New Way To Get Clients On Demand: Complete Blueprint w/ Daniel Priestley

the first thing I always say to people is you've got to get rid of this idea of fairness that if you're doing a good job you get paid really well it's not it's if you're able to create demand and Supply tension you get paid really well in case you're not familiar with these terms like demand and Supply tension it just means that if there are more people who want what you make then you're on the right side of that but I create logos I build websites how do I create this kind of demand that you're talking about if there was a silver bullet to save and build a profitable business and allow you to be more confident I think that Silver Bullet has to be to generate more leads if we had more more leads then we would have more decisions to make we would find the proper fit we'd feel more relaxed in the conversation so it felt really natural that my next guest the returning champion Daniel Priestley is here he's of course the author of scorecard marketing person key person of influence and over subscribed happy to have Daniel back in the conversation the context for our audience is that I put out a tweet on or an X I don't know how you say that now that this year I want to focus on leads and helping our community generate more leads immediately Daniel slips me a DM says Chris let's do this I have an idea so here we go Daniel take it away what are we gonna do well I mean this is my passion I absolutely adore lead generation as a topic my first Mentor when I was 19 years old was this guy called John uh I happened to be employee number three in his company when he had no bank account no business name uh and he was just getting started so we're sitting sitting around the kitchen table 2 years later we've got 60 people in an inner city office we got millions and millions of Revenue and I had actually witnessed the entire growth journey of that agency just go boom um and his Mantra was everything is Downstream from lead generation if you can't master lead generation then um it doesn't matter how good you are and on the flip side you know you you could um you could Master lead generation and you'll be able to fix everything else so if you've got hundreds of leads coming in you're going to be able to make sales you're going to be able to pick and choose the best clients you're going to be able to recruit amazing people you're going to be able to get investors if you need investors everything just kind of magically happens after the lead generation um and as a thought experiment I always ask people if Kim Kardashian decided to get into your business into your industry and she wanted to come in and compete with you and she' launch today like how much money would she make in the next 12 months probably like a hundred million dollars because she's got a big audience she would have to just ask that audience to Signal intent and then she could pick and choose the clients and and way you go so this idea of lead generation is so fundamental to the success and we pretend that it doesn't exist it's like we forget about gravity and yet gravity is pretty fundamental to to everything we do I I was a little scared when you set up the Kim Kardashian model because not only would she generate hundreds of millions of dollars in Revenue but it' probably wipe you out yeah it just caus such a you know it' be everything would happen in the Wake the um the fundamentals of Entrepreneurship if you think about just the basics of Economics um you know the first lesson in economics is that demand and Supply is everything demand and Supply sets the price and if you go back to Adam Smith Wealth of Nations his first example is this example of why is water for free and diamonds cost a lot of money and he basically says water is everything you can't live without water it's the most valuable substance theoretically on the planet um and yet because there's plenty of supply um we don't value it very highly and because essentially we don't feel that it's running out so the the demand and supply curve is stacked in the favor that there's plenty of supply and not you know not an excess of demand but on the flip side in the book he talks about diamonds and he says even though not many people are interested in diamonds that relative to the demand there's less of them so we have not many diamonds and a lot more people who want them so he talks about the fact that that pushes the price up um I think business is incredibly unfair it's so unfair when you start looking at what businesses are profitable and what businesses aren't profitable it's there are no there's no rules of fairness at play so if you were to say um what business should be profitable you would definitely say that an airline should be profitable because it's such a fundamental business and also it's so hard to run such an incredibly difficult business that H everything has to go perfect all the time and yet they have 3 to 7% margin um you would say your Supermarket chains that provide the food for the local area they should be profitable they have 3 to 5% margins and then you take something stupid and frivolous like a Rolex watch and that has a 75% margin and it's like well wait a second this thing isn't even like essential and you don't need one and no one it's not urgent right and it's like well what's going on what what is going on and what it is is that Rolex understands demand and Supply tension and supermarkets they just Supply and Airlines they just Supply they don't create any tension around the supply so like the first thing I always say to people is you've got to get rid of this idea of fairness that if you're doing a good job you get paid really well uh it's not it's if you're able to create demand and Supply tension you get paid really well right so in Practical terms demand and Supply tension is created when you do lead generation really well in case you're not familiar with these terms like demand and Supply tension it just means that if there are more people who want what you make and there's fewer supply of the things that you make then you're on the right side of that conversely if you're sitting around twiddling your thumbs and no one's calling no one's emailing you there are no prospects there's no calls scheduled you have a lot of supply and almost no demand at that point and that's where I think some of our audience is going to find themselves Square so I think what we're going to do today it's a little bit different than the way we normally structure our conversations Daniel we're going to do a deep dive everybody we're going to lay out the road map we're going to go step by step so look tunee out right now if you have too many clients or if you have too much money in your bank account if your Runway is too big or you're just like oh I don't know what $35,000 $200,000 job to take it's just so many options to consider and you're overwhelmed by choice stop right now go watch another video but if not what I would suggest you do is you cozy up you get your notepad out because we're going to go really really deep and Daniel's gonna walk us through everything that you need to do in the most simplest easy to understand and easy to apply way such that by finishing this video and if you actually take action on it you're going to start to move yourself in the correct direction is that fair Daniel absolutely yes step by step we're going to go through it step by step and okay so where should I start should I get straight into tactics or should I use some examples of when people do this really well let's go with an example first let's hook up with the story and then let's break it down afterwards so the the story here in the UK is there's this music festival called glastenbury music festival and um this is the most profitable and successful music festival in the world um and pretty much everyone all over the world like Coachella and glastenbury would be the two biggest kind of music festivals you could go to so the way it works for getting a ticket to glastenbury is that you cannot actually buy a ticket to Glastonbury you can only register your interest you can join the waiting list to get the ticket you so you fill in a registration of Interest form and the way they do this is they get 700,000 people to fill in the registration of Interest form and then for 30 minutes of the year right imagine that like isn't that incredible 365 days of the Year tickets are available for 30 minutes they email everyone and they say there's 700,000 people on the waiting list there's 130 tickets 130,000 tickets available they go live at 5:00 a.m. tomorrow morning and everyone sets an alarm they get up early they book their ticket to glenury they hover their little finger over the mouse right over the over the buy button and they just pray they're just hoping they get those tickets and they're elated when they get the opportunity to buy the tickets crazy thing is they don't even release the bands they don't tell you who's going to be playing you buy the tickets blind and then if you don't like the bands you can resell them and there's like a seven minute window for people to get their hands on the resell tickets it's this process that they've mastered so what they're doing is they're doing a different type of campaign that's opposite to most businesses rather than you know making something available they're saying it's not available but you can register you can signal interest so they're not doing sales they're doing signals so they're promoting for signals not for sales now this is a game Cher when it's applied to like an agency for example you can't buy from us you can signal you're interested and then we will then talk to you but you you know we we do the signals of Interest first so um you're essentially getting people to do that the other thing that they do beautifully is transparency so transparency is where you tell people what is the what's the imbalance of demand and Supply so when they say there's 700,000 people interested and only 130,000 tickets you know oh there's five people for every person who wants a ticket there's five people who want it so there's this feeling this tension is in the air the electricity is there so they're creating the theater and the experience of will I or won't I get this so by marketing for signals first uh then they can easily make the sales for a year in 30 minutes right so that's what we're trying to do we're doing this signal collection campaign so the the two main ways of doing this that I find really really powerful is number one one is waiting lists and registration of Interest lists um and number two is what's called a pre-sale assessment right or an assessment uh an online scorecard an online quiz an online assessment and these are two really powerful ways that people can signal intent without having to commit and then you can collect way more signals than you need in order to be fully subscribed and then you can create the imbalance that's an excellent example and I've seen video concept footage of the festival that you're speaking of and there's some Banger Headliners and you're like of course people want this because you never you're never going to be able to get in this opportunity again and once tickets are sold out buying them in the aftermarket is probably murder the price is going to be ridiculously higher than it would be if you bought them at quote unquote retail but I I'm going to imagine that most of our audience are in this place so yeah if you're a headliner act and you're you've got access to this easy for you to create that supply and demand tension but I create logos I build websites I do things that I feel like there's an infinite number of options and alternatives to me how do I create this kind of demand that you're talking