SPEAKER_00 0:00

Hey, welcome to the Unfucked Agency. I'm Brad, and this is the show where agent donors quit pretending everything's fine and actually talk about what's broken and what they did to fix it. Every agent owner listening has a calendar full of sales calls they dread, discovery calls that go nowhere, and proposals that die in somebody's inbox. Today's guest deleted all of it. He closes 1K to 10K a month clients with a five-minute video on Loom. No calls, no proposals, and no chasing leads. He's been in the game since 2000, built three different agencies, past 100 clients, wrote a best selling book, and today runs a multi-hundred thousand dollar a month operation with a team smaller than most agencies' sales departments. Frankie Finn is the founder of Beyond Agency Profits. We're going to get into the limb close, what happens when you grow and it breaks everything, and why doing less made them more. Frankie, welcome on.

SPEAKER_02 0:52

Brad, my dude. That's the coolest intro I've had all month. So I appreciate that.

SPEAKER_00 0:57

You know, it's I feel like every intro begins this way. Uh, you know, I got this bot and Claude and ChatGPT, and we take your guest in form, and it goes in and crawls the web and figures out exactly what to put in the intro for us and everything uh to make the intro sound, you know, super awesome. So, you know, obviously I had my intro there for you, but why don't you give us like a 60-second overview of like who you are and then what do you guys do inside of Beyond Agency?

SPEAKER_02 1:23

Yeah, so you know, I started 20 years ago, as mentioned. I was a factory worker, sick and miserable of it. And I had a buddy who said to me, Hey, I wrote a real estate course and we're gonna sell it online. And I kind of laughed at him and said, We like, no, you're gonna sell your own court. But uh I ended up uh taking it on and it and through the process I had to self-teach myself SEO and then eventually other people said, Can you do that for me? And my SEO agency was began. I wasn't planned, I didn't know anything about teams or growing. So my first agency was my worst iteration of it. Uh after about nine, 10 years, I got burnt out doing it. And I didn't even know you could sell agencies, so I just burnt my shit to the ground as a burnt out, frustrated chump.

unknown 2:02

Yeah.

SPEAKER_02 2:02

And uh and then I restarted after a few months and uh did a lot more things more intelligent the second time. And uh we did that. And then now I'm in the sort of what I call the out-of-the-box phase where we do partnerships with people and get a share of equity. And I still use all my agency skills, but I don't have like a traditional agency. I coach and mentor people to run it, and that's the phase I'm in now. And you know, as you mentioned, the thing people ask me the most about is is the lack of sales calls that we do that have been replaced with videos. We don't have a team and all that, but you know, it's not the only thing we figured out.

SPEAKER_00 2:37

Yeah, absolutely. Well, and we'll definitely dive into that here in a minute. You know, I was just talking with my wife prior to coming up to my office to record this, and I was telling her about like prepping for this this episode, and I and she was like, I mean, it's pretty cool because you get excited every time that you close somebody via like Messenger, you don't have to hop on any like sales calls or anything like that. And so she's like, it's pretty cool that Frankie's been able to like perfect that and now teach it for for everybody else. But before we get into that, um, one of the things you put into like the guest and take form is that you've been on hundreds of podcasts. Uh I gotta ask this. What's like one question that every host asks that you are sick of of answering?

SPEAKER_02 3:12

You know, actually, believe it or not, I'm not sick of any of the questions. I actually to me, stuff like this is like it's like therapy because I don't know if you can relate, Brad, but for the first 10 years, I had literally only one other guy that did what I did. He also ran an SEO agency. My my bro Dan, we had a little mastermind of two. And there was lots of people that I tried to talk to, like my girlfriend, you know, she'd ask me how the business is going, but she couldn't, she couldn't really fully understand what I was going through. And so it just felt really fucking lonely for a long ass time. And so I spent 10 years really not like anytime Dan and I could get together and I had somebody who understood me, I just like, oh my God, dude, you know, everything like the client hasn't paid the invoice, but I'm still doing the SEO. It's been two months. Like, what would you do in my situation? Those kind of things. And and really everything in between. And and so to me, like the fact that the last, I don't know, seven years of my life I get to talk about this stuff openly is is a giant blessing. And I got a big mouth. So I don't know if I'm tired of any of the questions yet.

SPEAKER_00 4:10

Well, that's good. You know, it's one of those things I mentioned at the beginning. Like, we have Claude and ChatGPT help us generate a lot of the intro and questions here. And I saw that, I was like, that's that's a pretty interesting question. I wonder if there is any questions that you just absolutely hate. You're like, this is terrible. Quit asking me that.

