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So most people think that agencies are a business that can't scale. But who I talked to today, Emily and Austin from BSL Queen, have a UGC agency

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specializing in producing female creatives,

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and they scaled their agency to over 8 figures

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extremely profitably. So in this podcast, we break down their journey of scaling to 8 figures. So how do they get from 0 to 1,000,000, 1,000,000 to 5,000,000, 5,000,000 to 10,000,000, and their plan to scale even beyond that. So enjoy the podcast. So you guys own a 8 figure UGC agency called VSL Queen.

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Right? Yep. And so I'm curious, you know, especially with a UGC agency and, you know, the name VSL Queen, it's rather unique. So how did that all start? Because you guys do it together as husband and wife. Correct? Correct. And so how did it all start? How did you guys start working together? Like, what's kind of the story behind all of it? Yeah. It it involves

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Austin directly. He, um, so he had an agency for a while and would always be, like, walking around the house, like, filming all of his own ads for his agency.

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I made him a lot of content for the agency's clients.

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They were they are a bunch of pet brands and, like, other supplement companies and stuff. So I was always making them a lot of, like, standard UGC content. Sure. And then

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I was like, hey. I'm getting pretty good results for these

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brands.

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What would happen if you gave me a script to film for, like, one of your own ads? And this was, like, I don't know, four, four and a half years ago. And at the time, ton of personal branded

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agency owners, info guys. Like, it was always very standard for just, like, that personal brand to be the only person in their ads and

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ended up taking one of his scripts and basically shot that video and, like, that ad did well. How much better did it do? Because and the main premise here as his agency or unique angle is that it's a lot of female creators Yeah. In the ads. Right? So

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did that ad do significantly better, which is kinda like what spurred the idea? A 100%. Yeah. I mean, it was it was like,

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woke, insane amount of, like, new bookings, I I think, on calls. I I ended up filming the VSL two, which, hence, eventually where VSL Queen came from. Yeah. But shot the VSL and

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yeah. I mean, they

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yeah. Would you say? Do you remember, like, exactly? Yeah. I mean, it was just like, wait. Is this actually a real result right here? Like, this is like, we didn't spend any more on ads, and we're probably getting about double the amount of bookings. Okay. So it conversions twice as much. It was a just It maybe

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right under double, but it was, like, right about double the results. And the only thing was just the face change. Yeah. So then what ended up happening and this is actually where you're indirectly involved here.

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I ended up filming my first like VSL for this offer. Right. And I was like, hey, Cole Gordon's testing out women in his ads right now. Right.

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I was curious

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and ended up using my boyfriend. He was my boyfriend at the time.

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Ended up using my boyfriend's agency and kind of prove it prove the concept out. Yeah. And so, anyways, yeah, you you, like, were clearly onto something too at the time, but it was definitely a little more yeah. Just guys weren't really doing that. Yeah. That's interesting. So that I remember when we first started really testing it, it was in 2023 in the spring. K. And so 2023 in the spring for our industry, for whatever reason, is the best ad cost. Like, we just are like, we're going through that action right now. Yeah. There's always just and your marketing team I mean, granted marketing team my marketing team does a phenomenal job. But, also, like, I even remember when I was running the team back then, because this is before I had the CMO. Like, we thought we were just crushing it. Like, we're doing the best ads, all this stuff. It's also a headwind or it's also a tailwind

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of spring for our industry is just the best. Mhmm. I don't know why that is, but it's the best ad cost and the best lead quality. Not that the rest of the year is, like, garbage, but it's just the best time of the year. Agreed. And so it was 2023,

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and we started just taking their proven scripts and testing women in the ads. And, I mean, same thing with us. We probably got, like, 300 to $400 cost per qualified call. And I remember it being some one points, like, when we first did it,

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like, it breaking $90

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Yeah. Which was insane.

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So you guys had the same experience. And then, okay, continue the story. You're like, wow. These these results were crazy. Yeah. What if we do this for other clients? What happened next? I was actually working for another

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agency at the time, and they started to prove out the concept with me as well-being in their ads as well as their clients' ads. So it was a chiro lead gen agency working with a bunch of chiropractors helping them get patients. Sure. Ended up making some some of the chiropractors ads, but also was making that agency ads as well. Those did well. He ended up connecting me with

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Joel Kaplan,

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started making Joel a bunch of ads for a lot of his different offers.

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Then I nailed a pretty killer

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DM script.

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And my my DM script was basically like, hey, agency or info guy. You're in all your content. You're pretty good at what you do right now. Your ads look your ads look good, but

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would you be totally opposed to testing out a woman in your ads? And I got, like, five yeses.

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And

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couple weeks, months down the road, like, five really killer case studies.

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And that was really where we were like, okay. Let's

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we're onto something here. Yeah. Emily Emily did a great job of landing

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some pretty big names in the Just three outreach and DMs. Cold DMs,

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really good script.

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That compounded.

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As soon as she nailed that, it really set us up to transition into ads.

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Just like, our ads did very well because of that first

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round of authority she built with some of the clients she was able to secure. Yeah. And I think on top of that, I was in some of those bigger

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named ads.

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I was either, like, speaking on those guys' behalf in the ads or, like, I was just kinda representing those brands. Yeah. And then that started to lead to some pretty natural referrals and things like that too. Yep. So what what's really interesting what you guys did, it's very

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it's very proven. I lost a lot across a lot of companies I see hit 8 figures.

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So I got this from Alex Becker,

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which you you know, you'll when I say it, you're gonna see you're like, oh, yeah. He he did this exact thing. He did the same thing where he stacked,

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like, the you want the best case studies in the industry,

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basically.

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And then once you get those, everything after that is, like, so downhill. Like, he did the what he focused on was he got, like, the Tony Robbins and then Dean Graziosi's and all that stuff and the Alex Ramosi's. But then he also got the best, like, media buyers and the best agencies.

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And then when you say those people in your ads,

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it's pretty easy to like, everything just works so downhill from there. Yeah. And I inadvertently I mean, it's kinda common sense, but I inadvertently did the same thing too because for me,

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I landed

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Frank Kern.

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And then from him, I got Dean. And then from Dean, I got Tony. And then from Tony, it was like, everybody. Right. But, you know, when I had the I remember filming the first ads and having those three as, like, the top authority in terms of my proof section. Yeah. It just, like it almost allows you to capture the industry. And so anytime I think about and I try to tell people, like,

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to go into a new industry, a huge part of that is, like, who's the best people in that industry? And then it can go kinda go downhill from there. And that was exactly, like, the the bigger agency guys at the time were the very ones that I was, like, putting into my DM scripts because those are the very ones that we had worked with. And, yeah, it was cool. That's cool. So I wanna get into you guys and your journey and scaling to eight figures. Because even as an agency, that's really rare to do. Like, lot of agencies, it's tough for them to actually scale. And then the way you've done it is so unique just being a UGC agency. But first, just to understand a little bit more about what you guys do. Like, what's the actual

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deliverables

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of a client that you work with? Like, when you're working with a client, like, what do you actually do for them? What do you give them? Etcetera. Yeah. So we come on as a creative testing partner. And what we essentially do is we agree to a certain amount of final video ads that they're gonna wanna test with our team every month. We have a couple guys that actually test net new ads with our team every two weeks. So we figure out the cadence of delivery that they wanna have in a testing process. Yeah. And then yeah. I mean, we come in. Our whole unique approach is we've got over 40 talented

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data backed women on the team that are all the on camera talents.

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So come in and essentially

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handle all the strategy and the scripting that's going into the ads that we produce. We handle all the casting and coordination with the on camera talents, and then get a good edit on the ads. And in most situations, hand those off to their respective teams, whether that's off to a media buyer or, like, another media buying agency,

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and let the ads cook from there, look at the results, and then rinse and repeat going into subsequent months. And how how hands on do you have to be in terms of, like, helping do you help the client at all with their creative testing process?

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Like, do you have to do that, or do these clients already have that down?

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What is A lot of them struggle with the actual setup of the ads, I would say. Like, they don't know how to filter out bad leads.

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So you oftentimes have to

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give them direction

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on this is how you set up an ad. This is how you filter out bad fit leads.

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This is how a funnel should look. You take them from ad to

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conditional logic lead form to VSL to then they book a call. So some people, need help on that part, and then that's typically where we we give support on the on that process. Yeah. Because I was gonna ask, like, how important is it for your clients? I'm sure you obviously want them to have, like, everything all figured out, a good creative testing process, a good funnel, a good controls, whatever. Do you have to work with people who have that,

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or

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do sometimes you kinda have to, like, help them sorta, like, fine tune and build

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their marketing size of the client. Like, guys who are

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already running ads successfully, it's a little bit more hands off. For guys who are let's say under

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$1,000 a day in ad spend, they're typically needing some hand holding a little bit. So we have like SOPs or bonuses that just come for free with really any ad creative package. And do you always model their controls,

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or do sometimes you just have you're, like, looking at the controls and you're like,

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yeah. I think we should just write something new. Yeah. Yeah.

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I mean, it's it it depends on size of business. Like, if the again, if they're if they're not if they're if if they have a successful business and they're already running ads, yeah, you might look at their control and then expand on that. Yeah. Typically, the easiest levers to pull, you have changed the face,

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you have changed the messaging,

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You could change the environment, or you could change the accessories and props. And those are kind of the four different things you could do differently to the ad. And then the lowest hanging fruit typically ends up being the face. Yeah. That makes sense. Because with us, what's you know, we place salespeople in the companies. But what has always been frustrating,

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even though we've kinda used it to our advantage,

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is that similar it's like, I bet you probably wish. Like, okay. I wish every single one of my client had, like, a killer funnel. They have controls.

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We can just, like, change the environment phase, prop, whatever, and then we know it's gonna work. Right? But in reality, you probably have some clients who you're like, oh my gosh. Like, your funnel sucks so bad. Like, your your lead nurture is really tough, etcetera. And it's the same thing with us where most people reach out for salespeople,

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but their marketing is, like, trash. Right? So we kinda have to, like, fix their marketing and give them the salesperson and fix their sales ops and fix their sales management, which is fine. Like, that's what I designed the company around to do because it's just such a common thing. But, yeah, it seems like you guys run into the same problem. Yeah. And sometimes they'll even wanna sell they wanna sell one product. So let's say they wanna sell like, let's say it's an electrician and they wanna sell

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let's say they want to sell some niche

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wiring that they do. But instead,

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you might know that the best things working for electricians would be, like, installing new generators

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or

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EV chargers. Yeah. You have kinda pull them. Even though it's not what they

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wanna do, they would love to just get sales on their other products

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because this is what the market is resonating with most. You have to

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you you wanna sell things that are already being bought on Facebook, and that's helped give direction for a lot of those type of to do the same thing. And it's like, hey. Okay. I know you wanna do that, but do you wanna do that, or do you wanna make money? Exactly. And I'm like they're like, I wanna make money. So okay. So I wanna walk through, uh, the scaling journey. So we we we talked about how you guys started. What was, like, zero to the first 1,000,000 like for you guys specifically?

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And, like, what did you have to figure out? What were kind of the keys, etcetera? So

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let's

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I mean, can start talking about a million per year. Mhmm. Yeah. So we'll We'll get to a million a month later.

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Zero to a 100,

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I wanna hit first, I guess.

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I started the company working five jobs.

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I was working literally five full time roles

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and

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was doing VSL Queen on the side. So at the time, I was

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working for a couple different agencies,

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info offer. I was full time at a fintech startup.

