The Acquisition System Blueprint

Boys and girls, ladies and gentlemen, wherever you may be from, whoever you may be, welcome to the acquisition system blueprint. What I'm going to be

system blueprint. What I'm going to be doing in this webinar is giving you guys the exact framework that I've actually used to make $40 million and basically build my client acquisition

infrastructure from scratch. Okay? We're

not going to be getting into any weird little shiny objects or any gimmicks or any tactics. I'm going to part ways with

any tactics. I'm going to part ways with my mechanism for thinking about this.

Okay? Because if you want to solve client acquisition, not just for tomorrow or a week or a month from now, but forever, for the rest of your life, for the rest of, you know, your commercial existence, you need to know

how to think. And so, in this webinar, you're going to get a full framework for how to build a client acquisition system from the beginning all the way to the end so that never breaks. Okay? And when

you figure out how to do this, you will actually become a millionaire because the only real constraint that you're going to face in business besides delivering results and getting good things with people really is actually getting them in the first place. You

can't get better results for people if you haven't got enough clients to iterate on. You can't close sales calls

iterate on. You can't close sales calls without appointments. So, you need to

without appointments. So, you need to know how to get them. So before we get started and before we actually dive into this, I want to tell you that this is truly honestly the most important thing

that I've figured out about getting clients consistently. Okay? It's not

clients consistently. Okay? It's not

like again there's not there's no one answer. There's no one shiny object. It

answer. There's no one shiny object. It

truly just depends on how you see it.

It's your paradigm. It's your

perspective. I've taught this to you know 4,500 paying clients at this point.

I've made dozens of millionaires from this. I've got thousand hundreds if not

this. I've got thousand hundreds if not thousands of six-fig earners from this stuff. This is the thing. Okay. What I'm

stuff. This is the thing. Okay. What I'm

not going to do in this webinar is give you some silver bullet flavor of the month outreach tactic. I'm not going to be like, you know, here's a brand new way to do cold email or here's my

special template. As much as you guys

special template. As much as you guys might salivate from a marketing perspective over such a wonderful um shiny object, it is not going to fix

your business. How many shiny objects

your business. How many shiny objects have you seen? How many tactics, how many silver bullets have you actually been in touch with that have actually made any difference for you? The answer

is probably none because there's a reason why you're watching a webinar titled how to build client acquisition systems because you haven't figured it out because you've been chasing shiny objects. You've been chasing tactics.

objects. You've been chasing tactics.

You've been chasing copy and now we need to do this. So, what this is is basically a new way of seeing how client acquisition actually works. Okay. Now

before we dive in and before we get started into the webinar, I want to understand who are you guys? Like what

businesses do you have? What did you sell? Who do you sell to? You know, and

sell? Who do you sell to? You know, and what your price points. I'm reading the chat now just so I can properly tailor this. Have we got BTOC people in here?

this. Have we got BTOC people in here?

B2B people? Have we got agencies, coaches, consultants, info people? Like

pop it in the chat for me now and have a quick read and um get a proper understanding of all of this. And you

guys are asking me to remove the chat from the screen. Um, has the chat been removed from the screen? Because I can't see the chat on the screen. So now I want to make it very clear, guys, that

wasn't me that fixed that. It was my wonderful guy.

Without him, I'd be in deep, deep trouble. Right then.

trouble. Right then.

All right. Looks like we're back in action. So to clarify, I'm clicking

action. So to clarify, I'm clicking through the slides here. You guys can all see this, right? Beautiful.

Okay. Fabulous. And fantastic. Right,

before we continue, does anyone have have any problems with the audio or the video or the slides? Or are we all clear and we're all nice and straightforward

now?

I think it's all good. All right.

Beautiful. Okay, then. So, let's get into actually what a system is. Now, the

thing is is everyone talks a lot about systems. You know, I I use the word I throw it around a lot like system this, system that, action system that. The

thing is is a system is like a collection of processes um organized to process inputs to produce outputs.

That's basically what a system is.

That's what a system does. It's a

collection of processes. When I use the terminology system or I use the word system, I'm referring to nothing but basically a collection of things that take someone who's a complete stranger and turns them into someone that

actually buys something from you. So

there's five components of a system and you can visualize what a system actually is and you can get it in a diagram just as so. So the first thing about client

as so. So the first thing about client acquisition systems is and all systems really is all systems have inputs. Okay.

And the ultimate input to a client acquisition system is a human being and that human being typically has no attentive awareness that you even exist.

They are a stranger to your business.

Okay. Now, what this basically means is when you start a business and you know when you when you begin your enterprise and you try and sell something, um there are a bunch of people on the planet that

could potentially become clients. Okay?

And in order for them to become clients, they have to come into contact with your marketing system. Okay? And so, the

marketing system. Okay? And so, the first stage of building a system is recognizing that there are inputs. Now,

this might sound very elementary, but we're going to wrap it all up and you need to understand the first principles so I can properly drag them through.

Okay. Now, if we move on to processes, the middle part of this is the chain of things that moves people towards buying from you. Okay? And if you take a

from you. Okay? And if you take a stranger, you need to have a chain of processes that convert those people into clients. This is this is business 101,

clients. This is this is business 101, guys. This shouldn't be groundbreaking

guys. This shouldn't be groundbreaking news to any of you. A lot of you are going to be educated enough to already understand this. But the reason we have

understand this. But the reason we have to start at the first principles is to build from the ground up. What we then have is feedback. Okay. So feedback is basically data that tells people how

well the system is working. Okay. So if

you have a collection of different things that deliver you clients, then there's going to be feedback throughout that entire process. Okay. And we

receive feedback from metrics from data basically telling you how well it's working. And then we have the

working. And then we have the environment which is basically the marketing or the market conditions really that your entire business operates in. So if we take for example

operates in. So if we take for example Imperium acquisition my business then the inputs are going to be people in the market. Okay. So agency owners, coaches

market. Okay. So agency owners, coaches or consultants or info business owners or B2B service providers who might have never heard of me before or maybe they have but they have a problem with client acquisition. Okay. What we then have

acquisition. Okay. What we then have inside of the business are a series of processes to convert their attention into client acquisition or into actually the acquisition of clients. Okay. So

I've got a sales team, right? I've got

an onboarding process. And if we reverse engineer all the way back, I'm doing this webinar. We have we have book a

this webinar. We have we have book a call funnels. We have YouTube channels.

call funnels. We have YouTube channels.

We have Instagram. We have like there's a whole series of things that have to happen to become a client. And then

obviously you have you have clients and that happens. So there's two big

that happens. So there's two big misconceptions when it comes to systems for acquisition. The first one is the

for acquisition. The first one is the idea that a system means automation.

Okay, this is wrong and it's it's plain simple wrong. Having a system does not

simple wrong. Having a system does not mean that you have a something that works without you. Okay, a lot of people think that the word system and automation is sort of interchangeable.

Nothing could be further from the truth.

A system is something that is predictable and works in the same way every single time. Okay? So, let's let's take for example a McDonald's restaurant. Okay? They have a system for

restaurant. Okay? They have a system for creating a cheeseburger, right? That

doesn't mean that the cheeseburger creation is automated. It still has to be done by human beings to some degree, right? And so therefore, it's the

right? And so therefore, it's the system. It's not automated. Now, if you

system. It's not automated. Now, if you have a sales script that you follow on on every single sales call, you have a system. And if you have a manual way of

system. And if you have a manual way of doing cold calls, you have a system.

Automation does not mean systematization. The second

systematization. The second misconception is if I'm not getting clients, my system is broken. So, what

you need to understand is that systems are like by design, they are their output, if that makes sense. And so basically, if your system

sense. And so basically, if your system is producing bad results and you're not getting clients, the system isn't not working. It's just working in the way

working. It's just working in the way that you've designed it to work, okay?

And you have to be able to separate your intention for a systems production from the way that you've actually built and designed it. They're two very different

designed it. They're two very different things. So, if you've got a cold calling

things. So, if you've got a cold calling system in your business right now and it's not working and it's not getting you any clients, it's not getting any appointments, then it goes without saying that like that that system is

working how you designed it to work.

Your intention for its function is not always going to be exactly, you know, what happens and how it goes. Okay? So,

it's not broken, it's just designed wrong. So, those are I want to clear

wrong. So, those are I want to clear that up really quickly because when I'm talking about helping you guys build cloud action systems, you don't need to have automation for something to be systematized, right?

You're still going to need human beings.

You're still going to need manual inputs at certain stages. And on top of that, like if you have built a system and it's not getting results, it's not that the system isn't working. The system is working in the exact way that you set it

up to work. So the output you're getting like if you're not getting clients it's because your processes are broken or because your inputs are broken not because the whole thing is done for.

That makes sense. So let me give you a little um analogy and I like to use this. I use this in easy grow a lot.

this. I use this in easy grow a lot.

It's called the lasagna analogy. Okay.

Now let's say that you want to make and by the way I came up with this analogy when I was making the training program um because I I thought I was a pretty good lasagna chef until a few things went wrong in the kitchen. So that's a

side story for you. But let's say that you want to make a really good lasagna, okay? And you know, let's say that

okay? And you know, let's say that you're you're like, "Right, for some reason, the impulse is has swept me away. I fancy Italian tonight. It's

away. I fancy Italian tonight. It's

lasagna time." You put your garlic bread in the oven. You know, you you get your red wine. I don't know what wine you

red wine. I don't know what wine you drink with lasagna. I'm assuming it's probably red wine. That sounds about right. And you think, "Right, I'm going

right. And you think, "Right, I'm going to I'm going to smash this." But the problem is that your ingredients are stale. you don't have any salt and you

stale. you don't have any salt and you only have sugar and you cook it 300 degrees. Like the output is going to be

degrees. Like the output is going to be awful. Like the system to make the

awful. Like the system to make the lasagna wasn't broken. It's just the system was basically doomed to fail from the second you gave it the wrong inputs and the wrong processes because one of

the processes of making lasagna is cooking the lasagna in the oven. And the

how well that goes is going to be determined and governed by how many degrees you use to cook it. Does that

make sense? And so the point I'm making here, guys, is that like you could take the best chef in the world, right? Let's

just let's use an example. We'll take

Gordon Ramsay, right? The best chef in the whole world at making lasagna. I

don't know if Gordon Ramsey is the best chef in the world, but you get my point.

