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What's STOPPING You From Getting Clients Right Now? (AdobeMAX Whiteboard)
Chris Do reveals a step-by-step system for generating high-quality client leads by designing your marketing process backward.
Chris Do
Founder, The Futur™ · December 12, 2023
Your 80% Close Rate Is a Problem
What if your biggest sales success was actually a sign of failure? During an Adobe MAX session, The Futur’s Chris Do meets a lettering artist closing an astonishing 80% of her leads. The crowd sees a master at work. Do sees a costly mistake.
“What's wrong with your close rate is 80%?” he asks. “You’re not charging enough.”
This is the moment most creatives miss. They see a high close rate as validation, proof that their work is desired. The reality is far more sobering: clients are saying yes too easily. The price isn't causing them to pause, to consider the value, to weigh the investment. It’s an easy yes, which means it’s a cheap yes.
The artist’s average project size was $3,000. Do challenges her, “What do you feel confident asking for?” He suggests doubling it to $6,000. The immediate fear is that the close rate will plummet. The artist predicts it might drop to 40%.
But this is where the math becomes liberating. Do lays it out: “She doubles her revenue but closes half. Basically, she'll do half the amount of work for the exact same amount of money.”
This isn't just about making more money. It's about buying back your time, your most finite resource. It’s about building a more sustainable, more profitable, and less frantic business. The fundamental mindset shift is crucial.
“Your goal is to get paid as much money as possible while doing the least work as possible for the fewest number of clients possible,” Do states. This isn't a cynical, anti-capitalist sentiment. It is the very definition of working smarter, not harder.
The Antidote to “Too Many Yeses”
The diagnosis is underpricing. The prescription is a systematic approach to increasing your rates. Do offers a simple but powerful rule of thumb he used to grow his agency, Blind, from a $30 an hour operation to a multi-million dollar business.
When clients say yes to your price three times in a row, you are charging too little.
Client A says yes. Client B says yes. Client C says yes. It is time to raise your rates. Not by a small, apologetic increment, but by a significant leap. “Don't make little increments,” Do warns. “If you're charging say $300 an hour, don't ask for 305. That's embarrassing.”
Going from $300 to $305 signals a lack of confidence. It sounds like you’re nickel-and-diming, apologizing for your own value. Instead, make a bold move. Go for $450 or $500. This is a core principle Do explores in his pricing masterclasses, such as How To Price YOUR Work.
You must be okay with hearing the word “no.” For creatives, “no” often feels like a personal rejection. It’s not. It’s a data point. Do reframes it powerfully: “It just means next opportunity. That's it.”
So what happens when you raise your prices and get too many “nos”? The typical designer reaction is to panic and immediately lower the price. This is a retreat.
The strategic response is twofold:
- Find another client. The issue may not be your price, but your audience. You are talking to people who cannot afford you. The solution is to find a market that can.
- Level up your skill. The multiple “nos” are feedback that your perceived value does not yet match your new price. You need to stretch to meet the new number. Set the goal, then add the necessary skills and proof to justify it.
This proactive approach puts you in control. Instead of reacting to the market, you are shaping your position within it. You set the price, then you either find the clients who can pay it or you improve your offering until they will. A high close rate is a signal to act. It's a signal to charge more.
Designing Your Client Funnel Backward
Most creatives approach lead generation with a desperate, one-step plea: “Book me now.” This is the equivalent of asking for marriage on a first date. It’s too much, too soon, and it ignores the fundamental currency of business: trust.
To fix this, you must stop thinking like a freelancer and start thinking like a systems designer. The entire client acquisition process can and should be designed. The secret is to design it backward.
Do explains, “When we're designing… we would design it backwards. We would start here with a call to action.”
What is the ultimate action you want a potential client to take? For most high-value service providers, it’s not to buy immediately. It is to get on a discovery call. This is a 30-minute conversation to determine if you and the prospect are a good fit. It’s a chance to diagnose their problem and see if your solution is the right one.
Everything you create—every social media post, every video, every PDF—must be reverse-engineered from this single objective. But jumping straight from a piece of content to a discovery call is still a massive leap.
This is where the marketing guru Seth Godin’s enduring concept comes into play. In his seminal book, Permission Marketing, Godin outlines a new model for customer engagement. Do summarizes it as an ongoing campaign of increasing value. Instead of interrupting people with ads, you earn the privilege of marketing to them over time.
Permission Marketing is when someone raises their hand to volunteer to participate in an ongoing marketing campaign of increasing value.
You build trust one small step at a time. The relationship escalates slowly, moving a prospect from cold to warm to hot. They feel helped, not sold. Each step provides them with more value, making the next step feel like a natural and logical progression. This is the difference between building a trap and building a pathway. This journey is something Do discusses in detail when talking about how to find and get dream clients.
Your job is not to shout into the void. It’s to create a system that invites interested people to raise their hands and say, “Tell me more.”
The Strategic Heart: Your Lead Magnet
The bridge between a casual social media follower and a qualified sales lead is the lead magnet. This is the first major step in the permission marketing journey.
A lead magnet is a piece of high-value content you offer in exchange for a prospect’s contact information, typically their email address. It’s the first real transaction in your relationship, and it must deliver on its promise.
Do outlines the essential criteria for a successful lead magnet:
- It must be valuable. The more valuable the lead magnet, the more willing people are to sign up. Don’t hold back your best ideas.
- It must be digital. It needs to be infinitely scalable at little to no extra cost. A PDF, a private video, a template, or a preset pack are all excellent examples.
- It must be aligned. The lead magnet must attract the right audience for your core service. As Do points out, if you sell logo design, offering a sales playbook is a total misalignment. You’ll attract salespeople, not brand managers.
The real innovation comes in making the lead magnet interactive and diagnostic. Instead of a static checklist, consider a quiz. Do suggests a logo designer could create a tool that pressure-tests a company's current logo. You feed it your logo, and it generates mockups showing how it performs in different applications. Does it scale? Is it legible? Does it stand out in a grid of competitors? The quiz is designed to lead the prospect to the conclusion: “Houston, we have a problem.”
Tools like ScoreApp, which Do discloses he is working with, are designed for exactly this. They use AI to help you create sophisticated quizzes that deliver personalized results and segment your audience. Based on their score, a prospect can be directed to different outcomes:
- A low score (problem identified): The call to action is clear: “Book a discovery call with me now.”
- A high score (no problem): The response is congratulatory: “Your logo rocks! You’re in the logo Hall of Fame.” You can still offer resources or a link to a community.
- A middle score (maybe a problem): The path is educational: “I see some potential issues. Here are some resources, or we can evaluate this by hand on a call.”
But how do you know what your customers even want? What problems are they trying to solve? Do offers a modern solution: ask an AI. Using a tool like ChatGPT, you can build a detailed customer profile, also known as a buyer persona.
