Lead Generation Without Discovery Calls: Building a Client Engine의 전체 녹취록

diamond lead, here's a gold lead, a silver lead, a bronze lead, or an unqualified lead. 00:05:34.112 --> 00:05:37.793 And essentially, we call it the high-ticket hidden by your finder. 00:05:37.793 --> 00:05:56.322 These agents are able to then spot, as people go through your diagnostic assessment, here are the people who are ticking all of the boxes and are showing us, by their behavior patterns and how they're answering these questions, that they are going to be a 70K client. 00:05:56.322 --> 00:05:58.754 This person's probably going to be a 50K client. 00:05:58.754 --> 00:06:02.315 This person's probably going to around a 15K client. 00:06:02.315 --> 00:06:17.170 And then with automations and all of those fabulous things, it allows us then to make sure that our closers, the sales teams on our client teams, are getting tagged with like, here are the most pressing leads for today. 00:06:17.170 --> 00:06:22.495 And essentially, you know, every single night, we run a hidden high-ticket buyer finder report. 00:06:22.495 --> 00:06:31.733 It's all run automatically that then when the sales team come in the next day, they know exactly who to focus on, exactly who to have the conversations with. 00:06:31.733 --> 00:06:41.920 And then they let the automated follow-up nurture sequences, that is the industry standard, they let those things handle all of those lesser qualified leads. 00:06:42.454 --> 00:06:43.196 Amazing. 00:06:43.196 --> 00:06:51.622 So the AI that you're building for various people and companies is doing so much of that heavy lifting. 00:06:51.622 --> 00:06:57.997 And I can imagine that the conversions then are a lot stronger because nobody is slipping through the cracks. 00:06:57.997 --> 00:06:59.939 It is driven by data. 00:06:59.939 --> 00:07:07.706 So you know who's a hot lead, who's a cold lead, who's someone to not even bother chasing, I suppose, when it comes to business. 00:07:07.706 --> 00:07:09.115 Is that what you're seeing? 00:07:09.721 --> 00:07:12.442 Yeah, so that's one aspect of it. 00:07:12.442 --> 00:07:13.774 And I always talk about it. 00:07:13.774 --> 00:07:16.766 So the diagnostic assessment is the foundation. 00:07:16.766 --> 00:07:17.196 Okay. 00:07:17.196 --> 00:07:23.050 Cause what most people do is they wake up a lead magnet, at best they get a name and email address and maybe a phone number. 00:07:23.050 --> 00:07:30.095 They don't actually know anything about that person, what their struggles are, where they are, what stage of the journey that they are on. 00:07:30.095 --> 00:07:31.896 They don't have any information. 00:07:31.896 --> 00:07:35.459 And then what most people do then is spray and pray marketing. 00:07:35.459 --> 00:07:38.831 They're sending the same email to everybody on their list. 00:07:38.831 --> 00:07:43.569 Just kind of crossing their fingers and hoping that something is going to stick with something on there. 00:07:43.569 --> 00:07:49.312 So these diagnostic assessments do hyper segmentation on our lists from the get go. 00:07:49.312 --> 00:07:53.185 So we know exactly the investment potential of every single lead. 00:07:53.185 --> 00:07:57.889 We know what they're struggling with, what their best areas are, their struggle areas are. 00:07:57.889 --> 00:08:07.399 And then you can do this bespoke follow-up implementation with them, bespoke conversations, bespoke results pages, bespoke reports. 00:08:07.399 --> 00:08:09.641 The whole thing is automated. 00:08:09.641 --> 00:08:25.687 But that foundation must be in place to then allow these, what I call these accelerators, which are the AI agents, they act as the accelerators to have this thing self-optimized on autopilot every single week. 00:08:25.687 --> 00:08:35.092 So the more and more water we put through your pipes, the more and more buyers that we have, the more data that we have about the behavior patterns of our market. 00:08:35.192 --> 00:08:39.576 And then what we're able to do, and again, it's AI agents that do the doing. 00:08:39.576 --> 00:08:41.898 Essentially, they are able to feedback to us. 00:08:41.898 --> 00:08:45.110 Okay, this top-of-funnel Facebook ad copy, for example. 00:08:45.110 --> 00:08:50.243 So let's pretend we're running paid traffic where these are the types of people these are bringing through. 00:08:50.243 --> 00:08:56.488 These people are tending to fall in and buy our 10K thing or 5K thing or a 50K thing. 00:08:56.488 --> 00:09:01.431 And then what we can do with these agents is feedback on a weekly basis. 00:09:01.490 --> 00:09:15.470 Reviewing all of the Facebook ad data, reviewing all of the analytics of how these people went through the diagnostic, because obviously we're able to track all of those parameters and then feedback to the marketing teams to say, here's the angle you need to try. 00:09:15.470 --> 00:09:16.221 Here's what's working. 00:09:16.221 --> 00:09:17.351 Here's what's not working. 00:09:17.351 --> 00:09:22.065 And it's all down to first having that foundational asset in place. 00:09:22.065 --> 00:09:26.768 That is the lead generation machine that most people think is just a quiz. 00:09:26.768 --> 00:09:33.456 And then layering in these agentic AI solutions to turn that into a self-optimizing flywheel. 00:09:33.828 --> 00:09:34.660 Amazing. 00:09:34.660 --> 00:09:36.322 So why a quiz specifically? 00:09:36.322 --> 00:09:39.548 Because a lead magnet can be anything basically. 00:09:39.548 --> 00:09:41.025 It can be it can be an ebook. 00:09:41.025 --> 00:09:44.477 It can be a book chapter download. 00:09:44.477 --> 00:09:47.182 I know that you're big on quiz funnels. 00:09:47.182 --> 00:09:48.153 Why? 00:09:49.147 --> 00:09:50.366 There's a couple of main reasons. 00:09:50.366 --> 00:09:55.587 And when we think about the standard PDF lead magnets, the level of intent is very low. 00:09:55.587 --> 00:09:57.947 So everything is like auto filled for us now. 00:09:57.947 --> 00:09:58.248 Okay. 00:09:58.248 -->

