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Module: 1. AAU Agency/Module 2 - Set Up Your Agency 7
Lesson: 2. Who is Your Ideal Client
Duration: 19:59
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[00:00 -> 00:08] Alright, so in this lesson, we are going to be talking about who is your ideal client
[00:08 -> 00:12] and what kind of agency do you want to have?
[00:12 -> 00:19] And I put together a worksheet here that I will show you.
[00:19 -> 00:20] And it's something that you can ask yourself.
[00:20 -> 00:25] And I'm going to walk you through the questions and give you some examples here.
[00:25 -> 00:26] Okay?
[00:26 -> 00:30] So the first one is who is your ideal client and why?
[00:30 -> 00:36] And the reason I ask that is because people sometimes will walk into this and just automatically
[00:36 -> 00:38] be gravitate towards something.
[00:38 -> 00:45] So an example might be maybe when you were growing up, you know, you worked part time and
[00:45 -> 00:47] your uncle's auto repair garage.
[00:47 -> 00:49] So you understand the terminology.
[00:49 -> 00:52] You really like working with those people.
[00:52 -> 00:56] And it's just something that, you know, you want to maybe have an agency that works
[00:56 -> 00:58] with auto repair businesses.
[00:58 -> 01:00] Now that's just an idea.
[01:00 -> 01:02] That's a niche, right?
[01:02 -> 01:05] And that gets into the next question is should you niche down?
[01:05 -> 01:09] But let's stick with your ideal client at first.
[01:09 -> 01:20] Now an ideal client in my mind is someone who has a ticket that is typically two $200
[01:20 -> 01:22] service or more.
[01:22 -> 01:27] And some good examples of that would be like a floor refinishing business, pest control
[01:27 -> 01:32] business, you know, if it's in a large metro area, those services are on average, probably
[01:32 -> 01:35] about $200 every time they go out to somebody's house.
[01:35 -> 01:43] Lecture, we've got private schools that we work with where it's like a private high school,
[01:43 -> 01:47] you know, and to get somebody to go there, it's about $7,000.
[01:47 -> 01:50] It's a pretty good return.
[01:50 -> 01:52] We work with plumbers.
[01:52 -> 01:54] We work with auto repair shops.
[01:54 -> 01:57] Auto body shops are good ones.
[01:57 -> 02:02] Rug cleaning shops, you know, where they do go in and grab the rug and take it to their
[02:02 -> 02:05] shop or you can drop them off.
[02:05 -> 02:11] Tiling companies, contractors, you know, you get the idea.
[02:11 -> 02:15] But these are services that are not hard to sell.
[02:15 -> 02:17] They have a very high pain point.
[02:17 -> 02:21] And what I mean by that is pest control is another big industry of ours.
[02:21 -> 02:27] And the reason why when I say they have a high pain point is if someone sees a mouse run
[02:27 -> 02:31] through their house, if a woman sees a mouse run through her house, she calls a pest control
[02:31 -> 02:32] company.
[02:32 -> 02:35] She wants that thing gone now.
[02:35 -> 02:37] Okay, you get the idea.
[02:37 -> 02:38] Plumbers.
[02:38 -> 02:42] If you break a pipe in your house, I use this example all the time because it's easy to understand.
[02:42 -> 02:45] If you break a pipe in your house, you want that fixed now.
[02:45 -> 02:51] If you've got leaking faucets or, you know, toilet that's leaking, obviously you need
[02:51 -> 02:52] to get that taken care of.
[02:52 -> 02:54] Electricians, lights aren't working.
[02:54 -> 02:59] You know, maybe you're had a plug and your fridge has gone out.
[02:59 -> 03:01] You need that fixed.
[03:01 -> 03:03] We work with hot tub repair companies.
[03:03 -> 03:04] The hot tub goes out.
[03:04 -> 03:06] You need it fixed, right?
[03:06 -> 03:10] These are services that people need on a daily basis.
[03:10 -> 03:15] Now one person might not eat all of these services, but if you're a homeowner, you sure
[03:15 -> 03:17] understand what I'm talking about.
[03:17 -> 03:22] So come up with some ideas of some ideal clients of people you think you'd want to work with.
[03:22 -> 03:25] Now you don't have to stick in the service industry.
[03:25 -> 03:29] I just tell you that because there is very high pain points.
[03:29 -> 03:31] So those problems are easy to solve.
[03:31 -> 03:35] And what I mean by that is I'm not going out there and, you know, taking care of the mouse
[03:35 -> 03:38] problem or fixing somebody's electrical.
[03:38 -> 03:44] But when somebody goes looking for that person, I know how to put my clients ads in front of
[03:44 -> 03:48] them and get them to click and take action on the landing pages.
[03:48 -> 03:50] It's really easy to do.
[03:50 -> 03:52] People don't have to think about it.
[03:52 -> 03:54] They type in things like mouse removal.
[03:54 -> 03:56] They go through and they want to click.
[03:56 -> 04:00] They go to a landing page and they're sold, right?
