3 Ways to Increase Marketing Angles & Have Better Sales Operations

group call last weekend. I thought it was interesting enough to make a video about it. This future client asked me, how is it that I'm coming up with creative, interesting new hooks, angles, messaging offers, ways to reinvigorate an advertising marketing campaign so that the campaign gets $100, $150, $200 cost per booked call? Why is it that me and my team have been able to constantly churn out new messages while other teams are kind of like struggling with $1,000 cost per booked call or incredibly high no-show rates? How is it that we figured out a way of working that is applying to multiple industries and multiple niches without copying and pasting everything? And I gave my answer in 3 big parts. The first is the following. One, We use AI in almost everything. It's almost like 95% AI. And that means that when I wake up in the morning, my administrative assistant named Broomhilda already has presented me with ideas, ways of working, hooks, story offers that she has pulled from our client accounts. And we don't have a specific name for this process, but imagine if you had 10 closers on your team and at the end of every day you said, all right guys, what's the best closing sentence you use to close deals? And everybody raises their hand and gives their answer. And then you pick the best one. You say, all right, tomorrow we're all gonna use that one. We do the same idea with our ad accounts. So with our AI assistants, we have access to all of our client accounts. At the end of every single day, it pulls the best ads, reverse engineers a framework in terms of primary text, video, and creatives. And then that is presented to me as a creative brief. Inside of that brief is the framework, is the stats of yesterday, and is the framework applied to the new accounts. AKA, here's what this ad looks like given the framework that worked yesterday. We have all those ads made every single day, every single morning presented to me. And now I don't have to context switch between creativity, operations, sales, things like that. I can stay in— a very fun and exciting line of thinking, which is ideas are brought to me and then I can yay or nay them. So effectively what happens is I'm no longer creating and editing and brainstorming. I'm just editing. My AI assistant, Broomhilda, which I think is a hilarious name, actively presents new ideas for me. And then I can apply that last 10 to 15% very, very quickly. The second big idea is that every member of our team is in consistent, reliable communications with our clients on ideas that are working and ideas that are not working. And here's what ends up happening, by the way. The vast majority of ideas that are created in terms of marketing and advertising end up failing at a probably 80% to 85% rate, which means we have to create 10 ads to find 2 winners. And typically of those 2, 1 is actually moving the needle in the business. When our clients see these numbers, very often they go, sounds like your failure rate is about 90%. And I go, that is correct. Advertising marketing consistently has a very, very high failure rate. If we're looking for the one ad to rule them all, aka the same ad that is working for my client for the past 10 months is still working. So you know, that's how that works. We're looking for not necessarily the needle in the haystack. But it feels more like research and development. And I really use the analogy of Formula 409. Everyone knows Formula 409. What they don't know is that there are 408 other— that's my daughter in the background— 408 other formulas that failed. And the clients that are constantly in the know where we're saying, hey, here's the 10 ads that we're rolling out this week, here's the messaging, the hook, the angles, the core ideas, the avatars that we're testing this week. Those clients have a value add to what is not working, which I think is a missing piece in the industry. It's important to know what's working, but it's also equally important to know what's not working. And here's why. When your marketing produces its intended result, which is a booked call, the sales team ends up simply seeing a booked call on their calendar. They have no idea the context of the advertising, the hook, the idea, the angle, nothing like that. But with our consistent updates and continual updates, the salespeople can be in the loop pretty quickly. They can say, oh yeah, I remember 2 weeks ago, we rolled out an ad that said this, and now that person has saw an ad that said this. And okay, this makes sense. I understand, by the way, that there's plenty of tracking software that can do this and literally see which ad they clicked on and things like that. But given that people are people, and given that salespeople are too busy doing other things, simply giving them a 15-minute brief in the beginning of the morning on what worked yesterday, what's working this week, and what worked this month ends up providing so much clarity that typically sales teams rate our service higher than ones where it just kind of shows up on their calendar. That brings my point to number 3. The labeling inside of your ad sets and your ads matters a lot more than you think. And the reason for that is UTMs. So when our clients receive a booked call from our funnel and our advertisements, we've tagged that lead with the UTM. Most agencies are running UTMs with this like overly technical code. And they believe that if they put men 18 to 24 or women 65 to 75 or their interests or something like that in the ad set, that is providing a value add. And it makes a lot of sense, which it does not, by the way. I have never met a media buyer or an ads manager that goes, thank God my ad set says men 36 to 42, ever. They're never thinking that at all whatsoever. They're usually sorting it by cost per book call and then reverse engineering. So what does ad set naming or nomenclature or whatever we're calling it actually matter? Well, what matters is on the lead. So we're gonna go back to the salespeople and the client, by the way. When you properly label your ad set with the avatar or the message or the idea or the angle, and then the ad itself has the sub ad set, this, or the sub avatar, the sub angle, the sub message, that information goes into your Uteam and gets passed to the salesperson. Sorry, it gets passed to the lead and then the salesperson can see it. So now the salesperson has more than just a booked call with an application. The salesperson has a booked call, an application, and the exact advertisements that got this person to book a call. What's very important, by the way, is if you follow the Avatar Awareness System, those ad sets are named John, Jeff, George, Alex. And what ends up happening is if you follow it correctly, the salesperson can look up that avatar and the 15-page CI-level dossier. about that avatar and almost be in a position where they can reach deep into the prospect's mind, be right 80% of the time, and start a sales call off like, hey Alex, it's nice to meet you. You know, it's so interesting because I was just talking to George the other day and George was saying how he really appreciates how our coaching clients are always one or two steps ahead of them. And even though they're not complete experts in the industry, because hey, our clients are probably more knowledgeable about medicine than us, At least it feels like they're talking to a peer. The reason that salesperson said that is because the avatar sheet we built the advertisement on has that as one of the desires and the complaints that the avatar has about the competitors. So when the salesperson sees the booked call, the application, the avatar, they can scroll through the avatar sheet, see what type of openers they should be opening in the sales call. And all of a sudden that avatar, aka the John, Jeff, George, Alex, whoever goes, Oh yeah, that makes sense. And very, very quickly, that salesperson in the position of peer level instead of one above or one below and things like that. This system can even deep dive into the awareness stages. So it can be John unaware, John problem aware, John solution aware. And now the salespeople, if they have, you know, 10, 15 minutes before the call to scroll through it, they can customize how they talk on that sales call. So they can put themselves in a position where they know if it is Alex, most aware, they can say, you've been following us for a while. Why aren't you buying? I know you've been doing it. You have these problems. You've been watching our stuff. What is wrong with you? Come on and get to it. There are salespeople that say that and they are successful. But if it is an Alice who's unaware, that line of thinking and that communication does not transition correctly. So the salesperson who's coming off 5 John, most aware, All of a sudden hits Alice unaware, whiffs it, has no idea. But if you manage to name your ad sets and your ads correctly, pass that to the UTM, the salesperson is now in a position where they can switch personalities or switch buying positions or switch desires and ultimately make money. It's my belief, by the way, that the clients who are telling me to spend more, the clients that are spending $100,000 a month or $200,000 a month and are making $400,000, $500,000, $600,000 a month, Even 700 and 800, which they are now tracking for the month of October. Their salespeople feel much happier with our service and more empowered and more tooled because we're providing that information than if they just saw a booked call on the calendar, something goes sideways, and then just mark it as a dead deal. Again, stereotypically, the offer owners that we work with realize how powerful this is. And that's the end of the YouTube video. Peace out. Bye.