How My Client Grew Their Info Agency From $54K to $620K/Mo

Añadido: 2026-05-05

[00:00:03]Today we're going to be talking about how my clients scaled their info product agency from 54k per month to 620k per month in just over a year. If you've ever run an agency before, you've probably hit a revenue ceiling and stayed stuck there for months. So, I'm going to show them the system that we built to break through this fast. And it's basically the exact playbook that's working right now. So, in this case study, we're going to go over the offers, the sales process, the training, the strategy, you name it. And this is the playbook that I've perfected over the past 13 years at several agency exits.

[00:00:38]If you've never been on my channel before, my name is Matthew Larson. I've been in the agency space for about 13 years. I started when I was 17, mostly unsuccessfully until I was about 22.

[00:00:50]Since then, I've grown and sold three agencies. Facebook ads in 2017 for multi-7 figures. I was a minority partner in that. Didn't really have too much to do with that sale. Amazon in 2019, the exact same group that sold that one. Sold the Facebook ads one, also a minority partner. And then I was the owner of a landing page and ser agency for e-commerce stores, which we sold in 2023. I was 100% owner of that one, and that was for over eight figures. I'm originally from can Calgary, Canada, but I've lived in Dubai for many years at this point. So, here are some of the things that we're going to talk about in this case study. We're going to talk about about me. Now, we're going to go to the client, the goal of the videos, the problems, the systems, the offers, the sales. Then, we're going to wrap it up with the bottom, middle, and top ofunnel strategies that we used.

[00:01:41]So, this client basically runs a funnel building info product agency based in the United States. It's a young man. I think he's in his early 20s. And they work with two main types of clients.

[00:01:52]They work with essentially people with large personal brands that don't sell an info product yet that probably could. You know, YouTubers, Instagram people, you name it. And then they also sell people who already sell info products. So, it's kind of a dual niche, but they're the same service for both.

[00:02:13]So their service covers everything from the funnel strategy and the VSSL writing, the ad creatives, the media buying and editing, you know it. So the client basically comes in with their offer and then or the client that they're serving comes in with their offer and then my client's agency builds the entire acquisition system around it.

[00:02:32]And we started working with this client when they joined Lead Generation Academy at the beginning of 2025. They actually first learned about me from another one of my case study videos. So, proof of concept that these work if you're ever wondering.

[00:02:45]So, when they joined, they're doing 54K per month the previous month and they've been kind of stagnant between 40K and 60K per month or I think they said 4 and a half months prior. I'm not sure about that, but it was something like that.

[00:02:59]Before they came in, their entire business ran on a flat monthly fee. So, you know, they just basically retainerbased agency. So it was between I should say 40,000 and 80,000 per month or 4,000 8,000 per month retainer sorry and they basically had some side projects. So let's just say they had I can't remember how many clients but they had this many clients on retainers and then they had some side projects and those side projects were usually building oneoff like funnels for either other info product agencies who didn't do that service or just when they requested whatever. They had six retainer clients because I wrote that down, but there was basically no traffic system. There was no real intro offer and there's just like no real funnel outside of their website. They had some YouTube videos. Basically, YouTube videos go from there and go to their website and book a call or they don't.

[00:03:53]And it should be noted that the founder here was a solo operator and basically it was him and a bunch of VAS doing this. So the VAS, a lot of them were script writers, a lot of them were creative strategists and editors.

[00:04:08]For the first half of this case study, like you didn't really have good AI tools, but at the nowadays you do. So a lot of them basically are creative strategists using Claude now, which is a a funny good use case for AI.

[00:04:29]So according to the client, the biggest constraint that they had coming in was the offer and business model they had.

[00:04:37]The flat retainer model capped their revenue per client and made it nearly impossible for them to scale. I think that is particularly a bit of cope, but is also true. It's not necessarily the best model just to stack retainers. If you're going to stack retainers, you always need to be increasing your price and going up market and up market. They also had no way to acquire customers in terms of cold traffic. Everything depended on the inbound from their basically YouTube and referrals which they got which is fine but they can't control those and they can't scale them.

[00:05:07]Very hard to scale YouTube videos. 90% of your clients and traffic come from any outlier videos if you never made them before. Certainly the case with me and certainly case with this client.

[00:05:19]So the goal of the video is to give you real world examples and insight as to what is working and what isn't. A lot of people including me in some areas and sometimes I'm very like definitive where you need to do X Y and Z but a lot of that is just theory. Every business and situation are different and although we probably should start with the theory and start with best practices, we need to be able to adapt based on whatever the constraints are at each time. So I'm going to basically go over this in three parts. So, I'm going to break down every piece of the funnel, the theory behind it, what I did at my last agency I sold, and then what we did for this client.

[00:05:56]And I think that will be give you three like good examples of why we should be doing what we're doing. So, basically, there's four problems that hold every agency back or really any business that sells a service, any business that deals with leads. The first is they don't get enough attention. It's kind of easy enough to understand. The second way is they have no real system to capture, nurture and qualify leads. The third is all their clients come from referrals and networking. And the fourth is they just have no way of monetizing unqualified leads. And no matter how big your business is, one of these four things will always be the biggest constraint. Nice thing is that if you solve problem one and two, you have attention and you have a system to capture, nurture, and qualify leads.

[00:06:40]Problem number three kind of goes away.

[00:06:42]But then it's once you have all these problems solved, it becomes a matter of efficiency. You're going to get to that next leg up in the business and then one of these is going to be the biggest constraint and then you solve it and keep going like that.

[00:06:54]So let's go into why these are a problem if you didn't know. If you don't have enough attention, it doesn't really matter how good you are. Wouldn't matter if my client was the number one info product agency in the world. If no one knew about him, it would not grow. Of the four problems, I think that this is the one that most people need to put their attention to. Prop number two is very much a one-time setup. You have that system. Of course, you can keep perfecting it and optimizing over time.

[00:07:21]Prop number four, you can build those offers to monetize and you might have to put some attention to it, but this is always going to be a battle. Hopefully, you build a good personal brand.

[00:07:31]Hopefully, you build advertising systems. Hope you build outbound teams and partnerships. But this is always going to be an ongoing thing and this is going to be the main lever in terms of problem. If you want to grow, you're going to have to get more attention.

[00:07:45]The second is no way to capture nurture and qualified leads. Like doesn't really matter if you get all of those attention. You have to have a process to capture them usually with a lead magnet.

[00:07:56]Nurture them usually with outreach and email flows and then qualify them.

[00:08:00]either they'll self-qualify and book a call or on the opt-in forms you usually get their revenue and then you can do outbound setting. You need to have a system to do this in every niche in every agency.

[00:08:13]Referrals are great as well. Networking is great. Receiving a lot of referrals and building a good network, you know, those are a great sign that you're doing something right. But it's very, very risky to rely solely on referrals, isn't it? And I have it in bold. The reason that it's so risky is because referrals are largely out of our control. We can't scale referrals.

