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Can I have a pizza? Yes, no problem. That'll be $12 for the pizza. But for an extra $7, we'll put some toppings on it. We'll heat it up. We'll cut it and we'll put it in a box and you can take it away. But just for the 12 bucks, here's some dough. Right? That's what that looks like. It's like Southwest Airlines. Can I get a plane ticket? Yes. Would you like a seat? Yes, that's extra. Right? Would you like to be guaranteed to be on the plane? Yes, that's extra. Do you want to bring a bag with you? Yes, that's extra. Would you like a seat belt so you don't, you know, yes, that's extra. Would you like one of the uh in-cabin people to actually welcome you and say hello to you when you get on the plane? Yes, that's extra. Like nobody wants to pay for the extra shit. So my friend Simon Bowen calls this the I should bloody hope so line. There's a line in your service offering, right? That is like everything below the line is I should bloody hope so. And the the problem with care plans is that nobody wants to pay extra for the website to not disappear and to be hacked and not backed up. I expect that. I expect my pizza to be hot, have nice toppings, be cut in a box so I can take it away and eat it on the park bench with Oscar. I don't expect to have to go and put the toppings on it myself and then try and find an oven somewhere or stick it under the sun to cook it, right? I that's what I expect. Nobody expects your website, their website, they don't expect to pay extra to have it updated.
SPEAKER_02If you have a vision for the agency you want to build, then we want to help you build it. Welcome to the Agency Hour Podcast, brought to you by Agency Mavericks.
SPEAKER_03Dude, what's going on? How are you, brother? I'm doing all right. In a uh in a little touch of irony, I am starting to learn the I'm on my bass, I'm starting to learn the song that I broke my Achilles to.
SPEAKER_00Listen to the music of the J brothers, right? Is that no?
SPEAKER_03It was uh it was uh blister in the sun.
SPEAKER_00Blister in the sun. Oh yeah.
SPEAKER_01So hey, welcome to the agency hour live here in the digital members Facebook. It's the music hour, true. That's right. In this episode of the agency hour, we're gonna do a couple of things. I'm gonna I'm going to you're gonna watch me use a calculator. That's exciting. I might even try and do it on the iPad. And uh we're going to I'm gonna do a bit of a deeper dive. I put up a live uh I think it was last week sometime around the UVP cheat sheet. I'm gonna do a bit of a deeper dive on that, and I want Pete to challenge me. He doesn't know that yet, but I want Pete to challenge me.
SPEAKER_03I'm coming in blind here.
SPEAKER_01Uh, and what we're gonna do is I'm going to show you how you can at least double your revenue for the work you are already doing in the agency. And I know that sounds like bullshit, but uh stay with me. Stay with me, and uh I will prove it. I'm gonna share the calculator. Wow, look at him. That's right. Welcome to math class, kids. Tell me something. Do you know the Pete? Do you know the average globally, the average price of a website?
SPEAKER_03Oh, globally.
SPEAKER_01Globally.
SPEAKER_03So we're taking into consideration like India and yeah. I'm gonna go with $800.
SPEAKER_01$800. Okay.
SPEAKER_03No, probably higher than that. Probably higher than that. Probably, probably $1,500. I'll go with my final answer: $1,500.
SPEAKER_01There was a study done that took the average, and we're talking a small business website here, right?
SPEAKER_03Okay.
SPEAKER_01The average single a single page website ranges from $500 to $800. A template website ranges from $1,500 to three grand. And a custom website ranges from three to six, right? From uh this is rhythmwebsites.com.au, the uh the average cost of website design for small business falls between $1,500 and $4,000. So let's let's put it in the middle at let's say three grand for an average website, right? Far out, man. Three grand. I don't know how anyone can survive. So three grand for a website. Now tell me, Pete, when someone typically comes to you or one of the agencies that you know that we've worked with, uh, what else do they do apart from build a website? So small business owner, local dentist, or a vet or a uh local whatever comes in and they want a website. What what else might they do in the let's say the 12 months that you're let's say you work with them over a 12-month period, they build a website up front. What else might they want in that 12 month period?
SPEAKER_03So uh they're probably gonna get onto a maintenance plan of some sort.
SPEAKER_01Uh-huh.
SPEAKER_03Uh they're probably gonna want to do well, they may they may not realize that they want to do it, but they're probably gonna need search engine optimization campaign. They're probably gonna want or need a content strategy and content plan and content campaign.
SPEAKER_01Okay, how much is how much is the maintenance plan gonna be? Let's start there.
SPEAKER_03$1,200 over the 12 months.
SPEAKER_01Over the 12 months, 100 bucks a month. Okay, so uh so 1200 for the maintenance plan. I'm gonna add that to the memory. Let me see if this works. Yes, it does. Genius. I could never figure that out in school. I was like, what how come this, but how come this doesn't work? And then um now, how what percentage of local businesses are going to go onto an SEO plan?
SPEAKER_03Five to ten. Five to ten percent.
SPEAKER_01Ten percent, yeah, of clients are gonna go on an SEO plan. Most of them don't understand the value, right? How okay, so five to ten percent. So let's say ten percent. How many, you know what? Let's let's do the math here. We're gonna do we're gonna build websites for three thousand dollars. How many clients do you think we can how many websites do you think we can manage in a year? Did the average agency at three thousand dollars?
SPEAKER_03Let's say one a month, one a month, yeah.
