The Micro Agency Model That’s Quietly Crushing It (Real Talk Inside)

Power on?

It's on.

Okay, cool. All right, Tony, thank you very much. Pleasure to be here. My name is Jeff. I've got a couple goals for today's presentation. The first is we're all familiar with the term return on investment. That's usually delegated to money. I really want to relegate that to attention. So it's my goal with today's presentation to give you a return on investment on your attention, your emotion, Your effort, all that fun stuff. That's number 1. Number 2 is this is gonna be a Jeff-style presentation, so we're gonna pretend that there's no typos. You're gonna roll right through them. Okay? We're gonna call it authentic entrepreneurialism. Okay? Third is if you have a burning desire question, like I desperately need this question answered right here, right now, just blurt it out and we'll handle it right then and there. If I can't, we'll do some like one-on-one later on, but I'd much rather have you ask your question now. Then forget it later. And then finally, number 4, 3, 4, something like that. How many people here have a rough idea of their 7-second pitch, plus or minus, kind of something like that? All right, cool. How many people here have told their 7-second pitch to 15 people? 30 people? 100 people? 1,000 people?

15.

50,000 people? 100,000 people? On a monthly basis. That's the power of ads. It's incredibly impactful. The power of what? Of ads. Just advertising. I thought you said ass. Ass. Yeah, there you go. Yeah, right, there you go, right? And so I'm gonna take you on my own agency journey on a strategy that we used for 2022 that I thought was massively impactful. And if by the end of this journey you're still having this devil-on-the-shoulder hanging chat of like, but what if I still need help? Anybody that's in Ross's program, we're gonna sit down for an hour and a half, 2 hours, audit your ad account, set up your campaigns, offer creation, whatever you need to make sure you're successful. So, ready? Let's boogie. Anybody seen this before?

Absolutely. Yeah. Let's go.

So this has been—

The guy behind the app.

Right, it's crazy. This has been a journey that's like absolutely insane. There are 62,260 people In the group right now, we've kicked out 3 times as many. The cool part about this group is that it's spun off a lot of industry standards. Sneaky Surveys welcome text, soap opera sequences, hot leads, response required keywords.

Loom videos.

Loom videos, all this stuff that was like, oh, maybe this would work, industry standard, very, very quickly. One CRM to Roamall, one Zap to Roamall, one ad account to Roamall. It's insane how much how quickly great ideas spread, and 63,000 people plus implemented it and became an industry standard. And these things are active, and it's a darn good time. Lunch and Learns, Masterclasses, et cetera, et cetera. But specifically, we're gonna talk about a 2020 strategy that I figured out, probably spent 6 months R&Ding in the back half of 2021, really went all in on 2022. And specifically, it's how I went from zero to $61,194 in recurring clients. Now, I wanna have an asterisk. That's not done with you, that's not do-it-yourself, that's not course, that's not coaching, that's not mastermind, that's not masterclasses, that's none of the other bonus stuff. This is just normal, everyday, salt-of-the-earth, done-for-you service without any sales demos. And that should get you excited, because the downside of getting clients is that hour-and-a-half-long sales demo where you're like, how much do you hate your business? What does your family think about your business? Why are you not— and you're like, I really don't wanna ask that question, oh my God. And then they're like, well, this is my last dollar. And you're like, oh my God, okay, buy my stuff. And it hurts. It hurts the person buying it, it hurts the person selling it. I've never bought anything that was like, you wanna be painful for a moment? You're like, no, man, why, no. So we removed sales demos. We removed promises. Everyone familiar with the Dan Kennedy 2x ROI guarantee?

No.

No, can't do it. I don't control it, so I'm not a fan of it. No promises, and no proof. So only one of any of these clients said, but have you done this for anyone like me in the past? Only one. And I said, no, is that okay? And he said, yes. Great, right? So we're gonna talk about that, and honestly, it was just one stupid simple ad, which you all get a copy of today. I always show the ad that we ran to get clients. You're gonna be very disappointed at how simple it is. And I'll show you the ad that we used to get clients results. You'll be very, very disappointed. Like, you think creativity is the addition of information? Tell you what, perfectionism is when you have nothing left to remove. So we're gonna talk about that. And then more—

That's powerful stuff.

Right, yeah, perfection is when you have nothing left to remove. And more importantly, I mean sticking around. Not like 2 months, not like 3 months, I mean 8 months, 10 months, 18 months. And then some people upgraded, which is pretty cool. So this is behind the scenes of how I get 4 to 8 clients a month, fulfill in 30 minutes, and operate with 75% margins, and has happy as F. And that means happy as F clients, happy as F salespeople, which is me, happy as F everybody. Not just one person being happy, but everybody. And that's part of the evolution of being an advertising owner into an offer owner. And more importantly, I think micro-agency model is cool. I trademarked this by putting a TM next to it. Apparently that doesn't mean it's actually trademarked, but—

Yeah.

Oh, that's good.

We took it.

So just go with it, just pretend it is. And more importantly, this is what happens when you stop listening to advertisers and start listening to my clients. So this is customer research, this is 7-second pitch, this is knowing what sells and how to sell it, which I think will be pretty cool. So first off, everybody's familiar with upside-down handlebar Mr. Mustache Man, right? Big in the '80s, yeah. We've upgraded from upside-down handlebar mustache to full beard, that's what happened, right? He sent a fax out to everyone saying that he's dead. Okay, which is honestly like my personal dream. Like at 85, I want to send a fax to everybody saying that I'm dead and then full Huckleberry Finn and seeing what they were saying. That's what he did. Okay, I'm not kidding. Am I right? He did that. Yeah, he also told everybody he was dead. Yeah. Yeah. Yeah, insane.

Why?

