How to Scale a Marketing Agency to $100k/mo (FREE COURSE)

Sup, Daniel Fazu here. And today I'm going to walk you guys through a free course of how to scale an agency or offer to 100k a month. If you're around 2 to 15k, you want to get to 50k, 100k and it'll also apply to getting up to a 500k a month. So we're going to go over offers, marketing channels, leveraging AI building systems, building market authority and action steps. So quick context. I hit my first 1 million dollar month in December 2024. So everything in this presentation are lessons learned from accomplishing that, plus helping over a thousand other agency owners inside of Client Ascension and olympia. Quick, quick note. 70% of this revenue is from selling done for you services, not coaching or info. So everything I tell you in this video is from the perspective of somebody who's actually doing it. Part one Creating an Irresistible Offer that Sells to Cold Traffic so what separates the agencies that stay stuck at 5 to 10k a month from those that scale to 50k, 100k or even 1 million per month? And it starts with having an offer that actually sells to cold traffic. So here's the brutal truth many people don't want to hear. Most of your current offers actually suck. Like they're completely dog shit. And they're not. They're really not good at all. So they're not designed to convert cold traffic. Specifically. Right now you're probably trying to sell something that the market actively does not want. So let me break down the anatomy of a winning offer, specifically one that sells to cold traffic. So first is pick something that already sells. So this sounds obvious, but it's where most people mess up. They create offers based on what they think the clients need or what they personally want to deliver, rather than what the market is already actively buying right now. Right? I had a student client essentially who came to one of my offers calls with the offer measurement implementation for E Commerce brands. Now I understand that that sounds fancy, but the problem is nobody is searching for that and nobody wakes up thinking I need measurement implementation today. It just doesn't make any sense, right? Instead, I told him to look for existing offers that are already selling well in his niche. If you see multiple competitors making good money with a specific type of offer, that's your signal that there's actually market demand. So let me walk you through this quick litmus test that works 100% of the time. So here's the question you need to ask yourself. Can you identify even just one singular person that makes at least $100,000 per month in revenue selling your offer as their front end cold traffic offer. I need to be very specific with the language I'm saying right here. Their front end cold traffic offer, not a supplemental offer that is sold to warm traffic or already active customers. They're front end offers sold to cold traffic. So referencing this same guy I was just talking about, upon digging deeper with him, what I actually found out was that he was working for a company that sold webinar funnels to info product business owners. He was just a part of the customer success department of which his job was to dive into data. So. So while yes, what he is doing is valuable and does in fact result in the company making money, it's just not something that cold traffic buys. They do not buy measurement implementation. Clearly what they are buying is the implementation of a webinar funnel so that they can sign more customers. Not measurement implementation.

You see what I mean here?

There's a very important distinction to be made that it needs to be the front end cold traffic offer sold to cold traffic on the front end, not a supplemental offer.

You see what I mean?

What cold traffic was buying was implementation of a webinar funnel so that they can make more money, not data analytics. Profoundly important thing to understand here. And this is one of the number one things I see people screw up is they're trying to sell a supplemental offer and not something that works to cold traffic on the front end. Very, very extremely important distinction to be made here because if you screw it up, there's liter a 0% probability this works for you.

You see what I mean?

Very important you should rewind this video and watch this whole little sub segment here. It's very important you understand this. So second is to make a concrete and results focused, your offer needs to deliver a specific tangible result the clients actually want. We'll build you a quiz funnel for your cold traffic ads that will double your qualified lead. That is a specific and results focused offer. We provide comprehensive digital marketing services is not when working with another student of mine, we reconstructed his offer to be 13 quote ready remodeling projects booked into your calendar in the next 90 days using AI powered SEO and free ad management. Please notice the specificity. 13 projects, 90 days using specific technology. It's very hyper specific results focused. It's not vague. Like we provide comprehensive digital marketing that does not sell to cold traffic of the front end.

You see what I mean?

