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Drop Servicing My Unconventional Approach To Starting Scaling A 6-Figure DropServicing Business by Graves, Brian (z-lib.org)

My Unconventional Approach To Starting & Scaling
6-Figure DropServicing Business
Brian Graves
Brainbox Books
Copyright © 2020 Brian Graves
All rights reserved
The characters and events portrayed in this book are fictitious. Any similarity to real persons, living
or dead, is coincidental and not intended by the author.
No part of this book may be reproduced, or stored in a retrieval system, or transmitted in any form or
by any means, electronic, mechanical, photocopying, recording, or otherwise, without express written
permission of the publisher.
Cover design by: Art Painter
Library of Congress Control Number: 2018675309
Printed in the United States of America
Title Page
The Opportunity
The Sacrifice
Drop Servicing Explained
Chapter Summary:
Chapter Summary:
How To Pick A Killer Vertical Niche (VN)
Solving ‘House On Fire’ Problems (HOF)
Sell What’s Being Sold
How To Pick What Service To Deliver
Chapter Summary:
Mapping Out Your MVS 1.0
How To Price Your Offer
Chapter Summary:
Optimize Your Social Profiles In 1 Day Or Less
Keystone Authority Content (KAC)
Chapter Summary:
Prospect - How To Get People Interested In Your Offer
Qualify - How To Qualify Leads In 15mins Or Less
Close - How To Convert Leads Into Clients
Chapter Summary:
How To Onboard New Clients
Two Ways To Deliver Your Service
Chapter Summary:
Eliminate - How To Trim The Fat From Your Offer
Automate - How To Setup Automated Systems For repetitive tasks
Delegate - How To Create SOPs And Hire Overseas
Chapter Summary:
The Salesman That Never Sleeps
How To Scale Even Faster With Facebook Ads
Chapter Summary:
Chapter Summary:
Slow Down To Go Fast
Chapter Summary:
How I Get Free Dinners, Shopping, And Event Tickets using gift cards
Chapter Summary:
Books By This Author
In this book I want to show you how to start and scale a wildly profitable
drop servicing business from anywhere in the world, that you can
eventually run with just a few hours per week.
There are 3 goals with this model, which I call VIP:
1. Create Value
2. Make An Impact
3. Collect a Profit
.. And I want you to do this all while loving your life and enjoying the
freedom that a lean, green, profitable machine like this can give you.
If that doesn’t sound awesome to you, this book probably isn’t for you. If
that sounds freaking amazing, then keep reading and let’s get started.
How I Fell Into This
About 2.5 years ago I was getting ready to sell a couple of businesses I had
in the e-commerce space and was looking for my next venture.
Service-based businesses were attractive to me because I loved working
with people and wanted to help clients grow their businesses.
I started off as a full-service local marketing agency .. offering everything
from SEO, to Facebook
Ads, to Google Ads, copywriting, and web design.
It was a nightmare because every time I brought on a new client they
wanted something different! Around mid-2020 I made a change to offer
only ONE core service (LinkedIn lead gen) to ONE vertical industry (B2B
My income went from this when launching the new service:
To this just 5 months later:
I nearly did 10 times my existing business in 5 months!
The best part was that I didn’t do any of the service delivery myself .. and I
was working only 3-4 hours a week.
Of course, I don’t say this to brag, but to show you that by following the
simple steps in this book and executing every day .. I was able to build a
multi 6 figure business in a matter of months from scratch.
If I was able to make drop servicing work with zero guidance .. I’m
confident that with the right blueprint you can smash it out of the park.
Let’s talk about the massive opportunity in this industry.
I believe there’s no better business opportunity in 2020 and beyond
than a drop servicing business.
A business where you can sell and deliver digital services to clients all
over the world, help them get incredible results, make a handsome profit,
and do it all remotely.
A business you can start with literally $0, no experience, no ‘techy’
skills, and without having to deliver the service yourself.
I’ve been doing this internet business thing since 2014. I’ve been in ecommerce, dropshipping, coaching, affiliate marketing, sales funnel
building, SEO, marketing agency, Amazon selling ..
Through all that, there is nothing that has been more profitable and
rewarding than a scalable drop servicing business.
There were 2 books that served as the catalyst to my online business career:
1. 4-Hour Workweek (4HWW) by Tim Ferris
2. Built to Sell by John Warrillow
This book you’re reading now will teach you how to create your own
4HWW .. making a $100K/yr+ income while changing the lives of your
clients and living your dream lifestyle.
It will also teach you how to build your business the right way .. into a
money-making machine that can be scaled and eventually sold (if you want
You’ll be able to build a business that gives you the opportunity to quit your
job, travel the world, and spend more time with friends and family.
You’ll learn and develop evergreen high income skills that will ensure you
never go hungry again. You’ll also learn about the only things that matter to
building a 6-figure online business, so that you can finally say goodbye to
“shiny object syndrome”.
If you already own a service business you’ll find strategies in here on how
to create better offers, get more clients, remove yourself from the business,
and scale to the next level.
Reading this book will give you the tools and guidance to ..
● Start your drop servicing business and scale it to 6-figures (the right
● Scale your business from 6-figures to multiple 6-7 figures
I manage my LinkedIn drop servicing agency, Growth Response, with 3
hours or less per week.
It makes roughly $350k/yr with just a lean team of 5 part-time virtual
assistants getting paid $2.50-$3.00/hr.
This is not an exaggeration, but the result of designing my business the
right way, then automating and delegating the work that I hate doing.
I’m not special, gifted, or extraordinarily smart. In fact I’m quite the
opposite. I’m incredibly ‘lazy’ and because of that had to develop a model
that allowed me to live that laid back sort of lifestyle.
This is the step-by-step process you’ll be following in this book:
Let’s jump into it shall we?
Before we continue, I want to clarify again that this business model has 3
1. Create VALUE
2. Make an IMPACT
3. Make a PROFIT
We are simply delivering massive value through services in exchange for
money. We’re not in this to be creative geniuses or the next Picasso.
We’re not here to do free or charity work.
We’re here to create value and impact for our clients at scale .. making
buckets of money doing it and enjoying our lives.
If you are a creative entrepreneur who cares more about becoming the best
practitioner in your field over making a ton of money and living a great
lifestyle, this likely won’t be the book for you.
There’s no way around it. You’ll have to sacrifice some of your creative
desires in order to build a wildly profitable and scalable business that can
run largely without you.
Just wanted to get that off my chest in case you were one of those people
who cares more about “being” the business rather than “growing” the
As a Drop Servicer, think of yourself as the middleman or “Online General
You are the orchestrator .. selling services to clients and outsourcing the
actual work to highly skilled, cost-effective laborers.
Let’s walk through an example ..
1. You sell a productized/packaged service to a client for a certain price.
For example - LinkedIn lead generation for $1,500/month.
2. You find people to perform the job for a certain price. For example $200/month.
3. You collect the difference between what you sold it at and what it costs
to fulfill. In this example you’d profit $1,300/month per client.
Simple enough, right?
In the next section I’ll compare Service Business 1.0 vs. 2.0 .. and what
separates the winners from the losers.
Service Business (SB) 1.0 - 50-70
Hours Per Week, Barely Scraping By,
Bullied By Clients, Glorified
Let’s talk about SB 1.0. To illustrate this, I’ll use plumbers as an example.
What happens when you order plumbing services?
1. Plumber comes to your house to see what’s wrong
2. Plumber then says “X is wrong, it’ll cost somewhere in this range”
3. Plumber performs the work, then bills you at the end
4. Bill is higher than what you expected
5. Both parties have poor experience
Most service providers operate this way.
Every client is a different project. Every client gets different pricing. Every
client gets different deliverables. Billing happens after work is performed.
Both parties are left feeling friction and discomfort.
The plumber in this example is working 50-70 hours a week .. feeling
burnt out, frustrated, bullied, and unappreciated because he has to clean
shit all day and battle on price with every client.
The client on the other hand is feeling cheated and deceived, because the
expectation was not set correctly and the price is not what was expected.
Now .. take this scenario and apply to an agency, a freelancer, a
consultant, or any type of online service provider.
The SAME thing happens.
They end up working 50-70+ hours a week, barely scraping by, getting
burnt out and bullied by clients.
How do you escape this hell? That’s where SB 2.0 comes in ..
Service Business 2.0 - 2-10 Hours
Per Week, Wildly Profitable, Highly
Systemized, Scalable Machine
Now .. let’s talk about products.
When you think of products, you likely think of Amazon. What happens
when you order a product on Amazon?
1. You find the product, read the description, see the price and what’s
2. You like the product so you click “Buy Now” and pay for it
3. The product gets shipped out to you in 2-7 days
4. Yay, you receive the product and it’s what you expected
In SB 2.0, there is ..
Set pricing
Set features
Set deliverables
Set timeframe
Every client gets the same thing, at the same price, in the same timeframe.
When you have these things in order ..
You can build repeatable systems around marketing, sales, and delivery that
allow you to remove yourself from the business while it continues to grow
month over month.
The lesson here is to sell and deliver your services like products.
