YT YouTube2Text

YouTube2Text → Transcripts → How To Attract Higher Paying Clients (It’s Not Your Work)

How To Attract Higher Paying Clients (It’s Not Your Work) — Transcript

by Joanna Wiebe · 5,036 words · 696 segments · language en · Watch on YouTube

Open in transcriber Summarize with AI Download SRT/VTT

Full transcript

0:00How to attract higher paying clients.
0:01It's not your work. [music] You can get
0:04clients to pay you 10 times more for the
0:06exact same work. And it has nothing to
0:08do with how good that work is. I've run
0:12my own agencies over the last [music] 5
0:14to seven years. And I've coached dozens
0:16of founders past a million a year by
0:18showing them how to raise [music] their
0:20prices. 20 clients at 20,000 a month is
0:24400,000 a month. At 5,000 [music] a
0:27month, you'd need 80. So today I'm
0:30walking you through all 13 things you
0:32need to get higher paying clients from
0:34finding out who can actually afford you
0:36[music] to what to charge to how you can
0:39get clients to come to you without a
0:41single cold pitch. First, here's how you
0:45figure out if a client can actually
0:46afford you. Because the biggest company
0:48you ever talk to could actually turn out
0:50to be the worst paying client you sign.
0:52Now people are familiar with the brand
0:54Poppy, a soda company. I believe it's
0:56soda that recently got acquired for
0:57about 2.6 6 billion. They were at a
0:59point though where they were doing
1:01around 20 million a year with only about
1:03$75,000 in the bank according to an
1:06interview with one of the co-founders.
1:08That is not a lot of room to actually
1:11afford to hire people. But as far as
1:13anybody hearing that knows, they're
1:15like, "Wow, $20 million a year, you
1:18could really afford a business like me."
1:20So, we need to think not just about how
1:22much money a business brings in, but how
1:24much profit they have left over to spend
1:26on someone like you. I had a friend who
1:29was in the market for a whale client.
1:32They landed a huge name, a giant public
1:35company. They were so excited for this
1:37client. They were only able to charge
1:39$3,000 for the entire 12week engagement.
1:42And he did it because he wanted the logo
1:45on his site. But this was actually a
1:47massive losing deal. A higherpaying
1:50client is not necessarily a big whale.
1:52Okay? So, you don't have to seek out big
1:54whales. A high-paying client is often
1:57just a real business with real profit.
1:59So, the first question is whether there
2:00is a margin there to pay you even if
2:02they want you. The right ICP for you is
2:05not just like a narrow niche such as $20
2:07million e-commerce brands that sell
2:09ballet slippers. It starts from the
2:11outcome you deliver and the most
2:13efficient way you deliver it. Then you
2:15identify who needs that, who values it
2:18enough, who has product market, and who
2:20has high profit margins so that when
2:23they come searching for a solution like
2:24ours, they can actually afford us and
2:27will know they value us. So, one of the
2:29things that can be really valuable here
2:31is identifying the tools and solutions
2:34that businesses you want to work with
2:37already use. For example, ManyHat if you
2:39were maybe an Instagram reels agency.
2:42that shows you where your work fits in
2:44their world. This all makes sense when
2:46you learn about the client money map. If
2:48you want to learn more about that, which
2:49can help you raise your rates. We have a
2:51video on that. There's a link below. But
2:53what's most critical here is before
2:55anything else, you need to know the
2:57profit margins of the businesses you are
2:59going after. And then you shape your
3:01offers around figuring out how to
3:03deliver for them. But even when a
3:05company has the money, step two is
3:08finding the one person there who can
3:09actually sign off on paying you. And
3:11it's almost never the person who reaches
3:13out to you first. For example, let's say
3:15you do content and you're like, I would
3:18love to work with a brand like Walmart
3:20with their creative team. So, you make
3:22content to attract their creative team.
