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Day 4: AI Agency Bootcamp | Client Acquisition [FULL COURSE] — Transcript

by Sebastian Wennmalm · 40,638 words · 6,525 segments · language en · Watch on YouTube

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0:00Hello and welcome to another module of
0:02the AI agency bootcamp. This is module
0:03four. We decided to have all three
0:06modules in regards to client acquisition
0:08make it into one big module. So,
0:10everything in regards to fundamentals
0:11acquisition paradigm, that's the first
0:13module, plus the outbound, so all SMS,
0:16LinkedIn, Instagram, plus on the inbound
0:18end, running ads for your agency,
0:20everything is going to be in this
0:21module. So, this is by far going to be
0:23the longest one so far. Um
0:26and yeah, everything in regards to you
0:28hitting your first 10K a month with your
0:30AI agency, that's the entire intention
0:31of this bootcamp in the first place.
0:33Everything for [snorts] you to acquire
0:35clients is going to be taught in this
0:37one video. So, if we slip up, we say
0:38module five or
0:40um something is in the wrong order, you
0:41know why. But, this is module four and
0:45uh without further ado, just sit back
0:46and enjoy. Welcome back to another
0:48module of the AI agency bootcamp. This
0:50is module five. We're already halfway
0:51through um with acquisition paradigm.
0:54So, this is going to be a fun one. We're
0:55going to go over the underlying
0:57principle of client acquisition. How do
0:59I acquire clients for our agency?
1:01Um I am biased towards certain
1:03acquisition channels and I'm going to
1:05explain why certain ways of acquiring
1:06clients work better than others.
1:08But, that's what I'm saying as well.
1:10If you don't have the financial
1:11resources and means to,
1:13you know, invest into ads or build a
1:15proper team from the beginning, the same
1:16principles apply to you doing outreach
1:19or doing lower leverage tasks in the
1:20beginning. So, that's why we have to go
1:22over the fundamentals.
1:23Um
1:24and in the next modules, we're going to
1:26go over uh how to set everything thing
1:28up, the ads, the outreach, all that
1:29stuff. But, unless you understand the
1:31fundamentals behind it,
1:33you won't be able to replicate these
1:34strategies moving forward. Um and
1:35everything I preach in the coming
1:37modules would only work for you once. My
1:39goal is to teach you how to think, not
1:40only what to do.
1:42This is a fun one. Um you know, super
1:44excited to go over all this stuff and uh
1:47a lot of these principles are very
1:48interesting
1:49and fundamentals and why things work are
1:52a lot more interesting to me than than
1:54what work. So,
1:55that's what we'll go over. The main
1:57things are inbound and outbound
1:58definition and pros and cons with the
2:00both of them.
2:01Uh psychological frameworks behind why
2:03prospects think how they think,
2:04preconceived notions about marketing
2:05agencies in regards to the industry
2:07standard prospects, and in what stature
2:08they perceive you.
2:09To break it down in a simple way, the
2:11two ways of you know, acquiring clients
2:13are the following: outbound and inbound.
2:15You either reach out to businesses
2:16themselves, which is outbound, and you
2:18ask them to jump on a meeting with you
2:19in order for you to sell them on their
2:20services, or you build your garden,
2:22which is inbound, and you let business
2:24come to you.
2:25Which you do by running paid ads on
2:26social media platforms or even posting
2:28organic content, which paid ads is going
2:30to be the dominant one of the two.
2:32Think of it like this. You're trying to
2:33sell coffee to strangers in a big city.
2:35If you were to acquire customers by
2:37doing cold outreach, or outbound, you
2:39would run around to a bunch of different
2:40people on the street ask them if they're
2:42interested in buying coffee, and thus
2:43trying to sell it to them.
2:45Inbound, on the other on the other hand,
2:46you would be standing in the middle of
2:48the street with a big sign showing that
2:49you sell coffee.
2:51These are two very different ways of
2:52acquiring customers and acquiring client
2:54acquiring clients.
2:56Now, if you picture both these
2:57scenarios, you can probably imagine that
2:58both of them could work. You would sell
3:00a small amount of coffee regardless of
3:02what strategy you're going after.
3:03However, the issue starts to pop up when
3:05you're trying to sell a lot of coffee.
3:07Because what usually happens is
3:09you would start for a week, and the
3:10thrill of just selling one or two cups
3:12of coffee would keep you satisfied for
3:13the first 7 days.
3:14You'd be fine just walking around the
3:16city pitching people one by one.
3:18Most people would say no, some people
3:19would say yes, but after a while, you
3:21realize that you already managed to sell
3:23a bit of coffee, and now you want to do
3:25it at scale.
3:26This is where outbound gets tricky. And
3:27this also applies to you doing outreach
3:29in the beginning. Like the thrill of
3:31just getting that first client or two is
3:33so exciting that you don't you don't
3:34care about leverage or how hard it is to
3:36get it. Just like the fact of just like
3:38that first bit of money hitting your
3:39account and the first experience in
3:41delivering for a client is so fun that
3:43you don't really care about um things at
3:45scale.
3:46But then once you get used to that, and
3:48that becomes a norm, um
3:50you want to do it at scale.
3:52There are a few different reasons why
3:54outbound doesn't work as well. The first
3:56one being when walking up to random
3:58people asking if they're interested in
4:00buying coffee, you have zero clue if
4:01they're on the market for what you're
4:02selling or not. You don't know if they
4:04want coffee.
4:05Meaning you get two yeses,
4:07but in order to achieve
4:09the two yeses, you have to go through 98
4:11no's. That's usually what it looks like.
4:13And that gets very exhausting at scale.
4:15When holding a sign saying that you sell
4:17coffee, not only do you get more
4:19customers because of the status
4:20psychology we'll go through later, but
4:23you also only deal with people that want
4:24to buy from you. And all you have to do
4:26is stand there in one place and hold a
4:27sign. And just let people in the city
4:29walk by. I just mentioned three benefits
4:31and one with doing inbound. So, first of
4:34all,
4:35more customers going to come to you.
4:37Second of all, you don't have to run
4:38around like an idiot. You just have to
4:40stand there with a sign.
4:41Third of all, which is almost the most
4:43important one between outreach and and
4:45the inbound is you only speak with
4:47people that are interested in your
4:49product.
4:50And that doesn't seem like a huge
4:52benefit, but when you're doing outreach,
4:54you're speaking to so many people that
4:55don't want your service that that can
4:56almost hurt your ego or hurt the
4:59confidence that you have in your product
5:01that you're selling.
5:02Because even if some people want it,
5:04most of the people are not going to be
5:05on the market um,
5:07for what you're selling. Coffee in this
5:09case.
5:10Because you just don't have you you you
5:11have no way to identify if they're on
5:13the market for what you're selling or
5:14not.
5:16Um,
5:17so one is more customers, that's the
5:19first benefit. Second of all, less time
5:21and effort being spent on acquiring
5:22those customers and three, you're only
5:23dealing with people that you that want
5:25to buy.
5:26The real game of business is doing as
5:27little as possible for as much as
5:29possible. How can I minimize the input
5:30to maximize the outcome?
5:34When you have acquired those first few
5:35clients, this the game of business is
5:37just this. How can I get as much as
5:39possible for as little as possible? That
5:41that is the entire game of business.
5:42And I've kind of,
5:44you know, drawn one out here. This is
5:46described as leverage. The more leverage
5:47you have, the easier business becomes.
5:49It's how much can I get from little?
5:52This bow and arrow, you know, you draw
5:54it back
5:55a lot the arrow and it only
5:58ends up here. And then with this one,
5:59you don't draw it back that much. It's
6:00not as much effort being put into, you
6:03know, shooting the arrow forward and it
6:05still ends up over here.
6:07I would describe this one as inbound and
6:09this one as outbound.
6:10Business is all about the four C's of
6:12leverage: content, capital, code, and
6:13collaboration, which all These are This
6:16is a quote by Dan Martell. Um all four
6:19are very connected to each other and I
6:21don't want you to take this too literal
6:22to what I'm explaining in this module.
6:24Um cuz it's not really the principle of
6:26this, um but it is a great way of
6:28understanding leverage. How can I use
6:30something that I have that other people
6:31don't to minimize the amount of effort
6:33being put in to get something massive
6:35out.
6:36The scenario of holding a sign on the
6:38street is massive leverage compared to
6:40the first way of acquiring clients.
6:41You're burning zero calories by standing
6:43in one place and you're spending zero
6:45mental effort on picking out the people
6:47in the crowd that could potentially be
6:48interested in coffee.
6:50Plus, you save a bunch of mental effort
6:51by not having to speak with people that
6:53don't want to buy.
6:55Now, since this second scenario is so
6:57much better than the first, you probably
6:59have to pay for it because as a business
7:00owner, you're not just given leverage.
7:02Leverage is something that you have to
7:03work for or sacrifice in order to get.
7:06It's something you either have to work
7:07for or set yourself back a bit
7:09financially to acquire.
7:11However, choosing the path with the most
7:12leverage will always be worth it in the
7:14long run. So, it's is really just a game
7:16of
7:17you know, if you want to do it in the
7:18beginning or not. The only time you're
7:20really going to compare between these
7:21two
7:22is when you're starting out and you
7:24don't have that much experience. You
7:25don't have that much financial resources
7:27to kind of work with.
7:30The thing is, if you were to scale
7:31outbound, that would still be by you
7:33acquiring leverage. This is what people
7:35don't understand. Like, if you were if
7:36you were to go with this
7:38all the way, you you would still have to
7:40gain leverage in order to scale the
7:43outbound. It's not like you just do an
7:45unleveraged task task forever forever at
7:48a high volume and it will still still
7:50work. You still have to acquire leverage
7:51in order to do that.
7:53Let's say we use the sign to acquire
7:54clients.
7:55Which is inbound. We hold up the sign
7:57and clients can come to us. Which is in
7:58in real life would be running paid ads.
8:01The only thing you have to do to make
8:02more money is spend more money on the
8:04sign.
8:05To the point where that sign eventually
8:07reaches above the buildings. Let's say
8:08you're standing in New York and people
8:10from other streets and even other cities
8:12can see your sign.
8:13The only thing you have to do is 3x the
8:15attention
8:16was it 3x the amount of money or the
8:18only thing you have to do to 3x the
8:19attention was it 3x the amount of money
8:21being spent on the sign.
8:22This way of scaling attention is so much
8:24better than scaling outbound.
8:27And so knowing that you have to gain
8:29leverage in order to scale an agency,
8:30you might as well do what's going to
8:33psychologically benefit you from the
8:35buyer's perspective because you're
8:36it's not only that
8:38it's an easier and more scalable way for
8:40you to get clients. Uh it's also
8:42mentally a lot less
8:44it's so much headache with with running
8:45cold outreach that to manage more people
8:48um
8:49and you know, this just like standing
8:52there
8:53and uh holding the sign is a lot easier.
8:54You just have to run an ad and then you
8:56can go go do something else while
8:57clients just come in.
8:58So, that's why I'm
9:00since I'm explaining this
9:02since ads and inbound is such superior
9:05compared to outbound
9:07you still have to like that you
9:09obviously something you you have to
9:10sacrifice something to get it cuz
9:11otherwise everyone if ads were free
9:14everyone would be doing that cuz it's so
9:15much better.
9:17Now, this is where it gets interesting
9:19um and I hope you guys can understand
9:20this as well. The six levels of
9:21purchasing drive the prospect's side of
9:23buying a coffee. This is the six levels
9:26and exponentially getting more and more
9:27powerful
9:28uh for each one of these
9:30are essentially the the six levels
9:33of buying intent or purchasing drive
9:36meaning how bad uh uh somebody wants to
9:39buy a product from you. The first one,
9:41which is the low lowest leverage, the
9:43buyer doesn't really want to buy from
9:44you
9:45whatsoever. It's somebody walks up to
9:46you asking if you're interested in their
9:48coffee.
9:49Second one is you see a sign, and this
9:51is from a buyer's um perspective.
9:55You see a sign
9:57explaining that, you know, they sell
9:58coffee, it's really good, and what it
10:00costs. That would be an ad in this case.
10:03You see a sign attached to an
10:04aesthetically pleasing cafe that looks
10:06nice.
10:07That's the third one.
10:09Fourth is you see a sign attached to an
10:11aesthetically pleasing cafe that looks
10:12nice, everything about it, plus a bunch
10:14of people actively buying their coffee
10:15in real time.
10:17Fifth is you get told by somebody else
10:20that has bought their coffee that it's
10:21really good and you should try this one.
10:23That's the fifth one. That's like the
10:24second to most
10:26purchasing drive, meaning from a buyer
10:28perspective, I want to buy their product
10:30more than ever.
10:32The sixth one, and the most powerful
10:33one, is you have seen that it's cool to
10:35buy their coffee, and you're excited to
10:36buy the trend. So,
10:38that you can all attach these to, you
10:40know, a marketing agency as well, an AI
10:41agency.
10:42Somebody walks up to you
10:44asking if you're interested in their
10:45coffee. Let's say I'm a roofing company,
10:47and I'm looking for a marketing service.
10:48I'm out for the on the market for a roof
10:50marketing service,
10:51but I'm not really, you know, I'm trying
10:53to find the best one to work with.
10:55Somebody walks up to you, meaning
10:56somebody reaches out to you via Facebook
10:58or LinkedIn or SMS asking if you're
11:01interested in their marketing service.
11:03Second one is I see a sign, an ad,
11:05explaining that you have a marketing
11:07service, it's really good, and this is
11:09how much it costs. Now, you might not
11:11for such a high-ticket like service, you
11:13might not say what it costs.
11:15This is more when you're selling coffee.
11:17Third one is I see a sign attached to an
11:19aesthetically pleasing cafe that looks
11:21nice, meaning
11:22I can see this attached to a
11:24good-looking landing page or a good
11:26website, and the fact that it looks
11:28good, and it looks professional,
11:30increases the trust um and I, you know,
11:33the purchasing drive goes up.
11:36Everything above plus a bunch of people
11:37actively buying their coffee in real
11:39time. So I can see that a lot of other
11:40people in my niche are buying this
11:42service that I'm looking for and that
11:44builds trust as well. So I see a sign,
11:46you know, it's attached to an
11:47aesthetically pleasing cafe. It's a good
11:48landing page.
11:50I'm just going back back and forth
11:50between the cafe and the landing page.
11:53That looks nice.
11:54And um
11:56you know, plus plus
11:58on top of all that I see a bunch of
12:00people in my niche actively buying their
12:01coffee in real time.
12:03Fifth is you get told by somebody else
12:05that have has bought their coffee that
12:06is really good and you should try it as
12:08well. These two kind of go hand in hand.
12:10Um they're connected to each other, but
12:11this is
12:12like
12:13case studies.
12:15You know, you see all these things, but
12:17then you also see somebody else that has
12:18bought it and that they think that it's
12:20really good.
12:21That's almost as close
12:23as it gets to me wanting to buy their
12:25service.
12:26Um
12:27and then sixth one is you see that it's
12:29cool to buy their coffee. You're excited
12:30about the trend. Nothing
12:32nothing comes close and this also
12:35bits a little bit connects to, you know,
12:37the case studies, but nothing comes
12:39close to the purchasing drive of
12:40somebody that's
12:42you know, seeing that it's cool to buy
12:43coffee and that you're excited to buy
12:45the trend.
12:47The like it's more exciting for you to
12:48buy a coffee
12:50that has it like it's trendy and you see
12:52it on social media than a coffee that
12:54just somebody else, you know, said was
12:56really good, but you don't see that
12:57much, you know, marketing and and trend
12:59trend going on it.
13:02This is what I'm saying. Nothing is as
13:03powerful when it comes to um
13:06buying something or purchasing drive
13:08from the prospect's
13:10perspective as a trend. And in this
13:12case, this is AI.
13:13Meaning
13:14you know, what well
13:16you could have the best service in the
13:17world
13:18and it works super well and it's been
13:19working for other people. You see a lot
13:20of other people buying it, which this is
13:22like the
13:23the more lighter version of case studies
13:26is not that, you know, you see people
13:28getting results, but you see people
13:29buying your service.
13:31That's like a lighter version of case
13:32studies.
13:33Which works really well, as well.
13:36Still nothing would come close to a new
13:38trend that they want to buy. So, these
13:39are the six levels.
13:41By scaling up on, you might be able to
13:42gain a few of the benefits outlined
13:43above. You might remove yourself from
13:44the equation by finding out other people
13:46can do outreach for you.
13:48In today's day and age,
13:49you could even put AI and automations in
13:51place to do the task for you.
13:52Which is what we do a lot of the time.
13:54These are all ways to gain leverage.
13:55However, that wouldn't What you wouldn't
13:58have is the psychological advantage over
14:00the prospect you're speaking to, which
14:01we'll get into a sec in a sec.
14:03People buy from people they like. This
14:05is one of the golden rules of marketing.
14:06Psychologically, you reaching out and
14:08pushing somebody to show up on a sales
14:10call
14:11to sell them a service that they don't
14:12even know anything about, nor have a
14:13valid perception if it's going to be
14:15helpful to them or not, instantly makes
14:17them
14:18like you a bit less.
14:19Already the booking itself, you have
14:21lowered your chances. Self-selection
14:23bias in your favor. Now, as well,
14:25inbound leads self-qualify.
14:27They're raising their hand because they
14:29have a problem
14:30you solve, and they know you have the
14:31solution.
14:33Um
14:34This is the exact same concept as the
14:36sign. You tell the world about your
14:37offer, only the qualified raise their
14:39hand and come to you. Without inbound,
14:41you're guessing about the timing and
14:42intent, problem awareness. Most aren't
14:44ready,
14:45which creates massive friction.
14:47This is another
14:48issue I've bumped into so many times
14:49with the agencies that I consult. When
14:51people do cold outreach, I think I went
14:53through this in the
14:54the third module as well.
14:57You know, every single client has such a
14:59different situation and problem that
15:00they need to solve. So, you have to
15:01constantly work around their situation
15:03and spend time understanding what they
15:04need help with before you can sell it to
15:06them. If you're running ads, the
15:07messaging in your creative and your
15:09funnels already so extremely clear,
15:11which means
15:12that the leads that need or would
15:13benefit from what you're selling gets
15:15filtered out immediately by your
15:17communication.
15:18You can also
15:20do a lot of these things on on your
15:21landing pages to kind of filter out the
15:22leads so you don't want to work with.
15:23But, the main thing with ads is you're
15:26just putting out an offer to the market,
15:27and you let the market mold itself to
15:29you instead of
15:30you just molding yourself to the market.
15:32You're just trying to please every
15:33single business within your market
15:35and [snorts] trying to kind of work
15:36around their situation, which is is not
15:38that puts you in the lower authority
15:40between you two.
15:42So,
15:43that's when we scale with ads, our
15:45process of getting clients on board it
15:46can be much more streamlined.
15:47Eventually, when we take on four five
15:48clients a week, we barely have to speak
15:50with them before starting to fulfill on
15:52our service. This is how you scale. You
15:54scale by having one {slash} a batch of
15:56products that doesn't mold themselves to
15:58every client or the market.
16:00We have a set amount of ways that we can
16:01help the client, and we express those
16:03ways of helping the client in the funnel
16:04process, the ads, the organic content,
16:06all that stuff,
16:08to where if the clients
16:09Uh
16:10probably [clears throat] [ __ ] that up.
16:11To where the clients come inbound,
16:14Uh
16:14let me switch that actually.
16:17Um
16:18help those clients in the funnel process
16:20to where if the clients come inbound,
16:22we have uh we know that we can help
16:24them, and uh will in turn don't turn
16:27they will in turn turn out to be a great
16:29client.
16:30Um this is what I'm saying as well, like
16:31we had I have I had clients that, you
16:33know, their first four clients were in
16:34different markets, different niches, all
16:36have different problems, and you're
16:38exponentially like just four-xing
16:40[snorts] every single metric of your
16:42fulfillment because so many different
16:44there's so many different components to
16:45take care of, um which just
16:47[clears throat] doesn't it isn't
16:49scalable. And I don't I'm not, you know,
16:50against this way of taking on the first
16:52three clients, but once you have a bit
16:54of money to invest into ads, you have to
16:56directly adapt.
16:57Cuz it's easy to get stuck up in this
16:59way of running an agency as well, where
17:00you just you're constantly mold your
17:01molding yourself to the to the market,
17:04um which is not what you want. And even
17:05if you scale up and I know people that
17:07have sent
17:08literally hundreds of thousands of SMS
17:10to the real estate market on a monthly
17:12basis, and and still
17:14at that level,
17:16you still don't have the same authority
17:17as if you do when when clients come in
17:19bound.
17:20We could even explain our offer in such
17:22a clear way that a prospect would mold
17:23themselves to our offer before even
17:24buying from us for them to
17:26to be qualified and save themselves a
17:28spot. Like, some clients will literally
17:29see your ad and self-qualify themselves
17:32to your service.
17:34Cuz you're you're positioning yourself
17:35in such spotlight with authority, with,
17:38you know, professionalism that, you
17:40know, the clients see that and they're
17:41like, "We need your service. We might
17:42not be qualified at the moment, but we
17:44can kind of position ourselves to be,
17:46you know, potential client for the
17:47agency." That's exactly,
17:50you know, the frame
17:51that you want to position for yourself.
17:53The commitment consistency principle.
17:55When somebody downloads your guide or
17:57watches your training or books a call
17:59from your content, they've made a small
18:01commitment. Humans have deep need to
18:02remain consistent with their prior
18:03actions.
18:05So, this is even deeper psychology.
18:07These micro-commitments make it
18:12psychologically
18:14easier to say yes to the next step.
18:16Um, status and frame control.
18:18In bound positions, you are the prize.
18:21Scarcity becomes real.
18:22Um, your calendar fills with qualified
18:25leads so you can generally be selective.
18:27This abundance mindset, um,
18:29shows in how you conduct sales
18:30conversations as well. So, up and often
18:32comes from a place of neediness,
18:34which prospects sense immediately. Um,
18:38and this is also going to, you know,
18:39reflect in the way that you have sales
18:41calls. Like, if you hop on a sales call
18:43with somebody that, you know, booked in
18:44from up bound,
18:46you're going to feel the authority is
18:47less because you finally acquired,
18:49um, this potential customer from the up
18:52bound campaign that you released or, you
18:54know, the outreach message that you sent
18:55out,
18:56instead of somebody just coming in from
18:57a lead campaign that you launched. Key
18:59takeaway, build systems that make
19:00prospects feel smart for finding you,
19:02not annoying not annoyed that you found
19:04them. This is a big one as well.
19:06Your marketing should position discovery
19:08as a win, not your pitch.
19:09When someone feels they discovered the
19:11solution themselves, they own that
19:13decision emotionally.
19:14And that emotional ownership is what
19:16converts and retains clients. This is
19:18This is a psychological trick you can
19:20leverage even harder with AI for the
19:22prospect to feel like they've found
19:23something special.
19:24I can relate this a lot of cuz I've been
19:27on the front end of this and I've been
19:29on the back end of this as well. I've
19:30been a customer for marketing agencies
19:31for um courses and programs and I've
19:34also been
19:35the owner of all these businesses and I
19:37can tell you this once you find like a
19:40niche person
19:41or you know somebody's content they
19:44really [ __ ] with
19:45or you know ad from an agency like you
19:47feel almost special yourself cuz you
19:49found
19:50uh them and it feels even more that
19:52like you have to to work with them. And
19:54this can even work in your favor if
19:55you're a smaller agency cuz you you
19:58position yourself as more niche.
20:00If somebody finds um
20:02Gary V's marketing agency, you're not
20:04going to feel as special cuz that it's a
20:06lot bigger.
20:07So, if you position your offer
20:09in kind of a niche way and you really
20:10like niche it down to the market that
20:12you're working with then
20:13that can really have an impact on
20:15the prospects that come across your ad.
20:17The micro commitment principle, the
20:19psychological escalator. The micro
20:20commitment principle is rooted in
20:21cognitive cognitive dissonance theory
20:24theory and the humans need for
20:26self-consistency. So,
20:28when someone takes even the smallest
20:29action toward you, downloading a PDF,
20:31watching a 3-minute video you said, or
20:33even clicking yes to your SMS sequence,
20:35the brain
20:36creates [snorts] a small identity
20:37shifts.
20:38They're no longer strangers to you.
20:40They're now someone who's interested in
20:41your AI solution.
20:43The beautiful part is humans will alter
20:44their future behavior to align with
20:46their past behavior
20:47even when that past behavior was tiny.
20:49This is called the foot-in-the-door
20:51phenomenon. So, once someone steps foot
20:52in the door, they're psychologically
20:54primed to walk through it.
20:56So, if somebody watched your ad and they
20:59signed up through an application form
21:01on your landing page, they feel almost
21:03obligated to to follow through with that
21:04process.
21:05Um
21:06each micro commitment makes
21:08the next one easier because backing out
21:09would create cognitive dissonance,
21:11meaning subconsciously it doesn't, you
21:13know, align with their previous
21:15behavior.
21:16The uncomfortable feeling when our
21:17actions contradict our self-image.
21:20Um, so these are a few examples of that
21:22as well. It's pretty self-explanatory.
21:24By the time they're on the call, they've
21:26made four or five commitments. To say no
21:28now um, isn't just rejecting your offer,
21:32it's rejecting their own pattern of
21:33behavior. So that's usually what
21:35they say no to. The reason it feels bad
21:37to say no
21:38is because they've came this far just to
21:40say no.
21:41But they're not actually like I'd say
21:43it's probably 50/50 most of the time.
21:46They're not
21:47saying no to to your offer.
21:50They're just saying no to them wanting
21:52your offer as well, which doesn't align
21:54with what they've done cuz they've
21:55already watched your video they've
21:56already bought the sales call
21:58and all these like small micro nurturing
22:01mechanisms that you have in the funnel
22:03all contributes to
22:05or all contributes to
22:07the um,
22:09you know, essentially the the sales like
22:10psychology behind it.
22:13The person isn't being manipulated,
22:14they're genuinely educating themselves
22:16self-selecting into reading this. But
22:18this is the crucial part. Each yes
22:19creates a mini investment.
22:21Psychologically we overvalue things we
22:23invested in. The sunk cost fallacy and
22:25IKEA effect working in your favor.
22:29Compare this to cold outreach. The ask
22:30is
22:31uh, the first interaction that you have
22:33with the prospect and there's zero prior
22:34investment and it costs nothing for the
22:35prospect to say no. And on top of that
22:37saying yes would be inconsistent with
22:38their previous behavior.
22:40So the reciprocity layer, there's
22:42another principle for stacking or
22:44stacking on top of that is reciprocity.
22:47If you're giving them valuable content
22:49for free
22:50um, content that actually helped them or
22:52taught them something, they feel
22:53subconscious that not in a bad way,
22:54something in a human way. You gave first
22:57and there's a natural inclination to
22:59reciprocate.
23:00>> [snorts]
23:00>> When you come back combine micro
23:02commitments with reciprocity and
23:04consistency bias, you create
23:05psychological momentum that's incredibly
23:07hard to break.
23:09When was the last time you bought
23:09something from somebody that reached out
23:11to you? When you chase butterflies, they
23:13flee. When you build a garden, they come
23:14to you. These are just two
23:16main principles that you want me to take
23:18into consideration when
23:20choosing your way of acquisition. Um and
23:22still like these That's what I'm saying
23:24like these these principles, you can
23:25still apply them to doing outreach if
23:27you want to. This is not I'm not, you
23:29know, teaching you this to just be
23:31biased towards ads and making you feel
23:33like a, you know,
23:35a super dumb idea to start running
23:37outreach. But still, if you're running
23:38outreach, you still have to apply these
23:39principles to make it as efficient as
23:41possible.
23:43This is not rocket science.
23:44Client acquisition states law of
23:46attraction.
23:48Status and frame aren't about being
23:49arrogant, they're about being subtle uh
23:52or they're about subtle uh social
23:54positioning that happens unconsciously
23:55in every interaction.
23:57So, this connects to
23:59the way we live our life as well, uh not
24:01only in business.
24:02In human psychology, there are only two
24:04frame positions in any interaction. The
24:06person seeking value, which is the lower
24:08status one, and then the person the
24:10person providing value, which is the
24:11higher status one.
24:13These are literally the only two ways of
24:15kind of dividing them.
24:17Outbound, you reach out, you're seeking
24:18lower status frame. Inbound, they reach
24:20out, they're seeking higher status
24:21frame.
24:22This might sound superficial, but it's
24:24deeply embedded in how we evaluate
24:25trustworthiness and expertise. Uh think
24:28about it in other contexts. You wouldn't
24:29call the a brain surgeon begging them to
24:32do a do your surgery surgery. Instead,
24:34you'd wait weeks to find an appointment
24:36with the top specialist.
24:37You wouldn't chase down the best
24:38restaurant in the town asking if you can
24:40please give them money.
24:42You make a res- reservation and wait.
24:43You don't pitch top-tier clients on why
24:45you they should hire you. They find you
24:47because your reputation uh precedes you.
24:49It It's all like connects back to
24:52If you have the biggest, best
24:54restaurants in the world, the best brain
24:55surgeon, all these like top-tier
24:57companies, they wouldn't chase
24:58customers.
25:00Um
25:02and so even if you do chase customers
25:04when running ads, you you're perceived
25:06as somebody that just like has an
25:07abundance
25:09of customers. Like you don't need
25:10customers, you're just putting that ad
25:11out there
25:12for once again the the market to mold
25:14itself to you.
25:15And you know, clients are going to come
25:17in that way. Worth noticing, uh you need
25:19to apply these psychological fun-
25:21fundamentals regardless of if you're
25:22running inbound or outbound. It's not
25:23like you start running ads and then all
25:24of a sudden everything starts magically
25:26working for you. However, since it is
25:27the superior strategy, we'll get into
25:29how to make outbound work for you in the
25:31best way possible.
25:32First of all, you always choose between
25:34volume or quality uh when reaching out
25:36to businesses. So when doing outbound,
25:37you have to do one. I'm not saying you
25:39can't do both, but you have to adapt to
25:40the platform.
25:41>> [snorts]
25:42>> If you want to stick to the qua-
25:43quantity play, email and SMS are going
25:45to be the best be the best platforms
25:47by a long shot.
