Chapter 1: How can checklists solve agency problems?
A book you may want to read is The Checklist Manifesto. It's essentially a glorified book with tons of examples describing why checklists solve complexity. So as one example, doctors wouldn't listen to nurses. When nurses would catch a doctor making an error, there was friction and the doctor would fuck up.
They made a checklist that the department had to follow, and they empowered the nurses to enforce it, and it saved lives. A checklist is definitely part of your solution to almost every agency problem.
Here is the bad news. Once you solve and you make that checklist, then the question becomes, Can you actually prevent the churn? A lot of people and a lot of agencies think they can. And I'm here to tell you, yes, but not as much as you think. It's a great use case and it's one I'm very confident that we can make some difference on.
And I'll get some resources together and we may take on a free project just to gain some knowledge on to see if we can replicate it.
The other one you mentioned was new services. So the challenge will be here is the second you start adding on competing services to your two partners, they're gonna get butt hurt, you're gonna cut them out, and it's gonna break down your referral tree. My suggestion to you is let it go, but only after you have your sales funnel fixed.
or created, which it seems to be that's a lacking issue for you. The question then becomes is, what is the priority? Should you be focused first on adding services or first on lead acquisition? I don't think it's lightning in a bottle. I do think it's replicatable. You have the outsourcing already going for you, which is where your margin came from.
When you transfer the outsourcing over to AI, you'll maintain much of those margins. The challenge is going to be it's going to be harder to close your deals. You probably right now need to really focus on sales. And I know you're trying to be respectful in the AI, but I can't help myself by saying you have ops figured out. It's so abundantly clear to me.
YouTube is still the bulk of my acquisition, 55%.
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Chapter 2: Can checklists effectively reduce client churn?
I think LinkedIn is really tiny. Run ad dollars to your own landing pages. It's different. It's B2B versus B2C, but the bulk of what you know how to do will transfer. What platforms, where should you advertise or where should you build your content? Yes, that's an open-ended question. We could debate, okay, should you go all in on one? Should you diversify? Endless debate.
But at the end of the day, you just need to start. Pick one. Whichever one you feel most comfortable with. If you like writing, then go the writing route. If you like video, do the video route. You could do video if you choose it. And I obviously am biased to say YouTube. I think that there's just a lot of opportunity there.
If you could crack Facebook advertising, TikTok advertising, wherever advertising to your own landing pages, you're going to double your business so fast. And so the question is, what type of content? Here is my 30 second answer that's infinitely scalable. Whenever you get a question from a customer, shoot a piece of content, full stop.
And what you're going to find, and you can go through your Firefly's content and find every question they've ever asked. You could sort it by frequency and you could prioritize, et cetera. It doesn't really matter. But every day, publish a video or a piece of content answering customer questions. People are not going to watch you to be entertained. Could you 2.0 that at a later point? 100%.
But if you look at Alex Ramosi, like I actually did a video where I analyzed Alex Ramosi's channel over time, as well as the diary of a CEO, Steven's channel, and their initial 1.0 was no edits. I did the same thing. I went through and edited, and then we went back and started doing less edits again. And so the expertise is what sells.
Also, the AI picks up your content and this is where it ties together. I rank number one for Amazon agency.
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Chapter 3: What should agencies prioritize: adding services or fixing the sales funnel?
I rank at the top of the LLMs and all the search in both AI and in content because of the content. So it's going to be a winning scenario for you no matter how you slice it. Could we talk about AI accelerating some of these mechanisms? Yes. But in your particular instance, starting with step one is just to shoot a bunch of content. I'll parse that a tiny bit.
If you don't know what your customer questions are right now, go find out. Go look at the Firefly's data, put it into AI and analyze it. But I think you already know. You know what your top five problems are. Shoot 10 pieces of content on each of those top five problems. There's a shift on how they ask that question.
So if customer A asks this question a little bit shaded differently, shoot a unique piece of content on each shade. You can do a super masterclass. You can do a short form five minute video. There's no wrong answer, but you need to publish every single day.