How to Turn Leads Into Booked Calls That Actually Show Up

I decided to just go ahead and go live and just have some chitchat as people are joining the live stream here today. Um, Adam, I've had I had a blast yesterday, man. We talked about a lot of things. We covered a lot of ground. Um, we finished the slides right on time. Uh, I know there's a lot more to teach today. Um, as you are trickling into the stream, uh, please give us some comments. I see a few people giving us a thumbs up. Tell us what city or state or region or time zone you're checking in from. Uh Adam, how you feeling, man? I'm good. Yeah, Paulson, it was it was fun, man. I was thinking last night about um everything we covered and trying to make sure that we hit all the all the notes that we had to and um and I made one quick addition based on some of the comments and and some of the content we covered yesterday uh today that I think is important. So, we'll make sure to cover that at the end. But, yeah, it's a miracle, right, when everything works out and it's like right on the money and the time and it's [laughter] like that's it. Like we're we're done. So yeah, I was I was shocked. Yeah, man. So, uh tell me about your office. Like I know this is a new background. You expanded it. Um what did you do all the work yourself? Are you pretty handy or I'm not I'm like the least handy person in the world. Thank Thankfully I'm good at marketing because other that's my redeeming quality in the relationship for the that's what I bring to the table. Uh I can't fix anything or or do anything. That said, I've like I've watched a few YouTube videos and like fixed a dryer and a dishwasher, but no, no, we had to um this was all professionally built. So, what ended up happening is I think like everybody that starts making video content, you start where you are with what you have. So, for me that was like a borrowed video camera in my parents like borrowing their background in their basement and just like no nothing. And then ordering a couple lights off Amazon and figuring it out and then over the years we're like, "Okay, well, hang on. Let's upgrade a bit." So, we built like another studio for it and then we built another one and then uh and then we sort of reached the point where okay, it makes sense now like we'll expand it a bit more. So, yeah, where I'm sitting now, it's funny. I'm in a I'm in a large room, but I'm tucked away in the corner because I just feel safe back here. So, it's like this is my safe, happy place. And then we've got a couple different sets with some whiteboards and things, but yeah, it looks pretty dope. I mean, I'm I'm a big fan of the dark mood because it kind of just brightens your profile up a little bit. Yeah, even even these like these are like panels from Amazon. I have a couple I have a couple that like literally fell on the floor. Let me So it's like this like it's like a I I like the look of that, too. I think it's sweet. Yeah, I think it's sweet. And I had a big old green screen and all the stuff and I'm like, let me just dump all that out the way. Yeah. Well, you know what's been really interesting is like after having done these videos for um like a decade now is we've watched this evolution of YouTube from like raw just start talking and do whatever. And then obviously as the competition increased that wasn't enough. So you had to like really refine your titles and your hooks and your thumbnails and that. Then we went like super polished where everything was massive production which was the original office like all of the lights and the green screens and the cameras and the like Hollywood level effects. And then that fell off a bit and now we're back to this more um kind of in a middle ground. Like we went we went super far and I I don't know it's funny. I don't know if you remember this like everybody started going like raw no edit stream of consciousness and they all failed and they failed because they failed because they um like the people that were succeeding with that had like decades of experience in their fields and they were professional public speakers and they had like all of the cards stacked in their favor for that format. and us normal human beings that's that's not it. So it's like okay I have to put some thought into it. I need this sort of outline in the bullet. So anyways I think we're in this um we're in a really good middle ground right now where where I think the content value is more important than the production. So um yeah I'm excited. Yeah man. I mean there's also like this new trend of like realism that's happening across marketing. For example, like uh the new generation, you have like the Kaisen knots and the Duskies that are doing 19 hours straight streams and people are just like living with them, right? Like there's that side of it extreme uh type of engagement. I think a lot of lot of lot of marketing lessons there. Yeah. But well, you know what's interesting there is like it's this merging of different platforms and the cultures from each one. So it's like those 19hour things, they've been taking place on like Twitch forever, right? chat [laughter] going and like that's not new. It's just it was super longtail and niche for like the gamers and then it started to get a little bit more mainstream and then more people started playing these games and it started to evolve into what we're seeing now. So yeah, I think I think that the takeaway lesson for anybody watching are like how do I apply this is you've got to find whatever your lane is. Uh, and you can succeed with like 19 hours streaming or 19 second short form or anything in between, but you've got to figure out where your people are and what kind of content they're consuming and then like what what you're going to be able to do consistently. Yeah. For those of you wondering what the heck are they talking about right now? We're just chitchatting as we started the live just few minutes ahead just to let people trickle in. Uh, I see hundreds of people already jumped in. So, let's get right into it. Adam, can you give us a quick um one minute rundown of what we covered yesterday and let's just go right into a lot of the content you have planned for today for day two. At the end of the day, we're teaching people how to get customers for their agency business, right? And some of you that are small business owners, you that are marketing savvy, you can also replicate and rinse and repeat and you know uh kind of license these marketing uh things out yourself with fellow business owners as well. Uh but yeah, go ahead, Adam. like help us understand what what what they missed yesterday. Right on. Yeah. So, I'm trying to share screen. Does that work? Oh, yeah. Yeah. Go ahead and click it one more time and I will be able to share on the screen. Let's try this here. And I'm seeing you all engage with the selling us what city and state and region. So, keep those coming. I would love to kind of call out some folks here pretty soon. Yeah. Right on. Yeah. Always fun. It's It's neat, actually. That's it's kind of my nerdy um like that's what I get out of this is I'm super curious about like where everybody's coming in from and what they're doing and uh and it's it's it's exciting to see. So what did we do yesterday? We talked about the beginning of the client machine. So we talked about attracting capture. So anytime that we're thinking about like getting clients and delivering services for them, we can't just think in these isolated silos of I'm going to get a bunch of traffic because if you don't have anywhere for that traffic to go, what like what's the point? On the other hand, you can't think of I'm going to just build the best service delivery possible and everyone's going to love me. It's like cool, but how are they going to find out about you? Why are they going to want to work with you? So, we need this entire funnel, which the downside of that is when we start looking at a funnel, it can get ridiculously complicated uh very quickly. So, my my intention and my goal here is like, okay, well, what are the the 8020? What are the 20% of things that deliver 80% of the results? How do we systemize and simplify and streamline everything down? So, that was the start of yesterday. We talked about the microtrigger posts, the comment to DM automations, which funny story again, Paulson, you and I were talking about this yesterday, how you like make a comment and then all of a sudden like Amazon knows all this stuff. I loaded up YouTube this morning. It was like literally all of these podcasts and uh and they were going through it and they're like, "What do you think is this like the big thing?" And so many people were like, "Oh man, if you could find a way to like go from comment to conversation delete." I was like, "That yep, that's it. That's the money." So, we talked about that. talked about how to build um those scripts and that then we talked about speed to lead. How do we actually take those and take all of our different traffic sources and sort of funnel them into our sequence that converts them into conversations and clients and appointments. Now, today we're going to take that a step further. So, day one, we got to get some traffic. We have to get some attention and eyeballs. We have to sort of capture that a little bit, but that's not enough. We can't just be like, "Oh, cool. You're interested. All right. See you later." like now we actually have to take them and sort of move them over um over the hump so to say which is arguably the harder part. Now it's the harder part because up until now most people have just been sort of guessing. They've been looking at it and been like well I've got all these leads and uh I guess I'll call them maybe and oh