SPEAKER_02 4:23

So yeah, I will I will say a lot of agency owners they ask me about outreach. I'm I'm tired of answering questions about cold outreach, if you want to be real.

SPEAKER_00 4:32

Okay. All right. Well, I will it there may be one question about that, but it actually s sets you up here uh in a little bit. So we'll we'll get to that. But why don't we take me back to 2007? You know, we're kind of going into the f financial crisis, no jobs. You end up doing SEO for a plastic surgeon, if I'm correct. What did like that first year in your agency like actually look like?

SPEAKER_02 4:54

Yeah, I mean, really, I consider it like I didn't I didn't intentionally start an agency. You know, I really tried to to rank my friend's website and like make money. And we were in the financial crisis, and it was it was a weird time because my local city, Windsor, Ontario, Canada, where I was born. I don't live there anymore, but it was like it's all for General Motors and Chrysler. It's like right next to Detroit, Michigan. It's the same kind of thing. And the car companies were laying off people by the tens of thousands. And in a city of like 200,000, like you can't go then the next day and go, hey, yo, higher end. Like, here's my resume, right? Like, no, we we we just laid off two shifts yesterday. We're probably gonna close down permanently, right? So it was a really weird thing. So I kind of had my back against the wall. It forced me to do this online thing, and you know, I'm I'm I'm not super proud of it, but the truth is like I didn't make any money for my first 20 months, and I slept on my girlfriend's couch, and it was not for lack of effort. I mean, I felt like I was doing everything I I could try to do to do. Um, and and and eventually we figured out like I self-taught myself SEO and we were able to get traffic, and I didn't really know a lot about conversion or anything. Well, we didn't we did make some sales and I did make some money. It wasn't anything crazy, but you know, a few thousand bucks a month. And then I remember uh when uh somebody came along one day and said, Hey, I'd like to buy this website, and the multiple they offered me was like worth way more than I was the effort, the headaches, all the effort. I was like, it's yours. Like, send me the money, it's your problem now. And I went through this, what do I do now? And I posted about it on a on a forum. Forums used to be a bigger deal back in the day. And somebody said, Well, that SEO thing you did for you, could you do it for me? And they didn't tell me this, but they were uh they worked in the plastic surgery niche. They they designed websites, and this was a guy named Rick who went to every conference you could imagine, and he sold a shit ton of websites, like 400 of them a year, 500 of them a year. So he was selling more than a website every day. And and a lot of those clients were saying, Hey, can you do SEO? And if you can believe this, Brad, in 2007, when they said, Do you know anybody who does does SEO? People actually said no to that question. Uh so what happened is you know, I I sort of got passed around a little bit as his best kept secret. So, like I I today what what I did is known as a white label agency, but it wasn't really, in my mind, a white label agency. It was just Rick came to me and said, Can you help the plastic surgeon? And I got good at it. And before I knew it, it led me down a whole rabbit hole of other things, you know, you know, mentioned unfucking yourself. But there was so much shit I didn't know. Like, once once we got beyond like 10 clients and I had to start hiring people and managing, especially all of that, like I was just baptism by fire. I think I was really bad at all of that for many, many years. And it's not like I woke up and said, I want to be a leader and I'm gonna build a team and an operation. It was just like, shit, now we got 10 people, I can't manage the work, so how can I hire somebody? And you know, you get sent down all these sort of rabbit holes. But my first really like four years were like were just really ugly because you just don't even know what you don't know and you're you're bad at it, but nobody can tell you how to fix it. And this was before the age of like books and masterminds and in-person events that would teach you how to do this. So I just did everything badly for a lot of years thinking that's how it is.

SPEAKER_00 8:06

Yeah. Well, you know, prior to hopping on, you and I were kind of chatting about a mastermind that we know a mutual connection through. Do you feel like, you know, with agencies now, you know, even somebody who's just now getting the agency game or they've been part of it for a while, do you feel like for some agency owners, joining masterminds or you know, you know, reading certain books and everything like that is beneficial to their success? Because obviously you didn't have that then. And so it's a different kind of era that we're in now. Yeah.