Very very important you understand this. So third is to focus on front end customer acquisition, not service bundling. All Right. So this is critical. So I see a lot of agencies trying to create these complex service bundles where they're packaging like five to 10 different services to value stack. If I include all of this stuff, it's going to be so valuable. That's what you think, right? The problem is when you present this to cold traffic, people get confused and overwhelmed. So here's another example of a student he was trying to sell. These were all different, these are all different products like bundled into different product bundles. Tech management, growth marketing, lead intake. And I told him flat out cold traffic is not going to respond to. Do you need somebody to manage your technology? It's just not compelling. It's just not something that cold traffic buys on the front end. Right. Instead you need to identify the one offer that will get people to raise their hand and book a call. So, so for most cold traffic that's going to be AI focused offers right now because it's novel. Second is growth marketing with a quantifiable claim or something with a unique guarantee. Right. The rest of your services can be cross sold after you've acquired the customer. So in for instance like this growth marketing thing, I told him you need to take this growth marketing, slap some kind of quantifiable claim or guarantee on it and acquire customers via that offer as your front end cold traffic offer. And then you can cross sell them tech management or lead intake. But if you try to sell this stuff, tech management, lead intake on the front end to cold traffic, they're not going to buy it, they're not going to book a call, they're not interested in it because it's not a cold traffic front end offer. It just doesn't work like that. You don't stack a bunch of value and I'll do this service and this service, it's too confusing. It's not what they want to buy. What they want to buy is customers right now. And that's what they want. There's a distinction between what they need and what they want. And what they, what they want is more customers. What they need might be tech management. All their shit might be fucked up.

You see what I mean?

Like their whole tech infrastructure structure of the company is probably completely screwed. Doesn't make any sense. And they need that. But it doesn't matter that they need that. You need to sell them what they want and then once you sell them what they want, you can sell them what they need later. Very, very important distinction to make here. Right. You get cold traffic in the door with a cold traffic Offer and then later on sell them what they actually need. If you try to sell them something they need instead of something they want, you simply will not get any responses or calls. Book literally ever. Very, very important to understand. So everybody needs to go to the gym and eat healthy food, but they want Ozempic. There's a reason broccoli farmers aren't billionaires and the creators of Ozempic are. Sell them what they want and then sell them what they need after they're already a customer and begin to know like and trust you. Do not screw this up. If you screw this up, literally every single thing in the rest of this course is completely no zero. This is a requirement.

You see what I mean?

Like, rewind this video and watch this part back. This is so important. All right, so fourth, another very important thing here is to price it correctly for your authority level. And we're going to get into authority later on. But if you don't have a ton of case studies yet, you can't charge premium prices to cold traffic. It simply won't convert you to match your pricing to your perceived authority in the market. So here's two quick graphs for you guys to see. So the more authority you have, the higher the probability somebody is going to close. And the more authority you have, the higher the prices they will pay. I had this conversation with another guy in Client Essential. He was trying to sell a 10k package with the 90 day guarantee, but only had a 7% close rate. This is across like this, across like 25, 30 calls. So it was statistically significant. A 7% close rate is a massive indicator that you were overpriced. Your price, your pricing, should be at a level that you exactly close between 18 to 30% of your cost. If it's any lower, you're charging too much money in relation to your level of authority. Alex Hermosi can sell a $50,000 mastermind offer where you only speak to him directly four times per year. You cannot. This makes sense because Alex Hormozi has roughly 7,000 times more authority than you do. Is a very important distinction to. Look, Alex can do things that you can't because his authority is astronomically in a different galaxy than yours. Right. You need to be realistic about what your level of authority is and temporarily swallow your ego. Right. So I advise this student to lower his price temporarily until he builds more case studies. And remember that this isn't forever. It's a strategic move to get more clients in the door, build case studies and then raise your prices as Your authority level increases. This is a huge problem I see with a lot of people. They, they take the high ticket pill and they're like, I only charge high ticket. And they take it to the extreme, but they have zero authority. So just no one ever buys it and they make no money. You've got this completely backwards. You need to build the case studies and the authority first in order to warrant the prices. These high prices.

You see what I mean?

This is super important. So fifth is to use the right guarantee structure. So the less authority you have, the stronger your guarantee needs to be. If you're just starting out with few case studies, you might need a performance based model or a strong money back guarantee. Why? Because you're risky. Because you have no authority. They're assessing the probability that once they pay you money, the probability that they lose money is high because your authority is low.

You see what I mean?

