What to Sell - Markets, Offers and Pricing

This is a 3-part series of basically everything I know about selling stuff online, running an agency, all of that. And everything is going to be put in like a bullet point format where they all kind of cohesively go into each other. So understanding the full context of everything is important. Every single lesson from all of these 3 videos are all going to be derived from AI and me putting in literally thousands of coaching calls, one-on-one, group, all of that inside of just like a complete mega document that I have Claude just update every single week. And that thing is called the Master Lessons of Daniel Fazio. It's literally just everything I've basically basically ever taught ever. And you can download that document completely for free at the first link in the description if you want to go through that as I'm going over these next 3 videos. And if you'd like me to make a dedicated video on any one of the points I talk about, just throw that in the comments and I can do that. With that said, let's go into part 1, which is what to sell— offers, market, and pricing. Let's get straight into this. So the way we're gonna do this is basically on chapters. So I got 8 chapters on this first video, and the first is that you cannot manufacture demand. You can't do it. So each chapter is going to have lessons within it. So the first lesson of chapter 1, you manufacture demand is that you need to sell what people already buy, right? There's a huge distinction between you trying to make like the next Facebook versus you trying to make a couple million dollars or even a couple million dollars a year. And the latter is generally what most people should attempt to do because the success rate is substantially higher on that. Like if you go try to invent something new, let me invent this new product that no one ever thought about. There's like a 99.999% chance you're just going to make exactly $0. It's pretty much a waste of time. If you want to just make a couple mil a year, like in a pretty certain fashion and just eliminate the whole product market fit thing, the answer is to just go sell something that already works. You get like people already buy it. So that variable is just entirely eliminated. There's already a market for it. It's like you literally just copy somebody and that's it. When you try to invent a new service, what you need to do is go and like try to convince a customer that they need this. And then also you need to convince them to do it through you. It's 2 sales. It's just a giant pain in the ass. Okay. Number 2. Saturation is evidence of demand. So it's very interesting. And this is particularly with beginners. I see more people fail because they're scared of something being too saturated than I do actually see people who try something that is saturated and not get results. That almost never happens because what people think saturation is, is like, oh, it's impossible to get results. But it's like, that's not true. There are actively thousands, if not tens of thousands of individual people making hundreds of thousands or millions or sometimes legitimately billions of dollars selling a specific thing. I'll give you one, for instance, lead generation. If you have a lead generation agency, that's like a $200-something billion market per year. Like, that's what is spent on that. You think if you make a lead generation agency, you can't take like 0.0001% of the lead generation market? You actually think that? It's just completely ridiculous. The reason why something is saturated is because it works, and people keep doing it because it keeps working, right? Therefore, you should just do it. Okay, so next is Copy structures, not people's entire identities. Like, you're not copying someone's logo or like what that— like, what I mean by structure is who are they targeting? What results do they promise? What's the timeframe? Are they using a guarantee? What is that guarantee? How much do they charge? Where are they getting traffic from? What proof do they have? What kind of case studies do they have? Like, what is the offer? Like, those fundamental structures, that's what you copy. You think that if I copy the design of this landing page, I'm gonna be a fucking bajillionaire. The landing page design doesn't matter. It literally doesn't matter at all. You actually couldn't think of something that is less important than that. It doesn't matter. You're trying to copy the structure of what is occurring in their company. Okay, next, use the market's language. Okay, so say for instance that like you're a marketer and you talk about like funnels and conversion rate optimization. Like people don't know what a funnel is. Like if you try to go to a client, you try to sell a client a funnel, they don't know what a funnel is. That's not a term that people are aware of. You know what I'm saying? So like for instance, if you go look up like Google search trends traffic or something like that, or just like raw traffic volume on like YouTube or something like that, if you search up funnels, nobody searches funnels. Maybe a couple of thousand a month. Research websites. It's like legitimately hundreds of millions of people like fucking trying to figure out like how to build a website. You go to a client, you're like, I can build you a funnel. It doesn't make any sense. You have to use the exact language that people are already— you got to meet them where they are. Okay. Next is you want to move with the market, but not like fundamentally restructure the entire operation of your business. Like, yes, things change over time, but that doesn't mean like you change your whole business with it. Okay, for instance, 2022, 2023, it was short-form content. Like, that was the thing. Like, I remember making this offer and people ripped with this offer. It was, I will make you 60 pieces of short-form content with 1 hour of your time per week. That offer annihilated. It worked so well. And then what happened? The supply of short-form content went so high. What ended up happening now? Like, where's the content trend gone? It's gone more towards like long-form or it's like AI video, but you're still a content agency. Like short-form content can be a part of a whole like marketing package you sell to somebody where you're promising a specific result. But it's like you're not going to get clients by just selling short-form content. Like one thing is like, like clipping is a thing. Like I can get like a bunch of clippers for you, you get to say, but the market moves. You're still a content agency technically, but you need to move with the market. You couldn't just sell that same exact offer. Okay, next, be aware of the Lindy effect. If you ever hear somebody describe something as Lindy, they might say like, oh, that's Lindy as fuck. Like what they mean is the longer something has been in existence, the longer it will tend to continue being in existence. So like, I'll give you, for instance, if there's some contractor that lives in your city that's been operating in your city for 65 years and like, this is a family HVAC business, the probability that they will continue to exist for the next 65 years is pretty high. But if like, if you just started your company 2 weeks ago, the probability that you exist 2 weeks from now is very low. You could bet pretty confidently that the guy who just started his agency from the middle of like fucking India or Nigeria or something like that is not going to be in business business in 2 weeks. You'd be pretty confident in that bet. So therefore, if you see some kind of business model and you're like, wow, this business model has been around forever. Now I'm not saying a specific offer because the offer is just like a way of selling a specific business model. But if there's a business model like again, we used earlier lead generation, how long has that been a thing? Like decades. It's literally been decades. Probably continue to be a thing for the next many decades. It's Lindy. You want to sell stuff that's Lindy, like the market you want to be in. You want it to be Lindy, like, like an oil field. Like you discover oil in your backyard. Like, are you going to be upset? You know, like obviously not, you know what I mean? You're obviously gonna switch immediately to the oil business if you happen to find oil. It's really that simple. Okay, chapter 2, we're gonna go over proven offers in overlooked markets. Okay, so number 1 is that you are not inventing a service, you are discovering an audience pocket. So the best opportunity is frequently a proven offer or proven service sold to an underserved market or just like a customer segment. Like if you go try to sell like cold email lead gen to marketing agencies, that's pretty like damn competitive. If you try to sell cold email lead gen to some like obscure logistics and supply or manufacturing company, like, I don't know, whatever. It's probably gonna work substantially better. You get what I'm saying? But the premise is still right. It's a B2B company and they need leads generated. And if you can cold email the people that they sell their shit to, it's probably gonna work. Like, it's really that