[04:00 -> 04:02] It's an easy sell.
[04:02 -> 04:07] That's always why I've gravitated towards service businesses like home services and auto repairs
[04:07 -> 04:09] and things like that.
[04:09 -> 04:13] So talk about niching down as an agency.
[04:13 -> 04:15] That next question down.
[04:15 -> 04:18] I am talking about should you niche down.
[04:18 -> 04:22] Are you going to offer just one service or you can offer many services?
[04:22 -> 04:29] So when I got started, I was basically a hodge podge agency or a boutique agency.
[04:29 -> 04:32] I would really do anything that anybody needed.
[04:32 -> 04:34] I had experience in all of it.
[04:34 -> 04:37] I built a ton of websites.
[04:37 -> 04:39] I knew how to do Google ads.
[04:39 -> 04:44] I could do some social media and Facebook ads and I kind of did it all because I was
[04:44 -> 04:47] like, I'll take whatever money you'll give me.
[04:47 -> 04:53] And as a new agency owner, a new business owner, that's going to be definitely something that's
[04:53 -> 04:57] going to tug at you a little bit because you're like, I just want to get my first client.
[04:57 -> 05:01] And it's more money if I do that kind of stuff.
[05:01 -> 05:02] And yes, it is.
[05:02 -> 05:06] But what ended up happening was as an agency owner, I was like, you know what?
[05:06 -> 05:08] I don't want to build websites anymore.
[05:08 -> 05:13] The reason I don't want to build websites is because it takes six months to do it.
[05:13 -> 05:18] Not that it takes me six months, but by the time I get done with the client and they figure
[05:18 -> 05:23] out what color shade of red they want to use on their website, it's taken them six months.
[05:23 -> 05:28] So you know, that $1,000 project that could have been done in two weeks has now dragged
[05:28 -> 05:30] out over six months.
[05:30 -> 05:34] It's a high hand holding type of service.
[05:34 -> 05:35] Okay.
[05:35 -> 05:42] So there are also certain businesses that do much better on Facebook than Google ads.
[05:42 -> 05:47] So for example, service businesses do very well on Google ads.
[05:47 -> 05:53] And the reason being is, you know, I think I've talked about this stat before, 94% of
[05:53 -> 05:58] all searches in September of 2020 were on Google.
[05:58 -> 06:01] So when people have a problem, they go to Google.
[06:01 -> 06:05] If you have a, if you need a plumber, you don't go to Facebook and start scrolling through
[06:05 -> 06:08] hoping you'll see a plumbing ad, right?
[06:08 -> 06:13] When you put an ad on Facebook, the targeting on Facebook is ridiculous.
[06:13 -> 06:14] It's very, very good.
[06:14 -> 06:20] And they're absolutely is a great place for advertising there, depending on what you're
[06:20 -> 06:21] advertising.
[06:21 -> 06:28] I know a lot of people who do Facebook ads that say I can get great, or I can get a ton
[06:28 -> 06:31] of leads for service businesses on Facebook.
[06:31 -> 06:32] And yeah, you can.
[06:32 -> 06:34] And you can get them at a better price than Google.
[06:34 -> 06:39] The problem is, is that when that service business owner goes to call those people, they
[06:39 -> 06:43] are, the lead quality is very poor.
[06:43 -> 06:49] So typically in our experience, you could get a hold of about 10 to 15% of those people
[06:49 -> 06:51] that the lead came through Facebook.
[06:51 -> 06:57] And the reason is, is that when you're advertising a service on Facebook, think about it.
[06:57 -> 07:02] You know, you're hoping that somebody is going to kind of trip over that ad.
[07:02 -> 07:04] They're not looking for a plumber right now.
[07:04 -> 07:08] Or if they are, you kind of catch them by accident.
[07:08 -> 07:11] It's like putting a billboard on the freeway.
[07:11 -> 07:16] If you put a billboard there and you're hoping that that exact person who needs you drives
[07:16 -> 07:23] by your billboard happens to notice it as well as happens to remember your name, your phone
[07:23 -> 07:26] number, or how to contact you, right?
[07:26 -> 07:29] So when I talk about, you know, what kind of agency do you want?
[07:29 -> 07:31] Do you want to have run Facebook ads?
[07:31 -> 07:33] Do you want to run Google ads?
[07:33 -> 07:37] Because obviously that's how this course is actually tailored.
[07:37 -> 07:41] But if you, you know, there's a lot of great ideas on running an agency, so you can run
[07:41 -> 07:44] whatever type of agency you want.
[07:44 -> 07:47] But my suggestion would be to niche down your agency.
[07:47 -> 07:53] Go after one service, or excuse me, go after one service that you're going to offer.
[07:53 -> 07:57] So if you're going to do Facebook ads, just do Facebook ads right now.
[07:57 -> 08:01] If you're going to do Google ads, just do Google ads right now, unless you have some
[08:01 -> 08:03] extra help.