SPEAKER_01So that's 12. That's 36 grand a year in revenue just for websites, right? I'm gonna be a bit more ambitious. I'm gonna double it. I'm gonna say we can do two a month. All right, right? I'm gonna say we can do two a month. Fair and just because I can. And uh then uh so we've now done because we need the numbers to work out the percentages, right? So we've done 24 clients, 72 grand in websites. Now, and let's say that we pull a rabbit out of the hat and all of them go on a maintenance plan. And in fact, let's say that is a condition of working with us. We don't build a website unless you go on a care plan, right? So that's 24 clients. Now let's just keep the math simple here. 24 clients at 100 bucks a month on a care plan, right? So 24 times 100. Let's say that we all started at the start of the year and you know they were all clients, right? So uh that's 28, eight. Right now we're up to $100,800 in revenue just in websites and uh and and care plans basically. And you reckon 10% are gonna take us up on an SEO plan?
SPEAKER_03On average, yeah.
SPEAKER_01Okay, so we do. Okay, so 24 clients. Let's say we we we're a magician and we get three of them on an SEO plan, right? Which is a little more than 10%. And they're paying us how much for an SEO plan?
SPEAKER_03Let's keep it simple and say $1,000, $1,000 a month.
SPEAKER_01So we've got three clients paying $1,000 a month for an SEO plan. And let's say they all started at the start of the year. So now we're at $36 in SEO, right? Add that to the memory. So now we're at $136,800. Anything else that these clients are gonna buy from us?
SPEAKER_03Do you want there to be?
SPEAKER_01Well, I mean, are they gonna well? What is the typical scenario? Is are they going to are we gonna do like an email template for them or uh you know, or or is websites care plan on SEO? Is that all we do? $136,800 for the year in total revenue? Robert's Mechlan saying a newsletter. Robert, how much do we charge for a newsletter? And how many newsletters are we gonna do a year for how many clients? Give us the math here, will you please? So 700 a month for the newsletters, okay. And uh, how many clients out of the 24 clients that we've that we've onboarded? 24 clients that we've built a website for, and we uh we've got them on a care plan. How many of those are on the 700 per month? 25%. Okay, six. All right, now we're getting somewhere. Great. Uh we've got six by seven hundred a month, and we're gonna times that by 12. So that gives us another 50 grand a year in email newsletter or email marketing services. Okay, we're gonna add that to the memory. So we're now at 187,200 for the year in revenue. That's pretty good. Now, some clients are spending out of that 187,200, all of our clients are spending three grand on the website and uh 1,200 a month on the care plans, right? And the rest, and some of them are spending money on SEO and some are on email marketing. But let's divide the 187,200 by the 24 clients and get the annual lifetime value of a client. Okay, you with me? Yep. Annual value. So we're gonna divide that annual client value by 24 is 7,800 is the annual. Someone write that down. 7,800, $7,800 annual lifetime value for uh each client. 24 clients over the year uh gets annual lifetime value. Well done. Look at that. And and that gets us to the $187,200. So write that down as well. $187,200, $187,200 for that is annual revenue. Now that's pretty good, right? A lot of people would be happy with $187,200 if it's you as a solopreneur and you have, you know, maybe you had a Philippines or something. Yep, developer working with you in the Philippines, uh, and doing like all the website stuff, the care plans and uh and the EDM, uh like managing the email templates, and you were using a design service, uh, like a Deer Designer or a design pickle, and you had a really gun designer on your team there. Um, and you know, I mean, this is pretty good. You could you this could be profitable, right? You still have to sell 24 clients next year, says Robert. Well, Robert, well, stay with me, stay with me. Um did you tell him to say that? Uh no, I didn't, but that is right because you you got to sell the 24 clients next year because otherwise you're not gonna get the $3,000 for the websites, right? And the client's worth $7,200, a client's worth $7,800 a year, clients worth $7,800 a year. Okay. So here's the switch. Okay. If we had 24 clients, and instead of charging them $3,000 for the website and then $100 a month for a care plan, which nobody wants to pay for, because they don't like, I don't have to pay $100 a month for Google Chrome to be updated automatically. I don't have to pay, uh, you know, I when I when I when I have a a Wix website that might cost me, I don't know, $20 a month or whatever, it's just automatically updated and the software's automatically up to date, and it's all backed up and it happens magically in the cloud. So why am I paying $100 a month for you to do what exactly? What do you do for $100 a month on a care plan?
SPEAKER_03We do all the things that Wix Wix does for free, really. We update the software. We update the software, we update the um the plugins, which is part of the software, and we uh what's the word I'm looking for? Run backups, run daily backups or weekly backups or whatever we're running, and we maybe throw in a few extra plugins that we paid for for security purposes or for caching purposes. Um, so we speed things up, we keep things safe, we keep things backed up, and then they get they usually get a little bit of time from our team every month. That's what most people do, right?
