Facebook AdS Experts

Spill their Guts

Jeff Miller
Copyright 2019 Jeff Miller

ALL RIGHTS RESERVED. This book contains material protected under

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CoolBeans Digital
www.coolbeansdigital.com
Contents

Revenue Techie 1
About Robin Alex 1
Pay-to-Play 1
Bigger and Better Gigs 2
Turning to Tech 3
Finding Revenue 3
Robin’s Advice 4
Final Thoughts 5

$25K+ in 4 Months Flat 6

About Reno Pace 6
New Business, New Opportunities 6
Landing His First Client 7
Paid to Pitch 8
Joint Ventures 8
Final Thoughts 9

Corporate Cog to Carpeting Maverick 10

About John Williams 10
Finding a New Career 10
A Somewhat Rocky Start 11
Following Jeff’s Advice 12
Finding His Niche 12
Final Thoughts 13

Third Time’s the Charm 15

About Robert Dobrilovich 15
Freelancing on Upwork 15
Restarting Over From Scratch 16
 Scaling and Failing 17
Retaining Clients 18
Final Thoughts 18

Landing Your First Five Restaurant Clients 19

About Matt Plapp 19
1. Join a networking group that has relationships in the
industry. 19
2. Eat at your best-fit client restaurants. 20
3. Ask for their help or advice. 21
4. Document, interview and tell the world. 21
5. Have conversations without selling. 22
Final Thoughts 23

Failed Facebook Marketer to Five Figure

Copywriter 24
About Brian Mead 24
Floundering Facebook Fails 24
The Missing Link 25
Lessons Learned 26
The Takeaways 26
Final Thoughts 27

Dorm Room Dropshipping to $800k a Month 28

About Nathan Hirsch 28
1. Make Customer Service a Priority 28
2. Hire Good People 29
3. Get Out There and Network 30
Final Thoughts 31

Biology of a Messenger Bot Marketer 32

About Mackensie Liberman 32
From Chromosomes to Conversions 32
 Like Tacos for Marketers 33
Bots with a Bite 34
How to Sell a Bot 35
Final Thoughts 36

How to Get Your First Client WITHOUT

a Free Trial 37
About Theo Stavrou 37
Landing Clients the Stavrou Way 37
1. Leverage Relationships 38
2. Streamline Onboarding 38
3. Use Risk Reversal 39
4. Explaining the ROI 39
Final Thoughts 39

3 Clients to Successful Medspa Ads Agency

in a Year 41
About Kris Trinity 41
1. Getting Clients 41
2. Common Medspa Campaign Mistakes 42
Selling high-ticket items too soon. 42
Using MedSpa Language 43
3. Getting Clients to Come Back 43
Final Thoughts 44

45 Days to $10K 45
About JR Rivas 45
Humble Beginnings 45
Transitioning to Digital Business 46
Growing His Business Online 47
Getting Visibility 48
Final Thoughts 49
Growing a Dental Business with Ads 50
About Sean O’Connor 50
1. Customer Research 50
2. Crafting the Ad 51
3. Crafting the Offer 51
4. Crafting the Sales Process 52
5. Sean’s Advice 52
Final Thoughts 53

From Failed Business to Profit in Real Estate 54

About Shayne Hillier 54
The Ups and Downs of Business Past 54
Creating a New Kind of Business 55
Being a Solutions Provider 56
How to Work with the Real Estate Industry 57
1. Address the client’s problem. Provide solutions. 57
2. Don’t let your client focus on the bad leads
so long they mess up the good leads. 57
3. Fewer leads means your client can focus
on leads better. 57
4. Remove the agent from the process
as much as possible. 58
Final Thoughts 58

A Million Dollar Agency Built from Nothing 59

About Darryl Stevens 59
Started from the bottom... 59
People, Process, Product... 60
Expert Secrets 61
Final Thoughts 62
Getting High-Paying Clients in E-commerce 63
About Todd Mobley 63
Landing the First Client 63
From Free Trial to $6500 a Month 64
Todd’s Methods for Landing High-paying Clients 65
Final Thoughts 66

A Facebook Ads Agency with No Ads 67

About Daniel Tapia 67
Selling The Way You Buy 67
Pack & Stack 68
Empowering The Client 69
Final Thoughts 70

Success After Almost Calling it Quits 71

About Jimmy Rutkowski 71
A Shaky Start 71
Getting His Feet Wet 72
The Big Break 73
Developing a Specialized Marketing Strategy 73
1. Create an Irresistible Offer 74
2. Touch on Pain Points 74
3. Repurpose Content Strategically 74
Final Thoughts 75

From Busboy to Beer Bus 76

About Brett Watts 76
A Burnout Career Change 76
1. The Event 77
2. The Campaign 77
3. The Results 78
Final Thoughts 79
The Power of Partnerships 80
About Francis and Kylo 80
From Small, Yet Fit Beginnings... 80
1. Streamlining the Process 81
2. Selling Services 81
3. Working with Partners 82
4. Building a Team 82
Final Thoughts 83

An Outsourced CMO for Franchises 84

About Stephanie Saenz 84
Sweet Sixteen 84
New Portfolio, New Job 85
Flying Solo 86
Steph’s Secrets 86
1. Have a Portfolio 87
2. Find the Right Measurement 87
3. Understand the Corporate Wall 87
4. Bill Your Clients Once 88
Final Thoughts 88

Writing His Way to 10k 89

About Danny Velez 89
Getting the Story Straight 89
Connecting with Future Clients 90
1. Clean up your Facebook Profile 90
2. Start Friending Could-be Clients 91
3. Warm Up The Prospects You’re Adding 91
Getting Deals Signed and Prepaid 92
Final Thoughts 92
8 Months to $7K Retainers 94
About Jide Alufa 94
The Problem with Trials 94
The Mistakes People Make 95
Going from $1K to $7K Clients 96
1. He Focused on Selling 96
2. He Established His Value 96
3. Set Up an Onboarding Process 97
4. He Charges Upfront 97
5. He Gives Clients a Time-frame 97
Final Thoughts 97

Agency Growth through Public Speaking 98

About Andrew 98
Lining Up Speaking Gigs 98
Preparing to Present 99
How to Use Public Speaking to Grow Your Agency 101
Final Thoughts 101

From Mobile Apps to Facebook Ads 102

About Paxton Hare 102
Starting at Zero with Free Trials 102
Meeting People in Person 103
Explaining Facebook Ads 104
Final Thoughts 104

Converting Leads for Dentists 105

About James Cluster 105
Moving from Events to Dental 105
Finding The Right Offer 106
Converting The Leads 107
Final Thoughts 108
From Mobile Apps to Facebook Ads 109
About Jamie Eldridge 109
The Mattress Store Campaign 109
Martial Arts Marketing 110
Quality Over Quantity 111
Final Thoughts 111
reVenUe tecHIe
An interview with Robin Alex

About Robin Alex

Robin Alex, based in Mesquite, Texas, started his first tech
business as a teenager, selling online game servers. He grew
and sold this business as a college student studying to become
a software developer. Robin went from interning with large
corporations to working and consulting for them. He now runs a
small agency with 7 full-time staff members.

Pay-to-Play
Robin started his first business at 16 years old, selling game
servers for online multiplayer First Person Shooter games like
Counter-Strike: Global Offensive. He would buy the servers at
data centers and sell them to game players who wanted their
own servers to host games on.

Robin spent lots of late nights as a college student trying to run

his server business. He ran into a lot of issues with the servers
and he would try to solve the issues on his own. not knowing
how to grow this into a real business, he eventually decided
to sell his server company. That company then went on to be
bought by a larger company for millions of dollars.

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Looking back, Robin realizes he could have made tons of money
off his server selling business, but at the time it was enough to
pay for a few more years of school. However, he did make plenty
of mistakes running his first business, which he learned from and
avoided in his later business ventures.

Bigger and Better Gigs

While Robin was still in college studying to become a developer,
a friend of his helped recruit him to work for a company that
would later be owned by SAP. The company, TomorrowNow, did
3rd party support for larger companies.

Robin was brought on to help develop a piece of software. After

the company was purchased by SAP, the company lost a lawsuit
filed by Oracle for copyright infringement. Though Robin’s stint
with the company was somewhat short-lived, he found a love for
I.T. while working there.

After the lawsuit, Robin was let go from the company. He then
got into the bar scene, DJ-ing and spinning records. Eventually,
he went into business with a friend and bought a bar. However,
they sold it a year later. He credits this experience to his
knowledge of making money by spinning things and waiting, as
they waited until the moment was right to make the most off
the bar.

After selling the bar, Robin continued to DJ for money, working

mostly corporate events and private events, such as weddings.
Being a DJ, he felt like he had no life, being booked solid nearly
every weekend and not getting to see family and friends during
the week, since everyone was at work. At events, he was
always the first one in and the last one out. Robin soon decided
it was time to transition into a normal job so he could get his
weekends back.

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Turning to Tech
Once Robin decided he was done DJ-ing for a living, he turned
to I.T. He became a Managed Service Provider (MSP), managing
I.T. infrastructures for companies, both small businesses and
larger corporations.

This all happened before Facebook really took off. Yet, his clients
would still ask if he knew anything about online marketing
since he already knew a lot about digital things. Every so often,
he would take on digital marketing gigs because the money was
there.

Robin later went on to consult for Fortune 500 companies, like

Walmart. He also began taking on larger gigs with businesses
who wanted custom CRMs and databases. This led Robin to
founding RS7 Tech, the first iteration of his agency.

Through RS7 Tech, Robin and his team would win huge deals,
between $20,000 and $40,000. However, it was “feast and
famine,” as Robin describes. The agency would win the bid for a
large project, work on it for a few months, and once the project
was completed, that was it. Since there were so many times
where the agency had no work, Robin knew he needed to be
closer to the revenue line to make consistent money.

Finding Revenue
After having so many periods with no work, Robin rebranded
RS7 Tech as Innovate Fast. With his newly rebranded agency,
he started out with building websites and Google ads, and
eventually began working with Facebook ads. Everything else
the agency offers grew out of those first, basic services. The
agency has grown to a full-time staff of 7 employees and works
with large corporations, like AT&T.

AT&T was one of the agency’s first large corporate clients.

They needed help with a small project and found Innovate Fast

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through Yelp. Robin happened to answer their call, not knowing
who he was speaking to. He later got an email from AT&T’s
Senior Vice President. Robin notes that sometimes, just having
your listing out there works.

Robins agency still works and consults for these large

corporations.

Robin’s Advice
The very first piece of advice Robin has is to treat your client
what they’re worth to you. When his agency brings on a new
client, they look at how much this client would make them
in a year. If a client is paying $3,000 a month, they’re really a
$36,000 client. Give your clients the amount of effort they’re
truly paying you for, and they will stay longer.

When it comes to marketing, make sure your clients dominate

on all fronts. People on Facebook are starting to realize when
they’re being targeted with ads. They see an ad and check out
the company before they choose to opt-in to the ad. People
usually check the company’s Facebook page, Instagram account
and then search Google for them. If there’s a break in the
narrative, the person isn’t going to trust the company.

Clients themselves can also make your job difficult. You might
get them tons of leads, but most businesses hate getting on the
phone to follow up with a lead. They will get on the phone and
do a half-assed job if they call at all. Robin solved this problem
for his agency by creating a system where clients can access
all the lead information and text message the leads instead of
calling, and his agency can monitor how well the client is using
the system. Be sure to coach your clients properly and find a way
to keep tabs on their follow-ups.

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Final Thoughts
Extending the time frame you work with a client helps in your
relationship with them. If you do a month-to-month, no strings
attached service plan, it strains the relationship and they’re
more likely to leave.

Set the expectations from the beginning by telling them the

time-frame you’re working in. If they won’t start seeing results
for 90 days, tell them it’s a 90-day program before you start
working with them.

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$25k+ In 4 MontHS FLat
An interview with Reno Pace

About Reno Pace

Based out of Utah, Reno Pace started his Facebook ads agency
after his wife became pregnant with their second child. Due to
the pregnancy, she had to stop working, which meant they lost a
large part of their income. She suggested Reno offer marketing
for other businesses, and their agency took off. He has now
made over $25K, less than four months from starting the agency.

New Business, New Opportunities

Even before they started their Facebook ads agency, Reno and
his wife had always been entrepreneurs. They were running two
businesses when they found out they were pregnant with their
second child. Reno’s wife ran a microblading business, which
she decided to put aside, wanting to spend more time with her
children.

His wife’s business made up a large part of their income, so they

had to find another way to make ends meet. Because Reno was
already doing marketing for their businesses, she suggested that

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he offer marketing as a service to other businesses in the area.
By November of 2018, he was ready to launch his agency and
announced it publicly on his Facebook page.

“Boom, it just kinda blew up.” From that post on his personal
profile, he received over 20 messages from people he knew,
thinking he would only receive one or two. Though he didn’t
know how to run an agency just yet, he did have a background in
sales, which made having the conversations easier. He didn’t give
any pitches or talk sales, because all the people who messaged
him were friends. He just told them what the services were
about and what he could do for them.

Landing His First Client

Reno describes landing his first client as a “Holy shit” moment.
This client didn’t come to him through the Facebook post he
made on his page. His first client was a friend of a friend, who
he and his wife were out at a bar with. Reno’s wife was “pimping
him out” and selling him while they talked over drinks. The friend
happened to be relaunching a business she had to close down.
His wife told her about Reno and the services he offers and how
he could help with the relaunch.

The friend eventually went over to Reno to ask about the

services while they were still at the bar, so they scheduled a
meeting for the following week. He hopped on a one hour call
with the friend and talked about the marketing efforts she’s
tried before, the results of those efforts and what she wanted to
try for the relaunch of her online apparel business. He wrote her
a proposal with all the services they could offer her. She took on
all of the services at $12,000. At that moment, it all became real
to Reno.

This was Reno’s first deal and his biggest deal, to date. The
contract was paid right before Christmas that year, with no
defined timeframe for completion. Once his new client was

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done selling inventory during the holidays, they began with a
complete rebrand of the company.

Paid to Pitch
Reno found a really unique way to make some money up front,
before even signing a client on. After his initial 15-minute
discovery meeting, where he got an idea of the prospect’s
business, goals, and experience with marketing, he would explain
the three-phase process he uses for all his clients:

1. Customer Acquisition
2. Customer Ascension
3. Customer Retention

The kicker, he explained, is that the process only works with

customer research. After explaining the process and seeing that
they’re a good fit, Reno would offer prospects a paid customer
research report, which helped create a strategy for his three-
phase process. If they agreed, he’d take about a week to do his
customer research and deliver a “Next Steps Guide,” which
outlined possible strategies and services the prospect could use
to meet their goals.

To add value, as part of the guide, Reno also included an invoice

for all the solutions he was proposing, prioritizing two or three
solutions he deemed most important. If the prospect chose
to work with him, he would use the money as a deposit. If not,
they’d walk away with the “Next Step Guide,” free to use or
implement as they wish.

Joint Ventures
It’s surprising how much clients will spend when they
understand the process. But, sometimes, there are clients who
need all the services but just can’t afford it up front. This is why
Reno prioritizes just a few important solutions. However, in a

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few cases, where Reno and his wife see potential in the business,
they make an offer to act as CMO in exchange for a percentage
of revenue.

This doesn’t happen often, and it’s normally what they call a
“second offer” for businesses they believe in. So far, they’ve been
approached once, and have put out two offers. He considers
these to be lifetime appointments, where both parties are stuck
with each other for good. The great news is that these joint
ventures potentially put Reno on the path to multiple millions
by the end of the year.

Final Thoughts
Though most of Reno’s initial clients were part of his immediate
community of friends and family, he suggests having regular
conversations with all prospects. Take it slow, understand their
needs, and offer them the right solution. As of the time of this
writing, Reno has managed to break $25K and without even
touching Facebook ads for any of clients.

Be a problem solver, and have regular conversations with people.

