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This is Andre. He runs a consulting
business in the music production
industry. And my name is Nick Singing,
founder of Grow Acquisition, where we
help experts build and scale their
knowledge into scalable info products.
And today, Andre will be explaining his
business problems to me, my COO, and my
CMO. And we're going to help him set the
foundation for milliondoll months. He
has a skill set. He has clients. Now,
it's time to become an industry leader
making an actual change.
>> Tell us about your current situation. We
have a personalized mentorship and an
education system for electronic music
producers who want to release
professional tracks in their own style.
Our 6 months revenue is 619,000
and our 6 months net profit is 409,000
USD with a 66% margin.
>> Very solid.
>> So our current problems is sales
tracking, advertising and financing for
clients. In the sales tracking, our data
it's unorganized across multiple
platforms. We need to consolidate it
together and we need a simplified
solution and an SOP for our closer to be
able to help us. And for advertising,
currently we're relying on media buyers
and uh instead of doing it ourselves.
>> A lot of money as well. How much do you
pay your media buyers if I might ask?
>> That's one of the problems. Our media
buyers cheap.
>> Good to find some somebody else and I
think it's good to talk about how we can
optimize the ad sequence to be able to
create that scale. And a good media
buyer is so valuable I cannot even
explain. Like there's two types of media
buyers in my eyes. There's one that
launches ads. You give them ads and they
launch them. Another one is kind of more
of a marketer that knows the media
buying and that's who you want.
>> Yeah. What we've been thinking is we
just want to like advertising is the one
thing in my business that I haven't
taken responsibility for. And we've been
purely organic this whole time. Like
we've crossed over seven of figures in
cash collected purely organic. and
advertising has been the last thing that
we've done. So,
>> how long have you been doing ads so far?
>> About a year. Yeah. So, we're unclear on
the specific ads to create in terms of
cold and retargeting. As I said, you
know, advertising is new to me. So, the
problem is we're based in EU and we're
based in Portugal and when it comes to
like in US there's solutions like a firm
and I think in UK as well and whatnot.
The way it works uh doesn't really sit
so well with our clients because we have
like a broke niche. there's like the
struggling music producer.
>> So, uh, our primary avatars are aspiring
electronic music producers who want to
take their music to a professional
level. So, these are beginners who are
interested in getting started basically.
And we have intermediate producers who
are struggling to finish and release
consistent original tracks. So, people
who have already started but just want
to, you know, take it to the next level.
And then finally, we also deal with
advanced producers who want to break
through the scene, sign on pro labels
and tour the globe. So people who are
already with well within the industry
like they you know they they know they
have music already they know what
they're doing.
>> Difficult question but what would you
say is the split? Is it like 33% all
three of them or what is the majority of
your clients?
>> Most of them are the beginners then they
trickle into the intermediate and less
for the advanced. And we're in the
process of helping people push all the
way down and through.
>> Exactly. Because obviously you need a
financing because there are a lot of
aspiring people right that don't have
the capital to invest up front which
then relates to not having a lot of
advanced clients in the first place. So
that makes sense.
>> Uh in terms of pain points uh struggle
to finish full release ready tracks
constantly stuck in loops. They rely
heavily on presets packs or templates
and everything sounds generic. Uh they
lack structure or workflows. Uh progress
feels random and inconsistent and
they're overwhelmed by conflicting
tutorials and advice without
personalized feedback. So this is
something that for music producers in
general like having real feedback not
just from friends and family but like
you know constructive feedback yeah is
very uh it's very important for them and
that's something that we provide. So the
transformation that we offer is we help
aspiring electronic music producers
become professional artists with unique
sound a professional workflow. Our
mechanism is our 12month framework that
combines one-on-one with professional
artists. Also we do five weekly live
workshops. It's the group delivery model
is one-on-one coaching, group coaching,
and self-paced course. And we have a
mastermind as well
>> as an upsell or is that just
individually included in the main program?
program?
>> We have a low ticket, we have a mid
ticket, we have the high ticket, and
then we have the mastermind.
>> I see. Fantastic.
>> We have full funnel.
