How to Get Clients - Marketing, Sales and Acquisition
In this 3‑part series, Daniel Fazio distills his "Master Lessons"—thousands of coaching call insights—into a step‑by‑step framework for acquiring clients. He begins by asserting that every client‑acquisition method falls into one of three channels: content/organic, paid ads, or outreach, each funded by time, money, or both. He stresses matching the channel to the business model and resource constraints, and warns against forcing a channel onto an unsuitable offer. The video then dives deep into cold‑outreach fundamentals: write human‑like emails, state the offer explicitly, test multiple scripts and angles, and treat outreach as a high‑volume, low‑cost activity that requires constant iteration. He explains how to validate audiences, ensure lead‑list quality, and build reliable sending infrastructure. After proving product‑market fit with outreach or content, he outlines a disciplined progression to paid ads, emphasizing creative variety, hyper‑specific landing pages, and measuring success by cost‑per‑call or cost‑per‑customer rather than vanity metrics. He details multiple funnel archetypes (direct VSL, free‑training, case‑study, low‑ticket, webinar) and how to stack profitable funnels rather than replace them. The importance of an owned email list is highlighted: opt‑ins, daily value‑driven emails, and using the list to warm prospects for future launches. He then covers lead‑qualification via Typeform scoring, predictive questions, and dynamic routing to setters or closers. Finally, he stresses ultra‑fast lead follow‑up, the role of setters in multiplying traffic, and diagnosing mechanical versus decision‑driven no‑shows. Throughout, the tone is blunt, profanity‑laden, and highly motivational, with a sentiment of aggressive optimism and no‑nonsense pragmatism.
Chapters
This is part 2 of the 3-part series of basically everything I know. So all of this is derived from a document called the Master Lessons of Daniel Fazio, which is thousands of my coaching calls distilled by AI into point-by-point lines of lessons that I've learned along the way. You can download that document completely for 100% free at the first link in the description, and you should probably watch part 1 before you watch this part 2. That will also be a link in the description. And if you want to work with me directly to do any of this and scale your own company, that will also be at a link in the description. So let's get straight into this. Today we are talking about how to to get clients. So the first part was what to sell and like markets, offers, acquisition, all that. So today we're gonna be talking about getting clients and that is marketing, sales, and acquisition. So let's get straight into this and it's gonna go chapter by chapter again, just like part 1 did. Chapter 1 is the only 3 customer acquisition channels. Lesson 1 of chapter 1 is that there's 3 ways to get customers: content/organic, ads, and outreach. There's nothing else that exists. Every single client acquisition method you will ever hear about, ever learn about, any strategy, it all falls within these 3. There's nothing else outside of these 3. Nothing else outside of these 3 will ever exist. It all falls within those 3. So let me give you some examples. Content is something like YouTube videos, social media posts, podcasts, newsletters, tutorials, case studies, educational resources. Paid ads is Meta ads, Google ads, YouTube ads, sponsorships, paid placements. Outreach is cold emailing, cold calling, LinkedIn messages, hyper-personalized outreach campaigns, account-based outreach, direct mail. There's no secret 4th channel. Everything you ever hear in your life about getting clients, it's all gonna fall within these 3. The only way that you can ever build your company whatsoever is by executing one of those 3. There's nothing else to do. There's nothing else that's ever going to appear. That's it. All right. Next point. Every channel of those 3 is funded with either time or money. It's always going to consume some kind of resource, right? So if you have no advertising budget, if you can't spend money on ads, then you need to spend time sending outreach, making cold calls, filming YouTube videos, perhaps editing it yourself if you need to do that. If it needs editing, it doesn't always need editing though. Spending time finding leads to do hyper-personalized outreach to. If you don't have money, you must spend time. There is zero situation, there's zero strategy where it's just gonna work with no money and no time. It's not gonna happen. There's always a compensation. If you don't have time, you got to spend more money. Now, if you have money, you can buy traffic, you can hire people to do outreach for you, you can increase creative production and get more people to script out stuff for you and edit it for you and increase the volume of content that you get posted. You can expand your sales capacity, you can hire cold callers, you can hire people to call the leads that you're already getting. Either you're spending your time to do things that take manual labor, or you're hiring other people to do the manual labor for you, or you're spending money on things that cost money such as ads. Okay, next is you need to match the channel to the business model. So a major cause of people failing to get clients is trying to force the wrong channel onto a business, or like trying to force their business into a channel. So like different products require different level of trust and education Urgency. So I'll give, for instance, like cold outreach works really good for B2B lead gen. It works really good for productized done-for-you services. It works really well for offers with a clear financial result or offers that can be stated in a single sentence or mature categories where the buyer already understands what's happening. Cold outreach works terrible for stuff like AI automation or fractional services or consulting or anything that you would categorize as a demand capture offer. Just to quickly refresh you here, a demand generation offer is demand that you can generate demand for. Like it's so attractive and appealing that you could just, you could tell a stranger and they'll all automatically want it. A demand capture offer is something that they'll only buy if they already made the decision to purchase it. Something like that is like an accountant, a lawyer. You don't hire a lawyer unless you need a lawyer at that exact moment. Like the example I like to give to somebody is like, take an assessment real quick. Do you need to use the bathroom? If you don't need to use the bathroom right now, and if I come to you, I'm like, hey, do you wanna use this toilet? You're like, no. What a lot of you guys are doing is you're selling a toilet And you're trying to sell it to people who don't need to use the bathroom. And it's like, you're like, Daniel, how can I make the toilet more attractive so people want to use it? I'm like, it doesn't work like that. They only need to use the toilet if they need to use the bathroom. For instance, if you have a demand capture offer, something like AI automation or like whatever, the only way you'd get something like cold outreach to work is if you send a completely profusely massive amount of emails, sometimes like 10 or 20 or 30 times more than is required for a demand generation offer to just by happenstance find somebody who wants the thing at that exact moment. But then there's demand capture and demand generation mechanisms. So like Google Ads, for instance, is a demand capture mechanism. Somebody could be searching plumbers near me. What would that mean? It means that they need a plumber near them right now. You can't like approach a random person and be like, do you want my plumbing services? It doesn't work like that. It works like you can't just approach a random person and be like, do you need my accounting services? Again, it doesn't work like that. Like it can work like that, but it's like you just need to do so much marketing and so much outreach that you just by happenstance find somebody who does need it at that exact time. That's how that can contextually would work. Now I'll walk through other stuff again. So like if you're doing content, content fits stuff like custom development slash AI automation, consulting, coaching, done-with-you services, offers where the buyer needs to see expertise before understanding what they purchase. Like content is very good for that because content inherently is people giving you attention, you get what I'm saying? And it's a warm traffic offer. So if you're trying to sell a warm traffic offer, you need to sell it to warm traffic. If you're doing content, that literally is by definition creating warm traffic. Paid ads, very interesting, depends on the ad channel, but it's like Meta ads for instance. You can get people to watch 10, 15, 20 seconds of a video, and you can kind of explain things a little bit better to them. An offer that will work on ads will not work on outreach 100% of the time, but an offer that will work on cold outreach will 100% of the time work on ads. An offer that will work on content will 100% of the time work on ads. An offer that works on ads will 100% of the time work on content. But then it depends on the type of ad. So it's like, if you're doing video ads perhaps to a VSL funnel, then it will work. But if you're doing like Google Ads, no, your AI automation offer or like your custom development or coaching offer probably isn't gonna work. It just depends if somebody's searching that precise exact thing and there might be like nobody on the planet searching for that precise exact thing. You get what I'm saying? Let me walk you through the AI automation example. So like we build custom AI automations is difficult to sell to cold outbound because the buyer does not know what build they need. So the proven route to this is to post content about the builds that you're creating. So you build something, you're showing how the system works, you're explaining what it does, you're giving away the workflow, you're letting people who want to build come inbound. So like every offer you sell will and will not work on specific channels. So you can't just randomly pick a marketing channel and it will work for your specific offer you're selling. It needs to fit like a puzzle piece. The problem a lot of people have is that they're trying to force a marketing channel to work for their business when it needs to actually be the other way around. You need to make your business fit the marketing channel that you have the resources for. So like, again, going back to like every marketing channel costs either time or money or both, and you need to assess how much money are you prepared to spend, how much time are you prepared to spend, and then you need to morph your business to fit to the marketing channel that your resources are pointing you towards. You can't just do anything you want. You can't just sell anything you want. Selling ice to an Eskimo is not real. That's never been the case. Just sell me this pen. It's fucking nonsense. That's never been the case. You can only sell what the marketing channel you have access to Allows you to sell. Most of the advice you hear from people about like what to sell on the internet, or just what to sell at all in any business whatsoever, they give you advice with the expectation that you have like an infinite amount of traffic. Like you can just fucking spawn customers out of nowhere. It doesn't work like that. Traffic is very expensive and it's very scarce. Eighty percent of your time operating a business is you getting traffic. Like why am I filming this YouTube video right now? Like I just woke up and like I would love to just like sit on the balcony and do fuck all, but I'm sitting here and I'm filming this YouTube video. Why? Because I need traffic. You gotta do everything you can to. Pull and scour and like fucking like hunt for traffic. That's what you do. You need human eyeballs. It's the only way you make money. You need to absolutely fucking everything you can to get that. That's like what you operating a company is. It's getting traffic all day, every day, like a fucking psychopath. That's what it is. It's not fulfilling for customers, it's getting traffic. That's it. Next, pick one business model, then use every compatible channel. So choosing a business model does not mean arbitrarily Restricting yourself to one acquisition channel. So if you sell done-for-you lead generation, you can use cold email, cold calling, Meta ads, YouTube content, and existing audience referral partners. Like if you sold a client cold email, they're not buying cold email from you. They're buying leads. If you can also generate those leads with Meta ads, then fucking go do it. I also want to like throw this in here real quick because people do this shit all the time. If you say you're going all in on cold email, are you actually going to send emails? For 12 hours a day? No, of course you're not. You'll complete the work in an hour and spend the rest of your day scrolling on Instagram. Why would you not allocate that additional time to cold calling or hyper-personalized outreach or posting content? You're making up an excuse in your head that you've done enough for the day, and you haven't. Like, if you want magnificent results, then you need to put more work in. Like, you're not gonna fail by working 3 times more than everybody else. Like, don't do this shit. I'm going all in on this. Do you even know what all in means? All in means that you literally are at your desk without a phone. No No fucking Instagram, no TikTok, no YouTube open. Like you are working. That's what all in means. Okay. Chapter 2, cold outreach fundamentals. Okay. So first point of this is to write like a human. A cold email should sound like something you would actually say out loud to another person. So most people's default way of writing cold emails is corporate nonsense speak. There's like this secondary English language of corporate nonsense speak. And it's like, it doesn't make any sense at all. So like you write like literal nonsense trying to sound proper. Stop trying to sound proper and sound like a normal human. Let me give I'll give you an example. Someone might say some shit like, we leverage innovative AI-enabled multichannel solutions to optimize your outbound revenue generation ecosystem. Bro, what the fuck are you saying? What, what did you just speak to me? What did you just say to me? It, it's like, it literally doesn't make it like why you would never ever in your life say that out loud. Why are you saying it in an email? Compare that to, hey John, are you looking for help booking more qualified demos for the sales team? What do you think is gonna get a higher response? And the answer is obviously the second one. Stop talking in corporate nonsense speak. So keep the email short, use conversational language, stop using corporate jargon, read it out loud. Don't read it in your head, read it out loud. Tell me whether you would say that to an actual human being. If the answer is no, don't send it. You get what I'm saying? Remove anything you would not say face to face. Use AI to generate starting points but not finished copy. Don't talk in Claude slop speak either. Claude is terrible at writing. If you would feel ridiculous saying the sentence out loud to somebody, You should not send it to 10,000 people, right? Next is state the offer explicitly. You cannot determine whether an offer works if the email you send never says the offer. A lot of outreach campaigns, they use like personalization, compliments, observation, requests to connect, but they never explain what is being sold. This is what happens all the time. They'll come to me like, Daniel, my offer isn't working. Do I need to change my offer? And I'm like, okay, well, what have you been doing? They're like, I've been sending outreach scripts. And I'm like, okay, well, show me the outreach scripts. And then you look at the scripts, it doesn't even say what the offer is. How are you supposed to know whether you have a winning offer or not if nobody knows What your offer is? Like, how would you know? They'll say some shit like, "I noticed your company is doing interesting work in the logistics space and would love to explore whether there might be opportunities to collaborate." Say you're running a performance-based lead gen offer where the value proposition is that you only pay per booked call. How would anybody know that you have a pay-per-booked-call