Scale your digial marketing agency faster!

Scale your digial marketing agency faster!

Ramadevi | 6 Min Read

This Ultimate E-book gives you real-world practices and strategies toStrong Ideas, tactics and proven strategies to improve every aspect of your agency

That makes your scaling phase easier and safe.

You’ll learn on,

  • How to get your first client?
  • How to automate your client generation?
  • Several standard ways to scale up your business.
  • How to recruit your employees so you can free your time and focus on scaling up.
  • Ways to keep on getting clients for years?
  • And, Much more!

The above is just a glimpse. Dive inside, learn more and start scaling your agency.

Let’s go!

Find your golden niche.

Going with a niche market is the best way to win quickly and shine better.

Many successful agencies started with the niche, then scaled up and expanded.

Mauricio Cardenal, the successful founder of the Roofing marketing pros agency, says,

“Digital marketing agencies have become a commodity. There are 500,000 agencies worldwide, and one of the best strategies in standing out is by focusing on serving a single niche.”

You can quickly gain a competitive advantage and start earning revenue in a short time if you choose the right niche for your agency.

So, The question is, How do you find the perfect niche market for starting your digital marketing agency? Or, how to get started if you plan to go niche?

Before telling you the exact process to find your profitable niche,

There are some rules you must understand to choose the best niche for your agency,

  1. Select the niche you are interested in.
  2. Select the niche you have some experience in.
  3. Select a niche you have an affinity.

“Affinity means a natural liking for or understanding someone or something related to the niche.”

  1. Choose the niche where you can give your best result.

If you find a particular niche that, no matter what, you can’t bring yourself to work on,

Or, You don’t think you can give the exact result that particular niche is expecting.

Avoid that at all costs.

E.g., This happens; even though you are fired up to start your agency on a niche, You might not get deep interest in every area that falls before your eyes,

You might hate or not get interested in particular niches.

And, The chances are, you cannot give out your best result with those niches.

  1. Niche that allows you to give results to your target audience.

If your target audience has never used a Facebook ad in your chosen niche,

However, if their business has the potential to grow through the use of Facebook ads, you can go for it.

  1. Pick a niche that can afford your service.

If your service cost for the customer is - 2000, you need to find a niche that can afford that much money to pay.

  1. Pick a niche where it is easy to sell your service. Ask these questions,

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Are the target market easily reachable, or do you need too much grind on the stone to reach and sell your service?

Are the companies you reach out open to hiring outside companies for their marketing services?

Do those companies have enough awareness and knowledge of the Idea of outsourcing?

What are the markets you need to avoid?

  1. Avoid markets that only have seasonal sales.
  2. Avoid markets with a long sales cycle: If that niche’s sales cycle is long, you need to work for a long time than usual to pump out the sale.

If the result takes time, Your client might get doubt and may decide not to pay.

  1. Avoid markets that have low transaction value.

Think about it, If you can generate ten sales and give out million dollars to your client V/S Creating 10,000 sales to generate the same million dollars.

Which seems easy, effortless, and gets you the treasure? Low transaction markets make it hard for you to earn big.

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  1. Avoid markets that only buy when they have a random problem.

E.g., If the shower or the tap breaks at home.

Most people just google it and do it themselves, or they might call a local plumber they know through the phone.

They don’t wait to see the Facebook ad to call the plumber, do they?

  1. Avoid markets that are shrinking and dying.

Okay, now, Can we go through the process of discovering your profitable niche?

Outline of the process,

  1. Create a vast list of niche industries you are interested in.

Tip: Using IBIS World com, can give you a vast list of Industries in your country,

Are you in America? You can find every industry in America, its size, number of businesses, Trends, etc.


  1. Then, using the A.E.R Venn Diagram Filter them out. (AER VEN DIAGRAM)

This is a Venn diagram you use to filter out the vast lists of Industries you collected above.

A.E.R stands for Affinity, Experience, and the result.

  • Filter the Industry based on your affinity with it.
  • Filter the Industry based on your experience with it.
  • Filter the Industry based on your capability and the market’s capability to generate the result from your effort.

E.g., If you think this market has the potential to use Google ads and get a good ROI from it, then that’s the Ideal niche where you can give the result.

You don’t want to choose a niche that has never used Google ads because its target audience never uses them to learn or find products.

That is why selecting a niche where you can provide results is essential.

  1. Take the filtered market and eliminate those that have less than 20k business.

Tip: To find the number of businesses operating in your chosen industry, you can use the same website I mentioned above.

Example Diagram,

Steps to find the number of businesses in your chosen niche through IBIS world.com

  1. Then eliminate all the markets that can’t afford to pay your fees.
  2. Then eliminate those markets, Which make it hard for you to reach and sell your service.

Like those who don’t understand the value you are giving.

Or markets that are reluctant to move from their old systems and practices and avoid the digital marketing service.

Testing is the only way.

Now, You need to pick one niche you think will work, And, Hop on it.

The rule of thumb is to wait for at least 90 days to determine whether or not the chosen niche is right for you and your agency.

After working for three months or so, If you find that niche is not working for you and you find it hard to discover prospects in it,

Don’t look back; just come out of that. Why are you testing it?

Sometimes, The niche you think will perform won’t cut the cake,

Instead, Niche that you never thought would make you a superstar in it.

Like, “Okay, This niche might be good.” Then work on it for three months.

Then collect the data and experiences that can answer the below questions,

Do you find it hard to sell your service?

Do you find it hard to get the fee you deserve?

If you find the experience to be bad and you need to pound the rock to get your deserved fee,

Then you are good to let that go.

The only way to be sure the chosen niche is good for you and your business is through testing.

Without testing your niche, you cannot find the one that can pour you the richness.

So, Testing is the perfect way to find the niche that is best for you.

The next question is,

How to get the most out of your niche?

To make sure you will be successful in the niche you are working in,

You need to create an offer your niche target audience will find irresistible, valuable, and trustworthy.

You don’t want to create an offer that looks so good to hear but is super unrealistic in practice.

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Keep in mind: You need to ‘Iterate’ and practice ‘Augmentation Implementation in your value offering.

Iteration: Iteration is all about improving anything in your business by making a hypothesis,

testing it, collecting the data, and making the changes accordingly.

Keep on making & testing the extra features to your main offer.

Who did that best? Toyota is the best company that implemented this augmentation implementation to the best.

The legendary philosophy of the Toyota company, The Philosophy of continuous improvement, made Toyota get on the world stage and perform better than most giants.

Fact: “Toyota is the second highest valued car company in the world, behind tesla.”

Also, When you are first starting, you need to spend some time in your niche to know that particular market better and,

You need to think of changing your niche only after working with 4 to 5 clients minimum.

If you do the above things consistently and always focus on the ways to improve your offer as per your target audience’s pain points and desires.

You can become successful in your agency for sure. Important things.

  • Analyze and Understand your market well.

  • Create an irresistible offer/value.

  • Keep on Iterating the value and implement the augmentation implementation (Continuous improvement).

  • Be in your niche for three months at least.

Don’t jump to another niche soon; wait until you work with 4-5 clients so that you can understand the advantages and disadvantages of the niche.

PS: Boost sales, Increase customer value, and Grow your business. Start automating your email marketing and send personalized emails that touch your audience’s heart.

Use GoZen Growth today for free.

Creating the value, your target audience cannot avoid after taking a look, But buy.

Value creation is the basic ticket for you to enter any market.

Remove the value from the box, you won’t have the business, and you can’t even say yourself as a business concern.

When it comes to creating value for your target market, You might think,

  1. “Yeah, I am going to create the coolest product on this planet.”

  1. “I am gonna create a service that beats every competitor on the market.”

And much more.

But the value you create, no matter how Innovative, how intelligent, or how cool it is,

It won’t work if your target audience doesn’t need it.

So, Your target audience determines the value you are going to create.

  1. First, choose the right niche you can sell your service to and create a compelling value to that niche audience,

That serves their,

  • Problem.
  • Desires.
  • Needs/wants.
  • And, Many.

So, Your first duty is to research, analyze, dissect, and eat the entire market you are going to work in,


Use that information and Insights to fuel your value creation.

Your value must mingle with your specific audience’s pain points and problems, something that can converting their life better and give them relief.

For Example, Specific value creation for your Digital marketing agency might be, Helping your niche to run/implement,

  1. Social media ads(Whole)
  2. Facebook/Instagram ads.
  3. Google ads.
  4. Digital marketing strategy.
  5. Etc.

Sculpting your unique selling point.

You know what value you’ll give your niche as a digital marketing agency, right?

But is that enough?

It would be best if you had that USP (Unique Selling Point).

Why do you need USP(Unique Selling point)?

First of all, what is the USP?

Shopify’s blog about USP says, “A unique selling proposition is a statement you choose to embody that differentiates your products and your brand from your competitors.”

A unique Selling Point is why the target audience should choose you over the other agencies.

Your target market selects your business’s USP.

That spotlights the desires, needs, pains, problems, and solutions your target market is dying to have.

You get your perfect USP when you use everything from the extensive market research you’ve done before.

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People want a reason why they should choose you over their other option.

And when you give them a good reason that makes sense and provides an actual benefit, you will attract customers more quickly.

So here’s a quick diagram of how you can plan your unique selling proposition.

Ultimate E-book

  1. What does your business do?
  2. What do consumers want?
  3. What do your competitors do well?

The good USP is the combination of,

  1. What your brand does well? and,
  2. What does your customer want?

That is also better than the competitor.

How, as an agency, can you create your USP?

Follow the below rules cautiously,

  1. Market: Clearly define the niche market you will sell your product.

E.g., the Dentists market.

It should be the specific market that serves the particular people.

  1. Specific Result: The specific desired outcome you will give to the market.

It needs to be unique from what other agencies are providing.

E.g., Generate 17+ leads to the metal fabrication companies using the proven Google ads and Facebook ads.

Book Recommendation:Blue Ocean Strategy book.

  1. The specific service: result.

Blue Ocean Strategy book.

The service that will deliver the

Here the service can be said as the mechanism.

The mechanism is just the believable thing that will deliver that result.

E.g., Google Ads.

E.g., If the result is going to be the leads, Then the mechanism going to give that result might be, Linked-In ads, Facebook ads, Google ads, and many more.

So, You got the market, the result, the service. When it comes to the market, Understand the specific

niche market you will serve fully.

When it comes to results, Think of the desires and dreams and provide a specific outcome to them that your competitors are not offering.

When it comes to service, You need to start with a specific service that can solve the particular problem of your target market.

The specificity in the market, service, and result is essential.

In the case of Digital marketing agencies,

  1. Specific market: Home fabrication market.
  2. Specific result: 10+ quality customers in 7 days.
  3. Specific service: Google ad words to get 10+ quality customers in less than seven days.

USP: Get 10+ quality customers in less than seven days with Google ads, Guaranteed.


You must enter your specific niche market with a firm offer, value, and USP your target market will want to access.

For that,

You need to test your USP, so you know whether the USP you created will work with your target market.

Tip: Create as much USP from the above-given rules and methods, and test it in the platform where your target market resides.

Here you need may use Facebook to test your marketing USP.

Why are you testing it on Facebook?

Cause Facebook has a higher level of targeting options than other platforms.

What’s the concept to test?

You take your target niche USP you generated,

Then you go to Facebook, set up all the factors(Target market selection) related to your niche, and create an ad(That features your USP) to get likes from your target niche.

Here the likes you get for your USP is a vote your target market gives to your USP Idea.

More likes are equal to,

More chance it will work in your niche, and the target market will like it have,

Test on all the niches in your filtered list.

What are you testing?

The simple goal behind this testing is,

Ensure that your USP will work with your target audience, and they’ll like it.

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What’s the point in having a USP that your target prospects find mediocre/Boring?

Now you have the value your market wants and the USP that your market likes; next is?

Carving the enticing offer your audience cannot avoid.

You need to converting your offer compelling, that bubbles desire inside the heart of your audience.

What is an irresistible offer?

An irresistible offer is so appealing that the customer cannot resist it.

It is an appealing offer that the customer is willing to act on even if they had no intention of acting(At first).

It is something that,

  • Impossible or very difficult not to take action on.
  • Contains benefits and incentives for the market.
  • Includes a specific offer and the details of that offer.

Example of the Irresistible offer?

Let’s take the case of your Digital marketing agency, You can create an offer like this,

Target niche market: SaaS product company that serves the writer’s market.

Get 20+ quality customers within a month, and pay after you get the result from us; otherwise, don’t pay.

The above offer is too irresistible, there is no risk associated with the offer, and the value is simply a steal.

Likewise, you need to create a great offer that can get streams of customers to your agency.

Note: You created the offer, and make sure you can back that up.

You need to deliver on your promise; otherwise, your trust in the market will be gone.

How to create an Irresistible offer? Ways to make your offer Irresistible,

  1. Guaranteed Approach.
  2. Free Trial Approach.
  3. Sample Approach. Giving a snapshot of what they are going to achieve.
  4. Discount approach.
  5. Performance approach. Find a way to get paid only for the result.
  6. Exclusive approach. Where you give access or service to only a particular set of people.
  7. Bonus approach. Where you find a way to add some more value to your current value. Like a bonus service.

The actual process,

First, take all your Insights on the market analysis and use that to determine what offer will be best suitable for your target audience.

Also, look at your competitors and find what they are doing.

And what can you do to differentiate from them and make yourself stand out?

Look at the objections people are putting up with service and reverse them.

E.g., If people are concerned about the result, you can try the guaranteed result offer.

If they are concerned about the quality, give a money - back approach.

Develop 5-10 potential offers for your market.

  • HOW TO VALIDATE YOUR OFFER? Before you launch your offer to your target market,

you should validate it to ensure it is relevant and appealing to your target audience.

(Remember USP testing?)

You can do this by conducting market research, surveying your target market,

and testing your offer with a small group of potential customers.

By taking these steps,

you can increase the chances of your offer’s success in your target market.

The simple point here is, You need to validate your offer before you live it in your market.

How to convert your service into a product?

Service into a product? Does that make sense?