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corporate coG to carpetInG
MaVerIck
An interview with John Williams

About John Williams

John Williams started his Facebook Ads Agency after a long
career with an engineering company in London. Looking for a
new career path, he found the Facebook ads agency business
model through an ad for a course. Though he couldn’t afford the
course at the time, John chose to teach himself and found great
advice along the way. He now runs Facebook ads for carpet
cleaning franchises.

Finding a New Career

Just six months before sending out over $20,000 worth of
proposals, John was working for the same engineering company
he had been working at for years. He had already reached the
top of his career trajectory, and he wasn’t making as much as
he wanted to. He also wasn’t satisfied with the corporate life,
having to ration vacation time and asking for permission to take
it. Realizing that he would be doing that for the rest of his life if
something didn’t change, John decided to find a new career path
where he could work for himself.

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Knowing he had to find a way to more than replace his income,
John started looking for new opportunities outside of the
corporate world. He thought about dropshipping, but the idea of
selling thousands of small items online wasn’t appealing.

John eventually came across a Facebook ad which said, “How

would you like to change your life?” Eager to find a solution,
he clicked on the ad. What he found was an explanation of the
Facebook ads agency business model and a course that teaches
how to build an agency. It made sense to him. He thought, “I only
need a few clients to make what I used to make at my old job.”

Though John was ready to start on his new business, he couldn’t

afford the asking price for the course. So, he did some searching
and tried to teach himself. Soon after, he discovered Jeff’s
group, Facebook Ads Agency Scaling Secrets, and watched all the
video interviews available. Through Jeff’s group, John learned
the business side of things, not just the technical aspects of
running ads. This made all the difference to him. He eventually
joined Jeff’s Inner Circle, and that’s where John says the magic
happened.

A Somewhat Rocky Start

Joining Jeff’s Inner Circle gave John what he needed to start his
agency and start turning a profit. However, John’s journey went
a bit sideways after that. He joined several groups trying to find
clients and got banned from most. He did manage to get clients
that way, but they weren’t his ideal clients.

Most of the clients he got through groups wanted to run ads

temporarily and not for lead generation. One client wanted
to run ads for brand awareness, and the other wanted to
drive some traffic to her blog. John realized that he needed to
backtrack a little if he wanted to find the clients he wanted. So,
he developed a system where he could run ads and target any
industry in the world and get calls booked with potential clients.

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Following Jeff’s Advice
John got his first real client after Jeff pushed him to go to a
local networking event. There, he met a hypnotherapist who
was interested in his services. He got on a Zoom call with her
and signed her on for $1000 a month for an ad campaign.
Unfortunately, she wasn’t able to continue working with John
due to legal issues with her franchise.

John’s next client ran an e-commerce store. They connected

through another Facebook group, where John had posted. He
created a script he would post on group pages, which would lead
people to message him. Once a potential client messaged him,
he would go over some onboarding documents to qualify them
before scheduling a Zoom call. This way, he knew if people were
serious about working with him.

Before going on a family vacation, John asked Jeff for a book

recommendation, so he would have something good to read
while away. Jeff recommended Jay Abraham’s Getting Everything
You Can Out Of All You’ve Got. John read it while on his trip, and
quickly made use of one of the tips he learned from the book,
passing business between one another.

After learning this concept, John went on a Facebook page and

made a post about what he had learned and quickly received a
message from someone running a large agency. They soon made
a deal where the small clients the large agency couldn’t handle
would be handed off to John. While the deal was great for a
while, the agency owner became demanding and started taking
larger cuts from the deals. John realized he was once again
deviating from the path he wanted to take, so he cut all ties with
the agency owner and moved on.

Finding His Niche

After cutting ties with his referral partner, John started running
his own ads, this time targeting the carpet cleaning industry. He

12
gained one client, who happened to own a franchise of a popular
carpet cleaning company in the United States.

John told his client about the referral scheme he has, and the
client told him that if he got him good results, he would tell
others in the industry about him at a conference in Denver.
So, they started working together, and soon enough, John was
crushing it for his new carpet cleaning client. He managed to
get him 42 customer opportunities, 30+ of which booked an
appointment.

While the client was at the carpet cleaner’s conference, his

phone started to go off with new bookings through the chatbot
John had set up. Naturally, other conference attendees started
asking what it was, and John’s client told them they were
customers booking appointments online. This was especially
impressive because the customers were booking even though
it was winter and off-season, where the carpet cleaner would
normally have about 5 jobs in a month. Now, he had over 30
appointments scheduled.

As John’s carpet cleaning client told his peers about the

appointments he has booked, they became interested in John’s
services and asked for his number. By the end of the conference,
John sent out $23,000 worth of proposals to interested carpet
cleaners and collected $12,000 from new clients.

Final Thoughts
In John’s opinion, franchises are the best clients to go after
when running a Facebook ads agency, especially if your niche
is the carpet cleaning industry. Though working with an
independent business owner can be lucrative, franchisees are
already spending money on marketing, as most corporations
require franchises to spend a certain amount on marketing
every month.

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If you do go after franchise clients, though, keep in mind that
some companies may restrict the kind of marketing a franchise
owner can do. But if you do manage to get a franchise client, all
you need is one really good run to gain referrals. If you knock
it out of the ballpark for one, they will likely get you loads of
referrals for other franchisees.

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tHIrd tIMe’S tHe cHarM
An interview with Robert Dobrilovich

About Robert Dobrilovich

A native Croatian, Robert runs a digital marketing agency that
has risen and fallen three times since he started it in college.
During his second year in college, and with an aptitude for
web design and programming, he began to toy with SEO. In
the time since, he’s worked for himself, with friends, and at a
larger agency before losing it all and starting over and finding
consistent success on his own.

Freelancing on Upwork
Robert started his agency on Upwork after a friend of a friend
introduced him to it. At first, people around him tried to
dissuade him, telling him there’s no way to make money online,
that it was just a scam. Regardless, he began working and took
on his first client at 1 cent per hour. His next job after that was
at $1 per hour for a Canadian company.

The rates weren’t as important to him as the 5-star reviews

and the proof that he could make money online. As he took on
more work, he began receiving more stellar reviews, raking in

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50 or so 5-star reviews, which put him in the top 10 percent SEO
freelancers on the platform.

At the time, he was getting up to 10 leads per day from Upwork

and had completed hundreds of projects. He was also invited
to a special event where top performers were recognized for
their work. He credits this all to confident communication on his
profile and in messages with prospects.

Two years in, unfortunately, even with his recognition, Upwork

banned him and closed his account with no explanation, leaving
him with no way to communicate with clients, get paid, or
complete ongoing projects. His entire income and clientele were
gone, and he was crushed.

One client did manage to contact him, though, offering to work

with him again. They built a team together, and soon he suddenly
vanished. Crushed again, Robert considered just getting a job
when his friend sent him a posting for an SEO position at a large
firm. With no income, he applied and got the job. Not too long
after, he began to hate the bureaucracy and dismissal of his
ideas, so he quit.

Restarting Over From Scratch

Tired of his SEO position, he decided to start his own agency
from scratch, with no experience and no mediating platform. In
his research to figure out how to get clients of his own, he came
across Jeff.

At the time, his friend and girlfriend both helped him stay
focused and motivated, despite his struggle with shiny object
syndrome. He worked some fun projects with his friend, where
they made some money and developed a “really cool friendship.”

After those projects, he began getting clients of his own. One

way he did that is by talking to non-competing agencies whose
clients might need his services. He offered a referral fee for

16
clients that signed on. This was a win-win, and it made pitching
and closing the clients easier.

This way, he landed several high-paying clients, including a large

Croatian home appliances business, a $7K book marketing deal,
and a client who is getting a 6X return on ad spend (ROAS).

Scaling and Failing

To keep growing his agency, he and his friend filmed and posted
a funny video in a Facebook group, using a variation of the
curious student method. From that post, the received 50+
personal messages, with only two taking the trial, and none
converting to paid clients.

That sounds bad at first, but it was Robert’s entry into the
community, where he began helping people solve their
problems for free. He quickly became recognized as a helpful
problem-solver in his communities. So much so, in fact, that
John Williams, who he was helping at the time, posted a raving
review recommending Robert in their Facebook group. That
recommendation earned him five new clients and solidified him
as an expert in the community.

He was doing well, until one day, his account was suspended. His
account was one of millions that were hacked, and they needed
to verify his identity before reinstating his account. It took two
weeks to get back on. The problem was that with no account, he
had no access to his business manager, and without the business
manager, he couldn’t control client campaigns -- including
ad-spend.

The entire fiasco cost him two of those clients, so he had to

upsell the rest to make up for lost income. However, eventually,
he partnered with two e-commerce clients, agreeing to take 2
percent gross profit. He also started his own dropshipping store,
blog, and Facebook group to supplement his income.

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Retaining Clients
Robert acknowledges that business is full of ups and downs.
He says it’s normal, and he doesn’t take it too hard. But, one
thing he’s always done is keep clients happy. He does it by
guaranteeing results and providing exceptional customer
support.

He quickly realized, running an agency from Croatia, that people

don’t care when you’re from. They simply care about results.
So, he set himself apart by guaranteeing results or promising
a refund. He also places top priority on customer support. He
advocates for being as helpful as possible, answering client
questions, even if they’re annoying, and talking to them like a
human being.

This has helped him gain long-term clients, high-quality referrals

and a great reputation in his online communities. The bigger
the problems he solves -- the more helpful he is -- the more he
makes and the longer he keeps people on.

Final Thoughts
Remember that people don’t care about much more than results.
Document and develop case studies explaining your results,
and provide a result-driven guarantee. Also, though you should
set boundaries, be flexible with clients. Robert’s clients know
that they can get him at anytime during weekdays, but never on
weekends.

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LandInG YoUr FIrSt FIVe reStaUrant
cLIentS
An interview with Matt Plapp

About Matt Plapp

Matt is the President of Driven Media Solutions, a marketing
agency out of Cincinnati, Ohio, that specializes in restaurant
marketing. Beginning his marketing journey in 1999, selling
radio advertisements, he went on to build a successful, multi-
million dollar boat and RV dealership, and consulting other
outdooring companies on their Facebook Ads. Eventually, Matt
niched down on the restaurant industry, and the rest is history.

In this interview, Matt shares five things you can do to land your
first five restaurant clients in half the time he did.

1. Join a networking group that has relationships in

the industry.
Before you manage to get clients, you have to get your foot in
the door. The best way to do that is by networking. Join a group
and network with 20-30 like-minded professionals who already
have relationships with your ideal clients. Have conversations
with them. Become a colleague of theirs, not just another

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salesperson. Talk to people, don’t just try to sell to them by
making everything about you and what you offer upfront.

Building relationships with people in your target industry, instead

of selling to them right off the bat, helps to build trust. This makes
them more likely to become clients without you ever having to
pitch your services.

Another word of advice from the pro is don’t niche down too
early. Matt suggests starting out with three different targets:

1. Find something you’re passionate about and help

businesses in that industry.
2. Find something you know tons about that you know
is decent money-wise, even if you aren’t necessarily
passionate about it.
3. Find something that you know for sure is good for
revenue, even if you don’t know anything about it or
care about it.

While you’re searching for clients within these targets,

remember to network, network, network. Put yourself in places
where you know are going to be among the right people in
those industries. Show up to the networking events and build
relationships with the people you want to be your clients.

2. Eat at your best-fit client restaurants.

Plan out your meals for the month and visit restaurants you’d
like to take on as clients. Have a meal at each restaurant you’re
targeting. Ask to meet the owner if he or she is in. When
you meet him or her, introduce yourself and don’t forget to
compliment their business.

Don’t tell them what you do initially. Remember, this is the start
of another relationship you want to build. Just give them your

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name, tell them you love what they’re doing, and ask to connect
with the owner on LinkedIn.

After you’ve connected with him or her, eat at the restaurant

again. At this point, the restaurant owner will have looked at
your profile and seen what it is you do. They will be expecting
you to sell to them this visit, but you won’t. Keep building that
relationship with them, and building that trust.

3. Ask for their help or advice.

On one of your restaurant visits, once you’ve built up a solid
relationship with the owner, ask for his or her input: “I want to
bounce an idea off of you.” Show them what you’re doing and get
their feedback on how to sell to other restaurant owners.

One of two things can happen:

• They give you some great advice and insight on how to

approach other restaurant owners.
• They ask you to do what you’re offering for their
restaurant.

Either way it goes, this is a win-win scenario for you. You either
gain a client without having to pitch your services or you walk
away with some valuable insight into your target market.
Ultimately, people who trust you will buy from you. The better
relationships you build with restaurant owners, the more likely
they are to ask you for your services without ever having to sell
to them.

4. Document, interview and tell the world.

If you’re going to work with people in the restaurant industry,
you’re going to need to tell the world about it. Start blogging
about the restaurants you’re visiting. Once you’ve built up
enough of a rapport with restaurant owners, ask to interview

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them. When you see them, just say, “Hey, I want to interview you
for my website!”

It’s important to be upfront. Make sure they know you’re a

marketer and that you work with restaurants, but offer just to
interview them and write a piece about their restaurant that
you’ll post on your blog. You happen to do Facebook Ads for
restaurants, but that’s not what you’re offering them.

You’re not asking them to pay you for marketing, you are just
simply asking to give their restaurant some free publicity. Who
doesn’t love that? The more value you add to your relationships
with restaurant owners, the more they will trust you, and who
knows. Maybe in a few months, they’ll asking you for marketing
services.

5. Have conversations without selling.

When landing your first five restaurant clients, the most
important part of building relationships with them is having
conversations where you’re not selling anything. Even though
you have a business to run, be a complete human being and just
talk to the people you want as your clients.

Don’t limit your interactions to pitches and business talks. After

all, you aren’t just a marketer. You’re a regular person, just like
restaurant owners.

In the interview, Matt offers an example of a golf supply store he

took on as a client. Sales were usually down for Christmas, and
they wanted to avoid the slump in sales that year. Rather than
run sales ads for the holiday season, they hosted a golf seminar
in December, where 150 men showed up. At this seminar, the
men learned how to improve their swing. Lunch was provided
for free, and no one was sold to.

The result? Sales went up that Christmas. The men that

attended the seminar left knowing exactly what they wanted

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for Christmas, and surely let their families know. The store
increased their sales that holiday season, selling more high-
ticket items than usual.

The moral of the story is add value to the relationship between

you and your ideal client. When you offer value without asking
for anything in return, they will be expecting a sales pitch. Then,
when they don’t get that pitch, they’ll come to you.

Final Thoughts
Matt’s one piece of advice for beginning restaurant marketers is
to chronicle your journey with video early on. Record everything
on video. Every interview, every seminar, every talk you host, get
it on video and post it to your social media pages.

This helps you to become visible in the right manner. You never
know who in your friends list has really solid connections to
restaurant owners.

Use these videos to inform, not to sell. Use them as a platform

to put yourself out there instead of making a sale. Have
conversations with your audience. Eventually, you’ll be seen as
an expert if you position yourself as one.

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FaILed Facebook Marketer to FIVe
FIGUre copYWrIter
An interview with Brian Mead

About Brian Mead

Based in Cleveland, Ohio, Brian Mead is an expert copywriter,
working with some of the best in webinar sales. Starting his
career with a Facebook Ads agency that eventually failed, Brian
turned to copywriting. He is now lead copywriter for an agency
that brings in 8 figures a year for clients and is currently working
on his second 7-figure sales funnel.

Floundering Facebook Fails

When Brian first started his career, he thought of starting a
video production agency. He soon decided to take a different
direction and start with Facebook Ads instead, leading to a long
year of getting no results and burning out.

Once he reached burn out, he decided to invest in Dan Henry’s

course and learned how to get great leads for clients. He
managed to generate 150 leads for one of his new clients, a

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chiropractor. The client, however, only managed to close 12 of
those leads.

