PART TWO: THE SOLD OUT SYSTEM
[Runs about 20 minutes]
Why it has not worked yet
[DRAW: a car with only an engine and tires, missing everything else]
Before I show you the system, I want to explain why it
has not worked for you yet.
Because I promise you, it is not because you are bad at
what you do.
Here is what I see in almost every business I talk to.
You are probably doing some marketing right now.
Maybe you boost a post.
Maybe you have someone on your team posting.
Maybe you tried an agency.
And it is not really working.
It is not giving you what you were promised.
Here is why.
You have one or two pieces of the machine,
not the whole thing.
It is like having an engine and a set of tires,
but no car around them.
You cannot drive an engine and four tires down the street.
You need the whole vehicle, built and connected, or none of it
moves.
And that is exactly how most service businesses run their marketing.
A little content here.
A boosted post there.
A lead form nobody follows up on.
Pieces.
Never the machine.
So let me be honest with you, because I think you can
take it.
You are great at what you do.
You are probably not a great marketer.
And you were never supposed to be.
Let me show you the whole machine.
Three moves.
Recognized.
Respected.
Referred.
Move one: recognized
[DRAW: the top of the funnel]
I want to tell you about a call I got.
A business owner reached out to me.
Great at what he does.
Built a real business.
And he told me something I have never forgotten.
He said, there is this other guy in my industry,
and I see him everywhere.
On Instagram.
On Facebook.
Every time I open my phone.
And then he told me the part that got me.
That other guy came up in the exact same industry,
around the exact same time.
Same training.
Same skill.
Same market.
And he looked at me and said, I see him everywhere.
That is why I called you.
[Pause]
His clients were seeing the other guy.
Not him.
It was never about who was better at the work.
It was about who was recognized.
Because here is the truth about how people pick who to hire.
A stranger cannot judge your skill from a Google search.
They cannot see your results before they hire you.
They do not know what good work in your industry actually looks
like.
They judge what they can see.
So the business that shows up, and explains things,
and looks like a real human being,
becomes the local celebrity.
The one they already recognize.
Even when the work is worse.
You are not losing to better competitors.
You are losing to more recognized ones.
[VISUAL: phone posting at night, then a boost button]
Now, most people try to fix this in ways that do not
work, so let me save you the time.
Posting more yourself does not work.
You do it on a Sunday night, after a ten hour day,
and then you get busy and skip a week, then two,
and by October the last post is from July.
That is not a discipline problem.
You run a business, you are not a content team.
Having someone on your team run it does not work either.
Your team is busy running the business.
Content made in the gaps, whenever someone remembers, is always inconsistent.
And inconsistent content does not build anything.
It just sits there.
And boosting a random post does not work.
The boost button optimizes for likes.
Likes do not book high-ticket clients.
You are paying to be tapped and forgotten.
[DRAW: content plus ads feeding the top of the funnel]
Here is what actually works.
Two things running together.
Consistent content that makes you a familiar face in your own city.
And paid ads that put that content in front of the exact
right people.
Not people on the other side of the country.
Not teenagers.
People within a short drive of your door.
People who actually need what you sell, who need it now,
and who have the money to pay for it.
That last part matters.
When you get in front of the right people,
you are not fighting for the sale.
Every one of those leads is pre-qualified.
They already want what you do.
[VISUAL: "100 leads" crossed out, "5 qualified" circled]
Now here is a mistake I want you to avoid,
because I learned it the hard way myself.
Most agencies brag about volume.
We will get you a hundred leads a month.
You do not want a hundred leads a month.
A hundred leads a month means a hundred phone calls,
most of them cold, most of them tire kickers,
and your team drowning.
I would rather get you four or five qualified people who want
what you sell and want it now.
And I am not talking about the small stuff.
I am talking the four and five thousand dollar clients.
The kind worth chasing.
Except with this system, you will not have to.
Because once one of those clients is with you,
the lifetime value tail is enormous.
You do not need more leads.
You need to be recognized by the right ones.
[DRAW: $50 a day, then one client pays it back]
And I already know the fear, because almost everyone says it.
You are worried the ad spend is going to run away from
you.
So let me make this simple.
We start at fifty dollars a day.
That is all you need.
Here is the math.
One high-ticket client nets you around four thousand dollars.
Fifty dollars a day means that in the next eighty days,
you only have to sign one single client to break even.
One.
If I cannot get you one high-ticket client in eighty days,
I will retire and go get a nine to five.
[Pause]
But it will not take eighty days.
Let me show you why.
I launched this exact system for two clients a couple of weeks
ago.
Within the first two weeks, they already have people booked in for
calls.
Real people, actively interested.
Now, nothing is closed yet.
They are brand new.
But say just one call from each of those two clients converts.
That is two new high-ticket clients, eight thousand dollars combined,
in the first two weeks.
I am telling you that to show you what happens when the
system is actually cranking.
[DRAW: two graphs side by side]
Let me draw you the whole thing.
Here is how ninety nine percent of service businesses run.
[DRAW: a flat line, maybe drifting down]
Referrals.
Word of mouth.
A good month, then three slow ones.
Flat.
Sometimes drifting down, as the more recognized competitor takes your clients.
And here is what a real system looks like.
[DRAW: an exponential curve up and to the right]
You put one dollar in, you get ten out.
Then you put ten in, and get a hundred.
Then a hundred in, and a thousand.
Up and to the right.
That is the difference between hoping and building.
And it is the whole reason it is called the Sold Out
System, not the "get some leads" system.
Make sense so far?
Good.
Because move two is where most agencies fall apart.
Move two: respected
[DRAW: the middle of the funnel]
Here is the mistake almost every agency makes.
