The 4 pillars to scale your info agency with LESS ($1.7m/year in 12 months with first agency)

If you're an info marketer, a direct response marketer, a growth operator, an agency owner, whatever naming convention you'd like to go with, then this will be the most important video you'll watch this week because I'm gonna be breaking down the reasons why you're likely not scaling your freelancing or agency business and then hand you 4 practical non-negotiables or pillars per se that you must follow to finally change the trajectory of your business. Now, before we dive into the video, make sure to stay until the end because this is gonna be fucking heat. I have got a daily direct response marketing newsletter. Every single day, first thing in the morning, what I do is down a Black Americano iced, of course, open up a fresh Google Docs and write a sophisticated ass newsletter on to my list. I shed game on client acquisition, scaling offers, webinar funnels, Duplicator, Ascension Funnels. You get the gist. Every single day I open up a doc and send a newsletter to my list. We've got thousands of people on the list, offer owners, direct response marketers, agency owners opening my emails every single day. And respectfully, another day that you're not opted in is another day that you lose. So make sure to subscribe. It'll be the first link inside the description. When you sign up, you don't only receive daily emails from me, you also receive a few bonuses. Private access to a community, a 7-figure funnel analysis video, email templates, and a lot more. So yeah, as I said, make sure to opt in. First link inside the description. Now without further ado, Let's dive into the video. So if you're watching this video, it's not coincidental. It got your attention for a reason. You label yourself as a direct response marketer, growth operator, wherever it may be, right? And most people that fall into this naming convention category, they believe in order to scale, they need more. More clients, more offers, more funnels, more, more, more, more, more, more, more. But there is a hidden 1% of marketers in this same vertical who are not taking this route. They're not scaling with more, they're scaling with less, they're scaling with subtraction. And that's what the entire premise of this video is going to be. I'm going to be breaking down the 4 pillars that you can follow to finally scale your business. The same pillars that we've used to scale our first info marketing agency from $0 to over $1.7 million a year in less than 12 months. And now the same pillars that we're actively using to scale our in-for-profits agency, which is now surpassing the first agency. So the first pillar is better results, not more clients. As I said, most people believe that they need more to scale, but you don't need more, you need better results. And this is especially true if you're on revenue or profit share with your clients, which I'm assuming you are, right? They— those are the deals that you need to be leaning towards, and you get paid in direct correlation to how much money you generate your clients. But how do you increase that revenue and profit share, right? Do you need to do anything random or revolutionary? No, you just need to generate them more money. And then how do you generate them more money? It's through skill. So that's how you generate better results. Now, now we are living in the AI era, right? There's tools like Claude, GPT, all these other tools, right, where you can add a simple creative brief, add some reference examples, and then these tools will help you write a copy, right? It's great, right? It's made life a lot easier, I must say. But when we started copywriting especially, there were no tools like this. There wasn't Claude, there wasn't GPT. We couldn't add a creative brief inside a tool like this, then help them and then get them to write the email for us, right? We had to manually conduct market research, manually do angle generation, big idea generation, manually proofread. And you know, if we needed help, we would pay for a 1-hour consultation call with an expert marketer, right? Right now, the barriers to entry have decreased. But it doesn't mean that you shouldn't be sharpening your skill sets. Even though there are tools like Claude available, you should still be doing the nitty-gritty work. And what I mean by this is learning direct response principles. So when we started copywriting, me and my good friend, every single week, I think it was like 2 times a week, we would hop on a Google Meet. The Google Meet session lasted like 2 hours or so. Before the Google Meet session started, we would get reference examples, emails, TSLs, VSL scripts, etc. Copy and paste that entire copy into a doc, and line by line we would diagnose what the writer is trying to accomplish. Let's say now we were swiping emails or diagnosing emails, right? We would add 10 or 15 emails into a doc, and line by line I would think to myself, okay, why did a writer choose this type of subject line? How does their preview text structured— like, how is their preview text structured? How are they starting the email? How are they injecting scarcity? How How do they inject an urgency? How do they inject proof? How do they demonstrate that their solution is superior to other solutions on the market? How are they finishing off the emails? Have they got a PS? If so, what does the PS communicate, et cetera, right? So I would hop on these calls with my friend and we would hop on a Google Meet. And while we were diagnosing, we would mute ourselves, right? Then when we finished diagnosing email 1, we just said inside the chat, finished email 1. And then we would wait for the other person to finish. When we were both finished, then we would connect again, unmute ourselves and share our takeaways. So we were asking ourselves, okay, what were your comments? What did you think of this email? Like, what suggestions have you got? We would share our ideas. And then what this does is subconsciously you're programming your mind on what makes winning copy, right? And at the end of the day, copywriting is a language. Like the same way that you learn Spanish, French, Polish, whatever