Episode Transcript
Speaker 0 00:00:00 So, what we wanna talk about, particularly on this call is how do you use content and a content framework to produce one piece of content that moves them from prospect to shit. We need to start taking action on this now. And how do you get those four agreements baked into your content to organically move them through the process so that they wanna have a conversation with you? Because I promise you, if people reach out to you and wanna have a conversation with you, you are like eight and a half times more likely to close them into a client. Then if you interrupt them and, and get in front of them and start to try and convince them that they should become a client, you want them coming to you. And the way that you do that is through content. So how do you use content to present your offer and get those four agreements? And that ladies and gentlemen is what we're about to dive into for the rest of this episode of the agency hour.
Speaker 2 00:00:53 If 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 0 00:01:02 Welcome to another episode of the agency hour. Live here in the digital Mavericks Facebook group. And, uh, now from rock and roll to something a little smoother, I'm gonna introduce you to my good friend and co-host of the agency hour, Pete crispy butter Perry. Yes, my brother.
Speaker 1 00:01:28 It, people on the could see the, see max is a little,
Speaker 0 00:01:35 It's funny. You mentioned that. I was just thinking that that's, that's great. Uh, it's great vision for radio. Isn't it. If you, if you are listening to this as a podcast, you should definitely come and join the digital Mavericks Facebook group, just to watch the first two minutes of this episode in the group, but that's right. We live stream this podcast in the group. So there's video that goes along with this podcast and Pete has his own little animated bumper that comes up and, uh, introduces him. Maybe max could add a voiceover to that little bumper. Oh God. Or, or, or we could do the voice of God, boo crispy butter Perry. So when we play that little bumper, people listen to the podcasts, know what it's about?
Speaker 1 00:02:13 We have a recording somewhere, me doing some karaoke. We
Speaker 0 00:02:16 Oh, dear. Wow. Wow.
Speaker 1 00:02:19 That's by the way was five years ago last week,
Speaker 0 00:02:23 Is that right?
Speaker 1 00:02:23 Ruptured my Achilles doing karaoke
Speaker 0 00:02:26 Miami. So the mastermind we ran out in Miami was five years ago,
Speaker 1 00:02:30 March 23rd, 2017 a day that I will never
Speaker 0 00:02:34 Forget. Right. Wow. That's and, and that's before we had Oscar. Yeah. That makes sense. Um, right. So welcome for those of you who are watching, let us know what country you are from in the comments. Uh, Thomas Conde is here. I think that's how I say your name. Thomas Conde. Look at that. There's another bumper where in the world are you?
Speaker 1 00:02:54 He's honest,
Speaker 0 00:02:56 Max just got too much time in he hands hasn't he today. There's been a lot of chatter in the Facebook group recently. And one of the things, uh, there's a whole other conversation that we should have at some point around productizing your services. There's a post that's kind of going nuts in the, in the group at the moment, getting a lot of good conversation and we will do some training around that. And we will do a, uh, an episode of the agency around productizing your services. But one of the most common conversations that we have, one of the most common questions that we get on support tickets on, uh, email, Facebook messenger. Uh, one of the most common conversations we have is from small agencies and freelancers saying, I need more clients, right? And Damien who works in our sales team, Pete in coaching myself here, Emily, we talk all the time about what it means to get clients.
Speaker 0 00:03:55 How do you get clients? And so I just want to recap something I spoke about on a call earlier this week with one of our sales accelerator clients, Peter Wright, we were talking, hello, Peter, if you're watching, we were talking about, um, you know, getting, he works a lot on referrals and word of mouth and does very well, but he doesn't want to just rely on referrals. He wants to be able to be more proactive in generating leads from other channels. And he said, well, so I dunno if I should do this or do this, or do SEO or ads or Instagram, or, uh, you know, um, content marketing or blah, blah, blah, blah, blah. And I said, listen, all of those are valid in their own rights, but none of them are going to work. If you don't have an offer that is compelling enough to get people, to put their hand up and say, I'm interested right in, in what you are talking about.
Speaker 0 00:04:47 Okay. The channel is irrelevant and the medium doesn't really matter. It can be, you know, Twitter, we've picked up clients from Instagram posts. We've picked up clients from live events. We've picked up clients from SEO, from Facebook ads, from YouTube. We've picked up clients from the agency, our podcast, right? So the channel on the medium doesn't really matter. It's the offer that matters. So what I wanna do is just very quickly talk about the offer and then talk about how content is the way that you communicate that offer to people who are not ready for a sales call. How do you use content to communicate your offer to people who are not ready yet to get on a call with you and become a client, right? And then what we're gonna do is we're gonna do a deep dive into the ultimate content framework so that you can use this framework by the way, to produce any piece of content, you can use it to produce a blog post. You can use it to produce a training, video, a YouTube video, a webinar, uh, you can use it to get up and talk at B and I, you can use it to produce an episode of a podcast, whatever.
Speaker 1 00:05:57 Can you use it for all those things at the same time?
Speaker 0 00:06:01 Yes, that's right. A synchronously. I think I'm not even really sure what that word means. That's a good word. I'm not sure what it means, but, um, so yes, well, so what I like to do is I like to create video, which is what we're doing right now. And then the video becomes audio, which is the podcast, which for those of you who are listening to the podcast will know what I'm talking about there because you're listening to it in your earbuds, right? And then it also becomes a blog post because we write up the show notes for it. Then it also becomes an email cuz we send the email out to our list, right? To promote the blog post and get them to listen to the podcast. Then max cuts a bunch of snippets up and they become Facebook videos, Facebook ads, Instagram stories, tick talky walk, itty walks.
