HARDCORE SCALING PART 3: The Missing Link

Key Takeaways

video number three in the hardcore scaling series uh today i want to talk to you about one thing that if you get this thing right a lot of stuff doesn't matter we're going to be using the handy whiteboard again look at there the digital whiteboard hopefully the audio is working okay and everything hopefully you can hear me you never know i'm trying to use this uh fancy all kinds of different fancy softwares and everything to see if it works but whatever if it doesn't stream properly i'll just use it as a recording so let's go in our last uh sessions we talked about this we talked about the fact that your business is pretty much like this well we get the pen working we talked about this fact right here the business if your business is an iceberg the area where most people are focusing right here is the tip of the iceberg and that's your ads and stuff all right and in doing that conversation with you i hopefully did not give the impression that ads are not important they are extremely important so in part two of this series we talked about some really significant things you could do in your sales process and your ads that can make sure you're getting the right people and that one thing is your messaging meaning what the ads say and specifically when you're trying to figure out like all right man what do we what do we make the ad say you know you need to ask yourself this question which is here's your prospect right here all right who do you want all right who is the person that you want to attract because all of the messaging needs to be around that person which sounds really really really uh elementary you know like super beginner level yeah no kidding but having been doing this for 22 years now since october of 1999 what i'll see clients do is they will become obsessed with getting the cheapest possible people and for them a good ad result will mean you know let's say they're trying to get opt-ins or whatever for a webinar they will think they're succeeding if they're getting the cheapest possible opt-ins and they might adjust their messaging differently to get this like you know really really cheap opt-in right here which i don't know why i would draw a dollar sign to indicate something being cheap but whatever all right so i did so there it is there you have it all right so what they'll do is they'll instead of targeting uh who they want they'll start changing what the messaging in the ads says so here's a classic example all right so let's say you sell like my company my company specifically works with established businesses that already have forward momentum right that's our who so when we come over here with the messaging like you know one of the most important things here is going to be who you want and then the other side of that coin which is equally as important is the what they want right and so like everything we're doing and when i say we i mean you me all marketers everything we ever do needs to really be about that about who we want to attract and most importantly what they want to get and how they get it right so as an example and i'm only using my own business as an example because it's just easy to relate to and easy to explain our who for roast.org the person that we want is an established business owner that advertises they've got forward momentum they feel like they should be making more revenue and they're not right that's our who that's the perfect person for us right so you probably have a who as well so what will happen is a lot of people will start running ads or whatever and they'll be like well i want to get as many people as possible so i'm going to change my messaging to be a little bit more general so it would be as if to stick with our example instead of me saying watch this if your business could be doing more sales i might want to go broader and say watch this if you want to start a profitable business now both of those ads are going to get plenty of response the second one which is watch this you know if you want to start a business is going to get a whole lot more people because it's a lot broader right however it's not going to get my who why because my who already has a business so i could get a gazillion leads for a dollar each that are opting in for something that says watch this if you want to start a profitable business but they're not necessarily going to be good contacts uh or or prospectsforrowaz.org because our ideal person already has a business we just like to go in and make them better you know so that's like thing number one and the reason i bring this up is because just to sort of get us on track to where we can have this next part of our conversation from a point of clarity to understand that even though if your business is this iceberg and the ads part right here all right that's just the tip of the iceberg what you say there is super important just because it's the tip of the iceberg doesn't mean it's like not a big deal it's a really freaking big deal okay but what lies underneath the iceberg is is equally if not more important but it's also hidden and the reason i say it's hidden is because you don't hear people talk about it very much you know you've got all kinds of folks that are like i'm going to show you how to scale facebook ads i'm going to show you how to scale youtube ads i'm going to show you how to scale tik tok snapchat whatever they're all great right but it's just this tunnel vision it's as if we were in the like um i don't know had a target practice thing uh niche or something was like i'm gonna show you how to choose bullets okay great we got the bullets we still need to do other stuff you know we need the target we need the range we need the rifle and everything i think you get the metaphor kind of maybe not the best metaphor but whatever i didn't get much sleep last night so what do you want me to do i stayed up all night watching the random marketing stuff on youtube it was very fun so let's go like explore the rest of this iceberg if we look at any business ever period