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Module: 1. AAU Agency/Module 2 - Set Up Your Agency 7
Lesson: 5. 8020 Everything
Duration: 05:46
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[00:00 -> 00:13] Alright, this is going to be a quick little module because this is something that was very powerful that I figured out actually it was kind of, you know, taught to me, but I started to put it into everything in my business and realize how true it was.
[00:13 -> 00:18] 80, 20, everything. And I'm going to give you some examples of how this really works.
[00:18 -> 00:23] 80% of your problems are going to come from 20% of your clients.
[00:23 -> 00:34] And that is not just a made up number. It's actually true. You will have the majority of your problems come from a couple of problem clients.
[00:34 -> 00:50] Now what you choose to do with those clients is really up to you. The reason why I want to bring this up now is because once you start seeing the signs of those problem clients when you're talking to them initially before they actually become your clients,
[00:50 -> 01:07] you will start to phase them out. You will start to say that, you know what, now is not the right time. You can't handle their business right now, whatever it is to avoid them becoming your client because you know that you're going to have to hold their hand the entire time.
[01:07 -> 01:21] I actually had dropped this number pretty significantly down to pretty much one or two clients out of my entire stable at one point because when I got a problem client, I pretty much just kind of said, listen, here's how I work.
[01:21 -> 01:31] And obviously I don't think that's really, you know, is in the right bag for you. So, you know, perhaps we should cut our ties. And I, you know, I kind of indirectly fire the client.
[01:31 -> 01:40] I let them think it's their idea so they can walk, but I've had to fire clients before. I've had to literally say, listen, I can't work with you anymore. And here's why.
[01:40 -> 01:54] The faster you can figure out the 20% of the clients are going to become your problems or that are your problems and you can solve those problems, much, much, much easier your business becomes.
[01:54 -> 02:08] Also, 80% of your revenue will come from 20% of your efforts. So let's say you're advertising on Google ads. Let's say you're doing some YouTube stuff. You're doing some email marketing. You are putting yourself all over the place.
[02:08 -> 02:22] 80% of your revenue is going to come from 20% of your efforts. I'm at the point where, and I'll talk about this when I, when we talk about getting clients, but I partner with, I've got a partnership with another ad agency who does not do Google ads.
[02:22 -> 02:35] And 80% of my leads now come from that effort. I'm still doing some other marketing, but the majority of my leads come from one marketing channel prior to that.
[02:35 -> 02:45] Before I had that partnership, 80% of my leads were coming from my YouTube videos, because that's something that we were trying to do and becoming quite successful with.
[02:45 -> 02:54] Prior to that, 80% of my leads were coming from Google ads. Prior to that, 80% were coming from referrals. So you get the idea.
[02:54 -> 03:06] 80% of a campaign revenue. So when you're running a revenue, or excuse me, a campaign for a client, 80% of that revenue that you're going to make that client will come from 20% of the keywords.
[03:06 -> 03:18] And you can't just make the stuff up. It is so true. The majority of the campaign or the revenue or the lead generation is going to come from 20% of the keywords.
[03:18 -> 03:28] Now, the reason why I'm telling you all of this is because what you need to do is you need to figure out what that 20% is and work it and double down as soon as possible.
[03:29 -> 03:46] Because if 20% of the good things are coming just from 20% of your efforts, you need to figure out what that is as fast as you can and take that money that's not working in those other channels and put it towards what is.
[03:46 -> 03:56] This goes back to another reason why we are so religious about lead tracking. Figure out what that 20% is and put the majority of your budget to it.
[03:56 -> 04:04] Not the whole thing because sometimes your marketing channels or your lead channels or sometimes the tides will turn over time.
[04:04 -> 04:12] So what you want to do, I spend 80% of my marketing budget going to what is bringing in the majority of those leads.
[04:12 -> 04:22] So I spend the 80% of that budget. If I was just doing Google ads and that was bringing in almost all my leads, I would take 80% of my budget and put it towards Google ads.
[04:22 -> 04:32] And I would use the other 20% and not stop what I'm doing in other places. If I'm getting leads for it, I will just test with that 20%.
[04:32 -> 04:46] Because over time, just like my situation, it changed. I went from getting most of my leads from referrals to Google ads, then from Google ads to YouTube ads and YouTube ads to a partnership.
[04:46 -> 04:55] So it will change and you can change it at any time. But the reason why I want to bring this up is I want you to start looking out for these numbers.
[04:56 -> 05:03] I want you to start looking out as like, okay, when you get 10 clients are two of them, the problem ones are two of them, the ones that give you the most grief.
[05:03 -> 05:16] I can almost guarantee they will be. When it comes to a campaign, which keywords are working the best because then it's time to weed out some other keywords and put more of that budget towards what's working for your client.