He's certainly better than me. Probably

you. If you gave Gordon Ramsey Ramsey, oh, we're getting really English today.

Gordon Ramsey, stale ingredients, sugar instead of salt, and a 300 degree oven.

It doesn't matter how good Gordon Ramsay system is. Um, it's it's it's never

system is. Um, it's it's it's never going to work. The inputs are fundamentally broken. And the processes

fundamentally broken. And the processes are fundamentally broken as well. Okay.

So, if you're not getting clients, you need to fix the inputs and the processes. And you've got to be able to

processes. And you've got to be able to distinguish between these two things.

Okay? So, again, this comes back to these five components. You got to have the right inputs. You've got to have the right processes. The outputs are the

right processes. The outputs are the things that you have to receive to get the feedback to improve the inputs and the processes and then the environment is all there. And the key to this whole thing is building a feedback loop

because the first time that you try to build a client acquisition system, you're probably going to get it wrong or you're probably going to make some sort of serious mistake. But the reason that you can actually succeed in the longer

term is because you're listening to feedback. The way that a lot of people

feedback. The way that a lot of people um build systems and the reason they struggle so hard with client acquisition is because they get all emotional, you know, they they they put some cold email thing in place, they build a sales

script, and then they cross their fingers and expect it to work the first time around, but then they forget that you're no different. Like trying to get a client is no different from like trying to cook a lasagna for the first

time. Even if you've got like the

time. Even if you've got like the ingredients and the cookbook and the process to follow, there's still going to be some things that you get wrong.

And it's not until you actually sit down to eat the lasagna or try and get the client where you realize where you went wrong. Oh, this is way too salty. Oh,

wrong. Oh, this is way too salty. Oh,

this is way too cold or this isn't cooked right. So, you know, you've got

cooked right. So, you know, you've got to get that feedback in.

So, I want to give you guys some real some real sort of source here around something that I call microaction chains. Okay. What you have to realize

chains. Okay. What you have to realize is that getting a client is the macro term that we would use to deci to define

a series of micro decisions. Okay? So,

in order for someone to become a client, what that basically means is they have paid you money. Okay? It could be $1,000, could be $1,500, could be $10,000, could be $30,000, could be $200, right? But to get a client,

$200, right? But to get a client, someone has to actually transact with you. They have to open their browser,

you. They have to open their browser, put in their credit card information, and click submit. Only at that point do they become a client. But the thing that most people struggle with when it comes

to client acquisition is they forget that like that end result is what they're trying to achieve. But there are dozens and dozens and dozens of little end results that you have to put into place for someone to get to the point

where they submit their card information. And so the reason most

information. And so the reason most people completely, and pardon my friendship, [ __ ] up when it comes to getting clients is because they're so focused on the end result on trying to engineer that. That's not how it works.

engineer that. That's not how it works.

What you have to do is learn to engineer every little step of the way. And so,

you know, for example, um, with YouTube, let's take my YouTube channel, okay? And

I'll walk you through all the microaction chains or the micro actions that someone has to take to become a client through my YouTube channel. Okay?

So, first of all, they're they're on YouTube, right? This is where that we're

YouTube, right? This is where that we're going to gather their attention. and

they're a stranger, okay? They're an

input. Not that you guys are were inputs in the past, but this is how you ought to look at it. In order for this person to become a client, they first have to click on the video. So, the title and thumbnail has to be somewhat enticing

for them. And you can engineer this, by

for them. And you can engineer this, by the way, for any acquisition system.

YouTube's just the easiest example that comes to mind. Then, they have to watch the video. So, they have to watch the

the video. So, they have to watch the first 30 seconds. They have to consume the content. They have to stay hooked.

the content. They have to stay hooked.

And they have to make those decisions over and over again every 5 seconds to stay on the video. Then they have to click a link in the description. Okay,

and so they actually have to, you know, click the link. Then they have to watch another video, okay, the VSSL. Then they

have to um click on the book a call button, right? Then they have to fill

button, right? Then they have to fill out a form. Then they have to schedule the call, okay, and click the buttons to schedule the call. Then they actually have to like become educated before the call happens and receive a bunch of

information to become warm. Then they

have to um actually show up for the call. Then they have to go through a

call. Then they have to go through a discovery process with a sales rep. Then

they have to go through a pitch. Then

they have to have their objections handled. And only then do they buy. And

handled. And only then do they buy. And

understanding how to get clients and how getting client acquisition systems that are easy and making client acquisition easy is as simple as engineering every single step of the way as its own unique

little thing. And so when you're looking

little thing. And so when you're looking at trying to get clients or trying to acquire clients, you have to see it as a chain of micro actions. It's not someone doesn't just wake up one morning and

decide to become your client. They've

been through a sort of meticulous step-by-step process to get there. And

the cool thing about this is that what you can actually do is you can reverse engineer the microactions that someone has to take to ultimately become a client into these things called a

stimuli chain. Okay. Now, client

stimuli chain. Okay. Now, client

acquisition 101. A stimulus or aggregate collection stimuli is a piece of content or a thing that someone interacts with

that triggers a response that creates a physical action in their body. Now, that

this is this is psychology 101. It's

called conditioning, right? Um there's a whole bunch of, you know, biology I get into here, but we'll we'll keep it pretty straightforward. the f before if

pretty straightforward. the f before if someone's coming through my YouTube funnel, before they can get to the end and buy, they have to click on the YouTube video, right? And so the stimulus in question here would be the

thumbnail and the title combination to get them to click. Okay? So that's a stimulus. The next stimulus in the chain

stimulus. The next stimulus in the chain is the actual hook. So when someone clicks on that video, the first 10 seconds. And then the next stimulus is

seconds. And then the next stimulus is the content. It's the it's the words

the content. It's the it's the words that I'm using that keep them on the video that, you know, get them through to the point. And then at some point in the video, there'll be a call to action which is, "Hey, check the link out in the description if you want to buy my

thing." That's a stimuli, right? What

thing." That's a stimuli, right? What

that does is it registers in someone's brain, okay? And instantaneously it

brain, okay? And instantaneously it encourages them to scroll and click.

Client acquisition is about controlling people's behavior. That's all it comes

people's behavior. That's all it comes down to. It's figuring out what you need

down to. It's figuring out what you need to put in front of people to control and elicit the next behavior in the chain.

All the way to someone submitting their payment details. All the way to being on

payment details. All the way to being on the sales call, getting the agreement, and sending over that beautiful Stripe link for them to fill out the information. Okay? That's basically like

information. Okay? That's basically like the whole thing. Okay? And if you can do that, you'll be fine. How's this going, guys? I want to have a quick look at

guys? I want to have a quick look at chat here.

Just want to make sure you guys can hear me. This is all making sense so far.

me. This is all making sense so far.

Going to get some feedback. Make sure

we're all good.

Making sense.

Don't worry about chat. [laughter]

What's going on in the chat? We got some um we got some haters in the chat.

That's all right, man. You got to you got to let people say what they want to say, man. It's calm. There's no stress.

say, man. It's calm. There's no stress.

Cool. All right, let's keep going then.

So, that's basically the whole key. It's

controlling behavior. Now, in

psychology, um there's a beautiful terminology that um I I'll go into this for a quick second because I'll help you understand how I put this together.

There's a um there's this thing in biology called a click were response.

Okay? And a click were response, the idea is it's supposed to be like automatia for the like a machine, right?

So like if if a computer clicks and then it wors. That's the idea. But there's

it wors. That's the idea. But there's

anyway there's this whole thing called a clickware response. And basically some

clickware response. And basically some um some some people in biology um they they ran this study where what they would do is they would put like a pile of red feathers in the territory of a

robin, right? It's like a bird, like a

robin, right? It's like a bird, like a you know red robin, right? And what they found is that the second that a robin detected that stimuli, right, or stimulus, the stimulus of the red

feathers, it would immediately dive bomb the red feathers without even thinking about like it was it was a it was an unconscious reaction. And in nature,

unconscious reaction. And in nature, when we observe the natural world, the majority of of the natural world runs on click were responses. Now, the cool thing about human beings and the cool thing about marketing and client

acquisition is to understand that human beings are actually a extension of the natural world. you know, we're still

natural world. you know, we're still animals. We're, you know, we still have

animals. We're, you know, we still have very strong like likeness to the natural world. And so, in the same way that if

world. And so, in the same way that if you put a collection of red feathers in a robin's territory, it will immediately dive bomb the feathers thinking it's a competitor Robin, it's no different from

like limbically hijacking someone through a title and a thumbnail. Okay?

And this is marketing. is controlling

people's behavior and it's putting that behavior in a chain and getting people to take these little micro commitments all the way up to actually booking a call and eventually buying from you.

Okay? And if you can learn to do that, you'll crush. And this is why most

you'll crush. And this is why most people get client acquisition wrong is it's because they focus so much on getting a client, but they forget that getting a client fans out into like, you

know, 20 different micro uh actions that all need to come together for someone to actually, you know, do something in full. Okay. So the cool thing to realize

full. Okay. So the cool thing to realize is that you've got the this idea that client acquisition exists as a macro system. This is the big picture of

system. This is the big picture of client acquisition. Okay? And this is

client acquisition. Okay? And this is basically where you know you go from stranger to client. But inside of the big picture, you've got these things called subsystems. Okay? So the macro system of client acquisition consists of

subsystems that all work together to produce outputs in alignment with the function of the overarching system. And

the subsystems form a chain of processes that a human must follow to become a client. Like you can't skip a step.

client. Like you can't skip a step.

Okay? And so when it comes to building client acquisition systems, what you guys need to learn to do is stop trying to build this massive, you know,

complicated thing and just look at client acquisition as lots of little subsystems. You know that whole saying like how would you eat an elephant is just one bite at a time. The same thing

is is very true because you can figure out pretty quickly how to create really good thumbnails and titles. You can

figure out really quickly how to make really good hooks. You can figure out really quickly how to make decent content and CTA properly. You can figure out really quickly how to write a good

description. You can figure out really

description. You can figure out really quickly how to format a funnel. You can

all of these individual little things are quite easy to figure out on their own. But it's when you try and do it all

own. But it's when you try and do it all at once and you you get you get this messy complicated brain. It's little

little steps step by step. Same thing

with ads. Like I want to build my ad system and you know you say people say I want to get clients through ads. I say

why why aren't you? They say well I don't know what to do. And it's because they're not being critical. The first

thing you need to do and this is a important lesson. The first thing you

important lesson. The first thing you need to do when you try to build a client acquisition system is ask yourself what is every single step that a human being or a stranger in my niche

has to take to eventually pay me from this from start to end. Once you have that mapped out on a diagram or you know in in in sort of this fragmented fan then and only then can you actually get

to work on building the system. But if

you try and approach it from building the entire thing it's it's never going to work. Okay. And so the six subsystems

to work. Okay. And so the six subsystems of client acquisition fall into six categories. Okay? It does not matter

categories. Okay? It does not matter what you're trying to do to get clients.