language it is, copywriting is also that language. You need to expose yourself to the language of copywriting in order to sharpen your skills.. And the easiest way to do this is of course through practicality. It's not by reading another book. And like, don't get me wrong, books are great, right? Cashvertising, Confessions of an Advertising Man, and all these other books, right? But you're not going to improve your client results if you don't— if you're not practical, if you're not subconsciously programming your mind to what makes winning copy. And what I noticed during this diagnosis process, right, before Claude and all these other tools, like, I would swipe The Golden Hippo emails, Craig Clements, an absolutely great marketer, and all these brands, Gundry MD, Beverly Hills MD, all these brands, right? And then I would add them to a doc, diagnose, and then I noticed I was subconsciously applying what he was doing with his brands into my clients' brands, right? Like, if they'd done a PS section in a pretty smart way, then I would notice that when I was writing my next email, I kind of thought to myself, okay, I diagnose this email, they done their PS section like this. How can I apply this principle into my email? Bang, right? You need to learn direct response principles and don't only rely on Claude and these tools. You need to be practical because at the end of the day, if you're on revenue or profit share with your clients, you get paid in direct correlation to how much you generate your clients and it's skill that gets you there. So ensure that you're perfecting your skills. And I've seen this inside InfoProducts Mastermind. People are, for example, scaling the agency like Mark and Brian to over $200,000 a month. They're doing webinar funnels, they've got a few partners on revenue share, and they're just becoming the best they can with webinar funnels. That's why they're of course scaling the agency, because they're generating clients this much of money, they're getting a small cut of that, and then they're scaling. So that's the first principle: better results, not more clients. Now the second principle is documentation. So if you're generating these results, right? If you know that you are skilled, you're not gonna sign clients if you don't put yourself out there, right? You can be the most skilled marketer in the world. You can know all of these principles and NLP and, you know, how to start an email and how to set up a webinar funnel. But if people don't know you, you're not gonna sign clients. So when you're relatively competent at what you do, the first thing that you need to do after that is documentation. Now I document, of course, on Twitter. That's probably my best platform. I've signed a decent amount of deals through Twitter.. And what I do on Twitter, you can check me out, link in the description. I just spit game on what we're doing for clients, right? Like a few weeks ago, I enhanced an entire webinar script. I've got a few ideas. I put out a few tweets, bang, bang, bang, newsletter opt-in, et cetera, right? But if you're skilled, you need to be documenting. So I suggest a few platforms. The first one is Twitter, mainly because of its written aspect, as well as the people on that platform. There are very sophisticated prospects on Twitter. YouTube is also great. Now I need to be posting like a lot more frequently. I should be posting one video a week. I'll get there, don't watch that. But YouTube is another great platform for long-form propaganda, right? If someone watches a 35-minute video with you, or like this one, which may be 15 or so minutes long, right? The more time someone spends with you, the more likely they are to take action with you in the future. But you need to be exposure maxing. Like if you're generating results for your clients, even if you've done a $50K launch, a $100K webinar funnel, wherever it may be, right? You need to document because this proof makes you an undeniable solution for potential prospects. So document, document, document, written posts, threads, case studies, YouTube videos, etc. So there we are. Better results, not more clients. Documentation religiously, if you're of course skilled. And then the third one is selectiveness and better deals. So when you have generated a decent amount of results, you can now be a lot more selective with the clients that you take on, right? And if you're a growth operator or an info marketer, as I said, you get paid in direct correlation to how much you generate for your clients, right? And if a client comes your way and then you're thinking to yourself, man, I can only generate $30,000 a month for this client, right? On 10%, that's $3K. Is that really worth it? A 10% deal to make $3K? Not necessarily, right? So you need to be specializing your service and appealing to higher level clients. This comes down to a few elements. Maybe I'll discuss this like a future YouTube video, but you need better deals. Like for one of our clients with a few webinars, we've generated $398,000, right? And with our deal structure of 15%, if I run some conversion economics right now, 389— $398,000 times 0.15, with that one client alone with a few webinars, we've done $59,700 in cash, right? Better deal was a really good client, by the way. They're doing a lot of money, but we are generating them results so they are able to pay us that much, right? We generate them close to $400,000 a month. We're basically $400,000 with these webinars, right? And then paying us $50K or $60K, it makes sense, right? So you need better deals. You need selectiveness. If a client comes your way and if you pitch them a 10%, and then you're thinking to yourself, well, I can only make $4K a month as a client. Is $4K a month really worth your time and attention? Not really. 