Speaker 0 00:06:44 I think apparently I'm not really sure what that is, but someone told me it's a thing. Um, I'm sure we're everywhere else that I don't know. And don't care. Uh, a LinkedIn post can be a snippet from the show notes. Right? So one, I mean we sit here and flap our gums and talk shit for an hour and we've got enough content to sync the Titanic, right? From this one hour of conversation. The challenge I think that most people have with producing content is they look at a blank page or they look at a blank screen and they go, well, I, I have some ideas, but I'm not sure how to frame the conversation to make it interesting to the audience. Right. And to get engagement and to get people, to put their hand up and say, yes, I'm interested in that. And so that's what we're gonna talk about today is that content creation frame work, um, Thomas Condi, apparently from Santa Fe, New Mexico, he's moved from Virginia right around the corner from Johnny flash. Ah, there we go. And he's moved. He's now in Santa Fe, New Mexico. Uh, thanks for sharing. So let's just talk a little bit, oh, sorry. Before we get into this, I do wanna, uh, make a bit of an announcement, had a huge win this week. I've signed a lease and picked up the keys for our brand new studio space that we are moving into.
Speaker 1 00:07:59 I love that little patio on the side there.
Speaker 0 00:08:02 It's very exciting. Yeah. Yeah.
Speaker 1 00:08:05 I'm picturing like drinks after a MACOM there.
Speaker 0 00:08:08 Oh yeah. Oh yeah. It's very exciting. It's a very, it's a, it's a great space. Uh, it's very exciting. We're moving in there. We've got the keys. In fact, after this call, I'm going there today to hang out with max and Bart, who is a buddy of mine, who's gonna be coming in and doing some audio work in there and the builders and the acoustic engineers to make sure that we can soundproof one of the rooms in there so that we can produce podcasts and get a really nice professional sound without disturbing the neighbors and without having external noise come in and, uh, interrupters. So, uh, we will be, we should be starting to move the furniture and the builders will be in there for a couple of weeks. Uh, we're gonna, we are making a serious investment. I can tell you it's, you know, between you and me and everyone listening, it's gonna be probably 25 to 30 grand investment in actually fitting out the building to make it suitable for what it is we are using it for.
Speaker 0 00:09:05 And then we are gonna, so that'll be done by about the 23rd of, or of April, I think. And then we'll move our furniture in after that. So I reckon by the sort of second week of may, we should be rocking and rolling and we'll be producing the agency hour from the new space, which is gonna be very exciting indeed. So, uh, and max is gonna document the process through video. We're gonna share a lot of videos in the group. So again, if you're listening to this and you wanna see this space, be transformed into a custom content creation studio, come and join the digital Mavericks Facebook group. And you can follow along the videos that max is gonna be making over the next couple of weeks as Lindon, my builder and his team put up new walls and new ceilings and soundproofing and all that kind of good stuff.
Speaker 0 00:09:52 Um, right. So let's get into this. What we wanna do is we wanna talk about the very, very, very simple process of turning a stranger into a client, right? And there are a couple of pieces to this puzzle. The first thing I wanna, oh, thank you, Siri. Uh, the fir it's okay. I don't need your help right now. Um, the first thing, uh, that I wanna talk about is what is known as the four truths or truths. However you say that word, the four truths, the four things that a stranger needs to believe in order for them to become a client. The first is that they need to believe that they have a problem that needs solving or that there is an opportunity they want to explore. The only reason people will become a client and pay you money that I don't care what it is you sell, by the way, if you sell Bluetooth speakers, or if you sell, keep cups, or if you sell coaching, or if you sell websites or SEO or drink bottles for four year olds, that don't leak, I don't care what it is you sell.
Speaker 0 00:11:09 The only reason people will pay you money for a product or service is to either solve a problem or explore an opportunity. So for example, SEO may not be an immediate problem that they're trying to solve. It might just be, Hey, we've got this great website, we've got this great offer. We're doing really well. We just wanna expand our audience. And we want to rank better for our search firms and bring in more clients, no real problem right now. But we want to explore the opportunity of growing the business through organic traffic. And that's where SEO can be a great fit, right? So they need to believe they have a problem or that they need to solve or that they, uh, have an opportunity worth exploring, right? So the next thing that they need to believe, and they need to believe that is a truth.
Speaker 0 00:12:02 They're like, oh man, I've got this problem. I need to solve. I need to hire a VA or I need to fix the website or I need to, we need to grow our e-commerce or we need whatever it is, right. They need to believe this needs to be consuming a little bit of their mindset, a little bit of their mental, their gray matter needs to be thinking about this thing. If they're not thinking about it, they're not gonna be motivated to spend money on it or make an investment in it. So part of your job is to plant the seed or remind them, Hey, remember that thing that you were thinking about once upon a time? Well, maybe now's a good time to do it. So that's the first thing that they need. You need them to believe. The second thing is they need to believe that the problem is worth solving now, or that the opportunity is worth exploring now and not next year.
Speaker 0 00:12:53 Right? So that's, that will motivate them to take action now. So Hey, I realize I now have this problem. I'm thinking about it and it's become apparent to me that we need to solve this problem. Now we can't kick the can further down the road. Okay. The third thing is that they need to believe that they can't do it themselves because if they think they can do it themselves, they're not gonna hire anyone to do it. They're not gonna invest any money in a solution. Right? And the fourth thing they need to believe is that you are the right person to help them. Okay? I hope you're making notes. If you're listening to this, or if you're watching along in the Facebook group, please write these down. This is also known as the four agreements, right? Once you are talking to a client, by the way, on a call or face to face or at an event or whatever, these are the four truths that become the four agreements, the four things that you, that you need them to agree with you on, right? Yes. We have a problem. Yes. It needs to be solved now. No, we can't do it on our own because we've tried. Yes, you are the right person to help us. Okay. So they're the four truths or the four agreements. Any questions about any of that? So far crispy butter Perry. No,
Speaker 1 00:14:09 I'm taking copious notes.
Speaker 0 00:14:12 Excellent. Um, so once, once now, now here's, here's where there are two ways, there are two stages, really of a relationship where you need to get these four agreements. One is you need them to start thinking about their stuff, to get them on a call. Cause if they're not thinking about this stuff, if they don't, if they're not like, well, you know what? We have this website and, uh, uh, we get a lot of traffic, but we it's not generating any revenue. This is a real example for one of my clients, right. Website doing really well from organic long tail SEO. Cause I've done a lot of work on it over the years, but generating hardly any revenue for them, most of their revenue comes from like over the phone. Their website's not actually generating automated revenue for them. And it was a huge opportunity.
