The argument in one line.
AI has made it easier than ever to build lead-generation scorecards that qualify prospects and nurture them through a 4-touchpoint sales framework, creating a massive 12-month arbitrage window before major corporations adopt the technology and drive up costs.
Read if. Skip if.
READ IF YOU ARE…
- You're a SaaS founder or course creator with 1-3 years of revenue history and want to map a 12-month AI ads playbook before your market saturates.
- A service business owner who's currently selling high-ticket offers and needs to understand how to build a lead-gen machine that qualifies prospects before sales conversations.
- You run a digital product or membership and have a scorecard or assessment but haven't yet connected it to a full funnel, waitlist, and pricing strategy.
- A marketing leader at a 6-7 figure business who understands funnels conceptually but wants to see the exact math (11-7-4 framework, sequencing timing, ad spend assumptions) applied to a real case.
SKIP IF…
- You're building in a non-English market or targeting regions where Facebook and Instagram ad policy differs substantially — the playbook assumes US/UK creator economy dynamics.
- Your business model isn't lead-gen dependent (pure e-commerce, productized services, or content monetization) — this is purpose-built for nurture funnels and sales conversations.
- You've already scaled a scorecard or assessment funnel to 5,000+ paying customers — you'll recognize most tactics and won't find new patterns.
The full version, fast.
Marketing in 2026 works by capturing problem-aware prospects through interactive assessments rather than chasing solution-aware buyers directly. Daniel Priestley's ScoreApp playbook centers on a product-for-prospects: a 15-question scorecard (10 best-practice questions plus 5 about situation, desired outcome, obstacles, preferred solution, and an open 'anything else') that delivers an instant custom result, then routes leads through LAPS � leads, appointments, presentations, sales. Layer on waitlists for micro-commitment, the 11-7-4 rule (eleven touches to be noticed, two-to-seven hours of long-form content, four ways to signal interest), and daily posting to ride algorithmic distribution. Move fast on AI ads in their first twelve months before corporate budgets arrive and bid prices up.
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Create a free account →Who's talking.
00:30guestDaniel Priestley
00:00hostMitchell Ali
Where the time goes.
00:00 – 09:00
01 · Origin Story -- ScoreApp and the Unscalable Problem
Priestley explains how he paid $8-15K for hand-built assessments, did 1-hour boardroom sessions for $29/month clients, and built ScoreApp to make that work repeatable. Now: 10K paying customers, 150K free accounts.
09:00 – 16:00
02 · Pricing -- Gold, Silver, Bronze and Adaptive Pricing
One price point caps your revenue. The move after $1M run rate: add a tier 5x more expensive before you know what you will deliver. Scorecard data reveals budget so you can price adaptively before pitching.
16:00 – 20:00
03 · Eureka Moments -- When Product-Market Fit Clicks
First PMF signal: a customer self-set-up without speaking to anyone. Then 24 free signups in one day. Now: 10 signups per hour on normal flow.
20:00 – 29:00
04 · Waitlists and Micro-Commitment Psychology
Waitlists work because people want what they cannot have and like micro-commitments. Priestley launched a new business with 5,500 waitlist signups, capped intake at 1,000.
29:00 – 38:00
05 · Traffic -- Social Algorithms and Algorithmic Media
Posting every day is the cheapest distribution channel in history. Priestley compares it to paying $8,000 for a newspaper ad that ran once. YouTube AdSense pays him 3-4K/month just to post videos.
38:00 – 45:00
06 · Scorecard Design -- Radical Empathy and the 15-Question Architecture
The biggest mistake: designing from the solution side. Radical empathy = meet customers at their current pain. The 15-question structure: 10 best-practice + 5 psychographic. Q15 surfaces budgets unprompted.
45:00 – 52:00
07 · LAPS Framework -- The Correct Sales Sequence
Lead -> Appointment -> Presentation -> Sale. The error is lead-to-sale. Average lead-to-sale: 4-5 months. High-ticket clients buy faster because price is subjective.
52:00 – 57:00
08 · 11-7-4 Framework -- The Nurture Math
11 touchpoints to be noticed. 2-7 hours of content to build trust. 4 ways for a lead to signal interest. All three must be in place before optimizing anything else.
57:00 – 59:45
09 · AI Ads, the Future, and Conjuring Cool Stuff
AI ads will follow the Google and Facebook pattern: cheap in the first 12 months before corporates show up. Priestley closes with a humanistic take on AI -- more intelligence, more access.
Lines worth screenshotting.
- A scorecard that gives personalized results turns a lead into a pre-qualified prospect who has already told you their strengths and weaknesses before the first sales conversation.
- The LAPS sales sequence (LinkedIn, Ads, Partnerships, Sales) provides a structured framework for moving prospects from awareness to conversion systematically.
- The 11-7-4 nurturing rule represents the average number of touchpoints required before a prospect is ready to buy — most businesses give up before reaching it.
- Scorecard leads convert better than standard leads because the conversation starts with specific data about the prospect, not with generic discovery questions.
- Starting a ScoreApp quiz with a landing page that explains why the prospect should fill it in — not just the questions — is what separates high-converting scorecards from Typeform surveys.
- The waitlist psychology model creates demand before supply by letting people register for something that does not yet exist — converting interest into commitment.
- AI compressed scorecard setup time from four weeks of custom WordPress coding to a few minutes of AI-assisted generation.
- Charging $8,000 to $15,000 to build custom scorecards for entrepreneurs produced consistent results — every single implementation without exception was described as a home run.
- Giving away a scorecard as a lead magnet works for businesses that cannot give away physical products — the custom results make it high-perceived-value at zero cost.
- ScoreApp's origin was a book with an assessment link inside it that generated 90,000 leads and $20,000,000 in revenue — the mechanism preceded the software that automated it.
- Problem-aware but solution-unaware prospects need radical empathy in the marketing — you must describe their experience before introducing your solution.
- AI advertising in 2026 is at the same early-adopter advantage stage that Facebook ads were in 2012 — brands moving into it now will pay far less and reach more.
The 2026 blueprint is already working.
Steal this system
Priestley has a proven, repeatable playbook -- scorecard funnel, bronze/gold/silver pricing, 11-7-4 nurture math -- and AI just made every step ten times faster to execute.
- Build a scorecard that meets your prospect at their pain, not your solution. Problem-aware, not solution-aware.
- Add a tier 5x your current top price before you know what it includes. The right clients will tell you what to build.
- Use the 15th question -- 'Is there anything else you want me to know?' -- in every intake form, quiz, and scorecard.
- Map your 11-7-4: are you hitting 11 touchpoints? Do you have 2-7 hours of available content? Are there 4 ways for leads to signal interest?
- AI ads will follow the Google/Facebook pattern -- first 12 months are cheap. Get ready now, move in Month 1.
- Stop skipping to lead-to-sale. The sequence is Lead -> Appointment -> Presentation -> Sale. Each stage has one job.
Terms worth knowing.
- ScoreApp
- A SaaS platform for building online assessments and scorecards that capture leads, deliver personalized results, and trigger automated follow-up — replacing the manual work of coding quiz funnels in WordPress.
- Scorecard
- An interactive online assessment where a visitor answers questions and immediately receives a personalized score and custom recommendations, used as a lead-generation tool that doubles as instant value for the respondent.
- Key Person of Influence
- A business framework and book by Daniel Priestley arguing that becoming a recognized authority in a niche — through pitching, publishing, productizing, profile-building, and partnerships — is the fastest route to a profitable company.
- Marketing funnel
- A staged sequence designed to move strangers from first awareness through to purchase, typically narrowing from broad traffic at the top to qualified buyers at the bottom.
- Marketing playground
- An alternative to the funnel metaphor where the entry experience is fun and valuable on its own, so prospects engage repeatedly without feeling pushed toward a sale.
- Product for prospects
- A low-commitment offering — such as an assessment, mini course, or workshop — marketed to attract leads, distinct from the core paid offering that is sold only after trust is built.
- Core offering
- The main paid product or service a business sells, deliberately kept out of front-end marketing and presented only after a prospect has engaged with a lower-commitment entry point.
- Gold, silver, bronze pricing
- A three-tier pricing structure offering the same general solution at different price points so customers can self-select based on budget and ambition, typically introduced once a business passes its first million in revenue.
- Adaptive pricing
- Adjusting the price quoted to a prospect based on what the discovery data — budget, pain level, company size — reveals about their willingness and ability to pay, rather than offering one fixed rate.