but it's been a couple days and now they call them and it's too late and they don't know who you are. Anybody that's ever been through that, by the way, that is a sinking feeling. Like if you do some lead genen and then I don't know, life gets busy and you forget to call them and then a couple days later you reach out and they're like, "So, who are you? Sorry, what was it?" And you're just like, "Oh, no. All of that effort just gone flush." So, we got we have to stop that from happening. Uh, then of course we have to keep the momentum going. And there's this curve that happens with momentum and motivation when a client or a lead or a prospect shows some kind of action or shows some kind of um interest in your offer. And what ends up happening is that motivation fades very quickly. Like very quickly. We're talking one day max. So we have to keep sort of giving them little surges of this is still happening. We're still looking forward to it. We're still looking forward to seeing you. Yes, you're in the right place. Otherwise, they go elsewhere. Uh after that we're going to talk about multiply. Customer reactivation is probably my favorite one to talk about of everything. It's very simple. Uh it's way underutilized. Like if there was a dark horse here, that is the one. Like if you want the thing that is going to make your business a ton of money um and and do it in the easiest way, that's one of the secrets. In fact, this is a lesson I learned from Frank Kern like I don't even know how many years ago. and he was explaining to me how they were taking like what are the secrets to getting massive results time and time again. He's like well I I talked to a business and I find out what they've done in the last year that worked really well and he's like and then by golly I say let's do it again and uh and I was like that sounds amazing. He's like so yeah that's what we do. So this is what we're doing with customer reactivation. We find offers that worked in the past we do them again and uh and shocker they work. Also how to get reviews. We'll touch on this quickly. Uh there's a very important slide here that we're going to talk about which is sort of the what's the right way to put it? Ethical isn't the right word. It's like there's there's ways of getting reviews that are pro- terms of service and anti-terms of service. I'm going to show you both. Um I'm going to show you both with a caveat of I don't want you to use the one that's against the terms of service, but I need you to be aware that it exists for two reasons. The first of which is because there's a lot of people that are still teaching this and we have taught this in the past. So, it's important to know what that looks like so you don't get flagged. The second reason is is because you're going to see this take place and there are going to be platforms where this is not necessarily against the terms of service and it is beneficial to know how to do this for for the future. Uh and then of course the new slide, how to sell, who to sell to. Uh, we like we didn't talk about niche, which is like my favorite thing to talk about in the world. And I was thinking of that like in the bright early hours of this morning. I was like, man, we gota we got to cover this real quick. So, I'm going to give you some niches, some industries, some examples where you may want to start looking at that. So, yeah, we've got um got an action-packed day. Yeah, we do. And for those of you um that are just joining us, we started the stream just a few minutes ahead just to get right through it. Um, I know Adam, you had some homework that you had asked for. Did. Can we Can we go to the principal's office for a second and see who did the homework? I think we should. It would be amazing. [laughter] I mean, honestly, if anybody [clears throat] did, that would be enough to just sort of give me a boost. All like, if you made a micro trigger post or you installed the snapshot or you just even looked at the automation, that's going to be um that's going to be enough for me. Paul and you might have a higher bar, but that's where I'm setting mine. So, [laughter] well, I I like the fact that we have some folks that are action takers. For those of you that posted something, give us a one in the chat. Give us a two in the chat. If your goal is to post something maybe today and you haven't got a chance yet, give us a one or two. Let's see here. Awesome. Awesome. A lot of you are saying you installed the snapshot and all kinds of stuff here. I see that. All right. Got Samuel in the house who said he posted. Good manuel. Samuel. Uh we've got Ash. We've got Antonio Teresa. She said, "I'm considering it today." Richard says one. We have one person that says five. That means it's in draft mode, which is not We're halfway there. [laughter] So, yeah, let's keep going. Um I know there's a lot to cover here. Um, can we set the bar or can we set the kind of the recap from day one in the finances of it? How much I know we taught the service. What what what can you repeat if you don't mind what you sell this whole thing for? What are the offers that make sense? Is it retainers? Is it subscriptions? And then we can go right into convert. Yeah. Right on. Well, we're going to talk about that actually in the how to sell. Oh, sweet. So, I broke down the math and some of the prices and the initial offer and the upsells and all of that. So yeah, it it's funny. I was thinking about that based on our conversation yesterday. I was like, "Yeah, let's give let's give people some real tactical, tangible things that they can go out with." So yeah, I'm excited. We'll hit that. Okay, perfect. Let's get right into it then. All righty. So with all that said, what are we doing today? Convert and multiply. Turn leads into clients. Clients into repeat buyers. We talked about the quick wins. Let's dive in. So this is one of the key services that is relatively new being with Voice AI. So this is not something we've offered for over a decade. It's something that I wish we had access to. In fact, if I remember correctly, I don't want to put words in Sean's mouth, one of the co-founders of High Level, but like his previous industry was essentially this um uh like virtual assistant phone answering. So he saw this need way back before High Level was created and and in fact so now that we have the ability to offer this service, it's incredibly exciting. Now, I don't want to get we'll get a we'll get a little bit into the weeds of it, but one of the things that I'm most excited about the missed call or the voice AI opposed to say MCTB missed call text back is the fact that we can use the same phone number that the clients have. So one of the biggest objections with any of the mis call this is for the OG highle people here marketers you'll know that we we needed separate phone numbers or or complicated forwarding or like it was it was amazing and powerful but man there was a bit of a hurdle there with this one that hurdle is gone like that it does not exist in fact to do call forwarding in order to activate voice AI it's something like I don't know don't hold me to this we'll Google it real quick but it's like star 71 with AT&T or starst star 666 uh and then star again with um Verizon and I'm like you just Google whatever call forwarding settings are and they're right there and you can turn it on, you can turn it off, you can set the hours, you can have it if they respond or don't respond. Like it's just instant. Also, most businesses miss a ton of calls. And even the ones that don't think they do, that's fine. I don't like to argue with clients. I never I never say, "No, you're wrong." That's that's a silly way to do it. But what I do say is like, "Oh, that's fantastic. You're in the minority by answering your calls. What about after hours? What about on weekends? What about on holidays? What about on vacations? What about in the off chance that someone does call and we miss it? And the fact is if they look at their records, there's a large number of calls being missed. So what is the solution? The solution is voice AI. This is an artificial intelligent receptionist that answers calls that can be programmed to qualify a lead, can book an appointment, can update that into the CRM, can send them a confirmation, can send you a confirmation. There is so much that this thing can do. And this is going to be one of those areas that my advice here and what we're going to walk through is I want you to set up like the minimum viable product here. Minimum viable because you can go in and nerd out like um like like I've done and tweak it for every possible what does Adam think of solar eclipses. It's like well he thinks they're kind of cool. Just make sure to wear goggles and like you can answer any random question that you could want. Don't start there. That said, I do have a guide that I've used AI to compile based on we scraped everything that we could possibly find on High Level Voice AI. It's 25 pages. I'll show you that real quick and we'll just scan through it. I'll make sure that everybody has a copy of it. And Adam, as you're pulling that up, just for clarity, you're speaking with the perspective that we're setting this up for the agency first. Yes. And then and then the customer. So, like you're rinsing and repeating the same system that you've worked and set up for yourself. Yes. And the reason that I like to do that is because then you become case study number one. So, what ends up happening is when you set this up for yourself, for no other reason than because honestly, it's cool. Like, I'm like, I mean, come on. It's just neat. Uh, but for no other reason than that, you now have a demo where you can then send this out to a client. And the beauty