Why do you want to stop selling and start closing and Social Media Marketing ?
You see, most people, they don’t know how to communicate.
Fewer people know how to sell and almost no one knows how to close.
There’s a very big difference between selling and closing.
You see in any sales conversation, in any sales environment, in any sales meeting, you do not get paid by selling.
How many of you know people who just sell sell sell sell and they don’t get paid? Or they turn off their prospects.
You only get paid when you close a sale.
I want you to think about the difference between a salesperson versus a closer.
You see a sales person, they would push.
They would use aggressive tactics.
When you think of a traditional sales person, what comes to mind? Comment below.
It’s snake oil, it’s scammy, it’s slimy, it’s pushy.
Versus a closer.
How do you know when you are a good closer? After you’ve done a sale, after you’ve closed a prospect, when your prospect says, “Thank you.
” “Thank you for helping me make this decision.
” “Thank you for helping me move forward.
” That’s when you know you are a good closer.
There’s a big difference, sales person and a closer.
You see today I want to teach you something very very critical.
Why you should stop selling and start closing client deals, and what is the most powerful way that I know of to close, and it’s not what you think.
Today I’m going to teach you what I call “Value in advance” Write it down.
The formula is called “Value in advance.
” Now, you can see on my social media I have millions and millions of followers, and every single time when I make an offer, when I sell, when I try to close a sale, instead of waiting for the phone call or waiting for the meeting, face to face to do all your closing clients, that is very difficult, because you only have a very short period of time to persuade, convince a prospect to say yes.
Instead I believe what you need to do, you need to do a lot of work, before you even open up your mouth.
A lot of work needs to be done before you even say a single word.
In one of my previous videos, I talk about this.
The best way to sell a box of chocolate is what? Is to give people a taste.
One piece of chocolate, if they like that they’ll want to buy the whole box.
It’s exactly the same in closing.
I don’t want to count on closing, that closing part, that conversion part, that face to face, on the phone part, to do all the heavy lifting.
I want to start closing way in advance, and the best way to do that is “Value in advance.
” How can I provide value to someone in advance?
For someone who is consuming my materials, watching my video, consuming my content.
When I release something, when I make an offer, the trust is already there.
That it’s easy for them to say “Yes.
” Let me give you a perfect example.
Let’s say you are a martial artist, and you are teaching someone how to be a black belt, and of course you’re not going to be a black belt over night.
There are a series of steps you need to go through in order to attain your black belt.
Lets say the very first step is you need to learn how to do a proper stance.
Okay, that the first step, and then you need to have some basic flexibility with Social Media Marketing.
How to do stretching, stretching exercise, and then basic punching technique, and then basic kicking technique.
Lets say and then you learn some jumping kicking technique.
Then later on you also have power and speed, endurance.
Lets say it takes you seven steps to get from point A to point B, you with me? The best way I could convince someone to say, hey I’m the guy that can teach you how to be a powerful human weapon, how to be that confident black belt.
“I want to think about it.” “I want to think it over.” Crap! - Sales Training
Instead of telling you how good I am, I know it takes you seven steps to get to your goal.
All I need to do is provide value in advance.
Let me teach you through my content how to do a proper stance.
Let me get you to that first step.
I’m not going to get you to the end goal, but I’m going to get you to the first step.
I might even teach you some basic stretching exercise that you can do from the comfort of your own home.
To help you become more flexible, to get you to almost step two.
Now what happens is this.
That if I am the person that gets you from point A and then point B.
Not to the end goal yet, but you’re already getting value from the free information, the free value I’m providing, and what the prospect is thinking is this, “Wow, If I’m getting so much value from the free stuff, if the free stuff is this good, I wonder what the pay-stuff is going to be like” and that’s exactly how the “Value in advance” formula works.
You don’t wait till when the money takes place, the transaction takes place to start closing.
You started closing from the beginning.
When you’re delivering value to the marketplace.
You provide so much value in advance when you make an offer your prospect is like this is a no brainer.
How to Close a Sale : 7 Reasons Clients Don't Buy From You
Of course I want to buy.
I’m already getting so much value.
You’ve helped me solve the first two step problem.
I know I have five more steps to go.
Of course you are the man, you’re the woman, you’re the company I want to go with.
Instead of trying to convince them, you don’t know me, you don’t like me, you don’t trust me, give me some money.
No! Give them some value upfront.
Help them solve some problems upfront.
When you do that through social media, through video, through education, through content, that’s a smart way to do it.
You can do this on a massive scale.
You’re impacting so many peoples lives, and you’re adding so much value to people’s lives.
When you make an offer, it’s easy.
When you do make an offer, then it is just a moment when you realize all the hard work you’ve done in he beginning.
You’re not selling selling selling, trying to use some gimmicks or techniques or whatever tricks trying to close people, and there’s a time and place for that, but you don’t need that.
I bet I have so many students, if you’re watching this comment below.
You’ve gotten so much value from my free content, and then by the time I make an offer you’re like Dan is the guy, of courseI want to learn from him.
I want him to be my mentor.
Why? Because, I’ve done so much.
I combine and I strive to combine my branding, my education, my marketing and closing all as one thing.
Instead of isolated components,I treat them as one.
I strive to get to a point where it’s automatic closing.
Where the closing is natural.
Where it’s not forceful.
That people are happy to be closed.
That’s exactly why you need to stop selling and start closing Social Media Marketing.
I’ll teach you one more thing before we go, and that is this, every single time you offer something, every single time you make an offer, you want to strive to deliver 10x more value.
Meaning this, this is what I truly believe, it is my mode in business.
If you sell something for $100, what can you do to strive to deliver 10x more value? That’s $1000 worth of value, when you charge $100.
When you can do that it’s easy.
It’s easy to close.
because people can see the value.
It’s a no brainer that they want to buy.
They are happy to buy from you, because they can see how much value you are delivering.
I want you to think about this.
How can you implement “Value in advance” in your business? How can you deliver 10x more value?
What can you do?
I want to leave you with one thought, and that is this, closing is not something that you do for somebody.
Closing is something that you do for somebody.
How to Build, Grow, and Scale Your Own Social Media Marketing:
CHRIS: Oh, we're on! Hey guys! Welcome back to the process.
I'm Chris and.
JOSE: I'm Jose Caballer.
CHRIS: We took a little break.
Usually, we're talking to guests but by popular demand we're back and we're in front of you.
CHRIS: No guest today, and we have a really juicy topic.
Jose, tell the kids what the topic's about.
JOSE: We're talking about the proposal.
CHRIS: A proposal.
JOSE: Yea CHRIS: And the reason we're bringing this topic up is there's been some questions from some of our members.
And it's a good topic because in order for you to get any kind of real job, not as a freelancer but as a person who's coming up in the world.
You gotta put a proposal together and there are different styles from motion to digital, and.
JOSE: This is something you're gonna have to do a lot, basically.
CHRIS: Yes, and there are different styles so today we're gonna share that with you so stick around! CHRIS: Wooo! Yeeaa! (Clapping) JOSE: You're watching the process.
Those titles look very nice.
JOSE: We look professional CHRIS: We're working on it.
JOSE: We're still doing them, so that's good.
CHRIS: It's a work in progress and you guys will see it change.
Maybe even this backdrop will change.
CHRIS: Exciting things for us in the future.
JOSE: That's all coming.
That's all coming.
Let's get into our topic.
So, can you the title card here, Tai.
On my laptop.
So, we're gonna be talking about proposals, A.
A Bids, A.
A estimates, A.
CHRIS: They're all a little bit different and we're gonna do it in 3 segments.
CHRIS: We're gonna talk about: What is it? We're gonna break it down and give you some examples of that.
CHRIS: And a new thing that we're introducing to the show called the Dorktionar.
JOSE: Yeah! CHRIS: That's a very creative title by Mr Caballer standing to my right.
