How To Attract High Quality Leads From Paid Ads & Outreach

This video is going to go over the exact system to attract high quality leads. The main problem that I think a lot of people have is when they get into the cold traffic, the Facebook ads, maybe the YouTube ads, maybe the cold email and the cold LinkedIn and cold calling and all that kind of stuff, the quality of their leads just isn't the same or isn't comparable as the one they're used to getting from their referrals and network and sometimes content. And that's very discouraging to them. They think this is not going to work, these leads are crap and they just kind of give up way, way too soon. Which is a shame in my opinion, because it doesn't really have to be that way. So there's three things that we want to take care of to solve this problem. And I know these work because I've used this exact same thing to book tons of meetings with Fortune 500 companies and above over the years. So that's going to be the messaging, the form and pixel conditioning, and then the price and the commitment. So I know these things work because that's what's working for me in my academy, my agency and my VC that's also working for my 550 plus clients over the past 12 months. And I'm going to get into the problems, the examples and the stories and the lessons to show you exactly what you need to do here. So, as we know in any business, in terms of lead generation and go to market strategy, there's five pillars of success. We have to have our complete funnel, we have to have the right messaging, we have to have the right planning and project management to actually complete and operate it. We need to have the right metrics and having them tracked accurately so we can identify bottlenecks and make decisions. And then we need to improve ourselves as a person because this is a lot of work. It's going to require a lot of focus, working on the right things and all of that kind of stuff. So for this video, the primary things are going to be the messaging and maybe the funnel. And these are the two things we're going to talk about is they're the ones that apply the most. So let's get into the first point. The first point is going to be about the messaging. And this is by far the. I guess all of these things are important, but this is by far where most people screw up. And their main thing they screw up is I think everybody at this point is intelligent enough to kind of, you know, know that they're, you know, should be writing ad copy to their target market. Right. But they're going and what they're really doing is they're faltering when they, you know how they're writing the copy and they're not really writing the copy for the type of business they're trying to attract. They usually make the copy and the offer unintentionally, by the way, I'm not saying they do this intentionally to a much lower level client that they're trying to attract. And that's where you kind of see only broke people respond to my ads. It's not necessarily the case at all. There's tons of people scrolling Instagram, tons of people on YouTube, tons of people on LinkedIn and Twitter and all of that kind of stuff. It's just not resonating with them because quite frankly, this is not done properly a lot of the time. So I have three examples to really show you. Let's go kind of the before and after. So for my mastermind, the primary customers are agency owners and then funded tech startups. This is kind of intentional on my part. I know they might seem kind of opposite, but let's kind of see what I do. So agency owners between 500k and 5 million per year is kind of who comes in here that's like going to be of the agency owners, that's going to be 90%, 95% of them. And that is because most of them come from the YouTube video. And that's because most of my content is targeting a higher level business owner. Right. It's not, you'll go through my channel. You're not going to see anything that says how to get your first agency client or how to make your first 10k online. Just not really something that happens. The videos are more like how do you build a team? What systems do you need to scale? How are you going to make your ads work? How do you make your ads scale and that kind of stuff. Another thing is like get your first client with paid ads or you know, something different, how to scale to $5,000 in ad spend per day. Those are going to be two different things, two different examples and they're going to get wildly different results. Even if the offer, even if the service, even if the product is essentially the same. Let's get into an example of a client of mine, like right away when we were first kind of working together, they have a pay per lead roofing agency. So their ads were, you know, I would say not the best. Like their, their ads are basically. Are you sick of going Door to door, are you sick of cold calling? Right. And that's an example of you're hitting the right target market in there. Because that's, you know, those are some options for roofing companies. But the roofing companies that they were getting to buy their leads are, you know, kind of solo operators, might have, you know, one crew at most and that's fine, like they can buy the leads, but it's just not a lot of, you know, you're not going to scale to millions of dollars as a pay per lead agency, which you're getting 5k a month orders. So right away, like I said, let's change the messaging. So