§ 01 · The Hook
The bait, then the rug-pull.
The title makes a promise most agency owners have heard before — but what opens is not a story of sales mastery. It is a list of deal screenshots and a quiet warning: most people are failing on the components that come before the sales call ever happens.
Where the time goes.
00:00 – 01:29
01 · Cold open + credentials
Screenshots of recent deal closes totaling $30M over four years; frames video as a rant on structural mistakes most operators make
01:29 – 08:22
02 · Component 1: Offer that cold traffic buys
Four sub-components — new money, done-for-you, derisking, low commitment. CRO and CRM reactivation as failure case studies. Loss aversion as the psychological engine behind derisking.
08:22 – 11:46
03 · Component 2: Traffic
Three channels: cold outreach, content, ads. Must never be paused for fulfillment. Traffic is one-third of the business.
11:46 – 16:10
04 · Component 3: Sales
Every sale should look the same. ROI calculators. Scripted objection handles. Confidence in the result, not hedging.
16:10 – 20:14
05 · Component 4: Fulfillment
AI-first assembly line, customer success managers, pod model. Cannot scale past $30k/month while doing fulfillment yourself.
20:14 – 24:06
06 · Component 5: Authority
Case studies as compounding asset. Perceived vs. competence authority. Guarantee as authority substitute for those starting from zero.
24:06 – 27:49
07 · CTA: Two-offer stack
AI Assisted Agency Program (high-ticket, biweekly 1-on-1s, 23 group calls/week) + AI Business Challenge ($67, 4-day live, June 1). Named student results cited as social proof. 60-day guarantee.
Visual structure at a glance.
Named ideas worth stealing.
01:29
list
The 4 Components of a Cold Traffic Offer
- New Money
- Done For You
- Derisking
- Low Commitment
The four properties a service offer must have for cold traffic to buy it. Absence of any one causes the offer to fail regardless of traffic volume or sales skill.
Steal for Diagnosing why an offer is not converting from cold outreach or ads
10:43
model
The Business Thirds
- Traffic (33%)
- Sales (33%)
- Fulfillment (33%)
Reframes what a service business actually is: most of it is getting people to buy. Beginners over-weight fulfillment because it feels tangible.
Steal for Any argument about where to invest time when starting or growing a service business
16:10
model
Fulfillment Assembly Line
For each fulfillment step, ask AI or person. Automate what AI can do. Hire to manage AI where it cannot. Add CSM for client communication. Build pods.
Steal for Removing yourself from fulfillment to scale past $30k/month
22:50
concept
Authority Substitution Rule
Zero authority requires a guarantee or performance basis. Authority and guarantee are substitutes: as case study volume grows, the guarantee becomes less necessary.
Steal for Deciding when and whether to offer a guarantee at each stage of growth
Lines you could clip.
13:15
"The only reason somebody is gonna pay you money is because they want the result. They're not paying you to maybe get the result."
08:10
"The pain of losing money hurts more than the joy of gaining it. Use that to your advantage."
05:05
"You wouldn't buy your own offer without a guarantee. So what makes you think strangers on the internet are going to?"
10:43
"Traffic is the blood flow of your business. You turned it off."
How they asked for the click.
24:06
product
"I've got two ways for you to do that. First is the AI Assisted Agency Program... There's also the AI Business Challenge... This is only $67 right now."
Two-offer descending stack — high-ticket program first, then a $67 entry challenge. Supported by named student results immediately before the pitch. 60-day money-back guarantee stated.
Word for word.
HOOK opening / re-engagementCTA the pitch metaphor analogy story
00:00HOOKSo I wanna talk about how we sign $18,000 deals step by step. If you don't know me, my name is Daniel Fazio.
00:05HOOKWe've done $30,000,000 over the past four years. That's across SaaS, done for you offers, consulting offer. Here are just some quick screenshots of some deals we've closed this week at the time of me filming this.
00:13HOOKSo we got a $18,000 a quarter here, a 6,000 a month, another 6,000 a month, a $3,500 a quarter. That was all in one day. I mean, it's a pretty regular occurrence of what happens now.
00:22HOOKI started my first agency, marketing agency, probably probably six years ago, and I was charging, like, a thousand dollars a month or $1,500 a month. And as time progresses, you're able to charge substantially more money over and over and over again until you're able to close, like, $18,000 a quarter deal to you.