When your authority is low, you have to compensate for this by de risking for the client. As your authority increases, you can shift to less risky offer structures. But always remember, the guarantee is there to compensate for a lack of case studies. Right? If you have 50amazing testimonials of case studies, you don't need a strong guarantee. Less authority equals stronger guarantee required. More authority equals less of a requirement for a guarantee. Okay, finally, your offer should solve new problems, not existing ones. This is a hack. This will actually make your life so much easier. So pay very close attention to this. This is subtle. It's so important. So if you're telling clients, I can do your current marketing better than you, that's a tough sell. So they have to admit that they're doing it poorly and you have to be dramatically better to justify the cost. So this typically also results in situations where you're trying to pitch people who actively believe they're better than you at the thing you're trying to sell them. So for instance, I get a ton of people pitching me to write my emails to my email list or come up or do my YouTube content, right? So 99% of the time this comes from somebody who doesn't have their own YouTube channel or their own email list. So here's the problem they face. All of the evidence points to me being better than them. And paying them money to do it for me would actively result in me getting worse results. Imagine you're me. You got like 25,000 YouTube subs. You make a fucking million dollars a month in revenue. You have an email list like 25,000 people on it. You've been writing your Own emails for multiple years and scripting your own YouTube videos for multiple years, making a shit ton of money. And then you come along and you say, daniel, I can do this better than you. And you don't even have your own YouTube channel. You don't even have your own email list. You make less money than me. And you're trying to tell me that you can do it better than me. It's so unrealistic. I see it and I'm like, you're such a bullshitter. Like, there's. There's literally no way you're better at this than me. There's no way that you are better at this than me. I've been doing it so much longer than you.

You see what I mean?

So the perceived status between this is like, I'm seeing them. I'm like, you're a bullshitter. I'm better than you. If I paid you money to do this, I would literally make less money because I'm better than you at. And this is what happens when you're trying to pitch clients on something they're already doing. They literally think that they're better than you. And, like, they probably actually are. You see what I mean? So instead, what you should do is focus on solving new problems or creating new opportunities. So something like, I'll build you a quiz funnel for cold traffic. Is creating a new revenue stream not replacing an existing one. This is a much easier sell. You ideally want to create something new. Like, for instance, when we were going back, like, talking about the webinar offer, like, hey, I'll watch. I'll launch a webinar offer for you so that you can, you can sign work lines with a webinar offer. I don't run webinars. I don't have a quiz funnel.

You know what I mean?

Like, these are things that have a profoundly higher probability of working on me as opposed to trying to sell me YouTube content or like, email us copywriting.

You see what I mean?

And this applies to all people. This applies to all clients. So, like, bad offers. So let's say you're selling a YouTube management or content marketing offer. Bad offer is targeting people who already do well on YouTube. They already do this, right? A better offer is targeting people who already do well on another platform but do not use YouTube. Now, YouTube is a new opportunity for them, right? And they don't actively think that they're better than you at it. Much easier to sell. So it's always easier to get somebody to start something new as opposed to selling them Something that improves something they already do.

You see what I mean?

It's like profoundly easier.

You see what I mean?

This is super, super important. You got to do this. So this whole offer section, all of this is a requirement for anything else in the rest of this course to be relevant at all. You actually should rewind this and rewatch it again. Super important. So let's go over summary of a winning offer. It has active market demand. So it's something that the market already wants to buy. It's not something they need. It's something they already want and are actively buying from other people. That's requirement number one. Requirement number two is concrete results. You deliver concrete, specific, quantifiable results. Number three, clear value proposition. Focuses on one clear value proposition for front end acquisition to front end cold traffic offer. Not a supplemental offer or an offer that is only sold to warm traffic. It's a cold traffic offer. Very important. All right, cool. Appropriate pricing. Need to be priced appropriately for your level of authority in the market. If you have less authority, charge less money. If you have more authority, charge more money. You should be closing between 18 and 30% of your live calls. 5. Guarantee structure. You have the right guarantee structure in relation to your authority level. If you have less authority, you need more of an aggressive guarantee that's in favor of the client as opposed to you. Number six is new opportunities. Your offer creates a new opportunity rather than replacing an existing function. If you get this right, you have laid the foundation for scale. There's a requirement. All right, cool. Part two is the right marketing channels for each stage of growth. So once you have an offer that converts, the next question is how do you get it in front of the right people? And the answer changes depending on where you are in your growth journey. So let me break down the right marketing channel for each day. So let's start with stage 1.0-10k a month. So at this stage, your primary goal is to get your first five to 10 clients and build case studies. So you have limited time and likely no marketing budget. Right. Just quick context, quick reframe here. I want to make this clear. This is your list of priorities at this stage of your business. First is to get case studies. Second is to make money. If you try making money before getting case studies, you end up with less money. Right. I want to make, I want to make that abundantly clear. Your first priority, all the way up to 10k a month. Number one priority is getting case studies. Nothing else matters more than this. You need to get the maximum amount of case studies as quickly as possible before you worry about making money. You end up making more money if you do this. It's like if you're at the gym and you got you get to like cut and bulk. But then some people try to like recomp where it's like, let me try to build muscle and lose fat at the same time. Like, yeah, that works, but it's super fucking slow compared to just cutting them. Bulking.