It is so crucial that you adopt this ‘productized’ mindset and make the shift
in your business. Once you productize your services, everything else will
fall in line.
You’ll be able to build a profitable, scalable, and sellable asset.
Your working hours drop from 50-70 per week, to 2-10 per week and you
have a highly systemized machine that continues to pump out cash every
single month.
Most service providers are glorified freelancers because they do
EVERYTHING themselves.
It’s impossible to step back from the business because they haven’t
productized their offerings to make everything systemized where it runs
without them pulling all the strings.
This book is going to go over how to do just that.
●You have to make a choice. Are you in it to be a low-paid, worked to
death, glorified creative freelancer who does every task in the business?
Or do you want to make $100k/yr+ in profits, living a life of freedom, while
impacting the lives of hundreds or even thousands of clients? You can’t do
●You need to think of your service business like a product business.
Selling and delivering your services like products is the key to being able
to systemize, automate, and scale.
Every Client Is The Same
First off .. I’m by no means implying that your clients aren’t special or
important. They are. Extremely important.
What I’m saying is that every client should NOT be receiving a completely
different service. Client A should be getting the same core service as Client
B .. and so on and so forth.
If each client were to have completely different work done, how are you
supposed to build systems and processes?
How are you supposed to remove yourself from the business? You can’t. So
you must make sure that every client receives the same core thing.
Charge Less To Make More
“Want to make more money? Double your prices.”
I bet you’ve heard that many times before?
There’s a time and a place for that, but if you’re under 6-figures there’s a
few problems here ..
1. You don’t have a solid track record and confidence yet so you haven’t
earned the right to charge a premium price
2. You cause more friction during the sales process because higher prices
means higher expectations and more involvement
3. Your sales volume decreases and your revenue relies too heavily on a
small number of clients, meaning if one leaves so does a giant chunk of
your income
The answer here is to LOWER your prices.
This reduces friction during the sales process, gets you more clients, and
gives you the opportunity to build up your portfolio of case studies and
“But I don’t want a lot of clients! I just want a handful of super high-paying
clients who stay forever!”
Here’s the reality .. with higher prices come higher expectations.
If you are charging a premium price .. you better be damn good at
delivering a premium result consistently.
Remember .. the goal is value, freedom, and profits .. NOT higher prices.
Your Business CAN Be Productized
“But my business is DIFFERENT! There’s no way I could apply this.”
Everyone wants to think their business is that special little snowflake
different from all the others. This couldn’t be further from the truth.
EVERY business can be productized and systemized.
If you do a series of steps for a particular task more than once, it can be
Now if you don’t ever do a set of tasks more than once that’s a different
issue (see “Every Client Is The Same” above).
But once you’ve fixed that, your business can be converted into a
systemized, scalable machine.
● Every client should be getting the same service. Client A should get the
same thing as Client B, C, D, etc. This is a crucial first step to productizing
your services.
●Lower your prices to reduce friction during the sales process, get more
clients, and build a portfolio of testimonials and case studies. You can raise
your prices once you have a track record to demand premium prices.
●Your business CAN be systemized and productized. Any time you do a
series of steps more than once, it can be systemized.
The Power Of The Five Ones
Many of you will be triggered by this section. Tell me if this sounds
familiar ..
“We are a full-service agency that helps small businesses with their
marketing needs! SEO, web design, copywriting, Facebook Ads, Google
Ads, Landing Pages, Sales Funnels, Email Marketing .. we are your
one-stop shop!”
Ringing any bells? Don’t worry .. if this is you, you’re not alone. Here’s the
problem with that ..
You are basically telling your prospect, “I’m desperate for business
and mediocre at 20 different things.”
As a result you struggle to generate leads, get haggled on price, and attract
pain in the ass clients who have unrealistic expectations and work you to
the bone.
If you focus on the power of the five ones, you’ll never have this problem
again. Here are the five ones:
The five ones are probably the simplest, easiest shift you can make to
skyrocket your business past the 6-figure mark.
You know exactly who you’re targeting .. Your message becomes crystal
clear ..
You know precisely what to say to get prospects interested in your offer ..
.. and your sales increase because your prospects can finally understand
what the hell you do!
“But why would I limit myself to one when there’s such a big pool out
Salesforce, PayPal, Tesla .. some of the biggest companies in the world all
started with the five ones. Look where it got them.
ALWAYS start small and laser-focused .. then add on to that later if you
need to.
“What’s the best niche for X?”
Join any Facebook group and you’ll see hundreds if not thousands of
variations of this question. People get so hung up on this, and the answer is
no one knows.
You just have to get out there and test it.
There are, however, ways to give you the highest likelihood of success. I
created a method called the 3 Question Test (3QT).
When trying to pick a vertical niche (VN), ask yourself these 3 questions:
1. Are they clearly defined?
a. Realtors, SaaS companies, Roofers, Restaurants .. these are examples of
clearly defined niches.
2. Are they accessible to you?
a. Stick to niches where you can get a hold of the decision maker. Avoid
targeting large or enterprise companies unless you can get a hold of Bill
3. Can they pay you?
a. Stay away from niches like “college students” who can’t rub two nickels
together. The bottom line is make sure to pick one that passes the 3QT.
Ideally it’s a niche you have experience in or are at least interested in
working with.
Niching down is crucial because it positions you as the specialist rather than
the generalist. Being the specialist positions you as the top choice for your
niche .. making your messaging stronger, sales process easier, and paycheck
Be the specialist that earns 4-10x more.
You’ve picked your VN, now it’s time to pick a problem to solve.
The goal is to be solving ONE specific ‘house on fire’ (HOF) problem for
ONE specific person. For reference - a HOF problem is one that your niche
needs to solve immediately .. or else they face dire consequences.
Like their house burning down lol. Take a look at the graphic below ..
On the left you have the generalist who does everything for everyone and
their grandmother. On the right you have the specialist who focuses on
solving a specific HOF problem, leadgeneration in this case.
Let’s say you went to a business owner who needs leads, like, yesterday ..
What message do you think will resonate more? Left or Right?
You need to get clear on ONE HOF problem your niche has that you want
to solve.
A pro tip is to make sure that the HOF problem you choose is something
that’s recurring. This means you can charge for it over and over again
because it can’t be solved by a one-time solution.
Lead generation is a great example because businesses need leads every
single day/week/month/year.
Without leads, you don’t have sales ..
And without sales .. well, you don’t have a business.
If you don’t know where to start, anything related to “Growth” is a winner.
Also keep in mind, even if it’s not clear, you can position something to
solve a problem.
For example - bookkeeping services can be positioned as a growth solution
for business owners who are wasting time doing their books rather than
growing their business.
See how that works? Let’s talk about what you should sell now.
A quick note before you pick what service to deliver ..
One of the biggest mistakes I see entrepreneurs making is they try to
reinvent the wheel. They get caught up on sexy new ‘ideas’.
Trying to invent and sell things that have never been sold before. If you’re
new to entrepreneurship (i.e. not making $100k/yr+), this is a death
You will end up spending most of your money and time educating your
market on what it is you’re selling.
Unless you’re Elon Musk and have deep pockets to spend on educating
your market .. you should always sell what’s already being sold.
Find a starving crowd (your VN), find a specific HOF problem they
have, look at what they are already buying to solve that HOF problem,
and sell them more of that with your own twist.
There’s a reason that weight loss and diet stuff continues to sell year after
year after year. Got it?
Let’s talk about how to pick what service to deliver.
So you’ve picked your one VN and your one HOF problem to solve. Now
it’s time to pick a service that’s going to solve that HOF problem for your
I’ll be referring to your service as the “Horizontal Niche” (HN). The best
place to start is with the HOF problem and work backwards.
Look at what your VN is already paying for to solve that HOF problem and
make a list of things that you have interest in delivering.
I’ll use the earlier example of “Lead Generation”. Let’s also say my VN is
“SaaS companies”.
I would then research competitors using simple Google searches like
“best lead generation companies for SaaS”.
I would also research marketplaces like Fiverr and Upwork for lead
generation services and sort by “best-selling” to see the services that are
already hot sellers.
As you do this, create a list of the different HNs you find being offered as
well as the price points. Remember .. you NEVER want to try and create
demand by “inventing” a new service!
Once you’ve done your research and created a list of 5-10 potential HNs,
you’ll want to run each of them through these 4 questions:
1. Is it tied to growth/revenue?
a. Does the HN help the business owner grow or make more money? This
is the easiest to sell because everyone wants growth
2. Is it recurring?
a. Can you deliver and charge for it month over month?
3. Is there demand?
a. Have you found at least 3 other competitors selling a similar service?
4. Is it scalable?
a. Can you systemize the service and create SOPs to hand off?
Once you’ve run each through the test, decide on one final HN that you’re
going to roll with.
Keyword here is ONE by the way :-)
Pro tip: if you’re already delivering services, just isolate a VN and HN that
you’re already working with and focus on that!
In the next chapter we’ll talk about crafting an Enticing Offer and mapping
out service delivery.
●Abide by the five ones until you get to at least $100k/yr+. One niche,
problem, service, price point, set of deliverables.
