0:00 I've personally made well over $10 million with the agency business model. But today, I'm starting a brand new AI agency from absolute zero. I'll have no name, no website, no team, and I'm not going to lean on this personal brand. Now, over the next 4 days, I'm going to build it into a real working business live on this channel. And when it's done, I'm going to give the entire thing away to you. That's not a figure of speech, by the way. This agency will be handed to one person who's watching this series and I'll explain exactly how you can enter in a moment. Right, today is day one. So, let's get straight into it. I'm going to stand up because I've got a feeling I'm going to be here for a little while. Also, turn on the aircom
0:45 cuz it's very hot outside. So, you're going to have a little bit of background noise, but we're going to get on with it. It doesn't matter. You got to be comfortable if we're going to do this. So, I want to start off by running you through the master plan. Okay? So, the master plan is well, it's the plan. It's everything that I'm going to be going through over the next 4 days. So, I'm allowing myself four days to build this entire agency and complete everything that you see on screen right now. We're going to go through the foundation. So, we're going to start off by deciding our service. We're going to establish an ICP, which is the niche we're going to target. We're going to write our offer. Okay? So, how we're going to articulate our service to that niche. We're going to come up with our agency name. We're going to create our logo. We're going to create our website. I'm going to attempt to do all of this stuff inside of today.
1:31 We're then going to get clients. So, we're going to go through lead generation, generating a big fat lead of list of potential clients. We're going to go through building a CRM system. We're going to build the outreach strategy, email scripts, DM scripts, cold call scripts. We're going to do a paid ad strategy as well. So, if you've got some money to spend on ads, then we're going to build the ad copy. We're going to do the ad creative as well that we would launch on a platform like Meta. and we're going to build a sales meeting strategy for the specific service and niche uh that we're going for. We're then going to go through launch and scale. So, we'll go through the full growth scale, zero to 10K a month, uh 10K to 100K per month. We then cover signing clients, delivering results, so building AI systems and what systems we're actually going to build. And of course, getting results. And in our instance, the result we're going to get for our clients is making our clients more money because the closer we are to
2:16 revenue, to money, the more money we make for ourselves. Now, as I said, I'm going to go through absolutely all of this in just 4 days. I'm going to break it into four episodes that are going to be released on this channel, two episodes per week, starting with today. Then, I'm going to give the entire thing away to one of you guys who are watching this right now. How do you put your name in the hat? Well, there's a couple of different ways. The first thing you have to do is like each of the episodes in the series. Second one is comment down below, including on this video. I want to know where you're at right now, what you're hoping to gain from this series, and what your goals are in life and in business right now. I read every single comment. I'm interested in where you are at. The third and final thing you need to do is click the link in the description, and you will upload proof, evidence that you've actually done those
3:02 things. When you do that, you'll also be asked to provide a keyword. Each episode has a unique keyword, which I will reveal at a random point in the the video. Okay? Now, I might show it on screen. I might say it. It's going to be obvious, but you have to watch the video in order to find that keyword. And if you don't enter it, your submission will not count. Why am I doing that? Well, if I'm going to spend this time building a business and then give it to you, you better watch that business get built. You've got to understand it so you can do it justice if you win it and you then scale that company. If you haven't watched it be built, you're not going to understand it. You're not going to stand a chance. And so, this series is not for bystanders. I want this to be fair for everyone who is actually willing to put in the work. Now, to enter, you've got to do everything I just said on each of
3:47 the episodes of the series. Now, that includes the most recent video I just put out before this one where I announced the series. So, if you haven't seen that one after this, go back to that, like it, comment on there, and uh your entry will count. And make sure you remember to do so for each of the episodes. Turn your notifications on on this channel if you haven't done already. So, what are you going to win? Apart from an entire agency built for you by someone that's already got almost 10 years experience in the space and has made tens of millions with this model, you're also going to get a brand new MacBook. So, you can be building this business never limited by tech. You can be on a fast device. And I'm going to give you a toolkit. So, every software and tool that I use throughout this series, I'm going to package together and give you free access to those tools.
4:34 So, you've got everything that you need to take the agency to 10K a month and beyond. Now, if you don't win the main prize, there are also five other sub prizes which are pretty amazing as well. And details of those will be linked in the description. But all of you guys who are watching this are winners because I am making this my personal mission to make this series the most valuable AI agency content you have and will ever watch. I'm going to hold absolutely nothing back. This is going to be like a detailed granular course, a master class on how to build a successful AI agency. So, don't just absorb this information and treat it as entertainment. Take action throughout this series. Ah, come on. Let's do it. So, let's just
5:20 get straight into it. Um, we're going to go through deciding the service first of all, and then we're going to jump into the ICP. We'll try and get through as much of the foundations as we can as possible today. Um, I am actually going to go ahead and start this timer right now because whilst I am going to be making cuts through the video, I want us to have or you to have tabs of of realworld times so you can see how long it's actually taken in the real world as well. As far as the service is concerned, I have already preddecided this and it's because I actually recorded a video and I put it out just last week at the time of recording this on this channel going through the best AI offers, the best AI services right now. And there was one at the end of that that I stated if I lost everything tomorrow, I would bet my life, my future, my business uh on. And uh that
6:06 service, let me just show you, has a few very core, very important key components. Let me just sort this focus out so you can see what we got going on here. If you haven't watched that video, I'd also recommend watching that after this one, but I'm going to cover, you know, a little bit now. So, there are three things we want to make sure that we're covering in an AI native agency. An AI native agency is an agency that's built around AI from the ground up. That's what we're building right now. We want to make sure we've got security. Security in the sense that if we sign up 10 clients, we can be sure that the majority of those clients are going to stay with us. And so, the agency's revenue compounds over time. We get something called monthly reoccurring revenue. We don't want projectbased revenue because it means we're chasing our ass all the time and trying to get new revenue in. We also want good scale.
