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Course Module: 1. AAU Agency/Module 3 - The Client Module 24
Lesson: 18. Sample Proposal Write Up
Duration: 10:21
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--- TIMESTAMPS ---
[00:00 -> 00:07] Hey everybody, this is a sample template or proposal.
[00:07 -> 00:12] I know some of you have been asking what kind of proposals I send out.
[00:12 -> 00:21] I used to spend a lot of time, like 30 minutes plus sometimes hours putting together like
[00:21 -> 00:28] a four page proposal that would explain absolutely everything to the client.
[00:28 -> 00:35] The problem with doing that that I found is that a lot of stuff kind of got lost in translation.
[00:35 -> 00:36] It was very fancy.
[00:36 -> 00:42] It was, you know, had all these massive or beautiful letterhead and all this stuff.
[00:42 -> 00:48] And I wasn't concentrating as much on what their pain points were.
[00:48 -> 00:54] So I, and honestly, I was not getting a better close rate with clients because of doing that.
[00:54 -> 00:57] So to me, it was really a waste of time.
[00:57 -> 01:01] Once I started doing this, to be honest with you, if somebody says, hey, can you send me
[01:01 -> 01:08] a proposal, I say, you know what, Mr. Client, I don't necessarily have a big large proposal
[01:08 -> 01:13] because everybody has different questions and I want to concentrate on those.
[01:13 -> 01:17] So I'll tell you what, I'm going to send you, you know, kind of some highlights of what
[01:17 -> 01:22] we spoke about and, you know, you can make a decision based on that.
[01:22 -> 01:27] I've never had a single client push back and say, oh, I need something more formal or
[01:27 -> 01:29] whatever.
[01:29 -> 01:34] Even if they have to take it to their boss or whoever, this has always done just well
[01:34 -> 01:35] enough for me.
[01:35 -> 01:43] I have not seen any fall off or any additional reason to put together, you know, some report
[01:43 -> 01:44] that takes like an hour.
[01:44 -> 01:48] Now to be fair, what I do is I literally will copy this.
[01:48 -> 01:54] I will copy this and paste it in an email and just kind of change the highlighted areas.
[01:54 -> 02:00] That's really all that I do except what I will always make sure I do is whatever their
[02:00 -> 02:06] biggest pain point is, I will put it here as number one.
[02:06 -> 02:12] So in this instance, it's about the client wants to make sure that they always will have
[02:12 -> 02:17] ownership of their account or, you know, they had an account that was lost or somebody, you
[02:17 -> 02:20] know, they were working with somebody and they didn't let them take it.
[02:20 -> 02:24] So in this case, I say, thanks so much for taking the time to speak with me.
[02:24 -> 02:27] Here's a quick recap of our conversation.
[02:27 -> 02:30] You will always retain ownership of your Google ads account.
[02:30 -> 02:31] Now this is my policy.
[02:31 -> 02:34] If it's not yours, then changes however you want.
[02:34 -> 02:38] This is just mine, an example of one of mine.
[02:38 -> 02:41] When the account's set up, it's yours, if we ever cease to work with each other, we'll
[02:41 -> 02:45] be able to transfer over the pages and the phone numbers, if you would like them.
[02:45 -> 02:50] And the way that we do that is we say, okay, you know what, we use Instapage or landing
[02:50 -> 02:52] E and call rail.
[02:52 -> 02:56] If you want the this stuff, we'll transfer it over to you.
[02:56 -> 02:58] You just have to go set up an account.
[02:58 -> 03:03] And in all the years that I've done this, I've actually only had one person request that
[03:03 -> 03:11] we do this because if they go to landing your Instapage, you know, it's 50 to $400 depending
[03:11 -> 03:16] on the program that they get and call rail, they'll have to pay 50 bucks a month or whatever
[03:16 -> 03:17] it is.
[03:17 -> 03:23] So it very seldom, but what you're letting know is that they will own their Google ads account.
[03:23 -> 03:27] I would suggest that's one of your sales points.
[03:27 -> 03:32] Here's another big one because, and I keep these kind of at the top because a lot of
[03:32 -> 03:37] people hate contracts and there's a lot of PPC companies that have contracts.
[03:37 -> 03:41] So what's worked well for me is knocking down that barrier right away.
[03:41 -> 03:45] There are no contract terms or length required for you to do business with us for a certain
[03:45 -> 03:47] period of time.
[03:47 -> 03:48] This is key.
[03:48 -> 03:52] If we're not doing our job, we don't expect you to do business with us.
[03:52 -> 03:54] Just saying that makes them feel better.
[03:54 -> 04:00] I have found that this one statement alone has been one of the biggest things that people
[04:00 -> 04:01] like.