about so if they signal uh intent or ask for people to Signal intent to buy why would anybody sign up for that well the the reason is that in order for somebody to buy they have to be about 90% sure that they want to buy something and when someone buys something for 90 and they're 90% sure and then it doesn't quite live up they have buyers remorse but essentially the whole process re revolves around them being at least 90% sure they want to buy something for someone to Signal interest they only have to be about 10 or 20% sure they want to buy something so let's say that I'm interested in doing a company Rebrand if I'm 90% sure that I want to do a company Rebrand I might go to an agency and talk to them and all of that sort of stuff if I was only 10 or 20% thinking about doing a company Rebrand I might fill in an online assessment called would you get value from uh would you get value from a Rebrand should you Rebrand your company uh answer these 12 question questions to find out whether rebranding your company's a good idea or a bad idea is your brand powerful enough answer these 20 questions and find out if you've got a powerful brand or not so by filling in the assessment I only need to be very early in the sales journey to fill in the assessment now once I do fill in the assessment we can then warm the sale up we can warm people up now the other cool thing is you can say hey look each year I have capacity to take on between 30 and 40 clients that's it I don't have infinite capacity to do this for everyone I have 30 to 40 clients and we have 400 500 people who filled in the assessment so we we always very choosy as to who we work with so now you can reveal the demand and Supply attension you can say we've got 40 clients that we can work within a year um we've got 3 400 people who have filled in the assessment we we pick and choose can we interview you to see whether you'd be suitable to be one of our clients um so this kind of reverses the stakes I like that okay so you're using both Concepts here you're using the concept of transparency and communicating to people The Limited Supply and we all have limited Supply we just don't think about it we think we can take on an infinite number of clients but let's face it if a million clients knocked on your door tomorrow you could probably service two or three without going crazy especially when you think about doing a great job especially you might have an infinite ability to do a crappy job but you probably don't have an infinite ability to deliver a really high-end experience um so so especially when you create capacity you create the capacity around doing a job properly I'm going to just write this down in terms of like a a like a narrative for people to follow we're going to stick with a company that does branding or rebranding so we're talking about visual design a logo an identity system maybe you write some copy and you create social media assets for the sake of our conversation we'll keep it to that that way any example that we're talking about it too and if I feel like I'm not sure I'm going to bring it back to that case study and see how Daniel's brain solves that problem okay good so let's continue okay so let's start with this idea first principles why would someone be paying a really high amount of money for rebranding and social media assets and all of that sort of stuff so there's a couple of reasons why they would do that the primary reason is that they can get a return on investment they're the type of company that can actually they see the value in it they can say hey for me if I spend 50 Grand I'm going to make 500 Grand right there's there's value in this I'm going to sell my company for more money I'm going to be a market leader I'm going to build brand Equity I'm G to charge a premium price all of those things they get they see the value in it now the truth is that the companies that see value in something they're at the top of the pyramid and the pyramid might have a 100 companies and a tiny percentage of companies see the value in stuff so you know you might deal with a startup that has no budget and they're just like yeah we we definitely would not spend 50 Grand on our on our logo or whatever but then you get a company that's a family business third generation new kids have come come in and they want to put their stamp of approval on it they want to like make it their own and they want they've always wanted to Rebrand it they're just like 50 Grand's nothing we're totally see the value so the first thing is that we've got to understand that buyers kind of organize themselves into hierarchies and unless you assemble a pyramid you you can't really assess who's at the top of the pyramid right so what do you end up doing you end up catering to the base of the pyramid and the base of the pyramid paid the lowest price so you got to make sure that if you if you're just processing people one at a time you're just probably going to charge the lowest price so by what we're trying to do is is Clump people up into a pyramid first assess using data who are the people who are going to see the most value in what I do ignore the bottom of the pyramid and only talk to the people at the top of the pyramid right so that's that's one of the first things that we want to do and then the other reason that people are going to pay that is because they feel that Market Force is dictated they feel that there is some sort of Market Force that dictates that they have to pay that so if I do have a 50,000 budget for a logo $50,000 budget for a logo sorry I'm in the UK so I say pounds I'm not talking about how much they weigh I'm talking about the money right so if they have a $50,000 budget for for a logo they might say well Market forces don't dictate that I have to pay that I I just want to pay five grand because I don't see any reason why so we need to have number one the ability to justify the value uh and number two that the market forces are saying that that's how much you have to pay so by doing this ridiculous dance I'm going to recommend uh do this ridiculous game of getting people to to Signal first you create a pyramid you get to talk because of the data you get to talk to the top of the pyramid who can justify the value and secondly you've got the base of the pyramid that creates the Market Force as to well hey we've got hundreds of people who want to work with us uh you know and we can only work with so many people each year so it creates Market forces so what we're trying to do is solve those two problems quick recap here is you're saying all buyers are not created equally uh there's a hierarchy to them what we want to do is we want to divide them up into different categories or in another word to say that is to segment them so the ones who see the most value in what you do they already know who they are they're they're they're like you know that that Meme take my money take that's who they are they're hungry for a solution they have the means to do it at the very bottom of that hierarchy is are people who are like I'm not so sure this is a good investment I don't have the money they're a startup maybe they're self-funded or part of like um a nonprofit doesn't have any money or budget allocated towards doing this work so we need to quickly segment them to see who we need to serve so far I'm I'm on board nice um okay so how do we do that let's get into the how-to so the most simple way the most basic way and we're going to go for a basic strategy and an advanced strategy the basic strategy is called waiting list or a pre-registration of interest list um and what you want to do is you want to promote the waiting list with the same level of fervor that you would promote your actual product you want to be out there speaking on stages and when you're on stage and you say hey there's an opportunity to work with me but you have to join the waiting list or you have to join the regist you have to do a registration of Interest form you're really pushing like that as the main thing that's the only step that people can take so you're presenting to people that filling in a registration of Interest or filling in a waiting list is is the key thing that's the that's the main call to action you might do that on social media you might have that as a key step on the on the website now the the difference between the two is a waiting list is a waiting list for future capacity and a registration of interest list is a is to register for current capacity so for example if I was launching a new service at the end of the year I might say hey we're going to be launching a new social media Market marketing service it's not ready yet it's ready in the future join the waiting list for that um so I could I could have that 6 months or 9 months into the future it's coming it could be next year that it's coming uh and it could be 12 months into the future but I can promote the waiting list in the buildup to that new service being available so a waiting list is always something that's coming in the future it's not available now um and uh and and and it's going to be so you better join the waiting list and that's so powerful I mean that's really powerful you might even say to people uh we typically have to book clients three or six months in advance because of the quality of the work that we're focused on right now we don't have capacity to take people on in the short term you can join the waiting list for our Q2 Q3 intake right so that would be how you would use a waiting list registration of interest list is similar but it just implies that actually we could work together sooner but you do need to go through a registration of Interest page first so for example I've got a friend of mine who is a professional speaker and he used to promotee himself as a professional speaker and say book me as a professional speaker download my rate cards download my speaking Keynotes and all this sort of stuff and he exchanged that a slight tweak and he just simply said I've got a registration of interest if you've got a conference coming up register your interest we'll then get back to you and when you go through the registration of Interest he asks questions like how many people will be attending is it free tickets or paid tickets um do you want books or no books uh is it a keynote or a workshop Keynotes are typically an hour workshops are 3 hours so he goes through and asks all these questions and um he asks them questions like are there sponsorship opportunities available at your event would you like me to suggest some of my sponsors I've previously worked with so he's getting all this information and then when he goes back to them he has this very clear picture as to what kind of event is it a first time event or a regular event that has been run in the past all this information and when he comes in he can then say look um you know based on based on my availability I I can do about you know 80 speaking engagements per year um and he and he he's able to actually build the demand and Supply tension through that registration of interest uh form um so he's getting people to reveal a lot about what they're looking for prior to having that conversation wonderful um I just noted something here let me know if this might work because I I I encountered this quite a bit so okay first let me just sum it up in the real world here I like to buy I guess people would call them action figures they're they're quite expensive they're $200 man you know figurines artfully done sculpted and there's one company in particular they're called underverse Australian artist and he's like okay in this day in this date a limited number of figures will be released and he I think he says 200 and often times they sell out almost immediately depending on how desirable that particular action