25:48Uh if you're looking to dive deeper into
25:50the prospect's business and map out a
25:51front-to-back presentation or loom to
25:53cover what you do for them,
25:55LinkedIn is going to be the best
25:55platform.
25:57And really the only ones I'd recommend
25:58overall is um
26:00doing LinkedIn, email, or SMS. Those are
26:02the only
26:04only platforms that we have used for
26:05outreach.
26:06They're good for
26:09different things uh which we'll kind of
26:10cover in a second as well.
26:13There are outbound strategies that you
26:13could do that would result in zero
26:15responses after 10,000 messages being
26:17sent all due to the fact you're selling
26:19too much. If you want a chance to make
26:20money with outbound, especially through
26:22email and SMS, you need to do
26:23self-selling at scale.
26:26This is how you scale a company with
26:27cold outreach. You do self-selling.
26:29You kind of do a soft pitch and then you
26:31do that a lot of times
26:33uh
26:34every single day. You either send
26:35something like this 2,000 times a day.
26:37Hey name, my AI has been pulling real
26:39estate leads in your area and a few of
26:40them are pretty solid. Figured out I'd
26:42reach out before they go cold. Are you
26:43taking on any new clients right now?
26:44Reply yes and I'll send them over. I'm
26:45Sebastian, by the way. This is a real
26:46text.
26:47Or Hi name, quick question for you. Are
26:50you currently looking for more
26:51remodeling clients? I've got a few AI
26:53I've got an AI that generates these and
26:55it keeps reading out content in your
26:56market. Happy to pass a few your way if
26:58the timing is right. Timing is timing is
27:00right.
27:01By the way, my name is Sebastian. This
27:03is not an automated message. How It
27:04looks natural.
27:05It doesn't pitch directly.
27:08The the whole strategy of this is just
27:09like you're selling
27:11um
27:12you're kind of reaching out to kind of
27:14the local roofing company down the
27:15street and asking if they're interested
27:16in your service.
27:18These would be perfect to use for a high
27:20volume on email or SMS.
27:22Or if you want to take a more
27:23personalized approach, you go on
27:24LinkedIn, you look up a handful of these
27:26every single day and you do research on
27:28them.
27:29Their business and then wait research on
27:30them their business and then uh film a
27:33video on what you can do for them.
27:34So, this is more of a quality play. You
27:36either go the quality play meaning you
27:37send out like 15-20 really proper
27:40messages every single day to where it's
27:42so personalized and accurate to their
27:44client the client situation that you
27:46know, they can't help but at least view
27:48the video.
27:49Or you send out literally 2,000 of these
27:51a day.
27:52My SMS or cold email.
27:54This works because so many businesses
27:55are tired of short generic messages that
27:57look like you're trying to get some
27:59quick money out of them. However, it
28:00works at scale since you have the volume
28:02working in your favor. This is like
28:04people are tired of seeing this.
28:06This is also presented in a more fun way
28:08so you you're going to get away with
28:10this and it also you have the volume
28:11working in your favor so
28:14you know, this is still going to work.
28:16But like for sure.
28:18We're still running this actively, but
28:20um you need to do the volume. If you do
28:2150 of these a day, you won't get any
28:23results whatsoever.
28:24What you can do what you can't do is
28:26send a handful of generic messages to
28:28people every single day. If you're
28:29sending less than 300 messages a day
28:30through cold email or SMS, you won't see
28:32any success.
28:33Maybe you will, but it's not optimal to
28:36your business growth anyway.
28:37Volume dictates like distance to even
28:39when it comes to cold outreach.
28:42Since up-on is the superior version of
28:43client acquisition, if you're going to
28:45be doing up-on, you need to make sure
28:46that it comes across as an alternative
28:48system you have in place for your
28:49agency.
28:51Or that you know exactly what you're
28:52doing. And you speak with an amount of
28:54confidence that makes you sound like
28:56this has worked for you prior to this.
28:57The moment you come across as desperate
29:00or insecure, you won't be booking a
29:01single meeting. So,
29:03I tell this to a lot of people as well.
29:04Like, if you're running cold outreach,
29:07it shouldn't look like I'm doing this
29:09because I can't run ads. The moment you
29:10come across as desperate, you you won't
29:12see any success.
29:14What you have to do is um
29:16make it look like it comes across as an
29:18alternative system. So, you're you're
29:19also running ads,
29:21which nobody really does. Nobody runs
29:22ads and does cold outreach. Um
29:25but it has to come across that way.
29:29There are agencies out there doing
29:30disgusting amounts of money strictly off
29:32of cold outreach.
29:33So, don't make up a fake perception of
29:35direct correlation between a successful
29:36agency and only running ads. That isn't
29:38true. However,
29:39what you probably can make a correlation
29:41with is the quality plus
29:43uh follow-up sequence of an outreach
29:45message that comes from a successful
29:47agency
29:48compared to the ones that are just
29:49getting started. This is also heavily
29:51reliant on your mindset towards cold
29:52outreach.
29:53If you don't look at cold outreach as a
29:55an efficient
29:57income uh stream, which I probably
29:58haven't made a good job of on the last
30:00few pages, but it is like trust me, I
30:02know people their agency is doing $3
30:04million a month
30:05uh only off of cold email. And there
30:08like real estate agents out there doing
30:09like
30:105,000 messages a day, they're doing 200
30:12grand a month, never spent a dollar on
30:14ads.
30:15So, it's still definitely possible, but
30:17you have to play into the right category
30:19of cold outreach.
30:21Uh and not play the guessing game. If
30:23you look at outreach as a volume-based
30:24system, it gets so much easier. The
30:25moment you start taking the responses,
30:28uh
30:30the no's and the ignore messages
30:32personally, uh yeah, the moment you
30:34start taking the responses, the no's and
30:35the ignore messages personally, you have
30:37an extremely hard time to proceed. Set
30:39out a certain amount of volume every
30:40single day and stick to the outreach
30:41plan for 30 days. You'll start booking
30:43meetings. This goes This goes for all
30:45platforms. So,
30:46that was a big thing for me in the
30:47beginning.
30:48Uh
30:49when I was like a couple months in to my
30:51agency journey, I started to look at it
30:53as a system more than taking the
30:55messages personally. I realized that is
30:57even if somebody tells me tells me to
30:58[ __ ] off, it's never personal.
31:00Somebody's just tired of hearing, you
31:02know, somebody getting pitched.
31:04Um so,
31:06look at it as a system, and this is also
31:07how you can track it. And this is how we
31:09track everything for SMS, for example.
31:11Um the day, how many SMS we've sent out,
31:13how many responses in total, negative
31:15responses, positive responses, booked
31:16booked calls, follow-ups,
31:18name and time. Um so, what their name is
31:20and and when you booked them in.
31:23Uh notes
31:24about, you know, how it kind of came
31:26about, how you booked the meeting, and
31:27all that stuff.
31:28Show-ups, total meetings, and closed.
31:30And then, if you have this all nailed
31:31down, and this also, you know, you have
31:33the pipelines inside GoHighLevel to
31:34track all this, but sometimes I even
31:36recommend
31:38um that you track everything manually
31:41cuz it's going to get tracked
31:41automatically in the pipeline inside
31:43GoHighLevel,
31:44but it's almost better for an overview
31:46if you have the time, especially when
31:48you're starting out, to do the SMS
31:50tracking manually. And you have the
31:52tracking sheet here.
31:53So, I just make a copy of this. You have
31:55it already. This is what we use for all
31:56our SMS campaigns.
31:58Um if you make a copy or you
32:00uh get this document underneath, you'll
32:02have uh this tracking sheet here.
32:05If you track the volume plus the results
32:07of the messages in this tracking sheet
32:08alongside the pipeline inside
32:09GoHighLevel, it'll be a lot easier for
32:11you to track
32:12bottlenecks within the system and
32:14iterate upon that to fix the outreach.
32:15If you don't have data, you're guessing
32:16your way to success. So, use this if
32:19you're going to be doing high amounts of
32:20volume. Um and it's pretty
32:22self-explanatory how we how it works as
32:23well. Advertising paradigm. First of
32:25all, I want to say congrats for making
32:27it this far. We're probably almost an
32:28hour uh at least 40 minutes into the
32:30fifth module.
32:32And if you sit through the rest of this
32:33video, you're about to be given serious
32:35amounts of value completely for free. Uh
32:37this part of the video is going to be
32:39specified on advertising, especially
32:41through meta ads, and just running
32:42advertising campaigns in general,
32:44alongside the mindset behind it. Most of
32:46these principles are pulled out from my
32:48favorite book ever, uh David Ogilvy's
32:50Confessions of an Advertising Man.
32:52One of the best books about business
32:53I've ever read. Um I would also
32:54recommend you read it read it if uh
32:57if you have the time.
32:59I'll give out examples uh of extremely
33:01successful ad creatives and campaigns
33:03that I've run across multiple different
33:04niches and that consistently perform.
33:07You cannot bore people into buying your
33:09product. You can only interest them into
33:10buying it. This is a famous quote from
33:12him as well. There's two options for
33:13meta campaigns. Um
33:15not the only ones, but these are the
33:16ones that we have run for the most part.
33:18It's either image ad or static ad
33:19creative to traffic campaign to book a
33:20call funnel.
33:22This is once you're operating on a lower
33:24budget. I'd say lower than 50 bucks a
33:25day. And then we have video ad to lead
33:27campaign to VSL funnel. These are pretty
33:28much the only one
33:29uh ones we run.
33:31You can mix mix and match these,
33:32especially running image ad to lead
33:34campaign to VSL funnel. That works great
33:35as well.
33:36But these are the two strategies that
33:37I've seen work absolutely best for meta
33:39ads. And when it comes to agency
33:40services, and um
33:42which one you should run depends
33:44completely on your budget.
33:46If your monthly marketing budget is
33:47below 5K,
33:49so what's that? 170 bucks a day in ads,
33:52I'd run image ads. And uh I've seen some
33:54some of the static creatives that we're
33:55running perform so well for a very long
33:57time.
33:58There's extreme longevity in static ads.
34:01Also,
34:03I would
34:04I would say a lot of people are going to
34:05disagree with me on the on the fact that
34:07you should run uh
34:08a lot of people just think you should
34:09run image ads up until like 50 bucks a
34:12day in ad spend. I've seen some image
34:13ads perform so extremely well that they
34:16like you're still just using that as the
34:18first
34:19part of the funnel,
34:21um
34:21which like as long as they perform,
34:24you can kind of mix that with the lead
34:24campaign and the VSL funnel, and then
34:26the rest of the funnel and the landing
34:27page
34:28will do the rest of the the selling.
34:31Uh I think of it like this. An image ad
34:33guess, to prospect onto the next part of
34:34the funnel. It doesn't do any nurturing.
34:36It simply gets attention from the
34:37prospect and makes them interested in
34:38learning more.
34:39A video ad does the opposite. It filters
34:41out the majority of people that comes
34:43across the ad.
34:44But the people that stay
34:46uh to watch the full 45 to 90 seconds of
34:49the video are going to be nurtured
34:50enough to head into the next part of the
34:51funnel.
34:52This with way more buying intent than
34:53the prospect that comes from the image
34:55ads. This is kind of when you're
34:56spending so much on ads where you don't
34:58even want all the attention and you all
34:59you only want to filter out
35:01um you know, the the high-quality high
35:05buyer intent leads uh that you want to
35:07sell to.
35:09If you're spending 500 bucks a day on
35:10ads, you're not going to care about, you
35:12know, the the ads that come in that
35:13aren't qualifying and that that doesn't
35:15have the budget to to pay for your
35:17services.
35:18The book a call funnel versus the VSL
35:19funnel is same thing.
35:21The book a call funnel is made to make
35:23it as simple as possible for the lead to
35:24understand what they should do.
35:26The VSL funnel is optimized to nurture
35:27prospects and make them pre-sell before
35:28booking a call. So, call funnel, the
35:30reason we run traffic campaigns is
35:31because we don't really care about
35:32collecting lead information.
35:34We're just
35:35getting as much bang for our buck,
35:37essentially. We're getting as much as we
35:38can from the money that we spend on the
35:40traffic campaign.
35:42Um and we're just pushing all them onto
35:44a book a call funnel. So, it's like
35:45headline explaining the offer, Calendly
35:48link,
35:49maybe a bit of information about, you
35:51know, you to build a bit of trust in the
35:53agency, but aside from that, we just
35:54want them to book a call. We're
35:55essentially buying attention and buying
35:57calls.
35:58Um video ad is you know, you're
36:00nurturing them through the video ad.
36:01You're explaining about the offer. You
36:02explain in the VSL funnel. So, VSL is a
36:04video sales letter.
36:06Uh it's essentially a 10-to-30-minute
36:08video, depending on the niche,
36:11>> [snorts]
36:11>> where you kind of explain your offer and
36:12that's going to be on the website. And
36:14in order for the lead to watch the
36:15video, they have to fill in an
36:16application form with their name, their
36:18business name, their phone, their email,
36:20and then we can call them up and uh kind
36:22of nurture them from that point onwards.
36:23So, that's kind of like a free training.
36:24We give them value with the VSL,
36:27but you know, we also get value uh in
36:29return. The most valuable thing is an
36:30easier results always lead information.
36:33Um so, we can leverage that.
36:36If you want to lead campaign to VSO
36:37funnel, by the time the prospects book a
36:39call with you,
36:40they will have what watched a
36:41minute-long ad to begin with.
36:44Plus a 10 to 30-minute long VSO
36:46explaining your offer front to back. You
36:47will have a much easier time closing
36:49the deal with these type of leads.
36:52However, the more cheap funnel works
36:54super great as well. And unless you're
36:55trying to attract high-quality leads
36:57that charge very high ticket, I suggest
36:59you run a simple book a call funnel for
37:00the majority of your come up.
37:03Like it there's nothing wrong with the
37:05image ads. There's nothing wrong with
37:07running a a simple call funnel. It works
37:09great as well.
37:11Um
37:12it's it's really only when you want to
37:14be really specific with who you're
37:15targeting that you start to, you know,
37:17be more
37:18picky with the video ads and what you're
37:20running. And in the ad module, we'll go
37:22into, you know, the specifics of all
37:23this, how to set it up, examples of the
37:26ads, all that stuff.
37:27To make a really good ad creative,
37:29whether static or video ad, it's crucial
37:30that you follow this three-step
37:31framework.
37:33Color your ICP, make it clear in the
37:34creative who you're servicing and who
37:36you're trying to sell to. If you
37:38communicate your offer through the ad in
37:39a clear way,
37:41the exact type of business you're
37:41working with will feel a lot more
37:43targeted. And which is the absolute main
37:45reason
37:46why we niche down and uh
37:48you know, we choose who we're working
37:49with in the first place.
37:50Speak to either pain or desire. So, this
37:52is important as well. You have to
37:54speak to the intention of why they want
37:56to buy in the first place. Touch on the
37:57marketing problem your ICP has. A
37:59prospect will turn into a client from
38:00your messaging because of one one or two
38:02one of two reasons. They either have
38:04massive pain attached to their current
38:06situation and they want to get out of
38:08that situation.
38:09That could be um
38:13we're currently spending too much on
38:15employees.
38:17That was That was a bad example. But
38:18like they have massive pain. Maybe
38:20they've been on the same revenue number
38:22for the past 5 years and they just like
38:23they hate to be there. They want to
38:25grow. Um
38:27and they maybe have like personal
38:29problems attached to the money that
38:30they're making as well. Or they have
38:32massive desire to get to the next level.
38:34Meaning they don't necessarily find
38:35their current situation exhausting, but
38:37they really want to grow their business
38:38regardless of what they're buying.
38:40Intent of the prospect that you should
38:42point this out clearly in the creative.
38:44This is something that you can split
38:45test as well. So you you should usually
38:46split test circumstance based and
38:49problem based and desire based is what I
38:52call it ads to kind of split test for
38:54your niche which ones work the best. Um
38:57and also
38:59the depending on your niche like if
39:01you're targeting a richer market, you
39:02know, it's going to be make a lot more
39:04sense to do desire based cuz richer
39:05people don't have that much pain. Um at
39:08least on a company business level.
39:10So you have to split test this as well.
39:12And desire could just be we really want
39:14to get to this income goal.
39:16Um you know, the
39:18difference between pain and desire is
39:19just your
39:21your reason for wanting to move further
39:23is because you want to move towards
39:25something rather than move away from
39:27your current situation. So you need to
39:29point that out in the ad creative as
39:30well. And then strong visual hook. Uh
39:32this is very important. Make sure you
39:33visually catch their attention either
39:35with a picture or video. If your ad
39:36creative exists of a boring picture
39:39related to their work
39:41that won't perform nearly as well as
39:43something less related but more
39:44exciting. It's worth noting that local
39:47businesses in general are pretty boring.
39:49So to make the creatives more
39:50aesthetically pleasing and fun will do
39:52wonders in regards to the performance.
39:54They're usually you know,
39:56used to seeing like
39:59HVAC ads
40:01plumbing ads like it's just boring
40:03stuff. So once we show something fun and
40:05something that catches their attention,
40:06that will perform even better.
40:08When you watch TV and an ad pops up, you
40:10never give attention to the informal
40:11serious professional boring ads. You
40:14usually give your attention to the ones
40:15that are with the strongest visual hook.
40:17Um you also get a lot more attention to
40:19the ones with a bit of humor.
40:21Those who seem out of touch with the
40:22ideal ad
40:24or the ones that will make you laugh.
40:25Too many companies think that, you know,
40:27or we have to be professional or our ad
40:29has to, you know, come across in a
40:30professional way. The The only way
40:33the number one
40:35thing you should take into consideration
40:37when advertising is to get people's
40:39attention. If you haven't got their
40:40attention, you're you're done.
40:42So,
40:43and the best way to get their attention
40:44is to, you know, have something a bit
40:46unusual or something impressive or
40:48something that, you know, makes them
40:49laugh.
40:50Uh the number one rule of advertising,
40:52yeah, get their attention. And uh if you
40:54can add humor into that as well, you'll
40:55create an evergreen ad.
40:57This is uh probably David Ogilvy's most
41:00famous ad of all time.
41:02Um what he did for Rolls-Royce. He was,
41:04you know, directly working with them in
41:06and did the campaigns.
41:08Uh
41:09I also want to say, this is one of his
41:11most famous quotes. When you've written
41:12your headline, you've spent 80 cents out
41:14of your advertising dollar. So, once
41:16you've written your headline,
41:1880 cents of your advertising dollar is
41:19essentially spent.
41:21You
41:22like 80% of your ad is the hook. And if
41:25the hook is bad, then you can't do much
41:27to save it.
41:29And this is his most famous ad. At 60
41:31mph, the loudest noise in the new
41:33Rolls-Royce comes from the electric
41:34clock. That was the headline of this uh
41:35campaign. Ogilvy created this campaign
41:37for Rolls-Royce in 1958 with the famous
41:40headline,
41:41um this campaign itself ended up
41:43increasing US sales for Rolls-Royce. So,
41:45they Rolls-Royce US department sales by
41:4850% and selling out the entire US
41:50inventory of Rolls-Royce.
41:52After that, um there was an 18-month
41:54waiting list since the company had never
41:56been prepared for this type of increase
41:58in the sales before.
41:59This like campaign in of itself, um
42:02increased their sales to where they
42:04couldn't like the production was
42:05essentially paused for 18 months, a year
42:07and a half,
42:08um which is pretty sick. Not only that,
42:11it massively changed the public
42:13perception of the brand forever. So, not
42:14only like there's two different types of
42:17advertising.
42:19One to directly drive sales and one to
42:20just, you know,
42:22kind of change the public perception of
42:24a brand.
42:25And then the retargeting ads actually
42:27does the selling.
42:28So, you could sell directly through, you
42:30know, a top of funnel ad or you just do
42:32the ad to increase brand awareness and
42:35um kind of change the way people
42:37perceive the brand and then you do
42:38retarget them with a retargeting
42:40audience to actually sell to them.
42:42That's when you actually convert leads.
42:45This ad has an extremely strong
42:46headline, hence why it ended up
42:48performing so well. It only has It also
42:50has a very strong visual hook because of
42:52the product.
42:54It's worth noting that a brand like
42:55Rolls-Royce sells products that tend to
42:57draw attention naturally. You don't have
42:59to do anything extra with the ad
43:00creative to have people watch the ad. It
43:03happens effortly effortlessly.
43:06This is a cool product in and of itself,
43:07so you don't have to do anything extra.
43:10For a product or service that isn't as
43:11glamorous, you need to be more creative
43:12and I'll show you an example of that
43:13underneath. This will also be the case
43:15for majority of our services. Since
43:17we're advertising to people that have
43:18pretty boring businesses, we're not
43:19advertising to Rolls-Royce or Rolex or
43:21something like that.
43:23We need to uh be more creative and blend
43:26in a bit of humor uh
43:27in the advertising.
43:29If the product itself is visually
43:30compelling, a Rolls-Royce or Rolex, a
43:32stunning piece of architecture, let the
43:34product be the hero. It does the work
43:35for you.
43:36If the product is visually like I'm
43:38saying like this is overall knowledge
43:40for advertising. This is not just like
43:41for the meta ads that we run. This is
43:43why I'm I'm trying to teach you this
43:44fundamentally and teach you how to
43:46think.
43:47If the product is visually mundane, a
43:50cleaning product, an insurance policy, a
43:51B2B software tool, showing the product
43:53will stop nobody.
43:55Here you need to borrow attention from
43:56something inherently interesting, a
43:58striking scene, an unexpected unexpected
44:01image, a human story, um humor, or
44:04intrigue. The creative has to do the
44:06heavy lifting
44:07uh that the product cannot. So, if we're
44:09selling an Hvac service, you have to
44:10blend in something that's fun or that's
44:12something that's scroll stopping.
44:14That's going to stop
44:15the prospects from
44:17just scrolling.
44:18Um
44:20pretty self-explanatory, but and it
44:22depends like for some of these niches
44:24you can blend in like it's going to be
44:25more fun to advertise like real estate
44:27is a bit more
44:29more of a sexy
44:31niche than something like plumbing for
44:32example. So, you kind of have to do your
44:35do the due diligence on that.
44:37This is a great
44:38you know, example of another one of
44:41uh David Ogilvy's campaigns.
44:43This is one of Ogilvy's most famous
44:45creatives with the sub headline I'm head
44:47over heels in Dove. So, this was a
44:48campaign for Dove like the soap company.
44:50It also has an extremely strong visual
44:52hook to catch the viewer's attention.
44:54Doesn't matter who like really comes
44:55across it so you're going to watch it.
44:57Um you wouldn't notice that this was an
45:00ad in the first place. It would simply
45:01blend in with the rest of the content
45:02surrounding the ad. Regardless if that's
45:04in a you know, television, in an
45:06article, newspaper, or just in your
45:08Facebook feed like people would watch
45:10this.
45:11This is crucial when marketing and the
45:13point of this is like Dove isn't like it
45:16is a pretty boring product. So, um you
45:19know, for Rolls-Royce
45:21you know, Ogilvy just let the product do
45:23the speaking and then once he came
45:24across something like this, he needed to
45:26do a bit more work around it to make it
45:28more
45:29fun to watch. Your ad needs to be
45:31perceived as another post. That's very
45:33important with
45:34it doesn't always have to be like this,
45:36but for advertising in general, but on
45:38advertising on Facebook
45:41your ad has to come across as just like
45:42another post that they scroll.
45:44Cuz if they see like it's super simple
45:47to see like an ad sometimes. You know it
45:49it's an ad from the get-go and you just
45:51scroll further. That's just not what you
45:52want.
45:54Uh the moment the viewer's perspective
45:55is oh, this is an ad
45:57uh I'll scroll past it, you have failed.
46:00Too many people are perceiving
46:02the as a professional act where the ad
46:04has to represent the company in a good
46:06spotlight.
46:07It has been found that the less an
46:09advertisement looks looks like an
46:10advertisement, the more it looks like an
46:12editorial, the more as we just stop look
46:14and read.
46:15Also by David Ogilvy. If David Ogilvy
46:17says this, you should probably take a
46:18listen.
46:19Um
46:20in reality, you don't catch the
46:21attention of the viewer if in reality,
46:24if you don't catch the attention of the
46:25viewer, you've already failed.
46:27This is a great example example that we
46:28have ran
46:30um for local businesses for example. A
46:32few examples of the best performing ad
46:34static ad creatives that we have ran um
46:37throughout the past year. So, this is a
46:39great one. Texas landscaping company. It
46:41calls out the ICP. I was sleeping at
46:43knowing AI gets me 100 leads every 30
46:45days and I only pay after closing. Click
46:46learn more to access the system.
46:49The the fun part about this is when
46:50people see this and they understand that
46:52it works, they're almost surprised.
46:53They're like it's it's crazy that this
46:55stuff works.
46:56But
46:57it's not it doesn't only work. Like this
46:59works better than anything else.
47:01That's usually how it is. When people
47:03react oh, it's crazy that that works cuz
47:05that's like it's so unusual or it's not
47:07like the regular type of, you know,
47:09it's it's not only for advertising. It
47:11it goes for anything. This would this
47:13would literally perform better than
47:14anything else. Like we've gone
47:17I've gone to 3% landing page site
47:19conversions on this. Like
47:20uh no, not 3% like 3 cents. We've been
47:23paying 3 cents per landing page
47:25conversion for this. If that's if a
47:27static ad creative does that, it doesn't
47:29matter
47:30what your
47:32like what your ad looks like. Like the
47:34point of this is to get them to the next
47:35page of landing or the next landing
47:37page, the next step of the funnel.
47:39And then you let the
47:42the landing page do the selling.
47:45So, you have ICP call out and then speak
47:47to their pain or desire. This one
47:49usually speaks to the desire and then
47:50you have a strong CTA.
47:52And very strong visual hook as well.
47:55Clear ICP call out, attractive offer,
47:56speak to the strong speak to the strong
47:58desire that a prospect has. It includes
48:00humor plus a strong visual hook to stop
48:02the prospect from scrolling.
48:04>> [snorts]
48:06>> Clear Yeah, clear CTA as well.
48:08All the component components above while
48:09still maintaining a clear look of the
48:11ad, avoiding confusion on the prospect's
48:12end. If If there's too much like stuff
48:14going on inside of an ad, that won't
48:16perform whatsoever. So, this is a good
48:18one.
48:19This is also like I'm I'm telling you
48:22this one, you could launch this right
48:23now and you will get results. POV Hvac
48:26business owner, "How I sleep at night
48:27knowing AI gets me 100 leads every 30
48:29days and I only pay after the closing."
48:31Um
48:32This is the result from one of our the
48:34clients that we consulted as well.
48:35"Can't make this [ __ ] up. I'm cutting
48:37out all the ads with the cost per result
48:38higher than
48:39uh 50 cents and doubling down on the
48:41square root mean. Like he probably split
48:43tested 10 different creatives.
48:45All of them perform the same way and
48:47then this this one solely performed like
48:4910 times better than anything else.
48:51And all the other ones were like
48:52serious. Um it showed like, you know,
48:55kind of And he did this for This is for
48:58Hvac, but he did this in the pool
48:59construction niche. So, he was doing
49:01that with like pool just like boring
49:03stuff.
49:04Uh this one doesn't have a CTA. We ran
49:06this as a carousel ad, so you can have
49:07this as well like the static ad creative
49:09and then you scroll to the side, kind of
49:11like a slide post on Instagram. Um and
49:13then that's where you have like the call
49:14to actions then when you have click
49:16learn more.
49:17Uh but trust me, this works.
49:20That's what I'm saying as well. Like
49:21this You don't need to
49:23complicate this stuff. Like you can
49:24launch this today and literally closing
49:27clients this week.
49:29Um but it's important that you
49:30understand I could tell you like this is
49:31what to do, but it's so important that
49:33you understand the fundamentals and why
49:34it works.
49:35Ad creative speaks for itself. Clear ICP
49:37call out, strong offer, visual hook, and
49:39clear CTA. Customize this to your
49:40liking. I don't know how many successful
49:42case studies we've had with this ad
49:44creative. I know that it it works if you
49:46launch it. We have tested this in the
49:48Swedish market, in the US market,
49:49Spanish market, Italian market.
49:52Uh this was in the UK market. Like it
49:54works for little literally anything.
49:57Um, it could also be a good like AI
49:59creative like this.
50:01Texas land uh Texas-based landscaping
50:02companies find out how single AI powered
50:04system can land you 100 fresh leads
50:05every 30 days completely hands-free.
50:07And then this is also like scroll
50:09stopping. This is also AI. Uh, that's
50:11like you can create these images with
50:13like DALL-E
50:14or Google Gemini or Artlist. This one uh
50:17was created with Artlist, I'm pretty
50:18sure.
50:19So,
50:21it works and it you don't have to
50:22complicate it. Like this is like the
50:23only point of a static ad creative. When
50:25you're launching video ads,
50:27it gets more complicated.
50:29Or not more complicated, but just like
50:31there's more different components to
50:32take into consideration.
50:33However,
50:35you're looking to start your agency and,
50:36you know, get your first 10, 20, 30, 40
50:39run a month. Like you're going to be
50:40fine with this. You don't need to
50:41launch any video ads. You don't need to
50:43hire UGC creators or,
50:46you know, film any ads yourself. You get
50:47you're going to be fine with this.
50:49So,
50:50and I just think it's so funny that
50:51these perform so well. Like it's it's
50:53just like hilarious. License are
50:55AI lead generation system to get five
50:56new works roof jobs a month on
50:58autopilot.
50:59And then
51:00PPC you you only pay after closing.
51:03These creatives made uh with AI also
51:05perform extremely well. Same concept in
51:07regards to the ad copy, headline, CTA,
51:09just a different visual.
51:10Uh DALL-E is what we DALL-E and Artlist
51:12are probably the main ones to create
51:13like ads like this.
51:15Um,
51:16both of them super simple to use either
51:18image to image or text to image on the
51:20[snorts] actual AI platform when
51:21creating these ads.
51:24Um, to begin with you'll be fully fine
51:25running image ads solely. I wouldn't
51:27recommend video ads to nobody until
51:29you're running uh you're trying to go up
51:30market and charge more
51:32like a more premium service uh when the
51:34lead quality and audience matters
51:36significantly more. So,
51:38as I said,
51:40you're going to be looking at
51:42with these conversions as well. Like
51:43let's say you're spending um Um, 50
51:45bucks a day on ads. That's 1,500 a
51:47month. You're probably looking at
51:49a 6X ROAS. Let's Let's just be humble.