- Hyper targeted marketing
- An approach where marketing campaigns run at scale but the message, offer, and creative are tailored to a single individual, so two people in the same audience see different things.
- Ideal customer persona
- A composite profile of the target buyer — demographics, problems, goals, behaviors — used to focus messaging, targeting, and offer design on the people most likely to convert.
- Waitlist
- A pre-launch sign-up list where prospects opt in for future access to a product, used to gauge demand, capture qualifying data, and warm buyers up before a release.
- Micro commitment
- A small, low-friction action — joining a list, filling in a quiz, attending a free workshop — that makes a prospect more likely to commit to a bigger purchase later.
- Cohort launch
- Releasing a product to a defined group of customers all starting at the same time, so the team can guide them through onboarding together and observe where users drop off.
- Algorithmic media
- Social platforms that surface content based on inferred interest rather than friend or follower relationships, letting a new account reach the right audience without an existing network.
- Earned media
- Coverage a brand gets through editorial mentions, press, or word of mouth rather than paid ads — historically expensive to generate but free of media-buy costs.
- AdSense revenue
- The share of advertising income Google pays creators for ads served against their YouTube videos or websites, turning content into a recurring royalty stream.
- Problem aware vs solution aware
- A buyer-stage distinction where a problem-aware prospect knows they have an issue but not how to fix it, while a solution-aware prospect already knows the category of fix they're considering.
- Radical empathy
- The practice of fully imagining a prospect's current emotional and practical reality — including ignorance, frustration, and embarrassment — instead of speaking to where you wish they were.
- LAPS
- A sales sequence standing for Leads, Appointments, Presentations, Sales, which insists each step's job is to earn the next one rather than to close — leads book appointments, appointments earn presentations, presentations produce sales.
Things they pointed at.
02:00bookKey Person of Influence (book by Daniel Priestley)
55:07toolChatGPT / OpenAI
Lines you could clip.
18:44
“AI is the fast food of marketing. It is fast, but if you want something extraordinary, you need to put your own personality into it.”
49:44
“People notice you for the first time properly when they see you for the eleventh time.”
56:58
“For the first twelve months of any new innovation, small businesses can rush in nice and cheap -- then the big companies come in and bid the prices up.”
11:32
“When you get the money, you will figure out what to supply them.”
43:23
“Is there anything else you want me to know?”
Where the conversation goes.
00:00 – 16:00denseScoreApp origin and PMF story
09:00 – 20:00densePricing strategy and adaptive pricing
23:00 – 27:00denseHyper-targeted AI marketing vision
29:00 – 35:00steadyWaitlists and micro-commitment psychology
32:00 – 38:00steadyTraffic and algorithmic media
38:00 – 45:00denseScorecard design and question architecture
45:00 – 48:00denseLAPS sales framework
49:00 – 53:00dense11-7-4 nurture framework
55:00 – 59:45steadyAI ads and future of marketing
Word for word.
metaphoranalogy
00:00How are they getting the traffic to get people on these waitlists? It's never been easier. A quarter page ad in a newspaper lasted for one day, and it was $8,000 back then.
00:09You could start a fresh account today and just start talking about coffee beans, and anyone who's interested in coffee beans is gonna start seeing that. I'm a multimillionaire from posting every day. When I'm working with businesses, so they're just not sure what to do.
00:21So they're problem aware, but not solution aware. You know, so you've gotta radically empathize. What's it like to be in my client's shoes?
00:28I I actually think that more intelligence is a good thing. Billions of people are going to have access to all sorts of intelligence that previously they never had access to.
00:37We're gonna level up as a humanity. It's just working very differently. Rather than thinking of work as work, it's like think of work as conjuring
00:44cool stuff into the world. Every business wants more leads. So who better to talk to than the cofounder of ScrewUp himself, mister Daniel Priestley?
00:54Good to see you, mate. Yeah. Long time last year.
00:55Think last time I saw you was at the book launch of Business Lifestyle? Yeah. We were doing the book launch, and before that, you'd paid a fortune to come and have lunch with me.
01:03I know. And I We don't you donated you donated a fortune to be went all to charity. Yeah.
01:09It did. It was actually a very, very good day, and it's been very lucrative for us from that. So today, I don't really wanna be going through anything pre Scorap.
01:20Today is all about how ScoreApp came about Yeah. How you grew it, um, what you know, where did it come from, what was the idea, and kind of how it's going. So the origin story of ScoreApp is that I had a book called key person of influence, and we had an a training program or an accelerator program off the back of Key Person of Influence.
01:40And what I did is I inside the book, I had a link to an online assessment, and you'd read the book, you'd take the online assessment, and then you'd talk to the team. And this really blew up.
01:51This whole strategy went really well. So over the course of a few years, we got 90,000 people who filled in the online assessment. We made 20,000,000 worth of sales, and it was just a really great way to win clients.
02:02We'd give away books at events. They'd read the book. They'd take the assessment.
02:05They'd talk to my team. They'd sign up, uh, to do the accelerator, um, and the business really grew as a result.
02:11The thing that we discovered is that when we talk to someone who's filled in an online assessment, we have this cheat sheet as to everything that they, uh, are doing that is great, everything they wanna improve upon, and we get straight into a good conversation. There's no fluff.
02:24Um, so rather than starting a conversation with tell me a bit about yourself, you would start the conversation with, I can see you're really good at partnerships, but you're not so great at pitching. Let's talk about those two things to open up with, and then bang, you're in the conversation. So this was just a key to growing the business.
02:39Now what happened for me
02:41is because I work with a lot of successful entrepreneurs,
02:44uh, with that with that business, uh, several of them clocked what we were doing, and they said, I want one of those. I want one of those online assessments.
02:51So we built the DJ scorecard. We built a a life, uh, life coaching scorecard. So we just started, like, doing one every month for a client.
03:01We would have to build them on WordPress, and we'd have to code them up and write all the content, landing pages, quiz questions, dynamic results, email follow-up sequences.
03:10And it would basically take about four weeks to do, and we would charge anywhere from 8 to 15,000 to put together one online scorecard. And every single time, without exception, home run.
03:26So people would generate a lot of leads, and they would also say the same thing, is not just leads, but sales. Like, these leads turn into the best sales we've ever had. So then around 2019, I started talking to Steve, who was basically building the scorecards and said, why don't we automate this?
03:44Why don't we build a platform? Steve was pumped to create a product. He'd been wanting to build a SaaS.
03:49We felt like we were we'd discovered something of great value to entrepreneurs. Lots of people wanted it. So in 2020, we launched with ScoreApp and and basically launched a platform that built landing pages, quiz question, um, dynamic results, and follow-up.
04:05Mhmm. Um, that went really, really well for the next few years, and then AI came along and took it from
04:12a few hours to a few minutes for setting these up. When you obviously, you're saying that you're making them I'm assuming this is for dent back in the day when you're doing these. Yeah.
04:20Key personal influence accelerator dent. And what was it like when you first had that you know, was you actually doing it for yourself first when you did it when you did the quizzes and you're asking the questions and it kind of, like, evolved in? Because when I always think about, you know, ScoreUp now, when you look at it, it's unbelievable.
04:35I mean, even from we started using it three, four years ago to where it is now, it's like head and shoulders difference where it was. Obviously, Typeform has been around for a long time, WordPress, and and the idea about quizzes, GoCompare, things like that. What was it that you found that was so different, and why was it working so well?
04:51Typeform, Google Forms, all of those, that focuses on the questions, but it doesn't focus on the fact that people don't know why they're doing the questions in the first place. So the first thing you need is a landing page
05:01Mhmm. That actually tells people exactly why they should fill this in. Um, you know, if Typeform is great.
05:07If you've got a group of mates who wanna go on a ski trip together, and you basically say, can everyone fill this in so that we've got all the date details and information? And you fill in, like, 10 questions, and then it just says thank you. Yeah.
05:18Alright? So that's fine. But the the the benefit of a scorecard is that you fill it in and get an immediate custom result.
05:26Like, you actually get custom recommendations. Mhmm. It tells you something about yourself.
05:29That's the tricky part. Mhmm. Alright?
05:31So Typeform doesn't do anything really like that automatically. So, you know, for for us, I I built several of these, and they were all for myself.
05:41I did the 24 assets assessment, so business assessment for 24 assets. I did the oversubscribed campaign assessment.
05:48I did the key person of influence assessment, and just each one of them just generated leads on autopilot.
05:54I think where a lot of times when I speak to, you know, people who are trying to use ScoreUp for the first time, and and not even ScoreUp, I'm trying to take people onto ScoreUp, they're being told everywhere now.