figure is so I'm constantly like oh my God uh 84 a.m. whatever day I set an alarm I'm doing exactly what you're saying so in the real world this works and then I show up and I'm like I gotta get through the credit card processing thing so I can buy this thing and I'm so relieved like you said there's joy in me getting this thing like okay cool he hasn't even made it yet they're just prototypes amazing that's that is perfect right you're buying something before it's even made um and is there out of curiosity that process is there any transparency that you can see that other people are interested in this uh in this capacity yes in a way because they're posted on social media um the artist I'm talking about his name is Ashley wood and you can see like 10,000 people have like like this and they're like uh oh there's only 200 figures now not everybody who likes the post is going to by buying it but it's like and then you can see other figures where they might have 2,000 people or a 100 people liking it so you can tell uh yeah the public like this a lot or we don't like it as much mm so those are the market forces that I'm talking about so there's the justification return on investment so for you you can justify this habit because relative to your income it's affordable and also you like to have beautifully design things in your space and they you know you can also probably run it through the business because you're in a design studio scenario so you could for you it might be tax deductible for someone else it might not be tax deductible so just that creates justification but then the second part is Market forces so the funny thing is is that for you as a buyer you're on the top of the pyramid whether you know it or not because you can afford it right so you're just one of those top of the P pyramid there's probably out of those 10,000 people who are liking the post there's probably a bunch of kids that don't even have a credit card but that's but that's creating the market forces that I'm talking about that are making that are heightening your experience of like o I'm not the only one I can see it on social media right boom so those two two elements that coming into play beautifully and there's this thing that we've learned that when there's a drop and you missed a drop there's this horrible feeling of missing out especially for someone like me and you're right I am I I know this is not an appropriate term but I'm like the wet dream for all marketers because I am so readyy to buy I will subscribe to everything that you tell me about because I'm eagerly looking for cool things to acquire because you know I'm a I'm a hoarder let's just say that okay hoarder of beautifully designed things yeah probably cancel for saying that okay here's the other thing I noticed sometimes I'm late to it and I go and like there's a cool sneaker drop I'm like oh shoot I didn't even know this designer existed this collaboration happened I'm not following it that actively and so I noticed oh my size it's out so then they say notify me when available I think that's the second concept you were talking about right it's like okay the registration of Interest yeah right so it's not a future product that's going to drop it's already one that exists but there's finite to apply and if we can apply this to our own business and I wanted to get your brain in on this so I say okay notify me when available and I'm always like gosh darn it I know it's not gonna be available but I always hit that button okay and every once in a while to my surprise to my delight that Chris you know that thing that you want I'm like yeah it's available now and actually it's at a discounted price I'm like take my money just take it right now I'm ready to go how does one apply that principle in the design space let's say you had a design Workshop that um that you that you do with clients and where you go in and and do a workshop in their offices and all of that sort of stuff you could actually say uh you know these are these are currently not available notify me when these are available um you could say there are no dates available for this in the next three months please notify me uh when this becomes available again when there are dates available so those types of things one of the keys around this notification process and waiting list process is that you must not just collect the data of um uh of contact information you've got to ask at least five or six questions to really understand where they fit right the segmentation questions so you might ask questions like um you know how many years has this business been in you know is it a traditional brand has it been has it been around for a while um you might ask questions around um does this business have a a dedicated marketing team um you know would you describe yourself as a startup would you describe yourself as a a fast Growth Company would you Des describe yourself as an established business right so you're going to you can ask these kind of questions uh you can ask some questions that help them to understand themselves a little bit better you know would you describe your brand as traditional or modern and you know those kind of things but as soon as you start collecting that information what you've actually done is begun the process of people like mentally adopting the solution and wanting it to be available now they've filled filled that information they want that available so um so so the data that you collect is just as important I have some ideas for questions I want to run them by you Daniel and it's going to maybe prompt another idea here the the question I would ask is does your current identity reflect your perceived your your own personal values um does does your identity impact your business in in significant ways because now I'm like I want to see who the very top are the people who have good taste who feel like there's a misalignment between their values or their future vision and it's I want to see if they have a real problem and if they're urgent for that solution what do you think about those kinds of question I love that and sometimes you might even just ask them what's the problem with your current situation like what like what what problem are you trying to solve um you know positioning for luxury or being seen as more uh relevant or entering a new market you know or uh repositioning for a younger audience or other please tell us what kind of solution you what what sort of problem you so people it tends to be that customers tend to think in terms of their problem or their solution thereafter right so um so they they can say I'm trying to achieve this or I'm frustrated because this currently is going on so you you kind of want to throw out some questions that allow them to uh think in those terms that they're already thinking in right and another way of thinking about that is my wife was telling me about this that there are only two true emotions it's fear and love so maybe you love a new audience or you want to serve in a different way and you feel a calling and you need to reposition or you found something a new passion of yours and so therefore you're launching a new product and so there that would lead you to wanting to create something or you're afraid of what's happening over here you're afraid of missing out on the AI Revolution or what's happening with social media or the attention economy and you're not you're caught caught off guard or you're behind the curve if you will so you can play on those two and you can play on them both simultaneously it doesn't have to be one or the other the carrot and the stick yeah exactly so uh so that's essentially that's the wedding list that's the registration of interest list and the goal is that you can then somehow add transparency so there's a few things you can do to add transparency you can either just simply tell people we have capacity of 20 clients per year and we have 200 people on that list um or you can say to people uh we can't take you on just yet but if you'd like to join our WhatsApp Discussion Group you can join the WhatsApp Discussion Group um which is available now that WhatsApp Discussion Group might have 1,200 business in it businesses in it discussing ideas and then suddenly that person goes oh man there's 1,200 people in here what if I miss out what if I don't get a chance to um you know to work with this person so there are things you can do to to add this layer of transparency that exist to create demand and Supply attention so putting people into a group creates it uh inviting people to an event where you know that there's going to be plenty of people there um is very very powerful so like if you're a sponsor of an event you know there's going to be 200 people you can say um even though we can't take you on at the moment we're sponsoring this event um we'd love to invite you give you a ticket as our guest you know suddenly people start to see oh wow okay this person is quite in demand um so some sort of uh I'm in demand transparency needs to happen next right I understand that yeah once that demand and Supply tension is created then you can then have the conversation with the client and then make a time that you can you know take them on as a client you can revealing your higher price in the context of that leadup is really powerful right that's that's so powerful because you know I joined the waiting list I saw that you run a group of a thousand people I saw that you running an event with 200 people there and now I'm having a chat and now I'm hearing that you offer something at a a higher price okay great it make it all makes sense it all Stacks up that uh that this this has got Market forces behind it so that would be that would be way number one that's the kind of basic strategy the waiting list or the registration of Interest the more advanced strategy is called the assessment the the scorecard or the assessment this is a really powerful um strategy so an assessment is essentially where you sell the assessment rather than the solution you you don't talk to you refuse to talk solution until people have gone through an assessment process if you go to the doctor the doctor is not going to say okay hey Chris um I've just had a glance at you and I think I'm going to put your arm in a cast for 6 weeks that's not going to happen the the the doctor says what's wrong and you say oh I've got this problem with my arm okay let me send you away for an x-ray okay now I've got the results of the X-ray I can show you that's the problem there you've got a fracture here and uh and we're going to have to put that in a cast for six weeks because the doctor sells the assessment first and they can then demonstrate like look we did the assessment here's here's what's going on you then say okay well I will put my arm in a cast for six weeks if I have to it makes sense because I did the assessment that revealed the problem and now okay fair enough so um an assessment in a business context is often a quiz or a questionnaire that people fill in um often it's 30 to 40 questions uh and people then go through and it's they objectively answering questions about themselves their business their hopes dreams problems all of that sort of stuff there might be categories in that assessment so um it could be uh brand identity brand philosophy brand ambassadors um you know replicating and replicating the brand you know you might have these kind of key categories that you have and you go through and you do the assessment and then you discuss the results of the assessment you say Hey Okay as it turns out you really like the brand identity but actually you're having an issue with discovering or discussing the BL brand philosophy and finding the right brand ambassadors to go with that brand identity um okay that makes