I asked 300 agency owners how they're signing clients - here's what they said

There's about 3 million ways to get clients and probably only a couple that actually end up working in actual practice. So what I want to do in this video is rank order exactly how 300 agency owners are actually signing clients right now. And why specifically 300? Because I have a program called Client Ascension, which is a bunch of agency owners who actually make money and I help them do so. And what I did was at the end of every month there's these end of month type forms. So I just took the last 300 type forms like, like actual surveys. One of the questions is how are you signing clients? Like what's, what's your main channel for acquiring new business? And what I'm doing in this video is just sharing with you what exactly the last 300 entries showed. Like what exactly are people doing precisely to sign real paying clients using real data of what is actively working right now. So this is over the course of like the past two months. So this isn't like random theoretical things that I'm suggesting you maybe should do. It's. It's what is actively working at this moment right now. So if you run an agency or any kind of B2B offer and you would like to have some kind of system or mechanism by which that you can predictably sign new business, you should pay attention because this is actual real stuff that is working right now. If you don't know who I am, my name is Daniel Fazio. I'm the co founder of Client Ascension. Enlist kit in December 2024, hit my first $1 million month. So I like to think I kind of know a little bit of what I'm talking about. But number one we're going to go through is the number one way to, that these agency owners are signing clients right now is with cold outreach. Now there's kind of two ways to go about cold outreach. You could do kind of like the, the mass automated outreach and send like, like a profound amount of outreach. Or you can do manual outreach to kind of specifically identified business owners in kind of like a dream 100 fashion. I'll get into that in just a second. But the first one is, is more so like a high volume where you have a ton of domains, a ton of inboxes under those domains and, and then you connect them to a sending tool and you get thousands or tens of thousands of leads and then you automate a bunch of messages to them. Now you could do some AI stuff where you can do like a little bit of AI individual personalization. But largely what we found you're either just sending like a direct offer, like I have this, do you want it? Or you're trying to go more of like a value based approach where like you're offering them some kind of loom video or like you're saying that you made a strategy for them and that you can send them a loom video that's going over the strategy. I think a lot of what happens with cold outreach and a lot of people misattribute is that they'll start doing it and they'll say it doesn't work for them and cold outreach doesn't work. It's just not a good way to get business. And normally what's actually happening when it isn't working is that you're trying to sell an offer that has no demand, or you are selling an offer that has demand, but you're not positioning it in such a fashion that will actually elicit conversions or interest. So it's largely that most of the time if cold outreach fails for you is because you just have a bad offer and you're trying to sell something that people just simply are not interested in. The second most common reason why your cold outreach will fail is that you're just not sending to a relevant target audience. Like you, you kind of just like scraped a bunch of random leads and you started sending these mass outreach messages and like people are marking you as spam because it's like completely not relevant what you're saying at all. So it's super important that you actually get good lists when you're doing this. The second mechanism that people are under cold outreach is Dream 100. So let's say you're like YouTube strategist and you, you like to work with people who run coaching or info businesses that make more than 58,000 dol per month. Like the best way to do this is to go individually find people who are actively marketing themselves and maybe already have a YouTube but they just don't have the best strategy. And then you go do manual outreach to these people, largely doing the same exact thing that you were doing in the mass automated outreach. Except this time the context with which you're outreaching is, it's super contextual. Like it just makes sense. Might be like they just put, they just put some Instagram story and you swipe up on the Instagram story and like you, you offer to give them the loom strateg or they tweeted something and you copy the link to the tweet and send it to them. And then the Outreach message is contextual to what they just said. The same thing works for LinkedIn. The same thing works with the email. Say they just posted a YouTube video and then you grab the link to it, you email it to them and you give like a full breakdown of what they could or what they, or what they should do for the next video. Super manual and contextual. So it's, it's, it's really two ends of the spectrum. It's like hyperturbo outreach, completely automated versus 100% manual and very contextual and researched. Right. Normally just the ends of these spectrums work the best. And this is the number one way that people are assigning clients. Now the second way people are signing clients and we're going to get into like some interweaving and like, like webbing of strategies right here. So the second is YouTube inbound, specifically how to content. The reason I'm saying how to content is because what you're largely trying to do to the market here is just convey competence. The biggest problem that people have when, when they're trying to use content in any capacity on any platform could be Twitter, LinkedIn, YouTube, whatsoever. The reason why it doesn't work for them is because the content that they put out is not hyper useful. What I mean by that is it's like they'll say something that like makes sense, but it's like, it's like obvious information, you know what I mean? It just doesn't apply to somebody. Like if you're trying to sell some like couple thousand dollars a month offer or higher ticket offer, like 5k, 10k, you're largely selling to person who's more sophisticated and kind of actually knows what they're talking about. And a lot of what dudes will do is they'll, they'll put information out there in their content and it's just, it's just completely obvious information that everybody already knows. So what that does is someone starts, they read your content, they, they give you the chance of lending a couple seconds to your content and they don't get anything insightful or useful out of it. So they literally just ignore you forever. Right? That's