It's Dumb, But Makes Getting Clients SO Easy

Hey, so this video is probably going to seem dumb just like the title, but it is going to get you some clients. I started my very first business back in college. I scaled two agencies to over 160 grand a month in combined profit. That's taken me to here where I make over 400 grand a month. Makes me one of the highest income people in my country, Canada. So, I've learned a lot about getting and then retaining and then upselling clients. What I want to do in this video is just show you guys more or less my mindset behind it. So, whether you actually own a business or you guys are just doing that thing on YouTube where you watch shitty videos like this all day instead of taking action, the whole point of this video is as follows. The optimal approach today is not to build a

product and then sell it. It is to sell the product first and then build it based on the reception of that selling. The way that most people run their business even today in 2025 is they will build the product and then later try and take the product to market. Essentially go to market strategy GTM. This is all part of the business playbook. Now I think this is a really crappy approach. The reason why is because if your goal is to make money in business doing this method, you first have to learn a skill, then you have to invest that skill into building some sort of product and then you have to figure out how to monetize that product, which logically speaking is three steps. Instead, it's much better to just learn a skill and then monetize that skill directly because once you guys have sold the skill, you'll now have money and information about how people like the skill that you delivered. And then you can just take both of those and invest them into building the product to scale further. It's both safer, it's more reliable, and odds are you're going to build a much better product as a result. Now, this is how the modern economy works. You don't spend all your time and energy investing in some moonshot idea and then spend years of your life building this thing only for the market not to give a [ __ ] What you do is you invest as minimally as humanly possible into the concept of a product. Then you go and you find people that are interested in that concept if you were to have taken that product to fruition. The reason why is that the economy nowadays really moves fast. I mean, we have talking robots nowadays and building good products takes a lot of time. So in a situation where the economy moves really quickly, by the time that you guys finish building the thing that you want, you do run the very real risk of nobody actually, you know, wanting or needing that product by the time you're done. Also, the rate at which AI models are advancing is clearly, you know, compounding this whole equation. And another point, when you guys build stuff first, you are relying on your own opinions and your own baked in beliefs. And unfortunately, human beings are very biased creatures. We often mislead ourselves. We have confirmation biases. We double down on fallacies. uh and we do all sorts of emotional investment into things before we've even validated whether they are good. So compare that with the different approach of selling stuff first and then building based off that reception afterwards. For the most part, selling is completely independent of actual product delivery. What you guys are always selling in any sort of sales conversation is just an idea. You guys aren't selling the thing itself. Instead, you are selling the idea of a thing. shape, the benefits, the features, and so on and so forth. So you don't actually need any sort of product to sell an idea, right? What you do is you compile a list of all of the things about your product, the benefits, the features, the scope, the so on and so forth. All the things that you think your product should have, which is a process that takes like 2 hours as opposed to the many weeks, months, or uh probably years that you will spend building an actually good product. And then instead of taking the product to market, you just take the idea to the market to see how the sales conversations go. This then gives you direct feedback from leads aka live actual data from the marketplace which lets you remove your faulty reasoning from the equation completely and then actually do something like I could stay up here and talk all day about why I think a certain type of product might work and maybe there's a slightly higher probability that I'd be correct because of my business background um as of today but in reality the only thing that you guys actually know for sure is going to be correct is the market because logically the market is who you're selling the product to in the first place. Like literally by default, if your whole job as an entrepreneur is building something that people want, the market cannot be wrong. If you do this, there is zero room for any sort of emotional BS or your own opinions or your own biases or your own presuppositions. So yeah, you guys can build a marketing campaign in literally less than a tenth of the time it would take to build a good product. Maybe even 1% And I've actually shown you guys how to do this before if you guys have been watching my channel. Um, tactically, I did this by going on communities and looking for problems that community members were suffering from. Then I ideated products to solve those problems. Then I just took the shape of the product that I was considering building and started cold emailing and putting them in front of a bunch of people for feedback. Uh in my case, I generated over 10 leads and around 2 hours of work. This is super easy and super doable. Let me actually show