The Science of Building an Offer That ANYONE Buys

These are the only two ways to scale any offer. It's either you need to learn how to convert cold traffic at scale or learn how to create warm traffic at scale. Those are the only two available options. And now the problem with most people trying to scale and who can't— like you're hitting, you're just keeping resistance against this wall— is that you are selling a warm traffic offer that is only optimized for warm traffic. Like you're trying to sell warm traffic offer to cold traffic, but that doesn't work. You have to solve that. So any time you've tried to sell to cold before, it maybe hasn't worked. That's why your ads have never worked, why your cold emails barely work, why your close rate on cold traffic is less than 10%, because you are trying to sell a warm traffic offer to cold traffic, and that doesn't work. So this entire video, I want to show you exactly how to solve this by executing either of these two strategies, explain exactly how to do it step by step. And if you follow this, I can almost certainly guarantee you that it's gonna work, because I've seen legitimately thousands of people follow the same exact thing and it works every single time. So If you don't know me, my name is Daniel Fazio. I'm the co-founder of Client Ascension and ListKit. Here's some screenshots of us collecting $27 million. If you include wires and PayPal and other little baby processors that have been put too much money through, it's about $30 million so far since we started these companies. Here's us spending $3 million in ads and making back $13.6 million without leveraging a personal brand. So it's not just me leveraging a personal brand to make this money. Okay, so we're going to go to two different things in this video. So all of the ways to turn your offer into a cold traffic offer that will actually convert cold traffic and how to build more warm traffic to sell your warm traffic offer to. If you're need to do option 2. I'm going to show you how to execute both, right? Not turning your offer into a cold traffic offer is fine. You don't always have to do that. However, if you want to scale your business without that, you just have to make more warm traffic. And the best example of this is actually Alex Hormozi. Alex is like main— like he's obviously got his books, but he's got like his main offer after that is this $5,000 in-person workshop in Vegas. I guarantee you that 99% of the sales volume of that offer is somebody in Alex's warm audience. Like Alex is not selling a $5,000 come to Vegas Vegas business coaching ticket to cold traffic. It's not, it's not happening. It just isn't. However, this is okay and this works because his warm audience is like over 5 million people, right? So he can make $100+ million a year just from that audience. Totally valid way of going about the business, right? Like, he doesn't have to make a cold traffic offer. He literally doesn't have to. His marketing spend is just building that warm audience. Then selling warm traffic offers to the warm traffic audience. You get what I'm saying? And that's option 2, what I'm going to show you how to do today. So this is why you'll see people who sell agency offers or coaching programs reach a specific revenue level. Like you've probably seen this before. They reach like $100K a month or $200K a month. It's like physically impossible for them to break past it. And the reason why that is, is because they've reached the local maximum that their organic audience allows for. So depending on how large their audience is, $100K a month or $200K a month might be the max that they can make. That's fine. Like, in order for them to scale more, again, they either just need to follow option 1, which is building a cold traffic offer, or option 2, figure out how to grow the organic audience they're basing all their business off of. Like, their organic audience isn't growing large enough, it just needs to grow significantly faster, right? Again, those are the only two options. So again, this video is going to explain how to do either of these methods, and you only need to pick one. Both are completely valid, but you must understand that these are your only two options. So you have to pick at least one, and you have to do at least one of them, right? There is no alternative besides these. It's gonna broken up into two sections. So here's section one, we're gonna talk about creating a cold traffic offer, and then after section one, we're gonna go to section two, which is building a warm audience. Okay, so every person watching this video who sells advertising as a service or cold email as a service or lead generation as a service in any capacity has experienced working with a client who is impossible to get results for. Everyone here who's signed clients before, you've probably had clients who are just legitimately actually impossible to get results for, right? It happens, right? Okay, here's dummy examples of client offers you've probably worked with that were impossible to get results for no matter how much effort you put in. Business cost optimization. We help you increase your profit margins. It's like some vague BS about efficiency or optimization, and you probably got zero responses or like no good leads for this client at all. Because again, this is not a cold traffic offer. It's impossible to get results for on cold traffic in the first place. Okay. Executive search firms may respond like crazy because they're desperate because nobody's hiring. So you might start like cold emailing executive search firms, but when you try to sell their service as an offer like, hey, do you need an executive for your company? It's impossible to get results for. It's completely dead impossible. Okay. Generic automations offers will help you automate stuff in your business. Like this is equivalent to saying I can do construction on your house. Literally doesn't make sense. Like what construction for what you're going to say. Okay. Conversion rate optimization. We do split tests on your landing page to increase conversions. Zero cold traffic demand, zero perception of skill required. Gets legitimately fucking zero results. Like nobody gets results selling that as a cold traffic run an offer. I actually just had a consulting call with the guy who runs that offer very, very successfully on his warm traffic and can't get it to crack on cold. This whole video is basically what I told him and like what is a common thing to have on people who buy one-on-one coaching calls for me. Like, this is so regular of an occurrence to happen is people having these issues. So you get the point. It's shitty offers and you know, a shitty offer when you have experience. Like anybody who's worked with 10, 20+ clients knows what I'm talking about. So whenever you work with a client like this, they're always going to say something like, we close 80% of our sales calls just get me good leads and I'll close them. What they don't recognize or understand is that every single person they've ever sold to is warm traffic. That's why their business has stalled. And they're only working with you