51:52Like, some of these conversions are
51:54insane.
51:55With this With this, we're literally
51:56going
51:58probably
52:00I mean, consistently
52:02I'm I'm even confident in saying,
52:03regardless of the market, you you're
52:04going to get
52:05between a 3 and a 15 cent cost per
52:08landing page per view. Meaning, let's
52:11say it's 15 cents. Let's say on the high
52:12end. Let's say you're getting a 0.1%
52:15conversion rate on a call funnel, which
52:16is extremely low.
52:18But, let's say it's 0.1%. You're booking
52:20a call for 150 bucks.
52:22Industry standard close rate is 20%. So,
52:27um,
52:29you're booking like 150 * 5 is 750
52:31bucks.
52:32Your Your CAC is going to be 750, and
52:34then you account for like these
52:35qualified leads
52:37and show up rates for all this Like,
52:38call it 900 in the beginning.
52:40Um, even a thousand.
52:42Let's say you're selling a 6K offer.
52:43You're running a 6K ROAS. Or six six X
52:46ROAS. Return on ad spend.
52:48But, that's like those are not good
52:49metrics. Like, with this, you could get
52:51a 3 cent cost per landing page per view,
52:52and the conversion of to book a call uh
52:55could be a lot better if the landing
52:56page is optimized. Once again, like this
52:58is This is just to buy attention.
53:00Then, the landing page does the the rest
53:02of it.
53:04So, that's pretty much it. And this is
53:06once again, I gave a few examples. I'll
53:08have a lot more examples in the next few
53:09modules. That's when we'll set
53:10everything up, launch all the campaigns.
53:13Um, I'll guide you through the detail
53:15and how to set everything up and how to
53:16launch the ads, the ads manager, pixel
53:18pixel conditioning.
53:20Essentially, everything. So, I
53:21appreciate you watching, and I'll see
53:22you in the next one.
53:24Hello, and welcome to module seven of
53:26the AI agency bootcamp. This is going to
53:27be paid acquisition and meta ads
53:29masterclass. So, everything in regards
53:31to running ads
53:32uh primarily for acquiring clients for
53:35your own agency.
53:36Although, it walks you through the
53:37foundation of running successful ads for
53:39your clients as well. The fundamentals
53:41behind paid ads, ad creative structure,
53:43uh KPIs to the performance of the ads,
53:45and what metrics you should be looking
53:46for when running ads. Business manager
53:49and pixel setup, live recording of how
53:50to set up the ABOs and launch, and
53:52Dramane Advantage Plus, which are both
53:55Meta's AI features to better the
53:57targeting,
53:58which does a lot of the heavy lifting
54:00for you nowadays. Different campaigns
54:02based on your budget, and then also
54:04landing page and funnel structure.
54:06So, essentially everything when it comes
54:08to acquiring clients for your niche
54:09agency. I think, as I said, I'm quite
54:11biased towards this way of of running
54:13it. I think you're going to have way
54:14more fun running an agency if you get
54:17your clients through ads, and I'm going
54:18to get into a lot of the benefits
54:21of running ads as well. So, we're going
54:22to cover everything in this module.
54:24Why run ads and why Meta specifically?
54:26It is by far the most controllable
54:28acquisition source. There is no other
54:30acquisition channel that gives you as
54:31much data and as much control in regards
54:34to scale as running Meta ads.
54:37Pretty self-explanatory.
54:39It's way easier to scale an agency if
54:41you have control over
54:44the data when it comes to acquiring
54:46clients,
54:47what your CAC is.
54:48So, the customer acquisition cost.
54:51And
54:52you know, it just gives you a better
54:53overview as a whole, and that's going to
54:55give you,
54:56you know, clear up a lot of the headache
54:57that usually comes with running cold
55:00outreach and all that stuff.
55:01Secondly, it's also extremely
55:03consistent, especially when targeting
55:04local businesses.
55:06Performance of the ads stays the same
55:07for weeks on end and won't get a higher
55:09cost per result. So, it's one very
55:11consistent when it comes to scale, and
55:12you're going to have an easier time
55:13getting consistent revenue months, but
55:15it's also the actual ad creative, the
55:18performance of the ad creative stays the
55:20same for week on end. When we
55:22target a more sophisticated market,
55:25you know, the and this is not for
55:28running ads specifically, but this is
55:29between the markets that we run it in.
55:31If we run
55:32for more sophisticated market,
55:34when we're targeting agency owners, for
55:36example,
55:37that's going to the cost per result and
55:41you know, just the performance of the
55:42ads is going to get a lot worse very
55:43quickly. So, the performance of the ad
55:45might stay the same for three three days
55:47and then it goes up and then we can
55:49really only run that ad for like a week
55:51or two once we have to or before we have
55:53to switch out the entire ad completely.
55:56Um this is different when running it for
55:58local businesses. So, the I mean, we
56:00have had ad creatives, especially like
56:02static ad creatives, stay the same the
56:04performance stays the same for a month,
56:06which makes it extremely easy and really
56:09only have to test new creatives like
56:10once a month.
56:11Um but it also is extremely consistent
56:15when it comes to scaling your agency in
56:16comparison to cold outreach. Uh it's a
56:19higher barrier to entry because of the
56:20capital needed to get started. This is
56:22both a physical and mental barrier for
56:24people starting out, which means mostly
56:25people that are competing on a higher
56:27level are running ads. Um
56:29but it's a lot of people when they're
56:31starting their agency are just not going
56:33to think of running ads to acquire
56:34clients. Uh that's why I'm also telling
56:36you to run ads cuz you're going to
56:37compete with people that have already,
56:39you know, acquired that proof of concept
56:41and that have a bit of more momentum.
56:42So, you're already from the start
56:45falling into that category of agency
56:46owners that just know what they're
56:47doing. Um people when starting their
56:50agency are just going to spam cold
56:51email, which there's an extremely low
56:53barrier to entry to spam cold email. So,
56:56it's just all in all worse way to get
56:58clients. I'm not saying it doesn't work.
57:00It definitely works. Um but you're just
57:03going to have an easier time um
57:05running ads and that we went through
57:07most of the stuff in the acquisition
57:08paradigm module as well.
57:10And uh lastly, TAM is massive. So, the
57:12total total addressable market, everyone
57:14is on Meta regardless of what business
57:16or audience you're targeting, Instagram
57:18and Facebook are the two most dominant
57:19platforms in the world.
57:21So, since the entire world is on uh I
57:24don't know exactly, but it's probably I
57:26mean, I think majority of people in the
57:28world are on Meta.
57:30Meaning you could and when it comes to
57:32the US it's like then there 100% so you
57:35can target any anyone.
57:37Regardless if it's individual people or
57:39you know, big corporations, businesses,
57:40doesn't matter.
57:42I've seen a lot of people scale agencies
57:43with cold outreach and I've also seen a
57:45lot of people scale agencies with paid
57:47ads. Both work. Although the one scaling
57:49ads are immensely more consistent.
57:52So I've seen I mean works with cold
57:54outreach but the people that I've seen
57:56that makes a lot of money with their
57:58agencies that get their clients through
57:59cold outreach their revenue goes like
58:01this. That's like the common
58:03thing that I see across all the agencies
58:05with cold outreach.
58:07I've literally seen Google sheets of the
58:08revenue the past 6 months they go from
58:09like 11 grand
58:11a month up to 60 down to like 35 down to
58:1411
58:15up to like 20 and then down to seven
58:18again and then they have to restructure
58:19for like 2 months they make zero. Uh
58:21that's just not the business you want to
58:23run. When you want to 10x the outputs
58:26with cold outreach you need to 10x your
58:27sales team, 10x the amount of accounts
58:29you're operating on, you need to 10x the
58:30volume, and you need to make sure that
58:32you even in a
58:33you're in a market where it even makes
58:34sense to 10x the input. In order to 10x
58:37the output with ads you literally press
58:38another zero on your screen and it's
58:39sorted.
58:40Uh which is also why it's a lot easier
58:42to scale when you don't have those like
58:43big up and down swings.
58:46Um so that's a big benefit as well.
58:49Why is Meta specifically the best
58:50platform for ads? It has the best
58:51targeting by far. Meta's algorithm is
58:54designed to put the ad in front of the
58:55right eyeballs to maximize performance.
58:57Meta has spent billions of dollars to
58:59get such accurate targeting and the
59:00amount of data Meta collects from users
59:02is insane. We're able to use that for
59:04advertising purposes only.
59:06So
59:07if you're a skeptical towards running
59:09ads and spending your money on
59:11Meta ads in the platform cuz you're
59:13skeptical towards the performance, you
59:15don't know if you're going to get your
59:15money back, you don't know if you
59:16performs
59:18to kind of shift your perspective
59:19towards that is approximately 97
59:23let's just say like Meta is probably the
59:24sixth
59:26biggest company in the world, maybe
59:27sixth to 10th biggest company in the
59:29world depending on market fluctuation,
59:32but
59:33let's let's just call it the 10th.
59:35It's one of the absolutely biggest
59:36companies in the world. And
59:38approximately 97% to 99% of Meta's,
59:40which is Facebook's parent parent
59:42company, so Meta ads, they own
59:45Instagram, Facebook, Messenger,
59:47WhatsApp, Threads, you name it. 97% to
59:5099% of Meta's total revenue consistently
59:53comes from advertising. In 2023, they
59:55made 113
59:56out of 116 billion billion dollar in
59:58total revenue.
1:00:00Uh
1:00:01so Meta made 116 billion dollars in
1:00:05total revenue in 2023, and 113 of that
1:00:07came
1:00:08strictly from people spending money on
1:00:10their spending money on ads on their
1:00:12platform.
1:00:13So, having advertising as the primary
1:00:14driver
1:00:15of the company's business model. When I
1:00:17realized this, this was really like a a
1:00:19paradigm shift for me.
1:00:20And
1:00:22like probably a year ago, to be honest.
1:00:23I mean, I still knew that ads worked,
1:00:25but when you realize literally almost
1:00:28all of their money comes from people
1:00:29spending money on ads on their platform,
1:00:32um
1:00:34the only way for a company like this to
1:00:36grow is to really optimize their
1:00:37algorithm to make sure that the
1:00:39performance of the ads stays as good as
1:00:41possible.
1:00:42Um because people only spend more money
1:00:44on the platform
1:00:46if the performance of the ads are good.
1:00:48And the performance of of the ads are
1:00:49good when
1:00:50they know exactly who to put those ads
1:00:53in front of to maximize performance. So,
1:00:55it is Meta's goal to place your ads in
1:00:57front of the
1:00:58the best people possible. Their only
1:01:00goal is for you to spend more money on
1:01:01ads in order for them to get richer.
1:01:03You're only going to spend more money on
1:01:04ads when you make your money back, and
1:01:05you make your money back when the ads
1:01:06are performing. So, it is their job to
1:01:08make the ads work for you as well as
1:01:10possible.
1:01:11It's um
1:01:13it's pretty interesting, honestly, but
1:01:15Meta has been, you know, you know that
1:01:17it's followed it. The amount of data
1:01:19they collect from you is is quite scary,
1:01:21even. Um and they've
1:01:23>> [clears throat]
1:01:23>> literally spent billions of dollars,
1:01:24probably even every year they spend
1:01:25billions of dollars to
1:01:27on their algorithm.
1:01:29Um and now they also also launched
1:01:31Andromeda and Advantage Plus,
1:01:33which we'll get into uh later and how
1:01:35that makes it easier for you to run ads
1:01:36as well.
1:01:38But the the concept of that is Meta
1:01:40nowadays has a way better idea of who to
1:01:43put the ads in front of that you have
1:01:44even. So, you used to have to do all
1:01:47these like advanced targeting. Now you
1:01:48can just run a broad campaign and let
1:01:50Meta
1:01:51Meta's algorithm do uh the job for you.
1:01:55It is Meta's uh No, we went through that
1:01:57already.
1:01:58Um it has the best targeting, the
1:01:59cheapest results, and the highest lead
1:02:01quality. Uh when you run Google Ads, for
1:02:02example, you just don't really know
1:02:04who's going to come in from from them.
1:02:06Uh Meta is just like
1:02:08that's where the majority and like the
1:02:11the cool people are if you were to
1:02:12divide it into like classes of people.
1:02:15Um but once again, that ties back into
1:02:16the time. Like if everyone is on Meta
1:02:21and Meta is optimizing for the best
1:02:23performance, the lead quality is going
1:02:24to be the best.
1:02:26Now, the two best ad structures based on
1:02:27your budget, if you're below 50 bucks a
1:02:29day in ad spend, I would you I would
1:02:31just run image ad
1:02:32uh only to traffic campaign and then to
1:02:34call funnel, optimize for high lead
1:02:35volume.
1:02:37Image ad is uh the best. You're just
1:02:39going to get the most the best bang for
1:02:41your buck um
1:02:42and the most out of the money that
1:02:43you're spending
1:02:45because
1:02:46it's less information, me meaning it's
1:02:48easily easier consumed by the
1:02:51the prospects and the leads that come
1:02:53across that ad.
1:02:54And [snorts] uh then we're optimizing
1:02:55for traffic to just send up as much as
1:02:58many people as possible
1:03:00towards the landing page where we have
1:03:02uh
1:03:02essentially direct to calendar. So, we
1:03:03just have a calendar link on the landing
1:03:05page and let them book without watching
1:03:06a VSL, without having a bunch of
1:03:07nurturing mechanisms to
1:03:10for a lot of people to opt out. That's
1:03:11usually what happens. And if you're
1:03:13spending a lot of money on ads and
1:03:14you're targeting, you know, a very
1:03:16sophisticated market, that's a good
1:03:18thing if you have a lot of people opt
1:03:19out from the funnel. But, when you're
1:03:21spending 50 bucks a day, you want to get
1:03:22as much out of those 50 bucks or even 20
1:03:2530 bucks a day. You want to get as much
1:03:27out of that money as possible.
1:03:29So, your job there is to just like have
1:03:32as few people opt out of the funnel as
1:03:34possible. If you're above 100 bucks a
1:03:36day in ad spend,
1:03:37um and I would even say a bit more, but
1:03:39I guess that's like according to the
1:03:40market the correct way. Um
1:03:43video ad static creative works as well,
1:03:45but most of the time you run video ads.
1:03:48To lead campaign to VSL funnel plus an
1:03:50AI caller. So, this is optimized for
1:03:51high lead quality and low or the same
1:03:53lead volume.
1:03:54So,
1:03:56this is you don't really have to worry
1:03:58about this. Once again, this entire
1:03:59bootcamp is designed for you to sign
1:04:02your first handful of clients. That's
1:04:03the goal of all this. So, you're just
1:04:05simply not going to need to I mean, you
1:04:08you can definitely sign your first
1:04:10two, three, five, even 10 clients off of
1:04:13>> [snorts]
1:04:13>> just running 50 bucks a day in ad spend.
1:04:16The reason why
1:04:18you scale up later on and the reason why
1:04:20you change the funnel is because
1:04:22you want to optimize for high lead
1:04:23quality.
1:04:24If you're, you know, taking an agency
1:04:26from 50 to 150k a month,
1:04:29it's way easier to make 150k a month off
1:04:32of 10 clients who are paying you $15,000
1:04:34a month retainers than having 100
1:04:36clients paying you $1,500 a month.
1:04:39So,
1:04:40it's you you really want to optimize for
1:04:43the lead quality to be as high as
1:04:45possible. Meaning, you don't want to
1:04:46book calls with people that don't have
1:04:48the money to spend on your services
1:04:49whatsoever. So, we have a bunch of these
1:04:51nurturing mechanisms. The video ad is
1:04:53longer, meaning most people when they
1:04:55come across a video ad, they're just
1:04:56going to not going to go to the next
1:04:57part of the funnel, which is the landing
1:04:58page.
1:04:59That's not the case with image ads. When
1:05:01people come across image ads, everyone
1:05:04is just going to
1:05:05go to the landing page. There's not a
1:05:06lot of information to consume. Everybody
1:05:08like consumes the entire ad and it's
1:05:09like as long as this has, you know, all
1:05:11these components of a good ad, which
1:05:13we're going to go over in a second,
1:05:16they're going to go to landing page.
1:05:18With video ad, you want you also want to
1:05:20have it like an application form when
1:05:22you're running video ads. You want to
1:05:23have you know, a VSL for them to watch.
1:05:27It's just a lot of these nurture
1:05:28mechanisms that not a lot of people are
1:05:30going to watch them and get to the last
1:05:32part of the funnel, but they once they
1:05:33actually do, they're going to be
1:05:35nurtured enough and qualified enough
1:05:38where they're going to feel
1:05:38self-qualified cuz they like
1:05:41you're just going to you're just not
1:05:42going to get to the end of the funnel as
1:05:44a lead if you know that this is really
1:05:46not for me. Static ads were consistently
1:05:48decent, never an insane performance, but
1:05:50also never a bad or even mediocre
1:05:52performance. It's easier to optimize for
1:05:54a lot of traffic, although that might
1:05:56come with consequences such as low lead
1:05:57quality.
1:05:59You have the highest return on a small
1:06:00budget with image ads since it's less
1:06:01info to consume, resulting in a higher
1:06:03CTR. However, they might not be as
1:06:05nurturing and converting since it's
1:06:06harder to cover a large amount of
1:06:08knowledge in a single image. Though the
1:06:10lead isn't always pre-sold enough to
1:06:11watch a full VSL or book a call.
1:06:13Image ads are used as a super quick
1:06:15beginning of the funnel and then you let
1:06:17the landing page and the back-end
1:06:18systems do the rest.
1:06:20Um
1:06:21so, we want to really optimize once
1:06:23they've booked a call. We want to have a
1:06:24lot of, you know, automations or
1:06:25reminders being sent out to the lead
1:06:28to remind them of the fact that they
1:06:30booked a call. If you watch a video ad,
1:06:32just taking this as an example, if you
1:06:33watch a 45-second ad
1:06:35on meta, this
1:06:37like standard ad is probably between
1:06:41you know, 45 and 120 seconds.
1:06:43Um
1:06:44>> [clears throat]
1:06:45>> you know, you're watching the ad, you
1:06:47watch a full VSL, like you're you're
1:06:50going to remember that you booked the
1:06:51call.
1:06:52That's not always the case with an image
1:06:53ad, but we can clear or we can make sure
1:06:56that they still show up to the call by
1:06:57just having a lot [snorts] of pre-call
1:06:59processes and reminders being sent out
1:07:00to them.
1:07:01Video ads, it's a lower chance for the
1:07:03average lead to watch the full thing,
1:07:05not as easily consumed as an image ad.
1:07:06However, the ones that do watch the
1:07:08whole thing are going to be deeply
1:07:09nurtured and already have a good
1:07:10understanding of the offer.
1:07:12Thus, the lead will have an easy time
1:07:14following the rest of the sales funnel.
1:07:15Multiple different formats for you to
1:07:16test, slightly harder to find a winner,
1:07:18optimized for high lead quality,
1:07:20and a more difficult self-qualification.
1:07:23So, [snorts]
1:07:24once again, only focus on this in the
1:07:26beginning, but this is kind of to teach
1:07:28you the fundamentals of why we even run
1:07:31these type of ads in in in the first
1:07:32place.
1:07:33This is kind of how I look at it. Video
1:07:34ads, if you really like hit the spot and
1:07:36you find a good winner, like they
1:07:37perform really good and even better than
1:07:39static creatives. But, static [snorts]
1:07:41creatives, they perform like
1:07:42consistently very decent as well.
1:07:44Um I mean, if I'm going to show you a
1:07:47few of the static creatives we have run,
1:07:48like I've I never
1:07:50see a lower
1:07:52cost per landing page view than like 12
1:07:54cents, and the lowest we've had is like
1:07:563 cents per landing page view. Like it's
1:07:58it's insane. So, like the image ad just
1:08:02it's just like the first percent of uh
1:08:06the entire funnel. Meaning, the only job
1:08:08that an image ad does is just get them
1:08:11to the landing page. And as long as the
1:08:12landing page
1:08:13um [snorts]
1:08:14does the job of converting the lead
1:08:15properly, then you're going to be fine
1:08:18running static creatives. Video ads can
1:08:19also perform really bad if you don't hit
1:08:22the spot. So, it's it's kind of like
1:08:23jumping between these two. If you really
1:08:25like
1:08:26find a winner,
1:08:28you scale that one with static ads.
1:08:29They're just always going to perform.
1:08:30They're never going to perform bad, but
1:08:31they're never going to like have these
1:08:33insane performances video ads as you see
1:08:35here.
1:08:36A good performing ad always comes comes
1:08:38down to one thing
1:08:39only, and that is the likelihood of them
1:08:41watching the entire thing.
1:08:42>> [clears throat]
1:08:43>> So, when you see an ad that's doing well
1:08:44and making a company a lot of money,
1:08:45it's because a large percentage of the
1:08:47audience consumed the ad in full. This
1:08:49is a lot easier to do with a static ad
1:08:50creative. However, if you manage to
1:08:52create a strong hook and a good and
1:08:54entertaining ad body, you might have a
1:08:56lot of people watch the video ad in full
1:08:58as well.
1:08:59Thus, you get the same outcome but an
1:09:01audience that is more nurtured and more
1:09:02invested into your message.
1:09:04So, as long as you like
1:09:07you know, it still has to have a strong
1:09:09message and a good offer and all of that
1:09:11stuff, but usually 95% of a good
1:09:14performing ad and a good ad in general
1:09:16comes down to the likelihood of the
1:09:18average lead watching the entire thing.
1:09:19>> [snorts]
1:09:20>> And it's a lot easier to watch the
1:09:22entire thing
1:09:23in full when it is an image ad cuz
1:09:24there's like no information to consume.
1:09:26It's super easy and you're going to be
1:09:27done reading the entire thing in like
1:09:30you know, and that that's I'm meaning
1:09:31the actual ad creative, not the ad copy,
1:09:34not the headline. That you know, if you
1:09:35want to read through that
1:09:37you know, that takes a bit more time,
1:09:38but usually like a good performing
1:09:40static ad creative
1:09:42comes down to the ad or
1:09:44a static ad comes down to the ad
1:09:45creative anyways. So,
1:09:47the ad copy, the headline, what you
1:09:48actually write, it doesn't really
1:09:50matter. As long as the ad creative is
1:09:51good, it's going to perform.
1:09:53Um so, with a video ad, most of the most
1:09:55of the videos that are being launched
1:09:56are so bad that people just opt out
1:09:58direct directly and that's why they have
1:10:00a poor performance.
1:10:01But, if you really like
1:10:03nail the hook and everything and it's
1:10:05like entertaining to watch plus it has a
1:10:07good offer, you're going to get this
1:10:08like really high performance plus
1:10:11if you watch a video ad in full and you
1:10:13watch a static ad in full, this the lead
1:10:15that watched the video ad in full is
1:10:17going to be a lot more nurtured and uh
1:10:19it's more likely that going to end up
1:10:21being a client.
1:10:23You could also relate this to watching a
1:10:24short a short-form piece of content on
1:10:26social media compared to a long-form
1:10:28piece of even a podcast. It has the same
1:10:30effect.
1:10:31So, it's very easy for you to watch a
1:10:32reel or a TikTok, um but you're just not
1:10:35going to be as nurtured. Um if you watch
1:10:38like a full a podcast in full with a few
1:10:40people, you feel like you almost know
1:10:41them after watching that full video.
1:10:43Um so, it's it's kind of the same thing.
1:10:46The different video ad formats are
1:10:48direct ads, so you talking direct to
1:10:50your camera, UGC ads presented in a more
1:10:52natural way, often done by UGC creator
1:10:54that you hire as a contractor.
1:10:56Uh podcast ads, you can do them as We
1:10:58have never run them ourselves, but you
1:10:59know, it's it is a it is an option. Um
1:11:02usually comes with a softer CTA cuz you
1:11:04have to make it more look more natural.
1:11:06Uh but it's just intention of getting a
1:11:09certain message across in in a less
1:11:10pushy way.
1:11:11So, if you have a video of like two
1:11:13people talking to each other and you
1:11:15never speak directly to the camera, the
1:11:17the leads that watching that video is
1:11:18just they're not going to feel as
1:11:20targeted and as pushed upon. Uh so,
1:11:22we're just like it's kind of like if you
1:11:24like overhear a conversation. Um
1:11:28like I think I'm a firm believer in that
1:11:30as well. If humans have like somebody
1:11:31talking directly to you and they want to
1:11:33get a message across, it's very
1:11:36like people are selfish in a way where
1:11:38it just doesn't come across as somebody
1:11:40actually having your best interest at
1:11:41heart. So, you're you're not going to
1:11:44have
1:11:45like if if somebody tells me something
1:11:48or if I just overhear a conversation and
1:11:49they tell the same they say the same
1:11:51thing, I'm going to have more trust in
1:11:53the fact that what he says is true and
1:11:55the actual thing that
1:11:57like it it makes sense if I just
1:11:59overhear a conversation compared to
1:12:01somebody speaking directly to me. That's
1:12:02kind of what podcast does, but it's also
1:12:04a softer CTA cuz you can't you can't
1:12:06like
1:12:07talk to somebody and then just at the
1:12:08end of the video just like have a CTA
1:12:10towards the camera. Just comes across in
1:12:12a weird way.
1:12:13Um B-roll ads,
1:12:15these are good actually. Uh it's kind of
1:12:16mix of you know,
1:12:19you have like a background video, but
1:12:20it's an image ad. So, you have like a
1:12:22video ad or a video playing in the
1:12:23background plus an image ad uh on it.
1:12:26So, instead of just having like a
1:12:27regular static image, you just have an
1:12:30image uh on top of a video that plays in
1:12:32the background.
1:12:33Uh it's a good mix of both to get high
1:12:35retention on the ad. So, it's like more
1:12:37likely that they're going to watch the
1:12:38entire thing.
1:12:39>> [snorts]
1:12:40>> Static ad formats, once again, you don't
1:12:41really have to care about this stuff.
1:12:43You you're here to get your first few
1:12:44clients, but you know, static ad formats
1:12:46is
1:12:47um a regular single image
1:12:49or a carousel ad. So, that could be
1:12:51either you have a static ad or on meta
1:12:53ads you can also launch multiple
1:12:55different images in
1:12:56like after each other. So, it's like a
1:12:59a slide post on Instagram, pretty much.
1:13:01Um those are the two ways we we run
1:13:04static ad or static ad formats. Um this
1:13:07is one of the ads that we have ran for
1:13:09so many different clients at this point.
1:13:11It performs so well. Like for our
1:13:13consulting clients,
1:13:15uh
1:13:16if you launched it, that's why I'm also
1:13:17trying to teach you the fundamentals. Uh
1:13:20I got this from a good friend of mine
1:13:21originally, but if you launch this, I
1:13:23can promise you it's going to perform.
1:13:25Um and when when you have this like
1:13:29you realize it's actually not hard to to
1:13:30sign clients. It's actually extremely
1:13:32easy.
1:13:34So, you have to know like the back end
1:13:35and how to like structure an agency cuz
1:13:37anybody can launch this and then put a
1:13:38closer in place and then close 15k worth
1:13:40of deals like tomorrow, literally.
1:13:42Um but
1:13:44this is one of the best performing ads
1:13:45that we've ever ran. This was for for a
1:13:47carousel ad. So, we had this in the in
1:13:49the beginning and then the next image
1:13:51was like
1:13:52a
1:13:54CTA. So, we have had a full second image
1:13:56on the second slide to dedicate towards
1:13:59a CTA. But usually you just have an
1:14:01image ad with a CTA at the bottom.
1:14:03Um but then it just says POV ad strategy
1:14:05business owner, how I sleep at night
1:14:06knowing AI gets me 100 leads every 30
1:14:08days and I only pay after closing. So,
1:14:10we have the ICP call out up here. We
1:14:12have an attractive offer plus a clear
1:14:14and entertaining body. Super simple.
1:14:16This is what I mean like anybody could
1:14:18consume this in like 2 seconds.
1:14:20Which
1:14:22leads to a a very high CTR. Um
1:14:25strong visual hook. This is the main
1:14:27thing. Like you you want to have you
1:14:28want to blend in some type of humor.
1:14:30Um
1:14:31usually converts these type of local
1:14:33businesses extremely well.
1:14:35And they [snorts] have a clear and
1:14:36direct CTA. Uh click learn to more to to
1:14:39get access. This consistently performs
1:14:40well uh because of the strong visual
1:14:42hook and attractive offer uh but also
1:14:44because it's so easy to consume and a
1:14:45lead knows exactly what the message is.
1:14:48If you scroll on social media, you know
1:14:49within the first second of watching a
1:14:50certain content piece if it's something
1:14:52you should be paying attention to or
1:14:53not. Your brain goes to should I consume
1:14:55this or not or not? Does it make sense
1:14:57for me to consume this or not? Then you
1:14:59consume it.
1:15:01You almost have to establish to yourself
1:15:03if it's worth consuming or not before
1:15:04you spend your time watching something.
1:15:06This goes for both static and video
1:15:08advertising. I think if you like scroll
1:15:10on TikTok, you scroll on Instagram, your
1:15:11brain as soon as it comes across a new
1:15:13piece of content, it knows exactly like
1:15:16directly knows is this something that I
1:15:18should consume or not. Um
1:15:20and this is just like if you see this
1:15:22plus POV Hvac business owner, it's just
1:15:24like
1:15:25you come across this, it's it stops the
1:15:27scrolling. You're like this can't be
1:15:29targeted towards me cuz if like Hvac
1:15:31owners are just not used to seeing
1:15:33something like this, and then it says
1:15:34POV Hvac business owner.
1:15:36You directly have their attention.
1:15:38Uh ICP callout,
1:15:41strong visual hook, speak to either the
1:15:42pain or desire. Uh the one above speaks
1:15:44to desire. David Ogilvy, once you write
1:15:46your headline, you spend 80% of your
1:15:47advertising dollar. So,
1:15:50you know, that's a that's a big thing as
1:15:51well.
