How to Create Ads That 10X Your Home Service Business! (Cutting Edge Conference Day 3)

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Ladies and gentlemen, boys and girls, it's time.

Day three of the Cutting Edge Conference. Welcome to day three. Thank you all so very much for being here. I promise it will not disappoint. I don't know about you, but if you haven't come here amped up and ready to go here on a Saturday morning. I've been up since 4am sipping on energy drinks, walking on the treadmill, getting ready for today. Can't wait. And if you're not in the house for that reason, I don't know what you're doing on a Saturday morning. So very much looking forward to today. Please in the chat. I cannot. It's live. So I'm not going to be in the chat right now. But. But please introduce yourself. Tell me how many grams of caffeine you've been sipping on this morning. Getting ready for Cutting Edge conference. Now we must do a quick recap.

Why did Cutting Edge Conference get born? Because people are still joining here. So let's go ahead and just talk about this really fast and then we're going to go right into the keynote. All right, now, thank you everyone for introducing yourself, telling us where you're from. We got people from all over the world. We have people down under in the old Australia. We got people up into Canada. A dog. Very good. We have people all across the United States and this week we have over had up to a thousand people registered for the webinars day one. But then some people fell off the bandwagon and so we had less than 500 yesterday. But today we did hit the 250 marker for registration which was the cap for day three. So welcome to everybody. Currently almost have 200 people in the house. So thank you all for being here. You might be seeing this on YouTube or Facebook. I'm not including you because. Because you didn't register@mikeandys.com Day 3. Now, I'll warn you right now. I will warn you right now. You want to register and hop into the actual webinar. If you're watching this on YouTube or Facebook, etc. You need to register. All right, mikeandys.com day three. You need to be in the webinar and in the house. We got Texas in the house. We got Coeur d' Alene in the house. We got Cincinnati in the house. We got. We got Antonio with a half pot of coffee and coming from Chicago. I was in Chicago last week. My flag got canceled, delayed four times overnight. So not necessarily super excited about Chicago. However, Ezra's in The house saying, gentlemen, start your engines. That's live from Bugfest, and I'm not about to try to do it. Parker did. That was pretty intense. Okay, we got. Who else we got in the house? We got people from Bruce Buffer. Welcome. We got Brad Baer. We got Justin. You need more coffee, caffeine than whatever you got. Okay? We gotta step it up. Okay. All right. So there. Thank you, everyone, for showing up. We got Utah, we got Kansas, we got Milwaukee, we got Tucson. Okay, we're gonna stop that. I'm gonna turn off comments, and we're gonna jump into some content. All right? At the end of the day, we will do Q and A. However, let's go ahead and recap why Cutting Edge Conference was born. Cutting Edge Conference. Oh, wait, sorry, Mr. Tucson, Arizona. You're not getting prime time for the entire time. There we go. All right. Cutting Edge Conference was born because a couple of weeks ago, I was signed up for another conference called Service Edge Conference, also known as cec. So we can do better than that. So we said, you know what? We're going to do? Cutting Edge Conference. Why? Because I signed up for this conference, bless their heart. And I did that because the specific software that puts on this event does not do a very good job of communicating with their members. They haven't for many years. So I go to their conference so I can actually learn how to use their software. Why? Because dozens, if not a hundred plus, of the owners at Augusta Nation use their software. So I feel it is my duty to make sure I know where the software is going, meet the leadership team, understand where the product is going. However, they canceled my ticket. That does not make me happy. You can take away my freedom. You cannot take away my freedoms. That's not allowed. You can do whatever you want. You can mess up my product. You can make me unhappy, you can sue me. And they've tried to do that, too. But you can't take away my freedoms of coming to your conference. I'm a paying member, one of the biggest of them. So what are we gonna do? We're gonna put on a better conference. And that's been the Cutting Edge Conference. In my opinion, the value per dollar for Cutting Edge Conference has. Has been unparalleled, absolutely unmatched. Why? Because it's been free. All right? It's online. Thank you all so very much for being here. And yes, I want to put it in the face of those people that blocked me and say, I have more people at my conference for free than the people flew all the Way across the country to be at yours. So thank you very much for being here. Let's stick it to them and let's get started because the day regardless of whether or not you really care about SEC or cec. Wait, the SEC is in football? Okay, maybe you care about the sec, but not service edge conference. Boo Boo. Okay, very good. Fantastic. We've established that fact. Now let's talk about cutting edge conference and what we've learned so far. Now at the end of this keynote, I'm going to be giving a bonus away more than my house payment. And that over there is my first house right over there. All right. I bought it for $95,000. I think I remodeled it, spent another $200,000 on it, added