right now because their business has stalled. They want to grow it. That's literally why they're working with you. But they simply do not understand the reason why it stalled in the first place, because they don't have a cold traffic offer. They don't, right? So when you do manage to get cold leads for them, you're going to get messages like this. I have closed many deals with the right prospects. I'm sorry, but I'm not totally shouldering the responsibility for bad or unqualified leads. Instead, point of the finger. Let's work to improve the call quality. I will close the leads that are sold. This is an actual message from a client. They literally do not understand that it's cold traffic and their offer does not convert cold traffic. They literally don't get that. I'm saying like there's just a category of client who they're trying to sell something that's impossible to get results for. And you might be running an offer or trying to sell an offer that is impossible for you to get results for on cold traffic. And again, that's why your ads don't work. It's why your cold emails don't work. It's why your cold DMs don't work. It's why none of this works besides Besides referrals and besides your content, that's your issue. You know what I'm saying? So what the clients don't understand, and what you might not understand yet, but I'm going to help you with this video, is that some offers are simply impossible to sell to cold traffic. It will never work in the form that the offer has been designed. So a choice has to be made: convert the offer into a cold traffic offer, or stop trying to sell to cold traffic and just build more warm traffic instead. Again, those are the only two options. So again, that's what this entire video is about. So here are the three pillars of a cold traffic offer in order of importance. Okay, new money. This is so wildly more important than you may be conceiving it to be. It's profoundly important. The offer has to position itself as generating new revenue for the prospect, not scalping money from something that they already have. Like, cold traffic does not respond to offers where you're optimizing or extracting for their existing assets. So like, a really good example of this is Cole Gordon. So his setter placement service— I bought this offer from Cole like years ago. I thought it was a great offer, but it was, it was interesting to see how he sold it because like what's happening here is this is what he's saying. Like in the ads, he's saying, we'll place a proven appointment setter in your business and guarantee they book 40 sales calls a month or you don't pay. The wording of this offer implies the setter is going out and finding new appointments. It is implying new money. That's why it says most successful ad of all time, probably. I don't know. I don't want to describe a situation I don't know fully, but that's the one I saw for years and the one I bought from. Pretty sure this was the exact wording. It could be slightly different them that. But contrast this with, we'll call your old leads and set appointments. That's scalping money. Cold traffic is not going to buy, we'll call your old leads and set appointments because you're scalping money. The perception that these people have when you say something like that is, I already have the leads. You're not doing anything new. Why would I just give you money for something I already have? I get it. Like, you're trying to explain to them that, no, like, I'm doing the calling. They don't get that. They don't get it. It doesn't click to cold traffic. It just isn't going to work for them. Stop trying to fight reality. It just doesn't. Doesn't, right? So this is why sales management agencies as well notoriously have the issue of not being able to sell their offer to cold traffic. Like, I've never met a single sales management agency who's successfully been able to sell their management service to cold traffic. And I know people— like, I'm friends with people like Josh Troy, Dylan Ridge, Zach Rawson, and others, like the largest ones. I'm personal friends with them. Like, I've spoken to them directly about this topic. Not— they can't sell to warm traffic. They can only sell to their warm organic audience or referrals. You know what I'm saying? These guys can make hundreds of thousands or millions of dollars a month. They're not selling to cold traffic. They follow the second option, sell to more warm traffic. Again, that's a completely valid business model. I'm just saying that, like, to explain to this, like, like a sales management agency where we'll manage your sales reps is not a cold traffic offer. It's just not. It just, it just doesn't work. Another really good example of this was inside of my AI business challenge. Some of you guys may have actually gone to that or see me promote this. We'd normally do it every like 3 months or so, but unless last one I did, I did a raise of hands. I was trying to explain an offer. I was like, has anyone ever seen like the CRM reactivation offer? And it's like, oh, what you'll do is you'll go, you'll go to a prospect and you'll say, hey, I'll go on your CRM and send emails and book new appointments for you. And I was like, that's not a cold traffic offer. It doesn't work. And the way I explained this was I want to chat. I was like, who in here has a CRM of like 20,000 or 30,000+ leads? And they were like, they're like maybe like 15, 20 people. There are like 500 people on this thing, like 15, 20 people who said they have that. And I said to them, I was like, what would you do if someone came to you and said, hey, I'm going to go send emails to people in your CRM and just take like 5 or 10% of the sales? And they're like, no, I don't want to do that. I don't want to do that. I don't want to do that. But it's like, well, mathematically they should because it's like you're making them money that they wouldn't have made. But it doesn't matter. You're scalping money off of something that they already have. They're not interested in that. They don't want you to scalp money off them. That's not what they want. They want new leads, new sales calls, new clients. Everyone's conception is that they were already going to get those calls booked. To, they were already going to get those sales and they might have liked to be honest with you. You have to stop fighting against this concept though, because it's just true and it doesn't matter how hard you try to resist against this. This is just like a straight up law of trying to sell to cold traffic. If you don't follow this right here, there's just a 0% probability that your offer is ever going to work against cold traffic ever in your life. That just is how it is. So stop trying to fight against this and like, because this is the most important thing right here. It has to be positioned as new money. And if it's not, you are totally screwed. Okay, so next point is de-risking or using guarantees. So you need to remove the perceived risk. Like, the ways to do this are a guarantee, a performance basis, and case studies. So ideally you have case studies and a guarantee or performance component, and you need to