JOSE: A lot of dorky terms in the 'bidness.
' CHRIS: 'Bidness.
' JOSE: In the 'bidness!' The 'bidness' of design! JOSE: Desiiign (Laughter) JOSE: Desiiigners.
We're gonna do some business.
CHRIS: You gotta hold your pinky up when you say that.
JOSE: Designers CHRIS: Alright.
So let's talk about what it is.
JOSE: So, I like that you put it into this order: Bid, proposal, pitch because sometimes that is what it comes in.
JOSE: And you know, bid means something in motion graphics.
CHRIS: What does it mean in digital? JOSE: But really, ultimately in means that your putting a price; an amount.
JOSE: You're bidding.
You know, like an auction.
You're bidding, right? CHRIS: Yea JOSE: It's really an estimate, or a price.
CHRIS: It's time and materials.
JOSE: Time and materials.
CHRIS: Time and materials.
And when I first got started in the motion world, it was kind of a roll the dice.
CHRIS: I kind of made things up.
I didn't know what my expenses were; What we considered out cost of goods sold.
CHRIS: And so I would just put a number together.
CHRIS: And I would make a lot of assumptions.
JOSE: Pull it out of your arse, like the British would say.
It's like BOOM here's a bid.
CHRIS: A bid.
It's basically time and materials and it's a best shot guess.
JOSE: So, we still do that and it's called--In poker I think it's called betting in the dark.
CHRIS: Betting in the dark.
JOSE: Like you don't really know what the cards are.
CHRIS: Well, let's explain that.
JOSE: Let's explain that.
CHRIS: If you're playing Texas hold em', you have 5 cards, but before any cards are dealt, you're making a bet.
CHRIS: And that's kind of akin to putting together a bid without knowing what the scope of the project is and all the variables that come in to play.
CHRIS: It's a risky maneuver.
JOSE: It's a risk, for sure.
Because you might draw a 2 7 offsuit, which is the worst possible hand in Texas hold em'.
JOSE: I have no idea what you just said.
I have never played poker.
CHRIS: That's okay.
All of my Asian gamblers out there in the universe, they'll know exactly what I'm talking about.
CHRIS: 2 7 offsuit is the worst hand you can get and if you put in your entire amount, you're now what they would consider now potted in.
CHRIS: You're putting enough into the pot that you're going to fall over.
JOSE: Ok, Ok.
CHRIS: That's enough poker JOSE: I get it.
So the thing we were talking about today earlier with Nicole was this issue of the perrogative of who it is.
JOSE: If you're a freelancer versus if you're an agency principal.
CHRIS: Yep JOSE: So as an agency principal you have.
CHRIS: Did you call me a 'pimpcipal?' (laughter) JOSE: A 'pimpcipal' CHRIS: Let's.
Wait JOSE: That's a pimp-cipal.
CHRIS: I'm gonna add that into the dorktionary.
JOSE: It's kind of like a popsicle but it's a pimp.
JOSE: Is that what I said? CHRIS: Pimpcipal CHRIS: You're the head pimp.
CHRIS: Alright let's go.
JOSE: Alright so the point is: Nicole asked about the point of view from a freelance point of view JOSE: and then we were talking about it from the point of view--I'm talking about it from corporate.
JOSE: and you're talking about it from a motion point of view so she didn't really.
JOSE: get her point of view.
Does that make sense? CHRIS: Let's focus on what we have.
CHRIS AND JOSE: Foooocus CHRIS: Alright so that was the bid.
The bid is time and materials.
CHRIS: The proposal is a more corporate document and it has time and materials in it.
It has a broader definition of the scope.
CHRIS: It has some kind of sales material included.
A corporate bio, who you are, work you've done.
JOSE: It also has an approach a process.
JOSE: You outline your entire process and how you're gonna do it.
CHRIS: Tell me a little bit more about the approach.
That's a term I'm not familiar with.
JOSE: The reason why proposals--in my neck of the woods in the world--are so much more is assuming that you're not presenting it to an individual.
JOSE: You're presenting it to a group of people.
JOSE: To an executive stakeholder group, to a body, to a committee, to somebody that is not just one person.
JOSE: There might be one person who's driving that on their end, but they have to presenting it to their ceo, to their marketing person, to the CFO.
CHRIS: CTO JOSE: A lot of people need to look at it.
They're just gonna look at the thing they care.
So the CFO is just gonna look at the price.
JOSE: The CEO wants to look at the results.
The CMO wants to look at the process.
Like what is it.
JOSE: They don't want to feel not included in the solution because they've been spending all this other time and money and effort and their job is to make sure they guide the approach.
JOSE: So you're basically trying to make sure that everybody's in alignment.
CHRIS: So let me summarize there.
CHRIS: You're proposal, especially in the digital world, is a self contained document that pretty much onboards them through the entire process of how you work, the timeline, deliverables, all that kind of stuff because there are multiple stakeholders; Multiple people that need to look at it for different reasons.
JOSE: Yea CHRIS: What we called is--If you want to build a connection with somebody you're familar with this term.
It's called match and mirror.
CHRIS: So in the corporate world this is what they're used to looking at so when you come in and you look like an odd duck, people get a little nervous.
So you want to adopt their language, their way of presenting, the way the talk about things and you're gonna have a much better shot of getting the work.
That's exactly why.
CHRIS: Alright, beautiful.
CHRIS: And Nicole, as always, if you have a question about what's said and it's not coming through clearly, just interupt us, okay? CHRIS: Let's talk about the pitch now.
So can you cut back to that slide, Tai? CHRIS: The pitch.
And the pitch sounds like another word, and I hate it.
JOSE: It's another definition.
The word pitch.
CHRIS: Son of a pitch.
JOSE: Isn't there a show? Son of a pitch.
CHRIS: There's a show.
It's called The Pitch.
CHRIS: The pitch implies another level of work.
Especially within the motion world.
I'm gonna talk about that a little bit.
CHRIS: I personally don't like pitches because pitches generally are unfunded.
It's competetive, right? So where as the bid may or may not have competititon, the pitch definitely implies there are multiple people going after the same amount of work.
CHRIS: Now if you're doing this for, say, a mom and pop, they would not ask you to do a pitch.
Their products are not big enough.
They do not know enough vendors, and they're going with somebody--A freind referral kind of thing.
JOSE: And in that case you're doing a bid.
CHRIS: You're doing a bid, and so when you're dealing with an agency or a much bigger organization for a brand that's well known they're almost always required to get 3 bids.
CHRIS: It's competetive bidding, and so you're looking at price points, but the worst part to the pitch is you have to come up with a creative solution that's going to convince your potential client that you're the right one to work with.
CHRIS: So let's assume that there are 3.
So they have option A Creative, option B, and option C, and theoretically it's all based off the same creative brief.
CHRIS: That's what we have to do, and we spend a lot of money making these things and they can include styleframes, full storyboards, motion tests, video tests.
So we're spending sometimes thousands into tens of thousands of dollars building these things for the hope of getting it.
The only reason we can do that is because the projects are big enough in scale.
JOSE: The reward is gonna be large enough, is what you're saying.
That it's worth it because you know you cannot win every single job so if you're losing so much money in the pitch and even when you win it If it can't pay for all the jobs you've lost, then you go out of business really fast.
And a lot of studios in our sector-- JOSE: have gone out of business.
CHRIS: They go out of business because they work like this and we are still mandated to work this way.
JOSE: I mean that happens a lot in agencies in digital and even in traditional.
Traditional design firms do pitch also.
I mean, everybody pitches in one way or the other.
So you described it fairly well that the pitch is we're there is creating involved.
In our case, at the very large end--I used to be brought in a lot as the boutique in a pitch against my larger competitors.
CHRIS: Oh, you're like the David and Goliath battle.
JOSE: They wanted to see how different of a solution would come in because in a pitch CHRIS: You're the wildcard.