It doesn't matter if you're trying to get clients through referral or word of mouth. It doesn't matter if you're

mouth. It doesn't matter if you're trying to use outbound systems like cold email, cold DM, cold calling, cold SMS. It doesn't matter if you're using inbound systems like YouTube, Instagram, Tik Tok, Twitter, whatever. And it

doesn't matter if you're using Tik Tok ads, YouTube ads or ads or meta ads.

There are always going to be six universal subsystems of coin acquisition or at least you know six or seven of these. I said six seven there didn't I

these. I said six seven there didn't I guys have some funny funny comments there. It doesn't like the these things

there. It doesn't like the these things are always going to be present. Okay.

The first subsystem that you have to account for is taking someone from latent conditions and I'll explain what that means in a second so don't worry from latent conditions through to

attention. And this is where someone

attention. And this is where someone goes from being completely unaware of who you are. Like they their entire reality exists before them without you in it to then you being in it. That's

the job of the first subsystem is I'm a human. I've gone my entire life without

human. I've gone my entire life without any cognitive awareness that this person or this company exists and now I'm aware they exist. That's the first thing you

they exist. That's the first thing you have to get right. Okay. The second

thing is attention to interest. And this

is basically where someone is like, "Okay, now I know you exist. Why should

I why should I pay attention?" This is an interesting thing about client acquisition, by the way, guys, is a human being has billion I don't know how many neurons are in someone's brain, like billions and billions of neurons.

They have they a human being could at any given time be doing anything with their life. They've got an infinite

their life. They've got an infinite array of options, 101 things on their to-do list. They've got 10 things to

to-do list. They've got 10 things to watch on Netflix, five new shows to catch up on, 50 unread emails. Like

human, we have a lot going on in our mind. And so the key with client

mind. And so the key with client acquisition is being able to just grab someone's attention and just keep it.

Like that's the key and keep it. And and

the key is to make the the thing that you're presenting or trying to promote to them more important than anything else in their life right now. Now that's

that's the thing is you only need to have their attention for maybe five minutes. Like think about it. Someone

minutes. Like think about it. Someone

clicks on my YouTube video, they watch the first five minutes, they think, "This guy knows what he's talking about." And then they go and they

about." And then they go and they schedule a call. That's 10 minutes. And

then they go off back into the chaos of their life. And then they show up for

their life. And then they show up for the call and you've got them for an hour. It's very easy to keep someone

hour. It's very easy to keep someone focused on a sales call because you've got another human being. And that's a sales rep's job, by the way, is basically just to maintain someone's interest and attention and build it to a point of critical mass where they make a

decision or an emotional or logical decision to buy. And so it's a client acquisition is such a [ __ ] beautiful thing because you're figuring out how to hijack someone's attention that could be

going in an infinite number of directions and and channel it onto your business. That's the game of marketing.

business. That's the game of marketing.

Okay. So we go from attention to interest um and we basically go 86 billion neurons. Someone said in the chat, "Oh

neurons. Someone said in the chat, "Oh my god, that's a lot of neurons. God

damn. If he talks too much, it's normal people that leave. [laughter]

Ain't that the truth? I'm I'm known to talk, guys. And so, attention to

talk, guys. And so, attention to interest. You take some You get

interest. You take some You get someone's attention. You're you're top

someone's attention. You're you're top of mind for them above anything else, and you want to convert that into interest. Once you've got their

interest. Once you've got their interest, you need to convert them into an appointment. Once you've got them as

an appointment. Once you've got them as an appointment, you need to get them to actually show up for that appointment.

Once you've got them showing up, you need to prime them to actually purchase.

And once you've got them primed, you need to handle their objections to close a deal. These are the six subsystems of

a deal. These are the six subsystems of client acquisition. It does not matter

client acquisition. It does not matter where you start. It does not matter where you go. If you want to sign a client, you have to go through these six things or these six systems. Okay.

So, the first one obviously is latent conditional retention. And we we've sort

conditional retention. And we we've sort of covered all these now. And I want to just touch quickly on what latent conditions are because you guys might be wondering about this. Like a a latent

condition is a how do I best explain this without my without my trusty PDFs?

A latent condition. Okay, you as a human being right now have a dormant set of psycho of of psych psychological

modes that can be hijacked. Let me

explain. I'll give you an example. Let

me give you the perfect metaphor to explain this.

Imagine that your mind is like an oil field. Okay, this is going to be a bit

field. Okay, this is going to be a bit weird, but just give me a second.

Imagine your mind is like an oil field and um a marketer wants to drill your mind for oil, extract value, find out where the money is. Human beings only

buy things because of painful situations. Okay? But what you don't

situations. Okay? But what you don't realize is that in your mind is there's lots of things that register as painful that you're not necessarily consciously aware of. These are called latent

aware of. These are called latent conditions. For example, if I say to

conditions. For example, if I say to you, um, you're you're you're trying to start a marketing agency, coaching, or consulting business. Like, I know the

consulting business. Like, I know the people who want to start these businesses, and I could say, um, are you really struggling with like with picking your niche because you feel like there's so many niches you could pick from, and

you're afraid to pick the right one?

Like people like, yeah, yeah, I am.

That's a latent condition. So, a latent condition is basically something that makes someone feel a bit uncomfortable about their situation that they might not be able to articulate. And what you can do as a marketer is basically use

these latent conditions and and and and empathize with them and and mirror if all you've got to do in marketing to get someone's attention to begin with is mirror their latent conditions. So

understand what they're going through, understand what issues they have that might be dormant and laying and you know mirror that to them in the same way that if you were an oil company drilling an oil field, what are you trying to do?

You're you're drilling down into the abyss to try and strike value. The same

thing is true with marketing. You craft

a message, you put it in front of hundreds or thousands of people, and if that message is aligned with the person's brain, then you're going to be able to extract value from them. Okay?

And this is this is what marketing basically is is understanding people and mirroring your understanding of them back to them, but then wrapping that up with some solution to say, are you feeling this or do you notice this thing

to be present in your life that you don't want? If you buy my thing, I can

don't want? If you buy my thing, I can remove that for you. That's all it is.

And that's basically how you get their attention. Because you've got to realize

attention. Because you've got to realize like why does a human being pay attention? Because it's an interesting

attention? Because it's an interesting word because we we we coin or we we put the term pay and attention together. And

the reason that you pay attention is because there comes every time you pay attention to something, it comes at the cost of something else. Like this is such an important thing to understand in

psychology. You pay attention. Like if

psychology. You pay attention. Like if

you're paying attention to this thing, then you're not paying attention to this thing. And so your attentive mechanism,

thing. And so your attentive mechanism, the thing that you use to actually focus in life or or become aware of things, anytime you do something, it comes at the expense of everything else in your life. Okay? And so the way that you pay

life. Okay? And so the way that you pay attention in your life is almost always dependent upon pain and what makes you feel bad because human beings don't like feeling bad. Freud said we are by nature

feeling bad. Freud said we are by nature pain avoidant seek like we are pain avoidant animals which means that we don't want to experience pain which means that like all of our behavior is

geared towards escaping pain but we can't behave if we don't first pay attention to the thing that we should be behaving towards. Does that make sense?

behaving towards. Does that make sense?

And so the key to getting attention in the first place to actually getting this ladder sorted is how do you catch people's attention? How do you get them

people's attention? How do you get them to pay attention? Well, you present something to them that stirs up more pain and more emotion in them than anything else could in their life right now. Now, not everything because, you

now. Now, not everything because, you know, I might be able to help someone get the next 10 clients, but their marriage might be falling apart. And

their marriage falling apart might be more painful than the fact they haven't got 10 more clients. But my point is that it's it's not that binary. You can

fragment it into into categories and stuff like that. But when you actually like get a proper understanding of psychology, like you're you'll you will rinse your competition. Like it is like

client acquisition is literally just applied psychology. There's there's

applied psychology. There's there's nothing else to it than than that. It's

just understanding how human beings work and and transferring that over into um funnels and systems and stuff like that.

So yeah, that's pretty much um the first one. The next thing obviously attention

one. The next thing obviously attention to interest is it's like now they're paying attention. you have a very short

paying attention. you have a very short window for that attention to convert into interest. Okay? So, think about

into interest. Okay? So, think about this. Let's say that you are scrolling

this. Let's say that you are scrolling through Netflix, okay? And you know, you're looking for something to watch, right? The the initial stimulus is of of

right? The the initial stimulus is of of is going to be based on your latent conditions. I, for example, I like

conditions. I, for example, I like action movies. I like documentaries. I

action movies. I like documentaries. I

like things like that. Which means that my latent dormant needs from a viewership perspective is going to respond well to a thumbnail and a title

in Netflix that demonstrates some level of action or something exciting or something historical. If I came across

something historical. If I came across some romantic comedy, I wouldn't click.

But that's because my latent conditions aren't mirrored by that, if that makes sense. And this is why algorithms

sense. And this is why algorithms function the way they do, by the way, on like Instagram and stuff like that. But

let's say that I find something on Netflix and I click on it and you know, let's just say there's like a a Netflix series that you want to watch. You click

on it. That series has got really two to five minutes of your attention to capture interest. And so what they're

capture interest. And so what they're going to try and do at the very beginning of the series is introduce the character and open a story loop and start the hero's journey, what whatever it is, whatever archetype they're using

to support their story. And if they don't do that in the first couple of minutes, you're just going to lose interest and not carry on. And so the next thing in your client acquisition journey is once you've got someone's attention is you got to keep them

interested. Okay? This is someone clicks

interested. Okay? This is someone clicks on your YouTube video, they're they're hooked in and after 30 seconds if they're still watching, they're probably going to continue for a few minutes.

That's interest. Okay. Interest to

appointment. This is basically where as someone who's basically demonstrated interest, i.e. They're on your funnel.

interest, i.e. They're on your funnel.