performance-based lead generation offer with the previous email example we just said? How would it be functionally possible for them? Them to know? And how would you therefore then come to the conclusion that your offer isn't working? How does that make any sense? And the answer is that it doesn't. Compare this to, hey name, do you guys need more sales calls with suppliers looking for logistics services? I can book you more sales calls on a complete performance basis where you only pay when new meetings show up. Don't you think that that makes more sense to send? Crazy. Next, let a strong offer carry the email. So like when the offer itself contains an unusually strong risk reversal, you may not not need personalization or a Loom video or a lead magnet. If you have some shit where it's like, hey, are you guys interested in performance-based lead gen where you only pay for qualified meetings I book you? That can be the entire email. You may not need to offer them a Loom video explaining what you're gonna do for them. You might not need to offer a lead magnet. That itself can carry it. It also may not for your specific niche and for your specific business. It may be that you try sending that to like 3,000, 4,000, 5,000 people. It doesn't work for you. Now, what should you try? Try doing a Loom video thing. Try doing some hyper-personalized outreach. Yeah, try the other stuff or try making your offer better. Test shit. There's no right answer. Like what you might be looking for is, Daniel, I need the exact offer and the exact script and the exact niche to send to. In which I tell you, well then you can join AI Assisted Agency and pay me money and I'll give it to you. But I'm not giving that shit to you for free. Create 5 to 10 new scripts every week. Here's the thing that a lot of people do. You'll make one script You'll send it to a couple hundred, maybe, maybe a couple thousand people, and you're like, this doesn't work. If that is how you are gonna operate business, you are so fucked. You are so completely and wildly fucked. You are literally never ever gonna be successful. Ever, ever, ever, ever, ever. And now I primarily do like ads and funnels and shit like that, so I don't send much cold outreach for myself anymore. But imagine I sit here and I script a VSL, I film 30 to 40 to 50 ad scripts. I, I write them all, I go in a fucking studio and I film them, and then I write a whole sales page, I write a whole email sequences, text sequences, make fucking setter fucking scripts for people to call, and I do all this. And this is like 30, 40, 50 hours of work for a single funnel, and I launch that funnel and it doesn't work. How many times have I done that? Fucking dozens. I've done that so many times and it didn't work You know what I didn't do? I wasn't a big fat fucking pussy about it and threw a fucking little fit. Oh, this doesn't work. It's it's all over. It's okay. I could never. I can't. I could never run business anymore. It's all a scam. Grow the fuck up, you fucking loser. Imagine sitting here thinking that writing five to ten cold outreach scripts a week or even just a month is like an insane feat. Like, stop being a big fat fucking pussy. Like, if you can't get over that, you are such a complete fucking loser. It's actually incredible. Like, if you are actually sitting there and saying that, the amount of work that is required of you to get strangers on the internet to pay you tens of thousands of dollars— are you like somehow under the impression that this is gonna be easy? Like, you think it's just gonna be like, oh, do this, this, boom, oh, fucking money spawns out of the fucking air? Like, grow the fuck up, bro. Like, it's absolutely fucking absurd. Okay, so you need to make new scripts all the fucking time. Literally all the time. There's always new scripts and this— and the winning scripts you do have will stop working at some point. So you need to replace them constantly over and over and over and over and over. It's the same thing as ads, right? Angles to test. You can do direct results. You can do performance-based pricing guarantee, named case study angle, volume promise, competitor comparison, new mechanism, cost reduction, speed, specific operational pain. We help logistics SaaS companies add 30 qualified demos a month. You're gonna have a performance angle of Would you be interested in lead generation where you only pay for qualified prospects that attend? You could have a case study angle. We recently booked 42 sales meetings in 1 month for a company selling into the same market. You could do a volume angle. We can run 1,000 outbound cold calls per day for your sales team. So this might be you launch 5 to 10 new scripts a week, you label each of the campaigns by the angle, and then you track the responses and the positive responses. You identify which angle is working, then you produce new variations around the winning angle. and then you retire the angles that fail. It's really that simple. It's just an iterative circular process that you continuously do over and over and over again. It's just like running ads. That's exactly what you do with running ads. If you script out 20 ads, you throw 'em all into an ad set, see which is the winner, see which gets spent, kill the losers, look at the ones that are getting spent, make new variations and ads that are tangentially similar to those ads. You launch 20 more of them in a new ad set, see which of those work, get the ones that don't work, see the ones that are working, make new formats of that angle. It's the same fucking thing over and over and over again. Same thing with cold outreach. This delusion of I send this script and this thing is like completely automated for the rest of my life and it fucking spawns money—it's not real. It doesn't work like that. If it worked like that, everybody would be a millionaire. The entire reason why the fruits of this labor are valuable is because the labor is difficult. If everyone did the labor and had the same fruit, the fruit wouldn't be valuable anymore. It wouldn't buy you anything. The literal activity of this being difficult. Difficult is the gate as to why the fruits of the labor are valuable in the first place. If it was so fucking easy, you wouldn't get anything out of it. That's why when you only do the easy shit and you don't go the next steps that are required to actually make this fucking scale, that's why the fruits you get are worth fuck all. That's literally why this works. It's basic economics. Use meaningful test volume. This is the next point. So most people dramatically underestimate how much volume is required to evaluate results. If you have a 2% response rate in your emails, 20% of those are positive. 20% of those positive responses actually book a call. And then 25% of those calls close. What that means is if you send 10,000 emails, that's 200 replies, 40 of which are positive, 8 of which convert into a call, and 2 of which turn into a customer. So you see like 10,000 outreach messages, that's only 2 customers. And that's if everything goes right. You getting that 20% response rate is contingent upon you testing angles to actually have an angle that gets a 20%. Positive response rate of your 2% responses. And then you properly managing the back and forth and doing follow-up to get people on the call. That's the contingency for getting 20% of those positive responses to actually book. And then you actually understanding how to conduct a sales process. That's the contingency of you actually closing 25% of them. Those are the numbers of everything going right. But if you're a beginner and you're not sure how everything is constructed, you might need to send 30,000, 40,000, 50,000 outreach messages before you even get your first customer. You are not even sending remotely fucking close to what is required to get results here. Next, book cold email calls manually. Okay, so you never send them— like, if they're like, oh yeah, send over times or whatever, you never send them a Calendly, you never send them a Typeform to like qualify them. Because cold email is super cheap compared to ads. The price you pay to get calls booked with cold email is needing to manually get on the phone with these people and qualify them yourself. You can't just send them through a Typeform to have them self-sort like you otherwise could with ads, because with ads you're spending a bunch of money, it's much more expensive. With cold email, the cost is really labor. There's a manual process. If you want to minimize the amount of unqualified people that you're getting from cold email, you need to minimize them from the list you're emailing to in the first place. This is a list building problem. It's not a send them a Typeform and have them self-sort. They literally just will not go to the Typeform. It won't happen. You need to manually book these people. And like, even sometimes like someone positive responds and you fucking email them back like the available times and they don't respond, like you gotta cold call them and just Like set them right there. You get what I'm saying? Okay. Next is know when to switch from email to the phone. So some audiences are simply not responsive through email. So like tradespeople, contractors, local services, they literally do not open their email. So like the stats that you would get on cold email to these people are wildly lower than you would get on a standard kind of niche that actually actively uses their email. So what would that mean? It just means that you would need to send 5 times more emails for those specific people. So what does that also mean? It also means that if you cold call these people, it Works fucking way better for them. And even then, like if you book meetings, like say you're running ads for contractors or whatnot, this and this works. Running ads to get contractors on the phone and shit like that, like local services that works. But like let's say that you were scheduling meetings with them. Don't put the meetings on Zoom. Why? Because they don't they don't use Zoom. They don't have the Zoom app. They never used Zoom before. They use their phone. When you book a meeting with them, it's you're calling them. You get what I'm saying? So you gotta understand like the little micro nuances that. each niche has, cuz it's very different. Okay, next point, don't switch strategies at subminimum execution. So like sending 17 Loom videos and declaring that personalized outreach doesn't work is not testing it. It's quitting early while pretending that you did enough volume, right? So before switching, you need to like verify, are you sending this to the right kind of person? Does the message state the offer? Was the infrastructure deliverable? Like when you sent the Loom video, did they even open it? Did it even even see it. So I'll give it for instance. Some people will film a custom Loom video and then they'll email it to somebody and that's it. That's, that's the fucking end of it. Well, how about you go find them on social media? You DM it to them across every single social media you can find them on, and then you comment under their stuff with the link to the Loom video like, hey, I made this for you. And you do that across all the shit that they're posting. Why would you not do that? The point of hyper-personalized outreach is that you put a lot of time and effort, or potentially a lot of time, maybe you've used AI to program make a lot of it, but it's more time and effort than a mass automated outreach. Why are you not going to sit here and use every means possible to get this in front of them? Why would you not do that? And the answer is that there's no excuse to not do it. It's just that you're probably looking for permission to do that. So you got to be a dog about this, bro. Like, be proactive. When I was trying to get my first job at a grocery store, I didn't just put my fucking application in and that was it. I went and asked for the manager every single month until I was hired at Publix. And if you know anything about Publix, It's like it's kind of a difficult place to get hired at. So I went and talked to this manager every single month. It was for like three or four months. Like I just walk in every couple weeks and like, hey, can I talk to the manager? Hey, just just checking in. Make it. So what does that do? So the moment they need to hire, he's going to pick the most proactive person. If I needed an editor and I get a million people who outreach to me asking for editors and shit. If I needed an editor, the editor I'm going to choose is the one who's been the most possibly proactive. And I get like legitimately a million fucking people a day who are asking. If I need an editor, of which 99% of them are not sending me a sample of an edit. But even of the people who do send me a sample of an edit, it's like they send it to me and that's it, it's done, right? I never hear from them ever again. Like, if I'm a dream prospect of you, why would you not keep continuously sending more edits? Why would you not do that? It doesn't make any sense. Because eventually you're gonna convert me. Like, eventually you will if you just keep fucking doing— keep doing it until I Until I specifically tell you to stop. Why would you not do that? That's how you do it correctly. That is how. Next is the only thing that matters is cost per result, not outreach volume. So people see, I sent 30,000 emails and only got 8 calls booked. And they think that's bad. The conversion rate is so bad. But why does the conversion rate matter? Why does that matter to you? Because if it costs $600 to send 30,000 emails, that's $75 cost per call if you booked 8 calls. So 2 clients signed off of that means a $300 cost per client acquisition. That's insanely good. People will literally see that and be like, only eight calls after thirty thousand emails? They'll like sign two clients for that and be like, I can't, I can't run that outreach anymore because it only booked eight calls. What are you fucking talking about? Are you a fucking retard? What are you saying? Three hundred dollars to sign a client and you're gonna turn it off because the conversion rate is bad? You're a fucking retard. What are you talking about? Who gives a shit about the conversion rate? If I was on fucking Meta, if I was running Meta ads and my Click-through rate on the ad is fucking 0.1%, but my cost per acquisition of somebody to pay me $3,000 a month is $300. I don't give a fuck what the click-through rate is. I do not give a shit. I would try to spend $30,000 a day. I don't give a fuck what the click-through rate is. You concern yourself about metrics that literally don't fucking matter. What is the cost per acquisition? Of a new client. Nothing else matters besides that. And then up of that is what is the cost per call? If those are good, who gives a shit how many emails it takes to get the fucking client? Who cares? Thirty thousand emails to sign two clients. Well, why wouldn't you try to send three hundred thousand emails a month and sign twenty clients? Who gives a fucking shit? It's the literal fucking dumbest possible way that you can go about like thinking. Okay, next chapter three is validate the audience before rewriting the message. Number one is I want you to randomly inspect your lead list. One time I was on a coaching call and this guy was trying to sell to e-com brands. His message did say the offer script did say the offer. He's like, "Dude, I'm just not getting like no one's responding to this. Like I don't think the offer is good." He's I tested so many different scripts. I've tested five, ten, fifteen different scripts so far. Like nothing is working. The fuck is wrong with this? I'm like, "Is it your deliverability?" He's like, "Dude, these are like brand new inboxes. They're dot com domains, Google inboxes." I'm like, "Show me your lead list." He pulls up the lead list. I'm like, "Pick ten random people. Just scroll through it. We're gonna pick a random." person. Scrolls it, pick a random person, not an e-commerce brand. Pick a random one, not an e-commerce brand. Pick a random one, not an e-commerce brand. He was trying to send to e-com brands. His offers was for e-com owners. The script was for e-com owners. Fucking literally none of the people on the list were e-com brand owners. He was buying lists from some like retarded Indian. None of them were fucking e-commerce brands. So this guy's thinking there's something wrong with his offer, there's something wrong with his deliverability, something wrong with the scripts. It's the fucking list. None of