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Oh, jeez. I

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prior to that, I I also worked for NBC. Whatever. I was learning a lot, though, in getting so much exposure with the different info guys, with the agency owners, and so on and so forth. And so when I was putting VSL to Queen together, I was kinda, like, taking a bunch of those little nuggets along the way. Like, I like how they do things here. I saw firsthand how Austin's other agency was running and, like, seeing what I liked there, what I didn't like, so on and so forth. And so,

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really, the first, like, zero to 60

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was me

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just being an octopus in a lot of different directions, doing a ton of different things. I I basically I remember coming into Austin's office one day, and

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I was like,

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I'm done. I I am stopping everything. I'm I'm quitting and

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closing doors, and I'm going all in on VSL queen. And he was like, let's go. Like, it's about time. Like, you you yeah. You're ready. And I felt really ready. Like, I was I was pumped up. And

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so

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probably, like, two months before doing that,

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Austin also was like, hey. Um, I think it's about time that we turn on ads for VSL Queen. Mhmm.

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And

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I was scared. Like,

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it's funny because, like, all the clients that we had worked with thus far, obviously, all they do all day is ads. Yeah. But taking the leap to, like, stop my little DM outreach journey and, like, turn $50 a day of messenger ads on was

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freaking scary. So

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I I had my I had my little DM funnel kinda kick in. We were booking

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we were probably booking

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two really qualified calls a day at $50 a day in ad spend. Oh, that's wild. And it was a joke. I mean, it was it was an absolute joke, and

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we were just, like, looking at everything. We're like, okay. Like So did you know when you were doing that, you were like, holy shit. This is gonna, like, scale like crazy? He did. Yeah. He he probably did. Yeah. Because I was always a little naive to the one, like, push and spend, and Emily's like, no. Draw it back. Draw it back. It's too much. Yeah. So it's that it's that balance. I just I just went into it, like, not

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wanting to scale some, like, massive company. I just

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I wanted

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every single week, I would be like, I wanna remain efficient. I wanna be hyper hyper efficient. I don't wanna I don't wanna come on to manage a huge team. In my other roles, like my role at the fintech, I managed a five person team, and I I didn't like managing people. Mhmm. And

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I I'm just a really, like, fast worker, and I I wanted to just leverage my, like, good speed on things, and, like, just felt like I could get a ton of things, yeah, done. I don't know. Were there any other things that were, like, going on between zero to oh, I guess one other call out for zero to a 100 k was us primarily just working

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with agencies.

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So our our core market was agency owners and info offers. Okay.

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When we

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when we got into

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scaling,

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I don't know, hundred to five hundred k was when we really started to open up and working with home service guys. Hey. If the way you sell your product or service is through phone sales, you need to stop using booking systems like OneSub, Calendly, iClose, and other booking systems that aren't designed specifically

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Check it out. Now back to the video. Yeah. Let's talk about that in a second, though. So zero to a hundred k a month really just and this is how it is for 99% of people is you figure out what's the product market fit and the offer. Yep. And then you just gotta get a good way to acquire the clients that's repeatable. Right? That you can, like, pull the lever, like ads, and get more people coming in. And then your bonus wise is that and this is this is the same thing I had when I scaled,

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and I gave a talk about this. But there's

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a difference between, like, an offer that works,

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and then I had a name for it. I named it, and then I forgot what I named it. But, like, just a offer that is just gonna go nuclear. You know? Like, an offer that is, like, truly, like, okay. You've really found something here, like a Blue Ocean offer or something like that. So you guys got get what I'm saying? And you guys kinda had that. Like, you see that with, like, the $25 book calls and even maybe how the sales calls were going. Mhmm. You're kinda like, man, there's, like like, you feel it. There's, a pull forward

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to it. Yeah. You know? So that's a big part. Okay. Before we go on to a 100 to 500 k a month,

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you

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worked at NBC.

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What was that? What was that all about? That that's just interesting. Yeah. So I have a background in acting and, like, always wanted to do

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something in

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actually, like, being an it like, a live

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actress on film, whatever. I I worked in their content distribution group. I was actually gonna go and work on the Jimmy Fallon show, but I I didn't end up doing that. But,

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yeah, I I did it it was an internship,

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but,

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you know, it it was very much going to lead to a job post grad,

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and COVID

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sent things south there. Yeah. But, yeah, I I worked in the in the content distribution department. So was it owned? So you were like you weren't like a news anchor? No. No. I thought you were like journalist. The end goal, though. Right?

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Honestly, no. I I knew TV.

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I I

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did some of the productions. Yeah. Yeah. But some of that probably I mean, even that, it's interesting. You were building skill sets that you're using now in in some way, shape, or form. Yeah. No. I mean, I was like a professional child actress, and, like, what what we do like, what I'm doing all day and, like, coordinating the team of all of our on camera talents and stuff, like, there's there's so much synergy with, yeah, what I was So you're building skills you didn't know you needed all the way back then. That's how it happens with a lot of people too. Okay. Hundred to five hundred grand a month.

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Okay. What were the keys there? What were the challenges? What was that like? Yeah. Well, one other thing I wanna comment on real quick was you mentioning

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kinda feeling the the real momentum here

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of

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the offer and who we were serving. I think at the time,

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UGC agencies,

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especially for ecommerce,

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were a little bit more of a commodity, and they they definitely are today.

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The fact that we were leading

00:19:41.800 --> 00:19:44.040
with obviously, we had we have the female hook,

00:19:44.565 --> 00:19:46.805
but we also are serving

00:19:47.045 --> 00:20:01.480
agency owners and info guys at that time. There really weren't any other content agencies out there Right. That were trying to service those guys. I don't know how you felt it for, like, you recruiting the couple different talents that you were using at the time back in 2023.

00:20:01.480 --> 00:20:05.560
Right. But I doubt that you were working with another like agency

00:20:05.720 --> 00:20:21.265
of of what we do. Right? No. I mean, we just found our people. I don't even know how we found them, but it was funny. We found this one lady who was the best performer, and then all of a sudden, she be she started showing up in everybody's ads. Yeah. Maybe you guys used her. I don't know. But, like, I remember her name was Crystal.

00:20:21.505 --> 00:20:35.570
No. We don't I don't think we still use her. But No. All of a sudden, was like we was like, we should have signed, like, a freaking noncompete or something with Crystal. Like, Crystal's in our competitor's ad. She's in this other person's ad. Yeah. But, no, like, it wasn't it's it's it's interesting. It wasn't like a

00:20:35.810 --> 00:20:41.925
like, intuitively, I knew it. I knew, like, okay, if you have different faces. Because I first started with Aaron. We were talking about him earlier.

00:20:42.565 --> 00:20:44.245
And I was like, cool.

00:20:44.805 --> 00:21:12.585
Aaron can shoot the same thing as I shot, and sometimes Aaron's works better. And I'm like, okay. Like, I'm out. You know? Like, I don't wanna do this anymore. Like, I'll rate the ad, but if I don't have to shoot it Yeah. Like, great. Because I you know, as you scale, you'd be more and more creative, and then that's like a founder bottleneck or whatever. And then, you know, we started having I was like, you know, if and it works for Aaron, it'll probably work for all these other so we had, like, women on my team, etcetera, then UGC creators, and it kinda just snowballed from there. But I agree. Probably when you guys started,

00:21:12.905 --> 00:21:14.425
it wasn't like a

00:21:14.745 --> 00:21:19.305
I think people were more actively looking for it now. Probably when you guys first launched,

00:21:20.250 --> 00:21:29.530
it was more of like when they probably saw your ad, they were like, oh, I never thought about that before, but it makes sense, which I think helps a lot. Yeah. I think our winning hooks at the time were like, hey,

00:21:30.010 --> 00:21:32.330
business owners, do you hate filming your own ads?

00:21:32.825 --> 00:21:43.865
And do you feel awkward on camera? Those hooks were gold for us. And, yeah, I think it was a message that a lot of guys that were being very much content creators for their brands and stuff even then,

00:21:44.505 --> 00:21:55.490
that message hit. They're like, yeah. I hate doing this. I feel kind of uncomfortable when I have to do this. Other thing that I don't know if you knew this or not or considered it, is especially if you look at

00:21:55.730 --> 00:21:56.770
the term

00:21:56.930 --> 00:21:58.770
it's it's very funny how this works.

00:21:59.330 --> 00:22:09.145
If you look at the cons like, you know, my market is like or core market at least when we started. We work with a bunch of different industries now. Was coaches, consultants, and agencies. Right?

00:22:09.545 --> 00:22:12.985
But consultants and agencies are mainly dudes.

00:22:13.625 --> 00:22:28.140
Even even if they're doing the same stuff, a dude will identify with a consultant more than a coach on average. Coaches, though Are all women. Mainly women are way more identified with that. And the other thing is too is there's a lot of women who only work with women.

00:22:28.380 --> 00:22:32.215
And so I think a lot of people intuitively know this. And,

00:22:32.615 --> 00:22:37.015
like, I'll see I'll give you an example because I am able to see so many offers. I'll see

00:22:37.495 --> 00:22:38.775
the same offer,

00:22:38.935 --> 00:22:41.095
like, with very similar copy,

00:22:41.655 --> 00:22:45.735
and a guy will be doing it, and he'll just be bombing like, hey. It'll suck.

00:22:46.630 --> 00:22:49.670
Woman, same thing. And it's, like, it's crushing.

00:22:49.750 --> 00:22:50.870
And it's just because

00:22:51.030 --> 00:22:57.990
it's not just because, you know, she's a woman and she's in the ad. It's just that there's a bigger market over there than, like, there's not a lot of, like,

00:22:58.785 --> 00:23:19.850
dude coaches, in my opinion. You know? I don't know if you guys felt the same way. Yeah. I mean, we see the same we work with a lot of well, it's kind of like if you're an agency owner and you're there's so many bro like, agency owners kinda look like you and I. Like, they don't look like Emily. You look like an agency. I look like a traditional agency owner. Cole's like, I don't identify. You look you

00:23:20.090 --> 00:23:24.010
look like you took Joel Kaplan's program. Exactly. You know? But

00:23:24.250 --> 00:23:26.250
but I think that's important because

00:23:26.815 --> 00:23:28.975
when you go to make ads,

00:23:29.295 --> 00:23:36.815
you kinda look like everybody else, and there's natural sales resistance. Yep. So it just does not hit the same. And then same thing with

00:23:37.375 --> 00:23:39.135
we work a lot in the blue collar space.

00:23:39.940 --> 00:23:41.540
A lot of blue collar guys

00:23:41.780 --> 00:23:47.780
kinda look the same. So if you can instead and they're selling to wives of the household. They're selling to women Oh, interesting.

00:23:48.260 --> 00:23:53.300
Years old. So if you put somebody who actually looks like a wife of the household in the ad,

00:23:54.155 --> 00:23:56.155
It's not Emily who's actually our best,

00:23:56.475 --> 00:24:17.390
you know, phase for that industry. It's actually it tends to be an older an older demographic. Who just looks like the buyer? It lit yeah. Okay. I wanna talk about this home service thing, but first, you gotta answer a 100 to $500 a month. What were the big key shifts or big challenges you had to overcome? I think we increased our price point. We had bigger price point options, and we spent more on ads and did more of the same.

00:24:17.790 --> 00:24:24.110
And we tapped into other markets? And we kind of we we saw, okay. Who are our top 10% best customers?

00:24:24.430 --> 00:24:24.910
Who are,

00:24:25.835 --> 00:24:27.755
you know, bottom 10%

00:24:27.755 --> 00:24:40.250
customers? Shifted your marketing. Yeah. Let's just literally shift our marketing to go after our top 10% who make us the happiest. Yeah. Have a five or 15 k call out on who's spending what on ads. So What about operationally?

00:24:40.250 --> 00:24:45.610
Because, I mean, scaling a done for you business is hard to scale. So was there any operational challenges there?