>> Would you say your your your end goal or
the outcome that they're looking for, is
that related with money? Because the
question I have is, do these music
producers, do they want to become famous
or is it mainly like the money aspect?
you're I want to really build a career
and make money out of it.
>> Yeah, that's a good question and I would
say it's not the money. Money is not
what drives these people. This is more
of passion. If the money comes, cool, it comes
comes
>> but they want more of the status.
>> I see massive pain points that we can
tackle there on a personal level to
these people as well. When you when you
have these personal pain points in your
content, whether with our offer, it's
about money. You guys are here to make
money. We're all here to make money
right now. So, like that's what we're
going to do. You see what I mean? into
it is a different outcome if that makes sense.
sense.
>> Mhm. Yeah. We have a uh one-on-one
coaching and a group coaching. That's
our mentorship. Uh our annual it's uh
4,000 USD price point. And for 2 years,
this is what we mainly sell. It's 6,000
USD where we've actually created a new
one where we include the mastermind
>> and we actually have a a 12K USD offer. Now,
Now,
>> talk percentages. I'm curious based on,
you know, the people that come in. the
combined one is is new and it seems like
everyone's more interested in that one >> really
>> really
>> the inerson thing actually being able to
be with the artists and also because we
wrote mastermind but it's more of like a
retreat it's like a one week
>> and I I see greater content
opportunities there as well
>> it's going to be the eighth year in a
row we're doing the mastermind it's
always sold out I've never marketed it
it's always been sold out through ascension
ascension
>> all these years that you've done that
have you leveraged this in long form content
content
>> no the mastermind has always been kind
of like a secret only people inside know
that it exists basically
>> but the mastermind can be an marketing
asset also for the core offer right
because it brings visibility for your ICP
ICP
>> good thing I have eight years of recordings
recordings
>> there you go we can still leverage it
that's amazing you know how Sam Ovens
released this old school you know like
whiteboard type of videos 2 hours long
that everybody loves to watch that's
exactly you in your BDC niche
>> so with the core offer you said a lot of
people go for the 2ear 6K right what
made you guys choose for 4K 1 year and
6k two years because in general it's
quite a long period for a program.
>> The only difference between that is
basically additional one-on-one sessions
with with the coaches.
>> Otherwise, everything is the same.
>> Everything else is the same. The first
offer was a 12-week program. I tried a
sixe program. I tried an 8week program.
Let me tell you, man, you are not going
to teach someone how to become a
professional music producer in 6 weeks.
It's not possible in 12 weeks. No, I
actually think that the four and the six
is like very attractive pricing because
if you look at that and you let's say
you have the 6K, it's a no-brainer,
>> dude. It's cheap. Like we are at the
limits in our space. I'll tell you that.
>> One of our clients, he was charging
$4,000 and he never believed ever and
he's one of the top that he could charge $10,000
$10,000
um for that specific done with you
offer. Now they have done for you offers
that they sell for $65,000 upfront. So
when you really gain that credibility,
you become the biggest person ever. Not
only from a perspective of just scale,
clients, and amounts and volume, but
also credibility, status, and brand.
What is your current paid in full rate?
>> Dude, it's low, dude.
>> Yeah. Yeah. It's like it really just
depends on the person because like I
said, we're selling to struggling
musicians. Maybe 2%. >> What?
>> What?
>> Maybe 2%.
>> Oh, really?
>> Wow. That is very low. So most clients,
what is the payment plan they choose?
kind of just figure out like, look, so
what can now that you know the ticket,
what are you putting down here today and
how can we split the rest? So, uh, yeah,
for our additional offers, we have a low
ticket. It's like the free slice of
pizza. We give you a free slice, you
taste it, you're like, "This is the best
pizza I ever had in my life. Let me get
the whole pie. Let me walk in." Right.
Our low ticket offer, it's our first
very basic showing them how to do the thing.
thing.
>> It's an easy win for them.
>> It's Yeah, it's that first easy quick
win. And then that's where we have the
mid ticket, which it's a self-paced
course. So this is kind of like the DIY,
right? I'll call it the A to Z. We show
you from the beginning to end how to do
the thing. And then um we have
>> group mastermind 101. Clear. Great.