[08:03 -> 08:07] Because what's going to end up happening is otherwise you've got to learn two different
[08:07 -> 08:08] services.
[08:08 -> 08:10] You got to learn Facebook and Google.
[08:10 -> 08:13] If you have an SEO agency, go that route.
[08:13 -> 08:15] It's really up to you.
[08:15 -> 08:18] But my suggestion would be to niche down your service.
[08:18 -> 08:23] And the reason is I have worked with, I can't tell you how many different companies and
[08:23 -> 08:29] how many different agencies, because there is not one agency that's really good at all
[08:29 -> 08:30] of it.
[08:30 -> 08:36] That's good at like SEO and Facebook ads and Google ads and social media.
[08:36 -> 08:38] And you're probably not going to be that either.
[08:38 -> 08:42] And the reason why I say that is because those platforms are huge.
[08:42 -> 08:48] You would have to have a team or at least one individual person dedicated and just an
[08:48 -> 08:52] absolute rock star to nail each one.
[08:52 -> 08:56] So when I had my agency offering all these things, you know what?
[08:56 -> 08:59] I was good at some of it.
[08:59 -> 09:01] Other stuff I was pretty poor at.
[09:01 -> 09:03] I was really good at Google ads.
[09:03 -> 09:05] But I did all of it.
[09:05 -> 09:06] I passed.
[09:06 -> 09:08] It was all adequate.
[09:08 -> 09:12] But there was nothing I was doing really, really well.
[09:12 -> 09:14] Because I was just spreading myself too thin.
[09:14 -> 09:19] Now the only companies that I've ever seen that are good at all of it are the ones that, you
[09:19 -> 09:22] know, a Fortune 500 company can hire.
[09:22 -> 09:24] They're the only ones that can afford it.
[09:24 -> 09:27] Because these agencies are huge.
[09:27 -> 09:32] You know, they have floors of people dedicated just to one service.
[09:32 -> 09:37] You typically don't have the same team working on Google ads as you do on SEO.
[09:37 -> 09:42] They're very, very niche down in what they do.
[09:42 -> 09:46] But I also have clients that come to me and say, Mike, you know, do you do Facebook ads
[09:46 -> 09:47] too?
[09:47 -> 09:49] I'd really like to hire somebody to do Facebook ads.
[09:49 -> 09:52] But I'd really like to keep all of it under one service.
[09:52 -> 09:53] And I tell them exactly that.
[09:53 -> 09:58] I'm like, listen, I don't do Facebook ads we used to.
[09:58 -> 09:59] And here's why we don't anymore.
[09:59 -> 10:03] And I'll tell them exactly, you know, that the lead quality wasn't great for service businesses.
[10:03 -> 10:09] But at the same time, if they want to hire, if they want to do Facebook ads, go right ahead.
[10:09 -> 10:14] You should probably hire somebody that specializes in Facebook ads because otherwise they're
[10:14 -> 10:19] going to be doing those kind of poorly, you know, you're not going to find an agency that
[10:19 -> 10:21] does it all well.
[10:21 -> 10:26] And as far as service goes, should you niche down in your service?
[10:26 -> 10:30] That is also a personal preference.
[10:30 -> 10:33] Some people want to go after just like pest control.
[10:33 -> 10:36] They want to be the pest control Google ads person.
[10:36 -> 10:38] Some people want to do other electricians.
[10:38 -> 10:40] Some people want to do landscapers.
[10:40 -> 10:41] It's really up to you.
[10:41 -> 10:45] There is advantages and there are disadvantages and I'll walk you through each one.
[10:45 -> 10:50] The advantages you can template everything, right?
[10:50 -> 10:56] You can pretty much set it all up and just change some logos and some names and stuff
[10:56 -> 10:57] like that.
[10:57 -> 11:05] The disadvantage is not the same thing as going to work for every demographic that you're advertising
[11:05 -> 11:06] to.
[11:06 -> 11:11] For example, I used to work for a painting company or I had a painting franchise and there were
[11:11 -> 11:15] seven locations around the Minneapolis, St. Paul, Minnesota area.
[11:15 -> 11:19] Now you would have thought that I could have just run the exact same campaign on the other
[11:19 -> 11:20] side of town.
[11:20 -> 11:24] And so I tried that and the results were a bit shocking.
[11:24 -> 11:31] I was unable to get the same amount of success because, you know, in one area town it might
[11:31 -> 11:37] be in a fluent area and in another area of town it might be higher, excuse me, more blue
[11:37 -> 11:38] collar.
[11:38 -> 11:42] Well, you know what, in both those places people search differently.
[11:42 -> 11:45] They type in different search terms.
[11:45 -> 11:49] People when they search differently, they search differently based on education back, you know,
[11:49 -> 11:50] education levels.
[11:50 -> 11:54] They search differently based on rates.
[11:54 -> 11:56] Men and women search differently.
[11:56 -> 12:02] So you have to remember that you cannot just take one campaign and use it everywhere.
