Starting From Zero: How I'd Build a $100k/mo AI Agency Today
A whiteboard walkthrough of the five pieces a brand-new lead-gen agency needs, built around one rule: with no case studies, your offer has to carry all the risk.
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Big Idea
The argument in one line.
With zero case studies, a new agency wins by charging only its hard costs plus a fee per booked call, then repeating that exact offer everywhere until results earn it the right to charge upfront.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
You want to start a lead generation or outreach agency and have no clients, no testimonials and no audience yet.
You've pitched a $3,000 to $5,000 retainer to cold prospects and heard nothing back.
You're deciding between cold email, paid ads and posting content, and you have limited money to spend on getting clients.
You already have a few agency clients and keep getting stuck at one step of delivery, like building lead lists or managing replies.
SKIP IF…
You already run an agency past $20K a month with case studies; most of this is the starting-out stage he says you graduate from.
You sell to consumers rather than businesses; the numbers and channels here are all B2B.
You want a technical cold email setup guide; domains, inboxes and sequencers are named but never configured on screen.
TL;DR
The full version, fast.
Prospects price your risk, and with no case studies your risk is high, so a $5,000 retainer pitched to cold leads will not sell. Instead charge a $500 to $800 monthly tech fee itemized as domains, inboxes, leads and a sequencer, then earn your profit at $200 to $800 per qualified call booked. Say that offer word for word as your page headline, the first line of a self-recorded video sales letter, and every outreach message. Start with outreach, because ads cost about $3,000 per B2B client and content is slow. On sales calls admit you are new, explain the whole system, then state the offer and walk away from anyone who refuses the tech fee. Use the first wins as case studies to raise prices, add an application filter, and give each delivery bottleneck to AI or a hire, one step at a time.
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Claims of $1M a month and client results, a disclaimer that results aren't promised, and the five-part outline.
00:37 – 08:50
02 · Structuring your offer
Why a no-proof agency can't sell a $5,000 retainer, the itemized $500 to $800 tech fee plus $200 to $800 per call, avoiding tiny struggling businesses, and how case studies unlock upfront pricing.
08:50 – 14:14
03 · Building your funnel
A one-page funnel: the offer as the headline, a self-recorded VSL that opens with the headline and explains how it works, then a calendar button.
14:14 – 23:38
04 · Lead generation
Outreach vs ads vs content compared on money, effort, speed and scalability; why ads wait until $20K a month; cold email, hyper-personalized and LinkedIn scripts that state the offer; YouTube as the proof people find when they Google you.
23:38 – 29:09
05 · Sales and closing
An honest intro, two discovery questions, a full walkthrough of the system, then the offer; why 20% close rates mean five calls minimum; switching to an application once proof exists.
29:09 – 33:40
06 · Fulfillment and scaling
Delivery as a chain of dependent steps, finding the bottleneck, giving it to AI or a hire, with AI reply management and a campaign database as examples; warning against building ahead.
33:40 – 34:51
07 · Offers and sign-off
Pitch for a paid live challenge and a one-on-one coaching program.
Atomic Insights
Lines worth screenshotting.
A cold prospect does the cost-per-result math and then adds a risk premium for working with you; with no case studies that premium kills a $5,000 retainer.
Call the upfront charge a tech fee, not a retainer, and itemize it: this many domains, this many inboxes, this many leads, this sequencer, total $600.
If a prospect balks at $500 a month in hard costs, they are probably too broke for you to get results for anyway, so move on.
Targeting businesses with under 10 employees feels easier but mostly lands you businesses nobody can get results for.
The only job of your first discounted clients is to produce a case study that lets you charge upfront to the next ones.
Below $100K a month, your landing page headline should simply be your offer, with no clever indirect copy.
A complete starter funnel is three things: a headline, a video of you explaining how it works, and a button to your calendar.
Nobody hands company data and inbox access to a service provider who won't put their own face on video.