>> So we get clients primarily through
organic historically like since we
started. It's always been organic. We
only started uh with paid ads recently
like was mentioned and it's July of last
year is when we started.
>> Yeah, I think so.
>> Yeah. We have 45,000 subscribers on YouTube.
YouTube.
>> That's a gold mine YouTube for you guys.
>> Yeah. And uh right now our paid ads are
only on Meta and our monthly budget is
7,500 USD.
>> So this is how many clients we help a
month. Um our average month for inbound
is around 600 leads and we're getting
around 170 booked calls. Average
outbound, we don't have concrete data
enough to provide you, but we are
starting to do outbound now. It's not
cold, it's warm. It's people who have
opted in and they either didn't book a
call or they missed a call and we need
to get them back in
>> back in the ecosystem. >> Yeah.
>> Yeah.
>> Our active high ticket clients, we have
160 members. Uh sales data for the last
6 months, uh so our total leads are 3,47
total sales calls 760.
We've enrolled 94 clients and our
average monthly revenue is 103,000 USD.
>> Let's break a couple things down. When
you say total leads, what does that
mean? People that booked in a sales call,
call,
>> opted in.
>> Opted in.
>> Opted in. Okay. So, how do they opt in?
How does the funnel work like exactly?
>> So, either organic or cold, they point
to the same VSSL. First, they opt in,
then they get hit with the VSSL.
>> Who does the sales? You said you have
closers. How many closes do you have?
And how does that operate?
>> I used to do all the sales. Um, we've
tried so many solutions to get other
closer on board. We've tried this, that,
and the other thing. We've burned so
much cash, so much time. Our clients
smell salespeople and it repels them.
>> So, our ads and funnel performance,
total ad spend, uh, $45,000 USD plus,
our CPL is $34 USD, total leads is
1,020, and deals closed is 83. And this
is from Meta specifically, just
>> got it. So, majority of the deals closed
are coming from ads
>> right now.
>> Wow. But you have such a strong brand.
It's so interesting.
>> And and we're trying to scale it, you
know. So, yeah. you have no clarity on
how to scale up the ads. Maybe there are
problems that we could find it organic
to make it more scalable. And as well as
you have to understand an ad funnel and
an organic funnel go hand in hand. Even
though it's VSSL and not let's say
profile ads, people will see the
Instagram, people will see the YouTube
and you should relate all these topics
and all these assets within the adunnel
to make it as profitable as possible.
Another question, whenever you book a
sales call, do you send people a pre-all
asset where you explain them things
about the offer, their situation, and
things like that? How does that work?
>> Yeah. So, when people book a call, um,
you know, they get in a flow and also
they get sent, uh, we have a landing
page with another VSSL and other videos
like FAQs, but they're kind of just like
pre-handling objections.
>> What is holding you back from spending
more money?
>> I didn't learn ads yet. Yeah, I think
there's a lot of resistance between us
and our ad buyer. Honestly,
>> you guys have a 66% margin. Let's say
your average ticket is what, 5 and a
half, 5K. >> Mhm.
>> Mhm.
>> So, you're bringing home, let's say, at
least $2,500. You're spending $500 for a
CPA. So, you're taking 2K home. >> 66%.
>> 66%.
>> Based on this, there shouldn't even be a
discussion in my eyes that you guys
should just raise your budgets. You know
what I One of the fears we have is that
the ads that we're running are not good
and we don't want to scale bad ads basically.
basically.
>> I see. So why do you feel like your ads
are not good?
>> Because I know we can do so much better.
>> And if you've seen our ads, if we showed
you our our uh meta ad library, I'm sure
you would agree. Our advertising, we're
just now starting to get into this. Um
and what I mean by that is I'm now
starting to take responsibility for it.