Brian kept working at it, targeting financial advisors and other

chiropractors, but he noticed a trend. His clients were not closing
leads. He figured there was something missing in the equation:
copywriting.

The Missing Link

After deciding that copywriting was the missing link in his
Facebook Ads, Brian invested in a copywriting course and
mentorship program.

Though the course was insanely tough, it made him realize that
he didn’t understand his market or how to position himself, both
of which came through in his copy.

After making every mistake he could possibly make along the

way, he decided: “I’m done with my Facebook agency. I’m only
doing Copywriting.”

He took on his first copywriting client, Dr. Erin Johnson, for free.
He wrote all the funnel and ad copy for the doctor’s new course,
which generated over $30,000 in sales in 7 days, in exchange for a
testimonial.

This lead to his first $3,500 deal, which eventually lead to

working for Joel Erway, the webinar sales pro. While working
with Erway, Brian gained loads of new skills in writing sales copy
for webinars. Though he describes his time working with Erway
as rough, it offered him invaluable opportunities for growth.

While working with Erway, Brian was contacted by another

copywriter who had too much on his plate and asked if he could
hire Brian for a webinar project. This became Brian’s first five-
figure copywriting project. He was paid $12,500 to write an
entire webinar, including the landing pages, ad copy and emails.

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Lessons Learned
Through his journey from failed Facebook Ads marketer to
sought-after copywriter, Brian realized that lots of sales copy,
including his old work, didn’t understand the target audience,
the market, or the competition.

Although people might use catchy tactics, like video ads, he

believes they don’t understand their audience. Ads can be good
on a technical level, but they have a “me too” offer that doesn’t
resonate with the audience. They don’t speak the audiences’
language.

So, here are Brian’s three tips to improve your copy:

• Speak to your audience in the language they use.

• Understand the tribal language and how your target
clients talk to others about their problems.
• Communicate your offer and its value to them in a clear,
concise way.

The more you understand your audience and what they want,
the more “your copy is going to kill it.” If you research your target
audience and keep them in mind when writing your copy, it is
sure to resonate with them and lead to sales.

The Takeaways
If Brian’s crazy journey has taught us anything, it’s that
working hard, doing good work and investing in education and
mentorship are key to great success.

To summarize, here are the things you can do to reach a similar

level of success as Brian achieved:

• Work hard and work well. Referrals will come.

• Find the missing link in your process.

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 • Acquire the right skills for the job.
• Get a good mentor to guide you.
• Always do your research.

Final Thoughts
As Brian’s mentor would always say, “Good copy is not written,
it’s assembled.” When writing copy for anything, research,
research, research. If you are thorough in your research, your
copy will write itself, and it will work.

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dorM rooM dropSHIppInG to $800k
a MontH
An interview with Nathan Hirsch

About Nathan Hirsch

Originally from Boston, Nathan Hirsch currently resides in
Orlando, Florida. He began his entrepreneurial journey in
college, buying and selling used books at school. After receiving
a cease and desist from his college bookstore, Nathan began
running an Amazon dropshipping store out of his dorm room,
selling products for babies and newborns. By the age of 20, his
dropshipping business became a multi-million dollar venture,
making about $25 million in sales.

Nathan is now the CEO of Freeeup, a service that connects

qualified and vetted freelancers with businesses looking to hire
for short-term project.

1. Make Customer Service a Priority

Nathan’s first piece of advice for running a successful business,
whether it’s e-commerce or not, is to focus on providing great
customer service. He takes pride in and credits a large part of

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his success to the relationships he was able to build between his
Amazon store and his customers.

Part of providing excellent customer service, according to

Nathan, is to look at the big picture, and focus on long-term, not
short-term, profits. Though this might not help you in the first
few months, people will recognize it and keep coming back.

The next part is making sure people are happy and coming back
to you, and avoid bad reviews at all costs. This is especially
important in running a store on Amazon. Amazon will shut an
account down if it has too many returns and too many negative
reviews. Those metrics and reviews help bring you up or down
on the listings. The customer isn’t always right, but it’s in your
best interest to make the customer happy so you can keep
making sales and getting referrals.

Part of making customers happy, at least when running an

Amazon store, is providing returns and refunds, no questions
asked. He also recommends emailing and responding to
customers within an hour of contact. Quick response times earn
customer trust, increase loyalty and help quell frustrations,
all of which lead to more good reviews and referrals, and less
bad ones.

2. Hire Good People

During a meeting, an accountant asked Nathan when he would
hire his first employee. Nathan was holding off because he
was worried they would do bad work or take his ideas. The
accountant told him he’d learn to hire someone the hard way.

Soon enough, he did. Busy season hit, and he was swamped with
emails, listing products, and fulfilling orders, working 20+ hours
a day on his own. His grades plummeted, and his no social life
disintegrated. “I can never let this happen again,” he thought,
ultimately deciding to start hiring people.

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His classmate was one of the first to answer to his facebook
post for a job. Crazy enough, 8 years in, they still work together
today as business partners. He learned his lesson, and continued
to hire the same way, but kept hiring unreliable, college kids.
Unfortunately, no older, more reliable candidates wanted
to work for a young entrepreneur, so he went on to hire
freelancers.

With posting and interviewing, hiring took up a lot of time, even

on a platform like Upwork. Even when he managed to hire a
good freelancer, they’d eventually quit and leave him right back
where he started.

This lead to him founding “Freeeup” to find good freelancers. He

needed a way to get the work done right away without losing
time on the hiring process.

Hiring people is the only way to truly scale an agency. Nathan

believes in hiring workers that not only have the skills, but have
the right attitude and the right passion. If you’re looking to
scale your business and you’re already maxed out on time, make
sure to hire good people.

3. Get Out There and Network

Nathan has built great connections, and has even been featured
in podcasts, through effective networking.

• His advice for increasing your network:

• Get in front of other people’s communities.
• Build relationships that are mutually beneficial.
• If you’re an agency, have a referral service. Get people
involved.
• Push a lot of content to draw people in.
• Get on social media. Grow organically first, then use
paid ads when the time is right.

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 • Use webinars, cold calls, emails and partnerships to
increase your reach.

Final Thoughts
Nathan believes “You can always make more money, but you
can’t get your time back.” This is the belief that lead him to found
Freeeup.

The best way to make this idea part of your business practices is
to hire freelancers. However, there is such a thing as hiring the
wrong freelancer.

Many agencies struggle with hiring and paying for freelancers.

How do you know if they’re any good, or reliable? How much do
you pay? These answers will vary, depending on where you are in
your business. Nathan still provides some good tips for agencies
on how to hire and pay freelancers:

• The more defined your process is, the cheaper you

can hire.
• Figure out what the process is and how you want them
to follow it.
• Hire more expensive and skilled freelancers for large,
important projects.
• Keep a rolodex of freelancers you know you can
count on.

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bIoLoGY oF a MeSSenGer bot
Marketer
An interview with Mackensie Liberman

About Mackensie Liberman

Based in Washington state, Mackensie is a cytogeneticist by
trade. Graduating with a degree in Biology, she worked for
a medical lab for 13 years, studying chromosomes under a
microscope. After taking Dan Henry’s course, Mackensie began
her online marketing journey offering Facebook Ads to local
businesses. She eventually forayed into marketing through
Facebook Messenger Bots, leaving her laboratory job about a
year later.

From Chromosomes to Conversions

As a biology major in college, Mackensie dreamed of studying
whales for a living. However, that’s not where her career ended
up. She began working for a medical lab while attending college,
needing money to pay for school and expenses. Mackensie went
on to become a cytogeneticist, reviewing medical lab samples to
study the structure of chromosomes.

While working as a cytogeneticist, Mackensie decided she

wanted to get out of the cold, sterile laboratory setting and

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find a new career. She chose to go in to Facebook marketing,
starting with completing Dan Henry’s course. Six months after
beginning the course, she received a flyer advertisement in the
mail for a small local business. This business would become her
first client, and the most difficult one. After receiving the flyer,
she calls the owner and offers to do his advertising on Facebook.
He agrees, paying her around $400 a month for the service.
Eventually, she had him on for $800 a month, adding Facebook
Page management to her services.

Though she had gotten her first client, not all was going as
planned. He very quickly became a difficult client, admitting that
he was both bipolar and schizophrenic. She chose to keep him
as a client, as he was the only client she had at the time. In the
time she worked with him, she managed to get him tons of leads
through Facebook Ads. However, she kept her distance from the
client, and he eventually stopped paying her retainer fee. She
took the opportunity and stopped working with him.

Like Tacos for Marketers

Having lost her very first client after a long and strange business
relationship, Mackensie decided to pitch her services to a few
locally-owned restaurants in town, starting with a pizza shop
and a mexican restaurant. Initially, she went after the pizzeria,
bringing a full proposal with her to pitch Facebook marketing to
the owner. This didn’t win them over, preferring old-fashioned
flyers sent by mail for their advertising.

Mackensie then tried the same strategy she used for the pizzeria
on a small taqueria owned by a Mexican man. The owner,
who spoke broken English, was interested in her services, as
he was already running his own Facebook page and having
trouble engaging with an audience outside of his Spanish-
speaking family and friends. She pitched her services at $500 a
month to run Facebook Ad campaigns for the restaurant. The
owner haggled with her, not being able to pay her that much

33
each month, and they settled on $300 a month and free food
whenever she wanted.

She still works with the restaurant to this day, running ads for
gift card giveaways and monthly birthday promotions which
feed into the restaurant’s Facebook Messenger bot. For both
promotions, customers are taken to the bot, where they can
sign up for the giveaway or for their free birthday meal voucher.
Those who didn’t win the giveaway were sent a coupon for a free
appetizer. Since these coupons came as promo codes, clients
were often using them multiple times, redeeming free food
items and not purchasing anything else. Mackensie eventually
solved this problem by including a “redeem coupon” button,
which would only display the voucher once and could track who
has already redeemed the offer.

Through these promotions, over two thousand people have

subscribed to the bot, many of which have joined through word
of mouth for the birthday offer. Mackensie thinks this offer is
beneficial to restaurants, as it rotates every month, bringing
in different groups of people with the allure of a free birthday
meal. She does this all on just $5 a day in ad spend for leads.

Bots with a Bite

After working with her restaurant client for some time,
Mackensie was contacted by an orthodontist out of Florida
through her own messenger bot on her Facebook page. Without
ever speaking to her, he booked and scheduled an appointment
with her through the bot. The orthodontist has always done the
marketing for the practice himself, including answering all the
direct messages interested leads would send. He was interested
in a fully automated messenger bot to solve his time-consuming
messaging issue.

Mackensie and the orthodontist eventually agreed to her

original quote of $1750 for the bot, not including ad spend.
Though he initially asked for a lower quote, she refused to

34
budge, knowing the value in her services. Being in Florida, the
orthodontist opted for both an English and Spanish bot.

To make these bots successful in bringing in leads, they

needed a solid offer to entice potential clients with. They
went with an offer on braces for $0 down, 0% financing and a
free consultation for $129 a month. Once an ad is clicked on,
the viewer is then redirected to the bot, which asks for their
information and allows them to schedule an appointment for
the consultation. She has the bots set up so that if someone
chooses not to schedule a consultation within 20 minutes of
clicking through to the bot, it messages the potential client back
with a reminder to complete scheduling. Through the use of
Facebook ads and messenger bots, Mackensie was able to get
the orthodontist 125 leads in just 10 days for $5 a lead.

How to Sell a Bot

While selling Facebook Messenger bots as a marketing service
can be just as lucrative for clients as ads alone, Mackensie
understands that pitching them is an entirely different game.
Here are some tips on how to sell messenger bots to clients:

1. Meet your client on their level of Facebook marketing

knowledge. This may mean not pitching a bot first.
If they seem to understand the basics of Facebook
marketing, try talking to them about a messenger bot. If
not, start with ads alone and explain the bot part of the
marketing plan later. Just make sure they understand
you’ll be using Messenger for their marketing.
2. Bots do best for mid-range sit down restaurants with
younger clientele. You don’t always have to create a
bot for a restaurant’s ads, though. Start by asking if they
receive lots of messages through Facebook. If you think
a bot is a good fit, create a bot that fits their needs. A
single bot won’t work for every restaurant.

35
 3. Charge restaurants between $500 and $1000 for bots.
Restaurants notoriously have slim profit margins, so
they may not be able to afford as much as other clients.
Offer your restaurant clients a volume discount if they
purchase services for all of their franchises or locations.
Remember to keep ad spend as a separate fee.
4. Don’t choose industries that bots won’t work for. Bots
work best for industries that are fun or that people use
all the time, such as restaurants, salons and the like.
Pick ones that are easier at first, and avoid industries
that might be a little more difficult to gain leads for.
Facebook marketing and messenger bots don’t typically
work with businesses that see their growth through
referrals, such as accountants and lawyers.

Final Thoughts
The first word of advice Mackensie has for marketers trying
to make it in the Facebook Messenger bots arena is “don’t give
up.” If she had stopped after her first client (who was a terrible
client), she would have missed out on making her first $10,000
month a year in. She also suggests giving yourself some room to
learn and not to get overwhelmed. Start with a simple bot, and
maybe build one for your own Facebook page to begin with. Add
other features on once you understand the basics.

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HoW to Get YoUr FIrSt cLIent
WItHoUt a Free trIaL
An Interview with Theo Stavrou

About Theo Stavrou

A native Aussie, Theo started his Facebook Ads agency by
cold calling and emailing local businesses. He started with Dan
Henry’s course and got his first client within 3 months, but not
before spending those months cold calling and emailing with no
success. Theo now has a thriving Facebook Ads agency focused
on marketing for e-commerce.

Landing Clients the Stavrou Way

At the beginning of his journey to successful Facebook Ads
agency, Theo Stavrou has a hard time finding clients. Even after
purchasing Dan Henry’s course, it took him a full 3 months to
win his first client. After long days of cold calling and emailing
businesses in his area, he finally learned how to land clients.

His first client was the owner of the gym he had been a member
of. He had previously spoken to the owner about getting more
leads for the gym, but he declined more than once. However, it

37
wasn’t until Theo changed the way he approached his prospects
that he won his first client and many thereafter.

Here are Theo’s four big tips for landing local clients.

1. Leverage Relationships
Theo’s first client was an MMA gym that he frequented. He’d
been a member there for more than a year, and he used that to
his advantage. At first, the gym owner brushed him off every
time Theo approached him about growing membership for the
gym. A few months into Dan Henry’s course, he finally realized
his approach was wrong and managed to get the gym owner to
say yes by switching gears.

Being a member of the gym, Theo leveraged the relationship

he had already established there as a way to gain a client. He
understood the space and the business and had already spoken
to the owner many times. The rapport he built up with the
owner over time helped him earn his soon-to-be client’s trust
and confidence. Along with a change in tactic, Theo was able to
use this relationship to convert the owner into a paying client
without the offer of a trial period.

When approaching your ideal client, it’s important to remember

that you are first building a relationship. Without a relationship,
you’re more than likely selling to someone who doesn’t trust
you enough to buy. Take time nurturing new relationships with
people who might eventually become your client.

2. Streamline Onboarding
Theo credits the close of his first client to the onboarding
documents offered by Jeff. The streamlined process of client
onboarding helped Theo understand the needs of the client
more readily. It also served to establish him as an expert
marketer, as well as showing the client how in need of Theo’s
services his gym was.

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The streamlined onboarding process, made up of 15 simple
questions, outlines the needs of the client, regardless of whether
they know their own needs or not. It also builds an urgency for
the client, as they begin to see what their needs actually are and
what they may be missing out on by not signing on. The process
is also helpful, as it uncovers the client’s marketing budget.

3. Use Risk Reversal

In that same meeting with the gym owner, and in many more
going forward, Theo used Risk Reversal techniques to assure
prospects of the investment they’d be making. He guaranteed
the gym would gain 30 Client Opportunities every month. By
doing this, Theo’s client felt more secure in taking the plunge
and paying him to run ads for the gym.

