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Hey guys, welcome back to the game. Today I want to give you a live Q&A where I just covered

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paid ads for like 20 businesses, rapid fire, and so it's very likely that you'll be able to

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get your questions answered. The smallest business was about 600,000 dollars a year, the biggest

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one being over 10 million a year. And so I talked about the many things that I would do

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have our each of these businesses to generate more leads from paid ads.

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650 dental recruiting, how do I start marketing? So you currently run ads for job boards,

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where you add, raise your hand, there you go. So you run ads on job boards. So you already know

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how to run ads. All right, this is me trying to break a belief for you. So you already do it.

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You're just doing it on another platform. All right, so you're doing it in order to get dentists,

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but you're also trying to attract dentists who have clinics. I don't think it's, you just

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happen to be on job boards, but fundamentally you can run the, I mean dentists are also on meta

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same thing. They're probably older, more boring. I said that with love to dentists.

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So I would look, yeah, Instagram, Facebook will probably do really, really well for you. And

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just saying, Hey, I have a like tired of taking all these calls yourself, like talk to the pain

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point of that debt. So it's like, they don't want to work weekends. They don't want to work early

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hours. They don't want to take cases. They don't want to take well, or they don't want to do,

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they want to eventually retire someday, but they don't want to let down all the patients and they

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don't want to sell some private equity because they're going to force them to work for five years

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in servitude and control their lives. So these are the pain points, right? Laila's cousin's

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dentist. So it's a freshman one. And so these are all the pains. That's my hook for the ads.

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And then targeting, take your customer list, make a look like audience off that list. If dentists

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in the copy, dentists is in the video, the AI on Facebook will also know to serve a dentist,

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and it'll be pretty straightforward. Bingo. All right. 600K acupuncture. Start. Okay. So if you want to run,

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so this is local, right? Okay. So the nice things that local businesses are the easiest business

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run ads for. Okay. Because trust is sky high. And you're like, oh, they're, they don't trust me.

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Like try and sell beauty to, you know, people on the internet. It's much harder. So all you need

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to do is run lead gen ads. So I'm going to give you the simplest strategy for getting this,

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are you guys technically proficient? You are. Okay. Fantastic. I was going to assume you weren't

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and we give you an even easier way. But all you want to do is you can just run lead ads. Okay.

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For some sort of free thing. And you're like, I want really high quality people. Well,

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welcome to cold traffic. So they won't be. But what you will need to create is the sales process

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that creates qualified customers. All right. And so when I say creates, it's really just filters

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for good ones. Just think about it like that. It's just like I'm adding filters. And the more filters

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you add, the more expensive the leads will be if they're good filters. And if they're more expensive,

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they'll be good if they're good filters. If you add bad filters, they'll be more expensive,

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but they won't be better. So if I make it really hard for my page load, it adds friction,

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but it's not good friction. If I had a via sales or video sales letter to a page,

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it'll create friction, but it'll be good friction. So I'll increase the quality of the lead by doing

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them. And so with a local business, you're going to want to have like in larger national companies,

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this is where brand adding the building trust, adding value first matters. In local,

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it matters significantly less. It is very offer driven on a local basis because people know

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what acupuncture is. So you can say free thing or $19 thing since you probably your time costs

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a little bit more than maybe a low skilled labor job. I'd probably go for the $19 to $99 thing,

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maybe somewhere in there if I had to bet $19 to $29 would be where I'd start. And what you do

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is you sell people on that. They opt in for it. Thank you page. They can purchase it.

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You still call all the leads yourself. You close them on the $19 thing to get a card on file.

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When you schedule, you'll confirm that appointment and that that card's attached to that person.

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And so then you'll do the treatment that you're going to do and then you're going to sell them

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the plan afterwards. Okay. Now, my preference here would be that you sell before you treat.

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If that doesn't work out for you, you can treat first. I just prefer to have someone in pain,

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sell them the much longer thing that's going to permanently solve it, give them short-term

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relief afterwards and set their next visit. And then on the, like, when you do your actual sales

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appointment, the nice thing is you already have the card. And so you can say, awesome. So this is

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this. You want to use the card you have on file. Great. And that's the sale. Does that make sense? Okay.

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That's the acupuncture process. All right. 3 million CrossFit coach, business coach,

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brand conscious. So you guys, you're doing what kind of counts you guys making?

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A podcast is the only thing. Okay. So you guys are doing podcasts and that's it.

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Okay. Got it. Okay.

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The business started from the podcast. The podcast was worked. Yeah, understood.

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Unique personalities. Yeah. Are you guys barbell shrugged?

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That was yours. Okay. Got it. Okay. Okay. I hear you.

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I never had a name to a face, but any of the podcasts. Okay. So where would I start?

