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How to Make an Offer So Good Clients Feel Stupid Saying No — Transcript

by Joanna Wiebe · 8,975 words · 1,260 segments · language en · Watch on YouTube

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0:00This is how you build an offer so good,
0:02your clients feel stupid saying no. Now,
0:04most business owners copy and paste the
0:06same offer to every customer and wonder
0:08why they never get anywhere. But, the
0:10top 1% have a step-by-step method of
0:13determining how to price their services
0:15that are customized to every client. I
0:18have landed massive companies like
0:20Canva, AWS, and Shopify as clients, and
0:24I've taught over 70,000 marketers how to
0:26sell. And this is the exact 15-step
0:29method every founder I coach. So, today
0:32I'm walking you through all 15 steps to
0:35create an irresistible offer from
0:37figuring out what your clients will pay
0:39you for to the exact offers you pitch on
0:42the sales call to the extra offers you
0:45sell once they're already paying you,
0:47which is where the real money is. So,
0:50the prevailing narrative for agencies is
0:52that all agencies suck. You see this
0:54everywhere. There was a tweet recently
0:56where an agency was parked at an event
0:58with one of those trucks that has like a
1:00billboard on the side of it, and the
1:03billboard said, "All agencies suck. Ours
1:06just sucks less." And I retweeted this
1:08like, "Why is this the narrative that we
1:10have right now for agencies?" It's not
1:12cool. We can do better than that. Almost
1:15every agency shies away from promising
1:17results, but the reality is your clients
1:20go into every engagement, no matter how
1:22much you charge, expecting results. So,
1:25it's an implied promise that if you
1:26start putting it on the page and
1:28speaking to it in your messaging, you
1:31can actually attract better clients.
1:32There are two things every single
1:34business on the planet wants from you if
1:36you run an agency. Just two things. This
1:39is it. Two things. This might not seem
1:40like a shocker, but they want leads or
1:42they want revenue or they want both.
1:44What they do not want is views,
1:46subscribers, followers, clicks, opens,
1:49none of that crap. That can all lead to
1:51these things, but your job is to make
1:53sure you find a way that your work
1:55actually directly leads to leads or
1:57revenue or both. That's the job. Your
1:59client expects this. The promise implied
2:02to your client is always, if you hire
2:04us, you will get more leads, more
2:05revenue, or both. Whether you're stating
2:07that or not, that's the promise. When we
2:09think about running an agency and how to
2:11create an offer and who it's for, you're
2:13often thinking about should I niche,
2:14should I niche. The reason, the one
2:17reason to niche is so that you can
2:19perfect generating leads or generating
2:21revenue or both for one particular
2:23audience or niche, so one industry. So,
2:26you don't say on your website, we serve
2:29course creators. You say, we help course
2:31creators get more leads as in booked
2:33appointments for your high-ticket
2:34offers, or we help course creators get
2:37more revenue as in run more successful
2:39launches, and that's it. That's the
2:41reason to niche so that you have
2:43efficiencies in doing those things and
2:45only those things. Step number two, pick
2:47whether you're selling leads, revenue,
2:49or celebrity. So, you think of an agency
2:52like Dragon Fruit, which has made
2:54celebrities out of Ali Abdaal, Dan
2:56Martell, Cole Sanchez. They can put that
2:59on their website and you can go, okay,
3:01I'm going to pay Dragon Fruit premium
3:03prices because they deliver celebrity.
3:05That is the one case where it's not
3:08about leads or revenue, but even then,
3:10still better to have celebrity plus
3:12leads and revenue. Now, the only way to
3:15sell celebrity though is with proof that
3:17you have already created celebrities.
3:19So, until you have that proof, you need
3:21to go with leads or revenue. When you
3:23get that proof, then you can add in
3:25celebrity at that time and raise your
3:27rates accordingly. Because nobody is
3:29running a YouTube channel just to like
3:30post on YouTube. So, for example, when I
3:32say this to the agencies that I coach,
3:35invariably there's a positioning
3:37consultant in the room and they're like,
3:38well, I don't do leads or revenue, we
3:40help businesses position themselves. Why
3:42are businesses positioning themselves or
3:44repositioning themselves? Typically,
3:46what's going on is there's a sales team
3:48involved or there's a marketing team
3:50responsible for results involved and
3:52they're like, we need more leads, more
3:54revenue, or both and they have then
3:56identified that they're in the wrong
3:58category or they need to reposition
4:00themselves. So, you are, even as
4:02somebody who's doing strategic work, you
4:04are still coming in to help with real
4:06business problems. Your challenge is
4:09figuring out how to tie positioning to
4:11leads, revenue, or both. So, what you
4:13say then as that positioning consultant
4:15is we help your team get the right sales
4:18pitch in place by identifying the right
4:20positioning for your product in the
4:22market, which ties directly to revenue.
4:24And of course, the more you know about
4:26the ICP and how you're positioned for
4:27them, the better you are able to
4:29actually sell to them. Step number three
4:31is drawing a client money map, which
4:34starts with what you do in the middle,
4:36what you deliver, and then what came
4:38before for your clients in their world,
4:40and what comes after for them. Okay, so
4:42let's take the example of an Instagram
4:44agency. You post two reels a day for
4:47your client. This is you, Instagram reel
4:49agency, two times a day. Excellent, so
4:51you write that in there for your
4:52business. How is it measured is the
4:54question. Okay, how does the business
4:56measure it? You have to answer that. So,
4:58a lot of Instagram agencies go, I think
5:00it's measured in views. So, they write
5:03in views. Okay, write in what you think
5:06is how your deliverable gets measured by
5:09the business, not by you, by the
5:10business. Write that in. So, the next
5:12step I like to take is what comes after
5:15for your client. So, you're posting two
5:17reels a day. Why? In the client's mind,
5:19why are they posting two reels a day?