that little whatchamacallity, it's called an ADU, accessory dwelling unit. On the top of that, their garage, it's a one car garage. House was originally built in 1911. Blew my mind. Like the fact that the 2x4s were not all the same size and the fact that like the whole foundation was like sitting on blocks of wood and concrete. Wowzers. Trousers. I got my. I got into a little bit too deep on my first deal. However, we remodeled that baby. It looks pretty purdy. That's it right there. It's in Blaine, Washington. And my house payment on that used to be 1050, but because of inflation and insurance and property taxes, it's now $1,200. So at the end of this keynote, I'm going to be giving a bonus away that's worth more than that house payment. Now it is limited to 250 people because I don't want to go broke and no one's ever done what I'm about to do at the end of today's keynote. Not a single person has ever tried this. And I'm not about to try to give this way to more than 250 people because I would go broke. So we're not going to do that. But you definitely want to stick around to the end of the keynote. And if you're wondering, have you had a lot of caffeine this morning? I absolutely have had.

At least 50 milligrams. I don't have a lot of caffeine typically. So we're fired up. All right. We're going to have a Q and a at the end as well. So if you have questions from day one or day two of cutting edge conference or day three coming up, write them down today. You will definitely want to take notes. Okay. Now let's Do a quick recap of Cutting Edge Conference 2023, the inaugural event. All right, day one, how to double your revenue with $0 of ad spend. We talked about how to extract more value from your existing customers without spending a bunch of money and without entering the profit shredder, also known as Facebook and Google Ads. Because I've seen too many people waste so much money in that place. It's, it's abhorrent. So what do we do? We created at Copilot a feature called Upsells where you can upsell your existing customer base into more revenue and it's good stuff. So that was day one. It was fantastic. You haven't seen it. I'm sorry you missed out. Number two, this is yesterday, day two. We talked to Mike Callahan from Simple Growth about how to never lose your shirt on a project, how job costing and price matrices also introduced at Copilot CRM. All right, let's go. And that that feature is going to be launched December 1st to the public and it's gonna be launched next week to the beta group inside of Copilot. So very much looking forward to adding that feature also in Copilot CRM. Now, day three today, how to 10x your business using unresistable. I actually think it's supposed to be irresistible. Irresistible offers and it's going to be fantastic. Now the what we're going to be launching at the very end of said today's keynote is undisclosed. So you got to stick around to the end because it's going to, it's going to blow your mind and no one else has ever done this and I am a little bit nervous in doing it. So without any further delay, let's get started. Oh, by the way, just a little FYI, that picture right there is from our very brand new. Very brand new. I don't know if that's proper English, but let's stick with it. Very brand new website from copilot CRM.com youm might want to check it out. It's really cool. There's some really cool stuff in there. Now how this presentation over the next. Let's give ourselves 35 minutes. We're going to be speaking about how you in your business can do two things. Number one, break mental frames have been causing stagnated growth in your home service business. Number two, I'm gonna give you an exact recipe for creating ads that will bring in exactly triple three times as many more leads. I'm very much looking forward to being able to share this with you and these are really two keynotes that I'm smashing together. I was originally thinking about making this a four day event, but who's got time for four days events? We're doing day three. We're just going to do a little double, double razzle dazzle. We're going to do an offer that's going to blow people's mind. At the end, we're going to release an offer and a bonus that is going to literally potentially make me broke. What else could we ask for? Day 3 here on Saturday of cutting edge conference. All right, so that's what we're going to be talking about today and that is how you're going to make money. In this presentation, let's first talk about how you can break your mental frames that are causing stagnated growth. Because no one wants to stay stagnated growth. Why in the world I don't wake up on Saturday mornings at 4am to talk about how to keep my business the same size and keep it making it the same amount of money in terms of profit. I'm not interested in doing that. So that's what we're gonna talk about. First, number one, these questions that I have asked have served me very well. I'm gonna share what these questions are and there's a whole list of them. There's a whole bunch of them. I'm gonna share about five or six questions that have served me very well. And at Augusta Lawn Care in our masterminds every morning we call these mental workouts. These mental workouts are simply ways of being able to put our brain in a gym. Because what you do when you go to a gym, it's not like you, it's a life or death situation to be able to lift 250 pounds, not life in that situation. However, you go to the gym to lift the 250 pounds. So when you go home and pick up your 10 pound child, you can do it and it's easy. So you go to the gym. Oh man. That gentleman, let's go. Thing at the beginning.