advertise it clearly on the front end, like inside the ad, on the landing page, in the VSL, in the Typeform. There's no point of having a guarantee unless it's advertised everywhere. If you have a guarantee, you need to say it everywhere. You have to say it in the ad, Say it in the headlines, say it in the VSL, say it inside of the application, say it in the pre-call emails, say it on the sales call. Like, repeat the fact that this thing exists, right? This can be designed as get X result or get your money back or pay as you get results. So pay per call, pay per lead, pay per close, etc. You get the point. Like, people are mostly concerned with not losing money more than they are concerned with making more money. So these people are cold traffic, right? They don't know you. There's zero trust associated with you. You need to do stuff like this to artificially build the trust factor super quickly. That's what this is. So like, I'll give you, for instance, like if a client ever asked you, like, have you ever worked with anybody like me before? What's happening when they're asking that question is they're not actually asking for a case study of somebody of exactly that business. They're asking for you to de-risk it for them. Like if you countered and said like, no, but I do it on a performance basis, or no, we have this guarantee where if you don't get this result, you get your money back or get X percent of money back or some capacity, some kind of de-risk risking in place of what they asked for, that's sufficient because that's what they're actually asking for, is for you to de-risk the offer for them. Now, I'll get to this in a second, but it's like the purpose of the de-risking is to get them on the phone. It's not to close them on the sales call. That's why I'm saying to advertise them on the front end. If you have a guarantee, you must advertise it on the front end because the entire purpose of the guarantee, the entire purpose of the de-risking, is to get the call book. It's not to close them on the call. I'll explain that in a second. But like, this is a very important concept to understand. But I'll go to the next point here: done for you, which basically means to the client you don't do anything, right? So cold traffic needs to hear that you don't have to lift a finger. What you're trying to convey to them is like, this isn't a coaching program. Even if you are selling a coaching program, you have to position it as not a coaching program. Like, you literally have to say stuff like, this isn't learn how to do X, this isn't automations or AI tools they have to set up, it's real humans doing real work and the prospect does literally nothing. What's important here, when I'm saying this isn't automations or AI they have to set up, I'm saying they have to set up. Like, you want to position it as you're setting it up for them. You know what I'm saying? If you say AI is working very well right now, just saying like, you need to position it so that it implies that they do nothing. It implies that they have to do very little. If you do this, it works so much better. If you explain your offer in a way that implies they have to do anything, you're gonna see a severe drop in conversions. The more you position your offer to be done for you, even if it isn't actually done for you, the better, right? So one example of this is a hybrid offer. So you may have a coaching program where you teach people how to make ads. If you instead position this and say, we'll write your ads, make your funnel, and set up everything for you, you're going to get roughly 5 times more people interested in like an 80% reduction in the cost per call if you're running ads. Like, you can't say, we'll teach you how to write the ads, make your funnel, coach you on how to set everything up. It's not going to work. It's going to— you're going to get really shitty results in cold traffic. If you say that you're going to do it for them, you might legitimately have like an 80% reduction in cost per call. Like, actually, no bullshit. Like, straight up, actually, like, that will occur. Okay, so concept I got to share here is word trickery. So there's this concept you might be noticing here. There's a degree of word trickery that goes on with this. So like, let's go back to like Cole Gordon's ad where it's like, we'll place a proven appointment setter in your business and guarantee the book 40 sales calls a month or you don't pay. Okay, this implies that you're getting new leads and implies that it's new money when it actually isn't. Okay, so like his offer is like he's going to guarantee you 40 sales calls, but that's from your current— like the leads you're already getting. Like a setter's calling, like you have to be getting— like I think the stipulation in the guarantee is like you have to be getting like at least 50 new leads a day or something like that. I don't know, I don't know exactly, but only then can they guarantee you get this many appointments. So like the setter isn't going and calling cold leads. It's— you have to already have active inbound lead flow, whether it's from ads or content or whatever the fuck, right? But the wording of this implies that it's not like that. You know what I'm saying? It's— now it's like, I don't personally think of that as dishonest. I don't. It's doing what's necessary, because if he didn't say that, he'd get fucking zero results. No bullshit. Like, it wouldn't work. It straight up wouldn't. Okay, now the hybrid example as well: we'll write all your ads, make your funnel, and set up everything for you. This implies it's a done-for-you service when it actually isn't. It's a coaching program with a single done-for-you element appended in front of it. You know what I'm saying? You might write a couple ad scripts for them, give them a funnel template and a one-on-one call with them to help them set it up on their computer. But it's like, it's not a done-for-you service, but it's positioned as if it is. But if you didn't say this, you would fucking never ever get anybody on a call ever. Like your cost per call would be like $1,000 or $2,000. But if you say something like this, it could be like $200 $100, you know what I'm saying? It's economically infeasible to not do this. Like, the business functionally, like, literally doesn't work if you don't do this. It straight up doesn't, right? This all works because it's a very important concept you understand. It's you just need to get them on the phone, okay? Another accurate description of a cold traffic offer is just a get them on the phone offer, which is what I sometimes, like, refer to it as. So it is more difficult to get somebody on the phone than it is to get them to pay you thousands of dollars once they're already on the on the phone. For direct evidence of this, please consult the metrics. So assume you have 100,000 ad impressions. You spend $10,000 in ads, you get in front of 100,000 people. This books you 50 calls, right? So you might book between 20 and 50 calls, like, but 50 is 0.05% of 100,000. Okay, so you got 0.05% of these people that were willing to get on the phone with you. You might close 20% of