6 Core Things That an Agency Needs: The Perfect Case Study and Lead Flow


Joe Troyer: So next up is the perfect case study.

Joe Troyer: So again, once you’ve gone through and you’ve picked your niche, you’ve set your filter criteria, you set up your packaging, and that includes these considerations and your 12 months of fulfillment and client updates for your deliverables. Next, is we got to figure out, what’s the one thing that we can share with them, that’s going to get them to essentially sell themselves.

Joe Troyer: So at the end of the day,

Joe Troyer: if you can show one thing, right, that will get the customer excited, that will undoubtedly help you get the sale, as long as you’re in front of the right niche, the niche that that case studies in, and you’re in front of filtered prospects, the right prospects, that the case study will sell the deal. So I want you guys to think through that this with me. So the first thing is, is that

Joe Troyer: it’s obviously got to tie to your packaging,

Joe Troyer: right? Like, you can’t have this be all about Facebook ads, and then your service delivery and your package doesn’t include Facebook ads.

Joe Troyer: Otherwise, it won’t make sense.

Joe Troyer: So you got to figure out what’s the thing that I could do? What’s the thing that I could show them? That would make everybody want to say yes, that’s that perfect prospect.

Joe Troyer: So I need some feedback from all of you guys right here right now. What’s the perfect case study? What’s the thing that if you had it, you think you could close? Almost every ideal prospect? What’s that look like? Because again, most of you guys are using case studies and testimonials that, frankly, they don’t apply to the right niche, they don’t attract or help sell your perfect customer. So what’s the point? Like it’s just fluff, like, and I’m sure you guys would all agree, there’s way too much fucking fluff

Joe Troyer: in our lives today, right? Like, if you want fluff, go scroll on Facebook, or go watch a never ending stream of YouTube videos or Netflix videos. Right? So what’s the one thing that’s going to get the job sold? Okay, so I’m going to start putting in some of your guys ideas. And we’ll go from here. So Mike Lewis, what’s up? Mike? Says ROI, double sales. Thanks for that Mike.

Joe Troyer: Consistent leads at a consistent low price. So Don, I’m going to push back on you.

Joe Troyer: And I’m pushing back because I love you, man.

Joe Troyer: Not really, I don’t really know you. But all that I want is your success. So I have found that when you are selling low price things, you get the wrong buyer.

Joe Troyer: Okay, so consistent leads is good. low price doesn’t mean anything. In a market, there’s always people that are willing to pay high and pay low. Why wouldn’t you want to work with a client that’s willing to pay hot if they’re willing to pay you twice as much as the other person when you want to work with them? As long as they’re your ideal client?

Joe Troyer: So like, cheap is relative. A good example, right? You work with one roofer, that’s your ideal client, you get them started running, let’s say, Google Apps, and 30 days later, you have a meeting with them. And let’s say that we did two at a time. You did two companies in the same market, and Louisville, Kentucky that were roofers and that were the same ideal prospects. Right. And you ran Google ads for them for 30 days for both was the same budget, they all got the same results, you’re gonna have two very different conversations at the end. Chances are one of them is going to be like, yeah, Joe, that was that was great. Yeah, first 30 days, but we didn’t make any money. And the other one’s going to go, that was frickin amazing. We’re on course, to add 30% to our bottom line, thank you.

Joe Troyer: Which do you want to work with?

Joe Troyer: And Don, I know what you met, right? You said consistency. Right? And, and and price. But I really want to impress upon you guys that if you go after the right customer, it’s one step closer, right? And that filtering criteria, but it doesn’t mean it’s 100%. It even if you took all the variables out of it, you went after to quote unquote, perfect customers with the right filter in the right market, you’re still going to have two different expectations of how it went.

Joe Troyer: Okay, so just think that through.

Joe Troyer: Okay, so consistently, it’s what else a logging in real time and showing response.

Joe Troyer: Increased calls.

Joe Troyer: call volume.

Joe Troyer: If I just said this,

Joe Troyer: right, for a local business, like a roofer, a dentist, something else, that somebody would consider a shitload of leads? Not like unheard of unattainable, but just a lot of lead flow, right?

Joe Troyer: Would that do 90% of the sales pitch, as long as you package everything correctly, you filter it out correctly, and you pick the right niche? Just give me an exclamation point in the chat if you would agree with me.

Joe Troyer: Right, lots of exclamation points. So then why don’t you have a case study showing a shitload of leads?

