After $35M From Ads, Here's The Real Path to a $1M+/Month Agency

Yeah, that ad is perfect to attract broke people in the ads and in the funnel. You actually want to make it stupid, simple. Increasing the pricing is the fastest way to scale the business. Is the easiest and fastest way to do it. That's going to be a waste of your time, to be honest with you. Tell them what they want, give them what they need. You could just pretty much like the flow with everybody else. I would say our biggest constraint right now is on the paid ad side. My biggest recommendation for you would be to. Welcome to the constraint call. I'm Ravi Abuvala. Every week I choose one founder doing anywhere from 50K a month to 10 million a month. Identify the single biggest constraint holding themselves back and solve it with them live. Today I have Jerry, Jerry, what's going on man? In your own words, if you can tell us what your business is, who you serve, what you're doing in revenue and what you think your biggest constraint is right now. What's going on? I appreciate you having me, man. Basically I have an outsourcing staffing and consulting agency, basically where we place talent from the Philippines and other countries and to businesses and estates. We usually work with entrepreneurs all the way to small businesses, so people that have about 50 to 100 employees. I would say our biggest constraint right now is on the paid ad side, because most of our revenue is coming from partnerships with coaching and info companies. The other side of the constraint that I would also talk about is also the offer, because we're running paid ads, we're trying to collect a little bit more on front before we get the reoccurring in the back end going. That's pretty much it about my company. Awesome. What are you guys doing monthly right now? We are doing a right now, we're on pace for our biggest month, and I think we're on pace for 145, but usually anywhere between 110 to 140. Awesome. What is the pricing structure? There's an upfront amount and then recurring after that? Absolutely. We do upfront amount just to start the process, make sure people are serious. Anywhere between 500 to 3500. That comes with more consulting. We'll be noticing the pass. We didn't use the charge for the upfront. People need help with their systems. A lot more helps than just getting the talent in there. That's why we started trying. That's why we've been charging more of the front. From there, the virtual assistance usually range in a way between 1600 to 2500, some time 3000. Is that a month? Yes. What determines the difference between 530 and 500? How hands-on someone needs us in the process, essentially. What we've noticed is some people come to us and just need the talent. It will just be 500 just to make sure they're actually processing and looking to hire somebody. Then the 3500 is someone that needs help with systems. Don't know anything about AI. The ICP that we've been reaching out to, it's been a little bit over Odercrowd. They don't know anything about AI, essentially. Just being more hands-on and making sure teaching people how to delegate is how I look at it because some people don't know how to delegate at a high level. Who's ultimately making that determination? Do you have a salesperson? That's obviously a pretty big range. Is there some hard-coded, okay, if it's this, it's 500, if it's this 1000 or is it just like this guy feels like he's going to be a lot of work? Let's do 3500. That's been the problem as late. We haven't necessarily closed someone for the specific amount of 3500. We've been worrying about our partnership side of the offer where that is usually 1997 to 500 to get someone through the door and we still do a little bit of hands-on involvement. That's where and why the ads I feel like hasn't been because we're trying to be as profitable as we can on the front end, but also not over-leveraging how much I have to be in the consulting process, essentially, which I'm noticing for some people is a lot. Okay, and for the 1600 or 3000 a month, what determines that range as well? Some people come with us with technical roles. Some people need, support one, support two roles. Some people just need executive assistance. Some people need dialers and appointment centers. An appointment center that's going to be dialing in towards 250 to 400 leads a day. That'll be around that 1600 to 1800 point. But if you need someone that's technical and technical with Microsoft teams, go high level experts and things of that nature, that'll be around 2,02400 for someone that's really good. Awesome. Then walk me through a little bit of what you're rough. I know when you and I spoke previously, you said some people say with you for three years, but if you just had to give me an average of the people that leave right away and the people that say for three years, what do you think your lifetime value is roughly? I would say people usually, like on average, people are going to stay with us for 10 months to a year plus. The only turn I feel like with business to business, I feel like, is when someone's business goes down, they can't afford it, or you know, it's staffing. Sometimes you don't have a need for the position anymore, or you need to read higher or something. But we do guarantee replacements. For the unlimited replacements? If they're paying the reoccurring, yes. Yeah. I want to try to be conservative because if we're conservative, then anything above that is just icing on the cake. You're saying 10 months on average, people will stay with you? Yes. 10 months, and you said 1600 to 3000. Let's just say 2000 to keep it super simple. And then 500 to 3500, you have in sold 3500. So let's maybe just say, I don't know, 1500 of that as the average upfront. So that would put your average lifetime