00:10:00.028 So people are scrolling Instagram. 00:10:00.028 --> 00:10:03.827 They see something cool, some PDF guide to whatever. 00:10:04.227 --> 00:10:05.947 And basically it's auto populated. 00:10:05.947 --> 00:10:08.227 They barely remember signing up. 00:10:08.227 --> 00:10:09.967 It's probably going to go to their spam. 00:10:09.967 --> 00:10:13.707 They may open the email, probably don't check the PDF. 00:10:13.807 --> 00:10:15.058 Ghost, you know. 00:10:15.058 --> 00:10:22.585 That's kind of where the journey ends, never mind somebody seeing your call to action on page 14 of said PDF. 00:10:22.585 --> 00:10:23.515 That's one side of it. 00:10:23.515 --> 00:10:24.787 There's a level of intent. 00:10:24.787 --> 00:10:30.669 The other side of it is where we have this desire for self-discovery. 00:10:30.710 --> 00:10:36.471 And when you go through a diagnostic, so for example, you go through Myers-Briggs, I am an INTJ. 00:10:36.471 --> 00:10:38.594 There's an element of self-discovery. 00:10:38.594 --> 00:10:41.634 You go through Enneagram, I'm a three with a four wing. 00:10:41.634 --> 00:10:45.856 You learn something about yourself, and it is personalized to you. 00:10:45.856 --> 00:10:57.101 So the beauty of a quiz funnel, in terms of how it solves for the level of intent, is that if somebody is going through our diagnostic, it takes a good eight minutes to go through that. 00:10:57.101 --> 00:11:01.315 That's somebody with a very, very high level of intent. 00:11:01.315 --> 00:11:05.386 There's a lot of know, like, and trust built throughout the process. 00:11:05.607 --> 00:11:07.788 A lot of people talk about completion rates. 00:11:07.788 --> 00:11:10.301 I want my diagnostic to spit people out. 00:11:10.301 --> 00:11:16.696 If somebody doesn't have eight minutes of attention, they're never going to have the intellectual property to be able to work with somebody like me. 00:11:16.696 --> 00:11:19.904 So I actually use it as a filtration mechanism. 00:11:19.904 --> 00:11:21.306 Somebody says, this was too long. 00:11:21.306 --> 00:11:22.005 Great. 00:11:22.005 --> 00:11:23.267 You're not for me. 00:11:23.267 --> 00:11:25.018 OK, So that is one thing. 00:11:25.018 --> 00:11:26.239 There's a buy-in. 00:11:26.239 --> 00:11:28.082 There's a know, like, and trust factor. 00:11:28.082 --> 00:11:31.568 And then the second element here is that it is personalized. 00:11:31.568 --> 00:11:38.240 So when you go through a really well-built diagnostic assessment, you're going to discover something about yourself. 00:11:38.240 --> 00:11:40.020 You're going to learn something about yourself. 00:11:40.020 --> 00:11:42.541 You're going to see where you stand. 00:11:42.600 --> 00:11:44.841 Let's pretend it's a score-based assessment. 00:11:44.841 --> 00:11:47.061 You get a score on in this area. 00:11:47.061 --> 00:11:48.341 You're doing really, really well. 00:11:48.341 --> 00:11:50.961 But in this area, you're sitting at 27%. 00:11:50.961 --> 00:11:52.821 Here's where we got to focus. 00:11:52.821 --> 00:11:59.081 But the copy that person one sees is completely different to what person two sees. 00:11:59.081 --> 00:12:23.514 The offers that are placed in front of them are completely different based on everything I just talked about before in terms of A, their ability to invest in themselves; B, the offers that we have available; C, the struggles that they have, and how those things all kind of combine together to make sure that we're putting the right message and the right offer in front of the right person at the right time. 00:12:23.514 --> 00:12:28.446 So there's this kind of duality of level of intent as well as the personalization. 00:12:28.446 --> 00:12:39.422 You're landing on a results page and instead of saying, "Your PDF has been sent to your inbox," and there's that's where the conversation ends, there's a deep-dive results page that is personalized. 00:12:39.422 --> 00:12:41.581 It's saying, "Hey, Tarryn, here's your results. 00:12:41.581 --> 00:12:51.150 Hey, Maeve, here's your result," breaking that down, and it's actually about you, not just some blanket PDF thing that was sprayed out to the whole market. 00:12:51.490 --> 00:12:53.270 Yep, I love that. 00:12:53.270 --> 00:13:05.029 Okay, so let's talk about high-performing quiz funnels because, I mean, there's so many programs out there where we can just put together any old quiz and hope for the best, and it's usually pretty crap, to be honest. 00:13:05.029 --> 00:13:10.116 What are the key elements that make a high-performing quiz funnel convert? 00:13:10.774 --> 00:13:11.783 Yes, I love this. 00:13:11.783 --> 00:13:15.625 So basically what we always start is begin with the end in mind. 00:13:15.706 --> 00:13:16.716 A lot of people sit down. 00:13:16.716 --> 00:13:18.028 What could my quiz be? 00:13:18.028 --> 00:13:22.769 Some people go on ChatGPT and like, "create a quiz." That thing's not going to convert. 00:13:22.769 --> 00:13:24.990 We got to begin with the end in mind. 00:13:24.990 --> 00:13:35.395 Coming up with your hook is one of the very last steps in our process where we do this kind of diagnostic infrastructure where we actually build out the architecture of your quiz. 00:13:35.395 --> 00:13:37.317 That comes last, not first. 00:13:37.317 --> 00:13:38.837 So begin with the end in mind. 00:13:38.837 --> 00:13:48.205 We want to what are our offers, where are we sending people, what are the price points, what are we solving for instead of our existing offers. 00:13:48.375 --> 00:14:08.817 Now you can have multiple price points across these offers. You can have multiple offers or you can actually still have one offer that you're going to position differently based on the result that the person gets. So we'll come back to that in a moment, but whenever we begin with the end in mind, we got to then reverse engineer from this offer. 00:14:09.748 --> 00:14:11.589 What's our sales mechanism? 00:14:11.649 -->

