HARDCORE SCALING PART 2: Fix This And Get Better Leads

Key Takeaways

a video right now uh we're gonna talk about the second phase of hardcore scaling if you haven't seen the first one find it on youtube find it on facebook it's called hardcore scaling part one the name of the video is the tip of the spear um and as a recap all right during see if i can successfully switch to the computer monitor i think i did i think we're cool all right yeah it's asking me if i wanted to change something but i think we're good if you can hear me let me know hopefully it's working i think it is all right so if we do a little recap all right of what we talked about in version one here of hardcore scaling we talked about this fact which is well fact number one which is that they're really only four things you ever have to do right and so the only four things you got to do when you're running any type of business ever is get attention get a lead make an offer follow up right that's it it doesn't matter what you sell from consulting to cars to caravans to couches the other things that begin with c those are really the only four steps that you got to do then we talked about how most of the focus is here on getting attention all right so people are really really hardcore about ads and stuff you know and this can be social um like organic and all that kind of thing now one of the things we want to make really really clear as we go through this series is the to avoid doing dumb things all right and so avoiding doing dumb things number one means make sure all your software plugins are installed before you start the video recording um but number two is we don't want to do dumb stuff like getting attention for the sake of attention right so when i say step number one is get attention i mean get attention of people who have the problem you can solve all right i think it's pretty obvious but still don't accidentally give you bad advice right so let's move on now we know that the other step in this whole thing here is man this computer thing is driving me crazy all right the other step in this whole thing here we go is we want to get a lead third step is make an offer final step is follow-up okay and we know that this universe right here the the attention thing beginning like this is what everybody's always talking to you about and the reason why is because it's fun you know dude i mean it's awesome to like to talk about hey let's build a brand let's get you a million followers instead of everybody see you like you know when that happens when you make posts or whatever you get the instant feedback you get likes you get comments and it's cool and you get that little dopamine hit and that's all well and good however here's the stuff that that i hear from clients all the time all right so clients all the time are telling me uh that they're running into especially incidentally clients let me get that fixed there here we go let's see it's that thing right i'm trying to get my dank screen thingy work i'm still kind of new at figuring out this whiteboard thing here's what clients are telling me they're hearing especially people that sell expensive stuff you know so like if you're an agency or consultant or copywriter or you know any professional services coaching lawyer uh you're you've undoubtedly heard this which is you have these issues where you have people that say no money all right ain't got no money number two let me think about it all right so i'm just going to draw a light bulb this is a beautifully drawn light bulb thank you very much i know this is nice all right and so these are like the two objections that you get so essentially when we're dealing with clients a lot of times what will happen is people say dude i just need to get me better people right if i could just get higher quality leads everything would be okay and so there's this belief that if we come back to this world here all right to our iceberg okay and so to kind of stick along with this whole metaphor like we were talking about in our first video the the ads and stuff and the getting attention part that's the tip of the iceberg and everything else below it is like where really the rubber meets the road so what will happen is people will say oh dude you know if you can just get me better quality people everything will be great you know and we'll have it made and that's understandable that's uh and it's true to a to a degree like obviously if you can get better quality leads and stuff then you're totally going to be stoked right and what will happen is we'll start getting hung up in this little world and we'll say okay well maybe we'll start messing with our targeting here all right and we'll say let's only target people and this is harder to do on facebook than it is like on google and other networks you know but we'll only like target people with uh certain income ranges or maybe we'll do geo targeting so sometimes folks will say i'm gonna only target people in the fancy neighborhoods and then you know i've even seen campaigns where people will try to solve this issue by saying all right i'm gonna target people let's say you know you're selling the business owners so they're business owners but they also like uh you know rolls royces or something right and all of this stuff is being done in an attempt to get better leads right better caliber better quality leads and i got to tell you it feels a little awkward for me personally to be talking about human beings as being of like lower caliber and lower lower quality so i don't mean it that way i know my clients don't mean it that way they mean with greater purchasing capability and i know you don't need it that way either but i still wanted to clarify because just i don't know don't want to be you you know what i mean so what do you do about it right well i tell you what you don't do is you don't really obsess over this and the reason you don't obsess over that stuff is because a lot of times the data is not right dude you know i've actually done split tests with this back in the day when it's really easy to do on facebook for example when you say only show this ad to people who like you know have the whatever it was net worth of x dollars literally did add number one exact same ad exact same audience everything you know so group number one no income targeting group number two said only show it to the people who were super rich zero difference in performance so reason number one is the data is not always correct which is a bummer right reason number two is it's going to cost you more and it's going to limit your reach and it's going to be a pain in the butt and uh that ain't no fun you know so we don't want anything like that to happen we don't want to have anything that's a pain in the butt going on so what do we do you know how do you fix it uh well it's pretty simple let me uh let me get rid of all this stuff here for you really loving the computer whiteboard by the way i stole this idea of using the computer whiteboard thingy from alex becker becker thank you for setting that example i had a google jam thing i had to stand up and make videos total hassle this is so much easier