value at 21,500. Is that sound about right? Yeah. Okay. Cool. Yeah. And then to sorry to cut you off. No, sometimes we do have part time hires as well because of just trying to collect, kind of, can't turn away some people. So some people want to start part time where that's like 900 as well. Okay. I have what percentage people you think do part time? Some people like start part time. You know, some people like even like to, you know, maybe even if you hired someone or someone else was to hire someone, they'll start part time and then go to full time. But some people do have part time. I'll say like 35%. But our goal for the ads is obviously to get people who want full time. That's like, yeah. So this is what I'll do. We just calculated 21,500 as your lifetime value. Let's just times that by 60%. So I'm going to have 40% haircut on it to put us at 12,900 lifetime value just to be as safe as humanly possible. So if I can make this unit economics model work at 12,900, then it'll sure is how work if, you know, you only have 15, 20% of people doing part time. Does that make sense? Yeah. For sure. Okay. Cool. Great. And then I know you say it was kind of a little bit all over the place. Some older people. So walk me through a little bit of like, what is the main type of avatar you guys are booking and closing could be two different people. And then what industry are they? How old are they? And then what are the main type of, uh, call, call them virtual systems? But VAs, uh, this, uh, the, these team members that you're placing, what are the majority of the roles or responsibilities that those people are doing? Yeah. Majority of them is majority of them is executive assistant work, admin work, but like we like to say, print like their premium executive assistant. So they're not just doing admin email, all that kind of stuff. You know, they're handling the CRMs. They are following up with your clients that you need collections from, you know, invoices. Um, some people, for instance, one, one of our clients has a home care company. That's kind of another problem I feel like we don't have a specific niche because prior to running ads in the partnership, we were just word of mouth. And we've successfully been able to do word of mouth and get up to 50, 60 K a month, just off word of mouth. Um, so we don't turn anyone away necessarily. We feel like we can kind of handle all the problems, but I guess that could essentially be a problem as well. Um, but I would just say really it's kind of entrepreneurs, agency owners. We've helped e-commerce brands. We've literally helped everyone. Uh, but particularly with the ads, it has been just the older crowd. I don't think I've been on a sales calls or my sales team has been on a sales call with anyone under the age of 30 or 35. Okay. Well, just on 32. So let's not put me in the older crowd, but I can, I can appreciate that, but uh, just kind of flange me a little bit there, but it's all good. It's all good. Um, like these guys are old. You don't know what I mean? These guys are old. Yeah. In the, in the online world, I'm old. Yeah. I know that. Okay. No. So let's go put the, the, these people that you're going to, they are under like agency owners, e-commerce brands. So it's mostly online companies. It sounds like. So our previous client base was yes, but the companies that we've been closing through the ads that have been home care agencies. They've been event spaces. It's been kind of random, but it's been kind of, you know, an older ICP is what I would say and not, I don't want to just say like physical businesses, but you know, like kind of, it's kind of been physical businesses. People that are physically going in and do a labor and things of that nature. Okay. So let's talk a little bit more about the ideal ICB and we'll get into the ads in a little bit, but we start always here, even with our clients. So let's say we're drawing a Venn diagram, right? One of them is the people that close really easily pay in full, etc. share the other part of the three part Venn diagram is the people that are really easy clients that you get really great results for. And then the final part of the Venn diagram is the people that have the highest lifetime value. So whenever I'm working with clients and they're doing your stage here, where you know, you're making good money, but you're kind of helping everybody. It's like, cool. If if we can choose one niche to go into, and by the way, niche doesn't happen. to be real estate, right? And this can be broader than that. But if we look at this three-part-man diagram, who closes easiest pays the most of fronts, who has the best results and who pays-- who has the highest lifetime value, is there any either avatar or VA role that falls in that category? If you want my help installing any of these systems in your business done for you, be sure to book a call with my team down below. Yeah, I'll be honest. It's from our referrals in word of mouth, the people that have paid the most in our biggest clients that have paid us over 100 or 60K a year, they're coaches. Got it. And what are they having their virtual systems do? Executive assistant, where webinars, DM setting, let's think, just calling, appointment setting, setting leads, following up, mostly most of those kind of things. Because I think with the coaching space and the connections that me and my partner, my partner and I have, it's a lot more lucrative and a lot better margin. But at the same point in time, a lot of people know how much the talent costs. So you kind of have to find the right pocket of the person, essentially. Yeah. Yeah. OK. So another exercise. That's helpful. Whenever I'm talking to people and I'm saying, OK, if you can choose your dream avatar, we walk through that exercise a second ago. The other