1:15:52Um
1:15:54and it like that goes for the hook as
1:15:56well. The hook or the headline can kind
1:15:58of be the same thing. Headline, he kind
1:15:59of speaks to the old way of doing
1:16:00advertising,
1:16:02but the most like scroll-stopping
1:16:03component of the ad should be really
1:16:05good cuz otherwise you will have zero
1:16:07chance of them watching the ad.
1:16:10A good-performing ad always comes down
1:16:11to how consumable the ad is. The
1:16:12likelihood of the average viewer
1:16:14watching the ad in full
1:16:15how likely that is always comes down to
1:16:16the hook. However, when creating an
1:16:18image ad, the visual hook plays into it
1:16:20a lot more than any other wording can
1:16:22do. This doesn't mean that you have to
1:16:23blend in
1:16:24uh humor or a cartoon, but more
1:16:26importantly making the ad
1:16:27scroll-stopping does something that
1:16:29looks like this is something that I
1:16:30should consume within the first second
1:16:31of the ad. The visual hook is by far the
1:16:33most like important component um
1:16:37of the ad. It literally it's just like
1:16:38connects. It's just like alignment with
1:16:40this ad. How I sleep at night knowing AI
1:16:42gets me 100 leads every 30 days and the
1:16:44visual hook does the job. Like let's say
1:16:45you made this ad but without this
1:16:47picture.
1:16:48It just wouldn't make sense whatsoever.
1:16:49So that is by far the most
1:16:51important thing.
1:16:53Now,
1:16:54the six-step formula to a winning
1:16:57winning video ad.
1:16:58ICP call out is the same thing. I'm just
1:17:00going to go through this quickly cuz
1:17:01it's not going to be applicable to a lot
1:17:03of you people watching. Uh we have the
1:17:05ICP call out. Make sure that the lead
1:17:06feels targeted. You get meta the info
1:17:09meta info to place the ad in front of
1:17:11the right people.
1:17:12>> [snorts]
1:17:12>> Value proposition your big idea for the
1:17:13service, the product you're offering,
1:17:15why it's special compared to the rest of
1:17:16the market. You have the problem,
1:17:17circumstances, or outcomes. You should
1:17:19be an expert of this after the market
1:17:21research document in the business
1:17:22foundation module. So if you haven't
1:17:24done this yet,
1:17:25you just need to know exactly what
1:17:27problems
1:17:28what the like common circumstance or the
1:17:31current situation of your ICP is and
1:17:33then also the outcome.
1:17:34Where do you want to get to?
1:17:36And then that's like if you're watching
1:17:38this
1:17:39bootcamp as a whole, you should do like
1:17:41market research is a extremely important
1:17:43thing. That's just going to give you
1:17:45leverage in the beginning as well.
1:17:46What I'm trying to teach you as well, if
1:17:48you haven't realized this already, is
1:17:49just how to create like these small
1:17:51vantage points for yourself when you're
1:17:52starting cuz you're not going to have
1:17:54testimonials, you're not going to have a
1:17:56large amount of experience.
1:17:58So really play into
1:18:00what you have and what you have to to
1:18:02work with from the start. Like market
1:18:04research is one of them.
1:18:05Running ads is another one of them as
1:18:07well.
1:18:08Um
1:18:09like really going a mile deep compared
1:18:11to a mile wide when it comes to like
1:18:13knowing your ICP is a big one as well.
1:18:15So if you can really master these
1:18:17things, that will give you like you
1:18:19know, a piece of leverage when you're
1:18:21starting out. That's that's a big thing
1:18:23you should play into.
1:18:24Um
1:18:26so yeah.
1:18:27You really like just spam the market
1:18:29research document with just like ideas
1:18:31that you can get of your ICP. That's
1:18:32going to
1:18:33really [snorts]
1:18:34be beneficial for you. Language match
1:18:36your ICP sophistication important in
1:18:38order for Meta to place the ads in front
1:18:39of the right people. Once again,
1:18:40familiarity bias. Uh if a lead thinks
1:18:43that
1:18:44or if a lead that thinks and speaks in a
1:18:46certain way comes across an ad that
1:18:47matches the way that they think and and
1:18:50speak, they're more likely to go with
1:18:51you because of that specific reason.
1:18:53This all comes down to the deep market
1:18:54research.
1:18:55People buy from people they like once
1:18:56again, and that's easier if you um speak
1:18:59their language.
1:19:00So, once again, this is market research,
1:19:02but you know, like every every s- market
1:19:06will have a different way of
1:19:07of speaking.
1:19:09The barrier to execution. Your market or
1:19:11average customer lead usually have one
1:19:13thing in particular that's holding them
1:19:14back from making a change or investing
1:19:16in their marketing and growth.
1:19:17You got to clear this up subconsciously
1:19:20uh answer this for them in your
1:19:21messaging. So, in your ad body.
1:19:24Your ad body essentially just means the
1:19:27middle part. Not the hook,
1:19:30but also not not the CTA and like the
1:19:32testimonials and all this stuff. It just
1:19:33means you're speaking inside of your
1:19:35video ad.
1:19:36Um these are great fun- fundamentals
1:19:38once again, but you're not going to use
1:19:39this too much. Most of you at least.
1:19:42If you have a large budget and you can
1:19:44spend towards vi- towards video ads, and
1:19:47you're targeting a more sophisticated
1:19:48market, this might apply to you, but
1:19:49it's still
1:19:50you know, probably 10% of you watching.
1:19:53The starting 15. Uh so, this is kind of
1:19:55how you split up the ad testing um
1:19:58and when you're launching video ads. So,
1:19:59I would do this probably with image ads
1:20:01as well if you're launching a big amount
1:20:02of creatives.
1:20:04Um but once once again, like if you
1:20:05launch this, I can guarantee it's going
1:20:07to perform. So, you don't like I'm kind
1:20:09of giving you a the lead already.
1:20:11Uh but the starting 15, one campaign, 15
1:20:14creatives, three different intentions.
1:20:16So,
1:20:18you kind of split it up in in this
1:20:19format as well. Equal split it up. You
1:20:21can communicate your offer in three
1:20:22different ways. You can speak to pain,
1:20:24something painful within their business
1:20:25that they're that they need to get rid
1:20:26of. You can speak to desire, something
1:20:29they want to achieve and look forward
1:20:30to.
1:20:31Or you can speak to their overall
1:20:33circumstance, current situation,
1:20:34touching more relatability. So, your
1:20:36first campaign needs to consist of five
1:20:38each. The same thing, you speak to
1:20:40either pain or desire, you can also
1:20:41speak to in a video ad. I wouldn't do
1:20:43this in
1:20:45image ad the same way, but you can kind
1:20:46of speak to their circumstance to really
1:20:48like, you know, express the fact that
1:20:50you really know their situation. If this
1:20:53is familiarity bias once again.
1:20:55If they feel like, "Okay, this guy is
1:20:57really he knows about our situation." Um
1:21:00or our current circumstance, they're
1:21:02more likely to go with you.
1:21:04Five creatives speaking to pain. So,
1:21:05this is the way you split it up. You do
1:21:06five creatives
1:21:07speaking to pain, five creatives
1:21:08speaking to circumstance, five creatives
1:21:09speaking to desire.
1:21:11Pain creates higher urgency, makes a
1:21:13lead act fast.
1:21:15Um speaking to circumstance is lower
1:21:16urgency, relatable, you speak to their
1:21:18language, and show that you're educated
1:21:19within their market. And then five
1:21:21creatives speaking to desire, what does
1:21:22your customer base want to achieve with
1:21:24their business? Speak to that. Lower
1:21:26urgency, but extremely aspirational and
1:21:28motivating.
1:21:29So,
1:21:31I didn't I didn't speak from that as
1:21:32well. Like, what if you're making an ad
1:21:34that speaks to pain, they usually feel
1:21:36like, "Fuck my like my situation sucks.
1:21:38I have to make a decision now. I have to
1:21:40act fast."
1:21:42It makes them act fast, but it's it's
1:21:44never like a good feeling. They just
1:21:45like they're acting from lack, and they
1:21:48just need to get out of their situation.
1:21:50Like, creative speaking to desire is
1:21:51more is more aspirational. It it creates
1:21:54like no urgency, but it also it's
1:21:56extremely aspirational. It's a different
1:21:58thing. This also depends heavily on the
1:21:59niche.
1:22:00Hence why you have to test all in the
1:22:01beginning uh to find your formula. So,
1:22:03depending on the niche you're operating
1:22:04in, this is going to be different. The
1:22:06five creatives you're speaking to pain
1:22:08might work extremely well for um
1:22:11you know, a lower sophisticated market,
1:22:13uh a less rich market compared to, you
1:22:16know, if you have a rich market, uh
1:22:18they're not going to have the same
1:22:19amount of pain at least in regards to
1:22:21business.
1:22:22Like, if if you're speaking to people
1:22:25doing 5 million a year with their
1:22:26business, they're not going to have as
1:22:27much pain when it comes to money and
1:22:29business, so their their drive comes
1:22:32from like the aspirational part of
1:22:33things. Like they really want to get to
1:22:3510 million a year, but it's not like
1:22:36[ __ ] I can't be at 5 million a year. If
1:22:38you're advertising to a rich market,
1:22:39they probably don't have the same amount
1:22:40of pain or high agency problems as the
1:22:42rich market. In that case, you want to
1:22:43run more outcome-based ads that are more
1:22:45aspirational. So, just test this. This
1:22:47is why I want to want you to have the
1:22:48starting 15. And this applies to image
1:22:51ads as well. If you're running image
1:22:52ads, you can still run um
1:22:54like 15 creatives speaking to different
1:22:56Or you could run you could split it up
1:22:57like do 10 creatives, like five speaking
1:22:59to pains, five speaking to desire.
1:23:01You're just going to realize what what
1:23:02works the best.
1:23:04Strong hook, the ABC framework. Uh you
1:23:06want to
1:23:07the audience, so who you're speaking to,
1:23:08call it the ICP. Uh the benefit, so
1:23:11what's the upside of your offer even
1:23:12what even before watching the ad, and
1:23:13then curiosity, something has to be
1:23:15different. Your ad has to stand out.
1:23:16This is a good kind of framework to
1:23:18remember, the ABC framework, when it
1:23:20comes to creating a strong hook.
1:23:22Four types of ad bodies. This is also
1:23:23very oriented towards um
1:23:26running video ads, and it's not going to
1:23:28be as applicable to most of you
1:23:29watching.
1:23:30Um but, you know, the four types of ad
1:23:32bodies when it comes to video ads
1:23:34Clear offer body.
1:23:36Body starts with the offer, uh
1:23:37communicating an offer first clear way,
1:23:39what's included in the offer, what they
1:23:41get, who it is for, what the outcome is,
1:23:42etc.
1:23:44Preach the outcome. So, tie a tangible
1:23:46outcome directly to your service. Make
1:23:47it seem unreasonable unreasonable for
1:23:49the viewer to achieve the outcome
1:23:50without your service. This is kind of
1:23:52we're going to go into this um when it
1:23:54comes to sales as well.
1:23:56So,
1:23:57marketing and sales are extremely
1:23:59intertwined and they're they kind of go
1:24:01hand in hand. So, a lot of the concepts
1:24:03that I speak about
1:24:04when it comes to pain and desire and I
1:24:06just creating demand for a product,
1:24:08that's that comes to both that's
1:24:11included in both sales and marketing.
1:24:13Communicate what's possible uh after
1:24:15insert offer. So, after you've
1:24:17implemented your service, um what's
1:24:18possible for them to do. That way you
1:24:20can spend more time on X or have more
1:24:21money to over to X or spend more money
1:24:23with your family or travel [snorts] more
1:24:25or have more money to whatever it is.
1:24:28Once again, this ties back to market
1:24:29research. You you got to do your kind of
1:24:31do the the due diligence on
1:24:33who you're speaking to before you know
1:24:36what components you really touch on in
1:24:37your ad body.
1:24:39Going against their current beliefs.
1:24:42Um
1:24:44most of So, this could be like most of
1:24:47their company, most realtors think that
1:24:50the way that they can achieve this
1:24:51outcome is by doing X. This is
1:24:53completely false. This is not the best
1:24:54best way to do it.
1:24:56Um special mechanism. This is kind of
1:24:58your offer. That's why like something
1:25:00like an AI licensing infrastructure,
1:25:02although like doesn't make sense really,
1:25:04is is a great way to kind of communicate
1:25:06your offer. And that's the way a lot of
1:25:08people do with AI.
1:25:10How you achieve this outcome in a
1:25:11special and a unique way compared to the
1:25:12rest of the market?
1:25:14Uh and then optional proof testimonials,
1:25:16just like we done for this specific
1:25:18client that was in this situation prior.
1:25:20So, you kind of relate that back to
1:25:22That's the way best way to communicate
1:25:24your testimonials is the the situation
1:25:26you're currently in or client that has
1:25:27achieved this thanks to our special
1:25:29mechanism was in your situation prior to
1:25:31working with us.
1:25:32Once again, this is only applicable if
1:25:35you have any. So, later on in your
1:25:36journey
1:25:37or if you decide to kind of go the
1:25:40route where you take on a few clients
1:25:42for free and then just create
1:25:44testimonials
1:25:45um for them. I think we did that in
1:25:49I don't know when I covered that, but it
1:25:50was earlier in the in the
1:25:52in the boot camp. But, I think that's
1:25:55that's a great way for people to to
1:25:56start out most of the time is to
1:25:58actually take on a few
1:26:00uh clients up front. That's That also
1:26:02goes back to the way for you to create
1:26:04leverage as early on as possible is just
1:26:06to take on a few clients that
1:26:08you know
1:26:10are you're going to work with them for
1:26:12free
1:26:13and uh
1:26:14you know, when when the usual lead in
1:26:17your market comes across an ad
1:26:19um or a landing page or a funnel or a
1:26:23company in general
1:26:24and they see five testimonials, they
1:26:26automatically jump to the conclusions
1:26:28where they're like, "Okay, this is an
1:26:29agency that's been in business for 2
1:26:31years. They probably work with 100
1:26:32clients in order to achieve like five
1:26:34testimonials." Or at least work with
1:26:36like 20 clients to get five like proper
1:26:38testimonials. But in reality, you're
1:26:39just like taking these 2 3 weeks to like
1:26:41build up a few testimonials. That's also
1:26:43like a big leverage point.
1:26:46Optional market trend. Uh this is heavy
1:26:49on like
1:26:50I wouldn't include this in like a direct
1:26:53uh clear offer body, but
1:26:55it works.
1:26:57You know, a market trend could be
1:26:58something like AI. Why this works
1:26:59extremely well right now, but I would
1:27:00kind of tie this into its its own
1:27:02category of ad bodies.
1:27:04Um where you're really pushing on the
1:27:06market trend. This should be like an
1:27:07optional optional
1:27:09you know, thing at the end of it.
1:27:12Uh pre-handling objections. Address
1:27:14their main objections in a simple way to
1:27:15these questions
1:27:16so that these questions don't occur in
1:27:18the sales calls. And then the right CTA
1:27:195 to 10 seconds. So, call to action.
1:27:21Um
1:27:23you know, pre-handling their objections
1:27:25is a great way to kind of keep the
1:27:28sales call short and condensed.
1:27:31Cuz most of the time the questions they
1:27:32have on the sales calls is just because
1:27:33you you haven't answered that prior to
1:27:37them walking through the sales process.
1:27:39This framework is very likely the one
1:27:40you're going to be using uh solely for
1:27:42your first campaign. There's never
1:27:43something wrong with this body. If you
1:27:44use this in an ad and it doesn't
1:27:46perform, it's because of the hook.
1:27:47Change the hook and you'll find an ad
1:27:48that performs. So, you could you could
1:27:50use this um
1:27:53and if it doesn't perform, you got to
1:27:54change the hook. This is like a safe way
1:27:55to run run it. Um once again, the only
1:27:59reason I'm going to go through
1:28:00We got three more to go over, but that's
1:28:02more to split test and something might
1:28:03work really well for your niche and your
1:28:05market. But to just be safe, this is the
1:28:08one that you can run always.
1:28:10Uh market protest body. So, this is
1:28:12heavy market [clears throat] research is
1:28:14required for this type of uh ad body.
1:28:16The idea is to go against the common
1:28:17solution for a certain problem that your
1:28:19market is facing. So, kind of like we
1:28:21just did. Um,
1:28:22go going against your current beliefs.
1:28:24Most of your Most realtors, for example,
1:28:26most real estate companies think that
1:28:27the way that they can get to a mill a
1:28:28year is by doing X. That's completely
1:28:30false. Not the best way to do it. This
1:28:32way is like
1:28:33kind of protesting against that way of
1:28:35doing things.
1:28:36Um, if you strongly with problem, it's
1:28:39not because of this perceived reason.
1:28:40And if you thought the way to fix it
1:28:41with this with this perceived solution,
1:28:44you have it all backwards. The best way
1:28:45is actually your unique mechanism.
1:28:47So,
1:28:48AI licensing infrastructure, for
1:28:50example. If you really break it down,
1:28:52full explanation and breakdown plus
1:28:54logic, no brainy reason for why this
1:28:55thing works better instead.
1:28:57So, like if you really break it down,
1:28:59this makes sense because of X and X and
1:29:00X.
1:29:01Um, there's lots of great ways to kind
1:29:03of get your message message across.
1:29:05Future pace what their situation looks
1:29:07like once they have your service and
1:29:09unique mechanism. That's exactly what we
1:29:11with our offer, with this like type of
1:29:13delivering the service, etc.
1:29:15And then CTA, call to action.
1:29:18When advertising, you're not wrong for
1:29:19taking a biased stance against the
1:29:21regular way of doing something or even
1:29:22doing or even another way of doing
1:29:24something. There are pros and cons to
1:29:25everything. And if you're preaching your
1:29:27way of doing things, your unique
1:29:28mechanism above something else to get a
1:29:30point across in your ad, that's simply
1:29:32part of the game. You might see a lot of
1:29:33people like taking a biased stance
1:29:36towards something and against something
1:29:37else in a market. That's like
1:29:40even if you don't believe that's true,
1:29:41that's just a the way marketing works.
1:29:43If you've ever seen somebody making a
1:29:45reel or an ad where it's like, "If you
1:29:47thought this was the best way of doing
1:29:49things, like you have it all backwards."
1:29:51or "I can't believe so many people are
1:29:52still doing this." cuz this is the way
1:29:54like that's just the way of doing
1:29:56marketing. And if you're annoyed by
1:29:58people marketing that way, you're just
1:29:59not the ICP for that type of ad. So,
1:30:01then you can like go watch something
1:30:03else, but that's that it really works
1:30:06and there's a reason why a lot of people
1:30:07take that stance. It's just like
1:30:09if you target somebody that is
1:30:11struggling and that does think that a
1:30:13certain way of doing marketing or
1:30:14growing their company is the way and
1:30:16somebody that has more authority comes
1:30:18across and says, "If you still think
1:30:20that, you know, relying on referrals is
1:30:24the best way to scale your company or
1:30:26having a good product, like you have it
1:30:27all backwards."
1:30:28Um it kind of speaks directly to you.
1:30:31Big market trend body, big shiny
1:30:33opportunity in the market. So, there's
1:30:35going to be a market trend, new law, uh
1:30:36new iOS update for meta ads, for
1:30:38example, a platform changes making or
1:30:40platform changes making the time unique.
1:30:42Um you're really pushing on like this
1:30:45is a big shiny opportunity in the market
1:30:47right now. That is trending right now
1:30:49and it works super well and it's not
1:30:50going to work well 6 months from now. A
1:30:52great example of this is AI, the
1:30:54greatest new update and market trend
1:30:56that there's probably ever been. Um if
1:30:58you use this correctly in your marketing
1:31:00when selling your service, you can get a
1:31:01lot of attention that can be converted
1:31:03into a lot of money. This I thought of
1:31:05this when actually writing this. I was
1:31:07like, "A- to have AI in your marketing
1:31:09as the big market shiny opportunity
1:31:12market trend is probably the the best
1:31:15opportunity for marketing ever."
1:31:17There's never been something that is so
1:31:19attractive to the average business and
1:31:21that is there is so much scarcity around
1:31:23it and so much happening. Um it's just a
1:31:26great way of um marketing. And if you
1:31:28can tie this into
1:31:30your way of selling your offer through
1:31:31the ads, it's going to, you know, be
1:31:33massively uh profitable for you. Tight
1:31:36outcome, why they can't wait before they
1:31:38act and why timing matters for them
1:31:39personally. So, why you can't wait
1:31:41another 6 months before you start your
1:31:43AI agency or you start, you know,
1:31:44implementing this AI system.
1:31:46Um
1:31:47and that like with AI, I wouldn't even
1:31:48say that's the truth. Like there's no no
1:31:51way you can wait another 6 months before
1:31:53you start like something like this. Like
1:31:54the the people that act the fastest are
1:31:55going to be the ones becoming the most
1:31:57successful in AI, whether you run an
1:31:59agency
1:32:01or a local business or you're just some
1:32:03like you're a startup or running
1:32:04software, whatever it is. Like you're
1:32:07This is This is not just something that
1:32:08you're taking a biased stance towards.
1:32:10This is actually the truth. And since it
1:32:12is the truth, a lot of people are going
1:32:13to relate to that as well.
1:32:14Introduce offer your unique solution to
1:32:17this that helps them take advantage of
1:32:19the state of the market. So, you
1:32:21introduce your offer. They've heard the
1:32:22scarcity. They've heard this big thing,
1:32:23but it's a lot of scarcity, and you need
1:32:25to act fast. And the way you do that is
1:32:27your through your offer, and it makes it
1:32:29a lot easier.
1:32:31Once again, optional uh proof of
1:32:32testimonials
1:32:34if you have any. Um and then create
1:32:36urgency because of the current state of
1:32:37the market, this won't last forever, and
1:32:39you need to act now in order to take
1:32:40advantage. Kind of ties back into
1:32:42uh this.
1:32:44CTA call to action.
1:32:45Uh this could also be blended into on
1:32:47other ad body frameworks. A great way to
1:32:49create urgency and get viewers to act
1:32:50with speed. So,
1:32:52this is not like
1:32:53one big thing. Like you could you could
1:32:55actually um blend this in kind of like
1:32:58we did here. Um if you want to. I know I
1:33:01just said that you shouldn't blend this
1:33:03in like like this cuz it's just If
1:33:05you're doing this big market trend and
1:33:07and this is what you're pushing,
1:33:09it's going to be better to just like
1:33:10take the big stance. Like that's like
1:33:12the the hook, the offer, everything.
1:33:13It's just like this big market trend
1:33:15opportunity.
1:33:17Um
1:33:18so, you know, it's it's it's it's a
1:33:21great way of running marketing, and you
1:33:22you've probably seen a million other
1:33:24people doing that before. Uh not only
1:33:25with AI, but just with with everything.
1:33:27Situational identify body, this is
1:33:29optional as well. Um
1:33:31mostly you're not going to run this, but
1:33:33it depends on the market as we did with
1:33:35um
1:33:36>> [snorts]
1:33:37>> with this as well. So, having
1:33:39a few speak to uh pain, some to
1:33:42circumstance, some to desire.
1:33:45Articulate the ICP's situation, their
1:33:47problems, their desires, their common
1:33:48bottlenecks. Break it down in a way that
1:33:50sounds relatable, and their ultimate
1:33:51goal is to come across as an expert
1:33:52within their field and speak to their
1:33:53pain points. So, you You to do a lot of
1:33:55market research to to make this ad body
1:33:57work. But if you can make um um
1:34:01if you can dive really deep into what
1:34:03the usual problems are, what the issues
1:34:04are, what their desires are, what their
1:34:06usual situation is, and where they're
1:34:08stuck, and what their bottlenecks are,
1:34:10you know, you're you're like 10 seconds
1:34:13into the ad, the ICP is going to know
1:34:15like, "Okay, this guy knows what he's
1:34:16talking about." You come across as an
1:34:17expert.
1:34:19Lead with massive market awareness and
1:34:20prove that your agency is specialized in
1:34:22their field solely.
1:34:24Uh give the offer specifics, explain the
1:34:26mechanism you you leverage to help this
1:34:28certain market get an outcome, uh and
1:34:30make it sound believable and future-pace
1:34:31the result.
1:34:32And then call to action.
1:34:34Start off with a direct body once again.
1:34:36If it performs below KPIs, because of
1:34:37the hook, you just change the hook. If
1:34:39this doesn't perform, this is going to
1:34:40be the best way for you to start off.
1:34:42Um [snorts]
1:34:43test different hooks and different
1:34:44creatives to find a winner.
1:34:46Statistically, between 10 and 15% of ads
1:34:48have a ROAS return has been higher than
1:34:50five.
1:34:51Thus, you need to test between six to 10
1:34:52ads uh to find a winner.
1:34:55Depending on what the what the metric
1:34:56is. But the biggest determinator of a
1:34:58good versus bad ad is the creative and
1:35:00or the hook.
1:35:01Um
1:35:03>> [clears throat]
1:35:03>> so you you need to do a bit of testing.
1:35:04I've seen people do like test 150 ads in
1:35:07one day. That's not necessary,
1:35:08especially when I'm giving you like once
1:35:10again, I'm trying to teach you the
1:35:11fundamentals around it, cuz if you just
1:35:13like copy this
1:35:14and run with it, you're you're not going
1:35:16to see any results, and you you don't
1:35:18have what it takes as a business owner
1:35:19to scale this further.
1:35:21But if you apply everything that I say
1:35:23in this video, and you take this ad copy
1:35:25like it's it's going to perform,
1:35:26guaranteed. Um
1:35:29so you don't have to do that much
1:35:30testing.
1:35:32Um but you know, take these formats and
1:35:34then kind of run like the starting 15,
1:35:35that's what I would recommend.
1:35:37Make sure your time uh is about 20,000
1:35:39people when when running ads, otherwise
1:35:41it doesn't make sense to run run ads,
1:35:43unless you're running it really locally
1:35:44within with intention.
1:35:46Uh if you're running it in the US, make
1:35:48sure it's 20,000 people or above within
1:35:50your audience, cuz otherwise
1:35:51it's just not going to be big enough.
1:35:53Um
1:35:54like
1:35:55enough people within the audience where
1:35:57it really makes sense to like scale the
1:35:59ads.
1:36:00Um or you could run it very locally,
1:36:02like extremely locally. Um
1:36:04we'll also go through
1:36:05Meta has this like feature where you can
1:36:07kind of zoom out and like do a circle
1:36:09around um
1:36:11your
1:36:13the the area where you're targeting.
1:36:15So, if you're doing a super super local
1:36:17and you're targeting like
1:36:19you know, a certain audience within um
1:36:22that's also going to be like 20,000
1:36:24people. Let's say you're living in a
1:36:25city with 20,000 people and you're just
1:36:27letting Meta Meta's AI features do the
1:36:29targeting. So, really you're targeting
1:36:3120 The audience is 20,000 people,
1:36:33but the people that the ad is going to
1:36:35be applicable to is like 500.
1:36:38You can do that with intention once
1:36:39again. But otherwise, if you're running
1:36:40it in a broad market like the US and
1:36:42you're running it towards local
1:36:43businesses, make sure it's at least
1:36:4420,000.
1:36:46Campaign structure.
1:36:47Broad targeting. Uh initially, we would
1:36:49have to be very specific with the
1:36:51targeting, know exactly what interests
1:36:53to cover when launching a new campaign.
1:36:55Uh I would recommend not to do that now,
1:36:56especially in the test period when the
1:36:58goal is to gather data. Meta has
1:37:00[snorts] a way better idea of who to put
1:37:01the ads in front of in order to maximize
1:37:03performance. Don't put that
1:37:04responsibility into your own ads into
1:37:06your own hands if you need if you don't
1:37:07need don't need to.
1:37:09Meta has invested billions of dollars
1:37:10into their targeting targeting
1:37:12algorithm. Once again, like a few years
1:37:14ago, we had to do a lot of um
1:37:16targeting and the main idea of Meta was
1:37:18to like really put [snorts] interests
1:37:20and like job titles um in place to know
1:37:24who to target the ads for.
1:37:26And now we can just run a broad campaign
1:37:28and let the Meta let Meta do the
1:37:29targeting as well
1:37:31uh cuz they're going to have a better
1:37:32idea
1:37:33of us
1:37:35the
1:37:36than us of how who to target anyways.
1:37:38Um another upside with this is that it
1:37:41erases another variable for you to test.
1:37:42This is a big thing.
1:37:44During the test period or during the
1:37:45test period, uh you're going to be split
1:37:47testing hooks, creatives, ad body,
1:37:49headline copy. So, not needing to split
1:37:51test targeting as well can erase a
1:37:53[snorts] lot of headache. So, it's just
1:37:54another thing that you don't have to to
1:37:56really worry about when you're already
1:37:58split testing so many different
1:37:59components within the ad.
1:38:01You want to let the ad itself with
1:38:03meta's help do the targeting.
1:38:05If meta has a hard time putting your ad
1:38:06in front of the right eyeballs, you
1:38:08simply haven't made it clear enough
1:38:09within the ad who it is made for. So, if
1:38:12you're calling out the ICP early on in
1:38:13the ad and you know exactly like meta
1:38:15knows who you're speaking to,
1:38:17meta can do the work for you. So, if
1:38:19that doesn't work, it's just because you
1:38:20haven't been clear enough within the ad.
1:38:22Use ABOs as the budget optimization
1:38:24instead of CBOs, which is campaign
1:38:26budget optimization. We'll go into this
1:38:27when we set up the ads as well. This
1:38:30ensures that we can test the creatives
1:38:31properly. We want to leave We want to
1:38:33have everything under
1:38:35one single campaign. When you're running
1:38:36ABOs, you control the asset budget.
1:38:39Sorry, you control the budget at the
1:38:41asset level. Meaning, each asset gets
1:38:43its own fixed budget that meta spends on
1:38:45regardless of the performance compared
1:38:46to the other assets.
1:38:48When running CBO, you just set the
1:38:49budget at the campaign level and meta
1:38:51decides where to
1:38:53put the spend based on performance,
1:38:55which takes control out of your hands.
1:38:57You don't want this, especially not in
1:38:58the beginning when testing ads since
1:39:00meta can mess up the incentive quite
1:39:02often and you have to put the ads asset
1:39:04up against each other with equal spend.