00:37HOOKAnd now while, yes, some of this has to do with, like, the thing you're selling, but a lot of it has not to do with the product you're selling. So, like, yes, the base product of what you're selling or, like, the offer itself needs to be worth that much money in the first place, but, also, there are a huge amount of components that don't involve the actual product that a lot you guys are screwing up.
00:56HOOKYou already have a product that could be sold for that much money, but you're just screwing those other components up. So we're gonna talk about some various components today, and this is gonna be more of a rant video. So if you wanna just, like, lead this on in the background, like, that's totally cool with me because I'm just gonna, like, just talk what comes to my mind.
01:09HOOKAlright. So component number one, first, and most importantly, is just an offer that cold traffic actually buys. So I just made four components here within a cold traffic offer.
01:18HOOKSo the first is new money. And what I mean by new money is that the thing you sell must be positioned as making the client more money. Now compare this to like an optimization
01:28HOOKoffer, and I'll give you examples of optimization offers that just do not work well on cold traffic at all. Like, they flat out just don't. So one example is a CRO agency, a conversion rate optimization agency.
01:40Now what's very interesting about some of these conversion rate optimization agencies is they don't just sell conversion rate optimization. Like, they'll make, like, full landing pages and write copy and, like, they'll make ads and whatnot. And if that's what you're doing, good.
01:53Stop calling yourself a conversion rate optimization agency and start referring to yourself as something different that implies that the client makes new money that they weren't otherwise going to make before. So, like, the conception of CRO agencies is that you just change a button color on the website and, like, you magically make and then you get the credit for making all the money, then you get paid because you changed the button colors.
02:13That's just not gonna happen. Like, people just they're not trying to pay you money based off you changing a button color. Let me give you another example of an optimization offer that flat out doesn't work in cold traffic, never has, never will, is a CRM
02:25reactivation offer. We do a lot of these AI business challenges, and I I kinda talk to people about this where I'm like, listen.
02:31We had one guy come in. He was like, I paid $50,000 to learn how to make an AI business.
02:37And, like, the guy was teaching me an offer where it's a we run a CRM reactivation offer where we go to companies and they have a bunch of leads in their CRM, and I send emails to them. I get a percentage of the deals that come through on that.
02:48And he was like, I'm having a really tough time signing clients. I'm like, yeah, bro. No shit.
02:52Because you're never gonna sign clients in that offer ever because it's not new money. Effectively, what you're saying here is, hey, mister client. You have a bunch of leads that you are gonna make money from anyway.
03:01And then now I'm gonna write some emails that take me thirty seconds, and then I'm gonna get paid tens of thousands of dollars for the deals you closed that we're gonna close anyway. That's like what people think of that. And you're never going to get cold traffic to pay you for that ever.
03:13You're not making them new money they wouldn't have already otherwise made. It's so interesting because in that same room, I was like, who in here has a CRM that has, like, 10,000, 20,000 leads in it? You've been in business for a really long time.
03:26You have a bunch of email addresses. Couple people are like, yeah. Me.
03:28Me. Me. I'm like, how would you feel if somebody pitched you that offer?
03:31Were they like, pay me $3,000, and I'll reactivate some of your leads, or pay me a percentage of the deals closed? Every single one of them was like, no.
03:39Absolutely not. Like, no. They're my deals.
03:40Like, they're gonna close anyway. I don't need your help to close the deals that we're gonna close anyway. It's not a new money offer.
03:47Compare that to something like, I don't know, you send cold emails for somebody, and it's like, I'm gonna generate you sales calls from cold traffic that absolutely were not going to occur outside of the thing that I just did for you. Or you run ads for them, where it's like, I'm gonna get you new sales from cold traffic.
04:03Get what I'm saying? You do something new. You make something new for them.
04:05So the product you're selling needs to generate new money, not an optimization of something that they already have. Right?
04:12Okay. The next is done for you. The more you position your offer to the client in a fashion that makes them understand you are doing most of the work, the better it's gonna work.
04:22I'll give you a for instance. If you're trying to sell, like, a consulting offer to cold traffic, where it's like, I'll teach you how to run your own ads or something like that, you're gonna have a substantially
04:33more difficult time getting people interested in that offer. Like, they don't wanna learn from someone who they don't even know. They don't know you.