3:24And their copywriter reaches out, love
3:26what you did there, and one of their
3:28designers reaches out to you. The
3:30challenge here is that neither of those
3:32two people are decision makers. They
3:34have almost no influence on who Walmart
3:37is going to bring in to help them. So,
3:39you want to make sure that you are
3:40targeting the right person at your ICP.
3:43If you can get a CEO to reach out to
3:46you, that's great because they are far
3:48more likely to hire you quickly. But
3:50that's rarely the case. More often, the
3:52person you want to target is someone
3:53like the VP of growth. That is the
3:55person who still has the ability to make
3:57a decision to hire you. They just might
3:59not move as fast as the CEO would. So
4:02once you've identified your ICP, then
4:04you want to identify the people at your
4:06ICP who will be reaching out to you and
4:10who will be hiring you. Those are two
4:12very critical personas. You can find
4:14ways to serve that copywriter at Walmart
4:17and inspire that person to get their VP
4:20of growth to reach out to you, but that
4:22comes down to identifying who that
4:23persona is, what they are trying to get
4:26out of content like you would produce
4:28and then how to facilitate getting in
4:30front of that VP of growth or better yet
4:32the CEO. After you found that person,
4:34step three is making a promise nobody
4:36else in your space is comfortable
4:38making. For example, let's say that you
4:40run an abandoned cart email agency. Now,
4:43nobody just hires an agency that handles
4:46abandoned cart emails and like hopes it
4:48works out, right? They're losing
4:49customers. They have tried rewriting the
4:51emails with Chat GPT. Nothing is working
4:54and they need someone to come in to
4:56increase sales from those emails. That
4:58conversation is what drove them to find
5:00you. So, that's what we want to repeat
5:03as often as we can and get more of those
5:05people in. Here's how we do that. We
5:07need to rethink your messaging right out
5:09of the gate. What are you saying on your
5:11homepage in that headline? This is where
5:14we have a formula. So this is it. You
5:16fill this in for your business. We drive
5:18blank percent more blank every month
5:20from the thing that you do. Where the
5:22blank is some version of either leads or
5:24revenue. So for example, we drive 50%
5:26more booked appointments every month
5:28from Instagram or we drive 50% more
5:30sales every month from abandoned cart
5:33emails. That's how you start to attract
5:35the right people to you. Now, when I say
5:37leads, I mean things like booked
5:39appointments or people who actually show
5:41up to the webinar. I don't mean
5:43subscribers. And revenue is obviously
5:45going to be better than leads because
5:47the closer you get to the money, the
5:49more clearly you can measure what you
5:50do. And clients love that. There's
5:52something like 50% of all clients ask
5:56their agencies, but how does this lead
5:58to revenue? That's a huge number. When
6:00we know that clients want these revenue
6:02or lead outcomes, why don't we deliver
6:05those to them? Nobody wants to make an
6:07actual promise because then you get held
6:10to it. But here's the thing, you are
6:11already being held to an unspoken
6:14promise because clients are looking for
6:16that promise even when they do not bring
6:18it up. Now, this is the heart and soul
6:20of what most agencies are missing. Being
6:23willing and able to make a promise and
6:25then follow through on it. So, what we
6:27do in our messaging is put results on
6:29the page and then you figure out how to
6:31get those results for them. And when you
6:33do, you will attract higher paying
6:35clients for life and keep them for life.
6:38If you don't put that promise on the
6:39page, it's not that they're not going to
6:41think you're going to deliver. They'll
6:43still expect you to. You just won't
6:45actually attract them to you or anyone
6:48because you haven't made that promise.
6:50They're already expecting this from you.