SPEAKER_02 8:33

I I you know, for for the people who are listening to this who didn't start 20 years ago, I think you guys both have it easier and harder. The easier component being there's way more information, there's way more help, there's more resources, there's more tools, there's more step-by-step guides that teach you how to do that. But then the flip side of that is there's 10 times the competition. The market is more jaded than it's ever been. It's harder to break through with people, there's more noise. So, you know, it's like there's a little bit of both. I'm a huge fan of like masterminds and sharing info. I run, you know, full transparency and agency mastermind. We call it the Wolfpack. But but part of the reason I did it is because like it it helped me to level up so much to be a participant in so many things. Both tactically, you know, strategic, but also like a lot of mindset stuff. I remember we were in a mastermind once and uh we were doing about half a mil a year, and and it I just felt like I don't know, a million bucks a year just seemed like this impossible number to me at the time. And a person in the mastermind said, you know, we've been at three million for a year, but I think we can get this to 40. And here's my plan of how I'm gonna do it, and this is the year we're gonna get to 40. It'll take me anywhere between a year to two years to do this. And when they just described what they were gonna do, I was like, man, I'm thinking way too small. And I immediately like on the spot leveled up my thinking. And I was like, why am I treating mil a million bucks like it's this huge barrier when it's really not? And you know, I think there's so many little things like that you get around from people doing it, and it and if nothing else, it's just nice to be understood. It's like I see it all the time when I run live events that there's all these people who have no one to talk to about their building because their friends go, What's a GHL again? What's a GHL? Like, can you I know you told me before, but what's a G like what's an SEO? You say it's SEO again. And and then all of a sudden you can tell them about the AI voice solution you're building, and they're like, Oh, have you tried this one? And they can add to the conversation. So I'm a huge fan of it in general, and I think I don't I don't think success is a one-person job. And I think the more you have help and resources and community, the better it is.

SPEAKER_00 10:30

Yeah, absolutely. Well, and for for a while, like I was like you, you mentioned at the beginning that you, you know, you spent a lot of that time like talking to your girlfriend, and then it was like you and Dan, right? So like finally it's somebody you could like share information with, and for the longest time, it was like my wife that I was like sharing everything with. And then I was paying for a mentor and like he was in the agency world. And so we're having conversations. It was like finally I have somebody that I can connect with. And then like even now, like being, you know, on the agency provider side of things, like uh there's a mastermind that I'm that I'm part of, and it's like 300 plus agency owners. It's like, well, because I'm a provider, I can't be part of the actual masterminding with like the the people. And so it's like, okay, now you're kind of in that little isolated ocean again. And so it's like trying to find like, is there a provider or like a mastermind for agency providers and everything? And it's it definitely helps you level up because as you said, like you you depending, it doesn't just have to be the money aspect of things. It can be team growth, it can be, you know, whatever your team's capable of. You oftentimes think small in terms of what you're doing. And that guy that you said went from three to 40 and kind of outlined the plan at one point was probably in the position you were in where you where he was at 500k, was like, I don't know how I'm gonna get to like one mil a year, and just had to have somebody else like retrain his thinking to get him from that point to the next point.

SPEAKER_01 11:50

Yeah, totally.

SPEAKER_00 11:51

So let's kind of pivot into your model and what you guys do with beyond agency profits uh profits. So you close a thousand to ten K a month clients with a simple five-minute video on Loom. There's no sales call at all. And before I get into like the how there, tell me why. Like, what made you burn the sales call playbook that everybody knows now?

