6 Core Things That a Marketing Agency Needs To Launch

6 Core Things That a Marketing Agency Needs To Launch

Table of Contents

Table of Contents



Joe Troyer: So let’s, let’s go ahead and get this thing kicked off. Ultimately, at the end of the day, I think that these are the core six things that you need to not only build a successful agency, but to do it and still have a life and still keep your head and not drive yourself crazy. So if you’ve already built a successful agency, know that this is for you today, as well. So my last agency that I built incense accident, thank God I was able to sell, it drove me back shit crazy. I hated the business that I had built. And so even if you’re successful today, I’m going to help you guys go through some exercises today is for you, it’s going to help you really make the most of your agency Finally, get some leverage and ultimately, live a much more simple life that has way less stress on you day to day, because I see way too many people building agencies ass backwards, in my opinion, and I am myself have have been there and have done that. And I’m really talking to you guys from my lessons after building and buying and acquiring and exiting, being involved with multiple agencies and me being in a position now helping agencies that I have a very unique perspective, I’ve been there, I’ve done that multiple times, I still train and help lots of agencies, we work with hundreds of agencies, for example, at invisible PPC doing their fulfillment. And so I have a very unique perspective. And I don’t say that to brag, I say that because I really do want to help you. And the real reason that I want to help you is I know that if I help you, and you accredit that Success to me that you will be a long time customer of mine. And when I make an offer, which is not today, today is completely free. For you guys joining me live, when I do make an offer in the future, because of the value that I’ve given you guys for free, that you’ll jump and you’ll pay me for something like there is no ulterior motive for this, besides just that. Everybody clear? Can I get a nine in the chat if we’re clear, and you guys are going to have to be interactive. That’s the only way that this will work. I need live participants to work through these exercises with me. So be prepared to get booted off if you don’t interact. And yes, I’m 100% serious.

Joe Troyer: So thank you, Dennis. Thank you, Scott. Thank you, James. Thank you, Kat.

Joe Troyer: Thank you, Don. All right, James. All right, Wilson. Alright, cool. Everybody else I am serious. If you don’t interact, I will put you on. Alright. So I believe looking back on my agency, and multiple agencies, I’ve been involved with lots of agencies that I’ve coached with all the customers that we work with on a one to one relationship at invisible PPC, that there are like really six things that I feel like I have quite literally shit the bandwidth. And that I feel like most people are making the same mistake with you think after building, exiting, buying, training all these different agencies and being involved in such a crazy capacity that I myself would have learned this by now. And to be honest, a bunch of these guys, I haven’t learned so well. And these, these are hard truths. Even for me, these are hard pills to swallow. So if I feel like if you feel like in any time during this training today that I just like hit you right between the eyeballs and you’re like, Damn that that hurts. Like that’s me. And I’m talking you feel like directly to you, and nobody else on this webinar, I want you to tell me in the chat, okay? Because that means I got my messaging, right, and I’m helping you work through it. Alright, so I’m going to walk you guys through high level, the the six things. And I’m going to try to keep it as vague as possible. so that you guys can see all six, but you also don’t make assumptions on the six because you guys know what they say about assumptions, right? makes an ass out of you. And me, come on, I gotta I gotta get the dad jokes in right. So first things first is I know it’s cliche. But guys, we got to pick a niche, we have to pick a niche. The fact of the matter is, is if you’re jumping from niche to niche, your team is quite literally cussing you out every single time you bring on a new onboard, right? Because their expectations are different, the keywords are different, right? The the the output is 10, or 20% different or 30 or 40% different. And if you’re doing that multiple times, think about the stress and the variation that you’re putting on your team. Right? It’s why factories have preset options. And you can only use those options. They don’t customize everything a million times because they know that their error rate would go through the roof. If they did it. Right, take it for me. I’ve screwed the pooch on this one quite a few times. Right. So we’re going to walk through picking a niche. And I’m gonna talk to you guys about what’s important to me and why after picking it’s multiple times. Alright, so next up, we’re going to talk about what I call the filter. At the end of the day, as an agency owner, I don’t care if you’re Uber successful, I don’t care if you’re doing 10 grand a month, or you just got started today, we are all spending way too much time talking with prospects that don’t matter.