the, the three that come to mind instead of are you sick of cold calling? Are you sick of going door to door? Are you sick of your, you know, are you sick of losing out deals to the roofing company down the street? Right. Kind of low level ones to the target ones. I said, you know, let's try these three. Are you looking to sell your roofing company in the next 12 months and you need more lead flow? Next one is, are you looking to diversify your lead sources? And the third one is, does your sales team need more volume? So are you looking to sell your roofing company to private equity in the next 12 to 24 months? Of course, that's a higher level operator than just kind of the individual roofing company that they're getting before. The next one is, you know, are you looking to diversify your, you know, lead sources? If they're even looking, if that, if that even makes sense to them, let's let alone them wanting to do it, they're probably at a higher level. You know, you don't get a lot of diversifying your lead source as a primary concern of a, a roofing company with one crew or less. So if they're looking to diversify their lead sources to reduce business risk, high level business, you know, probably millions of dollars per year in revenue. And then the final one is, does your sales team need more volume? Like if they even have a sales team, they're a substantial roofing company with, you know, a bunch of different crews. So like that's an example of how it works here. The next example for a different client who has, they don't have a business loan brokerage, but they have a business loan lead gen agency, but they have both, I guess technically. So what we did here, and this is not going to be on the client side for example, but this is going to be on kind of the B2C side. The ads that are targeting business owners that this client then, you know, brokers business loans for. So a lot of the business loan ads out there, if you go into the ad library, they're just very like, you know, no matter how bad your credit score is, we're going to fund you. Like, do you need cash fast? Like, it's fine. I'm sure you'll get a lot of clicks on those and I'm sure that they may convert, but it's not really, you know, going to the, the target. The messaging there is not really targeting the type of business that could borrow a lot of money and is likely to pay back. Right. If you know, we have loans for, you know, 500 credit score, we have loans no matter how little revenue you do, very risky to loan to them, very low amounts where it's not really good ROI from Facebook ads. So instead we change the ads for, you know, are you looking to expand, are you looking to, you know, finance new equipment, are you looking for new commercial real estate and all of that kind of stuff where if they're looking for that kind of stuff, they are much more likely to be a successful business that can qualify for a higher value loan and then is more likely to pay back essentially. So in terms of the lessons here, and I think no matter how complicated something is, we can really break it down into five lessons. And the first one is it's one thing that you're messaging should resonate with your icp, your ideal client profile or ideal customer profile. That makes sense. That's obvious to everybody. I would say that not people mostly don't do it properly because they do it a little lower level. But we all understand the concept. This is usually unintentional. But I think even more so than that, not only should it resonate with your icp, it should only resonate with your icp. And I think that there's certain things that I've said so far and there's just certain things that you could do that are good examples that like, are you looking to diversify your lead sources? That is going to resonate with the icp, the business who is looking for more stability. But that won't even make sense or won't even like be desirable whatsoever to someone who is a solo operator, for example. I think that's very much the key. I kind of put these out of order here. Likes, dislikes and then pain. And I think the next thing that people do wrong is they don't do really their research. And specifically three things in research and that is number one, the language that your customers or target audience uses. Because every industry is going to have its own lingo and by basically using that lingo, especially the higher level lingo in the industry, you are going to resonate more. It's going to really jump off the page, whether that's from a cold email or an ad. They're going to say this is for me. And if you use lower level language, it just doesn't do that. It's kind of similar with messaging in general. The language you use matters a lot. An example of that, you know, in E commerce, you know, roas, cpa, you know, that's low level incrementality, contribution margin, that's high level. So it's very important that you really do your research and hopefully know your target market to know the language we use. Because if we don't have that language we're not going to get the right people. You're going to get low quality leads who use low quality or beginner language. The next is the likes and the dislikes in your niche. It's not too hard to find. I like to ask the clients I know, shocker. But the example I always like to give, I used to be a mid level auto insurance affiliate. All my ads focused on price. I actually did research to, you