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0:00I want to talk about the secrets of
0:01scaling paid ads no matter what business
0:03level you're at biggest obstacle is just
0:05throw ads going down you spend more
0:06money 10 million
0:08ads very low trust and that's
0:12it so I said a bunch of businesses at
0:14different sizes ask me questions about
0:16their paid ads and I'm going to do my
0:18very best to answer them so from you
0:19know $10 million a year all the way down
0:21to $600,000 a year in terms of size some
0:24people are trying to start running paid
0:26ads some people are trying to expand or
0:28scale their ads and are running into
0:29particular issues 650 Dental recruiting
0:32how do I start marketing so you
0:35currently run ads for job boards where
0:37you at raise your hand there you go so
0:39you run ads on job board so you already
0:41know how to run ads all right this is me
0:43trying to break a belief for you so
0:44you're already do it you're just doing
0:46it on another platform all right so
0:47you're doing it in order to get
0:49dentists but you're also trying to
0:51attract dentists who have clinics I
0:55don't think it's you just happen to be
0:56on job boards but fundamentally um you
0:59can run the I mean dentists are also on
1:01meta same thing uh they're probably
1:04older more boring I said that with love
1:06to dentists uh so I would look yeah
1:08Instagram Facebook will probably do
1:10really really well for you and just
1:11saying hey I have a like tired of taking
1:15all these calls yourself like talk to
1:16the pain point of that dentist so it's
1:18like they don't want to work weekends
1:19they don't want to work early hours they
1:21don't want to take cases they don't want
1:22to take well or they don't want to um
1:25they want to eventually retire someday
1:26but they don't want to let down all
1:27their patients and they don't want to
1:28sell us in private Equity because
1:29they're going to force them to work for
1:305 years in servitude and control their
1:32lives so these are the pain points right
1:35um bless cousins a dentist that's fresh
1:36on my mind uh and so these are all the
1:38pains that's my hook for the ads and
1:41then targeting take your customer list
1:42make it look like audience off that list
1:44if dentist is in the copy dentist is in
1:45the video the AI on Facebook will also
1:47notice Ser it to dentist and it'll be
1:48pretty straightforward
1:50Bingo all right uh 600k acupuncture
1:54start okay so if you want to run so this
1:56is local right okay so the nice thing is
1:59that local business businesses are the
2:00easiest business to run ads for okay
2:02because trust is Skyhigh and you're like
2:04oh they're they don't trust me like try
2:06and sell Beauty to you know people on
2:08the Internet it's much harder um so all
2:10you need to do is run Legion ads so I'm
2:13going to give you the simplest strategy
2:14for getting this are you guys
2:15technically proficient you are okay
2:18fantastic I was going to assume you
2:19weren't and give you an even easier way
2:21um but all you want to do is you can
2:22just run lead ads okay for some sort of
2:25free thing and you're like I want really
2:27high quality people well welcome to cold
2:29traffic so uh they won't be but what you
2:33will need to create is a sales process
2:35that creates qualified customers all
2:36right and so when I say creates it's
2:38really just filters for good ones just
2:40think about it like that it's just like
2:41I'm adding filters uh and the more
2:43filters you add the more expensive the
2:44leads will be if they're good filters
2:47and if they're more expensive they'll be
2:48good if they're good filters if you add
2:50bad filters they'll be more expensive
2:51but they won't be better so if I make it
2:53really hard for my page to load it adds
2:55friction but it's not good friction if I
2:56add a vsl so video sales letter to a
2:58page it'll create friction but it'll be
3:00good friction so I'll increase the
3:01quality of the lead by doing that and so
3:04with a local business you're going to
3:05want to have like in larger National
3:08companies this is where brand adding the
3:10building trust adding Value First
3:11matters in local it matters
3:13significantly less it is very offer
3:15driven on a local basis because people
3:18know what acupuncture is so you can say
3:20free thing or $19 thing since you
3:23probably your time costs a little bit
3:25more than maybe a low skilled labor uh
3:28job I'd probably go for the to $999
3:30thing maybe somewhere in there if I had
3:32to Bet 19 to 29 would be where I'd start
3:35and what you do is you sell people on
3:38that they opt in for it thank you page