Joe Troyer: Right? If you are able to show like, Hey, I do local marketing, I do you know, Google, I do Facebook, I do local, organic, whatever. And here’s call volume, right? From a dentist, right? As an example, case study. Here’s what’s possible. Right? You guys all said that. That would basically give you lay down sales. As long as you packaged correctly, you filtered correctly, and you went after the right niche. So why don’t you guys have this? Like, what’s the problem? What’s missing? What’s the issue? Why don’t you guys have the shitload of leads case study? Why don’t you already have that? Why don’t you have this perfect sales tool? And I just want honesty. And I’m not going to make fun of you guys. But being honest with yourself, right?

Joe Troyer: Because I want you guys thinking through this. I want you guys to be honest, so that when you leave here today that you can execute on this and actually have a change happen. Lazy just getting started.

Joe Troyer: I appreciate that. Thanks for the honesty.

Joe Troyer: haven’t done it yet. just haven’t done it yet. Yeah, no customers yet. So if I could share with you guys a way to in just seven days, get this perfect case study showcasing a shitload of leads coming from you know, marketing activity, like Google My Business, and you could do it in seven days or less. How many of you guys would want that? Give me an exclamation mark, because that’s what I’m prepared to show you guys. I’m going to show you guys exactly how to get this done in seven and you’ll never have to deal with the the proof and the social example and the case study and the testimonial. I’ll teach you guys how to do this in just seven days. So here’s the problem like most of you guys, if you went about building a case study of a shitload of leads hype shitload of leads

Joe Troyer: very speculative,

Joe Troyer: but just shitload of leads, you

Joe Troyer: guys would do something like,

Joe Troyer: all right, my niche was chiropractors.

Joe Troyer: Okay, then my filter is this. Okay, then my package, right? Because I just took you guys through this, right? My package is this, that I need to start a marketing campaign to bring in these customers. And then in three to six months, when I get the result, when results are in equals k study. How many of you guys that’s what goes through your head, you’re willing to admit when you think about case study and results in a testimonial. This is what it looks like. This is what good looks like this is how it plays out in your head. I understand that this is complete and utter Excuse me, but fucking bullshit. Think outside the box. Think outside the box. How can you get this faster? The goal is seven days to show a screenshot of somebody ranked in Google Maps and showing let’s call it 40 plus calls per week. And depending on the market that could be gap that could be a shitload depending on the market that could not let’s pretend it’s a ship low. How do we get there in seven days? This is bullshit. But this is where our mind goes.

Joe Troyer: How do we get there and seven days?

Joe Troyer: John says get it from another agency. We could

Joe Troyer: definitely get it from another agency.

Joe Troyer: Right You could partner fulfillment company partner with a fulfillment company that had it.

Joe Troyer: Slash results. You could definitely do that.

Joe Troyer: What else could you do?

Joe Troyer: Mom, guys, I need you thinking we’re running out of time. Fake it. Jet. Nah, nah, nah, not about faking it.

Joe Troyer: That’s not my style brother.

Joe Troyer: Buy it. That’s good. You definitely buy it. Kind of a broad statement, but I like it. That’s ballsy. Here’s what I would do, folks. And this is what we’re doing right now. Okay, so this isn’t some bullshit. This may be will work. This is happening right now. And it’s working like gangbusters. I’m going straight for it. I’m putting my filter at the top. So let’s say I want to go after chiropractors. I’m saying chiropractors. I’m hitting that first filter criteria.

Joe Troyer: Right, like, how many high Genesis hygienists?

Joe Troyer: do you have? Right, like that question that we went through. But then I’m getting right to the gold folks. ranking and three path. That’s the only way that they’re going to have that call volume from Google Maps,

Joe Troyer: right? And then I’m making them a foot in the door offer.

Joe Troyer: Or at which could be free or paid?

Joe Troyer: Right? to build my case study in seven days or less.

Joe Troyer: Does that make sense? Is that sinking in? So this could be we do a GMB audit. And we fixed some things. Right. And we add call tracking.

Joe Troyer: So that we can show the call volume that’s coming in.

Joe Troyer: And yes, for those of you guys that don’t know, you can add call tracking to Google My Business and not mess up the NA p just go to Google do a search for how to add call tracking to Google My Business. You’ll see digital triggers come up and there’s opposed to walking you guys through step by step how to do it. Okay, but guys, fuck that. Why would we do the GMB audit and fix things? Like what? Why? Why can’t we just go right for this?

Joe Troyer: So why doesn’t the foot in the door just be all do call tracking for you.

Joe Troyer: You go set up call tracking, it gets updated the calls get start getting routed through your calls tracking platform of choice.

Joe Troyer: And now you have call volume to show.