JOSE: You're coming with creative.
So I remember pitching something really big against my biggest competitor where I used to work before.
*cough*Razorfish*cough* CHRIS: Don't mention them! JOSE: Don't mention names.
And we lost because the team liked us but the VP who had the hring decision, they didn' know who the hell we were compared to that other "R" firm.
But the point about that is if you guys are out there, if you're a freelancer, you probably won't get included in larger pitches.
If you're a small boutique agency, you will.
If you wanna make that transition, you will want to start knowing and learning how to put proposals together and how to pitch.
That's an important part of--I think we should do pitch competitions.
I think we should train-- CHRIS: No, because I hate pitches! JOSE: I love pitches! CHRIS: Don't talk about your personal life.
(laughter) JOSE: I loooove me some pitches! I Just finished pitching last week CHRIS: I told you distractions are not good for business.
JOSE: Yeah, focus on the business, not pitches.
No but you know what: Pitches actually get a lot of reward.
You get a lot out of pitches.
CHRIS: I hate pitches JOSE: Pitches are awesome.
CHRIS: If you read Blair Enns' book--and we're gonna do this in a different segment in the future called required reading, where Jose an I will talk about the books-- His like Win Without Pitching Manifesto.
I love the book.
He talks about it and eroding away your whole things.
JOSE: Totally agree with him.
What I mean about pitching is that I like the.
CHRIS: You like the excitement! JOSE: The startups and the excitement of the pitching and the competition.
CHRIS: He talks about all that.
JOSE: But fundamentally, you don't want to do too much of it.
CHRIS: You don't want to do it.
JOSE: Keep away from the pitches.
So anyways, here's the breakdown.
And if we can cut to slide--Thanks.
So there's an analogy here that we're gonna make to building a home, ok? When you're talking about building a home as a contractor you're talking about 5 key factors that determine the pricepoint and potentially the schedule, right? We're gonna talk about style, size, features, finishes, and time.
And the way I'm gonna talk about this first is I'll make the quick comparison to building a home and maybe you'll understand it that way and then we're gonna dive into what that means in the digital world and in the motion thing.
So first up is style.
Style I think of as: What kind of home are we building? Is it a post modern home, is it traditional, is it mediterranean, is it california condo? JOSE: Victorian.
Is it the new tiny house, you know? CHRIS: That's not a term.
Is it pre-fab? (Bantering) CHRIS: Because the style will then dictate a lot of the next steps.
Next thing that you're gonna talk about when building a home is the size.
How big of a home are we talking? JOSE: Size doesn't really matter.
CHRIS: Are we talking about a big mansion? Is it you know 5,000, 6,000--or a really well designed, efficient home in Japan or Europe.
Where we're seeing a 1200 sq.
home for a family of 4.
OFFSCREEN: What is the size of the home relative to? The type of customer? JOSE: We haven't talked about that yet.
CHRIS: We're just talking about architecture right now so that people can understand it.
JOSE: How much money they have.
CHRIS: Features: Is there going to be a pool? Is there going to be a two car garage? Is it going to have a sauna, bareque pit, a jacuzzi tub withing the master bedroom? Those are all the kinds of features that a home has to have and needs to be defined.
4th is the finishes.
Now the finishes is a tricky part because theres orders of magnitude here because you can go into Home Depot and buy a light for $10, $100, $1,000, or $10,000, or $100,000.
Maybe not Home Depot, but all of them will illuminate the room, right? JOSE: Totally.
CHRIS: But if you buy something like with crystals in it, it's gonna cost a lot more.
So the finishes, the flooring.
So is it lenoleum, which is very inexpensive, to some kind of hand scraped, wide plank wood.
The finishes affect the cost.
Lastly is the time.
JOSE: How long will it take? CHRIS: How long does it take? Alright, so let's jump in now.
So in the style part, Jose, why don't we talk about the style as it relates to digital.
JOSE: So this is specific to a music based website that asked us, you and I, to kind of put together a proposal.
And what I did is I put together some of the different styles from music related projects.
So here it wasn't necessarily about showing specific styles across--Well it does.
It shows styles across motion.
It shows styles across web, and it show's styles across actual exhibition design.
CHRIS: So you're pulling sample graphic references for what purpose? JOSE: For two purposes: To validate that we have experiences in the music business, but also to get a sense of: Hey, what style do you want this project to be in? CHRIS: Right, so you're reflecting back that you are hip to the music scene and you have good tastes and you've done things that are relevant.
CHRIS: Whats the next slide? JOSE: The next one is really important because it's not just about aesthetics when it comes to a project in the digital realm.
In this case, this is also the product architecture as it relates to a large site for an e-commerce kind of thing.
CHRIS: This is a complicated diagram.
JOSE: It's a complicated diagram CHRIS: What are you trying to show me? JOSE: It's actually a really simple diagram.
Basically it's showing the heirarchy of application.
This is one out of 3.
We showed them 3 options.
By application, it means by use.
So instead of making it by product which is most.
For example, Apple.
Com is by product.
The watch, the Mac, the Iphone.
It's a product centric company.
Application is for the home, for work, for.
CHRIS: Where it'll be used.
JOSE: Where it'll be used.
So we pitched--We showed them--This wasn't a pitch, this was in a discovery phase.
CHRIS: Now that you've defined the terms, be careful how you use them.
JOSE: This wasn't in a pitch this was in a discovery phase.
That brings up another slight nuiance that we're not gonna go into, but basically we said: You have 3 options.
They dictate your budget.
Or they determine--They will affect your budget.
And the two other options were by application, by product was the other one, and there was one more.
by customer! CHRIS: By customer.
JOSE: By customer type.
So we basically--Those were 3 styles of navigating the whole site.
So you can give them options of that case scenario of which way they want it to go.
JOSE: And ofcourse, being good clients, guess what they chose.
CHRIS: Which one? JOSE: All 3 (laughter) CHRIS: So much for that.
Alright, that was awesome.
Okay, we'll review that later, but I learned something today about how to do digital.
You can define it by product, by application, meaning where it will be used.
And then by the users.
Or all 3 as you said.
CHRIS: Alright, great.
So thanks, Nicole.
We're gonna jump into the motion world, okay? So in motion, style matters a lot more because the style, to me, determines really the approach that we're gonna take and the cost associated.
So I'm gonna show you a couple different styles.
So when you think of a motion company, a lot of people think of animation.
But sometimes it's just live action and now this is a very common thing now where we'll go out and shoot live action.
So the entire spot can be live action with pretty straight editorial.
So the next one I'm gonna show you is a project we did for Coldplay.
This is an interactive music video, so there's two components to this.
There's a component of coding and then there's--This is mostly animation, kind of cell driven animation with a couple of things.
And this is a totally different thing where it's completely graphic; Very iconic, flat, with just a little bit of texture.
And then moving on from that is a CG approach; Computer graphics approach.
Borderline kind of photoreal work, where there's 3 dimensional glasses Everything's modeled, painted, texture mapped.
It's a lot of stuff to build.
As you can see, it's very dense frame.
It's expensive to build.
Here's another one.
These are characters that we built, the motorcycles, rigged, hand animated.
Very heavy duty work.
CHRIS: So, these things tend to be very expensive to build.
CHRIS: And then there are hybrid approaches where you may have a product, in this case this is CG, and then you have motion design; Some 2D/3D component on top of it.
JOSE: On top of it CHRIS: Yea so this one, you know.
JOSE: I like this, it's nice.
CHRIS: It's a different approach.
It's a nice and clean look for MoFi.
And lastly here I have a music video, where it's a hybrid approach where there's 2D animation, but then there's also footage that we shot.
You see the hand in the background, placing the gazebo? That's just part of this shadow puppet world that we created.
So that's great.
Alright, so now let's talk about size.