5:20So, map out for them, this is their
5:22money map, what comes next for them. So,
5:24we do this. There's usually a couple of
5:27things. We're just going to show you two
5:28in this example. So, after a reel gets
5:30posted, what does the client want to
5:31happen? Well, they want a many chat
5:33automation to trigger. Okay, so we do
5:35many chat automation to trigger. What
5:38else might they do? Well, we also want
5:40them to go to our link in bio. Okay, so
5:42link in bio. That happens after the
5:44reel, that's the ideal state for your
5:46client. Great. Now you're asking, okay,
5:48how are those things measured and who is
5:50responsible for them? How is many chat
5:52measured? By booked appointments, let's
5:54say. Okay, so we're going to book
5:56appointments, and who runs it is an
5:58in-house technical person. Link in bio,
6:01how is your client measuring a link in
6:02bio? Well, that's maybe where they have
6:04a
6:04store set up, or they're just like
6:06selling products there. So, we have
6:08revenue here. They're trying to move
6:10units. And who was responsible for it?
6:12The link in bio was set up by an
6:14in-house marketer like a year ago. Okay,
6:16so we're going to put marketer
6:18there. Now, you fill this in for your
6:20own business, okay? So, now we know in
6:22the client's mind when they are hiring
6:25you to get two Instagram Reels a day on
6:27their Instagram, here's why. Now, these
6:30keep going all the way to where the
6:31money is and then beyond it to where
6:33more money is, but let's say for
6:34example, in this case, ManyChat is going
6:36to drive to an appointment booking
6:37funnel. So, we put that in place as
6:39well. And your link in bio is going to
6:42drive to a cart and checkout or product
6:44page. Appointment booking funnel and
6:47then product detail page. So, we have
6:49appointment booking funnel, product
6:51detail page. Those will also be measured
6:53certain ways, usually in keeping with
6:54what came before them, and run by
6:56somebody or you'll identify if they're
6:58not run by anybody or they're run by
7:00somebody who's running a whole bunch of
7:01different things. So, what we're seeing
7:03now is where the money flows and how you
7:06might fit in. This is what's going on
7:08for your client. Got to be aware of
7:09what's going on for your client outside
7:11of the thing that you deliver. We're
7:12going to come back and look at this
7:13more. Step four is backing up the map to
7:15everything your client does before your
7:17work ever starts. Okay, so just like
7:19before, we're going to have what came
7:21before those two Instagram Reels. So,
7:23what is the business doing on their end
7:25or have they hired an hired an agency to
7:27do? So, we do the exact same thing as
7:29before knowing that there's going to be
7:31quite a few things going on. For this,
7:33we're just going to map two of them. You
7:35map the real things that are really
7:37going on for your client. So, in-house
7:39for your client, what is likely
7:40happening that makes them want to post
7:42on Instagram at all to drive into these
7:44various places is they're coming up
7:47internally with topics. Maybe these are
7:49related to campaigns, but there's topics
7:51they want covered. So, topics, topic
7:53ideation, we'll say.
7:56Or ideation. And the other one is likely
7:58to be lead magnets. So, we'll do lead
8:01magnets, okay? Lead magnets and ideas
8:04that for like what you're going to talk
8:05about on Instagram. Now, who owns
8:07ideation? Well, it's the same marketer
8:09because this one person owns everything.
8:11And how are those ideas measured? They
8:14will be measured in comments to get the
8:16lead magnet cuz these are going to be
8:18tied together in this case. So, we have
8:20comments. Great. All right. Lead magnet.
8:22Exact same question. Who is running lead
8:24magnets? Well, the marketer oversees
8:26them, but AI actually creates them. So,
8:28we have AI creating lead magnets. And
8:31how is that measured? That's going to be
8:33measured the exact same way, which is
8:34comments. Okay. Now, when we look at
8:36this and we're still going to go back
8:37further, right? We've got these all tie
8:39into a campaign, for example. So, you'll
8:42keep going back and really fleshing out
8:44what life looks like for your client and
8:47how you fit into that. Mapping this out
8:49is going to take about 10 minutes. You
8:51should really pause this video right
8:52now, grab a sheet of paper, just map the
8:55thing out as you know it to be true. And
8:57then, if you don't know, ask your
8:59clients. What we're going to see in the
9:00end is how you fit in here, what you do,
9:03and how that maybe tie to other parts of
9:06the business and how maybe you're wrong
9:09about how it's measured. For example,
9:10when you look at this, you might go,
9:12"Huh.
9:13We think we're being measured on views,
9:15but I don't think our clients even care
9:17about views. I think what they care
9:18about is comments that drive to many
9:20chat automations that drive to the
9:22appointment booking funnel. So, our
9:24Instagram Reels might actually be better
9:26measured by comments." And you can start
9:28making those changes as you go. I'm
9:30going to write comments in because it's
9:32more likely what will actually drive a
9:33result than a view. Step five. Identify
9:36on the map where the money is for your
9:39client. Circle that part and see how you
9:42can move what you do to incorporate that
9:44thing so that you're no longer the
9:46agency that sells a deliverable, but
9:48rather sells a result on repeat. So,
9:51let's start with the example of an
9:53e-commerce client. Let's say you serve
9:55e-commerce clients. We are still
9:57delivering to Instagram Reels a day.