know, what these people actually like and dislike. I went through trustpilot and a bunch of other sites and the price is not the even in the top 15 most mentioned likes and dislikes. It's all, you know, around transparency, it's all around speed, it's all around, you know, not getting low balls and all of that kind of stuff. The next is going to be pain. And this kind of res, this kind of goes back to the other part up here where you know, different level clients in each, even if they're in the same niche or industry, have different types of pain, right? Someone who's at a $5 million per year agency, very different problems and very different pain than someone who's trying to get their first agency client, roofing company in the example that does 10 mill, much different problems and pain than someone doing 200k a year business loan company that's, you know, company that is looking to expand has very different problems and different pain than a company who's about to go bankrupt. So it's very, very important there. And then I think the, one of the best things that we could do is just in our research, make a master list of problems, outcomes and circumstances that you know our target market and most importantly the Level in our target market wants to. So, you know, for agency clients, a good example of a low level circumstance versus a high level circumstance is I've tried, you know, low level Circumstance. I've tried 40 plus different ads and landing pages. I can't book a call. It's kind of a low level 1 versus a high level one is every time I scale the budget over 2k per day, my cost per book call skyrockets. You see the difference. It's very subtle and the offer could be, quite frankly, exactly the same, but it's just very, very different. You know, low level agency problem, I can't get my first client. High level agency problem, I can't retain my team members. They always leave right outcomes. I would like to, you know, hire my first employee versus I would like to have an automated training system that gets people up to speed in the first 30 days. How do I do that? Like, that's very like these are kind of the things that you need to be thinking about when you are trying to solve the problem of all of your leads are crap. It's because you haven't gone through this process. So when you go through that process, the next process you have to go through is the form and the pixel conditioning. So if you know how Facebook ads work, you know, basically every profile has their own interests, attributes based on their browsing that Facebook just kind of predatorily assigns to you, right? And basically when Matthew ups into a form and it tracks in Facebook, Facebook is going to look for other people with similar behavior, attributes, characteristics, browsing history to Matthew. And then you do that, you find another person and then another person, another person. And when you get to 50, even 50 to 100 different conversions, it actually gets very, very accurate. The main problem that people have is they send a fuckload of unqualified data back to Facebook. It's because they don't filter anyone out. Anyone can fill out a form or book a call no matter how unqualified they are. And as such, instead of like what I was saying there, where it's positive, it's actually negative. So let's just say I have, you know, I'm going to go through some examples but for me, if I just let people who don't even have an agency, they're trying to start an agency, go in my, you know, book a call funnel, I'm up getting in. Like even 51% of them are unqualified. At 51% is a net negative 1%, then that's going to become 54% are unqualified and it's going to look for more and more people than 60%, then, you know, 80% and then soon everyone's going to be unqualified. I think the way that a lot of people verbalize this, you know, either in their head or out loud is like my ads always start out strong and then they just tank. And that's really what's happening there. You know, you are not qualifying them properly with your Typeform and you're not sending qualified data back to the Pixel and it's just very, very, very bad. So a couple examples of how I've done this with clients recently. Number one is an addiction treatment marketing agency. And addiction treatment, you know, they have the centers and we're really looking because it's a, it's a funny industry because doing marketing for the big companies just like any industry. But it's even more important because there's so many. I think there's 18,000 different private insurances in the United States. You need to have clients who can take almost all of them or a large percentage or there's going to be no roi. When you talk about kind of independent centers who are like, it just doesn't work for them because they just can't take enough centers and they can't accept enough leads and it just doesn't work mathematically. So what I did with this client is we decided kind of arbitrarily, but not really arbitrarily, that we're only going to work with clients who have a 50k per month budget for marketing or more. Doesn't necessarily mean they have to spend all 50k with us. But if they can spend 50k a month in marketing or more, they probably have at least two to three centers on the low end. And if, you know, if they spend 500k a month, they probably have a ton, right? And when we did that, we filtered out everyone on the, on the form that you literally cannot