[05:16 -> 05:24] That's going to bring your client more success. That's going to make you look better and that's going to become a long term client.
[05:24 -> 05:33] Okay, so I know this is kind of a quirky little module, but it's just something that comes up over and over and over again. At least it does in my business.
[05:33 -> 05:44] And I want to point it out because it's something I want you to keep an eye out for. Because once it works and you figure it out, you can start doubling down on what's working and make things work a lot quicker.
[05:44 -> 05:46] Okay, see you in the next training.

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--- FULL TRANSCRIPT ---
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Alright, this is going to be a quick little module because this is something that was very powerful that I figured out actually it was kind of, you know, taught to me, but I started to put it into everything in my business and realize how true it was. 80, 20, everything. And I'm going to give you some examples of how this really works. 80% of your problems are going to come from 20% of your clients. And that is not just a made up number. It's actually true. You will have the majority of your problems come from a couple of problem clients. Now what you choose to do with those clients is really up to you. The reason why I want to bring this up now is because once you start seeing the signs of those problem clients when you're talking to them initially before they actually become your clients, you will start to phase them out. You will start to say that, you know what, now is not the right time. You can't handle their business right now, whatever it is to avoid them becoming your client because you know that you're going to have to hold their hand the entire time. I actually had dropped this number pretty significantly down to pretty much one or two clients out of my entire stable at one point because when I got a problem client, I pretty much just kind of said, listen, here's how I work. And obviously I don't think that's really, you know, is in the right bag for you. So, you know, perhaps we should cut our ties. And I, you know, I kind of indirectly fire the client. I let them think it's their idea so they can walk, but I've had to fire clients before. I've had to literally say, listen, I can't work with you anymore. And here's why. The faster you can figure out the 20% of the clients are going to become your problems or that are your problems and you can solve those problems, much, much, much easier your business becomes. Also, 80% of your revenue will come from 20% of your efforts. So let's say you're advertising on Google ads. Let's say you're doing some YouTube stuff. You're doing some email marketing. You are putting yourself all over the place. 80% of your revenue is going to come from 20% of your efforts. I'm at the point where, and I'll talk about this when I, when we talk about getting clients, but I partner with, I've got a partnership with another ad agency who does not do Google ads. And 80% of my leads now come from that effort. I'm still doing some other marketing, but the majority of my leads come from one marketing channel prior to that. Before I had that partnership, 80% of my leads were coming from my YouTube videos, because that's something that we were trying to do and becoming quite successful with. Prior to that, 80% of my leads were coming from Google ads. Prior to that, 80% were coming from referrals. So you get the idea. 80% of a campaign revenue. So when you're running a revenue, or excuse me, a campaign for a client, 80% of that revenue that you're going to make that client will come from 20% of the keywords. And you can't just make the stuff up. It is so true. The majority of the campaign or the revenue or the lead generation is going to come from 20% of the keywords. Now, the reason why I'm telling you all of this is because what you need to do is you need to figure out what that 20% is and work it and double down as soon as possible. Because if 20% of the good things are coming just from 20% of your efforts, you need to figure out what that is as fast as you can and take that money that's not working in those other channels and put it towards what is. This goes back to another reason why we are so religious about lead tracking. Figure out what that 20% is and put the majority of your budget to it. Not the whole thing because sometimes your marketing channels or your lead channels or sometimes the tides will turn over time. So what you want to do, I spend 80% of my marketing budget going to what is bringing in the majority of those leads. So I spend the 80% of that budget. If I was just doing Google ads and that was bringing in almost all my leads, I would take 80% of my budget and put it towards Google ads. And I would use the other 20% and not stop what I'm doing in other places. If I'm getting leads for it, I will just test with that 20%. Because over time, just like my situation, it changed. I went from getting most of my leads from referrals to Google ads, then from Google ads to YouTube ads and YouTube ads to a partnership. So it will change and you can change it at any time. But the reason why I want to bring this up is I want you to start looking out for these numbers. I want you to start looking out as like, okay, when you get 10 clients are two of them, the problem ones are two of them, the ones that give you the most grief. I can almost guarantee they will be. When it comes to a campaign, which keywords are working the best because then it's time to weed out some other keywords and put more of that budget towards what's working for your client. That's going to bring your client more success. That's going to make you look better and that's going to become a long term client. Okay, so I know this is kind of a quirky little module, but it's just something that comes up over and over and over again. At least it does in my business. And I want to point it out because it's something I want you to keep an eye out for. Because once it works and you figure it out, you can start doubling down on what's working and make things work a lot quicker. Okay, see you in the next training.