You see what I mean?

Get case studies first. You make way more progress way faster. Like way faster. Here's what works best. Manual outreach. You're going to dream 100 strategies where you're identifying perfect fit prospects and doing personalized outreach. This is manual, right? Do 10 a day, 15 a day, 20 a day. Manual outreach, right? Cold email. Despite what you might hear, cold email still works when done right with the right offer to the right target audience. You might see a lot of stuff about cold email like deliverability problems and deliverability crisis and all deliverability and spam problems are a result of people actively marking you as spam. I want to make that abundantly clear. If your emails start going to spam, it's because people are marking you as spam. But that's literally why that's happening, right? So if you have a good offer and send it to a relevant audience, they simply do not mark you as spam because it isn't spam.

You see what I mean?

And your results are therefore better. So this fundamentally does not work without a good offer. If you have a bad offer or you're sending it to an irrelevant audience, they mark you as spam. If you have a good offer and you're sending it to a relevant audience, they do not mark you as spam and you therefore don't get any deliverability problems.

You see what I mean?

Very important to understand here. So LinkedIn, both content and direct outreach can work here, but make sure you're posting consistently. So like five times a week and doing targeting and targeted outreach to people who engage. The key at this, at this stage is high touch manual processes. Like a substantial amount of your time should be spent on sales. So like doing manual outreach and responding to leads and like going through posts, this, this is sales activity. Follow up, it's sales activity. This is literally 80 to 90% of what you should be doing all day. Like all of your hours spent on your business is sales activity. So you're trading time for money until you can afford to invest in scalable marketing, you just don't have money to invest into scalable marketing. Right now all you have is time, right? So for your cold emails, keep them absurdly simple. I always laugh when I see people writing like super long emails. It's ridiculous. Right? Simple work. So here's an example script I wrote for a guy selling an AI cold calling software. It says, hey name, are you interested in AI cold callers? That's it. That's the entire email. Literally just hey, name, are you interested in AI cold callers? There's no other sentence here. It's that it's 1, 2, 3, 4, 5, 6, 7, 8, 9 word email. That's it. Super simple. Try it out. Probably going to work better. Way better than anything else you've ever done. Almost guaranteed. Stage two, you're around 5 to 10k a month, up to 30k a month. So at this stage you've proven your offer works and you have some case studies. So what I, what I actually mean by this is you have a proven offer and you have case studies. So from proven offer and case studies, up to 30k a month. So now you need to start building Systems. So number one, YouTube content. Start creating in depth valuable content targeting high intent keywords. So every video should have a lead magnet to capture emails. The conversion rates on these are insane. So we're seeing like 10 to 20% of viewers downloading lead magnets on videos with just 100 views. Like literally you can make a video, get 100 views and you get like 20 email addresses.

It's insane.

You get thousands of. You get 200 email addresses. I posted a couple of YouTube videos doing lead magnets. It was three YouTube videos and I collected 1200 emails. It was, it was insane. So second is increase your cold email volume, Scale up your sending to sending thousands per week instead of hundreds. Right? Building an email list. Start collecting emails aggressively and send daily emails to nurture your prospects. So like these lead magnets, this builds your email list and then send five broadcast emails per week with valuable useful information. So this keeps you in front of the audience, it keeps them familiar with you. Right? The referral implements systematic ways to get referrals from existing clients. It means compensating people. So generally you can't go wrong making how to content. So you make simple screen share content where you walk the audience through how you achieve specific results. No editing or thumbnails are required for B2B. These are only slight bumps. So like this video I'm making right now, like I'm filming this with obs. It's just a giant course of how to make money.

You see what I mean?