SPEAKER_02 12:14

Yeah, so so I have a mentor. I've been in his mastermind, Travis Sago, for about seven years, and he's known as the phoneless closing guy. And uh he hit me at a very interesting time in my life. So, like this was 2020, the COVID madness had begun. And I had just had a newborn baby. So I had my daughter Heidi. She was like, I don't know, like, you know, somewhere between like four and eight months old. My memory's kind of fuzzy on the details. But you know, she would, she she was young and she was a little baby, she was starting to walk and crawl and things like that. And uh I we we decided we want to be close to family and baby mamas from Germany. And so we we moved to Germany. Now it was part of like the sort of like green card equivalent process. They they hadn't had an influx of people that had moved to Germany and were kind of like leaching off the system, and they would all say, Well, I can't get a job because I can't work because I don't speak the language. And and so they made it so that every citizen or every person who gets a green card has to go to school for eight months to and learn the language. So I was like, I don't know, like 35 years old, and all of a sudden I'm in school, like I'm freaking 12. And and I was like, you know, eight hours a day in school. And then I would go home and we had a Facebook ads funnel that was doing really well, and I would book calls, like not just one or two of them. Sometimes I would have 10 to 12 calls in a row, back to back to back. And so my whole day was like all day long, German, German, German, German, German, German. And then I would come home and I'd have till midnight because of the time zone change, like like US calls don't really start till like three o'clock in Europe. So, but my whole evening was calls, and every day I remember going to school and my teacher's like, you know, you didn't finish your homework. I'm like, I ain't like the rest of you. I ain't trying to get a job in Germany. I'm just doing this so you guys give me my stamp of approval and I can fucking live here legally. I don't give a fuck about getting a job, right? And uh, but at some point I was really, really burnt out. And I remember there was a point at it where it was really, really miserable, where Heidi was coming up to me, my daughter, and she, and I was like, you know, shh, daddy's not a call. And I remember I had a break right after that call, and I hung up and I was like, What the fuck are you doing here? Like, is this what you really want? Do you want your life to be about you had calls or you want your life to be with you had your daughter? And I didn't have a solution for it. And then Travis Sago hit me with an ad that said, you you could sell that without calls. And I, you know, everybody asked the same question to me. It's funny now, but I asked the same question to him is like, do you think my stuff in particular could be sold without calls? Right. And he explained to me how he would tweak my offer and what he would do and how he would represent it in order to sell. So I took a training or a course or something by him, and and I just tried it. And I still actually remember the first time somebody said, Yeah, let's do it. I was kind of like, You're fucking kidding me, right? Like, and and I didn't know this at the time. I didn't know this at the time, but like six years of hindsight of doing this is so many clients have said to me now, they said, I didn't want to talk to you either. I just really wanted to know how much it was and what I get and all that. And so if you can just summarize that in a video, it's way easier for me. They're like, you know, they don't look, especially busy clients who are successful and have money. And like, as a side effect of this, you know, I was telling, like, we just had a workshop last week in Los Angeles about creating these video pitches. And I've had clients sign up at like one in the morning. And I remember, like, you know, for us that it's been a lot of attorneys, and I'd be like, like, dude, why the fuck did you sign up at one in the morning? And they said, Well, my schedule was full all day long. But when I'm laying in bed and I can't sleep, I catch up on my emails. I saw your video, it all made sense to me. And there ain't no scheduling, you know, option on the calendar to like book a call at 1 a.m. Cause I'm laying in my bed checking email. And you'd be amazed at how many sales, when you do it this way, get closed while they're laying in bed or when they're on their toilet, you know, checking things like that, because that's when they have a moment to actually like process things. And so what I realized in hindsight is one of the biggest things that actually kills sales processes, is especially if you're dealing with busy, successful people who have money, is it's simply the scheduling conflict. The how's your August 12th at 2 p.m.? Yeah. How's no, that doesn't work for me. And a lot of times, too, if you're dealing with busy, successful people, they'll opt in schedule three, four, five, sometimes like eight weeks in advance, that by the time they talk to you, they don't even remember what it was about or who you are. And so a lot of times if you just send them the video while they're warm and strike while the iron's hot, you at least give yourself a chance to close that sale now. And I've realized since I've done this over the years that there's a hidden metric in all of it called the money you make is proportional to the number of offers you make. And if if the only way you can make an offer is to sit with somebody on a dedicated call for an hour, then the most you'll ever make is one offer an hour. And if you if you're able to re replicate yourself through video, like, you know, I can I can make 20 pitches at the same time to different people in the same situation. And so I've learned that that through this process that clients actually prefer to be sold this way. I didn't go into it with that belief, but so many clients have told me, you know, like and and I experienced this the other day because I was like, there was a AI new software, I was checking it out, and they had a they just don't put the price on the website. They're like schedule call and you gotta wait, sit through an hour demo and be hard pitched. I already don't want to buy it. Just like tell me how much it is, and I'll check out right on the website.

SPEAKER_00 17:36

Yeah. So that's my I mean it it it's it's crazy. Like I just was out for a week volunteering for a program, right? And I am right now the the one who takes sales calls in in our organization. And so I was out for a week. So guess what didn't happen for a week was calls. And so with your approach here, you're like, hey, you could actually be out for a week and still close more deals. Now, in this case, are these Loom videos, are they unique per individual? Or are these like you got a backlog of like 20 different videos? Could you settle the same ICP? And so like you pretty much hit their same pain points on there, and you just send them the video that you sent 20 other people. Yeah.

SPEAKER_02 18:18

Firstly, can I just say, Brad, that I relate to your struggle? So one of the challenges is when it's your own business, you're often the best salesperson, you know the material the best, you know the client the best, you've cared the most. And so before that, I had always tried to remove myself from the sales process by hiring salespeople. And man, is that ever a roll in the dice? Firstly, just there's a the struggle of finding a good one. So I'd be like, you know, I try 10 of them to get one good one. Everybody says they can sell until you actually give them calls, and then they're they're like, Oh yeah, we had a good call, but you know, did he close?