[04:01 -> 04:04] With that said, more than 50% of our clients have been with us for four years and longer,
[04:04 -> 04:08] please understand that these campaigns take time to dial in.
[04:08 -> 04:13] Typically take 60 to 90 days to get a dialed in and performing well, but you will also be
[04:13 -> 04:16] bringing in leads and sales during that time.
[04:16 -> 04:21] It just takes us a bit longer to get it running really well.
[04:21 -> 04:27] So you're letting them know that they can start with you and that they'll be making money and
[04:27 -> 04:31] bringing in leads, but it really won't be churning for 60 to 90 days.
[04:31 -> 04:35] So you're buying yourself some time here to really get the campaign up and running.
[04:35 -> 04:39] Then I say typical setup time frame is 14 days or 10 business days.
[04:39 -> 04:42] However, this can fluctuate depending on our present workload.
[04:42 -> 04:46] If you tell them that you can have it set up by the end of the week, then put that here.
[04:46 -> 04:51] Here's we do charge a $750 setup fee or 500 or whatever you're charging.
[04:51 -> 04:53] This is for us to set up the campaign which you own.
[04:53 -> 04:56] We're talking about their pain point again.
[04:56 -> 04:59] The landing page is tracking phone numbers, keywords ads reporting everything.
[04:59 -> 05:03] If you decide to move forward, the setup fee can be sent out by a digital invoice which
[05:03 -> 05:06] can be paid securely online.
[05:06 -> 05:09] Once the campaign is built, you'll be charged, fill in whatever you're charging here.
[05:09 -> 05:13] The fee will be charged the day the campaign goes live.
[05:13 -> 05:15] So that's important.
[05:15 -> 05:20] If you are launching a campaign, you should be charging them the day the campaign starts
[05:20 -> 05:23] because that's the day you start managing it.
[05:23 -> 05:30] So what I do is I will literally let in this example, the charge will be prorated for the
[05:30 -> 05:31] month.
[05:31 -> 05:37] So if you're charging them a thousand bucks, and it's activated in the middle of the month,
[05:37 -> 05:40] then we prorate a charge for $500 that day.
[05:40 -> 05:44] So they're going to be paying us $500 to get them through the end of the month.
[05:44 -> 05:51] And then on the first day of every month, they will be charged the full fee.
[05:51 -> 05:56] So the reason why I do this is because I used to have billing coming and going all the time.
[05:56 -> 06:02] Like every day, I would have to go in and make sure that an invoice went through because
[06:02 -> 06:06] somebody's credit card, the expiration dates changed or whatever.
[06:06 -> 06:10] So the reason I do it on the first day of the month is two reasons.
[06:10 -> 06:13] One, all the payments come in for the day.
[06:13 -> 06:16] I know exactly how my month is going to be like.
[06:16 -> 06:20] It all happens automatically when you follow the system.
[06:20 -> 06:25] The other part of this is on the first day of the month, you just go down your client
[06:25 -> 06:27] list and start checking off.
[06:27 -> 06:30] So this person paid this person paid this person paid.
[06:30 -> 06:36] And you know, you know, right away, if there's any problems with any charges not going through
[06:36 -> 06:42] and they're paying you in upfront for the month of work.
[06:42 -> 06:48] If you have clients, we used to do this in rear where we charge them at the end of the
[06:48 -> 06:49] month.
[06:49 -> 06:56] But then we, you know, you're always running to a client that might have an issue with
[06:56 -> 06:58] keeping money, keeping funds in their account.
[06:58 -> 07:00] And then you're chasing money.
[07:00 -> 07:04] This you're they're paying you upfront or you're pausing their campaign.
[07:04 -> 07:05] Okay.
[07:05 -> 07:09] All advertising spend will be paid directly to Google by you.
[07:09 -> 07:14] So and we'll put the client.
[07:14 -> 07:18] The reason we do this is we never ever pay for our clients ads.
[07:18 -> 07:20] We used to do this.
[07:20 -> 07:24] It was great for credit card points and miles.
[07:24 -> 07:30] The problem is is that if a client bails on you and doesn't pay you or whatever, then you're
[07:30 -> 07:34] stuck with all their advertising spend.
[07:34 -> 07:36] And it did happen.
[07:36 -> 07:39] So you always make sure they're paying Google directly.
[07:39 -> 07:44] And because if for some reason they default to Google, that's their problem.
[07:44 -> 07:46] It's their account.
[07:46 -> 07:50] If they default on you and you default to Google, that's going to be an issue because you're
[07:50 -> 07:52] managing a lot of campaigns.
[07:52 -> 07:57] So make sure that they're paying any ad spend directly to Google.
[07:57 -> 07:59] We will install clicksies directly to your campaign.
[07:59 -> 08:01] I'll make a video about clicksies.
[08:01 -> 08:04] It's a internet fraud tool that we use.