the people who get on phone with you. That's a 400 times difference. It is 400 times easier to get somebody to pay you thousands of dollars than it is to get them to book a fucking call with you. It's that outlandish. That's why your offer is about getting people on the phone. You could fuck so much up and still close like 10% or 8% of the people. If you fuck the offer up, just go straight to zero. You just book no fucking calls. You know what I'm saying? Like, you're not not like fully grasping the gravity of how important it is to do these 3 pillars. Because if you don't, this is fucking 0%. It's not that this number goes down. This is not the bottleneck of scaling on cold traffic. Everyone thinks this is the bottleneck. I can't close cold traffic. No, no, it's not that you can't close cold traffic. You can't get them on the fucking phone in the first place. That's the issue. The bottleneck is here, not here. It's here. Oh, for like 99.99% of the people, the bottleneck is here. So the call is booked, not here. It's not the closing, it's getting the call booked in the first place, right? You have to use every fucking trick and stop in the book just to get somebody on the phone. Like, you're not being unethical or lying. The product you're selling actually works to deliver results. But if you're not just doing what's required to get cold traffic on the phone, it doesn't matter. You will never get the opportunity to get results for their business because you're busy doing shit the wrong way that doesn't work. So let's use a hypothetical offer here of done-for-you DM setting. Okay, so this is where somebody will come in and use your Instagram profile to send DMs to your current followers or the people who engage with the content you're posting. So this is assuming that you have an organic Instagram audience and you actively post on Instagram. Okay. So this service, this offer is not new money. It's— you're not getting them new leads. It's not new money. Right. So you need to use another element to compensate for that. So here's an example of what you might want to say for that offer. Okay. This might be an example ad. If you run a coaching business and you have followers on Instagram, I guarantee I can get you 30 more calls booked every single week by just going through all your followers and sending them messages, having full conversations with them, throwing them into a CRM, nurturing them, making sequences with them, having my setters that I recruit and manage qualify the people and book them straight to your calendar for your closers. You're not doing anything here. This isn't a coaching program. This isn't automations or AI. These are real humans having real conversations with people inside your Instagram. And if you don't clearly make a 5x ROI or higher working with this, you don't pay anything. Okay, so because the absence of new money, what I did here is I heavily overindexed on done for you and a guarantee. You know what I'm saying? Like, ideally, the most prime cold traffic offer of all time will include new money and a guarantee and it's done for you. But I understand that can't always happen. So like, this is a, for instance, where like the fundamental nature of this offer right here is it can't be new money. It really can't. So you have to over-index on the other elements here. You can't have like a guarantee here that's like some stupid bullshit. And if you're not satisfied, I'll give you— I'll keep working for free until you are. It's like, please fuck off with that retarded nonsense. Like, okay, so you gotta go aggressive on the guarantee here because it's, it's an absence of new money, right? Okay, so now compare this an offer that clearly is new money, our offer at ListKit. So we have a done-for-you cold email offer and now also we just launched a done-for-you cold calling offer. It's extremely easy to get people on the phone interested in the cold calling offer, right? Because it's new money and I just need to convey exactly that. So there's like actual examples of scripts we're using in some of the ads right now. We're still testing them. So is there— there isn't like a banger winner yet, but these are like what the winners are looking to say. Done-for-you cold calling. We will make 500 dials per day to completely cold leads for you and set those sales calls directly onto your calendar. Right. And like some of the copy in there saying shit like, this is not cold calling leads in your CRM, it's 100% cold leads, right? This offer annihilates just because we say that. It also just happens to be that there's a very low supply of people who sell cold calling as a service. Right. So it's important that you do everything I talked about in this section if you intend on selling to cold traffic, whether that's through ads, cold email, cold calling, doesn't matter. If you're selling it to cold, it has to be cold optimized or you are in fact going to waste your money. So some offers literally cannot be turned into cold traffic offers though. I'll give you one example: sales training. If you sell a sales training coaching offer, there is pretty much a 0% probability you will be able to sell that to cold traffic ever, just due to the nature of the product itself. Okay, it cannot be positioned as new money. It fundamentally cannot. It's like, it's just a sales call. Literally can't. The guarantee will not be strong enough to overcome the money scalping effect, and it's impossible to position it as done done for you because it sells training. You know what I'm saying? In these cases, your only option is just creating more warm traffic for yourself or just not selling that offer. So like, I'll give you another for instance. Like, like, it's going back to the Cole Gordon example where it's like Cole Gordon sells placement of salespeople, placement of a setter. That is, and it's positioned as new money. It uses word trickery to position it as new money. I'm sure if Cole Gordon could sell sales training for fucking $32K a pop to cold traffic, I'm sure he scaled the fucking shit out of that. I would too. Like, I could sell $32K packages to here and just coach people. Yeah, I would fucking love to sell that to cold traffic. That would be amazing. But that's just not how reality works. You have to do all this other fucking bullshit, like appendage a front-end cold traffic offer in front of the warm traffic offer you actually want to sell, or build up a warm audience. You get what I'm saying? Like, this is what I'm trying to convey to you. Like, some of you guys, you're just trying to sell an offer. Like, the whole construction of your entire business model, like, can't scale. It's literally impossible to do it. You need to sell other shit and, like, positioned in different ways and, like, make new offers appendaged in front of your warm offers and shit like that. You get what I'm saying? Like, there's hella shit you need to do, right? So, okay, in these cases, going back to what I was saying here is your only option is just creating more warm traffic yourself. There's a totally valid way of going about scaling. Again, that's literally what Alex Hormozi