them were e-commerce brands. Check your That's the first point. Next is verify that the niche fits the channel. So approximately maybe 60% of apparent cold email niche failures are targeting failures. Again, this kind of goes back to what I was talking about earlier, but strong offers for cold email is like B2B SaaS, logistics and freight, manufacturing and industrial, commercial lending, M&A advisory, search funds, B2B financial services, literally any kind of like B2B or like corporate type offer that's great for cold email. It's a great niche to reach on cold email. Weak fits for cold email: financial planners, fucking consumer insurance, B2C coaching, categories that rely almost entirely on referrals, B2C. You get what I'm saying? Like you can't force these niches and these categories into working with cold email. If you want something to work with cold email, it needs to be something that already works with cold email. You can't force this shit to just fucking work with cold email. Okay. Next is segment lists by buying motion. So Like even one niche can contain several different business models. So like, okay, some SaaS businesses sell through demo calls, others use direct self-signup. Now if you're sending a script and you're promising 30 demos a month to B2B SaaS companies, it might not be relevant to all the B2B SaaS companies. You know what I'm saying? So what that means is that we should probably have another script within that, or you should probably try attempt to segment the niche and you can use AI to analyze the niche, but it's like, You should try to segment the niche of which of these is running a demo funnel and which of these has a self-checkout and use AI to browse the website and tell you whether it is or not and segment it like that. You know what I'm saying? Because you might be saying like, Daniel, this offer and script of me promising 30 demos a month for SaaS companies isn't working. Well, it's like, well yeah, that's because 70% of the fucking people on the list don't use demos, they use self-checkout. Now if you change the list to be 100% of people on the list use a demo funnel, Then yeah, it'll probably work better. You get what I'm saying? Like, you gotta understand like who you're emailing. It's contextual to what— there's so many different puzzle pieces that all need to concurrently fit into each other to make sense. Okay, next is validate infrastructure before diagnosing whether you have an offer problem or a sending problem or a script problem. So I'll give it for instance, people do this shit where it's like, oh yeah, I can send a million cold emails a month if I buy these fucking .info domains. With these fucking boof-ass SMTP inboxes that cost fucking 4 cents each. And it's like, let me teach you something about life. You always get what you pay for. If you're gonna buy these fucking garbage boof-ass shitty fucking SMTP inboxes for 30 cents, your emails aren't gonna get delivered. They're not. Yeah, you sent a lot of emails, but they didn't even reach the fucking inbox. The reason why you get shit like high-quality Google inboxes or high-quality Microsoft inboxes and not these fucking retarded resellers who sell them for like fucking 4 And you use .com domains and you warm up the inboxes. The reason you do that is so it actually gets delivered. That's why you do that. If you go and you buy fucking store brand shitty laundry detergent, your clothes are gonna fall apart. Just is what it is. If you buy shitty clothes, they fall apart. If you buy shitty shoes, they fall apart. It's the universal thing about life. If you buy cheap ass fucking garbage consulting programs, you're gonna get people who are retarded and give you bad advice. That's why client ascension is expensive. And that's why you see all those really good results from client ascension. You see them all over my channel. There's a bunch of case studies. Why? Client Ascension is expensive. Why is it expensive? Because we give the literal best possible service of anybody on the fucking planet who sells any kind of agency, online business consult. Nobody gets results like us. Not even fucking close. Literally not even close because it's expensive. You get what I'm saying? You get what you pay for. Buying the cheap shit is always more expensive than getting the expensive stuff. It just is. It always is. It always is. Always will be. Next point is inspect raw artifacts, not just summary statistics. So what do I mean by that? Let's say you have all these components. You have the lead list, the script, the entire sequence, the raw responses, the job titles, the company types, the sending infrastructure, the bounce and deliverability data. And you could see like, well, oh, the response rate is this. Well, it's like, okay, well, that doesn't tell the hell story. What do the responses say? Maybe it's like, oh, it's an out of office, or like, oh, no thanks, not interested. Or you can get like complete like fucking raging responses like, you're a piece of shit, whatever. And then like that tells a different story about what is occurring with this lead list, you get what I'm saying? So it's like, and then like going through the complete lead list of like, well, is this the correct job title that you should be sending to? Is this even a relevant niche that you're sending these people to? Is each inbox even warmed correctly? Like you need to individually look at these and get a sense of like a feel of like what is actually going on. You can't just look at summary statistics in order to understand what is occurring there. So like one thing you might be able to do is extract literally fucking every, you have some kind of campaign, extract the entire lead list, all the scripts, literally every single lead line by line, every single response line by line, upload it to AI and be like, this isn't working. Go through every single thing and try to tell me why. And it can diagnose that for you. And I've done that before and I've found shit before for clients where it's like, yeah, AI will tell me. It's like, yeah, no, this, this all makes sense. Uh, it's just that you're sending this to marketing managers and they don't have any say into whether anything actually gets done for a purchasing decision. Just send it to the owners or the founders. And then you start sending it to the owner or the founder and the same fucking script for the same offer starts working amazingly Well, just sending it to a different job title. And it's like, oh shit, I didn't even realize that. Do that. Okay, so this next chapter I'm gonna call Paid Ads After Product Market Fit. So what I'm gonna do is walk you through like the practical progression of normally how this should go. The reason is always simple, is that ads cost hella money. They cost a lot of money, and most people lose all of their money by trying to advertise. It's super expensive compared to doing something like content or cold outreach. So a lot of people would just go straight to ads and just lose all their money, right? And it's because they're trying to advertise something that has not been proven yet, whether that's been proven on cold outreach or been proven on content. This is the practical progression normally is manual outreach, then build like an optimal selling system on calls to prove that you can actually close people on the call. Then you get a proven system for getting clients results. And then once you have some cash flow coming in and maybe you're at like $10,000, $15,000, $20,000 a month, then you can start adding in paid advertising to that. Why? Why in that order? And the reason why is because for most B2B offers, your cost to acquire a customer on ads is going to be anywhere from $2,000 to $4,000. So if you're not at $10K or $15K or $20K a month and I tell you, hey, you're going to need to spend $4,000 to acquire a customer with ads, how does that make you feel? And the answer is not so well, because you probably can't afford to spend $4,000 per acquisition of a customer. So what does that mean? It means that if you don't have the capital prepared to do that already, you need to spend your time first in order to do it via doing a bunch of outreach and doing a bunch of content. Prove that you can get this offer working and cash flow coming in, and then as you start making money and cash flow from it, then you can start investing that money into ads. And this is so that you just don't lose your ass and you can actually like run a profitable business. Cold email and ads are not substitutes. Cold email slash cold outreach, like hyper-personalized outreach is high on being time expensive and low on money expensive. Ads is high on being money expensive and low on being time expensive. Normally what happens if you prove something out with cold outreach and you have like an optimal selling system of cold outreach and it's working for you, and then you start doing ads, a lot of people just stop doing cold outreach. But how does that make any sense? Because if you have a profitable customer acquisition system, even though it's low volume, why would you stop Stop doing that to do something else. And this is the problem with people encounter a lot while attempting to scale something is they move on to something and they go to add something and they stop doing the thing that already works, which is big, big, big no-no. So not only is it that if you go and start ads, do you need the capital in order to be required to to actually spend the money in ads? It's also that you need the systems in place to keep the profitable channels that you're already doing in place at 100% capacity. Well, then what's happening is not only are you Going to a new channel, and that channel has to start working immediately. It also needs to compensate for the lack of profit being generated from the previous cold outreach channel that you stopped doing. Get what I'm saying? Ads may cost five or ten times more per customer, but they can unlock five or ten times more volume. Cold email may top out around like two or three clients per month for you, but ads can take that same validated offer into literally dozens, if not hundreds of customers. So a business is an aggregate of profitable systems. If you can't handle running multiple, you can't handle running a business. So you gotta build systems around each one before expanding out to the next one. Okay. Next is start with sufficient creative variety. So like you need to test an absolutely enormous amount of creative if you're gonna try ads, like at least 30 individual ads, all using a different angle and delivery. So like you could launch these all at once. Falling like a CBO and one ad set inside a CBO, and like that's what you launch with, and that's completely fine. So here's variables that you would otherwise change in each one: customer segment, each segment within the niche, right? Awareness level, opening claim, a case study you reference inside of it, the objections that you bring up in your ad script, the mechanism you talk about, the presenter, the actual person presenting the ad, the setting, the format, the call to action, the expected volume. You might only get 1 or 2 winners out of 30 creatives. So if test only 10 or 15 ads, you might get zero winners, right? Leading you to wrongly conclude that ads don't work. Ads always work. It's just that they may not be working for you. Cold outreach works. It may just not be working for you. Content works. It may just not be working for you. All of these things work. If you're ever trying anything and you're concluding that it doesn't work, you're wrong. It's just that it's not working for you in the exact combination of what you have. So it might be like, oh, ads don't work. Well, it could be that you just don't have a good offer. It could be that you don't have enough creative. It could be that like you're not spending enough. There's so many different things that could possibly be the case, but I assure you it works. It's just that you are not making it work correctly for you. Okay? Next is to make every ad hyper-specific, and this is gonna help you out a lot when you're beginning. So like broad messaging forces the algorithm and audience to guess who the ad is for. So like you might say something like, get more leads for your home service business. So what that's going to end up doing is Facebook's AI, Meta's AI, is going to start pushing that towards a very specific segment of person. And it might be a segment that you don't want. So it might be like, oh wow, I'm getting a bunch of cleaning businesses that come in through my ads. Like, why am I doing that? And the answer is that it just decided that based off what you said in that ad, it can get people who run cleaning businesses to convert. And like, that's just how that works, right? But if you say something like, if you own a roofing company in Dallas and have at least 2 salespeople and previously tried shared leads. Here's how we generate exclusive appointments. Who's that gonna get? It's gonna get roofing businesses in Dallas who have at least 2 salespeople who have previously tried shared leads. And if that's a very hyper-specific customer segment that you know that you can sell to, you absolutely should make a shit ton of ads for that hyper-specific segment. And you might make 30 or 50 or 100 different ads over time for that specific customer segment. Now what happens? Oh, Daniel, how do I expand? You go to the next hyper-specific segment, and then you make ad sets for them that each also have 30 or 50 or 100 ads. And you probably learned something for the previous 30 or 50 or 100 ads you made for the Dallas roofers that you can implement for the next segment of people. You know what I'm saying? So you might say something like, if you're a custom apparel brand, here's how to use cold email to add new accounts. Or we generated specific result for this supplement brand, here's how we could do the same for you. And it's like your business literally just becomes like an aggregate of like customer segments stacked on top of each other, like all segmented in different ad sets. You can build it like that. Okay, next one is— this is kind of like a tip— and it's using the old way is dead pattern, like really helps a lot. This kind of like introduces your offer as a replacement to something that's like dead now. So like the old way of doing e-commerce email is dead. You don't want to drop customers into basic flows. You want to use AI to personalize every single message they get. This is like one one of the strongest possible angles that you could use. But the thing with it is that you need to actually introduce something that is different. So like, I just made that shit up there where it's like you want to use AI to personalize every single message they send. Now, you may or may not be doing that, or you may be doing that in a way you may be exaggerating it slightly or explaining it just in a way that's kind of like sensational. You get what I'm saying? But it's like using that angle is very useful. Okay. Next is try direct-to-call ads instead of just VSL. So I'm seeing some Results with this, where it's like use a mini VSL as the ad and you send straight to a calendar booking or an application as the page destination. Like you're not sending them to a sales page or a video sales letter, which that can work well. It does work. It's just I'm seeing this work for some specific niches and some specific offers where it's literally just ad, they click it, and it's Typeform application, and then like they book a call if they're qualified, right? This tends to work well for direct offers, so test it. It may or might. Not work for you, but just test it to find the actual winning angle and not just the file that's getting all the spend and all the winners. So like a lot of people, they'll label their ads something like ad 37, and it's like, well, ad 37 is getting a lot. Well, let's make more ads. And it's like, what is the angle of ad 37? Like, what, what is ad 37 actually saying? Like, did that winner lead with the case study? Did it lead with a guarantee? Did it lead with like the fact that you use AI? Did it lead with like attacking the old way? Did it lead with like featuring a recognizable client? Did it lead with a large volume promise? Did it lead by showing a dashboard? Like, what is the angle of the ad? You get what I'm saying? And if you have like, I don't know, your top 4 ads are all referencing like a $25,000 email revenue generated guarantee, well, that tells you that like the offer of you guaranteeing $25,000 in email generated