SPEAKER_01Robert says keep their shaky ass WordPress site alive, exactly. So um, this is what this is what this looks like, right? Uh this is what it looks like if I'm buying pizza. Can I have a pizza? Yes, no problem. That'll be $12 for the pizza. But for an extra $7, we'll put some toppings on it, we'll heat it up, we'll cut it, and we'll put it in a box and you can take it away. But just for the 12 bucks, here's some dough. Right? That's what that looks like. It's like Southwest Airlines. Can I get a plane ticket? Yes. Would you like a seat? Yes, that's extra. Right? Would you like to be guaranteed to be on the plane? Yes, that's extra. Do you want to bring a bag with you? Yes, that's extra. Would you like a seat belt so you don't, you know, yes, that's extra. Would you like one of the uh in-cabin people to actually welcome you and say hello to you when you get on the plane? Yes, that's extra. Like nobody wants to pay for the extra shit. So my friend Simon Bowen calls this the I should bloody hope so line. There's a line in your service offering, right? That is like everything below the line is I should bloody hope so. And the the problem with care plans is that nobody wants to pay extra for the website to not disappear and to be hacked and not backed up. I expect that. I expect my pizza to be hot, have nice toppings, be cut in a box so I can take it away and eat it on the park bench with Oscar. I don't expect to have to go and put the toppings on it myself and then try and find an oven somewhere or stick it under the sun to cook it, right? I that's what I expect. Nobody expects your website, their website, they don't expect to pay extra to have it updated. Okay. So what I'm what I'm suggesting, and we'll walk through the UVP cheat sheet in a minute to kind of help you figure out how to start framing this, right? What I'm suggesting is that the care plan stuff is stuff that you just do for free. So I'm gonna take the hundred dollars a month that you're earning from those uh 24 clients, that $2,400 a month you're earning from care plans, they're gonna take that and burn it. We don't, we're gonna trash that, right? That is we're we're no longer selling that. We are giving that away for free. And I'll walk you through this in a moment. So we've got 24 clients. We're also going to build them a website. We're gonna redesign and build them their website. In this example, this is a very specific example where we've got Deer Designer designing our websites and they're costing us $1,000 a month. We've got a really good developer in the Philippines, for example, who's doing all of our care plans and uh building uh two websites a month, and maybe they're costing us somewhere in the vicinity of you know $1,200 to $1,500 or to $1,800 a month, right? Full time. And your job is talking to the client, helping them design strategy, taking the brief, and then giving that brief to the developer and to dear designer. Maybe you've even got a project manager working with you part-time to manage a couple of projects a month, right? And all the care plan stuff is just taken care of by your developer and the automations and something like manage WP or whatever you're using to speed that process up. So, in this example, uh, what I'm suggesting is that the website could also be part of the package. Instead of paying $3,000 up front for the website, dear client, and instead of having to pay $100 a month for a maintenance plan, which all those other dodgy web designers are trying to sell you just to make sure your website stays up to date and secure and backed up and doesn't disappear off the internet. Well, guess what? We just do that as part of the service for our insert fancy name of signature system here clients. And it could be our dental rank VIP clients. For example, I'm just gonna make this up to borrow from Nicholas Dogiland, who runs Dental Rank. Thank you very much for playing along. Uh, as part of our Dental Rank clients, we will update your website. If it needs to be uh updated, we will just uh update the design of it. We'll we'll if we think it the design is hurting conversions, we will update the design, we will make sure it's super fast, we'll do some performance management on it, we'll make sure that's backed up and it's secure and all up to date. You don't have to worry about any of that. We're just gonna take care of all of that, okay? We're also gonna um get you more rankings, uh, higher rankings on Google, and we're actually gonna make the phone ring more from traffic from search, and we're also going to blah, blah, blah, right? And I'll talk about this in the UVP cheat sheet in a moment. So Al Reese said the hardest thing to do in marketing is to change a mind. So it's very difficult to sell a website and SEO to a dentist for $1,500 a month because they're expecting that the whole thing's might maybe gonna cost them three grand all up. Right? And $1,500 a month is very different than three grand. However, if we don't sell them a website and an SEO, we sell them something else, which I'll talk about in a moment. And it's actually quite easy to get them on a $1,500 a month plan if we can show them that they're gonna get a return on that investment. Right? And by the way, $1,500 a month is sounds cheaper than four and a half grand up front.
SPEAKER_04Right.
SPEAKER_01Even though $1,500 a month is actually $18,000 for the year, it sounds cheaper than four and a half grand up front. So let just play along with me here for a second. 24 clients at $1,500 a month. And you know what? I'm I'm I'm I'm not even gonna give you that much credit. I'm gonna say out of the 24 clients that we've got, that we're only going to be able to convert uh, let's say, what what percentage of those do you think we're gonna be able to convert into a $1,500 a month plan? 60 70? $60, $70. I I'm gonna I'm gonna suggest that if you convert one and a half a month, right? If you convert one and a half a month into a $1,500 a month signature system, you're gonna end up with 18 clients spend 100 a month, right? That's one and a half a month. I mean, I'm I'm basically allowing you to be a bludger here, okay? Do you know what a bludger is? Is that an Australian term? A bludger is a slacker. Slacker, right? You can basically work two days a week and get one and a half clients a month onto a $1,500 a month signature system. So if you've got if you end up with 18 clients at $1,500 a month, you've got $27,000 a month in recurring revenue. $27,000 a month in recurring revenue. Multiply that by 12. $324. $324,000 a year in recurring revenue. Now, what where were we? We're at $182, $187, too. We're at $187. So we're almost double. We're almost double. And guess what, Robert? You don't need to go and find another 18 clients next year to pay you $3,000 for the websites because they're on a $1,500 a month signature system, and you're just going to update their website for them as part of it. Same amount of work, less clients, more revenue. Right? Now, let me prove the math here. Because if we had the same amount of clients and we were doing the same amount of work, so 24 clients at $1,500 a month, $36,000 a month in recurring revenue. Times that by $12, $432,000 in recurring revenue, divide that by two, gives you $216, and we were at $187. So we've more than doubled our revenue for the same work for the same amount of clients. Right? Now, there's a couple of conditions here. The 10% of clients that took SEO, that is no longer an option. Everyone gets it. You just get it. It's not optional. It is pointless me building you a website without doing local SEO if you're a local business. It's pointless. It's a vanity exercise. You can show your mum that you've got a nice website. It's pointless doing it if we don't do SEO. We're not going to do it without actually maintaining it and keeping it up to date and