>> Yeah. No, I mean it's it's fair enough
and you should 100% because obviously
this is a successful channel. But if you
guys look at the numbers once again,
it's like a 10x rorowass. Any business
that I've ever worked with that they've
ever worked with, if you see a 10x
rorowass, you increase the budget. I
understand that you guys have fear
around the ads. I mean, I've I've
personally managed over $und00 million
in ad spend. 20% per day is the max
generally, especially with how much you
guys are spending. And so I'd be very
curious to see how far you guys can get
until that CPA starts harass. But it it
would be stupid if you don't.
>> All right, a couple things we need to
talk about. The first one is ads. We'll
divide this into two different things.
So the first thing is called top of the
funnel. And then the second one I want
to talk about is retargeting.
Scripting is very important because you
said you have you have good creatives,
right? You think you can let them
perform a lot better than they currently
do. And we think we have to make a lot
of reoptimizations in the copy as well
as the visual, the design to make it
perform better. And the last one is
tracking. So what I'm going to do is I'm
going to walk you through the sequence
of how I think you should approach this
system. We have a couple different steps
here. So you have two different
campaigns that we can run. First of all,
we have an campaign. And then the
second thing is a CBO campaign. Facebook
decides where to spend the money with a
CBO campaign. Right? with an
campaign, probably what you're running
right now. You technically manually
choose where you allocate the spend
towards. So, as an example, let's say we
want to run the profile funnel.
campaign simply means what we're going
to do is we're going to run a new
campaign. This is a new campaign and we
divide this into multiple adsets. So, as
an example, we have three different
adsets. Technically focused on broad
could be focused on specific interests.
So let's say one will be broad, one
could be one specific interest. What we
do is we give all these specific adsets
one specific spend. Meaning we could
spend 50 bucks per day on all of these.
When we have this running, we attach
creatives to it. So we can see exactly
based on the amount of money that we
spend which creative works the best. And
what happens now is because all the
spend is equal then we'll figure out the
exact proportion in which we know okay
cool we spent 50 here 50 here 50 here we
can see exactly what the winner of the
creative is that it's going to be like
after we're going to go into scripting
and how we should create the visual of
the creative so you have more clarity on
that. Let's say we have 10 creative
launches. When we spend let's say $50 on
an individual adset, we have five adset
running. We have let's say five
creatives or we add multiple creatives
to that. We can see exactly which
creative is performing well. So we
utilize the campaign purely for
testing. We purely use this only for
testing. Normally this is a 4-day
sequence. So we have 4 days in which we
test this whole process before we make
any other changes. After 4 days, we can
either increase spend or change certain
things because when you've spent $200 on
a certain campaign in 4 days, we can
already clearly see based on the data,
the Facebook dashboard, which creative
is the best, >> right?
>> right?
>> When that happens, we technically take
the post ID from the creative that is
working extremely well. >> Mhm.
>> Mhm.
>> So, the top creative will take the post
ID. You have a file, you save the post
ID. what the post IDE means. It's
technically um
>> like like the link in the slug.
>> Exactly. You also have a pixel, right?
>> Yeah, of course.
>> Pixel, right? See, the pixel optimizes
and gathers all the information. It's
like a memory. So, it knows exactly
where to spend towards. Now, after we
run the campaign for 4 to 8 days for
us to see exactly what's working, we are
going to run a CBO campaign. And this is
where the money is made because what
you're currently doing is you're
probably running an campaign. And
then, as said, as we described already,
we need to increase that spin anyways.
So how a CBO campaign works is we run
one specific campaign to one adset. This
adset has spent which could let's say be
$250 a day. So it has all the spent
included in one specific adset and this
adset is focused on broad. So instead of
us focusing on an interest and on one
specific market, we going to let
Facebook decide who we going to target.
And because we can make optimizations in
the funnel, we can see exactly which
lead is qualified that comes through the
door and which ones we don't want as an
opt-in. Facebook constantly memorizes
the quantity of leads that are coming
in. So now, because we have this top
creative, we can duplicate the post ID
to the new creative. So it memorizes all
the flow that the engagement and
everything like that. So immediately
when we will start running ads, it will
create the most amount of profitability
on this campaign. And even though you
don't run an campaign anymore, you
run a CBO campaign. Facebook now
decides, okay, cool. We're going to
allocate $250 of spend to this creative
and zero toss, >> right?