[00:08:35]It's kind of awkward to think about the concept of scaling your network. You can't really force it in a linear fashion that way. We can't scale referrals, but we can scale our paid ads. We can scale our outreach. We can post more content for more partnerships.

[00:08:49]And if we don't do that, we're always going to be relying on someone else to grow our business for us, which is not not what I want to be doing anyway.

[00:08:58]And then the final problem is no way to monetize unqualified leads. And this is one that I don't think a lot of people really put much attention to, but there's something called inmarket and out of market. So in market means they're actively looking for a solution to their problem right now and out of market means not right. So no matter what happens in any given market about 97% of people are out of market meaning they're not really looking or even qualified or eligible to buy from you.

[00:09:30]You know a lot of the time they're not big enough meaning their revenue or they just can't afford it. a lot of the time they have an in-house person doing that or maybe they're working with another agency. Like whatever it is, there's many possible reasons for this. And if you don't find other ways to monetize the 97% of people who come into your funnel who are not qualified, you're leaving a lot of revenue on the table and a lot of high margin revenue as well. Whereas, you know, your services might have 15, 20, 40% margin like a lot of the other ways such as courses, consulting, referral fees, digital products, affiliate, that kind of stuff has upwards 95% margin. Probably just some software and payment processing fees, right?

[00:10:15]So, this is where I always get started.

[00:10:18]This is my system to basically solve all four of these problems. And this is what I work with every client. So problem number one, right, we have the traffic.

[00:10:29]So we have four ways to do this, right?

[00:10:31]We have our partnerships, we have our outreach, we have our content, and we have our paid ads. So there's at least three reasons why we want to do all of these things. The first reason is that we want to do it for diversity or diversification.

[00:10:48]Think of it this way. If you have all your eggs in one basket, let's say that's outreach and your cold email domains get burned or some policy changes, you're back at zero. Your content just doesn't pop off for a while or your ad Instagram account or YouTube gets banned or whatever, you're at zero.

[00:11:04]Your ad account gets banned or your CPA skyrockets, now you're screwed again. We want to have multiple ways to get attention to ensure that we never get stuck back at zero. The second reason is that each of these make the other ones more effective.

[00:11:21]Isn't that right? So, for example, someone sees your paid ad, clicks on your Instagram, let's say, and you have a bunch of valuable content on there.

[00:11:28]They're much more likely to click on your link, book a call, you know, someone receives your outreach, and they've basically, that's a really bad arrow. They've basically seen your content before, way more likely to respond positively. And there's many many many different you know relationships where that's true. And the third one is there's certain times where people just are not going to be able to be reached on certain things. Like a lot of the time you can only reach a busy executive or you know a highle CEO through outreach because he doesn't spend all his time scrolling or watching YouTube videos.

[00:12:03]Sometimes it's even more extreme and you're only going to be able to get there based on a media partnership, you know, a podcast that CEO listens to.

[00:12:11]Some people like, you know, let's just say roofing if that was your niche, don't really have an email address and don't answer their phone because they're busy working. Like, we need to have all of these different things because for all of the reasons we just mentioned. For number two, here we have basically let's just say you're watching this on YouTube. So content is my traffic source. You go down, you click the link in my bio, download some of my trainings for which is my lead magnet, and now you start to receive my email flows daybyday. Maybe then my appointment setter reaches out to you, determines you're qualified and tries to get you to book a call. That's an example of number two right there where you know we're going to just put capture nurture CNQ leads. And if we don't do that, we're just leaving a lot of people in the middle of the funnel. Some people will book themselves, but a lot of people need a little bit of an urgent number three here.

[00:13:06]So, you know, if we've solved problem number two and problem number one, we've kind of just solved problem number three. One of the beautiful things about it. And then problem number four is a lot of people will just have their main recurring service, won't they? But like I said, if they're unqualified and just pretend that stuff's not there, that's 97% of people who cannot buy this. So what do we do here? Well, number one, we can refer them to someone who can do it for cheaper or maybe a different service, collect our fee. We could package up our trainings and sell them as a course or we could do a little bit of consulting. Maybe we'll sell them a digital product or put our affiliate links for different softwares in our stuff. Lots of ways we can monetize it and we want to do that for three reasons. The first reason is obviously we want more revenue. Sometimes we can do as much as double our revenue when we add these other offers. But these offers are 95 97% margin. There's not many costs on referring someone away or selling a course or doing consulting or selling a digital product. Maybe the time and money it takes to set it up, but that's about it. The other reason why we want to do this is because one of the most important things that I've ever heard is you don't basically make I'm going to screw this up, but you don't get customers to make sales. You make sales to get customers. I think that's how it's going to go here. I'll look it up for next time. So, basically, if you come in and you sell someone a course by or you do consulting for them, maybe they're at 50k per month and your minimum is 250k per month. You're going to work with them. You're going to start the relationship and then maybe down the line when they can afford it and they are qualified, you're going to be the first person they look to. So, like this is how this system solves the problems and this is why this is where I start with all my clients.

[00:15:07]Whenever I do the consulting or I work with the client as a service provider, I instantly think how much of this system have they done and when can we do it?

[00:15:17]And this is what I mean. This is the theory behind it. Building this full system is always going to be the best place to start and then you do stuff that's nuanced to your industry. But I really, really like that stuff. So without further ado, let's get into the different offers for the client.

[00:15:35]In any business, the offers are the most important part and the highest leverage.

[00:15:40]Most people really only have their main recurring offer, don't they? And if you've been in business, you you basically have this, right? It's whatever you're selling. It's the retainer service. It's, you know, email marketing. It's SEO. It's paid ads. it's accounting services, it's massages, like whatever. But there are actually seven different types of offers and revenue streams we should have. So, everyone is going to always have their main recurring service. We're not really going to talk about that. If you're in business, you have this, but the other ones are the intro offer, the referral fees, the consulting, the courses, the digital products, and the affiliate. I don't want to spend too much time on this. We'll talk more about my client, but it's not too hard to understand referral fees. It's not too hard to understand consulting courses, digital products, and affiliate. But we're definitely going to talk more in depth during this case study about the intro offer because in my opinion, this is the one that's most important if you really want to scale.

[00:16:45]So, let's see. Let's start with the offers. So, in the funnel, we kind of talked about it already, but let's just do one more recap. So, here's an offer.

[00:16:55]Here's an offer. Three offers here and two down here. These are for people who are, let's say, really, really unqualified. These are people who are somewhat qualified. And these are people who are very qualified to you being, you know, some a lot of the time you can run paid ads to a digital product or a lead magnet with refer referral links in there. You could either redirect them on your type form to referrals or courses or programs or you can even do it on the sales call if you find that's a better fit for them. Either way, there's many paths and many ways to get these offers in front of people, but we should note that we always want to have our main offer as kind of the thing we're actually promoting.