6:53 So we want a high total addressable market. We want lots of potential customers um in our in our in our customer pool. We want commission if possible. So if we can be tied to some kind of scaling revenue model, it means that that we can earn a lot of money from our clients. In some cases more than $10,000 just for one client. And we want enterprise value. Right now you're thinking about starting an agency. It's probably a fair assumption if you're watching this. In the future, you're going to want to sell the agency. You'll probably be sick of it. And you want to be building a business that someone's actually going to want to buy and it's actually worth a decent amount of money that you could sell for six times the amount of profit that you make. And to do that, we need something that collects systems and is building or collects data and is building good systems. And that specific offer that we're going to be running is paid AI lead generation. And
7:41 so this is us running paid ads and generating leads for companies. And we're using AI in order to do that. This is the exact offer that I would start tomorrow if I lost my agency. We can service, we can go for any service-based business, although we're going to pick a specific niche. Anyone that needs more leads, which is most businesses, a lead is just the precursor to a client. It's someone that's interested. Now, this is what I call the flywheel. This is basically what the service looks like. And this is going to make an awful lot more sense as we progress through the series and we build this out together. We start off by building campaigns. So these are going to be, you know, this is a marketing campaign for our clients. We then launch those marketing campaigns on and this is called media buying on platforms like Meta, so Facebook and
8:26 Instagram, but also Google ads. I'm going to focus on the meta side of things, which is what I would recommend for most people. And then when we generate leads, we're going to use an AI appointment setter. So we're getting AI to speak to those leads and then convert them into sales meetings where the client then goes and makes revenue. And then all of the stuff that wins, we then feed into a data system, otherwise known as an AI operating system. And that data allows us to build better campaigns. And so the better results we get, the more data we've got, the more data we've got, the better results we get. And you get the the picture. The more the better results our clients get, the more money we get paid, and the better the agency comes over time. And we want this flywheel. We always want to be starting on a service that has monthly recurring revenue, that has scale potential, that has good enterprise value, and that most
9:12 importantly has a flywheel. It just gets better and better and better over time. We can charge anything from $2,000 a month to $5,000 a month as when we're established for the service itself. Um, and then on a commission basis, we can be earning 10K plus. Uh, but when we're first starting out, and actually I think this is a really important thing to to note. When you're first starting out, what's more valuable than getting a retainer, than earning 2K a month? Well, the most valuable thing is getting proof. Because when you've got proof, then you can sign up better clients, better, higher quality clients that can pay you more. And so, there is no shame whatsoever in signing up your first one or two clients on a free trial. Sign them up, get proof that you can get results, prove that you are who you say
9:57 you are, and you can do what you say you can do. and then get the case study, get the testimonial, use and leverage that to get clients that'll pay you more. If you are going to get money from a client, don't be afraid to charge $500, $1,000. Don't charge more than that for your first clients. It's going to be hard for you to be able to do that anyway. Case studies are more valuable than money in the bank because that will allow you to sign bigger and better clients. If you imagine building an agency is like, you know, it's like a ladder. Notice we're [snorts] sort that focus out again. Yeah, it's like a ladder. You know, we over time we're just stepping up better and better clients over time. Let's get that buttery boo. Oh, look at that. Um, it's going to get better and better better. What am I talking about? Okay, decide the service. That's what we've done. I'm going to try and keep this as raw as possible today. I'm also moving this
10:42 over to the right hand side. We're now going to establish the ICP. Might have moved that over a bit too soon. ICP is the ideal customer profile. And so it's basically our niche, but the ICP is just a more professional way of saying niche because it's it's it's not just the the niche itself, but it's actually the demographic within the niche. It's the subniche. It's okay. What is the company size? What are their pains, wants, needs, desires, etc. I'm going to be click ticking these off as we progress throughout the series so I can just click them and so we know where we're at. And I will come to this at the start and at the end of every episode, should I remember to do so. You may be able to see it's on my other screen right now. Um, so yeah, cool. I'm going to keep it there. Now, uh, in order to do this effectively and make it realistic for
11:30 the modern era, if I was starting an agency from scratch, I'll be using AI. It would be Darth not to be using AI. And so I was thinking about what model I would actually use if I was starting from scratch. Well, it wouldn't be chat GPT anymore, you know. Um, I'm not a I just chat GPT is what your auntie uses. And so Claude really is the best model that most people have mass market have access to. But then I sat on it for a minute and I thought to myself, you know, I wouldn't actually use Claude if I myself had access to the tools I do have access to today. And the reason is very very simple. I want you to think of Claude and LLMs in general like employees. Okay? And so if you were to hire Claude in your business and it would be like hiring a very high IQ, very smart graduate who understands
12:18 thousands of different topics. And the problem is when you then hire them into your agency, you're trying to get them to do one very specific thing. And so they have a breadth of knowledge on a lot of different topics, but they aren't really really deep on one specific thing. And so we're constricting all of the information that they've got. And so what we have to do to then get the output that we want is input a lot of context, input a lot of data. And so we then build what are known as clawed projects. You may know them as custom GPTs on chat GPT for example. And so we put loads of context. We get a very specific output. And so we did that in my agency, affluent.co, code. But then we found that it was actually more effective over time to build our own LLM to build our own AI employees where we just input all of our intellectual property, all of our knowledge from over the years and then our team started