00:14:19.455 And the sales mechanism, we're not going to have calls with an application form and calls with a closer for a $47 thing. 00:14:19.455 --> 00:14:20.806 Doesn't make sense. 00:14:21.028 --> 00:14:39.696 And we're probably not going to have a click-and-buy for a $70,000 custom It's going to involve a sales conversation. So we want to choose the sales mechanism, making sure that it's appropriate for said offers that we Now we're back to the sales mechanism. 00:14:39.916 --> 00:14:44.578 Then what we want to do is look at your intellectual property. 00:14:44.578 --> 00:15:03.277 This is the key difference between what I call a "What type of Disney princess are you?" quiz funnel that give quizzes bad raps and a true diagnostic that allows your IP to live beyond the book, to live beyond the stage. 00:15:03.277 --> 00:15:06.717 And essentially, then we call to a decision criteria. 00:15:06.717 --> 00:15:19.815 Are we going to build a multifactorial diagnostic like the Unicorn Leadership Type Assessment that I built for Jen Kem or Enneagram or the Myers-Briggs, those true diagnostics? 00:15:19.815 --> 00:15:24.758 Or do we need a type quiz that has seven questions? 00:15:24.758 --> 00:15:32.764 And that's an example of one that we're building in the golf industry at the moment, and these people are running like a million dollars a month in ads to this quiz at the moment. 00:15:32.764 --> 00:15:35.100 So those are the two ends of the spectrum. 00:15:35.100 --> 00:15:36.721 None of them are better than the other. 00:15:36.721 --> 00:15:39.183 They are just different use cases. 00:15:39.183 --> 00:15:48.682 The one in the middle is what we call a score-based diagnostic, and this is really the most suitable option if you have intellectual property. 00:15:48.682 --> 00:15:53.456 If you think about it in book terms, what are the pillars of your methodology? 00:15:53.456 --> 00:15:57.089 What are the chapters of your book? 00:15:57.089 --> 00:16:02.552 Whereby we want to then append a score to how they're performing in that area. 00:16:02.552 --> 00:16:09.318 And the whole idea is that they're able to see where they've got high scores, medium scores, and low scores. 00:16:09.318 --> 00:16:16.346 And therefore, this builds desire and demand for the offer that we just defined at the very first stage. 00:16:16.346 --> 00:16:21.057 So choose your diagnostic assessment type would be the next stage. 00:16:21.057 --> 00:16:25.259 And then let's pretend you chose a score-based diagnostic. 00:16:25.259 --> 00:16:29.059 What you would want to do then is think about what are those pillars? 00:16:29.059 --> 00:16:32.341 Those become your category scores, right? 00:16:32.341 --> 00:16:37.412 Then within each of these big categories, what are the topics? 00:16:37.412 --> 00:16:40.842 What are the things that make up this particular area? 00:16:40.921 --> 00:16:41.514 Mm-hmm. 00:16:41.514 --> 00:16:41.816 right. 00:16:41.816 --> 00:17:01.219 And then from there, what are the questions that we can ask our potential client or lead coming through that, when they answer it in a certain way, that answer means that they are either getting this type of score or they're this type of label or person. 00:17:01.219 --> 00:17:05.571 Essentially, what we want to make sure here is that we have funnel congruence. 00:17:05.571 --> 00:17:11.263 Let's pretend we have an offer that we defined earlier that is all about synchronized swimming. 00:17:11.463 --> 00:17:18.288 And then we build diagnostic infrastructure and all of these categories and subcategories and questions. 00:17:18.288 --> 00:17:19.748 And those are all about gardening. 00:17:20.181 --> 00:17:30.924 So extreme example, but we can see there's a complete lack of funnel congruence, and the answer that they get and the result that they get does not lend itself well to the offer. 00:17:30.924 --> 00:17:34.240 So this is what happens whenever we use non-performing quizzes. 00:17:34.240 --> 00:17:35.686 There's always a disconnect. 00:17:35.686 --> 00:17:43.490 There's always a lack of congruence between the offers that people are making and the diagnostic criteria that they are using. 00:17:43.804 --> 00:17:57.400 Then once you've kind of mapped out all of those questions, there's a whole load of kind of statistical modeling about the scoring and the weighted scoring and inverse scoring and all of those types of things to make sure that people actually get the right result. 00:17:57.400 --> 00:18:00.894 Because this is also really important from a conversion perspective. 00:18:00.894 --> 00:18:05.773 People must get their result and be like, "Oh my goodness, this is very accurate. 00:18:05.773 --> 00:18:23.273 How do they know that I feel this way?" And then as you move in and build out your results engine, which is, we have these personalized results pages, personalized follow-up reports, the copy, as I mentioned earlier, is different depending on what result you got. 00:18:23.273 --> 00:18:35.560 So if you got, you know, a low score in this area and a medium score in this area and a high score in this area, you're going to see completely different copy to somebody that got a high-high-high or a high-medium-high. 00:18:35.560 --> 00:18:38.260 So that is very, very bespoke. 00:18:38.260 --> 00:18:40.141 And again, then your solution stack. 00:18:40.141 --> 00:18:49.323 When you are in these results pages and follow-up reports, you're able to say to them, "Here's your biggest area of struggle. 00:18:49.323 --> 00:18:51.065 Here's what's happening for you. 00:18:51.065 --> 00:18:52.211 Here's what it feels like. 00:18:52.211 --> 00:19:15.342 Here's what's going to continue to happen if we don't do something about it today." So bring in that urgency factor, and then, "Here's how you do something about it." And then hey presto, the offer that you position in front of them is tailored not only to exactly the results that they just got, but it's also aligned with what