6:52Go ahead, put it on the page, and then
6:54figure out how to do it. Now, if you
6:56don't know how to get the result yet,
6:57that is perfectly fine. Here's what you
6:59do. You give that work away for free to
7:01existing clients a couple times until
7:04you learn how to do this for them. Then
7:06you turn those results into case studies
7:08in every form. PDFs, YouTube videos,
7:11long walkthroughs, shorts. Now,
7:12corporate clients love PDFs and the case
7:15study tells them you are the one to get
7:17the result without teaching them the
7:19help. Now, step four. Stop teaching how
7:22you do what you do because you need to
7:24target your content around the exact
7:26clients you want to attract. You don't
7:28want to teach how you do it. My rule
7:30here is this. You want to build a
7:32church, not a trade school. That's what
7:34your content exists to do. Now, what's
7:36the difference? A trade school teaches
7:38you how to do a thing. While when you go
7:41to church, you go and get feelings. You
7:43get something that you're more addicted
7:44to that changes the way you see the
7:46world, changes the way you think. It's
7:48something you believe. That's what your
7:50content is supposed to do. It gives your
7:52ICP a lens through which they can now
7:55see all of the work that you do. And
7:57once they see your lens, they can't
8:00unsee it. That's building a church. Now,
8:02the only people who care how you do what
8:04you do are the people already inhouse
8:06trying to do it. So, teaching the how
8:09lets the client's own team, as in that
8:11person who should be hiring you, you're
8:13teaching their team to learn how to do
8:16it for free from you. And it makes it
8:18easier for that client not to hire you.
8:20That is the opposite effect of what you
8:22want. Content instead should attract
8:24your ICP to you in a way that builds a
8:27congregation. You have a group of people
8:30who are now following you and your
8:31higherp paying clients are in that
8:33congregation and all they need is to
8:36trust that you are the one who knows how
8:38to do the thing. They'll follow you for
8:40the why, the what, the where, the when.
8:42Then they'll hire you for the how. Now,
8:44so far there's been nothing about cold
8:46pitching because I don't believe in cold
8:48pitching. If you are done cold pitching
8:50and you want the right clients coming to
8:52you instead, this is exactly what we
8:54work on with our agency founders in our
8:57coaching from the promise you make to
8:58what you charge for it. Tap the first
9:00link in the description and book a call
9:02with my team to learn more. Step number
9:04five is to stop cold pitching completely
9:07because the second a potentially
9:09highpaying lead gets a cold pitch from
9:11you, they put you in a box you cannot
9:13get out of. Now I don't believe that you
9:15should cold pitch to get clients. I
9:18believe any cold pitching you do should
9:20be to borrow the authority of people who
9:23influence the clients you want. You do
9:25want to go out and cold pitch, but you
9:27are pitching the brands that your
9:28audience is already paying attention to
9:31and using. I built my agency and my
9:34digital training business to 15 million
9:36bucks each by going out and pitching the
9:38brands that had the audience that I
9:40wanted. I pitched them on doing free
9:42content for them. Workshops, webinars
9:45were the biggies. And then those brands
9:48started reaching out to me. I was simply
9:50borrowing authority. Now, people with
9:52huge businesses who attract the best
9:54clients do not go around cold pitching
9:56no matter what anybody tells you. So,
9:58the second you do it, you put yourself
10:00in the category of people who have to
10:02cold pitch. If you're busy, you don't
10:04have to cold pitch. If you're not, you
10:06do. And the question is, well, why
10:07aren't they busier? You sound like a
10:09cheap agency that does not already have
10:11clients. You don't want to be in that
10:13category. You will not close a
10:15highpaying client by cold pitching. And
10:17if you ever do, God bless you. You got
10:20lucky. Instead of cold pitching to get
10:22clients, you find out what tools your
10:25ideal clients are already using daily,
10:27what services they already know, like,
10:29and trust, and you pitch them on doing
10:31free content for them. Stopping the cold
10:33pitching is the easy part, but you still
10:36need a way in front of the clients who
10:37pay the most. And the next one puts you
10:39in a room of 200 of your ideal clients
10:42at once. And that room comes from step
10:44six, which is running a workshop for the
10:46people using a tool your clients already
10:48pay for. So when I was building my
10:50agency, right from the start, I ran
10:52workshops with HubSpot, with Unbounce,
10:55with so many software companies that my
10:57ideal clients were already using. You
11:00can do exactly the same thing. So once
11:02you know who your ICP is, then you want
11:04to list out what tools and systems
11:06they're already using in their work
11:08that's tied to what you do. So, if you
11:10do marketing or growth of some kind,
11:12what email marketing tools are they
11:13using? What CRM do they have in place?