>> right?
>> This is so powerful because two things.
There's a lot of people who think
they're smarter than Meta. You're not.
>> Nobody is. Okay? They have all of the
data in the entire world. Generally, now
in a few hours, it can tell whether an
ad is a winner or not. Okay? When you
set up a campaign structure like this,
you're going to find winners very
obviously. So, let's say you have, you
know, five ads on each of these adsets,
you'll generally see that one of them is
performing very well based on CPA. It
could be the lowest, all these different
things. In your case, because people
generally aren't buying on the back end,
you also have to be conscious about
quality, right? Just because you have a
low CPA does not mean it's a good ad.
That's actually one of our problems as well
well
>> as you said right like we don't have the
best performing ad right now meaning we
make better ads better creative and
better copy
>> and better visual
>> we work with a ton of creators um who
run ads in a in a very similar format a
lot of them come to us and they say hey
I'm running these ads the quality is
horrible okay my cost per lead is very
very cheap and so we look at their
creatives and we find out that a
majority of their creatives are
completely lifestylebased what we'll see
is hey you need to focus more on your
specific niche and focus on business
it's that simple When they do that,
generally their CPA will rise, but their
cost per acquisition is it it
dramatically lowers.
>> It's very simple. For sure.
>> It saves time for the closers. It it
just helps the funnel overall. And this
is the most important part. The data
that you send back to Facebook is so
important. I can't reiterate on this
enough. If you send bad data back,
Facebook is going to go find more people
that are just like that. Do you mean
like like lookalike whether it's an
inclusion or like ex
>> even with the creative when you give
Facebook only lifestyle format how do
you ever think it will produce a quality
lead if you make 10 different creatives
and all these creatives are around
lifestyle right Facebook can never grasp
the right data for you to attract the
right leads
>> well in our situation we don't do any lifestyle
lifestyle
>> correct correct yeah I'm just talking
broad so I I'll explain to you the data
that's getting sent back so the first
thing that you should do is talk to your
media buyer get the actual leads that
have closed and send them back to
Facebook, you can manually send them
back and say, "Hey, these are
conversions." That's the most important
thing because they'll find more people
like this. The other thing that you can
do, you said you're not actually asking
questions in your funnel at all. Correct.
Correct.
>> Our our landing page has an optin. >> Yes.
>> Yes.
>> And we have we don't try to create too
much friction cuz we've tested we've
tested different levels of friction.
>> And we're in the sweet spot right now.
>> So, so we do have some questions. One of
the main question is we asked them, hey,
are you this type of person for this
thing? One of the problems we were
having is we were attracting people from
other subsets of the music industry that
are completely unrelated. Exactly. And
and then we learned with our messaging
that we were kind of speaking the wrong
message that was kind of everyone. Yeah.
It's too broad.
>> So So we've tightened up our messaging a
bit and also we do have that one
qualifying question in the opt-in that
says like, "Hey, are you this type of person?"
person?"
>> Yeah. Yeah. So 100%. And if you ever
find that quality of lead is bad, it
means that you don't have enough
friction, meaning you're not asking the
right questions or you're sending the
wrong data back to Facebook. And they
generally tie together. One other thing
about this,
>> this works so well because you find the
winner here. Okay?
>> You're not spending a big budget at all.
And then you're scaling the winners to
another campaign. So you're extremely
confident based on data that each one of
these ads that's in the CBO
>> is a winner. So you can feel very very
very very confident to scale that
aggressively. You know what I mean?
That's the whole point of this.