“You need to know this,” Do insists. Tell the AI who you are and who you believe your customer is. Then ask it to identify their wants, needs, obstacles, dream outcomes, challenges, and objections. The AI can generate a remarkably insightful profile, giving you a strong foundation. From there, you can ask it to generate 10 ideas for a high-value lead magnet tailored to that specific profile. This combination of human strategy and AI execution can dramatically accelerate the process. For more on this, check out Do's session on harnessing AI for creative success.
You are the curator. The AI generates; you decide.
From Lead Magnet to Social Content
Once you have your lead magnet, you have your content pillar. You don’t need to constantly invent new topics. Your lead magnet is a wellspring of social media material.
The strategy is simple: chunking. You take small, valuable pieces from your larger lead magnet and share them as standalone content on your chosen platform. If your lead magnet is a guide with “12 Ways to Improve Your Brand’s Visuals,” your social media post becomes “Here are 3 of my top 12 tips.”
And you must give away your best stuff first. This is counterintuitive for many creatives who fear that giving away their best ideas will devalue their paid work. The opposite is true.
“If you don't give me your best stuff, they won't hire you,” Do explains. “They’re like, ‘This is stupid. The rest of this is going to be garbage.’ Always lead with your best content.”
The post provides immediate value and creates intrigue for what remains. The call to action is not to book a call, but to take the next small step. It’s a low-friction ask that also fuels the platform’s algorithm.
The CTA should be specific: “I've got 12 more tips just like this. Comment the word LOGOTASTIC below and I will send you a link to the full guide.”
This does two critical things:
- It encourages engagement. Comments are a powerful signal to algorithms on platforms like LinkedIn. Do notes the general rule is that for every comment, the platform shows the post in the timeline two more times. More comments lead to more reach, creating an exponential effect.
- It pre-qualifies leads. Anyone who takes the time to comment a specific, unusual keyword is demonstrating a higher level of interest than someone who just passively likes a post. They have raised their hand.
You have now moved them from a cold audience member to a warm lead. They have opted into your world. You have their permission to send them the lead magnet, which in turn will have a call to action to book the discovery call. The entire system is automated, scalable, and built on a foundation of value and trust. This is the modern way to get clients, a strategy that respects both your time and the client’s intelligence.
The Anatomy of a Perfect Sale
This entire lead generation system culminates in a single, critical moment: the sales call. But if the system has worked correctly, it’s not a cold call. It’s a warm conversation with someone who is already leaning in, aware of their problem, and curious about your solution. To demonstrate this, Do recounts the story of how he was sold a $4,500 personal training program he didn't even know he wanted.
It started with content. The trainer consistently posted on social media, demonstrating his expertise and, crucially, showing the results: a chiseled physique. “People do not want to buy from people who have never demonstrated they can do this,” Do notes. The trainer’s six-pack abs were his portfolio. They were his social proof.
One day, the trainer posted a classic lead generation offer, creating scarcity: “If you're serious about getting fit, I've got three open slots to give you this tool or resource… Comment this word.”
Do, who was friends with the trainer, commented. He was immediately sucked into the funnel. The promised “tool” was actually an invitation to a call. The funnel was working perfectly. Do felt his “Spidey-sense” tingling; he knew a sales call was coming.
On the Zoom call, the trainer executed a flawless script. He didn’t talk about himself. He made it all about his prospect.
He began with a compliment and validation: “Chris… I see your post, you look like you have the right genetics, the right body type. I know you're super disciplined and focused… I know you can do this.” He was building belief.
Then came the first critical question: “Out of curiosity, why is getting fit so important to you?”
This flipped the script. Instead of the trainer selling, Do found himself articulating his own deep motivations: staying healthy to work longer, being a positive role model for his kids. He was selling himself on the need for a solution. This technique of asking powerful questions, rather than just presenting features, is a cornerstone of effective modern sales strategy.
Next, the trainer asked him to quantify his desire: “On a scale of 1 to 10, how important is it to you to get fit?” Do answered, “an 8.”
Here came the masterstroke, the trap question that sealed the deal. The trainer didn’t ask, “Why isn’t it a 10?” That would have been an obvious sales tactic. Instead, he created a safe space for Do to reinforce his own commitment. He asked the opposite.
“Chris, why isn’t the score lower? Why isn't it a seven or a six?”
This forced Do to argue against a lower score, to double down on why it was so important. He had to defend his stated priority, reinforcing his commitment in his own mind. He was now fully invested. He was selling the trainer on why he was a worthy client.
Only then did the trainer ask about his habits, identify logistical problems he could solve (like eating one meal a day), and get micro-commitments. “Can you commit to me right now you can eat three meals a day?” Yes. “Can you give me three days a week where you work out?” Yes.
With all the psychological groundwork laid, the trainer finally presented his program: $4,500 for nine months. When Do tried to delay, the trainer calmly handled every objection. “I’ll wait,” he said when Do needed to get his credit card. “No problem, bill now, I’ll pause it until you can start,” he said when Do cited a busy season.
Do was sold. “Every objection I had, he just killed.”
Your Deconstructed Sales Script
The story of the personal trainer is not just a story. It is a repeatable, step-by-step playbook for conducting a high-conversion sales call. Do paid $4,500 to learn this script. He deconstructs it so you don't have to.
Here is the trainer's system, broken down into a framework any creative professional can adapt:
- Build Social Proof: Consistently create content that demonstrates your expertise and shows the results your clients desire. For a designer, this is your portfolio of successful projects. For a strategist, it’s case studies. This is your version of the six-pack abs.
- Create Scarcity with a CTA: Use artificial scarcity to prompt action. “I have 3 open slots” is a powerful motivator. Combine this with a specific, low-friction call to action like commenting a keyword.
- Get Commitment: Before the call, and at the start of the call, reinforce their intent. “Are you really serious about this?” This leverages the human need to be consistent with our stated beliefs, a principle popularized by figures like Tony Robbins.
- Start with a Compliment: Make the client feel seen and capable. “I know you can do this.” This builds rapport and positions you as an ally, not an adversary.
- Ask “The Why Question”: Turn the conversation to their motivations. “Why is this goal so important to you?” Let them talk. The more they talk about their reasons, the more they sell themselves on the need for a solution.
- Quantify the Need: Ask them to rate the importance of their goal on a scale of 1 to 10. This makes an abstract desire feel concrete and measurable.
- Ask “The Trap Question”: Ask why their score isn't lower. “Why not a 6 or a 7?” This master tactic forces them to defend their commitment and further justify the importance of the goal to you and, more importantly, to themselves.
- Handle Objections Calmly: Anticipate common objections (price, timing, fear) and have pre-prepared, logical solutions. Do not let them off the hook easily if they are a good fit.
This process transforms a sales call from a high-pressure pitch into a collaborative diagnostic session. You are no longer a vendor trying to sell something. You are an expert guide, helping a committed person solve a problem they have already admitted is deeply important to them.
The system works. The only question is whether you will work the system.