Could potentially have put my voice in jeopardy for the next couple hours. All right. But you go to the gym, you exceed the amount your threshold of weight and exertion so that in your daily living, you actually can live a functional life. You can pick up children when you're 75 years old. You can pick up your grandchildren when you are needing to run to the bus stop. You don't have a heart attack because you did it in the gym. And you're able like running outside. Also qualifies all right? Any sort of physical exertion. But ultimately the workout is required mentally in order to be able to then get into the business, your business, and do these activities. All right? So in agostination, we call these mental workouts. So we're mental workout number one. If I had to, how would I grow my revenue by 10x, not 10%. 10x, baby. All right, if you had to multiply current revenue by 10 times, what would you have to do? So if you're doing a million dollars in annual revenue right now, what would you have to do to go to 10 million? The reason you take it to extremes, that it really breaks your frame and immediately starts to. You start getting, you start getting these ideas. Everyone's like going to question me at the end of the day, like, how'd you get that idea? That was kind of cool. Or they asked me a lot of times, like, how'd you get that idea? A lot of times it's me, when I'm exercising, I, I will be thinking about breaking all of my frames. How am I thinking about this problem, this situation in the business? And how do I break the frame? The best way to break the frame is move it to an extreme. And so in this example, instead of saying, how can I grow my business by 10 or 15%, which might be the actual objective, but if you're blanking on how to grow it by 10 or 15%, there's a really good chance that if I, you said, if I had to grow it by a thousand percent that is 10 times bigger, what would I do? Because if you can actually come up with something different by breaking that frame, all of a sudden 10 to 15% becomes very achievable. Now, some of these things that you might have to do to grow Your business by 10 times is you got to hire new people, you got to add more services, you might have to go into a different industry. You might need to have more locations or higher general management, have hierarchy inside the business. Go get someone that can really crush it in an area that you're weak in. That might be what is required to get you to 10x. It's also probably what is going to be required to break you out of your current plateau in revenue. So if you're like, I don't want to grow by 10x, that's fine. But if you want to go grow by 20% or 25% and you haven't been doing that and you've been plateaued in growth is a really good mental exercise that is go lift £250 so you can go home and lift up your child who is five or ten pounds. All right, so the mental exercise of how do I grow my business by 10 times is very helpful if you've been plateauing in your growth of your business and in order to be able to actually grow up by 10, 15, 20% and break out of stagnated growth, because nobody has time for that. All right? Now another mental workout is if I was going to build this business for the next 100 years, what would I do? This helped me tremendously in my own businesses of Copilot and Augusta Lawn Care. Because if I'm going to build this business over the course of the next hundred years, I will change my decision making process. So if you're in a rush to build this business next year or two, you will make very different decisions in, in comparison to saying, I'm going to grow this business over the next 100 years, the next century, I'm going to be doing growing this business. I promise you the decisions you make in the business will be much more long term focus. You'll think about your team much more often. You'll think about the mission of the business. You'll think about the trickle down effects of the decision making, your process you're making because. Because otherwise thinking in terms of 12 or 24 months, you might take shortcuts, you might make decisions that in the short term grow revenue and in the long term hurt your business. So there's another mental frame that I've found to be very helpful. Again, the £250. You're not going to ever be able to run your business for 100 years. Okay. The same reason as to why it's not super useful that I went to the gym the other day and benched £240. And yes, it was my personal record. Thank you very much. Let's just take a moment to acknowledge £240 is my record. It's not fantastic for a short guy that can barely get 5, 4, £240 is pretty fantastic. All right. And that was without someone spotting me. I think I could go a little bit more if someone was spotting me, but my wrist kind of acts up and that's why I haven't lifted heavy for a very long time. So thank you very much. Not only do we do mental workouts here at Agustination, we also do physical workouts. We