06:04You know, Alex Wamosie made it big, which is you need to give things away for free. And a lot of businesses turn around and go, I haven't you know, I've I don't sell hats. I can't give them a free hat or pens or mugs or things like that.
06:15And I know we've really had success with giving the idea of giving the scorecard as the thing for free. And a lot of the time when I'm sitting there, you know, we're a partner of ScoreApp.
06:25We speak to some of your great clients, and we help, you know, blow them up. And the thing that I always say to them is the the goal of the assessment is that even if they never speak to you again, they walk away feeling like they've got a load of value. That's it.
06:37Because then what will happen is down the road, you know, when when that problem becomes so painful and they're like, right. I need to fix it now. They're gonna go back and go, okay.
06:45It was this company who ranked how much of a key person of influence I am. Yep. I've got a few checklists now.
06:51I'm yeah. Like, we always say that the best thing that can happen is they take your scorecard, they get some advice, and it works for them. Yeah.
06:56I don't like the word marketing funnels personally because funnel kind of, like, implies that you're having to push people towards a thing they don't really wanna do and push them towards a decision. I like the idea. I know it sounds naff, but I like the idea of marketing playgrounds.
07:11Marketing playground means that there's something that's great fun to do. You enjoy that thing. It's a standalone value, and you're just marketing something that is free and fun and is is great.
07:21And my belief is that if people have several positive experiences with you, they'll buy. They're getting value.
07:27They're gonna buy something because they go back to where they got value from. Um, so I really like that. Uh, Alex Hamozi, if you go to his landing page, um, it is an online assessment.
07:37So he actually says, answer these questions, and we'll give you a a score as to whether we would acquire you at acquisitions..com.
07:44So that is the main call to action on the front of his landing page. Yeah. I've seen the scaling road map that he does as well, which is essentially where you it's genius because what the businesses do, they jump on this, like, right.
07:55Here's your scaling road map. Put in where you are, how much revenue you've got, where you are in the business. And you're there like, okay.
08:00I'm on a scale of one to five. My business is at, know, in between two and three. Mhmm.
08:04So for the, you know, people filling it in, we're going, wow. Look at all this value. For him, he's basically going he's fishing going, okay.
08:11That business looks great. That business looks great. We'll have that one.
08:13We'll have that one. And it's just so I also have a product or service for every stage of the road map.
08:19So if you come in stage one to two, well, then I'll send send you some books. If you come in stage three to five, come along to the boot camp. Yep.
08:26Yep. And I think that where a lot of businesses will then get confused is they're being told, you know, one niche, one offer. So how come, you know, entrepreneurs like yourself or or those who are leading in, like, the creating content will then, you know, have something for everyone.
08:41But I think what businesses do really well with with scorecards is they can almost they qualify straight away. And the ones who what you're saying there, like, even for a business which is like a medium size, even if they've only got one real offer, they still then got a group of people who will eventually hit that hit that target.
08:59I think people misunderstand this idea of one niche, one offer.
09:03It's very it's extremely hard to basically capture someone's attention and then get them to buy something. Like, that just almost never works. It's almost always you have to capture their attention, get them to commit to education or some form of signal of interest Mhmm.
09:20And then educate, entertain, build up some trust, and then they'll buy something. So, by the way, twenty five years ago, when I first launched my first company, we had an ad in the newspaper, and then people would come to a two hour event that we would run every Wednesday night.
09:35And then off the back of that, we would just collect leads and signals of interest now that they had had some education and entertainment, and then we would follow-up and call everyone through the following week, and we'd make $2,030,000 worth of sales.
09:48Mhmm. And it was just so it was very it was actually kind of one offer, but it was mid step in the way.
09:55So in my language, I call this a product for prospects followed by a core offering. So you market the product for prospects. You never market the core offering.
10:02You always market the product for prospects, and then the product for prospects takes them through.
10:08So my favorite product for prospects is an assessment or an introduction workshop, a mini course, a discussion group. Those are the types of things that I feel like first get a mini commitment to do something free.
10:19Mhmm. Get them registered for that, and then you've got a mini commitment. You can then educate, entertain, discuss, and then present a a core offer.
10:29From that initial product for prospects, yeah, sure. I think have one very focused offer.
10:36Yeah. And, also, the caveat on this is this is a good strategy for getting for your first million. Right?
10:41So, like, getting your first $20 a week. You don't wanna you don't want a lot of complexity to to to to come in. So you say, okay.
10:48$20 a week. I wanna do $54 sales. So it's like, I'm gonna put as much attention into creating a really great offer around $4, and I'm gonna do a sale a day.
11:00And it's like, okay. If I can do a sale a day, I'm gonna do $20 a week.
11:04That's about 1,000,000 a a year run rate. Mhmm. It's like, okay.
11:08Great. Once you get to a million, you need a gold, silver, bronze version. You need a you need a few product for prospects.
11:15You might have a $4,
11:17$10, and $20 version. That's exactly what you told us. Yeah.
11:20And it it blew our mind away when we first actually implemented that. We had we had one we had one price point, and we had nothing else. We had one price point.
11:28You was like, you need something that's gonna be, you know, five times more expensive. And I remember the question that I asked you was, we haven't got anything to sell that's five times more expensive. And your reply to me was, when you get the money, you'll figure out what to supply them.
11:42And I remember we was on a sales call, and it was clear from the scorecard as in we follow the scorecard Mhmm. Process.
11:49They had budget, and they had pain. And then from that, we can then we call it adaptive pricing. I might have stolen that from someone, but it's very adaptive in customs.
11:58When when you have the you know, we're gonna get into the scorecard cheat sheets later. But when you do have these assessments and you can see so much data Mhmm. Like before with, you know, opt in forms and things like that, you have a phone number, you have an email address.
12:11With the data you can get on these scorecards
12:13allows you to be so, you know, aggressive. You could see they had a problem and they had budget. Exactly.
12:18Problem of budget and What was your initial offer? How much was it? We were charging about 3 and a half thousand a month pounds.
12:24Okay. And then so 3 and a half grand a month was your standard offer Yeah.
12:28Which is still pretty good good media offer, you know, $40 a year type thing. Mhmm.
12:33And then what was the company that was the bigger one? How much was were they comfortable with? They were comfortable with about 12 and a half thousand.
12:39Yeah. Okay. Great.
12:41So, you know, the equivalent of two or three sales in one hit.
12:44Yeah. Great. And, obviously, as everyone knows, the clients who pay the most are the easiest to deal with.
12:49Aren't they? Yeah. But what's actually really interesting you said there before that was about when you were doing these when you're actually building the initial assessments before scoring was even a thing, had debt and you were, you know, paying 8 to 15,000 for these assessments.
13:02It sounds so painfully unscalable, so painfully unscalable. And I think that when you're trying to get those, you know, proof of concepts that you had is that if if you were sitting there now and you said, oh, by the way, you're have to build these assessments.
13:15They're take four weeks to spin out compared to now, which is you can make a scorecard a good scorecard in three minutes Yeah. Four minutes. Yeah.
13:23It's wild. Yeah. Exactly.
13:25And I think go going through that process of the unscalable stuff is so important just to get the concept, and then it's like, okay. How because on the outside, you've turned a 8 to $15 product into a $50.50 $50 a month.
13:37Yeah. Does make any sense. Yeah.
13:38Now you've got how many customers, I think? Over 10,000 paying customers, a 150,000 free accounts.
13:44Congrats.
13:45Yeah. Yeah. Unbelievable.
13:46It's a great you know, obviously, a great product. When you were building it, what was, like, the first time that you thought, okay.
13:53You know, like, you were successful 2019. I don't think you were obviously at the heights that you've hit now. So what was that like?
13:59Eureka, okay. This could be something we dreamt of.
14:05I'm trying to think if there was a particular moment, but look. You mentioned about doing unscalable things at the beginning, and I'm a big believer in that.
14:13So, like, in the first few months of, uh, Score app signing people, I think our very first package was 29 a month because we're doing a discount for early first starters because the platform wasn't fully developed. And we were gonna lose money on 29 a month because we were gonna spend at least 500 on the client setting them up, just like helping them and handholding them.
14:34So in the early days of ScoreApp, I would sit down and have a face to face hour with every single new customer who was gonna be paying 29 a month.
14:45Now bear in mind, at that particular time, I was getting paid when I was giving a keynote speech, was getting 2 to $4 to give a keynote. Mhmm. And I'm sitting down having an hour one to one with someone in a boardroom that I'm paying 500 a day for to have a one hour conversation for someone who's gonna be spending 29 a month, and then we would go through their scorecard plan, and we would, like, map out their landing page and their questions, and we'd do all of that.