you guys a quick example of that if you haven't seen it already. Okay, so website development, I'll do video editing and then I'll do real estate. Okay, the next step is us going to be determining two highdemand AI services per niche that solve real client problems. So I'm going to head over to school. com/discovery. This is just the main community platform right now. Web Agency Accelerator. You see this? Perfect. So, I see that there's a questions category. I'm just going to pump through here. This is just going to teach me more about the niche. I'm going to learn more about how to come up with a service that might effectively answer some of these problems. How to get clients. Obviously, we want more clients. That's problem number one across basically every niche. You know, like content generation for clients, right? Clients saying SEO. This is like a smaller community about video editing. Longtime editors struggling to find freelance clients. No jobs right now. Okay. Well, that one is obviously not enough clients. That's the main one. What you'll see is they're all kind of together, right? I mean, I already know that this is a major problem for real estate. So, I'll just write not enough clients as well. Real estate. Okay. Another issue I'm seeing is busy work. When I say busy work here, I mean kind of mundane things like following up. So, this is sufficient for me. Okay. Now, after this, I'm going to have to come up with some high demand AI services. Now, the first major problem as we saw was not enough clients, right? So, the not enough clients is the main problem. Well, what's the solution to not enough clients? Cold outreach systems? I just mean like scraping systems, email systems, systems that allow us to pump things into like a cold email platform. Basically, the same system I'm going to be building to get myself clients and then pitching that to other people. Next one is content generation for clients. So, I could absolutely see, you know, some instant content generation system. You already make websites as part of your whole thing. Imagine if you just had a button that you could press or something that just immediately generated you 100 blog posts and then you just took that, added that to your client website and you said, "Hey, by the way, I already loaded this up with 100 blog posts for you. " Right? Let's do the second niche now, which is videography. I ain't going to sell cold outreach systems to these as well because we just saw how do we get clients. I think we could probably do like a search intent system which is like a job scraper basically clipping. Okay, now let's do real estate. I think probably some sort of like email BTOC system would make sense. I don't know about sourcing the leads but sending them out. Automated follow-up/reactivation system. All right, so now that we have a bunch of these systems, I need to start sourcing leads. Apollo. io. I'm just going to create uh three audiences here. First are going to be website development agencies or creative agencies. The second are going to be videographers and the third are going to be real estate agencies. Then I will paste this in website agencies URL. Okay, these all look pretty reasonable. What do we need to do with these? Well, we need to actually scrape these. So, I'm going to pump all of these into Appify now. And I'm just going to run three manual runs. Apollo code_cfter just cuz it's like a $120 per thousand leads. So, I'm just going to run this three separate times simultaneously. And I'm going to look for 2,000 leads first. Okay, so 2,000 for each. And now what we should have, if I go back to my actors, we should have three runs running simultaneously. Now, we just need to wait until these finish. I go to output here. I'm going to export all 2,00 results. I'm going to add an additional column here called Ice Breaker. We'll just do column I for all of these. Okay. And I'm going to have AI go through and then generate ice breakers for all these. Now, we have the Instantly campaign up and running. Instantly is the service we're using to send the cold emails just to make sure everybody's on the same page. Very quick and easy to get up and running with this. If I just show you guys the email accounts, you'll see that I purchased a bunch of pre-warmed email accounts. The benefit to this is it just takes me zero time to get up and running. Let us go to Maker School. I'm going go down to my classroom. The templates I'm looking for a month four. Yeah, here we go. There's a bunch of instantly templates. These are the exact templates that I've used on a number of campaigns. Simple four-step copyrightiting formula. Don't feel like you have to copy my exact wording here or anything. As long as you just follow the structure, show them that it's not spam by personalizing it. Answer the who are you question and make it seem like it's you talking to them. Justify why you're reaching out. And finally, what next down at the bottom. As long as you do this, you have four steps. You're pretty good, I would say, in most cases. And honestly, yeah, no idea how good these are. No clue. I'm just going to give it a go and we're going to see where we land. Probably grab follow-ups from an old campaign that I've already written. Use the previous subject and we'll just run one follow-up from now on. The value in a single follow-up is obviously you send more emails that way. And why don't we just do two days in between each? Okay. And now we'll just go to my inboxes here. I think I have 15. Yeah, we're just going to do all of them. Going to preview this. Okay, we got it. So, I always like doing Monday to Saturday. I like doing 7:00 a. m. to 6:00 p. m. ET. Now, I have three campaigns that are up and running. Okay, so