I cool. Stage 3. 30k, 200k a month. Now you're ready to pour gasoline in the fire. So number one, paid ads. At this level, you can afford the 6 to 10k per month minimum it takes to make Facebook and Instagram ads work. Start with $200 a day ad budget. Be prepared for a 1500-2500 cost to acquire a customer. This is where you're going to screw up with. This is where everyone screws up with this. Because I have a program called Olympia where we help people scale the shit out of this. So I spend $7,000 a day on ads. Thirty people have come through Olympia and you'll see the case study started getting posted on my YouTube channel. Hundreds of thousands of dollars per month in new MRR to their business by doing paid ads. What's the difference between people who make a shit ton of money profit on paid ads versus those who don't? I see this all the time. People come in and they'll be like, yeah, bro, ads just aren't working for me. And they're spending like fucking $50 a day. Okay, so let's break this down. If the cost to acquire a customer is $2,000, here's what's going to happen. It's going to take you 40 days to acquire a single customer. So you sit here and you run your ads for two weeks, three weeks. But I'm just not getting any clients from like, I'm just wasting money. Yeah, bro, because you're spending $50 a day. It's going to take you fucking 40 days to spend two grand. Like just spend two grand a day and sign a client a day. Like, what are you doing? Or like the cost per call for a qualified prospect for them is like $300. And it's like, bro, taking you a full ass week to get a single qualified call to show up. It's like, it's so ridiculous. Stop being a big fat fucking pussy about the ad spend. That's why it doesn't work. That's like number one. It's so obvious. It's. It's so stupidly obvious. So like, this is what I tell people when they join Olympia. Like, dude, it's literally completely useless for you to even do anything at all unless you start at $200 a day. Because your cost per call is going to be like 200 or $300. You need a call a day at least. It's like, oh, that's a lot of money. It's like, dude, you'll sign a client the first week and make all the money back fucking immediately. Grow up. This is why you fail at this. Stop doing that. All right, cool. Next is hiring marketing team members. So they're dedicated content creators, copywriters, editors to help you be producing all this stuff. Right. Third, speaking engagements. Start going on podcasts or going people's live events, networking. Join higher level masterminds and make friends with people who make things happen. Stop hanging around poor people. Super important. All right, cool. So one key insight that's important is to not run ads to lead magnets. Cool. So let me repeat this. Do not run ads to lead magnets. Very important that you hear this like 8 times. Run them directly to applications or VSL pages. I've never seen anyone, not even a single person fucking at all, even once, not even one time, profitably run ads to lead magnets. Despite what the gurus might claim. Not. Not even one. And I've posted it on Twitter. Like, find me one person who can show me profitable acquisition of customers with the lead magnet funnel. Not even fucking one person can show me. Don't do it. Do not run ads to lead magnet funnels. It doesn't work. This is like a billion dollar company does when they have like a fucking $50 million a year ad budget. It. Do not do this. Send it directly to a VSL page with a direct offer. Do not do lead magnet funnels to cold traffic. Lead magnets exclusively and only work with warm organic traffic. That's why I said to do it on your YouTube videos. They fundamentally do not even convert cold traffic ever. If you try to do lead magnet funds to cold traffic, there is a 99.99% probability. You lose money. Listen to me. Don't do it. You're going to lose money. I don't care what anybody else tells you. They're wrong. They're literally wr. Like ask for the receipts where. Show me the numbers where you have profitable acquisition on free lead magnet funnels. It's wrong. They're literally lying. Cool. Just want to. Just want to make that abundantly clear so you don't lose money. Expect your cost per acquisition to be around 2k. When starting with ads, this may seem high, but when you do the lifetime value, lifetime value calculation on a 2k a month client, it stays for seven months. You're making 14k on a 2k investment. It's a great deal. Great deal, guys. You spend 2k, you make 14k over the next seven months. It's a great investment. Stop getting so cheap and greedy about like, oh, spend 2k. They only pay me 2k this month. It's unsustainable. Like, it's not how you. It's not how you build a scalable business. You build a scalable business off of the arbitrage between cost to acquire a customer versus the lifetime gross profit. That's how you do it. Stop being greedy if you want to really scale. All right, cool. Stage four. So this over, you're focusing on optimization systems. Multichannel campaign. That means you're running ads across multiple channels, multiple networks. You're building content on multiple channels. Brand building, that means like doing live events like webinars and shit. Team scaling. You're progressively hiring more salespeople in particular and testing new channels. So like way different kinds of channels. Like you start doing shit like newsletter ads. You know, to me, like just a random shit. Right. So the key at this stage is having a data system to track everything. Makes it based on metrics, not gut feelings. Right. So for instance, you need to be using high roast when you're at this level. So, so this lets you see click journeys of every lead. Where they come from, what ads they're responding to, what videos they're clicking on, what emails they're clicking on. So if you try, if you try, I don't know, say you buy newsletter ads and then you could have like a high roast tracking parameter inside the links and then you could see like how many people actually bought from the newsletter. You know, it's super important to have this data tracking. All right, let's move on. Fundamental truth about client acquisition throughout these stages. Remember this fundamental truth. There were only three ways to get clients. Content ads and outreach. That's it. It's content, ads, outreach. Nothing else exists. Everything else is a variation of these. So the mistake most people make is trying to be on every platform at once. Instead master one channel at each stage before adding more. Like, don't go straight to ads when you don't