they've just told you that they're able to invest in themselves. 00:19:15.342 --> 00:19:18.954 So it just becomes what we call a no-brainer offer. 00:19:20.384 --> 00:19:22.138 So what comes first, then? 00:19:22.138 --> 00:19:25.625 Is it the book and/or the keynote or the quiz? 00:19:26.806 --> 00:19:28.458 So both work. 00:19:28.458 --> 00:19:36.534 We build a lot of these diagnostic assessments for people who are in their launch runway up to their pub date. 00:19:36.534 --> 00:19:38.516 And it's a really, really good mechanism. 00:19:38.516 --> 00:19:40.027 This is what Jen Kem did. 00:19:40.027 --> 00:19:43.969 She used it as a strategy. 00:19:43.969 --> 00:19:56.203 So that on her pub date, she was already on the bestseller list because she had pre sold so many of the books because we use that diagnostic as a lever inside of that launch. 00:19:56.203 --> 00:19:58.194 So that is one way to use it. 00:19:58.194 --> 00:20:02.146 The other way to use it is to have it inside of the fabric of the book. 00:20:02.146 --> 00:20:19.230 So if you're either starting writing your book or you're in play actually writing your book, weaving your diagnostic assessment into the fabric of the book turns every book buyer and every book leader into this hyper-segmented, hyper-qualified leads. 00:20:19.230 --> 00:20:22.308 And now, that doesn't end at the book. 00:20:22.308 --> 00:20:24.049 They are now inside of your ecosystem. 00:20:24.049 --> 00:20:29.509 You can then go on to nurture them and sell them into various programs over time. 00:20:29.509 --> 00:20:40.049 Now, on the flip side of that, another client of ours who is Mike Kim, he's a big keynote speaker in the States, and his book was a bestseller way back in 2020. 00:20:40.049 --> 00:20:42.369 And we are building his diagnostic now. 00:20:42.369 --> 00:20:54.112 And even though it isn't in the fabric of the book that was published way back then and all of the people that way back then, essentially, it becomes part of your ecosystem. 00:20:54.112 --> 00:20:58.153 So the assessment leads to the book, and the book leads to the assessment. 00:20:58.153 --> 00:21:18.547 And it becomes that piece that allows you to, when you are on the stage, when you are on a podcast, it allows your IP to bring more and more leads into your business in the long term and you can use it at both ends of your book launch. 00:21:18.547 --> 00:21:21.521 There's just different use cases depending on what stage you're at. 00:21:22.087 --> 00:21:23.169 Yeah. 00:21:23.169 --> 00:21:52.141 So, essentially, the book, combined with that diagnostic data, is really pre-selling the author's expertise, offers, brilliance—whatever you want to call it—and qualifying leads before sales calls even happen, which means that the sales call is more of a "Hey, I have a question about this, but I'm pretty much in" scenario versus what we were doing as entrepreneurs before and spending an hour on multiple sales calls to the same people to try and close them. 00:21:52.141 --> 00:21:53.404 Is that right? 00:21:54.134 --> 00:21:54.503 100%. 00:21:54.503 --> 00:21:59.556 So basically, one of my biggest like X in life are these terms called discovery calls. 00:21:59.556 --> 00:22:10.119 Really high-end experts on the cusp of thought leadership and they wake up and they have five or 10 or 15 or whatever the number is discovery calls inside of their calendar. 00:22:10.119 --> 00:22:12.099 Well, there's going to be inside of that. 00:22:12.099 --> 00:22:13.250 We're going to have no shows. 00:22:13.250 --> 00:22:14.721 We're going to have tire-kickers. 00:22:14.721 --> 00:22:16.662 We're going to have maybe-later people. 00:22:16.662 --> 00:22:22.523 And yes, we will have people that convert, but it's a long slog to get to those conversions. 00:22:22.523 --> 00:22:29.935 And the beauty of the diagnostic is every single lead that, for example, comes into our company, we're able to pull up their profile. 00:22:29.935 --> 00:22:39.412 We're able to know exactly what they're struggling with, exactly where we want to focus our sales team, where we want to focus their attention. 00:22:39.412 --> 00:22:47.596 We don't have to, "So tell me all about yourself and what you're struggling with." We already know because they've been through the diagnostic. 00:22:47.596 --> 00:22:53.348 So we're able to both affirm, to say, "You know, in this area, you are absolutely fine. 00:22:53.348 --> 00:23:10.999 There's nothing you need there, but let's go and talk about X because we already know that that's the struggle." And also, we have so much data on what they, um, you know, they're in an ROI niche, for example, their revenue level, their team size, their email list size, their Facebook ad spend. 00:23:10.999 --> 00:23:14.871 We are able to classify how much they're willing to invest in themselves. 00:23:14.871 --> 00:23:18.482 We have all of that data prior to jumping on the call. 00:23:18.482 --> 00:23:29.205 So we're not getting to any awkward, you know, waiting for them to say, "How much is it?" We're already able to have those strategic conversations from the get go. 00:23:29.205 --> 00:23:35.261 And this is why our sales conversations and our client sales conversations are very much,"How does it work? 00:23:35.261 --> 00:23:55.398 When do we start?" And sometimes the question of like, "What's the impact on our team from a build perspective?" you know but It's "how" and "when" conversations, as opposed to "Is this even right for me?" conversations, because the diagnostic does that heavy lifting for you and for your sales team. 00:23:55.895 --> 00:23:56.446 Yep. 00:23:56.446 --> 00:23:57.487 Amazing. 00:23:57.487 --> 00:24:02.550 So you've worked with a lot of seven- and eight-figure thought leaders and entrepreneurs. 00:24:02.550 --> 00:24:10.679 What patterns and insights are you seeing when they're best using diagnostics to scale versus without it? 00:24:10.679 --> 00:24:12.058 Really great questions.