sense well let's not touch the identity too much let's go and do this work on the intangibles and let's see if we can identify some brand ambassadors that would be suitable and let's bring them on board so now you're having a conversation about the results of the assessment and that is so powerful so this is this is called assessment based selling um and it's just one of the most powerful things the beauty of this is that not only does it create a very um perfect fit between what you offer and what the client wants going through the process of doing the assessment and knowing that the assessment is available for anyone else to do right if you promotee that assessment and you can see that hundreds of companies fill in that assessment every single month it creates the Market Force and it creates the demand and Supply tension that people uh respond well to bunch of Concepts here to unpack and talk about it a little bit more thoroughly here so there's an expression I think I heard it first from Mr BL NS he said something like prescription without diagnosis is malpractice and I think we can get our head wrapped around that right so we're going to go and operate you need to eat these pill and all a sudden you get really sick or or it actually gets worse there's a a lawsuit in your future because the doctor did not do his or her due diligence and just started to prescribe things to you that weren't helpful to you at all you said something about selling the assessment so I I can hear that in two different ways one is that the idea so figuratively sell the assessment shift away from the solution or literally sell the assessment and we do this all the time to get an appraisal for complex things we have to have to pay for it and if the assessment is really good because the X-ray doesn't come for free the blood work is not for free and if it's really good and it gives us peace of mind then it's actually worth something you could decide to charge zero or you can charge whatever you think the market uh will will bear in terms of like the value that you're creating for people but it needs to be just as good am I getting that part right absolutely you can even have two assessments you could have a light version that's free uh it's on the website it's in conjunction with when you're speaking at an event you can do do these on stage where you put up a QR code everyone brings up their phone they then answer the quiz questions uh and then they get their score right there on this while they're sitting in your workshop and that could be a light version or you could do a um you could actually do quite a high-end assessment we have uh clients who charge 5 to 10,000 to do an assessment with a corporate and then presented as a workshop uh back to the corporate and it's kind of like it involves fact finding from the team and from the customer customer base and all this sort of stuff and they charge 5 to 10 grand just to do the assessment and bigger corporates actually love that it gives them peace of mind one thing I try to emphasize to people that are in the creative Services space that running a business looking for clients you're looking for anything that you can do that creates difference between you and the next person that puts you in a position of perceived value or expertise these are good things so whether you charge money for it or not just by getting the client's degree to do an assessment says this person is really not rushing into giving me a solution they they care to know a little bit more about me and especially if the results of the assessment are enlightening or insightful there's there's these aha moments in it that I didn't realize about myself this becomes even more valuable and you're also filtering out clients who are unwilling to sit down and spend the amount of time to reflect on what it is that they want to do to Define their goals or their motivations and so you might be just getting rid of a lot of people who are really poor fits for you I I can see many benefits from this psychological marketing positioning filtering out clients and also generating leads I'll tell you a real life story too where this kind of differentiated me um my wife saw a tweet from a very big influencer who had 15 million followers and did this tweet and said I'm looking for a business coach business advisor to help me you know with my business um anyone who's a business coach advisor uh let me know what you what you do and and uh my wife responded and said oh my husband could help you with this right so and she actually did the research got in touch with the influencer's girlfriend and said oh you're my husband right it's interesting so I got through to this kind of like um final few people and my pitch was I don't know if you need me as a business coach or not um but uh take this assessment I created called 24 assets answer these 48 questions and then I'll tell you whether you need me or not or whether I can recommend someone so what I they ended up signing up for me a huge contract um and and I did amazing work with them for over 12 months and um and still friends really great friends to this day it's lovely lovely lovely client but when I asked later on down the track hey how come you picked me out of all the people who would have applied said oh because everyone else was just telling us about like what an amazing coach they are and who they've worked with in the past and all this sort of stuff you didn't do any of that you just basically got us to take this assessment when we did the assessment we realized that we had all these problems and we figured we better go with you because you were the one who told us about the problems that we didn't even know we had um so classic example now before we get into the nuts and bolts of building out an assessment uh quiz I I'm curious because I've seen you speak before many times where we're like long traveling buddies at this point where I see Daniel Priestley across the globe everywhere I go it seems like and we I had heard you at one of your events and somebody was raising their hand this is just them volunteering not that it was set up they're like oh my God I went from this many leads to this many leads and this has transformed my business without disclosing the exact nature of the business or the person can you share something that our audience might find more relatable than say one of the world's most successful music festivals can we bring it down to like somebody does something relatively boring relatively undifferentiated with a lot of competition where they able to implement what you're talking about and having results yeah so there's a agency here in the UK called robot mascot and they help startups to gain funding and to put together their pitch deck and their um their branding so they actually do branding um like early stage branding they do pitch deck they essentially take someone's ideas and they make it look like a much more established business ready for raising investment and typically they work with companies that are raising half a million to 1.5 million they've really carved out this space um he's written a book called investable entrepreneur so you get the you get the picture but the Big G the big game change there was when he launched the pitch ready scorecard so are you ready to pitch investors uh take the pitch ready scorecard and that pitch ready scorecard it actually uh I think you answer about 25 different questions and it highlights all the weaknesses in your pitch and your your business ready for presentation and it gives you a PDF that says hey here's here's what you need to do uh and then they get in touch and they say um thanks for filling in this we can't work with you straight away but let us put a book in the mail so that you can have a read of the book uh investable entrepreneur um and we'll come back to you as soon as we've got some availability and they typically come back in a week or so and say hey look um we've sent you the book we've um we've got limited availability but when when are you thinking of doing your raise um and people say oh well I'm trying to do it in the next three months okay well you know let us talk through the packages and uh and discuss whether we've got some availability for you we got to figure out whether you need a little or a lot of work so let's have a look at your assessment they go through a look at the questions and they say okay here's what we would need to do with you to get you ready in in time so then suddenly it's like oh wow I might get through so it's a really great process but rather than saying hey you need this thing they say take the pitch ready scorecard and then we'll see if you need this thing wow okay that's a really good example and it gave me an idea so everybody who's listening to this if you're thinking about how do I apply these principles I want to you just take a moment just maybe hit pause on the recording here just kind of think it through and let's I'm going to just give you a prompt what is one thing that you've heard thus far that you could apply today or in the next couple of days that would start to move you in the right direction just think about that for a second then when you figure out what that thing is write down a couple of steps in order for that to happen I need to do X Y and Z so just make a numbered list 1 2 3 4 5 say what are the next five steps in order for me to do this thing and you want to focus on the things that you can do today or tomorrow not weeks or months from now okay and I'll do this maybe one more time before this episode wraps so that you can really think it through because oftentimes we consume too much information we get really inspired and then we don't do anything and I know Daniel's going to reveal more so it's going to get even more interesting here but you gave me an idea just in this conversation this not premeditated everybody are you ready for your next Fillin the blank so if I want to sell sales coaching I want to say are you ready for your next new business call take this assessment 25 questions to see where you might be messing up it could be tone of voice it could be the offer it could be the structure or the outline the kinds of questions that you're asking so that the person who takes the assessment doesn't need to do anything more with me but at least they're walking away with real value say shoot if I tried this you just made me aware of something that I was kind of blind to and if I can improve that on the next call all of a sudden even if we haven't done anything I know that you're a person of real value and that you know what you're doing so just just use that as a prompt are you ready for your next are you ready to blank yeah yeah are you ready for blank for your next blank okay these are spot on so the most successful scorecards are Readiness scorecards um Readiness assessments uh and it could be are you ready for a Rebrand um are you ready for a new logo uh are you ready to sign a brand ambassador deal are you ready to bring on a brand ambassador um are you ready to expand into new markets um so it's kind of like you get into the head of your typical customer and you think what is it they want right they want this thing and they're wondering am I ready for this thing um am I like it's a pre-flight checklist it's kind of like are you ready to take off uh you know here's the things that you have to do on the pre-flight checklist so it gives that PE gives people that um that experience of like am I ready for this thing that I want um uh are you destined for a fail is another one like um are you going out you know are you are you going to get disrupted by AI are you um on track to be put out of business by a competitor are you becoming less relevant um is your brand dissolving into IR relevance um