● Become the specialist by picking a vertical niche that passes the 3QT.
●Focus on solving ONE specific ‘house on fire’ problem for ONE specific
person. Any problem positioned around growth is a winner.
●Pick a service that solves the HOF problem for your VN. Ensure that it is
high-value/ROI, in demand, scalable, and recurring.
Lettuce Head vs. Salad Kit
Go to the produce section of any grocery store. Find a lettuce head and a
salad kit. Compare the prices on those two items.
Often times you can find a lettuce head for $0.50, while a salad kit is in the
range of $3-8. The salad kit contains roughly 5x less lettuce but costs 6-16x
Why is that?
Well, for $5 the salad kit takes all the headache and prep time out of
cutting the lettuce, putting dressing, adding toppings, and dumping it
into a Ziploc bag.
They put it into one complete and easy to eat salad that you can take on the
go. That is what you call an ‘Enticing Offer’.
The lettuce head is raw materials .. while the salad kit is a packaged product
with clear, enticing benefits. Affordable, convenient, portable, full healthy
meal in a bag.
When service providers offer a menu of different options and claim to do
everything for everyone, they end up looking like the lettuce head.
The value of their services drops and this is why prospects battle with them
on price. They attract the wrong people who are only looking for the
cheapest option.
Trust me, you don’t want to be the lettuce head.
By productizing your services and having a core “Enticing Offer”, you go
from selling lettuce heads to salad kits. In this chapter we’ll discuss how to
be the salad kit instead of the lettuce head.
How To Be The Salad Kit
Being the salad kit comes down to crafting an enticing offer that solves a
HOF problem for your VN.
An enticing offer has 3 elements ..
● High ROI
● Answers 3 main purchasing questions
● Believable
Let's take a closer look at each of these elements now ..
1. High ROI
The return on investment must be crystal clear or easily perceived. This
could be in terms of price, results, timeframe, time saved, etc.
2. Answers 3 main purchasing questions
Your offer and supporting info needs to answer the following questions ..
#1 - What are you selling?
#2 - What's in it for me? (WIIFM)
#3 - Why should I buy from you?
3. Believable
The offer can't be too good to be true.
If you told someone, "make $1M in 1 day while doing nothing!" .. You’d
likely get slapped in the face and be called a scam.
Social proof, risk reversal, data/statistics, brand recognition,
testimonials/case studies will help with this.
Let's take a look at a few good examples ..
Example #1: Dominos
Dominos had an incredibly enticing offer a few years back. They were
struggling to get sales and the business was tanking until they rolled out the
following offer ..
"Pizza hot and fresh to your door in 30 minutes or it's free"
#1 - It has a high ROI. You get a tasty pizza that satisfies your hunger.
#2 - You know what they're selling (pizza), what's in it for you (satisfy your
hunger craving), and why you should buy from them (30 minutes or less or
it's free).
#3 - It's believable, and if you don't get the pizza in 30 minutes or less it's
free (risk reversal).
Example #2: Design Pickle
This company turned a huge problem in the graphic design market into a
super profitable business.
"Unlimited graphic design for $399/month."
#1 - It has a high ROI. You get unlimited graphic design at a steal of a
price that people are used to paying more than quadruple for.
#2 - You know what they're selling (graphic design), what's in it for you
(unlimited design work), and why you should buy from them
($399/month when people are used to paying
#3 - It's believable. They have buckets of social proof and a 14-day free
Example #3: Bench.co
This company has solved the problem of keeping your books up to date ..
without the $40,000/yr+ cost of hiring someone in-house.
"Get a professional bookkeeper starting at $119/month."
#1 - It has a high ROI. You get your books done by a team of professional
bookkeepers so you can focus on running your business.
#2 - You know what they're selling (bookkeeping), what's in it for you
(never have to hire an in-house bookkeeper or do it yourself), and why you
should buy from them ($119-$299/month when people are used to paying
#3 - It's believable. More social proof, reputable partners, and a free trial
There are tons of other great examples that I can share .. But I want you to
notice something here. Can you see what makes these enticing offers stand
out? Take a guess. Here's the answer.
They focus on the power of ONE.
They solve ONE specific problem for ONE specific person.
Dominos offers pizza to those who are hungry for pizza and want it quickly
for a great price. Design Pickle sells unlimited graphic design to business
owners who are tired of paying too much for their existing designer and
want a cost-effective solution.
Bench Accounting sells bookkeeping services to small business owners
who don't want to pay $40,000+ a year to hire someone in-house.
An EO is one that .. in addition to the 3 elements above .. focuses on
solving ONE specific problem for ONE specific person. If you're an agency,
your original message might sound like this ..
“We offer digital marketing services. Every client has different needs,
so every project has a different scope.”
Now, compare that with the below ..
"Helping restaurants get more customers through done-for-you Instagram
marketing starting at $299/mo."
Can you see the difference?
In the first example you have no idea what the offer is. No idea what the
VN, HOF problem, or HN is. In the second example it’s clear as day.
Your homework is to craft your EO and a value proposition statement that
explains it. Once you’ve done that, we can map out your MVS 1.0.
MVS 1.0
At this point you should have picked a service to deliver (your HN) and
crafted an EO.
Now, let’s map out service delivery on version 1.0 of your HN. I call this
the MVS, minimum viable service.
MVS 1.0 is the minimum service you need to offer to solve the HOF
problem for your VN.
The goal of version 1.0 is to get you launched as quickly as possible instead
of wasting months or years trying to get it perfect.
To create your MVS 1.0 you need to determine:
What your HN is
What gets done
Who/what does it
Time to complete
Labor cost
Tools cost
Here’s an example from our agency Growth Response - our HN of
done-for-you LinkedIn prospecting ..
If you don’t know what steps are involved, you have 2 options:
● Hire a whitelabel provider, freelancer, virtual assistant, or software
who can do the entire service for you in exchange for a fee
● Educate yourself through courses, coaching etc, learn a
service/system that will get a result, then map it out and provide
that to others
We’ll go more into detail with these two later in the book. Both of these are
valid options, you just have to choose what’s best for your situation.
Once you’ve mapped out your MVS 1.0 you also want to give it a name.
This adds value to it when you pitch it to prospects.
Tell me what sounds better ..
LinkedIn lead generation
LinkedIn Sales Acceleration System
Can you see the difference here? Small details like this can go a long way.
Pricing is one of those hotly debated topics with no correct answer. You’ll
have to experiment with this, but we like to start with something called the
“3X Rule”.
The 3X Rule is the simplest way to have 66%+ profit margins from the
What is it?
You simply take the costs of delivering your service, determined in the
MVS 1.0 section above, then multiply that by 3. That’s your starting price.
Let’s say your HN is Facebook Ads and you’re working with a whitelabel
provider for delivery. The whitelabel provider charges you $500 to do the
entire service for you. Using the 3X Rule, you would charge your client
This won’t always work, but it’s one of the easiest places to start.
If you’re stuck trying to figure out what to price your services, start with
the 3X Rule and adjust as you go along.
● Be the salad kit, not the lettuce head. Sell packaged/productized
services rather than raw materials.
● Craft an Enticing Offer that is high ROI, answers the 3 purchasing
questions, and is believable. Create an enticing offer and value
proposition statement that focuses on the one problem you solve
for one specific person.
● Map out version 1.0 of your service (MVS) by specifying what gets
done, who/what does it, time to complete, labor cost, and tools cost.
Then give it a name. It’s OK if you don’t have this finalized yet,
you just want to have an outline.
● Price your service using the 3X Rule if you are just starting out.
Do this by taking the total service delivery cost and multiplying it
by 3. This starts you out on 66%+ profit margins
Create A High-Converting Landing
Want me to let you in on a little secret? You don’t need to be a ‘funnelhacker’ to get to 6-figures in your business.
“But Russell Brunson said I’m only one funnel away from building a 6-7
figure business!
I love Russell Brunson and Clickfunnels .. but I call BS!
Listen .. for Growth Response, we got to nearly $20k/mo in 3 months
without a website. Yes, really. All we had were an EO, a message, a
demo/pitch deck, and a Stripe account to take payments.
Now I’m not recommending you do a bare bones launch like that, but all
you really need is a simple landing page which should take you 2-3 days
max to setup.
Your landing page should have the following elements:
1. Headline
This should be your 1-2 sentence value proposition or EO statement. When
a prospect lands on your page they should know exactly who you are, who
you help, and how you help them.
2. Explain the problem
Dig deep into the primary pain points of your market related to the HOF
You want to explain it in a way that gets your prospect thinking, “this
guy/gal gets me, he must have the solution.”
3. Introduce your solution
Introduce your solution at a high-level and how it helps to solve the HOF
Talk about the benefits and future-pace your prospect on what life would
be like once they solve the problem.
4. Testimonials / Case studies
If you have testimonials or case studies, you can put them here. You can
also leverage the portfolio of your freelancer/whitelabel provider if they are
doing the service for you.
The format should be to intro the client, their situation before using
your service, and their situation after using it.
