How I Grew My Marketing Agency From 0 - $900k Per Month in Under 12 Months

Hey there everybody, it is Matt here and this will be a planned 60 minute ish webinar about how I took my previous agency from 0 to 900k a month in MRR in just under 12 months. So it's been a while since I have sold that agency and I'm doing this webinar to show you just what's possible. So let's get into it. So it's going to be about 60 minutes. I'm not going to be stopping or answering questions during. There may be 15 minutes for questions at the end if there are any. Most importantly, this will be recorded and sent to you after if you have to leave and I'll send you the document that I am sharing on the screen as well. So who am I? My name is Matthew Larson. I currently live in Canada and over the past eight years I have three agency exits with two of them being multi seven figures in cash and the other one being over 10 million in cash. So I'm not gonna lie, the first two I was kind of the minority or junior partner but I owned 100% of the most previous one that sold for eight figures. All I really do in my life in the last eight or nine years is make an agency, sell it, wait for the non compete clause to expire and then do it all over again. And I'm very confident that you could learn a thing or two from this case study over the next 45ish minutes that you could put into your own business and make a lot more money. So the result of this case study I'm going to share is how I went from 0 to 900k per month in recurring revenue in just over 12 months. This will be going over a landing page and Xero agency that served e commerce stores mostly using Shopify and that's just 900k MRR. There was quite a bit of one time revenue that doesn't count as MRR as well. I owned 100% of it, ran it over 50% profit margins although I didn't do it for that long. This entire process was from early to mid 2022 to mid 2023. For the first few months of it I had a full time job at an e commerce startup as well. So I'm very familiar with the actual e commerce industry which was very helpful. The goal of this case study is to show you what you have to implement to turn your offer into a stable sellable business. 99% of agencies aren't real businesses, they're just offers. If you took three months off or something, your agency had probably ceased to exist. That is what I mean. It's all about turning it into a stable, sellable business that runs with og. There's, there's going to be five main parts that I'll be going over in the next 45ish minutes. Number one will be creating my offers. Number two will be creating my lead magnets. Number three will be creating what I call my conversion mechanisms. Part four will be about driving traffic and then part five will be about how did I put it all together. So once again I will not be answering any questions throughout. But you can put them in either the questions or the chat tab. Hopefully that shows up in the bottom right for you and I will get to them after. The three main problems for all businesses, especially agencies, are they don't get enough leads. All their clients are from networking and referrals and they don't get any clients from cold traffic. And number three is 99% of their leads they generate are essentially wasted because they aren't qualified, they can't afford it, it's not a good fit and the businesses have nothing else to offer them. If you fix these three main problems, you can almost fix any business. And I knew this going in because I had a lot of good mentors and I've benefited from a lot of good advice over the previous eight years and I know what I had to do. So let's go into the three problems before I get into what I did. Number one is not enough leads. So a lot of business will get one lead per day, one lead per every few days, one lead per month. Like that is terrible. When you don't have enough leads, you are desperate and you're needy and people can sense it. It's almost like when you're dating and and people can sense that you really want to get a girlfriend or a boyfriend. It's just very off putting and it's a subconscious thing that people can sense. When you don't have enough leads, you're also prone to lowering your prices which hurt your margins and attract the worst type of people. We all know that a $500 per month client is 10 times more demanding and annoying than a $5,000 per month client. And that's true at almost any level in the market. When you don't get enough leads, you're also not confident enough to hire invest in hiring good people that could help you and actually grow your business. And you normally have to settle for low quality people and or overseas virtual assistants. However, the opposite is also true. When you get a lot of leads, you aren't desperate, you aren't needy, and that makes it easier to sell. You can raise your prices, you can hire in those A players, as a lot of people call them, and those people can help you grow even more. Number two is you can't convert cold traffic. And a huge problem that 99% of businesses face is that all their clients come from referrals and networking. Nothing wrong with that. You can build huge businesses solely off referrals, but these are largely out of your control and at some point they just max out. You need to take your future into your own hands. And this means learning to convert cold traffic and setting up cold traffic acquisition systems. A lot of people fool