do 75 hard. So when it comes to mental workouts, this one's helped me out a lot. And that is if I Actually was to grow this business over the next hundred years. What would I do with this decision? How would I grow the business if I had to do it for the next 100 years? Not 5, not 10, not 12 months, not 24 months? I am literally trying to build this for the next century. Another mental workout. If I had to start 10 locations instead of a second one, what would I do? So if you're like, man, I wanna start a second location, or I wanna start a second business, okay, if you had to start 10 of those bad boys, what would you do differently? Very good question to ask. Why? Cause it's probably gonna make you. It's gonna force you to delegate, it's gonna force you to get systems, it's gonna really quickly identify that capital is a constraint in trying to grow by 10 locations. And if you can figure out how to delegate and create systems and procedures and higher right people and have all these things in order for 10 locations, I promise you, you'll be much more successful with your second location. Far too many times I see people try to do their second or third location without their systems, without delegation, without procedures, without some sort of brand awareness, and they fail miserably. And the first location goes to pot because they didn't go to the gym and they didn't determine, okay, if I had to do this 10 times, what kind of business would I have to build? And so these sort of mental frameworks, if you're trying to have some sort of constraint in your business, ask yourself, if this 10x, what would happen if this was just way bigger, if I had to do this way faster, if this was way smaller, or I did this way slower. So speed and quantity, so faster and slower, and then we got bigger and smaller. If you take the constraint and maximize it in all four of those different directions, you'll usually come up with some pretty good ideas of how to solve problems inside the business. All right, another mental workout. If I had to hire 10 times as many people, what actions would I take? Because for a lot of us in the home service business, hiring is the constraint to our business. If we look at the 4L framework that we talked about at conference, we talk about liquidity, we talk about leads, we talk about labor, we talk about leadership. And for a lot of people, especially once they've crossed $500,000 in annual revenue, the biggest constraint is, I can't find any more people. And I agree with you. Labor is tough in this industry. So what do we do? We go to the gym and we figure out how we could hire 10 times as many people as we need, because right now you're struggling to find that second employee. I just can't figure it out. I don't know what I'm gonna do. All right, what if you had to hire 20 people? You'd probably take different actions. You'd probably change your mindset, and all of a sudden you'd be like, okay, do I need to have a career fair? Do I need to get a g. A manager to actually take care of the hiring process and training them up? What do I need to do to become the best business in town where everyone wants to come work for me? Do I need to integrate a system like pay for performance? Oh, look at that. What's the chances of that book being right there? Maybe I should do that. Pay for performance.

All right? Those are the type of actions that are probably going to be required if you're going to have to get 20 employees versus the two that you're looking for. So. So instead of just trying to figure out how. I can't. I just can't find one or two employees. Ask yourself, if you had to hire 20 people, what would you be doing tomorrow? If you take those actions, I guarantee you you will probably get those two employees that you really need to grow the business. All right? You might need to go get a recruiter. You might go hire someone to go find your hires. These are the type of actions that are going to allow you to break through the constraints of your business and grow it, even though it's been plateaued in the past. Another mental workout, because we're here on Saturday morning, just grinding just in the mental gym. It's fantastic. On the other side of that wall is my gym, and they can probably hear me because there's not much insulation between this wall and the weight room. So they probably think I'm absolutely out of my mind because they can't hear me, but it's great. All right, mental workout number. What is it? Six, seven? I don't know. If you had a gun to your head, how would I grow the business 10 times faster? Like, I'm going to go by $100,000 this year. Okay, fantastic. If you had to grow it by a million. So again, we're taking speed, we're taking quantity. So if we're going to speed it up, if we had to grow it 10 times faster, what would you be doing? Well, I have to hire an ad agency so I can increase the leads in my business. So if you look at the 4L framework, liquidity leads, lead.