TRANSCRIPT
people do not want to buy from people who have never demonstrated they can do this if you create logos and you don't show that you do logos at the highest level why would anybody hire you I just told you a story that I spent $4,500 to learn I'm going to give this to
you as a gift but the only way it becomes a gift is if you can deconstructed your mind with me right now as to what the heck [Music] happened White Flag we're won guys thank you want all right right now let me give you guys some value all right so generating leads is
one of the most difficult things to do because most of you guys suck at it and we need more leads in order to do sales one thing my business coach and Mentor hey pass away God Rest his soul he said you need a lot of at bats the problem is when you don't
have enough leads every lead that you get you're scared to death and you know you might learn a skill and then it takes you another three weeks to have a call again you lose that skill that's why like if you want to learn something like my wife she loves tennis right so I
didn't understand this why she has the a tennis coach look why are we spending this money babe because what happens is the tennis coach feeds her the ball in the same spot over and over and over again so she's getting a lot of swings in so her tennis game has gotten so much
better because of that so what we want to do is set up some kind of system where we have a coach feeding us leads so we can take a lot of swings at this and the more leads you get the more you learn the more confident you grow and hopefully the more sales
you will get allowing you to come back to W Max next year that's the point right what we do is when we're designing and if I were working with you as a coach we would design it backwards we would start here with a call to action when you create a piece of content
what is it that you want people to do ultimately so you guys can help me out here and just tell me so somebody who's actively looking for New Leads who has a business who's been in business for a little while who wants help with this volunteer right now I'll work with you please
don't turn into the people yesterday because I just got angry you know let's do this we got hand up hand up Michael over please what is it that you want them to do the direct call to action that I want potential leads to do um contact me like email me you do to
do what to have a conversation yeah I can do that have a conversation see if we're a good fit to work together okay you want to jump on a discovery call yeah okay so you want them to uh basically book a discovery call with you yeah okay here we go that makes sense
right yep and if I say anything um to you guys that you don't understand please shout out it's interactive I'm cool everybody know what a discovery call is everybody know how to do one this guy doesn't know if we have more who you don't know okay just why don't you explain to them
what a discovery call is a discovery call is basically where you have a call with the potential client and figure out if you're a good fit like is the project good for you are you good for the project is you know just asking them a lot of questions and they ask you questions
as well and yeah amazing you want to put that poster down so I can high five you yeah here all right you did great were you here yesterday we met yesterday do you know Alana I met you with Alana so were you here during the session no I wasn't actually today smarter group
I don't know why yesterday it was a struggle y'all we're gonna have a good time and you work with me I'll be real nice I'll be real nice we don't have to get extra spicy I'll say extra mild okay nice so far so good okay great so we're in to book a discovery
call how long are you Discovery calls uh how an hour okay about 30 minutes yeah okay why do you say that was some pain no it wasn't pain I was just thinking about it um it wasn't pain no all right 30 minutes yeah so on the Discovery call you'll do your sales process
yeah what's your close rate oh that's a good question um roughly it's I mean it's fairly high I would say just say it 75% maybe more okay yeah maybe more maybe more what what more do you want just tell me a number 80 okay 80 she's so precise 80% close rate if anybody
here is closing at 80% close rate you're doing a wonderful thing almost I know we're in front of strangers yeah and this is being recorded it'll be shared for the internet yeah can I ask you what the typical project size for you is budget wise budget wise yeah it's between just give me
one number one number okay being so specific okay two Pacific um 3,000 okay 3K good what do you do I'm a lettering artist and illustrator okay lettering artist Jen what do you do how much 3K I 3K what's what's going on with the 3K your logo you say logo okay all right all
right so Jessica is closing a really high close rate her game is good it's too good you know what I'm about to say next I don't okay I'm excited I'm gonna get a different color marker okay and then by the time I get the mark people will probably figure out what I'm about
to say okay okay what's wrong with your Clos rate is 80% go ahead say that for for everyone to hear that I'm not charging enough yes okay because you're people are saying yes too easily okay do you ever think about that not really no all right Jessica I'm gonna help you make some
money today okay I love it okay if I can I ask you for something yeah if I help you make a lot more money will you give me some of some of it back yes 10% yeah yeah yeah a cut yeah 10% 10% no I agree with Yeah Yeah Chris no kids college
fun you know okay yeah yeah fair enough okay look this is why I don't like working with designers I'll double your income can I get 10% well I don't know I mean do you guys understand math let's just do the math I help her to go from three to 10 oh that's pry
well what do you feel confident asking for 12 because the audience is telling me what to do not listen to the audience I tell you why because when you have to do that call and you're like here's the I don't do that okay I know I know but you've been comfortable saying three
let's go easy let's go six okay double is good okay these guys greedy over here come on yeah come on like I haven't never worked out I'm the rock EAS it's easy for them they're not up here right so don't agree with them yeah you're right you have to be able to do
something because Jen and Jessica if you were able to double your Revenue with doing the same amount of work you could do half the work and make the same amount of money right and you can use that time to buy something else we can talk about that later if you remind me okay
so if you ask for 6K what do you think your close rate was going to drop down to um less than 50 how much less than 50 40 okay so you're saying keeps some even okay watch this let's do the math she doubles her Revenue but closes half half so basically she'll do
half the amount of work for the exact same amount of money is that something you want to do yep no you just want Arkansas wants to work till she's dead Arkansas let's double check the brain here your goal and I know the capit seting is about to come out here I go the
anti-is is coming out right your goal is to get paid as much money as possible while doing the least work as possible for the fewest number of clients possible yeah you understand yeah so do you believe me Arkansas you're here well drink the Kool-Aid please all right it's it's refreshing zero calories all
right all right so what's gonna happen is when you close too often my general rule of thumb is when clients say yes to your price three times in a row you're charging too little go get some more dough three times in a row three times client a yes client B yes Cent C
yes okay this is how I grew my tiny little business from doing $30 an hour to $6.7 million a year you just keep raising the price and there is no limit to how much you can raise it to until you get too many NOS what do you do when you get too many
NOS now like no no no no what happens then I guess you would change your lead like who you're actually seeking out like your leads need to change I would say like seek higher value PL person I I worked in marketing for 10 years but no hey but as a graphic designer okay
so I learned for my colleages every's ass I'm not kissing everyone's ass I'm just saying I'm amazing that's all I'm saying no no she is amazing no no no I don't mean to diss you that you're in marketing I just like no wonder she's good with this kind of stuff everybody you see
that that's why the marketers get the mondy yeah it's true okay it's true yeah what do we got to learn from this quit design get into my like there goes the N of Max we're done Max ends for marketing marke artist extreme no I don't know that's stupid I need Mark to do
those Rhymes okay all right so what we do is when they say three yeses you got to change the rate and A good rule of thumb is one and half to 2x don't make little increments so if you're charging say $300 an hour don't ask for 305 that's embarrassing it's a waste of
your time you know what you look like little nickel and dier you know like uh um Mr or Mrs client um I don't know how to bring this up but I'm gonna I just have to raise my rates you know cost of living and inflation you know my old rate was um 300