have money, you're going to lose money. Like you don't understand. Like you'll go negative 2 or 3k before you sign a client. And then they only pay you 2 or 3k. And it's like you just can't afford that. When you don't have any clients. It's more like an emotional thing. Like you'll, you'll freak the fuck out and not look at data. That's literally what you'll do. All right, cool. Part three is leveraging AI to create massive efficiency. So if you're not using AI to create leverage in your business. You're fighting with one hand tied behind your back. I've been integrating AI aggressively into all aspects of our operations. It's been literally insane. So here are some key areas to implement AI right now. First is content creation and repurposing. So I showed this to some of the guys in one of my coaching calls. I use cloth to generate content ideas and even full scripts. So whenever somebody on one of my courses, they don't know what content to be, I get this all the time. Someone will be on one of my, one of my calls, client Ascension or Olympia, and they'll say, I don't know what content to make. I just functionally don't know what to say. So whenever they do this, I open Claude and I do this right in front of them. I'll input a prompt like I'm working with a client who runs X business and they want to start making YouTube content. Generate 20 ideas targeting high intent keywords their audience would be searching for. This spits out 20 completely and amazingly relevant ideas for them. This is the prompt. It's great. There's never a shortage of content to make. It's only a shortage of motivation to make it. Here's another strategy. Extracting core lessons from existing content. So upload transcripts of other sales calls, consulting calls, client calls or networking calls. Ask it to extract the core lessons or principles from the from the conversations. Then direct it to format these lessons or principles into content for LinkedIn or Twitter or email list. You can write full ass emails from content you've from just transcripts of calls you've already had. Strategy three is YouTube video repurposing. So you can go to YouTube to transcript.com youm can input a YouTube video link, copy the transcript, upload that transcript to Claude, give it the prompt that says you've been given a transcript for one of my recent YouTube videos. I want you to create 10 tweets based on the lessons from this YouTube video. The tweets should be written to independently perform well. It's likely this would work better with GROK instead of Claude because GROK is directly integrated with Twitter. But the whole premise here is that if you just get transcripts and upload transcripts of literally anything as knowledge, you can ask it to perform anything. Right? So this, this alone literally saves 10 to 20 hours per week in content creation. So let's keep going. Second sale sales script and email. So I list kit. We used to manually write cold email scripts for each client so you're signing seven to 10 new clients per day, which is pretty normal there. That's super unsustainable. You got to write 7 to 10 cold email scripts a day. It's a lot, right? So our Solution, we compiled 300 plus successful scripts we've written manually, uploaded them to a cloud project. Now we use a zap that takes new client onboarding information, sends it to cloud with the prompt, using the knowledge from the previous successful scripts, writing new script for this client, it generates a solid first draft for, for our team that just needs to review them. So this took us from writing four to five scripts per day to being able to handle 50 plus with the same team. So the, the team was only capable of doing five to four or four to five a day, but now they can do 50 plus because it's just reviewing and adjusting AI generated stuff. And the AI generated stuff was generated from content that already was proven to work and already did work. See how massive this is? Like this, this literally saves you like two to three thousand dollars a month from going to go hire someone else. I had another client who runs a YouTube content agency. He was paying $500 per YouTube script. So this is clearly unsustainable, right? So I told him to upload all of his best performing YouTube scripts from other clients, feed it with new the new client information, and have Claude write a YouTube video script based off the script that already performed. Well, this is an immediate cost reduction of multiple thousands of dollars per week. Like, you might save like literally two grand a week, like five to eight grand a month just by using AI. You see what I mean? Like, you need to aggressively use this shit right now because it saves you a profound amount of money. And it's not even that it just saves you money. It's that it makes your life so much easier. Like, you don't have to go and sit here and interview people and hire people. Like, you still hire people, but it's like, bro, their job is so much more scalable. One person could do the job of like four fucking people. So you don't need to go hire four people now and spend all the time doing that and training them. You only do one person. Like, I'm not around here. Like, you, you have to do this. You need to start aggressively implementing this shit inside of your business right now. This is super important. So third is video sales letters. Whenever I write a video sales letter, my first action is to download the transcript of 10 to 15 sales calls and then give it this prompt. Please list out all of the questions and objections these prospects give us in descending order of the frequency with which they're asked. Right? I've made an entire YouTube video about this strategy. It's the $10 million VSL script. There's a video on my channel right now. The outline of your VSL is simply these questions listed in descending order. All of the objections you get on the sales call, the VSL outline is literally just those questions listed out in descending order of the frequency with which they're asked. Because if you list them out in the descending order of the frequency with which they're asked, what that means is that it is just by mathematical nature in the logical order that the questions are asked. Otherwise, if someone asks you a question and then you answer the question, it typically results in a second order question. So like, the next question they ask only occurs because of the answer to the first question. And if you just list them out and descending order of the frequency with which they're asked, it by nature uncovers the second order questions.