They've replied to your cold email.

They've they've they've responded well to your pitch on cold calling, right?

And you now need to capitalize on that interest and do a bit of sales iikido to get them to schedule an appointment. And

the way that you do this, by the way, is you don't give them information. This is

a beautiful thing. It's called epistemic curiosity. Okay? In in psychology,

curiosity. Okay? In in psychology, there's two types of curiosity. You've

got diversive, okay? Diversive curiosity

and epistemic curiosity. Diversive

curiosity is the kind of curiosity that keeps you scrolling through social media. It's it's it's very sort of

media. It's it's it's very sort of shallow surface level like monkey brain curiosity. It's it's think think like

curiosity. It's it's think think like slot machine pulling. You're just

curious to see what happens next, right?

Epistemic curiosity is when you become interested in something and your brain allocates a certain level of like attention to it and it opens a loop, right? And when a loop is open in a

right? And when a loop is open in a human being's brain, they will do everything they can to close it. This is

like why people will like try to finish movies or try to finish books or try to finish you know conversations or whatever. People like to close loops and

whatever. People like to close loops and the thing that forces a loop to close is epistemic curiosity. And so what you do

epistemic curiosity. And so what you do is when someone's interested in booking an appointment, you don't give them you don't satiate their interest. You extend

it. Okay? And this is what the best webinars will do. It's what the best VSSLs will do. It it's what I'm doing right now. Right? you you just you like

right now. Right? you you just you like in order for someone to feel like they they they can close the loop like they they've satiated what they needed to get, they they need information because that's what we're doing as human beings

when we're out online and we're looking at things on the internet is we're seeking information to solve problems and that's what we're trying to do on an unconscious level. So when you find

unconscious level. So when you find someone that could help you solve the problem, but you can't quite get the full picture of how they do it or what they do, you continue. And so the biggest strongest form of leverage you

have for booking an appointment is to take someone who's interested and retract information from them. And as

you retract, they will chase you. Okay?

And that's basically how it goes. And

that's how it works. The biggest mistake that most companies make when it comes to trying to acquire clients in a B2C or B2B setting at high ticket is overloading people with information.

Because what happens then is people feel like they've got what they needed. A lot

of the time people don't want to buy things. They just want to figure out how

things. They just want to figure out how it works. Okay? And so you need to

it works. Okay? And so you need to basically drag them through um and you know keep them keep them basically you know in in intact. Okay. And that's

pretty much how you take someone from interest to appointment. There's there's

there's really two things that will get someone to book an appointment if they're interested. The first is

they're interested. The first is epistemic curiosity which is basically a willingness to seek more information.

And as soon as you give them all that information then they'll lose interest.

And the way that you want to give them that information is on an appointment.

that the whole leverage in booking an appointment comes from someone wanting more information and the promise is I will give you this information if you give me your time. It's an exchange.

That's what an appointment basically is is it's an exchange of time for information to solve a problem. Okay.

The other thing is incentive. They'll

show up if they think you can help them and have an offer. The next thing is the appointment to the show. So once they've booked, this is pretty simple. You have

to get them to show up. And this is the thing guys is human beings have very fickle memories. And um I I coined this

fickle memories. And um I I coined this hypothesis when I was trying to solve this for my um for my gym marketing agency. Um I call it the warm bath

agency. Um I call it the warm bath hypothesis or the warm bath paradox.

Okay, emotions are like a warm bath.

Okay, they get cold and the the more time that elapses, the more exponentially cold they get. Okay, so

think about you run a really warm bath.

It's boiling hot, but then it starts cooling down a little bit. But as it loses more heat, it loses even more heat and it gets exponentially colder. This

is what happens to your prospects. The

reason they book the call and the reason that they show interest is because there is some level of pain or emotion present. But what that means is that you

present. But what that means is that you can get them to book an appointment, but now you have to get them to show up. And

the way you get them to show up is by booking the call as close as possible to the time in which they showed interest.

Okay? If you book them out four or five days from now, that's like a 100 to 120 96 to 120 hours that the bath will call.

Imagine if you ran a boiling bath and you labor you you you just you just left it for like 3 days. It's cold. You don't

want to get in it. By the time that happens, the prospects forgotten what the hell you even talking about in the first place. And so now they're looking

first place. And so now they're looking at this this thing and like they they've kind of lost interest because the loop hasn't been closed quickly enough and their brain's reallocated energy elsewhere. It's it's a nightmare. So the

elsewhere. It's it's a nightmare. So the

way you get someone to show up is by first of all booking the call as close as possible to the time the appointment is scheduled. Number one rule. 24 hours

is scheduled. Number one rule. 24 hours

out if you can. [ __ ] even 12 hours even better than that. But no more than like 2 to three days max. In between now and then, you have to expose them to more stimuli or more pieces of information

that nurture them, encourage them, and just keep them on their tiptoes of information where you're still not quite explaining the thing, but you're still giving them information and keeping them warm. And so, you have to imagine it

warm. And so, you have to imagine it like this. If you schedule if you book a

like this. If you schedule if you book a call now and that call is due to show up in 3 days, okay, imagine that you have a bath and you've run the bath and it's really hot. Okay, the best time to close

really hot. Okay, the best time to close them is now, but they can't talk now because they're busy and they're busy for the next two days. What you need to do over the course of the next three days is every now and then if you have a bath, you'd let some cold water out and

you'd run some more hot water and you'd leave it. And then you'd let some cold

leave it. And then you'd let some cold water out and run some more hot water and you'd leave it. You need to do the same thing with your prospects. You have

to keep them warm. You have to keep touch points with them. You have to keep them familiar with you. Otherwise,

they're not going to show up. Okay? So

the key here is warmth and creating a series of stimuli that basically warm them and keep them engaged so they actually show up. Okay,

someone says, "I don't want to sacrifice my time." Well, I mean, dude, like

my time." Well, I mean, dude, like you're sacrificing your time by not doing it because people are just not going to show up and then you're going to be left with calls on the calendar

that no one shows up for, you know? So,

yeah. Um, the next thing is to go from a show to a prime prospect. This is

literally just the sales process. For

the sake of keeping this webinar relatively lean and straightforward, I'm not going to get into how to actually sell. Um, if you want to do that,

sell. Um, if you want to do that, literally just week four of Imperium Academy. Most of you already in there.

Academy. Most of you already in there.

And if you're not, you can just go to school.com/academy

school.com/academy and check that out. And the last thing is prime prospect to close deal. Again,

this is the second stage of the sales process. So, you've primed someone. So

process. So, you've primed someone. So

show to primed is like they've shown up to the call and now you have to do like a really good discovery and you have to do a great sort of you have to have a great line of questioning build rapport empathize with them get a full

understanding and full picture and um then you have to pitch them and so the idea is once you've done the discovery they are now emotionally and logically primed they're very aware of their problem and the pitch should perfectly mirror everything they've said in

discovery so it seems like the right thing for them and then the the sixth stage is basically taking that and getting them through any objections.

Okay? And so really it's just lating conditions to attention, attention to interest, interest to appointment, appointment to show, show to prime prospect, and prime prosp. Those are the

six things. And what you what you'll

six things. And what you what you'll realize about each of these six systems is that the output of each system is the input of the next. And so what you can imagine is that these subsystems are all

beautifully chained together and they all have to work. And the thing is, guys, the thing about the reason getting clients is so hard is because you have to get all of these things right. If

you're really good, like like a lot of YouTubers, for example, are really good at getting attention, right? They're

really good at getting views, but they suck at getting interest. So, this is the thing is it's like a lot of people can get attention, they can get interest, they might have a really good show system, they might have a great

sales process, but if they can't get interested people to book appointments, then they're not going to get clients.

And so, you know, that whole saying of like a chain is only as strong as its weakest link or something. The same

thing is true with how you get clients and how you basically close deals. You

know, if one of these subsystems is broken, then all the other systems have nothing to work with. In the same way that like, you know, if you were trying to make a lasagna, there might be six stages to make that lasagna. So, you

start off by, I don't know, if you're making your own pasta, I certainly couldn't do that, but let's say you're making your own pasta. You do the eggs and you whisk the eggs and you try and thread the pasta through. But then if you get to the point where it's time to

go in the oven, but you've got no oven, you you're not going to eat it. Or even

if you get to the point where it's time to actually use the tomatoes, but you forgot to buy the tomatoes, you're going to have a pretty sad lasagna. And the

same thing is true for getting clients.

You need the the the sum of the parts is greater than the whole, if that makes sense. Okay. So, what you need to learn

sense. Okay. So, what you need to learn to do if if you're going to make this work is you have to understand these four things. Okay. The first thing is

four things. Okay. The first thing is throughput. So a lot of you guys who are

throughput. So a lot of you guys who are students of mine or have been in the academy for any length of time or easy grow will have some level of understanding of throughput. Um I'll

explain it in pretty simple form.

Every single system has a flow. Okay.

And you can imagine this and visualize this in your head metaphorically to imagine an actual metal pipe. Okay. So

let's say that there's a reservoir and then there's like a there's a there's a tap at the end of the reservoir to irrigate a field or some some series of crops, right? And to take the water from

crops, right? And to take the water from the reservoir through to the crops, there is a metal pipe. Okay? And

obviously if you turn the tap on, water will flow through the pipe and come out the other side. This is called throughput. Okay? And using the same

throughput. Okay? And using the same metaphorical analogy of water flowing through a pipe. You can think of it as human beings flowing through the pipe.

Now that I [laughter] know that might sound a little bit squid gamy, right? So

don't get me wrong. The point I'm making here is every single stage um is tracked and there is throughput for all of your client acquisition systems. Okay. So in

the same way that like if you think about it going up the chain, it's going through the pipe. It's the first stage is the first stage of the pipe is latent conditions. The second stage is

conditions. The second stage is attention, the third stage is interest, you know, the fourth is appointment, the fifth is show, prime prospect close.