revenue as a guarantee is probably a good angle for you. And you should keep using that angle just in all different formats and all different settings and presenting that angle in a different way. And even if you're using a different angle, should also reference the guarantee. It's pretty apparent that like it's the guarantee that is working well for you. Okay, next is judge ads by calls, closes, and cash. And now we kind of talked about this earlier on about cold email, but like opt-in rate, click-through rate, CPM, cost per lead— it doesn't matter. None of these things matter. The business cares about spend, qualified call, customer, cash. So like let's take 2 versions of like a funnel. So version A produces leads at $20, but only 1 in 10 book a call. Version B produces leads leads at $40, but 1 in 2 book a call. Version B has more expensive leads and cheaper calls. So like, why do you give a fuck what the cost per lead is? You should give a fuck what is the cost per call. And then you'll see this all the time where like you can have this ad over here books $100 calls, but only 1 out of 10 of them close and they have a really high no-show rate. And then you get this ad over here books $300 calls and 20% of them close and they show at 80%. Which one do you want? Do you want the cheaper cost per calls or do you want the one that actually produces Clients in cash. Clearly, obviously that one. And then you get the stupid shit where it's like, well, this ad over here has a 3% click-through rate, but it produces zero clients. Why do you give a fuck what the click-through rate is? It doesn't matter. Stop looking at these numbers. They don't matter. They never have mattered. They never will matter. This is like the number one trait of like someone who's just like they read some like marketing book or took marketing advice from someone who like is doing like corporate marketing type shit where there's like an infinite amount of money. To spend. It doesn't fucking matter. You need to make money. This is your money. You need to make cash. It doesn't fucking matter what the click-through rate is. None of this shit matters. Audit your lead quality by creative. So I was kind of just talking about this, but like a creative might get a great cost per call but have a really high no-show rate or a much higher cost to acquire a customer than the campaign with a 2 times higher cost per call. Different ad angles attract different types of people. Who behave differently in your funnel. You have to look at the ad creative level and not just the campaign level. And you need to use something like Hyros to be able to see this. If you don't have something like Hyros where you can see who came through which ad so you can go and reference the exact like call recording, you will not be able to find this data. So like you need to have something like Hyros for that. Okay, next is if you have a product where demonstration and like it's kind of like an aesthetic-based service, you need to demonstrate that. So like if you sell creative, Your ads should be pretty fucking creative, right? Does that make sense? If you sell AI video ads, you should run AI video ads. If you sell static ad creatives, you should show the static ad creatives. If you sell landing pages, your own landing page should be good. This only applies to offers where it's relevant, so like such as the ones above. But it's like you're selling e-com emails where you design emails for people. Well, doesn't it make sense to show the designs of the emails? Like, it just makes sense to do that. All right, I had to get a haircut mid-video, so next chapter is build Building a portfolio of funnels. So let's get into this. So the first point we're gonna go get after in this is different markets require different funnel types. So there is no one universally correct funnel. So the funnel architecture is gonna depend on the audience's level of awareness, trust, sophistication, their buying behavior of what they currently do. So let's just walk through some examples of this and kind of go through a little bit more depth into each one. So a direct VSL funnel. The funnel. So what would this look like? And this can either be to an opt-in or without an opt-in. It's ad, they hit a page with a video of you explaining the offer on it. Now there could or could not be a full sales letter that is below that, or they could be going to a page where they have to put their name, email, and phone number in first before seeing the VSL. There's a debate whether opt-ins are good or not. I always get better results with opt-ins, and that's probably just because we have really good setters and we're like kind of like a setter-led business primarily, we're kind of like a sales-led organization. Direct VSL funnels are generally best when the category is already understood. Like, it's kind of like, it's like the business model is already understood by the prospects. The results that you can promise somebody are concrete. The offer has a strong proof or guarantee, or the market tolerates direct selling. Now, there's obviously a bunch of other things that I haven't mentioned. There's many different nuances that will be impossible for me to go through in individual detail of every single one of these in this video. But let's move on to the next one. The ones that I actually have a really, a lot of good success with right now for the coaching side of the business. So AI-assisted agency is a free training funnel. So it's generally good when the audience needs education in order to become a purchaser. It's a business opportunity or, or the mechanism is unfamiliar. The sales team keeps hearing I'm not ready, or like the concept must be sold before the offer. So like imagine like sometimes there's 2 sales that must be made in order for somebody to understand something. So like let's say for instance, that you are selling cold email lead generation to people who don't even know that cold email is a thing. You need to first educate them why cold email is good and how, like, how it works. Then you'd have to sell them on the concept of using you to do it. If you're selling to people who already do cold email, you could probably just do a direct VSL funnel to your thing. But if you're selling to people who have never tried cold email before, you may need to do like a free training funnel or an indirect funnel, like where it's like using a case study for instance. So like, again, that's the next one I'm gonna go into. Like, a case study funnel will be best when you have one strong, really good case study, the niche has limited proof, or you want to attract both done-for-you and consulting buyers. So like, a case study funnel is really interesting in that like you could sell a done-with-you consulting offer off the back of a case study funnel or a done-for-you service like very easily. Another type of funnel is a low-ticket funnel, and that's best when you want a list of buyers. The backend economics matter more than day 1 ROAS because you're not going to profit on day 1. It's probably just not going to happen. And then the product leads into a larger offer. That's when you would want to use a low-ticket funnel. Webinar funnels are best for when it's something that just kind of like needs to be sold live, generally for like business opportunities or like biz ops. Like, that's generally what you want to use webinars for, or you already have an audience capable of filling the room. So like, I'll give it— for instance, I got one guy who's in our Mastermind Olympia. He's coming up with this offer for— it's like a Black Friday offer for like a bunch of flow builds or some bullshit like that. He's like, should I sell it through a webinar? I'm like, you're not getting your audience on a webinar. Like, it's— they're not coming to a webinar. It's not— it's not going to happen. It just doesn't make sense to do that. If he was selling a biz op about how they can do their emails themselves, then like, yeah, a webinar probably would make sense for that because it's just an education-based funnel. Education-based funnels make better sense when the product you're selling is around education and not done for you. You get what I'm saying? So now we're gonna kind of just like walk through like nuances of each funnel. So like, okay, free training can outperform a direct VSL funnel in education-heavy markets. So again, for B2C and like frontier concept B2B, a 1-hour free training funnel can outperform a direct VSL by approximately 3x at the same cost per call, right? So you gotta imagine what's happening here is I like— and I'm saying this because for AI-assisted agency, for instance, one of the funnels I'm running is a free training funnel. I also have a direct VSL funnel. It's an opt-in just to Direct, like like an actual video sales letter. The free training funnel far outperforms the direct offer funnel. However, if it was a done for you service, that could potentially be the opposite. You know what I'm saying? It's you got you have you have to like understand the nuance of like how these things work. It'll walk through the structure of like how that's kind of set up. It's an opt-in page, so they have to put their name, email, and phone number in to get the free training. Then they go to the page with the free, and it's not fake live. It's clear there's a pre-recorded. It's 1 hour. It has a full sales segment on it. There's a call to action, there's a full sales page below it. There's a 30-day email sequence on it. And on top of that 30-day email sequence, they're also on my regular email broadcast newsletter. So they're getting those on top of it. There's setter follow-ups. So they're getting calls, they're getting called, and there's SMS follow-ups on it. And then we'll kind of talk about this later, but the email list is selling them other shit after as well, on top of like the full program. Okay, next, use an open-ended case study funnel. If If you can't decide on a concrete offer. I had a client doing content and funnel work for longevity doctors, and he had one case study, but he wasn't sure what to make the offer. He didn't understand what was the concrete offer that he should build his business on. But he just did random content-based shit for this longevity doctor, and it was a really, really good case study. So I told him, I was like, bro, just make an opt-in VSL funnel where you show, you walk through the full case study of everything you do for this person. And then say, if you want results like this, schedule in a call with me. Get people on the call, understand their situation, then just make proposals of shit that you think you can do for them with some random fucking price you make up. Just do that. That is what allowed him to actually be able to like understand and get his offer. So like if you just have a case study but you don't have an offer, like try that because it works. And if you have a good case study, like you can get people to opt in on a good case study for like fucking $2 each. It's like you can get a shit ton of people to see your case study and you could book calls for $100 or $200 a call. off the back of a case study funnel, you can just leave the offer super vague on the back end of it and like it'll work and you will get people to book in with you. Okay, next is that low ticket funnel ascension windows are wildly longer than you think they are. So like if you ever learn about like low ticket funnels and low ticket ascension funnels, you'll hear people say like you send them up to the high ticket. And a lot of the conception what people say is like, yeah, you want to send them up in the first like week. And it's like, listen, if you have a business that can send these buyers up in a week, like That's great, but I've never been able to do that for any kind of low-ticket product of mine, literally ever at all. That just is not the case of what I found. So one time, this was this was years ago, we ran a product. We ran a low-ticket funnel, and it was liquidating at like zero point four x ROAS. And we ran that for a while, and it was like we just and I was like I'm just turning this off. Like we're really not sending these people up, and we did so many of like the consult calls on the back end. It's like the fake onboarding calls, stupid bullshit like that, and like just none of None of those people ascended up. And then it was probably like a year later, I logged into that ad account and I looked at the high ROAS stats and it was like the ROAS was like 8x. I was like, what the fuck? Why is this ROAS so high? And the answer was that of the people that came in from that, it just took them so long to ascend. It just took them 6 months, 8 months, 9 months to end up ascending to the higher ticket stuff because you don't know what's happening in people's lives. Like, you gotta understand, like— Of you guys watching this video who actively run a business right now, you got clients, maybe you're at $10K, $20K, $30K a month. Maybe some of you are like $100K a month. Like imagine like from the moment that you decided to start an agency or sell a service online until the point that you were at like $5K a month, how long did that take? It could literally have been like a year. There's so much like mental gymnastics and like just shit you need to get over and like think about and just work through personally yourself until like you are ready to like really actually make any kind of investment into yourself. It just takes people a really long time and shit is just happening in their life. And I don't know, maybe they're in school or they have this job and then that job ends and the timing just works out over time. And life just has its way of doing whatever the fuck. You know what I'm saying? It just takes people a really, really long time to get to the point where it makes sense. And if you're running a funnel like that, you just got to understand you got to build stuff for the long run. I'll get to this in a second in the next section about We're talking about email lists, but get the buyers and get the audience and like just remind them you exist and just keep giving value and like let them go through their ascension window. Like let them elapse through their sales cycle and like just understand it takes a long time. Okay. Next is every funnel has a natural spend ceiling. So I want you to imagine that like anyone here who advertises their stuff and maybe you've got some funnel and let's say you've got some funnel and it's, I don't know, it's a VSL call funnel and you spend like $400 a day on it. When you've got got it at $400 a day, you get qualified calls booked at $150 each or $200 each, and you get a good cost per acquisition. But every time you try to scale into that funnel, no matter how many new ads you put into it, the cost per call just keeps climbing when you try to push it above $400 a day. It doesn't have to be $400 a day. It could be $500 a day. It could be $1,000 a day. It could be $100 a day. It doesn't fucking matter. Like, the point stands. Anytime you have a funnel, it has like a natural ceiling of like the moment you try to scale past that ceiling of what that's at, like it starts to get all fucked up in a way. So imagine you've got like a direct VSL Funnel working for you at 200 a day. Then you have a free training funnel that works for you at 500 a day. And then you have a challenge funnel that works for you at 200 a day. And then you have some fucking, I don't know, some lead magnet funnel that works for you at 300 a day. And then you have some webinar funnel that works for you at 1,000 a day. But anytime you try to get any of these past that, it just starts to degrade. So the answer is then like, well, how do I scale? How can I scale this business when every time I try to scale this funnel, It just, it degrades. And the answer is you fucking don't. You just let all of the independent funnels run at their natural ceiling and that's it. And you just leave it like that and you just, you let it run at the natural ceiling and that's it. You just do that. The thing is like the correct scaling method is you keep the profitable funnel at its efficient ceiling. You build another funnel for a different awareness level. Then you add a niche-specific funnel and then you add a case study funnel and then you add a low-ticket funnel and then you add a free training funnel. Set, wherever the fuck funnels, and you let them all operate concurrently at their natural efficient ceiling. And if it's profitable at that ceiling, you just leave it at that ceiling and you scale by stacking profitable