Joe Troyer: If you’ve picked a niche, you’re well on your way to only talking to the prospects that matter. But you’re still probably talking to 70% of the market, when you should only be talking to 20 or 30% of the market. So I want to help you guys build a quick filter in that you guys can use to right out of the gate, filter somebody out and know if they’re a prospect yes or no. And the goal here is if you’re not talking with a prospect that can buy your service and be the damn good customer for you that you cut bait. And what I mean by cut bait is you’re like, Yeah, thank you. So great to meet you have a great day soon. Bye. And you end the conversation to Matt quickly. Okay, so we got to build in that filter. Next up is I want to talk to you guys about packaging and my takeaways of how I build packages these days. And my packages and my service delivery, what I offer, what I include, what I don’t is very different than it was when I first got started in this industry, in let’s call it 2006 or 2007. Guys on walk you guys through my takeaways in terms of packaging. And if you’re doing your packaging, right, your customer success rate should go through the roof, your customer experience should go through the roof. And your retention with your customers should be very long term. So if it’s not any of those things, chances are you probably have a packaging issue. And it could be like a chocolate vegetables issue. And what I mean by that is you guys sell the chocolate, you got to sell what customers want. But you also got to feed them the vegetables, right? Or they’re going to be 400 pounds and out of shape. And you’re not going to have a very good long term relationship with them. Okay, so next up number four. Now that we have we’ve went through the niche, the filter the packaging, is we got to work through what I call the perfect case study. And this perfect case study is the thing that does all the heavy lifting after you pick your niche, you’ve pushed through people through a filter, you know, the 30% of the market that you should be talking to you show them this case study. And this leads to lay down sales. This is like if you had to perfectly engineer write a sales deck. So just put it in front of somebody, a one pager and it would close 90% of the room. This is it. This is that perfect case study. And that has that ability. But most of you guys don’t think about your case studies like that. If you have a case study right now, it’s probably really freaking boring. If you have Customer Testimonials right now, frankly, they probably suck and mine have sucked too. Right? It’s been like Joe’s a really good guy. He knows a lot about SEO. And if you need help, you should talk to Joe. Like that sucks. Like, that doesn’t mean anything. So I’m going to teach you guys how to engineer your case studies to be a huge sales tool for you. And this is going to lead to lay down sales, this is going to lead to you being able to step out of the sales position as well a whole lot sooner and being able to pull in other people to run your sales process. So if you’ve had a problem, handing off sales to sales people or assistance of virtual assistants, you probably have not picked a niche, you haven’t set up your filter, your packaging probably sucks and you don’t have a perfect case study. Step number five, then is we’re going to talk about lead flow. There’s lots of ways to get leads, I’m going to talk to you guys about what’s worked well for me, what’s working in the future, what my concentration is on and kind of my takeaway as I’ve built again, and been involved in lots of different industries and lots of different agencies, where my head is at today in terms of lead flow.

Joe Troyer: And then finally, number six, I’m going to walk you guys through the conversion mechanism. So once we picked a niche, we’ve been able to filter people out, we know who’s the right audience and who’s not. We’ve got our packaging setup. We’ve got the perfect case study, right? We got the lead flow set up, how do we finally convert them from not knowing us from Adam, to a paid customer without some really long and lengthy sales process?

Joe Troyer: Guys, I convert seven out of 10 people on my one call close.

Joe Troyer: Okay, and I’ve designed it that way.

Joe Troyer: So I’m going to talk to you guys and walk you guys through how you guys can replicate and how you guys can do the same.

1. The Niche


Joe Troyer: Alright, so first things first, when picking a niche, if you would have asked me two years ago, three years ago, even what was important when picking a niche? If you would ask me about like, am I passionate about the niche or loving the niche, I would have been like bullshit, I don’t care. It’s all about making money, I could care less about the vertical that I’m working in. That would have been my attitude. My My thoughts are very different now. And my last agency, we built it really fast. And I went after too many niches. Let’s just be honest, I thought that I was a really smart guy. I thought that I was limiting my liability by focusing on like Home Services as a whole. I thought that that was me being smart. But it was ultimately me giving myself a cop out, oh, well, I’ll just cut, I’ll just focus on all of Home Services, that’s a good niche to start. My name is broad enough, that’ll work for now. And when I find one, that’s a diamond in the rough. And when it’s the right one, then all hundred percent No problem, right? I’ll just stick with that niche. Guess what happened?