They sell you leads.
A spreadsheet of names.
Cold.
Annoyed.
Half of them do not remember filling out the form.
Because a lead is not a client.
A lead is a stranger.
A client is somebody who already trusts you.
Somebody who already respects you, before they have ever spoken to you.
And the thing that turns one into the other is content.
How do you build respect with someone you have never met?
You answer the questions they are already asking at eleven at night,
on their phone, in bed.
What is this actually going to cost me.
Is this going to work for someone like me.
Is this person going to pressure me into something I do not
need.
Every one of those is a video.
And when you answer them, honestly, on camera, over and over,
they start to feel like they know you.
And knowing you is what turns into respecting you.
The only way you build a connection with another human being
is to show them that you are human.
Not a logo.
Not a stock photo.
You.
And it compounds.
The person who watched four of your videos and then reaches out
already decided.
The person who clicked a lead form and got a cold call
did not.
[VISUAL: "$2,000 OFF" with a red line through it]
Now let me tell you what most people do instead,
and why it is killing them.
They discount.
Two thousand dollars off your package.
They lead with a number.
Think about what that actually does.
That two thousand dollars comes straight off your bottom line.
After you pay your team, your overhead, your costs,
you are basically doing the work for free.
And worse, you train your whole market to wait for the discount.
You become known as the cheap one.
Not the respected one.
Do not put your prices out there.
Do not lead with discounts.
You do not want to be the discount option.
You want to be the one people respect.
Lead with the result the client actually wants,
the outcome they're proud of, the problem that finally goes away,
someone they believe in,
and the bargain hunters scroll right past.
Which is exactly what you want.
[VISUAL: "612" then "701" then "+89 new patients"]
[TESTIMONIAL: Scott clip if available]
Let me show you what this looks like when it runs,
in a couple of different industries.
There is a dentist here in Vancouver named Scott.
Scott runs River District Dentistry.
The year before we started, his practice saw six hundred and twelve
new patients.
We built him a content system.
Consistent videos.
His voice.
His face.
Answering the questions his patients actually ask.
The next year, same window, he saw seven hundred and one.
[Pause on the number]
That is eighty nine more new patients.
Nearly ninety.
Not from a discount.
Not from a bigger ad budget.
From being recognized, and then respected.
He did not become better at dentistry that year.
He just stopped being invisible.
And I want to be precise, because I hate when marketers get
sloppy.
That is new patients, out of his practice software, year over year.
Real count.
[TESTIMONIAL: post shoot "how do you feel" clip]
Now here is the part my clients love the most.
Making all that content did not take over Scott's life.
Let me tell you how Scott described it to me.
He knew he had to build his brand and make content to
get new business.
But he hated it.
He resented it.
He never knew what to talk about.
It drove him crazy.
So here is what we did.
In just two days, we shot everything he needed for the next
three months.
And the best part, he did not have to think about a
single thing.
The scripts, the filming, the editing, the posting, all of it, handled.
All he had to do was show up,
talk,
and let us handle the rest.
That was it.
Two days.
A full quarter of content.
Then he goes back to running his business,
and the content just keeps running without him.
And if you get nervous on camera, that is actually the best
part of the system.
You do not have to think about it.
I am right there, coaching you through every line,
guiding your hand the whole way.
By the second shoot day you are doing it in your sleep.
That is Move Two.
Respected.
They trust you before they ever pick up the phone.
Move three: referred
[DRAW: the bottom of the funnel, a bucket with a hole]
This is the part nobody tells you, because it makes them look
bad.
You can have perfect ads.
You can have perfect content.
And still make nothing.
Because of what happens after somebody raises their hand.
[VISUAL: a spreadsheet full of names, untouched]
Let me tell you a true story.
I am not going to name the client.
We generated a pile of leads for a business.
Real people.
Real phone numbers.
People who asked for help.
And when I asked him how many he had followed up with,
he looked at me and said,
I do not have a clue where those go.
Most of those people were never contacted.
Not once.
That is the biggest pile of money I have ever watched somebody
leave on a table.
[DRAW: a system catching the leads, then feeding back into itself]
So the third move in the Sold Out System is the one
that catches everything the first two bring in,
and turns it into a loop that feeds itself.
You need a system.
One place where every lead lands.
Automated follow up, so nobody falls through the cracks.
One source of truth, so you actually know what is working.
I am not going to bore you with the tech.
That is my job, not yours.
But here is the part most agencies never mention.
Once a client is recognized as a real person by you,
and respected the way you and your team treat them,
they become your best advertising.
They refer their coworker.
Their spouse.
The person next to them in the carpool line.
But a referral is still just a lead.
And if the system that catches your ad leads does not also
catch your referral leads,
you are back to that spreadsheet nobody called.
So referred is not something you hope for.
It is built into the machine, the same way the first two
moves are.
That is why it compounds.
The ads bring them in.
The content makes them trust you.
The system makes sure not a single one slips away,
including the ones your own clients send you.
[VISUAL: "1,700+ leads" then "3x return"]
[TESTIMONIAL: Jason clip if available]
Let me give you one more piece of proof,
this time from a completely different industry.
His name is Jason.
He runs a health clinic here in Vancouver.
We ran this exact system for him.
Recognized.
Respected.
Referred.
That system has generated more than seventeen hundred leads,
at roughly a three times return on every dollar he put into
ads.
But the number I actually care about is what he said to
me.
He said, I got twelve or thirteen new patients in one week.
Which is usually what I get in a month.
[Pause]
Same machine.
A completely different industry.
It finds the people who want what you do,
makes them respect you before they call,
and makes sure nobody slips away, including the ones referred to him
by his own patients.