simple. And if nobody's targeting them, it's like, it's the same business model. It's a saturated business model. It's just an underserved customer segment. If you just do that and you sell to what I call obscure niches, it works way better. Okay, number 2 is that you want to test niches and not do it Like a lot of times you see people like, well, I'm going to go try to sell to marketing agencies because I know people who are marketing, or I'm going to go try to sell to coaches and consultants because I know coaches and consultants. It's retarded. You need to test each niche and see if it actually works. And even then, sometimes you might pick an obscure niche. You'd be like, well, I did what you said about the obscure niches and it didn't work. It's okay because you're not testing. You're not understanding. Like there's a million and a half different variables that could occur here and you need to try each one. Say you take like 15 or 20 different niches. It's really simple. You cold email them, whatever. Do they respond? Yes or no? Do they understand your offer? Yes or no? Do they have the problem that you're attempting to solve for them? Yes or no? Are they poor or can they actually afford something? Can you even fulfill for that specific type of niche? Do they get on the phone with you? Do they actually buy after they're on the phone? You just test it. You just send outreach and see if it works. If it doesn't work, move on. It's really that simple. So specialization or niching down should only occur as results occur. So like you might sell the— I don't know, say you start a content agency or an e-com email agency or a lead gen agency, whatever, and you try this niche and this niche and this niche and you end up working with like a whole different ton of different people, but there's one specific like subcategory or customer segment that's super easy for you to get results for. You're like, wow, every time I work with these people, I just crush it. That's when you niche down, when there's some operational or logistical reason as to why it would make sense for you to do that. Like you're looking for some combination of, wow, it's super easy for me to sign clients in this niche and it's super easy for me to get them results. That's when you would specialize. You don't pick a niche for fuck all, no reason. It's like, oh, I sell Like you think that, say you sell a lead gen service and you're like, I generate B2B companies 20 sales calls a month. You are somehow under the impression that if you say I generate sales calls for manufacturing companies, like fucking magically manufacturing companies will be more interested because it's your fucking website says manufacturing. It's not true. It doesn't work like that. People don't give a fuck about that. They give a fuck about the result. The only reason you niche down is because you have results for them or it's easy to sign them. Like just saying you do it for this niche does not make that niche more probable to work with you. It doesn't work like that. Okay, next point, size your total addressable market. So I see this all the time. People will like, they'll spend months or like even years focusing their business on a specific customer segment, like, and the TAM is so small. So TAM means total addressable market. The TAM is way too small to make any amount of money at all. And what ends up happening is they cap out at what is called their local maximum. So like, for instance, let's say somebody is going to cap out at some level of market share because you have X amount of competitors. The TAM is this big. And based on that, like you would never be able to get this exact raw data. But like this specific customer segment or sub-niche of people spends, I don't know, $10 million per year aggregately dispersed among all of these people who sell specifically to that customer segment. Now what ends up happening is if there's like, there's like 30 of you and you're gonna get to some level where it's like, okay, well we've all equalized around this amount of market share and then like you're gonna hit some revenue cap and then you're gonna come to me and be like, how do I scale? And the answer is like, bro, your TAM has like 10,000 people in it. Like, there's like, there's literally no one to fucking sell your shit to. There's 10,000 people at all. And say you're doing like outreach and it's like you can always scrape 10,000 emails. So what happens when you send 10,000 outreach messages? Well, you can't do fuck all. You literally can't do anything. And it's like, well, should I run ads? It's like you can't run ads. I mean, you can run ads, but it's like you can't scale your ads. There's only fucking 10,000 people that exist in that market. If your CPM is $100, it's good. You spend $1,000 and every fucking one of them will know you existed. It's like, well, how do I spend $2,000 a day? You fucking can't. The TAM isn't big enough. It literally isn't. You would hit the TAM, literally hit every single one of them and Like, that's it. It's done. You need a larger market. Like, you need markets that are millions and millions of people if you wanna scale. It's so much easier. The bigger the TAM, the easier it is. Okay, next, geographic and language arbitrage. I'll give you an example. If you send cold emails to Spanish-speaking countries in Spanish, it fucking annihilates. It just absolutely annihilates. Why? Because nobody sends cold emails in Spanish. Why? Because like the whole concept of like sending cold emails, it's like a US market. It's an English-speaking world concept. English is the language of capitalism. Like the United States and like Western countries. Like, you could take any, like, second world country and, like, predict the future of what will happen in that market. You go to fucking Brazil or something like that, or some, I don't know, like Mexico or some shit. You might see something like a type of funnel that is working over there right now and absolutely annihilating for a specific kind of company. And it's like, you know, okay, well, this market will sophisticate to this and be like this 3 years from now because it already happened here. They're literally just like 3 to 5 years, like, in the past. So it's like if you speak Spanish, for instance, like, just go do everything in Spanish because you can predict the future. It's literally like fucking traveling back in time and you can just do whatever Whatever you want. Okay, chapter three: Customer selection determines your outcome. Okay, so I'm calling the first one the fifteen thousand dollar LTV filter. So the thing with this is that your client's economics of their business bleeds into the economics of your business. So like I'll give you for instance, like if you're doing lead gen for some client and their lifetime value for their clients they sign is like fucking two thousand dollars or something like that, you can't charge this person like three hundred dollars a call. Why? Because say their show-up rate is 80%. It's, I don't know, for $400 per live call, like some shit around there. It's like, well, they close 25% of them. Okay, well, what would that mean? It means their cost to acquire a customer paying you would be $1,600, but they only make $2,000 in revenue from them, plus the cost of goods sold for what they actually sold. They lose money working with— it's literally impossible for them. You can't work with this client. It's economically infeasible based on the economics of their business for you to make any money on them. So the kind of client you're going after, their economics dictate what you can do with your business. So generally, Generally, you want them to have at least a $15,000 LTV and ideally more because then they can pay you a shit ton more money. Okay. Number 2 is you want to sell to winners who lack capacity. Like there's basically 2 types of clients that you could sell. You can sell to a client and their business is a loser and like, I need clients, I need clients so bad. It's just fucking nonsense. Or you can sell to people who they're already winning and it's like they have a sales team and they're like, they're growing and it's like, yeah, dude, like we could use it. We need as many calls as we can get. We're scaling right now. It's like, yeah, we'll buy hella calls from you. I'm just using lead gen as an example. Common example in all of this, but it could be an e-com brand. Yeah, we really need help with email. We're really scaling into our ads. Or there could be another one who's like, yeah, we're having a really tough time with sales and like maybe email could really help us out. It's like you don't want to fucking sell to those people, bro. It's just dreadful. They're poor. It's not good. You want to sell to winners only. If you surround yourself, all your clients are losers, you're going to be a loser. If all your clients are winners, it's— you're going to be a winner. Okay, next. Marketing cannot save a bad offer. It does not matter how good at lead generation you are, how good at sales you are. If you have a bad offer, there is nothing that is going to save you. And this applies to both you and your clients. Like if you have a client with a shitty