0:00 There we go. We're off. How's everybody doing today? This is like I think a very very exciting topic. And just so you guys know, this is not like, you know, I got some slides and [ __ ] but this is not like a boring ass PowerPoint. You guys can stop me, ask questions along the way. Um, you know, you can type them if you uh hate the sound of your voice or you're not wearing any pants. I'm not here to judge you. Um, just a quick little announcement. We do have a really rocking event coming up in LA. I'll put some details in the chat. I don't have anything for sale on this other than like if you guys want to come to our implementation workshop, you're welcome to join. But like there ain't no hard pitch coming now or later. So, I'll just put uh that in the old chatoo. Got about two weeks, by the way. And uh we do have a couple spots left, but we're pretty close to full. Anyways, let me uh let me share screen 1:01 and we'll uh we'll get into the good [ __ ] here, guys. The good [ __ ] Oh, that's the uh the event I just posted. Let me close some [ __ ] here. Um and just so you guys know, um this is probably the number one question I've been asked over the last like eight years. You're me, you're starting over. Um you want to get to 10K a month, you want to do it as fast as possible. What would you do? Um, for those of you guys who are familiar, I did something called the 90-day challenge where I actually like I got so tired of the question, I was like, I'll just do it and document the process. So, I ended up um um just kind of there. So, I think that's you just got to mute you there. Um, so um we ended up doing uh something like 15.6,000 6,000 or something like that in uh in about 26 27 working days. So whether you're either a brand new at this or b you're restarting an agency 2:04 for many many reasons, you know, new niche, new offer, whatever, like reasons can be plentiful for that. I kind of wanted to to lay out kind of the the basic steps, but um I I've noticed kind of like a a trend with a lot of different agencies or SAS owners, whatever you want to call yourself, where they're they're sort of um missing like a key ingredient in their recipe. And it just it literally just makes everything hard when you don't have it. And when you do have it, it's one of those things that like all of a sudden you're swimming with the current. And I'm not saying like your life automatically gets easy, but certainly the sales component of your business gets a lot easier. The getting people to pay you component gets easier. By the way, this is just a little screenshot of one of the payments we had in our um in the 90-day challenge, you know, like I was mostly selling services for like 2,800 to 3K a month. So, there's an example. Anyways, so let me give you the metaphor that I hope will explain the 3:05 missing ingredient. And I hope a lot of you guys when you see it, you'll go, "Oh my god, that's the missing piece." And then we'll be able to go fill it in. And I'm going to give you some AI tools that will help you do this like way way faster than it used to take. It used to take me like days and days and days to figure this [ __ ] out. Um, but so this is a real cafe that opened up here in Le Paz and it's called Cacao and 100% of the menu is chocolate. So they got like chocolate drinks and they got like chocolate pastries and they got like um you know like chocolate treats and things you can try. Like you get the gist of it. They got like little things on the shelf. And I took baby mama here for a date and uh not an unimportant detail is that she's a choahholic. So, the question I kind of ask is like, how many different ways you think I could invite her to a chocolate date and get her to say yes? 4:06 And the answer is like probably a [ __ ] lot. Let me see if I can put myself to get my picture here. I went I see you, Val. Let me see if I can pin myself at the top. I don't know what I'm doing here. Let's see if that works. No, whatever. Um, there we go. There's me. I'm just going to put me up for a second. Um, so, so a lot of times people ask me about the media, like they'll say like, "Oh, should I message these people on LinkedIn? Should I do outrage? Should I do cold calling? Should I run ads? Should I publish content? Should I be on Twitter?" And I'm like, the minute like, I know baby want mama wants chocolate, I could text her that. I could email her. Uh, we use a lot of WhatsApp in Mexico. I could WhatsApp her. I could leave her a voice note. I could Facebook her. I could send her mail. I could [ __ ] like I could do that by carrier pigeon. And because she just really wants chocolate, it's going to work. Um, 5:08 so chocolate is kind of the metaphor is that most agencies don't actually know what their clients really want. And it's not like you guys are off by like a great distance, but you're off by like I call it like the 10 degree shift. And if you're off by those 10 degrees, your your thing is infinitely harder to sell. Um, so the the assumption that like 90% of agencies have, and I typed in the ass because I'm a degenerate. I got to [laughter] do like that. Yeah, I capitalize the ass. Let's bold the ass and underline the ass and assume. Is most agencies just assume clients want more. More is better. More, more, more, more, more. And I'm here to tell you that they they do want more, but you have to be specific about what they want more of. Because like the example I use is like say I say I'm going to get you, you know, more romance in your life. Would you rather have more Scarlett Johansson or more like crackhead chick who's going to be arrested, right? So like more isn't always awesome. Like more if I said I'm going to bring you 17 6:08 more crackheads, like I don't think you get all excited about that. Or if I say, you know, to a real estate agent like, I'm going to get you more deals like more like a meth lab is a deal. Like this one on the right right here. It looks looks pretty sketchy. Let me just see what's in the chat. Make sure I'm not missing anything here. Um um but like that's totally different than I can like bring you more beachfront mansions that are like bitching and balling. Like more uh meth labs isn't automatically awesome. So I did the food one. I don't know if any of you guys were like me, like when I was in my single college days, but like hot dogs and cereal that was like I don't know if I had cereal with it, but we definitely had like hot dogs and noodles. That was like a real meal of mine when I was poor. Um, you know, but it's not the same thing as more like I'll bring you, this is a Gordon Ramsay one. It's his um uh beef Wellington with mashed potatoes, right? So, if we just say, "I'll bring you more food," that includes, you know, hot dogs and cereal. 7:10 And I don't even know what this piece of [ __ ] car is, but, you know, it's not the same thing as, and I also don't know what this fancy one is here. Is this is this a McLaren? Is that what I Googled? I don't remember. Anyway, um, so there's a lot of different ways this shows up when you don't actually know what clients want is like you can do a lot of activity, posting. So, I'll give you some examples of these are people doing [ __ ] And every single one of these is they just don't have the chocolate. They don't know what the [ __ ] people want. Like once you have chocolate, the invite becomes easy. So this one, this person's like really busy posting on Twitter. They're like posting every day and they're hustling and they're doing [ __ ] and you know they're like any advice, whatever. And it's like you just don't know what they want. And and you know, to be clear, we we'll go into this in more detail, but like 50% of your offer comes from you. You know, you have to know if you're going to like do mis call text back or an AI receptionist or Facebook ads or build websites or do 8:10 some SEO, but 50% of it comes from the market and what they're trying to do. And uh if you miss it, like it just gets really hard. So, um here's another guy. So, he's like, "How do you how do you guys get clients?" Um, he's sending people a templated mockup site with their logo, calling them, and he's like, "Do I just need to do more volume?" I've done he's sent 300 of these so far, and no one's interested. Like, that's a symptom. You ain't got chocolate, buddy. Here's another one. I hated this one. I don't know if you guys ever dealt with this one. This one was the worst one to me of the bunch is the last mile of closing a client. They'd be like, "Send me your proposal and follow up with me and chase them." And like like closing people was just like it was a lot of [ __ ] work. Like when you think you're at the sale, you often have to touch them like seven, 10, 12, 14 more times and they ghost you and they go missing and have you seen my proposal? There's a lot of that [ __ ] Um then there's just 9:10 doubts of like, can you even start an agency? Like seems like there's too many of them. And I promise you there's underserved problems which we're going to get to in a second. Uh, this person says, "My agency is failing." So, they've done a thousand cold calls, a thousand emails. They know their open rates, how many conversations, the booking rate, but you know what they don't know is like what the people on the other side of the email actually want. Um, yeah, I'll show you guys how to do hand raising. We'll get to that, Dean, a little bit towards the end. I kind of want to like really just hammer home this y ain't got chocolate and how to fix the getting chocolate because like I said it doesn't mean you by the way a lot of times when people find out you don't have chocolate metaphorically they think you need to like switch niches and change your deliverable but it's it's you it's like just a 10 degree shift it's just a calibration and I'll show you guys some examples that like I've done over the years and you know we can do some live examples with your stuff. Um you know here's another person. What's one marketing channel you double down on right now if you had to start 10:11 over? This implies that it's the channel. And usually they're asking this question because they can't seem to find a channel that works. And so they're saying, "What is the secret channel?" And there ain't no secret channel. It's like wherever your people on, if you have chocolate, it'll work. If you don't, it won't. Um, this person says, "I'm not connected." you know, and I'm not saying that that isn't like a valid concern or objection, but like if you have chocolate, connections open up faster. Um, what do you actually use to research what your audience is asking online? So, this person is trying to do like SEO. So, they're trying to like, you know, find keywords clients are looking for so they can put content in front of them and hopefully and they they think it's a traffic problem as most people do. I just got to get eyeballs to my thing. And then and then what I see is a lot of people do these like patchwork of services. So this guy says, "I'm a former journalist. We do personalized branding, SEO, a word AI, keyword optimization, blog writing, media articles, newsletters, designing and writing internal magazines, social 11:13 media services." Um, this person says, you know, we work for startups. We do content. Struggling to niche down. Um, lost about client acquisition. What did what did they say here? Uh they got web design. Um kind of stuck. Um learning digital marketing for 4 months. Haven't done a single real thing. Can anyone else hide? And and you know like this is a real thing for some of you guys who are in this and I've been in I call it rearranging the sock drawer. Like this person is really afraid of talking to clients cuz deep down they know they don't have what they want. They don't have chocolate. So they're like, you know, like the client feels like a big scary boogeyman when you ain't got chocolate to to, you know, calm that crazy uh wild animal down. You know, a lot of people just asking, "How do I make money?" You know, it seems like this like missing piece of information, how do I make money? Um, is my positioning correct? Um, so a lot of 12:14 people focus on the methods. I'm doing cold calling. I'm doing social media DMs. I'm as of now I'm getting responses but on cold calls my script isn't perfect. Uh and thinking it's a script issue and it's like it's not a script issue. Um a lot of people I see trying to sell tools. A I got an AI receptionist voice service through GHL. How do I bill it? And I um another person selling tools. I got websites built using high level. I'm offering, you know, websites, automations, you know, patchwork of things. Um, hey, if you're selling, offering reception AI to hair salons, if yes, what do you include? Um, seeking people who've transitioned their website agency to high level. I'm going to migrate to high level, upsell existing clients, full stack. Like, they have a whole tool stack in mind and they still don't know what the target client actually wants. Um, and the devil's in the details. Like, we'll we'll get to that in a second, but 13:15 the devil's in the details. So, this guy's selling websites for 73 bucks a month, which like I guess if you want to do that, he needs 135 clients to hit to 10K. I guarantee you if he knew what his clients really wanted, he could charge like he could at least put a zero on that. You can probably put a one or a two in front of it. Um, anyways, um, so this person I got an AI chat AI, uh, how do you make clients stand up out of their seats? Uh, missed call AI and and you see these like random packages. It's 247 a month for email support, basic troubleshooting. By the way, none of this is chocolate. You've you'll never hear a plumber or a dentist or a lawyer say, "I need a GHL platform with cost included, email support, and basic troubleshooting." Um, sometimes I see people too, especially a lot of the Facebook ads people, they'll try and get people to like do a twoe trial and like, man, nothing will kick you in the balls harder when you can't 14:17 even get them to try it for free. When you're like, you're messaging people like, "I'll give it to you for free." and they're like, well, you know, like uh but that's like another symptom like you don't actually have what they want. And he, you know, I see this they got random packages of pricing, CRM, automations, ad management. Um, I know I'm kind of hammering this point, but I want to just really show you guys how to to fix this. I guess I'm just missing bot notes there. Um, you know, trying to sell tools, thinking about miscalled, text back, AI receptionist would be easiest. How do I find my first few clients? Just started an AI automation. I'm 19 years old. Trying to get people to buy widgets and tools. Um, I'm trying to sell a $497 miss call text back feature. $49 a month foot in the door. By the way, businesses don't sit around going, I really need miss call text back. Um, so there a lot of like this like slapping tools together 15:17 without a plan. And it's kind of like unfortunate, but I'll tell you most of these people have two things in common. Like they're broke. And by the way, uh I think if you go through this journey long enough, you'll go through at least that period where you're broke. So I don't say that with judgment. Like I've had many broke periods in this uh agency growth. And sometimes, by the way, you can be broke when you're scaling where you're like investing in team and infrastructure and like, you know, you're making a h 100red,000 a month, but it's all going into team and ads and salespeople and things like that and software. And most of these people don't have chocolate. They don't have what they actually want. By the way, this is baby mama's favorite chocolate. It's Milka. They used to call her Ilka Milka. And Noisette is like, you know, it's some kind of soft thing. It's not my favorite, but she she loves that [ __ ] But point being, when you're selling chocolate to a choahholic, like selling is downhill. And uh like the vast majority of these people don't actually know. So like I said, there's 50% of this where it comes from you. You have to know you're going 16:18 to sell a missed call, text, back, and but voice feature, but 50% of it comes from actual needs in the marketplace. And this is the the thing that most agencies are actually missing. So let me just scroll here real quick. shows me like there's new chats. But uh so I'll tell you like the fundamental thing that I think most people are doing when they start is they they they sit around and I used to do this too. So again, no judgment, but don't do this is they sit around and they look at the tools, the GHL, the ads, the websites, and they go, "How can I make some money selling websites? How can I make some money selling GHL? how can I make some money um you know selling Facebook ads or whatever. And the problem with that is it's 100% a self-serving question. So it'll only lead you usually deeper into confusion. And usually the answers your mind will come up with are like, well maybe