3:39they can purchase it you still call all
3:42the leads yourself you close them on the
3:44$19 thing to get a card on file when you
3:48schedule you'll confirm that appointment
3:50and that that card's attached to that
3:52person and so then you'll do the
3:54treatment that you're going to do and
3:56then you're going to sell them the plan
3:58afterwards okay now now my preference
4:01here would be that you sell before you
4:03treat if that doesn't work out for you
4:05you can treat first I just prefer to
4:08have someone in pain sell them the much
4:10longer thing that's going to permanently
4:12solve it give them short-term relief
4:14afterwards and set their next visit and
4:16then on the like when you do your actual
4:18sales appointment the nice thing is you
4:19already have the card and so you can say
4:21awesome so this is this do you want to
4:23use the card you have on file great and
4:24that's the sale does that make sense
4:27okay that's the acupuncture process all
4:29right 3 million CrossFit coach business
4:31coach uh brand conscious so you guys are
4:34doing what kind of cont you guys
4:37making oh podcast is the the only thing
4:39okay so you guys are doing podcasts and
4:41that's it we some longer
4:45cont okay got it okay um the business
4:49started from the podcast the podcast was
4:51first yeah
4:53understood uni personalities yeah are
4:56you guys um barbell uh Shrugged he was
5:00that was yours okay got it yeah yeah
5:01okay okay I hear you um I never had a
5:05name to a face but I knew the podcast
5:06okay so where would I start okay first
5:09thing I would do same thing earlier is I
5:11would do a retargeting campaign across
5:12all platforms and the nice thing is that
5:14platforms are not super hard to figure
5:16out they're made zillions of dollars to
5:17make them easy to click if you already
5:19have traffic so you install a pixel for
5:20each of the platforms on your page
5:22you'll start collecting data from every
5:24single visit that's already coming from
5:25your podcast you can start retargeting
5:27so that's layer one you should probably
5:29also earn your PPC terms it'll
5:30immediately make money like there's no
5:32PPC campaign for your own terms that
5:34doesn't make money I haven't seen it
5:35ever happen my entire life um so that's
5:38number one and two so own your own terms
5:39do the retargeting um third thing is you
5:43have to come up with something that's
5:44really Banger and like super super
5:45valuable that you can give away for free
5:47um like you've seen my stuff so the the
5:49money models books the um the the
5:52framework the 11 Frameworks for
5:53profitable gyms all that stuff so really
5:56put time into it because I think people
5:57really skimp on this and that's why
5:58people opt in they see it they're like
6:00oh this is why would I continue to
6:02book with this person right and so they
6:05opt in thank you page schedule it still
6:08works now the thing is is that you guys
6:10do have a brand if you're worried about
6:11being brand conscious all you do is just
6:13be true to you in the ads and my
6:17recommendation is let your clients talk
6:19so just let proof do the talking that's
6:21how I would approach it um when I look
6:24at all the ads that we've done over the
6:25years like I said earlier 80% of them
6:27are about proof and so as much as we
6:29want to think it's all about us like no
6:31one cares like Alex had the big gym I
6:35still do right the big gym company one
6:37I'm not in the ads anymore at all and I
6:39wasn't for the last two years and it was
6:41because we just focused on the customers
6:42because gym owners don't really care
6:44about me I mean they care about making
6:45money and they're like I'm glad he
6:46helped but really they just want to make
6:48more and see other people like them that
6:50they can say oh this is a good
6:51approximation of my gym and so the idea
6:53there is you want to create the most
6:56compelling proof as possible which is
6:57the type of proof would that would be
6:59the least likely to be faked so on this
7:01extreme you'd have a faceless Anonymous
7:0310-year outdated text based
7:06testimonial on this extreme I would have
7:09someone walk up on stage who looks just
7:11like you owns a CrossFit uh business
7:14coaching business and says Alex help me
7:16go from 3 million to 30 million you'd be
7:18like and I'd be like cool so you'd
7:20be like that's a really good
7:20approximation really hard to Juke right
7:23here live in front of me not recorded in
7:25person specific to me and so that's kind
7:28of the Continuum when you're showing
7:29proof and every approx every every
7:31takeaway it's like okay iners is better