The real difference between the service and the product is not; they are physical and non-physical.

The unexplored difference is People view service as a more negotiable entity than the product.

“The elements of negotiation will always be there with my father’s business; he is running a metal fabrication shop,

Even though the value combines product and service, people always try to negotiate.”

Where there is a negotiation, you won’t get the exact reward for your effort.

That is why You must converting your product into a service.

In that way, People will choose and pay for your product like they pick dishwasher from the nearby departmental store,

They won’t negotiate there, will they?


  1. Explicitly designed to solve a set of existing problems.
  2. Explicitly created with a single market in mind.
  3. It should have a specific feature matched to the target audience’s problems.
  4. Branded with a memorable name that implies the result.
  5. Fixed pricing structure and the delivery model make sales easy without negotiation.


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  1. Address each major current issue of your target niche in detail.
  2. Define what they want and choose a plausible mechanism to solve the problem.
  3. Consider your USP and the offer you created, which resonated well with your chosen market.

E.g., Facebook ads may be the solution to their lead and customer needs.

  1. Complete all of the product’s features.

  1. Create a memorable brand around the product based on its features, mechanisms, ideas, results, or target market.

How will it be? When do you productize your service offer?

Ultimate E-book


  1. Problem: What major problem your target market is facing?
  2. Mechanism: What particular mechanism can solve your market problem?

E.g., Problem: Leads. Mechanism: Google ads.

  1. The result: What is the single most outcome your market wants?


  1. The situation: Take up your market’s three main problems.
  2. The product: The product that can solve your target market’s problem. Your mechanism.
  3. The result: The result your market gets.

At last it looks like this, “Metal fabrication companies; Get 20+ metal fabrication sales with proven Google ads.”

Brand your ultimate product.

How to create your memorable brand?

  1. Create a name that implies the result.
  2. Create something different and memorable.
  3. Create a metaphor for your mechanism.

E.g., Grand Gravity Technique, For example.

  1. Create an unique logo and materials.
  2. Create short videos detailing the specificity of your product.
  3. Create a story for the product. The brand story can get into the emotional part of people’s brains.

PS: Generate leads and convert customers with attractive forms your audience would love. Use GoZen forms today and start converting.

Doing the market research for immense success.

Market research is essential before starting your agency in your niche market.

You need to understand your,

  1. Niche market.
  2. Your target audience.
  3. Your competitors.
  4. Other external factors.

Finding the right targeted information on the above things can let you make good decisions on preparing your product/service, Ideas to market your service,

How to close your dream clients, The ways to scale your business higher, And many more…

Simply, Doing market research must be your primary objective before jumping into your agency product creation, planning on marketing, and much more.

Doing the Market research.

Before doing any market research, you need to have a goal. The goal of doing your market research,

  1. Why are you doing this market research?
  2. What are you going to get out of it?
  3. What kind of insights are you planning to get from this research?
  4. For what business purpose am I going to use this market research?

This is the foundation stage; you must keep this simple and clear as possible.

If you are clear in your market research goal and Objective, You’ll know how to do the rest of the part.

So, the first goal is to find/understand what is your main core goal in doing this market research.

Planning to gather the correct information at the right amount.

Market research is all about data.

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You will use data to reveal/discover the core insight about your market, Competition, and target audience.

This, in converting, helps you create a better strategy to win your business.

When planning to gather information, You need to understand how deep you want to go in your research process.

If you are targeting, let’s say, a broad market, You need to do deep research to understand the market of that size.

But, If you are targeting a niche market that is small when compared to the broad target market,

Your data gathering level can be shallow, and you might even quickly discover the primary insight that can give you the best idea,

and let you make the excellent decision to create a good strategy to dominate the market.

However, Planning to get as much information from both sources,

  1. Primary: Surveys, Focus groups, Experimentation.
  2. Secondary: Books, Blogs, Research articles,

can be super helpful,

and you can outperform those people who jump into the market without taking proper steps to understand the market beforehand.

Planning on what to look for in the information you gather.

Without knowing what precisely to look for in your data, you can’t find the best possible business-changing insights from your data collection.

E.g., Gathering data from your niche magazines and Books to find the top problems your target audience is facing.

In the above example, The goal of gathering data from Magazines and Books is to reveal the target audience’s top problems.

If you are trying to collect data through survey means, Ask,

What is your goal in collecting that survey?

What outcome are you looking to get?

Collecting the data.

You can collect essential data to make the best decisions in many places.

Secondary Data collection sources,

  1. Books that can tell you the main problem your niche market is facing.

E.g., Your primary goal as a marketing agency is to help your target audience to market their business and get customers.

So when searching for books, You need to explore books that tell about,

  1. How to market (Your niche) successfully?
  2. How to scale your (Niche here) within a short time?

E.g., Let’s assume your target niche is dental practitioners. You want to help them get a large number of clients at less cost.

You can search books on “Dental marketing,” “Dental practice growth.” etc.

Books under these categories give you the data that can reveal the problems, frustrations, and pain points of the dental practitioner niche regarding getting clients.

Apply the above to your selected niche; you will discover your market’s fundamental problems.

  1. Trade Magazines: These can reveal the important and the most recent trends, Shifts, and the future of your target niche.

  1. Government data: The top-notch place to get reliable data to understand your niche market efficiently.

E.g., The demographic and Income level data in a particular area.

  1. Blogs, Articles, News.

  1. Using the academic institution’s research: Academic Institutions(Especially business schools) publish many research papers on the various types of markets and niches.

You can get this research from academic publications or Directly from the university itself.

For instance, Wharton University of Pennsylvania provides free access to numerous resources for market

research, such as academic papers and regular market reviews.

  1. Trade associations data: Trade associations are institutions created by groups of companies with shared interests and activities for cooperative purposes.

These trade associations also deliver market research; Directed to make the industry more profitable and competitive.

For Instance, The Columbus Chamber of Commerce provides market research data. Annual reports outlining market growth and trends in Columbus,

Using third-party sources: These are the businesses with a good amount of skill in researching and providing their service to the individual who wants to get definitive, specifically-tailored research reports.

Primary Sources of data.

Data from these sources are the most trustable; they come directly from your target audience’s mouth.


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Ways to collect the primary data,

  1. Surveys.
  2. Focus Groups.
  3. Interviews.
  4. Observation-based research.

You can use the above data sources and methods to collect information/Insights on,

Your target audience pain-Points, About your niche market’s demand state,

How your target audience is thinking about your Competition,

and many more.

Competitor Analysis.

Doing a separate competitor analysis can arm you with extra layers of data-backed solid insights.

  • Find out who your competitors are.
  • Determine what services and products your competitors provide.

  • Examine your competitors’ sales strategies and results.
  • Examine your competitors’ pricing as well as any perks they provide.
  • Keep an eye on your competitor’s content strategy.
  • Learn about the technology stacks used by your competitors.
  • Examine the level of engagement with the content of your competitors.
  • Take note of how they promote marketing content.
  • Examine their social media presence, strategies, and preferred platforms.
  • Learn about their strengths, weaknesses, opportunities, and threats, conduct a SWOT analysis.

External Forces.

Many factors can drastically change your business operations apart from your competition and target audience.

Forces like,

  1. Suppliers.
  2. Social, Cultural, Demographic & Environmental


  1. Government policies.
  2. Economy.
  3. Technological.

It can change how your agency operates and the number of expectations your target niche expects.

So, Always checking on the above things is an extra layer of protection you can give for your agency’s running in the long run.

Internal Analysis.

No matter what, You cannot know what you can improve unless you do your Internal analysis, which can discover and tell you,

  1. Weakness.
  2. Strengths.
  3. Opportunity.

Even If you are a new business agency,

Conducting Internal analysis can spark new ways or strategies to improve your agency better than your competitors and satisfy your target audience.

Make sure your target niche loves your offer and your product.

Ultimate E-book

You cannot sell something your target audience never wants/or have demand in the first place.

So it is worth researching how well your target audience welcomes your service.

I’ve already mentioned this in the above contents, But it’s worth having a separate section about this,

  1. Prototype: The early and straightforward representation of how your offer/service will look.

It doesn’t need to be completely perfect. A rough explanation of your offer in a paper, blog, or anything is enough.

Your goal is to have a physical representation of your offer that your target audience can look at or consume and give you good feedback.

  1. Feedback: This is what you need to get when you present your prototype offer in front of your target audience. You use this constructive feedback to improve your value further.

Question to ask when getting the feedback,

  1. Will you purchase this offer? This is the kind of question that can tell you how good your service is to your target niche.

If they say no to your offer, you can assume you have more to do in your proposal.

Asking why they are not buying is a great way to find their buying barriers.’

  1. Iteration cycle and Velocity: It is the process you can use to make anything better over time.

After getting the feedback, you can use this process to keep on improving your value.

Iteration Velocity means how fast you are optimizing your value; the quicker you get the feedback and Improve your offer,

The stronger you get in a short time and implement your strategy successfully right away.

The steps in Iteration Cycle,

  1. Find something that you like to improve.
  2. Create an experiment and Place the indicators that will tell you whether the experimentation is a success or not.
  3. Experiment and collect the data.
  4. Analyze the result.
  5. Accept or Reject the change as an Improvement.
  6. Repeat until you get what you want.

Relative Importance testing: This simulates the real-life trade-offs of your target niche. And force them to choose the best one.

(Pioneered by the statistician Jordan Louviere in the 1980s).

The most helpful thing you can steal away from this test is, “You can find what ticks your niche to buy your service.”

The test happens like this,

You’ll present a series of choices for your target niche, allowing them to choose the best one.

E.g., What makes you buy this agency service? Options are,

  1. Free trial.
  2. Guaranteed approach.
  3. Money-back Guarantee.
  4. Pay after the result.

Questions to ask,

  1. Which of these is the most important?
  2. Which of these is the least important?

You can provide random options, offers, selling points, or anything.

Until there are no more possible alternatives and combinations.

This test forces your target niche to choose the best one for them.

And the insights from this test serve you great to make your offer the most attractive to your target market.

Critical assumptions: These are the essential assumptions you make with your business.

E.g., “My agency will get 50+ clients in the first month.” “My agency will get a 1000+ audience in the first month.” “I can earn 100k this year with the help of my agency.”

However, these are just the assumption; you don’t know whether it will happen for real or not,

That’s where the shadow testing comes.

Shadow Testing: The process of selling your offer before it exists.

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You sell your offer before it completes and launches in your niche market.

This testing shows how many people are interested in your offer and ready to buy from you.

E.g., You can create a pre-Order offer to your target niche, allowing them to give their contact/email details beforehand,

Even allowing them to schedule a call with you can be better.

This test tells you whether your current offer is worth it and if your target customers are willing to take up your request by pre-Ordering them.

Incremental augmentation: This is the process of using the Iteration cycle to add things to your existing offer.

(I already explained this above. This section gives you in - depth-Explanation of the concept).

The simple concept is to keep improving and testing your offer.

Improve on what’s working and stop what’s not working.

It’s like creating new things to your existing offer and testing them further with your niche to make it real.

You can term it like, “Constant Innovation and Tireless testing to make the one your target niche will rave for.”

That’s it.

The above is the number of ways you can test and research your offer(Value) before making it live in the market.

Creating content that converts your traffic into your clients.

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You need the conversion content to converting your traffic into your leads and qualify them further to make sure they convert into your client.

This conversion content is not only there to convert your traffic.

But also to bring in quality leads and customers.

You are going to use the video as your conversion content.

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Because It is the popular format on the Internet You’ll feature this video on your landing page.

So, What are the rules for creating conversion content?

  1. The prospects are interested in themselves. What’s in it for them? You need to define that in your conversion content.
  2. Make a bold promise(The result you can give them) and provide actual results to back up your claim.

  1. Prospects will inherently don’t trust what you say.

So, You need to build trust through being a thought leader.

  1. Always sell the benefits. What will they get?

How can it impact their life?

  1. If you’re going to teach them about something, don’t just teach them about it.

Make sure you tell them why paying attention is essential and how learning it will make a difference for them and their business.

  1. Keep the quality of the video high. Y ruin your impression with some low content.
  2. Use visuals to amplify your point.

You might get these questions when doing your conversion video content.

  • How much should I share when I am giving the presentation?

Share most of your solutions.

Because doing that can separate your agency from the pack and attract those quality clients who want to outsource their service and problem.

  • How long should the duration be?

If the content and the solution you are giving require it, you must take as much time as possible to explain it.

But keep everything within 15-30 min; any longer than that becomes a webinar.

Also, Maintain brevity, simplicity, and a detailed approach.

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  • Do you need testimonials or the client result to make this work?

If you have it, It will be great and add an extra power punch to your video and brand.

Even if you don’t have one, There are other ways to display your trust factor, skill, and thought leadership.

  1. Present other people’s examples in your Industry.
  2. You can share the result of someone you know, even if they are in another industry.
  3. You can outline potential results based on your logical calculations and with a plausible mechanism.

And the best thing to focus on is providing practical training that can take your prospect from being mere traffic into booking your service.

Your conversion content must show, educate and give them the Idea of the solution to their problem.

Or the best, The entire solution. The result path framework.

It is a framework through which your target audience travels and consumes your valuable content.

Understanding this helps you simplify creating your conversion content.

The result path framework has three things,

  1. The situation: The situation your target audience is feeling and experiencing.
  2. The path to the result: The way through which your target audience can enjoy the outcome. E.g., Creating social media ads, Changing the website content, etc.
  3. The actual result: E.g., More leads, More Sales, More revenue.


Path 1: Step-by-step path.

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You can take them from their current situation and teach them a series of steps to achieve the desired outcome.

You must consider what they need to learn at each stage of the process to achieve the desired outcome.

Path 2: The multiple angle solution.

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You will attack the problem your audience is facing from multiple angles.

Suppose your audience has a problem with low revenue.

In that case, You can teach your audience how to market and sell before introducing to fix higher prices and expand the market.

You cover everything regarding the problem from every angle and get the most comprehensive solution that delights them.

Path 3: The complete plan.