of this as far as things to sell is like for anybody that's ever tried to sell SEO, here's the pitch. Some coming from someone who sold SEO for years, the pitch is give me a bunch of money and hopefully in 3 to 6 months you're going to be ranking on the first page. You you good to pay now? Is that cool? Like that's that's a hard sell. With Voice AI, it's let's call it right now. Let's just let's just ring it. Here's the phone number. Ask it some questions. Throw out some weird things. Ask it to book an appointment. See if it collects the data. And you can tweak it and you can adjust it. I mean, it's just um yeah, a neat thing. So, yeah, if you want to click share again, I think we're doing I don't know why it does that. If you click share, it times out if I don't go fast enough. That's all right. We're there. So, this is this is the guide. Again, I'll make sure everybody has access to this, but essentially, this is going to show you everything that you could want about setting up Voice AI inside High Level. Again, it's all scraped, so some of it do some due diligence, make sure that it's all correct. But it I went through everything that we could find, compiled it all into this document. Wow. Uh this is going to be more than you need. And in fact, I was I debated last night. I was like, should I even should I even share this? Should we even talk about this because it's going to be overwhelming, but I know there's going to be like 10% of the audience that's like, I want to go all in on this. So that's what that's for. Now, yeah. And and just real quick, even if you're watching this on the fence and you're like, I'm not ready to jump into a high level trial just yet. It's okay. We'll make this resource available to you since it's just a PDF. But at the same time, for you to set this up and install the snapshot resource that Adam's given you, you will need a highle account at some point. So just but we'll make it available for you. The Yeah, for sure. Okay. So let's take a look at the voice AI. Let me see. I've got so many tabs open. We're going to open We're going to open this tab and we're going to go to AI agents. So you can see this. We're good. Yeah, we're good. This is like a sandbox account. Is there any way you could zoom your entire browser? I bet I can. Let's go. How's that? That one more if you don't mind. One more. Yeah. How's that? Yeah. Sorry, you have to function with this magnifying. I'll make it work. [laughter] I'm I've got the world's largest screen in front of me and it's like I'm looking at one letter at a time, but we're good. [laughter] or do you have one of those like 49 inch? Uh yeah, it's a bit of a monster. Yeah, it's a bit of a monster. I tried going to the smaller screen. Side side note, productivity wise, it's not happening. Like I need I need the real estate. So yeah, I have the big G6 Odyssey or whatever problem on screen, you know. All right, so here we are. This is AI agents. This is all the things that are available. We're going to click on voice AI. And inside voice AI, we've got a couple different ways of doing this. I'm going to show you. I'm going to see if I can navigate around it this way, but we're going to go through it really quick and I'm going to show you just how simple it is. Then I'm going to show you another option that we have uh which is to install some of them that are in the marketplace. So, all we have to do to create an AI agent is click create agent. We're going to go custom agent for now. We can we'll look at the marketplace in a second. And now we just have to do a couple really simple things. We can name it. So, this will be our sample agent. We can name the business name. We'll leave it as agency OS. We can test a bunch of different voices to find the one that works best for us. I find Jessica works really well. Uh I don't know. Hey, worldly 11 Labs friends. Can you hear that or does it not come through? Probably. Yeah, we can hear that. Yeah, cool. Someone said zoom out once. So, not too much, but just there it is. Perfect. There we go. Yeah. Yeah. Okay, we'll do that one. So, yes, we'll use just the basics. Again, there's so many opportunities to over complicate this. My advice is to leave as much stuff on default as possible to get the first one going. And then when you go and you battle test it, that's when you make the tweaks. So after you try to break it, then you're like, "Okay, hang on. I didn't like the way it answered that or I didn't like the pause there or I wish it would." But for now, leave everything as default. So this is it. Hey, you've reached agents US. How can I help you today? Perfect. So now we've got that done. We'll go next to agent goals. This is where we can create something called a knowledge base. Now, fancy talk for basically a web crawler, um, something a scraper, like if you've got your agency or you're doing this for a client, all you have to do is get the URL for their website and then put it in. That's it. And it'll it'll crawl it. So, we can go create new. Let's see what I have here. Create knowledge base. We'll say new. And now we can build it through any different way. Web crawler is probably my favorite. And all we do here is put in the website and then I'll use all URLs in this domain. So it crawls the entire thing. So if I just put in my website, we'll go extract data. We can give it some time. And that's it. Now what it's doing is it's looking through all of my services page, my about page, it's looking for stuff on the homepage, looking through my blogs, it's looking through everything. So if somebody asks it a question, it's going to go and it's going to find those resources. Of course, if you've got services pages, you can use those. if you've got other things. I mean, the the possibilities here really are endless. So, we're going to kick out of this one for the time being. Got that. Fine. Voice AI. Go back to our list. Where do we have it? We'll just build any old one. Agent US. Good. We've got that. Agent goals. We're talking about the other thing that we can do is we can trigger a workflow when the call is complete. Again, this is almost more complicated than I want it to be, but after the call's done, you can have it assign the contact to a different workflow or pipeline. You can have it send responses. You can have it go here or go there or do all of the other million opportunities that we have for it. You could tell it what information to collect. I mean, it's just yeah, absolutely uh absolutely crazy. So, that's option one. Option two, if you come here to Voice AI and you go create agent, you can look through the marketplace and there are voice AI agents that are already built and you can see like this one's got 40,000 uh minutes engaged. This one has 11,000, 8,000, 6,000, 5,000. So, we can pick one. We'll just pick anyone. Doesn't really matter. Uh, this one's interesting actually. I've already got it installed. This one is AI that sells itself. So, you could just install this and then when a client's like, "Well, how does it work?" You can call this one and it will go through and let me see if I can even pull up a demo now that I know we can hear AI sells itself. Perfect. So there we've got that. We can go to a web call so we don't even have to call it. And Paulson, stop me if you can't hear it, but like we can just give it a quick shout. Hey, thanks for calling Agency HQ. This is Alex. How can I help you today? Yeah, I'm just curious if an AI receptionist would work for my business. It's a it's a marketing agency. Got it. Thanks for sharing that. A marketing agency is a great fit for an AI receptionist. Let me ask a couple of quick questions to get a better sense of your needs. What kind of customer interactions do you handle most often? For example, is it scheduling client meetings, answering inquiries, or maybe managing support requests? Yeah, most of it is probably someone reaches out through the website with an application form. Got it. So, you're mostly dealing with inbound leads from your website. Okay. So, I'm going to stop it there because as you can see, like we could just go on forever and it'll qualify. It's making a recording and a transcript of all of this so I can look back at it later. It's just I mean honestly I'm still kind of mind blown with all of it and what it's capable of doing. But like that one's already built. Now, if we come here to goals, this is probably the only other section that I want someone to take a look at, which is you can see during the call or after the call and we can add these actions. So, for example, I can add appointment booking action. And now I'm able to pick a calendar. We'll just say main service calendar. And now what it's doing is it's looking through my calendar and it's finding the dates and the times where an appointment is available so it can book a slot. So, for example, if it was like an auto repair shop and I was like, "Hey, I yeah, I smashed my car up." Uh, when can I get it fixed? They'd be like, "Yeah, when when would you like to have it fixed?" I don't I don't know. Today. Do you have anything? At 3:00. And let me just check for you. Hm. We don't have 3 p.m. today, but we have 4 PM today. We also have 10:00 a.m. tomorrow. Would either of those work for you? And then it'll book the appointment and it'll put it on the calendar and it'll notify you or the business owner. I mean, it's just like insanity. Now, is it as good as a human receptionist? Probably not. Um, but like it's 90% there right now and it's only getting better and it's a fraction of the cost of a human receptionist. And what you'll find is that people are increasingly becoming more accepting of these AI agents answering the calls. So like back I don't know two three years ago when