Joe Troyer: Didn’t happen. Right?

Joe Troyer: So the problem is, is that depending on how you look at it, it could have been looked at as five different niches. But when you really look at the categories on the services being offered in those niches, right, how like roofing often does siding, and windows and doors and all kinds of other shit, right? Like a gutters, like, we could have eight to nine different categories that I was in, and I thought I was picking one niche, please don’t shoot the bed, like I did pick one niche and stick to it. Okay, so one niche, stick to it, period, VN. Okay. Now, with this niche, I’m not saying that you have to be passionate about the niche like folks, at the end of the day, any local business I’m not passionate about, like, it just doesn’t strike my fancy like that. What is important to me now looking back, and building a business that I didn’t like, because of the people that we sold to, is very important to me, that I like the niche that I’m going after. And what I mean by that is I like the people that I’m working with. And the people that I’m working with could be different depending on the niche and who I choose to target. What I mean by that is it could be a marketing director, or could be the owner. And there’s very different types of owners in different types of businesses, a chiropractor, a young chiropractor, fresh out of school, very into sports and such is very different than a roofing company potentially, like fundamentally, they are different people. Or if you compare that to a dentist, right? Fundamentally, very different, or a gym owner, understand they are opposite ends of the spectrum. So what I want you to think about is in 36 months from today, if you’re still in that vertical, will you be happy solving that niches now. Because as an agency owner, that is our job, our sole job is to find customers who we can help and to help them solve their marketing challenges and needs. So if you answer no to this, and the niche that you’re in, right now, you need to fix this. And at the end of the day, if you wake up in six months, like I did, and you hate the business that you built, trust me That sucks. Take it from somebody that’s been there that’s done that my multiple what I accident with how I left that business was not great compared to what it could have been. I didn’t get robbed or anything like that, right. But my multiple could have been much better, I could have got a much better sales price, if I would have stuck with it. And been in that business for and steady for at least 12 months. Okay, but the pain for me was so severe, because I didn’t take it serious on building a niche. Okay. So one niche stick to it. And 30, six months from today, will you still be happy serving that niches needs, ultimately, then I need to know that that niche long term can afford to pay me 3000 to $5,000 a month. Folks, this isn’t going to happen overnight. This isn’t going to be my rate that I’m charging somebody right out of the gate. This is long term. But some of you guys are working with like one shot florists, they’re never going to be paying you three to five grand a month, like sorry, but that’s just not gonna frickin happen. So let’s be honest. Why would you be in a niche where you can only charge a grand or two, when you could be in a niche where you could charge three to five. You don’t need near as many customers, right? And a lot of people when they think about their niche, they’re like, Oh my god, like, I can’t go in chiropractic because it’s so saturated. Like dude, at the end of the day to hit your income goals like what do you need 10 customers 20 customers. If you’re charging these types of rates, folks in the chat right now, how many costs do you need? How many do you need? If you’re charging this type of rate and you have a 75% margin, which you should? How many clients do you need? Honestly Tell me in the chat, three or 410 10 to 23 to five, you don’t need many damn customers, right so if you’re picking niche like chiropractors and you say it’s too saturated, so you don’t want to go in it. Understand that your ass backwards and you are wrong. There are definitely 20 that you can attack and that you can onboard