is doing right now to scale, is he's just scaling the shit out of warm traffic creation. He just has made his audience so massive that he can make legitimately— like, he did $100 million on a fucking book. Book launch. Like, let me just convey this to you real quick. Alex Hormozi's audience is so large that he could spend hundreds of thousands of dollars per month. Just do the CPM calculations of this, assuming like $80 CPM. He could spend hundreds of thousands of dollars a month and not even touch cold traffic because there's just so many people who are aware of Alex Hormozi. This is what I'm trying to get you to understand. He's just so fucking good at making and scaling a warm traffic audience that He doesn't have to sell cold traffic offers. He doesn't need to. But if you read his offers book and you look at the actual offers he was selling when he was running Gym Launch and scaled that to, I think, I don't know what, like $2.5 million a month or something. It was cold traffic as fuck offers. It was straight heavy direct response, like dialed. Like he had all 3 fucking pillars here. That's what he was ripping when he was running Gym Launch. That's literally what it was. Fucking fully optimized, like heavy cold traffic optimized off. That's how he scaled that. You know what I'm saying? Like, that's how it works, right? All right, cool. Let's keep going. Section 2, creating warm traffic. So if your offer only works on warm traffic and you can't turn it into a cold traffic offer, then just make more warm traffic. So there's a ton of different ways to do this. I do this and I'm going to explain different ways to go about it. So let's just use this as an example. So my program, AI-Assisted Agency, for instance, and my mastermind Olympia, which are both— the links to both of these are in the description. You go check that out. But these are not cold traffic offers, right? We do run like a little bit of cold traffic ads to these, but very, very little ad spend normally, right? I would say 80% of the ad spend of this is purely warm traffic, right? Because they won't scale to cold traffic. They just won't. They're not designed as cold traffic offers, right? But I have a YouTube audience of 34,000 subscribers and 14,000 on Twitter and a customer base of 10,000 people who have bought low-ticket shit for me, whether that's courses or workshops or software, and another 25,000 or so on top of that on an email list, the people just opted into my email list. These are the people who buy AI-assisted agency in Olympia. And it's like, it's maybe like 100,000 people. Let's just say it's 100,000 people. With 100,000 people, I actively make like $500,000 or $600,000 a month just from that. Just, just from that. So like you're hitting $5,000,000, $6,000,000 a year off just 100,000 people. That is completely fucking insane. That is wildly insane. And like Client Essentials, again, it's two apps, Client Essentials Client Essentials is mostly like sold to warm traffic, but it's like Client Essentials may only spend like, depends what we're doing, but it's like, I don't know, $30 grand a month on ads, you know what I mean? It's like it's really not that much money at all, right? So no, Wizkid on the other hand spends a fucking tremendous amount of money on ads, right? Because Wizkid sells cold traffic offers, you know what I'm saying? Okay. All right. So we can break this down to substance. Organic content systems and low ticket product systems. So this is like the base of what I do. So like, you understand, like when I'm talking about creating warm traffic here, I'm going to explain this from what I've done and what I actively do and what I actively see results with. Actually a very stable strategy for me. It's very profusely profitable. Let me put it like that. Like extremely, like abnormally large profit margins. List Kit is a business you scale. It sells to cold traffic. You're trying to fucking turbo scale it. Like, that's what that is, right? Okay. Client Ascension and Olympia, like all— it's not designed to be that. That's designed for me and my business partners to make cash flow and take home money. I like keeping that very profitable. I have no interest in spending $600,000 a month on ads ads to make $1.1 million at Client Ascension. You understand? I have no interest in that because I'm a part of the fulfillment. I am part of the product. It's access to me. That's a part of the product. You get what I'm saying? Like, ListKit, however, I may have legitimately never spoken to a single fucking done-for-you client at ListKit ever in my life. Like, actually, like, literally not even once. That's how that works. You know what I'm saying? Okay, so organic content system. So here's everything I do that drives this. So YouTube, I post 2 YouTube videos per week. It doesn't matter what's going on. I've been consistent with that for about 6 months now, and I intend on doing it throughout all of 2026 at least, these YouTube videos lead to one of two things: a direct pitch for an offer that's relevant to the video, either AI-assisted agency or Olympia, depending on the context of the video, or a way to download a lead magnet, in which case I'm getting your email address, right? Even when I'm doing a direct pitch for an offer, I use opt-in funnels. So like, for instance, if you go over here to AI-assisted agency like this, the links in the description, by the way, if you want to fucking buy it, but you click this and it asks for your name, email, and phone number. And then the same thing with Olympia over here. You click this and it asks for your name, email, and phone number. And then once you do that, it takes you It takes you to the VSL page, right? So then you can watch the VSL over there. You know what I'm saying? But now when you've done that, I have your email address. You get what I'm saying? So what do I do with that email address? Is you go on the email list and it's like, just for context, I get fucking thousands of these. I might get anywhere from 30 to like 100 a day. Like Olympia is less. I might get like 30 to 100 a day on AI Assistant Agency. Maybe like, I don't know, maybe like 10 on Olympia because I promote this more. But Olympia is only for larger people. So there's just less larger people. Olympia is for people who make $30K a month or more. Just less people who make $30K a month or more. All right. So when I get those emails, you're on my email list, right? Okay, cool. So anybody who opts into the AI Assistant agency page is getting 30 straight days of emails on top of the 4 to 5 broadcast emails I send per week. So just recently I exported all of my Hiros data that shows every single source somebody has clicked before they've booked a call or purchased an offer just for context. So like every single time I link something anywhere, I use a software called Hiros. Like if you, if you click a link somewhere, it says something in the URL, right? So it's like it'll say like?el= and then it'll say like what it is. So like, for instance, in this YouTube video, if you click the links in the YouTube video, so I'm linking these, I'm linking all of these, like I'm looking