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Here you provide a separate solution for their situations and problems,

Which covers their complete problematic situations, and you solve those challenging situations through your solution.

The above are the ways you can use to frame the solution part of your conversion content.

What is the type of solution available?

There are three ways you can provide the solution, The methods, principles, and Tactics

  1. Method: It’s about creating awareness about the specific solution or tools that can achieve their desired result. E.g., Education about the Fb ads and Google ads.
  2. The principles: Teaching about the way of thinking/rules/mandatory things that solve their specific problem.

E.g., A mindset that is needed. The rules one should follow to get that result. E.g., “Content should be the key priority for your business.” Joe Pulizzi, It’s a principle.

  1. The tactics: Sharing a specific action strategy that gets them to achieve their result. E.g., Implementing the Buyer persona into their content plan.

The two ways you can present your solution in your VSL. Option 1 (Educate them on the solution)

Problem: The problem your market is facing.

Solution: The entire solution you’ll describe and show to him that solves their problem.

E.g., To get quality leads for your B2B business, The proven way is to do a LinkedIn ad.

And, This is how you need to create an advertisement on Linked In.

The offer: “Hey, now that you know the solution, would you like us to do that part, so you don’t have to redo or make mistakes?”

2. Option 2 (Keep the entire solution as your offer)

In the training part, You will reveal only the partial amount of the solution and keep the entire solution as your offer.

The above are the various ways you can present your conversion content.

“Conversion content’s top goal is to ensure the viewer gets the value upfront, consider you a thought leader, and build trust in you and your solution.”

Let me tell you the 5 major stages of your conversion content (The Video Sales Letter).

  1. The Intro. 2. The situation 3. The training. . 4. The offer. 5. The CTA.

Your video sales letter must be compelling and denote the value your target audience will get at every point.

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The main objective of your video sales letter is to teach them the solution and let them take action, which is booking your service.

The Introduction.

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Open with a significant promise to help. Get attention by making a promise for something later you will give in the video.

Qualify them by describing who it is for and for whom it is not.

The situation.

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Describe the current situation and the pain. Show them you understand them.

Build a pain they are going through.

E.g., You will be willing to hit your head on the wall, When you see that your cost is higher than the revenue you generated through ads.

The training.

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Share the specific problem—the specific agitation.

And, Share the specific solutions to the problems and help them.

E.g., To remove your frustration with not getting the customers and leads through Facebook, All you need to do is start using this strategy.

The offer.

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Describe the offer and the benefits to them. Let them Imagine their end state after using your solution.

The CTA.

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Reduce risk in buying from you.

Ask the prospect to do the next best thing. E.g., Book our service now to get proven results.

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Now, You’ll understand how to get your agency’s first client.

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When it comes to getting a client for your agency growth, You need to consider the below three leverages.

There are three financial leverage points; what

are they?

  1. No. of clients: More clients, the faster the growth.
  2. Revenue per sale: If your revenue per sale is higher, You can grow faster within less time.
  3. Avg retention no. A higher retention rate can amplify the number of customers and your revenue.

The above three things must be your goal in getting clients for your agency.

Before starting to get your first client, set up your KPI, as that will indicate whether you are achieving your goal or not

When it comes to agency, what could be your top KPI?

Your primary metric would be, The calls completed and the clients closed.

But there are other two,

Performance metric,

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And, The optimization metrics,

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Getting your first clients and frequent future clients is a simple thing. If you understand this,

  1. Most of the focus should be on understanding your market.
  2. Use that information to create a compelling offer. Formula: Your audience needs/desires=compelling offer
  3. Share that compelling offer with your target market in a place where they hang out to learn, research, and entertain.
  4. Influence your target audience to book and schedule a call with the right communication.

And, Close deals.

You will use the method called reversing Polarity to get your clients faster.

What is reversing Polarity? and how can it get you the clients?

Direct Outbound marketing is an old tactic that involves sending cold messages to the target emails and the Inbox of social media.

Hoping anyone from the thousands will consume the message and respond to it.

Which you can follow up and close

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Reversing Polarity is also the outbound message shooting.

But it is the opposite of traditional cold messaging.

Here Instead of pouring them the Irrelevant message that shouts in front of their face,

You break the honey pot in front, let them consume your value, and decide.

This won’t create resistance as it does not ask them to call or buy things.

Instead, It asks the target audience to look at the Video about the solution they get.

Remember the VSL mentioned above? Isn’t this the smoothest outbound message?

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The main goal of this content is?

To give them the value upfront and follow up with them to book a call.

Okay, you sent the reversing polarity outbound message, What if you do not see the result?

How to solve that issue?

  • Try different variations of the information you offer.

  • Test content variation. E.g., Offer guides, reports, and videos.

  • Tweak the format of your video or your email content.

What if someone accepts your offer and asks you for the video?

  1. Send the video or the report.
  2. Wait a day.
  3. Then follow up.

The format of that email content will be,

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You must offer the actual value.

If you don’t, you may not hear from that person again. The simple formula is this,

  1. Offer people something they want.
  2. Deliver on your promise.
  3. Follow up with them.
  4. Get clients.

So, What’s the secret to making your outbound messages work better?

  • Being human.
  • Ask yourself, will I reply to this mail? If no? Why are you sending it?
  • Talk to people and get to know them before you sell them. E.g., Connecting through linked-in and building relationship.
  • Sell to the excellent fit target audience.
  • Be genuinely interested in them and their Business, not their cash.
  • Shift from thinking of closing sales, and start giving them the solution.

What are the critical things to your reversing polarity?

  1. Agency(You).
  2. Your value.
  3. Your prospect. Who consumes your value and comes to you.

Giving value will create trust,

that removes fear and makes it easy to convert people. The principles for your outbound messaging.

  1. Start at the top.

Prospecting a quality company and Business gives you the edge in closing deals.

That comes with finding who your audience is. The quality audience.

Don’t automate early. The point is to automate the system which is working.

If you are starting and don’t have a process or system that gets the clients. Then don’t automate it.

Automate only on things that are working.

E.g., Only after mastering the channel that works to get you to the clients. Then automate that channel.

Only three things matter.

  • The list. The quality list. That has,
  • Good Contact Info.
  • Business that is alive.
  • People in the market for your service.

  • The message. Good messages that are not pushy.
    • The headline.
    • The offer.
    • The content.
  • To follow up. You need to have a good list, a good message, and a good follow-up.

Even the best message needs follow-up.

People are busy, and you need to be in front of them. Keep this in mind,

  • Variation: Don’t send the same follow-up messages.
  • Frequency: Don’t quit the deal soon.

Track everything: Avoid emotional decision-making.

Tracking data helps you make the right decision that gets you success.

Don’t quit before you get enough data to make a decision.

Optimize what works.

All you need to do is, optimize things that are doing better and multi-fold your result.

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Focus on these things,

  • Being different and standing out from the competition. - Take action. Look at the feedback and iterate.

  • Always focus on improving the system.

System refers to the ways you get clients. For example, Outbound messaging, advertisements, etc.

  • Expect your first campaign NOT TO WORK.

  • Look at the factors that impact success. Then Test, Collect data, Improve, and Repeat.

What are the actual steps in Organic Outbound messaging? (The reversing polarity)

  1. Prospecting(Collecting contacts)

  1. Messaging(Messaging them whether they need your value content)
  2. Follow-Up: Messages(Following up with them regarding the above request, In case they haven’t replied)
  3. Sending the content(Sending them the value content)
  4. Follow up-Content(Following up with them by asking about their thought on consuming content)
  5. Schedule the call(Trying to schedule a call with them).

When doing the above steps, you might stumble upon some performance issues; understand its symptoms and the reason for that happening,

  1. Prospect.


  • Poor Deliverability.
  • Poor Response.

What to try?

  • The right company.
  • The right person.

  • Quality contact info.

  1. Message.


  • Low open rate.
  • Poor Response.
  • Silence.

What to try?

  • Powerful headline.
  • Strong honey offer.
  • Message realness.

  1. Follow-up; Messages.


  • Low Overall response.

What to try?

  • Number of messages you sent as a follow-up.
  • Types of messages you sent as a follow-up.
  • Information Provided in that follow-up email content.

  1. Send the content.


  • Low schedule calls.
  • Poor Response to content.
  • Silence.

What to try?

  • Quality of content.
  • Desirability of content.
  • Lack of follow-up.

  1. Follow-up; Content.


  • Low schedule calls.
  • Poor Response to content.
  • Silence.

What to try?

  • Lack of follow-up.
  • No multi-channel initiative following up.

  1. Schedule the call.


  • Low call schedule.
  • Low call attendance.

What to try?

  • Not selling the call in your emails.
  • Not positioning the booking/calling as your end goal.

Now, What are the sources you can use to do the prospecting?

  1. You can visit the business directories to find the contact and email details.
  2. You can go to the website and use the hunter chrome extension to find the email of the people in the industry.
  3. You can find the right business people on Linked In.
  4. Or else, Try messaging through Facebook, Twitter, and even Instagram.

Note: While you are in your prospecting stage, keeping track of your effort through spreadsheets will be helpful in the future.

That ensures you are not targeting the same companies two or more times out of error.

Create a column for,

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Things to keep in mind when prospecting through Facebook.

When you are sending your cold message through Facebook, take a look at whether they have a Facebook ad prior, and analyze their Facebook business page,

In that way, you can prepare your message correctly.

If they are running ads and you think, “They are already running ads, why should I be needed there?”

You don’t need to worry about that.

Your main goal will be to create ads for them at less cost and generate good leads.

And, Most companies are trying hard to reduce their cost and increase their leads and customers.

If you be

lieve you can make their leads and customer - generating job easier,

Then you can connect with them without fear.

Remember this? No matter how good your outbound messaging is, if you don’t follow up with the person, you have a greater chance of losing them.

You might think following up is not good, and you are forcing him. But that’s not true.

Following up makes you look professional, and the prospect thinks you are serious about your message and goal.

Various Types of messages you send during your prospecting.

  1. First Message: Value Box.

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  1. Follow-up message.

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  1. Replying to them, and sending the content.

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  1. Schedule the call.

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Sometimes, you might think you can do the sales process within the email itself,

That is not a good idea,

You must always find ways to connect through the phone.

Which is more lively than an email conversation

Now, You clearly understand the reversing polarity and how it can help you get your first client.

Next is, How to convert those people who have scheduled a call with you?

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How to make better sales and close your clients? Sales are not about making people buy anything,

It is about communicating the correct value to them that can help their life and business to get easier.

For a successful sales close, You need to position yourself as a thought leader and a trustable solution provider.

When it comes to positioning yourself, There are two types of positioning,

  1. Good Positioning.
  2. Bad Positioning.

Now, What are good positioning and lousy positioning? Bad Positioning?

  1. Getting interviewed by the prospects.
  2. Being asked a trust question.
  3. Prospects don’t defer to your opinions and guidance.
  4. Not closing deals.

Good Positioning?

  1. Prospect is happy to follow along with your conversation outline.
  2. They will be happy and excited to talk to you.
  3. They accept your opinions and thoughts.
  4. Closing deals.

Now, You might wonder, what are the critical things in positioning?

  1. Trust. Trust is the single factor for every sale in this world.
  2. Leadership. The authority and the confidence you show during the conversation.
  3. Image. Your and your brand’s image you created until the calling stage.

And your best chance to show these to your target audience is through your VSL.

VSL is the content that raises your,

  1. Image.
  2. Brand quality.
  3. Your thought leadership.
  4. Trust Level.

How to set yourself for success? Preparation.

  1. Be in a quiet place.
  2. Have a notebook and pen.
  3. Be ready before 5 minutes. Press call 30 seconds before the scheduled time. This reflects you as a professional and punctual.
  4. Have an Image of the successful client. Imagine them being happy and getting clients, leads, and sales.
  5. Sometimes,, disasters will happen where you stand without knowing what to do. When you are on your call, there is no way everything will go according to your plan and outline.

Be ready for unexpected things to happen.

If that happens, Gently converting the conversation back to your outline.

Now that’s how you prepare for your sales call.

Next is what to do at each of the stages.

  1. Opening the call; How to unlock your sales call?

When opening your call with the client, You need to sound optimistic and set a positive tone in your voice.

And, Open with a friendly vibration.

PROSPECT: “Hello it’s John”

“Hey John, it’s Brett with Reliable Marketing, I’m calling for our appointment!.” Or you could try,

PROSPECT: “Hello?”

“Hey it’s Brett with Reliable Marketing, I’m calling for John?” (“Speaking” / “This is John”) “Hey John I’m calling for our - - - appointment, how are you today?”

You need to say you are calling for an appointment; that way, they can instantly know the entire goal of this conversation.

1. Questions to ask; What questions to ask?

  • My default is about location, simply because everybody has one and it’s something they’re comfortable talking about
  • “Where are you located?”
  • “I see you have a _____area code, is that where you’re located?”
  • Ask about their town/city - whatever you’re curious about
  • “Is that where you’re from originally”
  • “Oh, I haven’t heard of it, is it a smaller town?”

After introducing yourself, Don’t jump into the business; take time to understand them in a friendly way.

Like asking them about the location, they are in, about their place, etc.**

Always start your call friendly, and don’t sound like a robot reading the script from the paper.

Make sure you don’t go too much out of the primary goal of your sales call.

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The next one is, How to carry on with your further sales call?

Setting the agenda to make a winning sale.

  • “Awesome, well we can go ahead and dive in here if you want?” (Prospect Agrees)

  • “Cool, so first I’ve got a few questions to get some background on you and your business, and what you’re looking for, then if it looks like something we can help with,

  • I can go into a bit more about what we can do for you, then you can ask me any questions you’ve got, and at the end you’ll be able to make a decision about how you’d like to move forward.

That sound good?”

Setting up the plan is not about following the exact solid Ice cube format you prepared yesterday night.

The format is to have clarity in your sales call.

When you sound like a robot, It won’t cut the fruit and get you close to the client and the deal.

Keep the conversation relevant, and ask for permission before moving on to your setup agenda.

Why ask permission?

Asking permission will picture you as someone not here to bombard with sales talks and influence the other person to buy your product.

