White Label Suite | Setting Up A Marketing Campaign

Stoney, how are you doing, man?

Doing great.

Thanks for jumping on.

Yeah, thank you. Two questions. One similar to David Arnold, specifically in real estate, but also home services. I think those guys fit really well together. Making the switch for a realtor, if I'm going to say I'm going to go get to that guy some leads or in the same boat, I'm going to go get a plumber leads. So would you set up the... Maybe some a... How would you set that up? Would you set up some referral, like a referral network almost?

Yeah. I did this as an exercise yesterday with a building advisory board, building advisory company. These guys have got an amazing business. From 15 years ago, what they created was an advisory board to anybody in the construction industry. They literally charge, I'm stunned by their model. They literally charge $10,000 a year to be a member. And the only thing they... Not the only thing, that's a terrible way to phrase it. The value they deliver for that $10,000 a year for the construction companies is the ability to network. They have meetings once every quarter. They have the ability to network, and they have this ask me anything panel. Do you need legal advice? Have you got a building site that has got some compliance issues? Are you looking for... Do you need trades people? Whatever it is. It's like, I pay my $10,000 and I come to these guys and they will solve all my problems. Amazing business model. They've got 50,000 members, which is freaking amazing. We were talking to them yesterday about this leads program and this tool. We come up with this, and I just want... This is fresh in my mind, so I just wanted to answer that question with something that we talked about yesterday.

We talked to them about creating referral syndicates. What does that look like? It looks like small groups of businesses in a local area that are open to referring business to each other. It's so simple what he's done is he's literally created a Slack channel for a syndicate. In one little syndicate, he's got a local plumber, an electrician, a solar guy, a landscaper, a carpet cleaner, a window cleaner. He's got 5, 10 different businesses that he puts together. We were talking about this concept yesterday and creating this referral syndicate. What if that was the offer? You were literally able to go and say, Hey, Mr. Business owner, I don't want you to pay me any money. What I want you to do is just give me a yes or no. I'm putting together this syndicate. Here's where the money kicks in. When I get this syndicate together, what I'm looking to do is put a $10,000 price point, which you can all share. When you share that $10,000 price point, I'm going to give you a lead generation software program, an opportunity to manage those leads, a system to do over here. Then you can refer business to each other and you share the expense of creating this system because you're all going to be working the same group of people.


I found that fascinating because it's such an amazing way of doing business that you're able to share an expense amongst people that are in a similar vein. I remember as a child, I grew up on a farm here in Australia and big properties, big stations around and stuff like that. What was fascinating for me was that, only as an adult looking back, every single one of these little farms had to have a big tractor, a big combine harvester, a big $200,000 whatever. We all had one. Then my parents lost the farm a couple of years of drought, and as they were closing up that chapter of our lives, we were selling off all this machinery and all this stuff. What was fascinating for me was this guy, Craig's his name, can't remember his last name, but Craig had this syndicate mentality.


Craig came in and he bought one combine harvester, which was a quarter million dollars. He shared that expense between 10 farms around. We did that guy's crops this week and that guy's crops next week and that guy's crops the week after. Because you only need that quarter million dollar investment for that one week out of the year, why hold on to it? He created the syndicate and just literally owned the entire community by the time we were done. It was incredible. I'm talking literally owned. He bought everything that came up because cashflow was much freer. How does this work in a local business, David? I'm going around that topic, but your question to me was, how would you create that between a plumber and electrician and a builder and an electrician, and a builder, and an accountant, and a lawyer or whatever? What an amazing business system to put together. Long game, right? Long game. First approach is, Mr. Business owners, would you be interested in having a syndicate operating in your environment where you're referring business to each other with trusted partners? Cool. This is what we do. Again, I was so fascinated by this conversation yesterday.

And I think it's such a smart way of doing business that you can share expenses between like-minded companies that are focused on the same end customer avatar. That's the important bit. That's the important bit. They've got to be the same. There's no point creating a syndicate where one person is selling jewelry and the other person is selling farm machinery. They're just.


Different. Too far apart.