[08:04 -> 08:07] Very reasonably priced.
[08:07 -> 08:11] And it really helps kind of get rid of some wasted ad spend in accounts.
[08:11 -> 08:16] I'll make a video about this very soon and put it in the training because we just started
[08:16 -> 08:18] using it.
[08:18 -> 08:20] And here's another big key.
[08:20 -> 08:23] If you ever pause your campaign, we will pause the billing as well.
[08:23 -> 08:26] Some agencies don't do this.
[08:26 -> 08:30] They're like, listen, if you pause, we're still getting paid.
[08:30 -> 08:36] I personally have never really liked that because some people need deposit, whether they're
[08:36 -> 08:39] too busy or whatever it might be.
[08:39 -> 08:44] The problem is is that if they pause it for too long, when you turn it back on Google,
[08:44 -> 08:52] will charge if they pause it for too long, Google will treat it as a new campaign.
[08:52 -> 08:57] So if you get it running really well and then you pause it for like 90 days, when you come
[08:57 -> 09:02] back and turn it back on, it will not be running that well again.
[09:02 -> 09:10] It will take another 60 to 90 days to really get up and running again, as well as it was.
[09:10 -> 09:15] And if I ever pause a client's campaign, I still charge them $20 a month.
[09:15 -> 09:24] And the reason is, is because we have to pay for your landing or, and also especially the
[09:24 -> 09:25] phone numbers.
[09:25 -> 09:30] If you get a client's phone, if you get phone numbers through call rail and you put them on
[09:30 -> 09:35] the landing pages, and then a client's not paying you for six months, you're still paying
[09:35 -> 09:36] for those phone numbers.
[09:36 -> 09:40] And you don't want to get rid of them because then you'll have to go back and change the
[09:40 -> 09:44] phone numbers in the ads as well as on the landing pages.
[09:44 -> 09:46] And it's a monster pain in the butt.
[09:46 -> 09:51] So if a client pauses, I say, listen, we're still charging you because I'm not paying
[09:51 -> 09:52] for that, right?
[09:52 -> 09:55] I'm not going to pay for those phone numbers.
[09:55 -> 09:59] So I kind of explained that here.
[09:59 -> 10:02] And then add anything else that you want to this.
[10:02 -> 10:09] This is literally, you know, your, your proposal, if you decide to use something like this, but
[10:09 -> 10:15] this is literally I will take and copy and paste this and just change anything in yellow
[10:15 -> 10:17] if I need to.
[10:17 -> 10:19] So if you have any questions, let me know.
[10:19 -> 10:21] Otherwise we will see you in the next training.

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--- FULL TRANSCRIPT ---
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Hey everybody, this is a sample template or proposal. I know some of you have been asking what kind of proposals I send out. I used to spend a lot of time, like 30 minutes plus sometimes hours putting together like a four page proposal that would explain absolutely everything to the client. The problem with doing that that I found is that a lot of stuff kind of got lost in translation. It was very fancy. It was, you know, had all these massive or beautiful letterhead and all this stuff. And I wasn't concentrating as much on what their pain points were. So I, and honestly, I was not getting a better close rate with clients because of doing that. So to me, it was really a waste of time. Once I started doing this, to be honest with you, if somebody says, hey, can you send me a proposal, I say, you know what, Mr. Client, I don't necessarily have a big large proposal because everybody has different questions and I want to concentrate on those. So I'll tell you what, I'm going to send you, you know, kind of some highlights of what we spoke about and, you know, you can make a decision based on that. I've never had a single client push back and say, oh, I need something more formal or whatever. Even if they have to take it to their boss or whoever, this has always done just well enough for me. I have not seen any fall off or any additional reason to put together, you know, some report that takes like an hour. Now to be fair, what I do is I literally will copy this. I will copy this and paste it in an email and just kind of change the highlighted areas. That's really all that I do except what I will always make sure I do is whatever their biggest pain point is, I will put it here as number one. So in this instance, it's about the client wants to make sure that they always will have ownership of their account or, you know, they had an account that was lost or somebody, you know, they were working with somebody and they didn't let them take it. So in this case, I say, thanks so much for taking the time to speak with me. Here's a quick recap of our conversation. You will always retain ownership of your Google ads account. Now this is my policy. If it's not yours, then changes however you want. This is just mine, an example of one of mine. When the account's set up, it's yours, if we ever cease to work with each other, we'll be able to transfer over the pages and the phone numbers, if you would like them. And the way that we do that is we say, okay, you know what, we use Instapage or landing E and call rail. If you want the this stuff, we'll transfer it over to you. You just have to go set up an account. And in all the years that I've done this, I've actually only had one person request that we do this because if they go to landing your Instapage, you know, it's 50 to $400 depending on the program that they get and call rail, they'll have to pay 50 bucks a month or whatever it is. So it very seldom, but what you're letting know is that they will own their Google ads account. I would suggest that's one of your sales points. Here's another big one because, and I keep these kind of at the top because a lot of people hate contracts and there's a lot of PPC companies that have contracts. So what's worked well for me is knocking down that barrier right away. There are no contract terms or length required for you to do business with us