And, It will keep your prospects at ease.

What if your prospect won’t cooperate with your plan?

It’s normal for every prospect to cooperate, and it’s a bad sign if they are not cooperating.

They might also be a lousy quality client, the result of your wrong positioning and not clear communication.

That’s why you must qualify the prospect at the VSL stage.

Sometimes it could be their personality or a bad habit. Or not ready to wait and find out the information.

Things to do, If they are not cooperating with your plan,

  1. They start asking questions before you set the agenda

“Hey that’s an awesome question, actually we’re going to get to that in just a few minutes, but I’ve got a format I like to follow to make sure I get to everything and you the most accurate and relevant answers…” (Outline the call)

  1. You set the agenda and they say no, they have some questions “Actually I just wanted to know…” “Ok but first…”

“Ok got it. (answer the question)”

“Ok got it. I’m here to make sure you understand everything, but to answer that I do need a bit more information so I can provide accurate and relevant answers. Do you mind if we run through a few questions real quick?” They go straight for price?

Tell them the price. Saves time and usually that question is a bad sign.

“Absolutely. So we have packages starting at _________, if we could make you a 5-10x return on that do you think you’d want to hear how it works?” If they say yes… “Awesome, I know you just want the information, and I want to give you the right information, are you open to a few questions so I can get you the information that’s most relevant for you?”

If they won’t get with the program, end the call:

“Hey John, I understand where you’re coming from, and I appreciate your interest in talking with me, but I do vet my clients to ensure we’ll be able to be successful together, and these calls are how I do that, so if we’re not going to be able to get some basic information about your business and what you need, we’re just not going to be able to work together.

So thanks again for scheduling a call, sorry if this has been a waste of time for you, and I wish you all the best.”

In Conclusion.

During the set-up stage of your call, everything will go well.

But if someone is not letting you go through asking questions and mocking,

Then he may not be the best fit, and ending the call with them is the best choice. If it’s not,

Make them know you have a plan and let them agree with you.

So they know where the call is going, and everything will be comfortable and straightforward for them and you.

Fact-finding; Getting to know their problems and pains.

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Fact-Finding is unavoidable in your sales process.

Fact Finding means “Gathering the several types of information and data from the prospects you use to close the sales.”

So you can tweak and create a personalized path for your client in the sales process and close your sales with delight from both parties.

You’ll use this fact-finding information to customize the sales presentation you do with your prospect.

Don’t try to get through the question; take notes of their answers and conversation.

You’ll use these notes in your presentation. - Respond with encouragement and up tone.

  • When they say something, listen to it and show them you are listening.

  • Don’t try to solve their problem when you are in your fact-finding stage. Your only job is to listen and take notes of their problems.

  • Ask Good Questions to understand their business and their problem.

Your main goal is to get information from your prospect and use it in the presentation and your sales pitch

Then there is fact-checking. What is that?

Fact-checking is the process where you make sure what your prospect is saying through the phone is correct.

Also, Fact-Checking builds rapport and makes them think they are understood.

Now, understand the types of questions you can ask your prospect.

  1. The OverView Questions:

You ask this question to understand their business and their problems.

The one who talks in this phase must be your prospect. Your main job here is to listen diligently.

  1. The tactical questions.

Used to understand their business’s operations, lead generation, and sales process.

Finding their most significant problem/pain points.

Get to know what they’ve done before using your agency’s help.

Know their buying criteria; what is essential for them when buying? etc.

Tactical Questions Example,

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Make sure to note down the answers you hear from them, as it can help you when you explain your solution.

  1. The Inspiration questions.

With this question, you get them delighted and excited about their future outcome with you.

Help them Imagine their end self, The successful self after working with you.

Let them understand their main goal and objective, as it will motivate them further.

Help them visualize that they haven’t been able to achieve the goal on their own before, but now,

They can achieve their goal with a high success rate. Example of the Inspiration questions.

After asking them the above question, You need to verify their situation and goals.

This makes them know they are being heard and understood, which can build up the trust and social factor in your further conversation.

Next is giving them the invitation to hear more from you,

Getting their agreement to move forward into the presentation You’re giving the option - it’s their choice. This subtly reduces the natural aversion to sales pitches almost everyone has “Awesome. Well this sounds like something we can absolutely help you with, and actually you’re right in our sweet spot! Do you want to hear a bit about what we do and how we can help?”

As you can see, The above communication is asking for permission, Which removes the sales pitch trait and places a situation where you are trying to help them.

Next is presenting your solution to the prospect.**

When presenting your solution to the prospect, ensure you always tell the benefit first and the features second.

Always talk in terms of them. It’s all about them, not about you.

At the end of a section, slide, etc. ask them a quick question

“Is this all making sense so far?” / “Does that make sense” “Do you see how that’s different from…” etc.

Don’t let their questions build up, or you will lose them Take questions “Do you have any questions about that?”

If they ask questions about price early, Say, “We’ll get to that in just a minute actually but I want to show you a couple more things first if that’s cool”

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What’s the layout to present your solution to your target audience?

The layout for presenting the solution to your customer.

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  • Set agenda - let them know what’s going on
  • Big Picture, Overview of what you do
  • Outline Pains & Explain where they are stuck
  • Show other solutions & point out flaws
  • Show your full solution in detail (edited)

  1. Set the agenda.

Outline how this portion of the call is going to go, just like you did for the beginning of the call

You’re letting them know again that you have a plan and and outline, and that you’ll get to everything they want to know.

This prevents them from asking questions out of order or jumping to the price question

The main goal is to communicate with them that you have a plan and outline.

And, You will solve every question in the order. This stops your client from asking the questions abruptly and out of order.

Setting the agenda, The example,

Previously: “Awesome. Well this sounds like something we can absolutely help you with, and actually you’re right in our sweet spot! Do you want to hear a bit about what we do and how we can help?”

Cool, so basically what we can do, is I’ll walk through all the details, then we can go over any questions you’ve got, and then if you think it’s a fit, we can go over our packaging and different investment levels, sound good?

  1. The Big Picture.

The big picture is getting them to know how your solution works as a whole.

So they know what your main goal is for this presentation.

In essence, we construct your funnel from top to bottom, including the landing page, presentation page, application page, and booking page.

This way, everything is taken care of and qualified prospects automatically schedule appointments on your calendar. Additionally, we develop, test, and optimise your traffic source so that qualified leads flow through your funnel automatically.

  1. Outlining the pain your audience is feeling.

Your client is in pain/problem.

That’s why he is here with you on call; when you outline their situation and the challenges they are facing,

You will trigger their emotion and their desire to get to the solution.

“As you probably know, a big problem in the (1) (industry / business) is _____(2)_______. This happens because (3) and it causes (4)

1 = Your niche or industry 2 = Serious & widespread issue in business 3 = Justification / Error in Common Approach 4 = Make the suffering more severe and detailed

  1. Show other solutions available on the market.

By showing the other solutions available in the market, not only can you picture yourself as a knowledgeable person,

You are also pointing out the flaws in other market solutions and the mistakes they’ve made before.

Which leads them to agree with you empathetically.

While there is nothing wrong with webinars and they do have their place, they are now unworkable in the market because.

Unfortunately, the majority of advertisers simply throw stuff at the wall and see what sticks… This is a huge time and money waste and rarely produces lasting, beneficial results.

Since they must resell the leads for a profit, the majority of lead providers generate leads as cheaply as possible, yet as most people know,

  1. Show your full solution to them.

When you are presenting your solution,

  1. Break down the elements of your solution.

Be sure to show how each part of your solution overcomes the problems of their niche and is different from other solutions

Emphasize the parts of your solution that your prospect has had trouble with or concerns about

Use the specific phrases from your prospect where it fits

  1. Show them the timeline of how you work.

Walk them through step by step what happens when they sign up,

Include what you’re doing exactly, and how you’re working together with the client, communication, reporting, etc.

This gives them certainty and allows them to vision the future. People don’t go where they can’t see. (blindfold)

Don’t go into irrelevant or complicated details. The point is to give them confidence and vision, not to confuse them

Always end each “step” with the benefits and why it helps them,

Remember to keep asking questions to keep them involved & attentive like “Does that make sense?

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How to handle your prospects’ questions effectively?

Your client will always have various questions to ask cause they need to make sure they are clear and confident before buying your service.

  1. Opening up for the questions.

“So other than price, which we’ll get to in just a minute, what kind of questions do you have so far?”

You want to exhaust their questions; keep asking if they have any more questions until they say no.

This could take anywhere from 0 to 30 minutes in some cases. And, It’s critical.

  1. Handling the results question.

Questions about “results”; lead cost, closing rates, etc. should be answered whenever possible (don’t just avoid the question, make a guess if you have to)

Use averages, approximations, specific examples, etc. but make it clear what you’re quoting and that it’s not necessarily a guarantee for what’s going to happen for them, unless you can 100% guarantee it

If you absolutely must tell them you won’t know specifically until things get started, Offer a guess.

  1. Handling the cart before the horse questions.

If they have questions about things that you don’t know until you get started, let them know that’s the case, and assure them it will be taken care of

Example: “Well, what are the ads going to say?”

Response: “That’s going to be a little bit different for every client, and it’s part of what we’re doing in week 2 during campaign development. We look at your existing marketing materials, competitors ads, and a number of other variables to strategize what your ads specifically should say…”

  1. Compile the FAQ’S.

Note down the most asked questions from your prospects, and compile those into the FAQ,

In that way, You can solve your prospect’s questions beforehand.

Pay attention to what questions prospects ask regularly

If you get stumped by a tough question, brainstorm possible answers after the call to find a “Home Run Answer”

Compile these into a FAQ that you can reference and memorize

A “Home Run Answer” is a response to a specific question that knocks that answer out of the park Example: “Why does it take 2 whole weeks to get the campaign live?”

Great question, to which we respond: “Great question, we actually compress a lot into those first 2 weeks that are critical for the success of your campaign. Many advertisers neglect things and cut corners in the name of speed, and that’s a big part of why you see so many failed campaigns. So we take the research and development of your campaign seriously and make sure it’s done right because it’s the foundation upon which everything is built, does that make sense?”

Preparing to close the sales successfully.

Closing is the central part of your sales process. You don’t want to miss the chance to close, do you?

The type of close you will use here is ‘ Test close?

The test close?

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When you try to close as per the traditional sales method, you ask for a commitment. E.g., The money, The action.

But in the test close, you are asking for the agreement from your prospect, which keeps you away from the pushy salesman traits that converting off your client.

Some people advise, “Just keep pushing them until they close.” That closing method won’t work for the marketing deal, which is also about long-term relationships.

Getting ‘Yes’ from your prospects will help you influence them and close sales.

Test close not only allows you to predict your prospect’s answer but also to dramatically increase the likelihood of a yes You want to build up a bunch of little “Yes’s, getting them used to saying yes to you before you get to the close

You’re building up a bunch of agreements, by their own stating, that your service is right for them

This makes sense in their mind to make the investment because not doing so would go against everything they said

There are 2 types of questions available in the test close,

  1. Value and Relevance.

“Based on everything we’ve talked about so far, does this look like something that would help you______ ?”

“From what you’ve seen here, (investment aside) do you feel like this is the right type of solution for you?”

Just hypothetically, if this was a free service, would you get it in a heartbeat?”

  1. Timing.

If you were going to do something like this, when would you be looking to get started?” (Putting them in the frame of investing with hypothetical question)

“When would you want to have a system like this up and running in your business?”

The Final Thoughts.

Now that they have both acknowledged its worth and relevance to them, as well as the timing, the only remaining query is “how much is it?”

If the investment makes sense, there is basically no reason not to do it

You’ve set yourself up for an easy close.

Now, The only thing remaining is to close your sales and get that sound heard, “SOLD.

Closing your deal and hearing that sound, SOLD! (In your head, of course)

“Okay awesome, so the investment is pretty simple, and there are two parts. There’s the investment to work with us to build out the campaign and maintain and improve it, which is a monthly investment.

And there’s ad spend, or the investment to have _________display your ads, which is paid directly to _____________.

The investment to work with us is____________ month, and the minimum ad spend is________ per per month.

Based on everything we talked about I think you’ll be able to recoup that investment with just________”

It is good to ask the question at the end of outlining your closing information; this makes them at ease because you are not selling; you are asking, which is different.

After you’ve done the closing, use the silence. Let your client think.

Pause for 3 minutes…

Unless they ask you, “Hey, are you there?” Don’t Interrupt.

Or else, Just give them the time to think and reply on their terms.

But, If it takes too much time and all that. That means The person is disconnected.

One possible outcome is they say “Yep, let’s do it. How do I get started?”

If that’s the case, tell them exactly how to get started, which is usually something like:

“Awesome. After this, I’ll send you an email with the next steps, along with links to our marketing agreement, the first payment, and a link to schedule your onboarding call. On the onboarding call, we’ll discuss the following steps to get things started and go quickly.”

If that’s the case, congratulations, you closed the deal!

But there’s a bit more to do, so settle in and make sure you get it closed up neatly

When asked “What’s the best email to send that over to,” make sure you have the address they want the onboarding email sent to.

Make sure you get verbal commitment of when they’re going to take care of those steps “Just so I know, when do you think you’ll be taking care of that?”

Make sure you end the call on a positive note

“Awesome,__________, I think we’re a perfect fit here, and I’m really excited to work with you! (and I’m sure the rest of the team will be too)”

End the call

Even after you close, they might have questions popping up in their head, then? What to do?

Often when you get to the close, more questions pop up in response to you asking if they want to get started

This is good because it means they are seriously contemplating signing up, and from this new perspective of seriously considering working with you, they have more clarifying questions

You want to handle these questions with optimism and certainty. At this point often all they need is reassurance

Stalls; Are usually done by the prospect when they need to think through their decision.

Example: “So, um… it’s a monthly thing?”

Response: “Yes, you’re billed monthly as long as you want to continue” (Silence)

Example: “So the leads just go straight to my CRM?” Response: “Yes, exactly.

They use some hollow questions to take time to think.