[00:17:35]So, the ideal client profile, the ICP, some people call it the avatar, is by far the most important part of lead generation. after the offer, but it's a prerequisite from the offer. If we don't do this, every single piece of the funnel, the offer of the lead generation system will attract the wrong type of person. And a lot of people, I don't think are too clear on what theirs were.

[00:17:57]So, at my CRO agency, my ICP was people who use Shopify or Shopify Plus, and they had between 3 and 25 employees. And I didn't put it here, but their job title was founder, CMO, co-founder, owner, CEO, that kind of stuff. That's an example of an ICP. Not just all ecom owners, but some very specific ones.

[00:18:21]So, when you're doing the ICP, like really there's quite a few different things that you could do. And every niche is going to be different, but you're going to get into a lot of trouble when you just say my ICP is X.

[00:18:33]Like if my and you'll see my client's ICP in a second, but if my client just said their ICP was info product sellers, like that would get them into a lot of trouble in terms of their messaging. You can't create a compelling lead generation system and different messaging that appeals to everyone. So a lot of time, you know, age, gender, um, you know, industry, revenue or household income or net worth if it's a consumer, the location sometimes matters, you know, job title, employee count, tech stack can matter, other stuff too like marital status, are you a homeowner in certain cases, but some of these things apply more heavily depending on the circumstance.

[00:19:15]Like for example, if you were doing a fitness offer or you had a fitness business, you know, let's just say a bad example of this is fitness versus fitness for, you know, women who are going through menopause, you know, women plus menopause. Like that is going to lead to a lot different messaging than just general fitness. And I think that's a good comparison of why this is important. There are other ones where it's less obvious, like if you just have something like you're selling auto insurance like I've done for a long time, people would just say, "Oh, everyone has a car, right?" But really, the ICP for auto insurance is people aged 25 to 60 who are homeowners cuz it's often bundled with home insurance and have two plus cars cuz that's more revenue. Very, very important that we do this properly. So, let's get into what my client did. So, my client's ICP and I really had to explain this to them what I'm explaining you now. I'm not trying to dig at them, but they're someone who is already running paid ads. That was probably the most important part in my opinion. It's much easier to help someone scale their paid ads than it is to help get it off the ground from scratch. To me, that's like one of the best ones he could possibly do. But then he also wanted to do a 100,000 Instagram followers and then we kind of jointly came up with an average front-end LTV of at least 10,000. The reason for that, you know, running paid ads, like we don't want to start 100,000 Instagram followers to him is a form of social proof and kind of a qualification on his clients. And it's very hard to basically break even, you know, on ads. when you have the ads spend, you have the closers, you have CSMs, you have all the other costs if their LTV is not at least 10,000.

[00:21:00]Doesn't necessarily have to be because a lot of the people have a back-end offer, but he wasn't sure and I wasn't sure either how sophisticated they would be and how deep their pockets would be to be losing money on the front end. So, that's where this $10,000 number came from. This is his ICP. He's actually been to his credit extremely strict and extremely good at sticking to this ICP.

[00:21:24]They had I swear to God if they had a $9,999 front end LTV, he wouldn't take them. He takes it very seriously. And that's in my view one of the keys to his success here.

[00:21:36]The next thing is the messaging. And the messaging really is also one of the most important parts because the messaging does two things. And I want to circle them here for you. The first is the messaging determines who the algorithm shows your paid ads to. Like both like actually literally you upload an ad. Facebook, Google, YouTube, whatever algorithm transcribe it does their best to determine who it's for and shows it to that person, but then it will also do who your content resonates with. So it's a double whammy.

[00:22:08]Basically, messing up your messaging probably is the biggest mistake. And usually that comes from making your ICP not sharp enough. Right? So if we go back to that fitness example, if we just have that fitness like, oh, I just sell personal training and basically you have that kind of messaging, but you only work with moms who are age, you know, 55 to 60, we're probably not going to get a lot of people in our ICP there, right?

[00:22:39]So at my CRO agency, the top messaging was around people lowering their customer acquisition cost. And what I did that I think not a lot of people do is there are different terminology. And a lot of the time different levels in the same target market have different terminology. Like a lot of people in e-commerce say we want to reduce our CPA. Someone says that that's kind of like a low-level terminology. instead, you know, all my ads had, you know, contribution margin inside them. And then, you know, another angle was like if we have this offer, well, it's kind of like an awkward way to describe it, but I would just throw in buzzwords in it. Like this is going to lead to incremental gains, which is very important for people who have multiplatform, are in retail, have a content strategy. I'm not going to get too much into that, but this is an example of highle messaging versus low-level messaging in the e-commerce niche. And it's very important that we understand how important that is.

[00:23:40]So, what we're really want to do when we do and we talk about messaging, right?

[00:23:44]First thing we do want to do is actually go in a research phase and think of the things that our target market likes and dislikes. And then we also want to go and see the language that they use to describe it. So, an example of this, if you want if you wanted to run great auto insurance ads, go and go to Trustpilot and search up like really any auto insurance company, you'll see right away the things they hate and the language that they describe it with. And then you can basically take these problem circumstances and come up with 25 or more different ad angles very quickly.

[00:24:18]Once you do that, the solution is you and your product the solution to get that outcome that they want. So you're basically tying these over into here.

[00:24:28]And that is the core of good what I call vertical messaging.

[00:24:32]Vertical messaging is basically, you know, finding 25 plus different ad angles that really apply to everyone in your niche. And the reason why we don't just want to have one ad angle or one piece of messaging is kind of like why we don't only want to do one of the client acquisition methods. you know, different people in your target market don't all have the same problems, even though they might all be in the same ICP. Like, for example, with this system we're talking about here, you know, if I did all my ad angles around the content system or around messaging, like some people don't have the messaging problem, some people don't have a content problem, so it wouldn't resonate with them. However, the same people who are indeed qualified might have an ad problem or an outreach problem. So, I want to have all of these different angles. um so I can basically target my whole market. If you don't, you're really going to be leaving a lot of potential people on the table.

[00:25:29]So the client's messaging focused on really four things. Improving and scaling paid ad campaigns, lowering the front-end acquisition cost, lowering the cost per qualified call, and getting the sales team to close at a higher percentage. Almost all their content, almost all their ads are around these things. And before I even started working with him, he had a great, you know, he was doing a great job of applying the messaging that appeals to the higher level people in this audience. It's not learn to sell an info product. It's not, you know, how do I get to $100 a day and spend? It's not how do I hire a salesperson. It's, you know, messaging that implies they already have a sales team. using the higher level terminology and improving and scaling paid ads versus getting them off the ground really is both causing the algorithm to show it to the people who he wants and they're resonating much more with that.

[00:26:26]So, let's get into his offers. The recurring service is the main service.

[00:26:30]We're in business. We have this at my co agency. Our service was 8 to 15k a month sitewide CRO where we did four to eight AB tests on their offer or on their highest traffic pages rather. CRO stands for conversion rate optimization.

[00:26:45]Basically what happens is you have you know page A and then you have page B.