Too far apart. But if you're talking to the same avatar, you're looking for a homeowner in Wyoming that has a mortgage and two kids. And so is that guy and that guy and that guy and that guy. Let's get together on this. Share some marketing expenses, share some stuff and do what franchises do so well, which is take the expenses away from the front end operator and put it into a back administration pool and we can all share the profit and the benefit from it. Wicked cool. I think that's amazing. Hopefully, it's something that… Yeah, David, you just asked, with this syndicate, would you have niche, exclusively one niche in the group? Absolutely. This is what… Is it BNI? Yeah. Some of these other groups, that's exactly what they do. They're like, Okay, the chapter here, if you're an electrician, you're in. Next electrician. Sorry, man, we already got one. Sorry, dude. Exactly. The great thing is- It.

Scales almost immediately, right? If you started and I say, This is the home services group. We're going to have an attorney, we're going to have an insurance person, we're going to have a mortgage person, then we're going to have all the trades and whatever. Honestly, like today, I was over helping my mother-in-law who's aging. The tree guys were over there cutting down trees and we had storms and everything, but my son was over there trying to figure out the mower. It's all these kinds of things. We're thinking about, then we're thinking about, Okay, so how does the old folks' home situation or even home care, wouldn't we put that in there?

Hundred %. Isn't that cool? Oh, my gosh. As you said, it scales infinitely. The plumber comes in and goes, You know what? We've already got a plumber. Are you interested in enjoying this? Great. See, the cool thing is, and I think this is the thing that makes this so sweet because we're talking about lead generation. We're talking about the software that you guys have. We're talking about plugging this in. The cool thing is BNI has generated so many millionaires, so many people have got business from it. My personal standpoint is irrelevant, but my personal standpoint is it sucks because you have to go to BNR. You're under so much pressure to come up with a lead. If you haven't got any lead, you're banned. You're like, Dude, did you bring leads this week? You're like, No, but I want to be a member. No, if you didn't bring any leads, come back next week. It's like, Oh, man. It's a hard environment. But if that syndicate operated under the umbrella that we are going to be putting 2,000 leads a month into this syndicate and working them through, now we're actually joining something with a purpose and having the influx of activity rather than just waiting for the word-of-mouth stuff, which is the BNI side of things.

That's where I think the magic is. It's like this little group of five people, this program is going to cost you 10,000 a year, so you're going to split that cost. As a result, we're going to put 2,000 leads a month into the syndicate every single month between the plumber, the electrician, the roofer, and the whatever. This is going to roll every single month, guys. This is the... Anyway, so I'm not saying that this is gospel, but hopefully you guys are thinking that that might be a good idea. So David, long answers to a short question. Hopefully, that's a good starting point.

That's great. Now, the second one is a technical thing because I need to get my tail off the bench and get after it this weekend. I probably would just need to go watch the other YouTube videos. I was even on that call where we talked about the email, the snapshot or the sub account for email and all that stuff. Could you walk, if I showed my screen, could you look at it and just say, This is right, this is wrong? 100% man, yeah, absolutely. Something like that? Okay, let me do that real quick.

Is it a technical question or is it fear of pushing go?

Both. Okay. It's a technical question. Just to say, Clear Vision Marketing is my brand or the larger. That's where I have all my SAS configuration and all that stuff. And then I bought a cold outreach.

Perfect.

Yeah. I'll just try to get an email. It is set up here as, I believe, it's cvleads. Cc.

Great. Amazing.

Now, I'm confused at where the funnels need to live. The automations, I guess, live in this 20th century Leads cold outreach. Is that right? Yeah. Okay, so walk me through that to make sure.

Yeah, definitely. No worries. Let me just do this in the best.

Possible way. These funnels, the funnels over there don't need to be there, correct?

No, they do. You're absolutely right. Okay.

I might just delete those out of there because it's.

Confusing me. Sure. Absolutely. This is your marketing company? Yeah. This has got its own domain, which, as we just saw, was the. Cc one. Over here, we have the automations that send the emails.

This.

Is your main company?

Yeah.

Okay. I'm sorry, you said the name of it was Clear.

It's Clear Vision. Marketing.

Clear Vision. Great. This is your primary domain, all right? This is your primary. This is your work, thisis where your business is. That's right. Okay, over here, you install the funnels.

Okay.

All right. And the follow-up series and the opportunity boards. Okay, now what makes this work is over here we've got emails. Emails about to send. Emails going out. In those emails is a link or what we call a call to action. We're sending out an email, we're saying, do something to someone. Call me, respond to me, go over here and opt in, download my free whatever. All of that CTA, all of that activity needs to point to here.

