Why your stuck with poor leads

I got this question from a client earlier today, and effectively her scenario was that she's very, very good at her job. She knows how to grow offers and people and clients, and she's got about 2 years of proof. I mean, screenshots, testimonials, videos, all the way through. Except the challenge is that she's always finding herself being wildly attractive to clients that are just poor. They have no money, no time. They need results immediately. And if they don't get that, they transmit the stress of that decision to my client. And as it turns out, each of these businesses that she attracts accidentally are demanding of customized and unique stuff. Plus, it sounds like the vast majority of people who she takes on as clients, consciously or unconsciously, purposely and non-purposely, tend to be people that have failed out or have not— who have had non-success with other programs in the past. And as somebody who has been stuck in the crab bucket or the poor person's market, the poor man's market for quite some time and found my way out of it, and now I only have conversations with people doing $1 million, $2 million, $3 million a year, and pretty soon $500,000, $600,000 a month. I wanted to walk you through the same framework I walked her through. And this is in no particular order. Let me close off this notification. First things first is you have to understand that the people who are tire kickers, time wasters, no money, no time, they do not view themselves as such. They view themselves as people no different than you, just going through their life, and then they just happen to see something that resonates with them. Apple. No different than if you have a very poor credit score Those people don't walk around town saying, I've got a horrible fucking credit score. However, they find themselves wildly attracted to a buy now or pay here, buy now car dealership, whatever it's called, that has an ad that says no credit check. No, they don't. They just find themselves very attracted to that for some reason. They haven't figured out it's the fact that it's 'cause they have a bad credit score. They don't view themselves as somebody having a bad credit score. That's just how they live their life. Right. As such it is with the client. She is not purposefully or unpurposefully, accidentally or accidentally attracting these people. They just happen to be attracted to something that she happens to be saying. When that happens, it is like a field day of schedules and hits on the calendar, one after another after another after another, of people who are wildly unqualified. You know this if your downsell rate is 100%, or if you get 0 out of 10 shows, or if the vast majority of people that you talk to are so horrifically unqualified that you go, wow, I can't believe this is a thing in the first place. So you have to understand right out of the gate, the people that are tire kickers, time wasters, don't view themselves as such. They are just people no different than you and I that are attracted to something. And as it turns out with this client in particular, One of the words that she was using was from $3K a month to $100K a month. Looking back, it is so incredibly clear and obvious. The clients that she is attracting are clients that are at $3K a month. Her counterpoint is, well, shouldn't that be attractive to $20K a month, $50K a month, even $80K a month? I mean, what business doesn't want a 20% bump in revenue? And I go, that's correct. But that's not how the market reacts. You may have your hypothesis on what is attractive and what makes sense, but if the market is not, then you are not. That's it. And the market can stay incorrect for longer than you can stay solvent, to borrow a finance term. That's my dog in the background, just having a great time doing something. And so what I discovered with her, and this is part number 2, is that there's very often something in your messaging and your marketing from an income point of view That is attractive to the wrong people. So if you are saying $5K a month or $10K a month or $20K a month, those are the people that you're getting. Even if you are somehow God's gift on earth that took a client from $100K a month to $1 million a month, you are only going to be attractive to $100K a month clients. If you took a client from $10K a month to $1 million a month, you'll be only attractive to $10K a month clients. It's the minimum, not the maximum and not the average. That's it. It's the minimum. And so when those people at $10K a month, $5K a month, $3K a month, low credit score, time wasters, tire kickers, just floating around, they don't view themselves as somebody who has that stamp on their forehead, even though they do. They will just walk around and say, oh, that's interesting, and be attracted to that messaging. So this is part number 1, which is they don't view themselves. And part number 2, or answer number 2, or bullet point number 2, is that there's something in my client's messaging that is attractive to the wrong people. Number 3, No, no, no. It's not just the income, but it's the words that you use around the income. So you could say, $100K a month investment banking analyst. There's no investment banking analyst making $100K a month. You could say, doctors making $3,000 a month. There's no doctors making $3,000 a month. It's not it. So what I mean in part number 3 is that the rest of your messaging also has to line up. You can't be saying something so wildly disjointed As to plumbers making $5 an hour that want to go to $50 an hour, there's no plumber making $5 an hour. That invalidates the rest of your sentence, right? So you really need to be conscious of the entirety of your headline, the entirety of your sentence, in a way that makes sense. For example, we have a family CFO offer. He's getting $100,000 a month proposals sent, and people on the phone saying, I've got a tax bill of over $400,000, $500,000, $600,000. I want to fix this forever and hire your team to do so. The entirety of that narrative and that ideal client is all throughout that headline, subheadline, and the landing page and everything, down to the bullet points. So that brings me to point number 4, which is everything else on your landing page beyond the headline also has to support the idea that you are attracting the right person. I'll give you an example. In the marketing space, I see a lot of people who struggle to get a $500 a month client that say, quote, Jeff, I do so many things. I do the ads, The landing page, the email, the automation, the CRM, the testing. I'm doing all this stuff trying to provide so much value, you know, but I only find myself on the phone with people that make, you know, $10,000, $20,000 a month, even though I've done all the other things in the bullet points. And to that I will say, if a client is making $100,000 a month, they do not need automations. They already got that shit figured out. And when you say you do ads and automations, that invalidates your message and is not attractive to your client. So you can say, hey, if you're an offer owner making $1 million a year, I will do your ads, your landing page, your automations, your emails, your activations. Nope, doesn't line up. And you can fight, kick, and scream with me saying, but I'm so much more valuable. I'm like, I don't care. Again, the