What they care about here is the questions, not the answers, cause they need to take time to think.

Let them be if they say they need to think or discuss with their partner.

And ask if you can join in their discussion with the partner.

If they say I need to think, ask them precisely what they need to know or have a problem with politeness.

If they tell you what is stopping them, and if you can solve their problem, you can close the deal like a breeze.

After they say yes, you need to schedule the appointment, the date, and the day they are ready to take on all the stuff relating to closing the deal and start working together.

What’s the final part of the closing?

  1. Keep the close simple. Ask for approval on closing.
  2. Things you do and say up to the closing stage have a more significant impact than how you present your close.

  1. Is the deal not closed? Then, The next option for you is to follow up.
  2. The highest number of factors that support your sales immediately happens in the first part of your call. So, Nail your first part of the call.

How to follow up with your client after the calling session?

One can close a higher percentage of sales when they follow up.

Some people need some extra familiarity and trust to make the decision,

that’s why,

You should follow-up.

Who should you follow up with?

When should you follow up?

Essentially, follow up with everyone who hasn’t bought yet, but was qualified and interested

Don’t waste your time following up with every single prospect, prioritize who you follow up with (at least manually)

First is people who said they were ready to sign up but didn’t Second is people who you scheduled follow up calls after a non-close on the first call

Third is people who were interested and qualified, but for whatever reason didn’t get a follow up call scheduled

When should you follow up?

Start following up with a prospect once they agree to sign up one day or less after they stated they will take care of the invoice/ agreement, if they haven’t already.”

When a prospect needs to think about it, or talk with someone, and SCHEDULES follow up on the first call, follow up on the agreed upon time

When a prospect gets off the first call, qualified and interested, but without scheduling follow up, start calling 2 days later

How many times do you need to follow up?

10 phone/ 10 email. Sometimes it takes lots of follow-ups to get the person to say yes.

Multiple calls per day is better than 1 call a day. Calling twice in the same day is often enough for people to take notice

People aren’t going to get upset with you for following up repeatedly if they expressed interest on the call, and you keep your messages light hearted, upbeat, and professional

Occasionally, they choose to remain silent out of embarrassment over their lack of funds before responding when they do. They occasionally had a vacation or an emergency. They may not yet be ready to speak with you since they frequently forget or put off making a decision..

Follow-up is done to get them back to the conversation.

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There could be many numbers of reasons why your client halted the conversation with you,

Your main goal is to make sure to get back on the page through the follow-up.

This is a professional practice, so there is no need to worry or think about other things.

If they say they are not interested, just ask them when you should check back in and schedule it in your calendar.

On which gadget must you follow up? Email vs. Phone.

Following up with your client by phone will be livelier than connecting with them through email.

How should the phone follow-up be?

YOU: “Hey John, it’s Sarath with GoZen”

PROSPECT: “Hey Sarath how’s it going?”

YOU: “Doing great, how about you?”

PROSPECT: “I’m doing alright”

YOU: “Glad to hear it. If you’ve got a quick minute, I’m just calling because we spoke sometime last week, I don’t remember exactly where we left things off, but I wanted to check back in real quick and see how I can help move things forward”

Always leave a message when they are not picking up.

Final Thoughts on the Follow-up.

Follow-up is the best way to get back the clients who haven’t signed up yet for your program.

Prospects are always happy to hear from you; they may even feel guilty about not signing up yet.

Always make yourself easy to talk to.

Don’t forget the goal of following up: It’s used to get them back to the conversation and close them on their own terms.

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The steps in creating a sales automation process are,

  1. Advertisement.
  2. Landing page: In this landing page, you will collect the email IDs to give them access to the video training.
  3. Training video: After watching the training video, they can start the application process.
  4. Application 1: You ask basic questions to understand the goal of your target audience.

The questions confirm their goal in opting for your agency service and their motivation.

  1. Application 2: Here, you would collect the contact information of the prospects who completed the application process. To follow up further on.
  2. Booking the call: The page where they book a call with your agency.
  3. Thank you page. The extra two steps,

Follow up through email if they haven’t completed the process after filling up the form.

Follow up through the retargeting method to move your target audience to the following stages.

Doing the paid ad is the fastest way to get the customers than the organic way of attracting the client.

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The 7-stage campaign metric benchmark?

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There are two approaches to advertising.

The best guess.

The best guess method is when an advertiser gives everything to their one campaign, hoping it would work and get them the revenue and profit.

Why does this approach fail?

Here, The advertisers go all out with one campaign.

The one target group, the one target ad, and the one target message, with target CTA.

As they bet everything on one thing and hope for luck to hit them, Their chance of success shrinks.

See what sticks.

This is where the throwing practice comes into place.

This is a method where the advertiser sets up the ad with some random things, hoping it will work.

This is the most burning form of ad cause it drains the actual cash into the magma river.

What to do, then? How to advertise?

The answer is to use the strengths of both of the ad types.

Before getting to know how to do that, Understand the ad spend you will make each week.


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You need to keep a specific budget for each week for conducting the ad.

The reason? I will let you know shortly.

Three elements that drive the campaign results.

When it comes to an ad, You need to focus on two things,

  1. Traffic.
  2. Conversion.

You create ads to get the people into your landing page.

From there, you will use your landing page elements to convert the traffic into your leads/customers by refining them on the number of steps,

Focus on getting the profitable traffic first, then focus on the conversion.

The elements?

  1. Audience.

Target the right people for your ad to get a quality audience and wonderful customers.

  1. Message.

The type of message you send to the target audience will prompt them to take action, which is mostly clicking the link to the landing page.

  1. Imagery.

The right image speaks to the right audience and converts the average message into a compelling one.

These three things are the driving factors behind every ad you create.

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If you target the right people who are likely to buy your agency product and create the targeted compelling message, along with the perfect imagery that speaks to the target audience.

You will get quality traffic to your website that converts into leads and customers and reduce your ad cost.

The power of massive testing.

We tend to test 2 or 3 ads with variable factors in the split test.

But in the 10x testing, The amount of tests being done is 10-20; I mean, this is extensive testing.

In this robust massive testing,

You test more variations to find the best possible factors that can blast your ad’s efficiency and help you get conversions at a low cost.

The result you might get is,

  1. 70% of the average result.
  2. 20% of failures.
  3. 10% generates the highest result covering the average and the failed test cost.

It is just like the sentences said in the book, Psychology of the money,

“If a person started investing in 10 startup companies, not every company would win, and he would lose some money. But the few that hit the jackpot will cover the cost of the failed one.”

The roll method; is a tried-and-true strategy for a successful campaign.

In this roll method, You conduct weekly tests to find the perfect factors you can set up in your ad to get the best result.

That’s the reason I told you to allocate weekly ad spend for testing purposes.

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The loaded roll method does two things,

  1. It reduces the risk.
  2. It increases the average reconvertings from the campaign.

The phases in the roll method,

Phase 1: Account setup and the research part.

In this phase, you will conduct your research and set up your ad account to start the roll method.

Phase 2: Developing the campaign assets.

Developing all the campaign assets to get started. Include,

  1. Writing.
  2. Creatives.
  3. Landing page.
  4. Video asset.

Phase 3: The audience testing.

The main goal of this testing is to find the right audience that reduces your campaign cost and improves ad performance.

Phase 4: Message testing.

Testing the number of messages to find the best performing message.

Phase 5: Imagery Testing.

Testing the number of Images to find the one that resonates with the audience and gets the clicks and conversion.

Phase 6: Demographic Testing.

In this testing, You will try to find the best demographic segment from your target audience.

After your audience testing, You will find the Ideal audience with high conversions and less cost. You use this audience to find the right demographic segment in the testing.

Phase 7: Testing with the increase in ad budget.

In this phase, you increase your ad cost to reach more people and improve the number quality of traffic.

Phase 8: Landing Page testing.

You test the landing page to improve the number of conversions.

Why is landing page testing kept at last?

Optimizing the traffic must be your first goal. The above testing is done to generate standard traffic to your website at a lesser cost.

So that you don’t sweat much to convert the traffic. If you bring in the right people, conversions will happen automatically.

All the above tests before the landing page are done to find the Ideal audience, Creative, Copy, Images, Budget, etc.

Also, a high traffic volume is required to test the landing page. That’s why landing page testing is kept last.

Let’s dive deep into those** above phases, Audience Testing.

An excellent audience is made of two things,

  1. Cost to reach them.

If you are not targeting the right audience, your ad cost will naturally go above the clouds.

Instead, If you target the perfect audience who might get delighted when hearing about your product, Your cost to reach and convert them will be low.

Higher cost happens due to,

  • If the competitor targets your same customer, the cost will rise.

  • More focus targeting has a higher price.

  1. Volume of the quality prospect per thousand.

If you have a higher number of right audience per 1000 people,

you don’t want to make much effort to get quality traffic and conversion.

But, If your target audience within that 1000 people is too low, You have to incur luxury costs in your ad.

Remember this,

  • Fewer audiences per thousand have lower CTR and High CPC.

  • Then, Higher audiences per thousand have higher CTR and low CPC.

The point here is, How will you find the right audience? The audience can be unpredictable.

The only way to find a highly profitable audience is through testing.

The Good way to test the audience to find the right one is by following the below methods,

  1. The pot concept and the honey theory.
  2. The Not-straight method.

The Pot concept and the honey theory: According to this method,

You will take one pot and fill that with the number of honey, the Interest part.

You’ll use different pots for each ad set. Each separate pot contains various honey.

The Pots: Education.

The honey: The particular schools that reside in the above pot.

Remember it simple,

The pots: It’s a broad group of interests that can be used for targeting.

Honey: Honey is the different interest variant inside the pot. Like a specific interest.

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In the above example, you can clearly see that the pots are a broad interest. The honey inside that pot is the specific interest within the general interest.

You need to target using different pots with different honey. You can use the above example as a reference in your ad.

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This technique ensures that You go for different varieties of the audience and Increase your chance of finding the best one.

Instead of going for the specific, predictable type of audience

Not-straight method: This principle is the basic rule of the pot and the honey theory.

The Not-straight method is nothing but a rule opposite to the common notion of audience targeting among companies.

This principle states, “You need to do broad targeting to find your ideal audience.”

When targeting an audience, many companies will be as specific as possible, taking cautionary actions to avoid missing the best audience.

But this principle makes you target a broad level of audience and lets you find the best type from that massive crowd of a different audience.

Again that can be possible only if you keep on testing.

When you get into this loaded roll method: What could your typical week look like?

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The loaded roll method is about rolling out the dice and the risk multiple times and finding the best one that sticks.

So, It involves the

  1. Best guess, and
  2. Let’s see what sticks.

Both kinds of ad methods we talked about above.

The core goal of testing things is to find the right audience, Image, Message, Demographic, Scale, and Landing pages that can reduce the cost and fetch more leads and calls.

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Time to do advanced campaign optimization.

Now, You will understand how to optimize the ad weekly to get the perfect machine ready to reduce your cost and increase your leads.

Let me simplify the concept here,

  1. Audience testing: pot concept honey theory

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You need to have different pots of the audience(As discussed above) at each ad set.

Keep 3 different Images per ad set for 3 varieties of messages.

(As in the above diagram).

Because no target audience is the same, that’s why keeping different Images will be a good thing.

Outcome? You will get 1 alpha audience and 1 omega audience.

Alpha audience: Less cost in terms of the ad.

Omega audience: People that have completed the entire process of the campaign, but lead to little high cost.

  1. Message Testing: Once you’ve done the audience testing, divide those audiences who performed at low cost and high conversion.

(That alpha and Omega audience).

You need to conduct the message testing now.

Create several different variants of messages. A, B, C, D, E for the alpha and Omega audience.

So, You’ll create ten varieties of messages, 5 for each type of audience (Alpha and Omega).

  1. Imagery Testing: After you’ve done Message variant testing. You’ll get the message variant winner from each ad set.

Ad set 1: Alpha. Ad set 2: Omega.

Now, Combine Alpha audience+alpha message winner. And Omega audience+Omega message winner.

Then create several Imagery variants A, B, C, D, E, and F. And, Use the Image variants in each ad set (Like the above test),

The alpha ad set and the Omega ad set. Run the campaign for a week.

You’ll get the Imagery variant winner at the end of the week.

  1. Demographic Testing:

This test focuses on which demographic segment within the alpha and Omega audience is better regarding low cost and high conversion.

Now, Combine the alpha audience+Message variant winner+Imagery variant winner. Do the same with the Omega audience.

All you need to do here is, Dissect your alpha and Omega audience into the ideal segment of your target audience,

E.g., 25-35(ad set 1), 35-45(ad set 2).

Keeping all the above factors(Imagery, Message, etc.) not changing.

And run the ad for a week to find which segment performed better than others.

And, That is your Ideal segment of the audience.

You can also test with different varieties of the segment.

  1. Scale Testing:

After you’ve done the demographic testing, You’ll get the alpha and Omega refined.

Alpha refined: Right audience+Right Image+Right message+Right demographic. But less cost and less conversion.

Omega refined: Right audience+Right Image+Right message+Right demographic. But the high cost and more conversions.

You’ll get the above two.

Next, You need to scale up your testing.

That mean?

You need to increase your ad spending.

For each day/or two for a week.

To get more quality traffic to your landing page. A deep-dive into your scale testing,

You found the best Image, Text, and demographic variant through the previous tests.

Now, Your goal will be to increase your ad spending to reach more of your target audience and convert more.

Remember, Your top goal here is to, Increase the ad spend to get quality leads and clients at an affordable cost.

One problem people might face is, When they increase their budget, Their ad gets into the hands of less qualified people.

Usually, the Facebook ad algorithm will show the ad to the specific people who might be interested in your ad and are likely to act on it,

Even if you target 10 million people, Your ad won’t appear before that 100 million people; Algorithms will filter and show it only to certain people.

When you increase your budget, That algorithm will lose its restriction and reach more unqualified people.

It can lead to capturing fewer quality people.

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That’s why you should understand these 5 methods of scale campaign, so you can scale your ad, reach more qualified people and convert more clients.