the sort of some of the technology was first coming out it was it was kind of janky and people didn't really like it and you could tell but now thanks to largely chatgpt and it's sort of like infiltration into the mass conversation like these things are just becoming kind of the norm uh and especially if the call is coming in at like 3:00 in the morning like really the way of looking at this is you have nothing to lose like this call is just going to voicemail anyway which I don't know if you look at the statistics nobody Nobody leaves voicemails cuz like you know you ain't getting a call back so you're just calling the next person on the list until you finally get through to someone. So this solves all of those problems anyway that I kind of want to put a pin in it there because I think if you have that you've now got enough to like set up an AI agent, have it answer calls, have it book an appointment and train it on a client's website and then let's just drop the mic and and stop it. I love it. Yeah. Um, you know, funny thing about this. So, the other day my wife and I for holidays, we were headed over to New Jersey. Her family is from Northeast and out of Houston, like a lot of the United flights were cancelled. So, she's on the phone. and she's like, "You know, I used to hate these AI employee AI like fake person talking to me, but I just realized I can curse at it and be mad and be like have this tonality and give it an attitude and I'm not offending anybody, right?" And I I I was so stunned by that because she's she's like super nice person, right? But I'm like, "Yeah, yeah, like the emotionality of that moment, it you know, an AI employee doesn't get offended, right? and it doesn't stop working 24/7. You know, you're on vacation. Like, there's a lot of positives on a AI employee experience if you ask me. But I was just mind-blown by that because I'm like, man, you're right that I can give it an attitude if I have to. Yeah. Yeah. Well, it's funny because again like what what I find the most interesting like if we if we really separate why I love marketing and why I think it's fascinating is this consumer behavior and what ended up happening um and why this is the time and and again we showed this right on slide number one. I didn't press it as hard because I didn't want to be a big hype man. But like why this is the time for this is because consumer behavior has caught up to the technology. Whereas before everybody were these like early innovators and if you look at like the adoption curve you have like the super nerdy tech bros right at the beginning and like this is great and they use it and the world is like forget it man this is this is insanity. We're not we're not there anymore. It's like we're now here where okay this is reasonable and expected and it's quickly becoming the norm. And what we're watching is like the businesses that adopt it um like they're they're thriving and they're quickly adopting it and and no longer like if you pitch this to a business owner, the response isn't what is it? Why would I need that? That's useless. Like those aren't the responses anymore like we used to get with some random technology that we would try to pitch. Now it's like okay well how does it work? Would it work for my business? Can you actually show me what it looks like? Which fortunately we have the answers for all of those with the demo. Again, I think we talked about this yesterday. It's like why I liked marketing was cuz sales scared me and uh and I was able to do just so much persuasion prior to any sales conversation. And with this, like if you're scared of sales or you don't want to go like you don't you're not selling anything. You're just giving a demo. Like do you want to see how it works? That's your offer. Would you like to see how it works? And um and curiosity alone be like, "Yeah, show me. Let me see." And then people think it's pretty cool. Yeah. I mean, the the marketing world and small businesses, you know, they they're more educated now on what's possible, right? Do do you I don't know if you if a lot of you still use traditional PowerPoint presentations as your demo for an hour on Zoom. I think I think that world is behind us because now people know what AI is. They understand what employee is. They understand what IVRs are. They understand all the different possibilities. They're just trying to see if you're someone that they can trust. They're at at a personal level. They're like, "Can I trust Adam to deliver what he's promising?" They don't care about what's being delivered, per se. They're more focused on, "Okay, I've got a marketing person that I can trust." Mhm. I think, and the beauty of that is that like one of the best ways to build trust is to show them that you're competent. Um, and if you're able to deliver a result or show them you're competent ahead of time, and I think this is sort of what makes this such an easy offer to sell, again, opposed to like SEO. Like SEO, you have to trust Adam. You just you just have to believe that I'm really good at what I do and you're going to get those results in three to six months. But like, if you're brand new and you don't have that track record, that's a that's a tough tree to climb. Whereas instead, we can be like, here's this voice a don't even trust me. Just trust the system. Does that look like it would work for you? would you like to try it for a week? We can see what happens. And the beauty of this is like everything's tracked. So, we can put it on a client's account for a week for a free trial. We can see the calls. We can look at the transcripts. We can see how many appointments were booked. We can see all of that. And we can prove it without ever having to sort of put our ourselves on the line. Yeah. And what's crazy is in 10 minutes today, you can launch a website and a social media platform. I mean listings and channels that didn't exist for exist for that business in less than I know I know right so even even if you get a customer who doesn't have anything you can launch a lot of things in in the same day like yeah the old days of give me 10 days to get this ad account approved and then we got to you know delicately put the card file in there like that world is gone. Yeah. Yeah. It's weird. In fact, I don't I don't think we have to because I'm We could quickly like we could build a new website in like 5 seconds now. We'll just we could go to templates, pick one, switch it, and like change a couple words, and it's done. We've got there's a half a dozen in the agency OS snapshot that everybody gets. And like those are just switch a couple words, and yeah, you now have a fully functional website. It's crazy. Times have changed. So, let me ask you this. Why would a business owner still hire a marketing person? Can't they just manage this themselves? 100% they could. They just won't. Yeah. Um, so we talked about this yesterday and they could absolutely do this themselves, but it does not make sense. And if and if you don't understand that, there's no judgment. No judgment. It just means that you're not thinking like a business owner yet because it's like while why would you as an agency owner file your own taxes or do your own bookkeeping or or do all of these other things that are just not in your wheelhouse? In fact, the first hire I ever made, and this I can't remember which book I read that suggested it, but like the first uh hire was a bookkeeper, was just because I was like, I I was going through receipts and trying to figure out my taxes. I was like, this doesn't make any sense. Like my my time is not good spent here. And so for a business owner, their time is not well spent putting these systems in place and learning the marketing behind it. Their time is spent focusing on their customers and their service delivery and growing their business. Uh, and again, we'll talk more about this when we look at some of the niches and that, but like, yeah, if you're serving a chiropractor and they're messing around with voice AI, like something's they're either like ready to retire and their business is just coasting, which is fantastic, or they've got a misalignment of priorities. Yeah, for sure. Uh, so let's get back to the slides, but this also gives, you know, some added context to how we're thinking about this business model for those of you that are watching. Um, so yeah, three windows. Yes. So now what's happening is we get an appointment. So whether through the speed to lead and they book [clears throat] an appointment like we talked about yesterday, whether through voice AI and they actually book an appointment, this is where most people walk away. Um most marketing agency owners walk away and they're like, I booked you an appointment. I'm done. No, you want to make money, you help your clients make money. You do everything in your power. Again, maybe without with the exception like we talked about yesterday, Paulson of like we don't qualify the leads and and have the conversation with them, but we do everything we can to get them to show up. Now, how do we get them to show up? Three windows. Number one, immediately upon booking, or by the way, this applies to a sale as well. Like, if uh you can tack this on for appointment booking, you should also tack this on for when they start service delivery with you. There is no worse feeling and perhaps someone's been through this before where you sign up for like a paid mastermind or a workshop or an event or something like that and you shell out thousands of dollars and it's radio silence and you're just like did the card even go through? Am I confirmed? Like what just happened? And your trust in that business plummets and um and you'll get you'll get refund requests. You'll get like all of the horrible things that happen. So one immediately confirmation. Hey, you've done this thing. Congratulations. This is awesome. Here's the details. 