'Cause you told us that you were. But this is the steps of the journey. Remember I said I was gonna take you through the full spectrum, but this is, you know, step number 1 on this agency journey was running a Dan Kennedy style ad and getting the worst, I mean worst clients ever, like the absolute trash, and it's irrespective of how much they paid. It was the worst clients ever. Here's a really good example. No flack to these guys, I just picked them out. I was just scrolling through TikTok and I was like, This is a great example. So you can see, real estate agents only pay for listing appointments, guaranteed closings. How the hell are they guaranteeing anything? Yeah. How are they gonna guarantee anybody— what? Publix does $2 billion in sales every single month, and they don't guarantee anything. Yeah, you could return the tomatoes, but they're not running out saying, buy our tomatoes, guaranteed the best tomato sauce. They don't say that shit, they're just fucking tomatoes. So, like, he's guaranteeing it, I don't know how. The guy in the middle, They actually show up. How am I going to guarantee somebody gets out of their chair and shows up to your office? How, right? So I don't know how he does it. This guy right here, 30 guaranteed quotes. One, I don't know about that. Two, what kind of quotes? That's the first thing that pops in your head, what kind of quotes? If I believe the guarantee, what kind is it? Because if it's just like a tiny little tile, I don't want that. I don't think that counts. But it's a full type of kitchen, but what type of kitchen? So This type of stuff like really introduces more variables. Here's some more examples. These are TikToks. Here's some Facebook stuff. There's a TikTok on the right. But again, you know, again, this is like no flak to these guys. They're probably more successful than I am. I'm just talking about my journey. So we guarantee you at least, you know, 25 new— look, I don't know why that was funny. This is my life. It's like half Leslie Nielsen and half Chris Farley. Like a little bit of Larry David. So we guarantee At least 25 installs this year. They don't own Facebook, they don't own the client, they don't own the lights. How are they guaranteeing anything? Get 10 new patients. How? Okay, or you won't pay us a dime. No. Why would I want that type of relationship? Like, that makes it bad for me, the offer owner, and more importantly, bad for the client conversation. Like, hey, I'm gonna step in. Just kidding. See you later. Goodbye. Like, I will literally Mess up my own results if I get my money back. I'm uncommitted. And then you gotta pull me all the way through and say, hey, you didn't show up to the coaching call. It's like, so this like, looking back, this is bad. The worst clients. A lot of people will be arguing otherwise, and you know, you should probably listen to them too, but this is what we did. It's working for them. I saw what was in the marketplace, so I did that. I ran ads that said, get 20 high-quality qualified implant patients— this is a mouthful— booked directly on your calendar within 30 days or refund you plus $100 for wasting your time. So effectively, I was saying, I will get you 20 super awesome people, Mr. Dentist, interested in your implant service, or if I don't within 30 days, which is really tight, I lose. Me, the person providing the services, lose. This whole genre of like removing risk, I don't know if this is gonna work. But we did it anyway, and we did different versions of it. Get 4 more implant patients or we'll refund you $3,500. Get 10 qualified appointments, patients, blah blah blah. Add $250,000 to production with this one secret step. The mystery, the curiosity. There's no secret steps. If there was, it wouldn't be a secret. But whatever, okay? Like, imagine if like a dentist Says, oh, it's a secret step, I wanna do it. They would never do it. They don't want any secrets. They just want, okay, this is it, I'll follow it along. That's why I pay for continuing education. But sure, Mr. Marketer that I never met, you've got the secrets. So, so this is what we were running, 'cause like, that's what everyone was doing. Everyone was doing this. So I said, okay, I'll do that. Cool, fine, perfect. We started paid ads, we didn't do referrals, we didn't do betas, we didn't do customer research, we didn't do the figuring it out, we didn't do baby steps, we didn't do product development, we didn't nail the message. We just said, let's go, it'll be fun. Straight ads. By the way, all this stuff that I'm mentioning is what you're supposed to do. This is good business stuff.

Air quotes.

Right? Yeah, supposed to, but everybody's like, nah, I don't wanna do paid ads, 'cause you know, this is fun, right? So, this applied to business is like the worst thing ever. Who wants a business with all gas and no brakes?

Oh, wow.

Horrible, but whatever, man. We ran the ads, so this is what happened, and this is like a trap. Yo, our calendar was instantly booked, instantly. Like, we turned on ads and then 30 minutes later, an appointment. And I was like, I'm hooked, I'm addicted, this is amazing, it's money on demand, this is nuts, this is the dream. Oh my God, I'm a genius. Everybody get that feeling when you run ads? Like, I'm the genius, right? You're not, it's not you, okay, you're not the genius, but whatever makes you feel like it. I'm not kidding, we were getting appointments every 30, 40 minutes when we turned on ads. Nuts, absolutely nuts.

What?

Obviously, we made a whole bunch of sales. Obviously, these are the best clients ever. Obviously, we made a billion dollars and everything was what we thought, right? Right, of course? No, not at all, I'm 100% wrong. This was like not at all what we wanted. Not all what we thought. Like, this whole journey was an experience in doing things incorrectly. It took 10 appointments before one was a dentist. Who do you think was scheduling? Yeah, like, no, not even. These were like people who wanted to buy a dental implant. They're like, hey, I heard you could get me an implant and pay me money. Why would you think that? Oh, that's what the ad said. Did you read the ad? Nah. Okay, so you just clicked on something on the internet and then talked to a stranger? Yes. Why? Because you could pay me for my get— are you gonna give me 5 dental implants and pay me $3,500? Nah, man. You gotta click the see more and you gotta read that. I'm not gonna do that. I'm already— okay, I'm done. Done. Sorry, sir, can't help you. And then I told everybody about it and they said you should build a referral network. You should use that for patient getting And then send them out. And I said, okay. So I started talking to them. It's like, so how much money do you have for your implant surgery? And they're like, nothing. I was like, okay. Bottom of the barrel. Like, all the way at the bottom. Like, people with— that can't read were like on the phone. I was like, how? Like, they just refused to completely. We all put all this effort into like words, right? Like, we gotta, you know, don't miss the you're, the Y-O-U apostrophe R-E. I don't even know what that means. You gotta do it 'cause they'll make fun of you on the internet. They didn't even read that. What did they pay attention to?