There are five methods of scaling your campaign,

Each is designed to save you from prior campaign failures.

  1. Increasing the Budget.
  2. Look-alike audience.
  3. Differentiating the campaign variable.
  4. Finding a new audience.
  5. Testing various objectives.
  6. How to do the above testing on your Facebook/any social media?

Increasing the budget.

All you have to do is, Increase the spending on your ad campaign that has been working well until now.

Raise the spending slowly, watch the result, and ensure you are not falling out of the KPI.

Once your cost per lead/client and the quality of the lead/client becomes a mess, you need to stop this approach and start making the other approach.

First, you raise the budget,

Then wait for 24–48 hours and check the result.

This is just the recommended time; again, it can vary based on many factors. You need to get enough data to decide whether you need to raise the budget in the consequent days or not.

Even if it takes a week to get enough data, Wait, Get the data, Check the result, and move to the next stage.

At which rate are you going to raise your budget? Raise your budget 50% higher after each check back analyzing.

E.g., If you are at the -10 on the first day, after checking back on the result, You need to raise it to -15.

You will do this for a week,

But when you start witnessing the dwindling return, where the cost increase and the quality leads come down,

That’s where you need to jump to this method,

Look-alike audience. (Expanding your existing audience).

You will launch these audiences concurrently with the initial campaign.

Allowing you to attract more of your Ideal audience.

There are multiple different points for gathering lookalike audiences. (Which I will tell you shortly).

You will test these audiences to find where your highest quality leads, appointments, and clients reside.

You can gather a look-alike audience from 5 different points,

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If you create a lookalike audience based on your visitors, leads, or even the booked clients,

You can reach people with similar characteristics as your visitors, leads, and booked clients.

It means,

They are going to be amazing-qualified people. But this is important,

For your lookalike audience campaign to work,

You need to have a good amount of traffic coming to your page.

Your lookalike audience will be more effective if you create it from higher website traffic rather than,

With a lower volume of traffic.

At the start, you need to create your lookalike audience based on the visitors and the leads because that’s where the most traffic happens, Compared to the application and booking pages.

You need to create a separate duplicate campaign to test the lookalike audience that can reach a new group of people,

Instead of sticking to those people who are giving you the diminishing return

Differentiating the campaign variable. (Modifying the existing ad set)

If the first and second method doesn’t work, You can jump to creating this campaign.

Differentiating the campaign variable.

You will tweak the different targeting factors inside your campaign to reach new people with other characteristics.

So when you begin this campaign, You will target two types of people within that broad group.

It means you will not show the ads to the same type of audience.

You can duplicate and adjust your ad sets and start implementing different targeting factors.

Like making changes on the,

  1. Placements of the ad.
  2. The age range of the people
  3. The device people use.
  4. Etc.

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When you target using the different campaign variables.

Within a broad group audience, You are going to reach the other specific subgroups of the audience.

This increases your chance of capturing the Ideal traffic that can turn into your leads, application, booking, and clients.

Finding the new audience.

You will use the audience factors from the previous audience testing phase.

Remember? The audience you got from the audience testing in the previous section?

Alpha audience and the omega audience.

Testing various objectives. (Making use of different campaign types).

Again, you will use this testing method if the above three campaigns don’t work.

Testing the different objectives.

You will test objectives like,

  1. Clicks.
  2. Impressions.

  1. Reach.

Which helps you to reach a different subset of audience within the broad audience

How does it look?

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Within that broad audience, you’ll reach different subsets of the audience.


Will you use every campaign I said above?

With all the previous testing you’ve done, Like audience test, Imagery test, Message test,

Your ad could have reached a point where it can generate leads and clients at a lower cost within the KPI.

If the initial scaling campaign didn’t work, you would use the other drives I jotted down above.

But there is less chance you will use the other campaigns.

How to do the above testing on your Facebook ad account?

The number of steps you are going to follow to practice the above tests,

  1. Take the campaign you created and published until the demographic testing. It’s time to scale test.
  2. Run that winning campaign with a daily budget of 10-.
  3. Wait for 24-48 hours or more, Until you get enough data.

Enough data means, as soon as you see the leads, application, booking, and calls come in,

  1. After enough data, You will raise the campaign budget to 15-, a 50% Increase.

  1. Then again, wait for the data to accumulate for 24 - 48 hours.
  2. Then again, increase the budget to 25-.

The 50% increase is a rule of thumb; there is no need for you to follow this strictly. You can increase your budget by higher than 50% or lower than 50; it’s in your control.

Now, How will you know when to switch to the other campaign?

When you keep increasing the budget daily, getting leads, booking clients, and maintaining the correct cost, that is within the KPI. You are in an excellent position.

You can continue with the ‘Increasing the budget campaign.

But, when you hit that roof, you start seeing increased costs, fewer leads, and low-quality clients.

That’s when you need to switch to the next campaign.

You can even test reducing the daily budget once you see poor results. To identify where the campaign performs best in terms of daily budget.

Now jumping to the next test campaign, Differentiating the variables.

  1. Duplicate the scale test ad campaign.
  2. Change the name of the campaign to differentiate.
  3. Start changing the variable. E.g., If your initial ad is showing in the Facebook feed, You can try offering the same ad in the Instagram feed or stories.

When you are in this change variable campaign,

Reset your ad budget to the initial 10$.

You need to increase the budget after checking the data.

Again, If it looks like you are hitting the roof, It’s time to move to the next campaign.

Lookalike audience campaign, The process is simple here,

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  1. Create a lookalike audience based on these two factors; Visitors and Leads.
  2. Then duplicate the initial scale test campaign.
  3. Tune the budget to an initial -10 (Like you did in the previous campaign).
  4. Remove all previous audience targeting and add in the lookalike audience you created.

You can add the audience that didn’t work (not profitable) in the previous testing phase, along with the lookalike audience you have created now.

Run the test now, Wait, collect the data, raise the budget, and when you hit that roof again,

Time to move to the next campaign,

‘Finding new audiences.’

It would be best if you headed to the Facebook audience insight tool for this campaign.

What you are going to do here is, You are going to grab the winning audience you got back from the audience testing phase.

Connect that audience targeting factor to this tool and see what kind of audience this tool generates.

For example, Add in the interest and age demographic from your winning audience campaign.

What you have to do is,

  1. Get into your Facebook audience insight tool in your meta business suite account.

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  1. Then, Go to your previous audience testing campaign you did first. Look at the targeting factors, interest, age, Location, etc.

Make sure that it falls under the below categories,

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Because these are the filter options available now compared to the old Facebook insight tool

Collect the data from your previous audience testing campaign based on the above targeting factors.

And use that in this tool,

you will get the data that falls under the,

  1. Age and Gender.
  2. Top towns/cities.
  3. Top countries.
  4. Top pages.

Pick the data falling under the top towns, countries, and pages.

Then come to your campaign page, Duplicate the initial scale test campaign,

delete the already fitted targeting factor from there and plug in the new targeting factor you got from Facebook Insight,

  • Top pages.
  • Top countries.
  • Top towns/cities.
  • Even Age and Gender will do.

Set the budget to 10$ and change the name of the campaign to differentiate.

Run the campaign, Wait for it, collect the data, and again increase the budget if it’s showing the data that falls within the KPI.

Tip: You can test this campaign with your lookalike audience campaign, combining both campaigns’ audience targeting factors.

Even if this hits that same roof we talked about before, There is only one last way,

Changing the objectives.

This one is simple; all you have to do is, Get into your scale test

campaign and try changing the objectives.


  1. Reach.
  2. Traffic.
  3. Impressions.

  1. Clicks.

What this does is,

It will alter the Facebook algorithm, cost, and everything from the previous campaign goal (conversions).


That’s how you implement different methods of scale testing.

You won’t implement every campaign method I said above.

But, if you hit the roof, you must jump to the other methods.

This increases your chance of getting good leads, bookings, and clients.

  1. Landing Page: After the above campaign, You will get the alpha refined at scale and the Omega refined at scale.

After finishing the scale testing, you need to get into the landing page testing.

After testing the landing page, move to the video, application, Booking, and Thank you pages.


The whole point of doing all the above testing is to create the best ad that can fetch you many leads at a low cost.

What’s the most important here? Ready to make the Initial investment,

Test the different things mentioned above for a week or the duration until you reach the primary goal. Which is less cost in getting traffic and converting people.

Get the data, create a strategy out of it, and automate the entire funnels.

Leading you to get quality traffic, leads, and customer at a lesser cost.

You should also keep doing that organic outbound reaching process,

Also, You should focus on calling your clients, Doing the presentation, and Closing them.

Even if you spend so much money on the campaign and do not see the result.

That is not wasting money.

You are trying to figure out the best campaign with all the supporting factors to get the result.

When you implement the testing as per the roll method,

You can improve these 3 factors,

  1. The audience.
  2. The Message.
  3. The Imagery.

Which can get you the right and the quality audience, which in converting gets you the paying and good long - term customers.

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When it comes to your campaign, These things will be there,

  1. Clicks.
  2. Leads.
  3. Application.
  4. Booking.
  5. Clients.

Here you can understand, How to ensure e success.

  • If you are not getting enough clicks, ad has some problem.

each factor’s that means your

As said before, When you keep testing the above seven factors, You will find the type of ad that works.

  • If you are having difficulty converting the leads, Then the problem is with your landing page.

Optimize your landing page, and test it again several times.

Then you’ll find the right landing page that’ll convert.

Remember: Testing and investing money is to find a profitable ad campaign that gives you a high number of leads with less cost.

  • If you are not getting enough applications means the problem can be in two areas,
  1. The landing page: That converts your traffic into leads.
  2. Your training video: Influence them to take the application.

Try optimizing the above two factors through testing.

  • If you are not getting enough booking and calls.

If you are still not getting the no. of people to apply for your offer and book their call.

Communicate better about the offer,

the value, and the entire process they will go through to get the benefit/results in your VSL.

Also, provide the call’s value and why they should show up in the call everywhere in your video and the landing page.

  • If you are not getting sales means, Again that comes to 2 things,
  • The quality of your appointment.
  • The closing ratio.

Quality of your appointment: Determined based on the traffic, the campaign qualification process, and the offer you are using with the marketplace.

The closing ratio: Determined based on the quality of the call, your ability to close, and the offer’s attractiveness.

At last, Now is the real deal, Time to scale your agency.

PS: Generate leads and convert customers with attractive forms your audience would love. Use GoZen forms today and start converting.

Time to scale your agency.

Now that you’ve automated your client attraction mechanism with the paid ad and the conversion funnel.

The next thing will be the scaling. Getting your business to the next level.

But, Even at this stage, not stopping the Organic outbound reach is crucial.

You need to keep on doing these things,

  1. Organic Outbound reaching.

  1. Always polishing your conversion sales funnel. So you can smoothly glide your prospects to the booking and get them on the call.

  1. Paid Ads to convert your prospects on autopilot.

  1. Handling sales calls to convert and work with them.

The above things must keep on going even at the scaling stage.

Only then can you keep getting the clients consistent. Now it’s time to upgrade your company.

Changing your agency into an instrument; Creating the systems and teams for your freedom.

You need to make your entire agency into a machine that operates on its own, so you can remove yourself from the grind,

And carry on your most loving activities, spend more time with your family, and enjoy your time.

So, What are the things you will do to scale your agency?

You need to set up the below 7 things in your agency to scale your agency and remove yourself from the wheel.

  1. Attraction-converting method
  2. Client referrals machine.
  3. Building your rockstar team.
  4. Automating your delivery process.
  5. Client retention mastery.
  6. Recruiting your sales army.
  7. The client waterfall effect.

Attraction-converting method

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Most agencies make the same mistake.

They go after that 3% market who are ready to buy now.

And Miss out on the chance to get to that other segment of the audience.

Now leave that 3% market and look at others.

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If you can reach the other people with your message and offer,

When they become ready to buy, they will think of you.

The point is, With content that can give problem and solution awareness to your ideal target audience,

You can attract those who are not yet ready to buy from you.

What’s these Attraction-converting method stages contain?

1# The first stage is pulling the prospects in your Attraction-converting field.

This first stage is all about pulling the right target audience to your side.

How are you going to do it?

Through valuable and helpful content that either solves or indicates the target audience of their problem.

Imp: (No selling things, Only pure helping)

#2. The second stage is about creating the desire within your target audience.

In the first stage, you attract the audience to your side; in the second stage,

You focus on creating the desire of your offer on your attracted traffic.

Get leads and clients by engaging them better through GoZen Forms.

However, You can create the desire inside them only if they become your reachable audience.

This means You need to generate leads and create a vast pool of audience list,

Through this, you can send content and your offer into your audience’s hearts.

Imp: Here, Both Value+Mild selling(Why you are better).

  • 3. The final stage: At this stage, You will move the target prospect to the VSL page.

From there, your conversion page will take care of convertinging your hot/warm lead to your calling customer.

You’ll send your target audience to the landing page to convert them into your client.

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Awareness stage: Web promotion, Blog posts, Youtube.

Interest stage(Leads): Email, Retargeting. Conversion stage(Clients): VSL.

What could be the right benchmark for the three stages?

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What are the stages of developing the Attraction - converting method campaign?

Working backward is important, Cause, you need to ensure everything is working fine before you move to the next stage.

Stages in creating your Attraction-converting campaign,

  1. Develop the conversion campaign first, which you would’ve created in the first stage of your agency itself. E.g., VSL, Application, Booking.
  2. Develop the Interest stage page.

You can test the different offers and different content that can convert your prospects at a lower cost into leads.

E.g., E-books.

  1. You will create the awareness stage campaign to build the audiences who are likely to sign up on the sales conversion page.

Your awareness stage content must reflect the audience you like to attract to your website and business.

E.g., Video, Blog, and many more.

What Will the entire process look like? Simplified version;

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Different sources of traffic,

  1. Facebook.
  2. Youtube.

  1. Adwords.
  2. Instagram.
  3. Affiliates.
  4. Emails.
  5. Podcasts.
  6. Retargeting.

All these traffic sources will attract your ideal target audience to your website and offer.