[12:02 -> 12:07] I'm going to sell a service much different in a rural area than I am in New York City.
[12:07 -> 12:09] So keep that in mind.
[12:09 -> 12:13] So when you service down, when you niche down by service, there is that advantage of being
[12:13 -> 12:16] able to mostly template it.
[12:16 -> 12:17] Okay.
[12:17 -> 12:18] And people will ask me that all the time.
[12:18 -> 12:20] Will have you ever worked with?
[12:20 -> 12:25] You know, I want to find somebody that works just with electricians and my comeback is
[12:25 -> 12:26] always that's great.
[12:26 -> 12:28] And I completely understand why.
[12:28 -> 12:33] But what the advantage that you have with me is because I work with service businesses
[12:33 -> 12:34] all over the country.
[12:34 -> 12:40] And when you work with somebody that only works with electricians, the problem with that is
[12:40 -> 12:42] is that not everybody searches the same.
[12:42 -> 12:48] And then I give them the painting franchise story, you know, people search differently.
[12:48 -> 12:49] So it doesn't matter.
[12:49 -> 12:50] Okay.
[12:50 -> 12:56] Now, if I was only servicing electricians and I was only running ads for them.
[12:56 -> 12:58] That might be one of my sales points and it will help.
[12:58 -> 12:59] Right.
[12:59 -> 13:01] Say, I, that's all I specialize in.
[13:01 -> 13:07] I know how to target people looking for electricians because I've got, you know, that's all we deal
[13:07 -> 13:08] with.
[13:08 -> 13:11] So you can see how I can twist it both ways.
[13:11 -> 13:15] You know, you might be able to niche down based on maybe you want to go after just tile
[13:15 -> 13:16] companies.
[13:16 -> 13:18] Maybe you want to do auto body repair.
[13:18 -> 13:22] That's a really good one because those services are expensive.
[13:22 -> 13:27] You know, I, I just got a slight dent in my car that insurance covered and you know,
[13:27 -> 13:30] it was $2,500 just to repair that.
[13:30 -> 13:37] So those are services that you can show a huge return on to the client and keep them extremely
[13:37 -> 13:39] happy.
[13:39 -> 13:42] And those are the ones I tend to gravitate towards.
[13:42 -> 13:46] People that I can show a massive return on who I know are going to be long term clients.
[13:46 -> 13:51] Where do I have expertise or interest that kind of ties in to what I was talking about
[13:51 -> 13:52] before?
[13:52 -> 13:55] Did you, when you were growing up, did you work in an auto body repair shop?
[13:55 -> 14:00] I mean, do you know the, you know, do you have any experience working for a plumbing company?
[14:00 -> 14:02] Is that something you gravitate towards?
[14:02 -> 14:05] I talked to somebody recently and they're like, you know what, I was actually thinking
[14:05 -> 14:09] of going into being an electrician that interested me.
[14:09 -> 14:11] So that might be a niche I go after.
[14:11 -> 14:12] So you get that idea.
[14:12 -> 14:15] And these are just different things that kind of get the juices flowing.
[14:15 -> 14:16] All right.
[14:16 -> 14:18] So what kind of agency do I run?
[14:18 -> 14:21] Want, excuse me, what kind of agency do I want to run?
[14:21 -> 14:24] Do I want to do it myself or do I want to outsource?
[14:24 -> 14:26] And that's something you need to ask yourself.
[14:26 -> 14:29] Do you want to learn Google ads?
[14:29 -> 14:30] Some people don't.
[14:30 -> 14:31] They want to outsource it.
[14:31 -> 14:34] With that said, you still need to be able to sell it and you still need to be able to deal
[14:34 -> 14:35] with clients.
[14:35 -> 14:38] So you still need to know a little bit.
[14:38 -> 14:42] Now some people also want to run it themselves because they don't want to outsource because
[14:42 -> 14:48] maybe it costs you $400 a month to outsource it because you might do what's called a white
[14:48 -> 14:53] label agency outsourcing thing where the white there's white label agencies that will
[14:53 -> 14:57] say, hey, we will run your ads for you.
[14:57 -> 15:02] You just give them, you know, give us the business, the information that we need.
[15:02 -> 15:04] We'll set all the ads up.
[15:04 -> 15:08] We'll run them for you and we're going to charge you three or 400 bucks.
[15:08 -> 15:14] So maybe in my situation, maybe I'm charging the client, you know, $800 a month to run their
[15:14 -> 15:15] ads.
[15:15 -> 15:18] I'm giving 400, I'm giving 400 to the outs to the white label agency.
[15:18 -> 15:21] So you see how that works.
[15:21 -> 15:22] Some people want to do that.
[15:22 -> 15:26] Other people would rather keep that money in house and learn how to do it themselves
[15:26 -> 15:29] or hire a staff member to do it.
[15:29 -> 15:31] It's really a personal choice.
[15:31 -> 15:34] I personally have, I know how to do it.
[15:34 -> 15:36] So I did it myself for quite a while.