and I'm gonna just I'm just gonna go for I'm just gonna ask you for 305 can you see how that sounds don't mess around here go for 450 go for 500 and be okay that they say no be really comfortable with this word no okay it just means next opportunity that's it now
I know she's brilliant marketer because does when most people are asked the question when you raise your rate and they keep saying no what do most designer artists cripples I mean you know what do you guys what do you guys all say what do you guys always say lower the price price yeah
do more work yeah no you see the marketer says find another client yeah okay so there's two answers to this the best answer is find another client number two is level up your skill so it means that you need to stretch to what you're charging too does that make sense so you set
your goal like I'm going to bench press 300 pounds so it means you just add a little more placeat each time until you get there right that's what you're gonna do okay so we're so far so good so what you want to do and this is almost feels like a plant because she's
gonna give me all the right answers I just feel like it and it's G to be like no friction I almost need to fight with somebody for this video to go viral you know what I mean all right so here we go so we need to design it backwards from what we want
them to do what want them to do is to book a discovery call with us okay makes sense what do we got to do to get them to book a discovery call this is really tricky now most of you create a piece of content on social and you say book me now that's
a lot of steps you're asking to jump through without building trust so I'm going to go to something here from Seth Cen very brilliant marketing person do something that matters for people who care it's a simple formula for marketing do something that matters for people who care if you do something that matters
for people who don't care it doesn't matter how good you are does that make sense so you need to have a starving audience starving who can afford to buy what it is that you're selling so a lot of you guys want to work with nonprofits for Charities and you're like why am I
so broke Chris um I don't know let's call Sherlock Holmes on this one because they ain't got no money they got no money they need to want what you have and be able to afford to buy it so a lot of you guys want to work with startups you still broke why is
that startup got no money either so you might say well I want funded startups that helps but I don't know why you guys don't just like to work with startups they got no money you know what I like to work with companies that have over 250 million dollars in Revenue a year we
find that it's very difficult for us to sell to companies with less than that because what we charge is just so much money that for anybody less than that I think they're poor to be honest if they're doing less than $250 million a year they still have this poor mindset so by Tech
by definition I have a poor mindset because we ain't doing 250 right but for clients to afford US they have to do a lot of Revenue and you're going to use whatever numbers that you have to adjust to this okay now for marketing we know that people spend about 10% of their revenue
on marketing so you just keep doing the math and you're just like well 10% is for the entire year of a whole bunch of different marketing initiatives not just for one thing so when you work backwards so let's say if our average project is $200,000 you just work backwards and you start to
find out that's why that number has to be so high because it has to be an easy yes for them all right now what we want to do is what we want to do is create a piece of content that has an interim step or multiple steps that then naturally funnels them into
a call to action so what we're doing is we're building trust one small step at a time okay it's called permission marketing if you want to read the book from Seth Goen permission marketing okay permission marketing is when someone raises their hand to volunteer to participate in an ongoing marketing campaign of increasing
value so permission marketing so we're just going to slowly escalate the relationship so that you're building trust and Rapport over time most of you make this horrible mistake hey Chris give me a job like I know you Chris go fund me you go fund yourself right so what we do is we create
pieces of content that is aligned with this ultimate action here so what we need to do is we need to create something where people will be super happy to give us their email or something like that or the call to actions in here so what you have to do is just called the
lead magnet okay it's something that you have worked on that will be valuable to someone it could be a PDF it almost always needs to be digital because it needs to be infinitely scalable without costing you more money so that you're happy to give it out it could be a video it could
be a whiteboard session it could be a template it could be presets for something so if you're selling uh color correction presets you might give them a few first okay does that make sense this has to be very valuable the more valuable this is the easier it is for people to sign up
for whatever it is you're doing make sense everybody now I want you to think in your mind right now what do I got that could be a lead magnet so let's go around the row what do you got that could be a lead magnet template that maybe I produced for somebody that either
got rejected or something that Creed for free like what kind of template website template logo template L what what do we do uh maybe like a you know like a marketing call uh Discovery call checklist for thanks you do sales occasionally I I have like followed my process and try to refine the
process for that okay and and who's your audience I mean companies right not not other design companies but like people who are looking for Logos or branding orites Russell If Russell creates a sales template document is that what you're talking about to attract customers to buy logos what's wrong with that anybody know
if you sell logos giving a sales Playbook is a total misalignment can you see that if you're doing sales coaching giving a sales Playbook is an alignment that's a problem okay okay so you might want to give them some kind of like brand guide or some something to do with logos so that
it's aligned with what you do because what happens is if you build it to he a sales process and then you ask for logo it's like what I didn't re realize we're talking about that at all okay make sense okay what else is scalable go ahead a personal Brin world map that we
uh that we allow uh users or people know Mission minded people to Define quickly the Miss statement to um find their true self and as I'm a personal brain coach um I can offer them A free word map with several steps about or they can they can they can quickly find their mission
and after I can job and the call with them and go um deeper with them all right that sounds like a plan it's aligned right I want to go back to your logo thing okay I I have an idea for you 71% okay all right here we go all right so he wants
to get people really excited about logos and he's talking to companies right so what we have to do is we have to design this carefully otherwise the lead back doesn't work this takes some time to do right if you want this to work okay so here's my thinking what he should do is
help the clients discover is your logo any good okay is your you know like hot or not you remember that app I think it's called Tinder now it's like swipe swipe right right if it's good you don't need me if it's bad call to action can you design something now in your mind
what would that look like hand on the mic please hand Russ on the mic probably it would be like a checklist for things like it can can it scale to small sizes is it can you break it apart and different unique ways this all right do you guys hear that so he's going
to run it through a series of checks if it works legibility scalability whatever something ability right that's one way to do it but we can be much much more creative than this what if Russell designed something where it took a logo and it put it into a bunch of applications and it just
showed you and so it generated mockups on the fly with the little clever programming you could do this right wouldn't that be much more valuable right so then what the client gets is feetus your logo and then within seconds stopwatch you know you get a bunch of mockups and things it's like oh
that looks great oh oh my God we have problems so clearly you would want to design this such that it would pressure test their logo severely because the outcome you want them to come to is oh we have problems right Houston we have a problem so you might do this thing where you
have a grid let's say it's a you're in uh logos for what industry what vertical I'm trying to be in the uh Venture Capital space if possible but it is one of the you talked about not going with startups but I I worked with one that had a start was a startup and
I I can do this I got it you scared me for a second it just needed three seconds for my little robot brain to work I got it all right check this out Venture Capital space kind of boring yeah right okay but they have money Venture Capital he's smart that's why he can
buy me a drink yesterday all right all you other people you can't afford it okay okay all right here we go okay what if you took all the logos from other Venture capitalists and you put them in here right and then you randomize and put their logo at one of the spots and