11:16List out all of the tools that they're
11:18using. Then pitch those companies on a
11:21free workshop for their users built from
11:23the content you're already making for
11:24things like YouTube content you already
11:26have. So, let's say you're an Instagram
11:29real agency and you've identified that
11:31the people that you want to hire you
11:33already have many chat set up or they
11:35already have an appointment booking
11:36funnel set up and they always use
11:38eyeclosed. Okay. Now, you go pitch
11:41eyeclosed on a workshop for that ideal
11:43client on how to grow their booking
11:46appointment funnel with better Instagram
11:48reels. You pitch that to Icloed. You can
11:50pitch something similar to Many Chat and
11:53you are going to deliver the content for
11:55free to them. And because they both want
11:57great content to give to their users to
12:00make them stickier, happier users,
12:02they're more likely to say yes to you
12:03doing this. Now, what's happened? You
12:05are now in a room of 200 or more of your
12:08ideal prospects presenting ways for them
12:11to grow their business. Not how, but
12:13other things that you can teach them.
12:14And you are borrowing the authority of a
12:17software they already pay for and
12:19believe in. They showed up for it. This
12:21is so much better than cold pitching to
12:24get clients. So list the tools that your
12:26best clients use and pitch the companies
12:29behind those tools on you running a free
12:31workshop on topics that make good sense
12:34to users of those tools. With step
12:36seven, you're also borrowing your
12:38authority to increase your positioning.
12:40For this step, you're going to travel to
12:41do podcasts in person. So I was speaking
12:43at an event this summer alongside Maria
12:45Went who said in her talk that she will
12:47now always travel to do a podcast. So if
12:50anyone invites her to go on to one, she
12:53flies to it. We do the same when we get
12:55invited to Miami or California or
12:57whatever it is to be on podcasts. We're
12:59more than happy to hop on a flight and
13:01do that. Now, not that long ago,
13:03conferences and events are where we used
13:05to travel to drum up business. But
13:08conferences and events kind of died out
13:10after CO. Today, a video podcast that
13:12gets distributed in lots of different
13:14ways is the new event. So, traveling to
13:17do them is how you can borrow that
13:19authority now versus doing events. Now
13:21let's say you have identified a podcast
13:23that is a super good fit for your ideal
13:26clients. You know they are listening to
13:28this regularly. They trust it. What
13:30would it mean for you to get on that
13:32podcast? Come up with your best possible
13:35pitch for them. Even if you have to
13:37travel around the world to get there,
13:39make sure you pitch them on the best
13:41thing you've got so that they say yes to
13:43you. And just like that, you're exposed
13:45to 200 500 of your ideal clients every
13:48time they listen to that podcast. Next
13:50is step eight. Show up where your
13:53clients look right before booking a call
13:56with somebody like you. It may feel like
13:58Instagram is a great place to be to
14:00build your business. And it's not that
14:02it's not a good place to be, but on
14:04Instagram, you will not necessarily get
14:06people quickly coming after you to book
14:08time by posting there. Not for an
14:10agency. Because nobody is on Instagram
14:13to find a vendor unless the agency
14:15serves BTOC brands like businesses that
14:18create things for brides. Now, it
14:19doesn't mean Instagram doesn't work for
14:22agencies, but when you think about it,
14:23it takes a lot of posting on Instagram
14:26repeatedly to get someone to pay
14:29attention to you enough that they would
14:31book a call with you. That is a very
14:33long game. The goal instead is to find
14:36where the persona that we identified
14:38earlier back in step two is already
14:40consuming content as close as possible
14:43to the point where they decide to book a
14:45call with vendors. Now today that is
14:48often chat GPT which is where AEO or GEO
14:51work really well for service providers
14:53like you. Now yes AEO is also a bit of a
14:56long game but it can be short and there
14:59are now of course chat GPT ads to get in
15:01front of people when they are thinking
15:03about hiring someone. Reddit can also be
15:06really good for this. Now YouTube is the
15:08best for this. YouTube is where a
15:10prospective client goes to learn how to
15:12do the thing you do or something next to
15:14it adjacent to it, like a reals client
15:17watching many chat flow tutorials or
15:20videos on picking Instagram topics. Once
15:22you know where they're consuming content
15:24and what they're looking up there, you
15:26make content on those topics that gets
15:29them to realize they need to hire you
15:31for the job. And if you don't know where
15:32they are, start with YouTube. Once
15:34you're on YouTube, step nine is making
15:36videos that turn the people watching
15:38into the best clients you've ever had.