funnels, not by suffocating one funnel with more and more and more and more and more and more ad spend. You just let it run profitably and you leave it at its profitable rate and you stack them and that's it. Next point is to create dedicated landing pages for winning ads. So we've talked about this briefly, but imagine like you've launched some ad set and you have 30 ads in that set. And it's like, I don't know, let's say the specific angle that was working in that ad set was like, it's an ad that references a case study. It says a guarantee. And like, well, it probably makes sense for you to make a landing page that specifically references that case study with that guarantee. And then the VSL on that page also is entirely around that. And then like you change the destination of that ad, or you would duplicate it, but you duplicate it out and you can make a whole new ad set with that original ad to this new destination that's congruent to exactly that. And then you make more iterations of exactly that so that all of the messaging is exactly congruent to the landing page. And when you do that, the results should be able to scale further. You should be able to increase the budget a little bit while keeping that efficient rate. Okay. Next is to match the page to the ad medium. So like, I'll give you, for instance, like the kinds of people who come in through a static ad are very low awareness because it's just a static ad. They don't know anything. But the kinds of people who come in through a video ad, like a video ad can be like 60 or 90 seconds of you like providing a lot of different context about stuff. So it's like, for instance, you could have a video ad that sends straight to a scheduler and people will book a call and they'll close. Like they'll show up to the call. But if you tried doing that with a static ad, that might not work because like there's no context that somebody arrived from the static ad with. So like don't expect to make a static ad, send it straight to a scheduler or straight to an application and have people actually show up to that call. If you were going to use a static ad, then you would need to probably send it to a page that has a lot more information that actually does the selling to get somebody to show up to the phone call. You have to imagine what's happening here is like if you're running ads, you're you're really not actually trying to do is sell the offer on the ad. You're trying to sell them the concept of booking and showing up to a call. So like a lot of times that means like you need to provide sufficient amount of information in order for them to. to be sufficiently intrigued to actually want to show up to the call at all. You get what I'm saying? Okay, next is to never turn off a profitable funnel when adding another, right? So like earlier we talked about like you just stack these funnels on one another. And then even earlier than that, we talked about like, hey, if you're doing cold outreach and you start doing ads, like don't stop the cold outreach 'cause that was a profitable funnel for you. So like this applies to like adding new funnels. So like people think like, well, let's try this funnel now. And then like you stop operating the funnel that was already working for you. And that is just not what you wanna do. At all. Because again, like, the process of you scaling is you stacking profitable client acquisition strategies on top of one another and all of them concurrently working at the same time. So like, if you think, well, let me add this client acquisition strategy, and then like by doing that you neglect the one that was already working, your business is gonna fucking spiral into a hole and you're just gonna lose all of the profit that you're making. It's very, very important that you Don't do that. Next section, chapter 6, is about the email list is the real asset. And like, yeah, I mean, it could be like email list, but it's also just like the audience you get over time. It's, it's, it's like an aggregator, like an email list is an aggregator. So like first point is use funnels to aggregate attention. The immediate conversion is not the only value created by a funnel. So generally what's always gonna happen in a funnel, you're gonna get contact information somehow. This is why I I like opt-ins. Normally I send people to a page where I get their name, email, phone number first before they can see whatever asset, right? But even if you were doing like a direct call funnel, direct to VSL or direct to application, Typeform will have this thing where like you want to get the info first and then you can have what's called a partial submit. So get the partial submit of the Typeform after they input their contact information, then that is still getting you contact information. Those are people that get added to your email list and people you get to text and call and have your setters outreach to. Like, by the way, setters are like wildly more important than you're believing them to be. Like, setters book like 60 or 70% of our calls for us. So like, for instance, if you're running ads, if you're running lead magnets and you're promoting those lead magnets, you're promoting them on ads or organic content, doesn't matter. And you're doing free training, or you're doing low-ticket products, you're getting opt-ins on those, or you're doing direct offers, it doesn't matter. Like, you're getting all these people and you need to put these people onto an email list. And you need to email this list because you need to build a parasocial relationship with these people. You need to email them content. You need to email them value. Like, you don't understand like how valuable that shit is. It really just like is so profusely valuable because you launch something later on, it's like— I think it was like last month I launched some low-ticket product. I sent a single email and like 300 people bought it. Well, you couldn't do that. Like, all of you guys spending thousands or tens of thousands of dollars a month on ads, or you're posting all this content, or you're doing all this shit, and like you're getting emails and you're not like— you're not running emails. You You can't do that. You can't just fucking spawn $20 grand like that. You can't just spawn $30— I can spawn $30,000 from a single email. Why? Because I've spent the time every single week over the past like 3, 4 years to nurture this email list and have an email list. And a lot of you guys watching this right now, you regularly read my emails. It is so wildly important of a part of the equation. It's like actually absurd. Okay, next point is to try using opt-ins. We've talked about this a lot, but like it's just a point That makes sense to put in here. People shit on using opt-ins. If you want to be poor, use opt-ins. It's like, that's just not what I've found. Like, I've, I've never in my life had a funnel work better without an opt-in versus with an opt-in ever. Like, not, not even once. And I've sold so many different kinds of offers. And it's like, maybe it's just because we're, we're really good at building a setter team. And I'm one of the only people who actually operates in the email list, like straight up. Like, of all the marketers that you guys fucking watch or listen to or whatever, like none of them run an email list like I do. Literally fucking none of them do that like I do. And maybe that's why it works so much better for us. But like the other day I ran a split test. It's the same exact funnel with versus without an opt-in, same exact amount of spend. It's an ABO, same exact ads. This one just sends to an opt-in. This one doesn't. The one sending to the opt-in had a 10x ROAS and the one not sending to an opt-in had a 2.7x ROAS. That's just what I see constantly all the time. But it's important to note, only collect information you will use. So it's like where I see people fuck up with the opt-ins is that what they do is they'll collect name, email, and phone number, but then they don't do anything with the email and they don't do anything with the phone numbers. The purpose of collecting a phone number is to call the people and set appointments and text the people. If you're not going to do that, then stop doing an opt-in. And if you're not going to actually run an email list where you send an email 3, 4, 5 times a week, giving value and building a parasocial relationship with the audience, then don't do that. Maybe it is better for you to not use an opt-in then. But again, what I found is like people half-ass shit, and it's like, I think maybe part of the reason as to why this works for me is that like I'm getting the name, email, phone number, and I'm using it, and I'm not half-assing it. Maybe that's why it works for us. But it's like every single time I see somebody saying that opt-ins don't work for them, it's because they're not doing anything with the shit that the opt-in is providing them. No fucking shit. If you don't call the leads from the opt-ins the opt-in isn't gonna work better. No fucking shit. 'Cause you're just adding unnecessary friction then. You get what I'm saying? But it's like, I've just constantly found that using an opt-in works so much better for us. Okay, next is email frequently. I have found, and I've tested all sorts of different email frequency. I've tested 3 times a week. I've tested 7 times a week. I've tested 14 times a week. I've actually been doing this recently. What I found is 7 times a week seems to be the best for me, just one a day. But that's also because I think that makes sense for me because as I have new leads coming in, They're also in sequences normally, whether that's a 7-day or a 14 or a 30-day sequence. So they're getting like my broadcast, my daily broadcast on top of that. But if I'm doing 2 daily broadcasts, sometimes they'll get like 3 emails in a day and that may be too much for them. So I've just personally found it seems to be that 1 per day makes the most sense for us. And that's kind of like the floor. So the thing with it is that like people can read for like 6 months and then 1 day they just fucking buy something. Like 1 day they just book a call and buy. And you might see some shit where it's It's like if you had Hyros and you're looking at it and you look at their first source, they may have come in from this ad and they're like, wow, that ad, that, that ad is performing for us. And it's like they've also read an email from you every single day or like, I don't know, 3 times a week for 6 months. So like what really did the conversion there? And it's like, but you can't see that they read the emails in Hyros. You would have to go manually look inside your HubSpot or ConvertKit or whatever the fuck and see and like manually see that they've been opening the email. What's important to understand about this is that like of the total results you may get from spend on one ad or like one outreach campaign or like whatever the fuck, maybe 30% of those total results are realized on day one. And then the remaining 70% of all the results will happen over the course of a year. But you can only realize those 70% of results if you're consistently sending emails to your email list. And maybe that's why Client Ascension has done so well. And it's like we don't need to spend hundreds of thousands of dollars a month on ads is because like I'm just very good at doing that. It's something that you should do as well because it just feels a lot more stable of a business, bro. I can launch something and just like spawn 6 figures. I can legitimately just spawn 6 figures. I can spawn $100,000 on a new offer in like a day just by sending an email. I don't have to go spend $50K on ads to do that. I could just email, boom. And it's like really dumb to not work on that. Like it's, it's really just profusely retarded. Okay, next is you use content to warm the list. You're not just pitching all day on your email list. Like, it distributes the evidence and thinking that turns the cold prospects into warm prospects. The purpose of the email list is to create warm prospects. So like, what you want to send to the email list is shit like case study breakdowns, YouTube tutorials. So if you post something on YouTube, just send it to the email list. If you make a new case study, send it to the email list. Send them client results, send contrarian observations, send sales objections answers, send new offers, Send workshops, behind-the-scenes demonstrations, just explanations of what you've been working on, something you built that day, a situation that happened with a client, a conversation you have with somebody, an insight that came to you in the shower, a thought you've been having, an experiment you're running, a failure you experienced. Like, the point is to like share what's happening in your life and share what's happening in your business and just share what's happening. Like, really, that's it. All you're trying to do with the list is just like, you just want them to like know know you and start to like feel like they have a relationship with you. And the only way that you can do that is if you're just like sharing your life with them and what's going on with your business with them and giving value to them, sharing your lessons. Okay. One thing I'm trying as well for the next point is you guys see me do this a lot. If you watch my YouTube, sometimes I'll make a video and there's a lead magnet. The lead magnet in this video is that you can download the Master Lessons of Daniel Fazio doc for free. What I can do is go run that at low spend on ads and like let that hit its efficient ceiling and just leave it there. There because I already built the funnel for it. Like, I already have the landing page, the email flows that come after it, like the setter process for people calling. Like, that's, that's already there. And then like I did another one the other week, it was 52 offers that are working right now. So like I did go and launch that on ads and I have that like $50 a day and I'm getting like $2 leads on it. So I'm getting like 25 new people a day, I'm getting their emails, and like those people are booking calls. Like, I could see that in Hyros. Maybe if I jack the spend up like really high on that, the cost per call and cost per lead would go up really high. And it probably will when I run it at just a low spend like that. It works like really amazingly well. So what do you want to do over time is over the course of years as you operate your business, it's like you just have like a portfolio of a shit ton of lead magnets and then like just throw them all at super low spend. You could throw them at like $5 or $10 a day and just like let the ads run fucking forever. And it could be like checklists, calculators, case studies, trainings, templates, offer libraries, tools, just like random bullshit like that. And you just leave that there forever. And you got to imagine what's happening here is all All of those people are coming onto your email list. And then you're emailing these people 5, 6, 7 times a week because now you have a text broadcast list and you can send a broadcast to all the texts when you launch a new offer. It's like, oh, just launch this new offer. And then you have like fucking 9,000 phone numbers that you can send this to. And then you have like 35,000 emails you can send it to. You know what I'm saying? This stuff is really, really important to build up over time. It's just actually fucking insane how useful it is to have because it's just free marketing. It's free traffic. Like, if we kind of just go back, kind of like what we've been talking about is like traffic costs money and you really want to build stuff to where you own the traffic. So like my email list, like that's my traffic. It's $0 to do that. If I can launch a new offer and fucking spawn $100 grand with $0 in ad spend from that, just because like I've been like nurturing that list for so long, that is like so wildly powerful. Like you really just don't understand like how how fucking important that is to have. Like, it is so, so absolutely important to have that. Okay, so let's talk about lead qualification and applications. So you've heard me mention Typeform up here, and I typically use Typeform for applications. And Typeform has a way that you can score leads. So it has conditional logic where like if they answer this question, either skip question— this question, go to this ending, or if this and this question is this, then route them over here. And like you could do it like that, or you can make it so So that the way they respond to specific questions