market can stay wrong longer than you can stay solvent. And the term is irrational, by the way. As such, it is the same with advertising your clients. If you say you do all those things and you're not attractive to the right client, then stop saying you do all those things. For example, I used to do full-stack marketing with everything, and as it turns out, the only people that want full-stack marketing are people that don't have a fucking business. Now I only do ads and landing pages, and now I'm attracting people that do about $200,000, $250,000, $300,000 a month pretty consistently. I'm talking like, I would say twice a week I get a DM from somebody doing that. Cool. They're only looking for ads and landing pages. They don't need sales training or sales coaching. They don't need placement. They don't need automations. They don't need CRM. They don't need account— they got all that stuff figured out. They only are interested in that one thing. Then this stuff lines up. So now I can create a marketing message that says something like, hey, if you're a health coach and you are doing over $300,000 a month, and the only thing you really need to grow your business is more sales calls, you should look at my video because I will create the ads and landing pages that gets you better cost per qualified sales calls. Cool. That's it. I'm only doing ads and landing pages to healthcare offers that have a sales team. That's it. It's pretty effective. And I'm not saying I'm gonna do their emails and their automations and all this stuff. I'm sure I could if I wanted to, but I found for the most part that doesn't really move the needle with my real-life businesses. And if I'm touching that stuff, I'm really usually fucking it up. And that's one of the reasons why I don't even go inside of GHL. I only webhook our stuff into there. And it's just much easier for a client to hear, I'm not gonna touch your CRM, than it is for a client to hear, we're bringing on a guy that does ads, landing pages, thank you pages, CRMs, automations, ding, ding, ding, ding. Here's my part number 5. Very often, if you are working with a poor person client, they require so much effort, it's not even worth servicing them. So I'll give you an example. If I brought on a $1,500 a month client for ads, they are actually underpaying. Ads contracts with somebody worth their salt like me, it starts at like $4K, usually $6K a month. That's just how it is. That's what you're buying, which is attention and experience. At $1,500 a month, it's usually somebody that is like, not great for whatever reason. And I'm sure they could mechanically do the same work, but the strategy and all the other stuff, they just, they don't know how to communicate it, or they don't have a long enough history of of doing this stuff. So if you charge too little, they go, hmm, not my cup of tea. What's even more interesting is if you are constantly reiterating the fact that you can do other stuff, that client will say, not only am I underpaying for ads, but he just threw in automations. I don't believe he can do ads, much less automations for $1,500 a month. So you think you're being more valuable, But you're really not. You're doing the opposite, which is I'm doing too much stuff. It's the equivalent of a plumber or a carpenter or a lawyer that is like, I can do 10, 20, 30, 50, 70, 100 things. You're like, hmm, I don't believe you. And even if I do, I don't think you can do all 100 things perfectly. It's the equivalent of, by the way, of going to a plastic surgeon. This is part number 7, which is marketing messages and sales conversations. And you go to a plastic surgeon who says, look, I only focus on the upper and lower bleph. This is everything that we're gonna be doing here. Recovery is 5 days, and usually by the 3rd day you put on makeup and nobody knows. You have to take a Friday off of work, but for 10 grand, not only will your eyes look better and you'll look more youthful and refreshed and probably be happier when you look in the mirror, but recovery is literally just a Friday. And by Monday you can wear makeup. And yes, obviously you're not going to the gym, but that's all you got to worry about. So in exchange for 10 grand, the risk or the cost is a Friday and some makeup. Contrast that with going to another plastic surgeon that says, hey, for 10 grand I'll do your upper bleph, your lower bleph, I'll throw in a facelift, an ear lift, a neck lift, a cheek lift, I'll throw in an arm lift, a shoulder, chest, back, stomach, and I'll lift everything for 10 grand. Not only are you going I don't believe you, and it's probably not any good. But more importantly, the conversation is, okay, Mr. Johnson, let's say I did believe you, and let's say this was quality. What does recovery look like? And now you're realizing that recovery to this whole goddamn thing is not a Friday, but instead is weeks of painkillers, tubes throughout your body, having to go back to the office 4 or 5 times, having a full-time nurse, and you're like, whoa. Like that is like way too much. As such, it's the same when you try to sell a full-stack thing. The risk of you doing it and the recovery of you doing it is simply too much. And this brings me to my next point, uh, point number a billion. The $6K a month client that we brought on board said, I'm— I hired you because your system looked simple and it looked like It could do more while risking less. Do you see what I mean? So simply by following everything that I outlined, I created a sales narrative and a product narrative and an offer narrative that was easy to agree to, had very little risk, had a price point that lined up, had product offerings and to-dos and bullet points that lined up. And pretty quickly they said, all right, this person has enough experience. Charges a fair rate, and the risk of hiring this person is very, very low. More so, the time of going zero to speed is days if you're just doing one or two things instead of weeks or months because you're trying to sync roadmaps, right? And so when I was talking to this client, we went through this framework and we realized pretty quickly that she was advertising a message and a headline that started at $3K a month. She said that she did ads, landing pages, offer consulting, sales consulting. She did CRM, AI automations built out, did everything under the sun, right? Charged a whole lot less, had a 90 to 120 day roadmap rollout, and brought in some interesting and complicated systems. That all ties into the fact that she will be viewed as unattractive to her ideal clients, or people doing about $150,000 to $250,000 a month, And only attractive to clients that are making $3K and $5K and $10K a month. This is why she's having trouble with advertising. Because when you're advertising, you're just simply sending out one sentence at a time to a random stranger who doesn't view themselves as featured or flawed. It's just how I live my life. And all of a sudden they're attracted to her low starting point. They'll do everything. And they've got a long time to figure it out. That is the opposite of what a successful rich person or successful business wants, which is an arguably higher starting point, doing less things and doing them fast. So I just wanted to go on a rant and share with you all that fun stuff. That's it for this video. Peace out. See you later, bye.