9:59That's still the thing. But now we know
10:01our e-commerce client wants to sell more
10:04of their products more people to click
10:07their link in bio. And that link in bio
10:09has to make it really desirable to get
10:11to the product detail page. So, we
10:13circle that. This is what our business
10:15can now look like. So, here we can see,
10:18we are still doing the same thing, but
10:19now we've added in link in bio, we know
10:21it's measured in terms of revenue
10:23generated, which is great, and we know
10:25it's already done by a marketer who's
10:27did it a year ago and is otherwise busy
10:29with other things. So, there's good
10:31reason to believe that there's an
10:32opportunity here for you to grow your
10:33business by saying, "We're not just the
10:35Instagram reel that or we're not just
10:37the Instagram agency that posts reels
10:39twice a day. We are the Instagram agency
10:41that helps you sell more of your
10:43products with Instagram reels." Here,
10:45but let's pretend that you instead have
10:48a client that's trying to get booked
10:49appointments. It's a high-ticket coach,
10:51let's say. All right, so you're still
10:52doing Instagram reels, but you know
10:54they're driving to a ManyChat
10:55automation. Maybe they have one ManyChat
10:57automation in place and it's just like
10:59keywords, just like keyword death out
11:01there trying to get everybody into the
11:03same ManyChat funnel. So, you're like,
11:05"I know booked appointments are
11:06important to you. Let's start." This is
11:08a new way. We're going to, in this case,
11:11add in ManyChat funnels for this. So,
11:14now we've got still posting two reels a
11:16day and taking care of ManyChat funnels
11:18to make sure that we're getting more
11:19people into your appointment booking
11:21funnel. Much more value for the client
11:23here. The takeaway here is nobody is
11:25hiring you to do two Instagram reels a
11:27day. They don't care about that. They
11:29care about people in their appointment
11:30booking funnel, people getting into the
11:32product detail page and buying. We know
11:34this because we've mapped it. This is
11:36what clients care about. Change your
11:38offer to get there. Now, this works for
11:40everyone, every marketing and creative
11:43agency out there, including like a
11:45LinkedIn ghostwriter. So, let's say
11:47you're a LinkedIn ghostwriter and you
11:48think that this won't work for you. What
11:50I would say is, "How's your pipeline
11:52looking?" If you don't have a crazy
11:54waitlist running, then you need to
11:57identify how LinkedIn ghostwriting is
11:59actually fit into your client's money
12:02map, how they're really measuring it,
12:04and then you do need to adjust what you
12:06offer to make sure that you're getting
12:07to leads or revenue or both. Now, you
12:09can do absolutely the same thing by
12:10working up as well. We're just giving
12:12this example here. You could go
12:14backward, too. Easy peasy. This is what
12:16we call your front-end offer. This is
12:18what clients will see. They will buy
12:19into this. The real money is going to be
12:22in your back-end offers, though. We
12:24teach eight back-end offers to the
12:26agencies that we coach. If you want to
12:28see what those are, pop into the
12:29description. There's a link for you to
12:31get that worksheet. Step six is writing
12:33these pieces into a promise with a
12:35number on it. And that promise is going
12:37to become the first of two front-end
12:39offers for you. So, this becomes your
12:42new line. This goes on your homepage. It
12:44goes in your LinkedIn bio. It goes
12:46everywhere for you. Take what you just
12:48learned on the client money map, your
12:50adjusted offer that you have now, and
12:52fill this in. We're going to use the
12:54Instagram Reels agency example. So, we
12:56drive, this is where you put a
12:57percentage or a dollar sign in. So, we
12:59drive 50%
13:01more, in this case we're going to say
13:03booked appointments.
13:06More booked appointments every month
13:09from or with or using
13:11Instagram
13:13Reels and Stories or whatever that other
13:15thing is that you might be doing in
13:17there. We drive 50% more booked
13:18appointments every month from Instagram
13:20Reels and Stories. We drive 30% more
13:22sales every month from Instagram Reels
13:24or Stories, and that one would be going
13:26to the LinkedIn bio. Now, when we coach
13:28our agency founder clients, we call this
13:30go mode. You can call it whatever you
13:32want to, but this is the better version
13:35of what you were already offering,
13:37slightly tweaked, but promising
13:39something that clients actually want
13:40tied to leads or revenue or both. What
13:42this does is sets you up for a better
13:44retainer that is focused on you
13:46optimizing results rather than just like
13:48delivering more stuff all the time. And
13:50it prevents just having certain
13:51projects, but rather getting to keep
13:54charging clients, working with clients,
13:55and delivering for clients, which also
13:57helps you have opportunities for
13:58back-end offers. Um but, this doesn't
14:00have to be a monthly thing, and you
14:02don't have to do it every month. You can
14:04still do this as a project-based
14:06engagement. There is a client that we
14:08have. She does a website in a week. Now,
14:10the challenge with this is if you say in
14:12a week, you're really getting it down to
14:14a deliverable. What they want is a
14:17result. Nobody's hiring you for a
14:18website in a week either because they've
14:20got nothing better to do with their
14:22money. They want a website that performs
14:24better, drives more leads like into
14:26their funnel, drives more booked
14:28appointments, drives more sales. And
14:29that's where it is very useful to have
14:32at least a back-end offer retainer if
14:34you don't want to sell that on the front
14:35end. In which case, this person who does
14:38a website in a week could still say, "We
14:40build your high-converting website in a
14:42week." However, then when on the sales
14:45call, you'd want to pitch a retainer
14:47that makes sure that you actually
14:48perform to those standards. So, we drive
14:5150% more sales from your website every
14:55month. And that would be the retainer
14:56that that person would pitch on the back
14:58end where the The moment you put a
15:00promise on a page, you actually start
15:02scoring real clients. And it also forces
15:05you to start delivering the results that
15:07they already wanted in the first place.
15:09The promise was already implied. Now
15:11you're putting it on the page and
15:12saying, "We do this, we get measured by
15:14it, and we charge accordingly." Step
15:16seven is offering what we call turbo
15:18mode at the very end of your sales call
15:20just as you are closing. So, you are on
15:23a call with a lead, you're about to turn
15:24them into a client. It's a wonderful
15:26moment. Everybody's very excited. And a
15:28lot of sales people pull away at that
15:30point and just try to get it like
15:32signed. But, this isn't actually great
15:34moment to upsell them on turbo mode. So,
15:37you say, "Hey, cool. All right, let's do
15:39this." And you're getting all the pieces
15:41together. Then you pause and go, "Have I
15:43talked to you about turbo mode?" And
15:44they, if they're a CEO or a decision
15:46maker of any kind, want to hear about
15:49this turbo mode you just mentioned. And
15:51I do recommend that you call it turbo
15:52mode. So, turbo mode is a dialed-up
15:55version of go mode. So, again, this is
15:57go mode. Turbo mode is going to say,
15:59"Hey, we'd love to get you 50% more
16:01booked appointments. We can do this.