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Okay. First thing I would do. Same thing earlier is I would do a retargeting campaign

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across all platforms. And the nice things that platforms are not super hard to figure out.

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They're made zillions of dollars to make them easy to click. If you already have traffic,

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so you install a pixel for each of the platforms on your page, you'll start collecting data from

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every single visit that's already coming from your podcast. You can start retargeting. So that's

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layer one. You should probably also earn your PPC terms. It'll immediately make money like there's

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no PPC campaign for your own terms that doesn't make money. I haven't seen it ever have my entire

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life. That's number one and two. So own your own terms. Do the retargeting.

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Third thing is you have to come up with something that's really banger and like super, super valuable

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that you can give away for free. Like you've seen my stuff. So the money models books, the

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the framework, the 11 frameworks for profitable gyms, all that stuff. So really put time into

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it because I think people really skimp on this and that's why people opt in. They see it. They're

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like, oh, this is shit. Why would I continue to book with this person? Right. And so they opt in.

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Thank you, Bates Schedule. It still works. Now the thing is that you guys do have a brand. If

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you're worried about being brand conscious, all you do is just be true to you in the ads. And my

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recommendation is let your clients talk. So just let proof do the talking. That's how I would

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approach it. When I look at all the ads that we've done over the years, like I said earlier,

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80% of them are about proof. And so as much as we want to think it's all about us, like no one

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cares. Like Alex had the big gym. I still do, right? The big gym company. One, I'm not in the ads

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anymore at all. And I wasn't for the last two years. And it was because we just focused on the

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customers because gym owners don't really care about me. I mean, they care about making money. And

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they're like, I'm glad he helped. But really, they just want to make more and see other people

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like them that they can say, oh, this is a good approximation of my gym. And so the idea there is

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you want to create the most compelling proof as possible, which is the type of proof that would

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be the least likely to be faked. So on this extreme, you'd have a faceless anonymous 10-year outdated

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text-based testimonial. On this extreme, I would have someone walk up on stage who looks just like you

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owns a CrossFit business coaching business and says, Alex, help me go from 3 million to 30 million.

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You'd be like, fuck. And I'd be like, cool. So you'd be like, that's a really good approximation.

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Really hard to juke right here live in front of me, not recorded in person specific to me. And so

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that's kind of the continuum when you're showing proof. And every, every, every takeaway. It's like,

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okay, in person's better than, then virtual. Live is better than recorded. Like me is better than

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doesn't look like me. The result that I want is better than a result that's close to what I want.

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And so you just look at all of the factors that make something super compelling. And when you're

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looking at your proof, kind of think through it with that checklist. And that'll make more compelling

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proofs that make more compelling ads. That you only lose trust in the marketplace when you say

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something that isn't true. And if you're not saying it and it's their fact of life, how can anyone

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fault you? Yep. All right. 1.2 million dollars VA. So you want to start running ads for your VA

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business to get business owners? Okay. Hey, if you're a business owner and this kind of super

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tactical stuff sounds interesting to you, this is stuff we cover at our workshop that we do every

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once in a while in Vegas at our headquarters. And so if you are a business owner and that sounds

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interesting, go to acquisition.com, hit the scale button, and hopefully we'll see you soon.

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What type of VA? So it's a virtual assistant, either primary, secondary, space, site, and state.

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We can do estimates, credit cards, callbacks, and for service-based companies.

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Estimates like home services? Okay. So you're looking for service business owners like Roofing,

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right, to hire VAs to do some of the legwork for their team. Okay. So the good news is that

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home services is pretty easy to target with ads. I would probably also start on Meta there.

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Just because Meta's targeting is really, is probably the easiest. TikTok is pretty good targeting

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too. It's getting much, much, much better. But I would start with Meta, so Facebook and Instagram.

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And again, the funnels here are just really valuable thing for how many clients do you have?

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Okay. You have 70 clients. And so what I would want to do is show how much money they save and

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how much more profit they make per Roofer. And I would literally explain it. A lot of people won't

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know. So it'd be like the average Roofer or the average home service person who has tradesmen

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who are going out are spending this much per hour to have the person do that, do estimates, do

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card checks, do whatever, the three main things that you do. And that means that per person,

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it's costing you $25,000 a year in labor. All right. Now the thing is is that for $500 a month,

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we can replace this. So take $25,000 and instead pay six per year. So you get the spread. You get

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$19,000 back per person. And so if you'd like to see how we can help you implement this, we will

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guarantee this result. And by day 90, if you haven't made at least five times the money that we've

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done will give you the rest of the year of the VAs for free. That would be my offer. The actual

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creative would be you breaking down the process. And what you want to do is have some sort of visual

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proof that's like, this is what John did. And John made this much, you know, saved this much money.