answer these questions to find out so that one you know can be quite confronting but it also can work um the other one that works if you put a lot of creativity into it um is what's called a type scorecard a type uh assessment which type of salesperson are you which type of agency are you uh which type of brand are you uh are you you know which um Market which Market does your brand uh Naturally Fit with you know are you a mass Market brand or a niche brand are you a luxury or a you know or a or a um open brand right so you can ask people which type are you so um these type quizzes are really people love this stuff are you an introvert or an extrovert are you a Fisher or a farmer um you know which Disney Princess are you right so uh people people just love these kind of um these which type are you so the Readiness is the easy one um are you ready to blank and which type are you uh these are these are great scorecards that people love to fill in you know what I never thought of it this way before we were in search of like Who We Are and so naturally the market already wants this so if you think like yeah have you ever been curious about who you are palm reading reading your tea leaves all kinds of stuff almost every single culture on Earth has something like this horoscopes things that tell you a little bit about who you are and there are more science-based ones like maybe 23 and me we just want to know what percentage of Irish or Mexican are you okay let's figure this thing out so people love that kind of stuff especially if you and you said it requires a lot of creativity probably some work to put this together but if you put in the work once then it could pay dividends for a really long time well that happened for me I created something called the key person of influence scorecard around personal brand um and it's are you ready to position yourself as a key person of influence uh and that lasted or it has lasted so far for seven years and I think we're up to something like 120,000 people have taken that scorecard um wow yeah it's wild um so people want that mirror they want to like why do we look in the mirror like we know what we look like but we look in the mirror because we want to check in um so people love to do these little check-ins to see to reflect back uh an insight about themselves so people absolutely love are you ready and which type are you um totally totally awesome so um that information needs to go onto a landing page so the first thing is you got to have a landing page that sells it uh on that landing page you're going to really sell yourself as an expert or an authority you probably going to have some case studies or testimonials that don't necessarily relate to the core service that you offer but relate to the value of taking the quiz so rather than having um you know uh Christo thinks that our services are really amazing because he did a $50,000 Rebrand with us it's Christo thinks this assessment is really amazing because it gave him a great Insight so you want to just sell that next step have people okay give the give the testimonial for that assessment get three or four people to take it and then what did you learn from it and have those comments on on the landing page so that when someone looks at the landing page they're like oh I want to take this assessment this looks really cool this this this is telling me what I'm going to be scored on this is going to give me insights about this this and this so it's all there presented beautifully on the landing page then the second part of this is the quiz questions so people answer yes no or they answer sliding scale one on a scale of 1 to 10 or multiple choices so they do the quiz questions they go through and then there's the quiz logic behind this and then it reveals on the results page the results page basically says here is your result um you know and here's some um content that relates specifically to you this is this is where you get to um you know because you scored 89% on this we think this because you scored 14% on this area this is what you need to be doing next right so it tells you a bit about um the the result so landing page you've got the questionnaire and then you've got the results page and that is essentially uh the the entire blueprint of of how these things get set up okay so you're putting up a landing page you're building some Authority or social proof with people who have taken it before because you're removing resistance of like I don't want to take a stupid quiz it's going to take too long it's so like wow okay these are insights great and now they're going to take the actual quiz and then come up with their own conclusion and when the results page pop up up this is where I love this part so much because I get asked this all the time what book should I be reading what videos should I watch and it like well for me to tell you that I have to have a whole dialogue with you not scalable so if I sat down and actually work through the quiz then I can link all the books and the videos some free free things some some things that are paid and what you do with that is up to you but that sounds like something that I can get behind it doesn't feel icky at all I've asked you to take a quiz I've given you resources I've saved a lot of my time maybe I week doing this right yes I spent a week doing it at most and then now for the years in which I don't have to answer these questions anymore it's a beautiful thing I just say just go to that thing I could pop up a QR code when I'm speaking it's like hey if you have more questions I have some resources but it's going to be a guided thing take this cool yeah exactly for you I mean for you you've got hundreds of videos so it's like well actually I'm going to curate that into four different segment libraries playlists and it's like we'll answer these questions and then here's the playlist for you um yes super powerful uh now these things used to take forever to do it used to take like six weeks to put these together and anyway we we've built this into a very much of format um which is in that book scorecard marketing um so um yeah so you can use you can use the free software that we created called score app uh and then essentially it just walks you through you use our templates or you use the AI Wizard and the AI writes 12200 words for you and just basically pumps it all out and you just edit it you it it creates the sponge cake and you ice the cake um you know so so it's uh it's pretty simple but once you've got one of these assessments um you know this becomes you you you get out there and promote that assessment as hard as you would promote your core service does the score app build you that landing page or do you use the score app to build the quiz and you still build your landing page no it's included in score app is a landing page builder with templates and like you can either start from scratch if you how to code or you can use templates or you can use AI um so there's a landing page builder then there's the questionnaire with all the logic and it's all kind of like it intuitively builds it with logic built in but you can alter the logic and then the results page is linked to the logic so that people see results based upon how they answered the quiz questions and all of that kind of just happens right so our our development team have just built this thing that just kind of just works um and uh and yeah it's free right so you can get a free account and you can generate 10 scorecards a month and then if you want to do more you pay a little bit more and Away you go so it's a really nice easy situation you can also do waiting lists on it beautiful waiting lists and registration of Interest lists since you and I have been talking about score app I think you recognize the shift in the marketplace and also looked at a at attention point and have come up with a novel solution for it because as you can think God what kind of questions do I need to ask how do I score these and then what are the results it sounds like a lot of work and it is it is a lot of work so I was was really impressed when Daniel said hey Chris you're going to like what we've been doing I want to show you what we've been up to and now you've integrated Ai and gpts into what it is you're doing and I've seen you demo this on stage live in front of a group of like a live audience within minutes just poking around a little bit you built a decent scorecard app uh not scorecard app a quiz an assessment quiz and I was like that's really cool so are you seeing a lot of people adopt the AI Wizard and just help them make this oh yeah everyone starts with the AI wizard um and you know it's funny people are very close to their own business and one thing that strikes me as really shocking is that a lot of people can't they've been in their business so long that they can't empathize with people who don't know what it's like to not know so if you're like if you're an expert in branding you just know so much about branding and you've forgotten what it's like to be completely clueless when it comes to this stuff so you talk at a high level and even when you think you're dumbing it down you don't dumb it down anywhere near enough um for your for your Market um so the beauty of the AI wizard is you just tell the AI wizard what it is that you do and then it writes it in plain English it does all the work it writes the quiz questions and all that so everyone tends to start with that but pretty quickly people want to bolt on different stuff to their landing page they might want to add a timer countdown they might want to add some uh PDF reports to download so all of that's just there you just add it all in and then the third step pretty much for most people is that they fall in love with the whole thing and then they start using the templates and customize the templates because they really want to make something that's just like all singing all dancing just for their business so the AI is kind of like a good easy fast way to get started and then you know you can carve out a day and do a really nice full design um you know especially your audience they' just kind of like do an incredible job in a day or so um you know all the branding and the imagery and custom images and all that sort of stuff that you could put in um but it's yeah it's all like it's all pretty pretty damn easy I love doing it in front of a live audience cuz no one believes that it's possible in in like and it takes six minutes like the whole thing is built and the whole campaign is ready to roll in like six minutes which you've seen um which blows people away I I'm I'm saying this is not an exaggeration the audience will audibly gasp and and kind of like simultaneously be blown away and also scared to death cuz like oh my God that was easy and okay we better get on this right now because look look how easy that was to build and especially when the leads come in and the AI starts writing custom emails based upon the data and the segmentation and it starts actually writing your follow-up campaigns for you and when people see that they're just like what because it writes emails based on how everyone answered the quiz questions and it Cherry picks Cherry picks answers out of the quiz and then it uses that in the in the followup so it's almost like having a pretty damn good copywriter who just gets straight into writing a follow-up campaign based on the uh on the data which is pretty wild so all of that um all of that's really really good once you've got these leads flowing in the final step is warming people up and making the sale and that's that's the you've now got people on the waiting list you've got people on who've taken the assessment it's very very important to do a few things which is um you you you must I know it sounds