$100.

The $100 and the picture. And that was all it took. So that's a lesson for later. But bottom of the barrel, it was like I was going fishing and people who can't read were signing up to our ads. This is what it felt like. Like immediately. I was like, how is this a business? Like this, really, you're taking a picture of this?

Yeah.

Really? Really? Like not the ads that I showed you earlier, like nah, it's Photoshop, we gotta do that. But this is what it felt like. It was like the worst people ever that were not even the right line of business, that were not even good enough to be referred. We were scooping them up and it was absolutely horrible. We would call it, like right now we call it bottom feeding or trawling for clients. Anybody go fishing and you go trawling? Mispronouncing it, nobody here goes fishing. So you just throw out everything and then you catch and then you have people on the boat sort through it. I think that's called bottom feeding or something. That's called the 1%. The 1%, right? So like the way these like huge fishing boats used to work is they would catch everything and throw it off and that was like somebody on board saying, nope, that's no good, no good, and then they would keep it and it was called bycatch. So like sometimes you catch like a tortoise or something like that, like I gotta save the tortoise, right? But our ad was appealing to everyone and And we were very, very good at it, okay? And maybe 1 out of 10 was being close to being the right person, 1 out of 10. So out of 10, I was psyched up 10 times to be disappointed 9. And as a salesperson, that sucks. As a business owner, that sucks. As an offer owner, that sucks, but as an advertiser, you're paying a whole lot of money. You really don't like that experience, but fine, whatever. We held on to the dream. Ever heard this phrase, hire where it hurts? Yeah, so it hurt, so we hired. And I knew I could do it, we just had to go digging. It was like you just had to sort through it, so I hired this fella, not this guy, but somebody like him. He was our appointment setter. He would call the leads and make sure that they weren't you know who, right? It's like, sir, are you a dentist? Sorry, cancel. Sir, are you a dentist? Sorry, cancel. So at the end of like a week, I would have 10 appointments on my calendar, and then they'd just slowly disappear. Just gone, just gone, just gone. And I was like, ah, this is the opposite of what I wanted, but fine. And he would ask these questions to somebody who was a dentist, which looking back are like the worst questions to ask. So how long you been in business? How many implants? What do you wanna do? What stopped you? Has anybody ever asked these questions on a qualification call? Like, any decision makers, why'd you show up? What's your show? All this crap. Like anybody ever ask these questions? Get asked these questions? Beautiful, because that's what we were asking. All right, it's horrible. Like if you are a dentist, 30 years of experience, and you're like, I want to grow my practice, you don't want to be on the phone with a 22-year-old asking, so how long you been in practice?

So I experienced this in a funnel.

Yeah.

So I signed up for something and I wanted a call with the actual person I could talk to about joining the program.

Yeah.

And I got this jackass who called me and asked me all these Insulting questions, and I literally said, can I help you?

Yeah, why are you on the phone with me? What are you doing?

It's horrible. Like, who told you to do all of this?

I don't know who I work with, and I'm never going to talk to you again. Sam Ovens. Yeah.

It was not me.

Yeah. No, but, no, so her point was that a lot of us are deriving trainings that Sam Ovens derived from somebody else, and it's like, qualify them, put them in pain, and the only solution is going on a journey called money to my solution. So that's where I came up with, but the market has changed so much, so you're like, man, not even like the real estate agent that I spent $1.5 million with said, so what's stopping you from buying this home? They don't say that. They just say, you got money? That's it. You had a question? Actually, it relates to that. Out of every question I see there, like the question I hate more than anything in the world you have on there, and it's, what's your budget? Yeah, isn't that like horrible? When I guess— Worst question ever. What's your budget? Zero, thank you for asking. Yeah, it's horrible.

It's a corporate B2B sales strategy.

Yeah.

'Cause in certain circumstances, that's appropriate. For this, it is not.

Yes.

Still, I don't like it.

Yeah, it's— It's like, can you inform me, can I tell you why my service is worth whatever money you're willing to give me for it? So here's what happens. So here's what happens in the agency-to-agency, agency-to-client, B2B, B2C internet. How much you got to spend, that's my price. We're calling it value-based pricing. Oh my God. So my question to you is, I will show you— Do you think that affects everything? I will show you the answer to the question you don't even know to ask later on.

Thank you.

That was really nice of you to tell me to shut up. Yeah, no, it's not to tell you to shut up. I know the question you're going to ask, which is, does this— is there a better way? And the better way is to remove it completely. Yeah, thank you. Out of 1 appointment— out of 10 appointments, 1 was a real dentist. They scheduled a demo. That's a win, right? So step number 2 is close them hard. Right, we all go through our closer phase of like, close it, close it, Moby Dick, gotta get a sale, gotta get a sale. You know that stripe? You're like, yes, I won. And make sure all your clients are angry. Here's me doing the actual sales call. You know, we have like, we call them onboarding docs, but they're really like client questionnaires, like prep the sale and find holes that you can fill in with your product or service. This is me doing it right now, and nobody really cared how professional it was or it wasn't. Like, it was totally cool. And here I'm doing my demo, and I'm like, here's how we actually get you the thing. and I would go through it slide by slide. I had my tone down. Oh my God, like I knew the inflection down to like how long I should like raise the voice to the question and then flip into it like authority. It was perfect, right? And then I would say, here's the ad, and then I'm gonna give you some bonuses if you sign up today. These bonuses go away if you don't sign up right now. And then, you know, why are you doing this, Jeff? It's a fair thing and I think I can charge for it. Okay, that makes sense. Like we had proof and we had like, it's like 4 grand a month. Now we're gonna downsell this sucker to $3K, but $3,500, and we're gonna waive it, and we're gonna give you a little bonus, it's gonna be amazing. Mr. Johnson, the only question you need to ask yourself right now is, when do you want your results to start?