largely the problem. A lot of people, they want to start doing content, but they don't actually know anything useful at all, right? And imagine there's a line of authority. So you have like, you're right here and the prospect is right here. Your authority level has to be higher than the prospect in order for them to give you money. They have to look up to you. So if you're making a bunch of content and it's all shit that they already know. And like you're not saying literally anything insightful whatsoever at all. There's just no status delta here. There's no difference. Like they're looking at you as if you're an equal and if they're looking at you as if you're an equal, there's no reason to pay you money. And I can give you a firsthand account of this. I get a lot of people who pitch me content offers, like, hey bro, I'll help you with like your YouTube or I'll help you with this, or I'll help you write your email list or something like that. And I'll entertain these people's offers sometimes by, by going and researching them. Like say I'll get a cold email and I'll look up their sending domain and like go to their website. And then a lot of times they either have zero content of themselves at all or the content they do have is just literally not even relevant at all. So like, let me give you a for instance because I literally just got an email from someone who was offering me YouTube strategy. So I, I copy ascending domain, I go to his website and all of the case studies are like these like reposting channels. Like it's like, it's like business, but it's like repo. It's like posting clips of like Logan Paul and shit. And I'm like, I'm like, dude, this is not even remotely close to being relevant to me at all. Like this isn't a case study. Like, and he's saying like, you can get a million views. And I'm like, cool, yeah, that makes sense. But you're literally just reposting other people's content. Like it's clear to me that you do not even have an inkling as to an idea of how to execute a content strategy that produces business like money, not just random views of like fucking 12 year olds on YouTube. You see what I mean? Like this is what's happening is that you're posting content, but the content isn't insightful or does not show that you know what you're talking about at all. If you go through my channel, I don't get, I sometimes get over like 10,000 views on a video or something like that. But a lot of the stuff I post is hyper tactical, not like hyper edited. And the reason why is because I'm selling to higher level people. And if you're watching this video right now, you are more towards the edge of a sophisticated market than an unsophisticated market, right? And there's just less of you in existence. Therefore the views are considerably lower compared to other business channels. The difference between this is that you have an inclined probability to spend money. You will spend aggregately. The kind of people who watch my channel will spend significantly, significantly more money than an unsophisticated audience. So I don't need tens of thousands or hundreds of thousands of views. It's completely unnecessary to making money. You see what I mean? So that's what I'm trying to convey. That's the type of content you want. You want hyper tactical specific useful information posted on your YouTube channel. And I shit you not, you can sign a client for literally you can sign one client for every 300 to 1,000 views. That's how you know that you're doing this right. If you post a YouTube video and it gets like a thousand views and you sign a client, that's how you know you're doing it, right? If you're in B2B, that's how it should be, hyper tactical useful information. And you will sign a lot of clients with very little views. This starts to interweave into other strategies. For instance, I referenced just shortly ago that the presence of content makes cold outreach work better. Why? Because I just gave you a personal anecdote of me getting an outreach message from some dude. And then I looked him up, I looked at his website. I was trying to find if he had a YouTube channel. He doesn't. I couldn't even find his real name. It was clear that the guy just literally didn't even understand that he has a reputation, like an online reputation. Even if you don't think you have a personal brand, you have a personal brand. It's just at zero. You see what I mean? So if you have hyper useful tactical information on a YouTube channel, the people you're doing cold outreach to will find it. Now how does YouTube interweave into other platforms? One is via an email list. So you guys might see in some of my YouTube videos I offer lead magnets and sometimes I have funnels with opt ins. And what that does is it gets me your email. And when I run an email list, I send anywhere from three to five emails per week. Some are promotional, most, if not almost all of them are more so value based where I'm giving more tactical hyper useful information. And what happens is that makes my YouTube whole strategy work better because now I'm collecting emails and now I have access to more people of which they start getting my emails and then they convert for my email list and I can keep sending the email list my YouTube videos. You see what I mean? Like how this all interweaves together and that's what you're trying to accomplish here. So like, your YouTube builds an email list and the email list makes your YouTube work better, and then the presence of content on a YouTube channel makes your cold outreach work better. All these interweave together. Which kind of brings me to another one. The third one on this list is LinkedIn outbound. But it's not just outbound, it's also the, the rate with which your LinkedIn outbound. This is also cold outreach, right? You're just doing cold outreach on LinkedIn, but it works two to 10 times better if you have content on your LinkedIn profile and you have followers and people are actively engaging with your LinkedIn profile. Now this goes back to exactly the premise I just talked about, where if you're doing cold outreach, the presence of content makes it work better. It's the same thing with LinkedIn. So it could totally be a plausible situation where if you have a completely blank profile and you don't post any content at all and then you start posting content, your outbound starts working significantly better. And now let's take it even a step further because again, a lot of you guys just start posting content and it literally isn't useful in any capacity whatsoever. However, then you start posting extremely useful content, that of information that actually is tactical and actually is alpha. Then your outreach starts performing significantly better because the people who go to your page start reading your stuff and like, wow, this stuff is super insightful. And I've never seen anyone say this before, ever. Now