themselves into thinking they have a great offer or that they're great sales people because they've only been selling to referrals, and that's just so much easier. They think their business and everything about it is much better than it actually is because they're kind of skewing their sample size. These people they're selling to already know them, already like them, already trust them, have already been recommended. And that is completely different than converting cold traffic. And the third is 99% of leads are unqualified. It's very, very common and there's nothing you can do about this. However, most businesses only have only revenue stream is their main recurring service. Of course we need this service. It's important. This is what pays the bills. But if that's our only revenue stream, we are going to suffer. In any given market, only about 3% of people are actually qualified. But that doesn't mean 3% of people are going to buy from you. That's the 3% of the market. You're fighting with all of your competitors to try and convert them into clients. And we're all excluding the other 97% who may not have as much money, but they still have money. So this is the third problem. So hopefully you can read this. This is my funnel. And all of these problems can be addressed by overcoming and building by what we now call the 1000x leads funnel. So let me zoom in on this a bit and see if I can. If not, we'll just have to make do. So we have our traffic systems at the top, we have our lead magnets which capture leads, we have our conversion mechanisms and we have our offers. So I'm going to get into this. If we compare this funnel to what the average agency has, it's going to be something like this. It'll be SEO to recurring service. So which one do you think is going to perform better? A complete one with multiple traffic sources, multiple ways to generate leads, multiple ways to nurture and convert leads, and multiple offers or something like this? It's the answer is going to be obvious. Even more likely. And for probably 90% of people, this is their marketing funnel. They just have their service and they go to bed praying at night that someone is going to find them somehow. So part number one I want to get into is creating my offers and how I did it. So this is our funnel and our offers would be somewhere down here. We have our one time service, we have a recurring service, a program, course, and then we also have info, products and affiliate. These are all different offers that I had in my business and all different revenue streams. So most people just focus on the recurring service. I have six different ones that I could do. In my previous agency I offered landing pages as my one time service. This is very helpful to have this one time service because my recurring main service is extremely expensive. And these landing pages acted as a nice stepping stone or kind of like a paid trial where they could try me out, try out my services at less risk. So I charged $2,500 for one landing page or $5,000 for three. It was split pretty much 50, 50 on who chose 1 versus 3. And if these landing pages helped increase their conversion rate of their paid ads and lower their cost per acquisition, then they'd be very happy with me and I would pitch them on my recurring services. My recurring service was Xero, which stands for conversion rate optimization. If you don't know what CRO is, this basically means you run a B test. You create two different pages and test them against each other. 50% of traffic to one page, 50% to the other, and you hope it increases conversion rate. If one of my clients did $10 million per year before working with me and I was able to increase their conversion rate by 10%, that's an extra $1 million per year in revenue that they wouldn't have gotten otherwise. So it's a very valuable service, or it can be if it's done right. I charged between 8,000 and 15,000 per month for this and I always had a three month commitment at minimum and then it was month to month. This would be very difficult to sell to someone who doesn't know, like trust me, have worked with me in the past. Even if I have, even if I've done everything right from a sales point of view and that kind of stuff. Very difficult to sell It's a lot of money, it's a commitment and they don't know if it's going to work or not. Right? If I only had this service like most agencies do, my agency would likely have been a fraction of the size. But because I proved myself with a landing page already and they see with their own eyes that I made a landing page and their customer acquisition cost is 20% lower now, it's much easier for them to take the leap of faith and for me to sell them. I also had a program because there's always going to be a percentage of the market that wants to learn how to do whatever it is you do instead of having someone do it for them. So in my case I catered to this part of the market with a six week live zero and landing page course that costed just under $4,000. So they got three live calls per week. They got over a hundred training videos on pretty much any part that you can imagine, no matter how minuscule. There was a training video on it, over 60 templates, a swipe file and just help via Slack messenger if you use that up. This is a very profitable revenue stream because it had over 90% margin because it's just me kind of teaching them and it's very efficient. You