Speaker 0 00:14:59 So I needed them to believe that the opportunity was to free up their time and make revenue while they sleep. I also needed them to believe that they should do this now and not kick it further down the road. And I needed them to believe that they can't do it themselves, which was easy. Cuz they'd been trying for years and they were stuck and I needed them to believe that I was the right person to help them, which was also easy because they reached out to me guess why they reached out to me because they'd been following my content for years and they're not an agency, but they'd been following my,
Speaker 1 00:15:29 That was foreshadowing right there.
Speaker 0 00:15:31 <laugh> that was like what
Speaker 1 00:15:32 Foreshadowing.
Speaker 0 00:15:34 Right?
Speaker 1 00:15:35 <laugh>
Speaker 0 00:15:36 Yeah. And, and they'd been, I they'd been following the content. I'd been putting out for agencies and they'd been looking at that content going, but hang on. This is applicable to our business as well. So it was a fairly easy sale because they already believed those things and they agreed those things, right? So the first stage that you need someone to be thinking about this stuff is when they're a prospect, right? When they are kind of hanging around on the edges and they might be thinking about doing something, the second phase of the relationship where you need to believe them is during a sales call, during a meeting or a call where you are gonna present your offer to them. Okay. So what we wanna talk about particularly on this call is how do you use content and a content framework to produce one piece of content that moves them from prospect to shit.
Speaker 0 00:16:28 We need to start taking action on this now. And how do you get those four agreements baked into your content to organically move them through the process so that they wanna have a, a conversation with you? Because I promise you, if people reach out to you and wanna have a conversation with you, you are like eight and a half times more likely to close them into a client than if you interrupt them and, and get in front of them and start to try and convince them that they should become a client. You want them coming to you. And the way that you do that is through content, right? So how do you use content to present your offer and get those four agreements? And that ladies and gentlemen is what we're about to dive into for the rest of this episode of the agency hour. Are we excited?
Speaker 1 00:17:15 Yes. I think, I think, uh, I think it's the common thing that we focus on when we, most of us, when we do content, we focus on what maybe what the problem is. Uhhuh. We don't focus on any of the other stuff, the other four agreements. Mm-hmm <affirmative>, you know what I mean? Like we talk about, you know, getting traffic or whatever, converting, you know, getting leads, getting whatever, but we don't talk about all of it together and how it all ties together.
Speaker 0 00:17:47 And I think, I think what a lot of us do sometimes is we focus on the solution. We try and educate and be helpful by kind of presenting a solution. Right. And what we end up doing, I think is teaching too much to try and show off our technical expertise or our marketing expertise, which is perfectly normal, natural thing to do. Cause it's like, well, if I show them how much I know, then they will come and hire me because it's clear that I know what I'm talking about. Right. But I think the piece that's MI, so, and, and that's content, but what's missing is the context, right? So the content is like, you know, I was watching a, uh, and, and you know, I know Paul Warren, uh, watches, uh, our show here and is a big fan and is in the group. And he has his own podcast, the insight sessions that he runs with, uh, Chris McClean, I think it is, they did a podcast episode, uh, the other day about H one tags on pages.
Speaker 0 00:18:46 Right. And I was, I was watching, I was going well, this is interesting. And I, I understand it and I know it and it's useful, but, and, and not to, you know, criticize Paul and what they're doing. Cause I think they're doing a great job, but I think, I think what's missing in most of this kind of content is the context as to why this matters and why you should be paying attention to it now. So the, the simple framework, because it's, it's not that people don't care about the content unless they have a reason to care about why it matters. Right? So I think it was Zig Zeigler that said, or someone said they don't care how much, you know, until they know how much you care. Right. If you can preframe, if you can wrap your content up in some context that lets your audience know that you understand the negative or positive impact on their business of getting this right.
Speaker 0 00:19:42 Or getting it wrong. So for example, you know, SEO, how you've got this eCommerce store, if you don't get traffic, you're gonna have a whole bunch of stock that just sits there and doesn't move and you are your warehousing it and you are paying it. You've got staff costs, right? You need that stock to move. The way to get your stock to move is to get traffic through your online store. So straight away, they're like, oh wow, you understand a little bit about the eCommerce business. You know that I've got all this stock in the warehouse than I needed to move. And that eCommerce is tight margins and it's gotta be volume and whatever. Right? So all of a sudden they understand that you care about their problem. Now they're way more likely to pay attention to what it is. You're saying, rather than if you just dive straight in and go, let's help you get, you know, more organic traffic to your e-commerce store because they're like, well, that's boring.
Speaker 0 00:20:25 Who cares? Like why does it matter? What, why should I pay attention to this? Right. So here's, I'm gonna just walk you through and again, make some notes. I haven't prepared any slides or anything because it's a podcast. So slides wouldn't make sense, but I'm gonna walk you through the framework. The very first thing that I like to do with any piece of content is what I call and I need to give a huge shout out to a man named Brendan Bechard, who taught me the, his content creation framework 10 years ago, 12 years ago when I took one of his courses, which was the best $2,000 I ever spent, it's called total product blueprint. And it was an amazing product. And this business wouldn't be here right now. In fact, I wouldn't have just signed a lease on a new studio space if it wasn't for Brendan Bouchard's teaching and mentoring over the years.
Speaker 0 00:21:12 So I can't speak highly enough of that man, very animated and very excited character, a little bit goofy at times, but uh, knows his shit. And he's a great teacher. Anyway, he calls this the problem, sorry he calls this the promise right now, this is an augmentation. This is I've taken his framework and added to it over the years. But I start off with the way that he starts off, which is the promise and the promise simply states, why someone should pay attention to the content you're about to deliver them. Right. So let's get an example here, right? Let's use an example. In fact, someone, I can use examples from our world, but I'd rather use an example from someone, one of the, the viewers here, right? So if you are watching this, let me know if you've got an example of a piece of content that you wanna produce that you think might be helpful. Let us know in the comments. And I will attempt to live here with no rehearsal and no practice. I will attempt to wrap your piece of content in the context of this framework to make it more compelling. Okay. Sure. Let know being
Speaker 1 00:22:21 Without a net, let's go
Speaker 0 00:22:22 Guys. There we go. Uh, building the wrong way as the plane takes off. So, uh, the, so the promise, so if you imagine you're giving away a free piece of content, whether it's a video on YouTube, a webinar, uh, you know, whatever it is, Jade Navit. Thank you very much. The anatomy of a good home builder website. Excellent. Woo. Very good.