So what does size mean to you in the digital world? JOSE: So size is not necessarily relevant to length and other things that you might have in your world CHRIS: Focus on yours JOSE: So, how many user stories, or how many use cases exist? Meaning if you're doing one simple use case that one person comes to the site and does xyz, that's a simpler site to build.
If you have many use cases; 5-7 use cases, then that really makes it a lot more complex.
CHRIS: Because it's denser? JOSE: Because here's the thing: It's not about feature amount, because you can have the same amount of features.
It's about feature depth.
And the depth.
DepTHHHHH CHRIS: Go JOSE: Is really about the user story.
How far, how much does the user get to do in experience? That's why they call it "user experience.
" CHRIS: Mmmm JOSE: And the mistake that you're gonna make, and that all people that start doing web and then come from another world, is that they confuse features with the depth of the functionality as it pertains to the use cases.
So they fail to do user stories because they don't understand user experience.
They pitch on features.
And then when they get into the doing, the client starts asking for all of these things and nuances within the feature of e-commerce.
CHRIS: You totally lost me, by the way.
But it's cool JOSE: I'll make it really simple.
CHRIS: Hold on, hold on.
You were talking about the mistake that people made.
You had me there.
That was the hook in my mouth.
Features versus depth.
CHRIS: And, Nicole, does that mean something to you? NICOLE: Yeah, actually, it does.
I understand the crux of what he's trying to say is that when you're presenting for these types of projects there's the feature itself and then how the feature is going to function from end to end for different types of people on the custom profiles that might be using this application.
Let's take Lyft.
You have a young entrepreneur.
What does the cycle look like from the time the individual calls for a driver to the time that they complete their ride.
That's an example of user story.
And he's saying that those get left out in a lot of instances when thinking about features for an application.
CHRIS: Is that right? JOSE: Here'es how you explain it--Yes, she got it right--Here's how you should explain it.
CHRIS: Don't give me crazy eyes.
Time out! Caaaaalm.
There wolf will be here.
JOSE: Hold on.
I'm giving you the "Oh my god these motion people don't understand this.
" So I need to make it metaphoric.
So the metaphoric is, and for the motion folks, imagine if you were to price out only on keyframes.
And you didn't actually think about how many frames were in between.
A deep user experience will have a lot of keyframes.
That's like a 60 frame per second animation.
Super high fidelity.
CHRIS: Oh, okay like versus a Sunday morning cartoon where they're animating on twos.
CHRIS: Every other frame is a.
NICOLE: So thinking it through more? JOSE: Yeah.
People sell 60 frame animation like super 4k.
CHRIS: I get it.
JOSE: for what should've been a.
(laughter) CHRIS: We're all good.
So cutting back to our graphic here.
So we're looking at one use case is cheaper to do.
Multiple use cases, 5-7, is going to be a lot more for you to factor.
It's gonna be a deeper site.
A sweet spot for you is something like the 3 uses cases.
That's something that's reasonable to me.
Alright, let's talk about it from a motion point of view: Length.
And we're talking about seconds of content, right? So if you're doing an animated end tag, that's going to be a few seconds long, 3 or 4 seconds long.
On the opposite side of that is like a documentary feature film, and we've done those too.
Those could be 90 minutes in length.
And our sweet spot, the thing that people come to us for is the 30-second TV commercial.
JOSE: Hold on, hold on.
I'm gonna correct you.
This is you're sweet spot in motion.
CHRIS: I'm talking about motion JOSE: Yeah, okay, but Blind's sweet spot--Actually we're doing a lot of web projects.
Don't call me the weird cousin.
CHRIS: We'll we're gonna chop it into two parts here so people--We need to segregate this: Motion and digital.
JOSE: Got it, got it.
CHRIS: Because these blended.
JOSE: What I want to make sure is that we are doing both.
CHRIS: These blended things are gonna confuse our audience, I think.
JOSE: They're not that--You guys are smart.
CHRIS: I'm not saying they're not smart.
JOSE: Yeah, whatever.
Keep on going with your length.
No we're done with length.
JOSE: Oh, features.
CHRIS: We're gonna talk about features now.
So let's talk about the requirements as they relate to digital.
When you're talking about features, remember the analogy to the house? JOSE: Why do I have to go first? CHRIS: There's a rhythm here: Digital, motion, digital, motion.
JOSE: I get it, I get it.
We should be first anyway.
CHRIS: "DigiMo" JOSE: What? CHRIS: Go.
You're up! JOSE: So okay, go back to your analogy about the house.
What were you gonna say? CHRIS: Oh the house! About the features.
Remember we talked about the 2-car garage, the 4-car garage, you want the stainless steel--Maybe that's into something else but.
CHRIS: Anyways what are the requirements of project? JOSE: I got it.
Okay, so the first is just whether there is big, broad functionality.
Like, is it an e-commerce site, or is it a marketing site, or is it a community building site? CHRIS: Or a content site.
JOSE: Or is it a content site? There's a lot of uhh.
CHRIS: Give an example of each.
What's an e-commerce site? JOSE: So an e-commerce site is that example taht I showed you earlier for.
CHRIS: Something everybody would know.
JOSE: You mean, like, out there? CHRIS: Yeah, out there.
JOSE: Ebay is an e-commerce site.
CHRIS: Anything where there's a financial transaction.
CHRIS: Okay, where you can buy--Etsy.
Give an example of a marketing site.
JOSE: A marketing site would be something like if you go to a large consultancy.
The site is pure marketing now.
But today, it's all about social media campaigns.
CHRIS: That's fine, let's focus.
JOSE: And it's all about social media ecosystem JOSE: Which by the way, is actually a really big issue in pricing in what we're talking about.
But let's keep on going.
JOSE: Let's bring that slide back.
So look, I'm gonna just go through these real fast.
Community, like is there a community? Can be social in this case scenario, too.
What are all the different things that you're gonna do out in the social ecosphere? Reviews, that's a site that might just be for you to review your products, etc.
Those three things are examples of what I was just saying.
Like specific functions of a site.
And all 3 of them actually might be part of a site.
CHRIS: Right JOSE: Blog! Again, does it have a blog? CHRIS: These are all the features that you need to know.
JOSE: The map--These are all the different things that the site might have.
And all of them on their own aren't necessarily large and complex.
You know, User profiles, or having custom profiles.
Meaning that you can register and you can maintain a picture and a profile of yourself.
Some sites have all of these.
Can-- JOSE: I'm done CHRIS: You done? Thanks.
So requirements for motion.
So we need to know things like: Is there a location that we have to travel to because those things are tied together? That means we're going to be using talent from abroad and we have to think about hotel and travel expenses, and dealing with logistics.
So if we're gonna shoot in another country, we have to hire a local production company to partner up with because they know how things are done there.
Is it a union shoot, meaning does the crew need to be union? Does the cast all have to be union? Because that drives the cost up.
Casting specs: Are we talking about one person that's mostly used as a moving model or they have a speaking role, or is there 20 or 30 principals in the spot, which will drive the price up? We need to know things about usage.
Is this a worldwide usage? Because there are contracts that have to be negotiated on behalf of the client.
Do we need special equipment? Are we gonna be flying in a helicopter? Is there gonna be a car chase? All those kinds of things.
And how complex is visual effects? Those are the requirements that we need to know.
Okay, moving on.
Finishes JOSE: So the finishes are like the last--Kind of like what makes it look really polished or not.
So in this case scenario do you use stock photography versus you go out and you do a custom photo shoot? The number of visual assets.
The content and visual assets is something that sometimes people forget, that makes the site look really rich.
Video: Are you gonna shoot video? And you might need to price that out.
And is gonna be an industrial shoot, meaning cheap and fast with SLR, or do you wanna do a much more fancy kind of video? And how much editing and post production you're gonna have.
Illustration: Is there gonna be custom illustration or stock? Iconography: Are you gonna buy stock icons or are you gonna design custom icons for this brand? These are things that take time, and that take considerable portion of the budget.