04:40Now you can have a warm audience of people who already know, like, and trust you, who already want to learn from you, and they'll buy that from you. But getting cold traffic to buy a coaching or consulting or course from you is extremely, extremely difficult. The more you can position your offer as done for you, especially when you're trying to sell an $18,000
04:58deal, it's very rare that you're gonna be able to sell an $18,000 deal to cold traffic unless there's, like, a heavy amount of done for you components involved in the delivery of that thing. Like, dude, I can almost assure you that you're not gonna be regularly signing people from cold traffic for an $18,000 deal, and it's like a coaching offer.
05:14Unless they already know, like, and trust you, and you're famous. It's just it's not gonna happen. Again, that's what I'm saying, cold traffic.
05:20It's not going to occur. Next is derisking. So you wanna make it less risky for the buyer to pay you money.
05:25So what does that involve? It involves having a guarantee or working on a performance basis. Now what I have to explain to a lot of people is they're like, well, I don't wanna have to give a guarantee.
05:34And then what I'll do is I'll kinda flip this. And I was like, okay. Mister whatever fucking person arguing with me, let's say I pitched you me right now.
05:42I pitched you your offer right now. Everything that you gave me right here. Like, I'm gonna do that for you, and I'm not gonna give you a guarantee.
05:49Are you gonna buy it? And a lot of the times, like, 99% of the time, they're like, no. I wouldn't buy that.
05:53I'm like, okay. So what makes you think that strangers on the Internet are gonna buy it from you? What do you think this is?
05:58Like, do you think these people are just, like, dumb? Because they're not dumb. They have their own well-being in mind.
06:03Like, they're trying to not lose money. You get what I'm saying? So, like, why is you wouldn't buy your stuff, but you are expecting them to buy your stuff.
06:10Like, it it doesn't make any sense. And a lot of times, it it it plays in tandem with your level of authority and your level of market authority. Unless you have amazing case studies and really big names behind you, like, you're gonna have an extremely, extremely difficult time not having a guarantee or working on a performance based and trying to sell cold traffic, that offer.
06:28It's really just not gonna happen. It's just your life is just gonna be so much more difficult. It really just is.
06:32And a lot of people argue like, well, oh, well, what if they ask for the refund? It's like, that's why you have stipulations in the contract to make it so that a lot of times, someone will be like, well, what if it's the client's fault that they didn't get results? Okay.
06:42Well, then you make client you make stipulations in the contract where if it is the client's fault that they don't get the results, then they don't get a refund. It's what it's called a stipulation. That's how every single person with a guarantee operates it.
06:52Like, you only will give a refund if it's 100% your fault. And even then, like, very little people ask for refund. It's just unless you're outright scamming people.
07:00Right? Okay. Next is low commitment.
07:01So you must make the initial engagement seem less of a commitment. So, like, I give it for for this. If you have an offer where you say it's a one time payment, there's no recurring fees, like, annihilate.
07:11It just absolutely annihilates. It's a low commitment. Or if you just charge a really, really low price, so, like, that's also a low commitment.
07:17Or you make, like, back out clauses, like, oh, you can back out within the first week if you don't like it, or back out within the first fourteen days or first month or something like that. If you make it low commitment, you're gonna make it easier for people to say yes, because what people are scared of is losing money.
07:31That's what they're scared of. Like, it's like, people are more concerned with not losing money than they are with getting result that you're promising them. So you can increase the promise forever and ever and ever and ever, but what you actually need to do is decrease the risk, you know I'm saying, and the commitment, and just make it easier to say yes.
07:46Because of the pain of losing money hurts more than the joy of gaining it. It is a very studied phenomenon. Like, people it hurts more to lose money than it is feels good to gain money.
07:57So you need to use that to your advantage and understand that that's how people are evaluating the decision whether to work with you or not or pay you any amount of at all. You get what I'm saying? Okay.
08:06So let's go on to component number two. It's traffic. You need a way to get in front of the people who are buying your stuff anyway.
08:11There's only three ways to get clients. It's cold outreach, content, and ads. And you could consider, like, referrals or organic under content.
08:18Like, that would kinda, like, fall in there. And you need to figure out one or all of these and absolutely blitz it to get a steady stream of people who are interested in hearing more about your offer. You just do.
08:26I think anyone who runs, like, a performance agency or a lead generation agency has had a client before, and they say something like, you get me leads, and I can close them. I close at 40%. I close at 50%.