There's seven stages of this pipe, right? And the narrowest point of this

right? And the narrowest point of this pipe controls everything downstream. So

let's say that you have 10 m of pipe, right? I'm not going to be inappropriate

right? I'm not going to be inappropriate here. I could be. I know a lot of you

here. I could be. I know a lot of you guys are thinking the wrong thing right here. But if you had 10 meters of pipe

here. But if you had 10 meters of pipe to play with, I shouldn't have said play with. I shouldn't have added that one,

with. I shouldn't have added that one, should I? But [laughter] you've got, for

should I? But [laughter] you've got, for the sake of argument, 10 m of pipe to play with. If if after 30 cm there's

play with. If if after 30 cm there's like there's like a really like let's say the pipe's been like welded together poorly and like the inside of the pipe is all like crumpled up and that only

there's like a tiny hole that water can flow through the first c the first 30 cm of the pipe is going to fill up. You

have loads of water there but the water can only pass through the tiny little point because of the [ __ ] up welding.

And so what that basically means is like everything downstream of the constraint suffers. Okay. And the same thing is

suffers. Okay. And the same thing is true for client acquisition. You can

have all the attention in the world, all the interest in the world, all of the appointments in the world, but if you can't get appointments to show up, you're not going to get any prime prospects, and you're not going to get any closed deals. Okay, so that's

throughput. It's it's the flow of

throughput. It's it's the flow of potential clients through your system.

And the beautiful thing about throughput is and the reason this mental model is so so concise and just so powerful and so raw is because you can track like

every stage of your client acquisition process through through metrics. Okay?

And so a metric is basically like a data point of how things are performing. And

the beautiful thing is that you can track conversion rates. And so every single stage in your pipeline will be able to will be able to give you a percentage of how many people entered this stage and how many people converted

and left this stage. And if you do the math and divide them by each other or whatever and times it by 100, you get a conversion rate. So if a hundred people

conversion rate. So if a hundred people land on your funnel and five of them go through to, you know, actually book a call, then that funnel has a 5% conversion rate. Okay? And that's pretty

conversion rate. Okay? And that's pretty simple math. I'm sure that none of you

simple math. I'm sure that none of you guys will will struggle too much with that. Um, but it's pretty

that. Um, but it's pretty straightforward. So, the next thing is

straightforward. So, the next thing is yield. So, yield is basically the total

yield. So, yield is basically the total clients signed by the system. Okay? And

and the thing is again I say the system and clients signed by the system but you have to learn to think in in the micro here in subsystems. Okay? Every single

subsystem has its own metric yield. So,

it's not just how many clients did I get this month. No, no, no. It's how many

this month. No, no, no. It's how many offers did I make to qualified prospects? How many people actually

prospects? How many people actually showed up? How many people actually

showed up? How many people actually turned up, you know, to to to the to the booking form? All these things. How many

booking form? All these things. How many

people got positive replies? Like all

the way back to the very beginning, every single system has yield. And the

reason that yield and throughput go together is because the yield is the thing you use to measure the throughput.

Okay? And this is where you have these things called key performance indicators or KPI. These are things that you set to

or KPI. These are things that you set to determine whether or not the system in question or the subsystem in question is actually performing well. Okay. Then we

have bottlenecks, which is kind of what I just explained. Like a bottleneck is is is basically like I've got, you know, a liter of water in this bottle right now. Okay. But fundamentally, if I try

now. Okay. But fundamentally, if I try to pour this liquid out, which I will not do for all intents and purposes, but if I try to pull this water out, then I can only pour out as much as the

bottleneck at the top allows me to pull out, if that makes sense. And so the same thing is true of getting clients.

It's like, you know, you can have a thousand people who are interested, but if you don't know what you're doing with that interest, nothing's going to happen. And the last one, and this is

happen. And the last one, and this is the kicker, is latency. Okay, so latency is basically the time that has to elapse between someone seeing the stimuli and

them doing the action. And the thing is is you can track latency on a subsystem level. So like, you know, from someone

level. So like, you know, from someone seeing your ad to booking a call would probably be quite quick, right? or from

someone seeing your cold emails for replying might be quite quick. But the

thing is and this is the issue is when you stack up the latency for all six subsystems, you get the aggregated macro latency for the system from someone

who's a complete stranger to someone who's a client. And so to go from initial um to go from latent conditions through to um attention might take 5 seconds, but to go from attention to

interest might take a few minutes. But

to go from interest to appointment could take a day. To go from appointment to show could take, you know, four days.

And then to go from show to prime prospect might only take an hour. But to

go from prime prospect to close deal could take two weeks. And so the thing is is like depending on different stages and what systems you have going on. Um

you're basically going to have like strangers becoming clients. It might

take a week, could take two, three, four weeks. This is called a sales cycle,

weeks. This is called a sales cycle, right? And the reason that so many

right? And the reason that so many people get client acquisitions so wrong is because they don't account for latency when they're making decisions and when making their calculations. And

so the changes that you make to your client acquisition systems today will be reflected in the results you get and the yield you get for these subsystems maybe two, three, four weeks from now. And the

reason that people go wrong, the reason people struggle with client acquisition is because they don't give their systems or their variables enough time to actually produce enough yield to then display the latency, if that makes

sense. And so you've got to account for

sense. And so you've got to account for this. Okay. So how do you actually find

this. Okay. So how do you actually find a bottleneck? Like you know how do you

a bottleneck? Like you know how do you determine whether or not something's actually, you know, bottlenecking the process? Well, the first thing you do is

process? Well, the first thing you do is you again, you don't look at client acquisition or your client acquisition system as this big macro thing. You see

it as lots of little micro things that are all chained together. Okay? And so

if you're not getting clients, I'd invite you to do this right now. If

you're like really struggling to get clients, break down everything that has to happen for you to get a client. Then

map out every single stimuli or every single stimulus that you have in order for that person to go through that journey. And then ask yourself what's

journey. And then ask yourself what's not working. And you can do this by

not working. And you can do this by calculating your conversion rates where you take the output divided by the input and times it by 100. And your lowest conversion rate will be your bottleneck.

In in theory, in mathematical theory, your lowest conversion rate is the is the strongest constraint in the business, right? But the thing is is

business, right? But the thing is is that some conversion rates are a lot harder than others, right? So to get an appointment booking rate on cold email might be 1%, but again open rate could

be 30%. Now that doesn't mean that your

be 30%. Now that doesn't mean that your that your bottleneck is a is is the actual booking of the appointment because that will be measured like whether or not a metric or a conversion

rate is in KPI or not is entirely dependent upon um how well it performs in relation to the key performance indicator that you set initially. Okay?

And this is why you need to have KPIs and why if you're struggling to get clients like if if I said to you right now like you don't have any clients.

Okay. Well, what's why do you not have any clients coming in? It's like I don't know. It's like, well, what are your

know. It's like, well, what are your KPIs? It's like, I don't have any. It's

KPIs? It's like, I don't have any. It's

like, well, how are you supposed to improve things if you don't measure them? Client acquisition is just a

them? Client acquisition is just a collection of numbers. And if you don't know what numbers you're aiming for, you don't know how to optimize or make decisions to aim for them. And it's

literally just that simple, guys. Like,

getting clients isn't isn't difficult.

The reason you find it so difficult is because the acquisition of a client for it does two things for you. First of

all, it forces you to become accountable because now if you get that client, you're now accountable to their results.

And the reason a lot of people struggle to get clients and the reason a lot of people don't want more clients is because the fear of what happens if they do. Like if you figure this out, you're

do. Like if you figure this out, you're now accountable for delivering loads of results and you're now you're under way more pressure, way more stress and life might be kind of good right now. And so

that's one of the reasons people struggle to get clients is because of of of of the accountability that comes, the fear. And so when you're trying to get

fear. And so when you're trying to get clients, guys, you're you're either afraid of what happens if you get them unconsciously or you're afraid of what happens if you don't, i.e. being broke.

And what happens is both of these fears intertwine into this mega fear which then basically like you then make all of your decisions and take all of your actions for your client acquisition

systems through fear. That's why

everyone gets this wrong and it's why everyone struggles with acquisition is it's because they're emotional. The

second that you compartmentalize your fear and you become logical and you you see this clearly in the same way that I'm explaining here as a series of chains as a series of actions as a

series of metrics with KPIs you'll be fine as soon as you pair your logical reasoning with the scientific method and iterating to improve results you're going to absolutely crush. Um but like

you know a lot of people you know have a real big have a real big trouble with this. So it's not like you've got to

this. So it's not like you've got to stop the emotional train. It's got to become logical, right? So that's how you find a bottleneck like map the chain, calculate the conversion rates, compare the conversion rates to your key

performance indicators, and then you attack the one that is most out of KPI.

And so like I've got a real life example for you here. So let's say um LinkedIn setting, right? So let's say you're

setting, right? So let's say you're doing outbound setting on LinkedIn and you send 320 videos. You get 50 replies.

of those 50 replies, you send 29 canning links. And of those um 29 canning links,

links. And of those um 29 canning links, um you get, you know, 12 calls booked. I

actually had an idea that I want to just write down really quickly. I had this I I'll tell you guys this idea. Imagine if

like with cold email.

Here's an interesting here's an interesting strategy for cold email that has just come out of my brain from nowhere. Imagine if through cold email

nowhere. Imagine if through cold email you send a cold email to someone and they respond positively saying they're interested and they want to learn more.

What usually happens at that point is the the cold emailer will reply and say, "Hey, what time works for you to talk?"

But imagine if instead what you did is you created a event in your calendar or a series of events in your calendar with that person for a time that worked best

for you. You then replied and said like

for you. You then replied and said like we could call this like presumptive scheduling. If you replied and said

scheduling. If you replied and said like, "Hey John, um hope you don't mind me taking initiative here. Um but your response tells me you might be interested. So I've taken it upon myself

interested. So I've taken it upon myself to schedule some times for us to talk and I've sent you invitations at five different times. of these five times,

different times. of these five times, can you tell me the one that works best for you and I'll lock it in? I wonder if that would work. I wonder if that would work or not because it would remove this it would remove the bottleneck of

actually um of actually having to like go back and forth with people. Um so

that might be like an interesting thing here. Carry on. So two things that

here. Carry on. So two things that destroy your systems. The first I said and I've already covered this guys is latency, right? So the first thing

latency, right? So the first thing that's actually going to ruin your client acquisition system is basically the time that has to elapse between someone becoming a client and you know being a stranger in the first place if

that makes sense. Like if you're if you don't account for this you're going to make bad decisions, emotional decisions, fear based decisions and make a huge mistake. The other thing is regression

mistake. The other thing is regression to the mean. Okay? And regression to the mean is basically where you have like a it's it's a normal variance in results that looks like a failure bit isn't. And

I'm going to explain it here. Um, so

latency, we've covered this. I think

we're all pretty clear on latency. Um,

you know, this is basically where you might, you know, do a bunch of work one month and then, you know, you stop doing the work because you get all comfortable and then you you ride off of your

success or your hard work for a month or two and then you just you just [ __ ] it up. But regression to the mean is so

up. But regression to the mean is so important. So important, guys. And this

important. So important, guys. And this

is called like coin flip logic. Okay?