offer and you are selling lead gen or email or content marketing, whatever the fuck, nothing you do— they have a shitty offer or you're trying to get your client to sell their shit to cold traffic and they don't have a cold traffic offer. They're trying to sell a warm traffic offer. And we'll talk about that in a second in this video. But it's— nothing's ever going to work. Work for these fucking people. You can't do that. Like, you need to have a really banger offer. This is a requirement to make any money on the internet at all right now. You really, really have to have a good offer. It doesn't matter how good you are at marketing. Like, you need a fucking heater offer. And when you do have a heater offer, like, you'll know. You'll know when you have a heater offer. It's one of those where it's like, does this girl like me? You'll know. Like, you will know if the girl likes— it's really not difficult to tell. If you're unsure, you don't have it. And that's what you're trying to look for. Don't work with bad offers. And if you If you do happen to be working with a client who has a bad offer, just fucking get rid of it. Just go on to the next. You need to like churn through the people with bad offers. Sometimes you have to churn through people with bad offers to find people with good offers, and that's fine. But it's like, don't spend like months of your life trying to fucking make this shit work. It's probably just not going to work. Just get through it quick and like move on. Okay, next point. You want to work with supply-constrained clients and not demand-constrained clients. So what is this? Hormozi talks about this a lot, but what a supply-constrained business would be is they have a lot of demand and it's easy to sell their shit, but it's like, it's difficult to like Like get the shit. I'll give you for instance, like like a plumber, for instance. If you run a plumbing business, like you got to be kind of retarded to not make a lot of money with that. What the constraint of scaling a plumbing business would be is hiring plumbers. Like a cleaning business, people buy cleaning. It's like houses and shit. If you build an apartment complex in a city, it's pretty certain that like in the the population of the city is growing. Like it's pretty much a 100% probability that your shit is going to get leased up. It just is. So imagine you have some Let's say you do like marketing for apartment complexes and then you have this developer who's opening up an apartment complex in, oh, I don't know, like Miami, Florida, or Tampa, Florida, like a population that is growing. And it's like you get in charge of leasing this up and marketing this. If there's just hella people moving to the city, it's going to be pretty damn easy to lease the shit up. Now compare that if you were to go sell the shit in like, I don't know, like fucking Cleveland. Like Cleveland or like Detroit. Like really, you want to try to like get a lease up an apartment complex in Detroit? Like, no, absolutely. It's too hard. The thing about life is that you can make decisions and like you can just choose to not fucking work with that offer and just find another one. Like, it's really that simple. Okay, next point. Avoid working with clients where you need to stack 3 power laws. This is more so like relevant to like, say you're an agency, you're a marketing agency, you're trying to sell to another marketing agency who they themselves sell to an end client. These 3 things would need to work in this situation simultaneously. One, your acquisition service must work, right? Your shit must work. Next, your client's offer must also work. They must be able to get results with the offer that you're selling for them. Next, your client's client's offer must also work. The thing with offers, most of the time you work with a client and 20% of the clients you sign are going to get 80% of the results. And that therefore means that 80% of the clients you sign are going to get 20% of the results. And those are the fuck-all shitty businesses that you have to churn through to find the good 20% of clients. I was just on a consulting call with this dude and he was explaining like he sells like a creative service and he was like, I feel like I have a I have a really big churn problem and like I have like a 15% churn, like around there. Like average customer stays for, I don't know, like 5 months or so. And I'm like, okay, here's what's actually happening is like you sign some clients who stay for a month or 2 and then you have other clients who have been with you for like 3 years, correct? And he's like, yeah. So I'm like, okay, so what happens here is this averages out to make it look like the average person stays for 5 months. And I'm like, how many long-term clients do you have? He goes, oh, I don't know, maybe like 8 or something like that. And so I'm like, okay, Okay, how long did it take you to acquire these 8 people? He's like, 2 years. I'm like, okay, cool. And like, now each of these clients pays you like a couple hundred thousand dollars a year. Yeah. And he's like, yeah. I'm like, okay, so the way you found these long-term clients was by also signing the short-term clients, correct? And he's like, yes. I'm like, that is the price you pay to get the long-term clients is by dealing with the short-term clients. I'm like, you don't have a churn problem because if you were to elongate out your business, if you just took the current trajectory of your business in the rate with which you are acquiring long-term clients, if you model that out for 10 or 15 years, that average client lifetime of 5 months would end up actually elongating out to like 3 years. And now your churn isn't 16%, it's like fucking 4%. You get what I'm saying? But it can't do that because those long-tail averages need to be longer to skew the average. That's just the mathematical truth of like how this shit works. It's just the price of what is required. Okay, next, the client must be able to fulfill on the promises that they are making. Okay, so say for instance, like you're striking a deal with a client or whatever, and it's like, okay, well, I'm generating leads for you and you're running ads for them or something. You're running ad campaigns for them. And it's like, well, their sales team— and like you're coming to this— like they need to be able to have their sales team call the leads immediately. Like there needs to be availability on a closer's calendar. They said that they're going to handle like their email newsletter and whatnot for the follow-up. Leads, they need to be sending 5 newsletters a week. Oh, is it a physical products business? Well, they need to keep their inventory. Need to literally have inventory to sell. Like, if they run out of stock, like, it's not even possible for you to get them results if they run out of stock. What happens if they sign too many customers? Can they handle scaling that, or do they need to shut the ads off? Can they even close deals at all? Like, do they even know how to close cold traffic? Or is it like, have they only ever sold to warm traffic in their life, and like, they have functionally no idea how to close cold traffic, and every sales call you get them is going to have a 0% close rate because they literally don't know how to do it, but it's not your fault because they just suck at sales. But you know what I'm saying? Like, they need to be able to have the capability to do what is required to make your offer work. And if they don't have that, it's always going to come down to you. It's always like they're going to blame you. But it's like you need to make it very clear when you sign someone, like, if you want this to work, here is what is required on your end to like all of the backend stuff that would be required for you to get results at all here. Because if you don't do all of this, like anything I do is not going to work at all. You need to make that like very clear. Okay. Chapter 4. Warm and cold traffic are completely different markets and they operate by completely different rules. Okay. So first is that warm traffic can buy on trust, but cold traffic cannot. Cold traffic buys on certainty. So warm traffic are people who already know, like, and trust you. These might be people in your pipeline who are already aware of you. They've already bought something from you. They're like people you've spoken to or like you have an audience, you have a newsletter, you have a YouTube, you have an Instagram, you have a LinkedIn, you have an X account. It doesn't matter. They know, like, and trust you already. You can sell warm traffic super generic offers. So I'll give you, for instance, you guys buy one-on-one consulting calls from me all the fucking time. They're $1,500 an hour. I leave them at the links in my YouTube in the description where it says like all my links. And then like that's also on my Twitter account. And like you guys buy that shit from me all the time. I sell like probably 2 or 3 of those a week. And what happens is that 1-hour consulting call with me, cold traffic would never buy that. I could never run ads to a fucking one-on-one consulting call with me of someone who doesn't know me. Like, it doesn't make any