>> That is why the whole profile funnel is
way more beneficial than VSSL funnel
because most people utilize the VSSL
funnel. They they need to spend so much
money to test every single day. They
spend so much money. They don't figure
out a way to make it profitable. And
then obviously as you said, you have a
lot of problems with the messaging. You
got to adapt it. But you know what? Like
that's chill. You can sit down and
record another creative. But you cannot
just spend another $100 just to test
every single day, multiple times on
multiple creatives. Now, what does the
word profile entail? A profile is I see
it as an avatar, right? It's an avatar,
a person. You can see it as a person
because you get onto a profile and
you'll relate with that profile or you
don't. The questions we got to ask
ourselves of why you relate with that
profile is based on how you speak, based
on what you show, and based on what
people hear, things like that. You see
what I mean? So you have to understand
that right now let's say you're making
loads of content and the only thing that
this content is about is about let's say
a lot of memes how to >> education
>> education
>> any other data points of maybe a new
workflows or education what is the whole
goal of our profile the goal of our
profile is to make sure that customers
that we attract through the profile
funnel that me and Aaron just explained
people will pay us right that's the
whole goal do you think that through
content like this or howto's mainly
people will relate with content or will
they relate with you because the whole
goal of why people would ultimately make
a purchase to pay you instead of your
competitors is because of you. That's
not because of somebody else. That's not
because of an how to because everybody
can create an how to. Nobody can
replicate you. So the main thing that we
need to work on is personalization in
who you are, what you do, what your
values are, so we can express that to
the market. So every single person just
like they're watching right now can
feel, okay, listen, I relate with this
topic or not. Like people are watching
this video right now because they relate
with what we're talking about. people
that won't, they would have already
clicked off. The only way to do this is
to do three things, right? We want to
make stories, reals, and long form
content that all relate with who you are
as a person and your values. People
don't buy into a new mechanism. People
don't buy into specific educational
content about topics that you can talk
about. People don't buy memes. People
talk and mainly buy because of your
expertise, your story, and your credibility.
credibility.
>> How would we do that? cuz my brand it's
not a founder brand. We do have multiple
faces from the education and the how-to
because I have multiple coaches
delivering the service.
>> I think that there's there's a few
things that you can do. So what Nick
said is 100% true, but at the end of the
day, the mechanism stays the same. We
can still send traffic down a profile.
You can still set up the conversion the
same way so that it's more of a funnel.
>> Yeah. rather than just a how-to profile,
right? 100%. And that's kind of what we
teach, right? How to make this a funnel
>> so that you can run it alongside your
VSSL so that you can use this as your
main acquisition funnel. That that's the
whole thing. And it doesn't need to be founderled.
founderled.
>> What I was thinking in this situation on
how to leverage the profile funnel for
us would be not make it founder, but I
could appear sometimes. And I felt that
primarily we need to make content that's
like who we are, what we do, how we do
it, who we do it for.
>> And I want to see a million testimonials
everywhere. I think that story sequences
are going to be such a big thing because
I bet there's a lot of people that watch
your content that just consume it and
they don't even know honestly that you
sell anything.
>> I 100% agree with
>> And so it's just you're you're taking
the low hanging fruit when you're doing
this. 100%. In my opinion, people
convert again, not because of the how-to
tricks, because they can just type on
YouTube how to. That's not the value
here. The value is in you. So, we need
to bring that across. So, you have a
profile and you have a specific bio
where you write who you help and how you
help them for them to be able to
ultimately get drawn to a CDA so you can
get a set AI setter which you already
have engaged into the DMs. Then the
second thing we need to do is we have
profile highlights, right? These profile
highlights explain our personal story.
So every single time a new person comes
on our profile from the ads that we've
explained they can relate with a certain
story type. Let me ask you this. If you
see a YouTube video, let's say you see a
YouTube video, how to or how I
>> YouTube's how to,
>> right? It's how to is explaining a topic
about how you could create something.
But everybody could make an how to.
Everybody can create an how I. The only
problem is how strong is the actual
story behind the video.
>> Got it?
>> People rather click on that because you
you leverage your credibility. You
leverage your expertise and that is
exactly what we need to bring out. And
that's what we can do in these
highlights. There is a difference
between somebody with expertise and
being a good coach. Every single person
that thinks they have expertise thinks
they think they are a good coach. But
that is because the ability of
you being a good coach goes handinhand
with understanding how good you are at
communicating your value to other people.
people.