I could sell a this, maybe I could sell a 17:20 blank. And I I've met way too many smart people that sit in a room sort of metaphorically me mentally masturbating and trying to come up with things they think would be cool. And more often than not, what you think would be cool is is again, it's not like it's not cool, but it's off by 10°. So, what you really need to start with are gaps in the market. And so like the actual question, and I'll show you guys how to do this, and again, I built a tool for you guys that I'll give you in just a second, but what you really want to be doing is asking like where are their unmet needs in the marketplace? And I'll I'll I'll I'll show you something in just a second that hopefully with examples like this will get clear and you'll go, "Oh my god, like I see what you're saying." Um, but the basic steps like uh the reason I tell people to pick a niche already like this my phrase pick a niche so you can get rich [ __ ] is so you can really focus on an unmet need inside of that niche. And a lot of people get stuck in this phase and they think like there are 18:20 niches where you can't make money and they're and and so they like I've met people that are like 10 months in they still can't pick a niche. I want you to be clear. Picking a niche is like picking an ice cream flavor. >> I'm gonna share everything you need. >> Oh, somebody's listening to some [ __ ] Laurel over there has got some [ __ ] in the background that's cooler than me. Um, picking a niche is picking an ice cream flavor. Meaning, there's lots of good ones. Like, lots and lots of good ones. Like, vanilla is [ __ ] awesome. Chocolate's great. Rocky Road is bitching. Pistachio's good. Um, it's not picking a spouse. like it's not like oh my god if I get this wrong and the reason is there's unmet needs in all of them you whatever category you pick there is an unmet need and there always will be because every time you solve one problem in business you create another one um so this is like really the missing piece for most agencies they just don't research what people actually want and I'm telling you three hours of market research will make you drastically more 19:21 intelligent so I hope I can hammer this home with some examples so this is where I live now Leaz Mexico. And um this is a dude right here named Ava Singh. He uh he used to live here and he had an Indian restaurant and he was the only one anywhere who serves like real Indian food. I'm in Mexico so like I don't know not a lot of Indian people. You don't get a lot of real Indian food. And I took a screenshot of Google Maps of just like taco places and I promise you Google Maps is showing like 5% of them. Like I can barely drive two two blocks and pass a taco place, right? So the reason I show you this is these are both fundamentally restaurants. Like the deliverable is food. But if I open up a taco business, like it's going to be [ __ ] hard. Every day of selling tacos is going to be hard because there's 10,000 other [ __ ] selling tacos better, faster, cheaper, and they have entrenched marketplace. There's one dude who sold Indian food and he moved away. 20:22 And you know what I see like I'm part of a local Facebook group and every day or I shouldn't say every day but like every like week or two somebody goes where can I get some really good Indian food and you know what the answer is? Nowhere. Nowhere. You make it your [ __ ] self. That's how you get awesome Indian food. You order the ingredients online and you make it your [ __ ] self. So, if you're going to start a a restaurant business, if you start with a market need um and you sell Indian food, your your business is going to take off simply because you have something the market actually wants. And if you sell tacos, it's not like people don't want tacos, but like there's a million bazillion cheap places to get them around here. And and some of them like there's even like taco carts like everywhere, like literally everywhere. And so if you start a taco restaurant as like your first decision without researching the market, like I can't express this 21:23 enough, everything you do from that point forward is going to be hard, but they're the same [ __ ] deliverable just with a 10° shift. Right? The difference between I'll sell you some tacos and I'll sell you some non bread with [ __ ] inside of it. like non bread with [ __ ] inside of it is basically a taco. Um, give you one more example. This was a uh my hometown. So I I Windsor, Ontario, Canada. Um, I remember we had a little accident. Um, basically like Chinese food driver smashed into a parked car. And uh, before that, like I was finally starting to make money in business. This was after like 10 years. And I said to my ex, I said, "Hey, Trish, like you can have any car you want, like dream car. What is it?" And I thought like, you know, she's going to say like Ferrari or Lambo or, you know, something cool, Rolls-Royce. She says, "A Volkswagen Beetlebug." And I was like, "No, no, Trish, like any car." Like money's no object. She's like, "A Volkswagen Beetlebug." And I was like, "Really?" And I was like, "Then we should go get 22:23 one." And so we bought one. We bought a Volkswagen Beetlebug. It was actually very difficult cuz she wanted one that was like 2 years old. And uh so anyways um again Google Maps is showing like 10% here because I'm like not actually in Windsor, but you'll have to trust me that there's like 10 times as many auto body shops. But as part of the insurance process, we went to 10 or or three different uh shops and they all said the same thing. They said, "We don't work on Volkswagens. There's too many specialty parts. Go to Jeff's Automotive on Dreward Road. He can help you." And we went to Jeff after the three quotes. And Jeff said, "Yep. Give the insurance company these forms. I'll fix it. All good." And he said, "But there's a 40-day wait. Uh, we'll get you give the insurance company the forms and we'll get you a laner car." Now, I propose to you both of these people are fixing cars. Right? Most of the guys, by the way, they start business 100% for selfish reasons. They don't have market driven reasons. They're not meeting an unmet need. So, they just start a shop 23:23 going, "I don't want to work for someone else. I'm going to start my own shop. And then everything they do after that is hard because they're just another meto shop in a sea of auto body shops. Meanwhile, Jeff's over here s serving an unmet need. He's not even a brilliant marketer. He's just fulfilling on Volkswagens. And because he's serving that unmet need, like homeboy was backed out for 40 days. He had a line out the [ __ ] door. Um, and then just one more I wanted to show you guys, like unmet need. So, uh, we live on the ocean, you know, that's like cool part of living in this area. Pretty much everybody has like at least, you know, close proximity to the ocean. And, um, they sell a lot of boat related things, but there's really only like two things you can get. So, there's tours, right? So, on the left, I just Google like the red dots are people who do tours. So, tours are like you can swim with whale sharks. So, they have a guided tour for that. There's like a you can't really see it, but there's a fancy kind of 24:24 famous island with like sea lions and cool snorkeling and stuff. So, people go on tours to the island and some people go like fishing. So, there's like fishing tours. And then if you want to rent like a $10,000 and up, you can get like a [ __ ] and yacht. You can get like like the mega yacht baller life. But I remember one day I was like, I just want to take my kids for a boat ride. Like in other places in the world, I've been able to rent a boat for an hour or two. They don't make it that long, right? I don't want to go on an eight hour guided tour. My, you know, my son's three. He needs a nap. Uh last time I took him on a long tour, my middle child, Zelda, literally fell asleep on me and pissed on me in her sleep. And I was like, "Yep, it's too long of a tour." She pissed on me. So I was covered in daddy piss for like a good four hours. But you know, dad moment. So anyways, I'm like, I want to rent this boat, but I just like want it for an hour or two. You know how you know where I can rent a boat for an hour or two? Nowhere. Nowhere. Right. So So if you walk up and down, there's a boardwalk here. We call 25:25 it El Malakon, the boardwalk in Spanish. Uh they'll there'll be literally a hundred [ __ ] hammering you over the head going tours, tours, whale sharks. Tour tours, tours, tours. The spirits of Santu, come to the island. Come to the island. Tours, tours, tours, tours. Even if you're a local, too, you're like, "Dude, I know there's tours. I live here 5 years. Trust me, I can go any day I want. Um anyway, um but if you just want to rent a boat, and by the way, I'm not the only one who asked. How do I rent a boat? Nobody. Nobody who does it. So, I wanted to show you some of the things that clients actually care about that most agencies miss. Uh one of those is like business has eb and flow. And in theory, they should call you when they're busy. And I'll tell you a guy who's done marketing for 20 years, they only call you when they're slow. They only call you when they're slow. And so when they're slow, they want to do something to fix it. By the way, your mis call text back may help them fix the slow season. But if you're selling mis 26:25 call text back instead of the hey, we can help you when you're slow, uh, you're missing the mark. Um, give me another one. People need work for their guys, you know, steady work especially. Um, you know, in different industries it sounds like different things. It can be, you know, like in industries I've worked with, it can be like a parallegal or a, you know, nurse or a hygienist or whatever. But, um, I guarantee you if they got teams like, and it's very binary for them, by the way. When they have work for their team, they make them money. When they don't have work for their team, they lose money because you got to pay their salary and all those kind of things. Uh, another thing that that they'll get, and this is why I say more is not automatically better, is they're already getting people, but they're getting the brokies. So, like, for example, uh, we got people in HVAC. Some of you guys here may be in HVAC. They get a lot of people who call them for a $49 tuneup. When you add up the cost of having a truck and a an employee in that 27:26 truck and gas and an hour of pay to go drive out and do a $49 tuneup, like, there's no money in that. Or or sometimes it'll be like, "We're getting jobs, but they're in the [ __ ] ghetto and I'm getting shot at." Like if you're a roofer and you got to like, "Hey, there another house with bullet holes in it. Fantastic." Uh, a lot of people get like tire kickers who flake on them. Um, this is a big one, right? Where they're actually getting people. They're actually getting business, but it's not the people they actually want to do business with, right? Like I showed you guys that metaphor of like um where's the crackhead dating one? We're going to go find some some Scarlet right here. So they're they're getting dates metaphorically, but this is who they're getting dates with and they're like I really want Scarlett Johansson. I don't want the meth lab chick. Um let me just scroll through this real quick. Get back to where we were. Um, some some niches like we got Josh in our 28:28 mastermind who does jewelry, they got likeund 50,000 worth of inventory sitting behind them on the shelf at any given moment. You know, they don't want like more sales or more customers. They like help me sell the rings I already [ __ ] paid for. Um, gaps in the schedule. So, a lot of like think about a restaurant. Like if a restaurant's half decent, they're probably busy Friday and Saturday night, but a restaurant really makes money on a Tuesday afternoon because if they can get people in a Tuesday afternoon, like they're probably doing well. Or a med spa, for example, might have two days a week where they just can't put any bookings. Um I guess I already mentioned don't have work for their team. And here's another thing, too. Like the real problem we're solving for these people, by the way, it's a word. It starts with M. it's called margin is a lot of times the reason why more is not sexy to them is because they're not actually making any money after 29:29 um expenses and stuff. So if you guys have never seen this right here, I would encourage you to like pick your niche. Um yeah, Julian asked there's going to be a replay. Um but run this market research bot at least one time. I'll show you some of the things it's actually trained on, like what it's actually doing on in the background. Um, but I I sometimes like um um we'll just Google like what's the hardest part about being a blank and you know, dentist, doctor, lawyer, whoever you're trying to sell and I'll go to places like Reddit and I'll read answers. But here's a dentist. This [ __ ] is super draining. Some weeks I feel utterly defeated. You see so many patients. They all expect the best of you. One patient is super anxious. Can't sit still while you're trying to fish out a root tip. Doing a root canal placing rubber dam. New patient was referred for tooth 152 years ago. Didn't go. She needs to be seen now. Front desk 30:30 all too happy to oblige. Another patient came from a different dentist. Has a box of dentures. This was the today. The constant negativity, the physical and mental draining nature of the work made me realize that this [ __ ] sucks. But life could be worse, a lot worse. That's why when I meet a fellow dentist in the wild, there is respect. This profession is utterly hard. Harder than most people do to the confluence of mind raging skills. I'll leave you one read you one that's even better than this. Um, where is it? Field is getting saturated. um hard to make more than 120 a year. Insurance reimbursements are cut year after year. By the way, this is like a margin problem. What I've been talking about, one of the reasons why most agencies just go, I'll do mis call text back and get you more. But if there's no [ __ ] margin on the [ __ ] they're getting now, they don't just need more like low margin work, uh more dental students. By the way, this is like 31:31 almost an itemized list of all their problems. By the way, you can do this for almost any niche. Patients tell you they hate you quite often. Decrease patient trust due to overt treatment. Some patients have unrealistic expectations. Um, but this is my favorite one. This is a good one just as a starting place. Patients think we have zero overhead c uh cost. But this one right here, if you want to sell to a dentist, by the way, this is like word for word what you should be putting in an ad. It says when you're doing a mod whatever sub gingible filing on a heftly elderly patient on blood thinner he can't sit back all the way because back and neck issues has a fat tongue and a gag reflex you recommend a crown but patient be like I got no money and I'm about to die soon just fill it doc so you have no choice but to cry and pick up your handpiece you barely touch it with your instruments only to unleash the floodgates of fresh blood that gushes out onto your bonding you try to keep the area nice and dry But no amount of blah blah blah will save you from this 32:32 bleeding. You think rubber dam will solve your problems. But no, the preparation is near bone level. You do some poor man's crown lengthening because patient can't afford anything expensive. It's been only 15 minutes and patient asks if you were almost done. He tells you that his previous doc would be done by now. You finish the filling and your back and neck is achy. Your hair is disheveled and your morale is low. all this work for a low reimbursement insurance which pays like 150 bucks for the filling. Mr. Boss Man takes 30% of your production and so your take-home is 45 bucks. As you drive home, you question your life choices and wonder if you'd be happier doing real estate or cocaine and investment banking, right? So, I mean that's some like serious dental sarcasm, but a lot of people are um um I mean obviously recent comments are probably better, but um like a lot of their [ __ ] tends to be pretty timeless. Like there ain't that much changing in the field of dentistry 33:33 even in seven years. Like yeah, there might be some new tools and some new procedures, but it's like problems of yester year, the same problems dentists have year after year. Um, I'll show you one by the way. This like these are like little tweaks. Remember I said they're like 10 degree shifts. Um, so this is one I used a in a lot of my marketing for a lot of years. So this is a guy named Cliff and I I just Googled like what is the hardest part about being a lawyer cuz I was selling to lawyers. And he said, "Unfortunately, the hardest part by far are the clients. Not the good clients who have reasonable expectation and who listen to you listen to