16:02This is going to be great. What does
16:03100% more booked appointments sound
16:05like?" This is turbo mode. Sounds good
16:06to me. Okay, here is how we do it. You
16:08then take what you have here for go
16:10mode. And you determine using that money
16:12map that we already drew, what you would
16:14need to do to get them closer to getting
16:17100% more booked appointments every
16:19month. So, we cross that out and this is
16:21your job to figure this part out. So,
16:23100% more. What would have to be true
16:25for you to deliver 100% more booked
16:27appointments? You would need to control
16:29their appointment booking funnel. You
16:30might need to work with them on their
16:32offer itself. That's cool. You do those
16:34and that makes them more successful
16:36which makes them want to stay with you.
16:37That's it. That's turbo mode. We drive
16:38100% more booked appointments every
16:40month from Instagram Reels and your
16:41optimized appointment booking funnel.
16:43Turbo mode is typically going to be
16:45about 1.5 times what of go mode was.
16:48That means if go mode was $8,000, turbo
16:51mode is 12. What the client hears is
16:54twice the results, two times the results
16:56for 1.5 times the price. The math is
16:59just good. So, two things about this.
17:00One, the name turbo mode. If you don't
17:03use turbo mode, use something that
17:05sounds like it. Almost every
17:07decision-maker likes the idea of the
17:10upgrade, the turbo mode, let's do this
17:11better, let's do this faster and
17:13something short like turbo mode is
17:15shorthand for this is going to be the
17:16better way to go. Of course you want to
17:18take this. Turbo mode. Secondly, the
17:20thing that you're going to deliver, you
17:22need to be able to do it. Now, sometimes
17:24you will already have resources
17:26internally where you're like, we do know
17:27about appointment booking funnels. Of
17:29course we can do this. Other times, you
17:31may have to hire for this role where
17:33you're like, well, the clients really
17:35want it. So, once we get someone to say
17:37yes to it, they've gone from 8,000 a
17:39month to 12,000 a month. We've got an
17:40extra four grand a month coming in. That
17:42will allow us to hire someone who can
17:44specialize in appointment booking
17:45funnels. That's their whole job. Now,
17:47all we need to do is keep selling that.
17:49We have the one person continuing to
17:51optimize those appointment booking
17:53funnels for all of our clients. How many
17:54can they optimize a month? 10? 20? We
17:56just have to sell this to 20 clients.
17:58One person running that for six grand a
18:00month for that person and you are
18:01actually printing cash at this point.
18:03Step eight, write down exactly what has
18:05to be true about a client before you
18:07will offer a client either of these two
18:09offers. So, for example, for the
18:11Instagram Reel agency, for them to
18:13promise any of this, what needs to be
18:14true? Okay, they need to already be
18:16actively investing in Instagram. They
18:18have, let's say, 20,000 followers
18:20already. They have a mini chat tool in
18:23place. Maybe it's not being well used,
18:25but they have it in place. Their sales
18:27team won't get in the way of you doing
18:29this work. You'd have to go through and
18:31just list out those conditions. They
18:33don't have to be 15 of them, but that
18:34will also help you better refine who
18:36your ICP is and make sure you're set up
18:39for success so you can actually deliver
18:41on this. You'll talk about those
18:42conditions on those sales calls because
18:44if they don't have what you need, you
18:46cannot sell them GoMode or TurboMode.
18:48And that's going to be very important.
18:50You want to be able to get those results
18:52and the only way to get it is to be sure
18:53that they can do it. Now a lead who
18:55doesn't meet those conditions is just
18:56the wrong ICP. That's okay. The wrong
18:59ICP landed in your inbox, the right one
19:01is out there. So your job becomes how do
19:04I go get in front of that ICP? There are
19:06businesses that want more leads, more
19:08revenue, or both. If you can deliver
19:10this for them, eliminate the bad fit
19:13leads, and focus only on the good ones,
19:14then that means refining your ICP and
19:16then figuring out how to get this across
19:18to them in a sales call, which of course
19:19we teach in our coaching. That's the
19:21front end done. Step nine is drawing
19:23what we call a client lifeline, mapping
19:26what the client experiences as they work
19:28with you month by month, sometimes week
19:30by week, so that we can find our
19:32back-end offers. So this is what we draw
19:34with our clients in our agency coaching.
19:36All right, so here's how it looks. It's
19:38a client lifeline. What you want is a
19:40table that just has the client here, us,
19:42you right there. And then down the side
19:45we want to have either if we work in
19:47like the website in a week example, day
19:491 2 3 4 5 6 7 or up to 5 if it's a 5
19:52business day thing. If it's 12 weeks of
19:54an engagement that you do, those will be
19:56your weeks, 1 through 12 weeks. If it's
19:59a retainer, then month 1 through month
20:0112. Okay, so you write the time along
20:03the side here. We leave this little gap
20:05up here because this is the part that we
20:07typically don't think about or talk
20:09about, which is pre-work, getting your
20:12hooks into the client, and kickoff. So
20:15pre-work is where you ask for like
20:17administrative stuff. Like can you send
20:19us this, that, and the other thing?