1:39:07So, if you if you put the budget at the
1:39:09campaign level,
1:39:11let's say you have four different assets
1:39:13under one campaign.
1:39:16Based on the performance, meta's like
1:39:18just natural algorithm is just going to
1:39:20spend more money on the on the asset
1:39:22that performs the best.
1:39:24When we gather data, we want We don't
1:39:25want this. We want to launch like Let's
1:39:27say we're launching five assets.
1:39:29The campaign is like the overall
1:39:30umbrella where the assets and the actual
1:39:32ad creative is is underneath. Um
1:39:36and the like targeting is done at the
1:39:38asset level. Meaning, if we put five
1:39:41assets up against each other with equal
1:39:42spend, let's say like regardless of the
1:39:44performance, it's going to spend 10
1:39:45bucks a day on each asset. We can know
1:39:47after five days exactly what performs
1:39:49the best. Um, but you know, if we're
1:39:52just like giving I mean we're still
1:39:54going to see the performance, but if
1:39:56we just give the budget to the campaign,
1:39:58it's just going to spend uh on
1:40:01the
1:40:03campaign that or sorry, the asset that
1:40:05performs the best, which if we're uh
1:40:07launching the starting 15, for example,
1:40:09we want to see what narrative to push to
1:40:11the specific market that you're
1:40:13targeting performs the best. So, let's
1:40:14say we're uh running five pain five to
1:40:17pain, five to desire, five to
1:40:19circumstance.
1:40:20Um,
1:40:21you know,
1:40:22you just don't want to like the campaign
1:40:24uh decide or meta decide uh what what
1:40:27assets to to spend it across.
1:40:30So, essentially when
1:40:31running a
1:40:32uh CBO, you're setting let's say you're
1:40:35setting 50 bucks a day for the campaign
1:40:38and the met and meta decides uh where to
1:40:40spend that 50 bucks.
1:40:41But, if the budget is set to the asset
1:40:43level, you just spend 10 bucks a day per
1:40:45asset and then it's going to equally
1:40:46spend across each asset.
1:40:48You get the point.
1:40:49>> [snorts]
1:40:49>> To prevent CBO from dumping all the
1:40:51budget into one asset, you can go uh
1:40:53to each audience set to budget and
1:40:55schedule and then click the box uh
1:40:57beside ads asset spend limit to set
1:40:59minimum maximum per um
1:41:02spend per asset.
1:41:03That's optional as well.
1:41:05Uh
1:41:06make sure to turn off all Advantage Plus
1:41:07placements. Advantage Plus is Meta's
1:41:09umbrella brand for automating a lot of
1:41:11the advertising being done on the
1:41:12platform.
1:41:13Advantage Plus campaign uh budget that
1:41:15lets Meta distribute the spend across
1:41:16the campaign, uh audience, placements,
1:41:18meaning
1:41:20which platforms it places the ad on uh
1:41:22to maximize the performance. That could
1:41:23be IG, Facebook, Reels, Stories, Feed,
1:41:26etc. Um,
1:41:27and then Advantage Plus creative chooses
1:41:29a lot of the creative enhancements for
1:41:31the ad, which you this is you want to
1:41:32turn this off as well. I'll go through
1:41:34how to do that later on.
1:41:36You want to remain this off and a bunch
1:41:37of other features that are optimized for
1:41:39e-commerce stores.
1:41:40So,
1:41:42when when doing this like Advantage Plus
1:41:44we'll go over the difference between
1:41:46Advantage Plus
1:41:47and Andromeda, but Advantage Plus is
1:41:49like an option. Andromeda is just like
1:41:50the underlying AI feature that Meta has
1:41:53built inside of the platform to optimize
1:41:55the targeting regardless of what you're
1:41:56doing. Um Advantage Plus is like an
1:41:58option. It isn't really as good.
1:42:01Um it was founded essentially because
1:42:03Meta's answer to the iOS 14 update where
1:42:06all the apps under
1:42:10So, if you have the iOS update 14.5 or
1:42:12later on the on your iPhone,
1:42:15um
1:42:17they asked the user if they wanted to be
1:42:19tracked or not. So, if you're going to a
1:42:20new app for example, you probably know
1:42:21this well. You
1:42:23you can like allow the data or you can
1:42:25ask the app not to track the data.
1:42:27And this led to a 75% opt-out rate from
1:42:30all users. Um so, this is like where you
1:42:33have to take a stance as well. Like you
1:42:34you should If I go into an app, I ask
1:42:36the app not to track the data,
1:42:38but this is also what kills the
1:42:39conversion and the accuracy in the
1:42:41targeting on Meta's platform cuz you
1:42:44don't like
1:42:46they're just allowing people to not have
1:42:48their data tracked, which is a bad thing
1:42:50if you want the Meta ads to perform as
1:42:51good as possible. So, this was in late
1:42:532022, I believe.
1:42:55Yeah, in fall 2022.
1:42:57Uh Meta had a large decrease in
1:42:58available data for them to use
1:43:01for targeting. So, retargeting audiences
1:43:02got a lot smaller.
1:43:04Uh targeting wasn't really as accurate.
1:43:05And as an answer to this, Meta dropped
1:43:07Advantage Plus in fall 2022 as a
1:43:09solution to their ongoing issue.
1:43:11Basically, to measure the performance of
1:43:13a certain ad events that you could run.
1:43:15So, purchases or sign-ups while still
1:43:17respecting the user privacy that came
1:43:18with iOS 14.
1:43:20Now, instead of you telling Meta who to
1:43:21target, you let Meta's AI figure it out
1:43:24from the remaining signals. And
1:43:26nonetheless, you constrain the targeting
1:43:27the more data it has to work with.
1:43:29So, that was kind of the initial
1:43:30intention of like running an AI um
1:43:33into Meta's platform and then they
1:43:35recently dropped
1:43:37I don't know when they dropped
1:43:38Andromeda. I think it was like a year
1:43:40ago, maybe a bit more. Um
1:43:42but this is [clears throat] this is more
1:43:44Andromeda update is essentially a second
1:43:45and deeper layer to the Advantage Plus.
1:43:48Advantage Plus is an optional optional
1:43:49setting for you to turn on
1:43:51when launching your campaigns. Andromeda
1:43:53is the underlying engine that's built
1:43:54directly inside of Meta to make the
1:43:56performance as good as possible. It's
1:43:57not something that you can figure. It's
1:43:59It simply runs invisibly in the
1:44:00background.
1:44:01Specifically, it handles the retrieval
1:44:03stage. So, when your ad is eligible to
1:44:05run, Andromeda is what's uh sifts
1:44:08through millions of candidate candidate
1:44:10ads and decides which one are worth
1:44:12considering uh for each individual
1:44:14impression.
1:44:15It It's essentially looking at all the
1:44:17data from previous ads alongside
1:44:19everything that's going on inside of the
1:44:20platform making placements based on
1:44:21data. So, Andromeda is just like you you
1:44:24can't configure it. You can't do
1:44:25anything with it. It's just an AI layer
1:44:28uh that Meta has implemented like a year
1:44:30ago as I said
1:44:31to make the targeting as good as
1:44:33possible, which is a good thing.
1:44:34Advantage Plus, I wouldn't recommend
1:44:35that. As I said, you just turn off all
1:44:37the placements, but Andromeda's
1:44:39is really what allows us to have this
1:44:41broad targeting and uh not be as
1:44:42specific with the interest and
1:44:44everything.
1:44:45Andromeda is the reason we're having Oh,
1:44:46yeah. I That's what I just said. Uh
1:44:49because we know the placements are going
1:44:50to be more accurate within Meta's
1:44:52judgment than if we do it ourselves.
1:44:54When running ABOs and testing new ads
1:44:55for the first time, we run broad
1:44:56targeting and let Meta's AI do the work.
1:44:58Once you we've found winners that are
1:45:00destined to perform,
1:45:01we could make it an option to turn on
1:45:03Advantage Plus uh to amplify proven
1:45:05winners. However, to keep you safe and
1:45:06in control, I'll leave the Advantage
1:45:08Plus turned off. So, I I would never
1:45:09dabble into Advantage Plus. However, if
1:45:11you have proven winners that you know
1:45:13work like this one for example,
1:45:17you could turn on Advantage Plus just to
1:45:18like really amplify those placements
1:45:19even more.
1:45:21Um but, you know, just to be safe, I
1:45:23just turn it off at all times.
1:45:25Um so, that's That's pretty much it for
1:45:27the fundamentals. Um, and we're also
1:45:30going to go into how to set everything
1:45:32up.
1:45:33Um, so that'll probably be
1:45:35right now probably clipping that video.
1:45:38Uh, but you go to business.facebook.com.
1:45:41This is where you set up the business
1:45:42manager and your ad account from the
1:45:44start and we're also going to connect
1:45:45the pixel and everything which I'll walk
1:45:46you through in [snorts] the video where
1:45:48I record everything. We're also going to
1:45:49set up the ABOs. Um,
1:45:52and how to set up the lead campaigns or
1:45:53the traffic campaigns depending on what
1:45:55you're running.
1:45:56Um, you need to set up a personal
1:45:58Facebook account. So if you don't have
1:45:59one already,
1:46:01uh, which most of you probably do, but
1:46:03it's good if the account is warmed up so
1:46:05you already have a personal Facebook
1:46:06account. Uh, if you have a personal one
1:46:08already, use that one. Um,
1:46:10Meta is not going to show your ads on
1:46:12your personal profile. Simply use a
1:46:13foundational platform to run the ads
1:46:14from. So if you have a personal profile
1:46:16with all your friends and family and all
1:46:17that stuff, like they're not going to
1:46:19see the ads on they're not going to see
1:46:21the ads that you're on. It's simply
1:46:22[snorts] just like a
1:46:23a platform that you run the ads from cuz
1:46:25you need an ad account to be connected
1:46:27to your personal account. You can't have
1:46:28an ad account without the personal
1:46:30account.
1:46:31Um, so just make sure that that's
1:46:34um, you have a personal [clears throat]
1:46:35account and if you don't have one
1:46:37already, set that up. Maybe wait a
1:46:38couple days before you start connecting
1:46:40that to an ad account.
1:46:42And then create the business manager,
1:46:44uh, create the ad account, link to a
1:46:45Facebook business page, connect an
1:46:46Instagram account. Um, if you don't have
1:46:48one either, set one up. Most of you
1:46:51probably do. Um, we definitely recommend
1:46:53especially if you already have a
1:46:54personal account, set up the Facebook
1:46:56pixel.
1:46:57An Instagram account is good cuz then
1:46:58you can run the ads both on Instagram
1:47:00and Facebook since both are owned by
1:47:01Meta.
1:47:03And uh, if you don't have an Instagram
1:47:04account, all the ads are only going to
1:47:05be run on Facebook which isn't really
1:47:06optional.
1:47:07Uh, you want to have,
1:47:09you know, depending on the niche you're
1:47:10working in, you want to let have
1:47:12you want to let Meta have, uh,
1:47:15the option to run on both platforms.
1:47:17So, uh, connect the Instagram account.
1:47:19We'll go through how to do everything in
1:47:21the video and I'll also how to set up
1:47:22your pixel.
1:47:25Now, the funnel structure, if you're
1:47:27below 50 bucks a day in ad spend, once I
1:47:29as I said, a static ad, traffic
1:47:31campaign, call funnel
1:47:33directly to Calendly link, then thank
1:47:34you page, and then pre-call nurturing
1:47:36plus a sales call. This is everything
1:47:37you need to run a simple thing in the
1:47:40beginning.
1:47:41And now you also know how to set
1:47:42everything up.
1:47:44Basically just a call funnel means
1:47:46direct to
1:47:48link. So, it usually looks something
1:47:49like this. This is something that we
1:47:50just built inside of Cloud.
1:47:52But,
1:47:54you know, you essentially have a
1:47:55headline and then a quick sub-headline,
1:47:57who it is for, and then you just want to
1:47:59optimize for as much conversion as
1:48:01possible. So, you usually just have a
1:48:03either like a big button, like a really
1:48:05big red button that, you know, the leads
1:48:07can just press to get to the Calendly
1:48:08link. Or you have [snorts] an open
1:48:10Calendly link so they can just book book
1:48:11inside of the landing page.
1:48:13Um
1:48:15or if you're running above 100 bucks a
1:48:16day, video ad lead campaign via sales
1:48:18funnel to the application form after
1:48:20they watch the VSL.
1:48:21Thank you page. This is where we execute
1:48:23the pixel. So, this is where we kind of
1:48:24want to fire the pixel
1:48:26in the thank you page. We only want the
1:48:27pixel to track the data up until the
1:48:29VSL.
1:48:30Um and then pre-call nurturing plus a
1:48:32sales call. So, all these funnels are
1:48:34pre-built and ready within our GHL
1:48:36snapshots. If you sign up via the link
1:48:38in the description of this video, you
1:48:40get all the funnels pre-built. So,
1:48:41everything that we have used,
1:48:43all the funnels, you don't have to like
1:48:45build this or be unsure
1:48:47um
1:48:48of how to build this or how to use this
1:48:50or which components need to be included.
1:48:52You just get all this directly if you
1:48:55sign up
1:48:56to the GHL account in the link below.
1:48:58This goes for all the booking modules,
1:49:01but if you sign up via our link, it's
1:49:02going to be the like same pricing and
1:49:03everything, but you're going to get
1:49:05access to
1:49:06all of our snapshots and all the
1:49:07everything that we have built and used
1:49:08inside of our agency.
1:49:10Um
1:49:11in order to watch the video, the lead
1:49:13needs to fill in the form with their
1:49:14name, phone number, and email, so that's
1:49:15we have the lead information to follow
1:49:17up and call them with an AI caller and
1:49:19then
1:49:20email and SMS sequences in case they
1:49:21don't book the call directly. So,
1:49:23usually this is what the VSL funnel
1:49:25looks like. We just have the
1:49:27big headline and then the VSL.
1:49:29If we don't perform, you don't pay.
1:49:30Watch the video below to see how.
1:49:32And then they schedule
1:49:34the call, but in order to watch this
1:49:36video,
1:49:38they need to fill in the form. So, like
1:49:39the application form. Otherwise, they
1:49:40can't watch the video. You've probably
1:49:41seen that on a few other funnels in your
1:49:43life.
1:49:46So, they need to fill in their name,
1:49:47their business name, their phone, and
1:49:49their email. And then we have the
1:49:50information to follow up with them. So,
1:49:51in case they don't in case they watch
1:49:53the VSL and don't don't book in a call
1:49:56directly,
1:49:57we have essentially the lead information
1:49:58to
1:50:00call them up with an AI caller
1:50:02and also send them email and SMS
1:50:04sequences to follow up with them. And
1:50:06that's massively going to increase
1:50:08the amount of clients that you close
1:50:09from this funnel anyways. So, you're not
1:50:11just like letting leads slip through the
1:50:12cracks.
1:50:13If you're spending money on ads, we want
1:50:15to get the most out of that money that
1:50:16we're spending. So, don't let
1:50:18like leads just opt out
1:50:20or just like get this value for free
1:50:22without following up with them. That's
1:50:23essentially the intention of this.
1:50:26So, that's pretty much it for
1:50:28this module. Um,
1:50:30you know, once again, you're only going
1:50:32to really use
1:50:34the static ad plus the traffic campaign
1:50:35and then direct to calendar,
1:50:37but you can kind of play around with
1:50:38that as well.
1:50:40Everything is linked in our GHL,
1:50:43you know, with our snapshots as well.
1:50:44So, if you sign up with the link down
1:50:45below,
1:50:46you have
1:50:47literally everything you need.
1:50:49And that's pretty much it for the ads.
1:50:52So, I hope you enjoy this module. Um, I
1:50:55hope that most of you run ads to begin
1:50:57with. It doesn't have to be expensive as
1:50:59you saw as well. We're literally paying,
1:51:01you know, a few cents per landing page
1:51:02view and you're going to be profitable
1:51:05extremely quickly as well. We've had
1:51:06like literally some of our consulting
1:51:08clients are, you know, signing their
1:51:10first client after like 50, or 100 bucks
1:51:13spent on ads. So,
1:51:15as long as you have everything else
1:51:16dialed in, you're going to be good.
1:51:18Hopefully, I broke some of the beliefs
1:51:19that you have towards ads and that it it
1:51:21doesn't have to be very expensive. It
1:51:22doesn't have to be complicated. First of
1:51:23all,
1:51:24thanks to all the AI that Meta has
1:51:26released. And
1:51:28so, I hope to see as many of you guys
1:51:30running ads as possible.
1:51:31All right. So, this is going to be a
1:51:33full walk-through of how to launch the
1:51:34ABOs, how to set up the ads front to
1:51:36back when you're launching ads for your
1:51:38own agency. Once again, this will cover
1:51:40kind of the foundational setups for when
1:51:42you're launching ads for your clients as
1:51:43well.
1:51:44The more specific targeting and
1:51:47everything that we'll go through with
1:51:48that will be in the fulfillment module.
1:51:50So, it's going to be a lot of broad just
1:51:52like pretty much overview of how to
1:51:54launch the ads.
1:51:55So, it's going to be very simple. This
1:51:57is a brand new ads manager that we don't
1:51:59really use that much. So, it's going to
1:52:01This is what it's going to look like for
1:52:02you as well.
1:52:03Whether you're running a traffic
1:52:04campaign or a lead campaign, the setups
1:52:06are pretty much identical. So, the
1:52:08remainder of what differentiates it to
1:52:10you can kind of figure that out by
1:52:12yourself.
1:52:13Regardless of which one you're
1:52:15using.
1:52:16Most of you guys are just going to
1:52:18launch traffic campaigns in the
1:52:19beginning, so that's the one I'll walk
1:52:20you guys through.
1:52:22It's also getting dark where I'm at. So,
1:52:24hopefully it's not too dark once I'm
1:52:25finishing finishing this up. But, you
1:52:27click create in the top left corner-ish.
1:52:30And then either it's traffic or leads.
1:52:32That's the objective of the ad
1:52:33regardless of what type of service-based
1:52:35business you're running.
1:52:36You click traffic, continue, and then
1:52:38manual traffic campaign.
1:52:40And then you have the campaign level,
1:52:42you have the ad set, and then you have
1:52:43the actual ad creative. The campaign is
1:52:45just the umbrella above everything. You
1:52:46don't need to do much here
1:52:48at all.
1:52:49I would name this just like test
1:52:52campaign V1. If you're running this for
1:52:56your clients, this is going to be a lot
1:52:57more specific. In that case, it might be
1:53:00like HVAC
1:53:02Houston. Let's say we're working with a
1:53:04client in Houston, Texas campaign
1:53:08test V1.
1:53:11That might be the name of it. Uh if
1:53:13you're running it for your clients, but
1:53:14let's just name this test campaign test
1:53:17campaign
1:53:21can't write broad
1:53:23V1 to begin with.
1:53:25The campaign objective is traffic, and
1:53:27then you want to make sure this is set
1:53:28to ad set budget. Um once again, if you
1:53:30set it to campaign budget
1:53:32and you're running 50 bucks a day for
1:53:34the campaign um it's just going to split
1:53:36up
1:53:37uh the budget across let's say we're
1:53:39running five different ad sets under one
1:53:40campaign. It's just going to split up
1:53:42the budget across those
1:53:45five campaigns that based on or those
1:53:47five ad sets based on performance of
1:53:49those ad sets.
1:53:50So,
1:53:51uh we want to have as much control in
1:53:53the beginning as possible. So, that's
1:53:54where we want to set it to ad set
1:53:55budget, meaning if we set the
1:53:58we have the total budget for the
1:53:59campaign is 50 bucks
1:54:00and we're setting uh you know, five ad
1:54:03sets with 10 bucks a day uh for each ad
1:54:05set, it's going to spend 10 bucks a day
1:54:07on each ad set regardless of the
1:54:09performance.
1:54:10They're trying to be tricky with this as
1:54:11well. Uh share some of your budget with
1:54:12other ad sets. So, we'll share up to 20%
1:54:15of your ad set budget with other ad sets
1:54:16within this campaign when it's likely to
1:54:18to improve performance.
1:54:20You could experiment with this later on.
1:54:23This is like a mix between the [ __ ] and
1:54:24the CBO, but you just turn this off to
1:54:25begin with. We want to have as much as
1:54:27much control of this as possible in the
1:54:28beginning.
1:54:29The reason why Meta's heavy on pushing
1:54:32just like doing stuff like this is they
1:54:34know that their algorithm is so much
1:54:36better than what we know as well. Uh
1:54:38which is a good is a good intention, and
1:54:40most of the time that works incredibly
1:54:42well, and that's why we're we're running
1:54:43these campaigns broad anyways, but
1:54:47um
1:54:48and they're obviously trying to maximize
1:54:49the performance and make, you know, your
1:54:51ads perform as good as possible. Cuz
1:54:53that's how they make money as well. But,
1:54:55in the beginning for the first few days,
1:54:56we're just going to run this
1:54:58completely uh manual and with as much
1:55:00control in our hands as possible. Uh
1:55:02leave the AB test off as well. This is
1:55:04just a big rabbit hole they're trying to
1:55:05get you down, so just leave that and
1:55:07then you click next.
1:55:09>> [snorts]
1:55:09>> Uh, the ad set, just name this ad set
1:55:11one.
1:55:12Um, cuz we're going to have multiple
1:55:14different ad sets
1:55:16later on, so you you're going to
1:55:17duplicate this and name it like ad set
1:55:19two, three, four, five.
1:55:20You get the gist. Uh, we run this to
1:55:22website. When you're running a lead
1:55:23campaign, I would either run it website
1:55:25or instant form.
1:55:28Keep in mind, we're just trying to track
1:55:29the performance of the actual ad uh, and
1:55:31that's going to be the same regardless
1:55:33of what landing page or what website
1:55:35we're running it to.
1:55:36Um, it simply The only thing it tracks
1:55:38is the CTR, the click-through rate. So,
1:55:41how good the actual ad performs.
1:55:43And uh, just have this as website when
1:55:45we're running traffic campaign, but
1:55:48lead campaign you could run it to
1:55:49instant form for the first like three,
1:55:50four days
1:55:51just to track the performance of the ads
1:55:53if you just want to get the campaigns
1:55:54going as soon as possible. And then once
1:55:56you know which which ad creatives are
1:55:58the winners, you can switch over to
1:56:00website.
1:56:01And once you have the landing page
1:56:02structure, this is also for you guys
1:56:03want to move with speed and just get
1:56:06data as quick as possible on what ads
1:56:08perform.
1:56:10Uh, you could run it to instant form in
1:56:11the beginning, but that's just going to
1:56:12be an option when you're running lead
1:56:13campaigns anyways.
1:56:15Uh, performance goal, maximize uh,
1:56:17number of landing page views.
1:56:19Cost per result goal, you can leave this
1:56:20blank. You don't need this for now.
1:56:22Uh, and then we're going to set the
1:56:23actual budget. So, this is Let's say
1:56:24you're having 50 bucks a day in total
1:56:26campaign budget and you're running five
1:56:28ad sets, we're going to run 10 bucks a
1:56:30day on each.
1:56:32Um, [snorts]
1:56:34you want to start this. Uh, I would
1:56:35usually start this on a Monday the same
1:56:37way we did with the SMS campaigns.
1:56:40Um, but if you're eager to start testing
1:56:42this, uh, you can start testing it even
1:56:43before. I would also do
1:56:46if you have a brand new ad account, you
1:56:47want to run uh, pretty small budget to
1:56:49begin with so you don't get restricted.
1:56:52So, that would be like you could run 10
1:56:53bucks a day, even five bucks a day for
1:56:55the total campaign uh, for like three,
1:56:57four days and then you slowly start to
1:56:58ramp things up.
1:57:00Um that way you warm up the account and
1:57:02you're less likely to get the account
1:57:04restricted or disabled.
1:57:07I would also uh not go once you've ran
1:57:09like 10 bucks a day for 5 bucks 5 5
1:57:11bucks 5 days. I wouldn't go directly to
1:57:1450 bucks a day.
1:57:15Uh
1:57:16>> [snorts]
1:57:16>> I would like ramp it up to 20 bucks a
1:57:17day and 30, 40 and then 50 to be on the
1:57:20safe side. So like a week and a half in.
1:57:22Also, if if you feel like you were going
1:57:24to be too impatient to to run the ads on
1:57:26a small budget for a week and a half,
1:57:28trust me, you don't want to play around
1:57:30uh with this cuz it's way better to just
1:57:32be on the safe side a week and a half in
1:57:34than
1:57:35immediately just being on the
1:57:37you know, risking
1:57:39ramping it up fast.
1:57:41I've had so many ad accounts get
1:57:43disabled and restricted and the the more
1:57:44time
1:57:46you're just running it on a safe level
1:57:48uh and you're not like violating their
1:57:50guidelines or anything, the better it
1:57:51is. And now like the main ad account
1:57:53that I use for my business is pretty
1:57:56much impossible that got restricted cuz
1:57:57you've been running ads
1:57:59on it for such a long time.
1:58:00So, just be on the safe side in the
1:58:01beginning.
1:58:03Um
1:58:05Also, let's just run this through first.
1:58:07Uh let's say you want to start off on a
1:58:09Monday
1:58:10and then set this to midnight. Always
1:58:12start the campaign on midnight.
1:58:14Uh also, you can customize this to the
1:58:16uh
1:58:18the
1:58:20So, midnight for the actual time zone
1:58:22that you're running the ads in. So,
1:58:23let's say you're targeting businesses in
1:58:24the US.
1:58:25Uh we just set it to like standard uh
1:58:28central time zone or like mountain time
1:58:29in the US. So, it's pretty similar to
1:58:32all time zones.
1:58:33Also,
1:58:35I want to preface this as well like
1:58:37I don't know. I can't actually remember
1:58:39uh where you get like taxed with like
1:58:42Apple fees.
1:58:43Um and also where you cuz now it says a
1:58:47certain end date. I've had a few times
1:58:49before. I I it was when I ran like ads
1:58:51from my phone, which I wouldn't
1:58:52recommend any of you guys do.
1:58:55Um
1:58:56but sometimes you can like pay for the
1:58:58entire campaign up front, uh which I
1:59:00would never do. Uh always like spend on
1:59:02the ads, run the ad campaign until
1:59:05paused, so it's like spends every single
1:59:06day from your bank account, essentially.
1:59:08And then uh you can just pause the
1:59:10campaign at any time. Cuz if you set the
1:59:13campaign for like 14 days, you know that
1:59:14it's going to run for the next 14 days,
1:59:16you usually pay the entire uh
1:59:19cost of the campaign up front.
1:59:21So, I think I spent one time I spent
1:59:23like I was doing 100 bucks a day uh in
1:59:26ad spend, and I did it for like I just
1:59:28paid up front for like a 14-day
1:59:29campaign. That was like 1,400 bucks, and
1:59:31then my ad account got disabled second
1:59:34day, and I couldn't get it back.
1:59:35So, that was like 1,400 bucks, you know,
1:59:37spent for nothing.
1:59:39Uh so, just make sure you don't do that.
1:59:40Also, I think
1:59:42it might be some different settings, or
1:59:43if you're like spending from your phone,
1:59:45but they're going to charge you like
1:59:46Apple fees, which are like 20%. So, if
1:59:48you're running a campaign um
1:59:50like 60 bucks a day, you're going to be
1:59:52paying 60 bucks a day for for no reason.
1:59:54If you If it's 100, you're going to
1:59:55spend like 120 bucks a day.
1:59:57Make sure you turn that off. If you run
1:59:59[snorts] it from the like the ads
2:00:00manager from your computer, that's not
2:00:02going to be the case.
2:00:03You're going to be on the safe side, but
2:00:04I'm just letting you know. Just be
2:00:05cautious of those things.
2:00:07Um
2:00:08so, you don't just like spend too much
2:00:09money, or you lose your money.
2:00:11Uh end date, you don't need to set an
2:00:13end date. Uh we're just going to run
2:00:15this to paused once again.
2:00:17Advantage plus audience, I would usually
2:00:18have this turned off. Uh location's
2:00:20going to be in the United States for the
2:00:22absolute most of you watching. You can
2:00:24do like United States and Canada.
2:00:26Um but
2:00:28and then advantage plus, I wouldn't If
2:00:30you want to do like more manual uh
2:00:32placements on the ads, once again, you
2:00:33could run broad campaigns.
2:00:35And they're going to perform super good,
2:00:36but you could click for the limit the
2:00:38reach of you of your ads.
2:00:40So, this is where you're going to be
2:00:41more manual and uh have more control
2:00:43when it comes to the targeting.
2:00:45Once again, you could do States and
2:00:47Canada.
2:00:49Uh the reason I'm going to do Canada is
2:00:50because you're going to be charging
2:00:51Canadian Canadian dollars, which are
2:00:53like .7 or even .6
2:00:56of the US dollar. And then you're just
2:00:59going to like they're measuring price
2:01:01the same way. So like 10K US dollars for
2:01:04an American is the same amount of money
2:01:05as 10K Canadian dollars for a Canadian.
2:01:08Um
2:01:09Like I've seen so many people just
2:01:12start off operating in the Canadian
2:01:13market and then they switch to the US
2:01:16market and all of a sudden they're
2:01:17making like 40 50% more money just
2:01:19because they're operating in a different
2:01:21currency. So I would just run this in
2:01:23the US. Make this simple for yourself.
2:01:25Don't don't get into the like Canadian
2:01:27market or
2:01:28um do any of these things when you're
2:01:30starting out. Just run it in the US.
2:01:32Um
2:01:33For you we're going to run it in the US.
2:01:35Never like you're going to have a niche,
2:01:36but never run the niche in a certain
2:01:38location. That's just dumb. Unless
2:01:39you're actually from that location and
2:01:41you can like
2:01:42have a leverage point that way. If
2:01:43you're like based in California, you
2:01:46could run you can start off the
2:01:47campaigns in California.
2:01:49But you get the point. Otherwise, you
2:01:51could like let's say you're running this
2:01:52for your clients and you're running it
2:01:54in Houston once again. You could do like
2:01:56Houston, Texas
2:01:57and the United States and then you could
2:01:58do like radius
2:02:00either within the current city only or
2:02:02you could like determine the radius.
2:02:04You're usually going to get requirements
2:02:06from the clients where they want the ads
2:02:08ran.
2:02:09And if you don't have that, that's
2:02:10usually something I would ask them for.