exercise I walk through is, can you work with or are you working with who number one has greater than 75% profit margins. Number two has high ticket items, so $2,345, $6,7000. And number three has a sales cycle less than 30 days. So that's always-- if you can think of a dream avatar, those are almost always those people. Because if you come in and let's say you do a DM center or a appointment center or something like that, then they can get just a small increase in output for them could result in significant more cash in the bank account. So they could go from 20 grand a month to legit, 35, 40 grand a month within 30 days because they have such high margin. Their stuff is high ticket and their sales cycle, they're closing right away. So that's why when a lot of people just say, oh, I got for coaches, without really understanding why coaches. So that's why we go after coaches, but we'll also do agencies, we'll also do professional services as well, because they can still fall underneath that same category. So we don't have to necessarily say it right here on this call. But my biggest recommendation for you would be to, first of all, I would really narrow down the messaging in the ads. And we're going to go through your funnel and your ads here in a minute. But if I had to take a guess, I think it's probably relatively generic based on this. So I would get way more dialed in with realistically, even if you just focus mostly on who you're placing, it'll attract some of the right avatars. But the issue, so I'll give you an example. I have-- actually, I did another constraint call with them. Juan, he's a client of ours. He hit three in a K a month. They're crushing it. He's just doing placements for-- essentially, EA is for real estate agents, right? And they're actually more supply-contrained than demand to train meaning that he has no problem getting calls. He can't fulfill fast enough, which is why we did that call with him. And he's mine of ours. But he was really specific. Now, the problem with-- if you even go back and watch that call, the issue with an offer with executive assistants is that although you can make the jump in a business owner's mind, this executive assistant is going to make me more money by either getting my time back to do other things, or they're doing activities that are actually going to make me money. When it comes to paid ads, you've virtually a three to five seconds when someone sees your ad for this person to think, is this going to be worth my time or not? And three to five seconds is too long to make the jump in their head that, OK, this is an investment, because my EA is going to come in. They're going to help you with this. So really, even though you can help all these different things, my funnel and ad campaign, I'd be building out here, would be solely focused on one type of VA and really one type of avatar, right? Which in your example is going to very likely be the appointment setting one or the DM setting one, if you feel confident of doing that, because now it's like, hey, will place a appointment center in your business that costs like $10 an appointment, or however you want to do the math backwards to figure out what that is, with guaranteed placements, if you are a coach, agency owner, blah, blah. And the truth is, if you find that industry like coaches and blah, blah, a little bit saturated, or like you said, maybe they're so sophisticated, they know how much a VA really costs. You could go into other industries like home repair, decking, stuff like that that's still followed in that category of like shorter sales cycles, high margins, high ticket prices, where you could just pretty much wipe the floor with everybody else. Yeah, no, that makes-- that makes perfect sense. Would you-- so in sense of that, would you recommend testing out multiple industries then? I would very likely-- so other than coaches, based on the Venn diagram, those two exercises I gave you, is there anybody else that jumps out to you? Our two biggest clients are coaches. But we've had construction companies that needed a couple, two or three project managers. You know, especially like we haven't had a lot of success with paid ads, so it's all been referral-based. It's kind of like you need to get lucky. I mean, even our-- like even one of our clients right now that's growing, he's about to get his second and third virtual assistant or executive assistant. He's in a community coaching. So-- So then I wouldn't be opposed to it. I think the way I would probably set it up is be-- so for us, even if you look at our funnel, right? I'll actually share my screen and show this to you because this might be helpful for you. So I do call it out up top here for agencies, coach, consultant, service providers. And then as soon as they click Book of Free Call, it asks for the same type of avatar, which means that you make $2,000 or more per client. So this is high ticket coaching, consulting, info, agency, SaaS, or service service business. So you could honestly model something like this where you were going after these very same people. Because we have people come in that are selling SaaS, high ticket that we crush it for, agency. We have financial advisors, planners, wealth management, plus coaches consultants. The thing about ads is you realistically want a large enough total adjustable market that the ads make sense, that you can keep your cost for books call down. There's something called Uniteconomics in Business, which is just like the math, essentially. So we want the math to work out. The problem with we go so specific as far as like appointment setting just for coaches, that tam is relatively small. And so it's going to be really hard to increase the aspect on that, whether they're doing coaching, courses, communities, agencies, service