20:20Getting your hooks in is when you start
20:21getting introduced to the team. you get
20:23in their Slack or they get in yours,
20:25however that works. You've got other
20:27tools you're starting to integrate. And
20:29then you have, of course, the kickoff
20:30call. The actual work of booking the
20:32meeting, showing up for the meeting,
20:34preparing for the meeting, all of those
20:36things. When you write that in, those
20:37three things that happen here, we need
20:39to know that anybody who works, any
20:41business that works with an agency, very
20:43often works with multiple agencies or
20:45has worked with multiple agencies
20:47before, and they've been through this
20:49before. So, more administrative work
20:51where, oh, another agency where we have
20:53to send them more of our brand voice
20:55guide. They're using Dropbox, we use
20:57Google Drive, all of that kind of stuff,
20:59right? There's all this stuff that
21:01happens here. And when you think about
21:03it, your client has just said yes to
21:05you. That is a huge seducible moment in
21:08the world of like conversion rate
21:10optimization. They've just said yes to
21:11you. And then what happens? They get an
21:14invoice, they get a bunch of
21:15administrative work to do, and this
21:17crap. This is where momentum dies for
21:19you and for your client. You've taken
21:22this wonderful moment and you've just
21:24like sucked all the joy out of it by
21:25giving them all this work to do. When we
21:28can map that and start to see things
21:30from our client's perspective, how much
21:32they have to do in here, all this busy
21:35work suddenly, we can start to see that
21:37there are opportunities to improve our
21:39service and even what we offer them from
21:41the first second they sign up to work
21:43with us. Let's go back to the example of
21:45the Instagram agency. Okay, so what's
21:48happening here when we actually map out
21:50what our client goes through and what we
21:52go through. You should map that as well,
21:54but we're going to focus on the client
21:55experience here because that's where
21:57real wins often happen for you and then
21:59in turn for them. So, Instagram agency,
22:01they're going to film with you for 2
22:03hours every single week. So, we've got 4
22:06weeks in a month, 1 2 3 4, 2 hours every
22:09week plus drive time, plus getting
22:11ready, maybe hair and makeup in some
22:13cases, um and then driving home as well
22:15from the studio. Or if they have to set
22:17up a studio in their house, that's all
22:19new pre-work that they had to do and
22:22they still have to go to that studio in
22:24their house, make sure the dog's not
22:25going to come in. Make sure the cats
22:27haven't scraped up the furniture
22:28already. Go in, make it presentable,
22:31fiddle with the camera, fiddle with the
22:32lights. All of that work that they have
22:34to do. We map that out. Now, in the
22:36first month, it's cool. It's exciting.
22:38You're finally getting like serious
22:39about Instagram. This is great. Then
22:41month two hits and it's like, "Okay,
22:43more of the same. More of the same.
22:44We're doing all the same stuff week
22:45after week." Month three hits and your
22:48agency is growing. They are growing
22:50because you sold them on go mode at
22:52least or maybe turbo mode. So, they're
22:54starting to see results, which is good
22:56if you're getting them results. So, now
22:57we have to ask, are we getting them
22:58results yet? Cuz they're certainly
23:00expecting it when you think chaos. So,
23:02again, you're growing. You've got a new
23:04creative director to put in here
23:05because, "Wow, you're growing so fast.
23:07It's so great. You're taking off with
23:09all these cool people." And the client
23:11gets moved appointments, gets a new
23:13creative director they have to onboard
23:14who doesn't understand them the same
23:16way. More chaos for them than anything.
23:18So, if we can start mapping that, we can
23:20start to see other opportunities to
23:22improve everything for them. So, keep
23:24mapping it all the way down. This feels
23:26tedious. It's the job. Map this the
23:29whole way through across all the months
23:31or weeks that you work with the client
23:32and map what you're doing in that time
23:34and map where results are being
23:37delivered. Okay. Now, what's really
23:39critical here is mapping where those
23:41results are delivered. So, mapping if
23:44week by week you're not getting results.
23:46So, let's say the first bit you're just
23:48setting things up. You're like, "It's
23:49cool, guys. We're not getting results
23:51yet, but like we will." Month one goes
23:53by. It's okay. Month two you're starting
23:55to see cool wins. Oh, wow, we're getting
23:56a lot of like views on this. I think we
23:58figured out what our topics are, what
24:00our formats should be. People are
24:01starting to follow us, but we're still
24:03not delivering on that booked
24:05appointment goal. So, we have to work on
24:07doing that. Two months go by. The
24:09client's not seeing killer results. That
24:11is worth documenting. So, we start
24:13identifying when things get really weird
24:16for our clients. When they're starting
24:18to question, "Is this Are these guys
24:20really going to do this? Is this
24:21actually going to work?" And they're
24:22asking that at many points in the
24:24experience and it's your job to map
24:26those and then do something about those
24:28moments across the board. Looking at
24:30that lifeline, step 10 is getting your
24:33client a deliberately early win faster
24:36than you think you can. Okay, so go
24:38across and map where you know you get
24:40results already. So you know by month
24:42three you are definitely getting
24:44results. Okay, make those green if
24:46you're mapping this out. Wherever you
24:47can happily report results because
24:49you've seen with other clients that
24:50things get really, really good at those
24:52times. Great, map that. That will show
24:54you where you're not getting wins. So
24:56let's look at week one. Week one, you
24:58are coming in and you're setting
25:00everything up. You're an Instagram
25:01agency, you're trying to figure out
25:03tools that the client is using, you're
25:06coming up with topics, you're looking at
25:07their brand, all of this stuff. Week one
25:09and two you're doing that work. Week
25:12three you've done your first filming
25:13session and by the end of it, somewhere
25:16around here, you are going to actually
25:19get their first real live. That feels
25:21like such a win for you. For the client,
25:23they have spent this time as well as
25:26these weeks getting jack. They're not
25:28getting anything and they paid a $10,000
25:31invoice already to get their first
25:3460-second video live on Instagram. That
25:37is an opportunity for you to improve
25:39things. So we know that they need a win
25:42before this moment. They paid the
25:44invoice, your job now is right in this
25:46first week. What can you do in that
25:49first week to get them a serious win
25:51really, really fast. I mean, that's your
25:53job. Got to figure that thing out. It's
25:54different for every agency. It might
25:57just be for the Instagram reel agency,
25:59if you're doing the manychat automations
26:01as well, you go in and you quickly
26:03update, put the best manychat
26:05automations in place, and go back to
26:07some of their more popular Instagram
26:09reels that they have and maybe find a
26:11way to edit in that CTA and just repost
26:14those Instagram reels as well. Or figure
26:16that out. That's the job. Your client
26:18doesn't care that it will take a while
26:20to get results. They want those results
26:22immediately whether they're telling you
26:23that or not. Okay. Now a lot of people
26:26at this point say, "Well, Joe, there's
26:27just no way. There's no No There's no
26:29way I can get a quick win for them. I'm
26:30strategic. I can't do this for them. Not
26:32good enough. Your client, no matter
26:35what, wants some level of assurance that
26:37they have done the right thing by
26:39investing in your agency. Remember, most
26:42most clients have been completely burned
26:44by past experiences with agencies.