Cool.

You know what happened? It worked. They paid. They said yes, and they wrote me a check. This was insane. But most times it was, yes, I'm in, but there's a holiday coming up. I gotta hire somebody. I'm gonna take this very, very seriously. I'm not gonna do it before vacation. By the way, uh, X delay, X delay, X delay. We're not ready for it. We got something else. We're doing another promotion. Blah, blah, blah, blah, blah. I was like, oh man, like he said yes, but you know, maybe. And sometimes, by the way, it was up to 30 days between a yes and a sale, and I realized businesses are built Not on revenue, but on cash collected. And when you're spending daily on ads, you have zero and you have your dollar, and this is your death right here. This is your heartbeat. The quicker you can go from zero to money, the faster you get an ROI, the faster you get renewals, the faster you get reputation, the faster you get referrals, all of it. If it's stretched out, that's your heartbeat going up and down. So really, there's some asterisks, just like 1990s baseball. But wins are wins. Pass them to the client success manager. Everyone would be built, everything would be built, I'd be launched, I'd be happy. Anybody have like a standard process of, thanks for paying me money, here's the next person you should talk to?

Mm-hmm.

Yeah, right? It doesn't feel great, but fine. You know, we did it. Everybody said to do that. You know, they're gonna be happy, right? You can see how this is going, right? Right? Everybody's gonna be happy, everybody's gonna be happy. Anyone ever get a call right after you start work for a client and the campaign is up and running? When they call you, are they like, this is the best campaign ever, I'm so happy with this, this is everything I've ever wanted?

Never.

I couldn't figure out why everybody was so yelly at me. I was like, I did great work. We followed the SOPs. We did everything correctly. Why are you yelling at me? I don't understand it. I'm very sensitive right now. I did 8 hours of sales calls and 7 people were patients and I don't understand. But fine, this is what ended up happening, by the way. Chargebacks, which mess with your emotions. Unhappy clients, which mess with your emotions. Delays, emotions, and everything sucks. By the way, I didn't mention the fact that it hits your wallet. It's your emotions that take a hit, 'cause it goes emotions first, wallet second. It goes success— it goes happiest first, success is second. So when I got a chargeback, I second-guessed everything that I did. When I had an unhappy client, everything that I did. Delays, everything that I did. And everything sucked, but I said, hey, it's agency life, you know, it's entrepreneurship. You're gonna have to eat shit for like 5, 10, 15, 30, 40, 70 years, and then maybe, you know, maybe it'll work out. And then I was like, no, no, it's just dentists. Dentists are just unhappy. Like, I looked up the most unhappiest profession, and I kept searching until dentists came up, and I was like, that's it. I was like, that's it right there. You know, I may not do comedy, but this is like, yeah. This is good.

Yeah.

But this is like what we were going through, and I was like, this is not right at all. And so step 3 is go talk to your customers, figure out they wanna give it to 'em. This was my turnaround. This was my revelation. This was my coming-to-ads moment. So we've all bought from Amazon, right? What does Amazon do?

Just ship.

That's it. Amazon doesn't say, hey, I'm gonna introduce you to the customer rep. We're gonna confirm the information. We're gonna train you on how to use the mug, And then check that you're ready to get the mug and then ship the mug. They don't do that. What do they do? They just ship it. That's it. That's all. Nothing else. Why can't I do that? Amazon says, give me your credit card. Give me your address. I'll see you tomorrow. Goodbye. That's it. Nothing else. They don't have— who's your Amazon customer service support manager? Why is that a thing? Any business that you buy from, by the way, you don't know the fulfillment person, you don't know the ads person, you don't know the client success manager, you have a customer support representative and you only call them when you're mad at them. That's it. You don't get introduced to the whole staff. But get what we did, okay? They would pay, okay, then we'd introduce them to the client success manager and we had an SOP. You gotta respond to them in 15 minutes or less, otherwise they think blah blah blah. And then we gotta access their page, access their account, and access their CRM, and there's about 55,000 different CRMs. And nobody knows where their page is, even though they use it all the time. And the ad account, that's a whole other bag of cats because it's 17 different media companies that all own different— okay, fine, whatever, we'll figure it out. I'll call Brenda. Nope, Brenda does not pick up the phone. She's out on holiday for 2 weeks. Thanks. Is anybody else that has access? Nope, not even the dentist. Okay, cool. So we go ahead and set that up, and then we'll do training for the doc and the team. So everyone's got to figure out, get all on the same page at the same time. You ever try to herd cats? It's not gonna happen, gotta put them on a cruise. So look, when we go ahead— so we try to get everybody, and if one person didn't show, believe me, Mr. Johnson, this is a big serious program, you're gonna get an ROI, don't mess it up. Okay, well, we're gonna keep delaying the meeting until everybody can show up. And then we do a launch call to check it all, and then we run the ads. Oh my gosh. Is that it? Nope, just kidding. We also have to call the leads. We also have to zoom into their computer. You know, they're not happy about that because look, you called and we're gonna book them, right? You want us to book them, so we're gonna Zoom. By the way, sometimes they shut the laptop as they're Zooming, okay? Like we saw somebody hacking the laptop. Nope, that was me, thank you. Then we gotta book a time and then we gotta update our records, okay? And then we gotta do check-in calls and then we have the conversation with everybody about show rates, quality, and ROI. Punch me in the face. Why can't, it's just, it's the opposite of simple. It's the opposite of ship it. It's the most complicated way of doing business I have ever experienced, ever. What the hell? Like, it took 8 different people, everything took too long, everyone was to blame. One person would say one thing incorrect and they'd latch onto it like it was their life's goal. And it was a 5-alarm fire. Like, well, she said this. I was like, Mr. Johnson, look, when we scheduled, you know, we were gonna launch on the 14th, but you didn't make the meeting, that's why she said 16th. I still want the 14th. But you scheduled the meeting, you missed it, so we have to— I don't care, that's why I signed the 14th. Oh my God, fine. And this was a phrase, why on God's green earth is this nearly impossible? Is this like familiar to anybody, this like agency journey?