00:24:45.850 --> 00:24:51.290
We brought on a small but very mighty team. I mean, people doing extremely,

00:24:54.585 --> 00:24:58.185
we just have really clear roles for what each individual is doing,

00:24:58.505 --> 00:25:03.385
and all they do all day are those roles, whether that's we're talking copywriting,

00:25:03.465 --> 00:25:04.345
we're talking

00:25:04.665 --> 00:25:05.385
editing,

00:25:05.865 --> 00:25:07.145
being the on camera talent.

00:25:08.060 --> 00:25:11.660
Austin and I have actually remained as the two closers,

00:25:11.900 --> 00:25:15.340
so did not bring on a sales team. Nice. And

00:25:17.500 --> 00:25:21.020
yeah. I mean An example of that would be, like, our copywriter.

00:25:21.315 --> 00:25:26.195
It sounds so small. Like, oh, I'll put the copywriter in the Slack channel with the client.

00:25:26.355 --> 00:25:27.795
But that that

00:25:27.955 --> 00:25:28.755
communication

00:25:28.835 --> 00:25:31.715
over and over and over again in that process,

00:25:32.595 --> 00:25:38.650
for us, our model, like, not that scalable compared to it's just like a machine. Him doing all day Yeah. Is Exactly.

00:25:39.050 --> 00:25:48.810
Yeah. And yeah. I mean, we have a gal that's fantastic at client comms, and she has a great little dynamic going with that copywriter. And, I mean, the conveyor belt just is

00:25:49.315 --> 00:25:59.315
it's moving. And it's so simple. Like What what's allowed you to keep so I mean, you're you're kinda saying a lot of this stuff already, but you guys run a really lean, like, high margin operation. So what's allowed you to keep everything

00:25:59.795 --> 00:26:00.995
so just, like,

00:26:01.670 --> 00:26:03.990
lean? Because a lot of agencies

00:26:04.230 --> 00:26:07.830
like, there's another one I know I'll give you an example. I won't say who it is. But they're big,

00:26:08.550 --> 00:26:17.765
but I know their margins probably aren't as good. Right? Just because it's like a lot of agencies, they do 900 things for clients. Right. And then it just becomes this big bulky operation.

00:26:18.325 --> 00:26:24.965
Um, so, obviously, part of that is you just focus on one problem. You know? Is there anything else that that's helped, like, operationally? I

00:26:25.445 --> 00:26:26.725
think one thing is, like,

00:26:28.740 --> 00:26:29.540
Emily

00:26:29.620 --> 00:26:30.340
has

00:26:30.980 --> 00:26:32.100
no ego.

00:26:32.180 --> 00:26:33.220
So it it's

00:26:34.260 --> 00:26:39.540
me seeing there's a lot of, like, content out there that's like scale, scale, scale, higher, higher, higher.

00:26:40.815 --> 00:26:43.295
Ad spend 20 to 30% of your revenue.

00:26:43.695 --> 00:26:49.375
And Emily is just like, I don't understand that. So she'll challenge me and be like, why was our

00:26:49.695 --> 00:26:51.375
marketing cost percentage

00:26:51.535 --> 00:26:52.495
11%

00:26:52.495 --> 00:26:53.775
when our goal is 10%?

00:26:54.430 --> 00:27:01.150
And it's it almost puts a constraint on it where you have to kind of think, okay. Well, how should I operate differently

00:27:02.030 --> 00:27:09.790
to fit within that constraint? And I think that's been a big unlock for just keeping things lean because we've just not even allowed ourself

00:27:10.125 --> 00:27:11.565
the option to,

00:27:12.765 --> 00:27:14.925
you know, make those extra hires

00:27:15.405 --> 00:27:21.565
and and and spend more ad spend. So it it it's just forced us to keep things leaner.

00:27:21.565 --> 00:27:38.970
Yeah. What you're saying is basically, you've made your scaling decisions not based on analogy and what other people are doing and what are the standards of the industry and instead, like, challenging the assumption from the very beginning of, like, well, why do we even have to do that? Mhmm. Yeah. I like to do the same stuff, you know, but it's like getting your team to do that too

00:27:39.370 --> 00:27:43.975
is is big. A 100%. Getting you getting you a little bit more on board for it too was

00:27:44.215 --> 00:27:45.175
I mean, it's

00:27:45.815 --> 00:27:50.615
yeah. I mean, you and you hear of home home improvement guys too. There it in that industry,

00:27:50.615 --> 00:27:58.000
it's five to 10% marketing cost as a standard. So I think the I think the agency and the info spaces have

00:27:59.280 --> 00:28:04.560
been okay with being kind of inefficient. Everybody's okay with 20 to 30% marketing costs,

00:28:04.880 --> 00:28:08.480
and we see firsthand all these other businesses out there that are

00:28:09.155 --> 00:28:10.995
very, very efficiently

00:28:11.235 --> 00:28:16.835
spending a lot on ads and keeping marketing costs at that, like, five to 12% range. Mhmm. And

00:28:17.155 --> 00:28:23.235
it's opened up our eyes to just test way more ads. I mean, the the whole lever to pull is essentially

00:28:23.430 --> 00:28:27.270
the product we sell. So just have way better content and

00:28:27.670 --> 00:28:29.990
don't make excuses kind of for, like, why

00:28:30.310 --> 00:28:37.030
ads are so expensive right now. Yeah. Well, that's huge because most companies I can tell you this because I work with a lot of companies in the space.

00:28:37.745 --> 00:28:41.185
Their marketing cost is usually between 2535%.

00:28:41.185 --> 00:28:45.505
Right. Right? And obviously that's a third of your whole cash collection And just

00:28:46.865 --> 00:28:59.830
the difference between that, that's like a 3x. So like, you know how Hermozy talks about LTV to CAC? Mhmm. So you could do a calculation to figure that out and a lot of the dah dah dah, and you got to look at a bunch of stuff. One of the biggest proxies to actually

00:29:00.150 --> 00:29:17.365
look at that and just kind of see what it is very quickly is just look at how much cash you collected and how much went to ads. Because over time, that basically is your LTV to cash. Right. Right? And so what you're saying is like, you can operate at a 10 x when a lot of other people are operating at, you know, three Three. Yeah. Which crazy.

00:29:17.845 --> 00:29:22.140
Right? And so okay. Home serve I do wanna talk about this. And so

00:29:22.860 --> 00:29:25.580
you you tested, I think, the home service market,

00:29:26.380 --> 00:29:27.340
and that

00:29:27.660 --> 00:29:34.925
proved to be a big winner for you guys. So one thing I wanna point out is I've seen a lot of companies in our industry,

00:29:35.325 --> 00:29:36.765
they have a tendency,

00:29:37.005 --> 00:29:40.845
and I'm even to a degree guilty of this myself, but we're trying to break out of it,

00:29:41.405 --> 00:29:49.410
of automatically just, okay. Well, we're just gonna target coaches. Like, we're just gonna target the industry. Like, we're just gonna target other info entrepreneurs

00:29:49.410 --> 00:29:52.770
opposed to looking at other traditional businesses

00:29:52.850 --> 00:30:00.705
out there. And I've seen like, a great example of this is Daniel Isles. Do you guys know who he is? So I talked with him, and

00:30:01.425 --> 00:30:28.995
I was like, you know, you know, congrats on your success. Like, what do you think are the biggest shifts? Right? Should have him on the podcast. But what do think of the biggest shifts? And he was like, yeah. The biggest thing was I just was targeting coaches in the beginning, and then I started targeting, like, traditional businesses. And then all of a sudden, we raised our prices to, like, 30 to 40 k, which was, like, way higher than what we had before. And we were doing, like, 3,000,000 a month in, like, three months, you know, from, like, you know, not 3,000,000 a month. Very much, much lower than that. They're rapid scaled.

00:30:29.235 --> 00:30:33.715
And so a lot of people, they're they're stuck in going after info.

00:30:33.955 --> 00:30:35.875
I'm curious. What have you experienced?

00:30:35.955 --> 00:30:42.835
Like, what's been like, working with, like, home service businesses, like, give me give me some examples of, like, the type. Like, what's the size?

00:30:43.350 --> 00:30:47.350
What type of home service, and what's been working with them like

00:30:47.590 --> 00:30:48.390
versus,

00:30:48.390 --> 00:30:49.190
let's say,

00:30:50.150 --> 00:30:54.470
the info agency bro or Your agency bro, 23 years old in a basement?

00:30:55.905 --> 00:30:59.185
So the home service guys are awesome. They're

00:30:59.825 --> 00:31:02.865
like, let's talk, like, psychographics real quick. They're married.

00:31:03.185 --> 00:31:03.745
They

00:31:04.225 --> 00:31:08.785
they've tipped the guy. Three years old. Yeah. Two two little two little girls.

00:31:10.145 --> 00:31:10.865
They're

00:31:11.710 --> 00:31:12.110
they're

00:31:12.910 --> 00:31:21.070
they love their team. Like, they're they're trying to obviously scale up their business, scale up their team. But they've got a family to feed. They they care about their

00:31:22.270 --> 00:31:25.630
Yeah. They have they have new they have new responsibilities.

00:31:25.630 --> 00:31:30.985
Right. It I mean, it kind of fits in perfect because they want to we we call it kidifying

00:31:30.985 --> 00:31:50.160
their business. We want to kidify our business one day. But for these guys, they want to kidify their business, so they might hate filming ads or they don't have time to film ads or they just don't want to because they have a family. So that plays into it a lot. We're a creative system where we'll just do it for you. Big unlock. And then the second thing is with new responsibilities of kids,

00:31:50.960 --> 00:32:04.685
they're motivated to make money, and that's what we're helping them with. So those two things, we've just found it. Our service is, like, made for them, and an agency owner coach doesn't necessarily have that. Well, do you find that they

00:32:05.165 --> 00:32:08.550
have more money than the average coach? And number two,

00:32:08.790 --> 00:32:14.070
that their LTV working with you is better than, let's say, the average info

00:32:14.150 --> 00:32:20.230
coach person? I'd say both. Yeah. That's what I would imagine. Yeah. Because number one, they they're probably more likely

00:32:20.515 --> 00:32:24.995
because here here's the thing about the coaching space that I think is there's, like, biz op,

00:32:25.635 --> 00:32:28.035
and then there's kinda, like, coaching.

00:32:28.115 --> 00:32:35.875
You know? Because you can kinda just say there's no barrier to entry to be a coach or an agency owner. You can kinda, like, watch a YouTube video or something,

00:32:36.790 --> 00:32:43.750
and then all of a sudden, you're now an AI agency owner, you know, because you watched the YouTube video, and then you decided that's what you're gonna do.

00:32:44.070 --> 00:32:44.870
And so,

00:32:45.270 --> 00:32:49.910
yeah, you might have an offer, which means, I guess and you have an LLC, which means you have a business. But

00:32:50.705 --> 00:32:51.745
financially,

00:32:51.825 --> 00:32:54.545
you're not much more qualified than, like, Bizob.

00:32:54.865 --> 00:32:57.185
You know? Whereas if you're

00:32:57.585 --> 00:33:08.110
like, there's a bigger barrier to entry to, like, at least having some employees and doing 500 k a year, for for instance, as a plumbing business or something. Sure. You know? Like, you have to kind of

00:33:08.510 --> 00:33:13.150
have you're gonna have better credit. You're gonna have at least some better cash flow. So I'd imagine they're

00:33:13.470 --> 00:33:41.410
they they They probably have more money. Vehicles. And they're and they're probably I'm I'm imagine they're probably not as likely to churn based on, like, their business. Oh, all a sudden, my business went under. Yeah. You know? No. We yeah. We never face that. I mean, even even your 500 k call out, I'd say we're mostly servicing guys that are closer to that, you know, already like 1 to 3 mill a year mark. Yeah. 1 mil plus. Yeah. 1 mil plus is That's generally the market I see. Yep. Yep. And, you know, they've got at least two to three guys that need appointments to run.