13:05 using that instead of using Claude on a daily basis. Now we've got over 15 AI employees across our agency and we built the infrastructure that our agency now operates from. We effectively have an AI employee based on the best version of every single role that we have within our agency. And these AI employees do things and don't just speak to us back and forth like Claude would. And so I thought to myself, if I know that is how I would actually start an agency, I would use those AI employees that I created, then that's really what I should be doing on this series. But if I'm going to do that on this series, you guys need to be able to follow along, which means I have to give you access to my internal AI employees. And I decided
13:50 that would probably be a good idea. But in order for me to do that, I need to make it a no-brainer, make it easy, make it affordable to you. And so what I've actually decided to do is give you access to these AI employees and make the model very similar to Claude. And so you will effectively pay as you go. There's no monthly subscription. You only pay for what you use. And it will cost you roughly the same amount as Claude, a little bit more than that. And the reason why is when you input and claude, it hasn't got all of this context. When you input into our system, it's taking your prompt, feeding it with eight years of data and context and all of our intellectual property and then giving you a really, really great output. So, a prompt can still end in a great output. Whereas with Claude, you've got to really be thinking about
14:36 context engineering and and good context. So, this is actually called Agency OSX. It's the front end name that we created for it. And this, funny enough, is now the the first time that I'm releasing this to the public. Now, I don't want this to be promotional at all because that is not the intention of this series, but it's kind of starting to feel like that right now. So, let me just get rid of that bit. I don't give a if you use Agency OSX. If you want to, great. If you don't, don't. Use Claude, use chat GPT. I want to make it low friction for you. If you do want to try it out, you can sign up for free. I'll actually give you $10 of my own money and you can see if you like it. Use that $10 to compare it against Claude or Chat GBT and see which one you prefer. It's going to be night or day. You're going to sign up to OSX regardless. But I want you to know I don't care if you do. I just want to
15:23 make sure that you've got access to all the tools that I'm using because if not like what's it's just unfair. I'm like, "Hey, look at this amazing thing that I'm doing and you can't use it even if you want to." And so let's just get straight into it and just start building this agency out. I'll put some links in the description. You can just check it out in your own time. But these are all the AI employees that we use across my business across affluent.com. And so we have our growth team, the marketing expert, content expert, Nenina, design consultant. And these employees do stuff. So Nenina can literally generate ad creatives and generate a logo. I'm going to actually use Nenina to to design the logo. And we got Ava the business strategist who we're going to be using now to help with our ICP and write our offer out. I just show you if I go over to agency. The reason why this is so powerful is it's got all the context on our entire agency. So it
16:08 knows that affluent.co. Our niche is ecom. We're average retainer is 15k. It's got all of our services. It's got our ideal client. It knows that we're scaling to 300k a month at the moment from roughly 250k at the moment. And so every single message has this deep context in our agency and also all of the the data behind the scenes that is actually used to train all of these agents in the first place. So what I'm going to do is I'm actually just going to go ahead and create a new workspace. I'm going to call it new agency because we don't have a name for this agency for now. And we're going to use Ava the business strategist. And uh and we're going to actually get started today. So the first thing that we need to do when we're deciding on what our ICP is going to be is we need to consider what our unfair advantages are. What is your past
16:54 experience? What are your the jobs that you've had? Where have you been in life? Who do you know that uh that give you indicators on what industry you should reach out to? Some of you will be listening to that right now thinking I know where to start. Some of you were listening thinking I don't know where to start. Okay. If you don't know where to start then the best thing to do is just go scatter gun. Scatter gun is where we don't actually pick an individual niche. We pick like three to five niches and we just reach out to as many businesses in the local area within those niches. We sign up three to five clients. We start getting results for them and then we decide through intuition which of those industries to work with. Okay. So, that's what I would always default to if you don't have an unfair advantage. I'm going [snorts] to make up a fictional character right now to make it more interesting rather than just making it
17:40 about me because if you've watched my content for a long time, you know, it's going to be pretty predictable what my niches will be based on where my experience is in the past. So, I'm going to start off just by speaking to Ava and uh and we can see if we can come up with an ICP just based on this fiction. So, it's going to take a little bit of creativity. I want you to help me to come up with an ICP for a brand new agency. I don't know what niche to go for right now, but I'm going to give you my past experience and maybe it will give us some indicators. I've had a number of different jobs. I started off in hospitality working in restaurants. I then was a saleserson in a law firm. I then actually worked in another law firm and I I have also worked for a mortgage advisor. And
18:26 that's my experience so far. I'm offering an AI lead generation service, paid ads, meaning that I'm going to run ads for those for any company, whatever the niche is, and I'm going to generate leads, AI, appointment set those leads, and that's it. Okay, wallet is empty. Oh yes, this isn't a trial account. So, I just need to quickly add a card. Let me just do that off screen. Okay, done. Let's just paste that message again. Okay, so your background is a real advantage here. law firms, mortgage advisers, both by lead genen aggressively. Before we look into an ISP, I need there's a couple of things you need to know. Any niche is the trap at this stage. For a brand new agency, the fastest path is picking where you already have knowledge and where the budget lives. There you go. Two stronger
19:12 candidates, law firms, mortgage brokers, advisers. Which two felt more natural? Where are you based? Who can you sell to first? Roughly, what monthly fee you aim to charge? So, I think that law firms is something that could interest me. So, I'm not against the idea of of going for them. I would really like a list of 10 suitable subniches within professional services. I think actually that makes sense. That would be suitable for meta ads. And so, when we're thinking about meta ads, I'm thinking it's impulse purchases. We can put ourselves in front of people. It's not people that are necessarily searching for the service when they see the ad. And I am based in Miami,