Copywriting: That's actually the number one issue that I think most people have a hard time with.
Not because of how difficult it might be.
NICOLE: I think it get's discounted a lot.
JOSE: It's gets discounted and the designer might say: "The client can put in the copy.
" You have to either contractually remove it, which I use to, but the problem with that is then the client will delay so long in putting in the copy that the ability to QA and do a final release of the site might be such a large gap that you lose money while you're sitting there; While the whole team is sitting there.
So I know it's my turn to talk about motion, but I want to spend a half second here and talk about this a little bit because we're doing more digital projects.
I'm learning about how to manage these things, and to take account of this.
Just remember to pay attention to this content slide that we just showed you.
The stock vs.
custom and you might think: "Okay, I'm gonna build out the site and it's all gonna be stock photos.
Okay, it's gonna be reasonable to buy at Shutterstock or iStock or something like that.
" But what you don't account for is how much time you have to spend to search for the stock and then you didn't account for that.
So I'm gonna just throw out a little warning for you guys.
Versus talking about stock in general to say: "We will bill you the cost of the stock, plus a small mark up, let's say 15%, plus I'm gonna block out an amount of time.
" So I estimate it's going to take me about 6 hours to find stock.
What people don't realize is that we can find really great stock photography for not a lot of money but you have to filter out thousands of images.
And so what they see is the end result of that filter.
Right? And you don't account for that.
So at a different episode I'm gonna do on my own: How to manage a website and a digital project for smaller size practices.
Anyways, let's go on to motion graphics.
To me I consider this part, the finishes, the look and the feel.
Okay, because a lot of things can be done here that affect the cost.
Is it flat? This relates back to the style.
Meaning: Is it graphic, not a lot of shading, flat colors, okay? JOSE: Is that because it's cheaper? Would it be cheaper to animate, yeah? CHRIS: It's cheaper.
Yeah, because I can download these things.
I can draw them.
I don't need a specialist to do all these things.
I can build everything in Illustrator and use after effects to animate everything, and they're beautiful.
JOSE: I always like flat in the web's realm.
CHRIS: Well, it's still very trendy right now.
JOSE: It's very trendy, but I liked it because it was easy to do.
CHRIS: It's easy to do.
And it's really clean.
It's really clean and a lot of people like that aesthetic.
On the opposite end of that is: Is it photoreal? Because you will pay for photoreal.
Okay, there's a level when the human eye can't distinguish whether or not it's CG created, like a computer generated image or if it's real.
That little extra bit of polish, you spend a lot of time and a lot of money.
It's difficult to do that these days.
Anyways, so the other things can be: The story is told, but they want to do stop motion.
And you guys know.
Stop motion is a very labor intensive thing.
I think it took over 3 years for Laika house to do the Box Trolls.
Because they have to literally change every component every frame.
JOSE: But they make Grommet and-- CHRIS: Wallace and Gromit? No, that's a different studio.
But anyways, are there simulations that you have to run.
Like particle simulations.
Are you gonna have to show something--Is there gonna be a destructive thing? Like is the house gonna blow up? Those simulations require a lot of processing power and you need specialists to do that.
Or is it a hybrid approach which is generally more of the case.
it's not one particular approach, it's a couple of these things.
CHRIS: Okay? So, last thing we're gonna talk about is time.
And time we share a slide because it's the same no matter what you're doing.
Whatever field you're in.
Time: It's gonna look something like this.
So there's a line here.
So in the middle is the perfect balance, right? So on the left, it's a rush job.
They need it yesterday, and you have to work weekends, long hours, and you have to ramp up the team and you have to kind of build of for that.
It's gonna cost more.
So if you don't have time it's gonna cost you more money.
JOSE: Yeah, I mean the big thing is: Do you want it fast, good or cheap? Speed, quality or cost.
You choose two of those.
You can't choose all 3.
And so sometimes the clients will say: "Deliver it whenever you want.
Just fit it within your schedule," And sometimes there are cost savings there, but I wanna warn you about this, too.
Those projects with an undefined timeline can drag on and you'll soon realize you're spending a lot of hours working on something.
JOSE: So those are all really big factors.
So to wrap up, let's use the dorktionary as our final thoughts.
So let's just bullet, like run and gun the definitions.
CHRIS: So #Dorktionary guys.
Tell us if you like the title.
Okay, so here are the terms we used today.
JOSE: So bid, which is actually more around the estimation of time and money.
CHRIS: Time and money.
JOSE: Proposal, which is a larger aggregate of having time, money, approach, and examples of your work, and of who you are as a vendor, as an agency.
CHRIS: It's a more corporate document.
It does do a little selling and remember it's for a lot of different stakeholders to look at.
So it needs to tell your story and your approach.
JOSE: It's a narrative, too.
Let me talk about the pitch.
The pitch requires you to do creative work and sometimes you get a little bit of money, sometimes you get a lot.
But more often than not, at least in the motion world, you get zero dollars.
But it's worth it if the price tag and the profit is there.
JOSE: And you can get paid to pitch.
I've gotten paid to pitch.
CHRIS: I have too.
JOSE: So contract is really, ultimately the agreement between you and the client as to-- CHRIS: It's formalizing it.
JOSE: Formalizing what you did in the proposal or in the pitch or in the bid.
SOW is what we use, called a statement of work.
And MSA is a master services agreement.
I'll put a link below to our contracts episode which walks you through an SOW and-- CHRIS: And the 'PIMP-CIPAL' is a principal of an agency that kills it like a pimp.
JOSE: Yes, and that's what you do.
You're basically pimping and hoeing resources.
(laughter) JOSE: You are! If you're an agency principal, you are a pimp.
CHRIS: We get, we get it.
We get it! JOSE: Okay.
If you need any more help, post--Go ahead, Chris.
CHRIS: We need your help actually to post something from this episode on twitter or Instagram.
The hashtag is #TheProcess and you can mention @theSkoolRocks JOSE: Look I'll sweeten it, I'll sweeten it.
CHRIS: Hold on.
We wanna do this because people that find value in what we do always wonder why our audience is bigger because we need your help in getting the word out there.
Share it, post it.
Let's wrap it up, Jose.
JOSE: Well, I'm gonna say this, real quick.
We'll choose one--We got the new Skool stickers--We'll choose one person.
CHRIS: You want an oreo cookie? A giant cookie? JOSE: We'll send you a pack of stickers.
A few stickers.
I'm gonna choose one person out of all the people that post to send them some stickers.
CHRIS: #PIMPCIPAL? How are you gonna find-- NICOLE: #TheProcess JOSE: Oh #TheProcess CHRIS: That makes sense.
JOSE: Using #TheProcess on Instagram or on Twitter or on Facebook, we'll find one person and give this to you.
NICOLE: You can also post any comments or questions down in this episode in the.
CHRIS: Comments section.
JOSE: Comments below, and share the damn thing, and like it, and all those kind of things.
We've learned a bunch of things in the last, I don't know, 2 months of producing the show with Boyce's help.
JOSE: It feels like 5 years.
CHRIS: Getting structure and I think this is the end result of some of that.
Hopefully, you guys like the format the way we're doing things now.
We're trying to be much more succinct, lucid.
But, having a good time.
JOSE: But we're also still trying to keep it light.
CHRIS AND JOSE: Keep it liiiiiiiight.
CHRIS: Alright, whatever.
JOSE: Keep it pimpcipal.
CHRIS: Alright, it's embarrassing.
When we embarrass Nicole I think we're doing a good job.
Her nervousness like you said, like she's her grandma.
If we make her nervous, we're doing the right things.
Guys, Thanks so much! See you next time.
And we'll be back.
(laughter) I don't have an ending.
See you next time you guys! JOSE: Why do you need an ending? There you go that's a good ending.