cheesy um or I don't know some people don't like it especially in the UK but in some way you have to signal that you are that your capacity is limited you have to go through the step of telling people I don't have an unlimited capacity and sometimes it's as simple as that it's telling people I don't have I just need to you know Chris I just need to let you know as much as I'd love to take you on as a client I don't have unlimited capacity and I'm really picky and selective about who I work with just simply sitting down and going through the assessment may not mean that we get a chance to work together in the future part of this process is me figuring out whether we'd be a good fit to work together and in two-thirds of the cases the answer is no which is totally fine I'm going to make a recommendation either way and you need to you need to turn the tables you've got to flip it on people you've got to and it's believable because you've got the online assessment and people can see that you know you use it at events and people take it on the website they've seen some testimonials and case studies of how many people have taken it it's believable that you can flip it on a Ted and you can say I may not take you on as a client I've got very protected I've got I'm really protective of who I take on as a client um I I only take people on if it's a totally a great fit the other thing that makes that really believable if it's is if it's true right then it's really believable because it's true uh the best sales people genuinely get themselves into a position where they will not take you on if it's not a good fit um and they will just tell people hey I don't think it's you know you're a startup and I I want to wish you the best you shouldn't really be spending uh you know you know much at this stage perhaps or certainly you know I can't take you on at this I protect my capacity for the for for the companies that are a little further down the line um but let me let me point you in the right direction and come back to me when you hit 2 million of Revenue and we'll do this thing um so you know I'm kind of plucking an example but when you spot someone who's not the right client and you can say hey this is not something I'm I'm prepared to take on that is perfect um and when you do turn away a customer you want to write down the details of turning that customer away and create a mini case study that you can then reference you know where you can say recently I turned a customer away for this particular reason you want to talk to your potential customers not just about the people you've taken on but also the people you've turned away um really powerful part of the sales process how do you help people overcome the the ickiness feeling of like oh yeah I feel like maybe it's manipulative or saying that I have finite capacity how do you help them over that and and do you have any more examples of how to say it so that it's in alignment with their values well I think the first thing is people acknowledging that it's true um you know it is true that you have finite capacity it is true that you can't just take on anyone and everything and it could be true on certain on many different levels it could be true that your business does have a finite capacity it also could be true that what you do is not for everyone um that that you that there are going to be people who see incredibly high value in this and there are going to be people who don't right there is like there are some people who think it's worth paying George Clooney $50 million to be in a movie um but then there are little tiny Studios that wouldn't PID $50 million for George Clooney they couldn't handle that they don't have the distribution they don't have the ability to make a George cloney purchase work for them so you know George cloney would be unethical to take the $50 million for from them probably because it's just not a good fit so it the the first thing is just acknowledging that it is actually true and that you're discussing something that's true and that's also in the customers interest so you're stating a series of things that are true and it's I don't have unlimited capacity and what I do is not for everyone um and it's also setting expectations so the way I would say this is um uh I would say something like um hey Chris thank you so much for taking the assessment I've already had a glance at it and there's some really interesting things to come out of that I want to have a chat with you about your results um I just need to frame up in advance though uh as far as working together as a client I have limited capacity and what I do is not for everyone so at the end of the um meeting I'd love to make some recommendations and those recommendations could be that we work together or it could be that I recommend some resources or I recommend some other plac you could go um where you where you get exactly your next steps uh perfectly how does that sound oh yeah sounds pretty good um and I say great let's have a meeting and let's let's discuss the the results you got um and then I might say things like um this assessment highlighted that um your brand is not connecting with a younger demographic um do you think that is actually genuinely a problem or do you think you don't even need to connect with that younger demographic like is you know are you happy to not connect with that young demographic oh no we want to uh what do you see as the value of that marketplace right so when you think about that younger demographic what sort of value do you do you like three years from now if you could wave a magic wand what sort of Revenue would you like to be doing with that that younger demographic okay interesting so that's A3 million problem that we need to solve Okay cool so I'm I'm going through the process but I'm talking very much authorative because they gave me the data that we're now discussing yeah I I like that and I want to put this in context for people who I think are listening to us if you're a fan of mine then you know you must be narrowly positioned you must be niched you must be selective with who you work with Ron Baker talks about this in his book implementing value pricing we must be discriminatory because not everybody's a good fit for us and let me frame this so it doesn't sound so horrible to you I only want to take on client who I am very confident that we can hit it out of the park for them because I take the responsibility of taking their money quite seriously I don't want to just go through the motions and phone it in take their money and do something and especially I want to avoid the clients who I know are going to be a poor fit for me they're going to be a pain to ass they they want to drive and and and pixel F me to death and I'm like I don't want that kind of client or from a coach's point of view I want to work with people who have a strong bias or tendency towards action not just talk not just to overthink and because they're going to get the results and I'm going to feel really good because we're moving together and I'm in the business of selling transformation so if somebody's not committed to this don't want to do the work or have a finite fixed mindset well I I think there's a coach and and a solution for you it's just not going to be me because I want to enjoy the work that I'm doing so imagine yourself in a position where you get to design your ideal dream client and that's the only client who would come work with you maybe it's a it's a vertical it's like an industry maybe it's a team size or their willingness to spend money because they believe you got to spend money to make money and they have high taste and they have high standards and they're ethical business people yeah that's who you would want to work with if you could do that and the the analog to this is when we're out there as a single person we're not just looking for just anybody unless you're just looking for a quick hookup you're looking for the right person and so you have to have parameters in your mind as to who you're looking for such that when you find that person you're going to be in a in a state of Bliss CU you're you're so aligned on so many levels and I think people's their logic brain turns off like that's how I live in 99% of my life but the 1% as it relates to my business I'm going to throw out all logic at all my rules I'm just going to do it in a halfhazard kind of unintentional way one of the things that you can do is you can throw some of the stuff you just mentioned you can also throw into the assessment as a question so you could put the question into the quiz like when you're working with a supplier a trusted supplier to what degree do you like to go Hands-On micromanage versus hands off uh leave we'll leave you to it and and show us at the end and you could actually just have a sliding scale and they could slide up to micromanage or they could say complete hands off and then when you talk to them you can say hey look I would love to take you on as a client but there's one thing that is in the back of my mind you know you you put yourself as a four out of five on the micromanage scale which I I appreciate the honesty that that's your style for me personally I like to work with ones and twos um you know I can't take you on if you want to come on and and do the four out of five micromanaging thing um what are your thoughts on that and they might say well you know what if we trust you if we know that that you know you're an award-winning supplier Etc maybe we could go hands off and say okay I'll take you on but I need you to agree in writing up front that we're not doing the micromanaging thing because you identified this in the quiz so you can actually play that game of of having your rules built into the quiz so that um so that you can discuss it with people and say you know I just want to get agreement up front that this isn't going to fly I love that okay you've just given us a strategy on potentially how to hold the higher ground you don't need to be superior to the client but you don't want to be inferior to them you want to take the higher ground so by being clear who you like to work with and building into the quiz you get to say I'm not saying you're a bad person I'm not saying I'm right and you're wrong but this is who I like to work with and so how fixed are we here and if we are I have other recommendations for you and and if if there's some flexibility here and you're willing to let me drive and this is a beautiful thing when someone says I like to drive but I like you I trust you and you've earned my respect here you take the whe what an incredible transformation that's going to be for you so if nothing else in your relationship forget about leads and all this stuff at least now you know how to have a dialogue with your prospect so that they allow you to do your best work so I want to ask everybody right now again this is the second moment and maybe our final moment here I'm going ask you pause pause the video stop the recording reflect on what we just said listen for the one thing that was a light bulb moment for you what is an aha moment think about that and then write that down and then ask yourself what are the steps that I need to take in the next 24 48 hours so that I can Implement some version of this because like I said I like people who take action it's the biggest predictor of future success in my opinion so let's let's prove ourselves to ourselves that we are we have a heavy bias towards action everybody so the easy way to implement this is using score app.com and um we can obviously give you a link or um you know something like that but essentially you just set up a free account and the free account is indefinitely free and you only pay when you want to scale up so when you want to generate