19:59 Florida, and I'm going to be charging $2,000 per month, but initially probably a little bit less. Okay, I realize that that experience is very skewed for professional services. So, professional services is actually a subniche that I broadly speaking gravitate to if I was starting from scratch. And this is not to say, and I want to make this really clear, last time I recorded a series like this 3 years ago, I went for home services. And after that, it was like every new agency was working with home services. It's like that was the only niche that existed in the world because that's what I went for. Me going for professional services here, if I do decide that's what we're going to do, is not my declaration that professional services is the only niche you should go for. There are so many different niches that
20:45 you can make an agency work with. Okay? So many. Go have a look at my second YouTube channel. You'll see a whole bunch of people that have built a whole bunch of agencies in a whole bunch of different niches. Okay? Don't just blindly copy what I'm going through right now. Really consider whether or not it is right for you before you decide to go down whatever niche that you end up going down. Okay. So, here are 10 professionals. Personal injury firms. Interesting. I'm not a massive fan of the idea of that. IM. I do think it would work, but I just I'm not gravitating to it personally. Family law, criminal defense, estate planning. Estate planning is good. What is that? Like wills and so on. Estate planning sounds good. I mean, there's everyone's going to die. So, estate planning, I like the idea of that. Employment,
21:30 workplace law, bankruptcy, debt relief, mortgage brokers or loan officers, financial advisers or wealth planners, insurance agencies. Okay. I think that I mean I don't personally have a huge amount of experience of professional services and so for me I'm I don't think I'm going to pick just one niche for us to go for here. I also I think I'm going to go scatter gun but semi scattergun. And so I'm going to pick three different subniches within professional services. And then I'm not going to be emotionally attached to those three different subniches. then that means the brand that we build is going to be quite broad and agnostic of niche. So if we do want to pivot
22:17 later or if whoever wins this agency wants to pivot later, they absolutely can do. I think that's probably the right thing to do here. I really like the idea of estate planning and like wills. I I like the idea of wills. I think that makes a lot of sense. Employment or workplace law, I'm not sure. Financial advisers, I can see tax working quite well. I like the idea of tax advisers. That's that's there's so many businesses around. I'm thinking about what I'm thinking about and I'm have to demonstrate my thought process as I'm going through this. I'm thinking what's the big total addressable market for our clients. Well, wills is like there's lots of people that die. That's really easy for me to advertise on meta. I'm thinking financial advisers. Well, yeah, there's a lot of business owners around but less that want to invest their money. There's a lot if not all
23:04 that want to save money on tax. So, tax advice feels like a good thing to do. And like I I want a third one and uh and maybe family law just as a wild card just as something to try. So it's like lots of people have family issues and maybe they've been like festering for a long time and so therefore you know just a wild card. Just throw a wild card in there because if it works it works. If not then it doesn't really matter and you can choose a different sub. So off the back of that, I think what I'm gravitating to by estate planning, do you also mean like doing wills and so on and estate planning in general? So maybe like a will and estate planning. So I like the idea of that preparation for death. Sounds horrible. Uh I also like
23:51 the idea of tax advisory because lots of businesses will need that. And finally, family law would also be good. Will I have any issues on advertising these things on meta? Is it against terms of service? It's really important. We want to make sure that there are no there's no red tape. Certainly with professional service going to be issues is going to go search the web. Now obviously like just as a as a side note whilst we're waiting for that. I mean you can see already like how much easier it is to get the output that we want when we're using a system like this which is trained already. like the system is already trained to ask us questions to get more context so we can get to the root of the the outcome much much quicker. You know, if I was doing this on Claude right now, I'd be having
24:37 to give so much context. I'm an agency owner and this is what I'm trying to achieve and and and just it's not going to be asking me these questions back. It's going to be trained to give me the output that it thinks I want much much quicker and we're not going to get to to the root. Whereas Ava knows what a good niche is. She's a strategist. And so she's already trained on these things. Try it out for yourself. Whilst we're waiting on this, I actually am going to go over to Google and search for other professional service agencies in Miami. We could also use OSX to do that, but you know, let's do it old school. Paid ad agencies Miami. paid ad is
25:22 probably going to be the keyword that you you'll find most in. Um, we could also do law paid ad agencies. Let's have a little look at what we can find. And it's a good thing, by the way, to find competitors. Like I want to find competitors right now because if we find competitors, it's an indicator that you can make a lot of money in the industry. Now, here we've got five PPC agency in Miami. These guys is a Google ad agency presumably a pretty big agency you know um and they've got what's that 5 to 200 employees 200 employees I mean this is a multi6 figure a month agency like multi6 figures a month
26:07 so we want to get that proof of concept we want to know that there are other people making money in the industry that we're going for because it means number one we got a benchmark we can do better than them I mean look at these agency websites they're very mediocre bespoke websites and marketing factors and law firms. Cool. UK agency awards. Oh, this is a UK agency. That's interesting. It came up, but I'm also not emotional about that. If it can work in the UK, it can work in the US. It can work in anywhere in the world. A little bit smaller by the looks of things. 44. Oh, 44. That's still a six figure agency for sure. Nice. And so, if we can find other people doing it, I'm pretty happy with that. Clever I mean, clever legal marketing. Is that the whole branding around legal advertising? Cool. But I would recommend doing this.