00:33:41.970 --> 00:33:42.210
And,

00:33:43.835 --> 00:33:45.995
I mean, we we love to work in

00:33:46.235 --> 00:33:49.435
the remodeling trades. They're typically selling

00:33:49.595 --> 00:33:52.075
a 12 k plus thing.

00:33:52.395 --> 00:34:00.040
The service guys, I mean, HVAC, plumbing, electrical, they have high ticket things to sell. Their narrative's a little bit more different just because

00:34:00.840 --> 00:34:01.560
they,

00:34:01.800 --> 00:34:05.480
in a lot of situations, historically, have gotten most of their business from Google.

00:34:06.040 --> 00:34:19.915
And all their Google leads in the service trades normally have that, like, emergency thing to fix, and that emergency thing to fix is not always the high ticket thing. Yeah. And so if we're able to and what we've been able to do is kinda,

00:34:21.195 --> 00:34:22.715
um, just

00:34:22.795 --> 00:34:23.755
reframe the offers

00:34:24.250 --> 00:34:28.490
and get out ahead of those, like, emergency things and instead market

00:34:28.810 --> 00:34:29.450
the

00:34:29.610 --> 00:34:32.250
full replacement on the HVAC unit or

00:34:32.410 --> 00:34:33.530
the EV

00:34:33.610 --> 00:34:35.930
ascension to a panel upgrade

00:34:36.170 --> 00:34:43.555
or the water filtration system, whatever it is. And, yeah, those have all done, you know, very well. The other thing I'll add on to that is

00:34:44.035 --> 00:34:46.115
there will be money going into

00:34:46.355 --> 00:34:47.875
garage door replacement,

00:34:47.875 --> 00:34:48.915
window replacement,

00:34:49.480 --> 00:34:50.840
AC replacement.

00:34:50.840 --> 00:34:56.200
So without marketing, like, they're still getting business. So they have more runway, more cash.

00:34:56.520 --> 00:35:00.760
Where an agency coaching model, it's like you get clients by marketing.

00:35:00.840 --> 00:35:01.880
There's not just

00:35:02.815 --> 00:35:09.135
cash going there, which is why you if you look at a lot of, like, private equity, they're going they're buying up trades businesses because

00:35:09.775 --> 00:35:11.295
there's money getting

00:35:11.615 --> 00:35:27.020
Well, and the and the biggest thing too, I think, is that it's it's everybody's starting in HVAC or this or that or in private equity. Ever all the private equity shops are, like, all over that right now. Mhmm. I think the best positioning you can have because there's also AI, right, which people see home services

00:35:27.260 --> 00:35:31.435
relatively AI resilient. I mean, if robots are remodeling your kitchen,

00:35:31.675 --> 00:35:57.945
then I don't know what we're we're living in. But, know, okay. I mean, what what other pivots am I gonna make right now? Like, going with home services or clients is a pretty good bet. But I think a good way to position yourself is literally how you guys are where you're kind of attached to the industry, but you're not, you know, the primary actor in the industry. So it's kind of like if that's the gold rush, you're, like, selling the shovels and the picks and not you're not rushing for the gold. Does that make sense? Yeah. That's fair. Cool.

00:35:58.265 --> 00:36:02.105
500 k a month to, you know, 8 figures, 1,000,000 a month, etcetera.

00:36:03.305 --> 00:36:07.065
Just more of the same, or what what's been the biggest shifts there?

00:36:07.545 --> 00:36:09.385
We killed off our smallest package.

00:36:10.340 --> 00:36:12.340
So naturally selling

00:36:12.820 --> 00:36:14.340
higher ticket things.

00:36:14.980 --> 00:36:19.380
We, um, we haven't mentioned this to you yet, but with about five to 10%

00:36:19.780 --> 00:36:21.540
of the businesses that we're partnered with,

00:36:21.860 --> 00:36:27.565
we actually do manage their campaigns. Okay. And so with that five to 10% pocket,

00:36:28.445 --> 00:36:29.085
we

00:36:29.805 --> 00:36:32.125
don't take a percentage of ad spend.

00:36:32.285 --> 00:36:36.125
We don't have equity in the business. We actually have a rev share model in place. Oh, nice.

00:36:37.260 --> 00:36:41.100
I think a lot of guys, like, love the equity share approach because

00:36:41.500 --> 00:36:52.215
it sounds good. It sounds good. Yeah. I'm not a big fan. Yeah. I mean, the likelihood of these guys selling eventually, it's like Very low. Okay. Well, I think I think the rev share model has

00:36:52.375 --> 00:36:57.335
it really started to pick up steam going from, you know, that 500 to a mil,

00:36:57.655 --> 00:36:58.935
because we

00:36:59.175 --> 00:37:03.495
just started getting really killer results with our our guys that we're actually running their ads for.

00:37:04.090 --> 00:37:04.650
And

00:37:05.770 --> 00:37:07.770
Yeah. So that increased your client LTV.

00:37:08.010 --> 00:37:14.730
Yeah. Yeah. I mean And then outside of that, what you just spend more on ads and And then you notice and then you notice, okay, who are the biggest

00:37:15.210 --> 00:37:34.570
rev share clients? And what if we, again, position the marketing to go after those guys. Yeah. And it just it's it's just filtering out more, honing in on who your best clients are in the marketing, and then it just gets better and better and better. And the other larger creative partnerships we were landing in that phase was also service serving, uh, lead ags.

00:37:34.730 --> 00:37:43.210
So we would partner with lead aggregators and essentially come in to be their number one creative provider. Yeah. They need a lot, a lot, a lot of volume of content.

00:37:43.370 --> 00:37:48.425
And so they've been, you know, fantastic partners as well, I'd say. And are those people mainly in home service?

00:37:48.665 --> 00:37:54.825
Uh, we we see it all. I mean, we're in law. We're in insurance. We're in home service. I'd say those are our three

00:37:55.065 --> 00:38:18.655
core largest categories for the lead aggregators. Yeah. Law has gotta be a big one. It is. Yeah. PIs kill I mean Yeah. That's huge. Yeah. And they they do Facebook ads too. Oh, yeah. Because I know it's Google. Do right. They're it's so expensive. You know, million dollars a click or whatever it is. Yeah. Cool. Uh, so what is ultimately the next step then? So, like, where do you wanna take this business to or scale it? What's the vision?

00:38:18.815 --> 00:38:21.855
Do you guys have the same vision? Is there disagreements between

00:38:22.015 --> 00:38:23.615
where you guys wanna take it?

00:38:24.815 --> 00:38:28.060
We're we're just trying our butt our best out here. We're

00:38:28.060 --> 00:38:28.860
we're

00:38:29.740 --> 00:38:30.780
I eventually,

00:38:31.100 --> 00:38:36.540
we're gonna we call it kidify the business. So we're gonna try to not work as much as we are now.

00:38:36.860 --> 00:38:40.645
I would say that's the main thing. We obviously wanna progress,

00:38:40.885 --> 00:38:43.605
do better, make more money, help more clients.

00:38:44.085 --> 00:38:45.205
But eventually,

00:38:45.205 --> 00:38:56.490
the next phase will be, alright, we can't be on sales calls all day long Right. And doing a ton of work and just working long days. Even though we have a good work life balance, it's just not we wanna be able to,

00:38:56.730 --> 00:38:57.930
at 11AM,

00:38:58.250 --> 00:39:01.290
go to like our favorite brunch spot and

00:39:01.450 --> 00:39:08.095
I wanna be able to take a tennis lesson at like 10AM and and be able to do that type of stuff. Right now, I can't, but that's just

00:39:08.495 --> 00:39:09.615
I'm an able

00:39:10.015 --> 00:39:16.575
person right now, so I'm I'm working. Yeah. We're loving it. I mean, we we love this current stage, and I love how I

00:39:17.380 --> 00:39:18.420
I love the

00:39:18.660 --> 00:39:20.260
the controlled

00:39:20.260 --> 00:39:22.820
scale, I guess, that we've had. But

00:39:23.300 --> 00:39:29.700
yeah. I mean, I think I think the next phase will be developing out a little bit more of a of a mini team.

00:39:29.940 --> 00:39:30.260
Yeah.

00:39:30.875 --> 00:39:35.435
We we made a mistake of bringing on two closers that were part time,

00:39:35.835 --> 00:39:48.010
and, I mean, won't do that again. So I I mentioned it's just been us on the calendar. Yeah. We did, you know, try try it out with It even sounds like you just need, like, one really good person. We do. Yeah. And you could just pay them well, and then you're gonna get all that time back. And

00:39:48.810 --> 00:39:50.810
then do you need people for, like,

00:39:51.370 --> 00:39:56.250
operate like, somebody to manage the ops, or is that already kinda there? It's there. Um, Yeah. It's

00:39:56.785 --> 00:39:58.945
I mean, I think me stepping

00:39:58.945 --> 00:40:01.745
off the calendar as well as you on on

00:40:02.385 --> 00:40:06.945
calls is gonna allow for us to give a little bit more attention to the ops there too.

00:40:07.105 --> 00:40:17.450
But we have a a small but mighty team there that's Yeah. I mean, it would it would be, in theory, pretty simple to double right now. Uh-huh. Would you guys ever exit the business or no?

00:40:18.410 --> 00:40:19.930
Not even thought about it?

00:40:20.650 --> 00:40:27.535
I mean, I I can't say the thought hasn't crossed our mind, but, like, it's not on on our Yeah. You're not planning to But do you never know.

00:40:28.015 --> 00:40:37.535
What's cool about what you guys have done is that if you ever did want to do that, it's on the table. But if you build your business in a way in which it doesn't require

00:40:37.695 --> 00:40:39.375
you guys to be on sales calls yada yada yada,

00:40:39.970 --> 00:40:44.450
Number one, you could exit, but also a good executable business is a good business to just have.

00:40:44.770 --> 00:40:48.050
And having a lot of cash flow coming in is great. A

00:40:48.370 --> 00:40:50.610
lot of people who have a big lump sum of money,

00:40:51.890 --> 00:40:53.090
it's interesting

00:40:53.095 --> 00:40:55.575
because a lot of those people are born in the tech world,

00:40:56.215 --> 00:41:14.000
and they really want the cash flow. Whereas our industry has the cash flow, but they're all like, my gosh, I don't have an exit. You know? So it's just always grass is greener on the other side, in my experience. That's what I've heard. So one thing, just in terms of what you're seeing with the industry now, number one, I'm curious, I mean, obviously when

00:41:14.400 --> 00:41:19.920
you did his ads, it was like twice the performance. Do you have any stats in terms of like, on average,

00:41:20.645 --> 00:41:23.365
how much better just swapping a female face does?

00:41:23.605 --> 00:41:25.925
Do you have those numbers? I I would say

00:41:27.285 --> 00:41:28.645
there's

00:41:29.045 --> 00:41:41.120
a lot of things with creative that you can improve. So you have the face. You have like, the way we like to look at it is like there's three m's on improving an ad. Number one would be change

00:41:41.280 --> 00:41:44.160
your messenger or we would call this like the three m framework.

00:41:44.240 --> 00:41:51.245
Number one, you change your messenger. So for example, if you're selling to homeowners and currently it's a blue collar guy, maybe try putting

00:41:51.565 --> 00:41:56.045
a wife of the household in the ad and that's something that can improve the ad. So that'd be m, messenger.

00:41:56.285 --> 00:41:58.285
The second thing would be the message.

00:41:58.525 --> 00:42:05.750
So a lot of what I think we're good at is, yeah, for marketing purposes, we say put a female in ads

00:42:05.830 --> 00:42:07.350
to increase your ad ROI,

00:42:07.670 --> 00:42:09.030
which we see to be true.