2. The Filter


Joe Troyer: So next is the filter. And so when you pick a big niche, like chiropractic, the next thing we got to do is we’ve got to build our filtering mechanism. And the goal of this filtering mechanism is to know what 70 80 90% of the market is not our customer. So you can do this by figuring out who it is that you want to work with, you can do this by figuring out that there’s a specialist area that you want to target. You can do this by filtering out an educated customers that maybe don’t have a marketing budget, but you want to set a filter here, because you don’t want to go after all the chiropractor’s or all of whatever niche that you just decided. It’s too much. How do you market to, you know, 30,000 window replacement businesses, like talk about a spray and pray method? Like what if instead, we could top grade those, and you could figure out that really, at the end of the day, like you got 50 or 100, ideal prospects, and all you got to do is onboard 10 or 20 of those sounds a whole lot easier to me than the other side of the equation. So we want to get super crazy about our filter. Okay. So I’ll give you guys some ideas that you guys can use in your filter just to get your brain going before I start asking you guys for input. And again, if you don’t give me input, I will boot you off the training. Okay, that’s the deal. That’s the given the take scenario here. So, in roofing, as an example, I’ve been in the roofing business, my father owned a roofing business, I sold my father on doing marketing for his roofing business, and it went awful. Full disclosure went terribly wrong. The reason that it went terribly wrong is that they’re not set up for retail. Well, they weren’t at this time. And what I mean by that is they were storm chasers. So the way that they do business as a storm hits an area, it could be even a day away drive. And they will take their whole sales crew, they’ll go transplant and pay for hotels, and food and transportation and all that for the entire time that they’re there. And they will go door to door and they will Canvas knock on doors, and they will get jobs from the people that have been affected by the storm. Usually like hail storms as an example. Okay, the problem with this is their business is set up to run like that. They only pay their sales people when they close a deal. And it’s a percentage of the sale. So they’re not set up for a retail environment. They’re not set up to bid on Google or Facebook or get leads that come into a phone number, then they take that they assign it to a regional sales rep. And then they have a follow up process to help the sales rep. They’re not even monitoring what the sales reps are doing. It shouldn’t seem obvious, right? But it’s not right. So I sold my father this and that it exploded quite literally in my face. These aren’t fun scenarios, but we’ve all been in them. So for roofing,

Joe Troyer: the filter that you could ask, do you do residential jobs? Are you storm chasers?

Joe Troyer: And I caught an exclamation point. Boom, that one’s tough. Right? How many of you guys have worked with a client? Selling leads or selling calls or selling a product that gets them leads? Only to have a problem where they don’t answer their phones 30% 40%, even 50% of the leads that you send them don’t get answered. Some of you guys are like that doesn’t happen, folks. That happens all day, every day. In my last business, we owned a call tracking platform for those of you you guys that don’t know, I sold that I accident. Okay. But I was able to run data high level on all of you agencies that use the platform and all of your customers and see the percentage of calls that were missed. And folks, it was above 30%. Is that your ideal customer? Missing three out of the 10 opportunities that you send them? No, that’s asking for problems. So what could you ask? What’s the question that you could ask from the beginning? That will help you understand what’s the leading indicator is if they’ve solved this problem or not? Or whether this is even on their radar?

Joe Troyer: It says that’s horrible. Yeah, it’s it’s ridiculous. Yeah, so do they have a sales team that answers the phone? Yeah. So you could say, how many people are in charge of answering the phone? and see how they respond? Oh, it’s just me. Yep. Click.

Joe Troyer: Right, I just cut bait. I’m not talking about roofer anymore.

Joe Troyer: Another way that you can do it is you can look at like trailing indicators. And what I mean by that is, in dental, for example, a question that you could ask that’s very pointed, and that you could frankly, ask the receptionist when you call. And that’s where we want to get to, we want to get to a bigger question that we can ask directly to the gatekeeper directly to the receptionist, so that we don’t have to try to get to the decision maker or the the owner or the marketing director to ask this question. Why? Because if we can do this, we can pay somebody else to run this process for us. We can get a VA to run this process like I’m running right now. Okay, so if you’re going after dentist, and example is how many dental? And I don’t know how to spell this. So we’re going to have to auto correct it. How many dental hygienists do you have? The reason that this is important, is this gives us the trailing indicator of Do they have marketing in order? Do they have some capacity? Right? Are they answering the phone? All the things that we just talked about? If they have three plus dental hygienists? They have multiple doctors there. And they have got plenty of opportunity and lead flow and capacity.

Joe Troyer: Give me an exclamation point, if this makes sense.

Joe Troyer: So this question to start maybe Okay, and it may not be great. It may be two questions to start. But as you dig in, you want to make this filter this one question as easy as possible. And again, the goal should be that you could take a lead list, like I said, we we ran a lead list of 30,000 window replacement companies. And I could just pay a va $3 an hour to phone them up and ask one question, right or 30,000 dentists and simply ask how many dental hygienists do you have? And if they don’t answer three or more, we cut bait and we don’t keep following up with them.