sense. Like, no one would buy that. Like, you might have some client who like is trying to go sell like, oh yeah, I have a corporate training program or some stupid bullshit. Like, I sell sales coaching. It's like, bro, no one's buying fucking sales coaching from you if they don't know, like, and trust you already. This is not being sold to cold traffic. It's not happening. So like a coaching call, a course, a coaching program, like loosely described consulting engagements, like only warm traffic will ever buy that. Cold traffic is not going to buy that. Cold traffic needs a concrete result, specific proof, a risk reversal, a complete solution, and low perceived effort. That is what will get cold traffic to buy. They're not buying a fucking consulting call from you. Like, this shit is not happening. Okay, next is build separate offers for inbound or outbound traffic. You can have a separate offer for warm traffic, but if you're gonna go try to sell to cold traffic, you need to specifically make a cold traffic offer. So like, what I'm saying here is that a cold traffic offer will 100% of the time work on warm traffic, but a warm traffic offer will not always work on cold traffic. So you might have a cold traffic offer with something like you might have like a guarantee on it or something that's like a little more risky for you because like you need to incur more risk to get cold traffic to actually buy it. But you can have a different offer for your warm traffic where you don't have to do that. You have 2 totally different offers. And this is what people like kind of like don't understand. They think you need to run one offer like this is my business, my business is this one offer I have. Have 15 different fucking offers I sell. I have a shit ton of different offers that I sell. And actually, all of the people who you look up to on the internet, who you're like, oh, this guy says to sell one offer, it's like they actually have like fucking 40 different offers. Like, that's actually what's happening here. Like, everybody who makes all of the money that you probably follow online, they all have hella different offers to hella different customer segments. Like, they sell a lot of shit. It's called a business segment. Like, Apple iPhones, MacBooks, AirPods. You look at Amazon, it's like Amazon has their cloud services and there's like fucking 800 different cloud products within their cloud services. Same with Microsoft. There's Microsoft Office and there's like a million different fucking tools in Microsoft Office. A business, a large business is a collection of many different business segments. They're just mini offers. They're just all mini offers that are all being sold to different kinds of people and cross-sold and upsold and down-sold into each other. It's like a fucking maze of shit. It's like a soup of just like hella Offers. You know what I'm saying? Anyone can buy any, and that's what it is. There's no fucking one offer. It's retarded. It's not true. Okay, so next lesson is match the buyer to the marketing delivery method. Let me explain this to you. There's 3 different types of offers you could sell: done for you, done with you, which is like coaching or consulting, or do it yourself, which is like a course or like a software. They do it themselves. Done for you is like a full like agency-based service, right? That's generally where you want to start is done for you stuff, and then you can go down the scale as you get more authority. So what happens is a done for you buyer could come through like cold outreach. For instance, like you will never sell coaching or a course or some fucking shit by sending a cold email. You're never going to get somebody to buy coaching from you from a cold email. It's not happening. You sell done-for-you offers with cold outreach. That's how that works. Now, you could sell done-for-you, done-with-you, and do-it-yourself from content. Why? Because content builds warm traffic. But the type of content you make can sell a different type of person. So I'll give you, for instance, say you made like a case study video or it was like a demonstration of a product or how something works. You'd probably be able to attract Attract done-for-you buyers or do-it-yourself buyers if it was like a do-it-yourself software or something like that. But if you start making content online about education, tutorials, walkthroughs, who watches business education tutorials, walkthroughs? Who watches that? Somebody who wants to do shit themselves, which therefore means they're not a done-for-you buyer. They're either a done-with-you buyer or a do-it-yourself buyer. So like you watching a long-form business education video right now, you are more than likely Likely somebody who buys coaching or courses or software because you want to do the shit yourself. You don't want to pay someone else to do it for you. You personally want to understand how to do it and take control of it yourself. Therefore, you watching this video right now because it's long-form business education is indicative of the type of person that you are. So if you were to go also make this type of content, what you would attract are people who would want to buy consulting courses, software. You get what I'm saying? So therefore, if that's what you're trying to sell, that's what you need to do. Like if you're trying to run some consulting program or some coaching offer, you're not going to fucking do that with cold email. It's not going to happen. You need to sit down and actually make content. Like, that's how you sell coaching. You make content, you make warm traffic, but you literally create warm traffic. That's how you do it. Okay, next point. If you're selling a new opportunity, it's like a new thing. You need to educate people around the new thing first before you sell them. So like, let me give a concrete example of this. I had this client and he was selling a biz op called like how you can start your own tutoring business with AI. It actually wasn't a biz op first. What he was selling to people who were already online tutors. Now, earlier we talked about TAM and how you need a large TAM. How many fucking online business tutors or online tutors are there as like a TAM? The answer is like maybe like fucking 3,000 people on the entire planet, like across the entire world who like run their own independent online tutoring business. And he was trying to sell consulting and like how to run ads to grow this business. I was like, this is fucking retarded. There's no TAM. You literally can't scale this business. There's not enough people. You need to make the TAM then. Like you need to create Create more tutors. Like you need to sell the business opportunity to help people become a tutor. He needed to educate people about the shit in the first place, right? But then the problem of what he was trying to do was he was trying to use like a standard, just like direct offer VSL funnel to sell the business opportunity. It doesn't work like that. So like previously when he was trying to sell to the active tutors, you could just use a VSL funnel because it's super direct. They already run the business. They have a direct problem. They want to scale the business. It's super straightforward. Just you have I can get you to scale it. Yes, no, schedule a call. Like super simple. But now he's trying to sell a new opportunity. So what does that mean? He can't use a direct-to-VSL funnel. You need to use education, like a free training funnel, perhaps a webinar, perhaps like a challenge funnel or multiple-day workshops, educational actual content posted on to create warm traffic. It needs to be wholly different funnels that are used for this specific strategy. You get what I'm saying? Okay, now chapter 5, we're gonna talk about the anatomy of a cold traffic offer. Like, how do you even build these bitches in the first place? Point number 1 is the cold traffic triangle. So you could basically design a cold traffic— just imagine a triangle. Okay, you got quantifiable result at the top, then you got proof over, over here on this side, and then guarantee on this side. So quantifiable result, proof, which is like case studies, and then guarantee, which is the risk reversal. If you want to have a proper cold traffic offer, you need at least 2 of those. That's it. You need at least 2. So you could have a guarantee and case studies and not promise anyone a specific result, and you'd be good. You could promise somebody a specific specific result and have proof and no guarantee, and you'd be good. You can promise somebody a specific result and have a guarantee but no case studies, and you'll be good. You need at least 2. If you have 3, it works even better. If you have all 3, I'd say just fucking use all 3. I put guarantees on all my shit. All— literally every single offer I have that I sell has a guarantee on it. Fucking all of them. Why? Because it just works better. You just get way more people to buy this shit because it's just a risk reversal. People throw shit fit about guarantees all the time. Like, what if I have to give a refund? Then you have to give a fucking refund, bro. Grow up. Okay, next point is you need a big idea. So