your outbound start working significantly better. A lot of what you guys might be looking for is like a one, I need this one one lead gen strategy that's going to take my business from 5k a month to 50k a month. And that's how you're thinking of it. It's like, I need this one thing that I can just do and automate and not be involved in at all. But the reality of just how the world works and how selling works is that it just doesn't work like that. If you want your outreach to be better, your content needs to be better. You see what I mean? Like, they all interweave with each other, need to actually put a concerted effort into making sure that you put good content out, because it's kind of the basis of everything. Let's go to number four now, which is not something I talk about too much on here, but it's Meta ads. I spend currently $7,000 per day on ads. Like a lot. It's what was able to get us to our first million a month. And we're, and we're literally blitzscaling our software company right now all with ads with a done for you setup offer. And then I also made a new program called Olympia where it's for people who make over $30,000. For that I help them launch their funnels. You guys probably see on my channel now where I'm posting a bunch of case studies from guys adding over 100k a month in just a couple months of new from meta ads and making like like insane amounts more profit and insane Ross. The really good cost to acquire a customer. And that's what I'm seeing working like substantially well for a lot of people. And I want to give you kind of like a, just a broad breakdown of how I do funnels with Meta. So a lot of people, they'll take their traffic and, or they'll do like a lead form or something like that and they're trying to, and maybe they'll have a VSL funnel. So they're sending their ads to VSL funnel and they're getting like $30 calls booked and shit like that. And they're like, wow, I'm looking all, look at, look at all these calls I'm getting booked, I'm getting calls book. Yet what they don't understand is that cold traffic, you need to run active defense against purely cold traffic because there's just a profound amount of idiots that exist in the world who will literally book calls and then either your no show rate is going to be like 70%. So only a third of them are even showing up. And then 70% of those people actually show up, show up to the call and they even know why they're on the call. Look. Oh, you know, I just booked calls. Could you let me know like what this is? Like this is what people do. This is what the common folks do. Like they're so deficient in iq, it's just like impossible to even market to these people. You know what I mean? So you have to design the funnel with active defense and barriers to stop these people from getting inside of your funnel. This is literally the only way to make any money with ads at all. If you don't do this, there's a 100% probability that you will lose money. So like what do I do? I have a Long VSL in all my ad funnels and I reveal the pricing in the vsl and then after they've watched the vsl, I put them through a type form where I'm asking their revenue. And if they make too low of revenue, I literally reject them. I end the type form. I'm not letting them book a call. And this is what a lot of you guys would do. You put a type form and you have like a revenue parameter and then if they're too low revenue, you'll still let them book a call. That completely defeats the purpose of this. And no, I don't have a downsell for them. Nothing. I just reject them completely. Bare bones. Fucking no. Just end the type form. They can't even see the calendly zero possibility for them to speak to us whatsoever. You need to reject them them. And then only if they say they make enough money do I present another question that again reveals the pricing and says this is a sales call. This is the price. Can you afford this? And if they select no reject it. It ends the type form. They don't even get to see the calendar. So what does this do? It takes your cost per call from like $30 up to like 250 to 500. Now here's a problem with a lot of people when I tell them to do this, bro, that's such a high cost per call. As if that wasn't already your cost per qualified showed up call. Because earlier when you were getting your $30 calls, yeah, you were getting a ton of calls booked, but none of them show up. None of them have budget and they're all poor. So you were already getting a $500 cost per qualified showed up call. It was already happening. Except now I don't need to have like 35 salespeople to make a million dollars a month. I need six. This is the difference between who actually makes money with with cold traffic ads versus who doesn't. This is super important. You have to run active defense against these people because it's like an infestation. It's like a virus to like infest your sales team. And your business is just like destroy it because like literally no one shows up. No one has anybody. They're all poor. You see what I mean? You need to run this active defense and let the cost per call be super high so that you only literally ever get on the phone with somebody who makes money and confirm that they know the price and confirm that they can pay the price. You see what I mean? So you get way less calls, but the close rate on showed up calls is like 33% on cold traffic. This is the only way this works. If you do it any other way, I promise you it fails. So where do we go from here? I'm doing a live challenge on March 10th to March 14th. It's five days at 1pm EST March 10th to 14th. It's going to go over offers, client outreach, sales, onboarding, fulfillment, and then content and conversion. And it's five days in a row. It's a live challenge. It's $297. I promise you this $297 challenge is going to have more value than a lot of the $15,000 coaching programs that you guys buy. Actually, I'm not sitting here selling a coaching program as my main business and being like, look at all this money. I could teach you how to get clients. And it's just for a coaching business. It's not true. I make a million dollars a month, of which 70% or more is from done for you. Offers and software, not coaching. So that's what I'm teaching you. On this live challenge. The link to get tickets is going to be inside of the description. If you are watching this after March 10th, you're going to have to wait until the next challenge for that. Or you can go to Client Ascension. That's a coaching program for people below 30,000amonth. And if you're above 30,000 per month, you want to scale with ads. That's Olympia. And the link to Olympia will also be in the descript. There's three links in the description to get clients Challenge, then Client Ascension, then Olympia. All right, I hope you got some value from this. If you did leave a comment like subscribe, that's it. I love you. Peace.