Joe Troyer: Haha, there we go. Lots of exclamation points. So understand that this is this filter is going to keep getting more and more exact as you start to that look kind of strange. Sorry about that. As you start to really deal with the niche as you start to have conversations with the business owners and the marketing directors, and you start to draw lines in the sand and understand the different players in the industry. But understand you need to have this filter criteria. So you start a conversation, right? And you’re like, Hey, my name is Joe Troyer, you’re at a networking event. What do you do? I’m a dentist. Okay, great. How many dental hygienists do you guys have? They’re like two. I’m like, Oh, yeah, that’s great. Here’s my card. If you ever need anything, let me know seal it. I’m done. I’m cutting bait conversation is over. I’m on to the next.

Joe Troyer: So Carolyn huff gave me some great feedback. She said a bunch of exclamation points, filters. These remind make at least a million and a year have a good online reputation, but not in the three pack and they’re spending money on advertising. So Carolyn, try to get that down. Get that down to one question, if you can, and maybe one follow up question. Okay, but there’s still definitely more room to go. Right. You can simplify that. And you can also not ask such pointed questions. You asking the face Ring ring? Hello, dental office? Yeah. Do you guys do at least $1 million a year? Do you have a five point O reputation and can you take on more business? How do you think that call is going to go? Obviously, I’m being exaggerated, but it’s not going to go? Well, you can’t ask that to a gatekeeper.

Joe Troyer: Yeah, they might cuss you out.

Joe Troyer: So niche, then filter within that niche. Okay, and you may have even more criteria in here like that. They’re a specialist of some kind. Right? If you find that you really like working with some type of specialists, right? Like roofing Do you do residential or commercial great.

3. The Packaging


Joe Troyer: Alright, so next up is packaging. How many of you guys are selling a package that isn’t multiple services, like you’re selling a package that is Google ads, or you’re selling a package that is leads, or you’re selling a package that is local SEO, or you’re selling a package that is reputation? Right? If that’s you type in single, I’m really curious, I want your feedback. If you’re selling a package that is like, multiple of those together, type in bundle. So if you’re just selling reputation type in single if you’re selling SEO as a package, and PPC and reputation type in bundle, so you selling single product services as a package, or just one product bundle. There we go. All right, fantastic. So those of you guys only selling singles, guys are going to run into some problems. Alright, so when it comes into packaging,

Joe Troyer: my thought process here and the filter that I use is the first filter is what’s going to get the best results. Sorry, what’s going to get the most immediate results for the client.

Joe Troyer: Okay, so what matters the most when you kick off the relationship?

Joe Troyer: This does good communication. That’s all given an unpleasant onboarding experience, but they want to see that you’re worth a damn.

Joe Troyer: Right, show me some type of results.

Joe Troyer: So what happens when you sell SEO and Google My Business as a package as an example? You don’t get the client immediate results. So what happens there frantically even when you say it’s going to take three to six months to get your results? They’re knocking on your door at once. Two and a half going, huh? Hey, Joe. How’s it going? No, they’re frantic. Right?

Joe Troyer: What do I do? Is it working?

Joe Troyer: Right? What am I going to get my returner? Why is that happening sooner? Are we okay? Do I need to fire you? What happens next? You guys have all been there. exclamation point. City in the chat right now. Right? The next thing? Well, let’s, let’s talk about this. So when you sell local SEO or something that takes three or six months, we just talked about the ramifications of that very uneasy clients. The thing that happens though, when you sell let’s say Pay Per Click clients is the opposite. They’re okay at the beginning. Great job you’re bringing in leads, then in month three or four, they’re like, hey, the costs and the ROI, or the costs going to keep going down. And as ROI gonna keep going up. And some of you guys may not be getting that messaging, some of you guys is like, Man, I’m just not getting the return that I want, or I want to cancel. But when you really dig deep, it’s that their return on investment isn’t what they think it should be. And it could be that they’re getting a two extra three x return on ad spend or even more. But that’s not their expectation. And even if you sell against what their expectation should be, and you get them to believe that you’re still going to end up with kind of buyer’s remorse at the three to six month mark, depending on how good you are. Right? Where they’re starting to feel like there’s got to be a better solution out there.

Joe Troyer: Give me an exclamation point. If that hit you right between the eyeballs you’ve been there, you’ve experienced this. So my first question, when I think about packaging is what’s going to get immediate results for the client. My second question is what’s going to get the best and most capital best year

Joe Troyer: ROI for the client?