00:24:12.058 --> 00:24:17.640 So, essentially, what we're seeing is there are, you know, as we all know, there's we have to put water in the pipes. 00:24:17.640 --> 00:24:21.221 Just having said diagnostic doesn't mean a dang thing. 00:24:21.221 --> 00:24:24.141 We build done-for-you assessments for our clients. 00:24:24.141 --> 00:24:27.280 And I'm the first person to say, "Put in something on the Internet? 00:24:27.280 --> 00:24:27.842 Irrelevant. 00:24:27.842 --> 00:24:29.461 We've got to get water through the pipes. 00:24:29.461 --> 00:24:31.721 We have those organic choices. 00:24:31.721 --> 00:24:37.241 We have what I call scalable organic choices, and we have paid traffic choices. 00:24:37.342 --> 00:24:41.848 The paid traffic choices is going to get you data faster. 00:24:41.848 --> 00:24:46.623 So you're running water through your pipes, getting data faster on your market. 00:24:46.623 --> 00:25:04.055 And that's also going to show you, when people are going through your diagnostic, you're running cold Facebook ads, for example, and you're starting to see a trend of behavior of,"Gosh, we're getting a lot of people here who are only able to spend less than 10K." That tells us that our rich-niche positioning is off. 00:25:04.055 --> 00:25:10.097 That's telling us that the copy that we're using, the targeting that we're using, is attracting a certain type. 00:25:10.097 --> 00:25:16.490 It gives you kind of that immediate insight into what is happening in your top-of-funnel plates. 00:25:16.490 --> 00:25:18.893 That is one way you're going to get your results faster. 00:25:18.893 --> 00:25:41.904 So we do run paid traffic, but scalable organic is my favorite, where we do a lot of podcast guesting, we do a lot of keynote speaking, bringing your diagnostic to mastermind events to speaking on stage, all of those types of things, because there's a beautiful level of know, like, and trust through that scalable organic mechanism where there's already a connection. 00:25:41.904 --> 00:25:43.536 They have heard you speak. 00:25:43.536 --> 00:25:51.143 They have watched you on stage and then they go through your diagnostic, which then compounds everything they've just heard. 00:25:51.163 --> 00:25:55.727 And then for those who have, so just running organic only. 00:25:56.019 --> 00:26:02.902 I'll always use the example, it's like if you're a thought leader and you have, you know, 500 million followers. 00:26:02.902 --> 00:26:07.683 You sharing your diagnostic is going to get a lot of water through your pipes. 00:26:07.683 --> 00:26:13.307 But if you're posting once a month and you have six followers, that's not really going to be a needle-mover inside of the business. 00:26:13.307 --> 00:26:27.815 So what I'm noticing with these seven-, eight-, and sometimes even nine-figure entrepreneurs that we work with, these are some of the biggest, most famous names in the industry, they are leveraging the diagnostic through their kind of what I would call their book channel. 00:26:27.815 --> 00:26:38.390 So writing the book, launching the book, bringing their books, speaking on stage and using their book as the methodology, and the conversation that the keynotes are all about. 00:26:38.589 --> 00:26:42.231 They are running a blend of paid traffic. 00:26:42.231 --> 00:26:51.246 Then they're using the scalable organic, the podcast guest, and the speaking on stage to really bring in like a really warm audience through that diagnostic. 00:26:51.246 --> 00:27:03.990 And again, we can start to see difference in patterns buyer behavior from cold traffic versus scalable organic, and then for those who are also layered into your organic strategies. 00:27:04.230 --> 00:27:09.250 But again, it depends on your audience size as to how that is going to perform. 00:27:09.410 --> 00:27:17.931 One of my favorite ways to get started with this, we have a lot of clients and they're like, "Well, I've got 500,000 people on my email list. 00:27:17.931 --> 00:27:31.213 I feel like I've wasted all of those leads because, you know, we don't have them segmented." Part of the launch strategy of your diagnostic is to push every person on your existing email list back through your diagnostic. 00:27:31.213 --> 00:27:41.576 So yes, it's not a new lead, but you're already getting all of this data, all of this insight into the people that you're serving and then how you can better serve them. 00:27:41.576 --> 00:27:51.730 And it never fails to tell us exactly why those who we are, we're trying to sell a square peg round hole. 00:27:51.730 --> 00:27:56.286 We're trying to sell something to people that don't want what we have to offer. 00:27:56.286 --> 00:28:02.314 But when you put them through the diagnostic, you realize that's why they were never going to buy that thing in the first place. 00:28:02.314 --> 00:28:06.557 And we're able to then write offers to the right people at the right time. 00:28:07.230 --> 00:28:08.361 Amazing. 00:28:08.423 --> 00:28:09.183 All right. 00:28:09.183 --> 00:28:12.931 So we've got them going through what you call The Client Engine. 00:28:12.931 --> 00:28:17.779 If someone is wanting to start this process, what are the first steps they should take? 00:28:18.913 --> 00:28:21.468 So the first step is IP mapping. 00:28:21.468 --> 00:28:24.391 That's the fancy term for basically what is your intellectual property? 00:28:24.391 --> 00:28:25.642 What is your methodology? 00:28:25.642 --> 00:28:26.683 What is your framework? 00:28:26.683 --> 00:28:29.467 You're, you know, there's a thousand ways to call this thing. 00:28:29.467 --> 00:28:35.454 So if you are an au—prescriptive nonfiction author, what is the IP that you are sharing? 00:28:35.454 --> 00:28:44.259 We want to get that into a structured format where we're able to clearly categorize, you know, this pillar, this pillar, and this pillar. 00:28:44.259 --> 00:28:46.181 We got to have intellectual property. 00:28:46.181 --> 00:28:49.047 And a lot of