ask them how long does it take you to find your logo it's like it don't stand out and let's say like you know there was that Trend when every logo is like in a a circle you right and you know what all the trends are you identify the top three Trends gradient circles
whatever and you just put their logo next to that so if it looks anything like that we got a problem so what you're doing is you're creating a quiz to identify yes no and maybe okay doesn't that sound a little bit more like Innovative than giving them a checklist so you're going to
lead the process a little bit here and if you can do this now it might take you some time and energy to come up with this but when you perfect this the leads will just come in so we use uh an app called score app full disclosure I am working with them really
soon right so we use this to generate quizzes they have an AI powered engine to help you create quizzes with results so within the results if it's uh a yes we need you then the call to action is right there book a call with me now 30 minute Discovery call no is like
uh you're great congrats ulations your logo rocks you're in the logo Hall of Fame submit to logo Lounge today yeah you can be fun about it you don't have to be you know weird and then it maybe is like we need to evaluate these by hand like oh I see you you might
have some problems you might recommend the resources like take this course uh you know whatever it is there some free resources online digital buy this book something like that does that make sense so you're designing it any questions Russell I guess like do you give this through your website I I don't produce
content that's something I really want to get into but I have a hard time deciding if when I'm producing content if I should be giving if I should be talking to other designers like James Barnard like you oh okay you know like how do I distribute This and like wait you're a logo
designer or no I'm trying to move more into logo design and focus down on that I bet if you took a rock and you threw it somewhere in Adobe you hit a logo designer I'm pretty sure like even here just take your mic throw close your eyes and just and somebody's like Oh
I'm a logo designer so there's a lot of like creative people here yeah so if you need help everybody talk to Russell later he got some business for you we're going to make connections happen swipe right if you're hot that's it okay you got it can you guys think through this process for
yourself it's clear yeah all right we're g to pass a collection hat later all right you guys got it okay we're back to this now okay so we know what the call to action is we have to design the lead bag then and we're going to use something like score app okay to
create a Quizlet a Quizlet so that they can decide yes no maybe yeah make sense okay now here's what you're G to do yeah okay I got that how do I drive traffic to that that's the next problem so we're g to go up one bit now you're gonna ask yourself what platform
is it most likely that your customers are going to be there what platform is that LinkedIn it should be LinkedIn because people at LinkedIn want to do business and they don't feel gross about doing there many of you will say IG it's because you're biased and you just want to be on IG
that's fine too okay there's business to be had in both places all right what I want you to is focus on one platform and it has to be where your customers are going to be not where you want to be but where they are going to be because you just want to make
it easier for them to find you make sense all right now we're I'm gonna introduce you to this idea called chunking so your lead magnet is one big piece of content what you need to do is pull out a chunk from from it and start to feed that into your content and then
the call to action on your content is you're going to say um this is one my top three tips for doing X Y or Z I've got 12 more comment some specific keyword and I will send you a link to that does that make sense see how this works it's like very linear
you design this thing just like you designed a logo just like you designed a typas or website so if you have 10 things or 15 things it doesn't matter just do about three and then the question is should I give them the best top three or just any random three what's the answer
to that question top three why should you give them your best thing wellon won't they be disappointed when they get the other seven what's the thinking everybody why give them your best okay if you give me your worst they're not going to care it's really straightforward but this is designer thinking here like
I can't give them the best stuff they won't hire me then no if you don't give me your best stuff they won't they're like this is stupid the rest of this is going to be garbage so always lead with your best content now I imagine for many of you who are here who
are fans of the channel you're like why is he giving his way for free I have to give you my best stuff no punches pulled nothing hidden behind a curtain I give it to you freely okay my problem is I don't have a call to action but okay don't don't study me all
right so you have your call to action which is is comment below this keyword yours your keyword would be like logo tastic it has to be some weird word that can't be mistaken in normal conversation all right so when you create a piece of content they comment that word guess what happens to
the algorithm you must like this piece of content as one piece of Engagement and the general rule on LinkedIn is for every comment they show it in the timeline two more times so if two more people comment on those two things now it's going to show it four times and then 16 times
that's how posts go viral make sense so generally speaking when you create a piece of content your main thing is to provoke engagement preferably comment will take a like or a happy face or a heart or something like that okay so you have to make sure when you write this and include a
piece of this content that it's good enough and hot enough you say comment with this key word make sense any questions so far no questions all right everybody understand this go go makes money we're done are we done no questions okay you got a question do any of you ever research your person
that or company that you're going after like look into them before you co call them so you can build whoa whoa whoa whoa whoa fou you know red flag on the field here Discovery call Oh you mean when you get to this point yeah like okay well check this out this how it's
good this is why I say it's the painless way to do this okay what's your name Ty yeah all right thank you this if you build this content the correct way have a call to action with your best highest performing tips you drive them to the lead magnet so you send them the
lead magnet in the lead Magnet or is a quiz or something or some piece of value if you find this to be valuable your call to action will be book a discovery call with me we want to use some kind of filter at this point they're all the way in the store yeah
you know trying to dress on at this point yeah you don't have to sell them so much anymore yeah it's not a cold thing anymore because they've gone from cold to warm to warmer to hot they're interested in buying now because no one will book a call with you if they think it's
a waste of time yeah you how many people in your DMs and your emails saying hey can we jump on a call F no no no my default answer is no did you hear what what part don't you understand because I don't want to give you any of my time exactly so people
who are approaching me straight to here no is the answer so this is why you're warming them up they're starting to sell themselves so in the case of Russell they're like wow Russell we didn't realize our logo sucks we didn't realize it looks like every other company that's out there what do we
do about this that's where Russell is like licking his chops it's like I'm ready let me tell you what we're going to do how much money you got right how big is your company and in the quiz he may ask him certain questions like that too like what was the last time you
rebranded what did you spend on the previous but project you can ask them all these kind questions to qualify them to be a discriminating seller of creative services so you don't waste your time or theirs so at the point in which you jump on the call you have a little report saying the
report will give you all their answers to this quiz so you already know it's Mary from Texas who wants to do X Y and Z who's in business for 12 years who last time spent $335,000 and now has a new problem make sense yeah okay you have another question no okay thanks Ty
anybody have a question I'm gonna demonstrate to you how this is done in the real world okay go ahead Brian if you're pushing that all the time on your post it's going to get old so how often should you be looking at funnel content okay okay there's a fundamental there's a couple things
here that Ran's added to the mix here if you were a client and and Russell built this for you is is he pushing something on you or is he helping you he's helping is there a problem to help people more no the problem why we feel guilty about doing this kind of stuff
is because we provided no value we've taken their time to build a trap that gives them zero value remember the per permission marketing of increasing value I gave you my top three tips I gave you my 10 tips from the 10 tips you want to take this quiz from the quiz I'll jump