So, if you flip a coin right now, then there's a 50-50 chance you're going to get heads and a 50-50 chance you're going to get tails, provided that coin is obviously not weighted or biased. And

most people expect the coin flip to alternate evenly. So, most people who

alternate evenly. So, most people who aren't who don't think logically or think emotionally or whatever, most human beings, if you flip a coin, you know, 10 times, they'll expect it to be

five times heads, five times tails. But

the thing is, it's just as likely to go 10 heads in a row and then 10 tails in a row. like

row. like numbers need like a large data set to represent their average accurately.

Okay? And so, you know, like let's say that you have a 20% conversion rate sales rep. You know, if you give that

sales rep. You know, if you give that sales rep, you know, 100 calls, it's just as likely that they go like one call like four calls, no close, one call

close. Four calls, no close, one call

close. Four calls, no close, one call close. Four call four calls no close.

close. Four call four calls no close.

Well, it's just as likely that happens, like that that linear chain, than it is that they go 80 calls without a close and then 20 wins straight. Now, that's

obviously probably not going to happen, but but you get my point. It's like, you know, you need to learn regression to the mean. And like, if you've got a cold

the mean. And like, if you've got a cold email system that has a 10% reply rate and you send a 100 messages, then you might get 90 people not replying at all and then suddenly get 10 replies

immediately. But what happens is most

immediately. But what happens is most people they give up on email 80 or email 70 and they get disheartened. You need

to understand that numbers like averages do not present themselves in small data sets and the more data you have, the more information you have, the more

accurate the average or you know estimate is going to be basically. Okay.

So here we've got some real sales data.

So you know this could be like over the course of um I don't know like 14 sales calls or something, right? Um like you have sorry 14 losses in a row. So this

this would be like you know 19 20 sales calls, right? You know the first one to

calls, right? You know the first one to seven calls you get nothing. The next

eight 14 calls you get nothing. But then

you know you get a win the next day and a win the next day and and it accumulates over time to an actual average. I'll tell you a story. Um some

average. I'll tell you a story. Um some

of you guys know this. It took me 65 sales calls to sign my first client. 65.

And the thing is is of those 65 calls eventually I think I probably converted like 10 of them maybe maybe like 12 of them like but the thing is is it took

like it took months of nurturing them to get just the first deal. And once I got the first deal and some confidence I went back to everybody I'd spoken to that I thought was warm with some case studies and eventually went back and warmed them. And so my initial sales

warmed them. And so my initial sales process actually had a 20% conversion rate even though for the first 65 calls at least at the beginning I didn't close a single client. And so you need to learn to think in longer term data sets

and time horizons. Now Polaris star this is a critical idea and a piece of ideology that needs to facilitate your paradigm to get clients. Your Polaris

star is basically the single metric that tells you whether or not your action system is working. Okay. So you know for YouTube for example the polaris star is how many appointments you've booked. the

for cold email it's the appointment booking rate. Now the beautiful thing

booking rate. Now the beautiful thing about the Polaris star metric is that if your Polaris star is within KPI, you do not need to touch the system. And guys,

I cannot tell you how critical and crucial this is. Okay? Like there's this thing in marketing that we call the urge to tinker, which [laughter] I'm I'm

aware of how suspicious and um questionable that that sounds. Um but

yeah, I mean that does sound a little bit weird now that I think about it. Um,

but if you've got like the urge to tinker, which is where you want to start playing around with your system and [ __ ] around with it, don't if your Polaris metrics within KPI because you do not want to optimize the wrong metric

because if you do it will kill acquisition. You've got to understand

acquisition. You've got to understand that client acquisition systems are nonlinear which means that a change in one part can completely wreck other parts that seem totally unrelated. So

let me give you a prime example here, right? So client action systems are

right? So client action systems are nonlinear.

Let's say that um you have a cold email system where you have a 5% open rate but a and and a 5% point booking rate which

means every person who opens that email actually goes ahead and books a call right but you think oh my god this is awful I've got a f I'm in KPI I've got 5% ABR if I send a 100 emails I get five

appointments but what I need to do is increase my open rate because if I get my open rate to 10% then I'll have I'll have double the appointments, right?

That's how people think. But if your system is in KPI, do not [ __ ] around with it. Do not do not [ __ ] around with

with it. Do not do not [ __ ] around with it. Okay? You let's say that you, for

it. Okay? You let's say that you, for example, decide to improve the open rate. Um, and let's say that you're

rate. Um, and let's say that you're like, you know, you change the subject line, you change the um the initial like sort of little messaging in the in the

in the preview of the message and you take your open rate to 10%. Using like a more bait and switch subject line. Well,

your appointment booking rate um sorry, your open rate could go to 10%. But your

appointment booking rate might drop down to 1%. Because you use bait and switch.

to 1%. Because you use bait and switch.

So now you have fewer clients, not more because you optimized the wrong metric and broke the system. So I always thought this like if I dude if I had a appointment if I had an email system that was was giving me a 5% ABR but my

my open rate was 5% I wouldn't change it. I wouldn't try and mess around with

it. I wouldn't try and mess around with that. Okay? But if I wanted to then I I

that. Okay? But if I wanted to then I I would look at some other stuff. But I'll

tell you how to how to run an experiment in a second here. But what you need to understand guys is that like you need to look at your metrics in a pyramid. Okay?

And what that means is that you you start by like if you're trying to fix a system, you ask yourself like has this how many clients is this signed? What's

the booking rate? What's the show rate?

What's the reply rate? What's the input volume and quality? And what you want to do is pull blocks from the bottom to make it taller. Um because if you like you don't want to do that because if you if you try and [ __ ] around with like the

the metrics at the lower level, then the entire thing can collapse. Okay. What

you want to do instead if you've got a system that's performing or a system that you think might perform, but you want to change something. Don't change

the system. Okay, this is a big rule, guys. Tattoo this on your forehead if

guys. Tattoo this on your forehead if you have to. Never test on a live system. Duplicate the system, tweak one

system. Duplicate the system, tweak one thing, and then run it side by side. And

if the new test wins, then you can implement it. But if it doesn't, then

implement it. But if it doesn't, then nothing's actually broken and clients going to keep coming in. Okay? So, if

you've got something that's working, getting clients, and it's finally working, and you've got the urge to tinker around and [ __ ] around with it, do not just duplicate it and and and test it. Like, run a separate test. You

test it. Like, run a separate test. You

can have multiple outreach campaigns happening at once, okay? It's like if I had like a winning funnel. Like, let's I spend I spend $10,000 a day on ads right now. 300 grand a month on ads, right?

now. 300 grand a month on ads, right?

And I've got a funnel that works, but I'm like, "Oh my god, what if I what if I did this to the funnel?" It's like, okay, well, let's let's not touch the funnel that has 300k a month of spend

going into it. Let's duplicate the funnel, make the test, allocate 10% of the spend, 30k, to go to the test funnel and test it on a smaller scale. And if

that test outperforms the main, then we'll run another test with more budget.

And if that works, then we'll change the main funnel. You never change anything

main funnel. You never change anything without testing it first. You got to keep the river flowing, you know, and this is because of latency. You know,

you can stop outreach today and still sign clients for two weeks. So, it feels fine. This is the curse thing, by the

fine. This is the curse thing, by the way, about outreach and stuff is like the work you do today will be the clients you sign in a month. And so, if you do loads of work this month, you're going to get loads of clients next month. And you're going to be you're

month. And you're going to be you're going to have this false sense of security thinking, "Oh my god, this is fine. I'm doing really well." And then

fine. I'm doing really well." And then what happens is because you did no work the next month, the month after just sucks, right? So, you've got to look at

sucks, right? So, you've got to look at this from a pipeline perspective, from a from like a sales flow perspective.

Never stop acquisition activity. Even if

you're full, even if you can't take on more clients, like never stop the river because the work you do today pays off in a month. Okay. The other thing is entropy. Um this is pretty

entropy. Um this is pretty straightforward guys. Like this is

straightforward guys. Like this is having an understanding that every system eventually dies unless it's been operated on. So as soon as your system

operated on. So as soon as your system starts working and as soon as you actually start getting like results through a subsystem or even an entire system, a clock starts ticking, right?

Like copy gets stale, your market gets saturated, platform algorithm shift, like things are always changing all the time. And you've got to look at it like

time. And you've got to look at it like this. Like a okay, this is the easiest

this. Like a okay, this is the easiest way to explain this. Imagine your market is like a tectonic plate. Okay, tectonic

plate in like geography or whatever. And

like you you you build a house on the tectonic plate, okay? That's what you've done. So the market is the plate, the

done. So the market is the plate, the tectonic plate, and the house is the client acquisition system that you've built on it. Okay? Now, right now, that house might not fall down, but what

starts to happen over time is the tectonic plates that you've built your house on will shift. Now, this is obviously an extension, right? Tectonic

plates don't shift this quickly, but let's say that you sped up time. Over

time they'll shift and they'll change and the the the the surface of the earth will change and adjust and the continents will move and you know and so what happens over time is the house will be knocked down by the shifting of the

plates because the system that you've got right now that works right now works in the current conditions of the market.

It's perfectly it's Darwinian. It's

perfect. It's beautiful idea. The idea

is that you know it's not the strongest or the fittest that survive but those most adaptable to the environment in which they find themselves in. That's

that's Darwin summarized. Your climate

action systems are no different. Like if

you've got a good thing going now, it's because it's a good thing going now.

It's working with the current environment now. But the only constant

environment now. But the only constant is change. And your environment is

is change. And your environment is always going to shift and change. And if

you don't change with it, then you're [ __ ] The only way, by the way, to combat entropy and move with the change is consistent iteration of experiments.