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Here's Stu and Stu saved this much and just saved the size of the business. So he's doing about

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$10 million a year. He's got 20 guys. And this is what he was able to save. So if these numbers sound

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at least interesting to you, we'd be happy to hop on a call. If you have a two-call close,

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you can say you can leave your credit card at home. It's just to make sure it's a fit for us as

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much as a fit for you. We only take roovers of above a certain size. So if you are small or don't

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worry, we'll send you with some resources that can help you out for free. But if you are above a

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size, we might be able to help you out. And either way, it would be another call for us to close.

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So you can relax. It's not a sales call. Cool. So add with that kind of copy and messaging.

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And then freebie thing that will also be a longer version of that with maybe some writing that

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gives some graphs and some visuals or whatever. And then you can have the thank you page scheduler

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for them to book a call, still outbound dial all the people. You have some VAs. I'm sure they can

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do that. Call all the leads that opt in no matter what. And the nice thing with that is that if your

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VAs are good, then they can be like, I'm a VA. I could be doing this for you. That would be my script.

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Okay. Do you have an email list? Yeah. So if you have an email list of over a thousand,

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I'm assuming you do. You can take that list and then put a look like audience and start there

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as you're targeting because that'll be the issue for you in the beginning.

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Yep. And bake that the headline like home service providers.

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Okay. 1.2 million in solar. What now? Seven plus row as things are working.

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I'm going to tell you where are you? I'm going to tell you to spend more. All right. So what's the problem?

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We're expanding by like, do I continue creating and setting you ads or do I just push this ad as hard as I can?

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80-20. Maybe 20% of the budget has to be 80% of the question. Yeah. So Google already really

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experimented with this. So the technical one is the better one is 70-20-10. So 70% is doing

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the main thing. So just the one ad that you have, 20% is adjacent to that. So as many different

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ways as you can think of versions of it, that's not that ad. So everything that I see is permutations

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of that, I see is the 70. Adjacent to that similar in style is the 20. 10 is just wild ass ideas of

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maybe this would work. And so that's how you allocate resources. And I'm being super real. So if you

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spend a whole day making ads, you spend eight hours. That means you're going to do one hour, 45 minutes

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on your one idea. And then you're going to spend two plus hours on adjacent ideas. And then the entire

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rest of the day is on how many different ways can I make the same ad per. And that's how you allocate

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times. The same way we allocate time when we make ads. We look up all the top winners. We start with

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all those. We hammer out all that stuff because that's our real work. That's the bread and butter.

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Then we move one, that way I said it in reverse in terms of order for the day. But fundamentally,

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I want to get the 70 done first, the 20 done second. And if I've got time and I'm feeling energy,

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I'll do the third. All right. So $1.2 million in assisted living, Facebook and YouTube,

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they're getting 20 to one row as the thing that you guys should do is spend more money because you

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have eight spots left in your assisted living and you're getting 20 to one and you should be okay

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with doing that. As long as you have capacity, if you know what your rate of filling people up is,

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then you can dial the spend so that you can keep it so it's smooth. Now, if you're losing money

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every month that those things aren't full, then I would crank it and then turn it off. If you want

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the wait list thing, I would know that I only need three people or four people on the wait list,

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that they have to pay in order to be on the wait list. Otherwise, it's not a wait list. It's just

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like telling someone to go away and then assuming they're going to care about you when they

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when you call back even though they've already solved the problem because they're probably in a

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market and want to move within a certain number of months because someone's in pain when I say

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pain, it's a pain in the ass to deal with somebody who's, you know, you're trying to put into that.

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And so that is what I would do if I were in your particular situation and I would go get investors

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so you could open up more locations faster. Check. All right, ding, ding, ding. All right, so 10

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million dollars executive health, they're running YouTube ads again, 10 to one. These guys are spending

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$1,000 a month to make $10,000 back even though they're doing a million-ish a month on their

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main business. So that means 1% of their revenue comes from their YouTube ads and the question is

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how do we scale the main problem is compliance. And so they're in health space and so a lot of

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the issues in health, sometimes wealth, even relationship stuff is the claims that you make and

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being able to support them. And so number one is there are firms that specialize in compliance

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audits. And so I go like if we have an issue like one of our company happens all the time, right?