Okay, yeah.

The only thing we do in the marketing company sub account in DHL is send emails.

Okay.

That's it. We send emails, nothing else. We forward any replies to the main email account. We don't even need... That means we don't even need to monitor conversations in there. Every click takes them to my funnel. My funnel lives on my primary account because when they opt in, when they respond, when they reply, when they engage with my chat, but when they do whatever it is, I want them doing that in my primary database because they are no longer cold.

Got you.

This over here on this left-hand side, this is cold. First contact, never heard of me before, don't know me about anything. I do all my marketing from here. As soon as that person responds, replies, takes an action, they are now warm. Everything that happens from warm to hot happens here. The only thing we use the marketing company for is to send the emails to make the initial contact. We do everything else in the primary. The only thing that you need here is the automations to send the emails. Everything else lives in the primary company. Is that okay, David? Got you.

Yeah, that makes sense. Cool. Now, what about on the automations side? So basically the only automation we would do is just the email one, right? Yeah, exactly. Yeah, that's maybe where I'm at trying to figure out what of the automations that come in your current snapshots need to go into my main primary.

Yeah, great. I just made a note there that I might actually ask the team to see if we can split this into marketing account and primary account.

Oh, yeah, that might be good.

Yeah, that would be super helpful. But the split is literally, this is the 23 leads email series only.

Okay.

Everything else is over here. Everything else.

So the responses and all those kinds of things are going there. All of them are going there. Okay.

The only thing here, so if I'm... Let me just grab my... I'll stop sharing that and I'll let you guys... I'll flip to this whiteboard, my whiteboard drawing skills. We'll take a screenshot of it, guys, whatever you want to do, grab it.

I'll share in the 23 leads campaign itself. The only thing that should be in the marketing email is the 23 Leads email series. Let me just log in.

Okay.

So even though it installs in both, you can install that snapshot in both places and then in the marketing account, just delete everything else and just leave that one, so it's not confusing, okay?

But everything else lives in your primary account. Let me just grab my sub account. This is the source of our snapshot creation. There it is. In here, in our automations, we have three folders with automations in each. This is the only one, the 23 leads, sales, email sequence. That's what goes in your marketing. Everything else is in your main account.

Okay. All right.

This has got... Sorry. I have I said you a straight? We've got click tracking and open tracking.

There's a few of those things, right?

There are. I'm just trying to think, actually, I apologize I've led you astray. The from the follow up. Okay, cool. We've got just those two, really. I should move those into the other folder. Move to folder, email sequence, and then I'll show you what I've done. Click tracking and open tracking.

Click tracking and open tracking.

Move to folder, that one. Okay. So click tracking and open tracking, which is in the 23 leads thing. And that's what you're left with. The email series with 23 leads, the click tracking and the open tracking, that's it. Okay, we're done. Then everything else is done from your main account, the follow-ups, all that stuff. So coming back to my whiteboard there, and sorry, Richard and Colleen and Nassar, I can see you guys still got questions, I'll jump straight to you. Coming back to my whiteboard there, that should give you that clear breakdown of exactly what's in it. Literally, the only thing we're doing here is sending emails. That's it. Nothing else. No follow-ups, nothing. Somebody asked me in the group the other day, how do I... Now I've got all my marketing coming out from here, and I've got all my follow-up going on from here. How do I take people out of the follow-up? Now we're in different companies. You guys have heard me say this before. I'm inherently lazy. My immediate reaction was, I don't even worry about it. Somebody says, Oh, I've already booked with you in the marketing account, and I sent them an accidental follow-up email.

I'm like, Oh, sorry about that. But if you want to be a professional, which is probably a much better way to go. The things that you can do now is you can literally just create an automation over here in your main company. The automation sends a web hook with a tag back to marketing.

Oh, yeah.

Okay. You can actually then, in your main account, if that lead comes in, they opt in, they respond, they do something, then tag them back in the other one, and that tag removes them out of all of the other automations. That's what you should do. It's not what I've done because I'm inherently lazy and I just don't. But that's what you should do. Understood. If you really want to be a professional, when they opt in, you should take them out of the follow-up.

I only.