like, here's what What I mean by this is every offer needs basically like a one-sentence reason to pay attention to it. I'm going to give you some examples here. So like, here's one: we'll add 20 qualified sales meetings to your calendar every month. Okay, what's the reason? The thing there— the thing is 20 qualified sales calls. Now I want you to imagine though, for some of you, 20 qualified sales calls is, is a lot. Like you take maybe fucking 2 sales calls a month and 20 is a lot to you. But then for instance, if someone came to me and they're like, we'll add 300 qualified sales calls to your calendar a month, I'd be like, oh, that's interesting. That's a very large claim. And I would be interested in If you tell me you can get me 20, I need 20 a day. It doesn't fucking matter to me. So when you say 300, now I'm like, oh, okay, that's interesting. Yeah, 300 is a pretty substantial amount. That claim is the big idea there. Okay, let's do another one. We'll add 52 emails across your 9 core flows and guarantee they generate at least $25,000 within 60 days. What's the big idea there? It's the guarantee. It will guarantee $25,000 in 60 days. Like, that's the reason why anybody would pay attention is the guarantee. You know what I'm saying? There's no other reason anyone would pay Like attention. there's a reason to care, you know what I'm saying? Okay, next one. We make 1,000 cold calls per day for your sales team. Which is like, oh, that's interesting. 1,000 cold calls a day. That's a fucking shit ton of cold calls. That's a reason to give a fuck. That's a lot. Like that's hella dialers. That's hella people making calls. I was literally just in a conversation with a guy the other day and he's selling a biz op, like a biz op program. And one of the components of his biz op is we'll do the sales calls for you. And he just like, he had this shit buried and he was doing a webinar and this shit was like buried in the fucking sales deck as like a bonus. I was like, bro, That's like, what are you fucking doing? Like, that's the reason anyone would buy. That's like number one. Like, nobody's buying for any other fucking reason beyond that. Like, it's— you need to lead with that and repeat that shit like a million fucking times. That needs to be in the headline. Like, that is the reason anyone is going to buy at all. Like, you need a big fucking concrete, like, this is why people are buying this shit. If it takes you like 10 minutes to explain your offer, like, your offer's dogshit. Yeah. Like, it just is. You need to be able to say it in like a single sentence and people are like, oh, that's a good offer. Like, Straight up. Okay, next point is the four dials of a cold traffic offer. So imagine you have dials like a little fucking operating manual. It's like you're in like a cockpit and you have dials that you can turn while operating your business. So you got new money done for you, de-risking, and low commitment. So let me explain each of these, and the more you dial up each of these all simultaneously, the more your offer is gonna fucking rip. Okay, so new money is basically like it's the result creates revenue the buyer does not currently have. It's a new opportunity. It's not an optimization of something they already have. It's not, I'll make your ads better. It's they don't run ads. You're going to start ads for them. It's not, I'll make your cold emails better. It's we're going to start cold email. They don't have the thing. It's a new opportunity. It's not, I'm going to reactivate leads from your CRM. It's I'm going to fucking get you hella new leads from a new platform you don't use. You get new money. Okay, next is done for you. You do it for them. There's no like you do as much as possible for them. It's— I also refer to this sometimes as logistical intensity. You're taking more of the logistics of a system and you're doing all of the shit for them. The more work that you require of the prospect, the less interested they are because everyone's a fucking bum and doesn't want to do anything. So the more logistical intensity that you could take from somebody, the more they will pay you. And for every like one unit of logistical intensity that you take, you can maybe charge for like fucking 5 units. It's amplified by magnitude. The more stuff you do that is a pain in the ass, the higher you can charge. Okay. De-risking. That's like a guarantee. You're de-risking it for them. So it's like use a guarantee if a specific result isn't Done, or you do it on a performance basis. You're just removing the risk from them. Next is low commitment. So that might be like, that's basically like recurring payments where it's like, if it's the closer it is to like it being a one-time payment versus like a recurring thing, or it's like a long-term contract, like the less they feel locked into something, the easier it is. So like people always ask, is there a long-term contract? No. If you say no, that means it's lower commitment. It's month to month. They can leave whenever. Or if it's like a one-time payment, because people don't like recurring payments. It's just a dial. So therefore, you have all these. The more you dial it up, like, in favor of the prospect, the more that they're going to want the offer and the more that they're going to pay you for the offer. OK, next point is to start with self-generated proof. If you don't have case studies, you can do your service, your thing for yourself first and make yourself the case study. So you don't have to sell a client on the concept of doing it. Just do the shit yourself. If you are trying to start an ads and funnels agency, run ads and yourself. If you're trying to run a cold email agency, run cold email yourself, and then you get someone from your cold emails. You're like, well, how do I know that you're going to get me calls from cold email? Where it's like, you're on the phone now and you came from a cold email. You get to say it's self-exemplification. You are your own case study. If you're trying to sell a content offer and you don't post content, it's the most hypocritical shit you could possibly find. It literally doesn't make any fucking sense. Okay, next point. You need to escalate your promise, like the claim you're making, like the promised result, until the market Like, let me give you some examples. Let's say you make up some offer and you're saying like 10 guaranteed sales calls and you sent a couple thousand cold emails or whatever. No one's responding. It's like, oh, fuck. Well, you're like, oh, this doesn't work. Okay. No, it's just that they're not responding to that offer. What do you do next? Oh, perhaps try 20 guaranteed sales calls. Like, oh, okay. Now let's see if that works. Oh, well, if it doesn't work, what would you do next? We'd say, well, guarantee you sign 3. Clients. Well, does that work? Yes or no? Well, if it does, then keep doing it. But let's say it doesn't. Like, what do you do next? Like, I'll guarantee you 5 clients. You just fuck with it. You just keep testing and see what works and what doesn't. Okay. Chapter 6. Next one is sell new money, not mechanisms. Okay. So first point is results beat features. Customers do not want the thing you do. They want the result that it produces. Nobody gives a shit about your cold email system or your ads and funnel system or your e-commerce email system. They don't give a fuck. They care about the result that you doing that thing produces. There is zero other reason why you would buy an e-commerce email marketing service from somebody beyond the purpose of making more money from email. It doesn't matter. So, okay, why do you buy food? To not die, because you're hungry and you will fucking die if you don't. Why do you purchase a water bottle? To drink the water so you don't die. It's for the result. You get what I'm saying? And you could take this conceptually too. Like, why would somebody buy SEO? No one gives a fuck about articles posted on their website. They give a fuck about ranking for specific search terms. So what would you say? Like, I'll guarantee you rank for this search term. Like, what other shit? No one gives a fuck like what your SEO system is. It's I'll rank you for this. Like, nobody cares about anything but the result. Okay, next point, new money versus scalped money. Okay, you really want to avoid doing something what's called trying to scalp money. So like, it's so funny, there was this phase, I don't know what guru was selling this shit, but it was telling people like, yeah, you could sell this like AI service where you connect to companies' CRMs and you do a database reactivation offer. And it's like, yeah, you go to their database and it's like you're going to get paid per call you book or a rev share just by sending AI-generated emails to their CRM. And it's like, now you could sit there and think like, well, mathematically that makes sense. If you go to a company and you're like, yeah, I'll just make you a bunch of money from your CRM that you aren't making right But then you go and actually ask a business owner to try to sell this, and it's like you come to me and you're like, Daniel, I'll reactivate leads in your database and make money. Just pay me on a