applies a specific score. And then at the end, based on what their score is, you can send them to a different ending. So generally what I like to do is like qualification is a spectrum, right? It's not like you're either qualified or not qualified. So if somebody's qualified enough, we send them straight to closers. If they're kind of qualified, we send them to setters. Then they'll talk to a setter first and a setter will determine if they're actually like good enough to talk to a closer. A setter will set them onto a closer. And then if they're absolutely just unqualified, we send them to a low-ticket product instead. So instead of having rigid cutoffs, what you should do is use lead scoring instead. And even if you want to like change it, you can change the scoring super easy because if it's just like conditional logic, it's like it's absolute and it's like there's if this and that and then there's a million and a half contingencies. Or if you want just like more leads coming in, you can just like dial down the qualification and just like allow more to come in. If you have enough calls, you can just dial it back up and it's like super easy like that. I recommend you do that instead. Next is to ask questions on your applications that predict behavior. So let me give you, for instance, here I had a question: have you ever tried building an online business before? And this was the number one predictor of a show or close for AI-assisted agency. If someone had never tried before, the probability that they no-show and don't close Was about three times higher than somebody who selected that they have tried an online business before. So that's very interesting because then if you compare that to another question where it was asking their income, the income question like how much they take home per month has zero predictive ability of whether they show up or close. Absolutely zero predictive ability. But that doesn't make any sense. And this is based off of me exporting and analyzing thousands of Typeform responses and comparing them. That to their actual deal stages inside of our CRM. So whether they showed up, whether they canceled the call, whether they no-showed the call, whether they were on the hot list, whether if they're in follow-up, whether they closed or not, it was over 4,000 that I analyzed. And asking for their income is exactly 0% predictive of anything at all, right? Okay, so another one I have which is very interesting is a basic math question. So I have a very basic logic test on, um, one of my Typeforms, and I may or may not leave it in there, but this is what the question says. It says, before we let you book a call, answer this basic logic test. You sign a client for $3,000 per month. Your costs are $500 per month. You spend 10 hours per month on them. What's your effective hourly rate you're profiting? The available answers are $250 an hour, $300 an hour, or $350 an hour. The correct answer is $250 an hour. Now, what's very interesting about this is of the 4,000 people who have gone through this, not a single person who has got that question wrong has ended up closing. Not even once. Literally not even a single fucking time has anyone got that question wrong and then ended up closing. So when I did that analysis, what did I do? I took that question and I made it so that if they get it wrong, they get negative 3 points because there's pretty much a 0% probability they're going to close if they get it wrong. Just send them straight to the low ticket because it's either that they're too retarded to get the answer correct or they're just flying past the application, in which case they don't have intent anyway. So they weren't going to close. So therefore it's a win-win situation. Okay, next thing is another question is ask how they will fund the investment, not if they can afford it. So can you afford this is useless because yes, is I think it's just lies. Oh yeah, you know what I mean? But when you say something like this program ranges from $3,000 to $32,000 depending on the level of support. If you decide that it was the right fit, how will you fund it? So the prospect has to like imagine the actual funding situations here. So on that question, these are the answers I have. I have the full amount saved and can invest that savings. I have a couple thousand dollars saved and will need to finance or get a payment plan for the rest. I don't have anything saved and I'm not sure how I'll pay for this. After exporting those answers, the people who say I don't have anything saved and I'm not sure I'll pay for this are actually telling the truth. And they literally don't close. So what do I do on that? They get hella negative points when they answer that. Asking somebody's income, everyone lies about that. They lie about their income. They either think if they answer that their income is lower, they're gonna get quoted a better price, or like, it's just, it's just stupid bull— it's always wrong. They're always lying about their incomes. It's literally not even worth asking that question. Okay, so next is when you first launch an offer, you want to have loose qualification. And like, you get answers to hella questions, but like don't score them at all and pretty much just like let most of the people in. And then once you have hella applications, you can actually analyze the application answers against calls should you even like start to actually implement correct routing here. So like for instance, on a new offer, you don't know what answers are going to predict a customer. So if you tighten qualification based off your intuition, you can filter out hella people who would have purchased. Like when you first launch, you may want to ask a lot more questions than you actually score. So like you have a lot of questions, but like none of them even have any scoring behind that. You're just collecting data. Keep the threshold like relatively lenient. Just accept that there's going to be like no-shows and shit, and like that's going to happen. Collect hella weeks of data, then match the responses against shows and offers and closes, and then you can adjust the scoring after that. So like just examples of insights I found from doing this sometimes for different offers is that like claimed revenue had very little predictive power of whether they showed up or closed. I tried asking how big their sales team was, and this is for a B2B offer that had little predictive power at all. One that did have high predictive power was how high their customer LTV was. And then another one was asking all the channels they currently do to acquire customers. I just listed them out where they can select multiple, and this was really interesting. The more they selected, like, oh, we do SEO, we do referrals, we do organic content, we do cold email, email, we do LinkedIn outbound. I had like a shit ton of them listed. The more individual ones somebody selected, the higher the probability they were to show up and the higher the probability they were to close. But the less they did, or if they selected none of the above, very high probability they were going to no-show and not close. I was not expecting that. I would have thought how big is your sales team would have had a huge predictor. It had literally no predictor at all. So it's like you, you never know what's going to happen. You, you really just have to test it. Next thing is that you need to Recalculate your scoring regularly. So like the scoring model is not finished after you do this one time. We want to review this approximately like every 5 weeks or like once the system generates enough additional outcomes and then track, always track the answers based on show rate, offer rate, close rate, cash collected, refund rate, and long-term customer viability. So like this is important because like this is determining who is allowed to come into the call or not. Next, chapter 8 is speed to lead and follow up. Okay. So number one is something that you guys have heard before all the time, but contact the lead immediately. You functionally don't understand how important this is. Intent decays rapidly. Like the first SMS within like 2 or 3 minutes, the first call within 5 to 7 minutes. You really just need to get to these people immediately. Like if somebody is watching a free training, you gotta contact them like as that is occurring. It's really just so stupid to not contact these people immediately. You just need to be on this shit. It's so important. A call from an unknown sender, like you don't want that. So like text before you call, just say like, "Hey, it's Daniel from Client Ascension," and then call. And then now it's going to say maybe Daniel. You get what I'm saying? Okay, next is to call abandoned applications. So like I was telling you guys before, where you have two different types of abandoned applications: you have your type form and you have the contact information that is the first question, and then you have all the qualification questions, and then after that they're rerouted to your page where they can book a call. You have two different types of application abandonage: you have a partial application. Abandoned where they submitted the contact info on the Typeform and then didn't complete the Typeform. So what you want to do is I have a webhook set up in Zapier where if there's a partial submit and then it waits to see within 3 minutes if a full submit happens, and if it doesn't, then it tags that in Alaware, which is our dialer, and inside of our CRM HubSpot, and it sends them a message inside of Slack to the setters in a priority leads channel where it says this is a partial abandoned application and call this person immediately. Like they were just filling out an application, but they didn't finish it. Like call this person. And then there's full application abandoned. So this is when somebody completes the full Typeform and they got their lead score and everything, but they just didn't select the time. That's called a full application abandoned. And that same exact thing happens where a webhook is sending through Zapier. They're getting tagged in HubSpot. They're getting tagged in Hourware and they're going to the priority leads channel and the setter has to hit them up immediately. These are the top, top, top priority leads. These take precedent over any other kind of lead. You need to contact these people immediately. They were just filling out an application. You gotta fucking hammer these people and you gotta call them multiple times throughout the day, text them, email them. I have full email sequences for the partial abandoned applications and for the full abandoned applications. And then also they're also now on getting the daily email broadcast cuz they're onto the email list. You get what I'm saying? Next point is setters multiply the same traffic. Like it's really like so profusely important that you need to have setters working for your business. So like only a small percentage of leads are in like intense buying mode where they're like independently gonna fill out an application and go through all the questions and schedule on a call. Most people need to be pulled through a sales process. Maybe 10% of people will just jump through the hoops that you've allowed for them. But like when you have setters pulling people through the hoops for you, you'll easily make, like you could potentially make 6 to 7 times more money. It's easily like the most important part. It's, it's completely fucking absurd, like how much more business you'll get by having setters dialing your leads. It's just like completely insane. Okay, next is to diagnose the 2 kinds of no-shows. So you have mechanical no-shows. So that's what, like, they forget, they didn't see the invite, they failed to add it to their calendar, they had a scheduling conflict, they lost the Zoom link. So I'll give you an example of this. Like, for instance, on our thank you page, I have it so that it sends the meeting details into like one of those buttons where it's like add to Google Calendar, add to Microsoft Calendar, add to Apple Calendar, and they can click that, boom, and adds it to their calendar. Text message sends to them, this is who you're meeting with at what time. This is the Zoom link. This is the link if you need to cancel. This is the link if you need to reschedule. I also send that via email. And then also the closer will manually WhatsApp or text them when they get a call booked just to ensure that they're actually coming through. You have shit like decision-driven no-shows. So this is like they consciously decide the call isn't worth attending because the promise or the offer no longer seems compelling. The proof is too weak. The offer sounds like it's too much work. They don't trust the company. An objection. Objection grew after booking. So the fix here is better proof. Get them case studies, email them case studies, text them case studies, have case studies on the thank you page, have emails addressing all the objections, send emails, have videos that are answering all the objections, send proof, send valuable assets, send lead magnets and make them excited and make it, make them certain, like invoke certainty that this is the offer for them. Like if you just send calendar invites, That's only a mechanical no-show thing. Okay. Next is to build pre-call content from actual objections. So like, you can't just like invent objections. Like, I think they'll have this objection. That's not the fucking— that's just not true. And then create content that introduces that to the buyer. So like a comparison table explaining why you shouldn't do this yourself is useless if no prospect has ever said they wanted to do it themselves. I've had people like, this was from an actual prospect. Client saying this, like why you should use us instead of doing it yourself. And it's like then I must I asked him is like has a prospect ever fucking said to you that they want to do it themselves? And he's like no. They're like why is why do you have a fucking comparison table comparing it to doing it themselves then? Like no one's ever said that. Like why why why'd you just fucking come up with that? All that's doing is planting a new objection that they didn't already have. So like it doesn't make any sense. The better process is to review lost calls, categorize the recurring objections. Objections. Find the objection that causes the prospect to disengage on the call. Create assets that address that objection of the actual objection people are getting, not not just like making the shit up because then now you're just planting shit that isn't real and like it literally doesn't do anything. Okay, next is to keep dense calendar availability. Okay, so calendar availability is an advertising variable. The more availability you have on a calendar, the cheaper your cost per call will be and the higher your show rate will be because imagine everyone has their own life. Everyone is going. Throughout their life doing their own fucking things or busy with their own shit. And it's like the less availability you have means the higher probability that the time they do pick is more inconvenient for them. And if they've picked an inconvenient time, it's going to make it so that they no-show at a super high rate. That's why, like, for instance, Australian leads for us, they fucking no-show out the ass. Why? Because like they're picking times like 2 a.m. and shit. So it's like unless like our closer is going to hit them up, hey, are you coming to the call or not? And like get a concrete answer. And if they don't answer, it's like they just cancel. the fucking call because it's like, bro, you're probably just not showing up to your 2 AM call. Like, so you get what I'm saying? So like, if you have like no calendar availability, you're probably gonna have a high no-show rate because people are needing to pick progressively more inconvenient times for themselves. What you're kind of looking for is a calendar that is 70% full is operationally 100% full. You cannot scale into a That is 70% full. The remaining 30% is like it's it's it's it's not enough. The moment your closers are 70% full, you need more closers. Like that's that's how it works. Okay, next is maximize consumption pre-call. The number one predictor of whether somebody is going to show up or not to a call or actually buy is not what they answer to a type form. It's not how qualified they are on paper. It's how much of your shit did they consume. Theoretically, if you could take every single lead that you ever get and span them out on how