The second something starts working, it's already dead. It's just a matter of time. It's that that's that's just how

time. It's that that's that's just how it works. And so what you need to do is

it works. And so what you need to do is take what works, look at the market, and make iterations and adjustments of that thing and run petri dish test experiments outside of the main thing to

see if if you can find what's going to work next. And the way you do this is

work next. And the way you do this is with feedback loops, right? So this is where you basically you look at the data, you look at the clients you've got, and you feed them back in. And this

is this is feedback loops explained. I

think you guys will be pretty familiar with feedback loops. You know, more clients, more belief, better sales. Um,

but client acquisition goes one of two ways. It either feeds on itself or it

ways. It either feeds on itself or it feeds off of itself. Okay? And this is just compound acquisition, right? This

is the old Warren Buffett analogy. Um,

good old was a B was a billion billionaire at 56 and by 88 he was worth 90 billion. This is just a feedback

90 billion. This is just a feedback loop, right? Scaling is very simple when

loop, right? Scaling is very simple when it comes to acquisition. If you want to scale, you just turn up the volume. But

what you've got to realize is that scaling is adding more volume to what already exists. So if what you already

already exists. So if what you already have doesn't work, then more volume won't fix it. Let me say that again. If

what you have doesn't work, more volume won't fix it. If your current funnel, your current product market fit, your current offer, your current sales script

isn't working, then spending thousands of dollars on ads is not going to change a thing. Because all all we do when we

a thing. Because all all we do when we scale is we turn up the volume. We send

more cold emails. We make more content or better content to more people. And we

spend more money on ads. That's that's

how you scale. But the issue is like if if what you've got isn't bloody working, then there's why would you want to put more through it? It's like having a broken system to make a lasagna but

trying to buy more ingredients to to like make the same thing over and over again. Like if you're just you're

again. Like if you're just you're running the same system that the fundamental thing is broken because metrics hold it scale. So you know if if you're sending 10 emails a day and

getting a 10% booking rate then by the same virtue if you send a 100 emails a day you'll get 10%. Now there is going to be a point of diminishing returns with this and every system and every kind acquisition mechanism has a natural

limiting cap of what we call diminishing returns but you don't need a perfect system to scale you just need it proof you just need proof that it works at a small system or a small scale to ramp up

the volume the volume the volume value volume I like that volume of value cooking up [ __ ] new words here guys volume I'm gonna make a note of that

because I've got a little YouTube video idea volume. It's actually quite a good

idea volume. It's actually quite a good one. Why has no one ever thought of that

one. Why has no one ever thought of that before?

Cool little shiny object for a YouTube video.

Oh okay.

I was thinking like VM volume of value. [laughter]

I quite like that. Is is AB Polaris star?

Yeah, it is.

It is. It is.

I'll just ban that guy that was spamming. He's gone now.

spamming. He's gone now.

Much more peaceful life.

8 figure brain rock. [laughter]

Oh dear. Imagine if you could like engineer your um Valium. Imagine if you could like engineer your client acquisition like um your short form algorithms to be like educational. I

think there is actually a system for that. But anyway, so yeah, when you

that. But anyway, so yeah, when you scale guys, watch for audience fatigue, deliverability, and content saturation.

Those are the the things that matter. So

this this brings me to the next stage of the webinar, guys, which I'm going to be quite frankly honest with you is a pitch. Don't worry, there's nothing you

pitch. Don't worry, there's nothing you can buy now, okay? There's no link.

There's no buy buy this page. I'm just

going to tell you about what we do and how we can work with you to install all this stuff because like it's it's one thing to know like how to do this but installing it is another. Most people

know they need better acquisition but actually building a system is is the hard thing. So there is a thing that we

hard thing. So there is a thing that we have called acquisition nana. Okay. And

this is basically our full stack solution for implementing this with you.

Okay. So, if you guys are struggling with client acquisition and you know that like you you know you you kind of know what to do but just piecing it together is kind of chaotic. I want to

introduce you to this new thing we've got called Action Nana which is our advisory practice which basically is a done with you solution completely guaranteed or you don't pay. Okay. Now

again guys there's no payment link here.

So if you if you're not interested in this, it's okay. You can just watch me pitch it and you can sit back and relax and just chill out. Okay. But there's a few deliverables here for Actress Nana.

Okay, it's basically designed to help you get to the next level you want to get to. 30K a month, 100K a month, 250K

get to. 30K a month, 100K a month, 250K a month, 10K a month, whatever it is.

And the key to this is the one-on-one stuff. So, what we basically do in the

stuff. So, what we basically do in the core offering for Absana is we will place someone into your business who's already making or has made 100K a month with an agency, coaching, or consulting

or info business, and they will be your fractional CEO. And so what they will

fractional CEO. And so what they will basically do is come into your business and work with you and make decisions and give you a custom road map and help you build the thing. Okay? It's not a done

for you solution because Lord knows there's a lot of stuff to do in your business, right? But what it is is a

business, right? But what it is is a six-month one-on-one program. Okay? You

have them in Slack, you have them on call, you have them on speed dial, and what they're going to do is basically help you build out a custom road map inside of your business. And bear in mind, guys, this is a human being that's actually done what you want to do.

They've been at the 100k a month run rate before. I paid them handsomely and

rate before. I paid them handsomely and generously and it's a full system build.

They'll help you with your offer, lead genen, sales system, delivery, operations, all completely built with you. So, it's pretty straightforward.

you. So, it's pretty straightforward.

Like, if you're ready to do this and like I know guys that this is obviously like a webinar and it's it's it's it's free content guys. There's always going to be some level of pitch at the end here. I can pitch this with my hand on

here. I can pitch this with my hand on my heart and tell you like if you are a coach, consultant or an agency owner with a business like you're not in this ideation pick a niche stage and you're ready to scale then there's going to be

a QR code on the screen here or you can have a little look um in the description of this stream and you'll go ahead and you'll find a um like a little link. If

you click that link you can book a call.

Um the outcome by the way guys of this is basically a road map to get to 100K a month. Um, it's a full stack solution.

month. Um, it's a full stack solution.

Fractional CEO coming into your business who's actually done this and they'll go ahead and build it all out with you.

Okay. Um, if you book a call and show up, we'll just take it from there. It

might not be a fit. If it is a fit, then you can buy it. If it's not, there's no hard feelings. Um, but it doesn't cost

hard feelings. Um, but it doesn't cost anything for you to book. So, you you might as well do it. And it's a it's a pretty good thing. So, now that that's all done, guys, and now that's out the

way, um, what I am going to do is basically put it in the description. Um,

just give me a second here.

If you guys can see this here.

All right. So, there's now a link in the chat as well. You guys can click. It's a

free call. It's an advisory session.

It'll be with all of my advisers and they'll basically diagnose the business and break it all down and get a clear understanding of how it goes. Does the

system help with hiring? Yes, it does.

It absolutely does.

It's a completely free advisory call.

You can hop on there. It's sick. So, I'm

happy to answer any questions about it, guys. I know that a few of you are going

guys. I know that a few of you are going to be quite curious.

I am above the stimuli. [laughter]

It is stimuli. But seriously guys, if you are running an agency or a coach or consulting business and you trust me or you've got some level of trust in me and the issue you have is you haven't got

enough calls, you haven't got enough shows, you haven't got enough appointments, like let us just build this for you or with you, not for you.

That's a that's a very big distinction.

We actually have a done for you solution, but it's for people much further ahead. It's for people at that

further ahead. It's for people at that sort of mid beginner level. Okay. So, if

you're like brand new and you haven't picked a niche, then this will not work for you. Um, but even if you're making

for you. Um, but even if you're making nothing and you're at zero a month, like we still can do this with you, right?

We've got lots of financing options.

It's very flexible. Um, and it works incredibly well. Again, guys, this is

incredibly well. Again, guys, this is like you have access to a human being that has got to 100k a month and they will sit in Slack with you and they will sit on calls with you and they will

literally just build the entire business with you. Okay? And this, by the way, I

with you. Okay? And this, by the way, I pay these people an awful lot of money, right? So, be under no illusion. It's

right? So, be under no illusion. It's

not this it's not just some random dude on the internet. Um, how much does it cost? Not enough. It's the simple

cost? Not enough. It's the simple answer. I need to increase the prices on

answer. I need to increase the prices on it, which I'll probably look to do in the next month or two. Um,

but if you're curious about the cost of it and if you're curious about Carrie, that's my that's my objection handling for you, I'm afraid. But like seriously guys, if you resonate with this and you

trust me to some degree, um, go and book that call. Um, you know, because like

that call. Um, you know, because like some of you it won't be a fit for, like if some of you are dead broke, brand new, you got nothing, then it's just not going to be it's not going to be a fit.

And you know it, I know it, and there's no amount of, you know, support we can give you. Um,

give you. Um, so yeah, if you guys are like serious business owners or you're serious operators and you're like, "Shit, I just need help getting clients. I want

someone who's done it to walk me through it, then you can go ahead and do that.

Um, and I'll continuously link this in the chat. Is it okay if I'm at 4K a

the chat. Is it okay if I'm at 4K a month? Yeah, it is, man. We can we can

month? Yeah, it is, man. We can we can help you at 4K a month. I'm assuming you want to get to like probably 15 or 20.

Um, there's no there's no like binary cut off for like how much you have to be making here, guys. Like if you're if you're at like 0k a month, but you've got like a really solid idea and you've got some savings and you're like, I

actually want to just invest in something that's going to work, then it's going to be a fit. But if you're expecting this to be free or like $100, like come on guys, it's a 100k a month

agency owner, coach or consultant, you know, don't be under any any illusion here, you know. But about this call, um it's basically a completely free advisory session. So, even if you decide

advisory session. So, even if you decide not to work with us or work with a proper one-on-one um like fractional CEO, um we'll still give you a full breakdown. Can you pay monthly? Yes, you

breakdown. Can you pay monthly? Yes, you

can, Carrie. We've got a a lovely uh lovely little payment structure for you.

So, how much is it? Like I said, not enough.

If you guys want to find out how much it is and you know, whether or not it meets your financial needs, you're going to have to book a call. I'm afraid this is the thing, guys. I said this earlier, like if you've got someone's interest, this is what I've done. I've I've what

I've done guys with this webinar is exactly what I've just taught you to do.

Okay, I got you here. We got the attention from the latent conditions.

Okay, like the webinar is called like here is how to, you know, get clients.

