Nate Tilley gives media buyers a 30-second script for client kickoff calls. Tell clients that 60% of leads will show for strategy sessions and 40% won't, then ask them to commit to persistent follow-up while you run multiple ad variations.
About 60% of leads will show up for the strategy session; ~40% will not.
What would you need to do to this client if your life depended on them being successful? You would definitely tell them on the kickoff call, like, look, I know as a seasoned media buyer that I can definitely get you leads. However, the success of this campaign is going to largely depend on your ability to convert those complete strangers into customers. Once we get those phone calls coming in, I would just pepper into them, like, hey, you need to watch persuasion mastery. You need to go through this. You need to call these leads. And once I get you a lead, 60% of those leads will show up on the strategy session. 40% won't. I know. I need you to keep calling the 40% that don't. Even the ones that do show up, they're going to say, excellent, you're going to set up another call, and then they're going to ghost you. So every lead that I generate, you that I'm working really hard in the ads manager, testing copy angles, audience creatives. I'm going to be running hundreds of different variations to make this work. I really need your support in making sure that you're doing the same amount of effort once the lead is generated. Do I have your commitment on that?