on a call I'll do Discovery with you at this point you either buy or you don't okay so here's my belief is if you fundamentally think that you do something that's good in service of other people it is your moral obligation to give it to as many people as possible I just have
to find people smart enough to want to get it from me and the only way I know they're smart is that they spend money with me that's it otherwise they're dumb that's it my Roi through the roof right make sense so that's why we have a problem with this because most of the
content you see out there is blah blah blah no value buy from me blah blah blah no value buy from me that is annoying as hell so that's why we have that reaction so spend the time to make this Brian you know what your customers want Russell everybody here should know what your
customers want but in Ely somebody's like I don't know what my customers want okay what do we do about that we don't know what our customers want how are we going to fix this problem we can ask them that's the best way to do it but if we don't have access to them
we can't ask them so what are we going to do what do we do if you can't ask your customers what they want research how do you research uh it well it depends where they're at so for me it's like art directors and creative directors so I would go to like your channels
I would go to drible I would do that this stuff no we're gonna ask yeah we're gonna ask yeah we're gonna ask this thing called chat GB ah see I thought iing I do use it though all right so okay no you're right that's a good I know right okay hey all right
all right thanks for validating me don't patronize me come on I think you were patronizing all right here we go you ask chat TPT those of you guys that that don't understand marketing stuff the term that you're going to use and you need to know this okay it's called a customer profile or
a buyer Persona okay you're G to use one of those two words chat already knows this it knows way more about marketing and building these things that you do that you could ever hope to learn let's not try to learn what the machine already knows better than you so you say I need
help building a customer profile right um I live in Texas I sell baked goods my I believe my customer is female uh is this age and I need you to identify a couple things for me you can just talk to it like that like a real human right that's why this is like
so great this AI stuff right I need you to help me identify their wants their needs their obstacles their dream outcomes their challenges their objections then it'll create it for you and the profile it'll create for you it'll make you cry especially if you don't how how to do this stuff you don't
deserve you chat everybody just abused me take me for granted you just love me for like8 a month it's so cheap you know what I man it's so freaking good okay all right so Chad's going to help you it's going to create his profile it's incredible it even knows to give the profile
a nickname an avatar name right um so if you're selling logos it's it's going to be like Larry loves logos or something they're gonna come up with a funny name for you and this is what Larry wants needs challenges objections okay and you you need to tell it something about you now most
people don't know this I'm gonna give you a little tip here hot tip all right you guys have used chat GPT right somewhere down here there's a little icon and this snuck up on me it's called settings you click on that settings and it has two prompts tell me something about you tell
me how you want answers you put in your stuff in here the answers that you get back from chat GPT are totally different if you don't do that this is generic and you have to do it every single time like I'm Bob I'm Mary I'm Kate I do this you put it in
here tell it who you are where you live what you do your titles your interest tell it as much as you can about you and your business and then tell it how you want to be talked to or how the answers need to come back to you shorts the sync poetic I Amic
pentameter whatever you want you put it in there it will respond to you in whatever language you want so now it will build a customer profile for you so now if we uh was it Ty or whoever asked like what if we don't know now you know are we done with chat we
take this right you're going to say Well Chad God darn it I need to create a lead magnet high value lead magnet that will comp tell them to take whatever it is generate 10 ideas for me it go through that if all 10 are bad you say think on your answer and try
to improve it it will improve on it I know you'll cry again okay like I don't deserve you I just don't stop it all right you have to call your sponsor after that okay so you get it so it's G to help you generate ideas now the thing that chat doesn't do it
doesn't decide you decide that's it human part right U who was it was it Karen who said human plus AI right you are the human part presumably so this is how you use AI okay now it can generate this thing for you you can help it you can ask it to create the
quiz for you you can ask it to write the top 10 things and you just curate and edit and curate until it comes out the way you want here's the cool thing what if it writes the answer and it sounds really generic it often does that it's designed to do that and you're
like it doesn't sound like me at all what are you going to do then you can tell it tell it what write it in my tone um my tone is friendly conversational casual okay and it'll spit it back out perfectly done Jessica spoken like a true marketing professional I swear to God I
do not H her I do not hire her also a former straight A student so that's why I'm like oh hell rag you know what I mean yeah yeah I don't but yeah okay just throw it all right here's what you do you give it a sample of your writing and say identify
the tone of voice for me it will identify your tone of voice right and if you like that save those words everybody here's written something and if you don't know get a a thing from your Journal your diary just feed it and see what it comes up with or if you'd like to
write in the style of someone else copy their text and say Analyze This Rona voice so you want to sound like Gary ve it does a very good very Gary because it there's a lot of GV content out there it could find it so that's what you can do so you want to
sound like sasen you want to sound like uh Professor Galloway whoever you want to sound like you say analyze this for tone of voice now I'll write that and now you're building something called the brand yeah you are pretty good right okay let's get back now I'm gonna tell you how this works
in the real world okay I don't know if you can tell but I've been working out so I I hired a personal trainer I did I know I thank you one person appreciate man I'm going back to shbt God dang it okay I hired a personal trainer recently and I didn't even know
I was going to hire a personal trainer this is the messed up part okay I exercise but I'm like I wonder what this would look like if someone here knew what they were doing told me what to do excellent so I see this guy I know and he's ripped like you know the
Bread Basket the whole thing I'm like dang he keeps posting content he keeps posting content and here's what he does in one one piece of his content he goes um if you're serious if you're serious about getting fit I've got uh three open slots to give you this tool or resource right uh
comment this word me or whatever he said that's not the real real word okay if you're serious only if you're serious I have three open slots I've got this tool and resource to give to you but only if you're serious he and I are friends I said uh me and he he checks
back you I'm like yeah are you saying what are you saying about me he goes oh we can jump on a call I'm already sucked in a funnel baby I didn't even know it here we go I thought you're gonna send me a free tool and resource I didn't know there going to
be a call I feel my Spider Sense going out like Peter Parker danger is coming it's going to be sales call what are you going to do right it's coming I already know I'm like okay so we jump on a zoom call here's what he said to me I'm gonna tell you what
happened I'm gonna ask you to break it down so that you can extract the learnings from it I promise you if you can figure this thing out you guys sound like crazy okay so we went theoretical we introduced a little chat AI help now I tell you the real story and then we're
going to get we're going to end this thing right Mark okay here we go we go I get a zoom call with him he goes Chris y are you serious about getting fit I'm like yeah he say I I see your post you look like you have the right genetics the right body
type I know you're super disciplined and focused and I know a lot of people look up to you you could do this like what are we doing so here's what he asked me he asked me this question it's a really important question because out of curiosity why is getting fit so important to
you the why question remember yesterday the why why is getting fit so important to you so I just blabbered on blah blah blah this is why it's so important to me baby like the hook is getting set pretty deep at this point I'm selling him to me is that weird okay then he