performance. I'd be like, get fucked. I'm not paying you shit. They're my leads. If you want to make some money off me, go generate me new money, new leads. I'll buy new leads. I'm not fucking buying you scalping money off of something I already built and or bought. It's retarded. So it mathematically makes sense that they should do that, but they just don't in practice. And you need to not concern yourself with how you think the world should be. You need to only concern yourself with how the world actually acts. And the world acts in that nobody fucking buys that shit. So stop trying to sell it. Like, stop trying to sell scalped money offers. Okay, number 3 is generic, like, AI shit is not gonna save you. Like, taking whatever shit and just like plopping AI onto it, like, it doesn't fucking do anything. At the end of the day, it's like you think that if you say like, oh yeah, so I run an SEO business and like I'm having a really tough time getting clients, so I'm an AI SEO business now. Doesn't fucking work like that. It's— they still only give a shit about the result. Okay, next point. Your mechanism is for closing the calls you already have, but your claim or promised result is what gets them to book a call in the first place. So it's called a mechanism and you might have something, I don't know, you can name it some whatever the fuck system where it's like, I have my fucking super master ad strategy that is proprietary. And like, you think that if you put in your fucking headline, yeah, I use my proprietary master ad strategy to scale your ads, you think that just saying that is going to get you clients because, oh, it's a proprietary system or whatever the fuck. It doesn't work. Nobody gives a shit about your proprietary system. They give a fuck about the result. Again, this is all like maneuvering and posturing around trying to use a guarantee. It's you just try to not promise someone a result or not guarantee them a specific result and give them what they actually want. It's all nonsense. It is actually just the dumbest fucking thing ever. Now, that doesn't mean that your super master ad strategy won't help you in the sale, because it will. Because if you have like 15 or 20 or 25 different things that you do to get your clients like amazing results, like, that's awesome and that's fine. But you're not going to get people on the phone talking about it. You're going to get people on the phone by promising them a specific result. And once they're on the phone and then you spend all that time explaining all that shit you do, that is what will get them to buy once they're already on the phone. It is more difficult to get people on the phone than it is to get them to pay you once they're already on the phone. You could prove this mathematically just based off like you can send tens of thousands of emails, cold outreach messages to get one call booked. You can get thousands and tens of thousands of impressions on your ad campaigns to get one call booked, but you'll close 1 out of 4 people that get on the call with you. You got to do fucking so much posturing and maneuvering and just like fucking shit to get people on the phone with you. And then once they're finally on the phone with you, you can sell them whatever the fuck. You can sell them whatever. It's just getting them on the phone is the hard part. It's so much harder than fucking closing them. Okay. Chapter 7, how to structure guarantees. Number 1, I'll work for free until I do is a dogshit guarantee. That's fine for warm traffic. That's probably a good risk reversal for warm traffic. You have an audience. But if you think that saying I'll work for free until I do is going to help you on cold traffic, it's not. It's probably actually hurt you, to be honest, because let's say a client like commits to working with you, like whatever, and you don't get them results. The last thing they want to fucking do is sit here and wait for you to try to get the result. It's just like, just fucking be gone with it. You just be over with it. People want the result. This is a fundamental misunderstanding. Like you think you're selling labor. You as a service provider are under the impression that you're selling like your labor or your expertise. You're not selling your expertise. You're selling the result. And if you could get somebody the result in 2 seconds with zero effort, they'd still buy the result. Like they would. And they don't need to know how long it took you. It's just a fundamental misunderstanding of like what you think you're selling. Okay, next point. Guarantee the deepest outcome you can. What do I mean by that? So imagine like a guarantee of a specific result has different dimensions. So like for instance, one dimension, say you're selling a lead gen offer. Well, you could promise somebody leads. You could promise somebody booked calls. You could promise somebody Showed up sales calls. You could promise somebody signed clients. You could promise somebody specific amount of revenue. And what happens is you want to guarantee the deepest, lowest one you can. It goes back to the thing we're talking about, like progressing the claim higher and higher until you get like a response. So like, let's say like I'm promising a bajillion fucking leads and no one's responding to that. Well, how about you try like go to the next one and like promise calls and see how many. And then like, let's go to the next one and promise showed up calls, then go to the next one and promise signed clients, then go to the next one and promise revenue signed. And the deeper you go, The more advantageous you make it, the more money and more interest you'll get from cold traffic. Next point is use stipulations in your guarantees. If you're going to guarantee a specific outcome to a client, let's say you're going to guarantee them signed clients. Well, it's like, well, then you need to be able to close this percent of the sales calls. Or it's like, for instance, say you're going to guarantee them a certain amount of showed up sales calls. Well, it's like, well, you need to— every booked call you get, you need to send them proper pre-call resources and you need to follow up with them and you need to text them once the Comes in, or you need to let me set up the automations to do that. So you therefore need to give me access to your CRM. There's contingencies of shit where it's like if I'm going to promise you this specific outcome, I also need you to do this. And it's different for every offer, and it's different for every arrangement of some kind of like deal structure that you've made. But you need to just think through it. Like what is required from the client's end in order to make this even possible in the first place? And then you contractually stipulate that they must do that in order to get a refund if they're trying to get a refund from you. Well, if you didn't do this, then how the fuck would even be possible for you to get this result. You need to do that. Okay, next point: performance pricing may already be a guarantee. So what I mean by that is like, I'll see this sometimes where somebody be like— I tell people a lot, like commonly, if you're going to run a cold email lead gen agency, what you want to start with is a $600 a month tech fee plus $200 to $400 per book call. Now what happens with people is that's a performance-based offer. Fundamentally, it's you just pay as the calls occur. And then what I'll see these fucking guys do all the time is they get this confused with everything else have said. They'll go— they'll come to me with their offer and they're like, yeah, their offer is like 10 sales calls guaranteed. I'm like, why are you saying that? Your offer is already— it's a performance-based offer. It's already a risk reversal. It's performance-based lead generation. You only pay per booked call. That is already a risk reversal. You don't need to promise a specific amount now or get a refund if you don't get that specific amount. They're paying as the result occurs. It's already a risk reversal. Like, and it's more advantageous of a risk reversal in the first place than them paying upfront and getting refunds. It's fucking like you just pay. They only need to outlay the cash as the result occurs. Okay, next point. You use the guarantee in a completely different way on marketing versus sales. So in marketing, the guarantee is what will get people to get on the phone in the first place. If you don't have case studies or anything like that, or you don't have like an actual like differentiated, like some kind of like magnificent fucking tech that no one has, like actual moat. Like if you don't have that shit, like you need to be using a guarantee. And if you don't Don't use it when you're fucked. The reason why you're going to get anybody on the phone ever at all is your guarantee. Once you get them on the phone, the reason they buy is not the guarantee. It's the explanation of the product and like how the whole shit works and like the arrangement of how it works. And the guarantee is just like a side selling point. And that might not even be the guarantee that you give that specific person because their situation might be different. And basically