based business, the relative, they're all going to fall in the same bucket. But it allows your ads, and if we want to get technical, your CPM, cost per 1,000 impressions, to stay relatively low so that you can scale and let's say get $100 to $200 cost for book call. No, that makes absolutely sense. But it's still niche down in that-- It's still relatively not that you told me entrepreneurs, e-com brand, home care businesses. So yeah, it's going to be more narrow than that. And by narrowing it down further, you're also going to simplify the sales process as well. That's the other big part of this is your sales process is going to be way more streamlined if you're serving the same avatar over and over again. Not that makes perfect sense. And I would like pretty much the other issue here is the $500 to $3,500 to $600 to $3,000. That should be solved. You should essentially just have one price points. And my strong recommendation-- now, I don't know if you know this or not, and I didn't say this earlier on. But I used to run a virtual assistant placement agency. We placed over 1,600 virtual assistants in two years from the Philippines. I used to have a center there that we were trained people at. So I have like an unbelievable amount of experience in this specific industry. What we did that was allowing us to wipe the flow with everybody else was similar to what you're doing. But I just don't think you've packaged it up well enough, where we would charge $15,000 for four months for this virtual assistant placement. And that would include four months of their payroll, which for us was roughly $500, $600 a month. And then from there, they would just pay monthly after that of whatever it would be to continue to work with a virtual assistant. But we would frame it as in those four months, not only do you get the VA, but we're also going to help you, like you were saying, on the consulting side of getting your business ready to have this virtual assistant come on board. Because based on what I'm seeing in the sales call here, if I just hand you an appointment center, you don't have a curated lead source, you don't have appointment settings script, you don't have a CRM. So it would be a waste of time, both for you, us, and this VA, where we can come in here. We really have a three month program. It's $8,000. And those $8,000 include three months of the virtual assistant payroll. But you're also going to get this system that allows you to have this virtual assistant come in and really start producing more calls for you almost immediately. So if I was competing against everybody else like you, or like Upwork and Fiverr, I'd be screwed. Because it's like, why am I going to pay $15,000 for a virtual assistant? But because they're getting this whole consulting coaching element of it with the placement, I can now charge three, four times more than what my competitors are, which means I can pay three to four times more than my competitors to acquire these people. And that was really what allowed us to scale super aggressively in the industry. Is that clear? Yeah, that makes sense. That makes sense. I would focus on. [BLANK_AUDIO] making the offer and that now we're gonna pull up your ads and your funnel here in a second. But I would really focus on making the offer like, so this is gonna be a good lesson for everyone watching this video. But it's almost like a, it's almost reverse. But in the marketing, in the ads and in the funnel, you actually want to make it stupid simple. So you don't want to say we're gonna do coaching, consulting, you're gonna get access all these calls, low law. You just want to be like, hey, if you're this person, we're gonna place a virtual assistant in your business and if they don't grow it, then you don't pay something like that, right? So you're not gonna go into there's access to coaching calls and Slack and we're gonna help you because the truth is, it's too much information for somebody to understand who you are and they really just want to put you in a box. Like, they need, okay, is it a coach or is it a placement agency or a recruitment agency? Like, you don't want them, like I said earlier, you have three to five seconds. So don't blow it trying to make yourself sound super unique. That's not what the marketing is for. Now on the sales call, that's where I would really follow, honestly, similar to what we build for our clients done for you. So people come in, I say, hey, we build you an end to end, done for you marketing system. They come in and we get on the call and then we get down, it's very similar to how we run these calls. What is your offer, what's your price point, you have risk reversals, what's your, I'm just spending on ads, cost per lead, cost per call, show rate, close rate, a cat to LTP, all this stuff. And then we give them a prescription section. So Jerry Vissing and everything you're saying here, the issue is not actually your ads. The issue is your offer, we need to dial in the avatar, what you're selling to them and your pricing structure around it so you can charge more than your competition and afford a $203 dollar cost for a book call. And then we're going to work on the VSO. So now I prescribe to you this solution, right? And when you came in, you weren't thinking, oh, I need help on my offer. If I said, hey, we're a great company that helps with offers, Jerry, you'd be like, I don't need a fucking need help with my offer, I just need help on my ads, right? Because nobody wants to hear that it's their offer that needs help. They just think they need a new ad creative or a new funnel. So you know what's like, tell them what they want, give them what they need. It's the same thing for you. So you're going to say, we can help place an appointment center of business that books 30 to 