15:41So, here's where I start. When I'm
15:42coaching agency founders, we start by
15:44looking at their best client ever. Now,
15:46for an Instagram agency, that might be
15:48someone with 600,000 followers, who was
15:51happy to create content, who scheduled
15:53time to film, who had a studio with
15:55cameras and audio, and a whole business
15:58already running behind their Instagram,
16:00turning views into paying mastermind
16:03students. for example, all of those
16:04qualities of your best client become
16:07topics for your videos. So, you do one
16:09on managing your time and calendar to
16:11create more content, one on setting up
16:13your studio, a long one or twohour video
16:16on the business you need behind your
16:18Instagram. That stuff might be teaching
16:20a how, but it's not the how of what you
16:22sell, which is making a reel that works.
16:24And that is already three videos that
16:27make viewers a perfect fit for you. Now,
16:29I love YouTube because people spend 20
16:32minutes on one video and then binge that
16:34creator's other videos. My best leads by
16:36far have come from YouTube. I mean,
16:39fashion brands, Wealth Simple, which is
16:41this big disruptive bank in Canada,
16:43Intact Financial, an insurance company,
16:45plus software and medtec companies, all
16:48reaching out saying, "We love your
16:49stuff. How can we work with you?" That
16:52is a great position to be in when you
16:54are building a service-based business.
16:55So, here's what to do. Get the first six
16:58videos of around 20 minutes up as soon
17:00as possible on the topics that will turn
17:02a prospect into the best version of your
17:05best client. Then you optimize them to
17:07get leads and where possible invest in
17:09the most premium way to get them on
17:12YouTube like an ongoing engagement with
17:14a very strong agency. Do your research
17:17to find that agency. Step number 10 is
17:20charging more. It sounds simple because
17:22it really is once you know how to do it.
17:24One of the agency owners in my group
17:26coaching program came to me dramatically
17:29undercharging. She did evergreen webinar
17:31funnels and she basically set up an
17:34evergreen webinar funnel and then launch
17:36it and walk away. And I was like, Abby,
17:39when you set up an evergreen webinar
17:41funnel, it has to keep performing,
17:43right? So, we immediately changed it
17:44into a retainer model. She went from
17:47charging $10 or $20,000 depending how
17:49she felt that day to $50,000 plus
17:53$60,000 as a retainer on the back of
17:56that from $10,000 to $110,000.
18:00There are so many ways that agency
18:03owners are just letting money fall
18:04through their fingers. So Abby repriced.
18:07I coached her on how to sell that and
18:10then she sold her first one and what a
18:12different feeling that is versus
18:14undercharging. Now, here's what's going
18:16on. Price is an evaluation tool. Higherp
18:19paying clients use your price to judge
18:21you. So, if you are underpriced, you
18:23have actually just disqualified yourself
18:25because you are not giving the signal of
18:28actually being worth paying for. I had a
18:30different studio founder that I coached
18:31who was around $3500
18:34that he would charge per month to
18:36deliver really high value stuff to his
18:38clients. It sounded like he was going to
18:41deliver something that AI made. How are
18:43you going to get any real work done for
18:45$3500 a month? Businesses hear that and
18:48go, "Oh, it's going to be crap." That's
18:49what you're doing when you are
18:51undercharging. When your prices are
18:53wrong and too low, you are actively
18:55pushing away clients who should be
18:57hiring you. If you are an Instagram
18:59agency posting a reel a day for like
19:01$1,000 a month, you think, "Well, it's
19:04cheap. Everyone's going to be so happy."