[00:26:53]A is the original B is yours and you split the traffic 50/50 or whatever you want. And then if you can, you know, basically if this has a higher conversion rate or a higher revenue per session or revenue per view, you know, that's the essence of that's the value you're providing. They're not making more money with the same traffic.

[00:27:16]So what we did here and probably this is top three reasons for his good result is we immediately switched from a flat retainer to a revenue share model. and they the client charged between five and 10% of revenue attributable to ads only.

[00:27:32]He didn't do organic because essentially you know a lot of the people had a personal brand already and it's not really fair and it would be a huge objection to overcome and he did basically revenue share mostly because instead of profit share at a lower amount just because most clients were not sophisticated enough to track profit correctly and it's easy for them to just see the revenue number. So the basically key thing here is you know approximately 4,000 I think to 8,000 a month before is now you know upwards on a good month you know his client makes 50 or his client makes 500k he gets 50k of that and now his clients he has fewer of them but they're so much more valuable than they were before. So, he's going for more boutique agency, you know, eight to 12 clients at a given time. Now, he's getting the big bucks for the same thing. He's doing more for them. He has more costs, but he's getting so much more um money per client. And it's, you know, really been paying off for him.

[00:28:38]The intro offer is, in my view, the most important offer. I mentioned it earlier, but it's too difficult to advertise and it's too difficult to do cold email for your main recurring service. The reason for that is it's just very high cost, very high commitment, and you need an easier offer to get your foot in the door. And once you do that, you can upsell them, right? So, at my SER agency, our intro offer was a landing page built where they only pay if it did 10% better than their current one. And that generated a lot of front-end interest for me in, you know, obviously way more than 8 to 15k a month, six-month minimum contract. You only pay if it's 10% better, right? Very good intro offer.

[00:29:20]So, basically for my client here, let's break out the pen too. The intro offer was a free funnel build for qualified prospects. So basically what this meant was the client would build funnel.

[00:29:40]They would use the same VSSL that the person already has and basically they would take the 25 ad angles and basically make them with AI UGC. At the start of this case study they did it with real actors but AI UGC is better.

[00:29:56]And they would boo it all for free.

[00:29:59]So, the prospect would only need to put down a $500 refundable deposit. And basically, this $500 refundable deposit covered the cost that he had to pay his VAS essentially to make these 25 ads and build the funnel. And it also covered the ad spend. because this is such a great offer, you know, I think his cost per call booked is still under $50 and the cost per qualified call is under 100 as well, I believe, or cost per qualified live call. I have it here, under 250 still. So, he's closing a lot of these and a lot of them turn into actual people. The key here that I suggested we put in is we needed a uh basically a performance clause and if the basically what he did there did not lower their cost per qualified call because that's the whole purpose. These people are already running ads and we want this new funnel. We want these new ads to lower their cost per call. Then the if like so if it didn't work then their $500 deposit would be returned.

[00:31:03]But in the contract, we had a clause that if the client didn't test it within 30 days, then the agency would automatically charge them $5,000. I actually knew this at my agency because I had an offer where we don't charge you until the landing page test is done. And I found so many people just wouldn't do the landing page test and therefore I couldn't build them build them. So basically, they have to test it. If they don't, he gets 5K as their card on file and it's just a $500 deposit because of this. I haven't really heard of anyone but that doesn't do it, but 99% of people do it. And basically what he's doing is 2,000 per day in ad spend with this cost per call under $50 and a cost per qualified live call. Basically qualified plus showed for under 250. I'm going to show you later in the referral section what he's doing with a lot of these calls. It's pretty smart in my opinion.

[00:32:05]So consulting is the next offer and it's one of the best things you can do because it acts as a bridge between do-it-yourself and done for you. There's a certain percentage of the market that doesn't fit into either. They don't want do do it yourself, they don't want done for you. And consulting also lets you to have more visibility into successful businesses. And you can learn just as much doing consulting for other people as you know value you provide them. So at my CRO agency, we had a small-cale consulting program for brands who didn't want a course and didn't want the service. I was surprised here. I didn't really think this was going to happen, but it was mostly big brands who hired me for this. People who don't necessarily, you know, they already have an in-house team doing CRO landing pages. They don't want a course. They can't justify hiring an outside person when they have a team, but just wanted a second set of eyes to look on it. I think that's a very common thing when you have the whole offer stack.

[00:33:00]The client in this case chose not to do consulting to avoid splitting their time. I don't really ne necessarily agree with their decision, but it's their agency in their life. I think they could make a lot more revenue for people who are not qualified for their service if they did consulting and they could get more visibility. Hopefully, one day they might change, but this is a situation where everything is nuanced.

[00:33:20]Everything depends on what people want to do, right? It's just not a copy and paste system.

[00:33:26]The next thing is the course. It's another type of offer. Obviously, courses are a group of trainings, videos, SOPs that are bundled together to be a do-it-yourself version of your service.

[00:33:36]I really like these to sell to people who can't afford the service. So, at my serial agency, we bundled up our internal SOPs, made them look a bit nicer, and sold them as a 3K course. We didn't sell a ton of these, to be honest, but it's a great do-it-yourself option for people who can afford it.

[00:33:51]Similar to the consulting here, the client chose not to make a course because they wanted to be seen as premium and don't want their intellectual property to be accessible.

[00:34:00]Again, I don't necessarily agree with this decision. I think they could double their revenue if they had a course and their consulting. But, you know, it's is what it is. And I feel like it's a shame because when people are not qualified and they buy your course or do consulting, eventually when they grow enough to where they are qualified, they just become your client automatically.

[00:34:19]they don't even have to think about it.

[00:34:20]But again, it's my client's choice here.

[00:34:24]The next is the digital products, and they're usually templates, assets, information, and usually cost $100 or less. So, I've tested this a bunch. When you get over the $100 price point on these, it kind of is like a mental, you know, plateau. I don't know if plateau is the right word, but the conversion rate at $97 versus even 150 is like half for whatever reason. You shouldn't confuse digital products with services.

[00:34:50]A lot of people say like their intro offer is $97. That's a service. That's not a product. These need to be, you know, essentially automated in terms of fulfillment. The key is digital product.

[00:35:01]Keyword product, not service. So, at my ad agency, our main digital product was 100 landing Web Flow landing pages for 97. I don't know why I put 100 there.

[00:35:14]This was one of our main paid ad funnels as a digital product low ticket funnel and we sold over 14,000 units of this 97 plus upsells. It's one of our primary ad funnels and it was absolutely perfect.

[00:35:26]Again, this is not really a digital product, but my client sells a 3-day automated workshop that is pre-recorded.

[00:35:32]So, there's no service, there's no fulfillment. This costs around $500 and it's only sold organically through their website. In some ways, it's replaces the course and consulting in their funnel.

[00:35:44]And it shows the basically the three days are how to get your funnel or how to get your offer, how to get your funnel, and then how to do your ads. I still don't like it perfectly, but it has its place. He sells maybe 20 of these a month, which is not bad, but I would still prefer to see the consulting and the course.