24 hours before, they're going to get a reminder with the details of it. Then the day of appointment, we're sending two more reminders. 2 hours before, 15 minutes before, follow-up reminders, email, SMS predominantly. These are crucial. And I'm going to show you what the workflow looks like. What's the next one? Here we go. No show prevention. Are you all following along here? Give me a one in the chat if you're checking along. We some Adam seems to sometimes go super fast and because there's so much to cover and that's kind of his style, but I I love his simp simple approach to things. So, [laughter] we definitely go fast. Yes. And and if anyone needs me to slow down, we can. I don't I don't take it personally. We're uh if you can go to 144 on the Zoom level, I think for streaming, that's a You betcha. Yes. That's the That's the wrong one. I've got tabs open. I want to find the appointment confirmation. I'm going to put it here and see if I can find the right tab. We're going to look at that one in a minute because that one's This one should be it. All right. No show prevention. Zoom in to 144. All right. Perfect. We in. We in. All right. So, here's what happens in this workflow. The very first thing, actually, I'm going to zoom out and just give you a quick view of this is everything that's happening. And unlike some of the ones yesterday that had if this then that or branching logic, this one is just a straight line top to bottom, everything that needs to happen in order to get someone to show up. Uh number one, we have some kind of trigger. So this is where the appointment is confirmed. That's it. This looks a little bit more complicated than it needs to, but all we're saying is there's an appointment confirmed. It's in a calendar, as we saw from the voice AI. Uh we could choose the calendar to put it in. there's something that goes and okay, now we have an appointment. What do we do? The first thing is I like to move the lead uh from the workflow. So, if we have a pipeline, I've got it open, but it's really not that complicated. It's just a bunch of different stages. I just move them out of new lead and I put them in another column. And by I do that, I mean the automation does this automatically. So, I can see who's booked an appointment. Very important note. If you're if you have an agency or even if you have a service business and you've got a lot of appointments, it doesn't mean much. What matters is showed appointments. People that actually show up on these things. I could fill up your calendar tomorrow with people that are never going to show and you're not going to grow your business that way. So, we need to make sure they're there. So, what we do next is we have a confirmation email. This goes out immediately. This one sends this your name, your appointment dates here, where it's at. Let me know I have any questions. Here's all of this stuff. And here's a very important link that not a lot of people include. Reschedule. You need to include a reschedule link. If you do not have that, they will cancel. Um, again, remember, most people won't. Most people won't show. Most people won't do this. We have to make it really easy for them. And a reschedule, like for someone that's just going to procrastinate and kick the can down the road a little bit, that's what we want. Sure, if they're not going to show, I'd rather they reschedule anyway. The last thing we want is no shows. It's not good for you or your team or anything like that. So, we make sure that that link is there. Next, 24 hours before the appointment, we've got to wait. We send another email. Very similar friendly reminder. Appointments in 24 hours. We look forward to seeing you. Da d d d d d d d d d d d d d d d d d d d d d d d d d d d d d d d d d d d d d d d d keep in mind we have to reschedule 1 hour before the appointment. Same thing. No need to click into that. And a 1 hour reminder SMS friendly reminder. Your appointment's in 1 hours. Please confirm you're still available by replying yes. Now, advanced ninja move that we'll talk about. We're not going to build out. You can put in logic here if you want. Did they reply? Yes. Did they not? Do you want to have a follow-up phone call? Whatever it is. My recommendation here is we keep this as simple as humanly possible. But if you're comfortable with all of this, you can put in conditional logic here to further follow up. Typically, what we will do at this stage is if they do not respond with that, we will send a manual action. So, you'll ping someone on your team. they will pick up a phone and they will call them to be like, "Hey, just a reminder, your appointment's in an hour. Does that still work for you?" And that will increase show up rates. Again, when we implemented this, our show up rates went from like 20% to over 60%. It was like night and day, which is triple the money, triple the revenue by just putting in a few simple reminders that are completely automated. So, yeah, this one is uh a bit of a sleeper system, but mandatory for any business that books appointments. I love it. Here's a pro tip for a lot of you. The no-show rate is a reflection of how good your content is out there sometimes, right? If they perceive you as someone of very high value and your content has a lot of great great relevant things, they tend to show up quite often if they book, right? So sometimes that's a good measuring stick. Is it exact? Absolutely not. But like as you as your brand gets stronger and stronger in the market, you'll tend to see less less no-shows for the team. Just just as a side note. Um but that's over time, you know. [laughter] Yeah, that's it. Yeah. Brand equity, I think. So, the beauty is is like all of these things and and again, this is about this would be a whole other workshop unto itself, but is like short-term outreach and offer optimization and like long-term content and brand building optimization. And I I like to think of it as a bit of a pendulum. Whereas like in the early days, it's all like offers and outreach and going at people with like making a ton of contacts, hitting your warm network, leading with things like voice AI and speed to lead and no show booking prevention and customer reactivate, all of those things. And then over time starting to build up content as well to inevitably you end up with this like pendulum that can swing either way you want. It's like, okay, well do I want more inbound demand and I'm going to create some stuff over here? Could I use a bit of a cash injection and I'll create a bit more outbound and yeah, you'll go back and forth. Absolutely. All right. Next up, and one more thing, the the pipeline stage that I know we don't have a lot of time to go through it. That should be a reflection of the sales cycle, right? Very much. Yeah. Do I have it open? Let me I do have it open. Let me see if I can even show it. If not, I'll find a way. Here it is. So, this is Oh, sorry. Can you click it one more time? You betcha. All right, there we go. So, this is the most basic pipeline ever. This happens automatically, by the way. Leads moving through. I can move them manually if I want, but like Pollson said, this should be reflective of the sales cycle that you have. So, what we use for like 90% of the agencies that we either build or consult on is this exact one, new lead, which means anyone that has expressed any kind of interest in what you have, they've filled out a form, they've become um they've got a lead magnet, they're just in your ecosystem, they get new lead, they get hot lead when they raise their hand and show some kind of intention. So, that's the difference between like interest is like, "Yeah, I'd be curious." Intention is, "Yeah, I kind of want more of that." And so when we have a signal for that one, they move over to hot lead. Now, appointment booked is another thing completely. Appointment booked is that next stage because now they're not just like, "Yeah, I'm interested." It's like, "I've actually taken action and I want to book an appointment." Now, like we've covered, a lot of people aren't going to show or aren't going to close or whatever, which is why we have this other one closed if they become a client or we move them into nurture. Now, all of these things, what you're not seeing behind the scenes is that all of these have automations associated with them. So, if someone goes into a nurture column, which they go into automatically, as we saw by some of the previous workflows, now they get added to a nurture campaign. And a nurture campaign is just a series of emails that goes out over 30, 60, 90 days, 180 days, 365 days, depending on your buying cycle. And you're just following up and you're staying in touch, and you're providing reminders every once in a while. Oh, by the way, do you still have this problem? Do you still want this thing? Are you still looking for a realtor in San Diego? Are you still looking for a plumbing repair in Minneapolis? Are you still trying to do this thing in New York? Whatever it is, and we can move them through that um that sequence. Makes sense. And this will change over time as you evolve in your sales process, right? When you have multiple offers, multiple agents or m multiple calendars, over time, you know, the complexity of it will change. And this is it's important to keep your sales pipeline separate from your account management fulfillment pipeline as well, right? Yeah. So what happens here is because this is our demo account, we've got this one marketing pipeline here, but like we can create new pipelines. So all we have to do is create this one