Prospective clients likely do not know or understand what a

Facebook marketer does. This means they most likely do not
see the value in what you’re offering. By using Risk Reversal and
offering them a guarantee of 30 new client opportunities per
month, clients can better understand what they stand to gain
from Facebook Ads services.

4. Explaining the ROI

Theo’s last step was quantifying the ROI on the ads. He started
by pinning down an offer and crunching some numbers. Coupled
with his guaranteed 30 client opportunities, he shows them
some real numbers, all showing a positive ROI.

The key: find an enticing offer and project a positive ROI. If your
prospect can live with the number, they’ll be sold.

Final Thoughts
Prospect people that are already spending marketing dollars. If
they’re already marketing, they have the capacity to spend more
or just reallocate marketing funds. Businesses that are currently

39
marketing will also more readily understand and accept your
role in their business, limiting objections and time-spent
pitching. Companies that value marketing will value your time
and what you do.

Oh, and the simplest thing you can do to increase ROI? Set up a
simple retargeting campaign. Your clients will thank you for it.

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3 cLIentS to SUcceSSFUL MedSpa adS
aGencY In a Year
An interview with Kris Trinity

About Kris Trinity

Based in London, England, Kris Trinity began his journey into the
Facebook Ads Agency business after a failed attempt at running
ads for a gym client he was producing content for. Determined
to learn how to run Facebook ads successfully, he took Dan
Henry’s course and figured out how to do it properly. Kris
now runs a Facebook ads agency that works exclusively with
medspas throughout the United Kingdom.

1. Getting Clients
Kris Trinity’s trek into the Facebook marketing landscape began
by accident, after a client he was creating content for asked if
he could run ads for her. Willing to try his hand, Kris agreed. His
first attempt at ads, however, failed. But he decided he had to
learn, and took Dan Henry’s course just to figure it out.

After taking Dan Henry’s course, Kris landed his first client, a
medspa owner in Ireland, by offering a 7-day trial in exchange
for a testimonial and case study. In those 7 days, the trial
brought in 108 leads on a low-value offer for an anti-aging

41
treatment called Venus Freeze. This inspired him to seek out
other clinics who might use the same device, knowing he could
bring in good results for other medspas.

He visited the Venus Freeze website and found a list of all the
clinics in the UK that used their product. He took that list and
pitched his services using his first client’s results. He offered a
similar trial, asking only £100 for ad spend, forfeiting his own
fee. Two clients took him up on the offer. One earned 60 leads.
The other only earned a little over 20 leads but converted them
at almost 70 percent.

He quickly decided that this was an area he wanted to niche

down on.

A year later, he’s acquiring customers by running video

testimonials as Facebook ads that lead to a questionnaire on his
Messenger bot, collecting contact information from leads.

So far, he’s run over 12 of these ads for his own agency at £600
pounds a month of ad-spend, something he didn’t have the cash
for a year ago. He says he wouldn’t change the way he began and
grew his agency. Cold calling and getting clients organically gave
him the infrastructure to do paid ads.

2. Common Medspa Campaign Mistakes

Selling high-ticket items too soon.
In Kris’ experience, the single biggest mistake medspa
advertising campaigns make is trying to sell really high-ticket
treatments and packages right off the bat. According to Kris,
you have to have an “easy yes” offer that gets them paying you
right away. Start small, get the first person in, and then focus on
selling high-ticket packages.

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Using MedSpa Language
Another problem is the industry jargon that professionals use,
such as micro-needling. They have a tribal language that the
public isn’t privy to. Using that language in ads can be off-putting
and confuses people. They need to use other phrases and
terminology to explain the treatments to the public.

According to the book, “Building a Story Brand,” by Donald

Miller, when looking at ads, the brain has 2 functions: survive
and thrive. When customers don’t understand the verbiage of
an ad or offer, their brain gets confused and goes into survival
mode, burning extra calories to understand it.

Confused customers will not convert. Your ads should answer

their questions with the language they use so they don’t have to
get out of their way to research it. If you make them look it up,
they’re less likely to take the next step with you.

3. Getting Clients to Come Back

Most Medspa staff don’t know how to sell. They don’t
understand how to turn a conversation into a client. Training
them how to sell can help you keep your Medspa clients longer.

For every 100 treatment sales a Medspa makes, about 30

percent of those customers will become repeat customers.
Your clients need to know they won’t convert every person that
comes in.

It’s helpful to put together a branded sales script for them so

they can close those sales.

Kris also provides a 1-hour sales training session, before ads go

live where he teaches Medspa staff how to speak to customers
and what questions to ask. This lowers the learning curve and
speeds up the learning process. Most staff are proficient within
the first 14 days.

43
This increases the odds that they follow the process properly
and they come back and stay on as a client. If they’re not
following your instructions, give them penalties.

The example where a client wasn’t using the provided

spreadsheet to document leads and she said she would do it
later. He texted her and said “I paused your campaign. Let me
know when you’ve caught up and I’ll start it again.” She finished
it within 24 hours. Assume your client has no idea what they’re
doing. Follow up and accountability.

Final Thoughts
When starting up a Medspa Ads agency, or any other kind of
Ads agency for that matter, Kris says to just get out there and
try to grab the opportunities. As it comes to medspas, there are
loads of local businesses that are struggling with their marketing
efforts.

You need to have a certain level of confidence, but pick up the

phone and just call people. Don’t oversell yourself, but have a
normal conversation with the owner of the business. Treat the
call as research. Tell them what you do and ask what they’re
struggling with as it comes to getting new customers. Offer a
free trial in exchange for a testimonial.

Lastly, Kris says you have to have a lot of mental resilience when
starting an agency. It will require you to step outside of your
comfort zone and not every conversation will lead to a “yes”.
Learn how to accept rejection. You can’t outsmart your way into
success.

44
45 daYS to $10k
An interview with JR Rivas

About JR Rivas
Born into a single-parent household in New York City, JR Rivas
grew up in poverty. Spending most of his childhood struggling
alongside his mother and sister, JR knew he wanted to become
an entrepreneur since he was young. JR entered the digital
marketing scene at the start of his twenties, going from no
clients to $10,000 in under 45 days. He now teaches other
entrepreneurs how to succeed in their own digital marketing
business.

Humble Beginnings
As a child, JR always knew he wanted to be an entrepreneur.
Growing up in a low-income, single-parent household, he
dreamed of one day making enough money to live the lifestyle
he wanted.

While in high school, he began his first business selling individual

candy bars, purchased in bulk, to other students, often skipping
class to sell at all three lunch periods. By the time he was 17

45
years old, he was reading success books like Rich Dad, Poor
Dad and The 4-Hour Work Week, which inspired him with the
possibility of being a successful entrepreneur.

At the age of 18, JR decided to start his own business. He knew

he wanted to start an online business, but he didn’t see it as
viable at the time. So, he went after a brick and mortar business
that would cost him less than $10,000 to start, which he had
saved up from working while in high school. He purchased a
tax business, which he managed to grow by 60% in his first
year of ownership. The following year, he purchased two more
locations, owning 3 offices by the time he was 21 years old.

However, this would only be the start of his entrepreneurial

journey. Although JR enjoyed the marketing side of the tax
business, he didn’t quite like all the other things that came with
it, such as filing tax forms and dealing with locations in high-
crime neighborhoods. After witnessing a stabbing incident in
the barbershop next to one of his locations, JR decided to sell
off his tax offices and move to Virginia Beach, where he bought
another location. He ran this location for a year, doing taxes
during tax season and doing sales the rest of the year.

Transitioning to Digital Business

The tax business location JR had in Virginia Beach would be his
last. After owning it for about a year, he sold off that location,
noticing that in-person tax business was declining and online tax
services were increasing. He knew he had to venture into doing
business online. However, he didn’t know anyone who ran an
online business, and he knew he needed a network.

Knowing that people wouldn’t talk to him unless he had a

platform for them to speak on, he had to figure out a way to
network with people who ran their business digitally. JR decided
to start a podcast in hopes that it would help him meet the right
people. The 11th guest on his show would be one of the most
influential in his journey as an entrepreneur. That guest was Dan

46
Henry. At the time that he had Dan as a guest on his podcast,
Dan’s course was just starting his coaching business and his
course was 7 months away from being released.

Once Dan Henry’s the course was out, JR decided to take it.
While taking the course and learning how to build his Facebook
ads agency, it took JR about 6 months to land his first client.
In those 6 months he looked for a client, JR wasn’t making any
money. Once he got his first client, he managed to gain two
more, and in a matter of 45 days grew his business from $0 to
$10,000.

Growing His Business Online

Once JR got his first 3 clients, business really took off. Initially
starting with Facebook ads for Chiropractors, he grew his client
base by offering discounts for referrals from current clients.
With each client he received through a referral, he would reduce
the referring client’s monthly fee by $200.

As JR gained clients in different areas, one thing he learned is

that not everything works the same in the city as it does in rural
areas. Most of the clients he started with were in rural areas,
and he was able to gain them plenty of leads through Facebook
ads campaigns. However, once he got clients in more populated
areas, he had to adjust his campaigns and the way he targeted
audiences. He also had to try to learn the local market and often
had to strengthen the offers, as there was more competition for
his city clients.

Another thing JR did that he credits his success to is finding

a group of like-minded people with similar goals of creating
a profitable Facebook ads agency. Knowing he had a history
of quitting projects before they took off, he found a group of
3 other people who were relatively new to the business and
were going in the right direction. In doing this, he was able to
stay inspired and motivated to continue on his path. He set up a
group chat on Facebook with these 3 other entrepreneurs and

47
talked to them every day, which kept him and the others going.
As he watched others who started out on the journey with him
land clients, it gave him hope he would as well.

Getting Visibility
In order to grow his business to where it is today, JR relied on
becoming more and more visible. Aside from becoming more
visible on Facebook through the creation of his group and
engaging in other groups, he also managed to get himself on 3
local news shows.

If you’re looking to gain some local visibility, here are a few tips
JR has for getting on TV:

• Be interesting - Local TV studios are usually small and

they’re just looking for someone to make their jobs a
little easier. They want to know you’re not boring. Make
a short video for them and show them you’re worth
watching.
• Make sure your story is good - Whatever story you are
pitching them, make sure it’s good. Make your backstory
more interesting if it isn’t already captivating. Suggest a
segment that is tied to something recent, like an event
or minor holiday such as “Social Media Day.”
• Show videos and interviews - Show off some of what
you can do. Studios won’t watch all of what you send
them. They will make a decision off the first 30 seconds
alone.
• Do the work for them - News anchors are busy. If you
do their work for them, they are more likely to bring you
on the show.
• Ask for referrals - Once you’re on a show, ask for
referrals. It will increase your chances of booking
another one.

48
Final Thoughts
JR’s final suggestion for those who are starting out is to go to
live events when trying to learn about the business and network.
In-person events have a greater impact than online events or
courses. It’s easier to procrastinate at home, but in-person
events push you to go forward full-speed. The things you learn at
these events are implemented almost immediately, so you leave
with things already started.

49
GroWInG a dentaL bUSIneSS WItH
adS
An interview with Sean O’Connor

About Sean O’Connor

Located in Dublin, Ireland, Sean O’Connor is a lifelong
entrepreneur, opening his first business at the age of 17 years
old. Since then, he’s built and sold several businesses. Eventually,
he opened his first dental clinic with his wife and lead dentist.
She successfully handles 300 to 400 implants per year, and he
handles the marketing. In time, they managed to add two more
dentists to their practice and open a second location. Sean now
uses Facebook Ads to grow each of his clinic locations.

1. Customer Research
Before running a successful ad campaign on Facebook, Sean
relied mostly on organic content and boosted posts. Though he
had tried running ads before, he found more engagement and
reach with boosted posts. So, that became his go-to method of
acquiring leads for his dental clinics.

As the practice grew, Sean came upon groups like Agency

Scaling Secrets and learned how to research and pre-test an ad.
Once he’d gone through some of the group content, he managed

50
to pin down the right offer, message and target audience. To his
surprise, it was more obvious and intuitive than he’d previously
thought.

By pre-testing the ad and tightening his targeting parameters,

he was able to turn €500 in ads into 60 leads, 40 appointments,
and €90k in revenue. As the money came in, they were able to
hire more employees on a long-term basis and continue to grow
the business.

2. Crafting the Ad
Sean realized early on that he was getting about six to eight long
emails per month, pitching services instead of solutions. No one
was asking him if he needed more clients or revenue. He also
realized that the standard €21 special, and the like, attracted a
specific type of client: tire kickers.

These types of people were out looking for a deal, but would
never commit to a dental practice. To Sean, there were two
issues that seemed to bring on the dreaded “tire kickers”:

1. A low-price, low-value offer.

2. A lacking sales process.

3. Crafting the Offer

According to Sean, his ads had one solid, well-priced offer, and it
was “brutal,” or straightforward enough to avoid “tire kickers”.

He used customer research and pre-testing methods taught

in Agency Scaling Secrets to figure out his target market’s
needs and desires. Then, he went to his orthodontist and asked
what kind of a deal they could offer for that target market.
The orthodontist agreed to take a lump sum upfront, at a 10%
discount, instead of a payment plan that would make him wait
18 months for full payment.

51
It turned out that his target market for orthodontics was mostly
mothers with preteens and teenagers, and a majority were
willing to pay the discounted upfront fee, even though the
payment plan was still available. It was a win-win for everyone.

Sean repeated this process for their other services, but the
orthodontic deal is still their “one solid offer.”

4. Crafting the Sales Process

Another issue that Sean faced at their practice was with follow
up. He realized that although dentists are brilliant, they’re not
salespeople. There was little in the way of follow up, upsells,
and the like. Even leads coming in online weren’t getting calls
to schedule an appointment. He concluded that he needed to
develop a sales process and train the staff on following up with
incoming leads and securing future appointments with people
that did come in.

Along with himself, he had his front desk check all their lead
sources, follow up and set appointments with qualified leads
every morning. Additionally, he created a clarity report that
showed new clients a diagnosis, prioritized by urgency. This way,
the front desk was able to set appointments to fix those issues
more quickly.

The report served to clarify the clients’ needs and make them
more ready to commit to future appointments -- which, of
course, meant more money.

5. Sean’s Advice
While there is plenty to learn from Sean’s experience with the
dental industry, here are some of the most important bits of
advice he can offer.

52
For dental clinic advertisements:

• Don’t offer online bookings.

• Don’t ask for a deposit on a free screening, it doesn’t
make sense.

For agencies looking to serve dental clinics:

• Don’t send potential clients long, useless emails. Be

straightforward, and get to the pitch.
• Pitch the benefits, not your skill set. Dentists needs
solutions, not skills. Speak to the results when pitching
new clients.
• Be “brutal” with ads. Avoid fluffy, roundabout language.
• Offer sales training for the staff. Observe the patient
process for gaps and opportunities. Agencies that teach
the sales process keep their clients.
• Stand-out agencies offer strategy, consultation, and
audit the sales process. The biggest mistake is thinking
that they only do ads. Do more for your dental clients.
• The free checkup/low-value special only makes money
when there’s a good sales process in place. Otherwise,
leads just fall through the cracks.

Final Thoughts
Sean’s final advice to Facebook Ads agencies working with
dental clients is to stop asking the dentist to sell. Dentists are
not likely to be part of the sales process at their own practice.
While it’s beneficial for the dentist to understand the process,
they will be too busy caring for patients to sell to them. Make
sure you train the front desk and office manager in the sales
process so that they will handle it on behalf of the dentist.

53
FroM FaILed bUSIneSS to proFIt In
reaL eState
An interview with Shayne Hillier

About Shayne Hillier

A serial entrepreneur based in Canada, Shayne Hillier began
his digital marketing agency after a failed business venture
that ended in several lawsuits. With a background in I.T., sales
and business management, Shayne joined a few Facebook Ads
groups before finding his niche: real estate. Shayne now works
with realtors and real estate agents to collect leads and convert
them into clients.

