3 pillars of agency

Marketing - creating communication with an ideal prospect with an intent to

sell a product.
Sales - the act of influencing an ideal prospect to buy a product/service.
Deliverables - the process a business goes through of delivering a product
to customer/end client

When reaching out to large national businesses as a digital marketing consultant

to offer your services, who do you need to reach out to

Google ads
Creating ads on google with the intent to have someone take an action that is
already in their mind.

Goals and outcomes

Taking action
Feedback loops
Adaptability
Accountability

Client acquisition system

Leads: To do outreach, you must have leads that you can market to.
Outreach: Once you have your lead list, you can create an outreach strategy to contact those
business owners with methods such as cold email, DM, Facebook Ads, cold calling, or direct
email.
Discovery Call: Some of the businesses on your lead list are interested in learning more. This is
where you position yourself as the expert and determine if they would be a good fit for your
agency.
Presentation + Close: This is where you walk them through a screen share presentation showing
how you will get the results. You then close them on a 3, 6 or 12-month contract.
Collect Payment: After the client signs an agreement, you send an automated recurring monthly
billing invoice via waveapps.com. Very important to make sure it’s a recurring invoice.
Onboard Client: After the client signs the agreement and pays the invoice, you send over
welcome emails that pre-frame how your relationship will go. This sets your hours of
 operations and the best way to get a hold of you. This also includes an email requesting
client company information for ads and any ad account login info needed.
Campaign Launch: This is where you’ve created the ads via Google or Facebook, and you’re
ready to launch. Launch time from when a client pays the invoice to launch should be within
two weeks.

Video Audit Strategy # 1: Reaching out to businesses running Google Ads and missing tracking
pixels, are sending traffic to the home page, and/or have a low-quality landing page.

1. Missing Google Tag Manager.

2. Missing Facebook Pixel.
3. Sending Traffic to Homepage.
4. Landing Page Lacking – No CTA, Click to call # and too many option LP.

Video Audit Strategy #2: Reaching out to businesses running Facebook Ads and missing tracking
pixels, are sending traffic to the home page, and/or have a low-quality landing page.

1. Missing Facebook Pixel.

2. Ad Creative/Copy Lacking.
3. Sending Traffic to Homepage.
4. Landing Page Lacking – No CTA, Click to call # and too many option LP.

There are three ways to build your customer list:

1. Manual search: Search on Google and various websites to find company information.
2. Buy an Email list: Purchase an email list from providers.
3. Hire a contractor: Hire a contractor from Upwork/Fiverr to source a particular company list.

Definition of Copywriting: Copywriting is the art and science of writing words that sell your product
or service and convinces prospective customers to take action.

Copywriters Mindset: The goal of the subject line is to get you to read the first sentences. The goal
of the first sentence is to get you to read the second sentence.

The goal of the Subject Line: To get someone’s attention. Invoke curiosity, hit pain point, provide
benefit, etc. Remember, you’re competing for their attention. They most likely get a ton of emails a
day.

Length of Email: You want to keep your emails as short as possible. I would recommend 1-3
sentences for shorter emails and 3-5 sentences for longer emails.

The Agreement Frame: Avoid using “yes...but”. When someone says “yes, but”, the “but” has the
effect of negating all preceding it. Instead, change the “but” to an “and”, which will sound less
confrontational, e.g. “I agree that being clear that this is the right decision is important, and just so I
can understand your train of thought, what exactly would you need to be cleared up to feel good about
moving forward?”

The Contrast frame: This can be used when you’re dealing with price objections to make the cost of
your offer look smaller. The idea is to contrast your price to something larger so it doesn’t look so
expensive. An example would be comparing your price to the extra revenue the client will make. Ex:
“I understand that $3,000 per month is high, but based on the numbers we just ran, your expected ROI
is an additional $30,000 per month in revenue.”

The Comparison Frame: Whenever we decide, we have first to evaluate, and evaluations are based
on comparisons. Objections like “it’s too expensive” are based on the comparison, and you need to
understand what the prospect is comparing your offer to respond accordingly, e.g. "I understand how
it can seem expensive that way, and I’m curious as to what you’re comparing it to?

HOW TO PREPARE FOR A DISCOVERY CALL

1. Open their company website.

2. Have pen + notepad ready (do not use a computer, it’s too loud).

3. Have an idea which platform might work best (Facebook or Google).

4. If need be, get up and strike some power poses (Amy Cuddy power poses).

5. Get into rapport first by generating a warm feeling in your stomach.

6. Your objective is to gather data and sell the next call.

7. Remember, you’re not below or above them. You're both experts in your fields

HOW TO PREPARE FOR A PRESENTATION CALL

1. Make sure they have the link to join the screen share.

2. Your goal is to close the deal and get a commitment.

3. Start by summarizing what you discussed in your discovery call.

4. Involve them as much as you can by asking questions.

5. If need be, get up and strike some power poses (Amy Cuddy power poses).

6. Get into rapport first by generating a warm feeling in your stomach.

7. YOU must ASK for the SALE.

8. Remember, you’re not below or above them, you're both experts in your fields.