50 appointments in the first month or whatever, 20 to 30 in the first month. And if it doesn't work, you don't pay. Now, not only are they going to be incredibly talented, they do this, but you're typically going to pay an appointment center $5 to $8,000 a month or you're paying $1500 to $2,500 a month and they're working even harder than their US based counterparts. And then they get on the call and you say, great. So you're looking for a appointment center to do DM setting or let's say phone setting. Let's walk through a little bit about how many leads you're getting a day and what does that look like and what you're doing this diagnostic. And then you're saying, okay, so it's clear you do need an appointment center. And just like I was saying a second ago, if we give you one today, which we could, it's probably going to crash and burn pretty quickly because you don't have this, this and this, which is why we're not just like a placement agency. We really follow a holistic practice, which is why our average client stays with us for almost a little bit over a year, about 13 months. And so the first thing we're going to come in is optimize this your offer and your marketing process. Then we're going to place the virtual assistant and then we're going to help manage them and optimize them from that point forward. So when you do it, you frame it that way, it fuels custom even though it's relatively productized and whatever you drop the price point, $68,000, $10,000 for 90 days of it up front, it's going to be more palatable for these people. That makes sense. And it's already kind of what they're spinning already, but at least you're capturing that up front essentially. Exactly. And that's going to be your biggest constraint when you really start spending money on ads. Like, I have clients that come to us and they are average up front is like $1,500, $2,000. That's not bad, but damn, is that hard to scale an ad spend, especially when you add in setting commission, sales commission, your fulfillment stuff. Hormosi says, a 30 day, two to one or three to one, cact to LG GP. So it'd be really hard. Let's say we get $200 cost for a book to call. Let's say you have a 65% show rate, which isn't unheard of with cold traffic. Let's say you have a 20% close rate, that's a $1,500 cost per acquisition. Let's say you're selling something for $2,500. So then you have another $500 in sales commissions up front if you're giving them 10%. So you're already at $2,000 out of $3,000 are gone as soon as you, and that's not even fulfillment costs. That's literally just the cost to acquire. So that's very different. We'll then redeploy that capital and the ads again. So if you're able to, let's say everything stays the same, but you're charging 8K instead of $2,500, we'll then, let's see, that's going to be $800 plus, let's say, a same $1,500 cost per acquisition. So you're looking at what? $2,300 cost per acquisition for $8,000 up front. So now you're talking about your culture to the three, four cat to LG GP. Got it. Yeah. Yeah. That makes perfect sense because we were going in the, I was thinking about still trying to push like the 1997 and like you said, it was kind of the people we've, we've had like from the ads so far, we've only had one person and it was like a career company that said they wanted to virtual assistance and they didn't end up closing anyway, but that makes perfect sense because that's just like a totally different presentation of an offer and handling their problem at the same point in time rather than just giving them the talent. And then you'll, you'll still get people that say, eight grand for a virtual assistance placement, I can go to up or can get that. Like that's fine. You're not going to win every single deal, but increasing the pricing is the fastest way to scale the business is the easiest and fastest way to do it. And like you said, ironically enough, you're still doing all of this already. It's like, it's just how you frame it on the sales call that makes the, the biggest difference in the entire world as far as if you're actually going to close these people or not. And then do you see that being one call, do you see that being like a one call close as well? Absolutely. Yeah. Eight thousand dollars. No question about it. Yeah. It's, it's, um, yeah. I have a YouTube video about why I think people, everybody should be on one call closes because it for a variety of reasons. But now will it take maybe an extra call a decision call every once in a while to close somebody? Sure. That's no problem. But whatever you're dealing with, like, so if someone is looking to, especially your industry, somebody's looking to make a higher, that already means that they don't have enough time in the day. That's why they're trying to hire. So if your process requires multiple calls, always always when you run the math of the show rate to the first call, the percent that make it that you pitched for the second call, the show rate for the second call, the people that actually close on the second call or also if you have to do another follow up after the second call because now they've heard the price and now they need to go talk to their partner. The end to end from first booked call to close deal is almost always lower on a two call close than a one call close and you're not also factoring in the most valuable thing you have as you're scaling, which is your sales team's calendar space, right? Because now it takes on average 2.5 hours to close a deal versus more than half of that if you just got a one call close, maybe it takes 1.25. And so now you've got more calls in the calendar, less sales people, they get higher compensation, you get better sales boost. So it's very rare that I would ever see, especially for an offer that's relatively simple