19:06But a cheap client still thinks $1,000
19:08is a lot of money. What you've done as
19:11an agency is you've chosen the wrong
19:13ICP. You've actually disqualified the
19:16right one who should pay you more. And
19:18now you've got an ICP who expects you to
19:20work your butt off for $12,000 a year
19:23when you could have been charging
19:24$12,000 a month for the same work to a
19:27different ICP. Higher paying clients are
19:28not nickel and dimming or looking for
19:30the cheapest version. They want the best
19:32use of the money that they invest and
19:34they would rather put in more for the
19:36promise of better results that you then
19:39deliver. and you can afford to deliver
19:40them. Cheaper tells people AI is going
19:42to do it all and too expensive can
19:44actually scare off good bit leads. But
19:46the default should always be to charge
19:49more, not less, and then to reinvest
19:52that money in becoming even more
19:54premium, as in delivering a better
19:56product. Now, I know that this is hard
19:58for founders who haven't closed at
19:59higher rates yet and who are scared of
20:01losing the leads that they have. Step
20:03number 11 is making sure everything a
20:06client sees before the call looks like a
20:08real agency, even if it's just you. I
20:10have a friend who built a multi-million
20:12dollar agency. Then used the cash to buy
20:14a bunch of businesses, became a
20:16billionaire from doing that, wrote a
20:18book. It's called Never Enough. He has
20:20been very open that when he started it
20:22was just him. So what did he do? He put
20:25pictures of his real friends on his
20:27agency website to make it look like a
20:29full team. You cannot put only yourself
20:32all over your website and expect people
20:34to believe you're an actual functioning
20:36agency. A photo of the founder in the
20:39hero section, especially that kind of
20:41cheap photo shoot where the photographer
20:43tells you to like look excited and jump.
20:45It's a freelancer move. It's not an
20:46agency move. Your website is really not
20:49the point. So, stop fiddling with it.
20:51Pay a real website developer for one
20:54small, simple three-page website done
20:56right once. Not with AI because AI looks
20:59horrible for an agency and makes it look
21:01like one person with AI is running the
21:04show. Look at the websites of agencies
21:06that are badass and just make a better
21:09version of that. Also, you do not need a
21:12gallery of work. You send people out to
21:14YouTube and Instagram and the only
21:16content on the site should help ChatGpt
21:20find you and recommend you like blog
21:22posts on what it costs to hire services
21:24like yours. What to expect when you're
21:26in an engagement, like you offer, what
21:28an ongoing engagement looks like, and
21:30how that moves into the next step.
21:32Written as a landing page, that's no
21:33good. Chat GPT reads that as a sales
21:35pitch. Instead, write it as a blog post
21:38and then post similar things on spaces
21:41like Medium. What is the order of
21:43operations for looking more premium so
21:45you can charge more? First, know your
21:47ICP. Second, know the results you will
21:49deliver to them that they value. Third,
21:52make sure the earliest places you show
21:54up in front of them make you look
21:55premium. And then worry about the call.
21:58That means don't buy a new microphone
22:00today to sound better on a sales call.