book a call and zero data gets sent back to the Pixel unless you basically say you have a 50k per month budget. And there's a couple of other questions in there to kind of verify that so they can't just lie. But over time there's. We booked a call from Facebook ads with three of the top six biggest addiction treatment groups in America. And this was over a two month time frame where this client was in business for years and years and years before that. There's tons of other agencies just like him that definitely couldn't book calls with those people. And it's kind of like booking calls with, you know, Apple, Facebook and Netflix or something of, you know, that industry. It's just very, very uncommon, especially from ads. And we did that because over time every conversion we got was from a big center. You know, Facebook's narrowing it down to people who own or work at big centers. And Once you get 10, 20, 30, 40, 50 conversions, Facebook is so good it's literally only targeting the people who, you know, really have big groups or big addiction treatment groups in this case. There's a reason that Facebook is a multi trillion dollar company and you are not a multi trillionaire. It's because they're targeting those you know best. The next is an example of a business lending SaaS that I work with. So they raised a bunch of money, a bunch of ARR, probably a good valuation. So basically they have a SaaS that uses AI and what it does is, you know, they partner with business loan people or insurance brokers where basically what it does is it uses AI to scrub the their bank statements to allow them to underwrite deals faster. Right. And the problem that they're facing is, was a messaging problem. But then we fixed it and then it was partially fixed and then I knew it was a form and pixel conditioning problem is at the start their sales team was very kind of downer. Like these leads from Facebook suck. Apparently there was a lot of talk around the office about how shit they are and they should even just kind of stop doing it. But I was like, you know, like you'll be fine, like just do this. So the qualification on the form is primarily based around how many applications or how many submissions they do per month. So like how many deals they have to kind of scrub or have to have their. Because normally you do this manually. Like you have a team in the Philippines offshore, like looking through their bank statements, finding red flags and it's kind of a time consuming process. And a lot of these companies who are applying for business loans just apply for like 10 different ones and the first one to give them a decent offer wins. So like this SaaS fits a very specific and a very real need. Like basically underwrite faster, get more deals. So there was no form or pixel conditioning. And as such, you know, a lot of people run business loan brokerage as like a biz op. Like they bought a course on how to do that just like they bought a course on an AI agency or you know how to do Airbnb. Like it is a very real business opportunity. And those are definitely not the people who are going to pay multi five figures per year for this SaaS. Right, it's enterprise level SaaS. So what we did was we changed it to if they don't do at least 200 submissions per month, which is the bare minimum I suggested even more but we're going to do it, we're doing that for now. They don't do at least 200 submissions per month which is a, I would say a decent sized like you know, mid level brokerage not. Or maybe a lender too. Then they are dequeued and no data gets passed back. And since then I think they've closed 2, 3, 4, 5, 6 different clients when they were closing barely any before. And it's just an example of now every lead that comes through cause I'm on the notification seems to be qualified and of course you, you know it's only coming through because it is qualified but at the same time they're hitting the more targeted high level people in their niche but the cost per booked call isn't increasing at the same level. So you know, maybe they were targeting the top 50% earlier. Now they're targeting the top 10% with the same cost per book call because their pixel conditioning is very proper. So when we're doing this for ourselves we want to do a few things. We want to do standard events only. So if you're looking for forms you do submit application. If you're looking for calls you do schedule, don't do custom conversions. It doesn't learn as well when you do custom conversions like if you just call it, if I just call it, you know, call schedule Mat one Facebook algorithm has no idea what that is. So they don't really can't use all of the data available to help you optimize it versus I just put schedule. Facebook knows exactly what it is and they can do that. We want to set up our form to only have qualified data. We don't want to have any unqualified people going back to the pixel. Very very bad to do that. I find that a form with at least three disqualification questions works best. One is too few. They can lie, misunderstand the problem, you know, or question whatever if you want. Like there's certain situations where you might want to not send the feedback or not send the data back to your pixel but still capture the lead. Like for example on you know, for this one they don't have a 50k a month marketing budget but they have 10k per month. They could still send them, sell them 10k a month of leads