Joe Troyer: So when I’m thinking about packaging,

Joe Troyer: we’re going to have to trademark this. I’m thinking about the Yin, the Yang, and I’m thinking about the Yang, right? What’s going to get the best immediate results for the client and what’s going to get the long term ROI for the client. Because I want the customer sticking around long term. Okay, I don’t want the customer coming to me at six months in or four months in and wanting to cancel, even if I can save the deal. I don’t want that happening. Does that make sense? So I want to plan for that. I want to build a package that prevents that from ever happening. In fact, folks, I stage out, quite literally staged out 12 months of fulfillment, and client updates.

Joe Troyer: For my packaging.

Joe Troyer: Do you guys know the number one reason why someone leaves an agency? Why a business owner stops working with an agency?

Joe Troyer: What’s the number one reason number one reason folks is simple in difference? Is them asking what is Joe done for me lately? Yeah, I know that he helped me right out of the gate, he freakin crushed it. Or, hey, it was a little slow to start. But then the SEO kicked in. And now we’re getting a great return. But hey, like, you know, I’m not really seeing that ramp up. I’m not really seeing anything happening. You know, my communication from Joe. Isn’t that great? What’s he doing for me lately? Right? Is he on the bleeding edge? Does he really have my best interest of mine? Like, why haven’t I heard from him? Why is he not doing anything new.

Joe Troyer: I never want that to happen with a customer.

Joe Troyer: And at the end of the day, it happens

Joe Troyer: quite literally every single day and a business owners mind is that point of indifference with an agency. So I believe that if you really think through your packaging,

Joe Troyer: like I have right,

Joe Troyer: and you stage out and you set out 12 months of fulfillment and client updates that are pre canned and ready to go, you can avoid most of those points of indifference.

Joe Troyer: What this also does,

Joe Troyer: is helps you ensure that your margin stays good. So in this exercise with packaging, I will quite literally write out this is what we’re doing. This is who’s going to do it and an internal member or somebody else, an outside source or somebody that I’m out tasking to it could be Fiverr, it could be local citation services. com, it could be bright, local, it could be whatever. And I’m writing out line by line, what I’m doing in what week and what timeline, right, who’s doing it, and then the cost. And I may be able to look at month one, here’s my profit margin month to here’s my profit margin. And I’m able to ensure that my profit margin is at least 75%. And your profit margin should be two. And if they’re not at least 75%. It’s because you haven’t done the things that we’ve already talked about. It’s because you haven’t picked a niche. It’s because you keep jumping from niche to niche. So the work keeps changing, right? It’s because you haven’t filtered down and gotten really tight on your criteria. It’s because you haven’t went through and staged out 12 months of fulfillment, your client updates in your deliverables, right. So you just need to sit down and think through it and stop winging it each and every month. So when it comes to packaging, this is it. Okay, my minimum, my minimum to get started in terms of packaging is $1,000 a month. And when I sell it $1,000 a month when I sell my first two or three clients, I’m not going to get my big time goal. So this is this is short term to build case studies. And it’s not just to build case studies, but the goal of these customers are like these should never leave you. These are the people that understand that ultimately, your goal is that you are going after three to $5,000 a month customers long term.

Joe Troyer: And that they’re never going to have to pay that.

Joe Troyer: And so they’ll never leave. So don’t hide the fact that you’re a newbie in an industry. Right? When you’re making a sales pitch and you’re like I’m brand new, just say that you’re brand new, right? But share that with them your plan, there’s no reason to hide it. You don’t have to feel like you’re pulling the wool over something buddies eyes, but this is where you should be long term. So for me, it’s all about pulling on three to four clients at $1,000 a month, right? And then after that, right using those to leverage into packaging at three to five grand a month again, with a 75% profit margin. Whoo.

Joe Troyer: So typically, folks, I am doing like lots of different services, but I’m not doing those services all at once. It’s not like they come on month one. And it’s like hey, we need Google ads. We need remarketing or retargeting. We need SEO. We need a Google Local my business build out. We need citations. We need reputation. We need a bot. We need this that the other we need a website redesign. Like No, it’s all staged out again.

Joe Troyer: And right now I’m at 12 months

4 & 5. 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. Does that make sense? And you could do a before and after if you want it I’m sure some of you guys are like “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. Isn’t that all that you need? Who said 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 you don’t have case studies and you don’t have results. You can do it in fucking seven days. They only came – they only care for the after. I love that wreck. They only care for the after.