people don't necessarily call it that. 00:28:49.047 --> 00:28:54.164 They just have their way that they get brilliant transformation for their clients. 00:28:54.164 --> 00:29:03.648 So the first stage is really being able to extract that IP and understand how that could even turn into a diagnostic in the first place. 00:29:03.761 --> 00:29:07.483 And having this, these offers as well is really, really important. 00:29:07.483 --> 00:29:12.606 So we don't want to, let's pretend we have offers that aren't converting overly well. 00:29:12.606 --> 00:29:17.871 What can a quiz funnel assessment in front of that isn't going to solve for that problem? 00:29:17.871 --> 00:29:21.751 So we want to make sure that we have offers that are converting. 00:29:21.751 --> 00:29:33.882 We know that people want what we have, but what we're actually struggling with is knowing what is the right offer for the right person, and often what's happening is we're doing this blanket marketing. 00:29:33.882 --> 00:29:41.530 We're sending the same stuff to everybody on our list, hoping that something's going to stick instead of having that specific prescription. 00:29:41.651 --> 00:29:48.512 So having those offers, knowing that they're solving for the right problems is really, really important. 00:29:49.175 --> 00:30:01.744 So I can see also then that I know a lot of entrepreneurs struggle with their offer as well, exactly what to include in it, how to market it, how to write the sales page, all that sort of thing. 00:30:01.744 --> 00:30:16.894 So I can see that a diagnostic tool like the ones that you are creating can help them to clarify their message and sell it effectively, which is absolutely gold in the market, right? 00:30:16.954 --> 00:30:21.541 I would love to hear about your favorite diagnostic. 00:30:21.541 --> 00:30:27.300 Give us an example that has completely changed the game for one of your clients. 00:30:27.300 --> 00:30:31.183 This is one of the ones that's a multi-factor diagnostic. 00:30:31.183 --> 00:30:35.647 It was for Jen Kem, who wrote the bestselling book, Unicorn Teen. 00:30:35.667 --> 00:30:51.981 And essentially, she built into this, and we built into this as we were designing it, virality component where she used it as a pre book pub strategy to get tens of thousands of sales before her book even got published. 00:30:52.031 --> 00:30:57.537 What she did was, the way we built this, that it was a very, very shareable thing. 00:30:57.537 --> 00:30:59.439 And people go through it. 00:30:59.439 --> 00:31:02.162 So I, for example, am a mobilizing strategizer. 00:31:02.162 --> 00:31:06.115 That was my result at the end of taking the assessment. 00:31:06.115 --> 00:31:13.762 It is eerily accurate, so specific, and so much value in the report that you get. 00:31:13.762 --> 00:31:20.355 It literally is like, like bearing your soul and you really realize, "Oh my goodness, this is how I perform. 00:31:20.355 --> 00:31:24.199 This is why I am, you know, this little tech gremlin that, you know, that works in the background. 00:31:24.199 --> 00:31:29.354 This is why this is my zone of genius." And that does a couple of things. 00:31:29.354 --> 00:31:34.738 A, it really allows you to lean into that as the user of the assessment. 00:31:34.750 --> 00:31:47.721 How this became so powerful and how she was able to sell like hundred-thousand-dollar contracts off the back of her assessment was that not only did you get that insight, but everybody started to talk about, "Oh, well, what are you? 00:31:47.721 --> 00:32:16.760 And what are you?" There's this conversation happening around people having this dawning realization as to what their Unicorn Leadership Type was, the realization of, "Here's why things are the way they are inside my company." So we put all of our team through the same assessment, started to understand, "Here's why, you know, these people maybe are already butting heads," or, "This is why these two people work so well together," because they had complementary types, and it becomes this shareable. 00:32:16.760 --> 00:32:29.011 This is a kind of building in this virality piece and not in the cheap and nasty way, but in a true"Here's my result, what's yours?" And then the next person would take it and the next person would take it and the next person would take it. 00:32:29.011 --> 00:32:44.945 And then that ultimately just turns into a massive flywheel that sells not just more, more copies for the book launch day because that's done and dusted, but it turns into a perennial bestseller because it's a continuing conversation out there in the market. 00:32:45.563 --> 00:32:47.575 Yep, awesome. 00:32:47.575 --> 00:32:52.739 So just to clarify, is there a difference between a quiz and a diagnostic? 00:32:53.362 --> 00:32:54.262 Yeah, absolutely. 00:32:54.262 --> 00:32:57.739 So what I would say is those are the three pieces that we talked about earlier. 00:32:57.739 --> 00:33:11.748 So that the quiz funnel is more kind of on the fun end of things, super high volume of leads coming through, maybe six or seven questions, probably a single-question diagnostic that there's only actually one question in there that is determined in their results. 00:33:11.828 --> 00:33:15.309 And that is kind of more what I would say fun. 00:33:15.309 --> 00:33:18.242 It's a really, really, really useful thing. 00:33:18.242 --> 00:33:30.537 A really useful lead magnet, but it doesn't probably have the gravitas that a Unicorn Leadership Type or an Enneagram or that type of diagnostic, the multi-factor. 00:33:30.537 --> 00:33:32.287 So those are kind of the two ends of the spectrum. 00:33:32.287 --> 00:33:37.058 The quiz funnel is the quick, fast, easy, qualified lead generator. 00:33:37.058 --> 00:33:44.622 The multi-factor diagnostic at the other end of the spectrum is where essentially your IP becomes a household name. 00:33:44.622 --> 00:33:46.913 So Myers-Briggs, I'm INTJ. 00:33:46.913 --> 00:33:50.224 Everybody knows

their Myers-Briggs. 00:33:50.224 --> 00:33:51.295 They know their result. 00:33:51.295 --> 00:33:53.526 It becomes a household name. 00:33:53.589 --> 00:33:56.990 And then between these two, it's not the lesser cousin. 00:33:56.990 --> 00:34:00.391 This is a super, super powerful diagnostic. 00:34:00.391 --> 00:34:04.871 The diagnostic we have inside our company is a score-based diagnostic. 00:34:04.871 --> 00:34:16.471 And this is the one where if you have pillars inside of your methodology, where you're appending, giving people a score or telling them how they're getting on inside each of these pillars. 00:34:16.471 --> 00:34:20.032 And therefore, here's why my offer works for you. 00:34:20.032 --> 00:34:23.262 That is a score-based diagnostics. 00:34:23.262 --> 00:34:26.916 So those are the three main types and it's just a case by case basis. 00:34:26.916 --> 00:34:28.331 One isn't better than the other. 00:34:28.331 --> 00:34:31.280 It just depends on your intellectual property. 00:34:31.793 --> 00:34:35.025 I know we've spoken about it working for our high-ticket offers. 00:34:35.025 --> 00:34:37.730 What about scalable digital products? 00:34:40.132 --> 00:34:43.813 Yeah, so this is absolutely incredibly powerful. 00:34:43.813 --> 00:34:45.213 Yeah, it works amazingly well for those. 00:34:45.213 --> 00:34:49.514 One of the things we do when we're designing those offers that we talk about. 00:34:49.534 --> 00:34:53.153 So what is your ascension model or what is your dissension model? 