Speaker 1 00:22:43 Very good.
Speaker 0 00:22:44 Sorry, Matt Stanley, Jayden beat you to the punch. The anatomy of a good home builder website. So home builders, uh, we call them builders in Australia, too. The anatomy of a good home builder website. Great. I don't need to know what the anatomy is, right? I don't need to know what the anatomy is, but what I'm gonna do is I'm gonna give you the context. So the context, the very first piece of any sort of piece of content is the promise. Okay? And the promise simply states, why you should pay attention to this piece of content for the next, however long it's gonna take them to consume it. So, you know, people land on a blog post, and a lot of blogs these days have that thing at the top that says reading time, you know's three minutes and 17 seconds. And people look at it and go, oh, I haven't got three minutes and 17 seconds to read something.
Speaker 0 00:23:28 Uh, and they bounce. So the very first thing that you say, I'm not suggesting that you use the headline, the promise, but this is the point of the very first sentence or two is why they should pay attention to this blog post or this infographic or this video or this podcast episode or whatever it is, right? Why should they pay attention? Even though it's a free piece of content, you are asking them to invest some time to consume the content. So why should they pay attention? And typically the questions that I, that I try and answer in that sort of opening paragraph is how will their, what will change as a result of them reading this piece of content or what could potentially change as a result of them consuming this content, right? Why should they pay attention and what potentially could the negative impact be if they don't pay attention.
Speaker 0 00:24:27 So, you know, ignore this at your own peril is the classic direct response marketing headline, right? But that's the question you, you're trying to answer. Like if you ignore this, this is what could happen. So let's talk about the anatomy of good home builder website. And I don't know what the anatomy is, so I'm gonna make it up. Uh, the promise, uh, would be, and it's funny because I'm talking to Peter right at the moment who builds beautiful websites for home builders here in Australia, he does good work. And the, one of the big problems that, that, that home builders have is that they come to Peter and say, look, we do amazing work, but we are not our online presence. Doesn't reflect how good we are. Right? So if I was producing a blog post around the anatomy of a good home builder website, I might start off by saying something like, chances are, you are doing building beautiful homes and doing great work for your clients, but people who don't know you and aren't referred to you don't know the beautiful work that you are doing.
Speaker 0 00:25:24 And so having a great website can help you communicate to perfect strangers, the beautiful work that you are doing while you are asleep, because a website is open for business 24 hours a day, seven days a week. The problem is if you don't get the anatomy of your website, right from the start search engines, probably won't pick it up and won't start recommending it. And then when people do visit it, they won't take the action that you want them to take. So you're gonna invest a lot of time into this website and it's not actually going to move the needle for you or bring in new clients. Okay. That's it. So in this article, we are gonna walk you through the anatomy of the ultimate website for home builders.
Speaker 0 00:26:09 Now, if I'm a home builder, I'm paying attention, I'm like, okay, you've made your case. It's not a sales pitch. You've made your case as to why I should pay attention to this. Okay? Yep. That there is the promise of this piece of content. The next thing that I pivot into straight away is the problem. Okay. And look at that, max is all over it. I mean, max just knows this stuff. So well, he had that little, that little lower third pop up there. The minute I said it, he knew exactly what I was. And by the way, I'm not communicating with him in back channels in slack here. And he doesn't know what I'm about to say next he's just been around long enough that he, he knows the framework. So the problem in this case, right? The problem, what you wanna do here is, so the first is the promise.
Speaker 0 00:26:55 The second, the first is the promise. The second is the problem. And what you wanna do in the problem is you wanna really twist the knife a little bit and remind them of the problem that they currently have. Right? Don't remind don't I. And so in this case, the anatomy of a good home builder website, I wouldn't be talking about the website. I wouldn't be talking about anything. Technical. I'd be talking about the actual problem. The home builder is currently experiencing, and this is where you need to know your audience really well. And by the way, if you don't know the answer to these questions, get on the phone with existing clients or people who are in your network that you trust and have a good relationship with, and that you can be vulnerable with and say, Hey, I'm doing some market research so that I can get better at what I do.
Speaker 0 00:27:42 And I want to know what problems do you currently face in the business that you think a website might be able to help you with? And in this case, I would hazard a guess because I've been doing this for 150 years, I would probably hazard a guess that the problem that a home builder has and why they're thinking about building a website is because all of their business comes from referrals and word of mouth. And that they're looking to expand those channels and get in front of more strangers and get in front of a wider audience. And that's why they're thinking of building a website. So in this case, you've outlined the promise of this piece of content. And then you would say to the home builder, Jayden, I hope you're making notes. Then you would say to the home builder, you know, the problem is if you don't have a website or you have a website that's built with the wrong anatomy, you are gonna be relying on referrals and word of mouth for the rest of your miserable life, in your home building business, which is great until it's not.
Speaker 0 00:28:38 And in our experience, referrals and word of mouth, always dry up. At some point they always do. And every business owner knows it. They're just kicking the can further down the road, they're in denial about it. They know they have to fix it at some point, but while the referrals are coming in, they just pretend it's not a problem until the referrals stop. And then they panic. So what we suggest is that you get your website built, right? So that you can start to bring in more prospects from other channels so that when your referrals do dry up, you've got some safety and some security there because you're not just relying on the one channel of new business. Oh, <laugh>, I'm gonna give myself a round of applause for that. Hey, man's a genius. Not
Speaker 4 00:29:20 Bad, not bad for just
Speaker 0 00:29:21 Kinda not bad for off the yeah. Um, so that's the promise and the problem now here's the secret weapon. And again, I need to give a big shout out to Brendan Bashard because when he taught me this, it blew my mind and it's so simple, but so powerful. So you've, you've made by the way, you are at like five or six sentences now into the piece of content, right? So we're not boring. The pants off them. This is like 70% of this blog. Post is actually going to be the thing that you teach them. What we're doing here is just wrapping it up in some context. So we've told them why they should pay attention. We've outlined the problem. Now, what you do is what is called myth busting also known as old school versus new school, right? And this is a, this is, this is what really positions you as the expert.