08:36And what this client, like, just functionally doesn't understand is that, yeah, they do that with referrals of people who, like, they have an active client or they know someone, or they're already interested with extremely high intent because they're warm traffic. And then, yeah, I'm sure you can close 40 or 50 of your warm traffic.
08:51But it's when it's cold traffic and you don't have an offer with these components or at least most of them, then, like, dude, you're not closing 30 or 40 or 50% of the people on the on the call. So it's it's just not gonna happen. The problem is that they can't separate the statistics
09:05of their warm traffic between leads that are generated from cold outreach, cold content, or cold ads. They really just, like, don't understand that at all. And now there's another category of people out there who, for some reason, they think that, like, traffic just falls out of the sky.
09:18Deals just appear. I'll give it for instance. I see this all the time because I worked with literally hundreds of students who are learning from me and my coaching offer, like, at any one given time.
09:26And what happens is it's so interesting because the amount of cognitive dissonance is so, like, profuse. It's actually impressive where someone will be like, they start, they build a bunch of stuff, and then they, like, don't send any outreach out. And they're, like, not getting any leads.
09:38They're like, I'm having a really tough time, bro. I'm like, what do you mean you're having a tough time or something like that? And they're like, yeah.
09:43Like, I'm just not getting many leads. I'm like, well, how much outreach have you sent? Zero.
09:47And they're like, well, I haven't started that yet. I'm like, dude, are you retarded? Are you, like, legitimately retarded?
09:51Like, do you have an IQ of, like, fucking four? Like, is what are you saying? You know what I'm saying?
09:55Or there's another category of person. Say they're doing cold outreach or they're posting content or they're running ads, and they're like, wow. I'm getting really backed up with fulfillment here.
10:04And it's like, I don't have time for enough sales calls, and, like, I'm just gonna, like I'm gonna turn the outreach off, and I'm or I'm gonna turn the ads off, or I'm gonna stop posting content for a while to work on fulfillment. And then they work on fulfillment, and it's like a month or two goes by, and they have zero leads, and they start the thing back up.
10:18And then, like, it takes time for, like, the sales cycles to start elapsing for things to warm up and for you to get momentum back. So that's like another, like, six weeks on top of the monthly. So now you're, like, two and a half months.
10:28You're like, you spent an entire quarter of the year working on fulfillment because you turned your outreach off. You turned your traffic generation off. And it's like, well, you just, like, totally fucked yourself there.
10:36Like, of course, your business isn't doing well right now. It's not surprising to me that, like, you're having a tough time now because, like, you turned off, like, the . Like, traffic is 33%
10:47of a business. Sales is the next 33%, and then fulfillment is the next 33%,
10:52especially the people who are, like, who haven't really started yet. If you're a beginner watching this, for instance, you think that a business is fulfilling for clients. Like, that's what you think a business is.
11:01It's like, I do the fulfillment for clients. No. No.
11:03No. That's one third of the business. Two thirds of the business is getting the people to buy the thing.
11:08That's what business is. A business is marketing and sales. It's most of the company.
11:12You get what I'm saying? It's the the actual fulfillment of the thing is almost like a byproduct. It's just something you fucking have to do because, like, it would be illegal to not do that.
11:21You get what I'm saying? Like, that's if you could just spawn money with marketing and sales and have zero fulfillment, of course, you'd have no fulfillment. Like, fucking no shit.
11:30So it's very important you understand. Like, when I talk about, like, a cold traffic offer, like, you need something that people actually buy. You need to, like, get traffic to it.
11:36This isn't like a back thought. It's like the thing is the company. You know I'm saying?
11:40Like, nothing is more important than that. Like, you just cease to exist without that. Like, straight up.
11:44Okay. So let's move on to sales. So largely,
11:46every sale should look the same. Like, you pitch the offer the same way to every person, and 99% of people will have the same objections over and over again.
11:53Right? When you learn how to diffuse those objections and make the logical case for buying, you'll start getting people to actually move forward. And I think something that's very important to understand is that there's a lot there's a profuse amount of you guys who are, like, fear based operators.
12:05And, like, you're scarcity based operators. And you're, like, you're scared to not close a deal, or you're scared to disappoint someone, and you're so overly scared to make any kind of, like, implication that somebody would get any result working with you at all. You gotta, like, really believe that you're gonna get someone a result.
12:22Because, like, one, they're gonna understand that in, like, how you're conveying it to them. You can't sit here and be like, oh, you may or may not get results. It's like, no.