and this could be like new client. Can you Yeah, new client onboarded legal documents signed or whatever. first first follow-up call and I don't know you know yeah that's it and and whatever else that we want for it so this would be uh our client pipeline and now just like this now again we could let's go back here the beauty here is actually let's come back to marketing pipeline the beauty is if I took this Adam guy and I moved him to closed I would have set up an automation that automatically moved moved him into the client pipeline as new client. Yep. So, what ends up happening is all of this should be happening behind the scenes. Um the the less stuff that you have to manually do, the first of all, the better for you because it means you can take Tuesday afternoons off and do whatever you want, but also you don't miss stuff like the the time freedom and the financial freedom and all that. That's one side of the equation. The other side of the equation that basically never gets talked about is you stop screwing stuff up. Like you don't forget that. Oh crap. I have that client. I gota Where is he? He's in Is he in there? Is he Did I call them yet? Did I send the papers? Where's the papers? Are they in there? None. All of that goes away. So now you look like a rockstar. Um because you're not missing things anymore. You're staying ahead of client communication. One of the things, in fact, if I could give you one agency secret that would like double your revenue in the next 12 months, it would be to double the frequency of communication you have with clients. Like overcommunicate. And how do you overcommunicate? You build a system that overcommunicates. You send more updates than you think you should. You annoy them with how attentive you are. And then after you've annoyed them enough and given them so much of your your um content and that, then you're like, "Oh, by the way, do you want this just once a week? Would you prefer if I just retail once a month?" And most of them are going to say yes or not even respond, which means you can then sort of move to that cadence. Absolutely. And take advantage of your wins. As soon as you get a win, it's a great time to just jump on a call and be like, "Hey, we this we had a great win. Let's celebrate that." Right? Because a lot of times when you're on calls, it's like, "All right, we're we're, you know, diagnosing some intense marketing trauma here and develop." Yeah. [laughter] Okay. Awesome. But yeah, you don't want to be always just chatting when there's bad news. That's it. Yes. every opportunity you have for a win is an is an opportunity as well for a referral or a testimonial. Uh so you definitely want to highlight those um sooner than later because those are the the times like you never ask for a referral or a testimonial after something's kind of gone a bit sideways. Like you want to obviously you want the wins. We'll talk more about that. So the double win on all of this no-show confirmation stuff. Use it yourself. Never miss a lead even at 2 a.m. Higher show rates, less wasted time. And then of course you can sell this. This is the pitch. Phone answer 24/7, calendar full, no shows cut in half. These are not ridiculous claims. Um, in fact, what I've learned is that some of the some of the times because of the technology and because most of the automations and uh systems that most small business owners have are are so bad or non-existent, the claims that we have to make, like we can normally cut them in half from the results that we're getting. I'm I'm a huge fan of like overpromise, overd deliver so that you're you're there. But like if there's ever a time that you're going to underpromise, like you can do it here. Um because anything is going to be an improvement over what they're doing right now. Okay. Part four, multiply. Past clients come back, reputation grows. Let's talk about customer reactivation. The easiest money you'll ever make. Past customers already know you, trust you, and they've paid you before. the stat is a repeat customer is five to 25 times more valuable than a new one. Pulson, I think you and I would probably agree it's it's on the higher end of that. Um, especially in the marketing agency world where clients can be worth so much to the business and client acquisition can be a bit of a slog. So like when you've got a client, you hang on to them for as long as humanly possible. Yeah. And the other thing is there is a ascension ladder that often is invisible, right? As you introduce new services or offers to a client, it's typically higher ticket. Like you would start off at 200, then 500, then a,000, then 2,000. So, yeah, I I tend to think it it's as you get engaged more with that relationship and invested time into it, it's much easier to close someone for $5,000 a month after you worked with them for like a year delivering purchases at 200 faithfully, right? 100%. Yeah. I mean, again, think about like that the conversation we had before about trust. So, it's like they've now known you for a year um or or six months or three months. You've delivered results. So it becomes, oh man, it becomes an easy spin. In fact, in my experience, most business owners have a significantly larger budget than they will tell you by like by a factor of like put zeros on the end of it. Uh and the reason that they don't give you all of that money is because they don't trust you yet, which is fair. You're some random person that just showed up and was like, I'll deliver all these things. And they've probably been burned before. So, they've got more money that they can allocate to marketing efforts that they believe will provide them a tangible ROI. Again, we'll we'll talk about this and I'll show you a bit of an upsell chain, but just keep that in mind like when you're doing your first service and it's 297 a month or 4.97 a month and you're like, I'm not sure this is worth the money. You're like, yeah, it very much is because it's not $4.97 a month. It's $4.97 a month plus possibly two more referrals plus possibly an upsell to an extra 1,500 plus what's the LTV lifetime value of that client if they stay 12 months instead of six. Well, now now we're into thousands and thousands of dollars. So yeah, all things to keep in mind. So this is the math behind a customer reactivation campaign. This could be for you or it could be for a client. These are fictional representational hypothetical numbers. We use them as general rules of thumb, etc., etc. If you're working with a business that has say 500 past customers, which I can't remember what our average dentist was, Paul, you would know this probably better than I did because you did so much work in there, but it was like 2,000 previous patients or something like that ballpark. Yeah. Yep. Yeah. Depending whether they're like cosmetic versus general versus like I don't know, specialty. Yeah. the higher specialty you go, less customers they had. Yeah. But if they're like cosmetic, Invisalign, they had a couple of thousand. Yeah. So, it's like we could take these numbers and conservatively stick with them or we can quadruple them essentially for that. So, 500 past customers. Let's say we get a 3% comeback rate. And again, this is going to be dependent on the offer. Again, I'm going to give you a long list of niches. Some things just naturally don't have as much turnover. Like a roof every 20 years or whatever it is versus say a dentist where we have a cleaning every six months. $500 average order. Again, random average number for a service. But we're looking at 7,500 bucks in pure profit. Why is it pure profit? Because we're not running ads. We're not creating any new content. We're not client acquisition cost either, right? That's it. You already have these people in the pipeline. So what ends up happening is in we used to be able to make these offers. we still do in some of the agencies um where it was like, "Hey, what if we could get you 30 new sales next in the next seven days for zero ad spend? Would you be interested?" And then the caveat is we've got to take a look at how many past customers you have. If they have 30 past customers, it ain't going to fly. But if they've got 3,000, I'd be like, "Could we probably get you 60 sales, maybe maybe 50 sales, maybe a 100 sales, whatever it is." So this is why this is such a valuable offer to send. And the one thing I'll add here is that if you come across customers who are not keeping track of past customers, that itself is its own opportunity, right, of just collecting data for them. And then if you talk to some customers, they'll be like, well, I have this list of 10,000 people, but I haven't talked to them in 5 years. Well, maybe you can throw up a newsletter. Maybe you can do email marketing. Maybe you can engage with them and have as a as an additional bonus offer which is t typically set up set it and forget it kind of the thing very much so. Yeah. In fact, you'll probably see again I shouldn't say probably more. You'll you'll be pretty split between people that have access to customers and people that have like a dead list. Um I definitely I'd love a I love me a good list. like uh I'll I'll go in there and again what I will not do with a list of 10,000 people that haven't been contacted in two years is like send them an offer right away like this is bad idea but we can nurture and depending on the platform and can spam laws and that like we can reach out and be like look here's the deal this is what we have now not to mention bit more advanced but we can take that past list and we can upload it as a retargeting audience on social media so we can like naturally bring people back where they're like what why why do I keep seeing this dentist or chiropractor, med spa place