Speaker 0 00:30:16 So in this case, what I would do is say, um, now you might be thinking that you can just throw up a website on Wix or Squarespace and do it yourself. And you know what you can, and that might seem odd because you're on my blog post. And you might realize that we build websites for home builders. And here I am telling you that you can do it yourself. Well, the truth is you can, but if you don't understand the anatomy of a good home builder website, you are going to build the wrong website, which is then going to be harder to fix in the long run. Just like building a home. You wanna make sure you have the bathroom and the plumbing in the right place before we put the bricks up, cuz once the bricks are up, it's harder to move the pipes.
Speaker 0 00:31:07 So you might just be thinking, you can do it on Ws. That's the, that's the myth that we're trying to bust. And what we're saying is you can, but you can't just throw up one of their templates and hope for the best. You need to follow the anatomy of a good home builder website. So what that does straight away is it positions you as someone with deep knowledge of the topic and it shifts their thinking, oh man, I thought I could just throw up a template on weeks. And this is gonna be a little more complex than that, right? So they're like, okay, this isn't gonna be as easy as I thought. So it positioned you as the expert and it shifts their thinking. Okay. So we've got the promise. We've got the problem. We've got myth busting. The next thing you do, and this should take about, uh, one sixth of a nanosecond is you tell them your story.
Speaker 0 00:31:53 It's called my story, which is basically why you should listen to me, right? So you say, Hey, just before we dive in my name's Jayden, I build websites for home builders. And over the last 13 years, we've built 8,000 websites and we've helped 7,468 home builders, double their revenue. Um, in fact, go here and check out our testimonials page. If you don't believe me, but enough about me, let's dive in to the anatomy of a good home builder website, right? So that my story is just like, well, who the hell are you? And why should I listen to you? Whatever social proof or whatever credibility you can give them one testimonial or one little bit of social proof or one result or one tiny mention of a case study or something. One transformation, right? We're in the business of selling change, ladies and gentlemen. So whatever you can do to communicate how you have helped someone experience positive change in their situation, that's what you put in my story, your experience, how long you've been doing it and the results that you get.
Speaker 0 00:32:58 And it doesn't have to be like, keep it super, super short because nobody cares at this stage about you or how good you are, what they care about is what's in it for me. So then what we do is go straight into the teaching points. So, uh, and, and so the next headline is the teaching points, which I'll come back to on a second, because what I wanted do is I just wanna recap and, and think about what we've done with the four agreements so far, right? Let's remind ourselves crispy butter was making some notes. What are the four agreements? My friend,
Speaker 1 00:33:31 The four agreements are that we have a problem that it needs to be solved. Now mm-hmm <affirmative> that they can do it themselves, cuz they've probably already tried mm-hmm <affirmative> and that Troy Dean is the person or Jayden Everett is the person to help them solve that problem.
Speaker 0 00:33:48 Preferably if they think Troy Dean is the person that can help them solve that problem, that would be if you can all produce content that tells them that Troy Dean is the person that can help them solve that problem, that would be much appreciated. I promise I'll funnel the leads back to you. Um, right. So I think what we've done is I think we've achieved the first agreement at this point. We've outlined the promise of the content we've told them and we've kind of twisted the knife on the problem. We've busted a myth. I think by now we have helped them understand that yes, they have a problem that needs solving or there's an opportunity here that they should explore. I think in the, in the problem section, you could sprinkle some urgency in there. For example, you could say, you know, um, Google has updated their algorithm four times in the last 12 months.
Speaker 0 00:34:37 And what we know is that if at our anatomy of a good home builder website is algorithmic proof, it doesn't matter what they do with the algorithm because the, this anatomy will work regardless of how often they change the algorithm. So that's a little bit of timing. Like let's get it right now. Okay. We've also, I think we've, we've uh, highlighted why they maybe think they can do it themselves, but it's gonna be a little more complex than they think so that now they're starting to doubt whether or not they can do it themselves. Most people are consuming your content in the hope that they'll learn enough that they can do it themselves and not have to spend money. Yes. That's why people consume content, right? So at this stage we've probably got them where they know they've got a problem. They know it needs to be fixed.
Speaker 0 00:35:18 They know it needs to be fixed now. And they kind of realize that it's probably gonna be harder than they think to do it themselves. They still don't know that you are the right person, but this is where your teaching points will. And what we do after the teaching points will tell them that you are the right person. So the next phase is the teaching and the teaching points. I used to say one to three teaching points right now. I say one, what you wanna do is you want to teach them one thing in painstaking detail, right? One thing in painstaking detail that will help them see some progress and, and, and, and help them have an aha moment. Not confuse the shit outta them with scientific techno babble, but help them enough that they can see the light at the end of the tunnel and go, wow, this is amazing.
Speaker 0 00:36:16 Super helpful. You clearly know what you're talking about. I could do this one thing myself, and I'll give you an example in a moment, I could do this one thing myself, but I just dunno if I wanna spend the time to do this. I feel like you might be able to do it quicker and more efficiently for me. Right? Let me give you an example. Home builder website, the anatomy of a good home builder website. I'm gonna make something up here because I dunno what Jayden's anatomy is, but I would say one of the things that you definitely want to include, so what you could do is you could teach the anatomy of a good home builder website is one thing. You're teaching them one thing, right? You're teaching them the pages that they need to have on the website. That could be the anatomy.
Speaker 0 00:36:58 Here is the perfect site map for a home builder website. You wanna have a homepage. You wanna have an about page. You wanna have your portfolio gallery page. You wanna have your testimonials page. You wanna have a team page to show who the, who the team are, right? That's you, you can teach that in detail and talk about why each page is important. What you're not going to do in this case is you are not going to teach them how to structure each page. You're gonna teach them how to structure the site homepage about page services, gallery, team contact testimonials, right? Here's how it all hangs together. Here's a picture of the site map. Here's how the pages work together. Contact page goes to an email, right? Blah, blah, blah. You're not gonna teach them the detail of each page. You're just gonna teach them the one thing.