12:30You're selling someone like, yes. I'm pitching you because I think you're going to get results. I think you specifically are gonna get really good results.
12:37That's like the demeanor of, like and this goes back to what I was saying earlier in the cold traffic offers thing where I'm like, dude, the only reason somebody is gonna pay you money, like you're running an agency or any kind of b two b offer, like a service business, the only reason someone's ever gonna pay you is because they want the result.
12:54They're not paying you to maybe get the result. You know I'm saying? Like, they're doing it to get the result.
13:00You know, it's almost like if you were to go out to dinner, like, you went to a nice steakhouse, and it's like, alright. The steak, the New York Strip is $80, and we may or may not bring it out when we bring everyone's food out.
13:11Like, some people may not get their food. And you'd be like, what the fuck are you talking about? You may I may have may not get the food.
13:18What I'm paying for the food. Give me the food. And the reason why you're eating the food is for sustenance to survive and secondarily
13:25to feel that the pleasure of consuming the food because it feels good. Like, that's what you're buying. The reason why somebody pays you for a lead generation or marketing or email marketing or AI or whatever the fuck it is you sell is for them to get a tangible, measurable business result.
13:40So therefore, when you're selling this to them, it needs to be very clear. The pitch is, like, illustrating to them that you're going to get a very clear and tangible result.
13:48A lot of that is facilitated through what we like to call ROI calculators. And it's like, what an ROI calculator is, and you can make this in like a Claude artifact or something like that. And it's just like, you punch numbers in where it's like, listen, I think for your offer, we could get this many calls booked.
14:00You probably close cold traffic at this percent. If you're paying me this much money, that means your cost per call is this much. If your offer price is this much and you close this much, it means that you're gonna get a 3.5 x ROI on what you pay us.
14:12Right? And it's like, that's what you do. You walk people through ROI calculators, and we do this all the time.
14:17We have ROI calculators for our offers. Like, especially the $18,000 done for you cold calling offer that I just showed you pictures of above.
14:25And it's like someone comes on, they're like, yeah. I'm interested in buying cold done for you cold calling from you guys. Well, why is somebody gonna buy done for you cold calling from us?
14:33Because they want sales meetings booked. They want sales meetings booked so they can close them and collect money. So it's like, well, don't you think it's a good idea then to have an ROI calculator that'll show them, like, well, you could probably expect this many calls.
14:45And if you're paying us this much money, that means the cost per call is this much. You charge this much for your offer. Therefore, the cost to acquire a customer for you would be this, but you collect this much from them, so your cash on cash return would be this.
14:55But you also have the client LTV over here. So the client LTV is this, so that means your total ROI over the next year would be this much. Now they're like, oh, shit.
15:03I can make, like, a lot of money if this works out. You know what I'm saying? Like, a lot of the problems with the sales that you guys have is that, like, you're not showing, like, the actual results that someone can get.
15:11You know what I'm saying? It's, like, a huge issue. You gotta stop doing that.
15:13You need to show people that, like, you get this result, and then they're all gonna have the same objections. Pretty much 99 of the time, you're never gonna hear, like, a unique objection. Everyone thinks they're unique.
15:22It's like a little special snowflake fuckery where it's like, well, I'm a Amish gazebo installer, and I need to see a case study from a Amish gazebo installer.
15:32In which case, like, you would need the same talk track for every single other person who also thinks that their special snowflake business is unique to everybody else's. It would go something along the lines of, hey. I actually get that proposition a lot, and you may think that your offer is, like, super niche and unique and obscure to make this actually work.
15:50But in fact, we actually get the best possible results when somebody has a really obscure business like yours. Let me show you examples of other obscure businesses that there would be no shot we ever get another case study of because there just exists so little of you.
16:03You get what I'm saying? So, like, that would be one kind of talk track you could use with that. And now what's important to note about that is, like, if you have an objection, maybe you're testing out different objection handles for that specific objection, but then you find one that works.
16:15You don't fucking say a new one. You handle the objection the same way every singular time because that way of handling it works. Not it's not gonna work for a 100%, but you're looking for the way of handling the objection that works with the highest percentage of people.
16:25I think what's also important if you're more of a beginner or you've been in business for less than, like, three years or so, you're thinking all of this shit happens in, like, a fucking month. It doesn't work like that. It's gonna take you just years to figure out gradually, like, what shit works or not.