26:46That's why you're there right now
26:47because the last one didn't work out and
26:49other ones probably didn't work out.
26:51It's not as simple as that won't work
26:54for me. What do you got? That has to
26:55work for you. Your job has to be to
26:57figure out how to get that quick win.
26:58And that's huge because the second you
27:00crack that, now you've got that quick
27:02win for them. You bought yourself some
27:03time before you get that Instagram reel
27:05out, the first real one out the door,
27:07and you can still keep leveraging that
27:09as you move forward with the client.
27:10Step 11 is circling every moment on this
27:13lifeline where the client starts
27:15dreading the next meeting with you. Now,
27:17no one wants to think that their clients
27:19dread meeting with them. Let's think of
27:21it from their busy perspective, though.
27:23If you are delivering results, which you
27:25should be, you are meeting with your
27:27clients at least once a month, and
27:29that's where you are holding like a
27:31review session to say, "Here are the
27:32great results that we got for you.
27:34Here's what we have on the agenda next."
27:36That's good. It should not feel like a
27:38meeting, though. It has to feel better
27:40than that. Your clients deserve better
27:42than that, and so do you. Meetings suck.
27:43So, you don't want to do anything that's
27:45going to make it feel like, "Oh, I don't
27:46want to work with you." You also want to
27:48make sure that you are not interjecting
27:50yourself into their lives more than you
27:52need to. So, it's finding that balance.
27:55For example, we worked with an agency
27:56where one of the team members kept
27:58giving us unsolicited advice,
28:00unsolicited feedback. And that started
28:03to make us dread being around them
28:05because we were going to get that from
28:07them. So, we didn't want to attend that
28:08many meetings with them anymore. So, you
28:09got to watch for that kind of stuff.
28:11Every time your client doesn't want to
28:13meet with you, they are that much closer
28:15to firing you, even if you are
28:17delivering results. Because what's
28:20usually going on for them as well is
28:21they are busy attributing results to
28:23themselves. "Oh, our sales team is
28:25really good at closing all those
28:27appointments you're booking. Oh, I was
28:29really smart to hire you in the first
28:30place." So, they're aligning themselves
28:33with the results rather than you. Now
28:35you can control that, but the point here
28:37is you have to make sure they do not
28:39dread meeting with you. They have to
28:41like you along the way. Depending on
28:43your brand and how much you charge
28:45actually, how much profit you have, you
28:47can do a lot of very cool things along
28:49the way to make your clients excited to
28:51be around you rather than dreading being
28:53around you. You can still hold meetings,
28:54but how can you make the meeting a
28:56little more special, let's say? Taking a
28:58little less time, getting to the point a
29:00little faster, and celebrating wins for
29:03your clients that are attached to what
29:04you do, and also not attached to what
29:06you do. So when you think about your
29:08brand, how can you celebrate your
29:10clients? Can you send a celebration box
29:13when something cool happens for them?
29:14They just published a book. Cool, that's
29:16awesome. Send them something memorable,
29:19and then follow up with a text, like I'm
29:21so proud of you. This is a really big
29:22deal. You can say those things. People
29:24like to hear those things. Going that
29:27extra bit further is what charging more
29:30actually allows you to do because you
29:32have more profit to work with to make
29:33moments more special. So you as the
29:35agency founder and your team, they need
29:38to be outstanding at every moment, and
29:40you need to go through this and look for
29:42those moments where you can go back into
29:44your client's life and make things
29:45better for them. And that often means
29:47like, what is their love language? Do
29:49they love like words of affirmation?
29:51Like, "Wow, your business is
29:52outstanding." Or your customers are so
29:54cool. Or what other thing do they need
29:57to hear? Do they like spending time with
29:59you? There are many ways that you can
30:01actually optimize this, but if all
30:03you're doing is meeting with them at the
30:05end of every month, and maybe sending
30:07them a few messages now and then when
30:09you get a cool win, that's going to
30:11deflate the experience. Your job is to
30:14go through and spend some time figuring
30:16out how you can make these moments
30:18really cool, especially in these early
30:20days when things feel wonky, especially
30:23in here when they're doing work and
30:25they're like, "I thought we were paying
30:26you for this." And especially as things
30:27start dragging along through here,
30:29right? When it gets to be like of a
30:31lull. Or in here, you can see there's
30:33almost no month that goes by where your
30:35client should be ignored by you in any
30:37way. And rather, you can find ways to
30:40really elevate yourself in those times
30:42and what they're experiencing. Okay, now
30:43you may be looking at this going, "Joe,
30:45why did you just beat me up about how
30:47bored my clients are along the way or
30:49how I need to like be more special?" The
30:51reason is when you know you can deliver
30:54really well for clients, what comes next
30:56gets so much easier. And what comes next
30:59is directly tied to how much money you
31:01make. Now, your back-end offers start
31:03and step 12 is the one you sell within
31:0524 hours of your client saying yes. So,
31:08your brand new client has just said yes
31:10to you, but you know that they're
31:11entering this moment here where they're
31:14going to have to do some work. And
31:15you're going to get them a speedy result
31:16soon, absolutely. But here is an
31:18opportunity for us to do something more.
31:21Back-end offer, we want to look at what
31:23are the things that are going to make
31:24them the most successful. That's a
31:25really good way to start looking at your
31:2724-hour add-on. So, within 24 hours of
31:31them saying yes, you got the signed
31:33contract, you call them up. "Hey, Tom."