[00:36:03]This is where it gets very interesting.

[00:36:07]A lot of people don't understand that they could make a lot of money with referral fees. It's a great revenue stream. If someone is too big or too small for you, you can refer them to someone who can charge the right price or who is better equipped. If people also need a lot of adjacent services that you don't offer, but you know, like e-commerce brand like in my agency, we did zero and landing pages. We had referral partnerships with smaller and larger agencies across SEO, ad agencies, email, and more influencer. I even had accounting agency or accounting firms because e-commerce is a bit complicated and stuff and there's times where we made 50 to 100K per month strictly from referral fees. It's one of the best things you can possibly do.

[00:36:49]This client actually took my advice here and generated a lot of referral fees because he partners with other info product agencies and sends clients that he doesn't want to work with. The client through his adunnel gets about 60 live calls per week. Most of those are paid ads, but typically he stays at 8 to 12 clients at any given time.

[00:37:10]His agency mostly works primarily with these calls as a referral agency for other independent info product agencies.

[00:37:18]So, he just sells it right on the phone.

[00:37:19]Like, if they're not qualified, they don't have that already running paid ads, they don't have those 100k followers, they don't have that 10k front-end LTB ticket, he basically just sells them and like refers them or outsources them away to these. And there's a lot of times where he's doing over a few or over a h 100,000 per month from these fees alone just because he's takes 100% of the first month. So if he sells a 3k retainer, he takes 3k as a referral fee and hands them off. It's pretty pretty smart.

[00:37:50]The next is going to be the affiliate links. And the affiliate links are popular software that your client is going to use anyway and it can build up a lot of MR. my agency, we had the, you know, AI copywriting tools primarily before Chad GBT, you know, AB testing tools for your website, landing page builders and so on. We put them in all our emails, lead magnets, and our site.

[00:38:14]The client puts all of the popular affiliate links for this niche in there, the things like the CRM, the ClickFunnels, the schools, AI tools. And I think last time I checked, he has about 30K in MR purely from his affiliate commissions.

[00:38:29]The next thing we're going to go into is sales. Sales process is where we convert the prospect into a paying client. Most people have, let's just say, very underoptimized sales processes or no sales process at all.

[00:38:44]The three main parts of a sales process are pre-all, on call, and post call. You know, I guess pre-all, you know, before the call, on the call, and then post call. Most people don't do any of these things very well, let alone all three of them. And all of them are very important. And if any of them are underperforming, it's not really necessarily, let's say you had a pre-all flow that was good, on call, and then post call is bad. It's not necessarily like these are one-third. It's going to be like it's 70% worse by not having a good one. And that's really true in a lot of the areas what we talk about in this case study.

[00:39:25]So the sales process is going to be, you know, they're going to the website and then here and they're going to the pre-all flow and the sales call here. And then if they don't, it's going to be like the followup.

[00:39:38]So we need to have this sales process because we've, you know, done all of this work. We're driving all this traffic, capturing and nurturing leads, spending all this money, and it's a shame to get all the way down here and, you know, kind of have it fall apart.

[00:39:57]So, in the pre-all phase, you want to basically force feed the prospect as much information as possible. So, they're going to come to the call educated and prepared instead of, you know, kind of oblivious. What we don't want to have happen is we don't want to have them spend come to the call, not even know what the offer is, and spend half the time on the call educating them at what we sell. It's not what we want to happen. So at my Sierra agency, we did everything to frame them and warm them up. We ran an aggressive 16, you know, part pre-all email flow. We reached out to them by text and phone within 5 minutes of them booking a call and we manually sent relevant case studies to them the whole time.

[00:40:38]So the client was having a serious problem with their show rate and that was because they basically had no pre-all flow at all. So when they shifted to handling all the sales themselves to using the closers, they found the leads were often too early in the sales process, meaning they didn't know that much about what it is they're selling and all that kind of stuff. And that is because they had no pre-all flow. So we had 16 pre-all emails, one every four hours for the whole time. We sent them a text message and a selfie video within 5 minutes. So, we had a bunch of FAQ pages on the or FAQ videos on the thank you page breaking down the offer.

[00:41:18]The on call is the actual sales call part of things. It's very important to have an on call sales process, especially when you have a sales team.

[00:41:26]If you don't, there's always going to be an incredible lack of consistency. And because there's no real process and there's no real baseline, you're not you don't really have the ability to optimize and improve it. So, the best sales call on call plan is basically a one-page plan that they can memorize or have on their other monitor and it acts mostly as a checklist. So, at my s agency, we struggled until we put together a strict on call plan. This is not necessarily a script, but more like a checklist where they can go like, you know, I need you to go this this this to ensure that we get all the objections and get them all the information that they need. And that led to a much higher close rate thanks to the quality and consistency. So, the client was getting or he's having a hard time getting his closers to sell as well as he did. When we first started, it was just him and now I think he has four or five closers, but he was closing more than three times better than his first closers. And that was because he was essentially winging it, which is somewhat fine for him, but not really because he knows all the information. He has all the authority.

[00:42:27]He has the brand. Whereas, when you plug closers into your business, that's no longer the case. So, what we did here is we made a five-part sales call plan. So, we basically had a scripted introduction. This was like 30 seconds long. And basically, they borrow from his authority. So, the reps, you know, talk about his results and then talk about how long they've worked with him. So, it's implied that they have the results, too. The second part is five questions that they need to know for their business. Then we have a presentation that's about 5 minutes long, just like a list of deliverables and stuff. Then there's about 6 to 12 objections that he constantly gets and all of those have three ways to overcome them. And then there's the close. Of course, if they're not ready to pay on the call, we get all of his reps to book another meeting, book followup, and that's basically all they do on the call. It's very very important that you do you know all of those things whatever offer that you're running and the post call phase is what happens after the call. Most people will not buy and pay in full right on the call. So you need to have a system to ensure that you follow up and actually close the deal. So at my zero agency we had a 90-day set of manual follow-ups that started with three emails per week the first week, three emails per week the second week, and then we alternated two emails per week for like essentially what would that be? 10 weeks after that, every Monday and Thursday. On Monday, we did a case study. On Thursday, we did a quick tip. So, this is one of the clients weaknesses that they had almost no follow-up emails at all until we implemented a long follow-up process just like I had at my agency. Ours was manual in that a example, but we did it automated because for whatever reason, he couldn't get his reps to manually follow up with the consistency they need. So after the call, immediate next steps including payment link and contract if he does it. If he's selling to like the referral agency's offer, he does theirs. And then we have a 90-day automated follow-up sequence that is similar to the one that I described in um my thing there.

[00:44:37]So let's get to the next part, which is the bottom of the funnel. So the bottom of the funnel is where we qualify the prospect and get them to book a call.