SPEAKER_01 18:50

No, he didn't close, but he wants me to send him a proposal.

SPEAKER_02 18:53

Great. Right. Um, and then and then and then eventually, if you do find one, you have an awesome period where you're like, you know, it's amazing. You have the salesperson, but nobody tells you this. But salespeople are humans and they have ups and downs. So I can remember my best salesperson, like, hey Frankie, like I just broke up with my girlfriend. I'm a mess right now, and like I need a couple of days off. And I'm like, Preston, I need you to take these fucking calls. Yeah. And then, and then there's also the motive, the motivation factor. You don't realize this, but you have to be a sales motivator because a lot of sales guys, even the good ones, if they closed, you know, seven out of ten calls, like, holy shit, do they ever get high on their own supply with how awesome they are? If they take five calls in a row and don't close, like you sometimes have to talk, talk them out of the suicide note. You know, it's like uh, hey, like I don't know what I'm doing wrong, but everything's broken. And then like, hey, it's all right, we just had five calls. Well, we're still running the funnel, we'll get more, just breathe. It's only five calls. And so I found that like even salespeople were not set and forget. Um so you know, repla replicating my own ability to speak to my ideal client through video has solved a lot of issues. It's created a few new ones that I consider them good problems. Like, like, for example, I'll be hanging with my kids at a baseball game and then two clients sign up and like shit, I gotta do onboarding in the middle of the fucking baseball game. That that's one of the challenges of selling with video, is it's it's harder to turn off you get sales at weird times for weird things. But having said that, are they single, like unique videos or the same video? Both. So usually if it's a brand new offer and have not had anybody say yes to it, it's a unique video every time until I get used to hearing people say yes. And part of the reason is I want to hear their feedback where there's resistance. But once I get like two, three people in a row to say yes, it's one video, it's the same video every time. And that's the real leverage because then you have something that you can send people to over and over. If I'm engaged with them in a discussion over like text or whatever, I will personalize the message related to the video. So I'll say, like, hey, here's a little video that explains all the details, Brad. This explains, you know, how it'll work, you know, because I know you were concerned about the fact that you're in only in a little city like Frog Balls, Arkansas, but it'll still work in Frog Balls, Arkansas. And then I send you the video, but the video itself is the same video I send to everyone.

SPEAKER_00 21:12

Okay. Okay. Now, when it comes to, you know, the the video itself, I I imagine it's not always just the video that is what's helping close the deal, right? It's probably a lot of like legwork that's done up until that point. So is there like nurturing that you do leading up to this? So use a lot of content personal branding, or is this people that just come into your funnel from ads, they you know, see an ad, it's you know, and then it's like engaging a conversation. I guess what does that workflow look like leading up to that point?