secure and back. That's all part of it, right? And it's also pointless having a website and driving traffic to it if we're not capturing leads and emailing your list to get them to convert and getting some, you know, re-remarketing to your existing list. So lead captures are no brainer, right? Email marketing is a no-brainer. SEO, the website, the care plan, it's the same work that we were doing previously for the same amount of clients, more than double the revenue. Okay. Are you spending $3,000 per month for the talent to do the work? And you are spending $3,000 per month for the talent to do the work. Well, let's pretend here for a minute, Robert, that you're also, at this point, you're also going to hire a part-time copywriter to write the emails for you. So let's say we're going to spend another two grand a month on a good copywriter to write all of the campaigns for our clients. Because we know what a welcome nurture sequence looks like for a new client who's never done this before. We kind of have that templated out. We give the brief to the copywriter, they write it once for the client, it's done. And then we know what a bi weekly or a monthly kind of email newsletter needs to look like to get people to either come back into the store, into the dental practice, back to the website, whatever the conversion point is. So let's say we're gonna spend another $2,000 a month on a copyright. Copywriter because they're typically going to be more expensive. Uh, it's still costing us, say, a thousand bucks a month for the design service. And let's say we're spending, you know, uh uh $1,500 or $1,800 a month uh on a developer, right? So $1,800 a month for the developer plus uh two grand for a copywriter plus a thousand for uh is $4,800 times uh $12,000. So $57.6 for the talent. Not bad, given the fact that we're over $400 in revenue. That's like, I mean, I would even say that you could spend, I would suggest that you could easily spend up to $100 on the talent to service $420,000 or whatever it was in revenue. And you've still got heaps of margin there to run the business, pay for all the infrastructure, pay for the hosting, pay for the software and all the plugins that you need, and pay yourself $150 a year as a as a strategist salary, right? Same amount of work, same number of clients. This makes sense. Okay, so I did this, I did a live stream on this uh recently, but I'm gonna run through it again. The UVP cheat sheet, right? Let me just blow this up a little bit. We all know what a UVP is, right? And I'm telling you now, if you're selling websites and SEO and email marketing, in fact, before we do this, let's say I'm a dentist, right? And uh I want dental website and SEO. And I don't know what I'm doing, but I'm a dentist and I need a website and I think I need some SEO. And I come here. I go, all right, look, what's this? Well, look at the SEO from 450 a month, page one in 90 days. 90 days sounds like a long time. Professional website design for dentists. This looks pretty good. Dentist website design. Look at that, dental website design and SEO from only $999. Now that doesn't say a month, that just says $999. And I'm asking someone to spend $1,500 a month on my signature system, on my whatever it's called, the dental rank version 4.8 or whatever, right? The dental patient exploder. So the point I'm trying to make here is that if you're selling websites and SEO to clients, you are going to have to compete on price because the market has been conditioned to believe that that's all these things are worth.
SPEAKER_03Sell commodities, you got to sell it at commodity prices.
SPEAKER_01Correct. Exactly. So now let me come back to this cheat sheet here and walk you through it. So who are your ideal clients? You don't, it doesn't, you don't necessarily have to be in a vertical, okay? It can be it could be growth-minded small business owners, right? Or it could be marketing managers for nonprofits, all right? Who's your audience? If you don't know this, you've got to do the work. You can't be everything to everyone all the time. Otherwise, you end up just being your message is so freaking vague that it doesn't resonate with anyone. Okay. So who is your ideal client? It could be a uh really um motivated, driven, action-taking marketing manager for a nonprofit who has no resources in-house to do digital. All right, they're a perfect client, by the way, because they understand what they need to do. They just have no resources to do it and they're actively looking for an agency to help them. So who's your ideal client? What is a long-term problem that your clients can never seem to solve? I'm gonna walk you through an example in a minute for a dentist, but I'm just gonna walk you through the framework here. What's a long-term problem that your clients can never seem to solve? In my world, the long-term problem for agencies is all of their leads come from referrals. They just survive on referrals and word of mouth, which is ironic because agencies are in the business of generating leads for their clients, but they have trouble generating leads for themselves. So the long-term problem is that they just rely on referrals, and when those referrals dry up, they're screwed. What is the ultimate outcome? Right? What is it that they actually want? A dentist might want to take typically speaking, dentists don't have great mental health because they work too hard and they spend their life looking in people's filthy mouths. And I get it. And so what they want is they want uh more high-profit services, cosmetic dentistry, whitening, invisalign, all that kind of stuff, right? Because there's way more margin in that stuff than there is doing checkups and cheap fillings. What is their immediate issue? And so this is like I also think of this as roadblocks. Like, why can't they achieve this? Why can't they move away from this long-term problem and achieve their desired outcome on their own? What's stopping them? Right. Right? What is the what's the immediate? Well, for a dentist, it might be I'm I haven't got time. I'm working five and a half days a week. I don't have time to fix this myself. And then what how are we going to solve it so they don't have to? And I believe the the uh real value and therefore the real revenue and the real profit is in a combination of done for you and information. Now, before I hear you all groaning, going, Oh, I don't want to get into the consulting coaching space, you're already doing it.
SPEAKER_04Right, exactly.
SPEAKER_01Every time you have a conversation with a client and they ask you, well, how long is it going to take us to get on page one of Google? You are now coaching them and consulting because you are giving them your IP for free. Right? The answer, the correct answer to that question is, I don't know because I don't know enough about your business. Uh, I can answer that question for my clients because I spend enough time in my client's business and we do the analysis and we do the work. But I have no idea. I can't answer that question for you. If we were a if you were a client and we were working together, we would discover that. That's part of the process. So a combination of done for you and information is, I believe, the real value that you should be offering. And now here's the structure. Once you've kind of filled this in, this is how you write your UVP. And I just want to park here for a second and say your UVP is not something that you should say out loud with your mouth to another person in real life because they'll think you're a robot and you're a bit weird. It's something that you should use, it's a it's a structure and a framework that you should practice over and over and over again so that you can say it and it sounds organic and it sounds authentic and it sounds like you're having a conversation, right?
SPEAKER_04Right.