Joe Troyer: Here’s an example of a chiropractor in Chicago ranking in Google My Business generating 35 calls a week.

Joe Troyer: Do you guys understand how all of you guys are playing this head down game and you’re in the box and you’re not looking outside of it? Like skip steps one through 10. And let’s just go from one to 10. Like just jump over 23456789

Joe Troyer: and just go straight for it.

Joe Troyer: I’m going to say this, again,

Joe Troyer: if you’re trying to show proof of rankings in Google Maps, that drive phone calls, and that would be the thing that gets you a customer on the other end of the line that is basically pre sold and saying Scott, where do I sign the contract trapped?

Joe Troyer: All that you got to do is show them results.

Joe Troyer: So how do you get results?

Joe Troyer: Again, think about the fastest way to the money.

Joe Troyer: Think about the fastest way to get there,

Joe Troyer: don’t go do this. Right? Go find the people that are already ranking and offer services to them so that you have results to show their results.

Joe Troyer: Stop going through all of these 10 steps.

Joe Troyer: Somebody earlier in the chat said my goal. And what I want to be able to show people is in a specific vertical that I’m going after a specific niche that I can get them $3 out of Facebook ads for every dollar they invest. Don’t go do this. Go find people in that vertical chiropractors, if that’s your niche, filter out your first question, right, then filter out and ask them if they’re getting that return. If not, don’t talk to we’ll

Joe Troyer: talk to him and see how you can help them.

Joe Troyer: And so you that case study in that social proof.

Joe Troyer: Does that make sense?

Joe Troyer: And you could do a before and after

Joe Troyer: if you want it I’m sure some of you guys are like

Joe Troyer: Yeah, but there’s no before and after. Because it doesn’t really matter if I have a sales page and I have five case studies and it’s like Atlanta dentist, Chicago, dentist, West Palm Beach dentist, you know, Austin dentist, and all that you see is call volume. And then, you know, 35 calls a week. 70 calls a week. 40 calls a week 50 calls a week on the page. And then below each one, you see a crappy testimonial, not even a good well scripted out test the money. Right that says Joe’s an expert when it comes to Google My Business. If you really want help ranking in Google and getting phone calls, talk to Joe.

Joe Troyer: Isn’t that all that you need? Who said

Joe Troyer: that you need a before and after?

Joe Troyer: I better be getting lots of frickin exclamation points, because this is bullshit. So many of you guys complain and have complained for quite literally years. Some of you guys have been following me for close to a decade. And you’ve complained that

Joe Troyer: you don’t have case studies and you don’t have results.

Joe Troyer: You can do it in fucking seven days.

Joe Troyer: They only came they only care for the after.

Joe Troyer: I love that wreck. They only care for the after.

Joe Troyer: I’m not saying deceive them

Joe Troyer: don’t show before and after if

Joe Troyer: you only have an after, right?

Joe Troyer: But there’s no reason that you can’t

Joe Troyer: do this in seven days or less from today.

Joe Troyer: Okay, what I shared with you guys so far, like this isn’t groundbreaking things. I’m sure that you’ve looked at this and been like, Yeah, that makes sense. But some of you guys are fighting me tooth and nail through each and every one of these steps. And you’re kind of fucking rolling your eyes. But you wonder why your business is where it is right now. I’ve been where you are, I am where you are. I’m one of you. And these are my takeaways. And I definitely suggest that you follow these. That’s the difference I believe, between a successful agency and a non successful agency. And when it comes down to it, success is not just revenue, trust me. Well, you care about once you start bringing in money, and once you start filling your pocket is going to be very different than what you care about when you’re just trying to shove your pocket full of money. It’s going to change you need to predict that and you need to be ready for it. The other thing at the end of the day, folks is you got to understand that there’s an end to business, there’s an end to life business isn’t everything. I love what I do, don’t get me wrong, but you should be building everything with the intent that you want to sell it at the end of the day. What do you think your business is worth? If you’re a random provider that does a bunch of useless bullshit for a bunch of different niches. Like guys, I’m sorry, I like love you. That’s why I’m having this conversation. Right? This is tough love. If you haven’t picked a niche, what do you think the chances are that somebody wants to buy you probably not very hot. If you don’t have your packaging down and you don’t have a set package that you deliver, and that you sell 90% of the time again and make it easy for fulfillment, right? What are the chances that somebody wants to buy you, that means you’re stuck in the business that you’ve built. If you don’t have the perfect case study, you’re working way too hard to bring on sales, which means that you’re not growing like you should be

CATEGORY: Ask Me Anything