like this. Like it's insane. The main reason I see people on two call closes is because their offer is too confusing, so they can't even explain it in one call. Their sales script isn't verbatim written out word for words so that the sales people don't take it off into the ether or they're just attracting just like you had said. Some people are home services, some people are agencies, some people are so because they're all over the place, it takes so long to get this person into this part of the day. I'm sure that you're about to pitch them through discovery that I'd stretch as a call out to all. Got it. No, that makes perfect sense. I guess now though, I mean, the only thing I guess now would be like the ad strategy I sense. Yeah, I love so I was going to, I want to end this with maybe if you can pull up your ads and your funnel, I'd love to maybe book around on that. I've business from $65,000 to $400,000 a year and I almost ignored the advice I'm going to talk about in this video. I was running an affiliate marketing company. I wasn't sleeping. I'm running ads, posting content, handling customers, fulfillment, everything all by myself. I had a little bit of revenue, but I didn't have a business. I had a job. Then one day five years ago, I met up with my friend, Ryan and I hop. Ryan was running a multi six figure movie company while finishing his degree at the same time. He had a virtual assistant managing his front end back in and he was scaling doing pretty well for himself. We sat down and I hop pancakes on the way. He said, bro, you need to hire a virtual assistant and I almost said no. I didn't trust the fact that I would be hiring someone overseas. I didn't know how to train them. I thought I was the only one who could do my work, honestly, but I'm glad I took action. I hired a VA. Within weeks, I saw when one person could take off my plate, then I hired a second and then it got me to finish that for me. When you were running, I have a bunch of thoughts before I can do it. When you were running ads, do you still remember any of the numbers? Cosper lead, cost per call? Yeah, that cost per call was at like 70 to $80. But this was also before we were letting everybody through and then trying to appointment set or trying to set them up, essentially, and you have a good call and then qualify them from there, which we noticed kind of like a month, two months, two and a half months later that a form was way better. Just getting wasted. The ad was originally-- Or was it literally just book like a discovery call, like name you off-one number? It was book a call? No, it was book a call and they would book a call, but then we would-- there would be like no serious qualification questions. Yeah, so when they later on the VSL page, was it just like a calendar widget and then they book and it's just like name you off-one? - Exactly, and then maybe like a couple of things about your company, things of that nature. - But then anybody could book. - Anybody could book, and then it was also alerting that to the pixel. So it was, at first we were actually getting a decent, I guess what you would say is decent, that people were like, we're in like medical offices and things of that nature, but then the pixels started getting damaged after that. - Dottits, and what did you ever get a cost per call when you had like a little more qualification in it or no? - Yeah, yeah, we did, but then we just kind of pause everything 'cause we wanted to kind of, we saw a change, but the cost per call after there was like 120, 130, but we scrapped that ad and we were using more of another ad, like kind of like a testimonial ad where we were in person with one of our clients. It was just a quick 30 second interview and it was working, but then it kind of burned out afterwards. Compared to that first ad that I showed you, it was like, it was kind of going crazy, but yeah, and then show rating close rate. - So at first, the show rate, so at first it was bad, show rate was like 30%. Ever since we started getting the qualified leads to the calendar, it was, ever since we started getting the qualified leads to the calendar, it's gotten up to like about like 45, 55. We tried because like most of my setters are two of my setters on the Philippines currently and we were trying, like we do a partnership offer from a webinar for the partnership. So it's a totally different kind of call for a cold lead. So we tried to get some American setters as well. That it didn't really pan out well, just one of the ones quid, they weren't dialing a lot or you know, everything was gross. - Right now, a two-quil close. - It just the paint, for currently right now for the agency offer? - Yeah, for whatever you're gonna run the ads back to here in a second. It ideally I wanted to be a one-call close, but like when we've been offering, for instance, my closures have been pitching to 3,500 and people have been really interested into it. But I feel like it just causes like a lot of friction, you know, like, and it gets people thinking and like you kind of said, it's kind of, I wouldn't say it's confusing, but it's just not, I say what I feel like for us having a call for lead, like getting it up to like 130, 'cause we're only spending 250 a day. So when we were getting leads at 70, it was kind of like, okay, we're getting a good test budget. But then afterwards when we were getting 120, we're only spending 250, so we didn't get to really test that as well. So then that's when we were like, okay, let's come back to the draw board kind of reassess on everything because we were starting to get leads. They were kind of about to start biting on the offer, but the volume wasn't coming in. - Yeah, okay. All right, let me address the ad real quick. So yeah, that ad is perfect to attract broke people. I