much video of you did they watch before becoming a client, and then you had their no-show rate and close rate, the people who have consumed more video of you show up higher and close higher. That is the number one predictor. So what does that mean? It means that, for instance, you might want to send them in pre-call shit— like, if you have a bunch of YouTube YouTube content, send them links to your YouTube content on YouTube so that they see your YouTube and watch other shit on your YouTube. You can take your YouTube videos, upload them to Meta, and put them as video views and retarget your entire email list and everybody who's hit your pixel on any one of your pages. And it's literally just they're seeing your YouTube videos and that's it. And you can just fucking do that. Okay, chapter 9, and this is about the sales process. So first one here is Diagnose before pitching. And I'm not a sales expert, so I mean, most of our sales training happens in Client Ascension. I'm not the sales coach in Client Ascension. We have like fucking 5 sales coaches in Client Ascension. That's how important it is in an AI-assisted agency. But if I were to really accurately say, like, I can see like why people fail in a business, you only got 3 parts of your business: lead gen, sales, and fulfillment. Most people fail in their business because of the sales part. They literally cannot close They refuse to get better at closing, and like that's where it all gets screwed up. Is so many people are so, so, so bad at sales, and that is why they never are able to build a successful company. It's because they're not good at sales, and they any call they do get, they're functionally incapable of closing it. I see this all the time. You can have like ten people running exactly the same offer. One guy hits a hundred k a month, and then you got another guy who like literally can't close a single call, and it's the same offer, and then he'll complain. Oh, well, the offer's cooked. It's like, no, dude, you're just like really fucking shitty at sales. So like, you need to understand that you getting good at sales is a necessity of you being successful in any capacity. This is a requirement. Like, you need to spend a significant amount of time on sales. Like, a lot of your life is going to be spent on sales. And we obviously teach that in AI Assisted Agency. You should join, by the way. If you've been watching up to this point, you should probably just work with me directly. Again, that's the link in the description. Diagnose before pitching. So the The pitch should be a recommendation based on discovery, not a memorized presentation delivered regardless of what the prospect says. So like universal discovery areas, like what's their current situation? What's their current client acquisition method? How is it working? What are the desired results that they want? What's their minimum acceptable result? What are the obstacles they're facing reaching that? What have their previous attempts looked like? What's their decision process determining when to stop start that? How much funding do they have for that? What's the timeline that they need that to happen? What's their capability to implement it themselves? And if you can't prescribe the package for them that is relevant based off of what they answered to those questions, then that is the gap that you're experiencing here. Your offer needs to be a prescription based off of what is occurring in their business. And even if your offer is kind of like a productized, this is exactly how it is, you still need to make it seem like it's made exactly for their situation. Nobody is gonna buy something that isn't made for them. You have to make everyone feel like a special snowflake in sales. You get what I'm saying? Okay. Next is use different discovery for B2B and B2C. So most of you watching this, you're running an agency or what's most of what you're gonna be doing is B2B, but B2B buyers generally respond to logical minimum bound questions. So like if we looked back 6 months from now, what additional lift from this channel would need to happen for you to say the engagement worked? If the prospect says 5 additional calls and 1 new customer each month, now you have a number against which you can build a recommendation and ROI calculation on. So B2C discovery is like, it's more aspirational and identity-driven. You might say like, what are you trying to change? Why does that matter now? What has prevented it previously? What happens if nothing changes? How would success affect your life? What do you currently believe About your ability to do this, right? And then you gotta like overcome whatever their limiting beliefs are. So they might think everything online is a scam. I should be able to do it myself. I've been burned before. I'm not the kind of person who succeeds at this. If you start saying shit to B2B prospects where it's like, what happens if nothing changes? Like you just sound like a fucking dickhead. Don't ask shit like that to to B2B prospects. Teach cold prospects how cold traffic behaves. This is important, particularly if you're selling like. Marketing services, your prospects don't understand the difference between warm and cold traffic. So clients often compare cold leads with referrals, and like, they don't understand the differences between these. So like, someone might say, I only want proven leads, I close 80% of the leads I get, but those leads are all like referrals. So they don't understand that cold leads that you're going to be getting, they don't know the company, don't have trust with the company, don't know them, they weren't referred, So therefore it requires more of a sales process, more follow-up. It closes at way longer of a sales cycle. You have to explain to prospects and calibrate their expectations and make them understand the differences between cold and warm traffic. Okay, next is that you need to verify that a client can convert what you generate. Do they have closers? What percentages of demos do they actually close? Can they show the CRM data? How quickly are new leads contacted? Is there defined sales process? Can they support additional customers in the first place? Will they commit to long enough of a sales cycle? You can't sell marketing or lead generation to a company that lacks the capability required to monetize that lead generation, because once it all goes to shit, or it's like they can't close the leads, they're gonna blame it on you. You need to be upfront about what is required of them in order for them to get the result that they're expecting. So like if a client is coming to you and saying something like, yeah, like we really need to close 3 new deals a week. Like we want 30 calls booked. Well, how fast are you getting to the leads? What does your follow-up process look like? Let me see your CRM and your CRM stages. Like what kind of processes do you have for your closers over here for somebody who gets into the follow-up stage? And then if they don't have any systems and processes around that where it's like, well, it's very unrealistic that you're gonna get 3 new deals to close per week when you don't have any sales systems in place whatsoever. You're not gonna do that with cold traffic. Okay, next is sell by simply describing reality. So like, okay, strong sales arguments come from just plainly explaining the economics. So like, okay, say you're running like a cold email lead gen offer and you might say some shit like, our tech fee is $1,800 a month because we get you 60 domains and 120 inboxes. What you need to do, say for instance that you run a cold email lead gen agency, instead of just saying our tech fee is $1,800 a month, What you need to explain to them is, listen, the reason it's $1,800 a month is because we need to get you 60 domains. There's 2 inboxes under each of those domains, so that's 120 inboxes. And each of those 120 inboxes allows us to send 20 emails per day. So therefore, if you have 120 inboxes, we could send 2,400 emails per day. If we don't spend $1,800 on the 60 domains and 120 inboxes a month, 2,400 times 30, that's also 70,000 emails per day. 72,000 leads. So we need to get 120 inboxes and get 72,000 leads per month, and that just costs $1,800. That's the reason why the tech fee is $1,800. You can't just fucking say to someone, oh yeah, it's a tech fee of $1,800. What does that mean? You can't just fucking say that. It's like, well, why am I paying you a tech fee? Because it's— it's pay— it pays for tech. What fucking tech? Explain the tech that they get for $1,800. You know what I'm saying? Oh, it's like, or your tech fee is $600 and that's 20 domains and 40 inboxes. You get what I'm saying? Like, fucking, you just explain what it is that they're getting. Like, I've seen this before where it's like people will try to charge like a setup fee, which like, well, I'm trying, like, there's a $5,000 setup fee. And then the client would be like, well, what are you setting up? Oh, like all the stuff that we're doing. It's like, what the fuck does that mean? What are you setting up? Explain what's being set up. So like, say for instance that you were learning an ads and business and you have a $5,000 setup fee. Okay, well, what is being set up? Well, it's like, well, we're gonna build out your entire CRM system, we're gonna build out all of your automations, we're gonna build out 15 different landing pages, we're gonna script out 3 different video sales letters, we're gonna script out 60 different ad scripts and edit and produce all of those for you. And now it's like, oh, okay, now I understand what I'm getting for $5,000. So it's like when you quote prices to people on a call, you need to explain what it is they're getting for that money. You don't just spawn a fucking number out of nowhere and it's like, oh, they'll just pay that. Like, like, what, what do they get? Okay, next is to use an ROI calculator on your sales call. So what does that mean? So like, say for instance, you want to have inputs, and then based off what the numbers you input into this calculator, it generates outputs. So for instance, you might ask your customer, well, what is your client LTV? What's your gross margin? What's your close rate? And then how many appointments are you get per month? What's the show rate? What's the proposed monthly Well, yeah, it's been— and then what's the service fee? And then like you put all this together and you show that, okay, well, if you spend this much with me and these are the numbers that you said you're getting, this is how much profit you'll make after paying me and after paying ads. And then you walk them through these numbers on a screen share and you can build one of these as like a Claude artifact or like in ChatGPT or Codex or something. You could easily build this. You can build it in like Manus or something. It's just like a literal, like on a URL and you can send it to People pre-call. You can even build this shit in a Google Sheet, and then you just walk them through their numbers and you show, okay, well, if these are the numbers we're projecting based off what you told me here, then this is the amount of profit that you're gonna make. And now it's very easy to compute the amount of profit that they'll make. Okay, next is to present the largest appropriate package first. So say you have a bunch of different packages that you sell, and like, oh, you have this really big package over here, and then you have like this downsell and this cross-sell and shit over here, or you have packages that scale on volume or something like that, or you have like one package that has like, it's inclusive of everything that they need, what you wanna do is you always want to pitch the biggest package with all of the good stuff first. And why is that? Because like if you have a package where it's like you build the landing pages and you build the ads and you run the ads for them and you do the split tests and you make the automations and you build the email flows and you build out the SMS sequences and like you build it all out, all that. You want to be able to pitch that offer to them because then you get to explain all this really awesome stuff you're doing. And then now what happens is after that, like you're doing all this, all this, all this, all this, all this, all this. And then it's like, okay, so here's how the system works. And then here's the ROI calculator based on the results that we're seeing. And you walk them through the ROI calculator and then you pitch them a price based off the ROI calculator. They're like, oh, that's too expensive. Or it's like, whatever the fuck. And it's like, oh, well, can you go cheaper? It's like, okay, well, which of these components do you want me to take away if you want it to be cheaper? Because I'm not going to give you the full package that we just said with these 10 different deliverables. If you want it to be cheaper, I'm going to have to take some of these deliverables out, and then your ROI is going to go down. So like, which one do you want removed? So the reason why you say the big package, you always pitch the big package, is because the big package has the most stuff, and they feel like they're getting the most shit. I'm getting all of this stuff for this little amount of money because the big package has the better value proposition, has the better deal behind So kind of going into this, this next point is explain the deliverables thoroughly. It kind of goes like what I was talking about with these last couple things is that like when you're pitching your offer, you can't just say like people screw this up all the time. They're always like, okay, so you got someone on the call and it's like the way you get someone on a call is by flexing your case studies, having a guarantee and promising high results. And then the way you sell them on the call is by showing them what they get. You get what I'm saying? So it's like you can't just say like, yeah, so like we run your ads for you. It's like, bro, what does that mean? Again, you have to walk them through the deliverables where it's like, okay, well, here's how this is gonna work. So we're gonna segment your audience based off these 3 different pain points, and each of these 3 different pain points is gonna have 60 different individual ads made for it. And then of those 60 individual ads, they're gonna route to 3 different landing pages, each for that customer segment. And then each of those different landing pages is gonna have its own email flow and SMS sequence that links into your CRM like this. And all these automations are going to be built by me, right? And then like, and then we're going to replicate this over here, over here, over here. And then what we're going to do is we're going to run it. We're going to run the campaigns like this, like this, like this, and this CB over here, this CB over here. So what you're getting is 60 different ad scripts. You're getting 9 different landing pages. You're getting all the automations built. You're getting 9 different email flows. You're getting 9 different SMS sequences. You're mapping this out. And by the time you get to the price, it's like, wow, I'm getting so much shit. Compare that to someone just being like, yes, so we're going to run your I'm gonna make your ads for you. And I'm gonna be like, yeah, we're just gonna, we're gonna make a lot of ads and I'll make the landing pages and I'll do the automations. It's like, what is that? What? What do I get? Like, it's almost like you go to the grocery store and you're like, okay, I need to get groceries. And then you walk up to the grocery store and they're like, okay, we're gonna give you groceries. It's $120. And it's like, what do I get in the groceries? Whoa, it's just, we're giving you groceries. We're giving you some produce. We're giving you some meat. It's $120. You're like, well, fucking what meat? Is there eggs? Like, what? Like, I need eggs. You know what I mean? You're like, that's what you're doing. When you're not explaining what they get. Next is you need to save the guarantee for the close. We talked about this on the previous video, but the guarantee is not for closing. The guarantee is for getting people on the call. Don't lean on the guarantee in order to get people to close. So it's like the correct order is diagnose the situation, quantify the opportunity, explain the recommended solution, show proof, present the package, establish the realistic path to results, then introduce the guarantee and ask for payment. And you You could like skip introducing the guarantee, and you could