Speaker 0 00:37:43 Now, if I was teaching them one thing, I would say something like, uh, one of the most important things you need to have on a website is social proof. And one of the easiest ways to get social proof is to connect your Google reviews from your Google, my business, listing to your website so that when people give you a five star review on your Google, my business listing, it appears on your website. Let me show you how to do that. And I would show them whatever plugin or whatever bit of code you need, I would do a screen share and show them exactly how to set up their Google, my business reviews on their website so that when someone leaves them a review, it appears on their website. In fact, I would probably do that with a client site, go and give them a review and see it magically appear on the client's website.
Speaker 0 00:38:29 Look at that it's magic. They left me a review on Google reviews and here it appears on the client's website. I'm a magician. What I wouldn't tell them is how to get more Google reviews, right? And I'll tell you why in a moment, I'll tell you why in a moment, but I would solve, I would help them. And I would also tell them why Google reviews are so important. Social proof is gonna add credibility. It's gonna get people to take more action. It proves trust, all that kind of stuff. Right? I would make the case as to why Google reviews are important, teach them how to do it. So the teaching point, as I said, I used to say one to three teaching points. I now say one go deep because you go really deep, man, blow them away with how much you know about this one thing.
Speaker 0 00:39:15 And then straight after that, I do, uh, what's called rookie mistakes and power tips, otherwise known as do's. And don't rookie mistakes is, Hey, if you've never done this before, this is the most common mistake people make when they do this for the first time, right? Uh, they do this and it breaks because of this. So here's how to fix that. So you, you know, follow along what I did, but I'm just warning you. Most common mistake you're gonna make is this, don't do that. Do this instead. Now, for those of you who might already understand this and want a little bit more of an advanced tip, uh, what I'm gonna show you in another blog post that I'll publish next week or next month is how to ramp up the number of Google reviews you are getting. So that once this widget is on your website, you can automatically just be adding Google reviews to your website while you sleep.
Speaker 0 00:40:16 And I'll show you how to automate the whole process of getting Google reviews from your existing clients and from new clients in the future, you don't teach. 'em how to do that in this piece of content, because remember this piece of content is about one thing, but what I've done there is I've future broadcasted I've forward announced, right? That I'm going to make another piece of content about this thing for the people who want more. But what I've also done is I've said to everyone in that piece of content, this is not the end of the story. This is just the beginning mm-hmm <affirmative> yep. Getting the Google review widget to display on your website is one thing, but how do you get more Google reviews, right? And then how do you tie that Google review widget and put it in the right place to get people, to click the button, to get on a call.
Speaker 0 00:41:00 There's a whole bunch of other things that we need to consider that I haven't got time to go and do in this piece of content. So every piece of content solves one problem, but highlights a bunch of new problems that they haven't even thought about yet. And that ladies and gentlemen is when they say, ah, you are clearly the person to help me with this. That's the fourth agreement that rookie tips, rookie mistakes and power tips is the fourth straight after the teaching points. That's how you get that fourth agreement in content. Remember, we haven't spoken to these people yet. They're reading a blog post on medium, or they're watching a video on YouTube or they're listening to a podcast, right? We get those four agreements without actually interacting with the individual. We're doing it through content, which is leveraged marketing, cuz you produce the piece of content once and people read it while you are asleep. Right? So we are getting that fourth agreement through that, the rookie mistakes and the power tips and then directly after the rookie mistakes and the power tips we do next steps. And guess what next steps is.
Speaker 0 00:42:11 Next steps is the call to action call. Next steps is where we say, Hey, I know I've given you a lot of information right now and you probably feel like you're drinking from the fire hose. If you want a hand doing this, just get in touch. We'll jump on a very quick call and see if we're a good fit to work together. And if we are, I'll let you know how that works and how much it costs and how long it takes. And if we're not totally fine, we'll part ways as friends. Hopefully you've learned something in, in this video or this blog post and it's helpful. Share it with anyone you think might benefit from it. And I'll see you on the flip side, have a great day C bye for now over and out a Vita scene, right? I'm outta here done. So let's recap the promise of the content.
Speaker 0 00:42:52 Yeah. The problem that they are currently experiencing myth busting right old school versus new school, thinking your story very, very quickly. Your story don't Bo them. Don't be that guy at the party that just talks about yourself all night. Right? Very boring. The teaching point. Aren't one part of the solution in detail, rookie mistakes and power tips. And then next steps that ladies and gentlemen is your ultimate content framework. Now let me just give you a rookie mistake that most people make when they start producing content. <laugh> pretty good there. Oh, it's just gotta give myself another round of applause. Um, most people over teach, most people teach too much and what happens is someone starts reading your content and they get into it and then they go, ah, fuck. I haven't got time for this. It's too hard. I have to think. I don't want to think if I have to think I'm out, right? So don't over teach, teach one thing in detail, but keep it simple. Don't over teach. Don't confuse them. Just keep it high level. Okay.
Speaker 0 00:44:08 Now the power tip is what I like to do for those of you who are kind of doing this and wanna take it to the next level is I like to produce video. As we said at the start of this episode and we take that video and cut it up into multiple different types of content and multiple bread crumbs that all lead back to the one post. So this will end up this episode of the agency hour will end up on our blog as a blog post. It'll be the show notes of the agency hour. And it will be a blog post, which is indexable by Google. And it will help us come up in search and all that kind of good stuff. It's also a video in the digital Mavericks Facebook group, which I think will also end up on YouTube. If, um, max is nodding to me in the green room, right?
Speaker 0 00:44:53 We'll end up on YouTube. The audio is a podcast. So we now have video audio blog, post snippets of this video will end up on Facebook in our group and our page and probably is an ad snippets of it will end up in Instagram. We'll take out little quotes and turn them into tweetables and posts in the, on social media, right? So one video becomes multiple bread crumbs. We call it the content shredder. We put it through the content shredder end up with multiple pieces of content that all lead back to the blog post. Okay. That's how you leverage the one piece of content that you've made and sprinkle it around because some people hate watching video. Some people hate reading, right? So you wanna make sure that you give people the content in the format that they wanted in.