know, one of me many students and it's a lot more fun to teach someone than just to do service for them in my opinion. And then I also had a course, so not Everybody even has $4,000 to spend on a program. So I also sold the exact same thing as a course for $1,000. It's essentially the same thing. The only difference is you didn't get to attend the live calls and you didn't get any help via Slack. The videos, templates, swipe files are pretty good and it's well worth a thousand dollars. So I didn't feel dirty or bad selling this. So let's just compare already. It's either most agencies just have their one time recurring service, but already I have four different ones that caters to different levels of the market. Like I said before, the third problem is excluding a lot of market by only having one offer. If they can't afford it, you're not selling them anything. If they can't afford my main offer, I still have other things to sell them. So I was able to create a lot of different revenue streams in this fashion. My next revenue stream was digital products, so there's still even more so or even to drill down deeper. There's a lot of people who can't even afford 997 for a course and or simply don't trust me. Why would they? Right? What could I sell them? Like I said before, almost everybody just ignores this group of people. But I'm pretty experienced. I know that there's a lot of money in this group, even if it's. Even if you have to sell more of them at a lower price. A lot of money and it's very profitable. So I sold three digital products mainly. I tried a bunch but these are the ones that actually worked and they all costed $97. 100 landing pages templates built in webflow for $97 is great value. I had a full sequence of AI prompts mostly using Jasper AI if you've ever heard of that. But you could use whatever AI ChatGPT. ChatGPT wasn't very wasn't as popular when I started though. So these prompts would make your landing page copy very good. As good as 99% of copywriters in my opinion. And then I had a list of winning landing page offers and how to implement them. The important thing here is all of these products are good, they're not scam products. If you paid me $97, you wouldn't be left with a sort like a sour taste in your mouth. You'd be pretty happy that you got at least $97 worth of value. The landing pages templates sold way more than the other two which I expected. Those are going to be 85ish percent of sales. But overall I was doing about 60k per month in profit just from these digital products alone. And then the final revenue stream if we want to call that is affiliate offers. So I just loaded all of my ads, emails, content, websites with affiliate links. I had a webflow affiliate just for AI affiliate convert.com affiliate which is an AB testing tool for Xero and I had others but these were the three main ones. So the reason for this is if they can't even afford 97 and or just don't want to pay me, they still need these tools if they're going to do it themselves. If they click my affiliate links and end up purchasing, I get a recurring commission usually from 12 to 24 months. So if they signed up for Webflow and I'd usually get a $15 minimum commission and if they did that for 24 months I would get $15 a month for 24 months. Sounds a bit underwhelming, but when you get 2000-3000-4000-5000 people on this, it is a significant amount of money. That's nearly 100% profit when you're hammering these paid ads, cold emails, partnership content, like I'm going to show you in a few slides, you can build up tremendous MRR from affiliate. So I had over 150,000 monthly recurring revenue just from affiliate at my peak, mostly from those three programs. And that's nearly 100% profit margin. So when I sold them my 100 landing page templates for $100, they can't use them unless they have a webflow account. And some people do, some people don't. But I always included my affiliate link, and that's where a lot of the revenue came from. So part two is setting up my lead magnets. So lead magnets. And I'm going to redo this presentation next time to make it kind of more, you know, easier to read because I apparently can't zoom in here. But your lead magnets right here are here in the funnel. And these are the. These are what kind of captures the traffic. If you've ever done it yourself, where you see someone's ad or you see someone's content and they say, get my free X, Y and Z. And you have to put your email address in here. That's what we're talking about here. So I had to brainstorm what would be good lead magnets. And this is the easiest way to do so. The first thing is find your niche. Of course, if you're in business, you probably know what your niche is. Number two is think of six to nine subcategories or parts or problems that have to do with your service, and then make a lead magnet for each. So what I did is I broke down a bunch of different parts that have to do with making a successful landing page. So you have your site speed, you have your offers, you have your social proof, you have copywriting, you have your main headline, you have your hero image, you have the rest of the images. You have different types of landing pages, you have winning a B test to run, you have how to ab test, and so on. So these are all parts of creating a great landing page. And I had a lead magnet that covers each and teaches everyone what to do. So here are the criteria that