your advice and take it as the learned analysis of a professional." No, I mean the clients who are in this on principle or think they know the law better than you or just want to make them hurt. So, I'll tell you like one of the things that uh I've literally said in my marketing is I'll cuz by the way, if I just say to somebody like Cliff, I say, "Hey, I can get you more clients with my mis call text back." And he don't like half the clients he's got now. Do like certainly he wants to make 34:34 more money, but there's a resistance to more pain in the ass, more crazy people. So, this one little tweak, 10 degree shift, made my promise go from not working to working. I would say to somebody like Cliff, if I was doing this as a hand raiser, I'd say, "Hey, Cliff, do you ever feel like by far the hardest part of being a lawyer are the clients? I don't mean the good clients who have reasonable expectations, who listen to your advice and take it as the learned analysis of a professional. No, I mean the clients who are in this on principle or think they know the law better than you or just want to make them hurt." Well, we figured out using Facebook ads how to get the people who will listen to your advice and have the uh or have reasonable expectations and listen to your advice and take it as a learned analysis as a professional. Small little detail, but means a great deal to them. That's when it suddenly my web design and my ads and my landing page service suddenly turns into chocolate, right? It's like, ooh, I want people who listen to me as the learned analysis of a professional. And something that's 35:34 useful to know is always unmet needs in the marketplace. And you guys will experience this in your own business. As soon as you solve one problem, you create another. So like there's never not needs in the marketplace. Like people tell me, "Oh, the agency space is too saturated." And I know it feels like that cuz you're probably selling the same thing as everybody else in the same way. But um there's always always always always unmet needs. And like so example, in an agency, when you start, you're just trying to get clients. Like that's your problem. And if you eventually figure it out, you'll have fulfillment problems. You'll go, how do like we actually keep these promises? How do we get the work done? How do we keep up with this? How do we keep the client happy? How do we update them? And if you figure out those problems, you'll have a new problem called, hey, we know how to sell this and fulfill on it. And sooner or later, you'll have a hiring problem. You'll go, I need people to help me do this work. And you'll all of a sudden have new problems called hiring and training and systems. And if you figure that problem out, you'll have a new problem called, 36:29 oh [ __ ] I now I have to manage people. The management didn't come with a playbook. Susie just called in sick again on Tuesday. Do I fire her or do I have some understanding? Am I the cool boss or am I the iron fist? Two days without warning is you should be fired. Holy [ __ ] I didn't I don't know what to do here and it doesn't come with a playbook. Um but point being is when you solve one problem, you create another. So when people think like, oh, there's too many people in HVAC, there's too many people in dentist, it just means they're all selling the same [ __ ] in the same way. There's always an unmet need. There's always a guy in the middle of a sea of auto body shops who's selling Volkswagen. There's always a guy in a sea of taco places crushing it, selling Indian food. And by the way, when the Indian guy was still here selling Indian food, he was charging like first world prices in a not first world country. Like it was like 20 bucks to get a plate of Indian food. Like just some naan bread and some rice and vegetables or whatever. So, what we're looking to to do 37:30 ultimately is, and this is probably one of the reasons why a lot of people struggle because everybody wants the step-by-step playbook, but as long as you're following a step-by-step playbook, you're going to be a copycat of someone else. So, you have to like come up with a way of solving a problem no one else is solving. And again, this is a 10 degree shift. So, I wanted to give you guys one example, but Mike from our mastermind, um, he works with plumbers. And one day a plumber client said to him, he he said, like remember I said one of the issues they get wrong types of clients. He said, "Mike, I don't really like emergency calls." And he said, "Why not? Like you're a plumber. That's like, isn't your business emergency calls?" And he said, "Well, um, you know, people call me in the middle of the night and it's urgent and if I don't get there faster than everyone else, they'll give the job to someone else." And he said, like 99 times out of a hundred, the emergency involves [ __ ] Like literal [ __ ] I'm being called because you know some fat guy like clogged the [ __ ] and it's overflowing in the toilet and you got to 38:30 get here urgently. Like that's and he said to to Mike, he said, "Is there any way you could get me new construction work?" Mike said, "Tell me about that." And he said, "Well, it's just new pipes. Like I can do new construction in a suit and tie, right? It's like there's no sh there's never been a [ __ ] in there." And he said, "And I usually get paid more money for it. And it's homebuilders, so they usually have like not just one job, but many jobs. And it usually only happens from like 9 to 5. So I go home at the end of the day and I don't have to even look at my phone." And so Mike runs a Google ad service and he just checked on like keywords and he was like, "Hey, I wonder if instead of going after, you know, the emergency calls that everybody goes after, it's like if there's new construction keywords." And it turned out there was a couple new construction keywords and he started running ads for those keywords. And the guy is, excuse my metaphor, but is happier than a pig and [ __ ] because instead of getting called for the smelly [ __ ] he's 9 to5 getting repeat 39:32 highpaying jobs like this. And it solves like a major need. And he's like, now there's a lot of people, by the way, in the plumbing and HVAC space that run Google ads. [ __ ] thousands of them. But Mike is the only one I know saying, "We'll get you new construction jobs." And plumbers are eating that [ __ ] up. Like, I should probably use less [ __ ] metaphors. But anyways, they they love it. They enjoy um so it was it was a pretty simple solution. In his case, the 10 degree shift was just change which keywords we're pointing it at, right? And his landing page changed a little bit and his offer. Um, I know for me, like when I was doing the 90day challenge, one of the things they said to me is they said 90% of the jobs we don't even get paid on because insurance companies [ __ ] us around. They lowball us and delay payments. And so my question was, are there 10% you do get paid on? And they said, "Yeah, these like residential category 3 flood jobs, we usually get paid in a week or two." So I was like, "Okay, I'll bring you those." That was my offer. I'll bring you those ones. Um, 40:36 so going to give you a little bonus tip on here if you want to make your life easier is if you think about high ticket sales um of any kind doesn't this is a metaphor. It's maybe not perfect is as like a golf course. Uh there's like a complete stranger and then they're like somebody may follow and subscribe and then they may become like a lead or a prospect. They may schedule a thing. they may even almost buy it. And then as you get closer, you're dealing with people who actually bought it. Is businesses will tell you 99 times out of 100, we need more new people because that's just what they believe will bring new money in the door. But I'll tell you almost always there's like 475 golf balls scattered along the golf course. And so what I actually do if I want to come up with an easy value ad service is I work it in reverse. So I go, are there people buying it right now? So we have Steve in our mastermind doing that. He works with 41:37 uh the biggest solar company in Australia. And so they have people buying solar panels, lots of them, right? He goes to them and upsells them a $20,000 maintenance package. So he says, "Hey, you know, like you got to fix the batteries over time and like wind and rain and weather will beat them down. A lot of people find they have to replace these things over time. But if you want, you can just give us 20 grand right now and we'll come every 3 months and just automatically fix and update things for you and you can just like have peace of mind now and you'll save money if you prepay in advance. And he's every time he sells a package, he's getting 20K. He just worked it in reverse. So like if you ask a solar company, "What do you need?" They're going to say, "Give me more strangers." And strangers are hard. You got to drive the ball 450 yards. You got to chip it and putt it and drive it down the fairway and try and not get stuck in the greens. If they already bought it, they already like made it on the green themselves and went through the hole. Like, we could just offer to putt them again. So, if you guys want to make your 42:38 life easier and come up with unique [ __ ] that doesn't exist in the marketplace, just do this in reverse. They'll tell you, "I need strangers." And you'll go, "Who's buying it now? Who bought it before? Who bought it a while ago? Who almost bought that [ __ ] Who scheduled this [ __ ] with you? who's a lead, right? Um we have um Justin, he does a partnership with like custom concrete guys. So they often what they do is they get somebody who calls them and says like they always want some weird custom [ __ ] like I want to make a statue or I need a fancy >> two mutant Paul. Um, so they want like, you know, fancy concrete stuff or whatever. And then they'll often give up that quote to somebody and if that person doesn't buy, you know what they do with that? Nothing. And then they say, "We need more strangers that want quotes from us." So Justin came in the door and he said, "Hey, how about I message some of these people who almost bought?" And he recovered, you know, like 5% of their 43:38 deals. And I I remember how excited he was when he sent me a message and said like, "I just got a $90,000 check for like all these deals I closed." And they already had them in their pipeline. They just messaged these people once, sent him the quote, and moved on with life. And he just messaged him and said like, "Hey, are you still interested in this [ __ ] Like, I might have to update the prices, but I can still get you this thing built." So, so kind of like I I'll I'll recap the the steps a little bit and then we can get into like a Q&A in just a minute for like how this applies to you guys. and we're probably going to use my market research bot. But um when once you know like an actual problem, like something they're trying to do, this is the point where you want to package it into a meaningful offer. And a lot of it is once you know what they want, like the packaging is easier and and pack there's an art to packaging. Like so I'll give you kind of an example of like how packaging sells the thing more than the thing, right? like cuz most times they 44:39 don't have the ability to assess your marketing service um before they buy it, right? So like the only way to find out it's any good is to like read the damn package. The package could be your website, you know, it could be your social media posts or whatever or uh if you're doing a cold call, your package is the 30 secondond elevator pitch you give them. Like there's lots of kind of forms of that package. But I was at a um little they're called OXO. They're like a convenience store chain. And my kids were like, "Naddy, can we get some cookies?" And this is like basically what the cookie aisle looks like there. They got a like shitty ones and they're all like kind of cheap. And one of them it it had a package that was longer. It's not in this picture, but it it it was like longer than the other cookie packages, and it had a thing like this, like 25% more cookies. And marketers are sneaky [ __ ] I actually picked up the package and I was like, "That's interesting." So, it had like I think the other ones had six cookies and it 45:39 had eight or something like that. Or maybe the other ones had eight and it had 10 or something like that. And they made the the section that was longer yellow and it was like 25% more. And I looked and then I looked at the weight and it was something like 170 grams for the the the quote unquote bigger one and the smaller one was like the smaller one was like 200 g. So what they did is they gave you more cookies but they were smaller and so you actually got less cookies but they they understood how to package it. They understood how to make it seem like you're getting a big value when in reality they were jipping you like 30 grams worth of cookies, right? Um, I had this experience too where I was a a friend. He had to take his dog to the vet and they had all these like high-end dog foods and uh I I just laugh cuz like you know I see through this [ __ ] but it makes me laugh. They had all these like dog foods on the shelf and they had all kinds of things like, you know, made with real blank and all natural and veterinarian recommended and complete 46:41 and balanced and promotes healthy teeth and one said like shiny coat and one said like weight management, one said like strong bones and [ __ ] like that. What do you think the odds are like these all came 100% of them off the same [ __ ] factory? Like the the place that makes the dog food. I'd be willing to bet like a 100% of this dog food has the same [ __ ] in it or very nearly the exact same [ __ ] and came from the same factory. But you know what's different? One packages says promotes healthy teeth, right? Another one says shiny coat. And so like a lot of how people decide whether or not to buy it is based on the package. You know, is it 25% more? Is it values? Is this going to make my dog's teeth nicer? And people people believe that [ __ ] like they don't think like marketers are just scandalous and saying like this will make your dog's teeth better. They're like, "Oh, I bought it because it helps teeth." So, I wanted to give you guys a couple examples of my packaging over the years and then we can like in just a minute we can get to like, you know, real examples with your [ __ ] Um, 47:45 yeah. Head and shoulders talks about dandruff. Totally. Um, so when I did the 90-day challenge, I sold SEO and pay-per-click, okay? But my packaging did not say SEO and pay-per-click. It says we can get you 50 to 100 category 3 residential flood shop calls each month. And these are the 10% of jobs they told me they get paid on. So I'm saying metaphorically what I'm saying is we can get you uh phone calls for the types of jobs you actually get paid on, right? And so like a big pain point for them is cash flow. And uh another one is we sold Facebook ads for years. And I focused on something I called the $100 bill, which is uh for them like a higher value case, a a motorcycle case. And our promise was we can get you 47 or $40 motorcycle case leads and we'll even nurture them for you as a bonus. And uh by the way, we the packaging does not say Facebook ads. 48:47 Um, it doesn't say GHL or miss call text back either. Um, here's another Facebook ads one that we sold. Um, before I did motorcycle cases, we did more generalized stuff. And, uh, there's a term in there called a motor vehicle accident. Um, we would say we'll get you motor vehicle cases inside of the statute of limitations, which is there's a period of time you can sue somebody. Um, that was like, hey, you can still sue them. They don't already have an attorney. They have insurance. They're not at fault. And we can get them for under uh $500 a signed case. By the way, the packaging did not say Facebook ads. Um, as many of you guys have been around me for a while, like my my first aha with this is like I sold websites and SEO and I did not have chocolate in my early days. And when I didn't have chocolate, I got push back. I got send me a proposal, follow up with me, let's circle back next week. I do outreach and ads and all of it was [ __ ] hard. One day a surgeon said to 49:49 me, he said, "Frankie, I really want to get mommy makeover patients." And I said, and he said, "Uh, do you think you could build a website for mommy makeovers?" And I was like, "Yeah, like it's the same as any other website, like just different pictures." And he said, "Do you think people Google it?" And I pulled up the Google search tool and I was like, "Yep, they indeed search it." And he said, "Do you think you could rank for it? Like do SEO?" And I looked it up and I was like, "This is easier than the [ __ ] we're doing now." And he wrote me a check. Uh, not literally, you know, like we processed a payment is probably a more accurate way of saying