7:33than um than virtual uh live is better
7:36than recorded uh like me is better than
7:39doesn't look like me uh the result that
7:41I want is better than a result that's
7:42close to what I want and so you just
7:44look at all of the factors that make
7:45something super compelling and when
7:47you're looking at your proof kind of
7:48think through it that checklist and
7:49that'll make more compelling proofs that
7:50make more compelling ads that you only
7:53lose trust in the marketplace when you
7:55say something that isn't true and if
7:57you're not saying it and it's their fact
7:59of life
8:00how can anyone fault
8:02you yep 800k vacation rentals B2B so
8:07you're trying to get people who have uh
8:11properties to list with you so that you
8:13can make more money with their
8:15properties for them okay so this will be
8:19really really easy to advertise because
8:21your fundament so do you want people who
8:23already okay you don't want the extra
8:25room people you want the people who have
8:27properties that are being mismanaged
8:29we target homeowners who have a
8:31secondary home that they only use a
8:32couple weeks okay and don't do anything
8:34in the meantime exactly okay so um I
8:38would start
8:40with so my so one I would probably still
8:43use meta as my first bet just because
8:45the targeting there is going to be
8:46easier to figure out um the ads
8:50themselves are going to be the same
8:51thing lead with pain like I was saying
8:52with the dentist is what is the pain of
8:54that person which is do you feel like
8:58you're wasting money money by having
9:00your house sit empty every year as or
9:04every month as you keep paying your
9:06mortgage on something that doesn't get
9:07you a return right it'd be something to
9:10that degree you would know the pain
9:11better than me but that's what I would
9:12imagine the pain would look like um and
9:15so what I would then do is I would send
9:18probably five case studies of different
9:20representative houses and different
9:22representative avatars so kind of the
9:23point I was making there with the
9:25CrossFit gym owners is that in the thing
9:27that I want to send is like we're going
9:29to give you an estimate in the meantime
9:30I'm going to show you 10 representative
9:32types of homes that you can probably
9:34find one that's close to yours so you
9:36can have some reasonable expectation of
9:38what you could potentially earn
9:39switching to shortterm in the meantime
9:41and at the bottom I have the commonly
9:43asked questions which is are these
9:44people going to trash my place what are
9:46you know what's my security going to
9:47look like uh how what if they don't
9:49leave uh cleaning blah blah blah like
9:51all the questions that are going to be
9:52there and I answered that in the bottom
9:53there because we already solved this we
9:54do this with this many homes proof um
9:57and so we've been doing this for this
9:58long more proove and so if you'd like we
10:01can give you an estimation of what we
10:02think based on your neighborhood your
10:03zip code and we can personalize our
10:04process to you great okay that's the ad
10:07uh and the case study that you give them
10:09so free download thank you page
10:10scheduler very simple if you want you
10:12can add an application if you get too
10:13many app if you get too many opt-ins
10:15that aren't qualified you can add more
10:17friction so just for everyone it's like
10:18what's the perfect funnel if you get too
10:20many that are bad add friction if you
10:22don't get enough remove friction and if
10:24you have almost no friction and there's
10:25still bad leads the targeting is off
10:29okay uh 2 million Beauty 4.6 Riz meta
10:33okay you guys are in Columbia you're
10:34shutting down the other two countries
10:35that aren't working as well you're set
10:36you're 30 the 30% you're at 4.6 why
10:40aren't you scaling is the question so
10:41the question like what is the actual
10:43question
10:44here we really want to scale like five
10:47the next the revenue okay and we want to
10:50increase our o okay so how would you
10:54like uh plan the strategy to do that
10:56we're currently making like 100% only in
10:59meta ads great maybe Test new creatives
11:02new platforms but how would you the
11:05strategy the team to do that the content
11:07creation MH because that's like a new
11:10level that we're not yeah so two ways
11:13that you can scale the row at so one is
11:15spend more obviously so I'm not even
11:17including that but in terms of improving
11:19your row as itself it means you either
11:20have to drive down CAC or increase uh
11:23LTV right or average average car value