00:42:09.590 --> 00:42:15.965
But that alone because a lot of people think they could just go throw their wife on camera or, you know, anyone.

00:42:16.045 --> 00:42:20.205
Yeah. But it doesn't necessarily mean it's gonna get them their best performing ads.

00:42:20.445 --> 00:42:26.445
So that's where on the message on the message side, I mean, we I mean, we're we've worked in over a 100 industries.

00:42:27.400 --> 00:42:29.480
We work with very big advertisers.

00:42:29.480 --> 00:42:37.080
We can see, okay, what ads are producing the best. And even if it's in another industry because, you know, human psychology is

00:42:37.240 --> 00:42:39.480
you know, it's relatively transferable

00:42:39.605 --> 00:42:46.565
to other industries. We could customize it for that offer and still win on proven messages.

00:42:46.565 --> 00:42:48.965
Mhmm. And then the third one is

00:42:48.965 --> 00:42:51.605
the money math. So a lot of people, if ads fail,

00:42:52.360 --> 00:42:58.600
as you probably know, you've worked with a lot of people, you see the money math on the back end just doesn't even make sense.

00:42:59.000 --> 00:43:01.880
So if you could fix that as well as even

00:43:02.200 --> 00:43:02.920
to

00:43:03.000 --> 00:43:09.055
the market you're selling to sell to the highest your top 10% customer who actually could easily afford your services,

00:43:09.855 --> 00:43:31.540
it allows you to get ads at scale. So I'd say that's really where we're improving the ads. It's it's not just the face. I I know that. It's it's really everything. I know. So you're really helping. It's it's kinda the same thing I do with sales. Like, I can't just give you the sales rep, but I have to, like, improve your entire business so the sales rep can succeed. Yeah. Like, you can't just give them an ad with a female in it. You gotta make sure it's in the right system.

00:43:31.700 --> 00:43:35.060
I was just curious if you had, like, a data, like, oh, generally,

00:43:35.060 --> 00:43:39.745
probably even just that is Our our main thing is like our goal is 33%

00:43:39.745 --> 00:43:50.225
win rate on ads. So every three ads we make, one of them can profitably buy. Pretty high. Yeah. Very high. Like, I think industry average would be like 10 or 20%. 10 to 15. And then the

00:43:50.520 --> 00:44:00.040
third thing or the second thing would be our goal is to get their best performing ads within three months. And if we could do that even with big advertisers,

00:44:00.040 --> 00:44:04.280
like, that's a big win regardless of how we get there. Because we do have guys on our team.

00:44:04.520 --> 00:44:05.800
Sometimes we

00:44:06.055 --> 00:44:07.815
will put a husband and wife

00:44:08.215 --> 00:44:09.655
in the ad together.

00:44:09.735 --> 00:44:15.655
So that is something we we use. But Well, I think sometimes, like, the bar is either really, really high

00:44:15.895 --> 00:44:26.910
or what we're working with, it's quite simple to Yeah. Do super well. I mean, you take a you take the blue collar guy. He's in the company shirt. He's standing in front of his wrapped truck,

00:44:27.150 --> 00:44:39.105
and, you know, he's trying to spit out an offer. I'll give you a thousand dollars off your HVAC unit. Yeah. It's like. Let's just redo it from scratch. Let's just I mean, yes, putting a female in there, we're gonna we're gonna double the ROAS. Right? Like

00:44:39.425 --> 00:44:55.000
but sometimes, you know, we're working with accounts that have over 400 active ads in them already. Mhmm. And it's like, okay. Game on. This is gonna be a little more but but they're working with us for different reason. Maybe they've already tested out a female, but they just need a they're they're trying to get out of their

00:44:55.400 --> 00:45:09.275
like, for an example, like, having, yeah, 400 active ads. Oftentimes, those businesses, they have their own internal creative infrastructure already humming. They're just trying to get out of their own, like, echo chamber of ad ideas

00:45:09.435 --> 00:45:11.035
as an internal organization.

00:45:11.035 --> 00:45:23.010
Makes sense. They tag team us and say, hey. You guys get exposure to so many other industries. You guys are probably sitting on so many other winning scripts with really talented people that we'd be equally excited to test within these ads. Like,

00:45:23.890 --> 00:45:39.455
let's let's just throw you guys into the mix here. We're not gonna try to tell you what to do either because we have our own thing that's pretty nicely dialed. And then that's just, um, yeah. It's a different game, I'd say. But Yeah. What are some, like, interesting ads or ad concepts

00:45:39.455 --> 00:45:44.415
that you've seen work really well? Like, if you just think about maybe a specific some specific examples

00:45:44.575 --> 00:45:47.630
from clients or something. Well, concepts like

00:45:48.110 --> 00:45:53.230
I mean, one hook that has done really well and it's you could use it in a lot of,

00:45:53.550 --> 00:45:59.070
uh, industries. It'd be like, hardly anyone bothers with this, but it's the easiest way to save big as a homeowner.

00:45:59.615 --> 00:46:03.935
That I mean, that would be the hook. So that hook can get put onto

00:46:04.335 --> 00:46:07.135
Anyway. Like tons of different offers.

00:46:07.135 --> 00:46:09.455
Well, and I think even going back to

00:46:09.695 --> 00:46:13.615
one of our first killer case studies was me working with the

00:46:15.060 --> 00:46:19.620
the Cairo agency, the lead gen agency there. And you take all of your

00:46:20.340 --> 00:46:33.665
agency guys and your info guys out there that all kinda recite their ads the same. They're all kinda, like, trying to do the same thing. Some of them maybe are now testing with props and having fun with it there. Yeah. But, like, my winning ad for them, like, four and a half years ago,

00:46:33.985 --> 00:46:46.040
I we, you know, we had an image of the ad, and I'm, like, singing to the camera. This ad right here generated a doctor 20 noob. And, like, that was so weird at the time for us to do something like that, but, like,

00:46:46.520 --> 00:46:48.200
it crushed. So,

00:46:49.080 --> 00:46:52.120
I mean, we we still use that concept today,

00:46:52.120 --> 00:46:58.305
that. Yeah. We're seeing a lot of our best ads right now do have proof that is believable.

00:46:58.305 --> 00:47:05.185
And if you can have a process internally to be able to grab those clips from clients and then put them into your ads,

00:47:05.585 --> 00:47:06.945
longer shelf life,

00:47:07.265 --> 00:47:13.170
and those ads just they they can hold much bigger spends and and be And when you say proof from believable

00:47:13.170 --> 00:47:17.970
proof, you mean like case studies that the client has and you're clipping it in? What do you mean? A

00:47:18.610 --> 00:47:25.475
lot of it would be like you do a client check-in call and and this would be right after a big win. You're just checking in with them and they're like, man.

00:47:25.955 --> 00:47:29.955
Yeah. I had one of these the other day. I was like, man, Austin. And this guy was super skeptical.

00:47:30.115 --> 00:47:30.915
We spent

00:47:31.315 --> 00:47:34.595
4 k on ads and we generated a $120,000

00:47:34.595 --> 00:47:39.850
in sales. And it was just and this guy does not really run ads like that. He he's like new to advertising.

00:47:40.170 --> 00:47:42.810
And that's just a I'm like, great.

00:47:43.290 --> 00:47:44.170
Clipped.

00:47:44.810 --> 00:47:46.170
Hit him up afterwards.

00:47:46.490 --> 00:47:50.890
Hey. Can I get some a little love and support? We're doing a competition this week that

00:47:51.265 --> 00:47:54.545
aiming to get three positive video testimonials

00:47:54.545 --> 00:47:56.225
this week. We're at two.

00:47:56.545 --> 00:48:00.865
Would it be crazy if we just use this for our marketing purse purposes?

00:48:01.025 --> 00:48:01.985
He's like,

00:48:02.305 --> 00:48:08.100
of course, you can. Sure. Use it. That's great. So then you could build a process like that and then you use that

00:48:08.340 --> 00:48:20.605
in your content. Yeah. And it and it just We need do more of that too. Just coordinating it, you know. It just it just making the ass to having a copy and paste template that everybody knows to to use. Because in your client

00:48:21.085 --> 00:48:21.965
conversations,

00:48:21.965 --> 00:48:34.860
you're probably gonna get those like really unique sound bites that are good. Yeah. We had I mean, we had another one too where guys like, well, guys, last year was awesome. We made $4,200,000

00:48:34.860 --> 00:48:42.940
from BSL Queen ads. And I'm like, alright. That's great. Like, I'm same same process. Clip, can I use this? Great client relationship.

00:48:43.180 --> 00:49:13.775
And then you just have this flywheel of proof that you could use in your ads on proven bodies that you know have already worked. Yeah. He'll use them as the hook, and then we have, like, our one to two proven bodies right now. This is, like, for BSL queen ads. Yeah. That frame has been Any other things that just typically, like, work really well for clients that when a new client comes on, you're just you're always kinda going back to those, like, key winning ideas. Is there one or two more? A lot of it is gonna be using a proven creator that is proven on tonality and authenticity.

00:49:13.775 --> 00:49:15.375
So they've already proven themselves

00:49:15.615 --> 00:49:19.215
to us that they have that. Uh-huh. And then the second thing is

00:49:19.615 --> 00:49:32.730
They have a lot of data backing them too. Like, it's it's one thing to just 100%. It's one thing for somebody to be to actually be able to deliver a good ad, but our team of 40 have a lot of data on them to Yeah. And actually. 100%.

00:49:32.890 --> 00:49:36.250
And then the second thing is we have a rolling Google

00:49:36.250 --> 00:49:42.410
Doc of just ads that have done a certain amount in revenue. We we we call it our, like, 100 k script

00:49:43.005 --> 00:49:59.150
Ad Vault. So any ad that's What's the best one? Oh, I don't know the best one off the top of my head. But there's I mean, there's tons of them. It's just been like years of years of like building that up. So then you could see, okay, well, what if I just customize this script? You could pull stuff from a bunch of different scripts

00:49:59.550 --> 00:50:04.910
and then customize it for another company and it has a very high hit rate just by

00:50:05.390 --> 00:50:16.165
having something that you can reference. If you're looking for a mastermind to take your business to 10,000,000 a year plus, then you wanna check out our 8 figure boarder mastermind. So after doing a 100,000,000 in total cash collected for my own companies,

00:50:16.405 --> 00:50:46.035
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00:50:46.515 --> 00:50:48.435
what do you look for?

00:50:48.835 --> 00:51:04.740
Because even admittedly for us, I mean, we might have them just test out and, like, hey. Try out and just do some ads, and we just kinda, like, look and see how they're doing. Right? But I'm sure you probably have some of the more I'm sure you probably do that, but, also, what have you noticed or, like, the key traits of UGC

00:51:05.060 --> 00:51:09.255
creators that do ads that are just like your best performers with authenticity,

00:51:09.255 --> 00:51:17.975
tonality, all the stuff you were saying? I have the acting background, so I actually have a lot of friends from my past working for us now. Yeah. That's perfect.

00:51:18.560 --> 00:51:23.840
We've created a really great dynamic with our tight knit core group.

00:51:24.400 --> 00:51:30.320
A lot of them also have friends that are in the industry and are killers on camera. Nice.

00:51:30.560 --> 00:51:39.155
Every couple months, we'll say, hey. Like, know of any other friends that are doing this type of thing? And they say, yeah. I've got three ladies that I think would crush.

