. Of course you're gonna get rid of her. You get what I'm saying? This is the same thing with clients. If it's a shitty client, just get rid of them. It's really that simple. Like they're wasting too much time and then you pile more into these people. Why do you do that? Because the more work you do for them, the better of a case study you get for them. Get what I'm saying? And when you have more case studies, your price can go higher. And when your price is higher, it's an automatic filtering mechanism to get rid of the shitty clients in the first place so that the frequency of these shitty clients goes down. The percentage of those people you sign decreases. So you keep getting progressively higher and higher case studies, and you sign progressively higher and higher quality of clients. what I'm saying? So if like, if someone submits an application to join Client Ascension or AI Assisted Agency and they're like, uh, yeah, uh, I don't have a job, um, I wanna make $10K a month doing no work at all and I want it to be completely passive and I want it to happen in the next 7 days and if that doesn't happen then I want a refund. It's like, I'm gonna tell 'em to get fucked. So typically what happens, And this is normally around, I would say, something like the $30K a month mark with the agency specifically. And it could also apply to a coaching or consulting type thing. You have 2 roads to pick. One is high volume plus lower price. And second is low volume and extreme price. And this is normally the path that you have to take. You have to pick one of them. What's the difference between these 2? I don't even wanna say low price, like that word makes you think it's charging low ticket, you're not always doing that. It's just that it's a productised service where it's not really customised to somebody and it's really just like you're signing a shit tonne of people for a finite defined amount of work that is pretty much repeatable. Like you could think of something like an ad creatives agency that would do that compared to like, for instance, something like this would be like a full-on, ad creatives, performance marketing, advertising thing where it's like you make all the ads, you do all the strategy, you do all the landing pages, you do the media buying, you do filming and shoots and editing and shit like that. Like, that would be like that. And this is the kind of thing that you could potentially charge like $10K to like $50K per month for and sell it to like extremely higher ticket businesses. And this might be like, this could be like, you could have like $2K a month offers here. You could have like $5K a month offers here and shit like that, right? But generally, what happens is you need to pick between these 2 right here. Now, the problem that arises from people is you can't mix these. You never wanna be in the middle. So this might be something where it's like, the middle is typically something like you're taking like the services from here where it's like a lot and you're changing the prices from here. And it like, it just fundamentally doesn't make sense. And you can't do that. You really need to start leaning into a specific pathway. What case studies you have is what determines which of these avenues you're able to go to. So sometimes what happens is when people try to move to this, they can't— like, in their head, they can't fundamentally reject a client because you'll still get leads from this lower price thing. And what you need to understand is that if you're going this way, you literally have to reject the people who you know you 100% cannot get a result for. Which means that you're rejecting, like someone's literally offering you potentially $2K a month or $5K a month and you're saying no because you know that it's not pretty much a 99% probability that you're gonna get the results. Because what this is over here, these high-ass prices is basically saying that you have a shit ton of case studies with really good results and I'm only gonna sign people who aren't gonna cause me a bunch of stress and I could get a shit ton of results for it so I can make a shit ton of money. You know what I'm saying? So you need to be able to pick one of these. What eventually happens is if you don't want to have a cold traffic offer where it's like, Daniel, I don't want to have to promise this specific result, I don't want to have to put this guarantee on it. Well, if you want to not do that, then you should go that higher-priced, low-volume path. And what typically ends up happening is this. You don't actually have— An offer. What you have is a case study, and then you simply go to these extremely highly qualified businesses and you get this case study in front of them, and your offer is saying, "I can do the same for you." That's your offer. How do you market that? Well, the answer, like we talked about in the previous video and in in in in earlier in this video, is one actually posting the case studies like I do on my YouTube. And 2 are just advertising them, posting them on Twitter or LinkedIn or YouTube. And it's like, literally that's what your business becomes is it's like you don't have an offer, you just have a case study and that's it. So what do you need to be doing here? You have to again imagine that whatever you may be conceiving as I need to get X amount of clients to get X amount of case studies. It's probably like 10 times more than you think. Like legitimately, like a tremendously higher quantity of clients to get a case study, to get out of that like death spiral that you're stuck in in the beginning to where you just need better case studies. You need better case studies. And it's almost by chance or just like raw happenstance. That you're able to even get somebody who's even possible of getting a good case study in the first place. Then you turn that into the case study, you use that to sign mid-ticket clients, and then now the rate of results you get at the mid-ticket clients is higher than you were at the shitty clients. And then you get a mid-ticket result which allows you to go higher and higher and higher and higher, get higher-level clients. And I want you to understand that this is not like, oh, this is all going to happen over the course of 10 clients. This might legitimately be like 40, 50, 100-something fucking clients that it takes for you to get these like insane results. Like you saw earlier, like Tyler for instance, like he sold his agency for $700,000 after being in Client Ascension. Tyler was probably like number fucking 1,100 who joined Client Ascension, like literally over 1,000 clients to get that. Max was actually in the beginning, but it took Max like I don't know, like 3 and a half or 4 years of running the agency to get up there. Like Andy was another like 3 years or something like that. Like Johnny was a couple years and it's like, bro, it takes a long-ass time to get up there. You know what I'm saying? Like it just takes time and you have to have the patience and the ability to just allow the results to occur over time and go through that like very slow stepladder of getting a case study over and over and over again. So if you are interested in me helping you build this out and other kinds of AI client acquisition systems in order to scale your agency or coaching or consulting business, either one of those, you're selling any kind of digital product or service on the internet and you want to scale it with different kinds of AI systems like ads, cold email, cold outreach, LinkedIn content, YouTube, all that, then you should go to go.clientascension.ai. I'm going to leave that as the first link in the description. This is the page that it's going to take you to. You can go in here and you can watch this quick video over here about, uh, how we can help you get results like that. So that's it for this one. If you got any value, leave a like, comment, subscribe. Thanks for watching. See you in the next one. Peace.