Yeah.

You're like, yeah, I get that, I fucking get it. We'd run ads and sync complaints, and it was not the ad that we wanted, it didn't reflect our brand, we want adjustments, the person that was booked didn't show, they did show but it was bad quality, it takes too long, it was he said versus she said, And it was absolute trash. It was like every red flag you could possibly imagine. Like, every single red flag. It was absolutely the worst. Step number 3. Around this time, we went to a dental conference. I just call it DentalCon. That's not the name of it. Like, you drive up from Miami to Orlando, and it's everybody wearing a Homer Simpson t-shirt that is like walking around like they're the biggest swinging, you know, D in the whole planet. They're all like retired dentists trying to relive the youth. And there's like 5,000 of them. And they sign up for these conferences and continuing education and never show. But whatever, we got a ticket. We're like, this is it. We're gonna go to a dental conference. It's gonna be amazing, it's gonna be perfect, it's gonna be so much fun. We got a booth and all that. It was fun. And the way it works is like, we got those prime booths on the corners, right? So you walk in and then 3 steps over you gotta pay $15,000 for a stupid booth. They charge you for electricity. Did you know that when you get a booth?

What?

For everything. Like, holy crap, I need to be in the hotel business. But, so, you got a booth and you need to have a gimmick. You gotta have a reason for them to come over. So this is what I did. We got the green screen and I would stand there, 'cause apparently I look like a dentist, and I would stand there and they'd mic me up and there'd be a camera right in front of me and I'd be pretending to shoot a commercial as a dentist. Hey everybody, my name is Miller, Jeff Miller with Miller Dental. Here's 3 things you need to know before you buy a dental implant. Hey everybody, my name is Jeff, I'm with Miller Dental. Here's 4 things to know about your upcoming All-on-4 appointment. And I would just rinse and repeat every time they got let out of a session. Again and again, and then somebody would say, what is that? And then that man would go up and grab them, and he spoke with an English accent, so it was instantly attractive. It was like, go get them, Jerry! Go grab them!

Okay?

And then they would ask Jerry, so what is this about? And Jerry was like, you're gonna shoot your Facebook ads commercial. They're like, what? He was like, yeah, come on over. It's too late. You can't say no. Come on. Come on. And I'd mic them up, and what happens, by the way, and Dion experienced this, and anybody who's ever sat behind the camera or tech experienced this, If you have the tech, you are in control and you have the power. What am I supposed to do? I don't know. What's happening? What's happening? And I get to go, it's fine. You're just gonna repeat after me. Everything's gonna be okay. Yeah, it's fine. You look great. Oh my God, it's gonna be fine. You're gonna love it. Just repeat after me. Your name is— no, your last name. Repeat after me. Your last name is— okay, so say that. And they just couldn't talk. Like, they just— like, the camera was on and their brain left their body. And so I would have— we'd get to a point where I was just repeating every other word. Dental implant, all of— you're a dentist. Where'd you go to school? Got it. Okay, cool. So that would be the relationship. They would be here filming their commercial. I'd be behind the camera guiding them through it in a position of power. It's like, this is pretty cool. The camera was done, the video off. I was like, hey, so how's business?

Good.

And they're like, it's great. I was like, the camera's off. They're like, oh, it's horrible. It's horrible. So I'd first say, how's business? And then I would ask it again, no, really, how's business? And they would be like, it's hard. Like, it's not what my dad thought it would be for me. It's not what my grandfather remembers. Like, dentistry as a whole has gone through violent change, and I looked up the ADA, and in real dollars, no, inflation-adjusted dollars, dentists made more money in 1998 Wow. Right? Like, that's insane. It's not because their salaries are down, it's because their costs are tripled. So when I said, no, really, how's business? They just, they just told me everything.

Wasn't dental insurance included in healthcare originally?

Eh, there's an argument, but nowadays it don't.

Right, that's what I'm saying.

I wonder if that's why it's down, because people It's probably, you're like, I don't need implants, I need an all-on-4.

No, until it falls out.

It's fine, yeah. But that's the narrative. If it's in the back, it's fine. Even better, 'cause I don't have to worry about it. My adult teeth will come in. Yeah, it's fine. My grandparent adult teeth. But I was in this like weird scenario, I was like, yeah, like business is hard. How's your marketing? Like horrible. So what if we could make it perfect, what would that look like? And they go, I'd go, no, seriously. And then they'd go, I can't get out of this. I'm like, you're right, you're still wired up, you gotta answer the question. And they would answer it. And I asked specifically, what would it do and how much would it cost? 'Cause that's all it is, that's all business is. What are you doing for me and how much does it cost? That's it.

Cool.

So they told me. How many people here, I need you to be interactive, you're gonna raise your hand. How many people here think this is what dentists wanted? Training, connection, community, leadership, CRMs, bonuses, and more value? No, right? No, right? What did I think that they wanted?

That.

They wanted none of that. What do they want?

Patience.

They just want patience. Jeff, this is what I want. I want you to call the leads. I want you to qualify them. I want them to know the price before they come in, and I want you to introduce them to my staff, and I want you to un-mic me so I can leave. I said, you got it. How much? Less than $1,000 a month. As a good offer owner, my job was to listen to my market, create my message, and then build it, not the other way around. If you'll notice, the first batch of my agency journey with this, I was doing it ass-backwards. Get it, get it, get it? Ass-backwards? Agency Scaling Secrets, that's the acronym. Okay, we're gonna get there eventually. I'm sorry, what was that?

Funny story about your Facebook group.

Oh, I'm loving to hear it.