I personally think are good for lead magnets and what I use. Number one, they actually have to be good. Bad lead magnets are worse than no lead magnets at all. If they take the time to click on your ad, go to your website, they download a lead magnet, give you their contact information, and that sucks. They actually hate you. It's not like it's just a wash or they just move on. They hate you. And that's true for me when I do that and it sucks. And it's true for your target market. Number two is it should be a complete solution to a problem. So for example, a lot of people will say just give them half the answers. Not a good idea in my opinion. If I'm making a lead magnet for site speed, it should 100% solve site speed. They still don't know about offers, social proof, copywriting headlines, hero images. But you don't want to give them half the answers to site speed. You should completely solve that problem. Number three is you want to have more than one lead magnet because not every lead magnet will appeal to everyone, right? Maybe they know everything about site speed. They come from a website performance background. If I just have a site speed lead magnet, they're not going to download it and I'm going to miss that percentage of the market. Right? So number four, you should always have your face and or voice. Linking to videos is a great thing because if they remember your name, they know what you look like, they hear your voice that is like they know you as a person versus you are just a anonymous person who made this document. Right. Number five is you should have both a video and a written portion of each. Like I just said, embed the video and document. Kind of like the one that I'm sharing on my screen here. Here for this presentation. So you want to have a written thing, but you also want to have a video. Just both of these pack a separate and unique punch that makes them a lot more effective. And number six, they should follow the VAS formula. So the VAS formula, the V stands for valuable. Your lead magnet should help them do something. If it doesn't, it's shit and you should redo it. All my lead magnets helped them solve one part or problem of creating a landing page. Like their site speed, their offers, their social proof, etc. Number two, the A is actionable. Simply put, can they implement what you're teaching within 24 hours or less? If the answer is no. And no could mean it'll take a month to implement or there's not a clear plan or a plan at all to implement, then the lead magnet is shit and has to be redone. And S is signature. Signature is like your own signature style. It's unique. You don't want to just copy and paste or use ChatGPT or something like that. You don't need to overthink this but makes, you know, put some kind of thought into it. Or they could just do stuff. It could just watch anybody's YouTube video or just ask chat GPT themselves. Like, you have to make it unique to you. So promoting your lead magnets. Now let me just turn off my slack notifications there. So promoting lead magnets. Once you make these lead magnets, you want to promote all of them. Like I said before, in that one example, you have multiple lead magnets. Maybe they are. Maybe they know everything about copywriting. They're a professional copywriter. Or maybe they know about how to choose great images. If you don't promote all of them, you're missing a sizable percentage of your market. Right. Because if they, if you only promote one and they don't have that problem, they're not going to be interested. But the same people who don't have a site speed problem might have a problem with copywriting. So you need to just get all of them. And that's what I did. I promoted them all with both ads and content. So in ads had a separate landing page and a separate campaign for each. And for content, I kind of just posted the content and then said, you know, you can download X, Y and Z. And then I just rotated through them over and over again. Number three is creating conversion mechanisms. So in the context of what I call conversion mechanisms, they are right here in the funnel. So we have our webinars, our live workshops, our newsletters, our community, our appointment center. So when I say conversion mechanisms, what I mean is how do you convert someone from a subscriber on your email list to someone who is booking a call with you or someone who is a qualified prospect? That's what I mean when I say conversion mechanisms. So the purpose is when people are just on your list, you only have their email and not much else. If you promote my site speed lead magnet, for example, that I was talking about, I just asked them for their email. They're still like semi anonymous. But if they sign up for one of my conversion mechanisms, whether that's a webinar or a live workshop, to sign up for that, they have to put their name, their email, their phone number, their website, the revenue, just like you had to do to sign up for this webinar that you're on right now, and that turns them from semi anonymous to a real person who you can go to their website and see if they're going to be qualified for your service or not. So that is one of the main purposes of these conversion mechanisms. The main types that I used are webinars, live workshops, newsletter, community and appointment center. In my opinion, the more of these you have, the more of the other ones become more effective. It's kind of like the traffic sources where you don't just want to do one. So for example, if you have a newsletter, you can promote your webinar in it and you kind of cross promote each other. Or if you have an appointment setter, you can get them to text or email people to sign up for your live workshops. Each one makes the other ones more effective. So I had a webinar that was based on the same subcategories as my lead magnets and it was titled the top nine things you need to you need to build a landing page that converts at 5%. It's a pretty good title I think. It's simple, easy enough to understand, and it has the desired result of building a landing page that converts at 5%. 