ask this magic question on a scale of 1 to 10 how important is it till you get it fit I'm like hey then you asked me one more time why I'll ask you guys why is it important to get fit it's important to get fit for your personal health and if you can
take care of yourself you can also take care of those around you am I getting sold right now kristo the personal trainer um I think Being Fit will also improve my physical health and that will subsequently improve my mental health and emotional health it'll allow me to perform better at work and all
of my hobbies and whatever other Pursuits I have give it a round of applause everybody what score would you give yourself how important is being fit to you oh a nine she's even higher than me okay here's what did you feel like you're selling yourself all of a sudden Can you feel it
is this weird all sudden you know you're selling yourself and you still do it and all I have to do is be patient and keep asking you why here's what I told him it's important to me to get fit because I'm getting old and I want to do this for a longer period
of time and I know my health affects my energy and I need to have a lot of stamina because I work a lot right and I want to look good I I don't want to act my age I don't want to look my age for sure and you know what the most important
thing to me is to be a positive role model to my kids because I want them to look at me as a template for how to live their life and if I don't walk the walk or walk to talk what expectations can I have of my children that mean something to me see
I already like here here hear my money right so then he asked me this next question this is a trap question what's that I think the Trap question would be like how much is this worth to you no that's a too quick to close you want them to jump in a boat you
don't even have to ask for it okay here's the question he asked me it's a really good question Chris why isn't a score lower why is the score not a seven or a six he doesn't ask me the 10 question he asked me the opposite because when you ask the 10 question he
knows that I know he's gonna sell me right now so he's trying to create a safe space for me to keep selling myself to him okay so I'll ask you the question why isn't your score lower Fitness Health has always been a part of my lifestyle um growing up so I feel like
I want to maintain this habit and like Health as I continue to get older you want to know my answer and I judge myself on how much discipline I have to say that I cannot do this would mean I cannot do anything I give much deeper answers you see what I'm saying right
and they said because I'm vain I want to look good in my pants that's it I'm just telling him the truth right so he's like wow okay it goes do you want to know what my program is I'm like yes okay and he asked me a couple more questions how many meals do
you eat how much protein are you taking in and he said something now he lied to me everybody bastard totally lied to me he go at that time I was only one meal a day that's 130 PBS he goes we cannot do this if you're going to only eat one meal a day
we got to get you back on three meals a day minimum can you commit to me right now you can eat three meals a day I said yes can you give me three days a week where you work out I know you're really busy I said yes then he told me his program
and his program was $4,500 for nine months he says can you commit to nine months of working out I saides where's your credit card I'm like oh oh my God I didn't want to buy but let me I don't have my credit card here why don't you email me later and I got
to run upstairs my studio is separate from my house it's like it's a walk he goes I'll wait he did not want to let me go I'm like you wait I'm like sure I'll wait I goes you know what um this is my busy season I can't start to January of 2023 goes
no problem a billion now I'll pause it until we're there every objection I had he just killed okay everybody understand I'm like okay I go upstairs here's a credit card he says we'll talk in January in the meantime I need you to do all these things sold me I've been in the program
for nine months exactly I'm done okay now right now here I said Thank you thank you thank you thank you for me telling you how I was sold I guess it's so weird all right here's the thing he lied to me he totally lied to me anybody here work on the regular okay
is he am I gonna eat three meals a day lie he's on me all the time not out prot eat more eat more eat more three days a week three days a week that's a lie it became six days a week and then he's hounding me you walking up it's just like kept
on me oh my God but he knew if he told me the truth because you can't handle the truth I would not sign up so he gave me what he knows so he's he knows a lot about people who are out of shape we can't commit to things we're busy blah blah blah
blah you know and he just got rid of every single one of these things okay that's how you sell like a chip and I talked to him recently Chris I have more business then I know what to do like he doesn't even do the coaching calls anymore he hired someone else to do
them he's like only for people like you do I do the coaching call I'm like how how special God blessing all right so let's break this thing down I just told you a story that I spent $4,500 to learn literally I spent $4,500 to learn this s story because I did it for
you because I love you that's why I did it that's the only reason why okay that's why it's not a four okay I'm gonna give this to you as a gift but the only way it becomes a gift is if you can deconstruct in your mind with me right now as to what
the heck happened to make just a little friendly I'm going to switch the blue color all right okay let's go step by step what do he do he put content on uh LinkedIn okay it wasn't LinkedIn but yes okay watch this okay he created content consistently around his subject matter expertise creating massive
what's the word I'm looking for massive no social proof people do not want to buy from people who have never demonstrated they can do this Brian can freestyle if he has a bunch of reals that freestyle I'm like I need to book this guy to HDE all my parties if you create logos
and you don't show that you do logos at the highest level why would anybody hire you and he knows what sells for Fitness what sells for Fitness everybody yeah that's what he was doing soon I'll be sure L myself you know what I mean that's what he knows what sells sixpack AB sell
and he's got all six of them maybe eight I don't know so you have to show the goods whatever the goods are marketing final sales system so if you am I making you blush Arkansas are you I know what you're doing Arkansas tell me the truth because you're envisioning with a six-pack right
now is that what's happening keep your mind out of the Gunner eyes up here eyes up here all right all right so why are you blushing you can't handle the truth all right bye can hide here all right all right back focus I shouldn't have drawing this you see how effective it is
and now you can't stop thinking about his ads God dang it he's so ripped all right social proof I've done this I have evidence time and time again he creates these funny clips uh this is a shame his first YouTube channel got a million followers and then they blocked him he started the
second one he's already getting to 200,000 followers he has massive social proof ABS you need to do that you need to write down your book have abs that's it whatever your version of ABS is because that's what the target wants right to from now to end of time we all just want abs
all right he asked you questions that disarm you while at the same time providing a safe space okay how can that become a recipe for you what kind of question would you ask what are your objective or where what are your goals and how can we get there together okay my goals all
right anybody else got an answer or you want me just tell you all the answers hand up the mic hand it over Jennifer Jenny Penny why does this matter to you yeah why does this matter to you yeah why does it matter to you why do you want to get fit good anything
else all right dros can't help himself under the M under the speaker SK skir he created scarcity see he only has three spots available see this guy's paying attention how does dgo know that he's not even seeing the board how does he dgo know this how could dgo possibly know I underlined the
word three here or the number three I have only three slots fake 100% fake artificial scarcity for real you did it this morning all right check this out he goes are you really serious he's getting me to commit if you follow Tony Robbins he says the one the number one driver Of Human
Action is the need to be consistent with ourselves the number one driver of human behavior is the need to be consistent with ourselves as soon as we declare something we say it out loud we're already taking a step towards it it's really scary this is how sales work okay so he says if
you're serious only if you're serious I have three open slots creating scarcity I have something a lead magnet which wasn't true yours should be true I got no lead magnet you know no resource there he he did a simple specific call to action asking me to raise my hand and then before he
booked a call with me he said Chris are you really serious really you he got me to commit one more time so that's two points of commitment right there all right so once he got me to commit he goes jump on a zoom call with me Chris it felt really casual let's just