doesn't matter what you're selling there's only four things we do number one we get attention uh and obviously you've heard me say this we're getting attention from the type of people who want to buy our stuff we're not doing publicity stunts we're not doing whatever it takes to get noticed that's stupid you know if we want that kind of attention we just light ourselves on fire and run down the highway or something naked like that's not gonna do us any good so we want to get the attention of people who have a problem we can solve that's step number one step number two in this case is we want to get a lead right and so that's to get somebody to opt in step number three is we want to make an offer step number four is we want to follow up all right and so if we look like this stuff here this is the stuff the get a lead make an offer follow up those three steps that's the stuff that's like under that tip of the iceberg that makes the iceberg so big so when you're only focusing on ads and people are only helping you with just what to say in the ads yeah it's gonna be super helpful but if you don't have like this other stuff dialed in even like pretty good you are probably and i can tell you this like 100 percent you know with 100 certainty really good chance you're losing 25 to 50 of your possible revenue all right so what i want to talk to you about today is this fourth section right here which is follow-up all right and so we can talk about offers and talk about what to do to get leads but this is like the part that people don't talk about and i think the reason nobody talks about is because it's not sexy you know like it's just it's not it's not that cool sounding you know what i mean like hey scale facebook ads sounds really cool where hey build a follow-up sequence that continues to make you money even if you're dead doesn't sound as cool it's not as hip or whatever but it is where the money is so let me show you all right so what i want to do for you is i want to take you kind of behind the scenes of some stuff so i use this uh this program here and it is called let me show it to you it's called segmetrics and i'm hoping everybody can hear me i don't know um i've had to mess around with my camera and my setup here but i think we could alright so anyway what you're looking at right here is a date range here all right so this is where i ran some youtube ads to drive people to a webinar all right and this has given me a report on what i spent on those ads all right so from the second of march to the 13th of march just kind of like it was right when i was starting to test these youtube ads you know so i kind of wanted to show you like the beginning of the test and everything all right so that's like that's our date range now look at this i'm going to say the purchase created in the date range okay so here are our ad campaigns is the name of the ad campaigns here's the spend for each one i'm going to apply this filter and what it's going to do this is going to show me okay i spent four grand between march 2nd and march uh 13. right so this is on youtube ads for this webinar campaign automated webinar it wasn't even automated webinar campaign i call it an on-demand class which is a video on a web page that doesn't have any of the fancy stuff or whatever so if you come over here you can see all right spent four grand 4 100 got back you know 5 000 bucks in revenue or whatever so i made you know 122 return so for every dollar i put in i got a dollar 22 back which which ain't bad you know it was like whatever it was an 11 day period we did that in the stock market we'd be geniuses but we're not going to retire off that right and so like the normal the normal marketer okay would say um they'd be like oh dude well you got to fix your ad you got to get better you got to get cheaper leads you know you got to change your messaging or whatever you got to get cheaper clicks you got to get all those ad costs down and they're not necessarily wrong but that's going to give you incremental improvement it's not going to give you like end game level okay game set match i have a system i can chill out and just press button to hit refresh all day and i think that's really what we all want to do you know let's get to a point where we're just running ads and hitting refresh and going yeah it's working right so constantly tweaking that element that tip of the iceberg is it's a good use of time kind of but not really it's not really going to do it for you and here's why so let's scroll back over here okay so now i want to show you now notice what i'm going to do right here we're going to take the same campaign and now i'm going to show you all the purchases that were created after the state range so again this is showing me all the people who came from this particular any ad campaign that had these so these are the campaigns themselves these were on youtube everyone who came in in that date range all right i spent 4 100 getting them in that 11 days they bought 5 000 worth of stuff now let's have a look at something all right let's say after the date range and see what they did okay it hit apply filters it brought in another 4 200 bucks okay and so i'm filming this for you on whatever today is the fifth fourth fourth of april i don't know um whatever you know it hadn't been that long right so it's been another three weeks or so but that three weeks or so of follow-up sequence has created an additional 4 200 bucks in revenue now this isn't all pure net profit because of course i have a team and you know we got a really specialized professionals that work with us so they're not cheap they insist on being paid well but um it's net over ad spend for sure so if i come back over here now all right and i just take i take you know that figure 4 200 and i add it to the sales that were brought in you know during that date range now we got about 9 200 bucks so now i've got you know a little bit better than double my money and we've done that in roughly 30 days and guess what we still have the leads right and so still having the leads is a good