00:34:53.454 --> 00:35:03.614 And part of that can be we ran this for years whenever I had a group coaching, you know, kind of 10K program that I ran for five years before we moved into complete done-for-you services. 00:35:03.614 --> 00:35:13.786 And that was the model of the $47 courses with the $7 bump and the$97 OTO and then enter $997 and then into your 10k. 00:35:13.786 --> 00:35:15.806 That was essentially the structure. 00:35:15.806 --> 00:35:20.786 But at the back end of the diagnostic, it was always starting with that micro product. 00:35:20.786 --> 00:35:27.586 So somebody comes through, they tell us their biggest struggle area was creating an offer that converts. 00:35:27.606 --> 00:35:37.532 "Well, hey, presto, here's our micro product or $47 thing that shows you how to create a converting coaching offer, consulting offer." Yep. 00:35:37.532 --> 00:35:40.630 the positioning of those micro products works beautifully. 00:35:40.838 --> 00:35:42.460 Yep, that makes total sense. 00:35:42.460 --> 00:36:02.896 So we've spoken a lot about all things data, which, I mean, I find very interesting, but we also want to know about you as a person, Maeve, because you are pretty incredible balancing running a multi-six-figure consultancy, raising two young kids living on a horse farm, which, by the way, is incredibly cool. 00:36:02.896 --> 00:36:16.920 What does sustainable success—because us mamas, we run multiple businesses, we do all the things that motherhood

requires, but it has to be sustainable otherwise we burn out. 00:36:18.063 --> 00:36:21.126 And there's not enough coffee in the world that can sustain us then. 00:36:21.126 --> 00:36:24.409 So what does sustainable success look like for you? 00:36:26.202 --> 00:36:27.293 Yeah, I love this. 00:36:27.293 --> 00:36:28.675 This really, really speaks to me. 00:36:28.675 --> 00:36:33.931 So a number of years back, and I'll give you the CliffNotes version, I am in my early thirties. 00:36:33.931 --> 00:36:40.347 You know, it was a long, time ago now, but I caught a virus, and I spent four years in bed. 00:36:40.347 --> 00:36:47.775 So I was in a wheelchair, could not lift, had to have cup of tea, just horribly ill for four years. 00:36:47.811 --> 00:36:56.317 And so every single thing inside of our company, every single thing inside of our business, is built with such intentionality that that never happens again. 00:36:56.317 --> 00:37:00.239 And these are different now because, as you said, I have two young kids at the time of recording. 00:37:00.239 --> 00:37:01.440 They are five and three. 00:37:01.440 --> 00:37:06.882 So still pretty little and easier than it was months ago, but they're still pretty little. 00:37:06.974 --> 00:37:12.942 And then we have a horse farm with about 60 horses, 30 cattle, a dog, a cat, all the things. 00:37:12.942 --> 00:37:16.826 Swimming lessons, just started school, crash, everything. 00:37:16.867 --> 00:37:27.643 And building that, the scalable, sustainable business around what I call real life, essentially, for us that comes down to agentic AI solutions. 00:37:27.643 --> 00:37:39.293 Before you used to scale with team you had more and more people, and whenever I worked in the private equity industry and managed a team of 47 people, I'm a really good leader, really good manager. 00:37:39.293 --> 00:37:49.985 But scaling a team and running a team and growing a team requires a lot of time, and this is why we have gone very heavy on agentic AI solutions. 00:37:49.985 --> 00:38:08.632 We still have our core ninja team, of course, but we're leveraging agentic AI where possible inside of the company, from marketing to sales to client delivery to operations to finance, building all of these solutions, both for our own business and for all of our clients. 00:38:08.632 --> 00:38:24.677 For example, our YouTube production agent or our podcast production agent collapses what used to be 12 hours of work and VAs and all of the things that is now an agentic AI solution that has that thing sorted in minutes. 00:38:24.677 --> 00:38:30.021 No horrible AI, like, AI written copy or any of those awful things. 00:38:30.021 --> 00:38:38.230 Everything is in our own words, but we're using really smart solutions to allow us to leverage our time. 00:38:38.487 --> 00:38:39.396 Yeah. 00:38:39.478 --> 00:38:51.188 So for those people whose calendars are still booked out with the 20 plus discovery calls a day that they're having to spend an hour

each on, that is just sucking the joy and the life out of their souls. 00:38:51.188 --> 00:38:56.864 What is one piece of advice that you would say to those people to stop chasing leads and start attracting them? 00:38:56.864 --> 00:38:59.684 Building a diagnostic is a piece of work. 00:38:59.684 --> 00:39:02.505 So there's an infrastructure build there. 00:39:02.505 --> 00:39:05.773 So it is not whack it up, and it'll be live tomorrow. 00:39:05.773 --> 00:39:17.146 What I would suggest there as you're building this in the background over the next takes about 30 days, as you're building that diagnostic infrastructure in the background, shift your rich-niche positioning. 00:39:17.146 --> 00:39:41.905 And this was the single move that I made inside of my business that shifted me from serving the life coaches of the world who didn't really have their own IP and they maybe woke up and decided, "Maybe I'll be a life coach," serving that end of the market to instead being sought-after by the biggest, biggest names of the industry. 00:39:41.905 --> 00:39:43.556 Selena Soo is a client of mine. 00:39:43.556 --> 00:39:44.737 John Briggs is a client of mine. 00:39:44.737 --> 00:39:46.057 Jen Kem is a client of mine. 00:39:46.057 --> 00:39:46.583 Mike Kim. 00:39:46.583 --> 00:39:52.085 All of these, like, people that I used to literally idolize. 00:39:52.085 --> 00:39:54.188 These people are now coming to me. 00:39:54.188 --> 00:39:58.913 They are now my clients because of this rich-niche positioning shift. 00:39:58.913 --> 00:40:18.822 The simple version of how to make that work is whenever we look at our copy, whenever we look at our positioning, are we speaking to and attracting the broke-ass end of our market, the struggle-bus people, or are we speaking to those that we know like, you know, I already know you are amazing at what you do. 00:40:18.822 --> 00:40:19.775 You have intellectual property? 00:40:19.775 --> 00:40:22.436 You're probably already at multi-seven figures. 00:40:22.436 --> 00:40:23.858 Here's the problem, though. 00:40:23.858 --> 00:40:25.898 Your IP ends inside the book. 00:40:25.898 --> 00:40:28.021 Your IP ends in the stage. 