Client Acquisition Machine

(How to get to $10k/mo in less than 35 days)

Quick introduction:

My name is Andrew King. In the past 7 years I’ve scaled and ran multiple 7 figures online
businesses. I’ve mastered the art of making money online.

And I’m here to help you get your first business started.

Here’s some of my results:

Although my first business was not an SMMA agency, I do believe that this business model
is the best business model for beginners.

Specifically a local SMMA agency where you can get your foot in the game.

However, starting an online business is harder than in 2016 when I started. You’re competing
with established players that have the funds & knowledge & team to grow and scale faster
than you. But then again, the best time to start something is now and not tomorrow.
I grew my agency to over $10K/mo in less than 35 days.
Here’s how (so you can too):

1. Made an incredibly good offer. That helped me close clients and also
handle any objections they might have easily. Most get stuck at handling
objections but that’s because their offer sucks.
2. Got a Client Acquisition Machine system setup and running. There
are many ways to get clients but in this particular case we will only talk
about Cold Emails. It’s the cheapest and fastest way to scale a
company. Once you’re doing $10k/mo then message me @iandrewking
and I’ll show you how to 5x-10x from your first $10k/mo.
3. Built a 2nd evergreen acquisition channel. In this case, besides cold
emailing I will use paid ads & building an email list. Yes, you’ve heard
me right. This is for the longer term vision and building the base for the
5-10x growth of the company.
4. Delivering of the service & handling churn rate. Most won’t talk
about this but churn rate with marketing agencies is at 70% in the first
3-6 months. This will keep you tied up with your business and make you
think ‘hustle’ and 14h work days are the only way.

I’ll be explaining all of this below.

Keep reading:

Step 1: Building your Client Acquisition Machine

For this step we will need to buy 10 domains and set them up. I would do this as the 1st
thing as they will need to be warmed up for around 14 days. I use instantly.ai for this but you
can use any other software of your choosing.

Now let’s set some goals:

Your first goal is to reach 500 emails sent/day. For that you will need around 15-20 email
addresses to start. You can do 2-3 emails per domain.

Let’s crunch some numbers:

500 emails daily

15000 emails/30 days (40% open rate)

 6000 opens (3.5% reply rate)

210 replies (15% positive)

31 booked calls ( 75% show up rate)

23 sales calls (20% close rate)

4-5 clients sold at $2500/mo is $10-$12k revenue

Now all you need to do is to input your numbers here. I made this Revenue calculator so you
can input your own numbers. Please use File -> Make a copy to edit the sheet.

Ideally you will ramp this up to 1000 emails/day after you get the 1st client.
Do this part yourself for the first 30 days and after the first 2-3 clients outsource it to a VA.
Only outsource the email sending part, not the inbox management part.

After your first days of sending you should start getting replies. Act as fast as possible on the
positive replies and get them on a call. Never outsource the inbox management part when
you’re starting out.

Step 2: Get your offer right

This will make everything easier if done right. Make sure the offer has a clear deliverable,
timeframe and a risk aversion guarantee.

2.1) Offer message

Deliver 1 service with a clear outcome and a clear timeframe. Here’s an example:
I will deliver you 20 booked appointments in 30 days or less or you get your money
back.

Make sure you get all the points ahead in the offer.

The format is simple:

I will [service you sell] in [timeframe to complete service] or [guarantee].
If you do not have an offer with all these 3 things then please think about what’s missing.

The prospect needs to clearly understand what they are getting, how fast they will get it
and what’s their risk. That’s why a risk reversal guarantee is important.

A message framework that I did well with sounded like this:

I will deliver you 5+ appointments in less than 14 days at no cost for you and all I ask
in return is a quick video testimonial.

Notice how I provided a reason for the “free trial”? Because every business owner knows
nothing is truly “free”

Everytime they offer a customer a $100 discount or coupon for something they know they
have to make it back somehow. So this is an easy ask where they’ll be getting more value
than you’re asking for in return.

It sounds less spammy and we found it worked better than just ‘I will deliver you 5+
appointments in less than 14 days for FREE’

2.2 Optimize for phone

Make sure you first write the email and then send it to you to see how it looks on mobile.
Most read their emails on mobile but it takes less than 1 sec to see if it’s an email you’re
interested in or you just want to skip it

Take a look at the picture

See how much space you have to make an impression?