thing because i can still sell stuff to these people so the magic here is in well it's in all of them like every single one of these steps are important all right but if we look at this you know this is where everybody's focusing ads it's not a bad thing to focus on okay but then we have get the lead we have make the offer and then we have follow up all right so if your business is not doing the sales that you want and you feel like you're doing everything right you're like man you know i'm getting opt-ins at a pretty decent price or whatever you know and things are working okay i just wish they would be doing better like it seems like they should what the heck is going on i'll bet you you know i'll bet you my time which is my most precious commodity if that's you i bet if we go in and we take a look at what's happening right here that we can mess around with this follow-up all right then we could get anywhere between a 20 to 50 percent increase in revenue i mean if you look at this look what happened you know we we had uh we almost got 100 increase in revenue because the follow-up so during our date range we did five grand after the date range this is all brought from follow-up it brought in 4 200 so almost 100 increase in revenue and that's only over a couple of weeks right so if you want us to get on a consult with you take a look at your business and see which of these four areas there's a bottleneck and then tell you how to fix it we're happy to go to roast.org o-r-g here's how you spell roast right there r-o-a-s all right and so you'll see you'll see a really terrible looking video on there that i just made in a hurry and you'll see the ability to set an appointment um with the team and we'll take a look at what you got on and they're what you got on we'll take a look at what you're wearing um we won't really that just sounded weird we'll take a look at what you've got going on and we'll see what needs fixed all right because it does not matter what you're selling okay period your business is made up of these components all right ads that's what drives traffic okay and we could you know we'd say organic social in there too but let's just say anything that you're presenting a message to the public whether you're paying to get that message in front of them or not we're just going to put that in the ads category so that's thing number one this is the most fun all right this is the most fun right here to talk about everybody let's talk about that your second step right here is going to be the lead all right what are you doing to get elite now listen to me all right big deal right here what you say to get the lead the content you are offering to people to get them into your ecosystem is hugely uh in terms of or rather hugely um has a big effect so i'm trying to say it's really really a big deal when it comes to the quality of leads and we talked about it in in part two of this series which is for example our business row ass.org we take businesses that are doing pretty good and we just turbo charge them by fixing this stuff either with people or for people we just handle it but doing it forever we know what to do we got a good track record whatever all right if i were to go out there and say you know free webinar reveals how to start a business from your basement roast.org would go under none of those people would be good candidates for our company because they don't have existing businesses there's nothing for us to tweak you know we we don't build the car we turn an existing car into a race car right so what you're saying here huge deal like ridiculously huge now the next step is going to be your offer all right how do you make the offer and people are this generally you know this is going to be your pitch you know so it should it be a long form sales letter should it be a video should it be a webinar should it be an automated webinar should you make it look like it's real you know should it be uh on demand should it be a vsl whatever right this is where people are going to give themselves a tremendous amount of pressure okay trying to be the next gary halbert or john carlton or david ogilvy you know or whoever legendary copywriter and they're gonna be like man i gotta get this thing perfect and generally what's happening is we feel like okay this is our only shot you know we gotta get this thing perfect if we don't we're doomed you know we don't get this just right we're doomed and what you end up seeing happening is you see bigger and louder promises you know like i'm going to show you how to make a million dollars i'm going to show you how to make two million dollars like why have six minute abs when you can have five minute abs you know and the claims are gonna get bigger people are gonna get louder and that's what's happening in almost every single market because people think well if this offer part if this doesn't convert right away if i don't get that customer right right now i'm doomed right here's the deal okay and i'm really should start looking this dank statistic up but bear with me um i will find this for you this is my solemn vow to you because i've done the research i've got in my notes somewhere here's the deal this is what happens with most people all right this is a dude let's make him happy sorry all right this is the guy he sees an ad for i don't know a new refrigerator no a grill all right he sees like an ad for one of those traeger grills you know which look really awesome by the way i don't have one but i kind of want one all right so dude sees an ad for a traeger grill generally speaking and i'm what these numbers are probably backwards the time it takes for him to see the traeger and by the traeger is 22 days all right and i can't remember who figured this out but it's like a big ad study i might have read about it at adweek.com or one of those things all right and on top of that okay this is huge on top of that typically speaking this customer has 32 exposures to the brand all right that means they see something about that traeger grill 32 times does it mean you email them 32 