00:51:39.315 --> 00:51:49.875
And, you know, we have our audition process and slowly trickle them into the the equation. And, I mean, to Austen's point, we've definitely got our core group that Yeah. Do or die are gonna, like,

00:51:50.530 --> 00:51:54.850
kill it most of the time. But, um, yeah, I'd say between

00:51:56.130 --> 00:52:04.130
my my connections and just being in the film and acting industry in the first place had was was a really nice way to initially Because build it

00:52:05.135 --> 00:52:08.655
with me, it was like when I first started doing sales recruiting, like, I wasn't a recruiter.

00:52:08.655 --> 00:52:27.850
Right. I just knew a lot of sales guys. Right. And so I just, like, look at my network, and I make a post. And I'd be like but I had so many people follow me for sales training that I had in the beginning a really good amount of people. Then one of my favorite sayings, it's very, very similar to what you're saying, but one of my favorite sayings for sales is good salespeople know other good salespeople.

00:52:28.330 --> 00:52:29.210
And so

00:52:30.490 --> 00:52:32.490
one of our three top sources

00:52:32.730 --> 00:52:34.755
of recruits for our pipeline

00:52:34.835 --> 00:52:37.155
is just asking salespeople who

00:52:37.235 --> 00:52:51.820
were proven to be good. Like, hey, who else do you know? Because a lot of times, that's the first time that they're selling something that's remote. They're making 20 ks a month. They're not having to go door to door. And they're like, oh, man. Like, yeah, when I worked in Southwest or whatever selling books,

00:52:52.060 --> 00:53:02.300
I know 10 people who would kill for this. And they're killers. And they're tired of going door to door. So Well, what's been cool too is I'd say gals that are more in our age range,

00:53:02.780 --> 00:53:11.445
funny enough, you end up asking if their moms have any experience in it. Because, like, if they've got the personality for it, sometimes the moms are also,

00:53:11.845 --> 00:53:44.765
oddly enough, really good. And we we put that yeah. We we put we put them into the into the system. There there are some things to, you know, fine tune, but they're they're also really, really good. And what's helpful about the growth partnerships as well is we can we have better insight into the real numbers of how those ads perform as well. So it's very easy for us to look at and kinda be like thumbs up or thumbs down just based on the data of like, okay, this ad clearly is crushing it. Who like, what was the name of that creator? Good. Alright. And then, hey, this creator?

00:53:45.140 --> 00:53:46.260
No.

00:53:46.580 --> 00:53:49.140
And and that's how we're able to kind of foster

00:53:49.140 --> 00:53:51.700
just people that are actually proven. Nice.

00:53:52.020 --> 00:53:56.180
In terms of, like, funnels and ways to acquire clients,

00:53:56.420 --> 00:54:01.415
have you what are the things you see just most working in, especially, like, our industry right now?

00:54:01.895 --> 00:54:07.175
Is it the standard stuff that you would expect, or have you seen anything unique? Good ads,

00:54:08.215 --> 00:54:09.095
filter

00:54:09.655 --> 00:54:14.375
out bad fit leads through conditional logic, lead form, or standard.

00:54:14.780 --> 00:54:15.660
We're using

00:54:16.460 --> 00:54:21.900
a, uh, calendar system that does it within the calendar system. Yeah. VSL,

00:54:22.060 --> 00:54:23.180
booking page,

00:54:23.820 --> 00:54:37.065
thank you page. It's it's it's basically a standard VSL funnel is our is our is our still our bread and butter. And still for clients too. Have you worked with any clients where you see some, like, weird something weird? You're like, holy shit. This is different, but it's working really well.

00:54:39.305 --> 00:54:40.425
Oh, no.

00:54:41.145 --> 00:55:00.345
Like, I I like the VSL funnel. There I mean, our home service guys aren't rocking with a VSL funnel. We go straight from the lead form to to booking. But Yeah. That's that's totally different though. Yeah. I mean, in in the trades business or some stuff, you you might have a an AC pricing calculator. How much does it cost to replace your AC in 2026?

00:55:00.425 --> 00:55:04.425
That's a unique type of funnel, and that is more to the people we're serving.

00:55:04.825 --> 00:55:10.745
But if you're an agency or a coach, who I know is probably a lot of people watching this, I mean, a standard VSL funnel

00:55:10.825 --> 00:55:12.105
works really well.

00:55:12.585 --> 00:55:15.280
Where you want to try

00:55:15.280 --> 00:55:15.920
to

00:55:16.240 --> 00:55:19.520
to solve for is, like, how can you create

00:55:19.600 --> 00:55:22.960
a so, basically, there's, the three c's. You have your

00:55:23.360 --> 00:55:27.360
you have your call out. So who are you act can you fix your call out by going more up market?

00:55:27.855 --> 00:55:34.015
What problems are you speaking to? So core problem would be the second one. So, like, sir like, rich people have different problems than

00:55:34.335 --> 00:55:35.455
not rich people.

00:55:35.775 --> 00:55:38.095
And then the third one is conversion mechanism.

00:55:38.335 --> 00:55:40.815
So what type of angle

00:55:40.980 --> 00:55:52.340
can you put on something that is already being sold in the marketplace? The mistake is you do you try to sell something that you can't find another 7 to 9 figure company running meta ads for. But how could you take something

00:55:52.660 --> 00:55:54.215
like an example,

00:55:54.455 --> 00:56:26.155
SEO, proven in the marketplace. A lot of people are buying SEO. It will always be a thing. But that if you just run, hey. We do SEO for companies, it's not good enough. Yeah. So what type of conversion mechanism or unique mechanism can you do to and and make that sound better? Yeah. I call that just unique mechanism is like the main word for it. Right? But for people who don't, like, sometimes they're like, unique mechanism. What's that? And then they think it's just like a name, like p 90 x. Yeah. And it's more of a easier way to think about it, I tell most people, is is just how are you meaningfully

00:56:26.155 --> 00:56:27.595
differentiating yourself?

00:56:27.755 --> 00:56:28.395
Because

00:56:28.715 --> 00:56:32.395
if you're just like, hey, I do ads, you're basically a commodity.

00:56:32.475 --> 00:56:41.330
Right? But if you're able to position yourself in a way where there's something unique and different about what you're doing and you're meaningfully differentiated.

00:56:41.490 --> 00:56:54.025
It's really what what it is is it's because you're different, you're giving somebody a reason to reach out. But another thing you said was really good was the call out and then also talking to the problems in a way where you're talking to problems of people who are are actually in

00:56:54.345 --> 00:56:58.025
the more qualified portion of your market opposed to the lower portion.

00:56:58.345 --> 00:57:00.345
So what are some examples

00:57:00.345 --> 00:57:08.920
of ways you've done that for clients and, like, what you recommend people do there? Because just to give you context, I'll tell people the same thing, and they'll go like,

00:57:09.240 --> 00:57:14.920
okay. Well, yeah, I'm gonna for my health offer, I'm just gonna say, hey. Busy professionals.

00:57:15.160 --> 00:57:17.640
You know? And, like, okay. Great. But everybody

00:57:18.040 --> 00:57:21.245
thinks they're a busy professional, so you just still get the bottom of market.

00:57:21.565 --> 00:57:32.045
So what do you tell clients to do for that? So a lot of what we're again, a lot of our clients are in the local service space, so that's that's what's most relevant. But it it goes back to

00:57:32.445 --> 00:57:36.960
you have your call out. But your call out might not just be, hey, Georgia homeowners.

00:57:37.440 --> 00:57:38.720
You also could do

00:57:39.200 --> 00:57:50.320
county specific call outs, which we find to be really good. So you're you're going even more niche where you might not be able to scale as far Yeah. And spend more money on it. But if you have a bunch of counties you're running ads for, crushes.

00:57:51.055 --> 00:57:52.815
So that would be

00:57:53.215 --> 00:57:55.855
the call out. But then you also have certain

00:57:56.015 --> 00:57:59.215
hooks that scale better than other hooks. So,

00:57:59.535 --> 00:58:03.295
you know, hardly anyone bothers with this, but it's easiest way to say big as a homeowner.

00:58:04.270 --> 00:58:09.070
That's a that's a broad kind of problem aware type of hook.

00:58:09.230 --> 00:58:09.790
So

00:58:10.510 --> 00:58:13.230
you have that. Core problems within that,

00:58:13.630 --> 00:58:15.870
in Florida, we have hurricanes.

00:58:16.190 --> 00:58:16.910
So

00:58:18.165 --> 00:58:19.685
one problem for

00:58:20.165 --> 00:58:21.685
maybe an affluent

00:58:21.845 --> 00:58:23.845
person in Florida is

00:58:24.645 --> 00:58:25.925
they care about

00:58:26.245 --> 00:58:28.565
peace of mind and not being displaced

00:58:28.965 --> 00:58:34.660
when another hurricane happens in Florida. Mhmm. That's a rich person problem. Right.

00:58:35.380 --> 00:58:36.020
Not,

00:58:36.180 --> 00:58:39.220
hey, are your energy bills really expensive? Exactly.

00:58:39.300 --> 00:58:47.115
So that's a much different problem in in in the actual what you're speaking to in the ad. Yeah. And then you just take it all the way through. But that

00:58:47.675 --> 00:58:50.075
I mean, just kind of think what what do these people

00:58:50.315 --> 00:58:54.395
actually care about? Speak to that. Yeah. Do you know who John Matson is?

00:58:54.715 --> 00:59:12.185
He was the very last person I had on the podcast. And so he's the best example of somebody who's done this really well. So he does basically like online personal training. I mean, there's a lot more like better stuff to the product than that and they do like some integrated medicine and stuff like that. But you could categorize him in the online personal training space.

00:59:12.505 --> 00:59:17.545
He does $50,000,000 a year. Now I know because I would say probably 10%,

00:59:17.545 --> 00:59:20.985
which is a large segment of my clients are in the health space.

00:59:21.385 --> 00:59:24.105
Most of them, even if they're really good,

00:59:24.585 --> 00:59:25.145
they

00:59:25.465 --> 00:59:30.350
struggle to get past, let's say, 300 to 600 a month. And so if you look at the differences between

00:59:30.430 --> 00:59:31.470
John and them,

00:59:32.030 --> 00:59:37.390
John charges 10 k on the front end and 40 k on the back end. They're charging, like, $3,900.

00:59:37.390 --> 00:59:42.555
Right? So why is he able to do He's working with he works with super wealthy people. Now, obviously,

00:59:43.675 --> 00:59:50.715
if I went to any of these other people and I was like, hey. You should just work with wealthier people. They're like, well, we're trying. We're calling them out. Hey. Moms who are busy professionals over 40.

00:59:51.510 --> 01:00:05.875
But the key is, and what he was able to do so much better than everybody else, is sure the callouts like, hey. If you're making a 150 k a year and you're a dad or whatever and you're over 40. But what everybody misses is he only speaks to problems

01:00:06.115 --> 01:00:07.395
that resonate

01:00:07.555 --> 01:00:09.475
that only those people would have.

01:00:10.675 --> 01:00:12.755
A great way to think about it too is if I

01:00:14.675 --> 01:00:22.140
talk about lead generation as a problem, I'm going get a lower segment of my market than if I talk about, hey, do you need a closer?

01:00:22.300 --> 01:00:26.220
Right? Because by the nature of speaking to that problem, it presupposes

01:00:26.540 --> 01:00:42.385
that you already have lead generation. If I say, hey, do you need a sales manager? Same thing. If I say, hey, do you need a client success director or a client success person? Same thing. Hey, do you need an outsource CFO service because your books are a mess? Same thing. Does that make sense? Totally. And so that's where I think people miss is

01:00:42.785 --> 01:00:45.105
you have to speak to the problems in a way

01:00:45.610 --> 01:00:50.810
where and this is the problem with biz op is because if you're just like, hey, do you want to make money? Like, you're just

01:00:51.530 --> 01:01:09.285
the pixel's just going to optimize down to the deepest, darkest pits of Facebook and people who you're like, I don't even want to work with these Yeah. You know, like like they're getting out of jail or they're homeless or they got a tattoo on their face. I'm not even kidding. Yeah. I to run a b to c on that. So like the key is is you have to speak to the problem

01:01:09.925 --> 01:01:15.925
that those people are experiencing that the other people won't resonate with. Yeah. One thing to add on to that too is just

01:01:16.420 --> 01:01:19.460
built like, having runway to be able to

01:01:19.940 --> 01:01:22.740
pay what an industry average

01:01:22.900 --> 01:01:26.260
cost per call is or cost per client of

01:01:27.060 --> 01:01:28.340
that marketplace.