11:25so in terms of driving now CAC what I
11:27would do is I would look at the top you
11:29probably run a th000 ads over the last
11:30year look at the top 10% or 5% of ads
11:34look at the first 3 seconds of each of
11:36those ads and see if you can model those
11:39three seconds with all of the remaining
11:41ads that you have you can even slice
11:43that first three seconds off of the best
11:45winners and past it on to another 100
11:47plus ads so that'll get you 10 50 times
11:50more ad creative per good winner that
11:52you get so you can squeeze more out of
11:54it so that's from the creative strategy
11:55to drive down ad cost from the uh LTV
12:00perspective um are you guys selling are
12:03you guys selling subscriptions or you
12:04just selling we sell like devices and
12:07also Cosmetics so we have an IPL remal
12:09device we have led mask we have led like
12:12devices uh we also you sell bundles
12:15compl there are Cosmetics to those
12:17devices okay and you sell so you sell
12:19the devices and then the recurring goal
12:21is that people buy the uh order devices
12:23because those are almost like a one time
12:26purchase only yeah that's what I'm
12:27saying so they one time purchase on the
12:28devices but the uh gels or lotions and
12:32Potions go to on a recurring basis right
12:36I mean that's not our main focus because
12:39they like low ticket yeah I got you the
12:43nice thing is that when it's low ticket
12:44when someone buys a high ticket the
12:45likel they buy the low ticket thing if
12:46you bundle it up is pretty high so if
12:48someone buys $1,000 I know what's the
12:50cost like $80 that a high ticket for
12:53that's fine okay so if you have an $80
12:55thing then you could still sell a $40
12:58annual for 12 packs of the creams or
13:02whatever that go with it you just need
13:03to sell a whole bundle of that because
13:05think about it from the consumer if I'm
13:07buying it's because I believe that I'm
13:09going to do this and if I am going to do
13:10it then I might as well get the savings
13:12on the stuff that goes with it like if I
13:14buy a printer and someone says Hey buy a
13:16Year's worth of Inc and you in the m in
13:18the moment you're like well I am going
13:19to print stuff that's why I'm buying it
13:21then and not everyone's going to take it
13:23but if 30% of people take it you add 12
13:25bucks to your to your uh ACV and right
13:28there you've got whatever that is 15% um
13:31that you add so that's one thing um in
13:33ter do you have payment plans and
13:34financing set up uh yeah okay so that's
13:37good um the big thing with I mean I
13:40would still I would lean harder on that
13:42thing that I'm talking about with the
13:43the CP like think about the other think
13:44about the other things that someone who
13:46purchases this uh machine is going to
13:48want to buy and still offer it like
13:50there's no point and then just think
13:51about doing it in bundles rather than
13:53one-offs because one-offs aren't going
13:54to make a difference but bundling for
13:56the the year will'll multiply this with
13:59any of those small knickknacks buy a lot
14:01so you might even be able to double for
14:02like the max cart might be able to you
14:04know double how much someone spends um
14:06and you'll feel those pops so I think
14:08between those two things but I think as
14:09a quick word of advice um you guys are
14:12in the beauty director consumer business
14:15you are a marketing company and so
14:17doubling down on Creative as a
14:20discipline is what's going to separate
14:22you from like if you want to get to 20
14:24million a year it's going to be you
14:26doing 10 times or 50 times more cre
14:29cretive in terms of what you're putting
14:30out for output and so that means being
14:33having a better system for both
14:34capturing ugc and then repurposing ugc
14:37and so for us for context we spend 80%
14:40of our resources taking winners and just
14:42reskinning them 80% and so you're
14:45getting all these new ads but the the
14:46real money is okay I have this one
14:49winner and um I had I'll give you a
14:51story I had an ad that we called the
14:53kale ad so kale is our our GM right and
14:56he made this ad before he was the GM and
14:59it was this beautiful this perfect
15:01testimonial and he couldn't have planned
15:03it any better he had like the gym behind
15:04him he had his wife with him he was like
15:07we were two months from shutting our
15:08doors you can see the gym full he's like
15:10and within four months it was completely
15:11full 18 months I had it you know six
15:13months I had it completely outsourced by
15:1518 months I sold the whole gym and I was
15:16losing money and I was working a
