The 3 offer types to use to get your first 3-5 clients

All right. So these are the 3 different offer types you should sell to get your first client. Everything else is wrong. Anybody who tells you not to do these 3 specific ones also is wrong. They don't know what they're talking about. So every single person who starts an agency is going to hit a wall. You pick some niche, you pick some offer, you figure out who you want to work with, yada yada, and then you're going to ask what happens when they ask for proof. This is the thing. This is always going to be the issue that you have. It's I don't have any proof. I don't have any case studies. How do I get clients? This client asked me for case studies. This client asked me for proof. What do I do? Yada yada. That's what this stems from. So the reason you're using these 3 offers I'm about to explain to you is to solve this issue. Quick table of contents. We're going over who I am, de-risking, the 3 offer structures, what to say when they ask for proof, the case study flywheel, and then how to start an AI marketing agency. Who I am. I'm Daniel Fazio, the co-founder of Client Acquisition and List Kit. We do between $1.2 and $1.4 million a month. Here's some screenshots. This is $27 million right here. If you include wires and PayPal and whatnot, it's about $30 million we've made since we started these companies. All right. So de-risking, this is what's actually occurring when you think the problem is that you have no proof. So a business owner gets an outreach message from you. They don't know you. Let's say you're selling email marketing services. help them get more revenue from their email list. Yeah, yeah, they're interested. They reply, you have a call, and they're asking you, have you done this before? Like, let me see proof. What's actually happening is that they're just trying to answer, is there any chance this works out badly for me? That's all they're trying to find out. If I give this guy money, is he gonna lose the money? That's all they're trying to figure out. That's the entire question behind, do you have proof? You don't have to have won a Nobel Prize in email marketing. They just need to feel like the risk of working with you is low enough to justify giving you a shot. So the reason most beginners can't answer that question is that because they don't have results, it's because they structure their offer in a way that puts all of the risk on the client. That's why you're having trouble closing people or even getting people on the call in the first place. When you're sending your outreach messages and you're not making it abundantly and obviously and upfront, immediately clear to the prospect that there is no risk to them, that's why nobody's responding to you. You could say, oh, I can make you $1 million. But if you don't say that there's some guarantee on your offer, you're not structuring your offer in the way that I'm about to show you. You're just not going to get a response. And of the people you do somehow manage to get on the phone, what's it's going to happen, they're not going to buy it. It's too risky to work with you because you are asking for money upfront with zero risk mitigation for them. They're not going to do it. So when you say pay me $2K a month, you have no track record. The client is taking all the risk. The client is risking $2,000 for you, who's a nobody, who has no case studies, nothing at all. Of course they want proof. They're about to hand a stranger $2,000 entirely based on a promise. You could just lose their money. It's actually highly likely that you do just lose their money. But what happens if there wasn't any risk for them? This is the entire reframe you have to understand. Getting your first client is a risk management problem. Once you solve the risk problem, the proof problem disappears. They don't ask for proof or require you to have proof if you just shift the risk away from them. These are the 3 offer structures that work with zero proof. This is what you do when you have no case studies. So each one removes risk from the client in a different way, and I'm gonna walk you through all 3, right? So first is performance pricing. This is where you go to a client, you say, I'm not going to charge you a retainer, I'm going to charge you a performance fee. You only pay me as the result occurs. This can be performance-based normally on calls booked or of revenue generated. For instance, in lead gen agencies, like a cold email lead gen agency, it's normal for there to be a small tech fee, like $500 a month, which you tell them is entirely being spent on domains and inboxes and leads, which it is, plus $200 to $400 per call booked or per showed-up call. This is, I promise you, the easiest offer to sell of all time. This is the highest success probability offer I've ever seen, ever. This is it. This is what people are doing to make money. This is the offer, and it's so easy to this. So many people who are having like a really tough time, like trying to get clients, even charging money upfront, even if it has a guarantee, they switch to something like this. It's so much easier. It's so much easier. The catch here is that you have to work with businesses that are capable of getting results in the first place. Like, you can't have a shitty business that's impossible to get results for, right? They need to already be successful and have a good offer. Someone else got to understand is that 20% of your clients are going to get 80% of the calls booked. What that means is all of your effort into those clients and let the other ones churn out or fire them because you don't want to deal with them. If you have 10 clients and 2 of them book 80% of the calls that you're billing them for $400 $1,200 at, like, what's the point of even working with the other 8 clients? You might as well just get rid of them and then just try to go find more better clients. And that's what you do. That's how you go about this. You get what I'm saying? There's like no reason you shouldn't start with this. Like, 99% of you should just do a performance pricing offer. For some reason, if you weren't, the next thing you want to do is retainer with a guarantee. So this is where you charge a normal monthly retainer or upfront price, but you put a guarantee on the outcome. So you say something