SPEAKER_01Uh, so we help target audience in pain with problem achieve desired outcome by using signature system, which is a combination of done for you and information, right? Let me walk you through an example. Target audience is dentists. Now, I you can even go deeper on that and say target audience is uh dentists with at least two staff and or dentists who are looking to open another practice, or dentists who are already doing seven figures a year, right, in in revenue. So you could even get a little more specific around this. But for the sake of this, we'll say dentists. Their problem is that they're doing low profit work, right? They're spending too much time in mouths doing low, low margin stuff. That's the problem. A bit like a lot of agencies, right? On the tools, doing low budget, low profit work. Their desire is more cosmetic work. Well, I actually think their desire is more profit and less time working. I actually think that's their desire. I actually think this is the vehicle that will get them there, right? So I think their desired outcome is actually same money, less time, or less time, more profit. Really, that's what they want. Work less, more profit. The pain that they're in right now is that they're time poor because they're too busy with low profit services. So they're working five and a half days a week. And on the week and a half, they the day, the Saturday afternoon and the Sunday, they have off. They want to spend time with the kids. They do not want to be thinking about their business. And then guess what? Monday morning, eight o'clock, they're back in it. Eight till five, Monday to Friday, they're in it. Eight till twelve, Saturday, they're in it. They're burning out, they don't have time. They can't take a holiday because they're the only doctor in the practice. They've got two nurses and a receptionist. They can't take a holiday. They're screwed, right? Awful business model. They're completely screwed. They're on the treadmill and they're stuck. And they haven't got time. They can't even take a day off to think about how to fix the problem. Right? What we would do for them is we would uh increase profits and free up one day per week by doing some stuff for them and giving them some information. And I'll let me just talk about that for a second, right? What we would do for them, if you and I are talking backstage, we would say, you know, or in in in the green room, we would say, well, cool, what we're gonna do, and this is a no-brainer, it's like shooting fish in a barrel. We're gonna uh we're gonna, the guy doesn't have a GMB listing, right? So his Google My Business is awful. We're gonna fix that. We're gonna get some reviews from past clients. He's got a database of 1,500 patients that he's never emailed. This is so easy. We're gonna get reviews to pump up his Google rankings. We're gonna put in an automated review funnel so that everyone that leaves the practice then gives a review. We're gonna do a dedicated email campaign to his existing database to get them to come in for hygiene plans, which the nurses run and the doctor doesn't have to do. We're also gonna go hard on promoting cosmetic uh services in Visaline, whitening, all that kind of stuff. And that might take three months to actually net the first client. But in 90 days from now, the plan is to have the dentist only working four days a week. Fridays and Saturday mornings are just hygiene plans, or maybe he does a couple of hours on Saturday for people who can't get there during the week. It's uh all hygiene plans that the nurses run, free him up, uh, increase the profit, and he gets a day a week, right? And what we're also gonna do is we're gonna teach him and his nurses how to talk to people when they're in the seat about whitening and cosmetic services and Invisalign, right? Because he's not having that conversation right now because he doesn't know how to. And so we're gonna do that research and come up with the best practice framework and teach him how to have that conversation, right? Which is easy, by the way. Like just go to Google and figure that out. It's super easy to figure that out. Like it'll take you half a half an hour to actually come up with a framework that he can use or a new script that his receptionists can use when they answer the phone to book in more appointments or whatever the thing is. So you don't need to do that for him, but you need to be providing information to help him fix those parts of the practice, right? So that's what we would do in the background. On the front end, we're gonna tell him that we're gonna help him sell more profitable services, free up one day a week, and we're gonna do that using the dental practice playbook or whatever it's bloody called. It doesn't matter. Okay. So what does that look like? Well, if you're a robot, you would say this we help time poor dentists who are trapped on the treadmill of their practice, grow their revenue, increase profits and rescue at least one day per week using our proprietary dental practice playbook. Okay. If you're a human being and you're talking to a dentist, you might say something like, Well, uh, typically speaking, we work with dentists who are time poor, kind of stuck on the treadmill of their own practice. Uh, we help them grow their revenue, sell more profitable services. Typically, we free up a day per week for the dentist that we work with, and we do that using our proprietary dental practice playbook. That's just an authentic much more conversational. Yeah, you just turn it into a conversation, yeah. And then the dentist is gonna start asking you questions. How do you do that? How do you do that? Right. Then we're doing one. Correct. Then we start having a conversation about how we do it. We don't talk about the technical stuff, we don't talk about SEO, we don't talk about blah, blah, blah. Now, same amount of freaking work, ladies and gentlemen. It's uh it's a website, it's SEO, it's email, it's lead capture, it's the care plans, right? Is a dentist gonna pay 1500 bucks a month for this kind of promise? Hell yes. The right dentist will. Is a dentist gonna pay 1500 bucks a month for a website and SEO? No, they're not. So back to the quote from Al Reese: instead of trying to change someone's mind, just change the conversation.
SPEAKER_04Right.
SPEAKER_01Because they don't have any thoughts about that conversation because they're not thinking about it. They're thinking I need a website and I probably need someone to do SEO for me. I don't understand it, but I know I need it. And I've heard it's pretty cheap, right? And then someone comes along with this, they haven't even thought about that. It's like the great example of this is when Russell Brunson launched ClickFunnels. I was thinking about this the other night. The man's a genius. Everyone is talking about websites, websites, websites, websites, websites, websites, websites, websites. Russell says, You don't need a website. You don't need a website. What do you mean? You need a funnel. What's a funnel? And eight million dollars a month in recurring revenue later, he's got the meeting out of the palm of his hand. Because he just completely switched the conversation, which is what I would be saying to dentist, by the way, if I was talking to dentists. I'm like, you don't need a website, you need a playbook for making your practice more profitable. Huh. You do that, do you? Well, matter of fact, we do, and that's your job is to figure that out and to do that. You don't have to become a coach, right? You don't have to become uh, you know, whatever you think that looks like, you don't have to run a mastermind or run live events for dentists and be a dental coach, but you need to help them solve all of the problems they've got, a combination of done for you and information, right?