every deal as an agency owner, especially for your first like $100K A month or so. Every single deal is going to be custom. Pretty much every single one of them is going to have different terms. You may be operating under this premise that like every single deal I have is going to be the same thing. I need concrete structured pricing. This is exactly what I charge. It's not going to work like that. Every fucking client you have is going to be paying some different amount in some different arrangement with some different stipulations, some contract. It's all going to be different. It's like free-for-all. Okay. Chapter 8, Pricing Based on Magnitude, Scarcity, and Logistical Okay, so first point is you get paid by absorbing logistical intensity. Now, I'm going to give you an analogy here. I want you to imagine 2 different lead gen agencies that work with, for instance, roofers. Okay, so now imagine these lead gen agencies, they run ads for roofers, right? You get the first lead gen agency over here, Agency A, and what they do is they make the ad creatives, they run the ads, they make the landing page, they build the integrations to the CRM and whatever, and they build the automations, wherever the fuck. But when a lead comes in, the roofer's team has to call the leads to schedule the quotes. Lead gen agency B does all of the same shit as lead gen agency A, but they schedule the quotes, they do the inbound calls, they schedule it for them, they do the outbound dials of all the leads coming on and be like, hey, do you want a quote? I saw you came in. Like they're doing that and they're handling the back and forth with them to get the quote scheduled. If you were a roofer, which agency would you want? And the answer is obviously agency B, because what that means is that you don't need to personally deal with the logistical intensity of fucking calling these people Or needing to hire somebody to do it and then needing to manage that person to do it for you and have to pay for that. What that means is Agency B, let's say the cost to fulfill that like quote handling service, and you can get maybe like a fucking AI voice agent to do it or like an actual human, maybe say the cost to fulfill that is like $1,000 a month. You would easily be able to charge $3,000 or $4,000 more dollars per month to the client if that was a part of your offer. Why? Because it's super logistically intense and a pain in the ass to do. And the only reason you make any money at all fundamentally is that you are doing the pain in the ass shit for the client. That's what it is. The more operational burden that you put on your end, the more money you can charge. That's how it works. But again, like tying back into what we talked about earlier, that is not always the reason why somebody will get on a call. But you got to understand, like what I said earlier in this video when we first started, is like some of these points will play into each other and there's nuance and there's exceptions to like hella different rules. So I'll give you another example that you might find interesting. Now, I have a friend who runs— it's a content agency for attorneys. And he was telling me, he's like, we have a lot of competition. Like a lot of people are coming in. It's much harder to assign clients. I mean, I'm like, do you have competition from people who don't do what you do? Because my friend, his agency flies out to these attorneys or they just hire a camera crew in their city to come and film them with like a fucking teleprompter and everything. Most of the other content agencies just give them fucking Scripts and like tell the client to figure out filming the scripts, and it's like well that's a fucking pain in the ass. So what I told him to do, I was like make another funnel where the headline is attorneys we fly to your office to film videos of you. We produce, edit, and post them. You become locally viral and get ten to twenty new clients per month. Okay, then he sends me a screenshot like two weeks later with his revenue like fucking up like way higher. I was like bro, I told you. So like that was the value prop. But what's the difference there between him and his competition that he has? Now it's he absorbed more logistical intensity. So not only is he getting more clients, he's also charging more. He's getting people to pay more and he's signing more of them just by absorbing more logistical intensity. The fucking offer is so much better than everyone else's now. Okay, next point. Bigger results unlock bigger buyers. So like a lot of people think, like you'll hear some people say some shit like raise your prices, raise your prices. You think the process of raising your prices, oh, I'll just say a bigger number. It doesn't fucking work like that. The reason you would be able to charge more money is either you're absorbing more logistical intensity, you're making a higher promise of a higher result, or you're getting bigger case studies. Those are the only 3 reasons that anybody will ever pay you any amount more money. Or you have a shit ton of the supply of your competitors just like fucking vanished off the earth. So supply decreased. Like, what are oil prices dictated by? The supply. You know what I'm saying? When the Strait of Hormuz is cut off, that decreases the supply of oil and therefore the price of oil Another example is like if you have an offer and you're saying, yeah, I'll guarantee you 10 booked sales calls, it's like, well, you're going to get people who think 10 booked sales calls is a lot. But if you say I'll book you 100 sales calls a month, you're going to get people who want 100 sales calls. And the only people who want 100 sales calls are people who have a sales team and are making a lot of fucking money already. It's really that simple. Okay. Next point is scarcity creates pricing power. If a service is super easy to fulfill, the price will be competed away. So like, it's important that you don't get get like fucked up with what I'm trying to say here, because earlier in this video I started this off and I was like, sell to a market that already exists, like just copy an offer. Now every other point of what I'm talking about here is how to differentiate yourself and beat other people. And typically if you go to any market in the world, none of them fucking work on a performance basis, none of them have a guarantee, none of them showcase case studies. So it's actually very interesting as well, when I'm doing my coaching calls in Client Ascension and AI-assisted agency, people will be like, well, it just feels like everyone's running that offer and it's saturated. It's like, it feels like Everyone is using that guarantee because you're inclined to sense it, and you see everyone doing that because they're doing it the correct way. And that's why everybody in here gets fucking results. You go anywhere else, they don't give you this advice, they don't do it correctly, and no one gets fucking results. You are differentiated from all the other retards in the other programs who don't fucking know how to do anything correctly because the guru was also a retard. It's about differentiating yourself with either a guarantee or case studies or absorbing more logistical intensity. And nowadays, when you absorb more logistical intensity, a lot of that can be done through AI. So like earlier when I was talking about like, oh, the roofer where they set the fucking things. Like, you can use an AI voice agent. So like, shit like that is like what you would learn fucking in there. You know what I'm saying? It's a point of the program. Okay, I'll give you another one. Code calling as a service is wildly logistically intense to fulfill. So what does that mean? It means that nobody does it because it's super difficult. And if something's really difficult to do, you're not going to get a lot of people who do it. Even just that, that attorney content offer I was just talking about, to just like, even just to hire someone, uh, go find, source a camera crew to get them to go out To the client, even that is just a little bit of a pain in the ass. Not really. It's just like an additional thing to do and just like, just like coordinate, you get what I'm saying? But most people won't do that. If you just do that, you get exactly what I just fucking told you. The guy like literally doubles his fucking ROAS or like triples his ROAS in like a single week by just changing the fucking headline to that. That's it. You just do that and you just like triple the business. Like there's always like little unlocks like that where it's like sometimes it's just so simple to me because I've just seen so many of them. And like, I want you to be able to get that ability by watching my shit so you understand it. You see something. Something and you're like, oh, if I just did this, it would fuck. And then you do it and it fucking rips and you're like, oh, fuck. It's just insane. Like, just how changing an offer can completely, completely turn a business around. It's so insane. Okay, next point. Perceived authority affects price. So like, what are all the ways that authority is perceived? One way is by having a lot of social media followers, as dumb as that