(clapping) (laughter) CHRIS: You didn't get my David Letterman thing! [inaudible converstaion].
How To Close High-End Clients With My High Ticket Sales Funnel
In this video I'm going to break down how you can start and grow a seven-figure social media marketing agency so if you guys are looking to start one completely from scratch from ground zero or if you already have a Digital marketing agency and you're looking to scale it up to the next level I'm gonna break down three core strategies and tips as far as client acquisition goes and then I'm also gonna break down what the team structure looks like because I think those are the two most important things when you're going through and building out a Social media marketing agency as far as running ads for clients.
It's really not that difficult the tougher thing is really that team structure and how to actually acquire those clients at every stage of your business's lifecycle and if you guys stick with me here to the end of this video I'll break down exactly how I grew my marketing agency from zero to over a hundred and fifty thousand dollars per month and This year.
We actually even hit two hundred and twenty five thousand dollars in just one single month And so I'll break down the exact structure as far as client acquisition at each point in the lifecycle of your business as well as that team growth and also because at the very beginning when you start this It's gonna highly revolve around you you're gonna have to do the sales the fulfillment every single part of the business You're gonna be wearing multiple hats and then I want to show you guys how you can actually transition yourself out of the business Potentially one day now.
I personally I could work literally the 4-hour workweek like Tim Ferriss says But I don't want to because one I enjoy what I'm doing And we're also building something a lot bigger than just a marketing agency We're building a full-on real estate marketing lead generation CRM software.
So let me break down I've got this whiteboard out here where it's just kind of like with a white sheet of paper I guess and So we'll break down every single step.
So first and foremost guys at first you're gonna be starting out is just a solo entrepreneur Okay, so we'll draw a little stick figure here so this is just you and like we talked about guys you're going to be doing literally every piece of the business the client acquisition the sales the fulfillment and The thing is is if you're starting a digital marketing agency You have to learn to get sales nailed down.
I'm one that I absolutely hate sales.
I don't love it I was actually listening to a grant cardone YouTube video the other day As I was kind of doing some other things and he was talking about how he doesn't even like sales and you think of him As kind of the sales guys, but he knows that sales have to happen in order for his business to actually run.
So With this whole model everything we're gonna break down you just have to kind of get that into your head where you're going to become the sales person and Down here is step three We're going to show you guys how you can actually leverage out the sales but at no point, can you start out thinking? Oh, I'm just gonna leverage out the sales You have to become the sales person or else this is all gonna crumble right before your eyes So first you're going to be this solo entrepreneur right here starting your marketing agency And the first thing we need to do before we even acquire clients is we need to pick a niche now I know this sounds like super routine and just everyone says ah, you know pick a niche and then scale from there But it's a hundred percent accurate a few years ago when I was first starting my own digital marketing agency I was basically all things to all people.
I was like, you know, you're a real citizen.
I'll work with you You're an insurance agent of course dead tennis the chiropractor basically because I felt like I just needed money and so I was gonna I was willing to take on any and every single client and because I served everyone I Didn't serve anyone right and that's when my business was really struggling And it wasn't until I saw some really good results in the real estate Agent the residential real estate agent market and I said, you know what? I'm just gonna focus on this and I'm gonna say no to other every other opportunity every other industry And just do residential real estate that I finally saw my business start to really grow and really scale within 90 days I went from basically zero to $25,000 in just 90 days and that's because a big part of this is going through and leveraging past Testimonials and past case studies, which we're gonna get to here in just a second But the first thing and also I know most of YouTube videos you don't really need to do this but I highly recommend getting out a pen and paper and kind of breaking this things these things down because I'm literally going to show you guys step by step everything you need to do what the business looks like from What the team looks like the client acquisition? so get out a pen and a pad of paper if you're serious about this and Take some of these notes so that you can refer back to is your kind of make making your plans or the next several months Of how to grow taking a look at where you're at in each step of this process and then going from there Okay So once you have the snitch nailed down what you want to do is you want to leverage because obviously at this point we haven't really probably made any money and so We don't really have a lot of money to go through and invest in advertising to acquire clients So what we're gonna do is we're gonna leverage Facebook We're gonna leverage LinkedIn and then also we're gonna do like let's say we'll save events And what I mean by events, that's not going to these big events and paying all this money This is more like social events Right or little networking events in your community in your area where you can go through and connect with different people That are going to be your potential clients So what I'm what I'm saying by Facebook and LinkedIn you're gonna make an initial post and you're gonna say something like hey I am helping real estate agents go through and generate more leads or whatever niche market You're going to go through and service, but I highly recommend real estate agents And the reason why is because one every single person knows a real estate agent You're either related to one or you got a friend that's one and if for some reason you're thinking well I don't know any well You definitely have a friend or a family member that know somebody so as far as working your warm market this you're definitely going to be able to find a real estate agent that that you know, and you can actually go through and start running ads for so basically you're gonna go to Facebook and LinkedIn and just make a you know post on your personal profile and say hey Look, I'm starting a digital marketing agency and I'm gonna help real estate agents generate more lead I'm looking for a few clients just to give it a trial run you don't have to pay me whatsoever So you're not going to be receiving money for probably the first 7 to 14 days I don't really want to make a trial to go for a full 30 days because that's a long time and you're gonna be Suffering from now if you're working with let's say five clients for 30 days and you're not making any money It's not going to be any fun so you only want to do it for seven to 14 days and they're gonna pay a hundred percent of the ad spend and a lot of people I've actually made a video very similar to this of How to go through and start from going from zero to ten thousand dollars per month this one I'm gonna show you guys how you can get to one hundred thousand dollars per month and beyond that but a lot of people in That video they said well, you know who pays for the ads spin and all that stuff in a trial You don't want to be paying for the ad spend There's nothing that could be taking your business worse than you paying for that ad spend So you're gonna bring them on it's a hundred percent free client They're gonna pay for the ad spend you're gonna get access to their ads account Which really isn't that hard to go through and get access to their ads account and then they have their credit card on file So you're not footing any bill here and then from these posts right here on Facebook and LinkedIn Usually you can get a few people that are reaching out to you Messaging you or at least now your friends know and so they'd be like, oh they might tag a friend that's a real estate agent or you know, even if you're in the dental market or chiropractic market Whatever market you're in They'll tag people that they know and that's why I highly recommend the real estate niche just because there's so many people That are real estate agents and so many people know real estate agents if you're watching this like well Jason Why would you say this because won't I be competing with you? Yeah You will be competing me with me.
But like the reality is there's over two million real estate agents in the United States alone So I've got the mentality guys that there's definitely enough to go around like each one of us can have a thousand real estate agents and there's still be well over a million people to go through and service so That that's a big thing right there and also a lot of times real estate agents or business owners just in general they want to work with somebody that is Local to their market somebody that they can talk to maybe they know they can meet with in person And so like obviously I can't meet with every one of my clients in person, but that's obviously not my model But that's where you know like as far as like competition and you know Oh, well, like would I be competing? And would that be bad for your business? It really doesn't matter there Okay, so we're gonna go through we're gonna post on Facebook LinkedIn and then if we're going to any like parties or networking events Or anything like that So when we're at these parties we were wanting to keep it simple a lot of times when people talk about their business They go through and they talk about it for two minutes long Sometimes I can say hey, what do you do? They talk about it for two minutes at the end of it.
The person's for sure zoned out They don't they're not listen to you at all and to their ask themselves What does that person really do? And so what we want to do is just say something like hey My name is Jason Wardrop and I help real estate agents generate leads and then if they said oh I know usually what happens when I say that is it like oh I've got a buddy That is a real stage and I should connect you to that happens almost every single time I tell people that so it's very simple.
Hey, my name is Jason Wardrop Okay, so state your name they say I help so I helped blank.
So if it's real estate agents dentists chiropractors Whatever business it is I help real estate agents.