16:38You get what I'm saying? Especially if you're just figuring it out on your own, but if you work with someone like me, then I can just give you all the answers. Right?
16:44Link's in the description, by the way. Okay. So let's go to component number four is fulfillment.
16:47So if it's just you trying to do all the client fulfillment work manually, you're not gonna last very long. Like, you're really just not. You have to learn how to use AI to automate everything possible and how to strategically hire and place key team members to manage the system for you so that you're not thinking about fulfilling for clients all day long.
17:03You have to be able to remove yourself from the manual day to day and communication with the client. What actually is the most integral here is the communication with the client, and you do this through customer success managers. That's generally one of, like, the first things that you'll start hiring out for along with people who actually, like, fulfill the components of it.
17:18So, like, I don't know. Say you were a cold email agency. Like, one of the first things you're probably hiring for are, like, lead list builders.
17:23Right? It's, like, super easy to find people for this. You make what are called scorecards called hiring scorecards.
17:28You lay out what the compensation is. You lay out what the actual job role is and the task involved with it, and then you go source people either from social media or you make job posts on on LinkedIn. Or if, like, you're in something like my programs at client ascension, like, we can connect you with specific people for specific roles.
17:42It makes it much easier for you. But the premise here is that you, one by one, figure out, like, okay. You're fulfilling for a client, and you just map it out like a construction assembly line.
17:51Like, okay. Whenever I sign a client, this has to be done, then this, then this, then this, then this. Like, okay.
17:56It's really just as simple as going looking at each step and first starting with, can I automate this with AI? Yes or no? If you can, then automate it with AI.
18:03You go to step two. Can I automate this with AI? Yes or no.
18:06Say you can. It's like, okay. So then I need to hire someone to manage that.
18:08Like, okay. Then you hire someone to manage that. And so, okay.
18:11What about step three? Step three is AI. Like, okay.
18:13Cool. And then step four, step four is AI too. And then, like, now what'll happen is you'll spend significantly less time doing manual fulfillment for somebody, and then what'll happen is now your next annoyance is gonna be, I always have to fucking talk to these clients, and I don't wanna talk to these clients.
18:24Okay. So then you're gonna get a customer success manager. And then, generally, what'll kinda happen with a lot of times is you'll make, like, a pod.
18:30And a pod is, like, you have a customer success manager who has, like, clients under management, and then they manage, like, the people who, like, do the fulfillment work. So it might be like, this person gets the domains and does the lead list building or some bullshit like that. Or if it's like email, it's like they have copywriters under them and designers under them.
18:45Or it's just like someone who knows how to use AI tools for design and AI for copy. And then, like, now your customer success manager is managing people who are managers of AI themselves. You just go one by one in the fulfillment assembly line.
18:57It's just like, AI or a person. AI or a person. AI or a person.
19:00I go through this conversation with people a lot. You get to a point, and you're like, your bottleneck is that you spend too much time even just thinking about your clients, or you spend too much of your time physically talking to clients. You need to stop doing that.
19:14You can't do that. There's no way, there's just absolutely no shot you are ever gonna build this company past 20 k or 30 k a month if, like, you're the one doing that shit. It's not gonna happen, bro.
19:26And it's like you may be under the impression that, like, no one can do what I do like me, and that's just wrong. I think it's very important if you think like that. Like, you need to understand that you have a skill deficiency of being able to teach and manage and train somebody how to do it, and that's just a skill you lack.
19:44And until you evolve and grow into that skill of being able to source and hire and manage somebody to do as good of a job as you, you're not going to make more money. Flat out, you're just not. Sorry.
19:55It's not gonna happen. You lack that ability right now, and if you have any intention of making significantly more money than you do right now, that is what you need to do. That just straight up is what you need to do.
20:04Like, there's just no if, ands, or buts about that. It's just that is the final diagnosis. Component number five is authority.
20:10So let's talk about this real quick. So if you wanna close a $18,000 deal, like, you need some level of authority here, bro.
20:17Like, you're really not gonna be able to, like and there's different kinds of authority. There's, like, perceived authority, and then there's, like, competence as well. I'll give it for instance.
20:24I don't know. Let's say that, like, oh, you run an ad an advertising agency. You run meta ads for, like, ecommerce brands or something like that.
20:32You're a software engineer slash performance marketer who worked at Meta for six years. Like, you've never signed a client, but you worked at Meta. When you talk to clients, you're like, yeah.