'Cause if you put that existing attention to a client with better infrastructure, with better character traits, with a better offer, with a better traffic-getting system, you're gonna make a lot more money. So you need to work on better deals. And this is what the proof allows you to do. These pillars, they feed into each other. The first pillar is better results, not more clients. When you generate better results and when you put skill accumulation above all, you now have the intrinsic confidence to actually sign better deals. So there we are. Better deals, not more clients. Documentation religiously. YouTube, Twitter, Instagram, et cetera. The third one is selectiveness and better deals. And then the fourth one is creating status through skill. So I don't mean artificial status. Like, I don't mean that you post, tweet, and say, yeah, like, we're the best in the industry. We're doing this, we're doing this. Oh my God, oh my God, oh my God, right? You, that is artificial status. The real status is when people inside the industry know that you are that guy with doing something, right? Let's say you're doing webinar funnels. If you've generated killer results, you've documented that online, people saw those results, you don't need to say that, yeah, I'm the go-to guy with webinars, right? People, they see it through your results. And then what status does as well, it allows you to scale with less. 'cause now you are appealing to higher-level prospects. When you do documentation and then you're putting status first, another thing is that complementary service providers, they may see that you're skilled. Let's say someone's running the media buying for a big client. That client asks for a webinar funnel. They don't know how to do webinar funnels, but they've seen your documentation, they've seen your subconscious status, and then the first person that they're thinking of to do a webinar funnel for their client and potentially put you in touch with them is of course you. So you need to create status through skill. And this is primarily how we scaled our first agency from zero to over $1.7 million a year in revenue, just by status. And of course, name association, documentation, and putting results first. Like, when we scaled our agency, by the way, we didn't send many cold emails. Like, when we started the agency, of course we did, but we signed up our first big client, got him amazing results, of course putting skill accumulation first, when he saw the results, case study, but then he referred us to that client who needed a similar service. Interesting. We were onboarded with that client, then that client saw the results, put us in touch with that client, that client, that client, that client, that client, etc., right? And it all comes down to skill accumulation and status. So yeah, if you are an info marketer, growth operator, direct response marketer— I think I said it already, right? Or agency owner, let's say, right? And you're struggling with growing your operations, right? You don't need more. You don't need more $2-3K a month retainers. You don't need that, right? What you do need is better results, not more clients. And the way that you get better results is through putting skill accumulation first, and mainly direct response principles, right? Bisect those TSLs, opt into those funnels, buy those low-ticket products to see how they send you, etc. Better results. You need to document Religiously, if you're skilled and if you're competent, you should be putting yourself out there as much as possible. There are two barbers, right? One of them is insanely skilled but has no digital presence. He does the best trims in the world, right? But if no one knows who he is because of no exposure, just like systems, he's going to stagnate with growth. But then there's Barber B, who's okay with his trims, but he's got an insane digital presence. He's doing before and afters, he's doing Instagram Reels, he's reaching out to people, Who's gonna scale, right? Barber A or Barber B? Barber B. Despite having, let's say theoretically, less skill than Barber A, he's exposing himself to more prospects, so he's scaling as a byproduct. Your success as a marketer is the same. There are marketers less skilled than you doing the things and hitting the numbers that you want primarily because of exposure. They're putting in like the nitty-gritty work. They're sending those messages, they're doing those YouTube videos, they're putting those tweets, et cetera. So you need to document your process, showcase your competence, and post as many videos and tweets as possible. The third one is selectiveness and better deals. When you're competent and when you put skill accumulation first, these results, they will come naturally. But if a prospect comes your way and you know that they aren't the best prospect, maybe they're taking long on the calls, maybe they're showing red flags, maybe you're thinking to yourself, yeah, I can only get paid 3, 4, 5K a month with this client. Second-guess that deal, right? When you're skilled, you should be only working with insane clients who can generate you $10,000, $15,000, $20,000 a month, etc., right? And the fourth one is creating status through skill. Not about boasting about yourself and telling people that, yeah, I'm that guy, I'm that guy, I'm that guy, I'm that guy. You create status and name association through your skill and documentation. When people know that you're generating these types of results, and when people are saying good things about you, That's the only status you need, right? Do you feel that people like— I don't know, like an example, let's say even someone like Messi, right? The football player, soccer player if you're from the US, but it's still football, respectfully. Someone like Messi, right? Is he on Instagram saying, doing reels? Yeah, like, I'm just like, I'm that guy, I'm the best footballer, like, look at my goals, look at my YouTube videos, right? And all this stuff. No, like, he put his craft first, his skill first, and then people are subconsciously of course, self-committing to the idea that he's good, right? Your job as a marketer is the same. You need to create that feel and that aura about you in the marketplace through putting your skill first. So yeah, that's the video, the 4 pillars that you must oblige with to scale the hell out of your operations. Direct response marketing newsletter, first link in the bio. If you fit in this category, make sure you oblige with these principles. Let's get back in the trenches. And this is until the next video. I'm out, and let's fucking get it.