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ads get shut down because there's all these different automated things even if you're doing

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nothing wrong. So you go to these firms and usually just ask them what their approval rating is,

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post compliance. Usually it's 90% plus for the good ones. It doesn't cost that much. It's like

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five or six grand and they'll go through the audit all the sites, the audit all the videos and

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collateral that you use so that then you can resubmit and they usually have some sort of internal

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Google kind of back door where they say hey, we will make sure these people are compliant,

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they relationship with Google and they can make sure that you get pushed through. So usually,

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as long as you're not doing anything completely racy, which I'm guessing you're not, you should be

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fine. Great. $10 million for roofing PPC so you want to expand. So you're spending $30,000

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a month, which row has? Okay, $71 row has $10 million a month roofing, doing PPC wants to expand

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and you're in a local market. Okay, so if you're trying to expand there, first campaign I would

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run would be a retargeting across all platforms. So I would be retargeting on GDN, so Google

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display network, I'd be retargeting on Instagram, I'd be retargeting on Facebook, I'd be retargeting

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on YouTube, anyone who's done a site visit that'll be the first and easiest row has that you can

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get because you've already paid for it. So we consider that like the shadow funnel, which is whenever

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you blow traffic through anything, you should always have global retargeting across all platforms

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because then you can scoop up everything else and it almost always is positive row has. So number

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one, number two, if I had to pick another platform, I would actually do Meta because obviously PPC

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is super high in 10, so the lead quality is going to be lower on Meta because it's interruption

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based marketing rather than 10 based marketing because people aren't looking for it when they're

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scrolling on Facebook. But a lot of older people are on Meta. So Facebook especially but Instagram

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too, Instagram's got the whole the whole gamut, right? And so people who have roofs to fix and so

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actually think it'll be fine that Facebook's aging up a little bit for you to run ads there and

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since the average tickets so high in roofing, you'll probably good. In terms of the funnel,

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typically like free audits or some sort of free thing is good enough and you can talk to them

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about savings that they're going to make if they fix the roof in terms of heating, cooling,

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all the other jazz that you guys do and you can basically do that for free, you can send someone

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out, you can do it virtually and then probably too call close. So set close after the freebie.

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Freebie is the first page, call thing is the second page, call all people who opt in for the freebie

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to confirm the call that they did and if they didn't book set the call and then close on the call

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that's actually booked. So if they book for Wednesday, call them anyway today, confirm qualify. If you

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don't have time to set it, well you will have time because you're setting it, set it and then close

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on the appointment on Wednesday so it can speed up the sales cycle. Great. Real estate, long-term

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rentals, investment, interesting stuff. So Roaz is down, trust is down, unsurprising and so

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the question that you have is how do you increase Roaz and build trust for this client? So there's

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two ways that I can think of. So one is making content long-term is what adds, is what grows

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the organic audience, it's what allows a lot of people here to even have the business they have

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and you'd be surprised, it is slower but over time it does compound and it becomes a pretty

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big stream and if you know how to run ads and you can make content that's what makes you a weapon

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because it's like it's crazy when you can do both. Second thing, focus more on proof,

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not on promise, everyone makes promises, very people have proof. So proof, so if you think about

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this, this is a little little sound bite for you. Your promise is not unique, your proof is,

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everyone in the marketplace promises the same thing. The question is whether they can back it up

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and that is unique to you and so if you want to have more unique place in the market in the market,

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have more proof, not a different promise. Fundamentally like all gym owners want to make more money,

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most business owners want to make more money or they want to save time or they want to save

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headache or whatever it is, like the promises aren't going to be that different. The thing that

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will differentiate you will be the mechanism, how believable it is, which will be a function of the

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proof and the way that you're describing it. If you're like, oh, we have this brand new personal

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training model where you do six personal training sessions up front and then you get them into

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this and look at the economics behind it, people stay way longer. It's like, oh, that's a unique

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mechanism and it's like, okay, that sounds like it's different than what I did, but how do I know it

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works? Cool, here's a hundred stores of people who were in your exact position that made it work,

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right? So proof is going to be the main thing. Now, the other way that you can build trust

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beyond the proof is you, I think group funnels right now work really really well. I think that

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they're going to, I mean, the reason I invest in school because I think that, but group funnels

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are like routinely getting people from like $250 like $40 and I'm seeing this like over and over

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again across industries. And so the way that these funnels work already talked about the conversion

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mechanisms earlier, but you use the free group as a lead magnet. So that becomes the lead magnet.

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And the nice thing is that it, it functions basically like an email list with long term

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nurture, but it's way more engaging than an email list is. And so people who use the group funnels

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right now just to give you a metric to this also for you for the groups, it's 10%. So the guys who

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do a good job convert 10% of people who opt in to the group into their, their next level thing.

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And so most people are able to close 30 to 50% of calls they get on. And so you can target getting

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on call with one third of the people who opt in for the group and closing between 30 and 50%.

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If you get on call with 30%, and you close the third, you get 10% of the group depending,

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obviously there's some flex on skill there. But that's kind of just some benchmarks that you can

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look at. But those would be the three things. So add more proof, make more content, consider a

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group funnels. Boom! All right.