5% in E commerce would be a very good conversion rate. So basically it was something like you're on now where part one is copywriting, part two is site speed, part three is CRO, part four is offers. It's pre recorded. I ran it three times per day. So it kind of gave it the illusion that it was live or scarcity or something that kind of stuff. Whether or not that's a good idea or made a difference, I'm not sure. But the best webinars typically are either top X things you have to do to get Y results or top X things to avoid when making a landing page. Those are easy frameworks to use that I think are very valuable in any agency. But my main one was the top nine things you need to build a landing page. I also use live workshops, so these were every Thursday at 2pm Eastern time. I only did this for about two months before I sold my agency. But I would run a one hour landing page live workshop where I would build a landing page from scratch in front of everyone. So think like where we are right now on this webinar. Just think if you had an e commerce store and you wanted a landing page, how nice it would be to see me build one from scratch to prove that it's possible to give them ideas, to show them what they would actually have to do and what they'd have to think about. Very effective. So there was usually 30 to 60 people on these live workshops, which I don't know if that's a lot or not, but you don't really need that many to get a bunch of clients. If there's 30 to 60 people on it and you convert 10% of them, which is not going to be that hard to do when these are qualified people who are presumably interested and they've taken the time to show up and you've seen their, you know, name, email, phone number, website revenue. Not hard to get a 10% conversion rate. And this is a real time demonstration of my skills. And I would send everybody the landing page that I made after with my webflow affiliate link for them to use and tailor to their own brand if they wanted. So this gave me affiliate revenue whether they converted or not. And this typically was a great tool to convert people who are on the fence about me, they don't know if they want to hire me or not, but they see this, they see I know what I'm doing and it's a great tool. Hence the name conversion mechanism. My newsletter is something that I wrote three to five times per week. I started at three times per week and eventually went to four and eventually went to five. You can think of that as me teaching them about landing pages every single day in a way that is both interesting and easy to read. Imagine if I was just, you know, peeking over your shoulder teaching you how to make landing pages. That's kind of how I thought about it when I was writing it. Knowledge, examples, tips. I don't think there's a single thing as good as a frequent newsletter to convert people into clients. It's just one of the best things that you can possibly do. Then I had an appointment center. So I had a few different one of these at different times. Some got fired, some quit, some moved on. So it was always a hiring process involved. Their job was to call, email, send text messages to all the leads in my CRM. So you on this webinar right now would be, you know, I have your name, email, phone number, website, you guys right now would be the type of people that I that my appointment setter would be reaching out to. Appointment setters are super, super valuable. Once you have enough leads, I recommend that everyone get one. For me, the difference between call booked rates between having an appointment setter versus not is truly 5 or 10 to 1. So if I got one phone call per 1000 subscribers before I would get 5 to 10 phone calls with an appointment setter constantly following up with them. I never used an appointment setter before this agency, so I didn't know any better. But once I got one, my results really began to skyrocket. The main goal was of course to book a call. But like I Kind of mentioned before, if they weren't ready, my setters would tell them to just sign up for a webinar or live workshop, which would be another tool. So that's the thing I said before where it's effective if you have multiple conversion mechanisms because they can cross promote and promote each other and give them different options to, you know, get to a call. Part four of this will be driving traffic and driving traffic. Sorry for the small, you know, text size here. I'm going to do that. Redo this for next one. But your four main ways are paid ads, content, outreach, and partnerships. It's super important that you don't just settle for one of these, just like it's super important that you don't just settle for one conversion mechanism, even if you're very good at one of