26:54 You know, Rory Southerntherland. Oh, here we go. Rory Southerntherland, who is the uh the chairman of Oglev, one of the top free agencies in the world, taught me a concept called reverse benchmarking. It's the act of looking at other people, other competitors in your industry, and not trying to do what they do better, but trying to look at what they don't do and then do that. try and find where your niche is within what the market is already doing. Okay, so none of the three are banned on meta. That's awesome. Estate planning, yes, that's what I meant. Wills, trust, powers of attorney, get your affairs in order. I like that. I can just imagine those marketing angles working really well on Meta. We got to be careful about fearongering. That's a valid thing to raise. Like you're going to die. [laughter]
27:39 That would be a banging ad if we could launch that. You're about to die. Have you thought about what your children? [laughter] Oh man. Tax advisory also allowed. Cool. Um, we got to we got to make sure. Okay, that's fine. Doesn't seem like there's much regulation around that. Family law, but it's the strictest of the three. So, we got to be know. Are you going through a divorce, fighting for custody, we've got to be careful the way that we plan that. So, when we're actually writing ads, we got to be careful. We will come on to that when we go through um the master. You know, I don't know whether that's going to be episode two or three, but we're going to get to the point where we're writing copy. So, we'll have to pay for these things. Anyway, uh I really like the idea of these three and let's not get stuck. I want to keep like momentum moving. Obviously, you can spend as much time as you want contemplating your ICP, but some advice I would give to you is don't get emotional about it. Too many people get
28:25 too emotional about their ICP. They pick a niche and they think they're bound to it forever. Like the the best people in business are very liquid. And there's a book that I recommend you reading called the the the uh infinite game by Simon Synynic. And it's really just teaching you the lesson of staying fluid and being open to change. So we can go for these three subniches to start off with professional service and we can be very unemotional about we want to switch into a completely different niche later down the line and you should absolutely do the same. So don't get hung up on this. If you find something viable and I believe all these things are viable, stick to it. Okay? And so let's get a little bit deeper into that. Are you able to create me a full uh ICP document? So I want to just have a yeah a really solid ICP breakdown. Um, I want to be working with smaller. In fact,
29:13 actually, just recommend to me which what the ICP should be as a new agency. And I'm going to be going scatter gun as professional services, but these are going to be the freed subniches I'm going to target to start off with. Target to start off with. My mic that I'm using on the computer's tucked away right now, so it's not the best. Uh yeah, I would I was about to use my knowledge which is unfair. I want to make this series as like I don't know what I'm talking about as possible. So I'm just going to dumb myself down for the sake and and go through this process as though I didn't know what I know basically as much within reason. I'll try and do
29:58 so, but I'll let the system dictate which who I should go for. I mean, my prediction for you guys, cuz I can't help myself, is we're going to go for small smalls size law firms, probably like two to 15 employees realistically, and we want um the pains and triggers and so on are going to be relatively generic, but dequalifiers, maybe it's going to be like large, big, multi-chain. [snorts] That's probably not going to be so ideal for us initially. And the reason why, we do want them in the long term. We want the big guys in the long term, but we're just going to burn leads. We're not going to be able to build trust with those individuals. We're going to have to sign up the smaller one to start off with. So, let's see what this actually pulls together. It's actually going to create a document for me as well. What I am going to do is I've created a simple notion doc called unknown agency for now
30:44 because we don't have a name. I'm going to copy and paste all of the information that we we create for for this agency into this notion document. So, we do have that stored separately as well. Um, we can just store this information within OSX. It will store all of that um within our history. Um, but I want to create this notion doc just in case any of you are watching this and you're just using chat GPT or or Claude or you know maybe you're using Gemini or something like that. And so yeah, I want to make this agnostic of what tool you actually end up using. But we're going to have this information stored in our in our agency information as well. So what have we got? Paul the ICP framework. My recommendation is a brand new agency solo to small firms one to five attorneys owner roughly 30 to 150k monthly revenue. Nice. Tired of
31:30 feast and famine referrals. Yes. Want to book booked. Want booked consultants not lead dumps. Scatter gun frees. And so yes, we've got those three niches. Same offer for all three. Metal ads. AR lead gen appointment setting. Same system. Free unboxers. Okay. Nice. It's now building that ICP document. Let's wait for that. Okay. So, we've now got this broken down for us. So, owner operated estate planning firms in Miami, South Florida. one to five attorneys that want a steady calendar of qualified consultants about hiring a marketer or setter. So we've got firms, we got wills, trusts, healthcare detect directives, basic estate probate intake, have to do some research and learn this industry a little bit. Revenue guide, what the size
32:17 is, geo targeting the we want owner or managing partner. We always want to be reaching out to decision makers. We've got the pains there as well. We got the outcome that we're selling booked qualified estate planning consults on the calendar not more leads. Okay. Secondary is the uh the family law. So we also got we actually got three ICPS here. Oh, so secondary A, family law, secondary B, and the shared rules are the same. And so we actually have Okay, so we actually haven't built out those secondary ICPS in detail. We could go through right now and say I want to build out those secondary. So build out the secondary and the yeah ICPS in more detail too. Also make sure there
33:04 is a broad ICP which covers all actually there's no need to do that. I was going to say what we could do in this instance is just create an ICP document for professional services in general. And so it's like we work with any law firms, professional service business, financial services, etc. But actually, I don't think that would be the right thing to do here. Uh it would be if we had limited time and not enough resource in order to put it together. But if we got access to a tool like this, we might as well create an individual ICP document for each of the individual subniches because then it means that we've got an asset that we can use um for [snorts] creating ads in the future and so on. you can segment it into those subniches. Another thing that some of you might be
33:49 thinking is like, Jordan, is this not confusing? I'm working with multiple niches right now and I've got to do multiple different variants. No. Again, just be unemotional about it. Like there's really not that much that changes across niches. Every single one of these because they're all in the same core niche of professional services. Each of them want the exact same thing. They all want more leads. They all want more booked appointments. They all want to not have to spend more time doing marketing themselves. So, they all want the same core thing. We're just going to pivot the messaging ever so slightly. When we do create our landing page, our website, we write our offer, which is what we're going to do next. We will make sure that that is relevant to the overall macro niche of professional services and not just the individual subniches. Okay, it's actually gone ahead and created that professional services Miami ICP
34:36 document for us. So, we now actually have all of that entire thing downloaded into a markdown file, which actually is the file type that is used by most large language models. We can actually download this into other file types. I'll show you that in a second. Um, but we've got our primary ICP and [snorts] we then have our secondary ICP now broken down in much more detail. Owner family law firms in Miami, Florida. And so we've got that broken down. And then we also have our secondary ICP tax advisory for small businesses. Okay. Nice for small businesses. We want don't want to be working with people that work with enterprises at this stage. And so we've got all of the details there as well. This is amazing context for us later to build our lead list. So when we take this information and we start building out our lead list with Kai,