31:35And you're talking with them about the
31:37thing that you know they're going to
31:38need in order to move forward. This is
31:40going to be an offer. So, your offer is
31:43I'm an Instagram reel agency. I'm going
31:46to get results for them, but I know that
31:47a lot of clients have very bad tech, and
31:50their audio is horrible, their lighting
31:52is always bad. We do our best, but
31:54they've got this little closet that they
31:56decided to film in. So, a really good
31:59add-on to call them up and offer right
32:01now is I can't wait to get these results
32:03for you. I've been thinking about your
32:05setup, though. Here is what most people
32:07do when they're like on turbo mode, like
32:09you've just gone on. They're ready to
32:11just nail it. We want to do this for
32:13you. Here's what we should do. We can
32:14send you a kit. For you, you know, this
32:16is like a $1,000 kit that you just pull
32:18together of all your favorite stuff, the
32:20things that they should use, the camera,
32:22the mic, the pho- or sorry, the the
32:24camera, the mic, the lighting, the
32:27teleprompter, the things that they will
32:29need. You put that kit together and you
32:31say, "We can send you out this kit, and
32:33we will also zoom in and help you set
32:36the whole thing up and run it. however
32:39long it takes. This way, you're going to
32:41have the right studio set up right there
32:43in your house, right there in your
32:44office, wherever you know that that
32:46particular client is. It's five grand,
32:47should we add that on? Ship it to you
32:49right now? That's it. Great. Why would
32:50they say no at this point? They've just
32:51said yes to the turbo mode offer, even
32:53go mode. They want the results. They've
32:55just said yes, that makes it a seducible
32:58moment. If you don't know what that is,
33:00we have so many videos on moments like
33:02this. So, now what's happened is they've
33:04just said yes, you've added five more K
33:07on. Now, that's not actually that much
33:09for a back end offer, but you can start
33:10to at least see that you are able to
33:13sell your client on more things. It's a
33:15very simple, basic back end offer that
33:18unlocks not only more revenue for you,
33:21but the right outcome that will get you
33:23closer to delivering for your clients.
33:25You don't have to just include that. You
33:27can charge separately for that as a back
33:29end offer. They have the right to say
33:30no, of course. Later on, they're going
33:32to say yes when they start to see how
33:33the studio looks. Now, that's one
33:35example of a back end offer. If you want
33:37more examples of what you can do, and
33:39importantly when you can deliver those
33:41and pitch those to your client, go down
33:43to the description, get the back end
33:45offer worksheet. Another great way to
33:47look at where your back end offers are
33:49hiding is go back and look at past
33:52clients that you have served and what
33:54got in the way of their success. So, was
33:56it that their team member got too
33:57involved or they didn't have enough team
33:59members staffed? Or those team members
34:01that they brought in to help weren't
34:03educated on what it takes for you to
34:06deliver really well. So, if you are an
34:08Instagram reel agency, creative director
34:10maybe has a print background. And so,
34:12you could have a back end offer where
34:15you do a one day workshop or every month
34:18you are meeting with their team to coach
34:20them on the better practices so that
34:23they're not getting in your way going
34:24forward. You don't have to complain
34:26about the client's team getting in your
34:27way. You can sell a way to make that
34:30client's team better and you're actually
34:32getting paid for improving them. And
34:33this does not mean you are replacing
34:35yourself, rather they can see that you
34:38have a level that of expertise like
34:40nothing else and that they could not
34:42possibly replace you. A few months in,
34:45step 13 is selling more of what worked
34:48the moment your client hits a big win.
34:50For example, I had an agency that got me
34:52so many views out of the gate. We were
34:55taking off on social media. It was
34:57fantastic. And what I would hear from
34:59them is, "Great job, Joe. Things are
35:01going really well." What I, as a
35:03business owner, wanted to hear is, "Now
35:05that that's happened, this will unlock
35:07even bigger growth." Or, "Now that
35:09that's happened, this will help turn all
35:10those views into leads." I didn't hear
35:12that. I didn't hear either of those. I
35:14just heard great win. What your clients
35:16need from you is, "What do I do now? How
35:19do I graduate to the next level of who
35:21I've just become because of the results
35:24you brought for me." So, how do you find
35:25this? You look for a really big win that
35:29you typically have for clients. So,
35:31let's say you're the Instagram agency.
35:33You typically find yourself getting a
35:35million views on a reel in at the end of
35:37month two. So, let's say there are great
35:39results here. It's the end of month two.
35:41That is a moment to call your client up
35:43and help them understand what they could
35:45do now to really double down. This is
35:47often going to be tied to their
35:48identity. So, people who do this next
35:51take this action. So, if you really want
35:53to succeed on Instagram, people who are
35:55blowing up on Instagram after they have
35:57that million view, their first million
35:59view reel, here is what they do next.
36:01This is the back-end offer that you
36:03choose, and you can have many back-end
36:05offers at this point. You choose the
36:06right one that you want to sell. So,
36:07this Instagram agency could be like, "Um
36:10this is a time to consider
36:12collaborations with others who are
36:13getting a lot of views as well. This is
36:15a great time to double down on what
36:17we're already doing. So, instead of two
36:19reels a day, let's go to four reels a
36:21day. Instead of just doing reels, let's
36:23also add in stories. Add in other
36:26things." You have to remember, your
36:27client doesn't live in the world that
36:28you live in. So, if you can just call
36:31them and say, "Now is a great time to do
36:33this to unlock even more wins," and you
36:36know it'll actually unlock even more
36:38wins. It is on you to call them and sell
36:40them on this. Now, they're not replacing
36:42turbo mode. They still stay on go mode
36:45or turbo mode that you got them on.