times over 22 days well maybe you know but it means that they typically they're seeing more stuff about the trigger grill is in front of their mind all right and so here's the thing okay i'm going by memory these numbers could be reversed it could be a 32 day period with 22 brand exposures or i've got it right bottom line is in our mind as marketers what we want to have happen is this all right this is our dream situation this is what you know this is what we were many of us were sold on when we decided to get into the marketing game we're like oh okay you mean to tell me what i can do is i can place an ad come on give me that because i can place an ad today all right and this dude's gonna see my ad today and then in the next 24 hours i'm gonna have a lot of money so i'm gonna put a dollar in today and tomorrow i'm gonna have five dollars back right and that's what we want and you know what you know who really wants that worse than anybody this guy el gordo which is spanish for extremely handsome and physically fit i want that to happen i also want to be able to have coors light cause my brain capacity to get better and to cause me to gain muscle and burn fat i just don't expect any of them to actually happen right like it's just not normal so here's the thing if we come back all right and we come back to this beautiful darn all right and and i'm just getting really talented here you know i could make an eft out of these things i still don't know what those are um isn't that what it's called like a little the digital art that you can sell for a bunch of money to people who clearly have more money they know what to do with so here's the thing all right four four steps in the business doesn't matter what the business is if you're not making the money you want and you and you've got a business going right so if you haven't started yet then i'm glad you're watching this i hope you find it helpful but it's really for people who've already got stuff going on if you're not seeing the profits you want okay there's only four areas where this stuff could be broken all right number one what you're saying in your ads number two what you're doing what you're giving away to get people to become a lead number three what you're saying and your offer and number four your follow-up all right and so i can tell you now after doing this for a gazillion years okay here here's where the most common situations are number one all right the messaging is wrong in these two spots they're trying to get one caliber of person but the messaging is attracting the wrong type of people to use like a really basic metaphor they they're they're trying to sell vegan stuff but they're talking about steak now i know that it's like the worst possible thing ever nobody in their right mind would do it but like it's pretty close you know the messaging is just all wrong and they're trying to fix it with hacks they're like oh if i just do this facebook hack or if i get my targeting even more dialed in or whatever then maybe i can get all this stuff right and it doesn't all right so that's thing number one thing number two is when it comes here okay what is usually happening here is nobody is seeing this really okay this is an eyeball all right that's what it's supposed to be that's kind of weird looking um but generally speaking not as many people are seeing the actual offer as they think they are and the reason why isn't a typical funnel and i know all sales processes are different so i'm just kind of making like a big general situation yeah but in a typical funnel what happens here is you know someone sees an ad all right but being they opt in to get the thing let's say it's a webinar and then the webinar presents an offer and this is not getting the money that people want and so what will happen is that the client will be like well the webinar screwed up it's horrible i don't know we got to do something we have to redo everything and we'll go in there and we'll dig around and we'll realize that oh dude like only you know five percent of these people that opted in here all right ever actually stay on this webinar long enough to see what you have for sale so that's another place where it could break and the final place is this one all right it's the follow-up people don't follow up with the offer enough and so in your mind you might be thinking okay so follow up on how do i do that and what if i'm just selling like one thing you know so it's it's a real easy concept to ask if if you have a lot of different products you know so if you have a typical ascension model where you've got a book you've got a you know i don't know i'm going to randomly make up prices you have a book you got a 47 dollar product it's always got to end in seven you got a 97 product you got a i don't know 397 product and you got a 997 product so if you've got all that stuff it really makes sense you can be like oh okay i can build email sequences for all of these you know and so that's a logical easy question to answer in terms of well what do you do for follow-up now as logical and simple as that is the overwhelming majority of clients we've ever had ever spoken to 22 years in the game they don't have this they don't do it you know what typically happens here and i laugh about this is because i'm just as guilty about it i'm seriously i just built a new on-demand class over the weekend i'm driving ad traffic to it i do not have the first email follow-up written i just wanted to get something out there so i'm no better but i can assure you i will have that fixed probably by wednesday but here's what happens someone gets a lead right they make the offer okay the person does not buy all right so it's gonna be a frowny face and then they send them like four emails all right if that and then they still don't buy okay and then they either go into the either one of these areas they're both just horrible okay so they're going to go into number one nothing all right so they don't do they have no plan for them at all or number two which is worse they go into a nurture sequence in a