Okay, so somehow I came across it. Someone was talking about you, and I don't own an agency, so I went to it and I was like, "I don't know what this is," but one day I seriously hope I meet the guy with the ass on the Facebook group.

Yeah, there you go. There we go.

Literally, so just letting you know.

Yeah, I hope the presentation lines up with the theme, right? Yeah, it's great. But here's like a very key point, which is like as an offer owner, not as an ads person, not as a marketing person. As a person who owns the journey from beginning to end, from pain to promise to payment, like from the whole shebang, my job is to listen to my market and then build it. Not the other way around. Anybody do the opposite in the beginning? I'm gonna build in my garage and then get angry nobody buys it? And then you started listening to people and then built it and you're like, wow, I can't believe people are buying my stuff. This is a really great quote. And it's not the video, but it's the quote. The trap is optimizing a thing that should not exist. The trap is optimizing a thing that simply should not exist. That's it, nothing else. Not like, we can make this better. Get rid of it. Which was quite the opposite, because I always thought I could make things better, and now I'm trying to get rid of it all. So every single step in my agency journey, and like our business process or whatever that chart was, I said, first, can we remove this and then can we make it faster? Most people do it the other way around. So you end up in a scenario where you have all these SOPs that you don't need and should just be removed. Like, gotta make the SOPs faster. What if you didn't need SOPs? What if you didn't need to do any of that? Wouldn't it be faster by itself?

Cool.

So this is what I did. I went to every single step and I removed it. No introduction to CSM, no access to page, no training docs, no launching calls, pay, run ads, end of discussion. Call the leads. We're not zooming in, we're not booking a time, we're only updating our CRM. We're not doing check-in calls, we're not doing show rates or quality ROI conversations. I'm just gonna remove it. There's no point in trying to fix things that shouldn't exist in the first place. 12 steps became 4. I requested access to nothing. I gave them zero training and no onboarding. As a product, I wanted to do this. I wanted to just ship the stuff. That's it, nothing else. And in fact, in agency terms, it's just launch it, but I like this a lot more. I said if we did the way I thought in my head, we would create the ad account on our client's credit card, not request access to an ad account 'cause nobody knows where it is. We'd run ads from our page, not request access to their page 'cause they have 15 pages and nobody has access to it. We would use our CRM, not request access to the CRM that hasn't been updated since the 1972s, and the leads would come into one big CRM and we would tag them. So no separate subaccounts for everybody, It'd be one big CRM, and then we would call them back, and then we would live transfer so we could finally be in control. The client would get no sales pitch 'cause I'm not spending an hour and a half. They'd get no guarantees 'cause I don't control anything. They'd get no access 'cause I don't want them touching my stuff. They'd get no training 'cause they wouldn't follow it anyway. They'd get no onboarding 'cause it's always delayed, and they would get no options. This is it. This is the mug. If it was done correctly, our time to live would go from an average good of 2 weeks, really an average of 4.5, down to 30 minutes. Anybody here launch ads in 30 minutes or less? We do. Our recurring client costs, so that's all of my team, all the software stack, all of the ads divided by the number of clients, would go from $1,500 a month down to $200. Which is 85% down. That's what happens when you remove stuff. If you try to make it fast, you get 1 to 2, 3%. You remove it, you get 80s and 90s. So we go to market with a $750 a month service. We ran it like a SaaS and had 75% margins. That's the plan. Step number 4, have them stick around forever. Start advertising this no-frills service, upfront pricing. That's the question you didn't know to ask. Where do you put your pricing? Out in front. You go to menu, oh, this place is expensive. You know it before you sign up. And only to a custom list of dentists. I'm not saying Facebook is smarter than me, I'm just saying I don't want it to have the option to be.

Yeah.

Think about it like that. I don't want to have the option to be smarter. So our custom list was just a list that I got from a lead broker that you can get from like Fiverr or D7 or a friend or whatever. You give them $150, they have all the subscriptions, they give you a big list, and that's it. That's who you're advertising to. That's what everyone starts off with, a list, right? They don't start off with detailed targeting, they start with a list. No frills, upfront, custom list, let's boogie. Here's the ad, ladies and gents. Isn't that stupid simple? What's my 7-second pitch? Can anybody hear it? I get you unlimited all-in for leads qualification follow-up for $750 a month. That's your 7-second pitch. You guys wanna see the copy for the ad?

No.

There isn't any.

That's it.

Just that. Nothing else. There's no misinterpretation. There's no risk reversal. There's no ROI. There's no refund. There's no guarantee. This is what we do. But how much is unlimited? However much you get. How much you spend. I don't know, man. It's your market. Well, we've tried other agencies and it didn't work. Okay, then it probably won't work again. Did you want to sign up? Sure. At $750, they're like, sure. They're like, whatever. What do I got to lose, right? But I'm making 3 times my money. 2.5 times my money. We ran this through a lead form with name, number, and email, and the little button said schedule a 15-minute next step calendar call or whatever it is. Look, people scheduled it. I was like, wow, this is cool. And these are actual dentists, by the way. They're not random strangers that saw it thinking it would be a dental— no, it's a dentist. He's on the list. That's what Facebook says. So, and then there's the price. I mentioned the price like 82 times in their whole journey. It's $750 a month in the ad. $750 a month on the calendar, $750 a month on the confirmation. It's, look, hey, I'm gonna text you from my phone. Did you fill out a form?

Yes.

Are you open to me calling you? Sure. That was it. That was my follow-up. I'm just gonna text you. And that way I don't have to worry about Twilio delivery. No, it just goes there. Just text them, that's it. If they don't respond, okay, that's it. Text them, they respond, we talk over the phone, and I say, look, Mr. Johnson, you're busy, I'm busy. I'm gonna tell you how this call works, all right? You're gonna talk for a bit about your practice, how many All-on-4s you're doing, or implants, what you're charging, all that fun stuff. I'm gonna tell you how my program works, and if you think it's a good idea, we set up a signing call, and we're gonna do business in 15 minutes or less. You game? He said, yep. I said, you driving? I said, perfect, we're not gonna end on Zoom. He said, cool. So I said, you talk for a bit. He would talk, I would tell you how my program works, that's it. And here's how my program works. Look, we don't request access to anything, we don't train, we're gonna integrate, we're gonna use our own page 'cause you don't know where it is. We're gonna put the price of your service in the ad. How much do you charge?