And then what do you help them do? Generate leads grow their business, you know set more appointments.
So I say generate and qualify leads Because a lot of times especially when I'm talking to a real estate agent like, okay Well anyone can generate leads, but I want qualified leads.
So I kind of like throw that in there so very Simply put you talk to people at events.
Maybe they're not a real estate agent But usually they know a real estate agent and guys I'm just using real estate agents as an example of starting your marketing agency You don't have to go through and start in this specific industry, but that's where that's the industry.
I'm in I love it, and it's very profitable But obviously there's other markets you can go through and maybe if you've already started your marketing agency You can continue in that niche as well.
Okay? So once we go through and we're all by yourself, we're posting on these different networks, and we're attending events We're getting some of our first clients at this point.
We want to get to about five to ten paying customers Okay.
So after the 7 to 14 day trial you should be getting some decent results and from those results These people are turning into actual paying customers Now, what do we charge these people at first? Okay Well after the first 7 to 14 days, you can charge what you feel comfortable with But I want to charge anything less than $500 per month I would shoot for more than 1000 to 1500 dollars per month, but sometimes if your skills not fully there and you don't feel confident charging your friends or family or anything like that a thousand of $1500 per month then maybe you're in the 500 to $750 range for these first couple of clients But then as we move on and when you gain more skills we're gonna increase the amount that we're actually charging people to a thousand of 1,500 because if you think about it, if You're working.
Let's say with real estate agents or with dentists or whatever it is You got to think about how much they're gonna make once a closed deal goes through Okay So a dentist when they acquire a new patient, how much can they potentially make over the lifespan of that patient? And so based off of that how much are they willing to go through? And invest into marketing advertising to acquire that new client the same thing with real stages The average real estate agent makes five to fifteen thousand dollars per closed transaction And so if they're making five to fifteen thousand dollars and they're paying you 1,000 to 1,500 a month plus ad spend You know If you're getting one new closed deal for them every single month and you're if they're paying you let's say fifteen hundred bucks And you're bringing in $5,000 or $10,000 or even more? It's totally worth it for them and they're gonna be totally wanted to stick with you and continue doing business.
Okay? So for these first couple maybe it's a little bit lower in that five hundred seven hundred fifty dollar range but once we go through and get our first couple of clients you want to obviously continue posting on Facebook and LinkedIn and Talking to people at events So we don't want to stop this because that's a great organic way to grow our business And once we actually start seeing results Those are some of the posts I loved making on Facebook and LinkedIn about a case study or success story and that can easily bring in a lot more business and if we're doing these like let's say Once a month you're able to just organically naturally have that growth there Okay, so step number two.
Once you have these first couple of clients, we're gonna go to What is called a case study so we'll just put CS video All right So what this is is we're gonna start running a little bit of advertising Dollars because the idea is we've we've got some clients who are making some money But we're gonna invest that money back into the business in to advertise to acquire new clients now We don't have to spend a lot of money could be five to ten dollars per day But the way this looks right here is we're gonna have a lead magnet That we're gonna say hey get this case study of how this real estate agent Did whatever right so it could be a real stage It could be a dentist could be whatever but they're gonna opt in to go through and see this case study this value video if you want to call it and Then on this next page you are going to have let me just draw this out really quick You're gonna have this video talking about what you've done for these real estate agents But we're just going to continue with the real estate example just to make it simpler So now I have to talk about all the different industries here But what you've done for them and then down here, you're gonna have a button That is going to pop up after probably about five minutes into the video So they actually have to watch a certain amount of the video.
So pop up five minutes after the video Inviting them to schedule a phone call with you.
Okay, so now they're gonna click on this and this is gonna take them to a page where they go through and they can schedule a Call with you.
Okay, so they could go like there's a lot of software's out there their schedule wants there's calendly I like to use calendly a lot of people like scheduled wants there's a lot of other ones out there where it can go through syncing with your calendar and Syncing with their calendar and they can choose a date and time that you're available they're available and all that So it's all great and then after they choose a date and time what we're gonna do is Take them to an application right here Because the worst thing that you want you can do is go through and have a lot of people opt-in a lot of people sending appointments with you and then them not showing up or You get on a phone call and there are a hundred percent not qualified.
They don't have money.
They're really just getting started They don't they don't know how to go through a new business.
So you're just wasting a ton of your time So that's why I want to take them through a little bit of an application process here about you know How many deals do they do every single month? How long have they been in business? Okay, few these key things to find out if it's actually worth your time to go through and talk with them on the phone Okay.
So this is the second step right here is Facebook ads so we'll just put this right here.
We'll put Facebook Facebook app - a case study value video opt-in so this is gonna be a lead magnet But they're just gonna put in their name and their email.
We don't need their phone number quite yet Okay, and then we're gonna send them to the value video We're gonna explain about what we do for them and guys, we're not selling Facebook ads Even though we might be starting a Facebook marketing agency Nobody cares about Facebook Ads all they care about our leads and close deals Okay, the best thing for any business the the end goal is sales is to make money And so if they don't care about the way that they make money They just want to make money and so kind of taking a step back from the sales part is lead generation.
They need leads They need appointments.
So this is the same thing that you need you need bleeds right here You need appointments and then after the appointment, that's when you make the sales we kind of look at this from your business point of view and we look at their business and You don't care about Facebook ads, but you care about them because you know, it can generate you leads, but you have a deeper understanding Then the average business owner, right? So they're like, okay.
I just need leads.
I need appointments on any sales I need sales and the way that I'm going to get sales Appointments and the way I'm going to get appointments is leads and I don't care how I get those leads I just need them if I'm gonna buy them from like a Trulia Zillow realtor com doesn't matter But obviously we know that we're gonna be starting a Facebook marketing agency to be able to generate those leads.
Okay? so now the thing is the reason we want to start with a case study value video like this is because our lead cost is going to be Significantly less than the next step that we're gonna take.
Okay And as far as what the team looks like here, we're still going to be just a solo entrepreneur here Okay so we can go through and set this up like with the click funnels or anything like that and then once we get to about 15 to 20 clients once we get to a point where We literally are just like overload and we don't have time to do the sales.
We don't have time to do the fulfillment We don't have time to do all these different key pieces That is when you're gonna hire your first person and you're gonna have that person to be outsourced can work virtually Wherever they want to work.
It doesn't matter.
Most people on my team.
I've actually never even met in person But I feel like I know that because we leverage zoom.
We actually talk every single day We're kind of going back and forth.
And so I feel like I know them all though, pretty much everyone I actually haven't even met in person.
Okay, so That's what we want to do that next step.
So we want to hire someone to help us with fulfillment And so at this point what we can do is we can make little short training videos showing them Exactly what we do on the fulfillment side as far as setting up the Facebook ad setting up the landing page set up the email a text marketing follow up and guys this Training is going to be used in two different ways it's going to be used to train new staff members and then second you're gonna get leads coming in here that maybe don't have the Budget to go through and work with you or they don't want somebody else to do it out themselves They want to learn how to do it themselves So now this training we can use it to train new people coming on that we're gonna be hiring Because as we grow this, we're not gonna just hire one person We're gonna keep hiring fulfillment people so that you can focus on sales And then also we can sell this training for fifty to a hundred to five hundred Dollars to these real estate agents that maybe don't want to pay us to do it But they want to still learn it or they might not have the budget.
Okay so now that's another way that we can go through and maximize our revenues from these leads that are being generated and Increase our profit margins there, okay So now we've gone through We've got this case study value video funnel setup to not only have the book appointments with us but to fill out that application So we're kind of sifting and sorting through all of these leads that are coming in all these people booking Appointments and if they're not a quality lead guys cancel the call just don't show up.
Okay, so all right So at this point we've got maybe one person that's working for us and now we can go through and we can even scale up to two to three to four people now the time that we moved to this third client acquisition Model is when we have so many calls that we just can't handle all the calls that are coming in.