SPEAKER_02 21:42

Yeah. So so at this point, there's there's actually a lot of workflows because I've taught this process. I'd say realistically, there's a few hundred people doing this successfully that have like all learned this from me. So uh I've seen every flavor of it. I've seen the what I call the no lube, no foreplay. Like we have people that Yeah. There they're they'll there's a couple of a AI tools that can mass personalize these at scale. And so they'll just send cold video to strangers, no lube, no no nothing, and it does work. It's not my favorite way of doing it. So so the first thing that actually I learned with video is, and I have a story that kind of illustrates this, but I I've learned that a lot of what you're trying to do with video is actually explaining what you do with pictures, not words. When I call these dramatic demonstrations, but I experienced for like 13, 14 years, every year we would have, you know, the family get togethers, the Christmas, the Easter, the birthdays, weddings, funerals, those kind of things. And my family would ask me the same fucking stupid questions every time. Like, I know you told me before, but like, what is it you do for money again? Like, what is it you do? I know, and like my mom sometimes would ask the funniest shit. Like, is this legal, Frankie? Like, I like I just don't want you going to jail. Like, I heard people are selling penis pills on the internet and there's scams. I just don't want you to get scammed. I'm like, yeah, mom, I'm selling I'm selling Viagra pills. Just make sure your boyfriend gets it through my affiliate. And and I remember one year, it was like 13 years into it. I had just done a lawyer conference and I came back from speaking, and my ex took a video of me speaking. And I remember she looked at it and she was like, Frankie, like, there's a bunch of lawyers and they're listening to you. Did you know this? I'm like, know this, mom. I had to fly there, make PowerPoint slides, like, and I've been doing this for now for like two years. Like, trust me, I knew I was going to a conference to speak. And it was the first time in my life that she never asked me again, what is it you do for money? And she actually sent the video to a bunch of her friends and she was proud of me. And she she told me that, you know, like, I finally get what you do, even though, you know, she only saw a small little sliver of it. I realized that if people can see what you do visually, they understand it better with than with words. So a big part of the video pitch is conveying a complex idea in a simple, easy to understand way. So I'll give you an example of this. We got a guy in our mastermind, he runs Facebook ads for kitchen remodelers. And he was uh wanting to sell in video and remove himself from sales calls. And I said, like, what typically happens when you run these campaigns? And he pulled up a Facebook ad dashboard and showed me all the leads. And I said, Okay, you know, can you show me an example of one lead? And we opened up his inbox, and there was a person who had just messaged, you know, that day, like an hour ago, and said they had messaged the client, said, Here's my kitchen. I'm looking for a quote for what it would cost to renovate it. And then I took a screenshot of that. And that's how we started the video presentation. Hey, when you work with me, this is what you're gonna get. And it it sounds so minumly stupid and simple, but if you try and explain Facebook ads with words, they don't understand you. They don't follow what you're gonna do. But the minute you show them a picture of a person saying, I'd like you to give me a quote to remodel my kitchen, they understood in seconds. And then the next slide was, and on average, we're getting one to three of these a day on this much ad spend. Let me show you how it works. And now that person has understood 80% of your service in like 10 seconds because they saw the picture of the kitchen modeling lead and they know they have to drive to their house and quota. And so a big part of the process is that. Now, having said that, you asked a very intelligent question, which I wish more people asked, which is what happens before the video, which I think if you do it right, will make your video close even higher. And and what Travis Sago taught me on it is he said, if you can get people to buy into your plan, then when you show them an offer related to that plan, it'll convert just exponentially higher. So, in the case of Mark that I was mentioning, if he sells kitchen remodelers on the idea that they need to be running Facebook ads in general, not specifically with him, just like here's why you need to be running Facebook ads to get kitchen remodelers, that video will convert so much higher because most of the sale is actually you need to be doing this in general, not pick me as your provider to do it. Right. Uh Jake McCannigan calls this a two sale. So I'll give you one more example of this. We get a guy, Chris, in our mastermind, they do like three million a year, and he's got a Google reviews software. So he's got a couple of offers, but one of the things he does is his Google reviews software. So he gets it for, in his case, HVAC contractors. They come in, they sign up. It's a GHL thing, and it just, you know, texts their past customers and asks them to leave them a review. And then in doing so, they get lots and lots of Google reviews, ergo increase their reputation, more sales, all those kind of things. Okay. So we built a video that demonstrates here's what it looks like when you get a bunch of reviews and here's all the side benefits, and here's how the process works. Now, that video will probably close people by itself. But the real sale that to me happens before that video is you need to get Google reviews. Because, like, if you want to dominate your local market, you have to have the most and best reviews. If they buy into that concept fundamentally, then by the time they get to a video that says, here's how we're gonna automate and get you a bunch of reviews at the speed of light, it will convert so much higher because they'll bought be bought into, as Sam Carlson says, sell the thing that sells the thing. So it's like the plan, the plan in this case is we're gonna do some Google reviews, or the plan might be we're gonna run some Facebook ads, or we're gonna do some SEO. So I think a lot of people get this wrong where they sell, pick me as your provider, and you can still make sales because some of them will be sure that, hey, I do need reviews. But if you, if you before that video get, and I you can do this a lot of ways. You can do this with podcasts, you can do this with webinars, you can do this with Facebook ads, you can do this in conversations, you can do this in outreach, you can do it face-to-face networking. But basically, you want, like in Chris's case, you want to show people like, hey, let me show you why getting Google reviews is the most important thing you're gonna do for your HVAC business, because that's how clients go to Google and decide who they're gonna pick. You have the most and best reviews, you're gonna win. And if you don't, it's gonna continually break the sale for you. So that's his training. And then by the time they go, okay, I'm interested in getting some with some reviews. Hey, I got a little video that explains it. That video will convert a lot higher because they're bought into the big idea. So I actually like to personally do it as two steps where the second one is video explaining here's how our service works and how much it costs and what you're gonna get. But before that, I like to get them to buy into the basic process that you're gonna do. And so, like it's usually a kind of training of sorts that says if you want to get this outcome in your business, then you need to be doing this process. And that process is the thing you sell. So if you want to, you know, be the number one HVAC guy, you need reviews, or if you want to get kitchen remodeling jobs, you need to be running Facebook ads. And if you get them to buy into that, the the first sale, like because Jason Cannagan always says two sales. The first sale is, is this a good idea in general? And the second sale is, should I use you to do it? Most people don't realize most of the sale is the first one. It's like if you start selling them a Google review service and they haven't decided that they even need or want Google reviews, your conversion rates are gonna be way lower. But if you if you show them, hey, here's why you need Google reviews, then by the time they get to a video that says, here's how we're gonna help you do it, it'll just convert higher. So, so you need all that personal brand and stuff. It helps. It certainly helps. But uh, and we got people sending them cold and it works too. So I mean, I don't know.