that. I think it was like 10 grand. I'm, you know, I don't remember exactly the amount. You know, it's been a long time, like more than 15 years. But, um, what was most interesting to me is like there was no proposal, there was no call me, there was no chase me, there was no let's circle back, let next Tuesday. He was just like, "I want mommy makeover patients cuz I make like 15, 20 grand a person. Can you build me a website that sells those things?" And so if you think you're selling websites and SEO, you 50:50 miss the the thing that matters, which is the, you know, what does the the website or the SEO actually bring them? Like um so I'm going to tell you what what most people aren't specific like, you know, I'll see things like quality leads. Um, you know, part of a quality lead is what makes a quality lead. For us, it was an MDA case inside of so like these are four conditions that make a quality lead. So, the most important question you need to be answering, by the way, is who and who are they trying to sell? Because the more you align your, hey, my thing will sell help you sell the who that you're trying to get. the more your thing does this, the more you're gonna like be living like a baller. Just, you know, the more like sales will be easier. So, I would almost never um like even pitch a prospect if I wasn't aligned with I'm going to bring you the kind of people that you actually want. 51:52 And by the way, again, we just assume they want more. And I promise you there's lots of reasons like dating a crackhead is technically more dating, but who wants to date more crackheads? Not. So like if you say to a roofer, I'll get you more leads, more sales, more jobs, more mis call text back. I'll my AI voices, we'll get you more. What happens is what if he's getting calls in the ghetto and he's getting shot at and they're like low margin jobs. Like there's a lot of resistance around more versus who do you really want? I really want full installs in the rich neighborhood. Then when the more I say, "Hey, my SEO will get you full installs in the rich neighborhood, like the easier that sale is going to be." Um, so next piece of the puzzle and and like we're almost at the Q&A here, so I'll let you guys like, you know, we can just hammer on this, but but the next thing I do is I get a list of target buyers and prospects and partners. And I wanted to show you guys a real active list, but the last time I did this on one of our 52:53 mastermind calls, YouTube does not like you showing data in a video, so it'll just block it. So, I'll show you an image. This is It's literally just a Google spreadsheet of like names, but we're working on some yacht stuff, and I got a list of everybody that's a mover and a shaker involved in the [ __ ] I'm trying to sell. And we just like we just work the data. I just like literally go to the first person, do you want chocolate? Go to the next person. and you want chocolate. And there's different ways to do that. Um, I'll pay I'll paste another GPT cuz my favorite way is actually not selling directly, but finding the people who uh sell to the people, which I call a shoe store. So that's a tool that you guys can run like you can like for example if you uh if you click the starter prompt here and then you know like let's say you work with dentists. It takes a second to run so we'll uh we'll come back to it but I'll just like say you work with dentists because and you can put whoever 53:53 you want to work with. It'll show you the people who are already selling a mountain of stuff to dentists. And so those are the people I go get my stuff inside of. So like conferences, events, industry association, coaching programs, the people who consult for dentists, thought leaders, the person who wrote the book on how to grow a dental practice, the top podcast, like one of my first moves would be like getting on all these podcasts. So you guys are welcome to uh play with that tool. I think I just put it in chat, right? Uh yeah. Um, so that's my favorite way, but I always start with like getting lists of like the people I'm trying to that I know spend money or already sell to the people in my space because there's basically six ways you can put it out there that work. You're either going to do onetoone, which is, you know, outreach, cold calling, LinkedIn DMs, direct mail. 54:54 You're going to publish content, podcasts, webinars, a YouTube channel. You're going to post on social media. You're going to run ads in Facebook, Instagram, YouTube, LinkedIn. You're going to network. You know, if like you're trying to sell plumbers, you go to the plumber conference or if you're a generalist, you know, you go to the BNI meetings. You're going to generate referral partners. And we could talk for hours on how to do that. We're going to do what I call shoe stores, which is find the people who have buying audiences and get your stuff and their stuff. Um, you know, experts, software associations. Um, and then the other thing too is is just understand that these people are busy and and almost always if if you're going to do any of these things, my biggest piece of advice is like once you know for sure you have chocolate is think in terms of campaigns instead of oneoffs. Um, so a oneoff to me is like a horny guy at 1:45 in the morning and the bar is about 55:55 to close at 2:00. Like his strategy, if you want to call it a strategy, is pretty simple. It's like, you want to go home with me? What are you doing tonight? You want to go home with me? And if if the person says no, he's going to just move on to the next one. What about you? Do you want to go home with me? Right? And he's that's it. and he's got one chance to like, you know, score, if you will. And I think anytime you do advertising, if you have a series of steps that work together, it's always going to work better. So, like this is how real relationships are formed in the real world, you know, hey, would you like to grab a coffee? And then it escalates over time through like dates and stuff like that to will you marry me? So, it doesn't matter whether you're doing onetoone or content or ads or whatever. Like I think once you know for sure you have chocolate, you're going to have better luck if you think in terms of campaigns and the simple difference between them is like how many steps are there? If there's multiple steps that lead into each other, it's going to work better than if it's oneoff. But I always begin those steps. Somebody asked earlier, I always begin the first step 56:56 with a hand raiser. Like let's validate the interest. So that was kind of like long- winded, but I hope you guys are getting a ton of [ __ ] out of this. So this is my mustache question guy, but we can get into questions. I don't know if you guys want to type them. You can put your hand up. You can shout them out. I don't really care. 57:20 I did want to show you guys as well just real quick while you guys uh ask questions here. Actually, maybe what I'll do just before we get into questions is just recap the steps. Um, but this is a market research bot and it'll tell you. So, like since we did dentist, um, what I did there is there's a starter prompt. I just clicked it and then you in one word or two words or three words, it'll tell you the problems they're facing. And so, I want you to think about their problems first and making your thing do that. Everyone calls asking for the cheapest cleaning in town. Got issues with their payroll and overhead. Teams not always optimized. slow periods and this is what they're doing right now and this is what they don't like about it. These are the questions they want to know. And by the way, every one of these questions could be a service in and of itself. How do I get more implant patients? You know, so if you have an AI voice solution that 58:22 helps them get implant patients, you're going to make more money than if it just, you know, gets more jobs, gets more patients. How do I actually attract patients who can afford treatment? So, I might go more specific and ask AI like, who are the patients who can actually afford treatment and get specific? How do I stop competing on price? How do I keep the hygiene shares year round full? How do I get Invisalign? Um, so almost always these unasked questions like any one of these could be a service. And then, and then the other thing I really look at is like most desirable, whatever. This this is the stuff they really want to sell. This is where you take your website SEO GHL solution and align it with their thing. So instead of just being, hey, we sell websites WordPress customcoded, it's like, no, no, we have a WordPress site that will help you get single implant patients booked in or I don't even know what an all-onx case is or we'll help you, you know, get veneers patients and 59:23 things like that. But you you aim your [ __ ] at what they're trying to do with it. And you'll you'll be amazed when you do this. Like the promises just work better. So, did I miss the hand raiser discussion? No, not yet. Um, so John says, "So with shoe stores, do we need an offer them or how do we give value to work together?" Um, so that's that's a little bit of a nuance topic. So, a a shoe store for for those of you guys not familiar with the term is somebody in your space who already has an audience of buyers. So, for me, like when I would go to a lawyer conference and I would speak, it was not unusual to sign like 5, 10, sometimes like 15 clients. And the first few times that happened to me, I was like blown away that you could talk for an hour and then you just sign like $20,000 a month in recurring business. At the end of it, I was like, "God damn." like that's that's more money than I ever saw in my life. Like I was just really blown away. 1:00:24 Um generally speaking, like to get the foot in the door, John, I do one of three things. First is I just tell them I think they're cool and I'd love to interview them and share their message. It's like it's about them. And actually, believe it or not, I find personally shoe stores easier to talk to than um onetoone prospects because you're not actually selling anything. you're actually trying to give value that they distribute to their audience and sort of like leading a breadcrumb trail back to you. So maybe I'll show you guys an example of this. Um let me just you guys are going to see all my cooking shows and recipes. Uh hold on a sec. Clean facts issa. There we go. So, let me just uh so this this is like an example of a shoe store. So, one of the things that I've I've also learned, John, is they they struggle with consistently creating content even 1:01:25 though they every shoe store makes a massive amount of content is like a lot of them after the first week or whatever, they're like, I don't even know what to say anymore. Let me just see if if I can search and find my name on this channel or not or if we have to go through see if we find it. So this this was a couple of like videos that I published. So this one right here has uh 5,000 views. This one has 3,400. Most of these views, by the way, happened in the first 24 hours. So like 90% of them 3K um things like that. Um, they were already publishing interviews. So, I just like messaged them and said like, "Hey, dude. I got an idea for a cool interview." And because they already have an audience, I was able to get thousands of people. And these are, by the way, these are all contractors that follow them that pay money to be part of this association, which is not an unimportant detail. It's like, who's watching those videos is the contractors who are spending, you know, 800 bucks a 1:02:26 year to be part of the association or whatever it is. Um, so another thing I'll do is I'll co-create content with them and then um sometimes I'll just help them with their thing without being asked to. I call it the benevolent dictator is I'll just like click on their website and I'll help them do something they're trying to do. So like this is a you know example shoe store like you can look without even being asked you can tell what they're trying to sell just based on what's on the website. So, uh, you know, they got ex they got a newsletter. They're trying to get people into a newsletter. They got events. By the way, if you scroll to the top, um, actually I saw one more in the bottom. So, they're trying to sell advertising, you know, advertise with us. They got events. So, they're trying to get people into their the experience convention. So, sometimes, like one of the things I did is I created a bunch of social posts with chat GPT about their event and just gave it to them. said, "Give this to your social media person 1:03:28 to help you sell your event." But generally speaking, as a as a general rule to get my foot in the door with shoe stores is I just I find out what content they're publishing and then I go, "Hey, let me share some valuable content with your people." So, one of the things like they got a magazine, so I wrote for their magazine. When I clicked here, they had a podcast. So, I was like, I should be on their podcast. Then they had like videos and webinars. So when I went like explore videos, they had these like maybe I'm in the wrong section, but they had these like ask the expert five minute things. So I was like, I should pitch them on an ask the expert five minute thing. Like that's basically the the process for getting there. Casey, how would you learn SEO? I want to build websites and sell leads or rent the sites. What type of SEO? Um to learn program pro programmatic SEO, local SEO, what's the difference in it all? Uh, I mean the main difference, Casey, is are you trying to rank websites that are only trying to be found in Dallas or are you trying to rank websites that are trying to be found anywhere in the world? Usually 1:04:29 that's the main difference between the execution. If I was going to learn just one of those, I would learn the local version of that because I think it has more staying power. So, I mean, I don't have a crystal ball, but I'm seeing more and more information searches going to AI, but where Google still has a strong foothold is where do I get sushi? You know, if I'm in a new city and I want some sushi or Italian food or whatever, or a plumber or whatever, like that's still a Google search result for me. And I don't see that changing anytime soon. So, I think the information stuff I'm seeing more and more websites have less and less traffic because the AI summaries and stuff are eating all that up. Uh, Jesse says, "Did I miss the hand raiser discussion?" No. Um, I'll give you the short version handraiser. I see the next one's also um so if if we're looking at like this like so I'll I'll close this one where we did some you know shoe stores and dentistry. 1:05:30 But if I if I was like trying to validate a thing in dentistry, a hand raiser could be as simple as who here is interested in getting implant patients. And I'll show you like one of the things that I'll do that will enhance my hand raiser and my loom thing allin-one is I'll ask chat GPT or whatever language model you use. They'll say um if if a person was filling out a form on a website because they were interested in Invisalign. Invisalign. What might they say? I hate my crooked teeth. I've always wanted a straighter smile. adult professional concerns. I don't want metal braces. So, I'd say, "Okay, can you generate an image of an ideal 1:06:31 prospect filling out a form on a dentist website with a realistic sounding message why they want Invisalign patients?" Um, can you have a phone number, email, and realistic sounding name? And can you blur the phone number and email so it looks like you're hiding sensitive data? Please generate this image now. So in in terms of like turning this into a hand raiser or or turning this into a Loom video, like the first thing I'm going to show them is is not my website, 1:07:34 not my SEO package, not my GHL automation. I'm going to show them that when all those things have run and finished, what I'm hoping for is that people will go to their website or landing page or whatever and contact them about Invisalign, which is a type of person they want. And so I'm turning that into a picture to make that real for them. Um, so this is kind of like looks like it's on their website. I would say can you generate this as if they are receiving a completed form in their inbox instead of the person is actively filling it out on their website. I think it'll look even more realistic. But like there's an example 1:08:34 of Jessica Martinez is interested in a visit line. I've always been self-conscious about my smile, but my bottom teeth are crowded. That's the kind of [ __ ] by the way, people say to them for real. So, we're like, one of the things that that I I try and think about, just so you guys know, is if a local business or any business really, if they if they if they really believed your [ __ ] would work, they would buy it a hundred times out of 100. Like if they really believed, hey, I give this person 10 grand and I'm going to get back $100,000 in business. Um, why would they ever not hire you? It just doesn't make sense to. So, like the reason they don't hire you is because they don't believe you, right? Like I get cold pitched all the time. People like on my YouTube channel, they like pitch me. They're like, "We're going to get you 100,000 new viewers in 10 minutes." So, like if I really believe they were going to do that, but the reason I don't contact them is because I don't believe they can actually do that. So part of what I'm trying to do with a hand raiser and a picture and a loom 1:09:35 video with all of it is I'm trying to like make this real. And I've I've learned from years of doing this that if you can make this a picture, it makes it more real. So this is what I'm doing right here. It's like making this real. Why I'm in, you know, Jessica Martinez email. Here's why I'm interested in Invisalign. I'd like to find. So, so part of what I'm trying to do is I'm making making this real. And one of the things I said, you know, when I did my Loom training, you know, a while ago is they tend to better understand micro over macro. Meaning, like what most people want to do is show them a full calendar and 8,000 bookings, but they tend to understand one person better than a million. So, I'm like I almost always show them one person. And then this also besides making it real for them also has the effect of um it makes it easier on the fulfillment side because if I promised like I'm going to fill your calendar with Invisalign people that's a big promise. 