these traffic sources, because each type makes the other ones more effective. For example, let's do a scenario here. What do you think is more likely to get a response if you were cold email? Cold emailing someone, A, someone who's never heard of you before, or B someone who has seen your ads, downloaded a few lead magnets, follows you on Twitter or YouTube, has watched or read 50 pieces of content from you, and recognizes your name, face, voice, etc. Obviously B is going to be more likely to respond. So that is an example of how adding each one makes the other ones more effective. So let's get into my paid ads. Right before I sold, we were either doing 6,000 per day in paid ads or 7,500 and I can't remember, but both of these ring a bell. Really doesn't matter. Both of these are high amounts for an agency and the thing that is very important is that I was doing these profitably. Even if you're at 900k mrr, it's probably not a good idea to simply burn 6k per day in ad spend with no plan to get it back. And this ad spend was almost 100% on Facebook. So I mentioned this before, but I had a few of these digital products. So almost all of my ad spend went towards the 100 webflow templates for a hundred dollars or $97 technically. So the key to understanding why this works is that if it costs me less than $100 in ad spend to get one sale, I'm essentially getting a customer for free. It cost me about $70 to get a customer and I send the sold the templates for $100. So I was making a slight profit here. Even once you take into account the stripe fees the software fees, the ad creative fees, if I hired someone, but most importantly, if I spent 7k a day and got $70 fee or customer acquisition cost per customer, that's a hundred new customers per day I was getting. And these aren't, you know, 100 people paying me 2500 or 15K a month every day. But they are customers who have proven they have a credit card, proven that they, this is important enough to them that they would like, they would spend money on it. And people that I have developing a new paid relationship with and I was able to upsell about 15% of these customers into one of my offers, whether that be landing pages, Xero program or course in 90 days or less. So because of this, I was essentially acquiring customers at a profit or break even with absolutely no risk because for every dollar out, at least $1 comes back in sales. And because of this, I could spend the 6K or $7,500 per day because I know with confidence that I could get it back. So there's essentially no risk for content. Content is super important for me as both a tool to drive traffic and get attention, but also as a tool to convert people. Content gets you eyeballs, but it also is a tool to help people who already know you to convert into customers. It's a great way to build trust. So I focused on three different platforms and did a good job of repurposing content across each. So the first, let's call it group that I did was I posted a ton of written content on Twitter during this period. I did three to five quick value posts per day, which would be like, you know, do X, Y and Z for your landing page. It's kind of simplified. But then I did three threads per week and I did three mind maps, I called them per week, which are essentially images. If you've seen those on Twitter, one auto DM per week, which I'm not sure who's on Twitter on this webinar or not, but that's basically like comment guide and I'll send you my free guide and then use a software to automatically message them. That's a great way to get followers and engagement. And then two series tweets per week. So these like landing page hack one landing page hack two, three, four. And each of these series tweets, if you are on Twitter, they quoted the last series tweet. So you click On Series tweet 105, it's linked to number 104. 104 is linked to 103. So if they bland, if they come across one of these series tweets, they're going to see other ones. And if they just keep reading hundreds of tweets for you, that is a great way to build authority and trust. So this got me a great amount of attention and leads. Then I repurposed all of the tweets that you could anyway into carousel images that I posted on Instagram and LinkedIn. Carousels are the most popular content formats on those platforms, so it's an easy way to take the exact same content and repurpose it. So I didn't have to come up with unique content for all platforms and I just had a virtual assistant do that. The other platform I focused on was YouTube and I made five YouTube videos per week, one Monday to Friday. So I came, I created these with a very different mindset. Not looking to go viral or get tons of views. I was looking to create super in depth technical videos that if someone has seen my Twitter or seen my ads or is on my email list, they could go to these videos and watch them and know that I know what I'm talking about. These videos really got 100 views on average at most. But one B2B business to business technical view is the same as 500 or a thousand normal views. They simply cannot be compared to each other because one is to get ad revenue as like a prank video, one is to get clients. No one is watching a 40 minute video on technical AB testing for advertorial type landing pages for supplement brands when they're scrolling their bed at night in at 2 in the morning. So you simply can't be discouraged by a low