Speaker 0 00:45:42 So I know that there's a lot here to take in and you probably feel like you're drinking from the fire hose right now. So if you'd like some help with your content strategy in your agency, there's a couple things you can do. You can go to our website, you can buy the content strategy blueprint course, or you can get on a call with our team and see if we can help you build out a content strategy for your agency and, uh, help you take your agency to the next level. See what I did there. There we go. That was
Speaker 1 00:46:08 Your, that was your next step. Call to action.
Speaker 0 00:46:11 There we go. Done. I'm out. I'll Vita theme by formal child, baby. So that's it. That's the, now we've got the four agreements. Uh, we've got a piece of content. The only thing I wanna mention now is that you wanna make sure that this one piece of content ties in with what it is you are offering. And let me just throw a span in the works and say this. If you are offering websites or SEO or pay per click ad management or any other stupid boring technical term, that sounds like a commodity. Then you will be most likely hit a glass ceiling because you can only charge what the market wants to pay for those commodities. So what you wanna do is try and position your offer in a way that helps your target audience solve their actual problem, not just buying websites or SEO. So Jayden, if I was selling websites to home builders, I would ban myself from using the word website. Yes,
Speaker 1 00:47:15 Absolutely.
Speaker 0 00:47:17 Right. I would call it. Well, I had said this to Peter the other day, who's here in Australia. So he is not gonna be your competition. I said to Peter, I would probably call it something like their digital portfolio or their online portfolio or their whatever, like digital brochure or whatever. I just don't call it a website because the minute you say website, the global average for a small business website is $3,500. Right? So the minute you say website to a small business owner in their mind, they're like, well, this shouldn't not cost me any more than $3,500. And you're charging me what 12 grand, that doesn't make sense. Or you want two grand a month for a 12 month commitment. That doesn't make sense. So don't use the word website, make sure your offer solves their problem and is compelling to them. And doesn't talk about the commodities that are the deliverables, right? It's pretty good. That's
Speaker 1 00:48:08 Pretty good. Pretty
Speaker 0 00:48:09 Good. Feels like a, feels like a bought one from the, yeah. Feels like a bought one from the shop. Um, Do I do any questions, please? Let know in the comments, if you have any questions,
Speaker 1 00:48:20 Jayden, Jayden doesn't know any questions cuz he's actually writing his blog post from everything that you just said. He's just filling in a few gaps and excellent. You've got got himself blog post.
Speaker 0 00:48:30 So by the way, uh, you can turn these blog posts into emails, right? You can turn them into a series of emails. You could turn them
Speaker 1 00:48:37 Email course.
Speaker 0 00:48:38 Right? Exactly. Yeah. Um, oh Peter,
Speaker 1 00:48:42 Right? Isn't
Speaker 0 00:48:42 There you go, Peter. Right. There we go. <laugh> dude. Excellent. Love it. Peter's taking massive action. By the way. He's in sales accelerator. I love people who take massive action. It's just so rewarding. Speaking of which I do wanna share, I'm not gonna tell you people's names because I respect the privacy of our customers, but I do wanna share some wins that we have had recently, uh, across a couple of our different programs. I'm gonna talk about Mavericks
Speaker 1 00:49:09 Club. We have a, we have a Mavericks club, uh, ring the bell channel in our slack and it's just on fire lately
Speaker 0 00:49:17 On fire.
Speaker 1 00:49:18 Absolutely on fire.
Speaker 0 00:49:20 So I'm reading it here now, right? I'm not gonna tell you people's names because I respect their privacy. Uh, I'm reading here, right? Uh, I achieved 30 calls in 30 days. Amazing. Actually 30, 32 calls, 32 in 30 days, my offer has shifted and I needed to validate it. So this particular Maverick has shifted her offer a little bit and needed to validate it. So she did 32 outbound calls in 30 days, I positioned the call as market research. Hey, if you gimme 30 minutes to ask questions, I'll give you 30 minutes to ask questions about your online business. No sales pitch. I promise isn't that great. I'm gonna ask you questions for 30 minutes, do some market research and then you can pick my brain for 30 minutes and I promise not to sell you anything. Love it actually managed to get some work from,
Speaker 1 00:50:05 I did no work out of it. Right, exactly.
Speaker 0 00:50:07 Right. But more importantly, I learned some things about where my positioning needs to be rephrased. It is both exhilarating and exhausting to talk to so many people. I don't know, but it's well worth it. Massive action. Uh, another Maverick here. Uh, Woohoo. I asked for the sale and I got it. Plus a bonus one. The system works. Uh, this is my favorite here. Yeah. Um, thank you, Troy Dean, for the help in closing a $6,000 a month retainer for one of our biggest clients, it's signed off for six months for now, do the math six months contract at $6,000 a month retainer it's uh, I helped this particular Maverick package, this offer up and present it. I, I didn't help her present it. I coached her through how to package it and present it. It was presented as fractional digital strategist, right? Uh, the retainer includes basically a bunch of meetings with our Mavericks club member and her client, no design, no development or project deliverables at all. No
Speaker 1 00:51:16 Deliverables, nothing. Just
Speaker 0 00:51:18 No deliverables.
Speaker 1 00:51:19 Kick my brain and pay me $6,000 a month.
Speaker 0 00:51:23 Correct.
Speaker 1 00:51:24 Amy $36,000. Yep. And, and I'll
Speaker 0 00:51:27 Think for
Speaker 1 00:51:28 You and I'll think for you and tell you what to do.
Speaker 0 00:51:30 <laugh> right, right. 36 grand. And I will think for you and use my experience and tell you what you should do next.
Speaker 1 00:51:38 Right. Which may end up turning into more work for her.