5. How it works
Talk about your service and how it works to solve the HOF problem. These
should be specific deliverables and features.
6. Packages
This should be the specific packages with deliverables laid out. You can
also include a buy button, but we recommend you don’t do that right away.
You’ll see the reason why next.
7. Call-to-action
Under your packages you need to have a call-to-action telling your prospect
what to do next.
I highly recommend you have this be a “Book A Call” button that leads to
your Calender at first. Why book a call instead of buy now?
In the beginning you want to get to know your potential clients by talking to
them. You’ll also be able to close more deals over the phone rather than just
sending people to a landing page.
By the way - don’t worry if you’re not a phone sales expert, we’ll cover that
in the following chapters.
For landing page tech, I recommend you start with Clickfunnels. It has an
easy-to-use drag and drop builder to create landing pages in minutes.
If you’re anything like me .. the first thing you do when you hear about a
company, product, or person is you pull up Google, Facebook, LinkedIn,
and Instagram to do a bit of snooping.
You try to get a feel about what they’re about, what they do, who they help,
and what they offer. This is why you want to have optimized social media
profiles that are like salespages tailored to your ideal client.
Your message should be consistent across all of your social media profiles
so that when a prospect does research on you, it leads them all back to the
same place.
If you run a service-based business, the main 3 platforms you should focus
on optimizing are LinkedIn, Facebook, and Instagram.
Here are some guidelines you can use to optimize each platform.
LinkedIn Optimization Guidelines
● Use a professional profile photo where you are smiling
● Use a cover photo that shows your authority or directs your niche to
some kind of opt-in
● Change your headline to attract and convert your ideal client using the
following format
○ Helping {VN} to {solve HOF problem} through/by {HN}
● Change your profile summary to read like a mini sales pitch
Facebook Optimization Guidelines
● Use a profile photo where you are smiling
● Use a cover photo that shows your authority or directs your niche to
some kind of opt-in
● Remove any distasteful posts or photos from your timeline. This
includes photos of you drunk, political rants, controversial
debates, etc.
● Add your “Helping {VN} to {solve HOF problem} through/by
{HN}” headline to your profile
Instagram Optimization Guidelines
● Use a profile photo where you are smiling
● Remove any distasteful posts or photos from your feed. This
includes photos of you drunk, political rants, controversial debates,
● Add your “Helping {VN} to {solve HOF problem} through/by
{HN}” headline to your profile
● Add a CTA with a link to an opt-in
There are of course tons of other little things you can optimize. What I’ve
written above is the 80/20 of what you need in order to get clients and grow
your business from your social profiles..
Keystone Authority Content (KAC) is used to quickly establish trust and
position you as an authority for your VN on a certain topic related to your
You don’t need to do this before launching, but it can definitely help. This
could be in the form of a:
It should have these 2 attributes:
1. Relevant to your VN where they can take action and get a result on their
2. Ties back to your EO without aggressively pitching them
A successful KAC piece should leave your prospect thinking ..
“Damn, this is incredibly valuable stuff related to X! I can do it myself but I
think I’d rather hire X to do it.”
You want your prospect to feel empowered to do it themselves, yet offer up
a done-for-you solution (your offer) in case they’d like you to handle it all
for them.
● Create a landing page in 2-3 days or less using a software like
Clickfunnels. Include the elements listed in this chapter.
● Optimize your Facebook, Instagram, and LinkedIn in 1 day or
less using the guidelines above. These are the Big 3 for
service-based businesses.
● Optional: Create a Keystone Authority Content piece that
provides value to your niche while positioning your service as the
solution to their problem.
PQC Client Acquisition Strategy
The easiest way to get your first 3-5 clients is through a strategy I call PQC.
Prospect, Qualify, Close.
Yes this will require you to talk to your prospects. Yes this will require you
to sell yourself and your services.
I can hear the moaning and groaning already, but here’s the reality ..
If you want to scale your service business to $100k/yr+ in the fastest time
possible, it’s not going to happen from sitting around waiting for referrals or
creating content all day everyday.
There are only 2 things that matter until you hit 6-figures+:
1. Generating appointments
2. Taking appointments
In the Prospect section, you will learn #1. How to get a cold market
interested in your offer and set an appointment with them.
In the Qualify and Close sections, you will learn #2. How to qualify
leads in 15mins or less, then how to convert leads into clients and collect
payment upfront.
If you learn these skills, you can build any business you want with
blazing speed and never go hungry again.
How do you go out to a cold audience who has never heard about you
before and get them to raise their hand with interest in your EO?
This is done through a strategy called “Outbound Prospecting”. There is a
misconception out there that if you "build a great product/service, the
customers will come."
Nope. Not true. Build it and they will most likely not come.
Buying into that lie is the fastest way to run your business into the ground.
It is YOUR responsibility to go out to your market, grab their attention, and
get them interested in what you have to offer.
And that is what outbound prospecting is. For brevity .. I'll refer to it as
"Hunting" :-) Hunting is the act of identifying your ideal target clients and
directly reaching out to drum up interest for your solution.
My preferred channels for doing this are:
Cold email
LinkedIn DMs
Facebook DMs
Instagram DMs
What you'll be doing with these channels is testing your message with your
market to validate your EO and gauge interest. This is easier said than done.
Where most people go wrong is they write something like the below ..
--"Dear Sir,
I have a marketing agency, 10+ years in business and many happy clients.
We are best-in-class and have proven solutions for any industry.
We provide the following services:
-Website optimization
-Facebook advertising
-Google advertising
-Youtube advertising
-Instagram marketing
-Reputation management
-Email marketing
-Social media posting
-.. And much more
Please let me know if you would be interested in one of our marketing
solutions to grow your business."
--Yes .. that is an actual message I received. And unfortunately, I receive 3-4
of these every week. You know what I do when I get these? "Click"
→ "Mark as SPAM"
The trick is to, again .. focus on solving ONE specific problem for ONE
specific person. Make the message about THEM .. not about you.
That is the only way to be relevant to your market.
And being relevant is one of the best ways to build trust and attention from
the ground up.
If you're selling Facebook Ads for eCommerce stores and prospecting on
LinkedIn, you might say something along the lines of ..
--"Hey X .. I noticed you run an eCommerce store and thought I'd reach out.
My company, X, specializes in helping eCommerce stores like yours to
generate more sales using Facebook Ads.
Here's a [case study/article/video/etc] on how we've helped [other
ecommerce store] to [get result/solve problem].
Would you be interested in a quick call to see if there's any way we could
help you?"
--Notice how it's all about how we can help THEM?
People love talking about themselves and their business. It’s human nature.
That’s the trick to avoid sounding spammy, salesy, or scummy. Make it
about them. Most people won't respond on that first message so we
typically send a few follow ups. They could be as simple as ..
"Hey X .. just quickly following up on my last message.
Any thoughts on having a quick brainstorm call?"
Now it's important to remember ..
The goal of this is to start a conversation and get an appointment .. NOT to
get a sale right away. Once a prospect responds with interest, you want to
book time with them for a 15min discovery call.
The goal of that call is to qualify the prospect and determine if there is a fit.
(We'll talk about how to do that in the next section.)
Get your EO and messaging right, master 1-2 of these hunting channels,
and you'll never have a short supply of leads again.
Let’s talk about what to do once you’ve got an interested lead who wants to
learn more.
Before we attempt to close a lead into a client, we need to first determine if
they are a fit for our EO.
We do that through a 15min Discovery Call. There are 4 main things you
are trying to determine on the discovery call.
1. What is their current situation (i.e. problems/pain points)?
2. What is their desired situation (i.e. goals)?
3. Can your service help them bridge the gap between their current
situation and desired situation?
4. Does the prospect have the budget and need to solve their problem now?
We use strategic questioning to answer this and determine if there's a fit to
proceed to the next step in the sales process.
The keyword here is "strategic".
You do not want to be asking straight up "Hey, what is your current and
desired situation?" Here is an example of some of the questions we ask on a
discovery call.
"Tell me a bit more about your business .. what is your product/service?
Who is your ideal customer?" "On average, what is a typical customer
worth to you over 12 months? Ballpark number is fine .." "How are you
currently generating leads of your ideal customers? How's that working out
so far?
"In terms of lead generation, what does success look like for you?" "Just
curious .. what's stopping you from doing this on your own or in-house?"
"If we could help you to generate 10-20 new sales appointments a month,
can you afford to pay $X,xxx a month?"
"Great .. we work with a lot of businesses just like yours and based on what
you told me I feel this is a perfect fit. I'd love to setup a time to walk you
through our entire system so you have a clear idea of how it works. How
does [date/time] work for you?"
As you can see, we've used strategic questioning related to both the
prospect and our solution to determine their current situation, desired
situation, our ability to help them, and their ability to pay.
Once you determine a fit, it's very important that you put time on the
calendar for a 30min demo. Do this while on the call! Once you have the
demo booked, it's on to the Close step ..
In this step, you will be giving a demo of your solution and making an offer
to the prospect at the end to get started with you.
You do this using a simple slide presentation that you create on Powerpoint,
Google Slides, or Keynote.