>> So even though you have a lot of value,
that does not mean you can communicate
that towards other people. And that's
not what you're doing right now. Right
now you have a lot of value, but you
haven't learned yet to communicate that
to a lot of other people to expose your
expertise for them to think. And so when
it comes down to story sequences
specifically, there's a format, right?
And there's a three-step process with
story sequences. The first step about
story sequences, we can provide value to
our audience. That's the most important
thing. The second thing is education.
The only way educational becomes
valuable is if you're an authority. You
are an authority, but people don't think
you're that yet because you don't have
the brand. And then the last one is
transformational. And the reason why
transformational is important is to gain
that credibility for us to make the
educational topics very valid. When we
build a profile funnel, we get loads and
loads of people through the door on the
top here. All these people will go
through the middle of the funnel where
they see your stories, they see your
reals, and they see your YouTube videos.
When they see these things, they'll be
converted at the bottom line. Now,
stories don't convert people. Stories
nurture people. And there's a clear
difference between nurturing and
converting. Converting is making them
the step to put down their credit card
and pay. Nurturing is the step of
helping them get to the point where they
put their credit card down and pay.
>> Exactly. When we run story sequences, as
Aaron just described as well, the most
important thing that we need to do is we
need to bring clarity into what the
framework should look like. As I show
you these three examples, we have
educational, we have value, and
transformational. So, what we can do is
we can build a testimonial around how we
have helped one of our students become a
profitable music producer to be able to
follow his things like that. You see
what I mean? And when we have that
asset, that idea, this is the most
important thing because the biggest, one
of the biggest questions I get all the
time is like, how can I get content
ideas? Now, when you have this topic,
you can now distribute this into a short
form topic. You can now distribute this
into a testimonial. You see what I mean?
You can distribute this into a long form
content piece. When we talked about the
profile funnel, when we're going to run
the profile funnel, when we're going to
bring in your story, we for sure need to
run creatives that relate with who you
are. Mhm.
>> So, you need to show your face in the
creatives because that will be relatable
for people to click on the profile and
be like, "Oh, that's the same guy."
>> How can we set this up? Because I want
to set myself up for a potential exit.
>> Oh, easy. Two simple options. You either
do you or you hire somebody to be the
front face. But I can tell you right
now, the profile funnel works because a
lot of topics relate to each other. It's
like an ecosystem, right? It's
everything here is connected to to each
other. You see what I mean? It's an
ecosystem. So, it all rolls into each
other. And I think it's very important
that every single process syncs. So as
an example, we have an ad running. This
ad is my face is Nick. And guess what
happens then? Ultimately they get into
my content. What do they see? They see
Nick, right? And then ultimately Herman
gets on a sales call. But the sales
process is super relatable to the
content that we produce, which is why
our closing rate is 75 70 75%. Because
everything is perfectly synced.
Everything is perfectly in line with
each other. You can explain more about
the sales process. explain our sales
process and how we implement it for clients.
clients.
>> Well, I would say that 80% is already
done through the marketing, through the
profile funnel and everything regarding
to positioning and messaging. The other
20% is more so making sure that the last
questions they have bring them that
additional confidence that this is the
solution for them. Probably the same
thing what you have right now with your
closer. He understands the language. He
answers the last couple of questions and
he's able to convert.
>> Correct. The only reason why this sales
process works super super effective is
because not only cost per acquisition
will be a lot lower. Your total upfront charge
charge
will be a lot higher. Your average
customer retention will be a lot higher
because people maintain you attract
better quality clients and stuff like
that. So you constantly have a higher
pip rate. you have a healthier cycle
within the whole sales framework and the
whole sales cycle to be able to attract
a lot of better customers that we have
because the top of the funnel goes hand
inhand with the middle of the funnel and
that goes hand in hand with the bottom
of the funnel. That's the only reason
why everything flows super well within
our ecosystem that we've built for
ourselves, why we make millions of
dollars and our clients do as well.