Speaker 0 00:51:41 Of course it will. Yeah, because this client, this client's already on a, on a retainer for deliverables, right. Oh, okay. Yeah. Yeah. So it will definitely, it will definitely turn into more consulting. Here's what I know to be true is that people will pay you more to think for them than they will pay you to move their furniture. Think about it. How much do removalists charge and how much do lawyers charge lawyers charge more than removalists and lawyers don't move fridges lawyers think, and we pay them way more than we pay laborers. People will pay you more to think for them than to do anything fractional digital strategist. So if you do, if you do marketing, if you just do marketing for clients, right? You could position yourself as a fractional marketing chief marketing officer. We have a fractional chief marketing officer who works for us, TSU he's based in Canada.
Speaker 0 00:52:34 He's like super young, he's a gun, he's an absolute ninja. And he thinks for me, yeah, he designs our marketing campaigns, but he only works for us a fraction of the time cuz he's got a bunch of other clients. So he's a fraction and we pay him a fraction of what it would cost us if we hired a full-time chief marketing officer. Right. So it works for everyone. Uh, this particular Maverick was doing more than marketing. She's basically kind of doing digital transformation, digital change. Like she's basically trying to help them upgrade their systems, right? So I told her, well, really you're a digital strategist. It's not just marketing. She's looking at kind of internal processes and stuff as well. So she positioned it as fractional digital strategist. Amazing. Huge win. One more. I wanna share with you here. Uh, actually there's two, one more.
Speaker 0 00:53:22 I wanna share with you here. And again, I'm not giving people's names. I respect our client's privacy. Uh, one of our Mavericks sold the biggest project I've ever sold. $28,700 for a course creator, building a website for a course creator $28,700, a small, a small website for 12 grand, which will be based on our productized website. Paul Warren, I hope you're listening. Productized website and a $4,000 sales page design and copywriting. Here. We check this out $4,000 for sales page design and copywriting coaching, no development. Just coaching them through the copy, coaching them through designing. Yeah. Coaching them through the
Speaker 1 00:54:08 Copy. Basically giving them your frame framework that you just
Speaker 0 00:54:11 Correct. That's right, exactly. For an influencer. Uh, who's a, a coach and a course creator, right? Thanks to sales accelerator. Now this particular client is in Maverick's slot, but of course gets access to sales accelerator as at Maverick, cuz they basically, if you're a Maverick, you can come and hang out in my kitchen and have dinner with me. You get access to everything. Thanks. Not quite thanks to sales accelerator for helping me up my sales game and put in less work to get the sale. Yep. When this person joined Mavericks, they were doing about on average five unpaid discovery calls before they closed a deal. Now putting in less work to get this out. Now, also this client invoiced 40 K $40,000 last month, $40,000 for the month of March and fired $4,000 worth of recurring revenue clients who weren't a good fit and took up too much time and said no to a couple of projects that weren't in our niche to make sure I'm focused on projects that I can create repeatable processes for
Speaker 1 00:55:18 Ah, dinging, ding, ding, ding,
Speaker 0 00:55:20 Dinging. Like
Speaker 0 00:55:23 It just does not get any better than that. And also just hired a new developer. Thanks to team accelerator. Again gets access to team accelerator because he's in Mavericks and uh, pretty sure this new developer is gonna be a superstar. I trusted the process, trusted the Mavericks club team and trusted my gut on fire. Um, final, uh, win here. And this is sh I'm shamelessly sharing the successes that we have because frankly, I don't think we do this enough. I don't think we spend enough time championing and celebrating the wins that our clients have and also letting everyone else know that, uh, what we do here works, we've sold our highest website yet at seven and a half grand for a new client, 2,500 a month over three months. Woohoo. Fantastic. So these are the kind of results we get in the ring. The bell channel here in Maverick's club.
Speaker 0 00:56:16 Uh, there's a whole bunch of other stuff I could go through and say was accelerated, but I'm not going to because we're outta time, but I just wanted to, uh, share, uh, that, those success stories with you all. And let you know that if you are serious about growing your agency, like if you are serious about growing your agency, getting off the tools, building a profitable business that operates ultimately without you so that you can have a baby and take some time off for parental leave and not run out of money or go on a holiday to the states for four weeks and come home and not run out of money. Like what happened to one of my photographer, friends who took his wife to the states for, uh, four weeks and spent about 10 grand on the holiday and lost 15 grand in revenue because he wasn't on the shutter taking photos and he has no recruiting revenue and no team.
Speaker 0 00:57:02 And he's like, what do I do? I'm like, dude, you you've been following my shit for five years and you've done nothing. Hire people and put your prices up. Right? Always be selling, always be recruiting, never stop selling, never stop recruiting. If you are serious about growing your agency, get on a call with one of our team and we'll see if we can help you. We're not gonna pitch you because frankly, most people that we talk to are not right for us. Yeah. Right. So chances are, we're gonna get on a call and go look, you know, we probably can't help you go away and do this, fix that, go away and do that, fix this and then come back and have another conversation. So it's not a sales pitch. We just wanna see if we can actually help you. If we can we'll point you in the right direction. Let you know what that looks like. If we can't, we'll part ways as friends, we are good either way. All right. Uh, this has been fun. It has again. You're gonna go practice some bass.
Speaker 1 00:57:52 It was good. I'm gonna go out dinner. <laugh>
Speaker 0 00:57:55 Have dinner. 12 bar blues in G man. I'll I'll put it back in track together for you. All
Speaker 1 00:58:00 Right. There you go.
Speaker 0 00:58:01 All right. Thanks for hanging out again. Uh, again, subscribe, follow us on Spotify. Wherever you get your podcast, it's called the agency hour, brought to you by agency Mavericks. And if you're not already in the group, join the agency. Uh, join the digital Mavericks group on Facebook and be a part of the conversation. Thanks again. Crispy butter for hanging out. It's been fun. I will see you again next week on the agency hour. Take
Speaker 1 00:58:23 Care guys.
Speaker 2 00:58:24 Thanks for listening to the agency hour podcast, subscribe at apple podcasts, Spotify pocket, audible, and wherever you like to listen, you can catch all of the agency hour episodes on our YouTube channel, youtube.com/agency Mavericks. 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 training. We'll see you.