mean, you even got iHOP in there too. My God, that's, you know, so you gotta, I would definitely do closer. So that's like more of an indirect ad where like, you get to story, you're kind of explaining the background, and then you get to the point, that's not bad. But the problem is your ideal avatar is somebody who doesn't have any time, and they have a lot of money. And so when that's the case, you need to be able to say, hey, if you're this person, we can help place our virtual system in your business that can set 20 to 30 appointments the next 30 days or you don't pay, something like that. It's like very direct. We've worked with this many people. This is the problem with US based setters and they pay so much money, ours are trained, you get a free replacement guarantee, and they'll be up and running in seven days or less. Go down below, watch a short video, and book a call to speak with us. That's what the ad needs to be super direct. - Correct. - So that somebody can see it, and then almost immediately be like, okay, this makes total sense. Let me learn more. - Yeah, that makes perfect sense. - And then you have to have congruency, right? So then we go from the ad, let me share. We've already talked about so far. We need to make this like, reclaim 20 hours a week. It's too generic. They have to make the jump in their head about why this is gonna make them more money. So it needs to be more like, our training appointments, I guess we'll book 20 to 30 appointments a month for less than $50 an appointment or something like that, right? And lean into maybe the fact that they're not as expensive as regular. Or like an executive assistant won't let a lead slip through the crack kind of thing, 'cause like something like that. - Yeah, but I wouldn't even call them executive assistants, like just call them appointment centers. There's no point in like calling them EAs. Like an EA to me would never be doing appointment setting. You know, so to somebody who doesn't know what an EA is, they might be doing appointment setting, but that's not who you want to be working with. You want people that are looking for, they're in the market for appointments centers because one of two things happens when you're in the market of appointment centers. Either you actually need an appointment center and that means you have so many leads coming in, that means you're making a lot of money and you need an appointment center to get even more book calls from in. Or you think you need an appointment center, but really your problem is somewhere else, but you do understand marketing and sales, and so you can still have them come in with the consulting coaching offer. You help them fix that first and then you place the appointment center in month, one or month, two. - Yeah, that makes sense. - Okay, so like this is not, I think this is slash YouTube, so this might be from your YouTube channel. By the way, I'm talking about like an angle for a cold ad, to a VSL page, to a sales call script. You can keep this here for the partners and stuff that you're working with, but when it comes to getting a stranger to get on a call and buy in the first call, it has to be so stupid, clear, and it has to be so stupid, simple, that they can get through the entire thing. If it's like this, like on YouTube videos or partners, they maybe will watch this video and go all the way through because you're coming from a trusted source. People who paid out, they want to find a reason to balance from the page, and so you don't want to give them one, essentially. - Got it. - Cool. I'd also like, I don't want to get too deep inside of like website optimization here, but I also would definitely make it so that, they call it above the fold, so if I kind of show you our page really quickly, lemme just, so soon as you land on the page, you can see everything that you need, and then there's the Book of Recall button right here. So yours is not that, which means on mobile, it's probably even worse. - Like that. - So you want to make it so that they don't even have to do anything, they can click Book of Recall right there. - Got it. - And also remove the chat widget. And also you're gonna have the changes from operational diagnostics, if it's not going to be the appointment setting one. - Okay. - And then one thing that we do with our clients, that's working unbelievably well, 'cause we did it for us first, is we turn social proof in written case studies into like full blown case studies. And this is a thousand times more believable than like screenshots like this. Like, dude, someone from a cold traffic, they're not gonna sit here, look at this, click on this. And then we talk about this process with you, watch this whole video and wait to get to the point. You know what I mean? - Yeah. - And to, at the very least, you should have like a quote on here, or like something that shows where they were before, where they were after. So that way they don't even have to watch the video. But in the best case scenario, you have more of a build like this, where it's like, it has the headline, examples, quote, before, during, after, and the video proof that shows that it's real. - Got it. - Cool. This has a double scroll on it, so you want to remove that as well. How many, we're in the business? And then you'll just pretty much have to change this to, just straight up being, well, nobody fucking call me now that everybody has me fucking email, but, remove company, that's a waste of time. Yeah, so this is so many questions as well. Like, you need like four questions, once you change it. So it should be something like, are you a high ticket business, yes or no? How many leads are you generating a month right now or a day or something like that? What are you doing monthly in revenue? And that's, and maybe