SPEAKER_03And the the sketch the skeptics are gonna say that there's there's missing pieces, how do I find this stuff out? And like you said, it's all in Google. Um, but how do I like for instance, how do I get the best practices for running a dental office? Like, how do I do that? If I've never like I've never run a dental office, how do I know if if even if I've worked with dentists before, how do I know that how do I get that information?
SPEAKER_01Let me share my screen.
SPEAKER_03I'm giving you a layout here. I'm giving you a layout here.
SPEAKER_01I know you are. Thank you very much. It took me seven seconds to figure this out, right? Uh, if the dentist says, well, you know what I really want to do, right? My I really want to just sell more Invisalign, right? So I and I don't know how to do that. I I'm a I'm a marketer, right? But I reckon I can figure this out. I'm pretty smart. I mean, I've figured a lot out. I've figured out how to build websites, I've figured out how to do SEO. I reckon I can figure this out. So um I would just go to Google and go, dentist increase in Visaline Services. And I would go, secret dentist incentives drive growth in teeth straighteners. Oh, traditional braces prescribed by Registords on the skin cost. Does not mention there's a news article. Invisalign cost, how much profit do dentists make from Invisalign? A diamond provider, diamond provider selling 150 cases could bill their clients an estimated $975,000 based on typical pricing of the product. Of that, Invisalign is paid $517,000, representing the wholesale price, which would leave the dentist with a profit of $457,000.
SPEAKER_03That's 150 clients and a half a million dollars.
SPEAKER_01There you go. There's nothing here, these are all dental practices, right? So I would then come back here and I would go dental, I would go dentist marketing, increase Invisalign services, Invisalign treatment, Invisalign Clear Aligners, dot dun dun. Here we go. The B2C and B2B marketing transform transformation helping Invisalign. I would bookmark that. Invisalign marketing for dentists. Oh, now we're getting somewhere. I would bookmark that. Align technology uses a new campaign to enhance this product. It's all about the brilliance of the orthodontist and how it's okay. So that's an article on a marketing campaign. I would bookmark that. Uh, here we can look at this. Aligner advantage helping top-tier dental practices grow, do more Invisalign, veneer, and implant treatments, and potentially increase revenue by over $600,000 in 12 months without more clinical hours. Ladies and gentlemen, I now you would think that this is scripted. Clearly, it's not, right? I'm not that good an actor. And I know Pete does a bit of amateur theater, but he's not that good an actor either. So we couldn't make this shit up. Now, now what now? Here's what I've done previously. Let me go to good, let me go to my Google Drive for a moment. I did this recently at uh MavCon and I dentist. Dentist guide to increasing the lifetime value of customers, lifetime value of patients. So I did this. It took me seven seconds to find a Google search, and then I gave this to my copywriter, uh Beck, and it took her about 24 hours to turn this around. And now we have this epic guide here, which I'm doing nothing with. I just did this as an example. We have this epic guide here on how dentists can increase the lifetime value of their patients. I would turn this into a playbook, right? I'll show you an example of a playbook in a moment. I would turn this into a playbook and give it to my dentist and go, hey, we're not gonna actually talk to your clients for you, but uh, here are some ways that you can think about starting to increase the lifetime value of your patients. The first thing you've got to do is work out the lifetime value of your patients. Do you know what that is? No. Well, here's a formula. Go figure it out, right? And then we're gonna talk about episodic versus lifelong care. Then we need to create a memorable new patient experience. Oh, what's that? I would stick a trademark on the end of that, right? And go, there we go. Create a memorable new patient experience, right? And and it's all here, right? I mean, turn this into a beautiful playbook. Let me show you an example of a playbook. We do this. Uh, here we go, the Mavericks playbook. Here we go. Here's a playbook for running a sales call. Take some screenshots, take some screenshots. Here's a beautiful playbook. Now you would brand this yourself. You would have, you know, dental rank 2.0, right? Or whatever it's called. The new patient experience playbook. Right. And then you just have the the you know the description here of, you know, the why, the script, what they need to do, the checklist, whatever it is, right? Here's a playbook. So this is our playbook for agencies running a sales call. It's all here. We give this to our agency clients, right? You would have a playbook and you would give to dentists. The other example I want to show is the where's the local SEO one? Here we go. Here's a local SEO accelerator playbook that we give our agency clients, which is basically a checklist, right? So here's why you should run local SEO, here's what's included, and then here's the checklist: month one, month two, month three. Here's how to do it. This is Pete Perry's. How's that answering guy? Here we go, local SEO accelerator. This is an example of a playbook. It's a beautifully branded PDF that you give them. So what we did is we took this, the dentist guide to increasing the lifetime value of patients. I would turn that into a playbook and give that to my. In fact, I would use it as a lead magnet. I would give one of these away as a lead magnet to then get on the phone and have a conversation with the dentists. Not about building websites and doing SEO. That's a given, man. Like that's we're just gonna do that anyway. We do that for our dental rank platinum clients or whatever the you know thing is, right? Come back to the aligner advantage, right? You know, that's what that's what I mean. That's basically what these guys do here is help dentists grow. Look at that. I mean, seriously, come on, ladies and gentlemen. Wow, get rid of the cheesy stock images. So uh the answer to the question is you don't need to know how to do all this stuff, you just need to know how to use Google.
SPEAKER_03Uh and you can take it to the next level by having the playbook with a video that accompanies it and like you know, correct, take it to the next level.