You will then converting them into the lead and convert them into your customer.

So, At the awareness stage, people will consume content like a Blog post, then based on their webpage activity,

You will send them the retargeted ad compelling them to download the lead magnet.

Once they download your gated content/value, You can target them with the email marketing campaign.

Again, If your leads landed on the landing page but failed to convert,

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You will send them the retargeted ad that compels them to book a call.

The chain keeps on rotating in the same place. You attract, capture, nurture, convert, and delight.

Creating your referral system.

If you want to get clients continuously, You need the referral system set up in place.

You can reach many target audiences through a referral system easily.

However, If you want this system to work, You need a strategy to incentivize your referrals with money.

Important: You want to incentivize your referrals to share your business.

Also, You must provide benefits to the person who is being referred to.

(Person who refers to{Benefit})=(Person who is being referred to{Benefit}).

The value and the Benefit must happen on both sides.

The referral system must be simple. It should not cause any confusion on the audience’s side.

You must also follow up with your referral leads and convert them.

You need to ask for referrals on the sales call, newly signed clients, and your existing audience.

  1. Sales call referrals: Ask for the referrals at the end of the sales call.

Explain the benefits of the referral program.

Tell them the details on how they can refer potential clients for benefits.

  1. New leads Referrals: You can also use the new leads who signed up for your agency program for this referral program.

Again, communicate the Benefit and follow up with them to spur them to take that action.

  1. Long-Term: Over the long-Term, you will have a list of your past prospects and leads.

What you need to do is, You need to leverage the massive list of leads, new clients, and past customers with your referral system.

The whole point? You should promote your referral program to every audience at every stage.

In that way, You can leverage the spider web effect.

1 convertings to be 2, and 2 convertings to 4, and it goes on…

What do you need for the referral program?

  1. You need at least three methods for your audience to refer to.

E.g., Email referral method, Social media referral method, Online referral method.

Email referral method.

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Social media referral method.

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Website referral method.

Here's How The Program Works:

All you have to do is refer three other businesses to work with us.

You can refer as many as you want. When three of the businesses you refer sign up you’ll get to work with us at no cost.

Sounds good right? Well it gets better…

For each business you refer that signs up we actually

give you a $500 credit for our service.

That means you’ll get $500 off for each person you refer that work with us… and you can work with us for a discounted rate!

We also reduce our typical fee by $1000 per month for people that refer another business.

That means you only need to refer three businesses that sign up to get our service entirely free for as long as they’re on board.

Plus that means if you can only find one person who signs up

you’ll get our premium top program service for only $1000 per month!

That means with only one referral that works with us you get 60% OFF every month!

Step 1: Enter Your Name & Email

This is how we will know who you refer and make sure you get your $500 credit and discount.

*Format is from Reliable Marketing agency from Udemy course. Their agency stopped running years ago.

Step 2: Enter The Referral Name & Email

Make sure you enter accurate info. We will contact them three times offering them a free strategy session and let them know you thought they’d be a good fit for our program

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  1. You need the correct information and the details that can educate them on the referral program.
  2. You need to always follow up with the person who is being referred to convert them.
  3. Again, You need to make the referral program offer enticing.

Tip: Even having a referral method program for the audience who don’t fall into your audience category will be good.

That gives you the extra reach and the extra clients apart from your known circles of people.

Systemizing your entire business.

It’s all about thinking in a system. Start seeing your entire business as a single machine that delivers the output independently.

You need to break down every action your business completes into clear steps.

After clearly jotting down your business’s entire process, you can modify and improve it.

The entire thing in your business is governed by 3 things,

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Even in life, everything is governed by these 3 things.

When you become aware of the systems of your business and document them, Then you’ll be able to improve that further.

Your agency’s result is the total effects created by the system you follow.

The basic structure of your agency.

  1. Marketing.
  2. Sales.
  3. Delivery.
  4. Accounting.

Marketing department: Handle the task of attracting leads and clients to the business.

Sales Department: Handle closing those booked clients. Delivery department: Handle the value delivery process

towards the client.

Make sure the client gets what they opted in for.

Accounting: Handle the money incoming to the business, manage it, track it, and ensure everything is tracked and recorded.

There are three elements in the agency.

  1. Purposes: The company’s high-level value, mission, and vision.

  1. Principles: The rules and direction the companies must follow. Helps with decision making. E.g., The core value and the company goal.
  2. Processes: People’s day-to-day activity to keep running the business.

These are the ingrained steps everyone in the company can follow to get the result.

It applies to everything, from marketing to accounting. Start convertinging your agency into a system.

1. Documentation: You record each process that is done inside your company to attain the goal.

E.g., Recording each employee’s methods when doing the task to achieve something.

The process is nothing but a step you/the employee takes to complete one objective/goal.

What are the things your documentation must have?

  1. Instruction: That step by step instruction.

  1. Major steps: Vital steps must be completed to achieve the primary goal.
  2. Sub-Tasks: Tasks that fall under the significant tasks.

E.g., If the job is improving the content, The sub-tasks will be, Writing content, Creating imagery and media.

  1. Variables: Pieces of the information that change based on the Input.

E.g., The variable could be the Copy of the ad campaign Cause it can vary based on the type of campaign.

Images also get into the variable type.

  1. Images: You should add the Images in that documentation; that helps them to understand things better.
  2. Details: You should have the technical details as part of the process.

This means critical information and explanation for the steps and the rules.

  1. Optimization: You improve each system, so it can face the future market demand and handle your business scaling rapidly.

Not every system you create is perfect, So, There will always be room for improvement.

“Improvements are not the accumulation of things every day, But cutting out the inessentials.”-Bruce Lee.

  1. Maintenance:

After the systems have been documented and Optimised, You can be ready to let them run without you.

However, You want to maintain the system and keep on Improving it.

So that systems can run fluid without any problems and mistakes.

Also, Getting input from the employees to maintain and improve the system is good.

Whatever the system may be, It needs to be updated every time as time goes by,

Your goal is not to create and keep the system in the treasure box without making changes.

But to keep on updating, Innovating, and Improving it,

so it will be solid and unaffected through the changing world.

Tip: You should print it out and keep a binder with every set of processes and systems in your agency.

Rough-terrain testing system for scale: Every system will weaken and break at a certain point.

The system used to manage the 50 clients will be useless when your client rate gets 100 or 200.

So, You need to improve constantly. And practice the rough-terrain testing.

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The main question of the rough-terrain test?

How will the system be recouped and changed in the future to handle the scaling process without breaking?

Mapping out the things to change and do when you scale in the future.

E.g., How many employees do we need? Where to hire them? How should they be? Etc.

The whole point: What will you do, If your current system gets slayed in the journey of your scaling? How will you change, Improve and adapt it to future situations?

Hiring your employee to jump out of the wheel.

The reason why you must scale your business is simply because of this one question,

  1. What if you need to get out of the business for a month? Will it run without you?

Small businesses hardly run without the main person. But, when it comes to large businesses.

There will be systems, and there will be people to keep on running it.

That is why scaling is the only way to keep yourself out of the rut.

And, Hiring your employees to take care of the system is one of the steps in your scaling process.

By hiring people, you can get that free and valuable time for chilling out or making important company decisions.

When it comes to hiring, The order in which you hire is vital.

You don’t want to hire the right employee at the wrong time.

You need to look where most of the time is being invested, then you need to reduce your time involvement.

E.g., If your time is much invested in managing the products, then hiring someone, Like the product manager, will give you the time back.

The main goal in the early hiring stages: should enable growth.

Employees you hire do not want to make on revenue and sales.

Your hiring

a direct impact

But it can also free up your time on some non-major tasks and enable you to focus more on the functions that can help you scale up the business.

Again, you must structure the current process you are following.

You need to figure out which system to give the employee and what part of the system you will take.

What employees must your agency hire first? To determine what employees to hire first,

Do a complete audit of the time investments you are making now.

  1. First, Map out your product delivery process from start to end.

  1. Then, create an estimated time each action takes.
  2. Mark Down, Who is currently doing those actions in your agency?

This helps you find and sort out your hiring process.

Time estimate: The time it can actually take to complete the task. It’s a prediction.

Time it took: The actual time it took.

Difference: What’s the difference between the time set and the time act?

Time outsourced: The time that the outsourced people are using.

You can use this to compare the time it takes by the people in your company vs. the outsourced people.

Who?: Who is actually doing those tasks?

Once you create that employee map of your agency, Calculate the time each employee will need and take.

This enables you to prioritize the hiring order.

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The role that takes a considerable amount of time must be the one you must hire first.

The entire thing looks like this,

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In the above picture you can see the accountant and the marketing dept take a lot of time.

Your primary goal should be to hire people who take most of the time.

Hiring the Individual specialist role will be helpful to you cause when you hire a specialist who is a master in one thing,

It will improve your ability to give out the result to your client.

To sum-up

  1. First, Map out your product delivery process from start to scratch.
  2. Then, create an estimated time each action takes.
  3. Mark Down, Who is currently doing those actions in your agency?
  4. Figure out which tasks are taking huge chunks of time and are the most important to the revenue and sales of your company.

  1. Plan on the roles and the specialist you need to complete those tasks.

Now, You know which type of employee you need to hire first,

The next part is about, The approach you can take to hire your ideal employee.

The two paths of hiring.

Two approaches for agency hiring.

  • Start at the top and hire someone to build your team for you.

E.g., You can hire the Marketing department head first and let him do the hiring of the talent pool under his category.

  • Second is to start at the bottom and buy back your time.

E.g., Under this approach, You will start hiring people to buy back your time. One by one.

For example, Marketing master, Copywriter master, developer, etc.

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What are the types of team you can hire?

1. Internal Employee. Hiring your employees requires a reasonable amount of time.

But gives you total control. Again there are some cons like,

  1. It can be hard to train.
  2. It can cost you more.
  3. Also, It takes time.

2. Outsourced Contractors: The quick way to gain more freedom in your agency.


  1. Already experts.
  2. Requires less time to train up.
  3. Can cost less than employees.


  1. When it comes to quality, they can vary a lot.
  2. Can be unreliable.
  3. Not committed to the results.

3.White label agency: You can scale fast, and they are reliable too.


  1. More affordable.
  2. Have systems.
  3. Want no time to train.


  1. Little control.
  2. They don’t value the client just like you.
  3. They tend to provide basic services. And don’t do the solution that your company is specialized in.

E.g., If your agency gives Facebook ads with unique systems and the solution, They might do something unrelated.

If you decide to employ people in your system; You can go for two types of people,

  1. Contractors.
  2. Employees.
  3. The contractors.

Decided to outsource the part of the agency to your contractors?

Compare at least 3 or 5 different people.

You want to hire at least 5 different people to do the same job; why?

Because In that way you can find the best possible people for the job.

What to do?

Prepare the job description with the correct details and the Info and send the same to the 5 different contractors.

And use the below format sheet to rank those people. What does the sheet look like?

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The above sheet ranks the different contractors that get your attention.

So, You can find the right person to work with for a long time.

  1. Employee finding steps. Keep these in mind first.

  1. If the employee is not performing, assume it is your fault.

Did you give them the proper training?

Are they clear about the expectations and the standards?

Are they adequately incentivized to do the job?

Your main goal is to Select, Train, Motivate and Manage your team.

  1. Opportunity Posting.
  2. Initial application: Make this initial application process a little uncomfortable.

Ask them to send the details via email with a social profile attached.

It will weed out the people who are reluctant to put that simple effort up front to get into the job.

  1. Second stage: The first initial application stage is to find whether they tend to follow the instruction.

Those who came to the second stage can now receive the application link.

Questions the second stage application contains,

  • Why do you believe you are a good fit for the position?
  • What excites you about this position?
  • Do you have any marketing experience?
  • The biggest mistake they have ever made. And, How did they handle it?
  • Are you currently ongoing with any education?
  • If selected, are you able to work part-time?
  1. 15 Minute Interview: This process is to understand the person behind the application.

Look for experience, Attitude, and Intentions.

They ask questions about the position; you tell them it will come later.

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  1. Review process and the final Interview: After completing the above process, sort out at least 5 people and schedule the follow-up Interview.

In this call, You can walk the candidate through the job offer.

In the end, You can offer the candidate your job. If they say “Yes.”

Great, that’s it; you hired your first employee. Tip: When posting the job,

  • Have an attention-grabbing headline.
  • What is the opportunity?

  • Who is this for?
  • Their qualifications?
  • What will they be doing?
  • What’s In it for them?
  • How to apply?

Where can you post job offers?

Even though there are many places like Job posting websites,

You can also leverage your social media pages, email lists, and ads.

Structuring your hiring.

If you are starting as a small business, You need to hire employees as interns part-time.

For a couple of months.

Also, Test these employees during that period.

You can fire them if they are not the correct type of employee you are looking for.

Paying the same wage as the full employee ensures they are fairly compensated.

Retain your customers and keep them for years.

How can you retain the clients for a long time?

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For every successful long-term client, There are three factors,

  1. Quality: The Initial quality of the clients that come in.
  2. Experience: The type of experience they have while working with you.
  3. Results: The result they get from you.

When you optimize each of these areas, You will improve their lifetime customer rate.

1. How can you optimize client quality?

You can always find the wrong client, Based on their attitude and personality.

Weeding out the lousy fit clients is the first way to improve the quality of your clients.

Look for the red flags and concerns in advance to filter out the wrong clients.

What types of red flags do you need to look for when choosing the clients?

  1. Talk poorly about the other marketing agency and have been burned in the past.
  2. Has super high expectations for campaign performance.
  3. The prospect is so eager to accept the offer that he doesn’t even ask questions.
  4. He is struggling financially and betting his last dollars on it.
  5. Businesses that haven’t sold any product in the past.

Getting rid of this client myth.

Most people think that Those businesses who need the agency’s help so badly to improve their product sales are the best.

But that’s not true.

The issue is that businesses that can’t sell a single product do so not only because of poor marketing but also because of an inferior product.

Also, Those businesses have terrible systems, poor mindsets.

Avoiding those kinds of business must be your priority.