Most decide then and there if they will open the email or ignore it. Make sure you don’t start
presenting you, your agency or family members in the first 2 rows of your email.

Include the business owners name and/or business name in the first line and tell them what
you can do for them.

2.3. Get opens

I found out I get the most opens from emails that use lowercase letters and even have some
spelling errors.

Why?

Because they stand out.

Sometimes I would use a simple “hey [Name/business name]” and it would work great. Other
times I would need to change it up a bit but it mostly depends on who you are reaching out
to.

To test this you would have to send 500 emails with one text and the next 500 with another
text.
Don’t send less than 500 emails before comparing results.

2.4. Present the offer in the right way

Here’s how one of my emails would sound like:

Hey Kevin,

Are you looking for more solar panel leads? We will deliver you 5-10 qualified residential
leads in the next 14 days and in return we only ask for a video testimonial.

The fact is, our service brings great results and I think we might be a good fit to work so we
hope we can win your business in the future.

We did the same thing for [X] and [Y] (here’s where you would link to case studies if you
have) and we also have tons of happy clients (link to a page where you keep video
testimonials from previous work)

Please let me know when you have the time for a quick call
A couple points to take note of:
-Add the owner’s name in the first line
-Make it very clear what you offer
-Point out previous happy clients and how you delivered results for them
-Assume you’re going to have a call with them about this (to remove a block in their mind
and to make it sound like they’ve already agreed to a call).

2.5. A/B test each variable

Now, this should go without saying but always test your emails.

The way we do it is that we only change 1 variable in each batch.

Depending on your volume you can change a variable every week or even every day but
only change if you sent at least 500 prospects.

Notice how I said prospects and not emails. That means the first email plus 2 or 3 follow ups.

Sometimes it happens that your first email gets a phenomenal open rate but it might be
misleading to them and in the end your Email to Book Rate will be lower than usual.

Step 3: Build a list

This is something I don’t see anyone doing and I’m still not sure why.
If you reach out to 15-30k businesses every month you will generate a lot of traffic.

I use a FB pixel on my website and I make sure to retarget all the traffic that goes to the
testimonials page with a lead magnet offer where I will get them to subscribe to my email list.

Once they subscribe we can nurture them and turn them from a cold lead to a hot lead.

You can then build a 30 day sequence of emails where you provide value to your customers,
tell them exactly what you do, how you do it and every 3-4 days you show them what results
you got for your client.

I found by just doing this automation I increased my client base by over 20%.

As soon as you start getting testimonials from your other clients you can showcase them to
your email list.
Step 4: Consistency & Accountability

Now this part is where most get stuck.

A sales cycle can take anywhere between 1-30 days depending on what sort of customers
you target.
I found most times it takes around 5-8 days from the first cold email to get a sale call.

So even if you don’t see any results in the first few days, don’t worry, keep steady and do
emails for at least a full week before you try to see what you can improve.

Also, you need to have enough scale to have statistical significance. You won’t figure out if
an email works or not if you only sent 10 emails/day for a week.

It’s not enough data for you to use and understand if an offer works or not.

Do at least 3-4 follow ups for each cold email you send. This will ramp up your volume and
make sure it’s not just a one off email.

I created this sheet which you can use to track your daily progress. I fill in the numbers from
the previous day every morning and it gets me some initial feedback on how I was doing.

It also keeps me accountable.

Also, it’s worth getting an accountability partner that goes to the same struggles as you
and you’re at the same level.
Step 5: Deliver an amazing service

This part goes without saying but I expect you to actually deliver on your promises.

The days where you can get clients without having any guarantee or promise are long gone.

Your service needs to be on par with the best agencies out there to compete.

Churn rate is what kills most agencies, if you have a 20% monthly churn rate and you
currently have 10 clients then every 3 months you will cut your client base in half if you don’t
sign more clients.

Now, a lot of agencies have a 70% churn rate and that means their growth is capped and will
probably never pass $20k/mo even with the best client acquisition systems.

The agencies that are doing +$100k/mo are all focused on delivering great experience and
getting referrals and are doing outreach all the time.

That wraps up the Client Acquisition Machine Guide!

If you found this guide helpful, please share it with someone you think might need it.

P.S.
If you want to apply to work on 1-on-1 with me to improve your client acquisition
follow me @iandrewking