15:12And then I would show them how to put this onto the platform and, like, totally unscalable. Mhmm.
15:19And then we would also, you know, get on the phone and actually do it all for them and just get them set up. Because we just wanted to see how people react to it and, like, what they get stuck on and, you know, what what what's easy and all that stuff. When when you're speaking to customers, like, they're gonna tell you straight away, like, this isn't gonna work for me.
15:34And it almost when you're, I think, when you're smaller Yeah. The data you're gonna get back of, like, this doesn't work. Like, they don't know how to do this.
15:41What what's a metapixel? Things like that is really key to them when you're building the AI stuff. I remember.
15:46So the eureka moment was when I started seeing clients setting themselves up who we'd never spoken to. Yeah. That was that that was amazing.
15:56There was a couple of days early on, probably towards the end of year one, where we might have signed up 24 free accounts in a day.
16:06Mhmm. And it was like, wow. We're doing one an hour.
16:09Like, 24 in a day. Like like, we're averaging one Is this from ads? Could have been from ads.
16:15Could have been from referrals, combination of all of that, but it was like, one person an hour is signing up to to to score up. These are just free accounts. So probably two or three of those would turn into paid, but it was like, wow.
16:28Okay. This is this is pretty cool. And I remember Steve saying, oh, here's an example of someone who set themselves up, and they've we've never spoken to them.
16:35They've gone on, created a free account, upgraded to a paid account, set themselves up, and now look. They're getting hundreds of leads a month. And I'm like, wow.
16:44Like, someone's getting hundreds of leads a month, we've never touched that client. We've never we don't know who they are or what they you know, only what we can see. That was like a eureka moment, just seeing that that's possible.
16:55Yeah. I I think definitely, it's obviously got so much easier to build them. And for context now, we often sign up 10 an hour, like, as in just a normal flow.
17:03As I said earlier, every time you go and dive with CEOs, we get about a million partner requests to people who do have a go at it, and they're like, right. We need to you know, we wanna pay someone to build it to work for us.
17:15But I I definitely think that as the products got more, like, technologically advanced, there are more.
17:23The teething issues that we now see are actually pre and post because the scorecard itself, you made it so easy. Yeah. But how can we then connect it to, you know, ActiveCampaign?
17:32Or how what can we actually do with it? So I really think, like, the next problems and the next stages that we are gonna start seeing with scorecards is going to be the fact that people are now rushing them a little bit to get them live, but it's also important that it works for them.
17:51So it's almost like if someone goes on to the starter plan, they build a scorecard. It's a it's a three out of 10. They get five leads.
17:57It's like, okay. How can we now optimize? Are you seeing, like, a big
18:01what what's, like, your conversion rates like from going from a start up plan? Look. One thing that frustrates me about the AI is that because it is so easy to put something together, people will spend five minutes on it, launch it, and then go, oh, okay.
18:15Like, it didn't it didn't massively perform. It's like you've spent five minutes on it. Yeah.
18:21But because it looks good Yeah. In their brain Yeah. It's
18:25unbelievable.
18:26Yeah. And but it's like And that's me, by the way. That's you know, I I don't build our scorecards because I would spend five minutes on it and go, right.
18:32This this thing's rubbish. Did I but, like, the funny thing I I think with people is it's like, if you spend five minutes cooking a meal, you wouldn't expect it to be the most amazing meal. And, also, if you went into a burger restaurant and it took less than five minutes to walk in, get your order, walk out, you wouldn't expect it to be an amazing meal.
18:50So, like, AI is the fast food of, like, it is a far it it's the . Mhmm. It it's fast, but if you want something to be extraordinary AI is really good at doing slightly above average.
19:03Like, it gives you the starting point of being above average because it's essentially drawing from so much content that like, you need to put your own personality into it. So Mhmm.
19:12Like, I I say to people, use the AI to create version one just to see it up and running, but then upload a photo of yourself and your bio. Upload a video of you explaining what what they're gonna get.
19:26Come up with some bonuses when they take the scorecard. Like, put just a little bit of ounce of creativity in it, fifteen, twenty minutes of creativity, and you'll go to the next level. You'll go from five leads to 15 leads just with that little bit of extra creativity.
19:39The number one ROI thing that I would recommend anyone who's using Scrap to do,
19:44if they've got a complex business sale, let's say then they're not they're not like a coach or consultant.
19:51They've got a proper b to b and relatively complex. The number one ROI thing I would do is call them up after they've completed it Mhmm. As naive as possible.
20:01Be like, hi, Dan. It's Mitch here from LEADER. We've done our assessment.
20:05Just want to know if you want us to walk you through your results. And I'm not a sales guy as in you know, disarm. I'm not a sales guy.
20:12You know, you'll talk to someone. They're they're an expert in what you do. They'll walk you through with the results.
20:16We did that for a foreign exchange company, and we actually it we we actually sent the emails out with the scorecards on. I think I've shown them before. So what our plan was, we would email them out, and we would the subject would be free cupcakes.
20:29And we were basically saying, if you filled in the scorecard, we would send you 10 free cupcakes to your office as an incentive for filling it in. Nice.
20:36We'd then call them up after and be like, look. Thanks for completing it. What's the address for the cupcakes?
20:42I'll send them now. By the way, do you want an expert to run you through your results? Awesome.
20:46We then stopped putting the cupcakes thing, and our results started tanking. And we were like, what what's happened? What's going on, you know, what's going on with the results?
20:54It was just the incentive of doing that. Are so simple.
20:58How much were the cupcakes? I think, like, $50.50 pounds. £50 for for nice high end cupcakes.
21:03Yeah. And for the right sale, it was it's they're you know, 12 to 15,000 a year. You know what's funny?
21:09There are certain things corporates can and can't accept. They can accept a gift of a book. Like, you can send them a book.
21:16You can send them cupcakes. So
21:19cupcakes and a book. Well, it was crazy when we were going through the results that, you know, completions are down. What is it?
21:23It was just that incentivization. But the naive sales call to go through this, you know, to get them onto it. Yeah.
21:28Because all you kind of the problem with cold calling these days is that, obviously, it's it's so saturated, and everyone's been but even cold calling to a quiz. Yeah. We're gonna get on to, you know, later about how we actually can get traffic to these scorecards.
21:41This is not cold calling. Cold calling is cold calling. This is a warm follow-up.
21:45You
21:46filled in the online scorecard. You filled in the assessment. One of the best things I like is the seesaw technique, which is to tell them their highest score and their lowest score.
21:54Alright? The seesaw. So just when you pick up the phone, say, Mitch, you filled in the online assessment for key person of influence about your personal brand.
22:02Your highest score was for pitching, your lowest score was for productization. Do you want me to take you through a little bit of information about how you can improve those? Mhmm.
22:09And just saying your highest was this and your lowest was this, you disarm them because there's no there's no sales thing I'm trying to get you to because and you've triggered so much curiosity because it's like, oh,
22:20excitement, dopamine, I did something right, or a bit of embarrassment. I've there's, you know, there's one that was low,
22:26and they've seen it. Suddenly. It's different to them filling it in, not seeing the results page.
22:31You just call them up, you know, by way, did our assessment. You're not very good at this, by the way. So seeing that actually down there is I think a lot of people are scared now to make calls.
22:40I think the generation, even my generation and the generation coming after Yeah. They don't wanna interrupt people. They just wanna email, they wanna WhatsApp and things like that.
22:48You gotta remember, the generation above, they're quite happy to get a call All day. And no one calls. Yeah.
22:54Yeah. All day. With where do you kind of obviously, you hit 10,000 paying members.
22:59Where do you think ScrewUp can go from here? What do you think is the next? Not even in terms of revenue or in terms of users.
23:05Like, where do you see this going? So the actual original
23:10name for the project was hyper targeted marketing. And the idea was that marketing campaigns at scale, but each campaign targets one person. Right?
23:20So that your whatever you see is different to whatever I see. So the whole vision was that marketing will become extremely customized and and targeted in the same way that you see a different Spotify landing page than what I see.
23:34And you you go into Amazon, and it's completely different to what I'm seeing. So it was that hyper targeted idea that marketing campaigns would essentially morph. I think with AI, what we're gonna see is something like you fill in an assessment, and then all the follow-up becomes that.