20:41I worked at Meta. Like, you know what I mean? Like, I saw all of these accounts.
20:45They'd be like, oh, shit. Like, yeah. Like, they would be, like, so down.
20:48Your level of authority would be extremely high without having any clients. It would also be probably high in just a level of competence. You might have studied, like, thousands of ads and thousands of campaigns and know what works and doesn't work, or you may have worked at, like, a really large company just, like, really know how to get results.
21:03And it's like, the way that will come across would be in how you speak about the thing. Like, it would be pretty evident to somebody who isn't a complete retard that you know what you're talking about just based off the shit you're saying. Now a category of you guys watching this, and I don't say it to be a dickhead, but you literally don't know anything.
21:20You are not competent at all in any domain whatsoever. Like, you don't know shit. You really don't.
21:26You don't know anything about advertising. You don't know anything about hiring, sales, marketing, copywriting,
21:32operations. You know legitimately nothing at all. You couldn't have a conversation with anybody who runs any size of a business and give them any alpha at all.
21:40You get what I'm saying? That's where the issue is. You get what saying?
21:43And if that's you right now, you're just straight up not gonna close an $18,000 deal. You're not gonna do that.
21:49You just won't. So what does that mean you have to do? It means that if that's you and you don't have any authority, in order to close deals, you need to have a guarantee on your offer, or you need to work on a performance basis.
21:59That's how you compensate for the fact that you don't have any authority. That is the only way to do it. So if that's you, and, like, you really have no authority,
22:07like, either external or implicit, and you are also saying, I'm not gonna do a guarantee. I'm not gonna do performance basis. You are fucked, and there's a 0% probability you are successful ever.
22:16So sorry. But now for everybody who does have some levels of authority, I wanna read off these points to you. So, like, you need case studies and to show you know how to get results.
22:25So if you go on Google, you search Daniel Fazio case studies, and then you're gonna get to this YouTube playlist over here. This has a bunch of my case studies. There's a ton of them.
22:31There's 51 videos in here. I post one, like, either one a week or one every two weeks or something like that. When I sit here and, like, why can I get people to pay me tens of thousands of dollars?
22:40Levels of consulting or, like, products for me, like, why is that? And the answer is because I have these case studies. This guy hit a $130,000
22:46a month working with me. This guy hit $450,000 a month working with me, and he started at 2 k a month.
22:51I have so many of these people, people who are running 7 figure businesses who, like, did it through me, through my help and my team's help and, like, everybody at Client Ascension's help. So it's like, when there's hella evidence of this continuously over and over and over and over again, the amount of money we're able to command goes higher and higher and higher because the perceived probability
23:10of success increases. As I show more and more and more and more and more and more people who are getting results, it sits easier with you where you're like, okay.
23:19Well, this guy, like, isn't, a scammer. You know, he's not gonna outright scam me. Now I'm sure, like, people have bought and got no results, and side note, that's because most of the time, they don't fucking do anything.
23:28But secondarily is that, like, well, I know the guy probably has an actually good product if people are, like, actually getting results with it. As long as I believe in myself and I don't think I'm a complete idiot, I'll probably be able to get some pretty damn good results. Right?
23:42And, like, that's normally the demeanor of somebody who does get results, who comes and joins in my shit like that. Right? Now for you, in your offer, it's the same thing.
23:51CTASo it's like, now we have, like oh, I'm talking about, like, the done for you cold calling offer, and it's like, we're on a sales call with someone, and we just, like, pull up the dashboards of people who are also on the done for you cold calling offer. And we're like, yeah. This guy's booking, like, four meetings a day.
24:06CTAAnd here's and so far, like, oh, it's 2PM right now. We've already done 1,614 dials for him.
24:23CTAAnd especially if you have a case study from, like, a huge name in the industry. Like, I know there's this one guy right now. He's teaching, like, content marketing or whatnot.
24:31CTAAnd the reason why he was able to blow up so fast was because he worked on Hermozy's team. When he started his own content agency, he didn't have a case study. He was just like, I just was the director of content at acquisition.com.
24:42CTAI'm like, oh, okay. Well, now everyone wants to hire him just because of that. The fact that you even just worked with Hermosy is like that's what I'm getting at here.
24:49CTAThat's what you're trying to facilitate is shit like that. Okay. So I've got some good news and some bad news.