SPEAKER_00 29:27

I see everyone, absolutely. Well, and even like if you go the route of like personal branding, like a lot of my content is around kind of like pre selling things in sense of like when I do hop on calls, like most people, to your point, as you said, like it is like they were already sold, they just needed to know the price and then like what's the next, you know, what's the next process after this, right? And so, like, you know, my case, I get a lot of people who are coming to us and they're like have only hired in the US. And it's like, okay, I see all these things about I can hire offshore talent and it's gonna save me a fraction of the cost, I don't have to worry about time zones, you know, all these different things. You know, to your point, that's one aspect of this sale for me. And you can do that through personal branding content, you can do it through the cold aspect of thing. And then the next part is just like, hey, like, yes, like you can do this, but then like you can do it with us type thing. So, you know, one of the things I want to ask you as we kind of transition here is if there's somebody who's listening and they record their first video on Loom tomorrow and it just absolutely flops, what's typically like the number one thing that you feel like most people do do incorrectly?

SPEAKER_02 30:31

I yeah, you know, I've seen like a thousand of these people have sent me a lot of them over the years. So, so just you know, like the the actual format of a video comes right out of the questions clients actually ask you if you do a call. So all we're really doing is we're taking the things they really want to know. Like one of the questions they want to know is how much is it? So we're just answering how much is it? But what we're doing with the video is we're representing complex concepts through pictures. Ergo, they're understood faster, hence why the video is five minutes and a call might be 60 minutes, right? Because you might spend the first 20 minutes just explaining what the damn Google, why they need Google reviews and how the system works as we're if you just show them a picture of their business with reviews, gotcha. That's what you're gonna do. So, but the things I see religiously done wrong are the beginning and the end. Uh the beginning, what most people when they do it wrong is they say something that sounds like, Hey, I'm Frankie, and today I'm gonna tell you about our service and what we do. And it sounds like a small detail, but it's really not, because they'll never give a fuck about you and your service. What they give a fuck about is themselves and what they're trying to do. So you always have to relate your service to what it's gonna do for them. So, like in Mark's case, if he starts a video and says, Hey, I'm Mark and we do Facebook ads, and tell today I'm gonna tell you about our Facebook ads service, he just lost 90% of the people in the first 10 seconds. But if he starts that video and talks about them and what they're trying to do, he says, Hey, I'm Mark, let me show you how you can get kitchen remodeling jobs and how you can get estimates at 100 bucks a piece using Facebook ads. That's about them and what they want. So the number one thing people do is they think they're supposed to tell people about their service, and you're not. You're showing them a process that gets them what they want. And then you're just saying, if you just want me to do it, here's the price for it. But that whole thing is about them and what they're trying to do. So, like it's the difference between I'll show you how to get kitchen remodeling jobs and I'll tell you about Facebook ads is like there's a chasm because kitchen remodeling guys will never care about Facebook ads.

SPEAKER_00 32:36

Yeah. And those who are listening, like, you don't have to like overcomplicate this. Like, if you have sales calls, they should almost always, in my opinion, if you have them, you should have like an AI note taker or something on the call. It's the most like to me, the 15, 18 bucks a month you pay for an AI note taker is one of the best things you can do. Because you can literally take Frankie's process here and go in and say, Hey, I need you to help me create a five-minute loom video, like what Frankie teaches here. Go through all of my past calls and tell me how I can get this into five minutes here. Now, I'm sure there's a deeper process here, right? Frankie, that you go through and teach and everything like that. But that can get somebody 20, 40, 60% there that then, you know, then going through your mastermind or being involved in part of your groups or whatever that may be, then can get them the rest of the way there on there as well.