for a certain period of time. This is key. If we're not doing our job, we don't expect you to do business with us. Just saying that makes them feel better. I have found that this one statement alone has been one of the biggest things that people like. With that said, more than 50% of our clients have been with us for four years and longer, please understand that these campaigns take time to dial in. Typically take 60 to 90 days to get a dialed in and performing well, but you will also be bringing in leads and sales during that time. It just takes us a bit longer to get it running really well. So you're letting them know that they can start with you and that they'll be making money and bringing in leads, but it really won't be churning for 60 to 90 days. So you're buying yourself some time here to really get the campaign up and running. Then I say typical setup time frame is 14 days or 10 business days. However, this can fluctuate depending on our present workload. If you tell them that you can have it set up by the end of the week, then put that here. Here's we do charge a $750 setup fee or 500 or whatever you're charging. This is for us to set up the campaign which you own. We're talking about their pain point again. The landing page is tracking phone numbers, keywords ads reporting everything. If you decide to move forward, the setup fee can be sent out by a digital invoice which can be paid securely online. Once the campaign is built, you'll be charged, fill in whatever you're charging here. The fee will be charged the day the campaign goes live. So that's important. If you are launching a campaign, you should be charging them the day the campaign starts because that's the day you start managing it. So what I do is I will literally let in this example, the charge will be prorated for the month. So if you're charging them a thousand bucks, and it's activated in the middle of the month, then we prorate a charge for $500 that day. So they're going to be paying us $500 to get them through the end of the month. And then on the first day of every month, they will be charged the full fee. So the reason why I do this is because I used to have billing coming and going all the time. Like every day, I would have to go in and make sure that an invoice went through because somebody's credit card, the expiration dates changed or whatever. So the reason I do it on the first day of the month is two reasons. One, all the payments come in for the day. I know exactly how my month is going to be like. It all happens automatically when you follow the system. The other part of this is on the first day of the month, you just go down your client list and start checking off. So this person paid this person paid this person paid. And you know, you know, right away, if there's any problems with any charges not going through and they're paying you in upfront for the month of work. If you have clients, we used to do this in rear where we charge them at the end of the month. But then we, you know, you're always running to a client that might have an issue with keeping money, keeping funds in their account. And then you're chasing money. This you're they're paying you upfront or you're pausing their campaign. Okay. All advertising spend will be paid directly to Google by you. So and we'll put the client. The reason we do this is we never ever pay for our clients ads. We used to do this. It was great for credit card points and miles. The problem is is that if a client bails on you and doesn't pay you or whatever, then you're stuck with all their advertising spend. And it did happen. So you always make sure they're paying Google directly. And because if for some reason they default to Google, that's their problem. It's their account. If they default on you and you default to Google, that's going to be an issue because you're managing a lot of campaigns. So make sure that they're paying any ad spend directly to Google. We will install clicksies directly to your campaign. I'll make a video about clicksies. It's a internet fraud tool that we use. Very reasonably priced. And it really helps kind of get rid of some wasted ad spend in accounts. I'll make a video about this very soon and put it in the training because we just started using it. And here's another big key. If you ever pause your campaign, we will pause the billing as well. Some agencies don't do this. They're like, listen, if you pause, we're still getting paid. I personally have never really liked that because some people need deposit, whether they're too busy or whatever it might be. The problem is is that if they pause it for too long, when you turn it back on Google, will charge if they pause it for too long, Google will treat it as a new campaign. So if you get it running really well and then you pause it for like 90 days, when you come back and turn it back on, it will not be running that well again. It will take another 60 to 90 days to really get up and running again, as well as it was. And if I ever pause a client's campaign, I still charge them $20 a month. And the reason is, is because we have to pay for your landing or, and also especially the phone numbers. If you get a client's phone, if you get phone numbers through call rail and you put them on the landing pages, and then a client's not paying you for six months, you're still paying for those phone numbers. And you don't want to get rid of them because then you'll have to go back and change the phone numbers in the ads as well as on the landing pages. And it's a monster pain in the butt. So if a client pauses, I say, listen, we're still charging you because I'm not paying for that, right? I'm not going to pay for those phone numbers. So I kind of explained that here. And then add anything else that you want to this. This is literally, you know, your, your proposal, if you decide to use something like this, but this is literally I will take and copy and paste this and just change anything in yellow if I need to. So if you have any questions, let me know. Otherwise we will see you in the next training.