1:10:35 That's actually hard to keep. If I say I'm going to bring you like people like this every time we get one they're they're going to be like high fives, right? Um, so that's kind of like what I'm doing with hand raisers is like in Loom videos, I'm like, "Okay, let's see if they really want Invisalign patients and like would you be interested in people like this?" So, I hope that that you guys are seeing the power of this. And like you know the the story I used to illustrate this I don't know if any of you guys can relate but I used to have a lot of like family gettogethers for like 13 14 years where I'd run into my mom or some of my like my brother and they would always be like they'd always say like what is it you do for money again? Like what is it you do? Like I know you told me before but like what do you do for money again? Like and they would ask really dumb follow-up questions like is this is this legal? this like I just heard there's scams on the internet like you're not going to go to jail for this or like people sell penis bills. I'm like yeah mom I'm like the greatest Viagra salesperson ever. And one day um I had just finished a 1:11:37 lawyer conference and she asked me like you know the same question she had been asking me for like 13 years and I was like she like what is it you do for money again? And I just been at the conference so I showed her a video. I was like oh this is what I was doing like here's me talking and she was like can you send me that video? She sent it to all her friends. She was like super proud of it. Like look at my son. He's speaking in front of lawyers. Isn't it great? And uh she never asked me again, what do you do? Never like and I realized like if you can show people visually they just get it faster and it all it also has the simultaneous effect of making it more real, right? Like I can bring you people like this. So that's how I apply it to a hand raiser. Uh I hope that helps. If you guys want, we can do some specifics with yours. Um, that's a little bit of a loaded question. So, Jasmine says, "If a hand raiser doesn't get attention the first time, do I keep posting it or do I change uh somehow it's cut off? Do I change what what what would I get them until I get responses?" So, there's kind of two 1:12:39 things to troubleshoot in there. One of those is, is this actually chocolate? Is this what they actually want? And then the second thing to troubleshoot in there is are there enough buyers on the other side of this actually seeing it? Because both of those details can break it, right? Like if I post right now on my feed and I say, "Hey dentist, I can do blank." I don't have any dentists in my friends list or whatever. So like I won't get any meaningful data. You know, it's sort of a tree falls in the forest. So, but usually if if it's something they really want, you'll usually get a sign. Like I'll tell you like one of before I sold motorcycle cases. I'll actually show you guys the handraiser that I used. Hold on a second here. 1:13:32 Let me just see if I can find it. Motor should be an image. Yeah, maybe not. Was it this one? I think it might be this one. Yeah. So, I went in, I was like, "Anyone here who can handle more motorcycle cases?" And then like within like 10 minutes, I had eight dudes be like, "Me, me, me, me, me." And then I was like, "Oh, okay. I guess I should sell motorcycle cases because it seems like they want those." Um, that's the ideal reaction that you're looking for is, and by the way, they don't like contrary to what most people think, they don't like buy it then. They don't like nobody gave me a credit card. But the flip side of that is if they won't raise their hand for it, they won't buy it. So, you can like you can stop your search right there. If you post a couple of times and you're sure you got enough buyers and you said, "Hey, who here wants motorcycle cases?" 1:14:33 And nobody on planet Earth says me. You don't need to make a website about it. You don't need to make a loom video. You don't need to do any outreach. You don't need to chase anyone because like, you know, try something else. And to me, all I do is I just go back to the market research bot and go, "Okay, well, what else do they want?" Right? So, in my case, it might be if I'm trying to sell to dentists, since we're using this as an example, I'd be like, um, if they don't like, so where was it? So, you know, I might go who wants single implant cases? or who needs um in implant supported dentures. Like just that little detail alone will massively swing the result. But you want to troubleshoot like do you have enough buyers in the audience as well? Uh if I'm trying to sell AI voice as a side thing, should I lead with the get more $100 bill or something like the missed opportunity? There's there's calls mostly being spam or some other angle. Um, I'll tell you, Dwight, so 1:15:35 what we're having the most success with so far is uh is the the spam. So, especially in the contracting niches is is and being specific about who's spamming them, by the way. So, um, like if I was going to generate an image, let me actually just type this. Um you you by the way you you can show an image of either the problem or the outcome and or you can show an image of the problem the outcome side by side. So I'm just going to real quick can you help me to generate an image that I would like to use for a roofer? I would like a realistic roofing truck. The guy is driving on the road and he's picking up his phone and then it has four popup bubbles. One of those is Angie's list. One of those is a person looking for a job. One 1:16:38 of those is a Google SEO spammer and one is a robocall. And then as a split screen on the other side, I would like to show a picture of a roofing estimate that got booked on their calendar and the notification they would receive on their phone. Maybe you could show it actually on a phone, getting a notification of a new estimate booked. Can you go ahead and generate this image now? So, it might not be perfect the first draft, but I just want to show you how we've had success selling it. We'll come back to that in a second because it'll take a an a me or a second to generate. If my deliverable is something like miss call, text back, voice AI, solution, database, reactivation, automated follow-up, I'm more limited in my position in comparison to lead genen, for example, right? Since I don't have control over the type of people they get, how to create a kick-ass offer in that case. G, you can still aim it, right? like um 1:17:41 like let's say I'm doing a database reactivation for maybe if you tell me a little bit more about um actually let let me just show this one since it just generated it real quick and I'll come back to that in a second. So, you know, if I was selling this AI voice solution to a roofer or whatever, I'd be like, "Hey, Mr. roofer. Like, how often do you get a call, you're in the truck, and it's either Angie's List, someone looking for a job, the Google SBO expert or the rooc call just selling you some [ __ ] What if instead you could just get notifications of the new estimates booked and show up on your calendar and you never had to talk to any of these [ __ ] again? That's how like I would open that conversation, just so you know, right? like um so miss call text back AI voice solution database react so especially the database reactivation right if you think about a restaurant if if you get a text from a restaurant and by the way my for those you guys have never done a 1:18:41 database reactivation my favorite way of doing it is just thank you we appreciate you so much uh we miss you we wanted to do something cool to get you back that's why we're offering blank And what goes in that blank is whoever you want to come. So like if I was doing this for a restaurant and I wanted to sell ribs, I'd say, "Hey, we got a rib special." Or and if I wanted to specifically to get people on a Tuesday, I'd say, "We got a rib special on a Tuesday." So if if the the dentist was doing this, there's nothing stopping them for saying, "Hey, if you got crooked teeth, we have this new Invisalign thing that can help you. That's why we're offering this Invisalign special. if you want you, by the way, the point of this is not to get a 100% of the database to reactivate itself. It's like you don't send a thousand messages and get a thousand replies. It's to get the 20 30 people who would buy that thing to say, "Me, I'm interested in Invisalign." And chances are they were sitting in their database anyway. But you can always aim those messages just, you know, with especially with like what offer you put in place. 1:19:43 Um, on the topic of underpromising and overd delivering the result, how do we say the right amount? like instead of full calendar of Invisalign patients, how much should be I think that actually the best thing to promise on that John is one. I always start with one. The only reason actually on the uh the 90-day challenge I promised 50 to 100 phone calls is cuz I had a white label partner and I was like, you know, I was like, Lane, have you uh have you ever done restoration before? And he's like, oh yeah, like dozens and dozens of times. And I was like, so what happens when you do the SEO? And he's like, yeah, usually they get like a 100red to 200 phone calls a month. And so I was still underpromising. I was like, "Okay, well, if you can actually get 100 to 200 phone calls, I want to tell them 50 to 100. I would rather exceed that and and that." But generally speaking, like I always show them one. I'm like, "I'll bring you, you know, at person like this." And if it's chocolate, they'll they'll like want to jump in on that. Um, that particular hand raiser that I showed Jesse, I actually like just did inside of a group. I don't always 1:20:46 recommend doing that inside of a group because you can get banned for it, but I just wanted to know real quick like who would be interested in it. I deleted the post after. Um, Mr. Chef, can I ask you a question regarding this specific thing? >> Yeah. So, if we cannot post on the groups, can we do Facebook ads and try to make like a hand raiser out of it? And if yes, shall we divert them through Messenger or should we divert them straight to the Loom video? From your experience, >> I start everything with a hand raiser. So if it's an ad for sure, like my first ad is just a hand raiser to go, would you be interested in blank? So like and then and then always like my transition is to video. Like at some point you're I'm going to go here's my video. Even by the way, even if you've never sold it before, I still like video to have most of the conversation for me where it's like um usually I don't expect my first video to convert right out of the gate. I expect that there'll still have to be some conversation which I typically do 1:21:47 over text, not calls. Um, but like that's the basic flow of it is get them to raise their hand, send them some info by video, and then like, you know, follow up with text on like a hey, you know, what do you think about getting motorcycle cases? And by the way, the conversation when I push it forward, I like the number one mistake I see people make is they go, "So, what did you think of my service? What did you think of my video? What did you think of my offer? And it's like you're not asking, "What do you think of me?" It's going, "What do you think about getting Invisalign patients like I showed you? What do you think about your practice doing something like that?" It's like, "What do you think about like doing the thing?" And it just so happens that I'm going to be the one fulfilling on that. >> So, what's the correct way to structure the the ad? like we collect their data like name, emails and stuff and talk to them after on email or like straight on Facebook Messenger. What's the best >> kind that's kind of a loaded question because there there's a lot of ways to win with ads. Usually like when I'm 1:22:50 starting my first version of it is so what I typically do with Facebook ads when I'm like brand new is I run little $50 to $100 test ads and I'm just testing a hand raiser and I usually keep it really simple and I'm just measuring response. So response can look like a few things. It can be sometimes I don't even have a landing page. I just say drop a comment on this ad and they drop comments on the ad. I consider that validated because you know if they're saying tell me more about it that's validation. Sometimes I'll say message this page and so like they'll click a button and message us and if we get a certain number of messages. Sometimes I'll like make them go to a landing page and fill it out. And what I'm trying to do before I even like try and make sales or anything I'm validating interest. And so like usually what I'm looking for for like a hundred bucks is just five people to say tell me more about that. And and by the way, my ads almost always have a demonstration. So I showed you guys this image like like if I was trying to sell my AI voice solution, it would have an 1:23:51 image like this, like, "Hey, roofer, how often are you driving in your car or driving in your truck?" Somebody like this. Um, what if instead you could get these estimates booked into the calendar and you never had to talk to anybody? You know, Nancy, our trained AI voice agent, can do that. If you'd like to hear a demo call to hear what it sounds like, drop a comment below this ad with the word demo and we'll get in touch. And I'm not trying to make sales, just so you know. I'm like, I'm just trying to see like is that the right angle that makes them want to raise their hand and say yes, because sometimes just changing the detail from I'll get you a an estimate booked to I'll get an estimate booked in the rich neighborhood is like enough to like dramatically swing that ad. Um and then and and then what happens is if if their interest is validated that's when I build out complexity in terms of campaigns where they have multiple steps. So now I will start targeting the same person with like 7 10 20 30 50 1:24:52 sometimes a 100 different retargeting ads and there'll be a mixture of like a demonstration ad. So I'll show stuff like this where I'm trying to show them my solution is real. There will be ones where I'm trying to indoctrinate them into like what I call like explain the new plan like this is how we're going to get you this result. There will be ones where I address like objections and their reasons for saying no. So like in the case of AI voice solutions, I'll tell you two of the real objections. She sounds like a robot and I have to change numbers. So like two of my ads would be like you're probably wondering, does she sound like a robot? No, she does not. Here's an example of hearing. Does she sound like a robot to you? Could you even tell? Uh, and then another ad might be, do you have to change phone numbers? No, you do not. And I build out the complexity, but I start with validating the interest. Like basically like, is this chocolate to you? And so when I'm starting Facebook ads, they're just like little $50 to 1:25:53 $100 hand raisers. And then once I see, okay, now I actually am dialed into this is something they're interested in, then like then it'll have [clears throat] a full-blown web page and I might have testimonials if I got them or an example demo number they can call. But before I even get there, I just want to make sure I got the angle of it right. >> Gotcha. Thanks