23:50So what I think we're gonna see is we'll probably partner with one of the AI voice appointment setters. So you'll get a phone call, and it'll be an online voice appointment setter that talks to you, and it'll be great.
24:03Like, it'll actually talk to you about your results and all that sort of stuff. It'll do a really good job for for pennies. Yep.
24:10I think what we're gonna see is custom built PDFs that that kind of, you know, follow-up with with great PDFs and checklists. You know, all the emails will will be, you know, custom built just for you based on on on that.
24:26The other thing that we'll see is just a better use of the data. So every time you collect 30 to a 100 new leads, we can crunch the data and tell you so much rich information about your ideal customer persona and their biggest problems, the the things that are trending at the moment around that persona, things that are in culture at the moment that you should be talking about.
24:47So we can actually just bring all of that together. In addition, as soon as we've got full name and email, I I can do a a deep dive into this is what this person's been talking about.
24:58So I swear to This per this person is on are very active on LinkedIn, and they're always talking about this topic. So, like, all of that can just spring to life as soon as we've got a little bit of information. What the task I've set myself at the moment for our marketing
25:12is I want to be able to serve we're using Claude, and I know we spoke about AI, and we'll be both very excited about how we can use it because it's it's unbelievable. But the concept that I currently have is that we get these assessments out there as a especially when we use paid ads. If we if we're going for, a email campaign, it's a little bit different because we will we'll we choose the ICP before.
25:31But if we go for paid ads and we get people into it, Mhmm. Once we have that initial data, we then can start building, you know, I can probably remember a 100 names. Claude can, you know, remember a million names.
25:42It can remember where their birthday is. Yep. It can remember what day did they start the company.
25:46It can go searching in company accounts or company's house to be like, okay. You know, they've got this, you know, in assets or they're They're they're director of these three companies. They're an angel investor in this one.
25:56Exactly. And we can start building these profiles, but we haven't got name and email because they've opted in on a Facebook page.
26:02We've now got everything. We can now start doing these hyper targeted campaigns to these people, and we're building out these ideal customers now.
26:11But the data is a million times better than what it was. And it's almost like when you think got your offers and you got your three or your bronze, gold, and silver, can we target that person?
26:22If if I'm targeting you, there's no point me showing you a testimonial of someone who's just started. No.
26:28If I'm trying to sell you something, there's no point me showing you that because you're you're way past that. If I showed you a testimonial of what Steven Bartlett has just done and he's, you know, an advocate for what do, you'd like, okay. Now I'm interested.
26:38Yeah. You can't do that unless, know, if you you're in the you're you're a YouTuber and think you're making content, but there's entrepreneurs more successful than you and similar to you who aren't in those places.
26:49Yeah. So if you can go and get that data, create unbelievable
26:52workflows in in AI, and then target new mindset of AI. The the AI mindset is you almost have to imagine if you had unlimited amounts of labor. Like, if you had just unlimited number like, you've got a thousand graduates who wanna work for free, and there's no limit to them.
27:11And you could literally say, for every single lead that comes in, research them, come up with marketing campaigns and scripts just for them, you know, create the perfect like, figure everything out about them and create the perfect offer for them.
27:26You know, that's possible with AI now. Yeah. So we're living in a different mindset.
27:30So with the first users of ScoreApp, was there any, like, patterns that you noticed that surprised you when you're looking at the data? Yeah. Pretty early on, people used it for other things that we weren't expecting.
27:41So we built it for online assessments, but we saw people using it to create discussion groups on Facebook where you would actually fill in the scorecard in order to get access to a discussion group.
27:53And all the same sort of thing with mini courses. So people were embedding a whole mini course in the back. One thing that we saw which was really cool is that the mini course would change based on how people would answer.
28:04So, like, for example, like a fitness mini course, answer 12 questions, and then you'll get the mini course that is perfect for your level of fitness.
28:14And based on how they scored, they had different versions of videos embedded in the back. I thought that was really cool, and I hadn't expected to see an actual mini course set up inside the results page.
28:26And then the big one that kind of really took off was waitlists. So we started using our own platform to just launch waitlists for new features where people would opt in to a waitlist, and, essentially, they're not getting a score.
28:41They're not getting an online assessment. Mhmm. They're just opting in for a waitlist, but they're answering five or six, seven questions to get access to the the waitlist.
28:49And that was unbelievable because you could get the pricing data, you could get the biggest pain point, the biggest outcome they're trying to achieve, what they've tried in the past that didn't work. So you capture all this relevant data,
29:00and you build a wait list of five, six thousand people before you've even launched was really cool. I think wait lists are the if I had to kinda sum up the biggest thing that I've learned from your content, it is wait lists. And you're so skeptical when you wanna do these things because it's like, why would I wanna put people off?
29:17I'm I'm ready. I want their money now. Um, why do you think it works so well?
29:21It's a micro commitment.
29:23So rather than having to commit to something people don't like committing to stuff. They like micro commitments to stuff. Um, people want what they can't have, and people like to warm up to purchases.
29:32Yep. So, like, you know, you're wearing a nice Rolex.
29:36Right? Rolex are very famous that their sales took off when they told you you can't have a Rolex. You have to go on the wait list for the Rolex that you want.
29:46Takes three, six, nine, twelve months to actually go through and get it. And it was you know, this was just the thing. People want what they can't have, um, especially wealthy people.
29:57Uh, they're never told no. And when they're told, sorry. You can't have it today, then it it feels more exciting when they can actually have it.
30:04Do you think that they make more rash purchases? Because it's like that, oh my god. My window is open.
30:08Will they make the purchase? I don't necessarily think it's rushed or rash. It's more that they're warm to it.
30:15So they've done the like, by by the time you've joined the waitlist, you've made the micro commitment, and then you go through and do a little bit more warming up. Mhmm.
30:24Um, like, for example, there was a particular guitar that I wanted years ago, and you couldn't get it. You had to kind of preorder it and put down you had to join a waitlist to be on on for it.
30:34And the more I researched that guitar, the more I was like, I can't wait to actually go ahead and get it. Like, they like, they're everything about it is exactly what I want.
30:43And there look. There's a risk that I researched it and discovered that it's not what I want, and I want something else. But, actually, making a micro commitment and then doing the research was like confirmation.
30:54Yeah. I definitely wanna get this. And you have so much time then to educate them.
30:57Yeah. Yeah. They've opted in essentially for education and entertainment.
31:01Recently, we I've launched a new business, and we got five and a half thousand people on the wait list. And then we said we're only taking a cohort of a thousand enjoyed. That was too late.
31:09It it took three days, and a thousand people had signed up, and then that was it. You couldn't get on. And we were we did that deliberately to take an initial cohort of a thousand through the product.
31:20Okay.
31:20So it's almost like that staggered
31:22launch date Yep. As opposed to drip feeding. Well, yeah, because what we wanted is we wanted a thousand people who were starting with the product all at once so we could take them through a guided process of getting the most out of the product,
31:34and we could see where people fell off. Sick is yeah. Crazy.
31:37I think the two biggest weight, obviously, watches are massive, but the new one is always golf clubs. Every if you wanna join a golf club, five year wait list. Yep.
31:43Eight year wait list. Yep. I'm on one.
31:45You know, I think the wait list is three years, and I know that I every time I drive past it, oh, it's gonna be me one day. It's gonna be me one day. And then when that day comes Yeah.
31:53Like, doesn't matter what Yep. I'm I'm in. Same for cars.
31:56Cars have become a big one. Porsches, you go on a wait list. Ferraris, you go on a wait list.
32:00Yeah. Nice. But how do you I I think a lot of people let let's say they're more, you know, starting out.
32:06How are they getting the traffic to get people on these waitlists?
32:10So the the reality with traffic is that it's never been easier because it used to be that you had either paid traffic, which was just paying for ads, um, or you had to go networking.
32:24Like, you had to literally go out and spend your, like, enormous amounts of time trying to meet people and all that sort of stuff. You might get lucky and meet someone who's willing to do an email swap or something like that. And then a few years ago, social media became algorithmic media.
32:39And, basically, when social media first started out, the only way for people to see your stuff was they had to be your friend. Mhmm. So I wouldn't see like, if we weren't friends on Facebook, I would never see your posts.
32:50Um, if we weren't if I wasn't subscribed to your YouTube channel, I just wouldn't see your YouTube videos, or very rarely would I see your YouTube channel. And I get one shot of it coming across your feed. Yeah.
32:59And if you don't click on it, I'm gone. That's it. And and, also, a lot of the page one of YouTube was, like, the most trending videos of the day.