[15:36 -> 15:40] And I also have a staff member that that's all he does.
[15:40 -> 15:44] He literally just sets up and runs campaigns for me.
[15:44 -> 15:46] He does an amazing job.
[15:46 -> 15:52] So when we get to that point, I can show you how to outsource how I did it.
[15:52 -> 15:55] And but these are different things that you want to think about when you talk about your
[15:55 -> 15:57] agency.
[15:57 -> 15:59] Where are my talents put the best use?
[15:59 -> 16:00] What do I like to do?
[16:00 -> 16:01] What do I not like to do?
[16:01 -> 16:04] And that gets back to this question here.
[16:04 -> 16:06] Do I like to work with clients?
[16:06 -> 16:10] Do I like to be analytical?
[16:10 -> 16:14] I mean, because if you like to be analytical, maybe you do want to learn Google ads.
[16:14 -> 16:17] Do I like to have control of what's going on?
[16:17 -> 16:21] Then you might want to do it yourself or hire somebody internally.
[16:21 -> 16:24] Do I, what do I not like to do?
[16:24 -> 16:27] Like maybe I'm not an analytical person.
[16:27 -> 16:29] Maybe I want nothing to do with it.
[16:29 -> 16:33] Maybe I'm just a sales guy, you know, that can sell anything.
[16:33 -> 16:35] Then I might want to look at outsourcing it.
[16:35 -> 16:36] Okay.
[16:36 -> 16:39] Just different things you want to ask yourself when it comes to what kind of agency you
[16:39 -> 16:41] want to start.
[16:41 -> 16:44] So we talked about the client and the worksheet.
[16:44 -> 16:46] I want to touch again who the best agencies are.
[16:46 -> 16:50] The best agencies that those that are nitching down offering a single service.
[16:50 -> 16:57] You really can't offer the same level of service or same level of return that some of
[16:57 -> 17:02] those agencies are that like I can't run Facebook ads like another agency can because
[17:02 -> 17:04] I'm not specializing in them.
[17:04 -> 17:06] I'm not keeping up with them.
[17:06 -> 17:08] That is not my forte, right?
[17:08 -> 17:11] But can I keep up with a lot of people with Google ads?
[17:11 -> 17:12] You bet.
[17:12 -> 17:13] I started my agency.
[17:13 -> 17:15] You know, I told you kind of a hodgepodge.
[17:15 -> 17:18] I was just, I was doing everything.
[17:18 -> 17:25] And then right now, and because I enjoy doing Google ads and I was good at it, I just told
[17:25 -> 17:28] all of my clients that are no longer doing anything else.
[17:28 -> 17:30] You know, I told them slowly.
[17:30 -> 17:34] And as I lost a client or I got a new one or maybe when I was just marketing, I was
[17:34 -> 17:37] only marketing our Google ad service.
[17:37 -> 17:38] And now that's all we do.
[17:38 -> 17:40] That's all we've done for years.
[17:40 -> 17:45] So if I was starting again, I would find a service industry because they have a high
[17:45 -> 17:46] pain point.
[17:46 -> 17:49] I would find a service industry that has great returns.
[17:49 -> 17:54] So if I could, you know, if I could pick somebody where an average, they go out on an
[17:54 -> 18:00] average job and it's $400 or more, that is one I'm going after because those are really
[18:00 -> 18:06] easy to show an awesome return on investment and also get me paid rather well.
[18:06 -> 18:08] This is also a big point.
[18:08 -> 18:09] You're not locked in.
[18:09 -> 18:13] So if you decide you want to go pest control and then you get a few clients and then you
[18:13 -> 18:19] decide, you know what, I'd rather go, you know, floor refinishing.
[18:19 -> 18:21] That's totally fine.
[18:21 -> 18:23] You can switch at any time.
[18:23 -> 18:25] I have not locked myself in.
[18:25 -> 18:31] At one point, I was looking at niching down just doing pest control and I got five or six
[18:31 -> 18:32] clients, I think.
[18:32 -> 18:36] And then I just kept getting called by other people who were asking me that if I could,
[18:36 -> 18:38] you know, help them out.
[18:38 -> 18:41] So I nitched down to really the home services industry.
[18:41 -> 18:47] I know it's not real nitched down, but it's just kind of a place that I found myself and
[18:47 -> 18:48] I'm very happy with it.
[18:48 -> 18:51] So there's really no right or wrong answer.
[18:51 -> 18:54] I just want to get your mind kind of racing and show you some of the advantages, some of
[18:54 -> 18:56] the disadvantages.
[18:56 -> 18:59] And like I said, it's not, there's no wrong answer.
[18:59 -> 19:05] You can change the beautiful thing about online business is that you can pivot overnight,
[19:05 -> 19:07] change the text on your website, right?
[19:07 -> 19:10] Instead of pest control, now we serve electricians.
[19:10 -> 19:13] You can still keep your pest control clients.
[19:13 -> 19:15] That's really up to you.