SPEAKER_02 33:26

So I'm glad you brought that up, Brad, because there's people in our industry, they talk about like book calls as if they're all created equal and they're really not. So, like, you know, when I was in Germany running my funnel, there's a hidden metric I call the temperature taker. And it's like if you could just measure out of 10, how close is this person to buying it when they jump on a call? And I was running a funnel where we, you know, we're booking hundreds of calls, but most of those people were three out of 10. So you can almost feel their arms crossed, like, what is this again? And they're like, you know, as we're what you're describing, where when they when they book with you, they know who you are, they have a basic understanding of what you do. That's at least a seven out of 10. We're like, we're potentially collaborating. And and most people, like if you just said, hey, I booked, and and I actually, when I tweaked our funnel in that one, I went from a hundred calls, like to 200 calls a month to like six, and I would close almost sometimes all six, but usually at least four or five. And on the surface, you'd say, What's better, a hundred calls or six? And almost everybody would say a hundred. But in actuality, the six super warm, super qualified, were way better than a hundred strangers that are like, pitch me some shit, you know, tell me about your thing, big boy. Coming back to the to the other question, uh, the other thing that I see people religiously do wrong is the end of the video. It actually hurts my feelings when somebody makes a perfect video pitch and then they get to the end, and it sounds really stupid, but they don't tell people how to buy it. And they assume that clients know how to buy your thing. And and part of the reason is is a lot of people think we're waiting for clients to green light us and say go. But the the thing is that what they don't understand is clients don't know how to buy it because if they talk to a hundred agencies, there's a hundred different buying processes. Like one person will say, Hey, we only take ACH because we don't want to pay any fees. Another person will say, like, we invoice you through QuickBooks. Another person will say, We only do Stripe. Another person will say, Pay pal. Another person will say, we just take your call, a card manually over the call. And so the clients don't know how to buy your shit. And so, like, people will end the video and they'll go, so they'll go, and if you want to get started, just let me know. And they don't realize that's kind of vague and kind of wishy-washy. And so, if you want people to buy it, you got to show them like literally how to buy it. So for me, it's like, it's like, okay, and if that sounds like something you want to get started with, Brad, there's an orange button right below the video. Looks like this. When you click the orange button, it'll bring up a payment page. You put in all your credit card details. Once you fill that out, it'll take you to our onboarding form. This baby will take you about 10 minutes to set up. What we're getting from you is this info here and here. Once you fill that out, it will automatically email my team and we'll get a notification. Now, just so you know, we get these at weird times. So if we don't respond immediately within the first like three, four hours, don't panic. We will get back to you in the same day. But just to let you know that there sometimes is a delay from when we get it. So if that sounds like something you want to buy, then what I need you to do is click the orange button and start filling out the uh your credit card details. And I make it like I explicitly show them how to buy it. And it sounds sounds small, but you'd be amazed at how many times people go, so let me know. Or uh, you know, let you know what, where, how, right? Like, what do we do? Where do we go from here? And when when they're confused, they just don't buy. They take a step back and like I'm not sure what I'm supposed to do.

SPEAKER_00 36:37

Yeah, absolutely.

SPEAKER_02 36:38

Like, I don't know. I like I think about this. I did I buy I had to buy a car here in Mexico, and it's crazy because you know I've been to obviously like dealerships in America. As soon as you walk into a big dealership, like what typically happens is salespeople swarm you like sharks. They have a very different sort of level of customer service here where you're like invisible for like 10 minutes. I'm like, hey, anyone here want to sell me a car? Hello, anyone, anyone? And it's kind of like that, where at that point I'm just like, okay, I think I'll just go to another dealership. That's the same sort of feeling when they get to an end of a video, but they don't know how to buy it. They're like, okay, well, I guess I'll go somewhere else where they want my money. So you have to you have to really spell it out. It's usually the the middle piece is is where you tell them how your thing works. Most people can nail that piece, but the beginning and the end is where a lot of people grew up the videos.

SPEAKER_00 37:22

Yeah, absolutely. Well, Frankie, thanks again for hopping on. I'm sure there's people who are listening, you have tons of questions about, you know, how this works, how they can get engaged and everything like that. And, you know, one question that I'll leave kind of the listeners to that they can reach out to you and connect with you about is like, you know, we all we all have those those bad clients, right? And so how does this this video process uh help weed out those bad clients and prevent them from coming on board? So those who are listening, we don't have time to answer that here on the show, but reach out to to Frankie, and I'm sure he will then send you a a video that talks exactly through that of how you can weed out uh bad clients in this. But if you're looking to connect with him, you can find him on Facebook. Uh just search Frankie Finn. You can also grab his book at beyond the agencybox.com and find him at beyondagencyprofits.com. I'm Brad and this is the Unfucked Agency.