By this step, you should have ample information through the mixture of
your own research and what was collected on the discovery call to make a
compelling pitch on why the prospect should use your service.
Here is a framework to give you an idea of the flow of our demo:
1. Introduce your EO
● Use your MVPS name
○ "Today we'll be demoing our LinkedIn Sales
Acceleration Program"
2. Discuss the big goal
● Talk about the biggest goals/objectives of the service
● Paint a mental picture by future-pacing
○"The goal of this program is to help you generate qualified leads and
appointments of Shopify users who want to prevent bot fraud using your
SaaS. We want to help you get 20 more appointments a month so that you
can hit your monthly revenue target of $xx,xxx in the next 3-6 months."
3. Twist the knife
● Dig into the 3 biggest pain points of your prospect that can be solved
with your Productized Service
○ "As discussed on our last call, your current strategy of
referrals and networking events is not setting you up to
reach your goals.
○ You have 1) no predictable lead gen system in place, 2) a
lack of quality conversations with your ideal customers, and
3) losing high-value opportunities to your competitors who
have a LinkedIn prospecting strategy in place
4. Demo not tour
● Demo how your service works to solve their problem
● Only show features that are relevant to the prospect
● Map each feature back to the benefit that solves the pain
○ [Pain] – Not generating enough leads and customers
○[Feature] – "This is where we optimize your LinkedIn headline and profile
○ [Benefit] – "By doing this, you transform your profile from a resume into
a high-converting sales letter designed to attract and convert your highest
value customers
5. Seal the deal
● Recap the offer + past results
○ "You get everything discussed today, as well as unlimited
support and one monthly strategy call to ensure your success
○ "Our goal is to make this FREE for you where it pays
for itself. We've helped companies like [show case
studies] to get similar results .."
● Compare to their alternatives
○ "The salary to hire a sales rep in-house would be $4,000/mo,
not including training, office equipment, and commissions .."
● Give price
○ "For our Sales Acceleration Program, we only charge
$1,500/mo for our Basic plan, and $2,000 for our Pro plan .."
● Give incentive to start now
○ "We normally charge a $500 scripting and strategy setup fee
on top of that, but if you get started with us today we'll waive
that fee .."
● Risk reversal (optional, but especially helpful for new offers)
○ “We also offer a 30-day money back guarantee. We’re picky
with who we take on as clients, so if you feel that you have not
received value from this service within 30 days simply let us
know and we’ll offer you a full-refund.”
● Ask for the sale
○ "So what do you say [name].. do you want to give this a shot?"
When a prospect says "yes", you just need to send over a service
agreement and collect payment on the call using a payment processor like
Once you've done that .. BOOM! You have a new client! :-)
In some cases, the entire demo step can be grouped in with the discovery
call if the prospect is "hot" and ready to buy.
You can also automate the demo using a video sales letter, but that's a
separate conversation for later in this book.
I recommend using this PQC process to close at least your first 3-5
clients before you try to automate anything.
This way you can collect feedback, hear common objections, and make
changes as needed.
● Use the PQC client acquisition strategy to get your first 3-5 clients at a
● The only 2 things that matter to getting to $100k/yr+ is setting
appointments and taking appointments. Anything else is a distraction.
● Outbound prospecting aka “Hunting” is going out to a cold audience to
drum up interest for your offer. Use it on channels like Facebook,
LinkedIn, Instagram, and cold email to generate leads and discovery calls.
● Qualify leads in 15mins using the 4 questions on a discovery call.
Schedule qualified leads for a demo to close them while you’re on the
discovery call.
● Use the demo framework to close qualified leads into clients.
The #1 Source Of All Client Issues
Before we switched to productized drop servicing, we had a local marketing
agency where we did all the work ourselves.
Here’s how the onboarding used to go ..
1. New client signs up for our “Facebook advertising services” and we
started working right away
2. Client calls after 1 week pissed off, asking why their Facebook ads
aren’t running yet, so we explain “oh it actually takes 10 business days to
3. Client requests changes to their copy, images, etc every few days after
4. Client asks for an updated report on performance every day
5. Client asks if we could add Google Ads, tweak their SEO and website
6. Client demands the world .. tells us to jump and we say “how high”
7. Client becomes upset and cancels service because “nothing worked as
expected” Now, most people will say this a bad client.
I disagree. It was OUR fault because we failed to set expectations from the
start. Failing to set expectations is the #1 source of ALL client issues.
If you don’t set expectations, your clients will set unrealistic ones of their
own. They will push the boundaries of your service because they weren’t
aware there were any to begin with.
This will lead to client dissatisfaction, countless emails and support
tickets, and eventually the client leaving you.
Even worse .. they might tell others not to do business with you and
leave bad reviews because they were so unhappy.
Before we switched to productized services in our business, we were
literally slaves to our clients. Instead of having 1 boss like in a corporate job
.. we had 20.
So .. how do you avoid becoming a slave to your clients? How do you
prevent them from making unrealistic demands?
Here’s how:
● Set clear expectations with your client upfront before the work
begins. Doing so will tell your clients exactly what you CAN do
and CAN’T do. You do this via an agreement, onboarding
questionnaire, and kickoff call
● All clients care about is getting what was promised. When you set
expectations up front the client is able to get better results because
they’ll be happier knowing that you’re giving them what you
promised, and you can focus on delivering
● By productizing your services, being crystal clear on the
deliverables, and taking the prospect through your sales
process, most of the heavy lifting will already be done
This is one of the best parts about productized services.
Expectations are often set upfront because the client knows exactly
what’s being delivered as part of working with you.
Now, let’s talk about how to onboard your new clients properly.
Once a prospect says “Yes, I’d like to move forward”, you need to make
sure that things get off on the right foot.
That’s where a “New Client Onboarding” (NCO) process comes in. The
NCO process has 3 primary goals:
1. Set expectations
2. Get you paid
3. Gather required client info
I won’t dive into the nitty-gritty details, but here’s an overview of what our
NCO looks like:
In the questionnaire, we gather info from the client that’s required to run a
successful service. For example, we ask things like:
● Who is your ideal client? (Industry, company size, decision maker)
● Where are they located?
● What problems do they have that your product/service solves?
On the kickoff call, we simply set expectations on the timeline of the
service, expected results, and give them another overview of what exactly
we’ll be doing.
The tools we use for this are:
PandaDoc - for agreements
Stripe - for collecting payment
ActiveCampaign - for sending email campaigns
Google Forms - for the questionnaire
Calendly - for call scheduling
There are many different ways you can run your NCO process, but this is a
solid place to start. Just remember to create your process so that it meets the
3 goals mentioned above.
As I mentioned in an earlier chapter, there are two ways
you can deliver your service
1. Hire a whitelabel provider, freelancer, agency, or use a software that can
do the entire service for you in exchange for a fee
2. Educate yourself through courses, coaching etc, learn a service/system
that will get a result. Then map it out, deliver it, validate it, and outsource it
For strategy #1 - here’s how that works:
1. You decide to sell Instagram Marketing to restaurants
2. You search UpWork and Google for “Instagram Marketing”, “Instagram
whitelabel”, “Instagram reseller”, and similar terms
3. You research different providers and contact those who have a service
similar to what you’re looking for
4. You decide on a provider who costs $100/mo
5. You now go out and sell it to prospects for $300/mo (3X pricing rule)
and the provider handles service delivery behind the scenes once you
onboard a new client
While this strategy can be a solid one, it has its limitations.
First, it can take some trial and error to find the right provider who delivers
the service successfully and to your standards.
Second, it can be hard to scale a business this way since the provider may
have limitations on the volume of clients they can take on. They can also
make changes or go out of business which would leave you scrambling.
Third, communication can be tricky since you would be the client-facing
person but not the one with in-depth knowledge on the service.
This is a solid place to start if you want to get your drop servicing business
going quickly. Eventually I recommend you move to strategy #2.
Here’s how strategy #2 works:
1. You decide you want to sell Instagram Marketing to restaurants
2. You educate yourself (videos, courses, coaching, etc) and learn a
system on how to grow a business using Instagram
3. You implement it on your own account to get some results, then you
map out the system as your MVS 1.0
4. You now go out and sell it to prospects for $500/mo and do
delivery yourself for the first couple clients to ensure it gets them a
successful result
5. You create an SOP (standard operating procedure) for the steps
involved in service delivery
6. You hire a virtual assistant (VA) for $2.50-3.50/hr to follow the
SOP and manage your clients (you’ll learn how to do this in the
next chapter)
Strategy #2 is what my drop servicing agency is built on.
I found a VN I wanted to serve (SaaS), found their HOF problem (lead
gen), and decided on a HN to solve that problem (LinkedIn prospecting).
I took a course to learn how to prospect on LinkedIn, did it successfully
myself to get clients, delivered it myself for the first few clients, then
systemized everything by using software, creating SOPs, and hiring VAs to
manage service delivery.
The beauty of this strategy is that you’re not building your business
based on someone else’s limitations and standards. You are designing
and building it your way.
Also, if you’re a freelancer or someone already delivering services,
you likely already have experience and a system that works!