35:21 okay, he's able to to build a hypersp specific list of leads. Okay, and then we even have our scatter gun plan here as well. So weeks one to four, we're going to build the lists. We're then going to have the same offer with niche specific outlineers. Um week five to eight, we're going to deliver. And then week 7 to nine, we're going to score each of those niches and then we're going to pick the winner and we're going to go for that one niche. Cuz the ultimate goal with an agency is really to go down into one specific niche. I do want to make it clear though, there's a lot of ambiguity around this. Some people think, can I only build an agency if I work for one niche? No, that is not the case. Okay? As long as you deliver a great service, you've got a good reputation, and and well, that's pretty much it. You can work with any niche and
36:07 offer any services. But if the question is what is the easiest thing to do? What is the path of least resistance? Then it's going niche as quickly as possible. Because if you are targeting a specific niche, hyperpersonalized versus a broad agency, typically it's going to be much easier for you to sign up the client because you're speaking their language. Okay? But it does not mean it's the only way you can build a successful agency. There are thousands of different variants of how you can how you can play this out. I'm going to now just say, can you add this ICP as context to my agency and please save it. So now it's going to save that ICP context into our agency information. I am actually now going to go and save that information in
36:53 notion as well. So let's just take that. Let's save this as toggle heading free ICP professional services. And I'm going to save that document there. Cool. So, we've got that stored separately. Anyway, put that back over there. If we did, by the way, want to send this. So, it's now saved that in the agency context. So, we'll be able to see this in a second. If you did want to save this file in different formats, if we go over to our settings and then go integrations, we can connect Google Workspace and we can save files as docs. We can go to notion and we can save files as notion documents and so we can also do custom integration. So we can save these files as in various different formats but we're just keeping it
37:38 default. So now we've got our new agency and we've got our about. So new agency helps small professional service firms estate planning in Miami Florida um consult uh fill their consult calendars using metarads a lead generation appointment setting. They deliver qualified booked appointments not lead dumps and solve the feastal famine referral problem for solo to five attorney firms small tax shops. The core differentiator is combining paid ads with AI powered appointment setting to result on calendar not just uh not just inbox for positioning. So even getting the head now we're actually starting to write our NSVP which are niche specific value proposition. We fill small professional service firms um consult calendars with qualified appointments using meta ads and our appointment setting so that owner attorneys stop relying on referrals alone scale predictably. Needs a little bit of
38:25 refinement but not too bad. And then we have our ideal client broken down. We've got the services that we offer there as well. We even got our price broken down. We've got our market goals. Okay. And so now when we are speaking to any of these agents, when we go back to Ava, she has all of this context. And we'll always keep this context. This context will keep building over time. If you're using Claude or Chat GPT, just make sure you save the ICP document and upload it into a custom GPT or a custom project of sorts. Okay. So let's go back over to Ava. Let's go back over to the master plan and let's click nice. We established ICP. We're now going to write the offer. We are, by the way, 42 minutes in right now. And I actually think you'll get this done a lot quicker than this because I'm conscious of the camera and dictating to you guys and explaining
39:10 what I'm doing. But I think you'll do this a lot quicker. But coming up with a full service full ICP in 40 minutes regardless is pretty bang on. So what are we going to do next? We're going to write the offer. Okay. Um, we could use a new chat right now, which is actually what I'm going to do. I'm going to call this establish ICP. You could also write in the existing chat. In fact, let's just keep this all in one chat. One thing you would bear in mind when using AI is that it will get more expensive as you could stay in one chat because all of this chat is then going to be used as context with every new message. And so just bear that in mind. If you're on a budget, then just create
39:57 a new chat every time that you move on to something new. Just make sure your context documents are uploaded. But yeah, if you're just chat growing, then uh then keep it all in one. Oh, I don't want to upload a thing right now. Okay. So, we're going to write the offer. Cool. So, now we have the ICP. I want you to help me write the NSVP and offer, the niche specific value proposition and the offer, but I don't want this to be specific for one of the subniches. I want it to be suitable enough for all professional services within those three subniches. So, it needs to be an ASVP and an offer that is agnostic of the free subniches I'm targeting because this is going to be the foundational
40:42 copy that I'm going to use on my website and in my outreach and in my ads. That's really important. If you're going to scatter gun, you want to make sure that your your your offer is broad. Your offer, by the way, lots of people confuse offer with service. Your offer isn't your service. Your offer is the outcome of your service. Okay? It's how we position our service. It's our unique mechanism. It's our system. Okay. NSVP is a this is a this is actually something I learned from the the chief marketing officer at Mars, the Mars bar. He taught me about niche specific value proposition. Okay. And that is it is just the way we propose value to our niche specifically. It's like the goal state that our niche should have when they think about our service. Okay. So,
41:28 let's have a look at this to see how good this is on on at the start. Here's a foundational version. We put qualified consults on the calendars of small professional service firms so owners stop living feast and famine on referrals. That's pretty good as a first run. I really like it. I don't know if I'd do small professional service firms. I just think we put qualified consults on the calendars of professional service firms. So, owners stop living feast or famine on referral. And this is where OSX comes into its own because Claudes just doesn't know what a good NSVP and it probably doesn't even know what an NSVP is. Um, I love that we've done qualified consults. Qualified consults. Consults are speaking the language of the ICP. We always want to speak their language. So
42:14 many people make these mistakes of like we generate qualified leads for professional. No, qualified leads. What do they actually want? If it's home services, they want quotations. If it's dentists, they want patients. Speak the language of the ICP. That's so important. Um, short enough for him plays hero. Slightly longer version. Most small firm owners are still in the rain maker. Instill the rain maker. I don't like that. Referrals dry up. The calendar goes quiet and marketing either never starts or turns into junk leads nobody books. We run meta ads, qualify the interest of AI, and set appointments. So, you show up to real consults, not a spreadsheet of tire kickers. like I really like this this this bit here. I don't like that we're mentioning meta ads. One of my rules is I I would not
43:01 recommend mentioning service in your if you're in your NSVP or your offer. They want to be beautifully vague. They want to be promise an outcome and a desired state, but they don't want to mention the service. If you mention the service, then you become boxable. Someone's like, "Oh, well, oh, this is just a meta ad service. I've already worked with an agency on meta ads." and then they just discard you because of all the bad experiences they had before. And so I wouldn't do that personally. So I'm actually going to give some feedback to this. We even got some like individual kind of like renditions of that right now, but but that's not what I want to do. What I want to do is I actually want to see the NSVP and the offer statement um separately, but but combined.