that's it, you know, and then you have the book of call from that. Because all these other questions, it's not, you don't really need this. The point of calendar questions or application questions is not like to get everything before the sales call. It's essentially to figure out, should this person even take up a slot on my calendar? It's like I said, your calendar is your most valuable space that you have when you're trying to scale. So you're just trying to say, is this person worth a call or not? And if they are, it just takes like two or three questions to figure that out. Got it. Cool. Yeah, literally, now you're right, like literally too, because that's the question that we use right there that gets them to the calendar or not. Yeah, and just so you know, for us, if they say under 10k, let me show you this real quick. So it says that there's a minimum of $10,000 investment in order to work with us within seven days. Do you have access to that? And if they say no, they can't book, but if they do have access to it, then they can book. So instead of just throwing away all calls, you could add a question that filters out people that are less than 10k, but then add a financial qualifier on there from them. Got it. And then are you against kind of like we were thinking, like we were getting a bunch of leads that were like meeting the assistance. I guess obviously we're going to change things up from everything that we just talked about today, but are you against like having kind of like a coaching offer, like as like a backup for someone who's not ready for that. Yeah, it's not needed. Yeah, that's that's going to be a waste of your time to be honest with you. Now in the future, could it be beneficial? Sure, but like that's such a silly way to try to grow the business right now. your screen. essentially creating a whole separate offer, a different, and these people, they don't have enough money, their pain in the ass is like, if you were like in a total just well market of 5,000 people, I would say, yeah, you squeeze every dollar, but you could easily scale this thing into the hundreds of thousands of dollars a month, if not a million dollars plus a month, if you just served people that had money and needed this placement here without going down to just the pure coaching. Got it, that makes sense. But the real lifetime value for you comes from the recurring monthly amount, not necessarily from just the upfront amount. Exactly. That's the biggest thing. The goal is to get 250 employees place, so it's reoccurring coming in and then even past that, that's just the first goal we want to knock off. If you look at, I always say, the best way to improve fulfillment in lifetime value is in sales and marketing, meaning that if you get shitty clients in from your sales and marketing, no matter how good the fulfillment is, they're always going to churn because they were just bad people to begin with, where if you only like slowly over time, what you really could do is only work with people that are at 50k a month plus, then 100k a month plus, because those people hire 3, 4, 5 appointments that are from you, they stay with you for two, three years. Now, you're not at that point yet because like I said earlier, we need to focus on unereconomics. So whatever we need to do to get the ad funnel to work, that's what we do in step one, sort of like creating new businesses and offers. But then over time, you can slowly refine it more and more and just be like, every time I take one of these clients on, that's worth $10,000 to me, I'm not taking on one of these clients that's worth $25,000 or $30,000 to me. But that's a higher play, what'd you get later on in it? Got it. Makes sense. No, just to recap the whole thing real quick. Number one, you need to dial in the avatar and who you're placing. My suggestion would be high ticket businesses online and the placements should be called appointments center or something like that. Number two, I would adjust the pricing to be closer to like five to $10,000 up front for 90 days to four months. That includes the VA's payroll during that time frame. Does it mean you're placing the VA day one? So you might place the VA 14 days in or 30 days in, which is even better for you because you're not paying that payroll that whole time. But that way you can increase your cash collected up front. That's going to help pay for ads. Three is I would adjust the sales process to be one call closes and follow like a diagnostic framework so that you were able to actually showcase the value that you were going to offer, not just by placing this VA, but by doing these other things with them. Then you pretty much need to propagate those changes inside of the ads and in the video sales letter page. So changing the ads to being like, Hey, if you're a high ticket business looking for an appointment center, we can place one for you in 14 days or less that books 30 calls in the first 30 days or you don't pay. The best part is that you're not paying them 5% of every single deal you close. They're going to be less than $2,000 a month. Then there's a bunch of case studies below it through three questions on the application and that books them on the call for the one call close. Got it. And then even though you say or you don't pay, but you still charge them obviously of like the first call though. You don't have to say that because if you give them money back then they technically didn't pay it. But no matter what you're always collecting the money up front. You could do that or you could just say like, or we give you your money back. Either one of those is totally fine. Got it. Cool. Any questions, Jerry? Cool. Great call brother. I appreciate you hopping on here. Absolutely, man. I appreciate you having me. Thanks for the advice as well.