01:01:28.420 --> 01:01:36.855
Because sometimes you okay. Well, yeah. I'll just I'll go after if I'm an agency owner. I only wanna speak to 8 figure ecommerce companies.

01:01:37.415 --> 01:01:38.215
Unfortunately,

01:01:38.215 --> 01:01:42.935
there's less of them out there. So you're gonna pay way more for that customer.

01:01:43.175 --> 01:01:49.970
So you just have to be prepared for that. And then that's where it's it is helpful to, you know, have good practices of saving money, having runway

01:01:50.130 --> 01:01:56.530
so you can get in the game on that. Yeah. The key is finding and this is what John did as well is because he basically his audience

01:01:57.490 --> 01:02:01.765
is accredited investors. Investors. I know that's like he's not calling them out that way,

01:02:02.085 --> 01:02:09.925
but through studying what he was doing, I was like, okay. He's just going after accredited investors, which is a great example of, like, he intersected

01:02:10.405 --> 01:02:11.605
enough TAM

01:02:11.685 --> 01:02:13.605
with still high enough quality.

01:02:14.130 --> 01:02:20.450
Does that make sense? Because I mean, yeah, I can't. If I called out, hey, are you a business owner doing 1,000,000 a month? I'm not going to get like

01:02:21.170 --> 01:02:23.810
My cost per acquisition might be like 25 ks.

01:02:24.210 --> 01:02:25.090
It'd be crazy.

01:02:25.410 --> 01:02:26.050
So

01:02:26.335 --> 01:02:27.055
AI,

01:02:28.015 --> 01:02:29.615
what are you guys seeing with

01:02:29.935 --> 01:02:32.895
AI? Because we're using some AI creatives

01:02:33.295 --> 01:02:34.175
that are just

01:02:34.975 --> 01:02:53.430
made up. It's not even and they're female too, not even a real person. And they're doing pretty well. So are you guys using AI? Are you guys thinking about doing that in your road map at all? Have you seen, like, it's tough to get those to work? Like, what are your guys' thoughts? I'm sure you've thought of it, obviously. Yeah. We've seen some some decent

01:02:53.965 --> 01:03:00.285
top of funnel metrics with some of the AI videos. So you'll get a cheaper lead. You might get a cheaper

01:03:00.525 --> 01:03:01.485
booked meeting.

01:03:01.725 --> 01:03:04.045
But from a show rate standpoint,

01:03:04.205 --> 01:03:05.085
from a

01:03:05.325 --> 01:03:06.845
cost to close standpoint,

01:03:07.325 --> 01:03:09.645
we've had businesses literally run

01:03:10.360 --> 01:03:28.345
our ads parallel with a pretty robust testing system on AI videos. Uh-huh. I had a guy that was literally testing 10 new AI videos a day, spending $10 a day, had 20 creatives from our team, actually turned our 20 ads off because the AI videos seem to be producing better.

01:03:28.665 --> 01:03:34.265
They were producing a cheaper lead, and they were producing that cheaper call. But from a sales metric standpoint,

01:03:34.745 --> 01:03:39.080
our our ads were attracting a much higher quality individual.

01:03:39.080 --> 01:03:43.000
They were scaling more efficiently. The the AI videos tend to break after

01:03:43.240 --> 01:03:50.040
you know, $10 a day is not not a lot of money in ad spend. So, like, they were kinda bugging out a little quicker. And

01:03:50.345 --> 01:03:58.185
yeah. And then and then, I mean, I what we see in the home service space, a lot of these guys are toying around with AI videos and things as well.

01:03:58.665 --> 01:03:59.385
And

01:03:59.465 --> 01:04:02.265
you mentioned it earlier, but from, like, a skepticism standpoint,

01:04:03.070 --> 01:04:11.070
I kind of view an ad as that, like, initial handshake through the screen. Right. How do I feel after watching whoever it is on camera from an ad?

01:04:11.550 --> 01:04:19.605
The AI, you can still tell. Yeah. And It eventually will be there. It's yeah. For the time being, I mean, our focus is real people. We just see it work

01:04:19.765 --> 01:04:20.405
better,

01:04:20.645 --> 01:04:37.600
but it doesn't mean that AI doesn't work. It just we find, like, lower win rates. There's probably a way in which you can just I mean, if I was you, for what this is worth, consider adding it into what you're doing because it could just so the way the main way we use it, if I'm remembering correctly,

01:04:38.160 --> 01:04:38.720
is

01:04:39.600 --> 01:04:50.415
you're like you're right. Doing like a two minute full ad through AI is really tough because number one, it actually costs a lot of tokens to actually make that. And then you gotta like

01:04:50.975 --> 01:04:57.710
you you might only be able to put out ten or fifteen or even thirty second clips is the most I've through Cling

01:04:57.710 --> 01:05:09.310
at a time. Right. And then sometimes, like, you produce the next clip, and it's like, the person freaking looks different. And and they just don't sound as good. So you need a lot of b roll and a lot of editing. But the way we use it is essentially,

01:05:09.965 --> 01:05:26.140
we'll have somebody in the first five seconds whose AI dropped the hook, and then it goes into a proven ad, whether that's UGC or somebody else. Interesting. So, like, it can turn sometimes a winning ad into, like, 20 variations if we do it that way. I've seen the opposite too. You put a real person five Yeah. Seconds

01:05:26.860 --> 01:05:29.180
and then it goes into a proven ad. Yeah.

01:05:29.740 --> 01:05:36.140
Yeah. So yeah. Both ways. That's cool. And are you guys using AI at all in your, like, operations or anything to streamline,

01:05:36.380 --> 01:05:38.845
like, management staff, anything like that?

01:05:40.765 --> 01:05:43.245
Not not really, to be honest. We're

01:05:43.805 --> 01:05:49.405
like, our focus is what is a constraint, and it's it's how can we

01:05:49.805 --> 01:05:51.885
get more customers, how can we get more value

01:05:52.700 --> 01:05:56.220
from our clients, and how can we make our clients more money.

01:05:56.460 --> 01:05:57.740
And in terms of,

01:05:58.540 --> 01:06:03.900
you know, kinda where I feel like our constraints are, it's it's just filling up the calendar space and

01:06:04.935 --> 01:06:10.615
and, yeah, just kind of doing more of the same and and making it better. So we haven't spent the time

01:06:11.175 --> 01:06:13.415
probably we should be on AI,

01:06:13.495 --> 01:06:18.630
but, you know, in the future, that could be more of something that we do. Yeah. Yeah. My suggestion,

01:06:18.950 --> 01:06:21.430
we hired a guy in South Africa

01:06:21.750 --> 01:06:22.550
who

01:06:22.870 --> 01:06:24.950
and it's not even an expensive hire,

01:06:24.950 --> 01:06:27.750
who is like a beast with this stuff,

01:06:28.230 --> 01:06:41.405
like 5 k a month. You should just hire one of those people and just let them let them, like, build some stuff in your company. I'm curious, like, what are what are, like, one or I'll two things that give you a bunch of so that's the thing is, you know, what's really interesting

01:06:41.485 --> 01:06:43.485
is that I've thought about this a lot.

01:06:44.440 --> 01:06:45.160
Is

01:06:45.320 --> 01:06:46.440
it's

01:06:46.440 --> 01:06:48.840
definitely made our employees more productive,

01:06:48.840 --> 01:06:49.880
there's no doubt.

01:06:50.360 --> 01:06:52.840
But it's not something that's necessarily replacing

01:06:52.840 --> 01:07:05.115
labor. I almost just think it just makes our business work better. So I'll give you a few examples. So we have, for certain clients who want salespeople but they're not ready for salespeople, we'll set up and launch their ads for them, their initial ads.

01:07:05.995 --> 01:07:11.995
And so we'll have to set up the funnel and the GHL and all this stuff. We have a whole software that this guy built

01:07:12.155 --> 01:07:17.400
that basically, after they input their assets and their data, the agents just do it.

01:07:17.880 --> 01:07:28.440
So we have that software, and then we still have people who have to communicate and face with the clients, obviously. But that just allows it to all of the API connections and the connections and all

01:07:29.125 --> 01:07:30.165
it's all gone.

01:07:30.485 --> 01:07:34.565
So that's a really good one. Another one for sales and this wouldn't work.

01:07:34.965 --> 01:07:37.765
It doesn't really matter for you guys right now. But if you had a bigger sales team

01:07:38.085 --> 01:07:38.805
is

01:07:39.045 --> 01:08:03.115
we have, let's say, 10 or eleven, twelve salespeople, 13 salespeople. And that's closers, and we have more setters, etcetera. Well, can't even if I have two sales managers, they can't review every call. And what they're trying to do, and the way we do it, is we're trying to essentially figure out, Okay, what are what I call the fringe deals? So what are the calls that could have closed that didn't close? And those are usually the best ones to review. But obviously, finding those is a certain process.

01:08:03.355 --> 01:08:04.155
So you can train

01:08:04.875 --> 01:08:07.035
we have a whole software that does this now

01:08:07.515 --> 01:08:14.850
that basically is trained on all my sales training, yada yada yada. And it basically scores each call depending on how it was conducted.

01:08:15.010 --> 01:08:16.930
And then it flags anyone

01:08:16.930 --> 01:08:21.650
that is a qualified lead that probably could have closed but didn't close.

01:08:21.970 --> 01:08:25.010
And then those are the ones where we can find because the thing is, the reps,

01:08:25.465 --> 01:08:28.425
a lot of times they don't submit to review

01:08:28.745 --> 01:08:37.705
the calls that could have closed but didn't close because they think they're going to close. Usually it goes to a follow-up and they're like, oh yeah, it's going close. By the time the follow-up doesn't show up,

01:08:38.345 --> 01:08:51.040
they've already moved on. They're, you know, they're not even thinking about it anymore. They're like, oh, that's kinda weird. So but we can catch those deals before the follow-up. And then sometimes what we do is if the call if the manager reviews it and finds there's a bunch of issues,

01:08:51.680 --> 01:08:56.160
it's like, that's not an 80% follow-up. That's like a 20%. But then the manager can intervene

01:08:56.815 --> 01:08:57.935
and actually

01:08:57.935 --> 01:08:59.855
call the person before the follow-up

01:09:00.015 --> 01:09:03.615
and then actually raise the probability a lot. So

01:09:03.615 --> 01:09:06.334
all QC manager stuff, that's good.

01:09:07.295 --> 01:09:20.150
We have ten, twelve account managers who work with clients. Same thing with them, an account manager dashboard, making sure they respond with Slack at all the same times. We can see all their unresponded channels. We can see any clients based on sentiment

01:09:20.230 --> 01:09:21.270
that's unhappy,

01:09:21.430 --> 01:09:29.815
you know, or that might be a risk in the future. So, like, these are things is that replacing anybody on my team? No. But is it making my company work better?