The Ups and Downs of Business Past

Before starting his Facebook Ads agency, Shayne had an
extensive background and plenty of experience in business
and entrepreneurship. Leaving his previous job as a high-level
business consultant, Shayne joined a friend’s new company,
lending his friend $50,000 to import product from China.
While it was meant to be short-term, it quickly became a long-
term loan.

54
Shayne eventually left his friend’s company due to the loan not
being repaid and filed a lawsuit against the company, as the
2-year statute of limitations was approaching. However, Shayne
soon found out that cutting ties with the company and getting
his money back wouldn’t be as easy as he thought. The company
later filed a half-million dollar countersuit against him and
two other lawsuits against his family. The company eventually
settled with Shayne outside of court for $35,000, but the
company filed for bankruptcy the same day the settlement was
to be paid, and Shayne was never repaid.

At the time of the lawsuit and the bankruptcy, Shayne and his
wife had just gotten pregnant and recently purchased a new
house. Knowing he needed a way to make money and keep his
family afloat, Shayne began looking into what he could do with
his knowledge of I.T. and web design.

He started floating around in Facebook groups looking for

potential clients. Doing this, he ran into Dan Henry through
a Facebook Ads group he had joined. He felt like he really
connected with Dan Henry’s ideas, but continued to look
through groups for web design clients for another 3 months.
After those 3 months, Shayne finally decided to take Dan’s
course.

Creating a New Kind of Business

Once Shayne began Dan Henry’s course, it took him between
6 to 7 months to land his first client. Most of these months, as
Shayne says, were spent figuring out what he was doing wrong
and improving on his methods. He started off by offering free
trials to potential clients. While he didn’t make much money
doing this, Shayne used the trials as an opportunity to build
relationships and network. Eventually, he found his “champion”,
a realtor who was well-connected in the real estate industry.

Shayne’s first real client is what changed the game for him,
leading him from no clients to having plenty. At first, he booked

55
a meeting with the office manager of a real estate agency, telling
them that he sold Facebook ads. At the meeting, he was told that
the agency already ran its own ads on Facebook and that they
were generating over 400 leads a month.

Knowing he couldn’t sell them on Facebook ads that bring in

leads, he asked, “what are you struggling with?” and the meeting
lasted about 2 hours. Instead of just being a Facebook marketer,
Shayne focused on finding a solution to the agency’s problems.
They had no issue bringing in leads, but they did have issues
converting those leads into clients. That client opened doors
for Shayne and his agency, as he knew then what his business
needed to offer his clients to be of value to them.

Once he was done with the meeting, the real estate agency
signed on with Shayne, paying him $47,000 Canadian.

Being a Solutions Provider

Shayne’s success in his Facebook ads agency came mostly
through adapting to and meeting his clients’ needs. As Shayne
says, “move them from the struggle to the solution.” Like with
his first client, he realized that a client may have a different need
than a service provides, but it doesn’t mean the service can’t
change to fit the client’s problem.

With his first real estate client, Shayne met their needs by taking
those leads they were already bringing and turning them into
customer opportunities by following up with those leads on the
agency’s behalf and scheduling over the phone and in-person
consultations with individual real estate agents. He provided
conversions, training and systems for those leads to become
clients.

While Shayne didn’t have huge success right away, he does admit
that success in this business is a learning process. He knew
that just calling the leads would not convert. Through trial and
error, he tweaked the process and learned the different ways he

56
could convert a lead from a contact to an appointment or client.
Shayne eventually hired real people to call back leads on behalf
of his real estate clients, booking and confirming appointments
for realtors and agents. This gets leads in front of an agent in-
office as soon as possible, which drives higher conversion rates.

How to Work with the Real Estate Industry

While every journey and agency is different, there are certain
things Shayne has found to work best for running a Facebook
Ads agency in the real estate industry.

1. Address the client’s problem. Provide solutions.

Just because you’re a Facebook Ads agency doesn’t mean
you can’t provide a solution for your client outside of just
landing then leads. They probably already have more than
enough leads through other channels, like referrals. Meet
your client where they’re at and find a solution to their
problems. People don’t just want leads, they want to make
money. Leads won’t do anything for your client if they can’t
convert.

2. Don’t let your client focus on the bad leads so long they
mess up the good leads.
Realtors and real estate agents often have a mindset where
they try to chase all the leads and end up losing out on the
good ones. Retrain your client and their team to focus on the
best leads.

3. Fewer leads means your client can focus on leads better.

If you’re bringing in a lot of leads for your client, try to lower
the amount of those leads. The more leads you’re bringing
in, the harder it is for the team to follow-up with them,
which may be causing those leads to convert at a lower rate.
The faster your client follows up with a lead, the more likely
they are to convert. Conversion rates will be higher if your

57
 client follows up with a lead within 10-20 minutes instead of
in 2 hours.

4. Remove the agent from the process as much as possible.

A real estate agent’s paycheck depends on the transaction
he or she may get from a client, but no one wants to talk
to leads. A referral for a home listing is going to take more
of their attention than the cold leads you’re getting them.
If you warm the leads for them by following-up, the lead is
more likely to convert for the agent. It can take several calls
to convert a real estate lead, and the agent doesn’t have
time to do it.

Final Thoughts
Shayne’s last words for anyone in the Facebook Ads agency
game, especially for those working with real estate clients, is be
persistent. Keep working at it and eventually good things will
start to come out. It’s hard work, but at the end of the day, you
will get to enjoy the fruits of your labor.

In the real estate industry, understanding as much as you can

is important. Knowing the lingo and the tribal language is
important to the agents. Talk to agents and get to know the
industry.

58
a MILLIon doLLar aGencY bUILt
FroM notHInG
An interview with Darryl Stevens

About Darryl Stevens

Darryl started his web design agency 7 years ago, after a year
sober from a heroin addiction. Before getting sober, Darryl
lacked a sense of hope, purpose -- a reason to be alive. Though
he never thought about going into web design, he remembered
being good at computers as a child. Working a low-wage office
job for a Taiwanese company, he got the opportunity to redesign
their website, after noting its horrible layout and content. This
was the beginning of his business.

Started from the bottom...

After learning about WordPress from a friend, Darryl purchased
a few themes, began tweaking them, and eventually became
fluent in HTML and CSS. His first five clients came slowly, as he
built his portfolio. He said that starting slow, with lower prices
will help build up your portfolio, which increases trust 10-fold.

His first client came from a holistic meetup group that his friend
invited him to. It just so happened that that night’s meeting was

59
about SEO. He ended up signing on a stranger who owned a
supplement drink as his first client.

From that experience, he taught himself SEO “back when it was

easy” and was able to maintain local rankings for “Austin Web
Design,” which brought in a steady stream of leads. Within three
months, he was able to bring on another designer. For the next
3 years, his agency would triple in revenue annually. He credits
this to shifting away from a poverty mindset and learning to
charge more without losing clients.

He also went online, looking for agencies that were at the level
he wanted to be and asked for advice. One of those agency
owners met with Darryl for lunch, gifted him their proposal
template, and taught him how to get larger clients to trust him.
About a month later, he managed to bring in $20-$30K projects,
up from $2-$3K.

And, right after reading “Design is a Job,” by Mike Montero, he

landed his first $100K website.

“Sometimes you have to argue with your brain’s poverty

mindset,” he said. In this way, he built his business, ultimately
selling it for $1.35 million at the time of the interview.

People, Process, Product...

You need the right people for the job. Darryl always knew that.
He knew he needed to have talented people to create the
product. Within three months of starting his business building
websites, teaching himself how to code and do SEO, he was able
to hire an extra designer.

Looking back, he said that the biggest area he overlooked was

the process. In fact, he didn’t really have one. He would just wing
it and make things happen, but that lead to lots of issues, causing
undue stress on himself and his team. Eventually, he dedicated
three months with his team to create an in-depth customer

60
journey process, which relieved a lot of the issues they faced as
an agency.

Darryl also realized that clients weren’t just asking for a

website. That was just the final product. What they really
needed was a strategic, customer-centric, digital brand presence
that put content first. That was his value proposition.

He learned the importance of knowing the audience before

building the site. Content and strategy should come before the
design. At the end of the day, you’re not just selling a site, you’re
selling strategy and results.

Expert Secrets
Change your mindset…

Darryl started and struggled with a poverty mindset. He never

felt that there was enough to go around. He advocates changing
that mindset and culture through meditation, self-improvement,
or whatever else it takes because it could otherwise cause you
to lose sales.

Fake it til’ you make it…

But don’t lie. You have to be honest, have integrity, and be a good
person, or it’ll bite you in the ass. Even the smallest white lies
can come back to get you.

However, you also have to position yourself for the job you want.
If you want to be known as a large agency, then make sure it looks
like that right out of the gate. Don’t position yourself as a mom n’
pop agency if that’s not what you want to be. Build your agency
like you’re a multi-million dollar agency right out the door.

You’re not lying to people, but you have to position your website
like you are this big, beautiful brand that creates great work
because that is what higher-level clients are looking for. They

61
can discern between who is a low, mid and high-level firm. You
will lose bids over it. Make your agency and brand appear so
much bigger than it actually is.

Hire executives on a per-project basis...

Find high-level executives you can bring on for certain projects,

as needed. You can feature them on your website’s “about” page,
making your agency seem larger and more developed than it is
at the moment. You just need a process that delivers what is
promised to the client.

Become visible...

Once you have a website that attracts the right clients, you
need to become visible to them. Get comfortable generating
leads, asking for referrals and word of mouth. Consider building
partnerships with another website that would prominently
feature your agency. Set up satellite offices at co-working spaces
across the state or country, where you can list as a location even
if you don’t own an actual office there. You can use it for monthly
meetings, and it’ll help bring in more digital leads.

Final Thoughts
Don’t play the rise and grind game. Don’t overwork yourself. It
could lead to burnout, exhaustion, broken families, etc. You do
have to work hard, but you need to have boundaries.

Do and learn to do what you’re actually selling.

If you’re selling SEO, learn how to do SEO yourself before you

sell it. Teach yourself first, and then you can outsource it. That
way, when an issue arises with a client, you’ll know what you’re
talking about.

Know your product and service. You don’t have to be an expert,

but you should know what it is you’re selling on a fundamental level.

62
GettInG HIGH-paYInG cLIentS In
e-coMMerce
An interview with Todd Mobley

About Todd Mobley

Based in Cleveland, Ohio, Todd worked in the music industry,
selling instruments online, for 11 years before starting his
agency. His first client was a Facebook friend who was a retired
sales rep in the music industry and wanted to start an equestrian
retail business. Because of his experience in e-commerce, as well
as his new venture into digital marketing, Todd reached out to
his friend and offered him a free trial. From then on, Todd has
worked with other clients in e-commerce.

Landing the First Client

Todd’s very first client was a high-paying client, paying him
$6500 a month to run his marketing campaigns on Facebook.
However, this isn’t how the story started. This client started out
through a free trial, which Todd offered while getting his agency
off the ground. His client, then a Facebook friend, was getting
ready to launch his passion project: an equestrian retail store,
which sold anything and everything related to horses.

63
Todd knew an equestrian retail business was very niched down
vertical that would be easy to target in ads. He approached his
friend through a Facebook message, told him he was starting
up a marketing agency and offered him a free trial of his digital
marketing services. All the client would have to pay for was his
ad spend, which, according to Todd, the client would have spent
elsewhere in advertisements. Luckily, the client knew the value
of marketing, especially as he was just starting a new business
venture. He told Todd, “I want feet in the door” on the day of his
store’s grand opening.

The client agreed to the free trial Todd offered him. They chose
to offer a free item through the ad to get people in on the store’s
opening day. The ad generated over 100 opt-in leads and 80
people showed up to the grand opening. Of those 80 people,
over half made an in-store purchase. The store’s grand opening
ad campaign brought in over $4,000 in revenue with only $900
in ad spend.

From Free Trial to $6500 a Month

After the one month free trial, Todd’s client signed on with him
for $750 a month. He did a few more months of lead generation
ads for his client on Facebook before his client asked to put
the ad campaigns on pause. About 3 months into being a paid
client, the business owner stopped paying for Todd’s marketing
services. The reason for this was because he wanted to focus on
building out an e-commerce website for his retail store.

In the time after that, Todd moved on to new clients and slowly
grew his agency. About 8 months later, the horse supply store
owner contacted him again. This time, he was ready to move
forward with digital marketing for his online store. He had built
out his website and had good products for sale.

Todd knew this new Facebook ads campaign would have to be

different. They knew the local clientele when running the ads for
the physical store in Cleveland, but they needed to understand

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the market for equestrian supplies throughout the whole
country for the campaign to work. This campaign would become
Todd’s first high-ticket retainer, charging his retail client $6,500
a month, including ad spend.

Todd’s Methods for Landing High-paying Clients

When Todd’s first client came back to him to advertise for
his e-commerce store, Todd took a different approach that
he believes prove his value to the client. When the client
approached him, it was never a Facebook ads discussion, it
was a strategy session. He explained how they would need to
set up a funnel to take customers through to make sales on the
website.

In the case of the horse supplies retailer, Todd knew the

minimum viable funnel would be to drive traffic to the website
from the ad and retarget consumers based on the actions they
take while on the website.

He told the client to think of it as a typical buying decision

a client would go through: awareness, consideration, and
conversion. How you take people through those three is entirely
up to you, but your sales funnel should take a customer on that
journey.

When explaining the strategy he had put together for his client,
Todd used a slide deck. He still uses this with every potential
client. He uses 4 to 5 slides with a high-level strategy plan for
the business. He uses these slide decks, along with Zoom, to
deliver his strategy sessions. For each client he is delivering
a strategy session to, he creates a personalized landing page,
which includes the video and a link to download their proposal.

When creating proposals, Todd says to laundry list everything,

just like when you’re buying a car. Create line items for every
single thing a client is paying for, every service you’re providing.
Make sure to include ad spend in the proposal. Another tip Todd

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has is not to guarantee your clients anything. Show them the
results you acquired for previous clients, but don’t guarantee
them those same results. Your results, as always, may vary
between clients.

Lastly, Todd suggests including customer research and test

campaigns in your services. Like he did with his horse supply
retail client, running test ads and researching your client’s
customer can be business changing. Todd’s test campaigns
typically have between 20 and 30 test ads, and sometimes don’t
lead the viewer anywhere. These campaigns are solely for the
purpose of understanding your client’s customer base and what
ads they engage with the most.

Final Thoughts
Todd’s final thoughts for digital marketers is to focus on top-
level strategy. Show your clients the big picture, so they can
truly understand their problems as it comes to their customer
base and business needs. Having your client understand their
business problems and offering them a real solution for those
problems will earn you more. According to Todd, marketers
doing business this way get 2 to 3 times the going rate for
Facebook ad marketers.

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a Facebook adS aGencY WItH no adS
An interview with Daniel Tapia

About Daniel Tapia

Based in South Texas, Daniel began his Facebook Ads journey
as a personal trainer trying to get more clients online. A long-
time fitness buff and personal trainer, Daniel sought new ways
to gain clients for himself. He started with Dan Henry’s course
and quickly found success in growing his own client base. As he
experimented, tested and implemented, he also began taking on
marketing clients and teaching others how to do what he was
doing.

With time, he created a document with a huge collection of

common questions and objections from prospects. This helped
him develop a new business model that allowed him to charge
more, work less and scale faster with almost no resistance.
Daniel now helps personal trainers grow their own business
through leads and client acquisition.

Selling The Way You Buy

The first change in the way Daniel ran his business came when
he started selling the way he bought. He learned how to look at

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his offer like a client would -- as he would if he were buying his
own product. He realized that no one wanted to pay another
large monthly retainer. They wanted a product at a fixed price
that they could control maintenance on. This revelation helped
him shift his business from just advertising to consulting and
training.