15:18full-time job just to pay the bills at
15:19the gym and you know this many months
15:21later it was all great right now when we
15:23had that ad I made about a hundred
15:26versions of that ad so I made a black
15:28and white version I did a sepia filter
15:30version I reordered the back end um we
15:33swapped out hooks I put different
15:35headlines I put different subheads I
15:37changed the fonts I did I ran it with
15:39different ad copy I will use and abuse
15:42it until it doesn't work at all and so
15:45when you have your winners you usually
15:47just need to run them way longer way
15:48harder in a lot of different variations
15:50so you can squeeze way more out of
15:53it feel good cool all right uh 1.8
15:58Private Practice
16:00okay so the question what was the
16:02question on this you want to scale it oh
16:04the the lead ma okay yes so right now
16:07you've ran your ads to application so
16:11opt-in application and that didn't work
16:14and then you go freebies to book a call
16:17and that's not working because your call
16:19team sucks we running freebie to get
16:22people inside Facebook group okay and
16:24then having a trying to set the calls
16:26from the group okay we're have a lot of
16:29capacity for the to set more calls to
16:33more sales so we wanted to do something
16:34that was more directly to book
16:37callip the process sure
16:41time so it works it's just
16:45expensive um okay so I'll give you what
16:48I know from group funnels that run on
16:50school all the time and so there's four
16:52conversion processes from a group so one
16:54is that you add a free onboarding call
16:56to the free group so every single person
16:58that gets added to the group gets an odd
16:59Morning Call as a bonus for joining the
17:01group on the odd morning call you then
17:04clarify where they there label no
17:05problem over their past experiences oh I
17:06think you might be a good fit can I tell
17:07you about it Grant okay cool then you
17:08sell them into the into the other thing
17:10um the second way is that you put uh
17:12five video series inside of the group
17:14that functions as a vssl but just broken
17:17up and so you introduce the opportunity
17:19your core Story the big idea and then
17:21you do three stories which are going to
17:22be their biggest belief breaking points
17:24so big issue one big issue two big issue
17:26three which is typically Universe other
17:28people in self and break down all three
17:29of those and then on the end you'll make
17:31your call to action which is the fifth
17:32video which is a little bit of Stack a
17:33little bit of Sizzle and you make the
17:35CTA the third one is that inside of that
17:37group you'll do a weekly webinar where
17:38you provide value for the majority of
17:40the webinar and you soft toss the CTA
17:42your sales guys and sets are on that
17:44webinar anybody who chats in there they
17:46can pull off if somebody's like oh man I
17:47got this question oh that was so
17:49valuable they immediately DM them and
17:51pull them off the call and then they can
17:52set them right there the fourth way is
17:54that anybody who engages on recordings
17:57or posts inside the group grou likes
17:59comments or makes a post the DM Setters
18:01go in and then set the call so it's four
18:03different ways that you can set from the
18:04group and if you're driving all your
18:06traffic there and it is working you just
18:07probably need to train your Setters
18:09better and maybe have more of them yep
18:13all right uh 1.2 million VA so you want
18:16to start running ads for your VA
18:19business to get business
18:21owners yes sir
18:23okay what type of va so it's a virtual
18:26assistant either primary secondary
18:28United States we can do estimates credit
18:32cards
18:33calls for service based companies estim
18:37so like Home
18:39Services okay so you're looking for
18:42service business owners like ruing right
18:45to hire vas to do some of the leg work
18:48for their team okay so the good news is
18:51that Home Services is pretty easy to
18:53Target um with ads I would probably also
18:56start on meta there um just cuz meta
18:58targeting really is probably the easiest
19:00Tik Tok is pretty good targeting too
19:01it's getting much much much better but I
19:04would start with meta so Facebook and
19:05Instagram um and again the the funnels
19:09here are
19:10just really valuable thing for how many
19:13how many clients do you have okay you
19:15have 70 clients and so what I would want
19:17to do is show how much money they save
19:19and how much more profit they make per
19:21roofer and I would just literally
19:23explain it a lot of people won't know so