so hats off to mr alex becker for that and for also putting out pretty solid content just a little sign of respect there for a homie okay so anyway what do you do the number one thing all right that's going to get you more and better leads is what's it going to be does anyone want to make a guess what this could be this is a fairly one-sided conversation about doing this live but most of y'all probably see this after the fact so i will i won't pretend like we're having a conversation right now can anyone guess what it is though i wonder what you think what's the thing that's going to get it um i'll tell you it's the messaging all right it's the messaging on two fronts okay so here's the deal let me go back here alrighty so if you're getting low quality leads all right and these are people again you know you're you're able to identify them as being low quality because they say i ain't got no money or i gotta think about it you know so we're just gonna have our little light bulb here that's that i'm gonna think about a thing right this is what you can sort of that's what'll give you the conclusion i've got low quality leads right the thing that's typically causing this to happen outside of them not getting enough value from your offer is what's going on in these two areas so again we got your entire business universe this is the iceberg tip of the iceberg is your ads that's step number one step number two is to get a lead step number three is to make an offer step number four is to follow up right this is this part right here these two parts right here are generally speaking and this is of course a massive generalization these are generally speaking the things that are causing you to have that reaction from people where they say i don't have enough money or i got to think about it which ultimately means you know i don't want to buy it but i'm too polite to tell you that i don't want it now i am i'm making this generalization right now under the assumption that this part the offer the thing that you're actually selling that this is done at least somewhat properly okay so we'll get into that later but let's assume that that part's cool all right you got a good offer people want it etc you're pretty good at selling it but you're still getting you know this right which is just horrible um the reason you're getting that is because what's going on over here and it is ultimately the messaging all right so what you're probably doing if you've got this problem you are probably putting out something called minnow bait all right and the saying i like to use which i think i made up this saying i'm going to just claim it even if i didn't make it up you know i'm just going to be that guy i'm taking credit for everything all right the the saying is you can't catch whales with meadow bait all right so i'll give you a classic example uh clients of mine worked with me for a long time uh traffic and funnels uh they were my private client group couple years ago and they were like dude this is driving us crazy we are getting like these people and nobody can afford to buy the stuff and those guys are good you know they're sharp they know what they're doing they've got a good sales process and everything and you know i mean they're pretty solid dudes i like them don't tell them i said that but i think they're pretty good fellas so i'm like well dude you know i don't understand what's going on either because you guys know what you're doing you know all the the cost per lead looks good you know people are showing up on the webinars people are having the phone calls blah blah blah blah blah blah you know i said i hope you're not uh you know like doing something dumb like running an ad that says you know new webinar reveals magic formula to make ten thousand dollars a month or something and the guys they were just like they were looking at me and they were like this was their facial expressions you know they're like um uh and i'm like dude are you are you actually writing that and they're like yeah i did work that's pretty much what our webinar is so what that was was a classic example with minnow bait so these dudes you know if you don't know them they're good guys again they sell like how to sell expensive stuff and they sort of help you craft your offer and all that and it's expensive like they're not cheap so if they're putting out if all of their messaging and their ads and in their lead magnet here right so if this part of the of the iceberg all right you're all crazy about the iceberg here today all right so if the ads and the lead magnet that's the thing lead magnet as you know that's what people are giving you their name and email address for to become a lead typically right if that is putting out the message of here's how to make 10k a month or whatever all right so the ad is saying that and then their opt-in form is saying the same thing who do you think they're getting do you think that the person that they're getting here and they're not doing this anymore by the way this is years ago um but i'm just i don't know why i just feel like picking on them today and you tell them i did it too but i don't care they're friends of mine they're not going to find all right but be like what do you think this person had so this this guy right here this person is responding to this ad they're going oh man i want to see how to make 10 grand a month do you think that person's already making any money no of course not otherwise they wouldn't be paying attention that the person that they want you know which is someone with an established business sees an ad that says here's basically how to like start a business that qualified person is not going to respond at all because it is minnow bait right so what you got to do is you have to come back to your drawing board here first of all you got to just make sure you're not doing this make sure you're not using minnow bait and then the way to like reverse it all right is you need to be you need to think of a couple of things right here you got to think about number one this is your person all right and this is where that's where he is this is where he wants to be okay so first thing we got to think about is who is this person and more specifically who do you want all right and i'm drawing all this stuff with my mouse that's why i don't write it out in full you know but the big question is like who do you want and so if you want somebody who let's say has a you know successful business right and they're running ads right and they're making good revenue already okay then and if that's who you want right and i'm like just using this as an example because i think everybody can relate to it right so if that's who you want then everything in your messaging needs to talk to those people only all right so like notice that this presentation uh which i will if it comes out good you know i'll turn it into an ad or something it's called hardcore scaling right like a person that just started their business or who doesn't have a business at all probably not going to be interested in that right like why would they be because they don't have anything to scale so this is a classic