33:07So it wasn't even, like, algorithmically. It was just whatever was popular. So it was, like, the popular trending, um, videos.
33:14Then a few years ago, they said, oh, actually, we can actually algorithmically figure out what you're interested in and just start showing you more of that. The the transformation is unbelievable that you could start a fresh account today and just start talking about coffee beans,
33:30and anyone who's interested in coffee beans is gonna start seeing that. It's it's it's really, really because it's again, I talk about this quite a lot, and the example I always give is the elections. So in America, you know, a couple of years ago, Trump got in, and my girlfriend's American.
33:45She's more of a liberal than she is Republican.
33:49She she could not fathom the idea that he was gonna win because all of the algorithm she was getting shown was Yeah. She's in 100% in 100% in. Yeah.
33:57And when it happened, I was shooting tears. I was like, did your shit's coming? Yeah.
34:00And she said, no. I I promise you. All my life, thought it cutting.
34:03It's just the algorithm. It's a good example I always give you. You are in the algorithmic bubble.
34:07And so it really annoys me when people say, oh, how do I get traffic? It's like you post every day on social media, and you just talk about what it is you do. And it's like, oh, well, I don't wanna do that.
34:17And it's like, okay. Then pay. Yeah.
34:19You pay for ads. And it's funny for me because my whole background when I first started my business was paying for newspaper ads. So a quarter page ad in a newspaper lasted for one day, and it was $8,000 back then.
34:32And you either got that right or wrong. There was no testing the headlines. A test was $8,000.
34:38Like, a quarter page ad was $8, and you ran that every single week. So the way to build your business was spend 8,000 every week.
34:46Yeah. Yeah. That means doesn't work or I've to spell a mistake, we'll come back to the stuff.
34:50Yeah. Exactly. And there was no like, it sticks around on the Internet, like, when you put content up.
34:57There was no snowball effect. It was just you just pay, and then tomorrow's newspaper is is different. So you either pay or you somehow get some earned media.
35:08Now back then, if you wanted to get earned media, if you wanted to be actually featured in the paper, you had to hire a PR agency for $30, and then they would write stories and try and submit them. And you might get a little bit of a half page story, maybe, uh, and it was typically off topic anyway.
35:26Anyway, I like, I can't believe my luck that I can post every day. People are like, oh, I see you posting every day. That must be exhausting.
35:32It's like, it's not exhausting. It's like, it's creating massive growth. It was like, I'm a multimillionaire thing posting every day.
35:38Exactly. And I think that business owners,
35:41they don't want to be in the weeds coding and dealing with they they just wanna be talking about their business. And you can tell because you're so passionate about, you know, key person of influence and general marketing.
35:56And I can even tell talking to you, you should love talking about it. And I think that's what business owners wanna do, and it's that's like the dream position is. I saw James Smith do a post on this, and he's like, I've got YouTube videos that I did two years ago that come out now, and I make 8,000 from it.
36:08And it's like, that's a bank of media that then comes Yeah. It's wild. Yeah.
36:14I saw he was using a AM scorecard the other day, and I think that's gonna yeah. I think now the other other big entrepreneur must be, you know, inspiring for the craziest thing is YouTube.
36:24Because YouTube, if you get any traction whatsoever, YouTube starts paying you. So, like, what's what blows my mind is that my YouTube channel makes 3 to 4,000 a month of just AdSense revenue.
36:37I'm getting paid a grand a week to put videos on YouTube. I would put them on I would pay a grand a week to put videos on YouTube. If if YouTube came out with a plan and said, look.
36:47We're we're canceling anyone's ability to upload unless you pay $50 a year. I would be the first one to sign up for that. And instead, they're paying me $50 a year?
36:55It's, like, insane. But so many business owners, they just they just honestly, they expect it to they just expect it to just magically show up, and it's like, I wish people could have been around twenty five years ago and experienced just how hard it was and how expensive it was and how easy it is now. Yeah.
37:12It's it's it's crazy. I mean, I've obviously started making content this you know, while we're doing this video, and we had I did one video, got fifteen, sixteen thousand views.
37:20We would have made well over $150 from that one video alone. That's wild.
37:25Like, consider you just got paid pretty much what a Hollywood actor gets paid Yeah. To do a video do a in my bedroom studio Yeah. Which took me twenty five minutes.
37:35Even have to put on shoes. No. No.
37:36I was actually wearing shorts and then my black T shirt. So let let's move on to the actual scorecard.
37:43And I think a lot of people, they've got their business. They obviously they've they wanna use ScoreApp, and we talked we speak a lot with users of ScoreApp who haven't quite hit that level yet.
37:56They wanna you they're seeing Dan do it. Mhmm. They're Ali Abdul do it.
37:58They're seeing Chris William do it. James Smith using it. What what sort of scorecards do they have to be making?
38:05Like, what would you decide? And if you looked at a business, like, what is it that's gonna be the right thing? The the thing is
38:13start with the assumption that people are problem aware, not solution aware. So they're experiencing some sort of a problem, but they're not quite sure how to solve it.
38:22That's that's my starting assumption. So give me like, if we take a niche like weight loss, they're annoyed that they're carrying extra weight. They're not sure whether they should try a Zenpec.
38:33They're not sure whether they should join the gym. They're not sure whether they should try some latest, you know, greatest ice bath and sauna routine.
38:40Right? So they're just not sure what to do. So they're problem aware, but not solution aware.
38:44So a scorecard is a really great way to diagnose the problem and make a suggestion around what would be a best practice for solving it. So essentially, that's the kind of idea. One thing that a lot of people do is they don't practice what I would call radical empathy.
38:58Radical empathy is what does it feel like to be that person at the moment? Now, if I'm a fitness trainer who goes to the gym every single day, and I've always been into fitness, and I love fitness, and I've never struggled with fitness, I have to stop thinking that way and go, what is it like to what's it like to be in my client's shoes?
39:16Mhmm. They struggle with it. They don't like it.
39:19They they don't go every day. They've always been frustrated. You know, they they put on their gym clothes and they feel a bit stupid.
39:26You know? So you've gotta radically empathize. You gotta get back into that.
39:30Find the pain that your prospects are feeling. Yeah. So in in the fitness thing, it might not be that they wanna go do a high rock store.
39:37They might not wanna be, you know, have a six pack. They just wanna be able to carry their grandchildren up the stairs at night. Could be that.
39:42And that's the pain that goes out on the traffic. And remember what it's like not to know. Remember what it's like to not know what a high rock even is.
39:49Remember
39:50what it's like not to know even whether you should, you know, do cardio or weights.
39:57Right? You just don't know. So you've gotta try and remember what it's like not to know.
40:01If you're a business coach, right, remember what it's like to be, you know, completely clueless when it comes to how do I grow my business. So do you think that the biggest problem that businesses
40:13are mainly talking about b to b here, but, obviously, it does go to b to c as well. Do you think the biggest problem with their scorecards is that they do it around their solution Yes.
40:22Not
40:23the pain. Yeah. That's it.
40:24That's it. Yeah. They connect they try and meet customers where they wish the customer was, not where the customer is.
40:29So let's take the fitness example. Yeah. If the scorecard was,
40:33are you a good, you know, are you suitable to be one of my clients? And you answer some questions of where do you live, how much time a week you've got. You know, I've never heard of you.
40:40I've got no interest in it. Yeah. If the, you know, if the scorecard was based off of would Are you ready to get into the best shape of your life after age 40?
40:47Yeah. Right?
40:50Are you able are you how much weight could you lose in the next twelve months realistically? Answer the scorecard to find out.
40:59Is it possible to get is it possible to get lean and strong after 50?
41:06Answer this scorecard to find out whether you can do it. Mhmm. So, like, those sorts of things, which is which is answering the question that the customer's wrestling with today.
41:15Mhmm. And then saying, yeah, it is possible, and you'd have to do this, but here's the reality of of the yeah. And then fighting back and and and then the scorecard.
41:24Let's actually look the scorecard itself. So the landing page is going to have their it's gonna basically mirror the traffic. Traffic.
41:30Right? If if you put it on a if you sponsored a podcast to get traffic or if you've a meta ad or you got something, the the landing page is gonna mirror that.
41:37But it's also gonna tell them the value that they're gonna get back as well. Yeah. So a good landing page has a hook.
41:43Yep. So an opening line that hooks their attention,
41:46and then it has credibility. Why you should listen to me? Then it has a value proposition.
41:50If you do this, you'll get this. And then it has a call to action. Now start the scorecard.