43:50 Yeah. I also don't want to mention meta ads. I don't want to mention the service at all. Like it would be better if we can mention a unique mechanism. So for example, if we were working with dentists, we would have a patient acquisition system because we're speaking the language of what dentists actually want. So don't say we run meta ads. Talk about a unique mechanism, but also don't make it cringy. I like the NSVP you've got right now. I don't like small professional services. So, get rid of the word small. I also think we want to make the NSVP more aspirational. Maybe we talk about becoming a market leader, a local market leader. I think that would be good. So, I want the NSVP to be more aspirational. I want
44:36 the offer to be more focused on the outcome and a unique mechanism that we've got. Cool. We help professional service firms become the local market leader in their category by filling their calendar with qualified consults so growth is not left to referral. Slaps. Slaps. Great NSVP. Okay. Why is this a good NSVP? We call out to the ICP. Yes, this is me. I want to become the local market leader. Now it's aspirational. Okay. Yes, I want to be the local market leader. How are we going to do that? by filling their condo with qualified consults, speaking their language. Yes, that makes sense. So growth is not left to referrals. Okay, so this is this is just classic. This is like ICP call out desired outcome,
45:22 rationalized desired outcome by the specific thing that we're going to do and then it's running away from pain. Growth is not left to referrals. Yes, I'm sick of being on referrals. That's beautifully done. And then offer the consult acquisition system. I don't hate it. I don't hate it. It's just copy patient acquisitions. I don't hate it. A done for you system that attracts the right um local demand, filters for consult ready prospects and books qualified appointments on your calendar. Okay, I actually think that we can write write this ourselves and do it a little bit better. Um I actually really like that oneliner as well. Local market leadership starts with a full calendar consult calendar. We installed a system that fills it for you. Love that by the way. That's a lovely thing. Love the NSVP as well. I'm just going to
46:09 play around with this offer. Our consult acquisition system attracts the right local demand, filters for consult ready prospects, and books qualified appointments onto your calendar every day. Didn't mean much. We help professional service firms become the local market leader in their category by filling their calendar with qualified consults so growth is not left to referrals. Our consult acquisition system attracts the right local demand. Filters for consult ready prospects and books qualified appointments on your calendar every day. So it's like the NSVP is like the aspirational emotional. The offer is the rational a little bit more detail. But still they're like what's the consult acquisition system? Like how I want I consult really prospects. I want them booked onto my
46:55 calendar. How how do you get this for me? It's not like we do meta ads. They have to book a call with you in order to know that it's meta ads and so on and so forth. And that's the important thing. It's aspirational. People make too many mistakes. Like this is this is probably the most important thing that I'm going to go through in this whole video. Your offer is the thing that gets you book calls. It gets you clients. It gets you sign up. The offer is like the single most important thing that you need in the foundations of your agency. And the biggest mistake is talking about the service. And and so you got to think when you read through your NSVPN offer, can this per does this person want this? and and and and do they know what it is? No. But they want it. So now they have to book a call to understand what it is. That's that's the key. This
47:40 is the final version. Add it to my agency info. Okay. Now, let's go back over to here. That was quick. That was What are we on? That was 10 minutes. That was 10 minutes to write an offer. Come on. Let's take that. Okay. Boom. Nice. Okay. So, this is also safe to our agency. You notice we get these prompts. I want a website hero block from this or a fiveline outreach version. Like, so there's always going to be prompts to just continue building and but we're not going to ahead of ourselves. We're just going to keep things, you know, where they are for now. But now we've got
48:28 we've got the service and offer. Um we have why is this this saved to our was just updating. So now all of that extra information is filled in for us. So we've got our positioning they hope local services uh local professional services chief market leadership local market leadership. This is our acquisition system. We've got all the information. So, this is just getting better and better and better, which means our output is just going to get better and better in every conversation that we're having um with the agent. So, that means that we've now just written the offer and we've done that in we're under an hour right now. And uh with that in mind, I think it's probably a quite a nice time just to have a quick break. So, let's do that before we go
49:14 into agency brand. Why did I say it like that? Agency brand. Okay. >> [music] [music]
50:10 >> I was thinking as I was just out for a walk at how crazy polarizing the market is today than it was when I first started my agency eight years ago. I had no experience, no niche. I went doortodoor local business offering Facebook ads. I had no offer, no NSVP, none of that $und00 million offers by Hoszi. He wasn't even published back then. And I learned what great was through repetition of failures. It took me a long time to get to the position that I'm in today. Other people will get here much sooner because you can learn from people like me and you can also use AI. It's so crazy now that we can use AI Let's just do this window up to build the foundation of a business. But what that's actually going to do is it's going to result in a lot of people building very mediocre foundational
50:57 companies because they'll they'll rely on the baseline input or output, sorry, that a model gives them. And that's the mistake. That's the biggest danger that most people will be in when starting an agency or an AI business regardless in the modern era. And do not make that mistake yourself. Throughout this series, I will continually comment on and critique output to determine whether or not it is actually great, just like I did for the offer. Those are the most important parts of this series. I cannot stress it enough. The end result that I come up with is going to be great because I know what great is. Don't obsess over my end result. obsess over the iterations and the commentary that
51:43 took me from my first output to my final output with AI. That's the skill that you can only learn through a depth of experience. And that's where the most value from a series like this will come from. Because in a world where anybody can create anything with AI, there is going to be a bigger divide than ever from people at the bottom who build AI slop and people who build something truly exceptional and dominate marketplaces. The people that dominate marketplaces understand what great output is and they use AI to make it faster for them to get to that output. They don't use AI to create the output in the first place. Great output can only be created if you feed AI with the
52:30 relevant context and data on what great is in the first place. Generic LLMs like Claude and Chat GPT don't have the micronuance data on what it takes to scale a law firm on meta ads. An agency who has done it does. So you need to obsess over tracking what positive changes you make in your agency have a positive impact. So you're collecting and building this data system that means your AI gets better and better output over time, which is effectively exactly how I created Agency OSX. I took all of my data from what great is. I put it into a model and now I can get great output much quicker. Food for four.
