Reader,

Spoke to a clever chap yesterday who reached out to me for assistance with their marketing.

They have a product so good they'd generated a very tidy profit essentially by accident. To use his words, they are doing all of the wrong things, and making money in spite of their efforts (or lack thereof).

Businesses making money hand over fist due to the potentness of their product are my absolute favourite to work with. Because when you install my client winning machines in them, they print cash.

I get richer. They get richer. We all get richer.

Now I'm pally with this particular fella. He hopped on the call already sold on the idea of me building him his own client winning machine, so we skipped the usual niceties, typical sales shenanigans, and hopped straight into the mechanics of my offer.

In this chat he told me they'd been speaking to other agencies, and what he shared sickens me, but no longer surprises me.

He revealed that none of them spoke into marketing as a whole end-to-end machine. They only spoke into the individual parts of the entire picture. Read: tactical fragmented bullshit.

One merely said they'd create content with them, without speaking into the purpose of the content beyond eye-balls.

Another was slightly better, and spoke into paid advertising—but again—didn't mention anything after getting them more clicks to their websites.

It doesn't surprise me. But it always saddens me. Agencies are unfortunately one of the easiest businesses to start by plebs who couldn't even spell marketing, nor define it, let alone practice it effectively.

Those conversations are a great big fucking contrast to the details of our conversation which covered...

An initial investigation to identify:

• The market they are targeting
• The messages needed to poke their pain points
• The mediums best placed to deliver messages in front of the market

Followed by a complete end to end build out of the upfront assets required to build a client winning machine:

• Paid ad account setups so money isn't wasted on inefficiencies
• Images, video scripts, and the body copy for the ads on said platforms to win the clicks from the right market
• Taking the key messages and creating a landing page to send traffic to, including A/B split testing, to capture the leads
• The script for a video sales letter as a lead magnet to sell their offer at a premium
• Choreographed checkout sequence with strategic up-sells, down-sells, and the follow-up sales to maximise day one client value

Completed by the follow-up and tech buildout of:

• A 30-day email follow-up sequence selling the product to those who didn't buy
• The tech automations to correctly tag, segment, and nurture both the new customers, and prospects into first time sales, or up sells
• Dashboards to deliver live updates on the health of the client winning machine so a penny is never unaccounted for

And I've had to paraphrase much of the above otherwise the list of deliverables but would as long my left leg (which is an inch longer than my right leg. A story for another day).

My point is this:

You cannot dabble in marketing and expect it to be effective.

You must start with the end in mind, and work backwards. And the end in mind should always be clients who stay longer, pay more, and say thank you for the privilege.

If a marketer starts with anything but that, they have it arse over tit.

Now some may argue that's a sales conversation. But I'd argue sales and marketing are so deeply intertwined when done correctly you cannot do one, without talking about the other.

Any changes you make to one, will have drastic effects on the other. So to have them deeply siloed is foolish.

If you'd like me to build you your own client winning machine—hit reply.

I've got a rare slice of time available that I can dedicate to the right people.

The right people being:

• Proper ethical business
• Not a dick-head
• Money to invest into marketing

If that's you, I might be able to help.

Stay intertwined,

Connor.
​—CWB

P.S. 99% of agencies really do suck unfortunately. I once white labeled my funnel system building and Meta ad management services to one of the largest marketeers in the UK, and the behind the scene conversations about clients were gross.

To demonstrate quite how bad without giving you war & peace, I once received this message:

"Connor, you cannot improve a clients ad performance so quickly. It makes the guy who used to manage this clients account look bad, which makes us look like we put the wrong person on their account from the get go. Furthermore, if we can slowly increase the clients results by ~10% per month they'll stay longer. Please make sure in future we aren't making such large improvements in such a small timeframe"

Awful stuff.

Message me if you want to avoid the plague of bad agencies.

​

​

​

​

​