[00:44:45]That kind of happens in two different ways. is either client will either self-qualify and decide that this is for them and then they're going to book a call or they're going to basically we're going to know that they're, you know, from one opt-in form or another, you know, optin your name, email, phone number, website revenue. We're going to see with that information that they're technically qualified and then we can go look at their Instagram or whatever and then we will reach out to them. So, we use tools such as webinars, communities, newsletters, appointment setters, and more at this stage. Those are all different conversion mechanisms in the bottom of the funnel.

[00:45:20]So what are we doing here? So let's just draw it out. You know, we've already talked about the sales process. That's where we just were. But what we're talking about really is kind of right here. So at this stage, we've, you know, got them through the content. Let's just say YouTube. They're on our email list.

[00:45:37]But now we need to basically show them more stuff, you know, bottom ofunnel content to get them to our determine that they're qualified. Maybe they go to a live workshop, they say, "Oh, this is for me." And now they're say, "Oh, yeah, I qualify." And now they go. Or maybe on this live workshop, let's just say over here, you know, we have the form name, email, phone number, and then revenue.

[00:46:00]Maybe this revenue hits our qualifications, and now this person's in our CRM, and now we should reach out to them. So like that's basically the two ways that it works in the bottom of the funnel here.

[00:46:14]So, a webinar, which I actually didn't know stands for web-based seminar, is a live interactive video presentation held online, and speakers basically share the presentation. If I was doing this live to you, you could argue that this was a webinar. But I did a bi-weekly webinar and sometimes weekly at my landing page agency. And what I did at that was I would basically get some big brands, you know, or not even big brands, different sized brands, and I would get their pages or their landing pages and I would break it down like what what I would do differently. And the thing was to demonstrate the skills and the knowledge, right? A webinar is one of the best ways to convert someone cuz you have basically, you know, an hour, two hours, three hours to condense the sales process and force feed them all of the information that they need to know. The client doesn't currently run webinars.

[00:47:05]They only do book a call funnels.

[00:47:07]I think the next step for them should be a webinar, even a once per month to their email list because it's such a great fit for this niche where a lot of people use webinars too. So, it's a natural fit.

[00:47:19]The next is a newsletter. And the newsletter is a email that's, you know, spent to your email list, tips, news, curated content, whatever. So, at my landing page agency, I sent a five times per week newsletter. This is one of my primary ways I booked calls. And because I was doing such volume on a newsletter funnel and the digital product funnel in addition to booking calls, I had about 397,000 subscribers at the peak. Mostly this was just a short newsletter to do different tips or different case studies that I did for conversion rate optimization.

[00:47:56]So the client followed my advice. He wasn't doing this at the start, but now he sends a mon Monday to Friday, 5 days per week newsletter to his email list.

[00:48:03]And basically, he does the same thing.

[00:48:05]Shares the best case studies, tips, and ideas. This list is basically solely made up of people who've booked a call in the past or have opted into his lead magnet one way or another. We do basically 60-second reads. He does a voice note and then ask Claude to basically redo it. And the main purpose of this is to stay top of mind in their inbox. Even if they don't open it, they see your name in there. The next is a community. And that's just school group, Facebook group, you name it where you just have them all in there. At my CR agency, we had an ecom Facebook group.

[00:48:35]This is kind of before like school and stuff came out. Probably what I would use now. But I'd post in the group every single day and my DM DM setters would be in this group trying to qualify and book calls.

[00:48:47]The client doesn't have a community yet, but we're in the process of launching a free school group that will help him increase his show rate and build his personal brand and reputation. It's very good when you're on sales calls to say like this is our school group. Look, it has thousands of people in it. And you also get a lot of referrals from people in your community. So, he's going to add his lead magnets, record kind of exclusive community videos, and try to do live events in the community. Hasn't started yet, so not too much detail on that, but that's his next opportunity.

[00:49:17]Next is an appointment setter, and that is a sales professional or tool. You know, you hire these setters. Usually, they're young kids or overseas. At my co agency, we had about 15 setters. Five of those were inbound setters for paid ads and content leads and the others were 10 for outbound basically to, you know, LinkedIn, Twitter, Instagram to form partnerships and get more clients.

[00:49:42]The client has two setters per closer, which I recommended. Not many people agree with me on that for whatever reason, but the setters for this one in like basically they do their inbound work and then when they don't have enough leads, they prospect on Instagram primarily. We've also institute a good speed to lead tracking and accountability and right now everyone gets contacted within 5 minutes around the clock. I've actually gotten this client to hire appointment setters in different time zones, Philippines, Malaysia, South Africa, Eastern Europe, Greece, and then, you know, South America, Mexico, so that no matter what time it is and what time someone ups into his funnel or books a call, someone is always online to set them.

[00:50:23]And then the last one is the bottom of the funnel content. So, this is marketing material that's not meant to really get attention. It's meant to convert people who are, you know, nearly decided by basically showcasing your value, you know, how you think, all that kind of stuff. It's a bit different and usually focuses on case studies, audits, you know, that kind of stuff. So, at my CR agency, most of my YouTube videos are bottom of funnel because I already had such high demand from my paid ads and outreach. And my goal was to get people to find my YouTube and watch and then finally decide to buy. We're very aggressive pushing that to the email list, pushing that via our setters to people who weren't ready to book a call and so on.

[00:51:07]The client actually, even before we started working together, does an amazing job of bottle offunnel content, but the problem is that basically all of their content is bottom offunnel. And when they first started, we didn't have paid ads. Now we do, so it's not really a big problem, but we're going to address this in the top offunnel section, but it's pretty good. So they mix up their content by, you know, doing a mix of audits, case studies, how they would, you know, make an offer for the fitness niche, for example, similar videos to mine. And they also wrote a full ebook about info product marketing.

[00:51:41]It's about 250 pages, and they give it to anyone who books a call, which is also not video, but it's also a great source of bottom offunnel content.

[00:51:51]Now, we're going to go to the middle of funnel. So the middle of funnel is where we capture, nurture and start to qualify these leads. So basically what we do is we turn our traffic into email subscribers and then push them down the funnel. The three parts of this are the lead magnets, the opt-in pages and the email flows. So we drive, you know, traffic to our lead magnets through our content and our website, sometimes through paid ads.

[00:52:17]They put their information on our form and then we deliver the lead magnet through email alongside a 30-day flow is what we do.

[00:52:25]So, this is basically how it works here.

[00:52:28]Like, let's just say we're going content again and you're watching this YouTube video. If you see my pin comment or the link in my description, it's to get my 12 free trainings. That's my lead magnet. And if you opt in there and give me your email, you're going to be starting to receive emails from me.

[00:52:45]That's an example of how it works. There are times where it makes sense to run ads to these, but usually it makes sense to run ads when you already have the entire system.

[00:52:56]If you don't have the entire system, you don't have your different pieces of content, you don't have your funnels, you don't have your emails and all of this stuff, running a pure lead magnet funnel typically doesn't work out as well as some of the other types. If you do have the full funnel, in my opinion, lead magnet's one of the best ones you can run.