2:02:11This is just like a brief walk-through
2:02:14of what we're going to cover in the
2:02:15fulfillment module.
2:02:16Um well let's say you're running at 80
2:02:18km. Um it's going to be more wide
2:02:22or very local. You can run like I think
2:02:24it goes down yeah 17.
2:02:26So that's like more local. But in the
2:02:28beginning just run this in the United
2:02:30States.
2:02:31That's going to give the best
2:02:32performance.
2:02:34And then age,
2:02:36I would set this to based on your niche
2:02:38once again. But let's say most local
2:02:40businesses are going to be you know,
2:02:43the best. This is actually the same for
2:02:45the businesses that you're targeting for
2:02:46your agency and the people that you
2:02:48target when you're running the ads for
2:02:49your clients. I would usually just set
2:02:50this to 30 to 55.
2:02:52That's the, you know, performance
2:02:54the targeting I've seen the best results
2:02:56in.
2:02:57Uh, you can do 65 as well just because
2:02:59they're so,
2:03:00you know, Meta is going to do the
2:03:01placements once again.
2:03:03I'm going to repeat myself a lot of
2:03:04times just saying Meta does the the
2:03:07placements better than we ever could, so
2:03:09it doesn't really matter, but just don't
2:03:11go
2:03:11below 30. Um, you're going to,
2:03:14you know,
2:03:16uh, target a audience that's less
2:03:18sophisticated,
2:03:20which we don't want. Uh, demographics,
2:03:22let's say we're running HVAC. Most of
2:03:23the time if you're running these ads for
2:03:24yourself,
2:03:25um, you know, either you're on like for
2:03:27HVAC businesses, I would do only
2:03:29interest, never do job titles.
2:03:31Um, and then HVAC you could do like the
2:03:33sub, uh, interests as well. Obviously,
2:03:36HVAC stands for heating, ventilation,
2:03:37and air conditioning, so you could do
2:03:38those three.
2:03:40Uh, like heating, for example.
2:03:42Uh,
2:03:44so interest once again like I don't
2:03:46Yeah, it doesn't really matter. Um,
2:03:48let's say you want to do like
2:03:49ventilation, you could do that as well.
2:03:53Heat recovery ventilation interest, you
2:03:55get the point. But most of the time I
2:03:56just run this broad and don't have any
2:03:58interest whatsoever.
2:04:00Once again, if your ads don't perform
2:04:02when you're running broad targeting,
2:04:03it's just because you haven't been clear
2:04:04enough in your ad copy, in your ad body,
2:04:06in your hook, your headline, whatever it
2:04:08is, who it is for. Cuz if you are clear
2:04:10with that, Meta is going to understand
2:04:12who you're trying to target and then
2:04:13make the placements 10 times better than
2:04:14you ever could yourself.
2:04:16Um, that's pretty much it for the
2:04:18audience.
2:04:19Uh, you can leave the rest of this
2:04:20blank. Just make sure to turn off the
2:04:22Advantage Plus.
2:04:23Advantage Plus is just the less
2:04:25the the worse, uh,
2:04:27of the two when it comes to Meta making
2:04:30or you utilizing AI to make the
2:04:32placements better. Just turn it off.
2:04:34Um, that's pretty much it for the asset
2:04:36level.
2:04:37You click next uh and this is where you
2:04:40have your Facebook profile and then
2:04:41you're also going to have your Instagram
2:04:42profile. Now, this isn't connected
2:04:44because this is the this is a new ads
2:04:45manager.
2:04:46I never really use this one, but you're
2:04:48going to have your Facebook page and
2:04:49your Instagram page. That's the only
2:04:50thing you need and you're going to have
2:04:53uh already connected these
2:04:55uh in like previously in this module.
2:04:58So, that's going to be all good.
2:04:59Um
2:05:01and then manual upload single image or
2:05:02video.
2:05:04The destination and this is where you
2:05:05link the um
2:05:07actual destination of the landing page.
2:05:09Let's say either you're going to run
2:05:10this to your website. We've done that in
2:05:12the past.
2:05:13Keep in mind like you're you're not
2:05:14going to have millions of visitors on
2:05:16your website anyway. So, if you have
2:05:18like your landing page or like the
2:05:19actual funnel
2:05:21uh published under a public domain.
2:05:24So, your actual website you can do that
2:05:26or you could extract the URL that you
2:05:27get inside of the funnel builder inside
2:05:29of GHL. So, let's say you launch the
2:05:31funnel inside of Go High Level.
2:05:33You're going to get a
2:05:35um
2:05:36URL from inside of the Go High Level
2:05:39builder that you can just paste and then
2:05:40it isn't published under a public
2:05:42domain.
2:05:43So, only the people that actually come
2:05:44across the ad
2:05:45are going to be able to go onto that
2:05:47landing page. Uh but nobody else is
2:05:48going to be able to. But, whatever it
2:05:50is, if it's a public domain or it's just
2:05:51a regular URL
2:05:54you could uh paste that inside of here.
2:05:56Um ad creative this where you set up the
2:05:58actual creative. So, you click image ad.
2:06:00That's going to be the case for most of
2:06:01you.
2:06:02Um
2:06:03and uh this once again where you paste
2:06:06the landing page and then you go to
2:06:08media. This is where you upload the
2:06:09actual image. So, whether it's a a
2:06:11video, uh you would have to go back to
2:06:13select that, but say I want to use this
2:06:16one.
2:06:17Um and then click next.
2:06:20Here is where uh
2:06:21you know, for everyone I just recommend
2:06:23they use AI to take care of all this.
2:06:25So, this is the ad copy and then you
2:06:26have the headline and then you have the
2:06:27description.
2:06:28Um literally just take a screenshot of
2:06:30this, paste it into whatever LLM you're
2:06:33using. I would use Claude
2:06:35um Opus that's a Claude Opus. That's the
2:06:38best LLM in my opinion, but
2:06:40you could like literally take a
2:06:42screenshot of this and then just paste
2:06:43it inside of Claude.
2:06:45Tell it, "This is my offer. This is my
2:06:47uh service delivery. This is what my
2:06:49company does. This is our unique
2:06:51mechanism. This is the angle that we're
2:06:52using for marketing. And I want want it
2:06:54to be unique."
2:06:56Uh and then just tell it like write me a
2:06:57good ad copy, write me a good headline,
2:06:58and write me a good description that's
2:06:59going to be scroll-stopping, that's
2:07:00going to convert a lot of leads.
2:07:02This is what we're optimizing it for.
2:07:03We're running a traffic campaign with an
2:07:05image ad, and this is the landing page.
2:07:06We're running direct to calendar.
2:07:08Everything. And just tell it, "Write me
2:07:10a good ad copy that fits. Write me like
2:07:12five different ad copies, five different
2:07:13headlines, five different descriptions.
2:07:15Your The call to action is always going
2:07:16to be learn more. Um I've always seen
2:07:18the best performance with this, and it's
2:07:20you There's no reason to run it to
2:07:21anything else."
2:07:23But these just like just let AI do this.
2:07:25It has a way better idea uh of how to do
2:07:27this than you do anyways. Um headline
2:07:30for as an example, that could be like
2:07:3130%
2:07:32off
2:07:34AI
2:07:35roofing
2:07:38or 30% off our
2:07:42custom AI roofing sales
2:07:45system.
2:07:46For example, that could be a headline,
2:07:48but you know you can give it like inspo
2:07:50for all this. Say like this is the
2:07:51headline you want to take inspo from.
2:07:52You just let AI do the rest of it, but
2:07:55most of the time if you're just clear
2:07:56enough and you know how to prompt the
2:07:57LLM to make all of this um
2:08:01you know, you're going to be good.
2:08:03So let's just give it all this, and then
2:08:05you head to image generation. Uh just
2:08:07leave all this blank. You don't want to
2:08:08you know, dabble into any of this. And
2:08:09then the enhancements
2:08:11these are just like creative
2:08:12enhancements um
2:08:14that Meta suggests for some re- reason.
2:08:17I don't know anybody that uses this.
2:08:19Um so just turn all this off.
2:08:22It's trying to like add music or like
2:08:23add overlays.
2:08:25Easy visual touch-ups, text
2:08:26improvements. Like it's just like it
2:08:29this is never improved performance of
2:08:31the ads whatsoever. So, just leave the
2:08:33creative enhancements off. Now, these
2:08:35were already off when I once I got in
2:08:36here, but
2:08:37yeah, just make sure cuz otherwise
2:08:39they're going to like make a bunch of
2:08:41these different split tests. You're
2:08:42going to have some ads that have like
2:08:44music over it.
2:08:46You just have the ad as it is.
2:08:48And this is not one thing. Like I would
2:08:50recommend during the test period, I
2:08:52would recommend every one of you just
2:08:53like run it pretty manual. This is just
2:08:55one thing. With the creative
2:08:56enhancements, never turn this on.
2:08:59Even if when you've found winners, like
2:09:01just
2:09:02take it from me. I've never seen any
2:09:04good performance come from this.
2:09:06Click done.
2:09:08And that's pretty much it for the ad
2:09:09set.
2:09:10Now, obviously there's nothing included
2:09:12here cuz I haven't had any ad copy or
2:09:16any text above it, but you're going to
2:09:18see like a preview
2:09:20of the actual ad. And then you can click
2:09:23advanced preview to get like the full
2:09:25picture of it, but that's pretty much
2:09:27it.
2:09:28It's literally this simple. Let AI do
2:09:30the heavy lifting for you.
2:09:32Meta's Andromeda update is going to
2:09:33place the ads in front of the right
2:09:34people anyway, so you're going to be
2:09:35fully fine. You don't have to do any
2:09:38advanced stuff with the targeting.
2:09:40And that's pretty much it. And then you
2:09:42have to duplicate the ad sets as well,
2:09:43once again.
2:09:45Almost forgot. So, duplicate.
2:09:47Leave the Advantage plus audience on.
2:09:51I don't know if even know if this is
2:09:52true. They're just trying to like
2:09:54They're just trying to handle of the
2:09:56targeting themselves, but just leave
2:09:57this off.
2:09:59Once again, to scale proven winners that
2:10:01you already have proof of concept in and
2:10:02momentum, you know that they perform,
2:10:04you could like count on doubling
2:10:06Advantage plus, but especially when
2:10:07you're trying to test different
2:10:08creatives, just leave this off. Click
2:10:10continue and the original campaign. So,
2:10:13however many times you're trying to
2:10:14duplicate it, I have one ad set already
2:10:16and I'm trying to have five. So, I'll
2:10:18duplicate it four times. Duplicate all
2:10:20the ad sets.
2:10:21And now you have um five different ad
2:10:24sets with five different creatives
2:10:25underneath it.
2:10:27When you're testing these things,
2:10:29um
2:10:29make sure to Now we're going into the
2:10:32second ad set, so this should be just be
2:10:35ad set two.
2:10:38And then I have uh inside of the sec-
2:10:40the third one I have ad set three.
2:10:42You get the point. And then if you test
2:10:43testing a bunch of different like this,
2:10:44you could name
2:10:46Uh I forgot to name this, by the way. Uh
2:10:47let's say you're like ad
2:10:50creative.
2:10:52Or actually just the Squidward meme that
2:10:53I showed, for example. You're like
2:10:55Squidward
2:10:57ad
2:10:58creative one.
2:11:00Just keep track of everything. And then
2:11:01this could be like
2:11:03So you're testing a different one with
2:11:05Pikachu.
2:11:06Uh a lot of the like best performing ad
2:11:08creatives that we have tested are like
2:11:09they have a lot of humor in it. And that
2:11:11goes back to the acquisition paradigm
2:11:12module as well, where if you have a
2:11:14fancy product, which most local
2:11:16businesses
2:11:17and like any of these businesses that
2:11:19you're going to target when you're
2:11:20offering your services, they're not
2:11:22going to have a fancy service
2:11:24or product where they let the product
2:11:26itself do the heavy lifting. So most of
2:11:28the time you're going to run like
2:11:29humorous like Pikachu, Squidward, um Tom
2:11:33and Jerry like I showed in the
2:11:35That was also in the acquisition
2:11:36paradigm module.
2:11:38Um just it really performs really well.
2:11:42Let's say like
2:11:43Pikachu ad creative one. Uh
2:11:47or that's ad creative two, for example.
2:11:49Um you get the point. And then you can
2:11:51run like a more serious campaign.
2:11:53Um so like you get the point. We're just
2:11:55to have a better overview and structure
2:11:57of everything. Name each ad creative,
2:11:59and then the ad sets should just be like
2:12:001 2 3 4 5.
2:12:02And then publish it. Uh preview, publish
2:12:05all this. Uh you're going to get the um
2:12:07a good idea of how everything performs.
2:12:10Usually within day one or two, these
2:12:12perform so consistently as well. If
2:12:14anything,
2:12:15um the first Usually the way the kind of
2:12:19goes is like they it takes a while
2:12:21before meta understands who the place of
2:12:23ads in front of. So, the first day it's
2:12:25going to perform a bit worse and then
2:12:27you're going to have the peak
2:12:28performance is going to be from like day
2:12:29three all the way up until like day 30
2:12:32uh with these type of ads.
2:12:33And then later on they'll slow slowly
2:12:35start to if you really saturated the
2:12:37market with these type of ads.
2:12:39What happens is uh majority of your
2:12:42market is going to
2:12:43have seen these ads uh for like 30 days.
2:12:45So, every single every single time they
2:12:47you know come across your ad you just
2:12:49going to scroll past it. So, then you
2:12:50have to kind of test new ads ads, but
2:12:52depending on the market, depending on
2:12:53the ad as well.
2:12:55Um, [snorts]
2:12:56the performance is going to be more or
2:12:57less consistent and uh within local
2:12:59businesses
2:13:01they perform like they have the same
2:13:02performance for like one or two months.
2:13:04You can run the same ad creatives
2:13:05for a very long time. Um, and if you
2:13:07have a winner just like keep spending
2:13:09money on that one.
2:13:10Once again, most of you
2:13:12that are just trying to get into this
2:13:13and run ads in the beginning you could
2:13:15run an image ad and um
2:13:17you're not like the only intention of
2:13:19that image ad is to get them into the
2:13:20next part of the funnel. Um, so you're
2:13:23not going to like
2:13:24you know, test a bunch of different ads
2:13:26which is super nice for you as well. You
2:13:27don't you could literally take the
2:13:29creatives that I just gave you
2:13:30and run them and they're guaranteed to
2:13:32perform. You're going to be amazed by
2:13:33how well literally those ad creatives
2:13:35perform.
2:13:37Uh and um
2:13:40you really don't have to change too much
2:13:41else. Uh later on once you get more more
2:13:43complicated you have to test test
2:13:45different ad bodies, different hooks,
2:13:47different CTAs, different angles with
2:13:49your creatives once you're running video
2:13:50ads, but that's later on once you have
2:13:52a much better idea of who you're
2:13:54targeting,
2:13:56your market, um
2:13:57which angle you should uh work through.
2:13:59If it's circumstance based, if it's uh
2:14:01pain based, if it's you're speaking to
2:14:03the desire.
2:14:04But for now you just run these and
2:14:06they're going to perform super well.
2:14:07That's pretty much it.
2:14:09The lead campaign is super similar.
2:14:10You're not going to have a big
2:14:11difference between running traffic
2:14:12campaigns and lead campaigns.
2:14:14Um so, yeah. I'm excited to see the
2:14:16performance of this once you run it for
2:14:17yourself and uh that's pretty much it
2:14:19for the ad module.
2:14:20All right. Welcome to module six of the
2:14:23AI agency bootcamp. This is going to be
2:14:24an outreach module. Uh a bit of a
2:14:25shorter one, but we're going to cover
2:14:28pretty much the only outreach and
2:14:29outbound systems that I think are even
2:14:31worth uh running if you don't plan to
2:14:34run ads, which is going to be a lot of
2:14:36you.
2:14:37Um I'll run you through a quick document
2:14:40just walking you through some scripts
2:14:41and kind of the fundamentals behind it.
2:14:43And uh why these are the main platforms
2:14:45that we use. Um the only ones that I'm
2:14:47really going to go through is automated
2:14:49cold SMS,
2:14:50which is the quantity quantity play, and
2:14:52then LinkedIn outreach, which is a more
2:14:54quality play. You can definitely run
2:14:55both of these at the same time. I did
2:14:57that when I was starting out.
2:14:59Um and, you know, there's a bunch of
2:15:01other ways around this, but I'm not
2:15:02going to teach you anything that I, you
2:15:04know, haven't done myself. So, these are
2:15:05the two main ones that I, you know, rely
2:15:08heavy on
2:15:09when we're consulting clients from the
2:15:10start and that I also did in the
2:15:11beginning of my journey. Um
2:15:13I want to bring mention this cold
2:15:14calling. I just want to have this in
2:15:16there cuz it is an efficient way of um
2:15:19of doing cold outreach and getting your
2:15:20first few clients, but it's not I've
2:15:21never done it myself. Um
2:15:24I wouldn't recommend it really. So, but
2:15:26I have it in here cuz I know a lot of
2:15:27people are,
2:15:28you know, doing a lot of volume and
2:15:30booking a lot of meetings through that.
2:15:31So,
2:15:33it's a lower leverage quantity play.
2:15:34It's still the quantity play like SMS's,
2:15:36meaning you rely on a lot of volume to
2:15:39book meetings,
2:15:40but it's lower leverage and um I just
2:15:42wouldn't really say it's worth it
2:15:43nowadays.
2:15:44The entire mindset behind acquisition is
2:15:46already covered in the module before
2:15:48this. So, if you haven't watched that
2:15:49one already, go do so. That one is way
2:15:52more interesting,
2:15:53if I'm being honest, than setting
2:15:54everything up. That's teaching all the
2:15:56fundamentals behind client acquisition
2:15:58and the mindset and psychology behind
2:16:00um the buyer intent of the customers and
2:16:02all that stuff.
2:16:03One thing I do want to note
2:16:06is that when doing cold outreach, you
2:16:07have to make a choice between quality
2:16:09and quantity. Now, once again, I'm not
2:16:10saying that you can't run both of these
2:16:12at the same time,
2:16:13but
2:16:15you know, you have to use each platform
2:16:17for what they're made for. You can't
2:16:18half-ass any of these or do them wrong.
2:16:22And I'll get into what that means in a
2:16:23second. The people that hover around in
2:16:25the middle of the two will fail. This
2:16:26doesn't mean that you can't leverage
2:16:27both platforms at the same time, but it
2:16:28means you have to use each platform to
2:16:30its fullest and what it's good for.
2:16:32If you send semi-personalized messages
2:16:34that are sort of qualitative, you will
2:16:36fail. If you send below 500 messages a
2:16:38day on SMS,
2:16:40you will fail.
2:16:42Your competitive advantage when doing
2:16:43outreach is that you truly you're truly
2:16:45using the platform for what what it's
2:16:46made for. If you choose the quality
2:16:48route,
2:16:49your competitive advantage is that
2:16:51you're making really qualitative
2:16:52outbound messages.
2:16:54If you choose the quantity route, your
2:16:55competitive advantage is that you're
2:16:56doing a lot of volume. Both of these
2:16:57work, but you can't half-ass them,
2:16:59meaning
2:17:00LinkedIn, [snorts] in my opinion, is
2:17:01almost made for doing quality messages.
2:17:03You can't half-ass the quality.
2:17:06If you're being provided the opportunity
2:17:07of sending 100, maybe even 50 max
2:17:10messages a day uh through LinkedIn, you
2:17:12have to use it to its fullest, meaning
2:17:14you can't send like just boring openers
2:17:16on on LinkedIn and think that that's
2:17:17going to work.
2:17:18And you also have the opportunity to
2:17:20send a lot of volume through cold SMS,
2:17:22meaning [snorts] you should use this to
2:17:23its fullest.
2:17:25You should use it what it's what it's
2:17:26made for,
2:17:27uh which is just sending a simple opener
2:17:29and kind of soft selling with a lot of
2:17:31volume.
2:17:32So,
2:17:33I'll go over both rules for uh
2:17:35rules for both SMS and LinkedIn, how to
2:17:37use the different platforms, and how to
2:17:38build momentum as fast as possible. Both
2:17:41LinkedIn and SMS are sensitive to large
2:17:42amounts of volume and acts that violate
2:17:44the guidelines of the platform.
2:17:46Although I almost always recommend
2:17:48outbound as a good way to get the first
2:17:50handful of clients, um
2:17:53and to then allocate that capital
2:17:54towards ads to scale further, I do want
2:17:56to go against all negative notions that
2:17:58people have towards outreach. I usually
2:18:00say ads is what I recommend
2:18:02by far.
2:18:04Um
2:18:05and if you don't understand why, you can
2:18:06go watch the the module before this if
2:18:08you haven't already.
2:18:10But, [snorts]
2:18:11you know, outreach is still a great way
2:18:13of getting a lot of clients. And if you
2:18:14do it correctly and you use it for what
2:18:16it's made for, once again, you can you
2:18:18can scale to really high levels. The
2:18:21majority of the people that I know
2:18:22personally in the agency space have
2:18:23never spent a dime on ads.
2:18:25Meaning people doing 200k a month, uh
2:18:27people that have exited for high six
2:18:28figures. In my experience, a large
2:18:30amount of agencies have scaled thanks to
2:18:32immense volume on either cold SMS or
2:18:34cold email.
2:18:36Worth noting, if you're going to scale
2:18:37an agency with with outbound, it is
2:18:38always through the quality play.
2:18:41After a while, your biggest bottlenecks
2:18:43will be eyeballs.
2:18:44And there [snorts] will be other ways
2:18:45for you to create leverage at at that
2:18:46point. I still prefer ads by a long
2:18:48shot. It's more predictable,
2:18:49controllable, and a lot more fun in my
2:18:51opinion. However, you can make a lot
2:18:53more money, or not not a lot more money,
2:18:55but a lot more a lot of money from cold
2:18:57outreach as well. I want to say this.
2:18:59First of all, if you're going to scale
2:19:00outreach, it is always through the
2:19:01quality play. You're never going to
2:19:02scale outreach through the quality play,
2:19:04but this is a great way to get the first
2:19:06few clients.
2:19:07Um
2:19:08I also want to say,
2:19:10you know, if like any preconceived
2:19:13notions that cold outreach doesn't work,
2:19:14although, you know,
2:19:16really preached ads above cold outreach,
2:19:19it's still people making disgusting
2:19:21amounts of money, more than I've ever
2:19:22made from an agency or like any of my
2:19:23businesses
2:19:25um with cold outreach. I just spoke to
2:19:27a friend of mine who they were running
2:19:29like
2:19:31probably between five and 10 uh thousand
2:19:34messages a day
2:19:36uh on SMS, and they were doing between
2:19:38150 and 200 grand a month, and then they
2:19:39exited for multiple That agency they
2:19:41exited for multiple uh six figures as
2:19:44well. So, they sold the agency.
2:19:46And uh they never spent, you know, a
2:19:48dollar on ads. They were
2:19:50managing like 100 clients at the peak of
2:19:52it. Uh I also know I've seen agencies
2:19:54like do $3 million a month strictly off
2:19:57of cold
2:19:58But once again, it's always three-to-one
2:20:00replay.
2:20:01If you're running cold SMS, don't
2:20:02half-ass it by doing 300 messages a day
2:20:05cuz that's not enough volume. And if
2:20:07you're doing LinkedIn outreach, don't
2:20:09half-ass it by sending boring openers.
2:20:11You have to use it to its fullest.
2:20:13The first thing we have to do, and this
2:20:15we have to do this to launch the ads
2:20:16anyway, so I'm just doing this a module
2:20:17early cuz we need this for the ads in
2:20:19the next module as well.
2:20:21But we need to register either a
2:20:23toll-free number or a local number with
2:20:24the A2P verification through
2:20:26GoHighLevel.
2:20:27Um and I can kind of run you through
2:20:30I'll send an
2:20:30put in a recording of how to do that as
2:20:32well
2:20:33uh right after. But
2:20:35you essentially need to buy
2:20:36a phone number inside of GoHighLevel to
2:20:38send the outreach via SMS. And this is
2:20:40also the same type of number that we use
2:20:43to connect the AI dialer when, you know,
2:20:45calling up all the leads that come in
2:20:47through the application form on the
2:20:48website.
2:20:49Um so, you click essentially add phone
2:20:52number.
2:20:53Uh you go to phone system inside of the
2:20:56settings tab
2:20:57of your sub-account, and then you click
2:20:58add phone number. And make sure you have
2:21:00United States in the country. If you're
2:21:02planning to run the campaigns outside of
2:21:03the US, you buy a local number in your
2:21:05country. If you're running it in Spain
2:21:07or any other European country.
2:21:09Um although this usually comes with a
2:21:11few more complications.
2:21:12Here's the thing as well. If I if I were
2:21:15you and I'm planning to
2:21:17I would always run
2:21:19my agency in the [clears throat] US. If
2:21:20you're planning to run it locally, I
2:21:21would either either do it through ads or
2:21:23I would
2:21:24uh send you know, LinkedIn outreach. SMS
2:21:27can work, but it's harder to deal with
2:21:29the volume, so then you have to use SMS
2:21:30as the quality play
2:21:32all of a sudden, which can be a bit more
2:21:34complicated.
2:21:35But um it still definitely works. And
2:21:37we've done this in the Swedish market as
2:21:38well.
2:21:40You click filter, and then you untick
2:21:41local
2:21:42or toll-free depending on what number
2:21:44you want to buy. We have always used
2:21:45toll-free. It works great as well. Some
2:21:47people recommend local for like higher
2:21:49pickup rate and stuff like that. I don't
2:21:51think it's [snorts] a big deal.
2:21:53Uh so, you can use toll-free numbers for
2:21:54now and it's going to be easier to
2:21:55verify.
2:21:57Um
2:21:58for the US, a local number has a better
2:22:00better pick up rate
2:22:02uh cuz it comes across more naturally.
2:22:04Uh however, I would recommend you start
2:22:06off with a toll-free toll-free number.
2:22:07For a local number, you need to register
2:22:09an LLC. You need a registered LLC before
2:22:12you can even get the A2P verification
2:22:14set up.
2:22:15Uh you don't need a registered business
2:22:16whatsoever to, you know, get a toll-free
2:22:18number. So, that's a lot easier.
2:22:20Um so, start with a toll-free if you're
2:22:22planning to run SMS long-term. You can
2:22:23upgrade to a local one to increase the
2:22:25deliverability, but you're going to be
2:22:27more than fine with the toll-free to
2:22:29start off with.
2:22:31Choose any number. Doesn't matter which
2:22:32one. You're going to be provided by list
2:22:34of numbers. Uh for local numbers, you
2:22:35can even filter based on area codes in
2:22:37the tab
2:22:38um on the top. You search by digit or
2:22:40phrases. If you're planning to run SMS
2:22:42in California, for example, you could
2:22:44run
2:22:45uh you could type 21 213, which is the
2:22:47area code of uh Los
2:22:48>> [snorts]
2:22:48>> Los Angeles, to get only Los Angeles
2:22:50numbers if you're running it locally.
2:22:52Or 305 or the other one, uh
2:22:55which is seven something for Miami.
2:22:58Uh but, this is only if you're running
2:22:59it very locally.
2:23:01This doesn't matter if you're getting a
2:23:02toll-free number. All toll-free numbers
2:23:03look the same.
2:23:04Um you pick any number and then you
2:23:06click proceed to buy. Uh once it's
2:23:08purchased, then it will say uh
2:23:10verification required
2:23:12in yellow text underneath the number.
2:23:13So, if you click on that, you will step
2:23:15uh you get to a three-step application
2:23:18that you need to complete in order to
2:23:19get the number verified and start using
2:23:21it. This can be uh complicated. The A2P
2:23:24verification is completely different for
2:23:26local, but I'll teach you how to set up
2:23:27the toll-free cuz that's what most of
2:23:29you are going to use in the beginning.
2:23:31>> [snorts]
2:23:31>> So, there's a three-step application
2:23:33form that you need to fill in and send
2:23:35that in in order to get the number
2:23:36verified cuz the number needs to be
2:23:37verified before you can use it.
2:23:39The first step is business and contact
2:23:41information. So, that's pretty
2:23:42self-explanatory. It's legal entity
2:23:44name,
2:23:45um name of your business. Doesn't have
2:23:46to be registered.
2:23:47So, additional personal information
2:23:49about your business, doing business as
2:23:51uh,
2:23:52the business you kind of fill in the
2:23:53business type.
2:23:54>> [snorts]
2:23:55>> Personal email, your personal phone
2:23:56number, URL to your website. That's
2:23:58about all you need. The second step is
2:24:00just where you and your business is
2:24:01located. It's pretty self-explanatory.
2:24:03You're going to see it on the second
2:24:05part part of the application.
2:24:08And then here, the third page, this is
2:24:09where it gets kind of complicated. But,
2:24:10if you fill in all this, you're going to
2:24:12be fine.
2:24:13This is messaging use case, so it's
2:24:14actually where you're going to use the
2:24:15number for. Very important that this
2:24:17gets done correctly. Nine times out of
2:24:1810, a toll-free number gets rejected
2:24:20because of misalignment between the
2:24:21different pages of the application. If
2:24:23one page says one thing about your
2:24:25business, and the next one doesn't
2:24:26match, that's
2:24:27always what's going to reject your
2:24:29number. So, if you like have one
2:24:30business name that doesn't match the
2:24:32website URL,
2:24:34or
2:24:35you know, anything, like it's it's
2:24:36always going to be because it's just
2:24:38like misalignment or misalignment.
2:24:41Um, so on the third page of the
2:24:43application, it's it's six different
2:24:45things you have to fill in.
2:24:47One of them is called estimated monthly
2:24:48volume, opt-in type, use case
2:24:49categories, opt-in workflows,
2:24:52image URL, use case description, and
2:24:54then the last one is message message
2:24:55content.
2:24:56Literally, fill in all of these. On
2:24:59multi-volume, I'll just do 2,000. That's
2:25:01usually what works the best. Do web form
2:25:03on opt-in type.
2:25:05Use case categories, do customer care
2:25:07and marketing. Fill in both of them.
2:25:09Opt-in workflow image URLs. Here's where
2:25:11you need to take a screenshot of the
2:25:12opt-in form that we all went through in
2:25:14module three of the websites.