Okay, so that that's what So we don't move to this until we get to that point.
All right, so this third one this is call all a Just in time.
So JIT Webinar Okay, so we'll just say Wed right there JIT webinar so what this is is instead of them going through and opting in right here and Going to a value video which this little button that pops up to go through and schedule a call with us Doesn't show up for about five minutes.
This is about a 30 to 45 minute webinar It could be 45 to 60 minutes My mind currently is about 60 minutes long, but it's an automated webinar where these people are gonna have to go through They're going to register for this webinar Okay Then they're gonna have to go through and actually watch the webinar and then instead of after five minutes this showing up This is after about 45 minutes that this call to action is showing up So they've actually gone through this entire process they've seen this whole video and at this point we go through and have them schedule a call and Then fill out the application Okay, so it's literally the same exact process the only thing is different are these first two steps and the reason why we want to go through and move to this model is Because if they have to watch like 45 minutes of our presentation before they actually schedule an appointment This is a lot higher quality lead.
They've already seen the process of what you do how you can help them They've seen some case studies.
They've broken it down.
And at this point this person is a highly qualified Prospect and it's going to decrease the number of phone calls and appointments that you're getting But these are going to be a lot higher quality appointments and the reason why we don't want to move Straight to this part right here is because leads are typically three to four times more expensive When you're having them opt into a webinar as opposed to just a case study or a value video So if we don't have a lot of money to go through and put in advertising We want to go through in our first Advertising dollars be sending people to this case study or this value video because we can get leads there For about two to three dollars per lead versus a webinar.
They're gonna be about eight to ten dollars per lead So they're gonna be significantly more but at this point as we're going through we're getting so many calls and even if we're going through and filtering out the Applications of like okay this person's good This person's not and we just saw like overloaded and you at this point are a hundred percent focused on sales You're not doing any of the fulfillment you have your people doing all the fulfillment You're just doing sales and then once you just can't take anymore because you're just getting so many calls.
We move to this model We make this video This video right here is about 12 to 15 minutes long versus this one's gonna be about 45 to 60 minutes long It's gonna dive a little bit deeper.
Okay, and Then from this automated webinar, we're gonna have them scheduled an appointment with us and then fill out this application And these people that fill out that application are gonna be a lot more Qualified for you as you're going through and growing your business And so now at this point we can go through and we could just have your day a hundred percent booked with phone calls so you don't have to go through and be like prospecting people the prospecting is being done by the Facebook ad and Then we're filtering people out through this webinar right here.
And then we're filtering people out even more by they just attend the webinar They had to attend the whole thing schedule a call with you and then not only scheduled call with you But they have to fill out this application We have to look at that application.
Make sure they're a good fit And then at that point we decide if we're even going to spend our time because these calls are going to probably be 30 to 45 minutes and You don't have 30 45 minutes to waste on somebody at this point.
That is not a potential prospect up here You have the 30 to 45 minutes because time is not as valuable as money money is way more valuable at this point Whereas down here it gets the point where you have a lot more money than time And so that's where you want to leverage your time And then the fourth step after this and this is kind of where we've got to with our business is you have the Facebook Ads Going to these webinars this just-in-time webinar They're signing up for an appointment a call with you and they're going through an application But then instead of you doing the phone calls you get a first sales guy Okay And you go train them on how to actually handle those sales calls and how to go through and sign people up acquire those clients and so then if you do need to go and take a Vacation or take a break or whatever your business doesn't all go to crap Okay, so your first team members up here? Once we get our first team member, it's all about fulfillment And then you are a hundred percent sales until I would say you are a hundred percent The only sales guy until you're doing at least 100 grand a month And once you're doing 100 grand a month Then you can think About hiring a second sales guy and then potentially a third sales guy and then a fourth and then go through and really scale this thing up But I wouldn't really go through and do that Until you've got that process I 100% refined and you're mapping out that whole process of what you do and so a new sales guy can come on and see exactly what You do and replicate you maybe they won't have as good as a close-ratio but it's still gonna be beneficial is still gonna be profitable to you because you can finally Free up some of your time and one last quick note guys before we finish up this video I know this has been a little bit longer one But I wanted to really provide you with some of this value As far as going through and starting your own Facebook marketing agency digital mark agency, whatever you want to call it That is when you get on a phone call to sell these you want to pre sell three months in advance Because if you're doing all this work just acquire a month-by-month customer.
It's gonna be very difficult you're not we're gonna be very profitable and Typically as you guys probably know it usually takes about 90 days to really see the balls start to roll With the lead generation with the points being said if they're just getting a 30 day trial to you a lot of times the 7 To 14 day trial up here.
It's great because you can usually get some leads But as far as like actually setting appointments and really seeing the needle move it usually takes about 60 to 90 days And so we want to pre-sell 90 days a three month initial contract.
And then after that is just month-to-month Ok, then at that point you can maybe say hey It's a three month contract and it's 1,500 bucks a month or if you pay it all up front Maybe you get a little discount maybe instead of you know $4,500 over the three months because it's $1,500 a month Maybe you say hey, it's $4,000 a month If you pay upfront or 3,500 if you pay upfront because and that'll be more at this point because cash is gonna be super valuable But as cash becomes less and less relevant, which obviously cash is always extremely valuable Right, but as your time becomes more value, well, then you could play around with some of these different aspects here, right? So anyway guys, I hope this video helped you guys as far as going through and starting your own Digital marketing agency you guys found this video helpful.
Give it a thumbs up I would greatly appreciate that also drop a comment down below Let me know what you guys thought and if you guys are brand new here to my channel Make sure you guys subscribe And hit that notification bell because we launch new videos every single week how to generate more leads Make more money and grow your business whether that's a digital marketing agency business a real estate business Whatever business you're in we go through and breakdown a lot of different Facebook Ads concepts and strategies So you guys can go through check out the other videos on my channel and see I've got a lot of content Breaking down a lot of this stuff step-by-step whether it's starting your own marketing agency or just Facebook Ads in general or whatever It might be so also one last thing I have a Digital marketing agency a checklist kind of the cheat sheet of how to go from zero to your first $10,000 per month and I will add a link to that cheat sheet down in the description as well as in the top comment So you guys can have that It just kind of breaks down the core concepts and strategies that you need to focus on a lot of that what we cover today But you guys gonna kind of have that as a cheat sheet as a download So with that said guys, I hope this video was helpful.
Remember first go through organically.
It's all gonna be about you Okay, you're gonna be doing everything post on Facebook LinkedIn events.
Remember this simple, my name is Jason Wardrop I help real estate agents.
What do you helping to generate leads? My name is Jason Wardrop help real stages generate leads very simple Okay then you're starting to get your first clients seven to 14 day trial and then once you get some money in that you can actually start Advertising this is the way you want advertise.
Send people from a Facebook ad to a case study Opt-in have a value video this this button is scheduled call with you pops up after about five minutes Okay This is about a 12 to 15 minute value video talking about what you do case studies showing Telling a story about a real estate agent that you helped or whatever market you're in having them 7:00 appointment Application then once you get to a point where you're getting way too many phone calls that you can't even handle them Now we're gonna move down to the just-in-time webinar We're instead of a 12 to 15 minute video.
We're going to 45 minute webinar having them sign up for a phone call Application that's going to decrease the number of phone calls that we have but increase the quality Dramatically, so it's gonna be a little bit higher cost per appointment cost per lead here But it's gonna be a lot higher quality And then at this point once we've got all you're just focusing 100% on sales You've got a whole team of fulfillment people and then once you hit 100k a month or even more than that Then at that point you can think about hiring another sales rep and going through and train them up So anyway guys hopefully this video was helpful.
Once again, give it a thumbs up comment down below Let me know what you guys thought.
Thanks so much for watching today, and I will see you all in the next video.