[19:15 -> 19:18] You can change on a moment's notice.
[19:18 -> 19:19] Okay?
[19:19 -> 19:24] But just trying to figure out what kind of, you know, I don't want you to go start all
[19:24 -> 19:28] of a sudden offering SEO services because we're talking about starting an agency, right?
[19:28 -> 19:34] I don't want you to go start off SEO services and Facebook ads and Google ads and all of
[19:34 -> 19:38] the, and website building and all these different things because you are going to be spreading
[19:38 -> 19:41] yourself pretty thin.
[19:41 -> 19:48] My advice, stick to one, stick to a service that has a high ticket price.
[19:48 -> 19:51] Stick to Google ads because that's definitely where this course can help you.
[19:51 -> 19:54] But if you're, if you're excellent at Facebook ads, but then by all means, I'm not going
[19:54 -> 19:55] to stand in your way.
[19:55 -> 19:57] All right.
[19:57 -> 19:58] Hope that helps.
[19:58 -> 19:59] We will see you in the next video.

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Alright, so in this lesson, we are going to be talking about who is your ideal client and what kind of agency do you want to have? And I put together a worksheet here that I will show you. And it's something that you can ask yourself. And I'm going to walk you through the questions and give you some examples here. Okay? So the first one is who is your ideal client and why? And the reason I ask that is because people sometimes will walk into this and just automatically be gravitate towards something. So an example might be maybe when you were growing up, you know, you worked part time and your uncle's auto repair garage. So you understand the terminology. You really like working with those people. And it's just something that, you know, you want to maybe have an agency that works with auto repair businesses. Now that's just an idea. That's a niche, right? And that gets into the next question is should you niche down? But let's stick with your ideal client at first. Now an ideal client in my mind is someone who has a ticket that is typically two $200 service or more. And some good examples of that would be like a floor refinishing business, pest control business, you know, if it's in a large metro area, those services are on average, probably about $200 every time they go out to somebody's house. Lecture, we've got private schools that we work with where it's like a private high school, you know, and to get somebody to go there, it's about $7,000. It's a pretty good return. We work with plumbers. We work with auto repair shops. Auto body shops are good ones. Rug cleaning shops, you know, where they do go in and grab the rug and take it to their shop or you can drop them off. Tiling companies, contractors, you know, you get the idea. But these are services that are not hard to sell. They have a very high pain point. And what I mean by that is pest control is another big industry of ours. And the reason why when I say they have a high pain point is if someone sees a mouse run through their house, if a woman sees a mouse run through her house, she calls a pest control company. She wants that thing gone now. Okay, you get the idea. Plumbers. If you break a pipe in your house, I use this example all the time because it's easy to understand. If you break a pipe in your house, you want that fixed now. If you've got leaking faucets or, you know, toilet that's leaking, obviously you need to get that taken care of. Electricians, lights aren't working. You know, maybe you're had a plug and your fridge has gone out. You need that fixed. We work with hot tub repair companies. The hot tub goes out. You need it fixed, right? These are services that people need on a daily basis. Now one person might not eat all of these services, but if you're a homeowner, you sure understand what I'm talking about. So come up with some ideas of some ideal clients of people you think you'd want to work with. Now you don't have to stick in the service industry. I just tell you that because there is very high pain points. So those problems are easy to solve. And what I mean by that is I'm not going out there and, you know, taking care of the mouse problem or fixing somebody's electrical. But when somebody goes looking for that person, I know how to put my clients ads in front of them and get them to click and take action on the landing pages. It's really easy to do. People don't have to think about it. They type in things like mouse removal. They go through and they want to click. They go to a landing page and they're sold, right? It's an easy sell. That's always why I've gravitated towards service businesses like home services and auto repairs and things like that. So talk about niching down as an agency. That next question down. I am talking about should you niche down. Are you going to offer just one service or you can offer many services? So when I got started, I was basically a hodge podge agency or a boutique agency. I would really do anything that anybody needed. I had experience in all of it. I built a ton of websites. I knew how to do Google ads. I could do some social media and Facebook ads and I kind of did it all because I was like, I'll take whatever money you'll give me. And as a new agency owner, a new business owner, that's going to be definitely something that's going to tug at you a little bit because you're like, I just want to get my first client. And it's more money if I do that kind of stuff. And yes, it is. But what ended up happening was as an agency owner, I was like, you know what? I don't want to build websites anymore. The reason I don't want to build websites is because it takes six months to do it. Not that it takes me six months, but by the time I get done with the client and they figure out what color shade of red they want to use on their website, it's taken them six months. So you know, that $1,000 project that could have been done in two weeks has now dragged out over six months. It's a high hand holding type of service. Okay. So there are also certain businesses that do much better on Facebook than Google ads. So for example, service businesses do very well on Google ads. And the reason being is, you know, I think I've talked about this stat before, 94% of all searches in September of 2020 were on Google. So when people have a problem, they go to Google. If you have a, if you need a plumber, you don't go to Facebook and start scrolling through hoping you'll see a plumbing ad, right? When you put an ad on Facebook, the targeting on Facebook is ridiculous. It's very, very good. And they're absolutely is a