You see what I mean?

This is why this works so well. There is no longer any need to ponder upon what exactly you need to say inside of a VSL or sales page, right? Literally just answer all of the questions in descending order order. It's fucking crazy. It's literally so efficient. All right, cool. Part 4 Building Systems to handle rapid scaling. So once you start growing quickly, you'll hit operational bottlenecks that can strangle your growth. Here's how you build systems of scale. So first is team structure and compensation. So this is the biggest problem that I see every single agency owner making. It doesn't have to be an agent. Literally any business you're selling, any B2B offer, you're hiring full time employees on fixed salaries without performance incentives. When you pay people on a fixed basis, they do the bare minimum required. That's literally what you would do. Like, imagine you only get paid. You get paid 5k a month. Regardless of your output. You're going to do the bare fucking minimum effort 100% of the time. Literally. That's not saying like you're lazy. That's how your, your body is designed to expend the least amount of calories. That's literally what you're supposed to do, right? So at my companies, all of the people I advise, 50% of everyone's compensation is tied to output at least 50%. This creates alignment and prevents the classic scenario where employees drag their fee in projects. Why is this important? And you might be saying, well, what about customer Success, Yeah, even customer success, they are compensated. If their job has to do with deliverables, they're paid by the production of the deliverable. So the more deliverable you're able to do per day at a sufficient quality, you get paid per deliverable. There's slight fixed components. And if it's customer success, they're compensated based on retention of customers and clients under management. They start losing clients or they still have start having churn, they make less money.

You see what I mean?

Just like salespeople are compensated and even customer success, like they're compensated based on upsells as well. So now they're incentivized to upsell the clients. Every single person has to be incentive based. If they're not incentive based, they just do the bare minimum. This applies to every single department, all of them. 100% of every single person in the company needs to be incentive based. No one person should be completely just fixed salary. It literally doesn't make any sense for growth. It doesn't make any sense, like completely dead fucking zero sense. Stop doing that. Every single person needs to be compensated. At least 50% of their compensation needs to be tied output and performance. If you don't do this, people just turn from A players into like C players. That's literally what they do. You need to be compensated based on output and performance. So the right team structure evolves as you grow. So like 0 to 10k a month, you might have like one VA, one part time person, 10 to 30k a month, you're gonna have like one to two fulfillment specialists. I typically steer people towards hiring for fulfillment before sales typically. So 30 to 100k a month. You got to start adding a sales team, dedicated customer success specialist and specialized fulfillment roles. And 100k a month is department heads, managers and specialized teams. Pods of teams and shit. So key insight, hire for your bottlenecks first. So I had a client who's stuck at 11k, mrr. And for multiple months he was stuck there. He was constantly coming my coming to my calls asking about how you can get more clients. Same question every single fucking week. Guy Stuck at 11k a month, how do I get clients? And I keep telling him the same shit over and over. This is how you get clients do this. This is your action item. He comes back, how do I get clients? Like bro, I literally just told you what to do. Did you do it? He says no, literally same thing every time. So for multiple weeks I keep giving him the same action items, but he simply would not do them by the fourth or fifth time he does this, I'm like, okay, there's a problem here. So I start digging deeper. I found out it wasn't that he didn't know how to sign clients. It was that he was actively ignoring leads and not following up with people who were interested because he had a subconscious hate for fulfilling clients. He literally hated fulfilling for clients. He hated it. He hated fulfilling so much that he actively preferred just making less money. He preferred to not sign clients and be poor than to fulfill for the client. So the obvious thing to do here was drop everything else in the company and start hiring for somebody to do the fulfillment for him. In this case, he was running a cold email lead gen agency. He was just building lead lists for clients, which is extremely easy to hire for because we have detailed SOPs for it. Anyway, this is the premise I'm trying to get at. Like a lot of people. You think your problem is client acquisition. Look, I just need more clients. I just need more clients. I need to get more clients. And that's literally not the the case at all. Like that's literally not the problem. What you're actually doing is subconsciously sabotaging yourself because you fucking hate fulfilling for clients. That's why I say in 99% of the cases you need to hire for fulfillment. Because it's, it's manual, monotonous work that's annoying as to do as a founder.