36:46Although go mode should upgrade to turbo
36:48mode at this point. Um but they're also
36:51adding on a new back-end offer. So this
36:52is where you can really start charging
36:54more, especially if these results are
36:56quite measurable. So for example, if
36:59turbo mode is 12k a month, you might add
37:01on like how badly do we want these
37:03results? 10k for the next thing. So now
37:05they're paying $22,000
37:08a month instead of $12,000 a month, but
37:10they've unlocked something that will
37:12actually help them grow further. And
37:14because you have proven that you can get
37:16results, and this is the key moment at
37:18which to pitch this, it goes over far
37:20better with your clients, and they have
37:22pretty good take-up rate on a back-end
37:23offer like this. And if you don't do
37:25this, you are missing out. Do not make
37:27your client come up with what to do
37:29next. They don't know, and someone else
37:31is probably in their DMs seeing those
37:33wins and going, "I can get you the next
37:35level." So it's your job to make that
37:37call with them. Step 14 protects all of
37:39that from a single new hire on your
37:42client's team, and it can be a back-end
37:44offer all of its own company. So let's
37:46pretend you are a product-led growth
37:48agency for this example. So you have
37:50gone in, you've integrated product-led
37:53growth into what they do. You've turned
37:55them from having PLG as like some
37:57tertiary thought to the number one way
37:59that they are growing their business.
38:01What is at risk here? Great wins, great
38:03results. What's at risk for your client?
38:05What's at risk is some new team member
38:07comes in and goes, "Cool, yeah, PLG is
38:09cool, but let's go sales-led." And they
38:11start shifting everything around, and
38:13now these wins start losing because of
38:17misdirection from new team members. This
38:19This happens all the time. So what do
38:21you do? You can do a {quote} "even more
38:24secured bag" is what we call it, which
38:26is where you say, "Hey, these results
38:29are great. Now what's at risk is what if
38:31somebody changes that up?" So
38:33governance, deeper analytics, any of
38:35these other things that you can put in
38:36place to help them protect themselves
38:39from their own success. You call them
38:42up, you offer that strategic advisory
38:44going forward on how to ensure that we
38:46keep PLG going with the right governance
38:48models, with deeper analytics. At this
38:50point, we're looking at $50,000 a month
38:53cuz as soon as you say the word
38:54governance, everything gets more
38:55expensive. But whatever the case is,
38:57whatever you're charging at that point,
38:58this is a whole other opportunity for
39:01you to make more money while ensuring
39:02your clients stay successful.
39:04>> [clears throat]
39:05>> So those are a couple back end offers,
39:07and they are the way that you really
39:09start making money as an agency, as a
39:12consultancy, as any kind of
39:13service-based firm. But in order for you
39:15to be able to sell them well, there's
39:17two things to keep in mind. The back end
39:19offer that you are going to be pitching
39:20to your clients needs to be causal, as
39:23in it's building on results you already
39:25delivered for them, not adding something
39:28new in out of the clear blue sky. And
39:30two, it has to make sense for you, too.
39:32There's going to be a lot of things that
39:33your clients could do once they start
39:35seeing results. What can you, ideally
39:38with the resources you have, deliver and
39:39charge three or four times more for?
39:41Step 15 is when your results create a
39:44new problem for your client. As you
39:46bring your clients to like new levels of
39:48results and performance, that typically
39:50introduces challenges. We call this new
39:52level, new devil. This is a type of back
39:54end offer as well. So in this case,
39:57let's say you're that Instagram agency
39:59and they've blown up. The results are
40:00great. They've got suddenly a million
40:02followers. They don't know what to do
40:03with it. And brands are reaching out to
40:06them. So the new devil here is, "Guys,
40:08we're getting all of these people
40:10saying, 'Hey, can you promote our
40:12product on your Instagram? What do I
40:14do?" Now you don't go like, "Cool, nice
40:16job. Good luck." You say, "Gotcha. We
40:19can help you with these brand deals.
40:21Here's how we can do that." And then you
40:23pitch them on that new level, new devil
40:26back end offer. That as long as you can
40:29actually resource for that, then you can
40:31do it. So if you actually have somebody
40:33in house who can help with brand deals
40:36and like brokering those for your
40:37clients who are so successful, you can
40:40sell that as an additional offer. Now
40:42importantly here, sometimes you will
40:44actually have to hire new people to do
40:46these offers, and that's why you want to
40:47be able to charge more for them because
40:50you're going to need more talent to do
40:52that work. But when you think about it,
40:54if you start offering brand deal
40:56management for your clients who are
40:58getting killer results, that's only
41:00going to make them happier. It's also
41:02going to mean that brand deals are now
41:03funding what they're paying you, which
41:05feels really good to report to them, and
41:07you can charge so much more for that
41:10work. But you'll have to hire someone.
41:11Okay, who do you have to hire? How much
41:13do they cost and can you spread that
41:15work across multiple clients? Do you
41:17have more clients who are on the rise
41:19and who are going to need brand deal
41:21management? If so, you could hire a
41:23brand deal manager, a brand deal broker
41:26for 10K a month, really good salary. One
41:28person can be spread across nine or 10
41:31clients potentially, and you can charge
41:34every month for that person to do brand
41:37deal brokering. If you charge 10,000,
41:3920,000 dollars a month, depending on how
41:41much they could make off the brand deal,
41:43they might be spending a lot of money
41:45with you because they're making a lot of
41:47money from all of the brand deals. So,
41:49if you can charge them 25,000 dollars
41:51extra a month for brand brokering, brand
41:54deal brokering, then charge 10 different
41:56clients that. Now you're bringing
41:58another 250,000
42:00dollars a month. You've got a whole new
42:02service that you're offering. You can
42:03absolutely afford to bring somebody in
42:05to do that. That's the kind of thing
42:07that you where you'd want to think
42:08about, should I hire someone for it?
42:09There are a lot of back end offers that
42:11you could have. The ones that will make
42:13the most sense for you, will make you
42:14the most money, and you can do them the
42:16most efficiently. If you like this, you
42:18want to learn more about how to get more
42:20out of the agency you've got or that
42:22you're trying to build, obviously
42:23subscribe to the channel, look below for
42:25links, and come check out the Big Small
42:27where we coach agency founders from
42:29about a million to five million bucks a

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