jump on a zoom call pick a time right I got a slot tomorrow whatever boom jump on a zoom call I saw the zoom call he he gave me what he gave me a compliment he did a little profiling of me he already we already know each other so it wasn't like he'd
how to do a lot of research so he started with I know you I know you can do this you see what he's doing I think he went to a sales course I really do and he's following the script exactly so I'm sure he paid some amount of money for that sales course
probably I would guess probably $2,000 for that sales course which then I had to pay $4,500 to learn from him so so far I'm giving you guys at least $6,500 of value go buy a book all right okay you guys follow so far compliment I know you can do this why is this
school important to you he asked a customer why is important to them he never talked about I have six-pack abs I work out all the time I've got so many logos and websites you know who my clients are zero about him 100% about me this is very important okay he asked me then
to put it on a scale one to 10 he made me quantify the unquantifiable so for all you guys who say I can't measure brand value or Identity Design no you're just not creative so you asked me you can always use on a scale of 1 to 10 how painful is this to
you how much you want this goal then he asked me the opposite which is why is the score not lower therefore me overcompensating and telling why it's really important to me make sense okay then he handled whatever objections he knew the customer really well can you commit to three can you commit to
three okay should I tell you about my program almost like out of courtesy I'm going to say yes I can't say know at this point I'll be rude especially Americans we're training like dogs like we can't be rude now we're too deep into the funnel I can't get out okay it's only $4,500
so it's $500 a month if you want to pay all now it's 4K so he gave me a discount for prepaying that's the only time you discount where they pay all in full upfront I said no I just do a month at a time he says but you're committed to nine months I
said yes and so we begin can you guys do this who here cannot do this who here's not gonna do it will you do tomorrow uh sometimes I feel guilty about sometimes part of it but I'm learning to not I guess like the scarcity thing um I get a little confused I don't
want to tell someone an exact amount of slots because I feel like with design it's just go all over the place I could have clients trailing behind that are adding additional work and there's all kinds of things going on so I try to tell them that I'm just not available until January because
Jessica too I'm Jessie Jessie there's too many jesses Jessica's and Jesse yeah why are you feeling guilty um focus on that what I'm saying is not the exact truth like I because I don't know the exact truth I don't know I don't know the exactness of when I have how much space you
do you do I have a good guess no you do H hand back the mic okay I'll tell you why all right right you are a finite limited resource there's only one of you until we have cloning this was just one of you and there's so many hours in a day that you
can work correct how many hours in a day you work great 10 and you work five days a week or more than that six so you can work a total of 60 hours a week right and how many projects can you do in in 60 hours without losing your mind uh five so
what are you telling me you don't have a number we just find your number so here's the thing Alex rosi said this in his book uh100 million do offers he said this you should communicate to the outside world the finite capacity of what you can do always most of us don't do that
because we never think it we just don't even think that why should we tell them I can only work with 12 clients a year I can only take on two clients this month and if you're interested in working with me there's a three-month wait list and this is all true right or the
next time we open enrollment will be in December of next year they have to be true you have to stick to it so when you get to your sixth client you say no and then the sixth client that you say no to they're like but we really want to work with Jesse you're
like okay I might be able to get rid of one of my clients but I'm going to charge you two times as much are you okay with that they yes because this is urgent for us then you find your bottom five client the bottom one he say we need a wrap up this
project I'm firing you and you just fire them so if you follow Blair ands he says we build our creative Service Agency one new client at a time so you're always in the hunt for two new clients and you're always in the process of firing two old clients you're trying to find two
new clients that are going to be the new better clients and you get rid of your pain in to ask clients so you're always going to work with 10 clients that's it that's the model Jess see yes your face is like what no I'm just thinking about it I'm thinking about firing my
biggest client okay well you don't have to think about it literally like right now she like I can't wait I can't wait you see what I'm saying you have finite capacity yeah you all have finite capacity as far as I know but you work like you have infinite capacity and you charge like
you have infinite capacity I'll tell you how this works with me okay when I started the Channel people would DM me all the time non-stop on every platform if you can imagine Chris what do you think about my logo Chris what am i g to do sales SC blah blah blah and I
would try to help him and then my finger started to hurt literally I'm like oh my God so I needed to create a barrier to them asking me for help and I didn't want to feel guilty for saying no so what I do is I architect a process so they say no for
me what do I do you ask why they're why no what do I do how do I eliminate many people from asking me for something what's that quiz filter what is the filter huh this is I love you guys wrong the filters you gotta pay me right so I talked to my friend
Carrie I'm like harrie what should I charge you work with coaches all the time and I'm like thinking like 200 bucks an hour what do you think she goes Chris that's stupid I'm like but I want to help people this sound like you guys and if I charge too much I can't help
the people I'm here on Earth to help she goes I cannot respect you if you charge anything less than $500 an hour because I know people who are terrible who charge more than you and I know you're worth way more than that I'm like oh I don't feel right about this 500 bucks
an hour so what happens what happens everybody predictably you know what can happen right well before we get into the theory you see all these people were asking for free advice I said oh I'd love to help you go to this page you can book me here's the calendar well they all went
away except for like three of them right so I helped them to decide you want free advice not if you want my advice it's gonna be 500 bucks an hour here's the thing at first I like okay this is great and nobody called me and then some people called me and then I
was booked like crazy doing three four calls a day and it's exhausting to do one-on-one coaching so I changed my rate I changed to 750 right that broke Will Rule and then they stop calling again and then they start booking again artificial scarcity scarcity scarcity I'm like screw it I'm tired of doing
this it's not scalable I want to do $1,500 an hour now now keep in mind when I was uh running my service design company the most I ever paid anybody was like $1,200 a day here I have the audacity charge $1,500 an hour and people are booking me and booking me and booking
me it's out of control again I'm like that's it I'm tired I don't want to do this anymore I'm going to say a price so high they will stop calling me what's that rate anybody know it's not 10 it's not 10 the marketer I she should made my agent 5,000 ocks and guess
what zero calls that was the number I needed to put out there and then last week somebody booked me for 5K and the process will Begin Again Arkansas you okay you g faint of me what's going oh my Lord $5,000 an hour no so you design the process you create scarcity you just
keep doing it and like I told you before I take my own advice Blan says you eat your own dog food I take my own advice too many yeses I need to design a no and for months it was nothing I it was beautiful how was it Heaven no more calls everybody and
then the guy who booked me he goes I'd like to do this on a regular like oh my God I'm going to shop at Lou again this is fantastic this it I take his money I gave it to Louis Von that's just how it works all right take my money that's it so
you create scarcity so when you are selling your creative Services out there you need to communicate to the world I have capacity for 10 clients in January of next year I have an opening for two so you're building this pent up to band So for when January happens so what happens is you
always want to create a weit list for you make sense so you never have to sell again all right I think I'm done Mark's giv me the thanks guys thanks very much for being yeah baby thank you
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“People do not want to buy from people who have never demonstrated they can do this.”
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