And what that means is you have some latent conditions where you're struggling to get clients. Okay? We've

kept your attention throughout this webinar. We've built interest, lots of

webinar. We've built interest, lots of interest, lots and lots of interest. And

now it's time for me to convert that interest into an appointment. Like I'm

doing this in real time, guys. And you

know, be under no illusion. [laughter]

This is this is the thing. How much is it? If you guys will know how much it

it? If you guys will know how much it costs, just book the call and we'll be able to tell you on the call um and break it down. The reason I'm so reluctant to say the price here is because a lot of you guys need this. And

if you if you if you see the price, one of two things is going to happen. You're

going to think it's too cheap or you're gonna think it's too expensive. And

you're gonna you're gonna frame your perception of the value of the product based entirely on like nothing. You have

no idea if if like obviously you know it's oneonone, you know it's done with you, you know it's access, you know it's Slack, you know it's support, but you don't have any information beyond that.

And so me giving you the price or giving you like an understanding of how much the investment is going to be is literally just going to give you um a false perception of what it actually is.

So Charlie whisper it. [laughter]

So yeah, guys, I'm happy to answer any questions about it, but the old the old price thing is a little little different. How long did it take to make

different. How long did it take to make these slides?

It was it was actually my CMO Susie that made them. God bless her. you know, we

made them. God bless her. you know, we took the um we took one of the um we took one of the modules. We we we've sort of worked on these for quite a

while. So [snorts]

while. So [snorts] yeah, you should book the call if you have access to four figure funds and you've already picked a niche. Is this

the right fit? Just book the call, man.

You [laughter] know guys, you have to realize like all if you guys book if you guys aren't sure if this is a fit or not, it costs you nothing to book the call. And if you book the call and it's

call. And if you book the call and it's not a fit, then we will tell you like there's there's there's no you have nothing to lose by booking this call.

Pure upside. Even if you're like, "Oh, there's like a 10% chance it might be a fit for me." Just book the call. There's

nothing to lose. It doesn't cost you anything.

So yeah, it's not even risk reversal to be honest because there's no there's no sale. Is it easy growle content? This

sale. Is it easy growle content? This

this isn't quite easy growle content though.

So look guys, if you want to book that call, the link is in the chat. And now

let's open up the floor for a little bit of the old Q&A. I'll answer some questions here.

Should I purchase VIP or go straight to Nana? Um, just book the call, man. And

Nana? Um, just book the call, man. And

like this is the thing on the call like if if VIP is going to be a better fit for you than Nana, then the person on the call, one of my advisers will just tell you, you know, the guarantee is very straightforward. If you don't if

very straightforward. If you don't if you don't see a return, we just basically give you full refund. So like

if you don't make your money back, then we give it back. Um it's pretty it's actually a pretty ridiculous guarantee on on my end in terms of what we offer.

Um the live will be uploaded to YouTube by the way guys.

So for those of you that want the slides and stuff this will be on YouTube don't worry.

Doubt avoidance tendency but knows what's good. [snorts]

what's good. [snorts] passive income skills. Would you advise I What would you advise I do with uh $55,000? I run an email marketing

uh $55,000? I run an email marketing agency trying to get to 100K a month. I

saw depend on a call out. Well, dude, if you ask a barber if he needs a haircut, he's going to say yes. Book the call [laughter] is what I would advise you to do. I'm just [ __ ] with you, man.

do. I'm just [ __ ] with you, man.

Look, I mean, if you got 55K and you're running an email marketing agency, you want to get to 100K a month. The best

thing look whether it's me or somebody else doesn't really matter, man. But at

the end of the day, the highest leverage investment that you could possibly make is in your education at this level in business because you're probably not in a position where you can make any full-time hires because you'll burn

through like one good salary is going to cost you more than 55k in a year. So,

you need to learn your you need to skill up and invest in your skill set, man.

Um, so that's what I would invest in is a program or some course. And I'm

obviously incentivized to tell you that because that's literally what I'm selling you here is oneonone mentorship.

But it's pretty straightforward.

[snorts] I'm a creative director for three info offers averaging 4K a month. My fit for your services. Absolutely. Book that

your services. Absolutely. Book that

call, man. If you're if you're in that range, that sort of like, you know, 3, 4, 10, 20, 30k range, um, absolutely book the call. No two ways about it.

So guys from a this is my first ever webinar right my first ever sort of proper slideshow based webinar um so it's been a massive learning experience for me um I hope you guys have enjoyed

it because it's been um it's been a fun thing to do except from the technical issues at the beginning which will now will probably never happen again because we learn from that

how many times times you say easy growing in pyramid academy quite a lot quite a lot quite a lot.

I'm going to say it again guys. If you

are a coach consultant or an agency owner or you've got a B2B service and you're not a brand new beginner, book that damn call. All right? There's going

to be a link in the description right now. I don't care where you're from, who

now. I don't care where you're from, who you are. If you are one of these people,

you are. If you are one of these people, book the call. It cost you nothing to do. It's completely free and you'll get

do. It's completely free and you'll get an advisory session with a member of my team and you can if anything just reverse engineer my sales process.

[laughter] Pretty easy to watch because we trust you. Yeah, I appreciate that guys.

you. Yeah, I appreciate that guys.

Yeah, [snorts] this is a new this is a new service guys. This this one thing I'm really excited for it because it's you know I think that information is one thing but implementation is another. Um,

and you know, buying access to a 100k a month entrepreneur and having one-on-one calls with them every single week and having Slack support with them and having all the systems and like they'll

build you like a custom sprint, like a custom plan, like that to me sounds pretty damn good, you know? [laughter]

So, we're experimenting with this offer at the moment, but I think it's going to be the next big thing in in the info space, and the coaching space is access and implementation and, you know,

handholding and mentorship. Um, and this this is yeah, this is related to the client success managers. Um, but they're like fractional CEOs, you know, [snorts]

who's booked a call. I'm actually

curious. This is gonna be [ __ ] hilariously awkward if no one's booked a call. [laughter]

call. [laughter] I'm assuming a lot of people who have booked have already left. Actually,

[snorts] we've got Dioscar Placenica booking a call. Kerry's booked it. Come

on, Carrie. I knew you would. You're

asking me about the price. That's the

ultimate form of leverage to get an appointment. Dave Dots did Finn

appointment. Dave Dots did Finn acquisition, passive income skills are doing it. Ken's doing it. Guys, we're

doing it. Ken's doing it. Guys, we're

booking calls here, boys and girls. I am

here to sell. I'm here to sell. Well,

all right. Book the [ __ ] call.

We love to see it. What's one piece of advice you would give to 18-year-old broke Charlie? Just go through Imperium

broke Charlie? Just go through Imperium Academy. [laughter]

Academy. [laughter] Sorry, man. I can't I can't reduce all

Sorry, man. I can't I can't reduce all the way down.

Transparency maxing. [laughter]

This guy is not doing Q&A.

We've got Anchor who's booked the call.

If I got a dollar for every time he said book a call, I have enough capital to book a call. Booking a call's free, man.

Booking a call's free.

I love sales, man. It's been a while, guys, since I've actually like, you know, hopped on and sold live. Sale had

me, Charlie. I love to sell.

I want to book a call.

It is the Ben Franklin effect indeed.

All right, guys.

Will this work for a 19-year-old?

Yeah, there's no reason you you wouldn't, man. I'm 17. I want to book a

wouldn't, man. I'm 17. I want to book a call. Can I? Uh, probably not, mate. I

call. Can I? Uh, probably not, mate. I

don't think it's I mean, you you can book the call and this is the thing, man. It depends on your circumstances.

man. It depends on your circumstances.

It's like, you know, if you're a 17-year-old and you're already making like 10K a month or some [ __ ] like that or you're really, you know, dialed in, then yeah, we can potentially work with you. But for official legal reasons, we

you. But for official legal reasons, we don't work with people under the age of 18. Um, but you can still book the call.

18. Um, but you can still book the call.

I can't stop you, you [laughter] know.

So, Dustin Louisville Web Labooked a call. There we go, Dustin.

call. There we go, Dustin.

I like seeing book calls, guys. It makes

my dopamine spike. Thank you, Ata.

All right, guys. I'm going to link it a

right, guys. I'm going to link it a couple more times. Any more of you want to book a call whilst I'm here overseeing, you can do it now.

But I am just call farming at this point, guys. [laughter]

point, guys. [laughter] Can I pay you money without booking a call? You can if you want to, mate, but

call? You can if you want to, mate, but no, it has to be an exchange. just buy VIP if you want, but

I'm cool farming. I'm cool farming.

If we upgrade later, would this purchase roll over? You can have that

roll over? You can have that conversation on your call. There's all

sorts of stuff that we can do, mate.

It's very special.

Thank you, Carrie. Much appreciated.

Oh, Dio says, I have booked capital letters and everything like that.

What if we can't invest, but we want an advisory call? Well, you can still book

advisory call? Well, you can still book the call, man. We'll just if it's not a fit or you're not you're not going to be financially qualified, we'll just triage it and you can talk to someone and they'll just see if you're a fit or not.

No Q&A, just sales. Let's go. Hey, you

guys have got to give me a rest. I did

just talk for an hour and a half about abstract concepts. It was [laughter]

abstract concepts. It was [laughter] no problem, Nicholas. You're welcome,

man.

You're welcome.

Is this taking the place of VIP calls?

No, it's not, man. No, it's not.

Just clone yourself to repeat book a call. [laughter]

call. [laughter] I am cool farming, guys.

Sebastian, you're not going to you're not going to strongarm me like that.

Answer this and I'll book a call.

>> [sighs] >> Yeah, it's age old. All right, folks.

Well, I think I've called farmed to a pretty strong extent here, and it seems to me like anyone who was going to book will have booked. Um, so I hope you guys have enjoyed this webinar and um I'll

put it on YouTube at some point in the near future. Um, so yeah, thanks for

near future. Um, so yeah, thanks for sticking around to listen to me rant and ramble, you know, for the best part of um for the best part of an hour or two here. It's been really fun. Um, and I

here. It's been really fun. Um, and I hope you guys found it useful and helpful. It's always um it's always a

helpful. It's always um it's always a fun time. So, I'll see you guys soon on

fun time. So, I'll see you guys soon on YouTube or maybe another live in the future. Take care, guys. See you later,

future. Take care, guys. See you later, folks. Bye-bye.

folks. Bye-bye.

I'm gonna end the stream. I can't

[ __ ] figure anything out these days.

See you guys. Bye-bye.