[00:53:15]So the lead magnet is a free, you know, highv value asset or incentive offered to people to join your email list. So at my CR agency, I had a 248 page lead magnet going over every single part of how to do landing pages in CRO. Also, I have these 12 trainings for lead genes in my description if you want to see an example of that.

[00:53:37]I helped the client create about 150 page lead magnet. What we did was we broke down all parts of their service.

[00:53:44]You know, the paid ads, the funnel, the content, the YouTube, the offer, the ascension, the appointment setting, the sales, like the follow-up, all of that kind of stuff. And I made a typo there, it appears. And then basically the point of a lead magnet is the concept that people judge you based like they don't know how good or bad your service is because they haven't bought it. They're going to judge you on the quality of your free stuff. And if your lead magnet is absolute garbage, they're going to assume your main service is absolute garbage. And it's very important you put as much time and effort. A lot of people are, you know, I don't want to give it all away cuz then they'll do it themselves, right? That's not necessarily or even commonly true.

[00:54:31]People don't really want to do it themselves. They just want to know that you know how to do it. And if your lead magnet can convince them of that, then they're going to hire you.

[00:54:41]The next part is the email flows and this is where you nurture leads. So basically what you want to do in the email flows provide more information, proactively address objections and make it easy for leads to book a call. So at my CR agency, our welcome flow was one objection email per day for 30 days.

[00:55:00]Like what are those kind of objections?

[00:55:01]Will this work in my niche, my country, my language? Why are you different? Why can't I just do that myself? you know, you name it.

[00:55:10]And basically, each email included the problem and then it included a story or example of how to overcome that problem and then an implementation steps to do it and then a call to action to book a call. It's basically what what I said there. So, before we started, the email flows for this client were very short and they were only 4 days. Not a very effective system. So, we implemented a 90-day email flow for the client. For the first 30 days, it's one per day. Similar to the objections that I just said where one objection per day for 30 days, and then for the next 60 days, we alternated between a case study on Monday and on Thursdays, we do their best industry insight. They are booking about 10 times as many calls from their email flows as before, which is faint praise because before wasn't very good, but it's a very strong system for email flows.

[00:56:04]Finally, let's go to the last part, which is the top of the funnel. The top of the funnel is where we drive that traffic. We do so in the four primary ways. The paid ads, the content, the outreach, and the partnerships. We want to do all four of those for the few reasons I went over earlier. You know, diversification, not all our eggs in one basket. Each makes the others more effective. And you can't reach everyone in your audience using only one method.

[00:56:25]Some people just naturally are more inclined to some others. So if we circle that, that's going to be our pay our partnerships. You know, we can get them with cold email or referral, white label media, joint venture. Our outreach, which is our cold email, cold DMs, cold call, prospecting. Our content, usually Instagram, Twitter, YouTube, Tik Tok, LinkedIn. Then our paid ads, usually Facebook, Google, YouTube, whatever niche site is relevant to your agent, your agency or your offer works as well.

[00:56:54]So, let's get into the ads first.

[00:56:59]So, there's a few different types of ad funnels that you could run. Most people run a book a call, some do a webinar, some do DMs, communities, low ticket, lead magnet, newsletter, so on. Many some work better than others based on the business type. So, at my SR agency, my primary ad funnel was actually not that common. It was the low ticket digital product. We sold landing page templates, a hund of them, for $97.

[00:57:25]And then I upsold people into my intro offer or recurring service afterwards.

[00:57:30]The client here mostly uses a book a call funnel and the webinar funnel is on the way. We've experimented with a few different approaches in the past. They didn't do a great DM funnel, which was their original one that they had planned before we started working together. I think that could have worked, but that was mainly an appointment setting issue rather than the type of the funnel is bad. I think a combination of a book a call funnel with a webinar with DMs on Instagram would be like their winning trifecta. And we don't even need to choose between one of them. We want to make one, have it work, and then implement another one because the different types of funnels somewhat work together in the same way as a different type of traffic. You know, if someone sees your webinar and then they book a call, much more likely to do it.

[00:58:13]Someone's in your DMs, they see your webinar, much more likely, okay, I'll go to that and so on. Oh, he has a community. Let's do that, too.

[00:58:21]And then let's go through the type of ads. So to me like the two most primary types of ads in B2B are VSSL type ads and then overlays/statics.

[00:58:31]At my serial agency almost all my ads are VSSLs. So basically you know VSSL let's just say here we had a banner like ecom store owners and then my head.

[00:58:45]We'll just pretend that's my head and then subtitles right under the chin because that's where people want to look. got to be the most common kind of VSSL ad in my opinion, probably the most effective. So, the VSSLs for my digital products started with me talking like that and then went through kind of a screen shared demo about how the templates worked. Worked pretty well for me. The client uses three types of ads.

[00:59:07]He mainly uses the VSSL ads with all of those different 25 different angles.

[00:59:12]He also uses the overlay text/static ad and then he has a bunch of different ads which are basically I don't know he has about 20 of them that are him on a podcast clips talking about marketing for info product and these do a really really good job for him and they all work together in a way that I haven't seen before especially the podcast ads.

[00:59:34]I think I'm going to make some of those for myself as those a pretty good type of ad in my opinion. Next, let's look at the content. So, the ideal content strategy breaks down the different parts or steps of your service and turns them into FAQs. When you have these FAQs and you answer them in your content, you're answering the questions or the concerns that your ICP and your target market has and that causes it to resonate deeply with them. So, an example of this at my CRO agency, I broke down landing pages into different steps such as the above the fold, such as the offer, the site speed, the copywriting, the design, buyer psychology, types of landing pages, you name it. And I just had a spreadsheet with about 30 FAQs for each.

[01:00:17]And I think there was about 12 different categories, 30 FAQs. That's 360 content ideas. You can just recycle and repeat them. You'll never run out of ideas with this strategy. It's one of the simplest ways to make content and one of the most effective. So for the client, we broke down the different parts of this of the service. So basically the paid ads, the content, the appointment setting, the the sales, the funnel, the offer, you name it. And he made those FAQs and made the content around each of those. So he created the 30 FAQs and they're in a spreadsheet. What he does is for the first hour of his day, he does voice notes into his phone with whisper flow and puts those in a clawed project.

[01:00:54]source material, gets a VA to repurpose it for every platform and then schedule and post. It takes him no time at all and he, you know, has never made more content before with that strategy.

[01:01:05]That's my recommended strategy these days if you were wondering. Next is the content schedule. A consistent content schedule across all platforms is important. We want to post everywhere because we never know where someone might see us at every given time, even if it's essentially the same content. So at my SR agency, I posted three short Twitter posts per day and three threads per week. I also posted three graphics per week on Twitter and one autodm. So that's like comment this and I'll send you, you know, whatever. I post client results on every platform once per day, Instagram stories, LinkedIn posts, Twitter posts. Then on LinkedIn, I posted a long form and a and carousel per day. And I posted two Instagram carousels per day.