41:56Now start the quiz. So those are some of the key elements that a good landing page should have. And the actual questions themselves Yep.
42:03You I know you were talking about nine to twelve is is is the sweet spot.
42:06How would you split that up in terms of I always say, and people who watch my videos, they'll know that I always say that you want some questions for me. Yep. If I'm making a scorecard for my business, some for me and some for you.
42:17Yep. How would you split it up, and what sort of data would you be asking? Favorite 15 questions to ask so my favorite is now 15 questions, and it's 10 questions that are what I would call the best practices.
42:28So the best practices are,
42:31are you doing this? Have you done this? Do you have this in place?
42:33Have you got one of these? Are you using this software? Are you know?
42:37So it's all basically, are you following the best practices? Are you are you doing all of these things? Or on a scale of one to 10, are you doing those those things?
42:45And then the five questions that I add to that to make it up to 15 is which best describes your current situation? And give them a little choice of three or four. Which best describes the desired outcome you wanna achieve in the next ninety days?
42:59Give them three or four things. Mhmm. Which best describes your biggest struggle or your biggest obstacle or what you've tried that hasn't worked?
43:08And which best describes the solution you think would be most suitable for you?
43:14Yeah. I think and then the final one, the fifteenth question is, is there anything else you want me to know? That is an unbelievably magic question.
43:24Is there anything else you want me to know? Randomly and people don't have to fill that one in. But randomly, when people fill it in, they say the most outlandish things.
43:33So they will put in there, I've got a budget of 45,000, and we need to spend it by the end of the month or we lose it. And it's like, okay.
43:40Thanks for telling me. I'm on the phone. That's that's the whale that comes through.
43:43I'm on the phone. They'll say, uh, we have one of them. Yeah.
43:45Uh, they'll they'll put in, um, I've already read your book, and I know that I wanna buy from you.
43:50You they just don't know what to buy yet. Yeah. But, like, then people will
43:54use that. For some reason, after answering the first 14 questions, they will use that as an excuse to say, say this to to make sure I buy.
44:03Like, it's it's amazing. It's an amazing question. What you've also described there is
44:08you're actually educating the prospect about their pain throughout the questioning.
44:14So you're you're educating what you said there, but they don't know they're in pain sometimes. With questions like that of, like, where are you? Where do you want to be?
44:22They might not even know where they wanna be is, like, suitable. They they did Possible. Yeah.
44:27Exactly. Said, like, people who sailed across the Atlantic back in the 1800 or nineteen hundreds, they didn't know they were in pain until they saw a jumbo jet go across their head for the first time. And then I didn't even know that you can get there in nine hours as opposed to getting there in six weeks.
44:40Yep. So those questions can actually help build them up. Where let's let's so someone's done the they've done all of the questions, and we our data suggests if they get to question three, they complete it.
44:52Yep. And we've built thousands, and that's quite like first question, obviously, really important. They get to question that they're gonna complete it.
44:58Do you think people go wrong with trying to make the sale on the results page?
45:03Yeah. The the the results page, if you really wanna perfect scenario is that the sale is the appointment.
45:10So I always when when I've grown any of my businesses, I've always used LAPS, leads, appointments, presentations, and sales. And it's lead into appointment, appointment into presentation, presentation into sale.
45:23And where people always go wrong is lead to sale. Mhmm.
45:26And people just don't take that jump. So leads books the purpose of a lead is to book an appointment.
45:32Purpose of an appointment is to have a presentation, present the value of what you do, and then handle objections and make a sale. And that could be over what time period? Well, it could be really quickly.
45:42Like, a lead could come in now, and I could pick up the phone and say, can we make a time to talk? And they could say, actually, I can talk this afternoon. Great.
45:50If you'll have forty five minutes, I'll be able to take you through everything. Can we jump on Zoom, and I'll show you some some visual slides and that sort of stuff? You then show the visual presentation.
45:58Here's what we do. Here's the timeline. Here's what's involved.
46:01Here's what here's what it takes. It's it's 3 and a half grand a month, and it includes all of these things. And you can, you know, you can cancel at any time and blah blah blah.
46:11Great. What about this? What about this?
46:13What about this? Yeah. Let's go ahead.
46:15So it can it can happen pretty quick. The amount of obviously, we see a lot of sales calls coming from on the on the partner page. And one of the first questions I ask is, how long have you known about or Daniel?
46:26A lot of them obviously know who you are. Some of them, you know, I found out in this week. I'll take 90%.
46:32I've I've known about Daniel for two years. I've did one of dense programs back in the day, I'm now taking the action to really, you know, come through. But I I always say to them, like, that's been two years.
46:43You've known about it, and now you're only buying today, and you wanna take someone from there today in
46:47eight minutes? Yeah. It's crazy.
46:50It can happen quick if they're problem aware, and they suddenly get the solution they're looking for, and if they really want that thing solved. To to to give you real data, in most of my businesses, the average time to from lead to sale is something like four or five months.
47:07And the reason that it's an average is some people buy quick, and then some people come back to you a year later. Mhmm. The and do you think the more expensive it gets,
47:16the longer that can be?
47:18No. No. Because if it's typically, it's very expensive if you're dealing with high end clients, and in many cases look.
47:27It it's funny. I I my sister runs a high end agency, and they regularly have corporate clients who say, we have a budget.
47:37We have to spend it this quarter. We can spend a 120,000. Can you draw us up an invoice, and then we'll sort out the details later?
47:47It regularly happens. Like, she literally gets people say, you're already an approved supplier on our list. Can we just get the $120
47:55sent through? And we'll we'll we'll then And there'll be people watching this who sell something for a £100, $100 a month going, I have to send 10 chasers to every single client.
48:06Yeah. And I think the the second you go bigger,
48:10it just gets so much more exciting because they buy quicker. Yeah. And this is the thing.
48:13People people buy things based upon what it means to them, not the actual object there is no objective price. Object the the all pricing is subjective. So if I asked you, is a Ferrari an expensive car?
48:26You might say yes or no. If you've just sold your company for 12,000,000, then spending $200 on a car feels like an appropriate way to celebrate.
48:36It's no big deal. You don't have to go into debt for it. It's just a fun thing, and you'll buy it for $200.
48:41You'll sell it later for 180, and it's cost you $20 to have a Ferrari for two years. Like, no big deal.
48:47If I went to a Starbucks employee and said, would you go into a twenty year mortgage for a Ferrari? It's a stupid idea. Yeah.
48:55Right? It's very expensive. So price is not at all like, no price is as objective.
49:01It's always subjective. It's a really good way of looking at it. Yeah.
49:04So is there any frameworks that you like to use when you're looking at, you know, that nurture time? And I know you always talk about contact points in the 3% of people ready to buy now. Like, what does that Yeah.
49:12Actually, that's a really good point because it's not so much the amount of time in weeks or days or or years for people to buy. And, actually, the research talks about eleven seven four. So eleven seven four is, um, people notice you for the first time when they see you for the eleventh time.
49:28So they need repeat note, like, just little noticing, like, just notice you exist. Um, if you were to pop up on my Instagram Reels one or two times, I kind of flick through.
49:39I flick through. I see you, but I flick again. If you pop up 11 times, especially within the ninety day period, then I really start to clock you.
49:47Like, I start to probably recognize your name, your face. I start to remember what else you talked about Mhmm. Earlier.
49:53So people notice you for the first time properly when they see you for the eleventh time. It's one of the reasons I tell people post every day on social media because if people are seeing every second post, you know, it takes 22 posts for them to kind of go, okay.
50:07I get I get you. It's a month of posting for them to go, okay. Yeah.
50:11I've clocked you. I figured I figured out what you do. Um, and then the next piece of research says that people warm up and really trust you between two and seven hours.
50:21So I believe in the idea that every business should have two to seven hours worth of long form content available if someone wants to run down the rabbit hole. Um, if I was running a guitar manufacturing business, I would somehow find a way to have two to seven hours worth of content about that guitar. Um, if someone wants to watch two to seven hours about how it's made and who's playing it and why it's the way it is, if they wanna run down the rabbit hole There's find it.
50:46There's two to seven hours. The reason I often recommend entrepreneurs write a book is because that is two to seven hours worth of content right in the book. If someone reads the book, they're gonna they're gonna have clocked up that time.
50:57Going on a podcast, you only have to be on two podcasts, and that's two to seven hours worth of content available. So every business needs to have 11 touch points for people to notice you, two to seven hours worth of content available if they wanna run down the rabbit hole.