01:09:30.535 --> 01:09:35.575
Yeah. You know? And so, like, for you guys, you could literally have, through AI, let's say,

01:09:36.320 --> 01:09:53.374
a software that's hooked up and API to all of your clients who are running ad campaigns. And then you could probably see with all your creators and all your UGC creators, like, leaderboard of who has the best stats, like, who got the most spend, who got the best CAC, who got this, and then even do comp competitive awards,

01:09:53.695 --> 01:10:02.815
like, on on a leaderboard. Like, that's something you could do. Is that a big constraint in your business right now? No. But that's just an example of something fun. So there's all sorts of stuff and,

01:10:03.570 --> 01:10:05.730
yeah, just just I do use Fathom. I love

01:10:06.290 --> 01:10:12.370
Fathom for it'll automatically go into close, and then you have a breakdown of what was so what was the problem,

01:10:12.930 --> 01:10:20.285
you know, what do we talk about, what are next steps, and it just make if you forget what you talked about on the call, it it makes it very easily

01:10:20.525 --> 01:10:34.930
Yeah. Or it's, like, easily packaged for you to, uh, I mean, all my sales guys kind of just jerry rigged one version themselves, but we have, like, in a way nicer, like, proposal that they can, like, press a button and just based on the transcript, whatever, generates 95%

01:10:34.930 --> 01:10:42.770
of the proposal. Yeah. And then it's just like, okay. Edit. Edit. Edit. Edit. Done. And it looks amazing. It can even pull in case studies

01:10:43.125 --> 01:10:44.565
that are essentially

01:10:44.645 --> 01:10:56.970
just like the client to embed in the proposal. Or like on a sales call, uh, this is super easy. You just collect your Claude, the Slack. We have a Slack channel that's client wins. All client wins go in there. So Claude,

01:10:56.970 --> 01:10:59.770
the client wins. That channel's been around since 2019.

01:11:00.250 --> 01:11:06.650
So, you know, you'll know this as you have closers because you're in a in a space where you can probably remember a lot of your clients.

01:11:07.050 --> 01:11:16.275
I can't even remember a lot of my clients that I had five years ago even if they were super successful. And my sales guys weren't here five years ago. Right? So they can just ask Claude,

01:11:16.755 --> 01:11:27.320
hey, I'm talking to a roofing business doing 2,000,000 a year struggling with lead gen. Is there anybody like this? And it'll just search that channel, pull up three people even if it's from freaking 2021.

01:11:27.320 --> 01:11:33.080
Right? And so, um, because, as you know, if you have a really good, like, perfect just

01:11:33.160 --> 01:11:37.240
this this case study's banger and it's exactly like the person I'm speaking with,

01:11:38.005 --> 01:12:08.425
you know that person's gonna be more likely to close. Totally. Because you're just like, yeah. Like, this person's literally just like you. Yeah. You know? We have those prebuilt out, but we're not using AI. We just a little, like, yeah, just a little chat. Like, I'm talking to this person. Bam. Because then once you have you know, you guys are the sales salespeople right now, so it's just not as big of a deal because you remember so much, and you can just sell well. But as a salesperson, like, they're not gonna know and memorize all those case studies. I mean, they you know, if you train them right, that's what we try to do. But now we don't have to do that. They just ask the bot. And

01:12:08.585 --> 01:12:12.505
then bada bing bada boom. It's good. Nice and easy. Yeah. So

01:12:13.545 --> 01:12:22.330
let me see if I have anything else. Oh, had one more thing. So it been like, so husband, wife working together, how do you guys divvy responsibilities

01:12:22.650 --> 01:12:23.450
and

01:12:23.530 --> 01:12:31.130
what are like the challenges and also the cool things about working together as a married couple? I feel like responsibilities have been pretty clear

01:12:32.005 --> 01:12:33.525
the the whole time.

01:12:34.005 --> 01:12:34.725
I

01:12:36.005 --> 01:12:37.845
I'd say I wear, like,

01:12:38.325 --> 01:12:43.045
mostly a CEO hat and Austin wears mostly CMO hat.

01:12:43.205 --> 01:12:49.620
CTO a little too. You do mean, you know that is. A CTO? You're like on the back, like, doing all your nerdy

01:12:50.020 --> 01:12:51.780
stuff. Yeah. We're just two people

01:12:52.100 --> 01:12:55.940
getting after it. But yeah. See, I'm more CMO, CEO.

01:12:56.340 --> 01:13:00.260
She's more on creative. I'm more on Growth. Our growth partner, Retro

01:13:00.735 --> 01:13:05.215
stuff. I started just as sales and then when we got when we had to

01:13:05.855 --> 01:13:08.655
take a lot more calls, you ended up jumping on sales.

01:13:09.135 --> 01:13:09.775
So

01:13:10.255 --> 01:13:12.175
yeah. I mean, the split's been fairly

01:13:12.815 --> 01:13:14.175
I don't know. It hasn't been

01:13:15.200 --> 01:13:17.200
yeah. It's been straightforward to me. Yeah.

01:13:18.160 --> 01:13:20.240
In terms of, like, the dynamic,

01:13:20.320 --> 01:13:26.320
I personally love the dynamic. I can't imagine, like, having any other, like, business partner. Yeah.

01:13:28.085 --> 01:13:29.285
I feel like we

01:13:29.765 --> 01:13:32.325
we work very, very well together. Like

01:13:33.045 --> 01:13:35.685
And what do think allows you to do that? You know?

01:13:36.085 --> 01:13:37.845
I would just say good communication.

01:13:37.925 --> 01:13:44.150
It's I mean, we we all have the same goal of we want to keep improving as

01:13:44.630 --> 01:13:48.870
a partner both in our relationship, both in business, both in health,

01:13:49.590 --> 01:13:52.070
both in our family life.

01:13:52.390 --> 01:14:11.070
So as long as we're just waking up, putting our best foot forward, I mean, it it it flows very it it's really not as hard as what people might think, and I don't know if that's just unique to us. Yeah. But we have a really easy communication style and and And we did date for three years before doing anything business related together. So I think, like, dating,

01:14:11.070 --> 01:14:15.070
we sussed out, like, things at that level, like, figured out communication.

01:14:15.070 --> 01:14:31.625
Well, we did we did business before we got married. I know, but we've been together now for a little bit. Yeah. Yeah. So the first three years, we really you did your thing, I did my thing, like, at that time encouraged me to do, like, RIA and, like, had me you know, we but we were very much doing our own things. And

01:14:32.105 --> 01:14:38.345
I think figuring things out as a couple and, like, getting to know each other there and then, like, going into business,

01:14:38.960 --> 01:14:42.400
we had a lot of that stuff kinda already sorted, and then

01:14:42.800 --> 01:14:51.520
business was a little bit more, I don't know, easy, straightforward. Do you think there's certain couples who are definitely not meant to be business partners? Yeah. A 100%. Yeah. Why is that?

01:14:52.320 --> 01:14:59.584
Because they haven't really figured out the couple thing together first. Yeah. That's probably true. And then, like, good luck trying to do do business together.

01:15:00.305 --> 01:15:00.865
I

01:15:01.265 --> 01:15:06.225
would imagine your your marriage and your relationship has to come first 100%. And it has to be solid.

01:15:06.545 --> 01:15:09.505
And then from there, it makes the business part a lot easier.

01:15:09.745 --> 01:15:11.560
Yeah. I I agree.

01:15:11.800 --> 01:15:15.640
And I think something that I I care a lot about

01:15:16.200 --> 01:15:18.920
doing other things. Like, I can't work for

01:15:19.560 --> 01:15:22.600
sixteen to eighteen hours in a day and not have, like,

01:15:23.505 --> 01:15:25.825
touched grass. Mhmm. I

01:15:26.305 --> 01:15:31.985
I'm always the one that's, like, asking Austin if we can, like, play tennis before we, like, start our workday.

01:15:32.225 --> 01:15:32.865
Or

01:15:33.105 --> 01:15:39.490
he wants to be on the laptop past, like, 6PM, and I'm like, hey, it's time for us to go out to dinner now.

01:15:40.130 --> 01:15:46.130
Like, he wants to grab the laptop and, like, work at 10PM at night, and I'm like, no. It's time for us to go to bed. Like,

01:15:46.610 --> 01:15:57.025
I I need to do a lot of other things than just, like, the company. Otherwise, I don't really like, I I do feel like the company's pulling me away from, like, other things that I genuinely really still need to do.

01:15:57.425 --> 01:15:58.065
And

01:15:58.305 --> 01:16:13.520
I think that's been a little bit of a dynamic that we've sorted out together. I think do you like it, though? Yeah. I think I think having those goals of, like, we want to play tennis in the mornings before we start work. We wanna go grab a coffee before we start work. We

01:16:13.760 --> 01:16:19.455
wanna be done by 6PM so we can go to a restaurant we enjoy. So if those are our goals, well,

01:16:19.695 --> 01:16:22.095
it forces us to work much faster,

01:16:22.735 --> 01:16:29.295
less time for binge and Instagram while you're kinda in between calls. Like, you're just you're just dialed throughout the day, and then afterwards,

01:16:29.700 --> 01:16:35.460
you have fun and you can go play. Yeah. Yeah. That's that's how I am as well is I am like I started

01:16:35.860 --> 01:16:39.780
seven or eight, and then I ended I mean, I end ritually at five

01:16:40.020 --> 01:16:42.340
every single time. I don't know how people just,

01:16:43.140 --> 01:16:49.965
like, carry on their work throughout the evening. But the thing is with me is when I end up five, I'm fucking exhausted. And

01:16:50.605 --> 01:16:51.565
I really

01:16:52.525 --> 01:16:54.125
am very, very efficient.

01:16:55.960 --> 01:17:05.320
I used to be, back in the day, down to the fifteen minutes of what I'm doing every hour. That was a little overkill. But I'm very efficient and mindful outside of lunch, basically.

01:17:06.040 --> 01:17:06.680
I

01:17:06.920 --> 01:17:12.595
just want to maximize that time, which I'm glad I did because I think it sets you well up for kids.

01:17:12.835 --> 01:17:15.075
I don't know how people who just let work just

01:17:15.315 --> 01:17:17.155
go into all hours of the night.

01:17:17.555 --> 01:17:22.995
Don't know how first of all, I don't know. That just sounds unpleasant to me. But second of all, it's like, how are you going to build a life

01:17:23.430 --> 01:17:25.110
then? Because you have to have things

01:17:25.670 --> 01:17:29.350
have to they be have to, yeah, compartmentalize or have certain boundaries, etcetera. Yeah.

01:17:30.070 --> 01:17:33.510
Yeah. I I and I think you tell yourself, well, I'll just work

01:17:34.070 --> 01:17:40.705
harder and longer than everybody else. And you kind of tell yourself, like, I will be better if I do that. But,

01:17:41.025 --> 01:17:57.720
I mean, when you're when you're staying up late till 2AM and then you wake up later and you have just such variance in your day to day schedule, it's so hard to be actually focused, dialed in during the day compared to just you you do have those schedules. It I find it easier to

01:17:58.200 --> 01:18:04.440
just build momentum and and get what we need to get done done. Yeah. And we're, like, hungry to start. Like, we I mean, we love

01:18:04.840 --> 01:18:11.185
work. Like, don't get me wrong. Yeah. But it's definitely, like, what we wanna be doing right now. So the other stuff isn't like

01:18:11.585 --> 01:18:12.545
yeah. But

01:18:12.945 --> 01:18:19.280
yeah. So thanks for coming on, guys. I they find you at VSL Queen, probably easiest way to find you guys? Yeah. Yeah.

01:18:19.760 --> 01:18:21.360
Vslqueen.com.

01:18:21.360 --> 01:18:23.200
Instagram's vsl.queen.

01:18:23.200 --> 01:18:33.840
Sweet. Alright. Well, yes. Was fun. Yeah. Yeah. If you enjoyed this podcast, you're also probably gonna like this podcast I also did recently that you can check out by clicking the screen right here.