>> If you would implement everything
regarding to acquisition, you're going
to get way more leads in and then
tracking becomes more important. I think
you mentioned one of those things is one
of the bottlenecks. Now I think there's
three things that we need to do with
tracking. One is knowing everything that
is relevant for tracking. You want to
track everything that's relevant. That's
the first thing. And the second thing,
track with intention. Because for
example, the things you do track right
now. How much are we actually looking at
that and basing decisions on that? Let's
say you have a show break problem,
right? So do we actually look at the
funnel? Do we actually look like what
the closer does to make sure that they
show up? What day does they do they
remind them? Do they remind them 24
hours before? Do we use email to make
sure that they show up? Do we do we
bring them value before? Um, so really
track with intention. And I think the
third thing is awareness on the
importance. So let me give you an
example. Let's say you start to track
cash per call booked in. If you divide
trash cash per call booked in by 10.
Let's say your clos commission is 10%.
You basically can go to your closer,
hey, your your uh your hourly rate is
basically $80 if cash per booked is 800.
I can make sure that I can double this.
But for me to make sure your hourly rate
doubles, I need to know what's going on.
So I only need you to spend 20 minutes a
day filling this sheet in and I make I I
can make sure that I know what to do to
make sure you get more quality in your calendar.
calendar.
>> The biggest value of a closer is not
being able to close deals. It's the
ability to understand what happens
around the closing process. So as an
example, doing the follow-up process is
very important, right? Doing the pre-all
process is very important. Having the
ability to understand how to track
everything correctly, having the ability
to understand how to improve the sales
continuously, watching back your own
sales calls,
>> and I I think we're good at all these,
but the one that we're really
bottlenecked is is the tracking. Right
now, we're doing about 80% of our
conversion in the call. >> Mhm.
>> Mhm.
>> And that's what attracted me with the
profile funnel.
>> 80% of the conversion needs to happen in
the marketing. 20% of the conversion
needs to happen in the sales process.
Right now, it's the opposite. And I and
and I'll add on to that because like if
you were to go on our page, this is the
type of content we're looking at. So the
people don't necessarily know who we
are, what we do or how we do and
whatnot. So that's why you know the 80%
of the conversion is happening in the
call because the closer has to kind of
go through that.
>> What does someone need to see to get on
a call with you and be 80% sold? What do
you feel like that is?
>> I feel like they need to know that we
are qualified to do it and that would
come through the results in the case study.
study.
>> Look at this. Now what they get and why
this is 20% marketing and why it's 80%
sales is because of this this and this
right when it's the opposite way around
when you show your story you show your
credibility your education about the
topic you show your transformation right
people sell themselves in the marketing
and they'll get on a sales call they
already know you they value what you do
they know you have credibility they
don't have questions if you have other
testimonials they post and then
>> I see it
>> makes it easier to hire a closer as well
because sometimes when Nick looks at the
close rate and it's so high. I tell them
like I'm not doing something special.
I'm just doing nothing wrong, right? And
that makes it way easier.
>> Yeah. And and we're not saying get rid
of this, right? Like this is very
important to keep growing, right? This
is your top ofunnel stuff.
>> And what happens after you It's very
simple. You have $10,000 monthly ad
spend. You get an X amount of profile
visits. So let's say that is let's say
100,000 profile visits. And out of these
100,000 profile visits, which is what we
can track with our software, we have
software that tracks everything
accordingly, which I can help you with.
Um the conversion rate to follower let's
say is around 10% 11.2%. That could be
an example. Now the conversion rate to
qualified follower from here is only
let's say 4,750.
And then what happens is these followers
will all see your content, all see your
story sequences. Our story sequence
conversion will increase. Our sales
process will be better. We get more
calls and stuff like that. You can have
around 2,000 conversations from this.
And from these 2,000 conversations, you
can easily generate a,000 qualified
conversations. But ultimately 500 people
could book in a call with you and then
from these 500 people
>> 50% sure.
>> So let's say 300 people show up. You
know you you understand exactly how the
process will go. And this just an
example of what it could generate. The
beauty about the profile funnel is you
can have a cost per call anywhere
between 40 bucks up to 120 bucks max.
Most of our clients that make anywhere
between $500,000 to a million a month
that run the profile funnel or our
clients that have a cost per book call
of 40 to 120 bucks. The most important
thing marketing our assets right sales
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