Instead of charging people a seemingly unjustified monthly

retainer, he would set up their lead generating system for them
for a one-time fee and let them take over the process from
there. This particular trick allowed him to start charging more
upfront, do less overall work, and minimize kickback from
prospects.

When he first started, he was working in the contractor niche,

charging $2,500/month and getting a great number of leads for
his clients. It wasn’t long before he realized that the contractors
didn’t actually know what to do with the leads. They didn’t know
how to sell and close clients. This prompted him to shift to a
front-loaded, one-time fee of $5,000.

He developed a high-ticket package to set up their systems and

teach them how to actually get results, with optional consulting
fees as necessary. Not only did this make him and his clients
happier, but it also made them both more money.

Pack & Stack

Daniel’s “Pack and Stack” method allowed him to increase sales
volume even more, with even less resistance from prospective
clients.

The “Pack and Stack” method happens in two steps:

• Package services as a single product. He would actually

tell prospects they’d be getting their Facebook ads for
free as part of the package. This helped Daniel get his

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 foot in the door and increase the perceived value of the
product.
• Stack the value of each deliverable. Show people
how much each thing is work, and then show them the
bundle price. The value of the stack generally blows
people away, eliminates almost all resistance and get
them purchasing swiftly.

As a bonus, Daniel began selling his packages to groups,

seminar-style, which accelerated his growth and reduced
buyer friction even more. As he perfected the process, he began
selling it as another package, telling other trainers, “I’m going
to show you how to do what I just did to you.” He said that their
excitement was almost uncontainable, and the subsequent
results were insane.

Empowering The Client

A massive result of switching from service to product and
offering an upfront fee was that people felt more empowered
in the relationship. It turned out that empowering his clients
meant they were more open and generous about paying his
consulting fees, and they were even more willing to refer new
clients to him.

Getting more money upfront to set up their lead generation and

sales systems also gave him time to teach his clients how to sell,
instead of wasting time doing menial maintenance work. Getting
them a good amount of leads was useless when they didn’t know
what to do with them or how to close a sale.

Helping his clients get results from their leads not only
increased their revenue, but it increased their trust in Daniel
and his methods. Giving customers back the power to run their
own business allowed him to generate more revenue, overall,
than he did before, and all with less work.

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Final Thoughts
According to Daniel, most people don’t charge enough and
are afraid of setting high upfront fees or higher-ticket services
because they don’t know whether they can deliver on the
promise or not.

Daniel’s advice is to start small at first, get the experience you

need and then develop a one-time package once you believe
your services can deliver the results you promise. This will give
you and your clients more confidence, trust and flexibility in the
relationship, making it so much more value, both for your client
and your agency.

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SUcceSS aFter aLMoSt caLLInG It
QUItS
An interview with Jimmy Rutkowski

About Jimmy Rutkowski

Based in Washington state, Jimmy Rutkowsky is co-owner of a
digital marketing firm that helps businesses increase their high-
quality leads. After working full-time at a job with no prospects,
Jimmy began taking online marketing courses and networking
with potential clients. A few flubs and some dead ends later, he
connected with a dentist looking to grow her business through
social media. Just a couple of days after launching the dentist’s
ad campaign, Jimmy’s marketing efforts garnered more than
45 leads. The happy dentist referred Jimmy to her network of
colleagues, and the rest is history.

A Shaky Start
Just 90 days before converting the first dentist’s referrals into
new clients, Jimmy was an unsatisfied service representative
at a 9-to-5 job. Ready to branch out in a new direction, he took
Tai Lopez’s marketing course online and started learning about
social media marketing. A month later, he was done with the

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course and raring to go. He knew he had what it took to start
running effective campaigns. All he needed was the clients.

That was easier said than done.

Eager to get his side project off the ground, Jimmy threw
himself head-first into the networking game. He went to events,
contacted everyone he knew who owned a business and even
reached out to friends and acquaintances. Everyone said no.

He had the knowledge to make an impact in social media

marketing, but he forgot an important rule: being an agency
owner is a sales job. Without a solid networking strategy, Jimmy
was wasting his time. He hadn’t planned out how to approach
business owners or how to turn potential leads into actual
clients in a consistent way.

Getting His Feet Wet

After several networking attempts got him nowhere, Jimmy was
feeling deflated and drained. He was a newlywed at the time and
was tired of plugging away at his full-time job while trying to get
his agency off the ground. Fortunately, a friend who did videos
and photography approached him with an opportunity.

The friend worked with clients who had plenty of content but
no marketing strategy. They needed a way to ramp up their
brand exposure and were open to hiring a marketer. Jimmy took
it on.

He worked with the company for about six months, landing a

few other clients and gaining marketing experience in a few
different industries along the way. But he was still trying to
balance a full-time job with his fledgling agency on the side. So
he decided to contact his friend and call it quits.

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The Big Break
During the conversation that was supposed to signal the end of
Jimmy’s marketing agency and working with his friend — at least
for the time being — his photographer friend threw him a line
before he could say anything.

His friend knew about someone who might need Jimmy’s help.
So rather than quitting his business and focusing on his 9-to-5
job, Jimmy took the client on. A social media manager herself,
she needed help figuring out the marketing aspect of what she
did for a client of hers. He helped her out and built a rapport with
her. Unfortunately, he couldn’t solve her problem completely.
But a few days later, she referred him to someone else.

The new client was a dentist with a relatively large practice

who wanted to grow the business by gaining leads on social
media. In collaboration with the practice owner, Jimmy set up a
simple offer: a promotion for $150 teeth whitening package. He
advertised the offer on Facebook with $150 worth of ad spend.
The advertisement took users to a landing page, captured their
email and sent them a voucher for the whitening.

In just a handful of days, the advertisement got the dentist 45

high-quality leads.

Happy with the results, the dentist referred Jimmy to a network

of colleagues. In the end, Jimmy was able to convert enough of
them to get about 10 new dental clients.

Developing a Specialized Marketing Strategy

To keep his clients happy and continue to get them new leads,
Jimmy developed a marketing strategy specialized for dentists:

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1. Create an Irresistible Offer
In order to draw new customers, the dentists needed to focus
on valuable promotions that were hard to turn down. However,
this didn’t necessarily mean a discount.

To optimize his marketing efforts, Jimmy focused on the

business’s competitive advantage — the aspect of the dental
practice that made it stand out from the rest. Without focusing
on this advantage, the business had nothing to compete in
except price. This was a trap because competing only on price
was a race to the bottom.

2. Touch on Pain Points

To make his offers compelling, Jimmy had to focus on his target
audience’s pain points. For dentistry, this meant honing in on
the right engagement experiences or needs. For example, some
patients go to dentists for aesthetic reasons: to make their
smiles whiter or their teeth straighter. Others need to go to
the dentist for less glamorous procedures but resist making an
appointment out of fear.

To address these pain points, Jimmy marketed content that

connected his clients’ practices to more beautiful smiles and
included staff pictures or videos in his advertisements to help
ease fear.

3. Repurpose Content Strategically

A high number of leads for potential patients means nothing if
those patients all want fillings and nothing more. While some
of Jimmy’s clients were happy just to have new patients, others
wanted an increase in sales revenue, particularly if they were
already at max capacity.

In order to address these needs, Jimmy started using existing

content to make similar advertisements for a look-alike
audiences. After a couple of months with each client, he began

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to focus advertisements on high-end services like Invisalign
rather than low-ticket services like cleanings and teeth
whitening.

Final Thoughts
Before quitting his full-time job, and while working with his new
dentistry clients and planning to take on more, Jimmy was able
to negotiate a deal of $8,000 per month with a large marketing
company. But his trajectory was hardly a straight line to the top.

The morals of Jimmy’s story are clear.

First, be open to new opportunities. Remember that success in

marketing — particularly when you’re just starting out — takes a
bit of luck. But before you can get to that lucky break, you’ll have
to deal with plenty of dead-end projects and frustrating flops.
This will leave you feeling deflated, but if you’re confident in
what you can do, keep pushing until the right opportunity comes
along.

Second, get serious about networking. Whether you know it or

not, every agency owner is in sales. It’s not enough to be good
at what you do. You need let others know it. This means going
where local business people but going with a plan. Know how to
present yourself, your accomplishments and what you can offer
potential clients. Have a structured way of converting prospects
into paying customers.

Third, build rapport with everyone you work with and don’t
underestimate the power of word-of-mouth referrals. You never
know when someone is going to know someone who might
need your services. Don’t burn bridges and don’t underestimate
anyone’s connections. Do your best to build camaraderie with
your clients and the rest will follow.

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FroM bUSboY to beer bUS
An interview with Brett Watts

About Brett Watts

Based out of Charlotte, North Carolina, Brett turned to social
media management after a long career in the corporate world.
For years, he worked a corporate sales job that eventually
lead him to burn out. After taking Dan Henry’s course, Brett
decided to take his social media side gig and go full-time doing
lead generation. He eventually got into event marketing after
bringing on a mobile brewery as a client. He’s now known locally
as the go-to guy for event marketing.

A Burnout Career Change

Brett was waiting tables at a restaurant part-time just two
years ago. For years before that, he worked a corporate sales
job that burned him out. He needed a break from the 9 to 5 life,
so he turned to doing business online for relief, picking up the
restaurant position for basic income.

He began by doing social media management on the side, until

he came across Dan Henry’s course. He saw more value in

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running ads than managing people’s brands, so he switched over
to lead generation full-time.

He worked for pennies, doing ads and social media management

for restaurants, until his friend’s brother launched a mobile
beer brewery. He used the connection to bring them on as a
client. His mission was to market a beer festival for their launch,
where he ended up selling 2,500 tickets over three months and
establishing the brand locally.

During the course of marketing the event, Brett discovered what

is now his 90-Day Blueprint.

1. The Event
When it comes to an event, sales don’t really happen during the
first couple of months. Instead, he used this time to build a list,
increasing awareness and anticipation in the community. He
used Jeff’s customer research method to help tailor the event
and get leads through the survey, which was incentivised with a
raffle and discount code.

After that, he ran giveaways about twice a week for the three
months leading up to the event, giving away two to four tickets
each time. He’d also run flash sales, and offer a great discount to
those who didn’t win the giveaway.

This helped create more credibility and excitement for the

event, all while building a list of emails and phone numbers,
where he’d send updates. He announced winners publicly via
text, email and facebook posts, and sent out weekly updates --
daily on the week of the event. He gave away about 100 tickets
and produced an additional 2,500 ticket sales.

2. The Campaign
Even though he had the technical aspects down, Brett had never
actually marketed an event before. He didn’t know what he was

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doing, so he sought the help of his online marketing buddies,
who helped him with Facebook strategies.

Brett used three things to market the event:

• Radio ads
• Facebook ads
• Social media influencers

Though he used traditional media, the focus was always on

Facebook ads. He used Eventbrite affiliate codes to track sales
from social media influencers.

On Facebook, he started big, targeting a 50-mile radius from

the Charlotte area. He started with really vague audiences,
targeting beer behaviors, live music interests and ticket vendors.
He targeted cold audiences with a high-quality video of the
event and retargeted warm audiences with a photo-based ad.

The event offered two tickets: General Admission and VIP. He

offered an early-bird special for the first few hundred people,
but didn’t push it too hard, increasing the price as the date of
the event closed in.

3. The Results
With $10,000 in ad spend, Brett was able to generate 2,500
ticket sales at varying price-points, build a 4000-lead list, and
pull in a handful of sponsors for the beer fest. Safe to say, it was
a success.

The event owners now call him in for all marketing ideas and
decisions, effectively making him a Chief Marketing Officer, and
they refer him to other event owners, making him the go-to for
event marketing and lead generation in his area.

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Brett went from making $100 a month running restaurant ads
while working at a restaurant part-time to a $2000 flat fee plus
commissions and bonuses through the beer bus event.

Final Thoughts
Brett credits his success in event marketing to meeting his
friend’s brother, the owner of the mobile beer brewery, in
person. See people in person, that’s how you make good
connections that lead to big things.

Brett also knew that even though he had no experience in

event marketing, he had the technical skills and a supportive
community to help him figure it out. Take a gig even if you’re
not sure you know what you’re doing, but figure it out and
overdeliver. Good customer research is invaluable.

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tHe poWer oF partnerSHIpS
An interview with Francis and Kylo

About Francis and Kylo

Based out of Appleton, Wisconsin, Francis and Kylo run a
Facebook lead-generation agency. It began in 2014 as a side-
hustle, as Francis looked into using Facebook to generate more
leads for the gym he owned at the time. Eventually, he brought
on Kylo to be the agency’s frontman. Now they work in local lead
generation, providing end-to-end Facebook marketing services.

From Small, Yet Fit Beginnings...

Francis wasn’t always a marketer. He began his journey into the
digital marketing space as a gym owner, turning to Facebook ads
to generate more leads for his gym.

At the time, he was part of an international mastermind for gym

owners. Being the only one using Facebook to generate gym
leads, he took on a fellow member, who eventually became the
first of 10 international gym clients. Francis took this gym owner
from $3,000 per month to $26K in revenue in less than two
years.

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Over time, he realized that he liked creating ads, but he didn’t
like interacting with clients. He reached out to his long-time
friend, Kylo, to handle the sales and training process for his
agency. Together, they’ve scaled the agency immensely, hiring a
third member and partnering with other local digital agencies.

1. Streamlining the Process

Kylo saw that people didn’t have proper follow up processes
in place to make sales once leads came in. This lead to them
offering an end-to-end solution, from creating content, to
running ads to creating an automated follow up process. This
eliminated many opportunities for the client to mess something
up. It also helped them track and account for every variable in
the process, so they could more easily fix issues as they came up.

A streamlined process also benefits the client. No one wants

to pay for each product or service one-by-one. In their
experience, clients love end-to-end solutions because they pay
for everything upfront without worrying about having to pay
several vendors or contractors themselves.

2. Selling Services
Kylo claims that Wisconsin is well-known for being 20 years
behind the rest of the world, making new technology slow to
be adopted. Though they’ve been intrigued, Francis and Kylo
have had to get prospects comfortable with the idea of new
marketing techniques.

Francis takes a “choose your own story” approach to selling the

services. They explain the process, providing visual cues, such
as a printed bot flow. This way, the client gets to see how their
story would play out on a chat bot, for example.

They explain that they’re just polishing and automating

conversations and interactions that the client is already having
with their market, facilitating the lead conversion process.

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3. Working with Partners
As of the date of the interview, Kylo claims that at least 60%
of their revenue comes from partnerships and referrals,
most of which came from networking meetings and speaking
engagements.

Working in partnership with other agencies allows them to

leverage their partners’ client relationships. They gain trust
and credibility by proxy, and they don’t have to work to gain the
client, because they already belong to the partner.

According to Kylo, they work in a “pass-through” capacity,

meaning that they are recognized in the process but are brought
on as consultants or contractors. This allows the partner agency
to have their normal conversations, only involving Kylo and
Francis during the work itself and having them in meetings only
when necessary. Essentially, it allows the partner to charge more
and Kylo and Francis to spend less time with clients.

The partnership fees depend heavily on the partners’ business

models, but projects normally start at $3,000. For one-off
referrals, they use Jeff’s 20% fee structure. Now that they are
well established, they have switched from a proactive to more
passive approach to gaining these clients and partnerships.

4. Building a Team
When it comes to finding a business partner for your agency,
Francis suggests finding someone you’ve known long enough
and trust. You need to be able to have honest and open
conversations. Sometimes ideas are stupid and you need to be
able to call each other out.

He also recommends finding the right experts to bring onto

your team. Though Francis had a background in professional
photography, he wasn’t very good at video editing. What took
him a day to edit took Derek less than an hour. This shift freed

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Francis to keep doing what he was best at while adding massive
value to their services.

Final Thoughts
Don’t waste time doing things you’re not good at. Pay someone
who’s better and make money doing what you’re best at.
Always explain the process and mentally engage the client so
that they’re comfortable with what they’re getting. They’ll end
up paying you more because they understand what it is they’re
paying for.