[01:01:48]This client posts five times per day on Twitter. basically the same schedule as me. He usually posts YouTube videos on Monday and Thursday and he currently doesn't do any short form video five times per week newsletter which we went over earlier.

[01:02:02]But let's go further into the funnel.

[01:02:05]I want to differentiate here between short and long content. Short content are things like your Twitter, Instagram, LinkedIn short form video. These are posts whose primary, you know, purpose is to get attention and drive traffic to your long- form content. So, at my SER agency, I did that exact posting schedule. No short form video, but the link in all of my bios were to my long form content. So, all the content in the short thing you do is to overcome the objections and then you can mix it up to make it more interesting. Like some people, my client does a basic how to do X, then he does, you know, a story or example, then he does case studies. It's the exact same content except, you know, just framed differently to mix it up. I think it's a great way to do it on his end, and it makes his overall content a lot less boring than sometimes it becomes.

[01:03:01]Long form content is what I consider to be 30 minutes or longer. And this is where you have a real opportunity to generate rapport and like really demonstrate your expertise. These are things like YouTube videos, podcasts, and then books, um, blog posts, that kind of stuff. So, at my SR agency, I usually do three videos per week, basically case studies, breakdowns, and then overall tips. Works well for me.

[01:03:27]Um, my client posts primarily on YouTube on Mondays and Thursdays, and he kind of does the same thing. E mixes between audits, case studies, how we build an offer for X and then full content or full courses. I kind of got through to him that he needs to post these long videos. Almost all of them are over an hour and he usually uses slides just like this one. Slides for me gets the most sales calls booked. I don't know, it's just easy to consume, I guess. And the content is primarily to nurture people who come into his funnel through ads and then book a call because they're on the fence.

[01:04:01]Cold email is an unsolicited message sent to a prospect without any connection to, you know, just basically get some stuff. At my co agency, we sent 20k cold emails per day to anyone who had over three employees that had a Shopify store. You know, Shopify, WooCommerce, Magento, some more obscure funnel builders because eventually you run out of Shopify stores to send to, but you do a lot. The client in this case does no cold emails at all and it's not really a great niche for it. It's very small, like realistically a few hundred people in this niche and it's hard to find those people's email.

[01:04:38]Cold DMs are the same as cold emails but on the social media platforms. At my SR agency, I bought or rented at least 30 accounts on LinkedIn and Instagram and Twitter to send more because there's always limits. We use different automation tools to blast the same lists, assuming we could kind of match it because we exported it for cold email, but if their LinkedIn or Instagram was able to be enriched, we would blast them on there, too. Client doesn't do any mass automated cold DMs in this same reason. It's just not that many people in this niche.

[01:05:09]Cold calls, you know, unsolicited. I never did any cold calls at my serial agency and neither does the client here just for the same reason. But then we go to prospecting. And prospecting is the process of identifying, researching and processing or um contacting potential clients, you know, prospects to fill the sales pipeline. So this is a bit different. This is not mass automated.

[01:05:32]This is personalized and you know manual. At my SER agency, I had three VAS doing dream 100 prospecting on LinkedIn, Twitter, and Instagram. And no matter how sophisticated your other stuff is, you know, how great your ad funnels are, all that kind of stuff, I would always recommend everybody do an hour of manual prospecting per day to keep the pipeline full. The main difference between this and cold DMs is, you know, you just blast cold DMs to everyone, but this is very specific and intentional.

[01:06:02]The client does not do the cold email DMs in an automated fashion, but they do this dream 100 processing and they do it a bit more aggressively. It's more like dream 400 processing or prospecting in their case. They have about 400 Instagram accounts that they constantly like, comment, and DM. These are their dream clients that they would like to work with. So, they stay on top of it.

[01:06:21]They have three appointment setters whose sole job is to do this. And if people actually reply, it gets to the part in the conversation where, you know, it's a real opportunity. Then the my client takes over from there.

[01:06:34]Let's go to partnerships. There's four types of partnerships. White label is the first one. So, white label products or services, you know, basically client A sells it and client B fulfills it and client A pretends. At my SR agency, it was one of my main revenue channels. I had about 77 white label partners at my peak, each paying 5K a month. They're mostly ad agencies that needed landing pages to convert their ads.

[01:07:00]The client doesn't formally do white label partnerships, but he often builds a book a call funnel or other info product agencies when they need it and he has space. So, this typically will generate about 30 to 40k per month in one-off funnel builds and it it's good for training, good for keeping his team busy, but there's no real formal process for this. The referral partnership is basically when someone refers, but it's a lot more formal and systematized than just getting a one-off referral partnership from your friend. So, at my SR agency, I had partnerships with all kinds of other ecom agencies such as email SEO, influencer, UGC, Google Ads, Facebook ads, Tik Tok shop wasn't back wasn't around back then, but that'd be a good candidate, too. as well as the landing page builder apps where they would formally and systematically refer to me in order for a fee and for me to refer back to them. The client doesn't really have any meaningful referral partnerships. In my opinion, that's a missed opportunity for him since he could be partnering with, you know, content agencies, YouTube agencies for personal brands, you know, PRs, podcast agencies, who knows? There are people who specialize in these things that sell to the same product like target market the info product seller but are not competitive with him in any way that he could be building these partnerships with.

[01:08:20]Next is a media partnership and that is a strategic mutually beneficial collaboration. So at my SER agency I was featured on some podcasts. I spoke at three live events the year I sold and I did guest posts for a few newsletters.

[01:08:34]Basically, you're leveraging other people's audience to, you know, um, get yourself attention.

[01:08:42]The client has started taking advantage of media podcasts, um, YouTube channels, all that kind of stuff. He's done three podcasts so far and has spoken at three events since we started working together. A very good note is three of his biggest clients, three of his top four biggest have come from these media partnerships, including two from one of the events he spoke at and one who found him on podcast. He probably could have got a lot more, but remember he only takes clients in that ICP, so it doesn't really, you know, he he's kind of restrictive. Overall, it's been very very profitable and important for him. The last is a joint venture and that's a kind of a strategic alliance where, you know, two or more parties collaborate to achieve a specific goal.

[01:09:24]At my CR agency, I wasn't big on joint venture partnerships, but one time I did a 3-day live workshop. I handled the conversion part, another agency handled the Facebook ads part, and someone else handled the email marketing part, and we all promoted it, and it was just pretty good. I got a few clients from it.

[01:09:41]Probably should have done more of that.

[01:09:45]your client hasn't done any joint ventures yet. I think it would be, you know, good to partner with someone similar to the referral partnerships I mentioned, the YouTube agencies, the content agencies, the podcast agencies, all right, that kind of stuff. They could do the same thing I did where they did a 3-day paid live workshop or co-host an event.

[01:10:05]So, the last thing is overall this client grew from 54K to 620K per month in just over a year. Very fast growth.

[01:10:13]They've done a great job. They become a different person as a result. You can see it. Three most important factors were the better business model going to Revshare, the increased traffic, and then the partnerships they started building. If you like this video, comment and subscribe.