53:16 Right, timer back on. Let's pick an agency name. So, we'll start off in the same chat as before. I need you to help me come up with an agency name. I want to make it agnostic of my niche. So, I don't necessarily want it to be around any of the subniches. I want to keep it as broad as possible. Let's maybe feed into some words that relate to the niche. The word consult, for example, might be a good word for us to go with because then that would allow us to at least branch out into other businesses that want to get more consults later, which correct me if I'm wrong on thinking that professional
54:03 services would all want consults. Okay, that's actually came to me as I was just doing it there. But consult generally speaking, we want to try and keep our language for our agency pretty broad. But if we can mention the thing that we're actually doing like it is a bonus, but you really can agency name people put a lot of weight on the agency name as long as it's not something stupid, you know, then then then it doesn't really matter too much. you know the big classic agencies I can think of. So big classic agency lots of agencies style around my era it's a variety of different I'm affluent.co You know, affluent is about getting rich. Arguably not the best name for an agency. Hamby Media, my good friend Lucas, that's just his name with media on the end. Okay, so don't put too much weight on this. And also, you can change this later. You can
54:49 always change it. You're not tied down to just like the niche, you're not tied down to this stuff. Don't get emotional over it. But let's have a look. Consult fill. Consult lane. Consult house. Consult house. I like that. Consult house. Get consult calendar fill. Booked bench. Full consult local leaders consult Spanish for consultation. Consult forge consultter full consult. Okay. Give me a bunch of other words relevant to the niche. You know, one thing we're actually going to have to do here as well is make sure that these domains are even available. You know, it's very easy to get emotionally attached to a name, but you need to make sure that the website is even available in the first place. I definitely want
55:35 aai domain, for example. And so, we don't want to Yeah, we don't want to get too attached to an individual name, and then it and then it actually ends up being something that's unsuitable. So, for example, let's just have a look at consult.ai. Obviously, that's not going to be available, but let's say we're doing like um consulty, for example. No. Consult flow. No. Come up with 50 potential good names for my agency.
56:23 The domain will be.ai. I want it to be a maximum of one, two, three four five six seven eight characters. Cool. Let's see what we can come up with. And whilst we're doing that, I might mess around with some H consulty. I actually like that, but I don't want to pay five grand for it [laughter] for Consulty. I like Consulty.
57:09 It's really nice. I work with Consulty. Oh, that's a beautiful agency name. Consulty. That would that would be the agency right now. I don't want to pay five grand. So, it is what it is. I don't I don't want to do that. Just make sure that this make the crucial error. Oh, that's me jumping to see if the mic is turned on. By the way, I hate having the mic on the outside of this, but just when I'm recording long, I don't want to just risk like my t-shirt getting caught and so on and so forth. Anyway, what have we got? What have we got going on? Consulter. Did we do Did we do consultter? Consult.ai. You know, you know, actually I like consult consultter is actually nice. Let's go on Google as well.
57:55 Consulter agency. Consulter. Consultter. I like consulter. I know other marketing agencies that have these names. Conflux is also nice. I really like Conflux. 400K. These AI domains are no joke these days. They just they are so expensive. Some of these do domains. Conflux. Conflux is nice. It's like an influx of cons consultations. I really like that.
58:43 Seatful. PIP demand Q. Apex con. Now we're getting a little bit more generic. Console Conforge. Conforge. I also like Conforge. Conforge not available. Of course, it's not. Is available for 8K though. No, thank you. Let's just have a look if there are any other agencies like this. So, you know, one thing that people often discard is the fact that if you know, consult.ai isn't available, it means I can't do it. No, that isn't true. You can just do go
59:30 consulter.ai or we are consultter.ai or whatever. There's loads of different versions of it. I say loads of different they're the only ones I can think of, but there are there are other avenues that we can go down. We without don't we don't need that to be the case. Consult marketing already exists. Consult.ai is live as a product for consultants. Um, consulty looks clear. Consulty. Okay. I'm pretty sure we found that that wasn't available. Or was that the 5K one? Yeah, that's 5K. [snorts] Go consulty. We could also do consulty. Agency if we wanted to get a cheap domain. You know
1:00:16 what? I I actually I don't want to jump to conclusions too soon, but I really like Consulty. Consultly. Why is that domain in my in my 25K for consult? Consulty is better than Consulty. 25 grand. Whoever owns Consulty right now is obviously aware that it's a decent brand name over the the point that it's 5K. Let's forget Consultly. Consulty is 5kdev.ai. That's the best domain that we've got. But we've also got consulty.
1:01:02 Have we gott agency? We've got agency. So that is a potential. I would like aai. Like I can't lie. I would like aai domain. That would be pretty nice. That would be pretty nice. I've got a couple of really nice dot.ai domains. I got lead local.ai which I think is a nice domain. But consultly consultly.com is it for sale? consulting. I mean see this is under this is this is available as well. So you could go and buy this domain in the future.
1:01:52 What other alternative ways could I use consulty as a domain like go consulty.ai or like we've already established as well that consult is completely clean. There's nobody else running. There's no marketing agency that's under the name consulty as well. Consult already exists. Consulty is a lead generation. Let's actually just make sure that that isn't a competing business. Consulty is a lead database. No, that's not a problem at all. Okay. Consulty aair consulty agency. Best consulty. Top consulty. Don't like
1:02:37 Oh, that's a void. Funny. Go consulty. Get consulty. Try consulty with consulty.ai. I like use consulty. What about io? Is that available?
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