● The #1 source of all client issues is failing to set expectations.
You can properly set expectations by developing a New Client
Onboarding (NCO) process.
● Your NCO process has 3 goals: 1. Set expectations, 2. Get you
paid, 3. Gather required client info. Review our NCO process
above for a solid starting point.
● There are 2 ways you can deliver your service.
1. Hire a whitelabel provider, freelancer, or agency who can do the
entire service for you in exchange for a fee.
2. Educate yourself through courses, coaching etc, learn a
service/system that will get a result, then map it out and deliver it.
#1 is a solid place to start, but I personally recommend moving to
#2 eventually so your business isn’t dependent on the provider’s
Gather Client Feedback
At this point you should have at least 3-5 clients.
You should be successfully delivering your MVS 1.0 and getting them
You should also be keeping your ears open, listening to your clients, and
getting feedback when it comes to your service.
What other things are they asking for?
What are things that they are confused about or need further clarification
on? Are they finding anything that’s not valuable?
Are you finding things that are cumbersome and not essential to getting the
desired result? Keep your eyes and ears open for these things, then take
note of it.
Your MVS 1.0 will not be perfect and you’ll have to make improvements
over time. Gathering feedback from your clients is how you determine what
changes to make.
When delivering MVS version 1.0, most people will begin adding things
here and there to it. An extra niche here, an extra service or custom tweak
Eventually the service offering becomes bloated, inefficient, and so
complex that running the business becomes a nightmare.
After enough “extra add-ons”, the service offering becomes so convoluted
that it fails to deliver value and solve the original problem for the niche.
The business goes from solving one specific problem for one specific
person .. to solving no problems for anyone.
The key to avoiding this is to trim the fat, and ONLY focus on what
gets your customers their desired result.
Check out our transition below from 1.0 to 2.0:
As you can see, we eliminated more than half of the deliverables from
version 1.0! How did we know what to cut?
We talked to our clients and determined what was absolutely essential to
getting them their desired result (more leads).
We also noticed that 90% of their leads were coming from the outbound
messages on LinkedIn, so we decided to cut everything else that was
distracting us and just focus on that.
Here are 5 questions to ask yourself, after gathering client feedback, to
determine what to keep or eliminate:
1. Is it required to get the client to their desired state?
2. Is it high-value/high-ROI?
3. Is it scalable?
4. Is there a lot of positive feedback from clients?
5. Is it cost-effective?
If I can’t answer “Yes” to 4 of those questions, I cut that feature.
When I first started my agency I did everything manually.I sent the
prospecting messages, booked the calls on my calendar, sent the sales
agreement, the welcome email, the onboarding questionnaire .. pretty much
everything in my business.
There’s nothing wrong with this when you’re just getting started. After all,
you need to learn the flow of things before you can automate.
Nowadays though I have a rule in place that I’m never allowed to do a task
more than twice. If I’m about to do a task for the 3rd time, I ask myself ..
1. “Can I eliminate this?” ← if answer is “No”, move to question 2
2. “Can I automate this with tools or software?” ← if answer is “No”,
move to question 3
3. “Can I delegate this?”
We talked about how to eliminate in the last section, so this one will be
about how to Automate.
I won’t go too deep into automation because that could be an entire library
books on its own, so I’ll talk about the 1 tool that can help you become a
master at automation. It’s called “Zapier”.
Zapier is an “if this then that” automation tool that helps different apps talk
to each other. For example, here’s one of our simple automation flows using
1. Prospect books a discovery call on Calendly
2. Prospect gets tagged and inserted into our ActiveCampaign CRM as
“Booked DC”
3. Prospect gets call reminder emails and SMS texts
Now, imagine doing those steps manually for every single prospect. I’d
imagine it’d take at least 2-3 hours to do for each one.
Instead, we use Zapier to take care of that automatically without us lifting a
finger. Pretty cool hey?
Automation can be used for marketing, lead gen, sales, customer support,
even service delivery in some cases.
You want to first search for a software that can take care of the entire
process for you.
If you can’t find one that does that, Zapier is your next best bet to help
multiple apps talk to each other. There are certain things, however, that you
can’t eliminate or Automate. Let’s talk about what to do with those now.
You won’t be able to eliminate and automate every single thing in your
business. The reality is that there are some tasks that just need human
attention in order to fulfill correctly. That’s where the Delegate step comes
in handy.
Once you’ve determined that something can’t be eliminated or automated
with tools, you want to start by creating an SOP.
An SOP is a “standard operating procedure”. Basically, it’s a detailed set of
instructions/steps to complete a certain task. You can create your SOP in
something as simple as a Google Doc.
Here’s how you create an SOP:
1. When you’re about to do a task for the 3rd time, get your Google Doc
2. Write out every single step in detail as you complete it (click this button,
use this option, etc.)
3. Use a free tool called Loom.com to record a video of you completing the
task following your SOP
Your SOP needs to be detailed enough where a 6th grader can take it and
complete it. This seems like a ton of work in the beginning, and it can be.
However think of it this way .. you are using this SOP to buy yourself
TIME. Your SOPs will ensure that you never do another $3/hr task again.
Once you’ve got your SOPs completed, it’s time to hire your first VA. My
favorite platform to do this is OnlineJobs.ph. OnlineJobs.ph is a platform
specifically for hiring VAs from the Philippines, my preferred hiring
Few reasons:
1. They speak English
2. They are excellent at completing tasks if you give them a clear SOP
to follow
3. They are cheap!
You might think that $2.50/hr is criminal .. but in the Philippines that’s a
full-time salary that can help them support their family.
An additional benefit is that I’ve found my filipino VAs to be incredibly
loyal. Most of my current VAs have been with me for years now, and when
I add a new team member it’s typically a friend/family of an existing VA.
So don’t think twice about it.
Create your SOPs, head to OnlineJobs.ph, and make a job posting to hire
your first VA. I promise it will be a game changer for you. It’s the key to
transitioning from SB 1.0 working 50-70 hours a week, to SB 2.0 working
2-10 hours a week.
●Listen to your clients and gather feedback from them about your service.
Find out what they like/don’t like, what provides the most value, what gets
the desired result.
●Eliminate tasks from your business that aren’t creating value and getting
your client’s results.
●Create version 2.0 of your MVS by trimming the fat from your service
offering. Ask yourself the 5 questions and remove any feature that doesn’t
get 4 or more “Yes”.
●Automate repetitive tasks by first searching for a tool/software that can
handle your entire task in one. If you can’t find a tool that does this, use
Zapier to create “if this than that” automations between multiple tools.
● If you can’t eliminate or automate a task, you’ll need to delegate it. Do
this by creating SOPs using a simple Google Doc and Loom to film a video
of you doing a walkthrough.
●Hire a filipino VA from OnlineJobs.ph to perform the SOP for
$2.50-$3.50/hr. Stop doing low-level tasks. Do it twice, then create an
SOP and delegate it!
Build The Machine
At this point you are cruising along. You have your EO dialed in. You are
‘Hunting’ consistently, generating leads and appointments like clockwork.
You are getting on the phone and converting these leads into paying clients
predictably. You have an optimized 2.0 service offering that focuses only on
getting the result.
You have automation, SOPs, and VAs handling most of the low-level
repetitive tasks. You are likely already at the $100k/yr+ mark or more. Yes?
If you don’t have these things dialed in, don’t think about scaling just yet.
You’re not ready for scale until you have a solid foundation.
Once you do though .. the next step is building a sales funnel that can
automate customer acquisition.
I call this automated sales funnel “The Machine”.
A sales funnel is just a series of steps your website visitors take on the way
to buying your product or service.
We use it to automate parts of our sales process.
An automated sales funnel works for you 24/7 and can take a prospect from
ice cold to a conversion event (book a call, free trial sign up, purchase)
without you lifting a finger.
Now, you should ONLY be setting up a funnel once you’ve validated your
EO by getting 3-5+ clients and delivered your service successfully to them.
Don’t listen to that “Funnel Hacker” bologna.
If you try to setup a funnel before you’ve validated your EO, you’ll just end
up frustrated from wasting your time and money.
There are many different ways you can set this up. This is the 5-step
process we use:
Here’s how it works:
1. Prospect lands on our website organically or from an ad
2. Prospect opts in to watch a Video Sales Letter (VSL) that’s positioned as
a free tutorial
3. Prospect watches VSL and if it sounds interesting, they fill out a
qualifying quiz
4. Prospect books a time for a demo
5. Prospect gets tagged into our system as a hot lead where we follow up
with email marketing automation
This all happens without me lifting a finger. I could be sleeping, sitting on a
beach, petting my dog, and a hot lead could show up on my calendar, ready
to chat about buying my EO.
Pretty sweet huh? This is ‘The Machine’. In the next section we’ll talk
about your best salesman that never sleeps.
Wouldn’t it be nice if you had an amazing salesperson who would work for
you free of charge, 24/7/365?
Well good news! You can :-) That salesperson is YOU!
“Are you crazy? .. I’m not working 24/7/365 without pay!” Don’t worry ..
you don’t have to.