just say ask for payment. If they object, then you can bring the guarantee up, and you can like totally just skip that. Okay, next is try to close people in one call all of the time. I see this shit all the time. People are like, "Should this be a one call close or a two call close?" In which the answer is like, "Why the fuck would you actively attempt for something to be a two call close? It doesn't make any sense." Always get to the point where you're presenting a price to them and asking for payment on call one, and if it needs to extend to call two, then let it extend to call. There's almost zero situation where you should actively make this a two-call close. That literally is retarded. There's obviously special circumstances where it must be a two-call close, but 99% of you, it's a one-call close. Ask for payment on the call. Which brings me to the next point: collect payment before ending the call. I understand you may be scared to ask for somebody to pay you while they're on the call. If you don't do that, you're not gonna fucking close anybody. Your close rate's literally gonna go from 20% to like fucking 4%. If you If you let people off the call without paying, they're never going to pay you. It's not going to happen. You need to collect the payment on the call. It's not, I'm going to send you an invoice, I'm going to send you a proposal. It's this, I've given you the proposal, this is the proposal right now. Let's pay. Let's get started right now. It's like, oh, well, I got to think about— what do you need to think about? You need to handle the objections. You need to get them to go right now. And you can make fast action bonus to do it right now. But it's like, if you don't get them to pay on that call, you are almost certainly not going to get them to ever pay. You really, really fucking You don't need to do this. Like you send the invoice on Zoom, you get them to pay right there and onboard right there. Like that's how that needs to go. Okay, next, last one. Again, guys, super simple, but a lot of you don't do it. You need a CRM. You need to track. If you get a call scheduled, you need to automatically zap this or automatically make this show up in your CRM. You make a, it's called pipeline, a pipeline stage called call scheduled. Now if they cancel the call, you're gonna have another pipeline stage called canceled call. If they no-show, you're gonna have another one called no-show. Okay, so say they show up. One of the next few things that's gonna happen, one for follow-up. Follow-up is like kind of like long-term follow-up. You're gonna have one for hot list where it's like, oh, they can close and they should close like right now. Like they told me they're gonna close. Like that's, that's hot list. Then you have closed, closed won, and you have closed lost where it's absolutely like they showed up to the call but like you disqualified. It's like there's a 0% probability this person ever closes. Not relevant. Closed lost. Now what you can do, you can set up automations for this, is if you have this deal card that gets put into no-show for instance, that can trigger automations that send email flows and text messages. Now you can have another thing where if someone goes into follow-up, it automatically sets tasks for you to follow up with people. You can set up nurture sequences to send to follow-up people. You can— the word sends case studies to them. You need to keep this organized cuz you think you're just gonna fucking remember everyone who came on a call with you. You're not. You need to have a CRM. You're, you're literally retarded if you don't have that. Okay, next chapter, don't misread sales cycles. Or screw your business up from not understanding sales cycles. So the first point of this is that when you start an offer for the first time, you may not have your first close for four, five, six, perhaps seven or eight weeks sometimes depending on the pricing and and whatever audience you're selling to. People are just under the deluded expectation that I'm going to start sending cold emails or I'm going to start spending money on ads. I'm immediately going to close somebody, and it just doesn't work like that because I kind of move this into the next point as well, which is understanding. Steady-state acquisition economics. So like, let me map this out for you. Let's say that your ultimate cost to acquire a customer using a specific funnel for a specific offer to a specific ICP is gonna be $3,000. Every time you spend $3,000, you're gonna acquire a new customer. When you start that campaign, that does not mean that by the time— say it's at $300, you're spending $300 a day, and 10 days later you spent $3,000, you close someone on day 10. That is not how that works at all. The way it actually works is assume the sales cycle for the moment a lead comes into your funnel to the moment that they could possibly close, say it's 4 weeks. What would actually happen is if you were spending $300 a day, 10 days elapsed, so you spent $3,000, add 4 weeks to that. So it's 38 days until you get your first close, but 38 days at $300 a day is $11,400. And now you might see that and think, wow, an $11,400 That's what I have. No, because all of the all of the leads you've acquired throughout that also need to elapse through their full sales cycle. So like for instance, this literally happened on a higher ticket offer we were running. It was like a six thousand dollar a month offer. By the time we signed the first person, we had spent over twenty thousand dollars on ads, and then over the course of the next like two and a half months or so, the cost to acquire customer went down to about three thousand dollars. So it went from like twenty something thousand. Down to $3,000, because it just takes a really long time for the sales cycles to elapse. Now, the problem that people have with this is that they'll turn something off or stop doing it because the numbers look bad, but they don't understand that it's just a sales cycle problem. You need to let the sales cycle elapse. So then that's also why you see over time that if you turn it off and then if you look back at the stats, maybe like a couple months later, the ROAS is really good. And you're like, well, why is it good now? And the answer is because it just takes time for people to close. Okay. Next is that higher prices primarily lengthen sales cycles, but in the kind of like stepladder fashion. So it's really interesting because if you have an offer that was like $2,000 a month and you switch it to $3,000 a month, maybe you'll increase the sales cycle a little bit. But if you go from $3,000 a month to $6,000 a month, it increases it a lot. And if you go from $6,000 a month to $8,000 a month, it increases it a lot. But if you go from $8,000 a month to $9,000 a month, it doesn't increase it at all. Or if you go from $10,000 a month to $12,000 a month, it doesn't increase it at all. It's really weird, and I couldn't tell you like the exact formulaic breakdown of why it exactly works like that. It's just— that's just what I've anecdotally found, is that it's generally the same kind of persons that's buying at $2,000, $3,000 a month, and it's generally not the same kind of person who's buying at $6,000, $8,000 a month. It's a whole different cycle and a whole different sales cycle. Next, one bad week is not a trend. Show rates Close rates, cost per call, cost per lead— all of this fluctuates wildly. It just does. So like close rate moving from 23% to 17% without process changes, like it's not an issue. Like it's probably just variance. Or like show rate moving from 60% to 45%, you didn't change anything, it's just variance. It's just, it's just variable, and variables change week by week by week by week by week, right? So before changing anything, you have to ask, did the offer change? Did the source change? Did the creatives change? Did the qualification change? Did the closures change? Is the sample large enough? Has the complete sales cycle elapsed? Like, do not introduce a strategic change to solve statistical noise, because that's what this is. And I see this all the time. Someone will be like, my show rate went down from here to here. And it's like, okay, wait, it'll probably just go back up. Look, what do you mean wait? I'm like, last week it was 65%. You didn't change anything. Now this week it's 45%. It's random chance. Next week it might be 70%, and then you let them just go next week and like, fucking, it's now it's 70%. It's just random. That's just how it is. And it's really important that you don't get like emotionally flustered about these fluctuations like this. It shit happens all the fucking time, bro. It's gonna happen with your content. You're not gonna book as many calls. It's gonna happen with your cold outreach. Your people are gonna stop responding. It's like, well, what do I do? Just fucking large A lot of the times you just keep going, you know, unless something of substance changed to generate a different result. It's just statistical variance. And you have to understand that that is gonna happen and not freak out about it. Okay. Next is that volume smooths variance. So like a business with 5 calls per week will experience violent percentage swings in what is occurring in that company, right? If one additional person buys, you have doubled your closing rate. You, you get what I'm saying? But like if you have 8 calls, the difference between 1 and 2 customers is a close rate move of 12.5% to 25%. But if you have 80 calls, it's nothing. You know what I'm saying? So as your business gets larger, these statistical variances, they smooth out more, which is kind of like a sick fucking trick because it's like the people who have the smallest businesses are the ones most prone and susceptible to freaking the fuck out about the variance problems in the first place. You understand? Like just percentage swings in variance, like it not only is it just common and natural, it's also just like exacerbated when you're really small. So like if you're small and you're like less than $100K a month or even like less than a million a month or something like that, it's like you're really just gonna have fucking violently wild swings that occur all the time. And a lot of it just like has nothing to do with you. There's literally nothing you can do about it. Okay, next is separate leading and lagging indicators. There's a huge difference in what you have control of versus what you don't have control of. Leading indicators are things that you have control of. It's, it's your input. Inputs into a system. Lagging indicators are the things that occur from your inputs. The lagging indicators occur in proportion to the quantity and quality of your leading indicators. All you can do— everyone tracks lagging indicators. They're like, what, what are my closed customers? What's my cash collected? What's my CAC? What's my revenue? What's my retention? What's my LTV? You track these like you can just like fucking spawn customers out of nowhere. You could just, you could just spawn more calls booked. You can't do that. Calls booked are a result of the leading indicators you put into a system. For instance, outreach sent, ads launched, ad spend spent, amount of content posted, DMs sent. It could be emails to your newsletter sent, outbound dials made to your leads, uh, follow-up messages sent to the leads in your CRM. These are leading indicators. This is what you need to be tracking. You need to know what you did each day and be able to see week over week what is every single thing that we did in order to generate new business. And if you want to generate more business week over week, you need to increase the leading indicator. And this is what's very interesting about people where they kind of don't functionally understand this, where there is zero possible way on the planet that you grow your business beyond just increasing the amount of leading indicators that you are inputting into the system. There is no way for you to grow your business without posting more content, spending more on ads, doing more outreach, sending more emails, sending more follow-up. There is nothing else to do but that. So if you want your lagging indicators such as closed customers, cash collected, CAC, revenue retention— if you want all of that to go up, the only way to do it is to increase the Inputs, so you need to be tracking that. Okay, next is establish minimum judging windows. Okay, for instance, with cold outreach, you're gonna need to send like—is this cold outreach campaign successful? It's really probably—you're probably need like ten thousand email sends on a cold email campaign to know if it was successful or not. Probably around there, like ten thousand. And you send like three hundred. You're like, oh, it didn't work. I didn't get a customer from three hundred outreach, but it's not enough. It's really just not enough at all. Okay, you launch a new offer. You're gonna need at least 6 weeks of consistent cold outreach, hyper-personalized outreach, sending like pre-made documents and Loom videos to people, like really like balls-to-the-wall marketing, like at least 6 weeks of it to know if that offer's gonna work. Okay, so let's do a recap of this video. So choose the channel that fits the business model, state the offer clearly, validate the audience and infrastructure, test at meaningful volume, use ads to scale an offer that already Converts, build several funnels for different awareness levels, aggregate every lead onto an owned list, qualify with data rather than intuition, contact leads while intent is still there, diagnose and close them through a calibrated sales process, and does results over a long enough time horizon. Okay, so here's what you need. Imagine this. Imagine this. This is an equation. This is a math equation: right offer multiplied by the right audience multiplied by sufficient traffic multiplied by strong follow-up multiplied by effective sales equals predictable acquisition. The multiplication sign is important because all of these make each other better. When one goes up, it multiplies the effect of all the others. You need all of them to work, and if any of them is zero, the fucking whole thing is zero. Okay, so here's what we're gonna do. Here's the exercise for this, and this is also gonna be in the description. So I'm gonna say it out loud though. So open up the description right now as you're listening to this. Okay, so we're gonna take your desired monthly customer count and work backwards, and you're gonna use the sheet. Okay. Monthly customers wanted, you're gonna put that down. Your expected close rate, you're gonna put that down. Based on that, just based on that multiplication, what's the required amount of attended calls? So which would mean how many booked calls do you need at what show rate? And then the required positive responses or applications. Then the expected response or conversion rate. Then the required outreach volume or paid dollars for paid traffic. So then the expected CAC and then the required monthly acquisition budget. If you want 2 customers per month and you close 25% of attended sales calls, you need 8 attended sales calls. If 60% of calls booked show, you need 14 calls booked. If 20% of positive cold email responses book, you need 70 positive responses. If 20% of all responses are positive, you need 350 responses. At a 2% positive response rate, that means you need to send 17,500 emails. You just work backwards like that and you figure out the leading indicators that are required for the lagging indicators that you want. Okay, again, so if you want to download this full sheet of the master lessons of Daniel Fazio that includes the literal— I think it's 133 pages doc of part 1 of this video and this part 2 and part 3, the next one— you could download that the first link in the description. If you want to work with me directly to help you grow your business and scale it, that's the second link in the description. AI-assisted agency where I can help you build your offer, show you how to get clients and how to build an actual fulfillment system and how to use AI inside of all these processes. If you got any value from this, leave a like, comment, subscribe. If there's any point on here that I talked about that you want me to make dedicated videos on, throw those in the comments as well, and then I can do that once this series is done. If you got any value from this, share it, all that stuff, whatever. Don't forget the stuff at the link in the description. That's it for me, lads. Peace, love you, bye.
