Iron Call Script

Iron 1 – Recognize

Small talk it helps to do some research on the prospect beforehand

• Comment on something in their office / building / background of video
• Discuss a common interest

• Comment on the traffic / weather • Discuss the area they live

• Compliment them on something they are wearing

Transition to business - take control straight away

“So why is it you accepted this meeting today?” - reverse psychology

“*Affirmation*, so I want to start this meeting by learning a bit more about your
business. I need to understand where you’re at currently and some of the areas you’re
struggling with before I can show you how I can help, because our service is completely
bespoke.”

Start asking questions to gain ammunition - let the prospect talk

“So, what’s your current digital marketing strategy?”
“Ok, well what systems do you have in place to get new customers?”
“Do you know how much money you’re leaving on the table?” - light hearted

“What sells well / what doesn’t sell & why?” - Industry specific, dig for issues
“What days are busy / what days aren’t busy & why?” - Industry specific, dig for issues
Transition to emotional and financial questions - Ignite a spark and get some bite back
“What’s stopping you from resolving these issues on your own?”
“What's your vision for the business?”
“Where should your revenue be if these problems were solved? - If they don’t know,
ask them what their targets are”

Iron Strategy

Write this down (Get some financial and emotional buy in)
“If point C is your financial goal, how close are you to that right now?”

“We’re both business owners, we know Rome wasn’t built in a day. What would
be a realistic goal to work towards for the immediate future?”
“Let’s aim for B in the short term and then push for the C”

“Let’s aim for B in the short term and then push for the C”

“How would it feel to be at point B, or even C? How would it impact your personal life?
Family? Time? Freedom?”
“On the flip side, how would it feel if the gap was never closed? Would you be happy to
stay at point A?”

“Well, I specialize in helping businesses to close the gap through strategic paid social
media advertising. I typically work with *niche* and revenue is always our no1 driver.”
“I understand your problems and I know how we can solve them, would you like me to
show you how we can close the gap?” - raise the energy back up

Iron 2.1 - Iron Presentation (What to say if they never ran

ads before)

Screenshots 01 - FREE Value, profile critique

• Compliment first - example: “Nice logo” “Snappy name

• Critique - example: “Cover photo would be better showing the gym wear
actually in the gym serving it’s true purpose”
• Would benefit from adding reviews section to the page
• Finish with compliment - example: “Good amount of likes, the perfect base!”

Screenshots 02 -Their posts, low engagement

• Compliment first - example: “Good content”
• Educate and criticize - example: “Captions could do with work” “No CTA”
“Facebooks 1-3% Algorithm rule”
• Finish with compliment - example: “Both of these would make good bases for
ads”
Screenshots 03 -Competitors posts, high engagement
• Compliment first - example: “All that social proof”
• Educate and criticize - example: “These are previous ads” “No CTA’s, only
engagement”
• Finish with compliment - example: “Who is your target audience more likely to
buy off?”
Screenshots 04 -Teach them, ad types
• Discuss which objectives are relevant to them

• Conversions
• Traffic
• Lead generation
• Engagement

• Video views
• Messages
Screenshots 05 -Teach them, Targeting
• Use relevant targeting - $5 per day ad spend
• Facebook gather data from all over the net
• Wow them - “If you wanted, you could target women aged 43 who live on
Oxford street and have an interest in cats
• Talk about the predictions - example: “What’s your lifetime value of a
customer?
• Do some quick math!
“So, based of just $5 per day let’s say 40 people visit your site and around 3% of
them convert, based on global average e-commerce conversion rates.”
 “That’s 1 buyer from a $5 spend, with an average life time value of $100 from a
$5 investment.
“20x ROI on the basis of global averages. Now we don’t work with average.. we
strive for our clients to be the best.”
Screenshots 06 -Showcase your results, build credibility
• When you’ve got relevant case, studies talk the client through one

Iron 2.1 - Iron Presentation (What to say If They Have Ran

Ads Before)
• Free value - critique profile OR current ad strategy
“What would you say is the single biggest issue with your ads currently? /
Before?”
“When we work with a business, we take a deep look into all elements of the
marketing strategy. Not just the ads themselves, but the website, the product,
the bigger picture. As I’m sure you'll agree, it’s the whole system that dictates
how much revenue you generate.”
“The first step after that would be to create a completely bespoke strategy
making sure we align with all your financial targets. We’d then collect content
and build out the campaigns, controlling each element to make sure they have
the highest chance of success. Does that all make sense?”

Perfect, I’d love to talk you through what we did for one of our recent clients -
proceed to showcase case study.”
 Iron Close 3.1
“Do you have any questions at all?”
• Three question close
“So, based on everything we’ve discussed do you believe that I understand the
issues you’re facing?”

*Affirmation*, do you think that I have the skills to help solve these issues?”
“*Affirmation*, shall we proceed to the next step? “

Iron Close 3.2

“What is your monthly marketing budget?
“Based on your needs, our monthly fee for our X service is $X and we have a
setup fee of $X (1-2k) but I’ve found that those who make decisions quickly
always turn out to be the best clients and so I have something called incentive-
based pricing where if you make a decision in this meeting today, I waive the $X
(1-2k) setup fee and it’s just $X per month plus your ad spend.”

DON’T SAY ANYTHING - IMPORTANT

• If ask about ad spend amount, say - “I’d advise a minimum of $X” & STAY
QUIET
Yes?
“*Affirmation*, well would you like to get started right now?”
 “We can do credit or debit card over the phone if you want?” - Collect details
and input into PayPal account

“Alternatively, I can send you a payment link, would you like to go through it
now?” - If not, book in a ‘kick-off meeting’ for ASAP (2-3 days MAX)
“Regardless of whether payment is made on first call, book a ‘kick-off meeting’
and state you’ll send contract, payment link & quick on-boarding form to be
completed in the meantime.”
No?
See objection handling