like, I charge $2K a month. If we don't hit these specific benchmarks in the first 30 days or 60 days, you get your money back. This could be on calls booked, revenue generated, You get paid upfront and if the result doesn't occur in X time period, then you give a refund or a proportional refund for the results that were not generated. This is better for both of you. I'm sure a lot of you guys, you don't want to have to give a refund. Just don't even take the money at all. Just do it on performance. If you're going to work on a client, never start with a client for $0 at all though. There always needs to be at least some kind of very small tech fee, like for some reason, like for cold email, it's very justifiable where it's like inboxes, domains and leads and whatnot. But even if you're doing other stuff, I guess just like a software fee, like just pay at least $250 a month or $500 $100 a month. Just don't ever work with a client when they don't pay anything upfront because 99% of those people will just never pay you on performance for anything. They're tire kickers. Don't want people to start for free ever. Needs to be some kind of small amount of money transacted. Third is free deliverable upfront. This is kind of like intersecting with the Dream 100 strategy where you make something for the prospect completely unprompted and upfront, right? So let's say your business is like an ads or funnels agency. Like, you legit just make a full funnel and email flows and ad scripts and VSL scripts and everything for them upfront and give it to them. Now what they're doing is assessing the quality of your work before even having a conversation with you. Then if they choose to work with you after this, it's based solely off the fact that they like what you do. But even then, like, you still need some mechanism of charging them. This is more so like a get somebody on the phone strategy as opposed to offer strategies. We're doing a free deliverable upfront and you got somebody on the phone and you still have no case studies. Like, you still are going to have to do one of these. Probably you would have to have a very extremely high skill level for what you're doing in order to get somebody to just pay you with no guarantee or no performance straight made up on something. You're going to run into the proof problem again. They're going to ask you for proof. If you don't have one of these, again, like, just do this. Like, you're gonna try to come up with a million different justifications as to why you shouldn't do performance-based pricing right here. You're gonna waste 3, 4, 5 months of your life, and then you're gonna come back, and then you're gonna do what I said to do, and it's gonna work. And you're like, wow, I should have just listened to Daniel in the first place. Guarantee you that's what's gonna happen. Okay, so what to say when they ask for proof. So let's say you're on a call, you pitch someone, they're interested, they say, do you have any examples of the work from past clients? Most people at this point either lie or like overexplain themselves in a way that makes them sound even more unqualified. Like, stop doing that. I'm newer to this as a formal agency, so I don't have client case studies yet. What I do have is a specific process I've built around this, and I'm confident enough in it that I'm willing to put a guarantee on it. Here's how that works. And you explain the guarantee. I do this on a performance basis, or if I don't get you this result, you get your money back. Because again, when they're saying, do you have examples of the work or client results from the past They're not asking for client results. They're asking, do you have anything that can shift the risk away from me to you? And you just say, yeah, I can shift the risk away from you. Not by this, but by this. That's what you say. That's how you go about that. What you're not doing is apologizing or overexplaining or being a fucking weirdo and like stumbling over your words and, well, what? Well, do you really need to prove for like, are there any guarantees in life? Like, don't just sound like an idiot. You're being direct and you're explaining. Yes, I understand that there's a high level of risk working with me because I don't have proof, therefore I'm de-risking you in this way instead. That's what you're saying. You're not hiding reality. You're explaining reality. What you want to do is at least have examples of your work. It doesn't always need to be case studies, so just show the actual thing you're selling them on. So like, I'll give you, for instance, if you're selling email flows, you better have some examples of what your email flows would look like. It's probably a good idea to at least have that. This would be like trying to sell somebody a car, but they're not allowed to see what the car looks like before buying. Like, it doesn't make any sense. You don't need paid clients to have proof that something works. You just need evidence that the process produces results. So like, for instance, you can show how your process works for another person, Even if you weren't the person who did it, I'm not saying you pass off as a fake case study. You're not saying you did it. You're just saying what this person did over here is exactly what we're going to do for you. Here's a visual of how that process works. You're not saying it's your case study. You're saying what this person did and does is what we're doing for you. Again, you're not lying. Don't do that. What you're ultimately trying to accomplish is the case study flywheel. So like the jump from zero proof to one case study is the hardest jump. Like signing your first clients will be the hardest clients you ever sign because you have no proof. So again, like you have to to do the performance deal, right? Okay, but it works like this. Like, you get a client, you get a testimonial and a case study, which makes your second client easier to sign, which means it's generally easier to charge more money, and you get less objections because of that case study, which means you get even more results and more case studies, which again makes it even easier. Now, you might not get a case study in your first client because you might not get a result for the first client, because nobody gets results for 100% of clients. It is completely