a lot. >> Um, and and this, by the way, the the other thing with that is it allows me to not piss away a bunch of ad money. That's the other reason I do that because I I just hate [ __ ] losing money on ads. I just hate it. Like I I love when ads make make me money and I hate when they lose me money. And so I'm I'm okay with like personally I don't know how you guys feel, but if I lose like a hundred bucks on a test I'm like that's okay. And so but I would rather know in front of like a real dentist or a real roofer would they actually buy this? Regarding this losing money, you said that when you started the challenge, you had a white labelled partner. Will, and I think I'm not the only one. 1:26:54 I'm really afraid to go into the lawyers field because the ad expenses is going to be so high to generate a lead right now. And do you have a recommendation of a white label company that can fulfill for us or something like that? >> Yeah. >> That you feel comfortable to share? Obviously. Yeah, I I got I got everything for you guys organized here for not just white label but also like software as well. So you guys want to know what tools you need to use for all the [ __ ] I'll give you guys a link. >> You are the real Mr. Chef. >> I try. I try. I try. These are just mostly like a lot of the vetting comes from our mastermind folks. Like they tell me who they tried and what their experience is and all that. >> Amazing. >> Jasmine says, "When you're in the Facebook groups for your niche, are you interacting with the members in the 1:27:54 group before sending them a friend request or just locating buyer questions and then sending friend requests?" Usually, I'm just friend requesting. I mean, it doesn't hurt if you engage with them first. So sometimes I will engage especially if they like ask a question and I know the answer to it or I know an answer to it. I might you know I might even send them a message go hey I saw your question about blank. But generally speaking I'm just friending them. But as a general rule Jasmine I think if you're friending plumbers or you know I'm not saying you are like but your profile needs to look like you work with plumbers. Like I think the number one reason friend requests don't get approved is because you just it just looks random. Like, you know, I'm sure some of you guys get it, too. I get a lot of the the fake hot girl profile where there's just like one pick and you can tell like it's a new profile and you can tell it's not real. So, like there's a lot of those and so like those just get deleted or they stay in limbo. But if I'm like, oh, if I know we're in the same industry, um, especially if your profile says chocolate on it, if it says, like if I'm 1:28:54 friending a dentist and my profile says, hey, we help dentists get, you know, Invisalign patients and has a example email form. They're far more likely to approve that request. So, I look at my like social media profile like it's a landing page basically. Um, what sources does your research bot get the info from? not just Reddit. Um, a lot of it actually just came from from me, Michelle. Like I programmed it on like all the business like so I've been doing this eight years and had like I don't know thousands of agency conversations and also like thousands of conversations about clients of agencies. Um, so you just see the same [ __ ] over and over and over. And so I just started making lists of it and then I trained the bot on like because what I realized Michelle it's like a lot of the problems are the same in every industry like I need work for my guys is like a universal problem for service businesses but the guys or you know gals or 1:29:55 whatever they look different depending on the niche. So you know if uh if it's a plumber they're looking for their crews. If it's a dentist they want the hygienist. If it's an e-commerce store, it might be their virtual assistant. So the the guys have different names, but it's kind of always the same problem. So what I started to do is like just program all the problems into it and then go um so a lot of it actually first just came from like like these are just real conversations we had. Uh where will this recording be posted? Yeah, I'm going to put it on YouTube. Dwight, great info on validating demand. Thanks so much. That's the biggest thing that we're doing, Michelle, is before we build it, we're validating demand. I'll tell you guys kind of a painful story for me personally, but it's a real story. I uh I don't I was sitting with a buddy. This was like I don't know like 20 years ago and I just gotten into SEO and I was really good at ranking websites and that was like the only marketing skill I had is like I knew how to manipulate Google. I didn't know how 1:30:56 to sell. I didn't know how to make offers. I was like I could make a basic WordPress website but I knew how to manipulate the [ __ ] out of Google. That was like my one skill. And uh a buddy of mine was he had just become a mortgage broker. And I was like I was like how's that going? And he said to me he's he's still a mortgage broker to this day like 20 years later. But he said to me he said you know it's good but it's kind of a pain in the ass cuz I have to buy these leads and uh it's like the only way for me to generate business right now. But he's like they're not exclusive leads and they sell the same mortgage broker info 20 times and I'm paying like 30 40 bucks a lead. So, like I was an engineer, so I did math. I'm like, "You're telling me one person's contact info is worth $600 to $800, like reselling leads?" I was like, "Say what?" So, I I I got this idea that I would create a mortgage search engine where you would go there and put the details of what you're looking for and it would um output all sponsored listings and those those would all be paid $30 $40 sort of transactions 1:31:58 for me. And uh I spent 14 months ranking it. I I worked my nuts off like even back then mortgage keywords were really really competitive. And when I finally got to like number two in the search engine where I was getting real traffic, not one person filled out the form. Not one human being. And I consider it like my worst failure in business because I basically I didn't have chocolate. I built something that nobody wanted because I was like solving a problem. Like nobody sat in a cold sweat going, "Where am I going to find mortgages?" They're like literally everywhere. You go to the bank, they're offering it to you. Mortgage brokers. You go look at a piece of real estate. Hey, can we qualify you for financing? So, I was trying to solve a problem that nobody really solved. And why I consider it a failure is cuz I could have posted on like Craigslist or the Canadian version, Kijiji. Like I could have posted on the classified site, hey, who'd be interested in this? And when I got crickets, I would have known not to build it. And so for me, I worked at it every day for like 14 months and hustled and hustled and 1:32:58 hustled and I did all this like nerdy Google [ __ ] only to end up making zero. Like I literally made zero from it and I didn't know how to fix it. And if I had validated it first, I would have known not to build it. And then the flip side of that is also when I validated it first, uh I already know it's going to sell. So like Russ is in our fast starters program and he's starting like he's working with coaches now to help them build out like AI tools based on their content. So like tools that help people execute and answer their questions about it. So like for example like you know he was talking to some guy who's like a a options trader. Well you got all these questions about trading options but you can't always ask the guy on the YouTube channel. So he like hey you can ask the AI bot and it'll it's programmed on all his videos. that knows how to like guide and direct you for what you should do next. And um um what I was going to say with that is like he was saying like how do I get these on board? I was like give them a hand raiser where they can just go to their audience and say hey I'm thinking of building this tool who'd be 1:33:59 interested in it. And if if 25 people say me that guy's far more likely going to want to pay you money to build that tool when he knows that like when he's finished at least 25 people are interested in that, right? like that's the validating interest. So he was like, "How do I sell this to them?" I'm like, "No, no, no. Get them to validate interest and they'll almost beg you to build it, right?" Because it's like, you know, once they know people are waiting in the works to give them money to do that. Um, is the demo voice call setting up a dummy AI agent they can call enough of a first date? Yeah, totally. Totally. That's what we're doing. But we don't lead with that. Just so you know, like that's what everybody's doing. It's like, "AI voice agents, call her. We're doing the hey, if you never had to talk to like pull over on the side of the road and get those spam calls ever again, and instead we could just replace them with bookings, would you be interested?" Because that's really what the AI voice agent is going to do for them. The other angle we're we're sort of testing with that, Dwight, is the uh evenings and weekends. 1:35:01 Um, so evenings and weekends, like, "Hey, you're doing a great job answering your phone, but what happens when people call you Friday at 9:30? You paid all that money for ads and SEO." Like, do you really want to throw those people away? Um, here's an example of some messaging I'm sending on LinkedIn. I help roofing teams recover missed revenue from old leads and tighten follow-up. Mind if I share one quick idea that booked an appointment for? Love to connect. Hi, Doug. I've spoken to. Um, hi Ryan. Many roofing companies that generate a lot of leads lose opportunities when older leads stop getting followup. Here's a two-minute video. Yeah. Um, so I'll tell you, Mr. Mr. Spec, if I was going to tighten these, first thing I would do is remove the word I. If you start with I help roofing companies, like it's about you and they're not going to care. Um the format that I've always used is like I start with like saw or noticed. um you know s you guys are serving all 1:36:04 of Chattanooga County like that's about them and then say uh in your case if they're if they're old leads and tightening followup um so you know their team doesn't have the bandwidth for long-term followup I would say not even the bandwidth like roofers don't want to [ __ ] do follow up they want to climb on a roof and bang bang in shingles. That's why you became a roofer, not so you could do marketing follow-up. But um you know, I just be like, "How many have finished estimates are your guys not calling because they're roofers? What if I just called those people for you?" Like, would you be interested in hearing something about that? Like that probably be the kind of general angle I would probably try that. Frankie's friend list is entirely fake girl profiles. Yeah, totally. say they all they always have one profile and they often have like two first names. Like I don't know who's 1:37:05 teaching that strategy. Sam Carlson and I get a laugh about it, but we get a lot of it. Thanks so much for all the info. I've bought a few of your products. I just can't go to a live event. It's all good, girl. I um by the way, just going to throw it out there. We do have a live event if you guys want to come. Um but um it's really we're really just the live event is working on the implementation of this. You know, you guys are welcome to take this and go run with it on your own. Like I said, there's nothing for sale today other than I'm going to give you a gentle invite to come hang in person. I can see some people that already are. Jesse's coming there. Um Jess, I'm just reading. Okay. Make sure I got in the race. Jesse, that actually might be the biggest frustration I have in my day job that I haven't been able to express as well before. Leadership. Oh, just stretch this out because it's like formatting weird for me. There we go. Um, it's like something here that's like blocking that part of the text. U leadership has us building peanut butter 1:38:06 cake and strawberry ice cream when we have no idea if the users really want chocolate. Yeah, totally. Software people, because I know you do software stuff in your day job, like they're notorious for that. Like building features that nobody [ __ ] asks for and like they think it's awesome. Um, I don't think high level like GHL is a perfect software, but I'll tell you one of the things that they do really really well is um they they build [ __ ] that people actually ask for. Sounds like a small detail, but it's not, right? [laughter] It's like you guys need this [ __ ] Um, but yeah, software people are notoriously guilty. If you no if you have no audience, how do you validate interest? Are ads the best way? ads are our way. I typically John like what I'll do is I'll add a few hundred of the people to at least have somebody to validate. So like if I'm trying to sell the dentist, I'll go in dentist community and find active buyer 1:39:06 dentists in those communities and I'll friend a few hundred of them and then I'll post from my personal profile to the dentist to see who's interested. I usually only turn on ads personally to amplify [ __ ] when I know it's going to work or if I want to use hand raisers and use money to like validate it faster. But there's more than one way to do it. But like a lot of times people ask me this media, that media, should I do it in email? And the reality is any way you can realistically put it in front of a dentist is valid or whoever you're trying to reach. But like a dentist won't fundamentally give you a different answer on LinkedIn. Like a lot of times people ask me questions that sometimes make me scratch my head. They're like, "I sent this offer on LinkedIn and nobody responded. Should I try cold emailing it?" And I'm like, "Did they actually see it on LinkedIn?" And they're like, "Oh yeah, yeah, they indeed they saw it. I used the sponsored inmail to make sure they they saw it." I'm like, "Well, then they don't [ __ ] want it." Right? Like you sent this to a thousand people and not one person said, 1:40:07 "Tell me more about it." Like you need to change the angle. Like that's them telling you what you just said to me is not chocolate. Um see you Kyle. Kyle's got another meeting live event. Yeah, I'm going to LA. Looking forward to it. It's going to be gangster. Just bought your book sheriff. I will eat till Sunday. There you go. Appreciate it. The gatekeeper for roofers always says they have the followup really dialed in, which I know is [ __ ] because four 40% don't even answer their phone. Yeah, Jason, we talked about that. So, interestingly enough, if you sell followup and missing calls, um Eugene Schwarz talks about this in breakthrough advertising, but he says the levels of market awareness, he says most people are not um like when they try and write messages, they're they're not really sure where the market is at. And he says, you need to know like there's different levels. So there's like are they problem aware? 