2:25:16Um, take a screenshot of the opt-in form
2:25:19on your website, and then upload that
2:25:20picture into media storage on your GHL
2:25:22account.
2:25:23So, click the three dots on the picture
2:25:25once you've uploaded it into media
2:25:26storage.
2:25:28Media storage is the on the first page
2:25:30of the subaccount. You can click there.
2:25:32That's where you have all the pictures
2:25:33and videos, and where you're uploading
2:25:34your VSL later on on Go High Level.
2:25:37That's where you have everything.
2:25:39And then you click get link,
2:25:40and then paste that link into this part
2:25:42of the application.
2:25:44So you essentially take that URL and
2:25:45then you paste it into where it says
2:25:46opt-in workflow image URLs on the third
2:25:48page of the application.
2:25:50Use case description literally just copy
2:25:52this from this document, fill in the
2:25:53excess and stuff, you'll be
2:25:55accepted for use case description. And
2:25:58then message content I would just do hi
2:25:59John or hi David, some name.
2:26:02It's your name, so fill in your name
2:26:04here.
2:26:05From your company name. And here I would
2:26:07usually just do
2:26:10the website domain. So just fill in the
2:26:12domain of your website. So you have the
2:26:13company name.
2:26:14Thanks for opting me opting in to
2:26:15receive SMS notifications. I just saved
2:26:17the time for you on Friday, March 27th,
2:26:202025
2:26:21at 4:00 p.m. I'll see you then if
2:26:23anything changes.
2:26:26If anything changes, just let me know.
2:26:28If you need to opt out, reply stop.
2:26:30So just replace this with your name and
2:26:32your company name. And then literally
2:26:34just paste this
2:26:35in there and you'll be fine.
2:26:37Once you've sent this in for
2:26:38application, it usually takes 12 to 48
2:26:40hours to get the number verified. If the
2:26:42number gets rejected, which isn't
2:26:44uncommon and it's completely fine if it
2:26:46happens, reach out to GHL support and
2:26:48speak to them directly.
2:26:50Usually we have to on average we usually
2:26:52have to apply for the number two times,
2:26:54maybe even three, to get it verified,
2:26:56but
2:26:57this is like if you fill this in,
2:27:00you're going to be good.
2:27:02Um
2:27:03and then if any issues pop up, like you
2:27:05can read on it will always be an error
2:27:07code that states the reason for why your
2:27:09number got rejected. So then you can
2:27:11speak to GHL support and get it
2:27:13verified [snorts] after that.
2:27:14And you'll be good to go.
2:27:16GHL
2:27:17GoHighLevel has some of the best support
2:27:18in the world. You can speak one-on-one
2:27:20to like a support person. You'll be
2:27:22added to a waiting room. Um on the
2:27:25agency view of your account, I would
2:27:26just click
2:27:27um on the top right corner
2:27:30you have essentially a blue button with
2:27:32a white question mark. You click that
2:27:33one, you click start zoom, and then you
2:27:34kind of explain a a about your
2:27:35situation.
2:27:37And then you get added to the wait
2:27:38waiting room, you fill in your name, and
2:27:39then you can speak to them directly. So,
2:27:41that's a great way
2:27:42to do that. Um
2:27:44usually takes 12 to 48 hours before
2:27:46it can be as quick as up to 12 12 hours,
2:27:48but usually it's like 48 hours
2:27:51to get an answer. So, either you get it
2:27:52rejected or it gets verified. To sign up
2:27:55for GoHighLevel, which is the only one
2:27:56CRM, you have the link down below. You
2:27:57have all of our snapshots, everything
2:27:59that we have used for my agency and all
2:28:00of our clients. You have um all the
2:28:03snapshots with the ones with the sites,
2:28:05the funnels, the pipelines, the
2:28:06customized
2:28:08uh the custom fields, custom values,
2:28:10everything that you need to run your
2:28:11agency essentially. If you sign up uh on
2:28:13the link down below, you'll have
2:28:14everything in there.
2:28:16And then cold SMS uh
2:28:18script, the idea of running cold SMS is
2:28:20to send an opener, let that lead
2:28:22respond, and then call them up
2:28:23immediately after response to make a
2:28:24quick pitch, and then book them in for
2:28:26an appointment. So, we're not booking
2:28:27them in.
2:28:28It's essentially cold calling leads with
2:28:30warmer traffic. We're not calling them
2:28:31up or we're not booking them in via text
2:28:33to an appointment.
2:28:34We're sending an opener, and that's
2:28:37literally just optimized to uh get a
2:28:39response out of them. And then after
2:28:40that, we just call them up, book them in
2:28:42for an appointment. Um this is usually
2:28:44the structure I would use per sub
2:28:46account. So, if you're hiring a team to
2:28:48do this for you, you have two VAs,
2:28:50virtual assistants, and then you have an
2:28:51SDR
2:28:52um to essentially call up the leads
2:28:55and book them in. So, VAs are
2:28:56responsible for sending out all the
2:28:58volume, scraping the leads, uploading
2:28:59them as CSV files
2:29:01into GoHighLevel, which we'll go into
2:29:03all in the video walking through
2:29:05everything in a second.
2:29:06Um
2:29:08and then you're sending out all the
2:29:09volume. So, they were responsible for,
2:29:11you know, sending out the SMS campaigns
2:29:12every single day. And then you have an
2:29:13SDR, usually that has the GoHighLevel
2:29:16app, so they can call up and dial in the
2:29:17leads that respond positively
2:29:19um to this type of message.
2:29:22And um you know, we'll call them up
2:29:24after that.
2:29:25And they'll book them in for an
2:29:26appointment. And then we have all the uh
2:29:28back end and back end operations like
2:29:29pre pre-call processes to send reminders
2:29:32that they have a call.
2:29:34Um to book them in for an appointment
2:29:36and and uh speak to them directly.
2:29:38Every sub-account usually handles 500
2:29:41messages per day. Um I wouldn't go past
2:29:43500. It lets you go up all the way to
2:29:453,000 per sub-account, but your account
2:29:48is going to get restricted.
2:29:49Um so, do 500 and then if you want to
2:29:52increase that, you have a second
2:29:53sub-account. So, usually I would have
2:29:55like one VA per sub-account send it out.
2:29:57Then you let the SDR have access to both
2:30:00sub-accounts so they can
2:30:01they can dial in.
2:30:03And then it's I want to say as well,
2:30:05you're going to be completely fine
2:30:07running this entire system by yourself
2:30:08in the beginning. You don't need VAs or
2:30:10SDRs to do this. Everything that I'm
2:30:11about to teach in the video that I'll
2:30:13show in a in a bit,
2:30:15um you can do that by yourself
2:30:17fully. So, you don't need this to begin
2:30:19with. This is only if you want to scale
2:30:20up and this once again really only makes
2:30:22sense in a few niches like real estate,
2:30:24HVAC, roofing.
2:30:26Um
2:30:27but, you know, most of the time you're
2:30:29going to be better off doing this by
2:30:30yourself, signing a few clients, a
2:30:31handful, and then taking the money,
2:30:33investing into ads. That's really
2:30:36my suggestion for anybody trying to
2:30:38start an agency.
2:30:40Uh SMS being automatically sent out by
2:30:41VAs, so it's only Monday to Friday,
2:30:43that's when the businesses are open.
2:30:45And then 9:00 a.m. to 5:00 p.m. Adapt
2:30:47Always adapt to the time zone of the
2:30:48market you're heading um after. So,
2:30:52let's say you're sending out a campaign
2:30:54to um a California-based or like only
2:30:57these in California one week and then
2:30:58you're switching to Texas. It's
2:30:59different time zones, you have to adapt
2:31:01this. It's not going to be a huge
2:31:02difference cuz it's only like between
2:31:04EST and PST in the US market, but you
2:31:07still got to adapt um
2:31:09to this pretty much and I'll show you
2:31:11how to do that in in the video as well.
2:31:13Um so, yeah. Download the GHL app to
2:31:16that get directly notified when lead
2:31:18response. Uh speed to leading is key.
2:31:20So, ideally we want to call them up
2:31:22within 10 minutes after they respond
2:31:23positively.
2:31:24Um we can call them up
2:31:26and book them in for an appointment. If
2:31:28we later like call them up after 10
2:31:30minutes, it's going to massively
2:31:32decrease the reply rate of the leads.
2:31:35So, make sure to have your phone in hand
2:31:37and and call them up directly.
2:31:39And these are some of the scripts that
2:31:40we just want to run. Um, this is pretty
2:31:42much the
2:31:44uh opener that we send. Once again, like
2:31:46this is not we're not optimizing to
2:31:48nurture them and tell them anything
2:31:49about the offer. We're just getting a
2:31:50yes out of them.
2:31:51So, we then we can call them up, nurture
2:31:53them, book them in for an appointment,
2:31:54and that's when we can kind of you know
2:31:57explain our offer
2:31:58in more detail. So, usually we just do
2:32:00hi, uh contact first name. You want to
2:32:02have this custom field as well.
2:32:05Um
2:32:06So, we can send it out. It
2:32:09gets uh customized to the name as well.
2:32:12Uh, I've got a few niche. So, let's say
2:32:14you're uh in real estate, you can do
2:32:15like buyer seller.
2:32:18Um, I've got a few buyer seller leads
2:32:20sitting in the pipeline.
2:32:22Or if you're doing roofing
2:32:23got a few roofing or leads looking for
2:32:26roofing services in the pipeline. Are
2:32:28you able to take them right now? If
2:32:29you're down, just reply yes and I'll
2:32:30show you the details.
2:32:31By the way, my name is
2:32:34Sebastian.
2:32:35This is not an automated message. Haha.
2:32:37We're not an automated message. You also
2:32:39want to like this have this just like
2:32:41this.
2:32:42Uh, don't do all caps or anything cuz it
2:32:44looks automated. The the point of this
2:32:46is just like looking making it look like
2:32:48we're just sending a message to the
2:32:49roofing company down the street.
2:32:51Cuz otherwise it looks automated. Um, so
2:32:53this is just the entire strategy we want
2:32:55to run. Another one could be hey, is
2:32:56this the best uh number for the owner at
2:32:59business name?
2:33:01Uh, I was going to reach out because we
2:33:02just helped another
2:33:04roofing
2:33:07company
2:33:09for example,
2:33:10uh in city
2:33:12enrolled 90 customers uh this month and
2:33:14I think you'd like what we did. Mind if
2:33:15I send over some details?
2:33:17You can also add some like this like
2:33:18this is not an automated message. This
2:33:19is my name.
2:33:21Um
2:33:22Another good one is quick question. If I
2:33:23could drop X number of new niche clients
2:33:26in your calendar this month, would you
2:33:27be able to handle them? No pitch, just
2:33:29wondering what your capacity looks like.
2:33:32Note that this is not we're we're not
2:33:33explaining anything about the AI or
2:33:35anything. What what we're doing about
2:33:36the offer, that should be communicated
2:33:37later on cuz really on the only thing
2:33:39that they care about is
2:33:40getting new leads
2:33:42or just growing their company. So the
2:33:44like we're just optimizing the opener to
2:33:46get a yes out of them.
2:33:47Whatever we can do that's still like
2:33:50briefly
2:33:51correlated to our offer that we can get
2:33:53a yes out of them, that's what we want
2:33:55and then we can call them up.
2:33:56Um so that's the entire intention of
2:33:58this kind of system. And then follow up,
2:34:00you there if you're interested in you
2:34:01just reply yes, I don't want to waste
2:34:02these leads.
2:34:03And then follow up two 48 hours after
2:34:05the opener last message on this, just
2:34:06want to check if you're looking for new
2:34:07clients right now. All good if you're
2:34:09not, but if you are just reply yes and
2:34:10I'll send the info over.
2:34:12That's kind of what we uh do.
2:34:14If you do this with enough volume and
2:34:16you track everything properly, you will
2:34:17book meetings.
2:34:19This is literally
2:34:20probably the best way of running
2:34:21outreach there is.
2:34:23Um cuz it allows you to send so much
2:34:25volume.
2:34:26Your only goal for the initial message
2:34:27of the uh
2:34:28SMS script is to get the lead to reply
2:34:30yes to where we then can call them up,
2:34:31briefly pitch them on our offer, and
2:34:33then book them in for a proper
2:34:33appointment.
2:34:34Until you sign your first client, I'd
2:34:36suggest you take care of this entire
2:34:37sequence by yourself.
2:34:39Once you build some momentum, you can
2:34:40put a setter in place to take care of
2:34:41everything front to back. And if you
2:34:43ever get further with SMS, you build
2:34:44small mini teams. So two VAs and one
2:34:46SDR. This is kind of the team that I
2:34:47would run.
2:34:49You build them into like mini teams. So
2:34:51you let like this team take care of two
2:34:53sub accounts. You have two VAs and one
2:34:55SDR on two sub accounts and they just
2:34:57like kind of switch and that's when
2:34:58you're like if you're real estate for
2:34:59example
2:35:01and you just want to run SMS instead.
2:35:03Once again, I'm not like I'm not
2:35:05preaching this way of running it. I
2:35:07would rather you just run ads
2:35:09and uh help you build a team that way.
2:35:11But this is still like I'm just
2:35:14teaching you how to kind of scale in the
2:35:15future cuz you're you're going to be
2:35:17fine running this all by yourself pretty
2:35:18much up until you're at
2:35:20I mean if you sign two or three clients,
2:35:22you're going to be at 10K a month. So,
2:35:24and you don't need a team to to get to
2:35:26that volume. So, you're going to you're
2:35:28going to be fine anyways.
2:35:30To take care of everything, this is
2:35:31really the only this is really only
2:35:33applicable if you're looking to avoid
2:35:34running ads for some reason and you're
2:35:36operating in a niche where SMS is
2:35:37extremely applicable
2:35:39for that or to that specific sales
2:35:41process. Real estate, for example.
2:35:43Also, the SDR script is this is where
2:35:45when we called them up and booked them
2:35:47in for an appointment. So, after they
2:35:49responded yes, "Hey name, this is your
2:35:51name calling from your agency name. We
2:35:53just texted earlier about getting these
2:35:55getting AI set up for your business. Did
2:35:56I catch you at the right time?" If yes,
2:35:57continue. If no, ask when to call back.
2:35:59Refresh.
2:36:01Perfect. Just So, just to recap, we help
2:36:02your niche businesses within this area
2:36:04set up AI growth solutions to handle
2:36:06calls, texts, and inquiries 24/7. We
2:36:08also plug in our AI marketing system
2:36:09that brings us new customers
2:36:10automatically. We actually just helped
2:36:12another business in your area implement
2:36:13X. And pause here. Let him respond.
2:36:17To ask a quick question.
2:36:19Just so you're not speaking and putting
2:36:20words in their mouth.
2:36:22I just want to make sure that we're on
2:36:23the same page. Are you mainly looking to
2:36:24save time on calls or more focused on
2:36:25getting new customers coming in? This is
2:36:27also the different like stages they're
2:36:29in in business. We want to identify this
2:36:30as early on as possible.
2:36:32Awesome. That makes total sense.
2:36:34What we normally do is just a short
2:36:36strategy call about 15 minutes where we
2:36:38go over
2:36:41where we show you how the AI system
2:36:44would look for your business and what
2:36:45kind of results we expect. We'll also go
2:36:47over the pricing and set up options so
2:36:49you can see if it's a fit. This is also
2:36:50a big thing that we've
2:36:53noticed ironically like a lot of
2:36:55prospects just want to hear the pricing
2:36:57straight away and that's a like a big
2:36:59thing for them. So, if we say that on
2:37:01the sales call if we booked them in for
2:37:02a sales call, you know, we'll show them
2:37:04the actual pricing. That's a big thing
2:37:05for them as well. And they're happy to
2:37:07to hop on a sales call just to even see
2:37:10if that's within their budget. It does
2:37:11It's not, you know, correlated to
2:37:13anything, but
2:37:15we have uh we've seen that across, you
2:37:16know, running the system for quite a lot
2:37:17of agencies.
2:37:19Book the appointment.
2:37:2130 seconds. Do you have a few minutes
2:37:22later today or tomorrow morning uh work
2:37:23better for you? Give them two clear
2:37:25options. This doubles your booking rate
2:37:26because
2:37:27if you just ask if are you okay with
2:37:29booking a meeting anytime soon, you
2:37:31rather want to say just
2:37:32uh this a few minutes later today or
2:37:34tomorrow morning
2:37:35work better for you. Um you just give
2:37:37them the option to choose instead of um
2:37:39choose between which time instead of
2:37:41choosing
2:37:42if you want to do it or not. I also want
2:37:44to say um
2:37:46book them in as early into the future as
2:37:48possible
2:37:49because the earlier you book them in,
2:37:51let's say it's later today or uh
2:37:53tomorrow morning, the higher the show up
2:37:54rate is going to be. If you book them in
2:37:56for 2 weeks from now, there's guaranteed
2:37:57nobody's going to show up. That also
2:37:59goes for a Calendly link uh both for the
2:38:01ads later on
2:38:03and also
2:38:04um
2:38:06if you're selling sending them a
2:38:07Calendly link, which most of the time is
2:38:08not going to be the case, but you only
2:38:10want to give them the option to book 4
2:38:11days into the future. That's kind of the
2:38:13sweet spot between
2:38:14um it's still short enough into the
2:38:17future where they're going to remember
2:38:18the appointment, but it's also gives
2:38:19them enough room to make sure that they
2:38:21actually
2:38:22have time one of those days.
2:38:25If you send them a Calendly link and
2:38:26they can book 3 weeks into the future,
2:38:27there's no way they're booking in a or
2:38:28they're going to show up to that
2:38:29appointment. They're going to forget
2:38:31about it.
2:38:32Um if they pick a time, perfect. I'll
2:38:33lock that in for you. Day and time,
2:38:35what's the best email to send the
2:38:36Calendly invite to? Confirm and repeat
2:38:38repeat back to avoid errors and make
2:38:39sure to like both the email and the
2:38:40phone number from them. Phone number you
2:38:42usually already have, but if if there's
2:38:44a better phone number to reach them at,
2:38:46you collect that as well. Make sure to
2:38:47collect the email. That's the most
2:38:48important thing cuz then you can send
2:38:50reminders as well, which is very
2:38:51important.
2:38:53Um close warmly. Awesome name. You're
2:38:56all set for the end time. You'll get a
2:38:57quick confirmation from us. Talk soon.
2:38:59And I think you'll really like what
2:39:00we're building.
2:39:01So, that's pretty much it. And then I'll
2:39:03also run you through exactly how to do
2:39:05that in the next video.
2:39:07Um and how to set everything up up and
2:39:09how to scrape the leads and all that
2:39:10stuff. All right, so this is going to be
2:39:12a full walk-through of how to run the
2:39:14SMS uh fully front to back, all the lead
2:39:16scraping, how to source all the leads,
2:39:17upload all the company information into
2:39:18GoHighLevel,
2:39:19and uh how to automate the entire system
2:39:21front to back pretty much. I've
2:39:22optimized this entire sequence uh to
2:39:25make it as cheap as possible.
2:39:27I assume most of you guys that are going
2:39:28to run SMS in the beginning instead of
2:39:30ads are going to want to save as much
2:39:31money as possible.
2:39:33Um so, unless I've had
2:39:36clients that we have consulted in the
2:39:38past have spent like two, three, 400
2:39:40bucks a month on lead scraping
2:39:42uh cuz you scrape leads and get public
2:39:44company information from businesses can
2:39:45be expensive.
2:39:46Um and if that's you, like you if you're
2:39:49spending 400 bucks a month, you're
2:39:50better off just putting that money
2:39:51towards ads anyways.
2:39:52So, aside from GoHighLevel's own fees
2:39:55that they charge per SMS, this is fully
2:39:57free to run.
2:39:58$0 [snorts] spent on lead scraping, uh
2:40:00which is amazing. And uh GoHighLevel
2:40:02charges like
2:40:04I think it's like 0.8 0.008
2:40:08dollars per SMS sent.
2:40:10With SMS, you're a bit more restricted.
2:40:12Uh you have to be within 160 characters,
2:40:14and uh with MMS,
2:40:17that's [clears throat] a bit more
2:40:17flexible. You're paying like 0.2 0.02 uh
2:40:21dollars per message. So,
2:40:23let's say you're running SMS, um
2:40:26I mean, 1,000 messages would then be
2:40:28like 7.9, so eight bucks. Um that's
2:40:311,000 leads. Most of you are going to
2:40:33run 500 messages per day,
2:40:35uh which is 15,000 a month.
2:40:38And that's what I would limit each
2:40:39sub-account to. If you decide to scale
2:40:41uh later on the SMS up to like bigger
2:40:43numbers, you could do
2:40:45uh you could create a second sub-account
2:40:47and another sub-account to then run um
2:40:49you know, cuz I would limit it to 500
2:40:51messages per day per sub-account.
2:40:53Otherwise, [snorts] you get restricted.
2:40:55Um so, that would be Well, let's say
2:40:56you're running 500 a
2:40:5815k a month, uh
2:41:00eight bucks per 1,000 leads, so 15 * 8
2:41:02that's
2:41:04120. So, you're spending 120 bucks a
2:41:06month on like SMS fees.
2:41:08Um which is like fully doable for for
2:41:11most of you running this. And if you
2:41:12don't want to do that, like you're
2:41:13you're going to be fine with running
2:41:15uh less volume than that as well. So,
2:41:17I'll go through everything uh from the
2:41:19back. You're going to go to the contact
2:41:20section of GoHighLevel. This is where
2:41:22you run all the SMS is from. And then
2:41:24you have to yellowpages.com.
2:41:26This is the main like website for public
2:41:28company information in the US.
2:41:31Uh I apologize if the sun gets in the
2:41:33way, by the way. Um but we're going to
2:41:35stick through it. Uh
2:41:37we have tried a few different pages, but
2:41:38this is the main one. So, uh you go to
2:41:40the yellow pages. You literally search
2:41:41any business that you want to target.
2:41:43Let's say you want to do HVAC in uh
2:41:46California.
2:41:48Literally the business and the location
2:41:49and then you click find.
2:41:51And you're going to be provided with
2:41:53literally thousands of businesses uh and
2:41:55the number
2:41:57to each one of these businesses. Um
2:41:59and like usually most people would just
2:42:01like take these numbers and dial them
2:42:02one one by one.
2:42:04Um
2:42:05but and you see like 3,000 businesses is
2:42:08one to 30, it's 30 pages. If it's If it
2:42:10says 3,000, it's more than that.
2:42:12>> [snorts]
2:42:12>> Uh anyway, so you have literally
2:42:14unlimited businesses to reach out to.
2:42:16Then what you got to do is you come to
2:42:17Instant Data Scraper.
2:42:19Uh so, you literally just search Instant
2:42:22Instant
2:42:23Data Scraper Chrome Extension.
2:42:28And you come to this one. It looks like
2:42:30a Poké Ball. And uh you click add. It's
2:42:32probably going to say add. This is in
2:42:33Swedish, but click this one and then you
2:42:35add the extension. And it's going to be
2:42:37added up here in the top right corner to
2:42:39the puzzle logo.
2:42:40So, it looks like this.
2:42:42And then you just head into head back
2:42:44into yellow pages and then you click
2:42:46uh on the Instant Data Scraper. And
2:42:48pretty much immediately
2:42:52Let me check. It's loading. There we go.
2:42:54Immediately you're going to be all all
2:42:56the company information is going to be
2:42:57sourced in one place.
2:42:59Um keep in mind this is only 30 business
2:43:01you can only scrape one page at a time.
2:43:04So you have to do this um quite a lot of
2:43:06times. So you we download this as a CSV
2:43:08file.
2:43:09So [snorts] all the numbers is going to
2:43:10be one place. You have all the numbers
2:43:12here.
2:43:13Um and then we head back into uh a brand
2:43:16new Google sheet cuz this is where you
2:43:17want to put all the leads in one place
2:43:19pretty much.
2:43:20Uh keep in mind this is in Swedish but
2:43:22you know I'm running you through the
2:43:23buttons here. Um you come up here and
2:43:25then you click import.
2:43:28Upload.
2:43:29Uh you can browse all the downloads and
2:43:31then the latest one is going to be
2:43:33Yellow Pages uh 8 CSV. So this one you
2:43:35download
2:43:36um
2:43:38to have all the company information.
2:43:40And then
2:43:41uh for the first one you're just going
2:43:42to click on uh the second one which uh
2:43:45is pretty much like just add to
2:43:47uh new page and then you import all the
2:43:49data.
2:43:50And then all the data is going to be in
2:43:52one place. And then the reason you want
2:43:53this in a separate Google sheet is
2:43:54because once you scrape the second page
2:43:56of leads
2:43:58so all these within the red has been
2:43:59scraped
2:44:00you go to the second page.
2:44:03And then you basically just do the same
2:44:05thing uh with the second page as well.
2:44:07So all these businesses you come up here
2:44:09and then you do the Instant Data Scraper
2:44:10again. Then you have another batch of
2:44:12these. So we we download this one again
2:44:14CSV file.
2:44:15We head back into the Google sheet and
2:44:17then this is important. Uh you want to
2:44:18do this same procedure
2:44:20uh but when you upload the leads
2:44:23uh so we have Yellow Pages uh 9 CSV.
2:44:27You want to add this to the same
2:44:30uh so this is added to existent. I guess
2:44:33this is the fifth one for you guys as
2:44:35well but it's add to uh existent
2:44:38or
2:44:40the same like page essentially. The same
2:44:43Google sheet. Uh cuz otherwise if you
2:44:45click the same one again this one is
2:44:46just going to like create another Google
2:44:48sheet every single time and you want
2:44:49everything in the same place. So you add
2:44:51it and then you import the data.
2:44:53And all of a sudden you have 60
2:44:54businesses uh with all the numbers
2:44:56collected in one place. Now,
2:44:58you can see that, you know, it's going
2:44:59to be different columns for all the
2:45:01numbers. In one uh the numbers are here,
2:45:03and then the other one numbers are here.
2:45:05What you can do is if you click on uh
2:45:08additions, this is what it says in
2:45:09Swedish, and you come to app scripts.
2:45:12Um here you can add a piece of code to
2:45:15align everything. So, the the really the
2:45:17the only thing we need is
2:45:20This is also protected by the businesses
2:45:21itself, so it doesn't have the country
2:45:23code. This is a US number uh excluding
2:45:25the country code, so the plus one. We
2:45:27need to add this into the every single
2:45:29uh one of these columns.
2:45:31Because if we don't have the plus one,
2:45:33it's not going to be added to
2:45:34GoHighLevel, so it'll be a failure once
2:45:36we try to upload the leads.
2:45:37Make sure that you can do that with AI.
2:45:39Literally take a screenshot of this, go
2:45:41to like Claude, and then just ask it for
2:45:43um a code to import a plus one ins- like
2:45:47in front of every single number that's
2:45:48in this Google Sheets. And then you can,
2:45:50you know, tell it your problems uh and
2:45:52the issues and where you want, you know,
2:45:54all the columns to be aligned, etc.
2:45:56That's a great thing with vibe coding
2:45:58and and all these other LMs. So, you can
2:45:59literally just tell them your issues,
2:46:01and it'll help you out with whatever you
2:46:03need. Um but inside app scripts, here's
2:46:05where you have all the the code. So, you
2:46:06could, you know, place that code that
2:46:08Claude gives you, and then just paste it
2:46:10inside of here. And then uh you'll have
2:46:11plus one in front of every single
2:46:13number.
2:46:14Once you have this, you'll go up here,
2:46:16and then uh you click download, and then
2:46:18download this entire Google Sheet as a
2:46:19CSV file. So, as we did with all the
2:46:21leads inside of Instant Data Scraper,
2:46:24you download all these as a CSV file.
2:46:26And then we have this downloaded here.
2:46:27So, I would also name this if you're
2:46:29doing like HVAC
2:46:30uh California
2:46:32leads
2:46:35V1. Let's say we want to name it so we
2:46:36don't like mix things up with each each
2:46:38other. I would download this as again,
2:46:40cuz then you're going to have the name.
2:46:42I'll be up here, and then you head back
2:46:44into GoHighLevel, and this is where
2:46:46you're going to import all leads. So,
2:46:47you come to the contact section. You
2:46:49click import.
2:46:51Uh
2:46:52import contacts only. Uh
2:46:55untick opportunities. You don't have to
2:46:56have this ticked. Uh only contacts. The
2:46:58difference between contacts and
2:46:59opportunities. Opportunities is basic
2:47:01like contacts is just company
2:47:02information. So, it's what you upload.
2:47:05Um
2:47:06and opportunities is a contact within
2:47:08the pipeline. But, you can add that on
2:47:10manually later on. You don't have to
2:47:11have this in
2:47:12now. So, you just come to contacts.
2:47:14Um
2:47:15and then you head to next.
2:47:19And then you click on uh here to upload
2:47:21the file. You come to downloads and then
2:47:22you have this uh right here H5
2:47:24California leads V1.
2:47:26Click open. And then make sure you have
2:47:28it at create and update contacts. So,
2:47:30make sure that that's ticked.
2:47:32You click on next.
2:47:34And then this is where you want to map
2:47:35the fields for uh you know
2:47:38essentially map uh all the company
2:47:40information that you want to download.
2:47:42The only thing that you need uh in order
2:47:44to download uh or upload leads into Go
2:47:46High Level is an identifier.
2:47:48So, either an email or uh a phone
2:47:50number. That's the two things you're
2:47:51going to need
2:47:53to uh to upload leads.
2:47:55So, on phones, this is really the only
2:47:56thing you need mapped. You're going to
2:47:58have all the phone numbers. And then
2:47:59make sure that this is set to it's
2:48:01naturally going to be set to additional
2:48:02phones. Make sure that this is set to
2:48:03phone.
2:48:05Um
2:48:06we have street address is mapped as
2:48:08well. Uh you could also create if you
2:48:09want to in the setting section, you
2:48:11could create custom fields
2:48:12uh to have it inside of here. So, if we
2:48:14want like additional info.
2:48:16Uh
2:48:17see one of these is probably created by
2:48:19that we have created ourselves.
2:48:22Years in business for example, this is
2:48:23one that we created. Just have some
2:48:25additional info uh about the leads. But,
2:48:26you don't need it. Uh really the only
2:48:28thing if it could help to just have some
2:48:30things systematized if you want a bit
2:48:31more structure.