okay that you might need to sign many clients on a performance deal, and then again, 20% of the clients are getting 80% of results. So you could have a bad luck of the draw and just get a bunch of shitty clients who are impossible to get results for in the first place. That makes it take a little longer for to get case studies, but that's fine because you're just doing the performance-based. Very simple, straightforward way to go about this. If you're overcomplicating this beyond what I've said, you're just thinking way too hard about it. It's really not as complicated as you're making this out to be. If you have no case studies, you do performance deal. You do performance deal until you have enough case studies to warrant not needing to do that. It's really that simple. A case study is not a testimonial. The definition of a case study is the study of a case. What exact result was achieved? How did you achieve it? How long did it take? How much money was invested and how much money was returned? What's the ROI? What were the challenges along the way. You technically don't need the client to be on the case study. You can make a case study, but just like throwing all the results and details onto a GammaDoc like I'm filming over right now and just screen recording over it with Loom or something like that. So you film it with Loom and you embed the Loom video on the GammaDoc, and then you send the Loom links and the GammaDoc links to people who book calls with you. You embed the Loom videos on your landing page. You send the Loom videos to people who respond positively to your outreach. Just use the case studies. You always ask me, where should I put the case studies? Everywhere it's relevant. It's really straightforward. You want it on your landing page, and if someone responds to to you, probably a good idea to throw them in there. If they ghost you, it's probably a good idea to throw it in the follow-up. Probably a good idea to go over them on the sales call if you get them on a sales call. Probably a good idea to send them again after the sales call. You have to show something to somebody like 3, 4 times until they get it. How many videos do I have on my YouTube about offers? And like, you specifically watching this video, literally how many of my videos about offers have you watched on my YouTube channel and you still don't get it? Maybe you're starting to get it with this video, but it's like, how many did you have to watch before you start getting it? It's the same thing with case studies. You don't just put the case study on your landing page and like magically every person you interact with for the rest of your life ever knows and is aware of that case study. It doesn't work like that. Even here where I'm about to explain my thing to you, I'm showing you my case studies for my program where I teach you how to start an AI marketing agency, where we show you what to sell, who to sell it to, how to get clients, and how to fulfill for those clients with AI. That's the first link in the description. Go.clientascension.ai. Open the YouTube description right under this video. It's the first link in there. Now I'm showing you my case case studies. These case studies are also on my page. They're on my YouTube channel. You get what I'm saying? Like, just because I posted these on my YouTube channel, you don't just know that these exist magically. Every person who is aware of Daniel Fazio and Daniel Fazio's funnel, they all know of every single case study of Daniel, but they don't. I have to repeat the same shit to you over and over and over again. You guys probably get some of my ads too, maybe on Instagram or Facebook or here on YouTube, and you probably hear me again reference these case studies. You still don't have the case study memorized. Look, I've just showed— like, Daniel Warner, $0 to $30,000 a month in 3 months after he joined AI assistant agency. Again, first look at the description. He started at zero, he joined the program, he did what we said, and now he makes $30,000. 3 months later, he's at $30,000 per month. 3 months later, James Pimble, $0 to $15,000 per month in 2 months after joining. Chris Burns, $0 to $10K a month in 6 weeks. Cameron Otello made $50,000 total in his first 3 months. Doby Lynette, $12,000 a month. He hit that in his first month. Matt Huang, $0 to $20,000 per month in 3 months. Kabrin, he made $44,000 in single month after joining. I'm not promising you get these results, but I am promising that I will give you the exact resources that they had access to to build what they built. I have to repeat these things over and over again for you to fully get it, just like you have to do with your case studies. You don't just like, oh, I have it, fucking everyone knows it's there forever. That's not how it works. If you're interested in starting an AI marketing agency where we show you again what to sell, we're going to show you exact offers. So like what I was just talking about, we're going to give you the exact offer to sell. We're going to tell you exactly who to sell it to, what niches to pick. We're going to give you the client acquisition systems and how to even get the clients at all, and then how to close those clients and to charge for them and then how to fulfill for the clients. Because I'm telling you, like, performance-based cold email is like one of the best offers of all time. Well, how do I fulfill that, Daniel? That's what we show you inside and how to use AI to leverage the maximum amount of this. For instance, Daniel Werner over here, who went from $0 to $30,000 a month in 3 months, when he signs a new cold email agency client, that's his offer, by the way. He's selling performance-based cold email. He signs a new client. AI pretty much entirely onboards the client. Clients and gets all the domains and the inboxes just like that. You know what I'm saying? Like, that's the kind of stuff we help you build. So we streamline the fulfillment of each client so you don't spend like 50 hours a week fulfilling for clients, so that you can spend most of your time towards getting clients and making money instead of just sitting there just fulfilling for them. Again, that's the first link in the description. Check that out, and I'll see you in the next video. Like, subscribe, peace, whatever. Peace, bye, love you.