I'm going to go sign off for the day and then I'll check back in a couple and we'll see how the responses to this email campaign have gone. So, I woke up at the crack of dawn this morning cuz I was very excited to see all of these email replies roll in. Great news. In the last, I think 13 or 14 hours, we received a total of 11 replies. Seven of them were positive. Hey Samantha, thanks for reaching out. I'm open to work in Subnot if you could provide us leads for sure. Yes, I'd be interested. Let's meet. Let me know what time works for you. So, this person actually explicitly is like, hey, let's get going. Let's actually sit down. Let's actually jump on a call. This person says, "Let's talk more. " We also now have their phone number. We have all of their personal information. We give them a ring immediately if we wanted to. The website agency campaign, we got five replies from it. And every single one of those replies were positive. Videography campaign, we got two replies from so far. And 66% of the replies so far are positive, but we can already start making some determinations about like um where we go next. And it's really only been a day, which is pretty crazy. The real estate campaign has had three replies. Okay, so fewer replies than the website campaign by far. And then we've had zero opportunities. We haven't really sent enough emails to be able to fully say whether or not this approach is going to work right now, but I've run enough of these to know that when there's a divide that's this big between a successful campaign, which basically has a 2% positive reply rate over here, and a campaign that has a 0% positive reply rate over here with, you know, 510 emails sent collectively across the two of them. You know, I have a feeling this real estate campaign probably just ain't it, dog. If we cut this off in an equivalent time period, so in I don't know 13 hours or however long it's been since I started this, we would be able to take those 255 and we'd be able to disperse them across these two. So we would have been able to get another 125 here, another 125 here. And given the reply rates, we probably would have received another three positive replies here, maybe like another one or two positive replies here. So mathematically like we could already be in the neighborhood of generating 10

positive replies a day. Okay. So how do you actually validate a product by selling it? I think everybody in their mom probably vaguely understands selling overbuilding at this point, but few people actually dive into the details. That's what I want to do with you guys right now. So, first, what you don't do is you don't just go asking people, hey, what do you want? Because you will not get any sort of reasonable or valuable answers if you do it this way. Uh, multiple reasons for this. People lie is the big one. They say that they'll buy things that they won't. They'll give you polite answers instead of honest ones. You know, if you take this to your friends, they'll tell you that your idea is great when it's really crap cuz they want to spare your feelings. Unless you're in one of my communities or something and you are literally paying for advice, you're not going to get reasonable market feedback by just saying, "Hey, what do you guys think about this? " You guys are going to get a confirmation bias. So, scrap that. Instead, you use solve. What is solve? It's an acronym. S stands for spot the pain point. O stands for outline a specific outcome. L stands for limit risk with guarantees. V is value pack with urgency. And E is execute with a clear call to action. What you do is instead of asking the customer what they want, you figure out the pain points of your target audience. Then you create offers around each that solve some sort of outcome and then give the prospect some sort of guarantee that you will provide it. And that's that. And if you've never put together an offer before, there's a very simple formula for this. Uh most good offers are structured something like, hey, I will give you X thing in Y time or Z return or risk mitigation or I'll give you your money back or I'll keep working for free until I do. A good example is I run a Maker School. Maker School is a 90-day accountability roadmap where we guarantee you your very first customer or your money back. That in and of itself, literally like the whole preamble, the whole idea of Maker School is an offer. And I tested multiple of these before I figured out that this one worked. Here are two more that I've personally used. I've made tens of thousands of dollars with uh for lead genen. I will guarantee you 20 booked sales appointments in the next 60 days or you don't pay. No strings attached. Just say yes and I'll get started. This is how we scale Leftclick to over 70 grand a month. for content writing. Just send us a title and we'll give you a completely free 500word blog post on the topic. No strings attached. And this is exactly how we scaled one second copy to over 90K a month. So you guys are probably thinking, all right, this is fine and all, but how do I actually go about the spotting of the pain points and creating the offer? There are dozens of different ways to do this. A quick and easy one that I always do is I go on communities for a specific niche and then I will scroll through to look for questions that were asked. Sometimes that's literally just looking for question marks and then I'll compile all these questions into distinct groups. uh these groups tend to revolve around similar things and then I'll just ideulate the pain points that they're suffering from. So for example, if I'm considering building a product in the videography niche or something, what I do is I join a bunch of videography