2:48:33But, you're going to be fine just
2:48:34uploading the leads and having the phone
2:48:35number um as well. So, as long as you
2:48:37map the phone numbers
2:48:38as phone. [snorts]
2:48:39Um
2:48:41that's pretty much it. And then you just
2:48:42click don't import data uh from 27 on on
2:48:44that columns.
2:48:45Click next.
2:48:47You could create a smart list once again
2:48:48for a bit more structure if you want to
2:48:49name this like HVAC
2:48:51leads V1 or uh
2:48:54campaign
2:48:57one if you want to. It's not necessary.
2:48:59Let's just leave this unticked for now.
2:49:01Um, and then uh you don't this you can
2:49:03kind of leave
2:49:04>> [snorts]
2:49:05>> unticked as well. Uh if you want to
2:49:06import these to a workflow, you can do
2:49:08that later on as well. You don't have to
2:49:09do it now.
2:49:10Um, so let me just click confirm and
2:49:13then start bulk import.
2:49:15Um,
2:49:16go to contacts now.
2:49:18And then hopefully unless we have any
2:49:20issues, this will take a bit of time
2:49:22sometimes.
2:49:23But you know, we'll have all the
2:49:24contacts uh uploaded in one place. So I
2:49:26can I show you what it looks like and
2:49:27when we're sending out the SMS as well.
2:49:29Sometimes this takes a minute or two to
2:49:31be properly uploaded.
2:49:34So now I just uh headed into a different
2:49:35sub-account just to demonstrate how this
2:49:37uh procedure usually looks like. Once
2:49:39again, you got to make sure that the
2:49:40country code is added inside of the
2:49:42Google Sheet. Now it's just a bunch of
2:49:44different numbers here with different
2:49:45country codes.
2:49:46Um, but I'm just trying to show you what
2:49:47to do once you have the
2:49:49um
2:49:50contacts uploaded. Also, if you have any
2:49:52technical issues, the best way to go
2:49:53about this is also is always to ask GHL
2:49:55support. So you just click the blue
2:49:57button up here and the white question
2:49:59mark and then you'll be added to kind of
2:50:01a chatbot. So you just tell it about
2:50:02your issues
2:50:03and all that stuff. And then you can uh
2:50:05hop on be added to a waiting room.
2:50:08And then um you can hop on one-on-one
2:50:10support with uh a GHL expert. That's
2:50:12what I would do if you face any
2:50:13technical issues. Everybody has
2:50:14technical issues with GHL, so that's
2:50:16nothing unusual. And everybody's going
2:50:18to have different issues as well. So if
2:50:19you have personal stuff that you want to
2:50:20clear up with them, just hop on a a call
2:50:22with them. Uh usually takes 3 minutes
2:50:25and then it'll be all cleared.
2:50:27But in order to send out the actual SMS
2:50:29uh once you have all the leads uploaded,
2:50:31you click up here um above all the
2:50:33contacts.
2:50:34Now we have mapped uh 20. You can also
2:50:36select all uh 67 of them. But, let's say
2:50:39we just want to do the the first 20 off
2:50:42the bat. You can also customize this. If
2:50:43you want to do
2:50:45Most of you are going to run 500
2:50:46messages per day. So, regardless if you
2:50:48want to scrape 500 leads, 500 new leads
2:50:51every day, or if you want to scrape like
2:50:5215,000 leads at once, upload them, and
2:50:54then just do 500 a day, you can do that
2:50:56as well.
2:50:57That's up to you.
2:50:58Um, but to, uh, just do what what makes
2:51:01it easier for you to structure
2:51:02everything and keep track of everything.
2:51:03That's going to be the easiest.
2:51:05Um, and then you click more. Uh,
2:51:07sometimes, as you see, send email is
2:51:08going to pop up for you here. Some Some
2:51:11of you are going to have different
2:51:12displays. In my case, it's more, and
2:51:14then send SMS.
2:51:15>> [snorts]
2:51:15>> Um, you write an action name, so that
2:51:17could be H-vac
2:51:19campaign,
2:51:21uh,
2:51:22V1.
2:51:25Can't write V1. And then, you pick the
2:51:27number, uh, that you need. So, you're
2:51:29going to have a verified toll toll-free
2:51:30number, or a local number, depending if
2:51:32you, uh, pick the local
2:51:34or [snorts] toll-free to, uh, send all
2:51:36the SMSs with.
2:51:38Pick an SMS template. You can leave this
2:51:39blank. And then, this is where you type
2:51:41the message. So, most of you you have
2:51:43the script, um,
2:51:45earlier on from the outreach module
2:51:47that you can use here. Uh, I'll just do,
2:51:49"Hey." And then, you can also add a
2:51:51custom value. So, that could be contact
2:51:54first name, for example. Uh, you want
2:51:57it to be structured like that.
2:51:59And that's So, if you have mapped Now,
2:52:01we haven't mapped the actual first name
2:52:02of every business. Um,
2:52:04this This could also be like the
2:52:05business name, whatever custom value you
2:52:07want to have here.
2:52:08Or, you [snorts] could just leave this
2:52:09blank.
2:52:10It doesn't really matter. This is
2:52:11nothing that like really increases the
2:52:13deliverability, or or not the
2:52:15deliverability, but the possible reply
2:52:17rate. Um,
2:52:19but let's just say we want the contact
2:52:20first name.
2:52:22Um, first name, and then
2:52:25I've got a
2:52:28Let's say you're sending for realtors.
2:52:29I've got a few buyer
2:52:33seller leads
2:52:36sitting in the pipeline.
2:52:40Wanted to know if you're
2:52:44to take them right now.
2:52:48>> [snorts and clears throat]
2:52:49>> If you're
2:52:51interested,
2:52:52just
2:52:54reply
2:52:55yes.
2:52:57And I'll
2:52:59you details.
2:53:02This is one that we use a lot for
2:53:05This is niche niche neutral. It works
2:53:07great for every type of niche. So, this
2:53:09is one that you can use as well.
2:53:10By the way, [snorts] my name
2:53:14flashing
2:53:15in this is not
2:53:18in all automated message.
2:53:23Just to make it seem natural. Once
2:53:25again, this this entire like idea of
2:53:27this type of SMS sequence is you just
2:53:28want to like send an SMS for the realtor
2:53:31or the roofing company with HR company
2:53:32that just lives down the street.
2:53:34And just like I've got a few leads
2:53:35sitting in the pipeline that we like
2:53:37we're we're full right now. We can't
2:53:38take these.
2:53:40If you want to take them like
2:53:41just reply yes.
2:53:43Once again, I would have this
2:53:45You could do it like this just to make
2:53:47it more clear for what the call to
2:53:48action is. The only intention of this
2:53:50message is just for them to reply yes to
2:53:53your message. That's literally all we
2:53:54want them to do, but it looks a little
2:53:56robotic. So, I'll just have it like
2:53:57this.
2:53:58Um
2:53:59you're going to get responses
2:54:01if this is the message. Once again,
2:54:02we're not mentioning anything about AI
2:54:04or anything about like actually about
2:54:06our offer.
2:54:07Our only intention with this is to get
2:54:09them to reply yes. And this is also such
2:54:11a small percentage of the entire sales
2:54:13process. So, by the time we actually
2:54:14have built enough trust and spoke with
2:54:15them to the point where they actually
2:54:17want to give us their money for the
2:54:19service that we're providing, they're
2:54:20not going to care about what they said
2:54:23in this message message. A lot of people
2:54:24are like worried if we say that we have
2:54:26leads to give them, like are they going
2:54:27to be um skeptical towards that?
2:54:30You're not going to have any issues.
2:54:32So, um
2:54:33hey contact first name. I've got a few
2:54:34buyer or seller leads. This could also
2:54:36be like leads that are looking for
2:54:37roofing services or leads that are
2:54:39looking to, you know, whatever it is
2:54:41that, you know,
2:54:43they're servicing to their customers. Um
2:54:45leads that are essentially searching for
2:54:47the services.
2:54:48You could send all at once, but to just
2:54:51optimize for account safety and not make
2:54:53anything too spammy, I would send it in
2:54:54drip mode. Uh so essentially you send
2:54:56out a a batch of messages
2:54:59here and there throughout the day. So,
2:55:00if you're sending 500 messages, you
2:55:01could send like 15 messages every 10
2:55:03minutes for the entire day until the 500
2:55:05is sent sent out.
2:55:07Uh select day and time. Let's say we
2:55:08want to start this on It's currently
2:55:09Tuesday. So, let's say we want to start
2:55:11this on
2:55:12Monday the 13th cuz usually we run these
2:55:14campaigns between Monday and Friday 9:00
2:55:16a.m. to 5:00 p.m.
2:55:18during the opening hours of that
2:55:20business. That's when they're going to
2:55:21be the most active.
2:55:22Um I would usually just set this to
2:55:25midnight as well.
2:55:27Um so, whatever that is.
2:55:3112:00 a.m. for example.
2:55:35There we go. That's when we start it.
2:55:37And then number of messages per batch,
2:55:39that could be like 15. Repeat after 10
2:55:42minutes. So, then we have 15 messages
2:55:44out of these 500 being sent out every 10
2:55:46minutes.
2:55:47Uh untick Saturday and Sunday. So, we
2:55:49only want to send these out between
2:55:50Monday and Friday.
2:55:52Um this is once again to just make sure
2:55:54that we're not wasting any of these. If
2:55:55you're sending out a bunch of messages
2:55:57during night time or on Saturdays or
2:55:59Sundays, the reply rate is going to be a
2:56:01lot lower and you're just like wasting
2:56:02leads.
2:56:03Uh so, make sure you set it to this. And
2:56:05then you can start at like
2:56:08once again 9:00 a.m. uh
2:56:11to
2:56:13Let's do 5:00
2:56:15p.m.
2:56:17And then I confirm.
2:56:18Uh
2:56:19you just have to tick that box as well.
2:56:21Make sure that this is set at 12.
2:56:23Um if you're running it in the US, it's
2:56:25not It's like a additional change that
2:56:27you can make. But 9:00 9:00 a.m. to 5:00
2:56:30p.m. uh in the time zone of where your
2:56:33business is located. So, if you want to
2:56:34send it to uh these are in California,
2:56:36for example. Let's say you want to send
2:56:389:00 a.m. to 5:00 p.m.
2:56:40uh in California. Make sure that your
2:56:42entire account settings uh or your
2:56:45account it that week is set
2:56:48to the time zone of your business. Cuz
2:56:49then it's going to send out 9:00 a.m. to
2:56:515:00 p.m. in California instead of 9:00
2:56:53a.m. to 5:00 p.m. in PST or uh even in
2:56:57Europe for some of you guys who are
2:56:58going to run um the SMS in the US, but
2:57:01you will live in Europe. Um
2:57:03you know, those messages are going to be
2:57:04sent during evening or during nights,
2:57:06which is going to massively decrease the
2:57:08reply rate.
2:57:09So,
2:57:11and also you could also set this to like
2:57:12PST or like Mountain Time or uh Central
2:57:15Time in the US, and then it's just going
2:57:17to be an hour or two off uh when you're
2:57:18sending the SMS. You can do that as
2:57:20well. It's not That's not going to make
2:57:21a huge damage to delivery. Um
2:57:24but if you really want to optimize, this
2:57:25is what I would do.
2:57:27Then you just send the SMS, and then
2:57:29these SMSs are going to be sent out um
2:57:31you know, 15 per batch every 10 minutes
2:57:33throughout the day until it's reached
2:57:34500. And then [snorts] all of the
2:57:37conversations you manage them from here.
2:57:39These are just like opt-ins we've had,
2:57:41so we haven't ran anything on this
2:57:42account. Uh you have all here, and then
2:57:44you can also star uh the conversations
2:57:47um that are like closer to becoming, you
2:57:49know, an appointment or that you like
2:57:51want to speak to. Just make sure that if
2:57:53if you have one lead that is um you
2:57:56know,
2:57:57weighing towards an appointment more
2:57:59than the other ones, you can star them.
2:58:00And then uh once you've gotten a yes out
2:58:03of them, so you've sent a message, the
2:58:04only thing that we want out of them is a
2:58:06yes. That's when you uh dial the leads
2:58:08and call them up.
2:58:09E- or either you do this yourself
2:58:12or uh you hire a VA or an SDR or a
2:58:15setter. You can do that on Upwork or
2:58:17even on some like Discord channels,
2:58:18whatever it is, or on Instagram as well.
2:58:20Um and you let them take care of the
2:58:22entire system front to back. And then uh
2:58:24you send them an SOP.
2:58:26I could actually add an SOP to the
2:58:28document. So, once you guys download
2:58:29this document for the outreach model,
2:58:31that SOP is going to be um within the
2:58:33document. I think that's uh probably
2:58:35easiest to do.
2:58:36Um so, that's an SOP. It goes through
2:58:38everything. It's kind of like an SOP and
2:58:39a contract in one.
2:58:41Uh an SOP is a standard operating
2:58:42procedure for you guys that don't know.
2:58:44It's essentially just requirements for
2:58:46to follow once they work for you. And
2:58:47you don't have to explain that on a
2:58:49call. They're able to just like read
2:58:51that
2:58:52in one document.
2:58:53Um once we get a yes out of them, you
2:58:55want to call them up and then just
2:58:56explain about your offer and uh what I
2:58:58the script that I just went through in
2:59:00the document as well.
2:59:01And this is pretty much it. This is I've
2:59:04seen so many people, once again, like
2:59:05this is the system, but at scale,
2:59:08this is like the foundation for the
2:59:10system that is responsible for many six
2:59:14and even seven-figure uh agencies. Um
2:59:17you know, if you if you're willing to do
2:59:19a lot of volume with this system, you
2:59:21can you can make a lot of money from it.
2:59:23Um just make sure to be consistent with
2:59:24the follow-ups. Have the GoHighLevel app
2:59:27downloaded on your on your phone, cuz
2:59:29you're not going to be notified through
2:59:30your computer
2:59:31once you get a positive reply from
2:59:33GoHighLevel
2:59:34um or from a lead. But, if you have it
2:59:36on your phone, it's going to be a lot
2:59:37easier. And the speed to lead is crucial
2:59:38as well. So, if you're able to call them
2:59:39up 5 minutes after they've
2:59:41responded positively, that's uh going to
2:59:43massively increase your chances of them
2:59:44responding and actually being positive
2:59:46towards what it is you're offering as
2:59:48well.
2:59:49So, that's pretty much it. Um
2:59:51good luck with this. This is such a
2:59:53great system. And the reason why we only
2:59:55really go through this
2:59:56uh alongside LinkedIn is because I don't
2:59:58really if you're running cold outreach,
2:59:59there's no point in doing anything else
3:00:01in this.
3:00:02Um
3:00:03so, I've seen a lot of people, you know,
3:00:06sign their first three, four, five
3:00:07clients with this. And I've also seen a
3:00:08lot of
3:00:09people have this as the foundation for a
3:00:11multi-six-figure agency that they've
3:00:13exited after that as well.
3:00:15Uh I wouldn't recommend this for all
3:00:16niches. Once again, if you're running
3:00:18to more like front desks or like clinics
3:00:21or businesses that have, you know,
3:00:22bigger corporations, you're going to be
3:00:23better off running ads or maybe
3:00:24LinkedIn.
3:00:25Uh but if you're targeting especially
3:00:27real estate, I I mean, real estate's one
3:00:30of the niches where I would even
3:00:31recommend SMS above ads.
3:00:33Um
3:00:34but also if you're running it towards
3:00:35roofing or HVAC in the beginning, you're
3:00:38going to be fine running SMS. And this
3:00:39is so cheap.
3:00:40Um you know, it's a system that allows
3:00:42you to send 15,000 messages a month
3:00:45uh and paying like roughly 100 bucks as
3:00:47we just said previously. So,
3:00:49you're going to be good uh with running
3:00:51this. And um
3:00:53yeah, I'm excited for uh for you guys to
3:00:54see results with this as well. So,
3:00:55that's pretty much it for the SMS
3:00:57module.
3:00:58The second one is LinkedIn uh or warm
3:01:00outreach. And this is what I'd recommend
3:01:02for
3:01:03the quality play. Um this is completely
3:01:06the complete opposite um
3:01:08of running cold SMS. But this If you do
3:01:10this correctly, this can really work.
3:01:12Um and I'll tell you some funny stories
3:01:14about this as well.
3:01:15LinkedIn is the opposite of any other
3:01:17volume-based outbound marketing. Your
3:01:19quantity of messages within a short
3:01:20period of time is extremely limited on
3:01:22LinkedIn.
3:01:23Although, there's a bunch of other ways
3:01:24to build leverage.
3:01:25So, here you you're pushing heavy on the
3:01:27platform and, you know, your profile
3:01:29instead of just running
3:01:31um
3:01:32a bunch of volume. Um that's that's your
3:01:34way to build leverage. And when running
3:01:36SMS, your way of building leverage is
3:01:38the volume.
3:01:39Here it's more
3:01:41um you know, the platform and who you
3:01:43are and who you position yourself as.
3:01:45LinkedIn is how I got my first client
3:01:46ever and how I booked my first 25 plus
3:01:49sales calls. If you do it correctly,
3:01:50there's an insane amount of opportunity
3:01:52on LinkedIn.
3:01:53My first two sales calls ever um was
3:01:56both Dubai-based uh realtors who
3:01:58probably Both of them probably had
3:02:00eight-figure investment portfolios when
3:02:02it comes to real estate.
3:02:03Um I spoke to them
3:02:05and uh we just offering kind of like all
3:02:07in one marketing services uh like
3:02:09helping them kind of like structure
3:02:10courses
3:02:12um and do their marketing and get them
3:02:14more leads and you know get them more
3:02:15business in general. Like that's kind of
3:02:17what my initial offer was.
3:02:19Not very precise, but that was what I
3:02:20started with. But still like I booked my
3:02:23first two sales calls and that that's
3:02:24not to shy away from the other 25 sales
3:02:26calls that we booked before we started
3:02:28to switch into more ads and content.
3:02:30But this was
3:02:32um
3:02:33and I didn't close them obviously cuz I
3:02:34had zero sales experience, but I
3:02:35literally hopped on calls with people
3:02:37that had like eight-figure
3:02:40you know investment portfolios in real
3:02:42estate in Dubai and London. Both were UK
3:02:44based initially and moved over to Dubai.
3:02:46But you know with that said LinkedIn
3:02:47outreach is 80% about the profile, 20%
3:02:49about the actual message. Your way to
3:02:51build leverage on platforms like this is
3:02:53who you are, who you frame yourself as.
3:02:56Not how you communicate your offer. Your
3:02:57offer is not the biggest thing anymore.
3:02:58It's it's you.
3:03:00And that's the good [snorts] thing of
3:03:01LinkedIn is if you
3:03:03if you have a sense of like building or
3:03:05you have a
3:03:06you know brand awareness and you know
3:03:07how to build a a good brand and set up a
3:03:09good profile like you can actually um
3:03:12come pretty far with LinkedIn outreach.
3:03:13So it doesn't have to be more
3:03:15complicated than this.
3:03:16Um [snorts]
3:03:17I would really prioritize getting to 500
3:03:19connections as soon as possible.
3:03:22Um cuz I will you know once you have 500
3:03:24that it just says 500 plus and it will
3:03:26really like increase your status. The
3:03:28top people on LinkedIn have 500 [snorts]
3:03:30plus connections and some people that
3:03:31have been on LinkedIn for 3 weeks has
3:03:33500 connections. But if you only have
3:03:35you know a a few hundred that's going to
3:03:38make it harder for you. So
3:03:40it's usually a 2-week process to get to
3:03:41500 connections
3:03:442 to 3 weeks and then that's really
3:03:45going to increase your deliverability on
3:03:47the messages.
3:03:49Um
3:03:50500 plus connections headline I help.
3:03:52This is what this is the framework that
3:03:53I would have. I never use LinkedIn
3:03:54anymore uh unless it's from people
3:03:56coming in bound. But so I'll this is not
3:03:59the most optimized profile, but this is
3:04:00what it looks like at the moment.
3:04:02Um I help specific type of small
3:04:04businesses or businesses
3:04:06it could be as well.
3:04:08Uh I help specific type of business
3:04:09owners generate extra sales through your
3:04:11service special mechanism that be AI
3:04:13licensing infrastructure, for example,
3:04:15with outcome pain points. So, this is
3:04:17where you have to dive deep into market
3:04:18research as well
3:04:19to understand what their common pain
3:04:20points are.
3:04:22Um but I would just have that here. I
3:04:23wouldn't necessarily have founder. You
3:04:25can if you want to,
3:04:27but it doesn't really add any value in,
3:04:29you know, most of the time it's not a
3:04:31huge corporation you're running anyways.
3:04:32So, you could just skip that and just
3:04:34have the headline.
3:04:36And that's pretty much it. Have a good
3:04:37profile picture.
3:04:38Um and a good banner as well kind of
3:04:41representing what you do. This is not a
3:04:42good banner, in my opinion, but, you
3:04:44know, as I said, I don't really use
3:04:45LinkedIn at the moment. LinkedIn Sales
3:04:47Navigator is what you need.
3:04:50Uh the Sales Nav, which you can sign up
3:04:52for three
3:04:53a 30-day free trial.
3:04:55Um
3:04:57and
3:04:58you know, this just gives you more
3:04:59access is less limited on a connection
3:05:01standpoint. You can send way more
3:05:02messages when you have LinkedIn Sales
3:05:04Navigator. I would even say unless
3:05:05you're willing to spend money on cuz
3:05:07you're paying a multi fee for this after
3:05:09the 30-day free trial.
3:05:11Um I wouldn't say it's worth running
3:05:12LinkedIn average, but with that said,
3:05:15it's also a bit of like pay-to-play on
3:05:17LinkedIn. Like people know if you have
3:05:18Sales Nav, they know that you're not
3:05:20completely unserious, which is a good
3:05:21thing as well.
3:05:22Um
3:05:24but you could you could easily sign your
3:05:26first client within those first 30 days
3:05:28of having the free trial anyways.
3:05:30Good profile pic and good banner.
3:05:32That's pretty much everything.
3:05:34Um and then the holy trinity of LinkedIn
3:05:36openers, uh personalized video, talking
3:05:38head, so literally like this.
3:05:40Just, you know, explain about your
3:05:41offer. Make one for each lead. So, these
3:05:43are very personalized.
3:05:45Uh this is low volume, but extremely
3:05:47high reply rate because it's so
3:05:48personal. So, how you personalize it is
3:05:50you literally film a video for each
3:05:52lead. You say their name.
3:05:54Um just make Make you have a solid
3:05:55background. And if you're on a
3:05:56quality-based platform, you might as
3:05:57well use it to its fullest potential.
3:06:00So, even if you're you might only be
3:06:02sending 30 videos a day,
3:06:04but it's going to perform extremely well
3:06:06since it's so personalized.
3:06:08I used to do this. I would used to send
3:06:09probably 30 to 40 of these every single
3:06:12day and just track them in a
3:06:14track them in a simple like LinkedIn
3:06:16tracking sheet where I um
3:06:19you know, track the performance of
3:06:20everything. I used to have probably a I
3:06:22mean, at the height of it, probably 7 8%
3:06:24booking rate.
3:06:25Meaning, uh for every 100 messages I
3:06:27sent out, I was booking like seven or
3:06:29eight appointments, which is pretty
3:06:31impressive. You're not going to be at
3:06:32that booking rate for SMS.
3:06:35So, that's what I'm saying. That's why
3:06:36you want to use the platform to its
3:06:38fullest potential.
3:06:40This is the script, the exact script
3:06:41that I used when I used to send uh
3:06:43videos. Hey name, hope you're doing
3:06:44well. Look, I see you do some
3:06:46some amazing stuff uh at their real
3:06:48estate company. Usually, they're like
3:06:49company name, I would look it up. And
3:06:51then say, I see you do some amazing
3:06:53stuff
3:06:54uh at your company name or just within
3:06:56real estate, I used to say as well. I
3:06:57see you doing some amazing stuff within
3:06:59real estate. And I wanted to ask you,
3:07:01name, again, would you be open to adding
3:07:02an extra 20 to 50,000 in new MRR to your
3:07:05business? I'm asking because I've got an
3:07:06opportunity to help you do exactly that
3:07:08on a complete pay on results basis,
3:07:09meaning if we don't get results, we
3:07:11don't get paid. However, the last thing
3:07:13I want to do right now is to pitch a
3:07:14bunch of stuff without your permission.
3:07:15Uh with laughing tone.
3:07:17So, I won't say anything just yet.
3:07:19However, if you are open to receive some
3:07:21more information on how this works and
3:07:22how we've done this for other clients,
3:07:23then just send me a thumbs-up.
3:07:25Cuz that's like the in I think that's
3:07:27the first or like the second uh reaction
3:07:30emoji on LinkedIn. So, it's simple for
3:07:32them to just like react with a
3:07:33thumbs-up, and then you can send some
3:07:34more info after that.
3:07:35Then just send me a thumbs-up, and I'll
3:07:36send over some more information. And if
3:07:38not, don't worry about it.
3:07:40This is the way I would uh send it out
3:07:41to everybody.
3:07:43It really works.
3:07:44Like truly, if you track this properly
3:07:46as well. You don't even really have to
3:07:47track it, but you have to keep track of
3:07:49which leads are you're in the sales
3:07:50process with. Since it's a pretty manual
3:07:53uh way of doing outreach, you have no
3:07:55way to automate this really.
3:07:56Uh but as I said, I used to send 30 to
3:07:5850 of these a day and book two calls a
3:08:01day on the low end.
3:08:02Um very low volume compared to something
3:08:04like SMS.
3:08:05But if you're willing to put in the
3:08:06effort, it works extremely well.
3:08:09And then I would just follow this up
3:08:10with uh is the above quote your name?
3:08:12And then second to follow up with that
3:08:15did you get the video that I sent you,
3:08:16name? Uh so I'd send this like 24 hours
3:08:18after if they didn't respond. And then
3:08:2048 hours after if they didn't respond.
3:08:23Um
3:08:24and then the second one is if you don't
3:08:26want to make videos and rather send out
3:08:27a more generic message at a faster pace,
3:08:29this is the opener that we've always
3:08:31used. That's the highest reply rate. So
3:08:33I would still recommend this cuz this
3:08:35performs a lot better if you're willing
3:08:36to put in the work for it.
3:08:38Uh
3:08:38by the way, the beauty of this is it
3:08:40doesn't have to be a like a good video.
3:08:43You can kind of slip up like some leads
3:08:45would even think it's kind of like
3:08:46funny.
3:08:47And um
3:08:49it's almost good anyway if you kind of
3:08:51slip up with the script. You don't need
3:08:52to, you know, look professional or
3:08:54anything. You just need to do a video
3:08:56and um
3:08:58you know,
3:08:59like say their name. Like saying their
3:09:00name makes a huge
3:09:02uh it's a huge thing cuz you're
3:09:03expressing the fact that this is not
3:09:05automated anyway.
3:09:06Like you you can't automate a message
3:09:09like this and uh you're just you're not
3:09:11just like sending a video generic to
3:09:13everybody. So say their name.
3:09:15Um that's how you're going to get the
3:09:16highest response rate. But if you just
3:09:17want to send openers
3:09:19Hey name, do you mind if I shoot you a
3:09:20quick question? This is literally one of
3:09:22the best openers that I've ever used on
3:09:24LinkedIn.
3:09:25Um niche neutral and generic, no pitch,
3:09:27works every time.
3:09:28This probably this sentence is probably
3:09:30the one I can type the fastest on my
3:09:32computer cuz I've typed it so many
3:09:33times.
3:09:34Send this opener like this works super
3:09:36well. Uh I used to book meetings with
3:09:37this one as well. It's just like you
3:09:38ini- you initiate a conversation and
3:09:40then you can work from there. But once
3:09:41again, like don't look at
3:09:43if you're on LinkedIn, don't try to
3:09:44automate stuff. Like this is a manual
3:09:45platform, use manually.
3:09:48Um
3:09:49If you want to get a set room place, you
3:09:50can do that. But the one that is doing
3:09:53the outreach on
3:09:54LinkedIn should use it properly. So
3:09:58that's what I would do. And then the
3:09:59third one is an evergreen loom video
3:10:00mini VSL. Record a 2-minute video
3:10:02LinkedIn max length. You can't send a
3:10:04video above 2 minutes on LinkedIn.
3:10:06Breaking down the offer, who you help,
3:10:08how you help them, etc. Doesn't have to
3:10:10be personal, but still enough trust for
3:10:12them for at least to proceed. So the
3:10:13only difference between this and this
3:10:16this wouldn't be a talking head. This
3:10:17would just be like
3:10:19I would I could you could probably set
3:10:20it up with your phone horizontally and
3:10:21then do a quick like screen recording a
3:10:23loom just walking through your offer in
3:10:25a document explaining the offer that you
3:10:28present to them.
3:10:30And then
3:10:31um
3:10:33yeah, you record a 2-minute video. You
3:10:34send it to them. It's not personalized
3:10:36to their name, but it's it's so
3:10:39like complicated and you're going over
3:10:40going over the offer
3:10:42which such such a precision that doesn't
3:10:44really matter.
3:10:46Now
3:10:47um this is pretty much it what I've used
3:10:49for LinkedIn. It works super well. It's
3:10:51nothing like I usually say like there's
3:10:53not there's no magic wand that you can
3:10:55pull in regards to outreach. It's you
3:10:58just have to do the work that is
3:10:59required. Like it's hard to gain
3:11:01leverage, but if you do these things
3:11:03like it works super well and you're
3:11:05going to see you know get your first few
3:11:07clients
3:11:08with this for sure.
3:11:09Um
3:11:10and so with the SMS, I already walked
3:11:12you guys through that. Yeah, that's
3:11:14pretty much everything
3:11:15for the outreach model. It's a bit of a
3:11:17shorter one.
3:11:18Um
3:11:19but you know the ads I'm I'm always
3:11:22going to be you know biased towards ads,
3:11:24but you know I'm always going to be
3:11:25biased towards ads and that's what we're
3:11:26going to go through in the next module.
3:11:28So I appreciate you watching and I'll
3:11:29see you guys in module seven.

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