1:41:08 Are they solution aware? In fact, one of the reasons why like selling client stuff is easier than selling your own is because client stuff is solution aware. So like for example, if you get hired by a plumber, people know what a [ __ ] plumber is. They know what a plumber does. They know how to find one, right? They're solution aware. So like it's a very simple direct just make a [ __ ] offer. Hey, we'll be at your house faster than the other guy and we will put everything in writing. There'll be no hidden fees. like that offer will work just so you know. Um but uh our stuff sometimes they're not even problem aware and in your case they're not. So like I I had a real example where I was talking with an attorney and they said the line like my mentor Ken and I used to laugh about it but he said he said I close 100% of the cases I get. He said if it's a case I want and they call me I get it every single time. Now, mind you, like they they they do have higher than average closing rates because they got a really easy you don't even have to pay unless I 1:42:08 win money kind of promise, but like like you said, like half the time these [ __ ] don't even answer their phone. So, he said that line and I had never really done this before, but I just like after we finished the call, and this was years ago when I still did calls, but I hung up the phone and I called the front desk and I was like, "Hey, my name's Frankie and I hurt myself in a car accident. My back hurt. Wondering if all you could help me." And I watched them just fumble and bumble it and do stupid [ __ ] And they said, "WELL, I'LL CALL YOU LATER." And I recorded that whole call and I sent him an email like 5 minutes later and I said, "Do you still think you closed 100% of the calls?" He ended up paying me 40 grand to uh to like get his front desk in order and all that [ __ ] and like as a consultant to fix, you know, all of that. But he didn't even realize he had a problem. So, we're building something on the AI voice front where, this is kind of sneaky, but we're using GHL. GHL has an option to send uh ringless voicemail. So, it calls somebody's phone, but it actually bypasses ringing and just goes 1:43:08 straight to the voicemail. And so, we're calling them up and going, "Hey, you just missed a job. You just missed another job. You just missed a job. You missed a job. But, by the way, we got this AI voice thing, but we know they're not problem aware. So, we're using that to make them problem aware. We're leaving him voicemails. We go. Missed again. Missed. You just missed again. Didn't get a call. Could have been a $40,000 job because you didn't [ __ ] answer. Yeah, I will I will have a another live event. Um part of it, so you know, Dwight, um because where I live in Le Paz, Le Paz is like beautiful and it's amazing, but it's always like it's a real [ __ ] for me to get anywhere cuz like it's a tiny little regional airport. And in the last six months, they introduced direct flights to LA. So LA is the one like US city I can get to in two hours with no [ __ ] And I ended up posting, hey, I'm thinking about doing a live event. And I listed like three, four cities I was considering. And I was like, which one of these would appeal to you most? And 1:44:09 the greatest number of people said LA, which is like that's a hand raiser, too, by the way, just as a little side lesson. But um but I'm like, [ __ ] yeah, that's the one place I can get to that's not like a real [ __ ] for me. and I have like, you know, cool friends in LA. So, it's like it's a double whammy. It's like I get there easy. So, I plan on doing more for the simple reason that LA is not like brutal for me to get to. I leave 10 minutes from my house. I get on a plane in two hours I'm there. like um I got invited to speak at a conference in Arkansas and I had to go from Le Paz to Mexico City and then I had a layover for like 3 four hours there and then I went from Mexico City to um where did I go? I don't know. It was a major hub. Um and then somewhere in there I I think Dallas maybe. And then I went from Dallas to Little Rock. And then I had to rent a car in Little Rock and drive an hour and a half and it took me like 25 hours from my front door to get there and I was just like I just worn out like and then you I got to do 1:45:10 the whole thing in reverse and it's like it feels like an entire work week just to go to the damn event. So because I I finally have in the last six months where like an easy way where I can on the West Coast do it. I will definitely have another one. Thank you Frankie for always answering my questions. I got the book on Audible. I'm going to get the physical copy this week. I dig it. I'm a physical copy person, too. Appreciate your support and I hope you guys get tons out of it. Thanks for answering all the question, Frankie. You're the best, most handsome, and largest schlong in Mexico. Those are just the facts. I appreciate that, John. Obviously, I'm packing heat. I wouldn't have three kids otherwise if it was Actually, that's not true. The Asian stereotype. There's a billion Asians, right? So, maybe I'm secretly not. But I appreciate that. Um, speaking of books, I just bought passive income bundle. I just started, but already eye opening. Yeah, Jesse, on that front, like actually, just so you guys know, when I teach growing an agency, I'm actually teaching the principles of the second group, which is get distribution first, not try 1:46:13 and sell your thing. Get the audience first and your stuff will automatically sell if you're just in front of a lot of people. Rick, what's up, brother? Hey, Frankie. Sorry at the day job. So late to the party. Uh, I'll have to watch the replay. Are you sharing the document by any chance? I can for sure. [clears throat] I'll just like give you guys the document now if you want right now. My GD doc G doc's my lazy way of of making Google slides. It's just like a brain dump. I used to do like fancy PowerPoint presentations and [ __ ] like that and I'm like I don't give a [ __ ] anymore. Put this in the chat. There you go. says G do 1:47:04 uh Mr. Spec says, "What time is the LA event start? When does it end?" It's uh 26th and 27th. We're going to do like basically like a normal workday like 9 to5ish, but it's inexact. Originally, I I had it like scheduled like from, you know, 9 to 9:30, we're going to do this. And I'm like, it's a workshop, so like I want people to actually get [ __ ] done. So, if this thing takes an hour, then let's give them a [ __ ] hour and we'll resume when that hour is done. So, I'm going to I'm going to make it go as long or as short as it needs to. Feel free to do a live event in Australia. I've actually never been to Australia, Grady, but I should. I should. I think there'd be we actually got enough people just mastermind folks down under that I think I could like realistically make it happen. Can you target specific people on meta ads like showing them different ads that you want them to see? Sure can. Sure can. Um I mean there is some nuance to that cuz Facebook is taking away targeting and it and it's getting harder and harder to show ads to who you want to and it's more and more just the 1:48:04 algorithm is picking for you. But there's some things you can do. Like one of the things you can do is just call out the person in the ad. Hey, plumber with a team of six. Facebook is smart enough to actually know who the plumbers with a team of six are. Um, and then also you can do custom audiences. So like I build my own data sets like these are all the people I know spending money in this industry. And then I take that data and I upload it to Facebook and I'm like I want to run ads to these people. And then once we get hand raisers working, we do what's called a lookalike audience going, "Bring me more people like the ones who just responded to this." So like we do a lot of that. You have a book on getting an audience first. Yeah, Michelle. I have a second book called Passive Automated Recurring Income. It's not necessarily on growing an agency. Like just being real with you, uh Valerie knows my baby mama. I see Valerie's face. I could be. Um we were getting it on before we had kids, right? So, like, you know, obviously we got kids, so like we were, you know, humping like J-birds kind of thing. And I remember we we just post orgasmic 1:49:07 bliss, we had the the idea of passive automated recurring income. And it was such a like just even the phrase I just like I didn't know it would become a book, but I realized that not all money is created equal. So money that is active is less appealing than money that's passive because you got to do [ __ ] money that's automated is more appealing than money that you have to like invoice for or ask people to pay you for. So like um you know I have tools where every day like you know some automation is collecting thing you got a commission for this like I just get notifications. Most of my inbox these days is just notifications of payments. recurring. Obviously, if you do something recurring and the short of it, Michelle, is there are all kinds of people that either a build audiences and know have no idea what to do with it or b um know what to do with it and just don't have time. So, like I'll read you a message from Ryan that he sent me. Um, 1:50:13 oh, like yeah, last night he said, so he sent me a screenshot of a like conversations he's having 50k person Facebook group of US-based business owners. No spam. It's actually really high quality. Dude owns it has no idea how to monetize it. I'm having this conversation after reaching out to four people after seven years of getting my income through cold outreach. This is easier than taking candy from a baby. That's what he sent me yesterday. And what happened is like in so in his case, there's somebody who spent years and years building a 50k Facebook audience and they don't even have one single idea for how they would monetize it. So here's the thing, right? Like that's useful to know. So, I built tools that do this, and you guys are welcome to have access to those. When you get to that book, just message me and I'll send them to you. But those people are already buying [ __ ] It's not as if you have to create products. You actually 1:51:14 just more detective work. If you figure out what they're already buying and become an affiliate of what they're already paying money for. Like, you can walk into a group that ain't yours, say, "Hey, I got some ideas to help you monetize it. Sell some [ __ ] that also ain't yours." and you start monetizing it almost immediately and create revenue streams and there's no fulfillment because it's not your product and it's not your group. And there there's what's what's happened in the last 10 years especially is that for somebody to get rich and famous, all they need is one of these. And because of it, uh there's all kinds of people that have built audiences and have no idea what to do with it. And so instead of like, you know, trying to convince some business owner to give you a grand a month for some automation, like we're just going in there and saying, "Hey, we can help you sell some [ __ ] and we'll split the money with you. You don't have to do anything." And they're like, "Okay, where do I sign up?" And they actually did all the hard work. Like in this case, the building the 50k group was the hard work, not not 1:52:18 the making them a one-s sentence offer going, "Hey, would you guys be interested in blank?" And a lot of it is um we we figured out how to make offers do more of the selling and less of push selling where you got to like you know book appointments and things like that. And a lot a lot of times actually businesses make offers but they wait till the very end. And so if we extract the offer and just make it more upfront like more people will buy it. So I'll give you a small example of this. Um, sorry. Let me just write down a little note. Um, so Hesh is in our mastermind and he works with uh financial planners and most financial planners on their website and their front-facing materials don't have an offer. It's just call Frankie Finn for all your financial needs. We do 401ks and investment planning. like, you know, there's no real offer there. And 1:53:20 so what I asked him is like, uh, what are most of your clients discussing in those sessions? And he said the number one thing they get asked about is like putting money away for college for their kids. Like, hey, my kids might want might want to go to Harvard. I got to start planning for that [ __ ] now because that [ __ ] ain't cheap. And uh, so I said, okay, that's the number one reason. And so what does he help him do? And he like helps him create a plan. So this is how much money you got to put away and these are the things I would recommend you put it in so that 18 years from now you can put them through college. Well, all we did is like we took the financial planner that's the offer they were already making. They just they just don't say it on their website. So we changed the website to say, "Hey, Frankie Finn's financial planning. We help you map out exactly how much money to put away today and where to put it so that you can put your kids through college when that time comes with no problem to you. And if you'd like to schedule a free session, I'll give you 1:54:21 the plan totally for free. And the catch is you just might want my help to implement it. And if you do, I get a little commission from the investments. You don't even have to pay me anything at all. Schedule now. And just that little shift from all book a session with no real reason attached to it versus the session will help your kids go through college. Now there's a promise and an outcome attached to it. Like that alone like massively lifts the amount of people that are willing to book. So a lot of the the principles of that book are like you know you find other people's audiences and then you put in offers that are working into that and you enhance them and in doing so you create income streams but you don't create fulfillment streams. That was a big thing for me is like once I realized how to sell I realized every time I was selling [ __ ] I was creating effort [ __ ] In fact I actually remember I was hanging with a mentor of mine and I wrote about it briefly in that book but you know it's a true story. my my mentor Ken. I hung out with him for like Ken 1:55:23 makes like I don't know 10 to 20 million a year and he he lives in South Carolina and when I got to hang with him I like I was so excited to learn business from him cuz like a guy's doing you know like 15 million a year and he's like willing to show me everything. And I hung out with him for four months and d I swear to God I never saw that [ __ ] work. I never saw Ken work. He'd be like okay we're going to go to the golf course. All right now what? Okay we're going to have some lunch. All right. All right. He'd be like you want to go fishing with me? Uh, sure. I'll go fishing with you. All right. We're going fishing. Then he's like, "Hey, I'm gonna go hang with the boys." Okay. Okay. Okay. We're gonna hang with the boys. Do you want to do some karaoke tonight? I could use a few beers. Okay. All right. We're doing some And I'm waiting for these business lessons. And then after like I I'd see him work like 5 hours a week. Sometimes we'd be at the country club, the golf course. He would have an idea. He would write it down on a notepad and he would fax it to his office. That was like the only work I ever saw him do. And then at some point I was like, "Ken, like how the [ __ ] is 1:56:14 this even possible? Like how do you make that much money?" and I never [ __ ] see you work. I never see you work." And he he thought and he's like, you know, in his thick southern accent, he's like, "Well, buddy, basically, I like to do things where I could do them once and I get paid for them again and again." And I there's very few statements in my life that hit me like a ton of bricks because I realized I had a lot of income, but it was all active. It was all the variety. If I stop doing [ __ ] the money stopped coming. It was like there was very little do once, continue to get paid into the future. And when he said that, I was like, that's what I need to shift to. And so, like, the book is like my 10-year journey figuring that out is like how to how do you actually create revenue streams that operate independent of you and and continue to compile into the future without you. They're just like little money machines that run in. And being totally transparent with you guys, I had an Iaska vision. I was hanging with my master shaman in Peru. We were drinking some iwaska, which if you've never done is hardcore psychedelic. And he said,"Most people 1:57:14 conceptualize of wealth as a number in a bank account that when it's big enough, you'll feel secure." He's like, "I've met so many rich [ __ ] that have a big amount and are totally insecure about it." He's like, "But what it really is is little machines that keep bringing you more and keep growing and keep operating on their own. And as long as you have those machines, you will always feel secure about it because, you know, like clockwork, like that's the only reason people have a job is because you know you're going to get paid on Friday." Like and the more of those machines you have operating you're like the better life is and it starts with the first one and the first one is like it's lit the opportunity is literally in front of you if you have ever scrolled social media for 5 minutes. So, if you guys are interested, I'll put a link to the to the book. You can check it out. But like, it's been a 10- year journey. And unlike agency stuff, just being real with you guys, I don't feel like I have the level of mastery um that I do over agency stuff. Like, you could wake me up at 3 in the morning, talk about agency stuff. I'm 1:58:14 still figuring out this deal making [ __ ] as I go, but it's like it's it's a lot of fun. Okay. Sorry, just scrolling up. I missed some comments. 