communities and then I would scroll through all the posts in the community. We're talking 2 three hours of me just thumbing through seeing all the problems, remembering that this is probably the most important step that I could actually do myself. I'd find a bunch of people talking about how difficult it is to write scripts for their clients or something. And then I'd realize that, hey, hm, scripting is a shared pain point that a lot of these people face. Then what I do is I would build a product to solve this, you know, or at least I'd build the shape of a product that could potentially solve this. So maybe in my case, just off the top of my head, that's some sort of AI content generator. You know, you give them a specific knowledge base from the client of the videographer, and then it just scripts it in their tone of voice. So from there, I would do this around five times. Usually my goal is to get a lay of the land ASAP. I just want to build five to maybe 10 offers that are fundamentally different from each other. Um, that'll allow me to cover a really broad surface area when doing the next step, which is actually executing and talking to leads. And then I will have five offers in the form that I showed you guys a moment ago. Okay, so now you

guys have got five offers. Here's how you actually go and take them to the market systematically. The first thing is you need leads. So for every offer, go scrape the target markets of the offer. If it is a videography offer, go scrape a bunch of leads for videography. If you're wondering where to do this, LinkedIn SalesNav is probably the source for 99% of my own leads nowadays. Pretty much every other service just scrapes directly from LinkedIn SalesNav. So whether you guys are using LinkedIn sales nav, some other tool that's just built on top of it like a Paul or whatever, it's the same thing. Um there are minor cost differences between them. This is where you guys are going to have to find the right fit for you cuz some lead scraping mechanisms are just really easy up front but cost more maybe like clay whereas others are harder but then cheaper like building out your own scraper or maybe using an appy add-on. Anyway, once you're done with that, you got to sign up for Instantly or Smart Lead or one of the many cold email uh tools out there. And then copyrightiting is a whole other deal, but for now you guys can start with this very simple formula. You start with some personalization up at the top. Then you do some sort of case study. Then you do an offer. And then at the very bottom, you do a CTA, which may sound complicated, but it's not. I'm going to link to a framework that you guys can find in the description and actually read you guys an example right now. First name idea. Hey Nick, saw that you got 8 million views last month with the daily posts. Amazing. I work with an influencer marketing co in Dallas that connects YouTube channels with big brands like Nike. Just helped brand make 1. 7 million in a couple of weeks. I've been following you for a while and I love your tone of voice. Very refreshing in a world full of trash. Info, guys. I think I can make you 500K in the next couple of months if you're open to it. TLDDR, I'd reach out to brands in our network on your behalf and find placements and sponsorships. That makes sense. It's fully brand aligned and we work mostly on performance by the way. Do you have any time this week for a quick chat? Cheers, Sam. Then you just send that to 1,000 people from each list, which is, you know, if you're doing five 5,000 outbound emails in total with reasonable mailbox volume, you guys can get that done in a week. Just check out the video that I've linked. And then finally, you guys just keep track of how many meetings each offer books. If you guys get a 75% booking rate, that's great. That's five to seven meetings per offer that actually show up. If your guys rate is maybe 0. 25% or so, that's still okay. But if it's anything below that, probably not worth pursuing as an offer. And this is obviously going to vary by industry, but those are just some generalized benchmarks you guys can use. Just pick the best. So, what do you do next? You get on as many calls as you can. You join. You start asking them questions about their industry, the problems that they're suffering from, why they felt the need to book the meeting with you in the first place. What are their issues that your supposed product would solve? What you don't say is, "Hey, I haven't built this thing yet. " You just hear them out. and you position this as a solution that fixes it and can fix it today. And then you don't even actually need to sell. You now have real world market feedback from probably the most aligned audience you will ever get. You just take whatever offer performed best on the book meeting side of things and the, you know, intent of closing side of things and you just combine it with all the feedback that you guys got from those calls and go and actually build the product that people

want. The economics of this are awesome. You know, as I talked about, you guys can do literally all of this in a week. And if you do that, it'll cost somewhere between $200 to $300. That's just based off some introductory math. 5,000 emails sent, 800 outbound emails per day. That's 50 mailboxes or so at maybe three bucks a mailbox. One cent a lead. If you break that down, it's like 150 bucks for mailboxes, 50 bucks for leads, maybe another 50 to 100 bucks for the actual software. That is literally it. These numbers may be completely arbitrary to you, by the way, cuz you guys can invest 10 times that if you want or 10 times less if you want as well. Uh, whatever you want to do here is totally okay. Definitely start smaller if you guys are nervous. Send a 100 emails instead of 5,000. But the principles are all the same is what I'm trying to say. you guys are just going to take a little bit longer to figure this out. Now, compare that to spending 3 months building a piece of crap that nobody wants. 3 months of your time, even at minimum wage, is worth more than $300, probably 10 times over. And that's before you factor in the opportunity cost of your time. And the fact that a lot of these sales conversations will literally lead to some sort of monetary outcome and the fact that you guys are going to get way more data than you ever would actually building the thing. It's not even apples to apples. It's like apples to hand