hundreds of leads or thousands of leads per month um so it's really nice that you can test this you can see if it works for you you can um you know can talk about it and discuss it internally in your office with visibility of how the system works um and inside there you can also download the free book of scorecard marketing so you don't have to um you know if you like to read up on the strategy you can actually jump in and and and download that um and every week we do something called setup and score where our head of customer success does a weekly like technical workshop and how to implement so essentially you can Tinker with this until you get it right you can and test it out you can run some micro campaigns and then when you're ready you just kind of subscribe at the level that you want to and by the way subscription is like 29 a month 39 a month 59 a month it's like it's not 500 or a th000 or anything like that it's very affordable it's this is designed for creators it's designed for um entrepreneurs we got a global audience of people in 150 countries so we've priced it uh so it's affordable for entrepreneurs all over the world I'm glad you mentioned the price point uh first of all it's free to try into you get to a certain point where you're actually having success so in theory you're making money and then you're able to use that money and go ahead and buy it's a no-brainer and even at the highest tiers it's super super affordable in case people are like listening to us thinking oh this is wonderful here comes the price point it's not going to be within reach and so we will include links in the show notes or the description make sure you check that out of course they'll be right there and I'll pin it to the comments so that you don't have to go searching for it Daniel do we I know this is crazy I know you've set this thing these things up in six minutes do you think we could have you demo it right now we the hottest part of this is me figuring out how to share my screen there's a button now on Riverside we could do this so let's do that and we're going to show it to you because it can sound very intimidating I know a lot of you in the creative space are a little bit Tech phobic and when Daniel shows this to a room of full of creatives of our audience they're blown away so let's take a look at it Daniel okay Okay cool so this is a scorecard that I've got running here called the key person of influence scorecard for the Asia Pacific region uh 302 people have visited it 44% conversion so let's have a quick look at like how that's going uh so in the last 30 days uh 300 people visit uh 130 start 107 leads created um if I have a look that's pretty good yeah if I have a look at the question performance I can see how people oh actually let's have a look at the answers so this is how people are answering the questions so on this particular one here's a question have other people been trained on how to pitch your business correctly uh 31% said yes 69% said no that's crazy right so if opportunity right there if I click Ai and I say I want to write a press article about that it's just going to write a press article and it's going to say okay let's take that data 69% of respondents said this the lack of training could be Det Al to a Company Success so it's just gone and done a press release about that little piece of data just there right so that's how fun it is once you've got the data coming in that's how fun it is to uh to see and then on this one we've set up lots of different landing pages to do a versus B tests back in the day and we've decided upon that landing page so it's all pretty pretty simple so that's a that's a campaign that's running so you can kind of see you know that's that's one we've got about 30 of these running at any given time so let's create a brand new one new SC new scorecard use the AI Setup Wizard um getting started we want to generate leads right so I just do that and um we want to have multiple scores how would you describe your business should we be a branding agency so branding agency uh how would you describe your target audience startup small business entrepreneurs or what about family businesses family family restaurants family family okay like let food and beverage or Hospitality there you go family restaurants um and then we say what do you want to help your clients to improve unique brand identity increase Customer Loyalty stand out from competitors let's do the first one I think that's yeah let's do unique brand identity I think that people can relate to that great now out of curiosity well how did those three options come up is that being dynamically generated behind the yeah behind the scenes the AI is just absorbing all that and then it's building and building and building so as we're telling it more it's buil the AI behind the scene is building up its knowledge of what it wants there's some kind of logic AI flow as you answer each question things change and adapt to how you're answering them right very much so yeah okay beautiful wow so pick a concept for your scorecard discover your restaurant's Brand Magic Unleash Your restaurant's unique brand identity unlock your family restaurant's brand potential wow they all sound really good yeah let's uh go this one unlock Family Restaurant brand potential okay next so then the AI says well what kind of questions are we going to talk about let's have values uh let's have visuals let's have audience and maybe understanding competition I think that's important I think you nailed it uh boom okay I nailed it [Applause] right yeah um so values does your family restaurant prioritize using locally sourced ingredients H do you do you actively support engage with your local community events or sponsorships uh is sustainability a core value uh do you place importance on oh my gosh boom okay so as you're going through that it it asks you a bunch of like potential categories for questions or a quiz and then it gives you sample questions that if you like them you pick them right or you can rewrite them because I see there's a pencil thing yeah and you can change the language to fit whatever and if you don't like it okay so wonderful so then we'll go through visuals does your restaurant logo reflect the unique personality of your family restaurant are the colors used in your branding consistent with the atmosphere you want to create in the restaurant is your menu design visually appealing right so isn't that incredible like I just threw the whole thing of family restaurants in there and it's already re like the AI has totally understood the challenge um and it's not creating generic questions it's it's like drilling these are good questions I mean I think I'm a professional and when it comes to like asking do your color palette match the values or the category that that's a good self-reflection question like oh my gosh I never thought about colors as it relates to creating an atmosphere or mood so these are good questions have you Incorporated traditional Family Recipes or Heritage into your restaurants branding that's a business opportunity there yeah is your family restaurant branding consistent across all marketing channels right so okay so it's gone through so now we go next compet oh competition are you aware of your main competitors in the area do you regularly monitor do you do this right so boom we've got all of our questions so now I go quick overview create my scorecard and it's just writing words now so it's ai ai has just written 1243 words saving eight and a half hours worth of uh creation time so I go go to the dashboard and here we go new campaign let's have a look at what it's got at a basic level so this is the draft uh unlock your family restaurants brand potential without quiz free ad for crispy creams has just come up we can we we can change that um let's have a look at what it created just without any this what they would see this is the landing page that a prospect would see and you're going through this whole thing right y so okay I thought you going to put it in my email be careful there D no no no test testing.com so we now um so this is essentially what the AI has already coded this up and made it ready so does your family restaurant boom so I'll go yes yes yes no no no yes no yes yes no no no no yes yes yes boom okay so it's then created this little wheel congratulations on unlocking your family restaurant brand all of this is AI content um audience is 33% competition is 67 value is 50% 50% for visuals so it's now created a little bit of content already so you're understanding of your target audience is limited leading to um ineffective communication con uh conduct market research for better grasp of your audience's needs and preferences so it's already started with this whole like custombuilt report now that's that's the basics but obviously you and I we wouldn't do that so we would go into the build we'd have a look at the landing page and we'd say all right let's like that let's not give crispy K cream uh that free ad so we'll go select an image we go free image and we'll go restaurant let's see what's there um cool this one ah this one looks a bit yeah looks a bit nicer um you know so okay I'd go confirm so now I've just changed the image um and then I'd say okay we want to have um we want to have uh a nice big image Banner there and then we want to have a um video about who we are and what how how we do our branding assessments and why they're important and then we want to have like some testimonials so we'll just throw some testimonials in there right so and then perhaps we we might want to end on maybe last little piece of content like that here's who we are and how we work so I'll save that okay Daniel I get a feeling you might have done this once or twice before the way you're flying through this my head's spinning I'm like wow yes of course but it's so it's so fun and so easy um and then I go results page and I can do the same on the results page so I can throw in some calls to action and you know so down here I might say hey look what I want to do here is I want to have uh I want to have some calls to action um I want to put in one of those uh to do a workshop right so benefit one benefit two so anyway I can build that out and um I might have forgotten some questions that I wish I had a put in there so I just go to the questions and I just add a question you know I say um add question I want to do a yes no maybe question so I might just go you know do you have a budget so right B so now I've just added another question so it's all really intuitive and you can just write on the screen you add your logos all of that super simple now here's what's cool now that I've saved that if I go back to have a little View now my imag has changed now I've got you know this kind of thing that I threw together there so all of that's now looking better you filled in that lead Chris so there's you there's your lead um there's your overall scores I can then pick up the phone and talk to you about all of these answers that you've given me um if if I can find you but on your email with any public databases we can actually um uh enrich the data with additional data that we find on the internet about you so let's say I had your real email address at there our system is going to scour the internet and find out who you are and all all sorts of Internet stuff about you and find out your social media right so it enriches the data automatically and then when I want to drop you an email I just go sales email and I go unlock your family restaurants brand hi Chris hope this email finds you well recently had the opportunity to review your quiz results for the unlock the family brand firstly I wanted to commend you on your prioritizing your locally sourced ingredients however I also notice