example of whale bait so you always need to be talking about who they are number one getting them to self-identify and then the second thing you need to be considering let me sort of erase this here i can do without breaking it look at there all right so this is who you want right so we got him the second thing you need to be thinking about all the time all right is what they want all right so when you're talking to the who all right we're going to go back to our little iceberg here when you're calling out to the who you're doing this at the get attention level right so like this whole thing is is step number one for me like what you're seeing right now is a demonstration step number one which is get attention of get the attention of people who have a problem i can solve so hopefully the folks who are watching this um well i mean i wouldn't wish a problem on anybody right but hopefully the folks that are watching this are like you know what i got this issue i'm not selling as much stuff as i want to i'm not getting consistent sales ads are driving me crazy i've got a business doing pretty good i just want to do better seems like i'm working harder but i'm not making as much revenue as i should be like i used to work less and still made the same amount of money i want to fix that right so that's who i'm trying to talk to so this is a demonstration of that get attention phase so we use that addressing the who language right here okay in the in this get attention phase so here's like here's an example okay and i'll probably shoot a video like this to use on youtube and facebook and everything is ultimately like you know my real thing is all about ads the reason i'm making these videos for you is because when we build ads for people it doesn't matter how great the ads are if what happens after somebody clicks on the ad is all messed up then our ads don't work it has nothing to do with us so i'm trying to help you fix that so ultimately you'll make a lot of money and you'll be like i want to be a client of france this is great um so that's my evil motivation by the way speaking of that if you want help with all this kind of stuff like if you've got a successful business and you want it to do better and you want us to either build things for you or show you how to do them uh go to roast.org roas.org think it's on the screen yeah it is right there at the bottom pretty cool okay so anyway onward forgot what i was talking about all right oh yeah back to me so let's say i was going to shoot an ad and i wanted to address the who right so like the perfect whale my ad might say something like listen if you sell expensive things using the internet and especially if you're advertising online to get clients or customers chances are you're losing about 30 to 40 percent of your sales and i can fix it now what i just did right there is in this part i got the attention of hopefully this guy right which is somebody that i want someone who's got a business that's advertising that's got some forward momentum they're doing pretty good right so i've caught out directly to those people okay so the next phase here is now all right we have to look at what this is all right let me see if i can fix that there okay this is really beautiful artwork there's no extra charge for the the animation today all right so this is what they want and so our next phase and incidentally this part right here this is essentially what we're saying in the get attention part our next phase here is to get a lead all right and this addresses how which is how they get it okay so look your prospects everybody in the world really me you my prospect your prospect all we're thinking about are two things all right we're thinking about what we want and how we're going to get it and actually there's a third thing which is what life is going to be like after we get that thing you know and so in within the context of buying stuff everybody's thinking about those three things pretty much all the time here's the thing i want oh man that thing is cool how am i gonna get that thing and dude what's it gonna be like once i have it you know that's what that's what's going through everybody's mind so what we want to do when we are trying to get someone to become a lead and we're trying to get the right person to become a lead is we need to make the thing that we're offering them in exchange for becoming a lead very very valuable and specifically the way we do that is we make it relevant to how they get what they want right and so it's that simple so if you're getting people so if you have either or both of these situations which is number one you're not getting enough leads number two you're getting them but they're not buying stuff and you're feeling like i'm just i'm getting unqualified people right and you feel like okay my offer is right you know i'm selling something people generally want i'm not like insulting them during the sales process or anything like that if you've got either of those problems this is likely why if you want my company to help you there is without question zero hesitation i can say this with 100 confidence because i've been doing this since 1999. we can help you increase revenues significantly if and only if you are an existing business owner that's got forward momentum all right and so if you would like to book a call with my team we'll walk you through how to do it go to roaz.org that's how you spell roads right there r-o-a-s stands for return on adspen dot org and schedule a call with the team on that web page this little thing tells you how the call works super simple no pressure we'll tell you what we can do and uh if you like it great and if you don't want to work with us that's fine uh we don't have high pressure sales stuff because it's pretty easy to uh it's pretty easy to do this stuff right like everything i'm showing you if you know what you're doing it's pretty simple so we don't have to we don't have to resort to being unpleasant all right so go to roads.org if you want some help with scaling you want help getting the right leads if you want your messaging dialed in if you need help with your ads if you need help with your making your offer work you need help with your follow-up or if you if you need help but don't know what it is you need help with if stuff just you know it could be better we can fix it without question i tell you that based on 22 years of counting of experience all right row as.org is where you go see the nice looking video of me that's the same incredible editing as you're seeing in this one and it'll explain how that little console works pretty cool all right y'all thanks so much for watching got to figure out how to turn this thing on um this wraps up part two of our hardcore scaling we can't scale if we're not getting the right people ain't gonna buy anything right so i'll make part three later if you're watching this on youtube subscribe um because you'll get updated when uh when i release new stuff if you're watching this on facebook i don't know how you subscribe on facebook go to youtube and subscribe i don't know or more importantly go to roads.org all right thank you