That’s because you can use a Video Sales Letter (VSL).
A VSL is a video sales presentation that explores a HOF problem and
introduces your EO as the solution.
We use it once we’ve validated our offer by getting 3-5+ clients and
delivered the service successfully.
Ideally you want to have testimonials / case studies as well to strengthen
your VSL pitch.
It can persuade a prospect to sign up for your service or book a call without
you lifting a finger. It also has the potential to automate the discovery and
demo process.
Your VSL will resemble your demo deck with some added social proof,
features and benefits.
Here are the steps to creating a VSL:
● Create your VSL presentation using Powerpoint, Google Slides, or
● Record your VSL using a microphone and a screen recording software
like Screenflow
● Upload your VSL to a platform like Wistia, Vimeo, or even YouTube
● Embed it on a landing page within your “Machine”
Once you create your VSL and set it live, you’ll have your best salesman
ready to work for you 24/7/365.
In the next section we’ll talk about driving traffic to your Machine and
scaling your business even faster using Facebook ads.
Like many of the concepts in this book, this could be a separate book of its
own. There are entire courses, coaching, mentorship programs, and
mastermind groups out there specifically for Facebook ads.
In this section I’m going to give you the high-level strategy on how we use
it to get clients and scale our business.
Before we begin .. I need to make a disclaimer.
Do NOT advertise on Facebook unless you’ve done everything else before
this and have the financial capacity to invest. This is not required to getting
to 6 or even 7-figures.
This is just for people who are willing to invest (and potentially lose)
thousands of dollars to accelerate their business.
Also, this particular strategy is only for those who have high-ticket services
($2,000+ client lifetime value).
Anything less than that I recommend you stick to prospecting, content
marketing, etc. Paid advertising is an accelerator.
If you have an EO that converts .. you can build a 6-7 figure business very
quickly. If you are hoping for a miracle without a strong foundation and
proof of concept .. you’ll only be accelerating your path to failure.
With that said, here is what our paid traffic sales funnel looks like:
We use Facebook ads to drive people into our Machine, so they can watch
our VSL, qualify themselves, and book a call on our calendar for a sales
pitch / demo.
The only real work we’re doing is setting up the ad campaign, optimizing
the campaign, and hopping on the phone with hot leads to seal the deal.
Facebook ad campaigns have 4 key elements:
1. The Angle - the headline or ‘topic’ of your ad
2. The Copy - the body copy of your ad with a call-to-action at the end
3. The Audience - the specific people you are targeting on Facbeook
4. The Creative - the visual aspect of your ad (video or image) Our goal
with our campaign is to find the “Winning Formula” of these 4 key
We do this by creating multiple variations of
Angle+Copy+Audience+Creative and testing different combinations of
This can be a costly process (think $5-10k sometimes), which is why I say
you need to have a solid foundation, a high-ticket offer, and a financial
cushion to even think about investing in this.
Over the last 3 years we’ve spent close to $600k on the Facebook
advertising platform alone across multiple businesses .. so we can
confidently say it works.
It just requires testing, optimizing, patience, and immense discipline to get
●The “Machine” is an automated sales funnel that can take a prospect from
ice cold to booked on your calendar without you lifting a finger. You set
one up after you’ve validated your offer and proof of concept by getting 3-5
●Your best salesman that works for you 24/7/365 is YOU. Just in video
form. You can use a video sales letter (VSL) to automate the majority of
your sales process.
●If you want to accelerate your path to building a big business quickly,
Facebook ads may be a good option for you. Just be aware that you MUST
have a solid foundation first.
Be ready to invest, and potentially lose, thousands on trying to find your
“Winning Ad Formula” of Angle, Ad, Audience, Creative.
3 Ways To Grow Any Business
According to billionaire business strategist Jay Abraham, there are only 3
ways to grow any business:
1. Increase the number of clients you have (more clients)
2. Increase the average transaction by getting each client to buy more
(more revenue)
3. Increase the frequency that the average client buys from you (more
Let’s talk about how to triple our business using these 3 growth strategies.
1) More Clients
The most obvious way to grow your business is to get more clients. There
are many different ways to do this, but I’ll list out some of the best ways
● Social proof - gather testimonials / case studies from existing clients and
use it to increase your sales conversion rates. Let’s say out of 100 leads you
are currently converting 15 of them into paying clients, a 15% conversion
rate. Now let’s say you get a few incredible results for your clients, collect
a case study, and your conversion rate increases to 30%. You’ve just
doubled your conversion rate and clients!
● Referrals - talk to existing happy clients and ask them if they know
anyone else who would benefit from your service. We offer a 10% referral
commission for anyone who becomes a client from a referral.
● Strategic Partners - reach out to other companies who serve your VN, but
are not direct competitors. For example, if I’m targeting SaaS companies
with my LinkedIn service I might reach out to lawyers or accounting firms
in Silicon Valley.
● Hiring a VA to prospect - hire a VA to do all the prospecting across cold
email, Instagram, LinkedIn, and Facebook. We have multiple VAs on our
team dedicated to prospecting and appointment setting. This leads to more
leads and ultimately more sales.
● Hiring a salesperson - once your sales process is dialed in, you can hire a
commission-based sales rep to close the deals. This gives you time back so
you’re no longer doing all the sales calls if you don’t want to.
● Run paid advertising campaigns to a funnel - we talked about this in the
previous chapter. You can setup your own ‘Machine’ and run paid
Facebook ads to it to get more clients without manual work.
2) More Revenue
When you get more clients your revenue will increase. That’s obvious, but
not what I’m referring to in this section. What I’m talking about is adding
more revenue per client, your average Client Lifetime Value (CLTV).
How do you do this?
Find ways to get clients to buy more. The best way to do this is to add an
upsell or cross-sell to your core EO.
This could be a higher level of service, an add-on to your core EO, or
simply adding more of the same.
For example, our upsell is to add additional accounts for 15% off. We have
clients who have 5 salespeople using our service for $1k-1.5k/mo each.
A cross-sell would be our sales process course, where we teach our
clients how to convert the leads generated through our service into
Important note: do not worry about this section until you have your core EO
dialed in, delivered it successfully, and have gathered feedback from your
existing clients to get an idea of what else they need.
3) More Often
There are so many service providers out there who are just one and done
with their clients. They have a one-time offer, deliver it, then say goodbye
to the client forever. The best way to get clients to buy more often is to have
a continuity offer.
How do you do this?
If you go back to the chapter about solving HOF problems, I talk about
finding recurring problems so that you can create an EO that clients pay you
over and over for.
Nearly every service business can create a continuity offer. It all starts with
finding a HOF problem that businesses need to solve over and over, and
working backward from there.
Lead generation is a great example because businesses always need leads. If
they stop generating leads, they stop making sales. You want to find HOF
problems like this so you can get paid every single month.
● There are only 3 ways to grow your business. More clients, more
revenue, more often.
●Once you’ve validated your EO by getting 3-5+ clients and put some
systems/processes into place from previous chapters, you can start to attack
these 3 growth strategies. I recommend going at them one at a time so
you’re not overwhelmed.
The 3 Keys To Unlocking Peak
The goal of this book is to help you build a VIP (Value, Impact, Profit) drop
servicing business that allows you to be your own boss while positively
impacting your clients and living your ideal lifestyle.
The problem is when you don’t have a boss, there’s no one there to tell you
what to do each day. Now I’m sure you’re aware, humans are not
particularly good at managing their time and focusing on the things that
Over the last 4 years I’ve tried countless different apps, tools, software, and
methods for being more productive. Most of them failed miserably, but I’ve
found 3 simple keys to unlocking peak productivity.
3 keys that allow me to get my most important shit done day in and day out.
Here they are:
1. A meaningful life purpose
2. A clear agenda each day
3. Time blocks for deep work
Let’s talk about these a bit ..
1) A Meaningful Life Purpose
Getting clear on my purpose was the biggest game changer for me. If you
asked me just a few years ago what my purpose in life was, I would have
said “to quit my job, be free, and make a lot of money.”
There’s nothing wrong with that, but what happens once I quit my job?
What happens when I no longer have a boss telling me what to do and I’m
making $100-200k/yr+ (which to me was a lot of money at the time).
Would I have fulfilled my life purpose at that point? No. Of course not.I
needed something bigger. More meaningful. Something that extended
beyond just “Me me me”.
My life purpose now is to teach and inspire hundreds of thousands of
people to build 6-figure+ online businesses that create value, make an
impact, and make them a profit.
It's my mission and purpose to show those who are willing to deviate from
the 'rat race' mentality a better way to live their life.
A way to build an impactful business around their purpose, that generates
them true wealth and financial independence without robbing them of their
time and freedom, and that delivers extraordinary value to their clients.
When I go to sleep at night and wake up every morning, THAT is what I
think about. That purpose drives me to put in the work every single day.
Before I got clear on my purpose, I would waste thousands of hours doing
meaningless stuff. My productivity would run off a cliff the moment things
got tough, because I had nothing to drive me forward.