grenades. This approach flips the script on the risk because instead of risking months of your time on a bet that you just pulled out of your butt, you are now risking a few hundred on data and opportunity. And if you guys are ambitious and even halfway competent, you can make a lot of data and opportunity work for you. Because this is real data from real people with real budgets who make real decisions, aka they are about as qualified to market as humanly possible. Also, your feedback loop is instant cuz if an offer isn't working, you will know within days. Okay? And if you contrast that with building a product, you usually don't know whether or not that product's good for months. Time is literally the most important currency you have. Why would you waste it if you guys didn't have to? And when you do finally build a product, you're not just building something people want. You're actually, if you think about it, building something that people have already said yes to. They have raised their hand. You know, probably gotten on calls with you. They've expressed some form of interest with their time, which is more valuable than their money at that point. And that just allows you to go back and sell them later. And also, you guys can even pre-sell the solution while you're building it. could say, "Hey, so I know you expressed a lot of interest in this. Well, I'll build it for you right now. It'll be ready in 3 weeks. Do you guys want to be one of the first five customers and get 50% off? " That is cash flow positive from literally day one. Now, I say this a lot both in Maker School and around the internet more generally. And I naturally get a lot of people hating it for whatever reason. Uh, usually pattern matching here, but I find that it's technical people who have made very little money in their life and then object more so on the grounds of academic rigor than anything else. They're very bought into the whole build it and they will come model. I got news for you. The academic rigor here does not make you any money. It is, you know, getting out there and presenting a solution to customers that effectively addresses their pain points that makes

money. So, I just wanted to read a few of the common objections that I get. I literally got a couple of these just last week. All right, so first one is what if I can't deliver, which I think is actually pretty fair. But if you guys think back to solve, the L stands for limit with guarantees. So, if you guys have guarantees, you know, you minimize the risk on both sides, usually through some sort of free trial or money back guarantee or paper results model or whatever. And in that way, whether or not you deliver doesn't actually matter, right? They'll just get everything that they need back at the end of it. There's zero risk for them. It's a no-brainer. Whether or not you know how to deliver the thing that you are asking for, the downside risk to you is very low. The next one is, what if my industry is different? The hard truth I have for you is that it is not. Every industry has pain points. I've seen thousands of different industries at this point. Everyone also has people that are willing to pay for solutions to those pain points. So this sort of thing works in healthcare, works in real estate, works in SAS and consulting and law firms, you know, you name it. Traditional does not mean that they don't have problems. Regardless of whatever industry is, you guys can obviously sell a need to them. Another one is, what if I don't know how to write uh cold emails? That's pretty big. My response to that is just learn. You know, it's faster to learn email copyrightiting than how to build a product from scratch. So you might as well have this skill set for future products that you build. There are tons of templates and frameworks, courses, and so on and so forth out there. You also don't need to be Shakespeare. You just need to be clear about the problem you solve. Some of the best cold emails that I've ever gotten were really crappily written, but that was part of their appeal. And then, uh, what if people think I'm spam? If you guys offer genuine and you think that you can deliver what you're promising, you know, you're not spam. Even if you can't deliver what you're promising, you're offering like a no-brainer total 100% money back guarantee or whatever, that's fine. You guys are solving problems. There's a difference between spam and professional outreach, even if it's like very aspirational outreach. Okay, so

that's it. To recap, pick five ideas, create five offers using solve, then just test them with real prospects who have real budgets. Then get the market to tell you what to build. Don't invest months of your time and energy into a product based off of your opinions. Just spend a few days defining the benefits of a hypothetical product and then put that hypothetical product in front of people who need it. In sales calls, they can't tell the difference. I hope this helps. I'll see all y'all on the next one. Best of luck.