That amount.

Okay, that's— if we advertise that, would you get flooded with business or should we test run a smaller price? Okay, you wanna charge that much? You wanna go lower? What do you want? You really wanna flood your practice? Alright, we're gonna do this amount. I'm gonna send you a screenshot right now. You're driving? Look at your phone. It looks like the ad that worked on you, right? Well, if it's gonna work on you, it's gonna work for you. Yeah, that makes sense, Jeff. Look, we're gonna call them all back, we're gonna qualify them, we're gonna live transfer them to your front desk. We're not gonna do any consulting, I'm not gonna turn you into an overnight millionaire. There's no guarantees, man. I don't control any of this. You've tried a bunch of agents in the past, there's no guarantees. You're gonna get maybe 2 or 3 phone calls or live transfers per week, and that's all I can guarantee. Maybe more if you spend more, but you're in San Diego, so I don't know what to tell you.

It's expensive.

They'd always say, how long to get this up and running? I used to say with pride, a long time, 'cause we've got a lot of work to do, we're gonna have a long journey. And I'd go like, 30 minutes, maybe 40 if you pay right now. You'll have an onboarding document, not a call, a document, in your desk in about an hour, and our next step is a signing call and a credit card, you in? That was the pitch.

Wow.

Not kidding. Here's how it works. We're not gonna touch anything. Just give me your credit card. That's it. And then you know what happened?

Okay.

Let's get on Zoom. I wanna make sure you're a real person. Here's Jeff's 6-point proposal. It says, I'm gonna charge you money, I'm gonna do some stuff, it's gonna be 4 months long, and then at the bottom, or no, about like halfway through it says, you can pause it for 2 weeks. Also, you can't do any chargebacks or refunds regardless of results. They said, sure, cool. And then it happened again. At this point, I got like a sassy attitude and all that, and I was like, you said the font is small. I said, oh man, you and me both. And then, like, people just give me their credit cards. That's it. That's business. Nothing else. And then they stuck around again and again and again and again without regard to the results of the campaign. This is crazy, I thought like, I thought you had to get like a huge ROI for your client to stick around, even though that doesn't mean they're actually gonna pay you more money, but you had to do it anyway. No, man, you don't have to do any of that. Here's the proposal. It says Jeff will do a bunch of stuff. You gotta pick up the phone, you can't use their stuff. Please use best practices including honoring the price in the ad. You can put it on pause 'cause you're gonna go on your vacation. No refunds, no chargebacks, you pay for Facebook, gimme. That was their proposal. How many people have a four bullet point proposal? Twelve. They're used. Why would who who read their cruise terminal documents?

Nobody.

Yeah. You get it.

Are you having any chargebacks come in? No.

No. It says you can't do a chargeback.

But when they do, would you just give that to the credit card company?

Yeah, just they signed it. And you know, this is it. And they go, okay. So it's a lie. I had one, and of course we won it because they signed it. But yeah, but like we've never lost any chargebacks. That's it.

Does ads fall under high risk?

No. To credit card processing? To Intuit and Quicken or whatever their processor is, yes. But for everybody else, it's fine.

Like Stripe and everything?

It's fine. Because offers.net, they— They don't let you?

Just courses they don't like.

Well, for— I use Stripe for everything and I haven't had a problem, and those 2 redheaded bastards own 3% of every marketing company in the whole world. Stripe, like, that's what we pay them. But either way, like, it was fine. To the tune of 50 clients all paying between $750 a month and $1,500, and some even paying $5,000 a month because they would just keep buying more stuff. I would sell them more stuff, and the $750 was just an entrance into my world of trust. and KLT knowing that I won't screw you and you can spend more money with me over time. How many people do that with their clients? Yeah, 3 people raised their hand, 4 or 5, yeah. That's it. You wanna buy more stuff? Okay, cool, what's your problem? Yeah, we can solve that. Gonna add $450 a month to your campaign to do some soap opera sequences. Okay. And all they had to do from the client, like Amazon, you just gotta show up and your stuff is there, that's it. All they had to do was pick up the phone and it was me or a member of my staff On the phone with a potential implant patient that saw the ad, clicked on it, knows the price 'cause it was in the ad, was repeated the price on the phone, and we qualified them, and now we're talking and we're introducing them to your front desk. That's it, that's the whole service. They don't care about anything else. They just want their stuff. Like, I don't care how long it takes for the mug to go, just fucking show me the mug. But Jeff, how did you handle all of the leads? Pretty easily, we shoved them all into one big CRM. Called HighLevel. This is it. And we shove them all into the CRM. And then you're gonna say, but don't the dentists want the leads? No, why would they want bad leads? They don't want any of that. But don't they wanna request them or copy? Yeah, they can message me. I'll do it once a month. Just export everything with the client name tag. So every single lead has the dentist's name tag. Lead form, bring it into GHL, tag it, you're done. Everybody's in one big CRM. So now it costs $97 a month to CRM all of your clients. How did you qualify them? By text mostly, we'd ask them questions. That's David asking questions, and then he'd get answers and then he'd type them into the form, but we didn't really have to do that. Sometimes David would call them if he felt like it. David's in Eastern Europe, speaks English, that's it. But Jeff, how did you report it? You gotta tell the client the number of— We just sent them a text message every time we did a live transfer. That was it. You can automate this if you want, but all the dentist has to do is like, oh, okay, it's working. That's all they want. Nothing else. How many people care about the number of page views on their website? What ad did you use to get clients? This is it right here. This is the whole ad, 7-second pitch. Our dentist saw this 100,000 times a month. That's it. But Jeff, what ad did you use to get the results? Who's gonna be disappointed? Everyone. This is it. This is the ad. That's it. What does it say? Dental implants that cost money with approved financing with some other smaller text that nobody reads that says not everyone will qualify. That's it. American Dental Implant Club. Yeah, man. That's my— I'm the American Dental Implant Club. Sometimes it's American Dental Implants Club, sometimes it's American Dental, whichever one we feel like requesting access to, but it doesn't matter because it's all our stuff. That's it. It doesn't say Dr. Whatever.