nurture sequence which is canned content being sent out to them with no offers attached to them at all and so none of that's going to make you any money right so if you can fix that then you're going to be gold okay so when it comes to your business specifically all right i'm not psychic um so i don't know which part here is broken but here's my offer to you if you have a business and you're you know you're doing okay and you want to get better what we'll do is we'll take a look at the entire machine all right which is what are you saying in your ads what are you saying to get leads what's the content you're giving away what's your offer look like and what's your follow-up sequence look like and if you go to r o a s dot o r g you'll see a really just a tear i look horrible in the video i look purple in these dang things because i can't figure out how to use my camera yet but there's like a five minute video that explains how we might be able to help you and three sentences below the video that explains how we might be able to help you but bottom line what we want to do is get with you and get in an appointment and then just sort of look at where you are all right so let me get this out of the way look at what's going on in the business okay so we'll be like all right man um where are you now okay so this is now where do you want to be so this is future i'll just call this ftr all right and then we're going to look at all this stuff which is your existing process okay and we're going to find out where it's done tore up where the bottlenecks are where to fix it and we're going to come back to you and we're going to say okay we put together a plan and here's how you can fix this and here's the results that you can expect to achieve if you fix it and we can either fix it for you or we can fix it with you whatever one you want to do is cool with us if you want us to do it great and if you don't no problem so if you want to scale your business and get more sales and you just want to handle this stuff once and for all instead of trying to you know major and minor things that uh go to roast.org i want to share one little thing with you before we go that uh that's a real eye-opener okay so let's see let's come back over here this is super common incidentally so let's see here all right man the lights that hopefully make me less purple on this thing are so bright man okay now look at this i'm sorting this right now hopefully you can see this this is my return on ad spend okay so this is my return on ad spend for people who became a lead between march 2nd and march 13th and they bought something after that date range all right now usually all right and this is this is why i cannot stress this enough if you were to go to somebody and their whole specialty is just ads right all they're doing is this okay the tip of the ice perk here and look i mean i got nothing but love for my fellow ad people okay i am an ad man at heart all right but if this is their entire universe they're gonna take a look at this and if they didn't have this data right here what would they do if they saw this they would be like well what we need to do is we need to kill this one we need to kill this one we need to kill this one we need to scale this one all right and then we need to be like obviously we need to kill these two because these are really high cost per leads that's what this number is right here cost per lead so they would have a scale this up they'd be like dude you gotta let's go let's hammer this one look how cheap your leads are but what what's the most important thing in the business right so like assuming okay and this is like i'm taking this as a given all right assuming that we are being good people and we are keeping our promises all right and our customers are happy here's the most the only thing that matters the only number that matters is this is cash out okay should probably go to the drawing board there it is cash that goes out and cash that comes in also known as that row s right so if we come back over here your ad guy okay your your one dimensional person and you know i'm not hating i'm just telling you there's a lot more to it than just scaling facebook or youtube or twitter or tick-tock or whatever they would have had you turn this off but look at this this gave us the biggest return on our money this gave us the most profits okay so you got to take the whole thing into consideration if you really want to scale the business is you got to look at everything and the good news is there's everything it's just four things you know it's not like oh my gosh we have to look at 957 million things no you know there's four there get attention you know ads and stuff get a lead get them to opt in right also a lead incidentally could be considered an abandoned cart if you're an e-commerce or whatever uh make an offer that's your sales pitch that's where people just get all freaked out and then follow up which is what people ignore okay and so those are your only four possible places if your business isn't optimized all across the board and those four things you are leaving money on the table i just showed you how a simple follow-up literally increased sales almost a hundred percent yeah it was like 90 something percent over a 20-something day period if he wants to help you with it go to roast.org uh fill in the little appointment thing again this isn't for beginners i mean i'd love to be able to help people who are just starting out that's why i've got free stuff that's why i've got inexpensive books and everything but this one we're here to help a business is doing pretty good do really really really good all right so if you want to help you do that we would be delighted thanks so much for watching this um it's kind of late yeah it's 7 23 uh in the evening so i'm gonna go i appreciate you watching part three of hardcore scaling and uh i will see you all later hopefully i don't look too purple i'm trying to fix the damn camera of course i'm not going to read the directions that's stupid but we'll see how it went take it easy y'all