at this, this, I'm going to pitch, I'll pitch these to you at the end of the video. But you have to like, when you click them though, what's happening is there's what's called a URL parameter on the back of them. And what I can see if you opt in one of these URL parameters, I can see in Hiros, like what source got an opt-in, what source got a call, what source got a sale. I can see that stuff. And I do that with every individual email. And I don't just say email, right? So like when you click the links in the YouTube video, it's going to say like YouTube and then like the title of what this video is, right? So if you opt in through those or you book a call through those, I'll know it was from this YouTube video. I do this with every single location I link anything. So I have a fuck ton of data. I can see like what's happening here. So I exported all of that data and I threw it into Claude and told it to find me the most successful emails that booked the most calls and led to the most sales. Again, because I've done this for every single email. So like I know what the exact emails are. So it gave me the top 30, then I replaced the entire 30-day email opt-in sequence with all of those highest performing emails. So if you opt in on AI Assisted Agency, you're just getting my best fucking emails. That's as of right now. Maybe one day I'll change it away from that. I'm sure there will be better ones that occur in the future, but that's what that is right now. So on top of that, I'm sending 4 to 5 broadcast emails per week, Monday through Friday. So these emails are not normally direct value-based emails with like no pitch at all. It's straight up just like, hey, here's this very useful thing that just occurred, or here's just like thing I just tried that got like really good results. Here's what it is, go try it. Like for instance, as I'm filming this, the one I filmed today was about— I made like a 90-second Loom video that I just sent to everybody on the email list. I was like, this is how I make static ad creatives with AI. And like, that was just what the email was today. There was no pitch on it, right? Okay, so then the emails might link to my YouTube videos, they'll link to case studies, there'll be direct sales pitches for offers, promotions for low-ticket products, or like win screen screenshot emails and like you get the point. I'm just sending shit to the email list. These two are like 85% of my results for all organic. I'll pull this together in a second. I also have Instagram, LinkedIn, and X. YouTube and email account for about 90% of the volume that comes through. Instagram, LinkedIn, X, or Twitter are all negligible for me. There was a period of time like from 2020 to 2023, I was running a— in 2024 actually, I was running a Twitter account called Cold Email Wizard. In the early days of that, I sold a course called Cold Email Mastery. There's like 130 something thousand followers on the Cold Email Wizard account. But then like the way the algorithm works on Twitter changed and that account stopped like getting results and I just stopped selling that course as well. But I sold that cold email course to like 8,000 people. So at this point, like these platforms are just my YouTube and email content repurposed, right? That's it. We've got some guys running this for me, but I barely put any effort into it at all. I have not found these platforms to be worth my time personally. Like even when I put more effort into it, it just doesn't work for me. It just doesn't. Right. However, I do know other people who absolutely annihilate on these platforms. You need to find what works for your specific offer. Mine personally doesn't work on these. It just doesn't. Like, my shit is YouTube and email. This is what works for me. These just don't work for me. I'm not saying they don't work. They may work for you. They don't work for me. Right. Okay. Now, low-ticket product systems. This is a very successful venture for us. This is a very valid way to go about scaling. You've probably seen these from me before. When we first started Client Accenture, for instance, it was because, again, I just said we had the Cold Email Mastery course, sold that over 8,000 people, and then the first $2 million or so made by Client Client Ascension was solely people who purchased that course. Like, that was like 99% of the customer base was people who just purchased that course. And now even to this day, people who come through as clients say they bought that course 6 years ago, which is like insane. Like, I still have people coming through who bought that course because again, 8,000 buyers is a fucking insane amount of— that is a completely absurd amount of buyers. Like, it really honestly is like if you were selling a low-ticket product and say your cost per acquisition on the low-ticket product was $120, or which is like you could conceivably get that at scale. So like 120 times 8,000 would be about $1 million fucking dollars in ad spend. You know, like that's kind of insane when you think about it. That was all organic for me, by the way, through Twitter, which was just like insane. So what we've been doing recently though are challenges and workshops. So these are 3 to 5 day live sessions. So tickets are normally between $47 and $97, teach for 2 to 3 hours per day. And then after the challenge is over, you pitch them an offer, right? These work really well because the number one determiner of whether somebody buys from you is consumption. That is straight up like absolutely. That is in fact the number one determiner of whether somebody buys from you. If you could like grade leads or do lead scoring based off of— if you could somehow pull the actual amount of consumption somebody has watched you online, there's a 1-to-1 correlation with more consumption means higher probability ability to purchase and more amount spent, right? So you normally need somebody to consume between like 5 to 10 hours of material from you before they buy something that's like between $2,000 and $15,000. I'd say it's therefore very efficient to sell them a workshop and have them show up for 2.5 hours for a day straight, which is exactly 10 hours, right? So I tend to sell very well when I have a long time to explain myself. This is also why I like YouTube. And if you're at this point watching the video, it's like what, the 40-something minute mark of a fucking long-form YouTube video and you're watching this right now. The probability that you buy something from me or already have, it's just so stupidly high. It's actually insane. That's what you're trying to emulate in your business. So that's why most of my YouTube videos are long and dense and on documents like this. I have a lot to say and I need to take a lot of time to explain myself. Like other people are able to sell in more short-form styles like webinars for like only an hour. I don't, I can't do that. I don't like webinars. It's not enough time for me. And even like short-form content itself, like I'm not even good at short-form content. I've never been able to like do well with the short-form video of any kind. I have to have time to fully