19:25be like the average roofer or the
19:27average home service person who has
19:28Tradesmen who are going out are spending
19:30this much per hour to have the person do
19:32that do estimates do card checks do
19:34whatever the three main things that you
19:35do and that means that per person it's
19:37costing you $25,000 a year in labor all
19:40right now the thing is is that for $500
19:42a month we can replace this so take
19:4525,000 and instead pay six per year so
19:48you get the spread you get $199,000 back
19:50per person and so if You' like to see
19:52how we can help you implement this we
19:54will guarantee this result um and by day
19:5690 if you haven't made at least five
19:58times the money that we've done we'll
20:00give you the rest of the year of the vas
20:01for
20:02free that would be my offer the actual
20:05creative would be you breaking down the
20:07process and what you want to do is have
20:09some sort of visual proof that's like
20:11this is what JN did and JN made this
20:13much you know saved this much money
20:15here's Stu and Stu saved this much and
20:17just say the size of the business so
20:18he's doing about $10 million a year he's
20:20got 20 guys and this is what he was able
20:22to save so if these numbers sound at
20:24least interesting to you we'd be happy
20:25to hop on a call if you have a two call
20:27close you can say you can leave your
20:28credit card home it's just to make sure
20:29it's a fit for us as much as it fit for
20:31you we only take roofers above a certain
20:33size so if you are smaller don't worry
20:35we'll send you with some resources that
20:36can help you out for free but if you are
20:38above a size we might be able to help
20:40you out and either way it would be
20:41another call for us to close so you can
20:42relax it's not a sales call cool so add
20:46with that kind of copy and messaging and
20:48then freebie thing that will also be a
20:51longer version of that with maybe some
20:52writing that gives some graphs and some
20:54visuals or whatever and then you can
20:55have the thank you page scheduler uh for
20:57them to book a call still outbound dial
20:59all the people you have some vas I'm
21:01sure they can do that call all the leads
21:03that opt in no matter what and the nice
21:05thing with that is that if your vas are
21:07good then they can be like I'm a VA I
21:09could be doing this for you that would
21:10be my
21:11script okay
21:16yep do you have an email
21:19list yeah so if you have an email list
21:21of over a thousand I'm assume you do um
21:24you can take that list and then put a
21:25look like audience and start there as
21:27you're targeting cuz that be the issue
21:29for you in the beginning yep and make
21:31that the headline like home service
21:33providers okay uh 1.2 million in solar
21:37what now 7 plus row as things are
21:41working I'm going to tell you where are
21:43you I'm going to tell you to spend more
21:45all right so what's the
21:48problem expanding like do I continue
21:50creating and tting ads
21:54or
21:578020 % the budget testing
22:0080% yeah so Google already really
22:03experimented with this so the the
22:04technical one is the better one is 70210
22:08so 70% is doing the main thing so just
22:10the one ad that you have 20% is adjacent
22:14to that so as many different ways as you
22:16can think of you know versions of it
22:18that's not that at so everything that I
22:20see as permutations of that I see as the
22:2170 adjacent to that similar in style is
22:25the 20 10 is just wild ass ideas of
22:28maybe this would would work and so
22:29that's how you allocate resources and
22:31I'm being super real so if you spend a
22:32whole day making ads so you spend eight
22:34hours that means you're going to do 1
22:36hour 45 minutes on your one idea and
22:38then you're going to spend two plus
22:39hours on adjacent ideas and then the
22:42entire rest of the day is on how many
22:45different ways can I make the same ad
22:47per and that's how you allocate time
22:49it's the same way we allocate time when
22:50we make ads we look up all the top
22:52winners we start with all those we
22:54hammer out all that stuff because that's
22:55our real work that's the bread and
22:57butter then we move one that way I said
23:00it in reverse in terms of order for the
23:01day but fundamentally I want to get the
23:0370 done first the 20 done second and if
23:05I've got time and I'm feeling energy
23:06I'll do the
23:07third all
23:10right so $1.2 million in Assisted Living
23:13Facebook and YouTube they're getting 20
23:15to1 row as the thing that you guys
23:17should do is spend more money because
23:19you have eight spots left in your