So I want you to take a minute to really think about this. What is your
purpose in life? What do you want to achieve? What legacy do you want to
leave behind? What do you want people to say about you when you’re
This may change over time, but take a day or so to write down everything
that comes to mind until you found something that really hits home.
This purpose will serve as your driving force every single day.
2) A Clear Agenda Each Day
How many times have you woken up without an agenda? Where you just
coasted through your day like a zombie .. without accomplishing a single
meaningful thing?
Where you skipped the gym just because you didn’t feel like it? Where you
missed a deadline on a project by weeks, maybe months, because it just
“crept up on you out of nowhere”?
I can count literally thousands of times this has happened to me. As Jim
Rohn says ..
You need to have a clear agenda for what you will be doing and what you
want to accomplish each and everyday.
One of the simplest ways to do this is to get a written planner and plan your
entire next day the night before.
I’ve used the Best Self Co. journal for around 2 years and its worked
wonders. Click here to pick it up from Amazon.
It acts as a journal and planner all-in-one. I also love it because each journal
is broken down into 90-day sprints. This makes breaking down your goals
much easier and manageable. Yes, you still want to have the big-picture
The life purpose, 10-year goal, 5-year goal, 1-year goal.
The key to smashing those goals is consistency, one day at a time. Pick up
the Best Self Co. planner and set a clear agenda everyday.
3) Time Blocks For Deep Work
Time blocking is crucial to getting your most challenging tasks done
everyday. I’m not talking about responding to emails, taking phone calls,
dropping your kids off at school, or whatever. I’m talking about deep work.
Uninterrupted, highly concentrated work on the essential tasks that move
your business forward. For me that might mean creating this book, creating
a product, creating new enticing offers, hiring and training a team member,
or setting up automated sales funnel machines..
These are things that move my business forward substantially, so I put
time blocks on my calendar and planner to ensure I work on it daily.
My goal is to do two deep work time blocks of two hours each everyday.
Four hours in total.
If you can get just four hours of focused, uninterrupted deep work in
everyday .. you will be shocked at how much you can get done over a
relatively short period of time. I recommend you read the book “Deep
Work” by Cal Newport if you want to learn more about this topic.
Everyone wants to go fast. They want fast results, fast money, fast feedback
loop, fast responses, fast everything. They want the “overnight success”.
Truth is, there is no such thing as an overnight success.
Understand that the key to success is not who can do everything the fastest
.. it’s who can do the RIGHT things consistently, over the longest period of
When you are consistent with small, meaningful daily actions .. it
compounds exponentially over time.
Take a look at this chart on Warren Buffet’s net worth:
Warren Buffet is one of the wealthiest men in the world. It took him 42
years to reach $1B .. but only 27 years to reach $60B thanks to compound
interest. Now I’m not saying you’ll be a billionaire ..
But I want you to think of compound interest in every area of your life.
Your health, wealth, business, relationships. That one day you go to the
gym won’t have an immediate effect .. but keep at it and a year from now
you might be shredded.
That one day of prospecting might not generate any instant sales .. but a few
months from then you may have an entire pipeline of ready to buy leads.
That one date you go on might not result in you getting married .. but a few
dozen more of those and you may be engaged.
Consistent daily actions compound over time and add up to give you
extraordinary results. If you’d like an awesome read on this topic I highly
recommend you pick up “The Slight Edge” by Jeff Olson.
● The 3 keys to unlocking your peak productivity is 1. A meaningful
purpose, 2. A clear agenda each day, 3. Time blocks for deep work.
● The key to success is not going fast .. it’s slowing down and being
consistent over a long period of time on meaningful tasks. These consistent
actions compound over time and lead to extraordinary results in every area
of your life.
How I Leverage My Business For
Free Travel And Hotel Stays
Over the last 2 years I’ve traveled to 16 different places including 7
different countries nearly for free. I also have free WeWork access for 1
year, equivalent to $4,200 in my area. How?
By leveraging business credit cards and accumulating rewards points. Every
expense that I have in my business, I pay with credit cards to get points.
You’ll have to do your own research based on what country you’re in, but
you want to look for cards that have a sign-up bonus for spending a certain
amount from the time you sign up.
You also want to look for cards that have extra point bonuses for certain
For example, I have an American Express Business Gold credit card that
gave me a 75,000 sign-up bonus, as well as 5X points on advertising spend
up to $150,000 a year.
Each point is equal to roughly $0.01. Let’s do the math:
● 75,000 points = $750
● $150,000 * 5 = 750,000 points = $7,500
This means in the first year of signing up for the AMEX Business Gold
card I accumulated $8,250 worth of points for no extra work!
All I did was pay for my normal business expenses and I got rewarded for
it. If you’re wondering what are my primary business credit cards right
now, here they are:
● Chase Sapphire Preferred
● AMEX Business Gold
● AMEX Business Platinum (free WeWork access)
You might not be spending $150k+ in your business a year, but why not
reap the benefits from every dollar you spend?
Another way that I love to use points is through gift cards. I can exchange
my credit card points for gift cards at shops, bars, entertainment, and
Over the last year I’ve taken my fiancee out for dozens of date nights at
steakhouses and nice restaurants.
I’ve used it to buy Christmas gifts for my friends and family. I’ve used it to
buy UFC event tickets at Madison Square Garden. I’ve even used it to
knock back a few drinks at the bar.
Why not turn every dollar you spend on your business into free money,
gifts, and enjoying your life?
● Leverage business credit cards to get rewards points that you can use for
free travel and gift cards. Look for credit cards with sign-up bonuses and
extra points for certain categories.
● Every expense in your business should be generating you points. If not,
you’re missing out on free stuff that make your life fun and enjoyable.
The Ultimate Productized Profits S
oftware & Tools List
● ActiveCampaign (email marketing automation)
● Zapier (task automation)
● Google Drive (for online docs and storage)
● Google Apps / G-Suite (for email)
● Slack (team messaging)
● Zoom (for team meetings, webinars, sales calls, and demos)
● Asana (for SOPs and project management)
● Stripe (hassle-free merchant account)
● Payfunnels (simple and easy invoicing)
● Clickfunnels (best standalone funnel and landing page builder)
● Elementor Pro (for WordPress users)
● Loom (free Chrome browser extension to create screenshare videos)
● Fiverr (for offer research and small jobs you need done)
● UpWork (for hiring freelancers, whitelabel agencies, or in-house
● OnlineJobs.ph (for hiring filipino VAs)
● Freeeup (for specialized and premium freelancers)
The Ultimate
Business Strategy
● 4 Hour Work Week
● Built To Sell
● Profit First
● Work Less, Make More
● The Automatic Customer
● From Impossible To Inevitable
● Building A Storybrand
● The Irresistible Offer
● The Boron Letters
● Pre-Suasion
● Cashvertising
Fanatical Prospecting
SPIN Selling
Pitch Anything
The Sales Acceleration Formula
Predictable Revenue
Social Selling Mastery
The Ultimate Sales Machine
Productivity / Personal Development
● Essentialism
● The ONE Thing
● The Slight Edge
● The Subtle Art Of Not Giving A Fuck
● How To Win Friends & Influence People
Throughout this book I’ve shown you the opportunity with the Productized
Profits model.
The blueprint to building a wildly profitable drop servicing business from
anywhere in the world, that you can eventually run with just a few hours per
week .. and that delivers extraordinary value to your client’s lives.
I’ve shown you how to pick your niche, find a problem to solve, and build
your offer from scratch. I’ve laid out a client acquisition strategy to get at
least your first 3-5 clients quickly and for nearly free.
I’ve taught you how to deliver incredible service to your clients, whether
that’s through building a team of VAs or hiring a whitelabel provider to take
care of it for you.
I’ve revealed the #1 source of all client issues and how to keep them happy
in the long run.
I’ve talked about how to remove yourself from the business by eliminating,
automating, and delegating the $3/hr tasks.
I’ve given you strategies to grow and scale your business into the multiple 6
and 7 figures.
I even shared my simple productivity tips and how to get stuff for free by
leveraging your business expenses.
It’s up to you to take action and implement what you’ve learned here.
If you put in the work and follow what’s outlined in this book, you will
build your dream business and a life of freedom for yourself and your
To your success!
How To Exploit The #1 Review Site Yelp To Land
High Paying Customers: We'll Show You How
Offering Yelp Claiming Services Is A Goldmine
You’re about to discover how to shortcut the long “client selling cycle”…
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We’re teaching the best door opener system yet.
A low-cost entry for the clients but easy to stair-step your way to a bigger
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It is simple to outsource and set it and forget it.
Local Marketing Strategy: Offline Lead
Generation Method To Profit Almost Immediately
What you are about to learn is – and has been - used in our REAL offline
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This method is not theory. This is a real life, in-the- trenches method that
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importantly, how to profit almost immediately.
• You may have heard some of this stuff before...but “SOME” is the
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mean that you’ve seen the entire scenery layout.
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we’ve tested and all the rehashed stuff you’ve read about a million times
• This is open-ended. That means that the relatively small client you bring
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Basically we are first going to provide the service and then get paid, yes i
know this sounds crazy, but wait till
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