articulate my thoughts to get my point across. I just do. Now, low-ticket courses, we've also had success with selling low-ticket courses where it's like $17 to $47 where they consume it by themselves. The content of these may be between like 1 to 4 hours. You want to optimize it for, again, consumption. The main problem with these is lack of consumption, right? So again, like, the workshop works because, like, dude, you might get like a 50% show-up rate, sometimes like 60%, 70% show-up rates on these things. And like, you creating warm traffic— like, if you sell a workshop to 500 people and you get 50% show-up rates, you just created 250 people who have watched 10 hours of you. And then just say a fifth of those people pay you $10,000, which is like about the numbers I see on that, like my actual numbers. Like, the last challenge we did, it was about a $10,000 offer and 51 people bought it and there were 500 ticket sales, 508 ticket sales, I think, or something like that. Like, that's, that's how that worked out. Yeah, I'm saying like, that's, that shit works, bro. So again, the problem with these is that's lower consumption. You have to do a lot to make sure they even go in and watch in the first place. Like, this whole concept is also why YouTube works so well. It's the only social platform that elicits long durations of consumption. That and live streaming. Low-ticket courses for me are like the equivalent of short-form form content, it's significantly shorter consumption. I just need to augment that with additional stuff on the back end of it that encourages them to actually consume it. So like sending them YouTube videos and maybe doing like a strategy that some people do is they sell low-ticket course and then obviously they send a bunch of follow-ups and whatnot and like to get people to watch it. But then they also will do a webinar for the people who bought in the past week or something like that. And then so that— what does that do? It's— it elicits more consumption. You do a 2-hour webinar and then you had, you had 100 buyers that week, 50 people show up, 50 people consume you for 2 hours, 1/5 of them buys $10,000. That means one person would pay $10,000. So you're making $10,000 for every 2-hour webinar you do. It holds like that. You get what I'm saying? Okay, so getting buyers from cold traffic. So an extremely valid way of going about this is running cold traffic ads to get people to buy low-ticket workshops or low-ticket courses. So it's like going back to what I was saying before is like you can have a warm traffic offer like AI-assisted agency, for instance, and then you can— that's not really a cold traffic offer that could scale on cold traffic, but you can make a low-ticket a product that is positioned as a cold traffic offer, and then that you get— hell, you try to liquidate as much ad spend as you can on that. Like, it's normal to liquidate about 50% of the ad spend. So it's like you invest $10,000 in ads, you make $5,000 back on the low-ticket product or revenue itself, and then you make the profit based off of sending people to the higher ticket after that. You get what I'm saying? So that's like the strategy. What that means is that if the product costs $47, you normally end up paying about $100 $130 per purchase at scale if it's a good funnel and a good cold traffic offer. So you then take all the money from sending these buyers into your high ticket. This is exactly how multimillion-dollar-per-month companies operate, like coaching companies specifically. Like, that's normally the strategy that is being employed here. So the way I go about it and the way it works out for me is something I call mixing. I feel like I run a very stable business when I do what's called mixing. So here, Let me explain to you what actually ends up happening in practice is that somebody comes in from one avenue and ends up converting through another avenue. So like, let me give you, for instance, they might opt in on one of the offers I have. They may opt in on this page or this page from cold traffic, for instance. So let's say cold— let's say some of my cold traffic ad spend to this opt-in page right here. Right. And then they got to the VSL and then they fucked off and whatever. Right. So they didn't book a call. But then, then we launch a challenge. Right. And maybe they've been opening some of my emails. They probably ignore like 95% of them, but then they get one that intrigues them and they're like, oh, new registration open for this workshop. And they're like, oh, let me look at that real quick. They get the email invite and then they're like, well, you know what? Yeah, fuck it. I'll give this a try. And they buy a ticket. Cool. Okay. So then they buy a ticket to that. And then what happens is they are on the challenge now. They're on the workshop and then they get the upsell. They get presented the upsell at the end of the challenge because they showed up like all 4 days or 2 of the days and they watch one of the recordings or or whatever the fuck. And then they're like, you know what, fuck it, I really enjoyed these guys. I think I could do this. Like, I'm going to buy. And then they buy the upsell. And the reason I use this as an example is because that is exactly what happened specifically in the first challenge to us. So like we were attempting to run hella cold traffic ads to this. I was just experimenting with it. Like, I wonder if we could get it to work. And it really wasn't going too well. But then when we launched the challenge, I found found that a fucking shit ton of people from the cold traffic ads who originally came through just the opt-in funnel, sending them to the VSL funnel, bought a challenge ticket. And then after the challenge happened, they then bought the upsell. So if you go back to the original campaign and you look at the high-ROAS stats for the original campaign that was unprofitable for this, it then became profitable at like a fucking 4x ROAS or 5x ROAS or something like that after we did this, after we ran the challenge, because such a profuse amount of them, of the people who opted in, bought a ticket and then bought the upsell. And I'm like, wow, that's so interesting. That's so strange. You have to imagine all these different avenues that somebody can possibly come on. You might have cold traffic ads for the challenge itself, and then they might— you might capture their email and they might be like in an abandoned checkout type thing. And then like you have their email and then you launch some other low low-ticket course and they bought that and then they go through the consumption of that and then they book a call after that and then they buy the high-ticket or they bought the low-ticket, didn't do anything for a while and then they just were watching your emails. And what happened is like you sent a YouTube video and then they started watching your YouTube videos and then they booked a call through an opt-in funnel that you linked to one of the YouTube videos and then they bought the high-ticket after that. It's mixing. You have all sorts of different funnels with all sorts of different traffic all going