23:20assisted living and you're getting 20
23:21to1 and you should be okay with doing
23:23that as long as you have capacity if you
23:26know what your rate of filling people up
23:27is then you can dial the spend so that
23:29you can keep it so it's smooth now if
23:30you're losing money every month that
23:32those things aren't full then I would
23:33crank it and then turn it off if you
23:35want the weight list thing I would know
23:38that I only need three people or four
23:39people on the weit list that they have
23:41to pay in order to be on the weit list
23:43otherwise it's not a weit list it's just
23:45like telling someone to go away and then
23:46assuming they're going to you know care
23:48about you when they when you call back
23:49even though they've already solved the
23:51problem uh because they're probably in a
23:53market and want to you move within a
23:55certain number of months CU someone's in
23:56pain when I say pain it's a pain in the
23:58ass to deal with somebody who's you know
23:59you're trying to put into that and so
24:02that is what I would do if I were in
24:03your particular situation and I would go
24:06get investors so you can open up more
24:07locations faster check all right ding
24:10ding ding all right so $10 million
24:12Executive Health the running YouTube ads
24:13are getting 10 to one these guys are
24:15spending $1,000 a month to make $10,000
24:18back even though they're doing a
24:20million-ish a month on their main
24:22business so that means 1% of their
24:23revenue comes from their YouTube ads and
24:25the question is how do we scale the main
24:27problem is compliance
24:28and so they're in a health space and so
24:31a lot of the issues in health sometimes
24:33wealth even relationship stuff is the
24:35claims that you make and being able to
24:37support them and so number one is there
24:39are firms that specialize in compliance
24:40Audits and so I go like if we have an
24:43issue like one of our it happens all the
24:45time right ads get shut down because
24:46there's all these different automated
24:47things even if you're doing nothing
24:48wrong so you go to these firms and
24:51usually just ask them what their
24:53approval rating is uh post compliance
24:55usually it's 90% Plus for the good ones
24:57it doesn't cost that much it's like five
24:58or six grand and they'll go through the
25:00audit all the sites the audit all the
25:02the videos and collateral that you use
25:04so that then you can resubmit and they
25:06usually have some sort of in internal
25:08Google kind of back door where they say
25:10hey we will make sure these people are
25:11compliant they relationship with Google
25:14and uh they can make sure that you get
25:15pushed through so usually un as long as
25:17you're not doing anything completely
25:18racy which I'm guessing you're not um
25:21you should be fine great $10 million
25:23Roofing PPC so you want to expand so
25:25you're spending $30,000 a month which
25:26row as 71 okay 71 row as $10 million a
25:31month Roofing doing PPC wants to expand
25:34and you're in a local market okay so if
25:37you're trying to expand there first
25:40campaign I would run would be a
25:41retargeting across all platforms so I
25:44would be retargeting on gdn so Google
25:47Display Network I'd be retargeting on
25:48Instagram i' retar on Facebook um I'd be
25:51retargeting on YouTube anyone who's done
25:54a site visit that'll be the first and
25:55easiest Riz that you can get because
25:57you've already paid for it so consider
25:58that like the shadow funnel which is
26:00whenever you blow traffic through
26:01anything you should always have Global
26:03retargeting across all platforms because
26:04then you can scoop up everything else
26:06and it almost always is positive roas so
26:09number one um number two if I had to
26:13pick another um platform I would
26:16actually do meta um because obviously
26:18PPC have super high intent so the lead
26:20quality is going be lower on meta
26:21because it's Interruption based
26:22marketing rather than tent based
26:23marketing um because people aren't
26:24looking for it when they're scrolling on
26:26Facebook but a lot of older people are
26:28on meta so Facebook especially but
26:31Instagram too Instagram's got the whole
26:32the whole gamut right and so people who
26:35have roofs uh to fix and so I actually
26:37think it'll be fine that Facebook's
26:38aging up a little bit for you to run ads
26:40there and since the average ticket's so
26:42high in Roofing um you'll probably good
26:44in terms of the funnel um typically like
26:47free audits or some sort of free thing
26:49is good enough um and you can talk to
26:51them about savings that they're going to