great place for advertising there, depending on what you're advertising. I know a lot of people who do Facebook ads that say I can get great, or I can get a ton of leads for service businesses on Facebook. And yeah, you can. And you can get them at a better price than Google. The problem is, is that when that service business owner goes to call those people, they are, the lead quality is very poor. So typically in our experience, you could get a hold of about 10 to 15% of those people that the lead came through Facebook. And the reason is, is that when you're advertising a service on Facebook, think about it. You know, you're hoping that somebody is going to kind of trip over that ad. They're not looking for a plumber right now. Or if they are, you kind of catch them by accident. It's like putting a billboard on the freeway. If you put a billboard there and you're hoping that that exact person who needs you drives by your billboard happens to notice it as well as happens to remember your name, your phone number, or how to contact you, right? So when I talk about, you know, what kind of agency do you want? Do you want to have run Facebook ads? Do you want to run Google ads? Because obviously that's how this course is actually tailored. But if you, you know, there's a lot of great ideas on running an agency, so you can run whatever type of agency you want. But my suggestion would be to niche down your agency. Go after one service, or excuse me, go after one service that you're going to offer. So if you're going to do Facebook ads, just do Facebook ads right now. If you're going to do Google ads, just do Google ads right now, unless you have some extra help. Because what's going to end up happening is otherwise you've got to learn two different services. You got to learn Facebook and Google. If you have an SEO agency, go that route. It's really up to you. But my suggestion would be to niche down your service. And the reason is I have worked with, I can't tell you how many different companies and how many different agencies, because there is not one agency that's really good at all of it. That's good at like SEO and Facebook ads and Google ads and social media. And you're probably not going to be that either. And the reason why I say that is because those platforms are huge. You would have to have a team or at least one individual person dedicated and just an absolute rock star to nail each one. So when I had my agency offering all these things, you know what? I was good at some of it. Other stuff I was pretty poor at. I was really good at Google ads. But I did all of it. I passed. It was all adequate. But there was nothing I was doing really, really well. Because I was just spreading myself too thin. Now the only companies that I've ever seen that are good at all of it are the ones that, you know, a Fortune 500 company can hire. They're the only ones that can afford it. Because these agencies are huge. You know, they have floors of people dedicated just to one service. You typically don't have the same team working on Google ads as you do on SEO. They're very, very niche down in what they do. But I also have clients that come to me and say, Mike, you know, do you do Facebook ads too? I'd really like to hire somebody to do Facebook ads. But I'd really like to keep all of it under one service. And I tell them exactly that. I'm like, listen, I don't do Facebook ads we used to. And here's why we don't anymore. And I'll tell them exactly, you know, that the lead quality wasn't great for service businesses. But at the same time, if they want to hire, if they want to do Facebook ads, go right ahead. You should probably hire somebody that specializes in Facebook ads because otherwise they're going to be doing those kind of poorly, you know, you're not going to find an agency that does it all well. And as far as service goes, should you niche down in your service? That is also a personal preference. Some people want to go after just like pest control. They want to be the pest control Google ads person. Some people want to do other electricians. Some people want to do landscapers. It's really up to you. There is advantages and there are disadvantages and I'll walk you through each one. The advantages you can template everything, right? You can pretty much set it all up and just change some logos and some names and stuff like that. The disadvantage is not the same thing as going to work for every demographic that you're advertising to. For example, I used to work for a painting company or I had a painting franchise and there were seven locations around the Minneapolis, St. Paul, Minnesota area. Now you would have thought that I could have just run the exact same campaign on the other side of town. And so I tried that and the results were a bit shocking. I was unable to get the same amount of success because, you know, in one area town it might be in a fluent area and in another area of town it might be higher, excuse me, more blue collar. Well, you know what, in both those places people search differently. They type in different search terms. People when they search differently, they search differently based on education back, you know, education levels. They search differently based on rates. Men and women search differently. So you have to remember that you cannot just take one campaign and use it everywhere. I'm going to sell a service much different in a rural area than I am in New York City. So keep that in mind. So when you service down, when you niche down by service, there is that advantage of being able to mostly template it. Okay. And people will ask me that all the time. Will have you ever worked with? You know, I want to find somebody that works just with electricians and my comeback is always that's great. And I completely understand why. But what the advantage that you have with me is because I work with service businesses all over the country. And when you work with somebody that only works with electricians, the problem with that is is that not everybody searches the same. And then I give them the painting franchise story, you know, people search differently. So it doesn't matter. Okay. Now, if I was only servicing electricians and I was only running ads for them. That might be one of my sales points and it will help. Right. Say, I, that's all I specialize in. I know how to target people looking for electricians because I've got, you know, that's all we deal with. So you can see how I can twist it both ways. You know, you might be able to niche down based on maybe you want to go after just tile companies. Maybe you want to do auto