22:02That might never happen. And once you do
22:04get a lead and a client gets on that
22:06call, step 12 is making the call itself
22:09look as expensive as the service you're
22:11charging. When I was hiring a super
22:14premium agency, the person who took my
22:16sales calls was on a desk treadmill,
22:19walking the whole time, just like
22:21talking to me on Zoom while walking,
22:23getting his exercise in. I read that as
22:26someone disciplined enough to stay in
22:28shape and so busy he had to take sales
22:30calls while working out. To me, that
22:33read as premium. Now, your Zoom
22:35background and where you're actually
22:37taking calls is a huge part of how
22:39people experience you. Lighting matters
22:42most. Then clear everything out from
22:44behind you. So whatever is there is
22:47intentional even if it's a blank wall
22:49because people will get distracted by
22:51what's behind you and they will make
22:53judgments based on that. I also
22:55recommend for agencies that you use Zoom
22:57rather than Google Meets. Now this is
22:59because businesses that can afford Zoom
23:02typically do go ahead and get Zoom. So
23:05that reads as, hey, you're a brand
23:07that's already making money. You get the
23:08right tools. you guys must be really
23:10good at what you do. That's more premium
23:12to more premium clients. Also, take
23:15calls standing because sitting leads to
23:17slouching and slouching looks cheap. We
23:19don't want that. The goal is to look
23:21busy, but busy for long enough that you
23:24are still in control, not frantic, not
23:26chaotic, not running on your treadmill
23:28and sweating, but walking confidently as
23:30you're taking a sales call. So, once you
23:32have your ICP set, this is how you bring
23:34your brand to life for prospective
23:36clients so they pay you more money. and
23:38that is to match the signal that you are
23:40expensive. And finally, step number 13
23:43can both help you bring new clients in
23:46and keep them thinking about you long
23:48after they've started working with you.
23:50We're talking about differentiation,
23:52specifically unique mechanisms. Okay?
23:55So, I recommend to my leads and then
23:58they turn into clients a cheap $9 pair
24:01of Amazon like fashion glasses. You can
24:04buy a bunch for like 20 bucks. So, I
24:06grab these glasses and a black Sharpie.
24:09I give those to my lead and I teach them
24:13how to think about their lens. So, I'm
24:15coaching them how to think of their lens
24:17as a brand. Then, I get them to write
24:19with that Sharpie the new lens we've
24:21identified on the glasses. And I tell
24:23them, every time you create a marketing
24:25asset or you review someone else's work
24:27marketing your brand, put the glasses on
24:30and actually literally look at it
24:32through that lens. This is literally
24:35what I asked them to do. Now, whenever
24:37they see those glasses sitting there or
24:39whenever they put them on, they think of
24:41me. They think of how I helped them
24:43arrive at that lens of what I taught
24:45them. So, it keeps reinforcing myself in
24:48their world. And when a client books me
24:50to coach their whole team on branding, I
24:52can ship them a box of glasses and
24:54Sharpies for them each to hold on to for
24:57our sessions. This is part of what I
24:59call build a church not a trade school
25:01because a unique mechanism and a lens
25:04are something other agencies do not give
25:06their client. This is how you
25:08differentiate. Even when you get every
25:10other step right, you still need to
25:12differentiate as a brand. So find a
25:14unique mechanism to use in your own work
25:16and find a way to get it into your
25:18client's hands. It will make them
25:20stickier in your client's minds. Be sure
25:22to check out other videos on our channel
25:25because we cover this all over the place
25:27to give you more ideas how to do this.
25:29If you like this and you want to learn
25:30how to attract higher paying clients, go
25:32ahead and watch more of our videos. And
25:34if you're really serious about this,
25:36you're tired of wasting your time and
25:38money, go ahead and book a call for the
25:40big

About this transcript

This page contains the full transcript of How To Attract Higher Paying Clients (It’s Not Your Work) by Joanna Wiebe, generated from the public captions YouTube serves with the video. The transcript has 5,036 words across 696 segments, with the original timestamps preserved so you can click any line to jump to that moment in the embedded player.

What you can do with it

Use the transcript to take notes, quote the speaker, build a study guide, generate a summary with ChatGPT or Claude via the YouTube Summary tool, or export it as a timed subtitle file with YouTube to SRT. You can also re-open it in the transcriber to choose a caption track available on the video.

Free YouTube transcript tool

YouTube2Text is a free YouTube transcript generator — no signup, no daily limit. Paste any YouTube link and get the full transcript instantly, with timestamps, click-to-jump, caption language selection, AI prompts for ChatGPT, Claude, and Gemini, and exports to TXT, SRT, VTT, or Markdown.