Joe Troyer: I’m not saying deceive them – don’t show before and after if you only have an after, right? But there’s no reason that you can’t 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

6. The Conversion Mechanism


Joe Troyer: So last but not least, I want to walk you guys

Joe Troyer: very quickly through what I call the conversion mechanism. Okay, what I call the conversion mechanism, there is lots of ways at the end of the day, to get people to raise their hand and say, I’m interested in having a conversation with you about what you do, because you are an expert. Right? If you’re not an expert, you don’t have a perfect case study, right? You don’t have good packaging, you can answer the question of what’s your return on investment going to look like? Or what’s lead flow going to look like? You can’t answer questions like that. And you’re a generalist, you’re obviously going to have problems making sales. Okay? And it’s going to be problematic when you’re prospecting.

Joe Troyer: Right? Think about the pitch like,

Joe Troyer: Hi, my name’s Joe Troyer, and I do digital marketing versus Hey, my name is Joe Troyer. I work with roofing companies that want to go from 2 million to 5 million in the next two years,

Joe Troyer: which pitches better A or B?

Joe Troyer: Which one’s better ARB Come on everybody. We got to wrap it up top of the hour here, be undoubtably be nobody wants to buy a business. That’s a nobody wants to buy from a business.

Joe Troyer: That’s a I don’t think you can survive today.

Joe Troyer: I don’t think that you can thrive today in the market without being a specialist without going through the steps that we identified today, without wanting to just blow your frickin brains out. For those of you guys that are successful, you know exactly what I mean. And this is hitting home. So at the end of the day, what doesn’t really matter? Is your lead flow, or is your lead, let’s call it lead generation mechanism.

Joe Troyer: Because as long as you have a lead conversion mechanism, you can jump and you can do different things for lead generation, I’ve helped so many of you guys build lead gen systems, using voice drops, or using cold email. And you guys have frickin destroyed it, right? copying pasting our systems. But frankly, at the end of the day, like, this doesn’t really matter. It really doesn’t matter. What matters is the conversion mechanism.

Joe Troyer: Because you should be able to go to every channel,

Joe Troyer: you should be able to go Facebook ads,

Joe Troyer: and be profitable. As long as you’ve done what we’ve talked about, and have clients quite literally on demand, you should be able to go and do Google ads. If you’ve done what we’ve talked about, how many of you guys could never run Facebook ads or Google ads and turn a profit, you’d suspect

Joe Troyer: if you did it right now. Yeah.

Joe Troyer: But if you just went through and you picked a niche, you defined your criteria, your filter criteria, you came up with the package, right? you built your perfect case study, right? And then you had a conversion mechanism. It doesn’t matter if you were paying top dollar for these leads.

Joe Troyer: Because you know that you can convert.

Joe Troyer: So we got people asking us all the time, like,

Joe Troyer: added visible PPC and out events. And when I run into people, Hey, man, can you run ads for me? wait for your clients, businesses? Or for yours? No, for mine? I know why? Because it won’t be ROI positive. Well, what do you mean, you’re not capable of that? Look, it’s not in my shoes. If you haven’t defined this stuff, how can you expect that you’re going to get a return on any advertising, you’d be having the same conversation with your client, right? So it’s hard, and it’s a hard pill to swallow. Okay, but this is, I think what you need to do to really build a thriving business where you’re not a slave to the business. And that’s ultimately worth something. Right? In two years, three years, four years when you decide to sell it, or even when you don’t decide to sell it if you want to hand it down to another generation and and not run into the ground. Okay, this could be LinkedIn ads. This can be LinkedIn prospecting, this could be cold email, this can be voice drops, the list doesn’t matter. The the lead generation mechanism,

Joe Troyer: the platform, the medium doesn’t matter.

Joe Troyer: As long as you have the conversion mechanism. Give me an explanation mark in the chat, if that makes sense to you. Some people are like Joe, how should I start prospecting? I don’t care pick one. Right? If I were you, I would do you know this one, because this is what’s worked best for me. Here’s an example. Right? But it doesn’t really matter. What you got to be focused on instead is this mechanism. The conversion mechanism. So the conversion mechanism at the end of the day is taking somebody somebody that cold or warm, and turning them into a buyer on the spot. And for me, this is 50% plus of the time.

Joe Troyer: we’ve pushed those numbers to up to 75%.