sounds, where it's like a lot of you guys watching this right now, I think I have like 30-something thousand subs on YouTube and you probably like, that's kind of a lot for YouTube for some people. So you'd be like, oh, like that's a high level of authority that I have. You get it? Like you would see that and find that, conceive of that as being authority. Another is the types of companies you have case studies with. So I'll give you, for instance, I've worked with a lot of people who run like ad creative agencies, like static ad creative agencies. Now, this one client, I literally had worked with these people like simultaneously at the same time. There's one dude who like had no case studies for it. And you could technically say they had like relatively the same quality of shit, but one of them had Hershey as a client and as a case study with Hershey. Okay, what does that mean? How did this work in practice? The guy who had Hershey on his landing page as a case study can spend like $1,000 in ads and make like fucking $8,000 back. The guy who doesn't have Hershey can spend $2,000 in ads and not even get $1,000 back. That order of a magnitude. And that's how important it is to get like really good case studies and like build your authority, whether that's through content, just like followers, just case studies and results and the quality of names on your case studies. It's like actually fucking absurd, like how much of a difference that makes. And you really need to spend— like, if you intend on being business for the long term, like you need to do that shit because it just makes it easier and easier and easier and easier. Now, it doesn't mean it's impossible if you don't have that. It's just more difficult. But over time, you just need to like gather and aggregate this shit to just make it easier for yourself over time. OK, next point. Don't try to charge clients in more than 2 ways. What do I mean by that? So like imagine all these different types of ways to charge a client. A setup fee, a monthly retainer, a per lead charge, a percentage of revenue, so a rev share. Now you don't want to charge people more than 2 different ways. So like I'll give you for instance, a monthly tech fee to cover cold email tech plus a cost per call. And I'll see people fuck this up because they're trying to get cute. It's like, well, I'm going to try to charge a setup fee, the monthly tech fee, and the cost per call. And then the whole fucking shit goes to close rate goes straight to zero because anytime you try to charge a client a million different and a half fucking ways, feel like you're getting raped. You can't charge 3, 4 fucking different ways. It doesn't work. They feel like they're getting raped. Don't do that. Maximum of 2. You're not smart by the— if I just get a setup fee, I'll fucking— don't do that. Like, it's only 2 ways at a time. Okay, next point is you want to increase your prices methodically. So the problem I see with a lot of people is you might be selling something and you just— I'm going to double the price, double the price, close rate zero. Again, what you can charge is based on supply and demand, how much logistical intensity you have, the result you're claiming, the guarantee you have, the level of authority you have, the case studies you have. You need to be very careful about how you change pricing. If you're going to increase your price, I very much recommend you do it gradually where it's like, let's try increasing it 10 or 15%. What happens to the close rate over the next 30 calls? Then do it again. What happens to the close rate over the next 30 calls? Then do it again. Then do it again. Then do it again and see what happens. Don't like do this shit where it's like you need to be very careful. Okay. Next point is you need to avoid the middle of the market. We're going to use arbitrary numbers here. You have people who charge a retainer of $100 a month and people who charge a retainer of $5,000 a month. You don't want to be the guy charging $2,000 a month. You want to be the cheapest. You want to be the guy charging $99 or you want to be the guy charging $6,000. You need to maneuver your way into one of the ends. Normally what might happen is when you first start out, you kind of start in the middle, but over time you want to maneuver your way to one of the ends as you like build your authority and like you kind of get your footing in the business. So you want to go to one of them. I normally recommend if you're running a done-for-you business, a done-for-you service business, go to the higher end. Don't even fucking bother on the cheap end. Just go to the higher end. Okay. Next is you want to price based on the client's economics. So we kind of talked about this earlier, but you can't charge a client more than what is economically feasible for them. If you are working with an e-commerce brand and they have a 30% profit margin on their cost per goods sold and they only make $30,000 a month and you're trying to charge them $4,000 a month for email, but email is really only going to make them another $4,000 a month in revenue. It's like they're losing money. It just doesn't work. The price you charge charge for a specific customer is not the price you want to charge for another kind of customer. There might be— if you're running a lead gen agency, the price you charge one client per call is not what you want to charge another client. Because like maybe this client can only afford like $200 a call and you know that like, oh wow, I could probably get you like a shit ton of meetings super easily. So like I'm cool with $200 a call. But then this client over here is going to be super difficult to get meetings for. You're going to send a fucking ton more emails or spend a ton more ads to get them a call booked and say, well, you probably want to charge them $800. A call, then it's different. Like, you need to charge based off of the difficulty to get them results, and it simultaneously needs to work for their business model. So the guy you're charging $800 per call over here might not be able to afford $800 a call. That doesn't mean you lower your price to $200. It means you don't fucking work with them. Sometimes it just doesn't work out. It's the same thing as a relationship. Sometimes you just don't work out with some girl, you don't work out with some guy, and that just is how it is. And that just is what reality is. that you're not meant for each other. Move on to the next one. Okay, recap here. Then I have some stuff for you, so stay. Don't leave real quick. Find something that the market already buys. Identify an overlooked but economically strong customer segment. Select winning clients capable of producing and fulfilling results. Decide whether the offer is for warm traffic or cold traffic and adjust your marketing strategy accordingly. Give the offer a quantifiable result, proof, and a risk reversal. Frame the outcome as new money. Structure the guarantee with clear definitions and stipulations. Price according to magnitude, scare client economics, and logistical intensity. Okay, so there's a quick exercise I want you to do. This is what you say. So before part 2, before you watch part 2, and when part 2 is out, I'm going to link it in the description as well. So you'll see that. But before it does, you need to make this statement here real quick. You say, I help specific customer. I'm going to put this like statement in the description as well. So you'll have this. I help specific customer achieve specific measurable result within timeframe using specific system. If we fail to produce defined result, then risk reversal provided that Stipulations. Okay. The engagement costs, simple pricing structure because we handle the major logistical burden and the result is worth economic value to the client. You need to fill that in and then you can go to part 2. So I got some stuff for you. Again, you can download the full Master Lessons of Daniel Fazio document at the first link in the description. If you want my help building your own offer and figuring out how to scale it to $20K or $30K a month or even $100K a month or more, I have clients who've hit $400K, $500K a month, like have made literally millions of dollars working with me. I'm not promising you get that result, but I could show you exactly how to structure your offer, exactly what niches to sell it to, exactly how to design your fulfillment with AI and how to build the actual client acquisition systems. It's just how to overall scale this business. So that is at the second link in the description, go.clientascension.ai. You can go over there and just schedule in a call with us and we can walk you through exactly how that would work with you working with me directly. My team of people who have also worked with literally thousands of people have just been doing this with me for so long at this point. Yeah, let's get you fucking rich. All right. Subscribe, leave a like, comment. And again, if you want me to talk about any more of these in-depth, leave that in the, in the comments. And I can make dedicated videos on the specific points that you want more info about on. All right, thanks for watching. Peace, love you, bye.