body repair. That's a really good one because those services are expensive. You know, I, I just got a slight dent in my car that insurance covered and you know, it was $2,500 just to repair that. So those are services that you can show a huge return on to the client and keep them extremely happy. And those are the ones I tend to gravitate towards. People that I can show a massive return on who I know are going to be long term clients. Where do I have expertise or interest that kind of ties in to what I was talking about before? Did you, when you were growing up, did you work in an auto body repair shop? I mean, do you know the, you know, do you have any experience working for a plumbing company? Is that something you gravitate towards? I talked to somebody recently and they're like, you know what, I was actually thinking of going into being an electrician that interested me. So that might be a niche I go after. So you get that idea. And these are just different things that kind of get the juices flowing. All right. So what kind of agency do I run? Want, excuse me, what kind of agency do I want to run? Do I want to do it myself or do I want to outsource? And that's something you need to ask yourself. Do you want to learn Google ads? Some people don't. They want to outsource it. With that said, you still need to be able to sell it and you still need to be able to deal with clients. So you still need to know a little bit. Now some people also want to run it themselves because they don't want to outsource because maybe it costs you $400 a month to outsource it because you might do what's called a white label agency outsourcing thing where the white there's white label agencies that will say, hey, we will run your ads for you. You just give them, you know, give us the business, the information that we need. We'll set all the ads up. We'll run them for you and we're going to charge you three or 400 bucks. So maybe in my situation, maybe I'm charging the client, you know, $800 a month to run their ads. I'm giving 400, I'm giving 400 to the outs to the white label agency. So you see how that works. Some people want to do that. Other people would rather keep that money in house and learn how to do it themselves or hire a staff member to do it. It's really a personal choice. I personally have, I know how to do it. So I did it myself for quite a while. And I also have a staff member that that's all he does. He literally just sets up and runs campaigns for me. He does an amazing job. So when we get to that point, I can show you how to outsource how I did it. And but these are different things that you want to think about when you talk about your agency. Where are my talents put the best use? What do I like to do? What do I not like to do? And that gets back to this question here. Do I like to work with clients? Do I like to be analytical? I mean, because if you like to be analytical, maybe you do want to learn Google ads. Do I like to have control of what's going on? Then you might want to do it yourself or hire somebody internally. Do I, what do I not like to do? Like maybe I'm not an analytical person. Maybe I want nothing to do with it. Maybe I'm just a sales guy, you know, that can sell anything. Then I might want to look at outsourcing it. Okay. Just different things you want to ask yourself when it comes to what kind of agency you want to start. So we talked about the client and the worksheet. I want to touch again who the best agencies are. The best agencies that those that are nitching down offering a single service. You really can't offer the same level of service or same level of return that some of those agencies are that like I can't run Facebook ads like another agency can because I'm not specializing in them. I'm not keeping up with them. That is not my forte, right? But can I keep up with a lot of people with Google ads? You bet. I started my agency. You know, I told you kind of a hodgepodge. I was just, I was doing everything. And then right now, and because I enjoy doing Google ads and I was good at it, I just told all of my clients that are no longer doing anything else. You know, I told them slowly. And as I lost a client or I got a new one or maybe when I was just marketing, I was only marketing our Google ad service. And now that's all we do. That's all we've done for years. So if I was starting again, I would find a service industry because they have a high pain point. I would find a service industry that has great returns. So if I could, you know, if I could pick somebody where an average, they go out on an average job and it's $400 or more, that is one I'm going after because those are really easy to show an awesome return on investment and also get me paid rather well. This is also a big point. You're not locked in. So if you decide you want to go pest control and then you get a few clients and then you decide, you know what, I'd rather go, you know, floor refinishing. That's totally fine. You can switch at any time. I have not locked myself in. At one point, I was looking at niching down just doing pest control and I got five or six clients, I think. And then I just kept getting called by other people who were asking me that if I could, you know, help them out. So I nitched down to really the home services industry. I know it's not real nitched down, but it's just kind of a place that I found myself and I'm very happy with it. So there's really no right or wrong answer. I just want to get your mind kind of racing and show you some of the advantages, some of the disadvantages. And like I said, it's not, there's no wrong answer. You can change the beautiful thing about online business is that you can pivot overnight, change the text on your website, right? Instead of pest control, now we serve electricians. You can still keep your pest control clients. That's really up to you. You can change on a moment's notice. Okay? But just trying to figure out what kind of, you know, I don't want you to go start all of a sudden offering SEO services because we're talking about starting an agency, right? I don't want you to go start off SEO services and Facebook ads and Google ads and all of the, and website building and all these different things because you are going to be spreading yourself pretty thin. My advice, stick to one, stick to a service that has a high ticket price. Stick to Google ads because that's definitely where this course can help you. But if you're, if you're excellent at Facebook ads, but then by all means, I'm not going to stand in your way. All right. Hope that helps. We will see you in the next video.