view count. When you make these videos, the right people find them and they're super, super effective tool for getting to someone to take the leap and convert for outreach. A lot of people in my opinion think they're too good or too proud to do outreach or that it doesn't work or that they don't want to spam because they just have this superiority complex or something like that. But cold outreach literally changed my entire business. It was one of the best revenue drivers for me and still is to this day. So the technology for cold email is quite good. Now I feel like a lot of people think that they still have to manually find leads on like Google Business or something and then copy and paste the messages into Gmail. You can scrape thousands of leads per hour, upload them to a software, write your script, click send and then you're good to go. Nowadays, so I send over 20,000 cold emails per day at my peak to shopify store owners. It is a numbers game of course, but I I typically got one call booked per 1,000 emails sent perhaps once I got good enough at this. So if we do the math, that's 20 calls per day, 100 calls per week, as I only cold emailed 5 days per week. 100 calls per week at a 25 close rate is 25 new clients if each is worth at least $2500 which is my landing page fee, that's making me 62.5k per week. And remember, I would sell a percentage of these people into zero after this is not including zero at all. And then this is something that I'm super. I just believe in so much. Paid ads are good, content's good, cold email is good, partnerships are good. But nothing quite fills the pipeline like just 60 minutes per day of old school prospecting where we just pull up Twitter or LinkedIn or whatever we want to use manually identify who'd be a good fit for our service, message them, comment them like their stuff, get to know them, build a relationship until eventually they reach out and ask if you can help them. They might not want it right now, but six months from now they want a landing page. I'm the first person they think about. This is what keeps your pipeline full and will safeguard you against bad months. There's far less up and downs if you do 60 minutes of prospecting per day. Boring and very tedious, but that's life. If you want to make a lot of money, that's just a price you're going to have to pay. If there was 250 business days from when I started my business to when I sold, I probably did 60 minutes of prospecting at least 240 out of those 250 days. I was very, very consistent with it all. And then we have partnerships. So partnerships are the most valuable way to get new clients, but you have to do it in a certain way. There are a few type of partnerships that really matter. There's white label, there's referral, there's media, there's joint venture. I really focused on only two of these. White label and referral. But partnerships are so good because if you get a client, you get a client obviously. But if you get a partner, you can get five clients from them. 10, 25, 100, 1000, who knows? It's just a tremendous amount of upside if you can do it. So my business really took off when I started focusing on white label partnerships. So I changed most Or a percentage of my cold email from cold emailing shopify store owners to cold emailing partners. So thought to myself, who would actually buy landing pages other than shopify store owners? And the obvious answer is paid ad. Paid ad agencies who service E commerce store owners, they need landing pages for their clients. If their landing pages suck or they don't even have one, their ads are going to be trash and they're going to be fired. So I started emailing paid ad agencies offering to make landing pages for their clients. I didn't put really any thought into the pricing. I just kind of arbitrarily came up with for $5,000 per month will make up to six landing pages for your clients. So they would deal with the clients, pretend like they're making the landing pages, and I would do the work. I have no client communications or sales, you know, process basically like I was a subcontractor, a white label contractor. So eventually at the peak, I had 77 partner agencies each paying me $5,000 per month. So this is about 385,000 of the 900,000 MRR and the rest of that was, you know, 50 CRO clients between 8 and 15k a month. That was the other MRR. Plus that affiliate stuff I was talking about. White label is like in this case is very, very sticky. If a paid ad agency starts offering landing pages, it's hard for them to just stop doing that. Right? Their clients expect it. It might be built into their retainer at this point. So $5,000 for up to six landing pages is good value. And you couldn't hire someone internally for 5,000amonth and get the same quality and results. So it was very, very sticky. Once they start, very difficult for them to leave. And then there was referral partnerships. There was a percentage of paid media agencies that simply did not want to do this. They might not have enough need for it, they might not want to deal with it. They might only have a few clients. And it just doesn't make sense to get six landing pages per month and instead they just refer people to me. So I paid them a $500 commission per sale and I would typically get 50 sales ish per month from this. I expanded my cold emails to target email marketing agencies, SEO agencies, influencer agencies, anyone who sold to E