everywhere. And it's it's because like we we know who you are. [laughter] Yeah. Yeah. If I if I'm having to compete with the fax machine, I'm going to be in a good place. That's it. Exactly. Yeah. Which is funny. Oh, it's shocking how many people still use faxes. Um and they still have their fax number. But anyways, I digress. So, how does this work? I'm going to show you this, then we'll we'll dive into the automation. But essentially, a reactivation campaign, we start with some kind of trigger. So, we'll add a tag to previous customers. So, previous customer, maybe we'll say 90 days, 30 days, whatever it is. Number two, we'll send an SMS reactivation offer. We'll take a look at some of them. Actually, the example that I have that I love is a dental whitening offer. Super powerful. You can adjust it for whatever you need. We wait an hour. Then, we check if they replied. Then, the AI checks if it was a positive or a negative reply. So, it can tend uh it can sense intent. Then we can book them or give them the thing that we want to or we can provide a second attempt and be like, "Hey, are you sure you want this thing?" Again, very generic offer. We'll go into a specific one, but like, "Hey, it's been a while. We'd like to see you again. Would you like this thing?" Why does this work? They already trust you. There's no ad spend. The AI handles everything. Second attempt catches the stragglers that don't necessarily respond to the first time. So, very powerful. Okay, let me pull that automation up here. And as a marketing agency, if you have your own list, I would say move cautiously if you do a reactivation campaign because you want to make sure you tag and remove some folks that you may not want to work with, right? So, yes, [laughter] it it it's part of it. You burn bridges or for whatever reason something closes down or they move or they change like there's a lot of reasons why you might not be working with a client anymore. But just be cautious when you do a reactivation campaign for your own agency. Yeah, actually Paulson on that note again this is sort of I should have put that slide in again of where we talk about like hey listen for the nuance between the slides. Uh this is another one of those like quickly pay like pay extra attention here. Um for every agency for every business honestly you should be running by annually annually at the latest quarterly probably at the most like 8020 analysis on your customers and clients. In other words, what you want to do is you want to list out all of your, let's say you have 100 clients, you want to list them all out and you want to rank them in order to normally we do it in profitability, but there's secondary layers of profitability, including like pain in the neck factor. Uh, [laughter] so it's like they may be incredibly profitable, but if they're ruining your life, they like they got to go. And what you should be constantly trying to do is looking at your top 20% of customers and getting more of them. So figuring out what are the similarities in demographic details, age, gender, income, occupation, geographic details, city, state, province, country, psychographic details, what offer, what values, what lifestyles, like what do they have in common, and then you use that as the basis to get more of them. Then you look at your bottom 20% of customers, you do the same analysis, and if you can, you find ways to transition them to another agency. And um and the the impolite term would be like fire them. The polite term would be transition them to someone else. And I heard someone say this once, which was like everybody deserves to be someone's best customer. So if you have clients that are they're they're just not your best customer. They don't pay enough. You can't provide enough good services, like they deserve to go to a brand new agency, an upstart, someone that's like really willing to sacrifice and bleed for them. And you can transfer them away and they'll be thankful. you just you send them an email that says or you have a conversation saying, "Hey, based on where you're at right now, I no longer feel we're the best fit for you, but I think you'd be really well served with this person. Would you like me to make an introduction?" Or, "Hey, these services you've been offering, we're no longer going to be offering these in the next few months. I really want to help set you up for success, so we're we're trying to do this type of thing." And um and if you do that consistently, you end up with like cream of the crop top tier clients that love you, love what you do, tell everyone how great you are, and you end up with less of the the lowpaying, tire kicking, pain in the neck kind of customers that ruin your life and make you question why you started this in the first place. Oh my gosh, Adam, are you telling me you can get to a place where you could fire customers? I know it seems insane. In fact, I would even argue that you should fire them probably before you feel comfortable. Um, like don't fire your first customer or two or or whatever it is. But like if you've got 10 to 20, there's probably one on that list that is taking up like 80% of your time and they got to go. Like they just Yeah. And and honestly, man, the guy that pays $500 is a lot more work than the guy that pays 5,000. And because somebody who invests five or 10,000 into something like this, they've already done this before. You're not the first agency that they ever worked with. They understand marketing. They understand systems and processes. they're a bit more matured. So often the lower your price point is, the bigger the headache just you attract that kind of a lane of a customer, right? Like they they're just in that kind of a business growth stage. Um but anyways, back to the workflow here. Reactivation [clears throat] campaign. So this is how it works. Essentially, we start by taking our people, and this could be your list if you're an agency with a large customer base, but typically we will use this more for like service- based businesses like dentists, chiropractors, med spas, things like that. Uh, we're going to add some kind of a tag which will trigger the automation. Now, there is something here depending on the size. Actually, Pson, you might know the answer to this one as well. like we'll put a drip in sometimes uh depending on how many people we're going to be sending this out to and depending on the size of the list. And the reason is is because if you've got 10,000 names and numbers depending on again I think this is more prevalent with email. It might apply with SMS. Um we pretty much do it as a catchall safety net anyways. But like you don't want to send 10,000 emails at once or 100 thousand emails at once or whatever. It just kind of looks spammy. it looks like the the servers know what you're doing and they can um hold some back or not deliver them or have all kinds of issues. So, we will typically add some kind of a drip. Again, take a look. If you're only sending this to like 100 or 200 people, not typically that big a deal. This is where the the magic happens though [clears throat] is this um this offer. What you're doing here is you're trying to think of something, and this is where we have to put on our like our smart marketer hats because this is where you're going to make or break the whole campaign. What are you sending to these people that would be relevant to them to reentice them back into the business? So, let me give you a bad example. Free iPad. Why is a free iPad a bad idea? Because my mom wants one and my cousin wants one and my next door neighbor wants like everyone wants a free iPad. That's a it's it's a terrible offer. What you want is something incredibly specific and valuable to your ideal client avatar. That's it. So, if they're a dental kind of person, um, whitening works well. If you're doing red light therapy, maybe it's a a session in the red light bed or a free analysis of something. If it's a med spa, maybe it's some kind of special procedure that would only be relevant, Again, we're getting a little ninja here, but like again, look at your top 20% of people. What would be something that would be relevant and valuable and desirable to them, less so to other people because of where they're at in their journey? I love things like, "Hey, I've got a I've got a couple extra like $20 vouchers sitting here. Um, you want me to put your name on it and you can come by and pick it up?" Uh, "Hey, I've got a couple extra tickets to this thing that came by. Um, do you want me to save you one and put it over here? Would you be interested?" Whatever it is, we'll test a bunch of different ones. We'll talk to the business owner. Typically, anything they can give away here comes back in um comes back in 10fold. So, it's like they you don't want to be cheap here and be like, I've got a 3% off discount coupon for this thing. It's like, no, we're trying to bring back an active client that will hopefully stay with us and then buy more things in the future. Yeah. Let me ask everyone here a quick question. Do you think you can create the best offer or your customers or your clients can create the best offer? Give me a one in the chat if you feel like you're the one that can create the best offer for them. Give me a two in the chat if you feel like maybe the customer can create the best offer. Let me kind of just get a temperature check here. I see a few of you chatting in here. Okay. Leah, let me I can't vote, but I'll I'll weigh in at the end. Yeah. Okay. I see a few of you coming in and saying one and two. Okay, so here's what I'll tell you. In my early days, I used to run these whitenings or consultations in my old dental agency. And one day I had this moment. I was like, um, I