but they don't want that data. So basically all you need to do is have. Let's just go over here. You know, in this example, 10k per month page versus 50k per month page, but the pixel just isn't on this page so it would never even recognize it as a submission. Like that's how you can still capture it. But you know, do exactly what I'm saying here as well. And then if you do this right, the quality is going to get better over time. So you're going to find out if you're doing this right, if you get more and more qualified leads as time goes on versus kind of less and less like you're used to or none at all. And the final thing is the price and the commitment. The problem that a lot of people have with Churn is if something is easy to join, it's also easy to quit. If something's easy to do, it's also easy not to do. Right? A lot of people try to reduce the friction as much as possible and they try to make it as easy as possible. And that's great. Like that can help, especially if you need to do it. But it also makes it easy to quit because the people aren't necessarily as committed as they once were or as they should be. So in my mastermind, which is Lead Generation Academy, if you'd like to join, there is a period in the summer, June, July, August where I was having a 27% average monthly churn. And that's like fucking terrible. No way around that. All I did starting in September is I started actually hard verifying people are doing 500k per year or more. I added a commitment and I increased the price. And since then my monthly churn went from 27% to six and a half percent with absolutely no other changes to the product or service whatsoever. Arguably worse because there's more people inside it than there once was. And that's a good example of the price and commitment is, you know, ruining your ability to get the quality leads. Because if you just make it, oh, free trial, free trial, free trial. It's so easy, you know, cancel anytime. You know, low prices attract cheap people and low commitment attract non committed people. And it's just a matter of if you want to attract the highest quality leads, like they're going to know that they have to pay the price and they're going to know how to. Having a high price and a commitment makes it seem a lot better and it will lead to a higher average level of client. If you basically have something that's 10k per month and you get and something that's 3,3333amonth and you get one third the amount of clients, you are going to be basically earning the same amount of money for one third of the work. It's kind of a simplistic example there, but it's very, very real. For one of my clients who's the business loan brokerage, the same as before. What we did to do this is they do on a pay per lead they were getting a lot of cheap clients who just kind of churn and you know, it is what it is. But their minimum commitment was 2,500. So you could buy 25 leads for $2,500. What I did when I came in is I said our minimum lead buy is going to be 15,000. You can't, we won't do business with you unless you do that. And what happened? We got way less clients. Our customer acquisition costs went way up, but our margin went way up, our LTV went way up, our churn went way down. And our overall partnerships are longer lasting than kind of they've ever been. I did the same thing with a debt relief brokerage, but what I did is I increased the minimum, you know, commitment kind of the same thing, the same type of thing as before. But I also said you have to commit to four different orders. So even more so when this debt relief brokerage is a lot further along than the business loan brokerage at about 30 million a year. This is not a brokerage, I'm sorry, this is a Legion agency. So in order to buy from this customer, I think the current price is you gotta spend 25k and you gotta do that at least four times written in contract or you can't work with them. That is a lot more feasible for this agency to do because they have a ton of social proof they're the big name in their agency. But profit's higher, you know, churn is lower. People are kind of. Because it's so expensive, people think it just must work. And that's a positive. That plays into this too. And the lessons to take home from here are we always want to have a high retainer or minimum value to basically weed out the idiots, the non committed people, the people who aren't going to be serious anyways. We want to have that high price and high commitment. The number one way to reduce retards, you know, kind of ruining your life, taking up all your time complaining, you know, making your employees have low morale is to not have retards as clients. The people who are, you know, become clients. When you have all of these prices and commitments tend to become a lot more serious, professional and long lasting clients. You're going to get less of them, but you're going to do pretty much the same or more revenue with a lot better profit, a lot higher effective hourly rate, and you're going to have a nice life overall. You can't imagine how little the clients since we've done this changes bother us in comparison to how many the lower level clients bothered us before. It's almost like a ghost town in our Slack channel, and that's kind of what we want. So if you are unable to get high quality leads from your ads and your outreach before, try these three things. See what happens and I'll see in the next video.