Send three emails in the follow-up, so I'm like, They're probably only going to get one more email anyway. I'm sorry about that. Great to see you. See you Tuesday. What you should do is take them out of the sequence, which just involves tagging them back in that primary company.

In their mind.


Okay, that's awesome. Now, the last thing there, David, my question to you from a place of love is, was it a technical question or is it a fear of pushing go?

Yes.

The first part is easy. Technical is technical. We can just tick boxes andsend them to the end of the video and then we're done. The second part is a fear of pushing go. What I want to do is one thing for you. I want you to imagine that you're standing on the edge of a cliff, and in front of you is a gap that is probably just at your capabilities of jumping over. I could jump over it, but it's a chance that I'm going to miss the other… It's right on the edge here. I want you to put yourself in that position where I'm standing on the edge and I'm looking at this gap, and over there is all the money I could ever want in the world, but this gap right here in front of me is freaking terrifying me because I could make it, but there's a real good chance that I'm not going to. Put yourself there, right? Desolate landscape, all that stuff, wind-blowing, spin effects rolling through. Over there is all the riches in the world. Now I want you to look behind you and realize that the landscape you're standing on is crumbling.

If.

You stay still, there is an excellent chance that you will go down.

You.

Can jump and give it a shot, or you can stay still and be guaranteed to go under. Again, I'm just trying to help from that picture for me helps me get over a chasm when I needed to. Staying still may seem safe until you go, Holy shit, if I don't move right now, something bad is going to happen. I may as well give it a go. I always finish that with these two paths. What if it doesn't work? What if we send out 1,000 emails and it bombs? Will anybody die? Worst case scenario is I might need to apologize to 20 people who I offend for something.

Okay.

All right, cool. Don't like it, but sorry about that. Didn't mean to offend. Hope your life is good. Worst case scenario, I think I've only ever had to write two apologies in my life.

Yeah.

From a cold email. That's exactly the phraseology of the apology. Hi, sorry, didn't mean to offend. Just trying to generate some business. Hope all goes well for the rest of your life.

Cheers. Yeah, exactly.

Nobody died. So as scary as it was, nobody died. If I ran this out, 1,000 emails and it completely bombed, I've lost nothing.

Okay, what.

If it works? In some ways, that's scary. What if it works? Now I've actually got to fulfill on a whole bunch of clients. Well, guess what? Rich people have money problems too. They've just got different money problems than we do, right? Right. What's his name? The Omaha guy?

Buffett.

Buffett. Buffett's got money problems. His money problems revolve around the fact of, How can I pay half a billion dollars in tax and make it $400 million in tax instead? That's a money problem.


What.


If it works? You're going to have problems. Guess what? You can solve them.

But.

You can't solve them until you know what they are. Right. Bring me that problem and I will solve it. I don't know what it is, but bring it. Come on, bring the problem. Let's dissect it together. But until I know what that problem is, I cannot find a solution. So jump, jump, and you've got one of two things. If it bombs and doesn't work, run another campaign next month.

If it.

Works, the problem that you're going to have to solve is fulfillment, staff, employment, and that's a business owner's growth problem. Guess what? There's 1,000 people in the community at your back and help that you can reach out to. You've got an incredible network and resource to support that. You've got an incredible network and resource to support your growth.

What you.

Don't have is an incredible network of resources if you don't act. Right. That's right. And nobody can support you in that space.

Right.

Go where the support is. Go with the growth problems because it's a lot more fun and a lot more of a sense of achievement as well. Good luck, man. Just tell us how we can help. Let us know if there's anything we can do, but take that leap. If it works, great. If it doesn't, come back and chat and we'll revise it with you.

Okay. Did Alvin put you up to this? No. Okay, good.

Who's Alvin? I know Theodore and I know- I.

Have Alvin Weiss here.

Oh.

Okay. It's my cohort.

In- All right. So Alvin has been on your back to make this happen? Fantastic. Yes. No, he didn't put it up to me. I put his feet to the fire. I love that. I love that. Do you know what? The people that love us most and the people that care about us most do that. They say, Jump, man, because we're going to find out what happens on the other side. But until we do, we are looking at a crumbling landscape coming towards us. Let's move. Let's just see what the next one looks like and have a shot. Again, if you need help, just reach out. We're here for you. Sounds good. Thank you. Good to see you guys. Thank you so much. All right, bye.