So simple.

How do you keep it organized, Jeff? Pretty easily. We have stages. You can see the leads come in, and then we send them a text message called the welcome text, which I did to the dentist. Hey, did you sign up for dental implants for $97 a month? Great, let's do some qualification. And then we had an automation to where, like, if they replied to a text message, it would move the card to response required. So somebody's gotta respond to them Kinda like a help desk, like, uh-oh, here it is, somebody reply. And then one of my operators would reply, continue the scripted conversation that we got down to 4 questions over the course of time, and each time they would reply, they would drag a card to responded to, and they would just keep going through all 30 every hour. That was it. You could have 30 people in the CRM, and there was no incremental gain or cost of time to your staff. All they would do is pay attention to the pipeline. That was it. But how many operators? These. There's Caesar, there's David, there's Paola. Again, this is the model that we ran in the back half of '21 and all of 2022. So they're all on different assignments now. But this was it. Just 3 people calling everybody back.

Wow.

Here's what I learned. People who can't read will be blocked when you put a price in the ad. They'll pay attention to that first, and it's actually a part of the purchasing decision and the journey that people go through. How many people bought their car without knowing the price? Nobody. It's the same thing. So all my ads have price points in them, every single one. It's transitioned my business from being like this wide-brimmed, I have so many leads in my ActiveCampaign and pay them $1,000 a month, oh my God, to I only have a certain number of leads and all of them go through my pipeline and all of them buy. Simply because we have a price point in the ad. And the difference between clients that are like this and clients that are like this is not the price, not the accountability, not the check-in calls. It's the ad. Nothing else. More importantly, it's your ability to convey a simple message simply in a way that matters to them. Nothing else. You have 7 seconds. If you can't put it into a Canva ad, you don't know your message. Nothing else. Above all else, I learned that I have to nail 2 things. The first is what they get and how much they pay, which is effectively everything we're always trying to figure out. But how many accountability calls every single week? What does it matter, man? 'Cause they're trying to figure out what they get. Is this a course access or this is— what does it matter? Trying to figure out what they get. And everything works. The flywheel goes up, they stick around forever, and that's behind the scenes how I get 48 clients a month and fill 30 minutes and have 75% margins.

Let's go!

Appreciate it.

Wow!

Any questions, comments, concerns, thoughts, or ideas? Any ifs, ands, whatabouts, and who's a whats? So what do they get? So what do they get, and how much does it cost? Yeah, there you go, right? I'm not gonna walk off and then you get to ask a question now.

This is for dentists, but obviously please don't everybody leave the room. Yeah, you put an ad through for like, like it was like a don't do this kind of thing.

So do you do it for agents when they're trying to get leads through? So you're talking about like a real estate agent looking for somebody to buy or sell a home?

Correct.

Okay, I've never done real estate. Anything like that, I know people who have. If I gave you specific advice, it would be disingenuous. I will say there are people that you should follow. One of them is Anthony Mann. He does real estate ads for a big company, and he charges per live transfer. What this fella's figured out is how to do this on steroids. He bills his clients once every 14 days, so like the Friday, and he bills $200,000 at a time.

Crazy.

Which is insane. I think he's got like 4 staff. Nuts. He bills $200,000 at a time. So like his clients will stack up all the charges and then 14th and then 28th. It's insane. Like his business is, I'm incredibly jealous. But look at Anthony Mann. See what he's doing there. And then you can find a way to figure out some good working client getting ads for real estate. Okay, thank you.

Yeah.

I've already booked a call. Okay, cool. All right, so we'll talk at the time. The texting follow-up and all that, is that something that can be automated with a chatbot, or do you have to have— So we tried doing chatbots, looking for a way to increase our labor efficiency. So what happens is, the way we had it set up is we'd have 3 operators. I knew that at 10 clients, 1 operator would be overwhelmed. I had 3 operators, I could have 30 clients. And the solution is like, it's very Americana to say spend more money. The solution is always more efficiency or removing stuff. So I was like, what if I use a chatbot to do half the qualification before they came into the CRM, right? That would be cool. Kind of worked, kind of didn't, and I didn't really like the feelings and the emotions that came with, um, it's over there and not in here. Like, it added complexity. I thought it would remove it, right?

Yeah.

To answer your question, there is ways to automate it, but it didn't work the way we thought. Like, it was just better to have somebody saying, I'll just deal with this right now, and engage in the conversation, versus an automation kicking off and then my operator saying, well, that person's at the bottom, I'm already on the phone, tough titties. It was just a lot easier to have a conversation of like, I'm just gonna ping back and forth right now. So we dropped any of the ManyChat stuff, or like super duper automations. We kept it very, very simple and clean. Yeah, answer your question?

Yeah. Cool.

Yes, no, maybe? Appreciate it a lot. I hope this was everything you hoped for.

And more.

And more. I'm being ushered off, but was this worth the cost of your attention in the past, what, 30, 40 minutes or something like that? I wanna be a good custodian and steward of your time. All right, cool. Like I mentioned, if anybody decides to join Ross's program, I'm gonna comp you 1 hour. We're gonna sit down, figure out your offer, figure out your Canva. It's easier than you think if you know how to do it. And we set up your client-getting ads. Make sure you take advantage of it. So I think that's it.

Thank you.

Cool, got it.