00:40:28.021 --> 00:40:31.248 And if you aren't on, the lead flow stops. 00:40:31.248 --> 00:40:33.034 The qualified lead flow stops. 00:40:33.034 --> 00:40:35.335 That is a very different human being. 00:40:35.335 --> 00:40:37.940 Speaking about keynote, speaking about having written a book. 00:40:37.940 --> 00:40:46.327 That's a very different person to somebody where you're saying, "Do you want to create and sell your group coaching offer?" It's completely different. 00:40:46.327 --> 00:41:05.317 So speak to different aspirations, speak to different air quotes, hate the word struggles, but speak to different struggles, because whenever you're helping rich-niche people, their problems are entirely different to the problems of the struggle-bus people in your market. 00:41:05.317 --> 00:41:08.166 Yep, 100%. 00:41:08.166 --> 00:41:11.023 That's the quick and easy 24-hour shift. 00:41:12.242 --> 00:41:12.711 I love it. 00:41:12.711 --> 00:41:16.347 If only only took 24 hours, that would be amazing, wouldn't it? 00:41:16.548 --> 00:41:22.478 Now, Maeve, what is one thing that we haven't spoken about yet in this area that we should have? 00:41:25.521 --> 00:41:39.831 Ooh, I feel it is the flywheel effect of how this one piece of infrastructure can completely transform every aspect of the business. 00:41:39.831 --> 00:41:42.543 There's so much freaking noise out there. 00:41:42.543 --> 00:41:44.014 Everything is noisy. 00:41:44.014 --> 00:41:45.445 Everything is busy. 00:41:45.445 --> 00:41:48.907 We feel like we're driving people to a hundred different places. 00:41:48.907 --> 00:41:58.592 When we have this one real diagnostic piece of infrastructure, marketing becomes simpler. 00:41:58.652 --> 00:42:00.713 Selling becomes simpler. 00:42:01.242 --> 00:42:03.463 All of the, you know, what are the angles? 00:42:03.463 --> 00:42:04.304 What are the plays? 00:42:04.304 --> 00:42:05.128 What are the moves? 00:42:05.128 --> 00:42:14.413 Strategic planning becomes simpler because the the agentic solutions that are built onto the back end of these assessments tell us exactly what to do. 00:42:14.413 --> 00:42:16.172 It helps us with client delivery. 00:42:16.172 --> 00:42:25.838 So you're able to assess people as they're coming through the door and then you're able to measure and monitor where they are after three months, after six months, after 12 months of working with you. 00:42:25.838 --> 00:42:44.259 Not only does that give your client the feeling of progress and success and that they're doing really well, but it also provides you with a testimonial flight where you actually have the data and the metrics to prove and show, "Here is the shift from when people start working with me within 90 days. 00:42:44.259 --> 00:42:47.039 Here's the average of what happens within 120 days. 00:42:47.039 --> 00:42:48.686 Here's the average of what happens. 00:42:48.686 --> 00:42:55.059 So These assessments give you so much ammunition for all of the departments inside your company. 00:42:55.059 --> 00:42:57.181 It's not just a quiz fill. 00:42:57.181 --> 00:43:01.733 It's not just a way to, you know, whack up this little thing and generate a few leads. 00:43:01.733 --> 00:43:06.556 It is a fundamental part of the infrastructure of thought leader businesses. 00:43:06.818 --> 00:43:08.780 Yeah, I couldn't agree more. 00:43:08.780 --> 00:43:11.603 Maeve, thank you so much for sharing your expertise with us today. 00:43:11.603 --> 00:43:17.286 I think you are so incredibly smart and inspirational, and I love what you've created. 00:43:17.286 --> 00:43:19.168 So thank you so much for your time. 00:43:19.168 --> 00:43:32.297 Before I let you run though, and this is purely selfish on my behalf to build my amazing to-be-read list, because I own a publishing company as well as doing UGC modeling, all that fun stuff. 00:43:32.898 --> 00:43:38.496 We want to what book has impacted you either personally or professionally? 00:43:39.588 --> 00:43:45.550 So this book, it isn't out long, but I have already have a dog ears. 00:43:45.550 --> 00:43:49.592 I have read it and reread it and read it and reread it and read it. 00:43:49.592 --> 00:43:50.914 I would call myself like a gremlin. 00:43:50.914 --> 00:43:54.016 Like I just get lost in backend infrastructure. 00:43:54.016 --> 00:43:55.195 I love it. 00:43:55.393 --> 00:44:03.043 But that doesn't necessarily help you in the realm of networking, conversing with people. 00:44:03.043 --> 00:44:07.690 I go to a lot of events, go to a lot of masterminds, etc. 00:44:07.731 --> 00:44:10.771 And I call myself kind of an awkward person. 00:44:10.771 --> 00:44:17.688 So I'm the one that is like, "Oh, think of something cool to say." Like, that's just how I feel. 00:44:17.688 --> 00:44:21.791 Probably it know what comes across like that, but that's how I'm feeling internally. 00:44:22.432 --> 00:44:23.202 Selena Soo. 00:44:23.202 --> 00:44:28.418 So we built her diagnostic for her amazing bestseller book called Rich Relationships. 00:44:28.418 --> 00:44:36.487 And this is my book that I would recommend because it is literally her lifetime body of work inside of this one book. 00:44:36.487 --> 00:44:39.219 And it has helped me so immensely. 00:44:39.219 --> 00:44:45.784 It has helped me really understand the power of relationship-building and how important it is. 00:44:45.784 --> 00:44:57.918 But most importantly, how to do it well and how to do it intentionally and how to build the right relationships with the right people in a really natural way. 00:44:57.918 --> 00:45:01.681 I can only describe it as completely transformed my business. 00:45:01.681 --> 00:45:04.195 I get invitations now to speak on stages. 00:45:04.195 --> 00:45:08.681 I'm in all of these rooms with things that I used to dream about a few years back. 00:45:08.681 --> 00:45:12.324 And it's happening fast because I've read the book. 00:45:12.324 --> 00:45:13.936 I have absorbed the book. 00:45:13.936 --> 00:45:15.668 I'm implementing the book. 00:45:15.668 --> 00:45:18.612 It is a really, really powerful read. 00:45:19.153 --> 00:45:19.724 Amazing. 00:45:19.724 --> 00:45:23.005 I actually haven't read that one yet, but you've sold it to me already. 00:45:23.005 --> 00:45:25.918 So I'm gonna go and hop on that. 00:45:25.918 --> 00:45:29.170 Maeve, thank you so much for being a guest on The Tarryn Reeves Show today. 00:45:29.170 --> 00:45:38.346 For those of you watching and listening, please follow along on our socials, leave us a review, share the love, and until next time, we will see you. 00:45:39.007 --> 00:45:40.266 Thank you so much for having me, Tarryn. 00:45:40.266 --> 00:45:42.376 I really enjoyed the conversation. 00:45:42.514 --> 00:45:43.721 My absolute pleasure.