24:53CTAThe bad news is that this takes a tremendous amount of effort to perfect, especially if you're doing it from zero. You will encounter hundreds, if not thousands of problems you couldn't even conceive of existing, and you will more than likely give up and fail. That's what happens with most people.
25:07CTAThe good news is is that you don't have to do that. You can just take the shortcut of getting everything you need from people who are already actively doing it, like the systems, the training, the coaching, the setups. And now I've got two ways for you to do that.
25:17CTAFirst is the AI assisted agency program. This is the intensive program where we do this one on one with you, where we help you build an AI assisted agency. We don't just drop you in a group and a course and tell you to figure out.
25:28CTAWe do biweekly one on ones, and we make sure that you're getting everything done to give you everything as possible to build an AI assisted agency and get it to a 10 k, 30 k, whatever a month, just like a lot of these people and the ones I showed you earlier inside case studies. There's 23 group coaching calls a week. There's a private community.
25:51CTAThere's also the AI business challenge. That's a four day live condensed version of this business model, the AI assisted agency. It's two to three hours of teaching per day.
25:58CTAThere's no one on ones like the AI assisted agency program, but you will see what to sell, who to sell it to, how to get clients, and how to build AI agents. This is only $67 right now and starts on June 1.
26:07CTAIf you're watching this after that, you just have to get in the waitlist after because the sales close on June 1, and you will not be able to join after that. Right? I think that's one week from today after I post this video.
26:17CTASo if you're watching this after that, then you gotta get in the waitlist. Sorry. But if you're watching it now, get it now.
26:24CTALike Daniel Warner, zero to 30 a month in ninety days. Matt Huang, zero to twenty k a month in three months. James Pimble, zero to fifteen k a month in sixty days.
26:32CTADobie Lynette, 12 in his first month. I was talking to Dobie, and he just hit he just hit his first 60,000 a month.
26:37CTASo I think that was, like, I don't know, his eighth month in or something like that. He had a 60 k month. Chris Byrne, 0 to 10 k a month in six weeks.
26:43CTACameron Hotel, 50 k in three months. Anj, 21 k a month in six weeks. Anas, 55 k a month to two point five months.
26:51CTABecause most people are bums and, like, quite frankly, a lot of people are straight up retarded. But if you think you have a level of confidence where it's like, wow. I see a lot of these guys getting results.
27:00CTALike, and I'm not an idiot, so I should probably be able to do this too. If you're thinking that right now, like, you might be right. I'm not promising you do, but we do have a money back guarantee on it.
27:10CTASixty day money back guarantee on this. Right? If you come in, you think it's a bunch of BS.
27:15CTAWithin sixty days, you can ask for a refund, and we'll give it to you. But so if you think you you can get results with it, like, come on in, dude, because, like, hella people are. Right?
27:25CTAComment if you have any questions. I'll get back to them. But if you're watching this and you look below the video right now and if you see it says subscribe, just click subscribe.
27:32CTALike, you're probably not subscribed. I don't know why you're not. It doesn't cost you anything.
27:35CTAIt's not like it's like your entire YouTube feed is gonna become exclusively me because you subscribed. It's just that it's a higher probability you'll see my next videos. And if you choose to watch some of that specific point, then you can.
— full transcript
§ 05 · For Joe
Five components that determine whether cold traffic converts.
WHAT TO LEARN
Most service businesses fail to close high-ticket deals because the offer is built wrong — not because the sales call went badly.
- An offer cold traffic buys must create new revenue for the client, not optimize what they already have — if the client would have made that money anyway, they will not pay you for it.
- Done-for-you positioning is nearly mandatory for closing strangers at high price points; cold traffic will not pay to learn from someone they do not know.
- A guarantee is not generosity — it is loss aversion engineering; buyers are more motivated to avoid losing money than to gain the result you are promising.
- Traffic generation must run continuously and in parallel with fulfillment; pausing outreach to handle clients costs six or more weeks of pipeline recovery when you restart.
- Every sales conversation will surface the same five to eight objections; the work is finding the talk track that resolves each one at the highest conversion rate and repeating it exactly.
- ROI calculators convert better than enthusiasm because they shift the buyer from evaluating your promise to evaluating math they can verify themselves.
- Fulfillment should be mapped as an assembly line with a binary question at each step: can AI do this, or does a person have to manage it? That determines your hiring roadmap.
- Case studies are the compounding asset behind pricing power — each new documented result raises the perceived probability of success and reduces the guarantee burden required to close.