into each other and then mixing together. Yeah, I'm saying. And you could also kind of call this horizontal. Horizontal scaling instead of like ramming one funnel. It's you have hella different funnels that all help each other. That's always how I've liked operating a cash flow business, like a coaching business or like an agency. That's how I like doing that. It feels very stable to me. It's very profitable. It seems to be like it's, it's counterintuitively, it seems very low stress because normally what happens is like if you have like 5 different funnels that it's different products or different— this is a webinar funnel, there's a VSL opt-in funnel, there's a low-ticket product funnel, there's a workshop funnel, over here. Normal funnels will generally tend to have very high ROAS at low spend, like below $300 a day, below $500 a day. And when you try to scale into them, what happens is the ROAS degrades as you scale the spend. However, what's possible to happen is if you just have hella different funnels and you all run them at low spend, you just have high ROAS for all of them simultaneously. And the presence of them together actually increases the efficiency of all of them because again, it's mixing and you're sending the emails and they mix together and like one elicits it's a conversion from another, you get what I'm saying? It just brings all the tide rises, all ships, you know what I'm saying? I tend to like doing this better. It feels way more stable to me. People could sit in your ecosystem for multiple years as well. Like they'll buy like 3 different low-ticket products and open like 92 different emails before they book a call. It just happens. I actually did another analysis inside of HYROS. I was trying to determine no-shows. So like when I did that full HYROS export, like I just fucking tens of thousands of fucking different leads in there. So I get to see like what are the high predictors. Also get all the application questions and mapped everything together and whatnot. It was connected to my HubSpot to pull shit from there. It's just a fucking profuse amount of data in there. But it's like one of the things it said as a predictor of whether somebody is going to no-show or not was if their only source was meta cold traffic ads, if that's the only thing they did. So it would be like first source is meta cold traffic ad and then last source is meta cold traffic ad. And like no emails in between, no low-ticket products in between, no clicks on YouTube videos in between, no clicks on additional ads in between on different funnels, on different VSL funnels. Because like I have a free training funnel right now. I have the Direct Offer, Opt-in, VSL funnel right now. I have the various different workshops and shit. It's like very high predictor is if first source and last source is the same. They didn't do anything in between. Very high probability of no-show. And it actually said something that was surprising to me. It said it's 70% of those people no-show, which means you have a 30% show rate. I'm like, wow, that's so fucking interesting. It's very, very interesting to me to learn that. So people operate on their own timelines. Like, so what I do is I make a ton of YouTube videos for them to watch. Again, I do 2 videos a week. I just, I send out the emails, I make hella products, I have hella different things for them to buy, right? I just like to scale horizontally. I've never been really able to take one individual funnel to $10,000+ per day besides the list kit. We're getting close to be able to be past that because again, it's a cold traffic optimized offer, right? So, but I've never had one singular offer doing a million a month like you guys see, like we do anywhere from like $1.2 to $1.4 million a month or something like that. It's not one offer that's doing that. It's hella different offers aggregated together, right? So it's like this just feels very stable to me to run it like this. Speaking of offers, I'm going to pitch you mine now. So, all right, so this is for kind of beginners, like you're below, I'd say like $25K a month or so. This is where we help you make an AI marketing agency. These are in the links in the description, by the way. So you can just open that up right now. So this is where we show you what to sell, who to sell it to, how to get clients, and how to fulfill for those clients using AI. That's go.clientessentials.ai. Again, that's this page right here. And then the link in the description is going to tell you to opt in here, right? And you can get my emails, then you can watch the VSL, right? And then there's Olympia, where we show you how to scale your offer and sign 10 to 15 new clients per week. This is This is for people who make— you have to make about, about $25K a month or more. And the reason why is because it costs $3,000 plus or minus $1,500 to sign a new client with ads. So if you can't afford to spend $2,000 or $3,000 upfront on ads, then you can't join Olympia. You get what I'm saying? Like, it's not for you, right? You just need to have a proven business model as well. That should be the second link in the description. That's over here. Now, if you want a one-on-one call with me, you can talk directly to me for 1 hour. That's danielfazio.com/call. That's what this looks like. Press this right here, be able to buy. And then there's a Scaling with Ads Workshop. This is a new thing we're doing. It's a 4-day live challenge where we show you how to sign clients with ads. That's what this is right here, right? So this should be the fourth link in the description. Right now I'm obviously— with the dates for this right now are Monday, May 11th. That's when it starts. But if you're watching this in the future, it would be a different date, right? This would probably be a recurring thing. This is what the page looks like. If you click this, you can get a ticket. The early bird pricing is $47. After early bird, it goes to $67. Here's what you learn: day-by-day offers and funnels, then sales processes, automations, and hiring closers and operations team and AI and fulfillment and ad creatives and media buying. Like, we're going to show you how to scale that. You can go read this page. That's the fourth link in the description. And then if you want to see some case studies of people who got some results, I'll leave that in the description as well. That'll be the fifth link. You could see and watch examples of our clients who get results because they bought the shit that I'm selling you right now. Again, they bought one of these offers and they got results with it. And then I did a case study with them and they make fucking money. It's just proof that the shit I teach works, right? So if you want to get results, I'm not promising you get results like them, but if you'd like to increase the probability ability that you get results, then you should buy one of these offers, right? And then I can really help you out. All right, so go check those out. And, uh, if you like this video, leave a like, subscribe, share, leave a comment, whatever, y'all, that all that nonsense and jazz. All right, peace, love you, bye.