Joe Troyer: I think if you’re probably over 6070, or even 75%, you may want to look at it because you may be underpricing your services. You may be overselling it a little too much. So anytime that we start tipping over 60%. I’m looking at it and I’m like, Is this too good to be true? Right? Like, are we really pulling on the best buyers? Right? And I start to question this a little bit. So just, yeah, I want you guys to shoot for this number. And it should be as high as possible. But once it’s there, right, and you got a really high conversion rates start to question it. Should you up your prices, right? Should you up your criteria, should you up your filter. Okay, so the conversion mechanism. At the end of the day, we do this for strategy sessions, or strategy sessions or console’s.

Joe Troyer: And I’m going to give you guys the abbreviated version of this,

Joe Troyer: I got training on this for hours, that’ll make your eyes bleed, walk you through every step of the process. That’s not the goal, I want you guys to understand high level what you guys need to be working on and why. So strategy sessions or console are designed to take a person and get them to understand that they are here. And where they’re going is here. And we got to understand the why they want to get here because people buy on emotion. So then we got to lay out that what they’re doing right now. And where they’re wanting to go, that there’s a gap in between there. And what I mean by that is if they keep doing what they’re doing now, and they don’t change anything, they don’t add anything, their business stays the same, that they’re most likely not going to get the desired outcome that they want. If you don’t do this, in a sales pitch, you might as well not even show up to the call, it’s pointless, it doesn’t matter the case study that you have. So you have to identify the gap. And that if they just keep doing what they’re doing, that they’re not going to get there alone. And if they say that they’re going to get there, you need to get them to dream bigger so that there is a gap. Right? If they’re like, all right, so we’re at one and a half million this year, we’re trying to go to 2 million and last year we grew by 50%. This year, we’re going to grow, we think by 40%.

Joe Troyer: There’s no gap, right? If you identify on the strategy session,

Joe Troyer: that there’s no gap, you’ve got to frickin create one,

Joe Troyer: otherwise, you’re gonna have a really big problem selling the deal.

Joe Troyer: So once we’ve built the gap, we got to get them to identify that they’re not going to get there by themselves, then all that we have to do is fill the gap. So we need to say, here’s how you fill the gap. I’m the expert. Look at my case study, right? This is what you got to do. And if you don’t have a case, study, borrow social proof. Here’s a screenshot from Google Maps of a client ranking in your vertical in Google Maps and look at the lead flow that they’re getting. Here’s how we fill the gap. And I can help you get there. If they believe that your to fill the gap is good. They believe that it’s doable, and you’re the right person to fill the gap.

Joe Troyer: All that you have to get them to do is start thinking about their Why?

Joe Troyer: And I know that’s like kind of bullshit. Think about your why what motivates you whatever, but it is it’s true. You’re trying to talk somebody into something, you got to get their emotions involved.

Joe Troyer: So what’s the Why? Why are you going to buy today?

Joe Troyer: Well, because I want to get to this income goal, because I’m working, you know, 16 hours a day as the business owner. And if we can just get to 2 million, I’ll be able to hire another receptionist to take care of a bunch of the duties on my plate and answer the phone as a backup full time when you find that out, and that they’re guilty that they’ve been missing their kids baseball games, right or whatever. The reason is, that’s really behind that reason. You have all the ammunition that you need to close a deal. That’s how I’m able to close 50 plus percent of the time with a one call close.

Joe Troyer: Give me an exclamation point, if that makes sense.

Joe Troyer: And we got to wrap this thing up.

Joe Troyer: its fourth quarter of the year and they haven’t hit their income goals for 2019. So Scott, that’s great. But what’s the motivation? income goal? Why does that matter? Right, figure out the reason behind the why that they gave you. Right? A good theory is just keep asking why get to the next layer of the onion, the next reason why that isn’t enough for you to seal the deal. You need to figure out that the owner right is working too long or isn’t profiting as much as he should be. And so he hasn’t been able to buy that vacation home that he’s been trying to buy and he’s promised his family that he will not you gotta get to the layer behind layer behind layer. Right that they’re getting old and that the hard work is kicking their ass Mike says yeah, and ultimately they want to sell one day and so the multiple that they’re going to get is going to be shit if they can’t figure out their advertising. You figure that out. The deal is fucking done. It is soul and you’re going to get a premium as well. Because they can’t afford not to work with you.




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