SPEAKER_01Anonymous Facebook. Oh, hello, phone's ringing. That's my wife. Should I bring her on the call? Uh, anonymous Facebook user says the secret offering is you are a community builder for your clients. The nuts and bolts are your domain to make it easy on yourself to build it and manage it well for low cost and top-notch quality. Guess it's just a matter of choosing an industry to serve. Yes, exactly. And it is from Australia, so we can steal it for the US market. Exactly. Uh, Martin, what happens? This is a great question. What happens when a client starts sending a long list of features or changes? How do we cover the demanding situations where clients link to Apple.com as an inspiration. Martin Sanders. This, my friend, comes down to a beautiful thing that I learned back in 2007. It was, I learnt the concept of positioning.
SPEAKER_04Yes.
SPEAKER_01Tell me the last time you went to the dentist to continue the example and said, uh, hello, Dr. Bob. While you're in there, uh, I think I might also want you to um make that tooth there blue. Yeah. Just for fun. Can you do that for me while you're there, please? I don't want to pay any extra. Just make that blue, will you? What do you think the dentist is gonna say? I'm sorry, mate, we don't do blue teeth. Oh, but there's a guy down the road with this fancy mohawk and a blue tooth, and I really like it. Sorry, mate, we don't do blue teeth. We're here to fix your teeth. We don't do blue teeth. Now he's a dentist. He's in your mouth with sharp utensils. Who wins that argument? Who wins that argument? And there's a nurse with a vacuum in the inside of your cheek and a dentist with a knife in your mouth. Who wins that argument? The dentist wins, right? It's called positioning, Martin. If they are sending you features or changes and linking to Apple.com as their inspiration, the simple fact is they don't trust you. That's the reality. If they trust you, they will trust you to do your job and you can tell them to do their job, right? You do your job, let us do our job. Right? I mean, not my number one question when someone sends me a feature request, or we we actually have this with agencies who come to us and say, Hey, can I can I get access to that thing you were talking about on the live stream? And I'm like, sure. What do you need right now? Oh, I just want I just want that thing that you mentioned. Why?
SPEAKER_03You get that a lot, actually.
SPEAKER_01Right, why? What are you trying to achieve in the next 30 days?
unknownRight.
SPEAKER_03No, I don't know. I just saw somebody else had it and it looked really cool. So I think I need it. Right. It's like it's like going to your doctor and saying, Hey, can you give me that medicine for uh allergies? Well, you don't have allergies. Well, that's okay. The commercial look good.
SPEAKER_01That's right. I love that ad where the guy's in the backyard having a barbecue with his kids and he's not sneezing. It's like, dude, you haven't sneezed in 50 years, you don't have allergies. I know, but the ad looks so good. I want the medicine, right? So that's how you answer that question, Martin. It's like if that's happening to you, brother, they just don't trust you. Has this been helpful? Oh, by the way, we should announce we have a training that is live right now. We have a training right now, uh, that is live. It's called the Godfather Method. Let me just pull it up here and uh show you what it's all about. Very excited about this. Uh it's called the Godfather Method. And what basically the Godfather method is a deep dive into helping you create offers that you're processing. Prospects can't refuse. Right. So the Godfather method, how would you like to double or triple your revenue for the work you're already doing? The uh we talk a little bit here about the problem is that you're selling commodities. If you are in the business of selling websites and SEO, then you are selling commodities. Good luck trying to build a profitable business at those price points. Al Ree said the single most wasteful thing you can do in marketing is to try and change your mind. So don't try, don't change the mind, change the conversation. Right? We have some testimonials here from some of our clients who have been through some of this training and taken action and uh transformed their business. The seven elements of an offer they can't refuse. We kind of walked through this a little bit today. There's some more detail here. Here are the details on the Godfather method. This is open for a very short period of time. In fact, it closes in three days. And what we are gonna do is we're gonna work, this is not drip fed. So uh the training rolls out next week. It's available next week. We are enrolling clients now into the Godfather method. It rolls out next week. You can binge on it, you could get through it in an afternoon. Okay. And we're gonna help you create offers your prospects can't refuse. And here are here are the elements. I'm gonna walk through the elements right now, right? Who is it for? What's the problem they currently have? What are your pillars of transformation? What is your signature system? What is their desired outcome? What are your stepping stones or quick wins? And then what is your ultimate trigger to get them to take action and start paying you $1,500 a month for the work you are already doing? Right? Rather than selling it ad hoc and waiting for them to come to you and responding to their requests. Let's get way more proactive about this. Make them an offer they can't refuse and get them onto the $1,500 a month payment plan uh signature system. That's where it should start, by the way. $1,500 a month is where your signature system should be starting. We have Maverick selling signature systems for $3,800 a month. $3,800 a month, ladies and gentlemen, is uh $45,600 a year from one client. You don't net like you get 15 of those clients and you're almost at seven figures, right? 45,6 by 15, $684,000, you're almost at three-quarters of a million dollars in revenue. Same amount of work, just a different offer. Okay. So Martin wants to know how does this compare to the sales accelerator? Great question. So this full transparency, this is in sales accelerator. If you are in sales accelerator, then you do not need to you don't need to buy the Godfather method because you get this. This is in sales accelerator. Uh Martin, this is where you use your offer. Sales accelerator is a complete sales process and sales pipeline. Are you in sales accelerator, Martin? Is Martin in sales accelerator?
unknownNo.
SPEAKER_01Okay.
SPEAKER_03Martin, what the hell is wrong with that? Were you in the previous version of sales accelerator, though? That's what I want to know.