some areas where we could work together to enhance your restaurant's brand potential for instance while you have identified unique selling points that differentiate you from your competitors and actively engage with customer feedback there are opportunities for further to further strengthen your branding by incorporating sustainability practices and creating more welcoming and inclusive environment uh at Dent we do this i' would love to discuss right so I've written a custom email based upon how you've answered the actual questions all AI generated obviously you can edit all of that but like we're I think we're only 5 minutes in and we've just created a whole restaurant marketing campaign um with 12200 words worth of content we've got a launch campaign on Twitter we got a launch campaign on Facebook we got a launch campaign for LinkedIn just been written um we've got QR codes ready to go uh so you know we're 5 minutes into this damn demo and here we are with uh with an entire restaurant marketing quiz right that's right um just writing the little idea I had okay so this is freaking awesome so if they use a real email address that that maybe the sales email might even sound more specific to them is that what you're saying no in the data enrichment um so when we go into Data enrichment every single lead if we can find additional information it'll appear in this section here called additional data oh I see so because because I've given Chris doest test.com it it hasn't recognized anything about you I'm pretty sure if if I gave it your real number your real email address it would probably discover all sorts of things about you and it would just all all fit in there so when I'm following up with you um so imagine I pick up the phone and I talk to you and I say hey Chris I did a little bit of research I had to look at your recent tweets and I had to look at right uh you know I looked at your website and you're sitting there going wow this guy's done the research it's like yeah well the computer just pulled it all in um so it's like a research assistant so that you don't go cold it's doing a little bit of the like cursory background information check what's available in Internet just so you have something if it comes up with nothing then you do a little research yourself so you're informed for the call perfect yeah okay I like that so Daniel I have an idea first of all finish the demo are we done with the demo because I have an idea yeah okay wonderful so here's my idea for you you did that in five or six minutes I think a thing to to help you promote score app is to do a quizathon a yeah hackathon qu we get five or 10 like a hackathon we get 10 people in a room aligned around a specific business and we say you are given constraints okay and you know how like those reality TV shows it increases the intensity the emotional drama because they artificially compress time whereas in most cases it's like people running around like chickens without their heads on here however it's a beautiful thing to show you what you can literally do in very short period of time so maybe there are three levels of the competition level one stand it up get it going and then three people are eliminated out of 10 the seven remaining we're going to allow you to go through phase two which is refinement and then phase through three is like really tweak it put the bells and whistles on it so it's like it's outstanding and it's like no one could even tell that you use any help and it was just like it's beautifully Bes spokely designed and the award and a winner I lovebody learn do we can do prizes everything yeah wouldn't that be cool see that would be totally cool we should do it like totally let's do it we do a cash prize we do like a a oneto one coaching session all all of that yeah and then we can showcase everybody's uh all the 10 contestants uh at the end of the day whatever they able to get their page to and send traffic their way wouldn't that be cool okay okay so what we need is we're going to need a waiting list for the hackathon right if you want to participate in the hackathon you're going to have to have a waiting list right so new scorecard pick a template that's right join the waiting can you create this we should totally create this so by the time this episode airs we'll also include a link to this the wait list to see the demand what we want to do is instead of selling we're signaling or we're we're asking for people to Signal intent and say would you be interested in joining us in a city 2bd uh to be able to be one of the 10 contestants to participate in this where Daniel Priestley and myself will be there to to cheer you on to we can do this all onl surpris we can do it on we do it online I just think it'd be fun to have an audience like screaming and yelling oh my god when are we in the same city again Chris when are when is anyone when is anyone ever going to scream oh my god with you and me right I know you I know you think that would happen but no one is ever going to go oh my God I would I would scream for you I would definitely scream so here we go SC look how quick this happens right scorecard hackathon join the wait list are you ready to build a scorecard right so pretty pretty quickly yeah we'll build a we'll build this and um okay and then we could do either hackathon either online or you and I to be in the same city at the same event I think it's Ohio or no it's not it's in North Carolina North Carolina probably knowwhere near are soon creative ver yes okay so maybe we should do something when we're when we're there I think we can this would be really really fun yeah I like it I like it a lot all right cool I'll uh I'll get the page I'll get the page set up people can join the waiting list to to to join our hackathon and one of the questions will be one of the questions will be will you be at the uh will this event creative verse or would you like to attend online yeah that that would be good all right okay oh I'm excited about this see how fun waiting lists are well I'm excited about the idea and how easy you made it so recently I was on a reality TV show that will be airing on Amazon Prime in March W and I met these really young producers they have a full-on stage with a giant LED wall they have green screen stages a mixing Studio a color correction Studio they've got everything and they're barely 30 years old okay and they have all this stuff in Burbank so hey you never know where this is going to lead so we could book a thing with them maybe co-produce it with them and maybe this is a thing that becomes ongoing content well no kidding I have seen people create a scorecard launch it on their social media and get leads within 45 minutes and then be on the phone talking to someone in an hour and a half you could literally create a a hackathon where in the morning we create something in the afternoon you're having sales meeting with with prospects who have filled in the scorecard like it's it it happens fast you'd be shocked at how fast when people fill in the scorecard they want to talk to someone so you just pick up the phone and talk to them um so we could yeah total reality TV stuff I love it Daniel this is awesome I think we went deep we covered the big Concepts and I think I'm so glad that you gave the live demo because a lot of times this is like theoretical for people like oh and they don't actually take the next step so here's what we're going to do I'm going to I'm going to do something that I normally don't do I'm going to make an Ask of our audience there are so many people that I've been seeing recently as I'm on tour and doing workshops I talk about score app and integrate into the sales process and generating leads but I kind of leave them at the altar I don't really get into the details so I'm going to send this link to every single person who's attended one of our workshops because I've mentioned it and now I think they need to watch this video I'm going to ask you audience uh to take action today to sign up for a free account use my link because Daniel and I are going to be tracking this to see how influential I am or how influential I think I am which is probably what I need to say and if it serves you then we've solved a big problem because this year the theme is all about generating leads to create more demand than you have Supply and this is a beautiful strategy with an endtoend solution from concept to delivery give it a shot what do you have to lose everybody use the link that's in the description below make sure if you're listening to this on the podcast you've missed out on a visual part of this so make sure you jump over to the YouTube channel and watch Mr Priestly with his amazing baby hair walking us through this whole process okay Daniel is there anything else you want to say I don't have baby hair that's all you you have baby doll hair you know like when you buy those you know what I'm talking about thank you yeah now I get it thank you well I just want to say I just want to say thank you thank you very much no that was that was so great and um yeah I as you know we've we've met up in cities around the world uh and I know your audience I know the types of people who uh at your events and I I really genuinely know this is such a great fit for the types of people who follow your work It just fits with if people have that underlying philosophy that they've picked up from all of your content all of the work that you do this is just going to be a really easy practical application of that so yeah I'm looking forward to meeting meeting more people live that'll be great yes and and I do want to say this okay I'll say this and it sound like I'm blow smoke up Daniel's butt here but allow me to Puff away um a lot of times you meet authors or you read their book and you're like okay it's pretty cool um but oftentimes when you interview them on a channel it it's like a disconnect because they're kind of like more academic they've written the book but they're not great speakers they don't have these warm personalities and I find you in in a rare class of people who are like you you've written a book super easy to understand you understand the material you explain it a dynamic way you bring Charisma to it but you and I have become first professional friends and I think also friends now where we've seemingly have traveled the world together and we keep bumping into one another and Daniel's a really good guy so I enjoy your company and I enjoy the ideas that you have and you see our audience you know what their potential is and you're like waving to me I got a solution that can help your community let's do this and we've been talking about this so I'm so glad here we are it's still relatively early in the year I'm just going to tell everybody don't wait until like your numbers don't add up to start implementing some of these Concepts do it right now so that you can sit back in your chair uh maybe on the dock fishing with Daniel and I somewhere in the world how wonderful would that be that would be nice oh that would be real nice that would be real nice you see where I'm going there Daniel oh yes okay all right that's it for me Daniel if people want to find out more about you where should they go at Daniel Priestly on any of the socials um and um you know you and I we've done two videos prior to this one so there's a like a a personal brand key person of influence YouTube video that we did and there's an over subscribed YouTube video that we did so if you you know if you're liking this and you want to go full immersion there's there's two more videos in this series um and uh yeah yes and there's more books that we can talk about we we'll take it one book at a time everybody we don't want to overwhelm you um than thank you very much Daniel cheers guys [Music]