1:58:33 How do I do presentations so well? Do you just script or have talking points or practice a bunch of times? Um, well, I appreciate you saying that. I mean, you know, it's funny, John. I actually don't think I do [ __ ] well. I actually remember like uh when I first got started online, a friend of mine had written a real estate course and I I knew the theory, but I had never done a deal. So, like I read all the books and I was like I was like a you know a book learner that had never done a deal and he'd actually done deals and he's like you should talk about this [ __ ] And I remember saying to him I'm not any good at video. I'm not any good at presenting. That's 20 years ago. There's a lot of practice that's gone in that you know thousand videos and stuff like that. A lot of it is just like for me it's just lived experience. Like I don't know I can talk about this [ __ ] because I've been doing it for so long. Do you have recommendations on learning meta ads? Should I consider upex? I'm a big fan of UPEX and what Sam has built. I think it's a shortcut to to just sell people chocolate. So, um, depends like 1:59:33 so there there's different branches of learning meta ads. There is learning meta ads for getting yourself clients. There is learning meta ads for fulfilling in terms of getting your clients business. And there is learning meta ads for selling like physical products like e-commerce. And even though they have a lot of the same principles, there are a lot of like big details that are vastly different. So before you learn meta ads, like you know, figure out which one of those you're you're trying to use it for. I think the most complex of the three that I mentioned is learning meta ads for yourself to get clients. And so I actually don't know any resources I would direct you to on do that. We I mean we have some stuff in our mastermind and I'm happy to share with you guys but um it's complex because like like I said when you sell your client stuff they're solution aware. So like when you got a plumber or a yoga studio owner like people know what a yoga studio is. Like your ad doesn't need to be that complicated. It just needs to be like, 2:00:34 "Hey, we're doing a killer offer to get you to come come try our studio." As where if you're selling a Facebook ad service for yoga studio owners, they may not be already problem aware, solution aware, there's more education, there's more steps. That's part of the reason for the nuance. That's different. But if you if you want an easy way to sell Facebook ad services like Upex is for sure the shortcut. Where's the link for that book? I just put it there. As a software developer, do you think I should focus some time on building useful tools that I can market? I have some business owners asking me to do such a thing, but I put it lower on the priority list. I would specifically do a hand raiser and validate it. If I could build you a tool that did blank, would you be interested? If one person is interested, usually there's a thousand other ones in the same situation who would want it. be I always before I build [ __ ] because I I like I've had stuff over the years where I spent a lot of time building [ __ ] that I thought was awesome only to find out that I was the only one who thought it was awesome. Now I I do the opposite. I 2:01:35 go, how can I put this in the marketplace and validate interest before I do anything? So like I I varly you guys like if you're in my Facebook community, you'll see me do hand raisers like you know 20 times a [ __ ] month. But I'm the reason is I don't want to build [ __ ] if if nobody's interested. Even this training, by the way, was a hand raiser before it was a thing. I was like, I'm thinking of doing this. Who would be who who'd be interested? And if nobody was like me, then I'm like, [ __ ] that. I ain't gonna do it. Like, I'm not going to make slides in a presentation. Like, I used to be the other way. I'd make all my slides, my PowerPoint, get everything perfect, rehearse it 17 times, and only then could I announce to the world that I was doing this. I totally do it the other way. Now, I'm like, I'm announcing that I'm thinking of doing this. If there's enough interest, I'll actually do it. And then when there is, then okay, I guess I got to make some slides and do it. So like that's what I would do is just, hey, I'm thinking about building you this. Would you pay for that or or would you would you want it? You know, do you know anybody else who'd be interested in 2:02:34 that? Like I would validate that first. How can you do more content of screen sharing easier to learn from? I like YouTube content or hope you can do more content of screen sharing. Yeah, I could probably do some more if you guys dig that. Yes, please. for the second book, book two. So basically, we should not do fulfillment anymore and white label everything, right? I'm just saying like I actually So I what I call dealmaking is a business model that I I couldn't even really explain to myself for like 2 three years and I and I thought I was kind of crazy because I'm like yeah, you're really just connecting A and B. Like I compare it to like as a kid or not maybe I say as a kid but I was like you know the end of elementary school we we started having school dances and if you went to the school dances you would get out uh like half a day of school and every dance started the same way. So like the first hour all the boys are on one side of the gym and all the girls are on the other and the whole time the boys are eyeing the girls and the girls are eyeing the boys and we're all thinking like oo she looks cute. I want to go 2:03:34 talk to her. But none of us had the courage to go do it. Deal making is when you stand in the middle and you go, "Hey, Valerie, you need to meet, you know, I see Brad. Valerie, Brad, you guys got to talk." And you introduce people that, you know, should in theory link up but do not in actual practice. And so I was at I was at an event and we had a VIP past and the uh the guy who's like the headline speaker was Kevin Harrington, the Shark Tank guy. And there were like I don't know 20 30 of us in the room and he told us how he got started and I swear to God it's the same exact principles as the book and I was like that's what I'm trying to explain. So he he found an audience that was underutilized in his case. He uh he went to TV stations in the early days of cable TV. So like it went from like just network TV of like I don't know five six channels to all of a sudden there's now like 40 with cable TV. And most cable stations didn't have 24-hour programming. So they would put these bars up that would say standby till morning. And Kevin went and u he went to 2:04:36 them and said, "Hey, I got a way for you guys to make money when you would normally just put standby till morning." And they went, "Really?" And he said, "Yeah, we we can we can create a little product demonstration and make it into a 30-minute TV show." And they said, "Come on down to HQ. We want to talk to you." So then he had been going to um these like conferences where they would like sell products and stuff. I don't even know trade shows where you'd like, you know, discover products. And there was the Ginsu knife guy there. I don't know if you guys are old enough to remember the Ginsu knife, but they used to be these knives that had an infomercial where they'd saw a shoe in half and they'd cut a Coke can and they do all this dramatic [ __ ] to show you how cool their knives were. The Ginsu knife had guy had been doing that presentation for 10 years. So he'd get 10, 15 people, he'd cut a shoe, he'd cut a Coke can, and then he'd sell like half the people knives, and then he'd wait 10 minutes and a new group of people, and he'd do the same [ __ ] over and over. And so he went to the guy, he said, "I I got a way to sell millions of dollars of 2:05:32 your [ __ ] I just want a commission when we do it. What I want to do is document your pitch in video and get it on TV, and then TV can deliver your pitch all day long, and you don't have to do this like 27 times a day, every day for the next bazillion years." So the guy was like, "Yeah, I'm down." By the way, they spent $400 on the first infomercial they ever produced. It made them like like $1.5 million. The ver the first version. 400 bucks is what what their total budget was for producing it. All they had was some like basic cameras filming the [ __ ] he was already doing. But that that's the principles of dealmaking. So he found an underutilized audience. In his case, it was a TV show. and he found a product that fit that audience. In this case, a knife or a set of knives and he put them together and made millions for himself in the middle selling products that weren't his on a TV station that wasn't his. The digital version of that today looks like we got a person who's got a YouTube audience or 2:06:33 an Instagram following or, you know, a LinkedIn community or a Facebook community. They got all these people who pay attention to them and they don't know what products those people buy, but those people are already buying products and you go to the product person and say, "Hey, I would like to sell a bunch of your shit." And you take community and product and put them together and sales happen and you get a percentage of what you negotiated. And be because you're using like in Kevin Harrington's case, the reason he sold so many damn knives is twofold. One, a lot of people watch TV, right? So, he started with a known quantity, the audience. And reason number two was um Ginsu knives were already selling. He like took a product that was already selling and put it with an audience that was known to watch [ __ ] and he put two things together and just negotiated. And so, uh it's it's an advanced level of way of thinking about it, but you don't have to do fulfillment if you don't want to. And I think it's really great for people who like selling more than 2:07:35 fulfilling. If you like selling more than fulfilling, if you like extroverted talking to people, like deal making is just like if you're more introverted and you'd rather be like what I call the back of house in a restaurant, like you actually do the technical stuff and work, it might not be the best model for you. But if you like selling way more than actually like if you like making promises way more than keeping promises, like deal making is is great because somebody else has to worry like when when Kevin Harrington sells a knife, it's Ginsu Knife's [ __ ] problem. They got to worry about shipping and fulfillment and customer service and all that [ __ ] Like you don't you don't do any of those things. Does the book bundle cover all three Facebook group micro tools and royalty checks in two hours? Are those bonuses additional? The book bundle bundle and their combo product. There's some combo stuff in there, Valerie. But I mean, you just shoot me a message. I'm like I'm easy peasy. You know, I buy everything. Yes. I love you, my dear. >> Listen, I buy your books. I need to understand what you're offering. No, but you taught me so much real estate [ __ ] over the years. 2:08:35 >> Stop it. Stop it. Is it going to make money off your >> Is it going to include the other two books you have as far as the book bundle? Like, you know, you wrote two versions of your first one. >> There's some bonuses in there like >> I need to order, please. >> Yeah. So do I click on the Facebook group part AI micro tools and royalty checks or are those in the book bundle that include >> the principles of them are in the book but like what ends up happening is the book itself is like it would be the NFL equivalent of like >> here's how to play football and then the the the the like upsells are like here's a specific play like >> okay I want the specific Frankie the tanky play. So, just click on all of that. Okay. So, I'm gonna click the first one that says the the passive recurring audiobook and lifetime update. Right. Yeah. >> And then click the three at the bottom. Right. >> That's the one >> I'm asking. That's what I need to do, right? To get the >> the breakdowns. 2:09:38 It's a little confusing how you have it outlaid. >> Yeah. >> I know. That's >> Tell me what the click. So, we all know we we're trying >> all the [ __ ] you want to add. I don't know. I don't know what to tell you. Like the ones you want, add the ones you don't. >> Say less. Say less. Appreciate you, Frankie. You're the bomb.com. >> Name. I love you, Val. Hey, why would you acquire someone else's Facebook groups? They don't know you. They don't trust you. Uh or trust doesn't transfer automatically or easily. Um I think um Michelle on this like this is a really smart question. So, I think 99% of selling online consistently is actually building an audience and building a relationship with them. And you'd be amazed at how many people have done that and stopped one yard short of the goal line. So, I I did a real example. Uh, it was a test deal, but um, so I was on YouTube and 2:10:38 actually when I first got the idea, I was like I was like I would enjoy mindless scrolling online more if I got paid money to do it. And then I started asking myself, how could I get paid money to mindless scroll? And I like came up with like I could do deals. So I was like watching uh I got a Zelda game and was watching this dude's channel who plays like Zelda and tells you like tips and tricks and [ __ ] like that. The guy had something like across all his videos, he had like 200 million views for all these like Zelda videos. Guess how much monetization he was doing other than just like basic ad revenue? Zero. So I'm actually in that marketplace. So I was like I was simultaneously checking out they have a master sword. I haven't bought it. So, if you play the game, there's like a like King Arthur sword you take out of the stone and it's called the Master Sword and it glows and can banish evil. And they got a real [ __ ] sword. Like not like a play like plastic, but like a $400, $500 metal sword you can like slash people with. And I was like, I 2:11:41 want that. And I got the idea. I was like, man, if this was my channel, I would be selling swords because like people who play the game, like a percentage of those people are going to want the [ __ ] sword. And so I I I messaged um the dude who had the channel and I was like, "Dude, I want to help you monetize this and make money. Can I can I help you sell some [ __ ] your audience will completely love and just I'll just negotiate a little commission for myself. You never have to pay me anything. I'll send you checks kind of thing." And he was like, "Yeah." And then I messaged the sword guy. And actually, one of the only times you ever get rejected in deal making is is because you're usually trying to give people money, not ask them money. Like when you're trying to sell agency service, you're saying, "Give me money." Which is part of what makes it hard or jump on a call. You're saying, "Give me time or give me money." But in dealm like the doors tend to open a lot faster. And the sword guy didn't want to play ball because he just said like I'm 2:12:41 at my manufacturing capacity limits. Like I literally can't make more swords. But I was like just as a little test showing people what's possible. So I guess it was a failed deal but like the principles apply. I was like let's sell some swords on this guy's channel. So part of the reason is like it don't really matter if if if if they watch videos about the Legend of Zelda like they're already into the [ __ ] sword. So I'm just like putting it together like those people should logically talk to each other. And then the other reason is often like we're we're giving them money. And then as far as acquiring Facebook groups, often the group itself has a level of trust. Like there are communities like where you know if you go there you're going to get good answers and good information and things like that. And you'd be amazed at how many people their communities are worthless to them because they never monetize it. So they're literally making zero and they have to delete spam and break up internet fights because people 2:13:41 argue in the comments. And at some point, like we've had people like as a practical thing, Michelle, like I think of Max who came here to hang with me in Le Pause. Like he has a guitar group he monetized. He just went to a guy who had a 100,000 person guitar group and said, "Could I buy it from you?" And the guy was like, "What what kind of offer?" And and Max said like, "I don't know, like 80 bucks." I don't know how he came to $80 US, but the guy's like, "Sure, 80 bucks and it's yours." And then he just took over a guitar community and now he's like putting in affiliate offers, you know, who's interested in this guitar, this amp and you know, all those kind of things. And he's selling music products in a community that he just bought. And it's way easier to buy a 100,000 person community from somebody who got tired and burnt out from it is than it is to to build one from zero. So like that's kind of like what we're doing with them. I hope that makes sense. I don't know if that fully answers your question or not, but I hope we're in the ballpark. You don't even need to like selling because basically you will sell through a hand raiser ad 2:14:42 and sell through a Loom video and then outsource fulfillment. I'm getting Am I getting this right, isn't it? Yeah, you got a right idea. Totally. Okay, I'm going to since I already saw that question, Val, I'm going to leave that. Jesse, I didn't do the upselles because I already had some of them, but got the auto book, too. Yes, thanks. >> Cool. I appreciate you guys. I'm going to just hit end recording. I'll I'll stick around for a minute, but I I never like to make daunting eight hour videos for people to consume.