SPEAKER_01Okay. Uh, if if you if you're in sales accelerator, you'll understand the process, the sales process from start to finish, right? Where you use your offer is right at the start of the sales process to get people to raise their hand and express interest in what it is you're doing. And then right at the end of the sales process to close the deal. That's where you use your offer. You tease the offer at the start and you present the offer at the finish of that sales process, which can take typically anywhere from, you know, I've seen it happen in 72 hours to three months, depending on the client and the price point of your signature system. So you use it at the start to trigger the sales process, and then you use it at the end to close the deal. This is one piece of the sales accelerator training. It's a deep dive into the offer, into creating an offer that your prospects can't refuse. It's not the entire sales accelerator process because the sales accelerator process is all the automations you need, all the different scripts and templates you need, and the different phone calls that you have, and the structure for the sales calls and the implementation, the sales pipeline, the software, all of that stuff. This is just one piece.
SPEAKER_03This is one piece of it, yeah.
SPEAKER_01Sliver of it. Yeah. This is suit like having an offer that your client that your prospects can't refuse will help all of your marketing. So if you've already got sales accelerator, this is gonna help accelerate that. If you've got a high-ticket sales funnel, this will help with conversions. If you're running ads, this will help with conversions. If you are networking, if you if you're old school doing like networking events, this is definitely gonna help. If you're in B and I, this is massively gonna help because you no longer stand up and say, I build websites and do SEO for local businesses while everyone else goes, not another bloody web designer who does SEO. Boring, right? Here you can stand up at BI and say, we help typically we help dentists who are time poor, kind of trapped doing low profit services in their practice. Uh we help them get off the tools, rescue a day a week, make them way more profitable. Uh, and we do that using a proprietary method we've built called the dental practice playbook version 2.4. And people are like, oh, have you got any dentists you can refer to me? Yes, right? Try going to B and I and saying, I build websites. Do you have any small businesses you can refer to me? I mean, that is like that is so that is such, I mean, it's possible, but it is such a hard, such a hard slog because I don't know how to refer someone to you, right? Small business owner needs a website. I mean, there's nothing unique about that, there's nothing specific about that. So anyway, Martin, does that answer that question? Martin, you should just jump into Sales Accelerator, dude, and uh and get this as part of it. Uh so uh so here here's part one of the training. Uh it's a two-part training. Part one is uh uh basically how to work out the all the worksheets and the video training, they're super short videos too. Like seriously, you'll get through this in probably an afternoon or maybe two afternoons, right? Do part one, one afternoon, take a break, have a sleep, process it, come back the next day, do part two of the training. And um there's about, I don't know, 15 to 20 videos all up. They're super short, less than 10 minutes. So you can, you know, it's not massive, it's not drip fat over six weeks. Uh, you'll be able to binge on it pretty quickly and start taking action. We're also gonna uh put you in our community, which we run through circle. We'll put you in our community uh forum for ongoing support. Uh uh, we'll be in there asking questions and uh to help you. And all we're talking about is your offer. We are just gonna get your offer right. Uh, your job then is to get on the phone um and have more calls with your prospects and use the offer to sell new prospects and existing clients, upsell them into your signature system. We're not gonna talk about product sizing, we're not gonna talk about hiring team members, we're not gonna talk about uh, you know, profit margins, we're not gonna talk about SOPs, we're not gonna talk about any of that stuff. We're just gonna keep the conversation laser focused on one thing, which is creating an offer your prospects can't refuse, which is why it is called the Godfather method. Uh, and also we have this ridiculous 365-day money-back guarantee. If you take the Godfather method, you take the training, you ask for help, you do the work. If you don't close a new deal in the next 365 days using what you've learned, just email me and I'll give you your money back. You've got a full year to come in and test this out. You've got a full year to come in and I'm nuts, to come in and test this out. And if it doesn't work, if you don't close a deal, all you got to do is send us uh the work that you've done. We we give you a spreadsheet so that you can keep a log of the calls that you have, right? If you come to me in a year's time and go, well, I had a call with Johnny the crash repairer, and I tried what I learned and it didn't work. And I've done one call in the last year, I'm not gonna give you a refund. Okay, you've got to do the work. Okay. I'm guaranteed like I'm not I know that I'm just not gonna have to give anyone a refund. Because if you do the work, this will work. It's just I mean, I've seen it, we've just seen it happen way too many times for it to be an accident. But I'm gonna guarantee it. If you do the work and you uh email us your log, your spreadsheet, share the spreadsheet with them, say, hey, look, I've done all these calls, man, and it hasn't freaking worked. And you ask for help and we we work with you and we help you craft your offer. If it doesn't work, I'll give you your money back. Because I don't want you to waste money on stuff that doesn't work. That's why I'm offering this guarantee because I know it works. It's been a lot of fun. Uh go check out the Godfather method, it closes in a few days. So don't miss out because we're gonna shut the doors. Okay. And I don't know if we're ever gonna open it again, frankly.
SPEAKER_03I know that's either get in that or get in sales accelerator.
SPEAKER_01But let's go. That's not some kind of BS, you know, scarcity hour kind of thing either. Uh scarcity, scarcity hour. The scarcity hour. Uh, we're closing the doors uh in a few days and then we're done. So uh get into the Godfather method. Uh hit us up on support if you've got any questions. Have a great day. Pete Perry, Pete Crispy Butter Perry. Thanks for hanging out again, brother. See you guys. Talk soon. Bye now.
SPEAKER_02Thanks for listening to the Agency Hour Podcast. Subscribe at Apple Podcasts, Spotify, Pocketcast, Audible, and wherever you'd like to listen. You can catch all of the Agency Hour episodes on our YouTube channel at youtube.com slash agencymaverics. Or you can get involved. Check out our free digital mavericks Facebook group, where we broadcast these episodes live for our community every week, along with a ton of free people. We'll see you next time.