51:12And then four is there are four ways that I can signal interest. So it could be that I could go to your website and fill in a lead form and just an expression of interest or drop you an email. That's easy, and it's there.
51:26I could fill in an online assessment and take an assessment. I could join your social media group or your your social media account and signal interest there and DM you, or I could join a discussion group.
51:39I could go onto a wait list. So I always make when I'm working with businesses, the the bare minimum is that there's 11 touch points, two to seven hours, and four ways to signal interest.
51:49Mhmm. And it's like all of that's in place. When people complain, oh, I'm not getting enough leads and all that, it's like you don't have to you don't have 1174 in place, so don't complain.
52:00Let's let's reevaluate after you've got at least eleven seven four in place. Um, now when people buy fast, it's often the case that in their own time, they've done the eleven seven four. Yep.
52:10And they're familiar. Yeah. So for you, it feels like they bought quick, but for them, they've done their research.
52:15Mhmm. Um, they just did it online without you being aware. Uh, when people buy slow, it's often that they, uh, they came onto your radar early in the journey, and over the course of a few months, they've done their eleven seven four research, and now they're ready to buy.
52:30It seems like slow to you, but, actually, they were just going through that journey themselves.
52:34And does that then kind of go straight into that ninety seven three rule that you have, that the 3% of people who are that you have to be even if they're you know, they might fill in a scorecard, 3% of people are gonna buy.
52:45They're ready to buy. But then 97% of people, you can always speed up that process by getting through and just seeing you again and again and again.
52:51Exactly. If you just give people
52:54the new, uh, like, for example, one of my businesses, we scaled really, really big just by sending them a book in the mail, and they would read the book, and then that would be it. They'd buy.
53:04So just almost a horrible term, but force feeding that two to seven hours.
53:11I call it owning the data.
53:13Because if I'm paying to put like, you've just said there. Right? If let's say I I do an ad, you might see it once.
53:18You don't you don't, you know, you don't click on it. The second you click on it, I have your pixel, Metapixel. I could target just you.
53:25I could do a landing page just for you. I could put an ad gun. It's your name, Daniel Priestley.
53:28Click on this ad. It's impossible for you not to click on the ad. Right?
53:32Click on the ad. I can then mess up to just feel every single morning. The first thing you see, if I paid enough money, first thing you see on Instagram in my face.
53:39Mhmm. And that's what you can now do. So when you own the data that people think it's contact email address, it's not now.
53:45It's follower. It's subscriber. Mhmm.
53:47It's if you have their metal pick, especially on scorecards, you Yep. Can integrate the pixels. We have a specific pixel that gets people who start scorecards but doesn't finish them.
53:58Mhmm. And it's an ad of me going, you started the assessment.
54:01Why don't you come back and finish it? It's gonna be in your email association. You can have it.
54:04We can then have an ad which goes to people who finish it, but haven't booked a call yet. You've done the assessment. You've got the results.
54:10Like, what is it in that that you're, you know, most motivated to fix? And that's what imagine telling you that twenty five years ago. Think you'd have got here quicker?
54:20Oh, even if you had have gone 2019 and said that in a few years' time, AI is gonna write half the content for you and come up with script ideas, come come up with your ideal customer personas. I mean, I I knew a bit about AI, but I just wouldn't have believed that this is possible.
54:35Um, Yeah. Of course. Would I like, it was it was so hard twenty five years ago and so expensive.
54:41You had to pay for so many eyeballs, and if anything went wrong, that was it. If they just got distracted, a phone they were about to respond to your ad, but then someone, you know, came into the room and started talking to them, that was it.
54:53You lost that lost that person. There was no pixels. It Yeah.
54:56Because you'd never never seen them again. So, like, the the final topic
55:00I wanna go through, and it's something that I've heard you speak about a lot. But before we get there, we had our first prospect come through an AI search engine the other day.
55:10Someone was googling. So someone's talking to CheckGBC, and it's like, look. I've seen quiz funnels.
55:15I I wanna use it. Like, how can I implement it? And we were recommended as number one.
55:18They came through that So good. That solution. I've heard you go big on AI ads.
55:24I'm not really talking about the actual AI systems, but AI ads. Mhmm. And I saw the I think OpenAI released something about it the other day.
55:32Yep. Do you think this is a gold mine, or do you think it's gonna be over?
55:38It's it was certainly a gold mine in Facebook and Google. So when Google first came out, they didn't have ads, and then they did Google Ads, and you could pay to be on ads, and it was pennies to get leads.
55:50And then Facebook did the same. They didn't have ads, and then it was pennies for leads. What the reason this this happens is because most ad spend is big companies like Disney and Nike and, like, all of that sort of stuff.
56:04They're very, very slow to get started. So, like, essentially, when AI ads comes out, the really big companies will then have a meeting to discuss it in the first three months that it's available, and then they will put together an exploration page, like, document that will get circulated around the team.
56:23Mhmm. And then they will start saying, okay, we're gonna allocate some of budget from here to here, and that will be the next three months.
56:31And then they'll run some campaign testing, and then that'll be three months. And then in year two, then they go, okay. It worked, so now we'll ramp it up.
56:39Mhmm. Um, so almost year one of any new innovation is just corporate figuring out whether they wanna do it or not, taking some tests, where they're gonna get the budget from, and they move super slow. Like Mhmm.
56:49Like, it gets talked about, and three months later, the next step happens and talked about in three months later. So it's so slow. So for the first 12 of any new innovation, small businesses can rush in and just start using it nice and cheap, and then the big companies come in and bid the prices up.
57:06Mhmm. So, yeah, for the first twelve months, expect that AI ads, once it goes live, will be a gold mine. Are you guys ready?
57:12Yeah. We're ready. We've we've got we're ready to go.
57:15The budget stage where you hit that button. Click it. So, Dan, what's next for you in the next, you know, few years?
57:20So I'm I'm really passionate about surfing these waves. The world is changing fast, and I'm excited about it.
57:27I actually think that more intelligence is a good thing. We're leveling we're gonna level up as a humanity. Billions of people are gonna get access to health care that they never could.
57:37Billions of people are gonna get access to legal representation that they never had access to. You know, the you know, a farmer in rural Africa is going to have access to all sorts of intelligence that previously they never had access to, and the world is gonna level up as a result.
57:56And if there were aliens sitting out in space looking at Earth going, oh, look. They've just discovered a way to synthesize all intelligence and make it freely available to every person in their pocket, I would say the aliens would bet that that's a good thing.
58:10So I'm I'm excited about the future. Uh, I'm excited to build companies that are in line with those trends.
58:16I'm excited to help people to go through the change that's that's coming. I can't control the change. I can't slow it down.
58:23So I'm basically saying,
58:25let's go let's go surf. Let's surf the waves. I think, obviously, people are very scared about working less,
58:31which is a very crazy thought. But, ultimately, all of this stuff is just gonna lead to working less. It's gonna lead to more lifestyle businesses, and it's I actually think it could lead to more lifestyle employees Yeah.
58:41When you don't have to be there. You know? See, it's Yeah.
58:44You can do well, yeah, exactly. I'm seeing this in my companies. We have people who live and work from anywhere, and they travel around, and they're, you know, they're owning their result that they're in in control of.
58:53They work when they wanna work, so long as they're getting the results and hitting their targets and they're leveraging AI. Um, I think it's not even working less. It's just working very differently.
59:03Mhmm. It's just not being a cog in the machine. It's like being someone who's magicking stuff into existence.
59:08Um, you know, it's like rather than thinking of work as work, it's like think of work as .
59:16Mhmm. And it's like your job is now to magic stuff, and you've got help.
59:21Yeah. And and everything you need is around you. So,
59:24you know, have fun with it. Cool. Well, thank you for taking the time.
59:29Very enjoyable. Obviously, learning a lot. If you do wanna try, scribe out.
59:32There's gonna a link below. I think you get the first month free. There's always a special offer running.
59:37Yeah. There's always a special offer running. Give it a go.
59:39Try and get your first leads, and if you need any help, you know it's a, you know, cover fine. So thank you for watching.
The Hook
The bait, then the rug-pull.
Daniel Priestley built ScoreApp before AI made it easy -- paying $8,000 to $15,000 per hand-crafted assessment, doing one-hour boardroom sessions for clients spending $29 a month. That unscalable grind is the origin story of a platform now used by 10,000 paying customers. In this conversation with Mitchell Ali, Priestley lays out the 2026 blueprint: how AI compresses the hard part of marketing into minutes, why the first twelve months of any new platform is a gold rush window, and the exact question that surfaces whales in every sales funnel.