had this moment. Sorry, I showed somebody's comment. I had this moment where I was like, "Hey, I talked to one of the uh dentists and I was like, hey, can you help me put together an offer that will attract other customers just like yourself?" And he said, "Let me tell you a secret, Paulson. Dentists do not want to see more patients. So, if you give them a 100 whitening patients, they will probably get rid of you because then you're just adding more velocity to their fulfillment." So, I was like, "What what makes sense?" They're like, "Give me three or four Invisalign patients a week. That's it. I just want three or four of the higher ticket case studies, higher ticket um interactions and higher ticket uh projects." Like, so, you know, take take what you want with that, but I would talk to your customers because they will put together an offer that makes the most sense. And it's okay when you're starting out where you can be like, "Hey, business owner, kid, as I'm starting out, can you help me put together an offer?" Uh, I got in the automotive space and I realized doing uh truck lift kits was $7,500 lift kits in Texas made a lot of sense, right? We started running ads with that with my second agency. Before I was doing oil changes and checkups and diagnostic exams for the mechanics, then we switch, you know, we switched to lift kits all day long, right? So you you find these things from the customers. They're the best feedback. Look at high level. Our best feedback is all of you that are watching, right? All of you that are here in our ecosystem, the customers here tell us what we should build out. Yeah. So on that note, my vote, what you said, what I like is I take what the client says and then I polish it. So, what ends up happening is they will come out with the the offer or the giveaway and then what I will do is I will I will take it and I will push it a bit, but then I'll take it back to the client. So, they'll be like, "Okay, let's use Invisalign." I'll be like, "Cool, you want that? Let's do can we do a free consultation for Invisalign? Can we do a free sample kit? Can we do a what what what needs to happen before that happens? Free X-rays." And they'll be like, "Oh, uh, maybe." I was like, "I'm not sure." I'll be like, "Good. That's the thing then. That's what we have to do." Because the person that comes in for X-rays for Invisalign, do they typically convert? And like, well, yeah. I was like, then we're doing free X-rays. I was like, wait, like, we got to do it. And they're like, all right, we'll give it a try. We'll give it a try. Like, and you can always take that list of 2,000 people and send it to 100 or 200 or 300 or whatever it is. And then you can scale it up from there. But yes, my my job as the marketer is to like push them a bit, but they're always going to know more about their business than we are. They know everything about their business. Uh, so it would be crazy to not use that to your advantage. Okay, let's keep rolling with this one. So that's the offer. We wait an hour, then AI takes over automation. Did they reply? If they did, pardon. Actually, let's go. Not. If they don't reply, we send the second attempt. Hey, just checking. You still interested? Should I put one aside for you? We wait. Then again, same logic. Was the reply positive or not? Again, if we come over here, do they reply? If they do, is it positive or is it not? If it is not positive, they say, "No, I don't want it." We just say, "No, no sweat. No worries. That's cool. It's all good." Um, again, we don't want to tick anybody off or burn the reputation. Like, we are here as genuine value providers. That is our goal. We always have to remember that when we're wearing this hat. And we, as marketers, we're representatives of that business. So, there's nothing, again, I tell my all my clients this, there's nothing I would do for your business that I wouldn't do for my own or nothing I would do to your business that I wouldn't do to my own. Like, if I'm not willing to put my name and my face in front of it, I'm not willing to do yours because it's like it's a small world. Reputation gets around uh it gets around quick. So, we're always trying to be as upfront and as ethical as possible. Now, if it is positive, this is where we have options for them to book directly. And again, guess what happens here? Let's say that we get them to book. Well, maybe they book. Now we open up the no-show automation. Now we open up the appointment reminder automation. Now we move them into the f. And again, all of this happens automatically behind the scenes. So we have this like entire marketing campaign that starts with one trigger, one tag way up here. We add a tag and then we just go like this. and it just runs through, sends the SMS, qualifies them, moves them into the right bucket, books the appointment, follows up with the appointment, sends them in, adds them to the pipeline, adds them to the funnel, sends them internal reminder if we need to follow up with them. Like the whole thing is magic. And as anybody that's been in this game for a while knows like we used to do all of this manually like like I I can't even dude I remember those days because I didn't sleep. Like we just we just did this and like moved things and called people. It was a nightmare. So at best we would be zapping the zappers for zappers. [laughter] That's it. Oh, the zap year bill. My my zap year bill was thousands and thousands of dollars. Like thousands of dollars and it was always broken because like an API or web hook got changed or something like oh was the it was I get chills just thinking about it. Just horrible timing. Yeah. I get jealous of some of the newest marketers who walking into like a plethora of technology nowadays. You know, like back then we had to connect 10 different systems and hope for the best. Yeah. Yeah. My favorite would we won't go down memory lane too much, but like my favorite was like the old Facebook power editor where we used to have to upload like spreadsheets with our ads. Oh my god. What is happening? So yeah, not not that it ever picked up look alikes properly. [laughter] Exactly. Yeah. Look nothing alike. Okay. So review generation, five star reviews on autopilot. This is where we're going to get into the um uh the caveed uh exciting stuff. I'm actually I'm really excited to talk about this because I think not enough people do and um and by not enough I mean I you never hear anybody talk about this. So you're you're in the right place. But first we got to talk about why this is so powerful. I don't think it's going to take long. Essentially everybody knows that reviews are powerful trust signals. Um if you're a local business they help with SEO. They help with converting people once they've ranked higher because you're going to go to the business with more reviews. Uh it's funny. I can't imagine I I have a hard time remembering like going to a city pre Google reviews and like trying to find a place to eat and and just being like, I guess this sketchy food truck looks okay. And ending up violently ill versus today and it's like oh 4.9 with 3,000 reviews. You're like I guess that's fine. I'll I'll trust my life to that place. So like reviews are everything. So, we've got to find a way to get them. Now, there's two approaches. We're going to talk about Google because that's the main person in the house. Uh the the strategy that we are not allowed to use is something called review gating. Review gating is the process of only soliciting reviews from happy customers. Making sure that they're happy basically filtering in any way whatsoever. Now, I Oh, man. I tried to find the answer of where does review gating stop being review gating? And there's this like gray area that's like six miles long because the fact is the most obvious form of review gating is the one I'm going to show you. This is where we're like, hey, did we do a good job? Yes. Cool. Go leave us a review. Or no. Oh yikes. Here, send us this internal note. That is strictly forbidden. But what happens if you send an email to your clients? You're like, hey, we'd love to get your feedback and like, how did we do? and they write back and you get a bunch of emails and then I don't know a week or two goes by and you reach out to them and you're like, "Hey, you know what? Would you be okay to leave us a review?" Technically, that is review gating. It just is. Now, would I feel comfortable doing it personally? I I'm not going to say, but like I mean that that seems like it would be okay to me uh in in the grand scheme of things, but it is still technically against the terms of service. The only effective rule is you ask everyone every time. So, let's look let's look at some of these things. Um, I'm gonna open up the review page. Why is this important, Adam? Like, what why is the review gating concept is something as marketers we should be aware of? Yeah, we need to be aware of it because number one, reviews are the lifeblood of so many local businesses and we have to know how to do it right. Like back back in the day, oh man, I say that a lot. Things have changed so much. But like back in the day, um back in the day, like two years ago, back in Yeah, like six months ago, right? like like things have changed so much, but like yeah, a few years ago um there was a lot of like link uh review farms and like you could buy fake Google reviews and you could do all kinds of things to mess up the system. And I I promise you we never did that. Um not because I was like holier than now, just because I knew I was like that's not going to work. Like they're going to crack down on this and people are going to get slapped and…

Transcript truncated. Watch the full video for the complete content.