Then, most agencies believe that big companies with successful marketing do not require your help.

But, in reality, they need the help too.

“Who doesn’t like to get leads and customers at less cost?”

If the business is doing great with their product and the selling means,

That tells they are great to work with.

How do you select great clients?

  1. Explain all the good and bad about your service.
  2. Make sure they already have a successful product/business.
  3. Ensure they have a positive attitude and communicate well.
  4. Place the expectation early, even before they sign up.
  5. You want to be realistic as well, so they don’t picture an unrealistic image of your result in their mind.

Remember that avoiding working with a bad client saves you time and money.

2. Experience:

How to optimize your client experience with you?

  • Before working to provide a great customer experience, you need to choose the right client first.
  • The client’s impression of your service is far more important than the result itself.
  • Without giving an excellent experience to your clients, You cannot fulfill the results you give them.

The path to excellent service.

  1. You must provide a sense of direction to them.

You must guide your client down the proven path step by step when working with them.

  1. The next is creating strong communication and updating your clients frequently during the first stage.

They also don’t know much about your program.

That’s why always taking them through the entire campaign and updating them will keep them in a good mood and confidence.

  1. Finally, Delivering more than your client asks for is also an excellent way to make them a good client for the long-Term.
  2. You want to keep every process clear and out of confusion and communicate the same with your client.

You must draw out the entire stages of your results delivery process and guide your clients through that path until the end.

  1. Educating the clients before using your product/service will prevent their confusion and doubts.

Client Communication: How to make it better? 1. Great communication is made of 2 things,

  • You must solve your client’s concerns before they even come to you.
  • Remember to act professionally. Cause; Your client trusts the vital part of their company to you.

Also, whenever you do something valuable for your clients, such as improving their results, always communicate first.

Exceeding your clients’ expectations. This is the single most effective way to delight your customer.

Over-Delivering not only in terms of the result but also in the service part makes them a joyful being.

Also, Sending the welcome kit to your new clients can drastically improve their experience.

The most crucial factor the client cares about is the speed at which their result is delivered and the volume of it.

How to give out a consistent result?

You must understand your specific niche and the clients you are working with

First goal? Isolate the specific problem your target client is facing and draw a proof concept that can consistently deliver the result.

When you work with a variety of clients, you come to know that their business is different and requires a variety of marketing campaigns.

So, You need to test and optimize for each client ad campaign.

The powerful results system.

  1. Expedited Delivery:

You must ensure that your clients receive the results as soon as possible.

Clients will respond positively if they can see progress and movement.

Create early outcomes for your clients to cream them first.

  1. Leveraging the experience:

As you advance in your chosen field,

Client results can be consistent from campaign to campaign.

This ensures that you can deliver more exceptional results to each client.

After that, you can systemize everything to create a streamlined process for delivering consistent results.

Concentrate on creating proof of concepts to deliver the result.

The number of proven paths and stages your client and you go through to achieve the result are referred to as Proof of concepts.

  1. Complete Solution:

Always strive to provide a comprehensive solution to your client’s problems.

Even if they do not require the additional service or solution, you must include it on your service list.

Developing a comprehensive solution will ensure that you can completely satisfy them.


  1. Select the Ideal clients.
  2. Deliver more excellent results.
  3. Get results with the system.

Handy partnership keeps away headaches.

How does the Handy partner program work? There are three people here,

  1. The client.
  2. The agency.
  3. The Handy partner.

You will attract the clients to your business through marketing, and you close the sale with your clients; then…?

The Handy partner program will take care of the value delivery process and manage the clients.

Ultimate E-book

What is the Handy partnership responsible for?

  1. To give out quality results-focused service to your clients.
  2. Helping with your client’s questions.
  3. Weekly and monthly reporting to make management easy.
  4. Providing results to support your marketing and sales efforts.
  5. They manage your campaigns, To help you free out the time, so you can plan to scale better.

What are you responsible for?

  1. Attracting and marketing your services.
  2. Conducting the sales call.
  3. Closing the deals.
  4. Onboarding the clients and setting the right expectations.
  5. Delivering the reports to the clients and the weekly communications.

  1. You’ll focus 80% of your time on your marketing and sales.

The point?

The Handy partnership is all about, Working with the other agency and making them take care of your value delivery and the client management things.

Constant client generation.

You can generate clients from four areas, where you never thought before.

  1. Your email list.
  2. You can ask for your lost deals.
  3. Why forget about the referrals?
  4. Past Clients, remember them?

Ultimate E-book

The above table is what it looks like; when you leverage the four things I said to generate new clients,

When it comes to email marketing, there is a process you must go through with your email list.

  1. Value.
  2. Value.
  3. Value.
  4. Pitch.
  5. Repeat.

Start with value, end with pitch, and repeat it.

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emails with GoZen Growth’s email templates for marketing automation.

What type of content can you share?

  • Testimonials.
  • Case Studies.
  • Program Details.
  • Questions/problems of your target niche.

  • Tactics.
  • Tools.
  • Market Updates.

Email deliverability is essential.

Having a clean database of email lists is essential too. So,

The database will only contain email lists looking for your email content,

Send a re-initiating email as well to give your leads one more chance before deleting emails from your list.

If the email you sent is not performing as you wanted, test them to find the one that works.

Email Deliverability factors: Make sure your emails get read.

  1. Interaction: If your email is not opened, that’s a problem too.

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Send out frequent emails to active leads and fewer emails to those who haven’t opened your email in a while, as that will not annoy them.

Also, experiment with the email by changing the headline, email content, images, and so on.

To boost your open and click-through rates.

  1. List quality: If your list contains dead emails and Inactive leads, you must wipe them off.

That way, your brand will not come across as negative and you will be able to leverage active people.

  1. Volume/Frequency: The email sending volume and frequency depend on the leads list.

If some portion of the list is active, you can send them frequent content.

Vice versa for other types of lead lists.

How to email your prospect the perfect amount?

The number of emails the prospect wants to get differs from each person on the list.

So you need to sort out people with some mechanism in place.

First, recap your objective: Activating people and converting them into clients through lead nurturing could be your primary goal with email marketing.

If your email lists are engaging with the email contents you are sending,

Then, It’s the time to move them up on the buyer journey and get them closer to buying your product/service.

E.g., If they open an email about your lead magnet and download it,

You could try sending them your offer email after they’ve received some educational emails.

But, If they are not opening your offer/promotional email content,

You can send them the educational content until they are ready to move up.

Again, If the prospect keeps not showing promising signs in the email list,

then removing them off is the right thing to do.

Catch the interested people.

You could try this: The first email will contain your offer,

Then, whoever clicks the email will be listed separately, as will whoever does not.

Frequent offer pitch will be sent to the emails that opened the initial offer email.

And, For others?

The offer email won’t be shooted until they show signs of interest.

Periodic List cleaning.

Those who have not responded to any of the emails in a long time will receive the automated “Still here?” email.

If they failed to respond,

Again, You will send a few emails, and if that also didn’t get traction, you will get them off your list.

Missed client conversion.

Do not avoid those who said no to your agency service.

If the lead is ready to get into the phone and listen to your pitches and solution,

there is no way they are not interested in your offer, So there will always be chances.

You can send them a friendly email inquiring about their status.

What does that email look like?

Ultimate E-book

There is no guarantee the lost deals will close for you,

You can send them a friendly email inquiring about their status.

If you reach out to them in that situation,

your lost deal client can say yes to you, work with you, and will become your best customer.

Through referral: Getting clients.

Referral marketing works well if the referrer receives some sort of benefit.

(Refer to the topic, Referral marketing, above) Using your past clients.

When you begin to expand your clientele,

You will have past clients who have worked with you and produced results.

Every previous client is a source of future clients. Even if previous prospects declined your service, They could also become new customers for you.

Maybe they were upset with the company or the campaign after they ignored you.

It is like sending a reactivation email to them. What Will the direct activation email look like?

Ultimate E-book

Sum up?

  1. Reach past clients.
  2. Reach the lost deals.
  3. Referral program.
  4. Email follow-up sequence.

Recruiting your sales team.

The process for getting salespeople to your agency. 1. Attract. 2. Qualify. 3. Train. So, What does the sales team do?

The first thing you want to do is, You need to communicate the responsibility of the sales team.

The typical responsibility of the salespeople in the agency is,

  1. Generate leads.
  2. Required to close clients.
  3. Required to follow up with the prospect.
  4. Required to collect payment and the essential onboarding.

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Requirements to attract the expert sales team to your agency.

  1. Strong, compelling offer and a reason to join.
  2. Depends upon the solid competitive commission structure.
  3. Having the tools and resources available for them to win.
  4. You need to have a world-class product.

With the above things in place,

You won’t have any problem attracting a quality team to your side.

How to reach out to the right people in the marketplace? The Prerequisite is,

  1. The product: Your product should instil confidence in the minds and hearts of the salespeople you want to attract.

If your product is average, you will not attract the best salespeople.

  1. The commission: You must have an excellent commission plan in place to motivate your sales team.

As a result, they’ll be motivated to collaborate with you.

  1. Training: Without proper training, the performance of your sales team will suffer.

There are various channels through which you can attract the right team to your side.

  1. Facebook.
  2. Linked-In.
  3. Job Posting directory.
  4. Social media groups.

How should your job posting for the sales team be?

  1. Create an enticing headline.
  2. Make a promise about the benefits they will receive.
  3. Describe the opportunity.
  4. Explain to them, “Who is this opportunity for?”
  5. Also, tell them who this offer is not for.
  6. Also, explain how they can apply for this position.

Design the commission structure that your salespeople will love.

And, Make sure it fits into your business models and finances.

Qualifying of your sales team.

  1. Disqualify them if they do not attend the first meeting.
  2. Rule them out if they have no prior sales experience.
  3. Ask, “What sales materials do you study to become great?” You can deduce how they think about sales if they tell you the same thing you already know.
  4. “What are your goals for this opportunity and position?”
  5. Ask them, “Can you tell me about selling advertising services?”
  6. Watch out for people who lack personality and communication skills.

  1. They should be upbeat, outgoing, friendly, and hungry. Arming your soldiers to win deals fast.
  2. Failure of the salespeople to produce the result is a failure of your agency and your efforts.
  3. Provide them with everything they need to understand the product and the business.

Things you can provide,

  • Detailed training with all the products and the benefit the client gets.
  • Complete tools and training videos and scripts for them to sell.
  • Marketing methods to get clients and leads.
  • Rules, expectations, and the code of conduct.

Train them on your specific sales process and methods.

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Teach them about the products you sell and how to sell them.

Train them on the expectations and the different targets. Teach them on,

  • Commission structure and setting goals.
  • How to produce leads and meet with the people.
  • How to collect payment and Onboard.

Managing your team for the long term.

  1. Hold team meetings on a weekly basis.
  2. Use it to communicate victories and keep everyone motivated.
  3. Handle the people’s concerns and questions.
  4. Form a team out of your top sales producers.
  5. Reps should send you weekly numbers.

The entire process of recruitment.

  1. Posting.
  2. Application.
  3. Interview.
  4. Webinar.
  5. Training.
  6. Meetings.

So, By focusing on the above ways of recruiting and training your sales team,

You will have a strong team in your hand who can bring sales to your business and let you scale the company effortlessly.

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A simple formula for reaching the 6 figures quick; Within a year.

There are only three financial leverage points to use,

  1. No. Of clients.
  2. Revenue per client.
  3. Average retention rate.

The math to the 6-figure income: Breaking down the number for 100k per year.

Want to generate 100k per year? Then,

  1. Divide that 100k by twelve months in a year.
  2. Then divide it by 0.7 to get your pre-tax profit.
  3. Then multiply it by 1.3 to get your revenue before expenses.
  4. Divide that number by the monthly fee you’ll charge the clients.
  5. Round that number to pad your result.
  6. Divide that number by the time it will take to reach your goal.

What will it look like? 100k 100k/12=8333/month.

8333/0.7 = 11, 904rs/month (The pre-Tax revenue needs to generate a month)

Then multiply 11,904 by 1.3 to get the revenue before the expenses.

Ans=15, 475/month,

Then divide the above figure by -2500, the monthly fee you want to charge.

The answer will be **6.2 (**The number of clients you want to generate in a month).

Then divide the 6.2 clients by (0.66)

So you will get 9 clients, round that 9 clients by dividing it by 3,

You need to get 3 clients per month to surpass your 1 - year goal.

Even, If you get 2 clients per month, You will have 100k in a year.

Then, Multiply the 3 by 5 to get the number of appointments you need to generate per month with a close ratio of 20%.

That comes to 15 appointments you need to generate per month to get 3 clients.

Even if you miss the target and achieve less, you will still be able to get 100k per year.

Then, The final thing is to multiply the 15 appointments by 100.

That comes to 1500, The number of outbound messages you need to make in a month.

Again, divide that 1500 by 20(Considering the number of days you will work in a month, leaving the Saturdays and Sundays).

So, DAILY 75 MESSAGES for 5 days a week.

Even if you cannot do the exact 75 outbound messages a day, you will still be able to achieve the 100k per year goal.

That’s how you attain your first 100k- goal.

Time to the action!

It’s time to put everything you learned above into action,

Keep these things in your mind,

  1. Focus on a specific niche at first and expand later.
  2. Always know your market and your target audience.
  3. Create a strong value with great USP and irresistible offers.
  4. Don’t neglect the investment you need to make in testing your advertisement.
  5. Don’t forget to follow up on your prospects.
  6. Create a system and keep on improving it.
  7. Use your leads, traffic, and clients to get more clients.

And, remember …It’s not about you; it’s about how you help your target audience to achieve their goal.

10X your sales and revenue with GoZen’s AI-powered Organic growth platform. Visit—> gozen.io

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Author Bio


Ramadevi Chelliah is a freelance content and creative writer. Co-Author of more than 10 books. Loves Rational books, Novels, and fiction. Being a blogger, poet, and artist makes her life colorful and satisfying, and she is also a Positive Public speaker. And, The best thing is she is a hodophile, always interested in learning and exploring exciting things.

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