commerce brands I would try to partner with and I always paid them a commission, which I truly believe in. It's, you know, they provided you a great service, they got you a client and they want to be compensated whether they ask for it or act like they don't. They do. And if you send them commission, they're going to send a lot more people to you. Trust me. So how did we put it all together? So how did we. How does this whole picture, this whole funnel operates as a. Think of it as different instruments. You know, this is the guitar, this is the drums, this is the singer. But how does the whole band play together? So let's go here. So my top of Funnel, I spent 6k per day on ads for my offer of 100 landing page templates. So paid ads goes to my products here and then I upsold them down the line. My content I posted five times per day on Twitter, turn those into LinkedIn and Instagram carousels, and posted five YouTube videos per week on very technical, detailed topics. I sent about 20,000 cold emails per day and did 60 minutes of prospecting per day and I sent 6,000 cold emails per day to potential partners. Most of those like I said, to referrals or white label my services to them. My middle of funnel, if we remember, I made nine really good lead magnets that solved a problem with landing pages. And I promoted all of these with my paid ads and my content products and affiliates. I stuffed everything with affiliate links and links to my digital products to help me generate more revenue for people who are unqualified, whether they can't afford it or they're just not a good fit or I don't like them and then content. We could argue that my YouTube videos are more middle of funnel than top of funnel because their purpose is not to drive traffic or get views, to get people confident enough to book a call with me. And then my bottom of funnel I had a prerecorded webinar that like I said, was top nine things for your landing page, etc. This webinar ran 24, 7 and they could access it live workshops. Every Thursday I did the live workshop where I made a landing page from scratch in front of everyone. I then sent them the template so they could use it themselves. And I snuck in my affiliate links of course, and then my newsletter three to five times per week. And all of these newsletters had links to my sales call, my calendly, my YouTube where they could watch my videos and trust me more. And all of my conversion mechanisms, or one or more of them, I wouldn't say all of them. And then my appointments, that are several appointment centers at different times whose job was to email, call, text every prospect in my CRM and either get them to book a call or attend my webinars. And then here's my sales that I'm just going to summarize here because I didn't really touch on it after they booked in my calendly they're added to a pre call flow. This pre call flow blasted them with case studies, testimonials, social proof examples. I would aim to send them three to four emails before the call. Even though that might sound excessive. We want to get them framed. We want before they because of this funnel is complete and the pre call flow, 95% of people were already sold by the time we got on the call. And that should be the goal for everyone. You don't want to have to overcome objections or try to convince anybody on the sales call in my opinion and I didn't want to do that. If they booked a sales call, they are sold and we're ready to get started. It's more of how do we collect payment and what is the process then why should I buy from you? I had a presentation that I went over the call that preemptively overcame all of the most common objections full of social proof really made it easy for them to say yes. And then I followed up two to three times per week forever. I had all my reminders set in my close.com CRM and I was like a virus. If you were in there you could not escape. So I tried to add value and give them extra lead magnets and links and advice when I followed up to try and be less annoying. I. I think that was good, but I'm not really sure. And when I first started I had a guarantee that our landing pages will beat yours by 10% or you'll get a full refund. This was good, great to get started. But eventually I had so many clients that I didn't need to do that anymore. And then for fulfillment, I struggled mightily with fulfillment. You're getting 200 plus new landing pages per month and this is kind of one of the reasons I sold my agency. To be frank. I grew very fast. I'm great at getting clients, but I'm definitely not the best at operations and I actually mostly despise it. I had a team of 76 with about 60 being overseas and 16 being in Canada or the United States. And I did all the CRO myself. So I was very much in the business with pre made sections in Shopify and the other 76 people did all the landing pages using pre built templates. So they were essentially doing copywriting work with the design and the development instead of having to do all that stuff. So that made it much more efficient than doing it all from scratch, having designers development stuff like that. So this is the end of the actual presentation that I'm doing. And now I can answer any questions. If I don't see any questions within a couple of minutes, I am going to end this webinar and you will get the recording of it sent to your email. So I'm going to unshare my screen and do that now. It.