26:53make if they fix the roof uh in terms of
26:55heating cooling all the other Jazz that
26:56you guys do um and you can basically do
26:59that for free you can send someone out
27:00you can do it virtually and then
27:02probably two call close so set close
27:04after the freebie freebie is the first
27:07page call thing is the second page call
27:10all people who opt in for the freebie to
27:13confirm the call that they did and if
27:15they didn't book set the call and then
27:17close on the call that's actually booked
27:19so if they book for Wednesday call them
27:21anyway today confirm qualify if you
27:24don't have time to set it well you will
27:27have time cuz you're setting it set it
27:28and then close on the appointment on
27:30Wednesday so it can speed up the sales
27:32cycle great real estate long-term
27:36rentals investment interesting stuff
27:41um so rowes is down trust is down
27:46unsurprising um and so the question that
27:49you have is how do you increase Ro and
27:51build trust for this client so um
27:55there's two ways that I can think of so
27:57one is making content long term is what
28:00adds is what grows the organic audience
28:02it's what allows a lot of people here to
28:03even have the business they have and
28:05you'd be surprised it is slower but over
28:07time it does compound and it becomes a
28:08pretty big stream and if you know how to
28:10run ads and you can make content that's
28:12what makes you a weapon because it's
28:14like it's crazy when you can do both
28:17second thing um focus more on proof not
28:21on promise everyone makes promises very
28:23people have proof so proof so if you
28:25think about this this is a little little
28:26sound bite for you
28:28your promise is not unique your proof is
28:31everyone in the marketplace promises the
28:33same thing the question is whether they
28:35can back it up and that is unique to you
28:37and so if you want to have a more unique
28:38place in the mark in the market have
28:40more proof not a different promise
28:42fundamentally like all gym owners want
28:43to make more money most business owners
28:45want to make more money or they want to
28:46save time or they want to save headache
28:48or whatever it is like the promises
28:49aren't going to be that different the
28:50thing that will differentiate you will
28:51be the mechanism how believable it is
28:54which will be a function of the proof
28:55and the the way that you're describing
28:56it if you're like oh we have this brand
28:58new personal training model where you do
29:00six personal training sessions up front
29:01and then you get them into this and look
29:03at the economics behind it people stay
29:04way longer it's like oh that's a unique
29:06mechanism and it's like okay that sounds
29:07like it's different than what I did but
29:09how do I know it works cool here's a
29:10hundred stories of people who were in
29:11your exact position that made it work
29:14right so proof is going to be the main
29:15thing now the other way that you can
29:18build trust um beyond the proof is you I
29:22think group funnels right now work
29:23really really well I I think that
29:25they're going to I mean the reason I
29:26invest in school because I think that
29:28um but group funnels are like routinely
29:31getting people from like $250 calls to
29:32like $40 calls and I'm seeing this like
29:34over and over again across Industries
29:36and so the way that these funnels work I
29:38already talked about the conversion
29:39mechanisms earlier but you use the free
29:41group as a lead magnet so that becomes
29:43the lead magnet and the nice thing is
29:45that it it functions basically like an
29:46email list with long-term nurture but
29:47it's way more engaging than an email
29:48list is um and so people who use the
29:51group funnels uh right now just to give
29:53you a metric to this also for you for
29:55the groups it's 10% so the guys who do
29:58do a good job convert 10% of people who
30:00opt in uh to the group into their their
30:02next level thing and so most people are
30:06able to close 30 to 50% of calls they
30:08get on and so you can Target getting on
30:11call with onethird of the people who opt
30:14in for the group and closing between 30
30:17and 50% so if you get on call with 30%
30:19and you close a third you get 10% of the
30:21group depending obviously there's some
30:22Flex on skill there um but that's kind
30:25of just some benchmarks that you can
30:26that you can look at but those the three
30:28things so add more proof make more
30:30content consider a group
30:33funnel
30:35boom all
30:37[Applause]
30:39right thank

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