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an oUtSoUrced cMo For
FrancHISeS
An interview with Stephanie Saenz

About Stephanie Saenz

Based out of Miami, Florida, Stephanie, or Steph for short, is
a digital marketer who works primarily with massage therapy
spas. Steph started her marketing career at the age of 18,
after being promoted to a supervisor position at a local movie
theater, which she had been working at for two years. In her new
management position, she took over a grassroots marketing
campaign for a film studio contest, and the rest is history. Steph
now manages marketing for multiple spa franchise locations in
South Florida, New York, and Texas.

Sweet Sixteen
Steph’s marketing journey began before she even finished high
school. At the ripe old age of 16 years old, she started working
at a local movie theater, after her father insisted she was old
enough to find a job. Two years later, Steph was offered a
supervisor position at the theater.

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As a manager, she had the opportunity to compete in a
competition where theaters throughout the nation would put
together a grassroots marketing campaign for a particular film
studio’s movies. Since no other manager wanted to participate,
she took it upon herself to create a campaign with no budget at
all, contacting local radio stations and finding ways to get people
in the theater to watch the movie.

While Steph didn’t exactly win the contest, she placed 4th
overall in the nation, which was impressive for a teenage
manager. As soon as she turned 19 years old, the movie theater
chain offered her a position as district marketing manager for
all of the South Florida area. In this position, she managed and
taught theaters all along the Southeast coast of Florida her
grassroots marketing strategies.

New Portfolio, New Job

Steph eventually moved away from the entertainment industry
and applied for a marketing job with the local government.
Though she was attending college at the time, her career was
taking off and she had a hard time balancing school and work.
Because she was doing so well in her marketing career, she
decided to go ahead and apply for a government job she wasn’t
exactly qualified for.

The position required a Bachelor’s degree, but since she was

still in school, she didn’t have one. What she did have was an
extensive portfolio. With her experience and the “social proof”
of it, she managed to snag the job. It took her nearly 3 months
to be hired, but they did choose her over other candidates in the
end, because her marketing experience surpassed that of all the
other applicants.

This job wouldn’t be her last government job, however. Steph

later began a different government job as the marketer for a
cultural arts center, which also required a Bachelor’s degree. In
this role, she has her first experience with digital marketing. The

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cultural arts facility had a relatively large budget for physical
advertisements, which are much more costly than digital ads.
Steph managed to convince the facility to allow her to use some
of the marketing budget to start doing ads online in addition to
the radio, newspaper and billboard ads.

Flying Solo
While working as a marketer at the cultural arts center, Steph
found Dan Henry’s group, which had recently started. She
was part of the beta group before he began selling his course.
Through Dan Henry’s training, she learned about Facebook ads
and social media marketing.

After gaining this new marketing knowledge, Steph quickly

jumped into bringing on new clients, eventually leaving her
government job behind. She began with franchisees who had
old school investors. These investors wanted to continue doing
radio and newspaper ads. Instead of trying to convince them
that wasn’t the way to go, Steph did as they asked, while also
doing some Facebook ads marketing.

She compiled a spreadsheet with all the data from both kinds
of advertising to calculate the costs per lead and per actual
customer. Facebook ads turned out to be far cheaper than the
rest of the marketing methods. Doing this, it took her 2 years to
convince the investors that her numbers were correct and that
digital marketing was the best way to acquire new customers.

Steph’s Secrets
Along the way, Steph gained some valuable experience working
with franchises, particularly those in massage therapy and spas.
The lessons she learned along the way shaped the way she runs
her agency today. Here are Steph’s 4 secrets to getting franchise
clients.

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1. Have a Portfolio
Steph believes that having a portfolio ready to show to your
clients is the most important part of closing a deal. This is
especially true for clients who might do things a little more
old school. She suggests carrying a physical portfolio with
you, as well as having one online.

Some potential clients may not ever get around to seeing

your online portfolio site, so it may be beneficial to have a
physical copy of all your accomplishments in a professional
binder to show to them.

If you don’t have a portfolio built up yet, start one by

offering and completing trials for clients. Tell potential
clients you’re a student and if they agree, complete a free
trial of your services for them. Not only does this increase
your chances of signing them on as paying clients, but it
gives you something to add to your portfolio. Keep and
screenshot everything you do for your clients, even if you
think you won’t use it in the portfolio.

2. Find the Right Measurement

When you approach your potential clients to make a sale,
make sure you are offering the right product for their needs
and the correct results. Don’t sell social media management
or posts if the result you’re promising is leads. This won’t
bring them in leads, and it won’t get people through the door
and turning them into customers.

3. Understand the Corporate Wall

When you’re working with franchises, corporate might
become an issue. Franchises tend to be required to have
their ads approved by the corporate office. You have to
push through those walls in a political manner.

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 Corporations and their franchises are driven by money. If you
get the results you promise, corporate may look the other
way and allow you to work with a franchise. Put yourself in a
position where you understand them and what you can and
cannot do in terms of running a marketing campaign.

Many franchises have a required monthly marketing budget.

Find out what that is by Googling it or pretending to apply for
a franchise. You can also ask a franchisee by calling them and
telling them you’re interested in buying a franchise yourself.
If their required ad spend is 5k a month, don’t show up with a
10k a month contract. Make sure to know their budget first
before sending a proposal or a contract.

4. Bill Your Clients Once

It might be off-putting to clients if they have to pay separate
bills for you and for Facebook. No one wants separate bills
for a single service. Try to match their budgets and bill
them only once, if possible. Clients should be paying you for
everything, including their ad spend.

Final Thoughts
The last bit of advice Steph offers to those who are trying to gain
franchise clients is to prove you can handle multiple franchises
at once. Once you start to work with one franchise and prove
that you can bring them results, other franchises may become
interested in working with you.

Know what works in each area you are working in. What
works for a franchise on one side of the city may not work for a
franchise in another. Same goes for franchises in different cities
or states.

Lastly, your greatest source for clients is referrals. Once you can
prove that your services provide results, the word will start to
spread and you will start to gain more clients.

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WrItInG HIS WaY to 10k
An interview with Danny Velez

About Danny Velez

Danny Velez is a copywriter based out of Tucson, Arizona. He
started out on the East coast, working several low-paying jobs
to make ends meet. He sold insurance policies while helping
his father fix and flip cars and selling items on Craigslist to
make money. He began his copywriting business after taking
Dan Henry’s course and hearing about it. He now writes email
sequences and marketing copy, making up to $10,000 a month.

Getting the Story Straight

When Danny first started on his journey to becoming a
professional copywriter, he was broke, working several jobs that
weren’t making him much money. By day, he sold life insurance
policies, which he was forced to pay back if a client canceled
their policy within a few months or purchasing. He also worked
with his father, who is a mechanic, refurbishing cars and selling
them for a profit. To make extra money, he would also sell things
on Craigslist.

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Looking for a way out of this lifestyle, he took Dan Henry’s
Facebook ads course, where he first learned about copywriting.
At the time, he didn’t know what copywriting was. He thought it
was just telling a story that leads people to take an action.

He started sharing stories on Facebook, including his successes

and failures when it came to writing copy and running his
agency. He eventually was contacted by someone who was
interested in having Danny write for her agency. He said yes,
despite not really being sure what he was doing yet. However,
he used the resources he had and made it happen, and the client
was blown away with the results.

Connecting with Future Clients

When you’re first starting out as a Facebook marketer or
a copywriter, the hardest thing to do is connecting with
prospective clients. Danny did this by getting on his Facebook,
sharing his stories with everyone, and engaging with people. He
just shared his story and got out there. His advice is to not feel
like you have to be perfect. People will respect you for being
honest about being new to what you do. Be genuine and people
will start to pay you for it.

These are Danny’s 3 major steps to connecting with your future

clients.

1. Clean up your Facebook Profile

It may seem trivial, but keeping your Facebook profile
clean is important when looking for new clients. People
that may become your clients will scroll the whole way
down your profile to find out more about who you are. Your
profile doesn’t have to be super professional or like that of
a seasoned internet marketer, but it should include a good
photo of you and your posts should show who you are.

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 Make it looks as professional as possible and write good
posts that show your expertise and your accomplishments.
Make sure your content adds value to your profile, including
your pictures. Get rid of drunk pictures and excessive selfies.
Everything should show people that you are professional
and what it is that you do.

Make sure nothing shows you as irresponsible. Post

“paradigm stories” that show your journey, don’t just make it
about how to be a copywriter or a Facebook marketer. Sell
your journey, don’t sell your services. People want to get to
know you before they spend money with you.

2. Start Friending Could-be Clients

Once you know who you want your clients to be, start
adding them on Facebook. Danny started by adding local
chiropractors in his area and eventually started adding them
nationally. Facebook eventually started suggesting friends
that were in the field. However, he did have to do a bit of
digging at first to find them.

Start by adding people who work in your niche. Check out

and join the facebook groups they are a part of. Show up in
their world so you can slip into their conversations instead
of just selling to them. When you’re interacting with them,
don’t sell to them. Add value to your conversations and just
interact with them. Find out what they care about so you
can meet them where they are. They will eventually go to
your profile and see that you’re legit.

3. Warm Up The Prospects You’re Adding

Once you’ve added people you’d like to take on as clients,
show up in their world like a boss. Look through their profile
and comment on their pictures and posts. Comment and
like things on their profile. Just talk to them and be human.

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 You don’t have to talk to them about business. Congratulate
them on accomplishments or life events.

Interact with them for a few days and then send them a
message and initiate a conversation. Tell them that you
like their posts and that you’d like to talk to them soon.
Just don’t sell to them right away. Warming up prospective
clients properly gives them a higher lifetime value as a
client. They might also come to you for help at some point.

Getting Deals Signed and Prepaid

When you’re first starting out, it may be difficult to get deals
signed with clients, and it can be even more difficult to get them
to pay you before you start working. According to Danny, this
is due to a lack of trust. The best way to get your deals signed
and get prepaid for your work is to establish yourself as a
trustworthy professional.

Clients have to trust you before they will be willing to pay you
before they start seeing results. If they don’t trust you even a
little, they won’t want to pay you ahead of time. They will just
say no and avoid you in the future. People will trust you if your
Facebook profile shows them you’re worth trusting.

Another way to build trust is to have structure. Tell clients how

you work, what the process is and what it’s going to look like.
The logic should back up the emotion you already sold them on.
Have steps in your client journey and explain the process to your
client.

Final Thoughts
Copywriting is all about evoking a certain emotion in the reader
and getting them to identify with the story. When working with
clients, you may need to help them find their story before you
begin writing for them. Whether your client knows it or not, he
or she has a story.

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Ask your clients questions to figure out their story. Interview
them in person or over the phone if need be, and structure your
copy around their story. This is especially useful if you’re writing
a Soap Opera sequence for emails.

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8 MontHS to $7k retaInerS
An interview with Jide Alufa

About Jide Alufa

Jide began his Facebook agency journey with Dan Henry’s
course at the same time that Jeff did. Several months in, he
found himself stuck doing trials and making no money, so he
consulted with Jeff. He began making progress with his clients,
but most of them did not move on to become paying clients.
He began to focus more on sales than technique, upgrading his
onboarding process and learning to value his time. Within eight
months, he was closing $7K deals and is on his way to $30K per
month with e-commerce clients.

The Problem with Trials

In Jide’s experience, the problem with trials is that people
don’t value them, and they don’t want to pay for it later. His
first handful of clients were all trials, most of which did not
become paying customers. However, he highlights two cases, in
particular: A three-month-long trial, and a one-month-trial that
generated $13K with only $700 in ad-spend.

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The first was a dentist trial that lasted three months. The client
paid for the ad-spend, but Jide provided the services for free.
Three months in, Jide panicked. He wasn’t getting results with
$500 a month in ad spend and didn’t know what else to do. After
consulting with Jeff, he managed to generate 30 leads. Tired of
working for free, he gave the client an ultimatum: pay him $750
per month, or stop working together. Within two days, he got his
first real retainer, which he later raised to $1K per month.

The second case he mentioned was a $13K campaign for

another dentist with only $700 in ad spend. When he asked
her to commit to $1K per month plus ad-spend, she said no,
even after such a successful campaign. She claimed she couldn’t
commit to him as a client. Jide shut the ads off and let it go.

In Jide’s opinion, trial campaigns are hit-or-miss, at best, and

a complete loss at worst. His advice is to establish value and
charge upfront to avoid his pitfalls.

The Mistakes People Make

One mistake that Jide sees Facebook ads agencies commit all
the time is undervaluing their services. Most people are afraid
to charge what they’re worth because they’re not confident in
their ability to get the intended results.

Jide noticed that most of his prospects’ knowledge of Facebook

ads came from YouTube videos and a $15 Udemy course.
He knew he had more knowledge and a great, supportive
community with tons of collective experience. He knew that
even if he didn’t know what he was doing, he could count on that
community to help him through.

When you’re starting out as an agency, don’t undervalue your

time or your work. The more confident you are in your ability,
the more your prospective clients will notice and trust you for
it. Of course, don’t lie about your ability and promise a client
something you aren’t sure you can deliver. However, being

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confident in your proven ability, your knowledge and your online
community of professionals is key to gaining clients and charging
what you’re worth. If you feel like you’re not there yet, find that
community online and build your knowledge and experience.

Going from $1K to $7K Clients

When Jide first started, he made the same mistakes he now
warns others against. He undercharged his clients because
he undervalued his services out of fear that he couldn’t fulfill
his promise. After taking Cat Howell’s course, he learned how
to value his time, grow out of that fear, and gain high-paying
clients, going from $1,000 a month retainers to closing $7,000
retainers up front. These are the steps Jide took to get clients
paying him.

1. He Focused on Selling
Jide figured out that he was spending too much time in the
Facebook ad manager trying to figure out how to get the
results he was promising his clients so that he could be sure
he could deliver. The more time he spent trying to figure
things out was time he wasn’t using to gain new clients,
which meant he was losing money. After that, he decided he
was going to focus more on sales.

Jide took Cat Howell’s course and learned how to create a

sales process for his agency. He also learned how to value
himself, his skills and his time. Once he learned how to sell
and establish the value of his work, his agency started to
take off.

2. He Established His Value

After taking Cat Howell’s course, he also learned not only to
value his time, but to establish that value with clients. Jide
makes sure to charge his clients according to his value, and

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 no longer offers free trials. He recommends charging $150
per hour and using that rate to quote clients.

3. Set Up an Onboarding Process

Jide also established an onboarding process which he
uses each time he is starting with a new client. During
the onboarding process, he explains what he does to the
client and what value it serves. He also uses the process to
establish his value to the client and builds trust by asking
important questions.

4. He Charges Upfront
Realizing that clients are likely to refuse to pay once
services are provided, Jide started requiring payment
upfront. He tells clients that without paying for his service
upfront, they cannot accomplish the goals they set in the
first meeting.

5. He Gives Clients a Time-frame

Instead of guaranteeing his clients a certain amount of
leads per month, Jide tells them they may not see a Return
on Investment for a few months. That way, if he can’t get the
results his clients are paying for, he has time to subcontract
it to someone who has experience in the client’s niche and
can get him results.

Final Thoughts
Jide’s final advice for those starting out on their Facebook ads
business is to never do a free trial for a client. If you need to
practice, find a friend who owns a business and practice there,
but never offer someone who you have only a client relationship
with to do work for free. This sets the tone for the rest of your
working relationship, and it makes the client undervalue your
service. When you go to pitch a prospective client, make sure
state your price upfront.

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aGencY GroWtH tHroUGH pUbLIc
SpeakInG
An interview with Andrew Page

About Andrew
Based in a southern suburb of Atlanta, Georgia, Andrew Page
began his Facebook Ads agency career by booking public
speaking gigs in his area. By leveraging his connections to
professionals in the local community, Andrew managed to
positions himself as an expert in the field by speaking to groups
of business owners about digital marketing and the tools
available to them.