You see what I mean?

Super important. It's also super important that you recognize your bullshit here. Like for weeks he, he literally personally, he personally thought that he was having a client acquisition. But he literally, he vehemently, actually 100% believed that. But it was fucking wrong. This is not true. It's literally not true. Couldn't even see that. And he needed somebody else to tell him. So there was zero point in even thinking about acquiring more clients if it was impossible for them to be serviced in the first place. Literally what you're doing here is like imagine you're an E Commerce brand and you're spending a shit ton of money on ads and you run out of stock and then you keep running ads to your product that's out of stock. It literally doesn't make sense.

You see what I mean?

Like, stop spending money on ads if you don't have stock to sell. Get the stock first.

You see what I mean?

So focus on the problems directly in front of your face. There is a reason that this sentence right here is bold. Focus on the problems directly in front of your face, not problems that are 10 steps ahead. I see this all the time. People you're worried about scale. Like, oh, this won't scale, this won't scale, this won't scale. It's like, bro, don't fucking worry about scale. Worry about getting from 10k a month to 10 to 20. Came. Worry about sign your next 3 clients. Stop worrying about scale. All the shit you fuck up can be fixed easily later on. Like, stop being dumb. If you've never been at the point in your business where you were 10 steps ahead. Like, you don't even know how this works yet. Like, just sign more clients. Just hire the fulfillment people. Only worry about the things that are directly in front of your face. A cool second. Sales systems. As you scale your sales processes need to evolve some critical components. Number one is calendar management. Super fucking crazy right here. But this is literally one of the best sales pieces of sales advice you will ever get in your life. I promise you. Having more available time slots dramatically increases booking rates without any additional traffic. Set up your calendar for 14 hours a day of availability. You won't get all the slots filled, but the increased variant and available times will boost your booking rates. Let me repeat this again. Having more available time slots dramatically increases your booking rates without any additional traffic. Why? Because people run their own lives and if you only have inconvenient times available on your calendar, they will just not book the call. They will just not do it. They will only book the call if it is convenient for them. Therefore, you want to maximize the probability that you have a convenient time available. Therefore make your availability 14 hours per day. We do this at our companies now. Like each day when we're running traffic. This 14 hours or more available. We got people cross time zones, but you, like you, you're below 30k a month. There's literally no reason you should not have a profoundly open calendar. And if you get a call booked and it really is like a super inconvenience, just email them and ask them to change it. They will, right? But if they didn't have the inconvenient time in the first place, they wouldn't have booked and they would have just bounced and you wouldn't have got the call book. This is super important right here. I'm really not fucking around when I'm. When I'm trying to convey to you just how important this actually is for the success of your business. Especially when you're small. Open your calendar like wide. All right, cool. Lead qualification. Use type forms to pre qualify inbound leads. Don't do this for outbound leads only inbound leads if you got YouTube traffic coming through like your offer is like 3000, 4000 $5000 a month ask people what the revenue are and if they make less than two grand a month reject them they can't afford your shit don't even talk to them it's literally a complete waste of time Literally complete waste of time don't talk to people who are not qualified for the pricing of the offer doesn't make sense is it a complete waste of time? But only do this for inbound leads from like your YouTube traffic and shit not your outbound I cool so sales assets create documents addressing common objections so I went through this practice with a client who kept coming back to me to my calls every week. He was telling me that he was stumbling on the same objections over and over again so the solution here was to create sales assets that simply answer the objections which were in his case it was how long will it take to see what.