Lining Up Speaking Gigs

Andrew Page got his start as a Facebook Ads expert by speaking
publicly in front of groups of professionals and business owners
in his local area. He booked his first public presentation, and
those thereafter, by leveraging his personal network.

Andrew reached out to one of his local connections who

happened to be a chamber ambassador with the local chamber
of commerce. Along with the chamber ambassador, he planned
a short one-hour seminar, which they opened up to direct

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connections they had in the local community. The short one-
hour seminar turned into a workshop that lasted over two hours.

After that initial seminar, attendees asked when he would

be hosting the next one. This lead Andrew to book short
presentations at a local chamber of commerce event. Through
this event, he networked with other professionals and managed
to line up a few other presentations and workshops.

One workshop Andrew hosted had a variety of business owners

attend, each from a different industry. At this event, Andrew
provided general information about advertising on Facebook
and guided the group through a mock ad-building campaign,
where each business owner was able to go through the process
on a handout and ask others in the group for live feedback.

Andrew also had the opportunity to present to a group of

realtors in a Facebook group, which was run by a realtor friend
of his. He did a Facebook live as a side-by-side interview with
the group owner where he presented on Facebook ads and how
realtors can gain leads through social media marketing. Rather
than sell them on his services, Andrew added value to the
presentation by offering the realtors a free funnel if they signed
up for a Clickfunnels account through his affiliate link.

Preparing to Present
According to Andrew, the best way to prepare for a public
presentation is to just get out there and do it. Of course, it’s
important to have something to show, but tons of preparation
isn’t necessary. For his first presentation, Andrew used a slide
deck he got through Jeff, which he then customized to reflect
his own brand. This slide deck included Jeff’s 3 secrets to
advertising on Facebook.

For the speaking events that followed the first one, Andrew did
come a bit more prepared, especially for the workshop, which
was more hands-on. While Andrew believes handouts aren’t

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necessary, he did bring some printed handouts for workshop
attendees, which helped walk them through their own ad-
building so they could apply some of the concepts they learned
at the workshop right away and get feedback from him and
other attendees.

One of the aspects of public speaking Andrew feared the most,

since he was just starting out and had no real experience
speaking in front of groups of people, was being unable to
answer questions asked by those who attended. However, no
one ever asked him about his experience, his results or anything
else he didn’t know how to answer. He did get some questions
that were outside of the scope of the seminar, which he would
respond to by saying he was saving that for another seminar,
which the person asking could attend.

Andrew’s advice for anyone thinking of speaking publicly is:

1. Just go do it. At least for the first one. You don’t need to
be prepared, and you don’t need years of experience for
people to listen to you and find value in what you have
to offer.
2. Don’t worry about an offer. You don’t have to sell or
give away anything at the end of your presentation.
Your presentation already offers attendees value.
3. Record yourself. If you can, record your first few
presentations and have someone watch them and give
you feedback on how you can improve.
4. Don’t panic at big questions. Chances are no one will
ask you anything major when you’re speaking. However,
if someone asks you something big you aren’t prepared
to answer, just tell them you’re saving it for another
seminar.
5. Don’t go overboard. Presentations don’t have to be in-
depth to be valuable. Just give your audience a general
overview.

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How to Use Public Speaking to Grow Your Agency
Speaking in front of a group of people may not seem like the
most profitable use of your time, but can lead you and your
agency to some serious growth. However, it does take time
and some persistence. If you’re starting out with nothing to
offer after a seminar or presentation, you can still network with
attendees and get booked for another presentation. You may
even spark some interest in your services or, at the very least,
spark interest in knowing more about social media marketing.

Once you’ve grown comfortable with public speaking and have

positioned yourself as an expert, you can find ways to monetize
these engagements. They could turn into paid public speaking for
an event, or you could sell recordings at the end of the seminar.

One way to qualify people for a workshop or seminar is to get

them paying you to attend. For example, you can charge $50
up front and those who show up get their money back. This
guarantees that those who pay are invested and ready to show
up to your seminar. If they don’t, then you get to keep the money.
At the end of the seminar, you can offer attendees their money
back or a set of the recordings so they won’t forget any of the
information they learned.

Final Thoughts
If you’re just starting out on your Facebook ads agency and
have a speaking engagement set up, the easiest way to have a
presentation ready is just to screenshot the settings in Facebook
and put those pictures in a slide deck. You can find these slide
decks through Jeff’s Agency Scaling Secrets Facebook group.
You can also create your own slide decks that walk attendees
through the process of setting up ads for their business.

Once you’ve completed your first engagement, leverage the

network at your disposal to get booked for more seminars.
Network with the people who attend your first presentation and
ask “who else do you think can benefit from my seminar?”

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FroM MobILe appS to Facebook adS
An interview with Paxton Hare

About Paxton Hare

Based out of St. Augustine, Florida, Paxton Hare started his
Facebook ads journey as a software developer looking to
advertise his new mobile app. Though he was able to push it
to #9 in the app store, he quickly realized that the margins
were slim and decided to keep delving into Facebook ads. He
began with techniques like “the curious student,” cold calling
and emailing, with no success. He opted instead for meeting
people in real life instead, though he considers himself highly
introverted. Within six months, he went from $0 to $6K.

Starting at Zero with Free Trials

After getting his mobile app to #9 on the app store through
Facebook ads, Paxton began delving more into the ads, realizing
he could potentially make more money than with creating apps.
He purchased a course on Facebook ads and began to look for
clients two months later.

Unfortunately, Hurricane Irma wrecked his business soon after

and he lost his mojo. He backed off for a few months to recoup.

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When he finally got back into it, he started off with the “curious
student” tactic, finding Jeff’s group in the process.

During his time using the “curious student,” he landed a handful

of trial accounts. The problem was that because it was free, the
clients wanted to control the process because they thought
they knew better than him. Unfortunately, he didn’t get any
paying clients out of it, and only managed to get results for one
of them.

He was wasting his time trying to get good testimonials, but

he wasn’t making any money and had no results to show. He
thought, “How am I gonna transition from this to making
money?” This is when he really started to pay attention,
eventually deciding to attend local chamber of commerce
meetings, despite being very introverted.

Meeting People in Person

After seeing Jeff’s method for signing clients, Paxton decided
to start attending networking events regularly. During his first
chamber of commerce meeting, he managed to talk to about
four people, one of whom was an interested gym owner.

An hour after the event, the gym owner called Paxton, asking
for a meeting that Friday. By Tuesday of the next week, Paxton
signed him on and received his first check for $2900.

When on the call with the gym owner, he offered him a

60-minute strategy call. He told the gym owner that, if he
wanted, he could take what they spoke about and run with it
himself. The gym owner accepted and didn’t ask for previous
results. He didn’t get the results he wanted the first month but,
ultimately, it was enough to keep him on.

Paxton notes that at the chamber event, he only casually

discussed what he does offer, commenting on Facebook
targeting, etc. He specifically didn’t pitch anything or discuss

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the details. He took this methodology and ran with it at other
events, finding one or two interested prospects every time.

Explaining Facebook Ads

As he met people in person, he realized that most people don’t
have the answers to a lot of basic marketing questions about
their own business -- let alone an understanding of Facebook
ads. Even his gym client, who had a marketing background,
couldn’t answer key questions about his customers or market.

Paxton realized that this put him in a position of authority,

allowing him to become a guide, of sorts. “Even if you’ve only
been studying this for a month or two, you already know more
than 90% of people,” he said.

Because people don’t really understand what lead generation is,

Paxton starts with the concept of Facebook ads. Once he has their
interest, he gives them the rundown on what it really involves.

This is the way he explains it to prospects: The vehicle gets

you leads. Facebook is the gas that makes that vehicle run. If
Facebook ever stopped being the gas, he would find something
else to run that vehicle.

Once they understand the process, the price is the only possible
sticking point. However, he just presents the math, showing ROI and
the objection is handled. He also guarantees 30 leads per month or
their next month is paid for, which adds confidence and trust.

Final Thoughts
Meeting people in person creates growth. Go meet people in
person, where you can have live discussions and provide a sense
of guidance, and just tell them what you do. Most people don’t
really know what Facebook ads are or how they work. The value
of the service is in asking the right questions that people don’t
think of or know the answers to.

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conVertInG LeadS For dentIStS
An interview with James Cluster

About James Cluster

Located in the Los Angeles area, James began his Facebook
ads agency by promoting in person and online events through
Facebook, such as the Animaniacs Live in Concert. He eventually
began working with dentists after scheduling a cleaning with his
own family dentist and talking to him about his agency and the
results he’s brought in for the events.

Moving from Events to Dental

James began his experience with Facebook ads by marketing for
events that were held in person and online, with much success.
He also had some experience working with clients in real estate
and with chiropractors. However, he didn’t have any experience
working with dentists. This didn’t stop him from signing his own
dentist on as a client.

James went to an appointment with his family dentist for a

routine cleaning. During the cleaning, he talked to his dentist
about Facebook ads and what he does. The dentist decided he

105
wanted to go ahead and give James’ service a try, noting the
success he has had with other marketing campaigns. The results
weren’t in similar niches, but as James said, “it’s not about the
industry, it’s about the tactics.” He told his dentist that he
knows how to get butts into seats and people through the door.

The dentist was hesitant at first since the office manager

typically dealt with the practices’ marketing and had already
worked with a social media marketing agency that only
focused on building up their likes and follows on Facebook and
Instagram. However, James took the time to explain how his
service was different and how they were going to see results
actively, with clients coming through the door and seeing an ROI.

Finding The Right Offer

Before he left his dentist’s office, James asked if they had done
Groupon before and if it had worked out for them. As he had
assumed, it didn’t work out in their favor. They had also run
a campaign for routine cleanings through Groupon, which
according to James, isn’t an effective offer. Patients may come
in with a bad set of teeth, requiring more than just a simple
cleaning, and may leave the practice feeling like it wasn’t worth
the time or the money. Dentists may also lose out with those
kinds of patients, as the work needed to offer that patient a
proper cleaning will cost the dentist more than expected.

Knowing that a cheap routine cleaning wasn’t going to get them

new, long-term patients, James decided to try something else.
He asked the dentist and his office manager if they had any
other low-tier services they could offer. They mentioned their
teeth whitening service.

James decided to go with a birthday offer for a free whitening.

Anyone whose birthday was coming up could sign up for a free
whitening the month of their birthday. The dentist and his office
manager agreed to run that offer.

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Converting The Leads
James began running the offer for the following month about a
week ahead of time, to give those with a birthday the first week of
the month time to plan ahead. The goal of the ad campaign was to
get people to come in for a free whitening before their birthday,
where they would likely be in photos or out celebrating.

James targeted women between the ages of 25 and 50 within a

10-mile radius of the office. For the ad, he used a generic photo
of women having fun at first, later opting for one of the office
staff holding cupcakes with candles.

He created a funnel, using a lead form ad that took people to

a landing page with a scarcity timer, lead capture form, and a
button that read, “brighten my smile.” On the following “thank
you” page, there was an upsell for a consultation, x-rays and
cleaning. The thank you page also included share buttons for
Facebook and Google.

The campaign converted at 35% and lead to booking other,

higher-tier procedures. These procedures included 12 cavity
fillings, 6 crown implementations and 4 root canals, totaling to
over $29,000 in revenue for the dentist during the course of 6
months. Out of 600 total leads, 150 came in for their whitening
and/or cleaning and half of those 150 came in for a 6 month
check up.

James credits the dentist’s 50% return rate for scheduled

appointments to his suggestion on how to end appointments.
He gave the dentist a checklist, which he had printed on business
cards, to hand to patients at the end of every appointment,
along with the usual toothbrush. The checklist asks the patient
to leave a review of their experience and share the practice on
their Facebook wall.

To incentivize the patients to follow through on the checklist,

James hooked the dentist up with a travel company which

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allowed him to run a contest where patients who completed the
checklist would be entered to win a free vacation of their choice
to Mexico, Las Vegas or Orlando. The only catch was they had to
pay for their flight.

Final Thoughts
When you’re approaching dentists about their marketing,
it’s important to realize most dentists are already focused
on marketing. However, most of the marketing they do is
traditional, which includes mailers, on-page SEO, client reviews
and internal referrals. If you can figure out how to nurture an
internal lead to get the dentist a good review (such as with the
post-appointment checklist), you will do great. Dentists want
good reviews, and they want their patients to keep coming back.

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FroM MobILe appS to Facebook adS
An interview with Jamie Eldridge

About Jamie Eldridge

Jamie is based out of Champaign, Illinois, and owns a mattress
store where he first began his Facebook ads career. After
successfully running ads for his own store, he began running ads
for his father’s dojo, signing on more than 150 new students,
bringing the business back from the brink of bankruptcy, and
opening a second location. Though he still owns his mattress
store, his success with lead generation campaigns caused him to
shift into “digital entrepreneurship,” running Facebook ads for
other business owners.

The Mattress Store Campaign

Jamie uses a simple lead generation campaign to sell up to
200 mattresses per month, part-time and with no employees,
on a first-come, first-serve basis. He uses an engagement ad,
reading, “Need a mattress? Comment ‘go’.”

Those who comment are sent to a scheduler bot that lets them
schedule a shopping appointment with him. Using the Schedule

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Once platform, the bot gives them three reminders of the
appointment before offering the option to reschedule.

Because of his success with this campaign, other business

owners, including his father, began to ask him about running
Facebook ads. After enough demand, he gave in and bought
a Facebook ads course, where he met Jeff, and began serving
those businesses.

Martial Arts Marketing

After initially refusing to do so, Jamie came back and began
running ads for his father’s martial arts school. In the first
month, Jamie managed to get 60 leads for a free trial, 26 of
which became long-term student contracts. Although his dad
was more than happy with the number of new students, Jamie
decided not to offer free trials anymore, because people tend
to take advantage of the trial but do not end up converting into
paying members.

After that, he began offering six classes for $15. This was still
an easy offer, and people would normally come in with cash --
usually a $20 bill. For $15, the kids could take the class, and for
an extra $5, they could get a uniform. This made the kids and
the parents feel more like a part of the program, increasing the
chances that they would commit to a contract.

The ads that performed best for him has been 10 classes for
$27, including a free uniform. He cautions, though, never to say
“weeks” in ads for martial arts, dance or gymnastics classes.
Always tell people how many classes they’re getting for their
money, not how many weeks it lasts. This gives them clarity and
increases chances of conversion.

“A confused mind never converts,” he says. “Just tell them what

they’re getting.”

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Jamie also says it’s all about getting the families to fall in love
with the program. If they feel like they are part of the program,
and if you get them to trust you, they’ll buy from you and want to
stay with you long-term.

Quality Over Quantity

In Jamie’s experience, getting more leads is not better. Instead,
focus on conversions. The way to do this is by charging a
nominal fee for the intro offer. It’s easier to ask for more money
if they’ve already paid you for something else.

The intro offer isn’t designed to make the school money. It tries
to cover costs, at best, but the point is to get people through the
door and involved so that they are more likely to become long-
term paying clients. Don’t try to upgrade leads to clients on the
spot, even with a discount. In his experience, it never works. Let
the program sell itself.

Whatever you do, he cautions not to “be the free guy in town.”
Try the $5 trick, where you offer an extra three classes or a
uniform for an extra $5.

Whenever he got a lead for a martial arts school, he would

receive a text message with the lead’s information. He would
then call the school with that information. He made sure to
follow up with the school, tracking leads to see if they came in. If
not, he’d try to figure out where they were going wrong.

Final Thoughts
For martial arts schools:

• Use pictures that instill trust and confidence. Don’t

use pictures of kids fighting or anything that will turn
parents off.
• Shift your mindset about sales. Charge what you’re
worth, and don’t give things away for free.

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For agencies:

• Remember that businesses don’t just want to make

sales, they also want to save time doing menial tasks.
Make sure your bot solves that problem.

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