Every way to get leads is outreach, ads or content; outreach is cheap and fast but stops the moment you stop.
Plan on roughly $3,000 in ad spend per B2B client, which is why ads make no sense until you clear about $20K a month.
If an offer can't get replies through outreach, it won't suddenly work through ads or content.
When the headline, the VSL opener and the outreach message are all the offer and nothing works, the offer is the problem.
A 20% close rate means four out of five calls fail for random reasons, so you need at least five calls before judging anything.
An application form filters out low-budget leads, but it only works once you have the proof that attracts strong prospects in the first place.
Delivery is a chain where each step feeds the next, so the step you hate doing quietly caps how many clients you will let yourself sell.
Store every past cold email campaign in a database so an AI coding agent can draft a new client's scripts from what already worked.
Building fulfillment systems before you have a single lead is the most common way smart beginners stall.
Takeaway
Let the offer absorb the risk you can't prove away.
WHAT TO LEARN
Without proof, buyers price your risk, so charge only hard costs plus a fee per result, say that one offer everywhere, and fix one bottleneck at a time.
02Structuring your offer
Assume every prospect divides your price by the expected result and adds a premium for how risky you look; with no case studies, that premium is huge.
Itemize the upfront fee as real costs like domains, inboxes, leads and software, so it reads as pass-through expense instead of your profit.
Treat early clients as case-study fuel; once you can show named results with screenshots, move toward upfront retainers and better terms.
Skip the smallest businesses on purpose, because companies that have struggled for years rarely turn around just because you sent them leads.
03Building your funnel
Make the landing page headline a plain statement of the offer, and open the video by saying that same sentence again.
Record yourself on the sales video; people won't hand over company data and inbox access to someone who stays hidden.
Keep the first page to a headline, a how-it-works video and a calendar button; add nothing until that converts.
04Lead generation
Choose a lead channel by what you have: little money points to outreach or content, and only outreach is both cheap and fast.
Budget roughly $3,000 in ad spend per B2B client, and hold off on ads until the business clears about $20K a month.
Use the offer itself as the outreach message, then vary only the ask: a video explainer, an open question, or a call.
Publish a few plain how-to videos so prospects who Google your name find evidence you know the work.
05Sales and closing
Open sales calls by admitting you're new and explaining how the offer is built to lower their risk.
Explain every step of the system before naming the price, then state the offer as everything you just described.
Expect roughly four of five calls to fail for unrelated reasons, so book at least five before judging the offer.
Add an application with revenue and team-size questions only after proof starts attracting stronger prospects.
06Fulfillment and scaling
Map delivery as dependent steps and find the slowest one, since the step you dread caps how many clients you'll sell.
Hand each bottleneck to AI or a hire, for example an AI agent for reply follow-up or a campaign database an AI coding tool drafts new scripts from.
Build fulfillment systems only after leads and sales exist; planning every step in advance is how smart beginners stall.
Glossary
Terms worth knowing.
Tech fee
A small monthly charge that covers only the tools needed to run a service, such as sending domains, inboxes, lead data and software, presented as hard costs rather than profit.
Pay per call
A pricing model where the agency earns a set amount for each qualified sales call it books or that actually shows up, instead of a flat monthly retainer.
VSL
Video sales letter. A recorded explainer on a landing page that pitches an offer and ends by asking the viewer to book a call or buy.
Secondary domains
Extra web domains registered only for sending cold email, so the main company domain doesn't get flagged as spam.
Sequencer
Software that sends a series of cold emails and follow-ups automatically across many inboxes and tracks the replies.
Hyper-personalized outreach
Contacting a short list of 100 to 500 ideal prospects with something built for each one up front, like a custom video, document or landing page.
Application funnel
A landing page where prospects answer qualifying questions, such as revenue or team size, before they're allowed to book a sales call.
Contingency system
A process where each step depends on the output of the one before it, so a single slow step blocks everything after it.
“You can't operate under the assumption that you're gonna give someone a particular price for some particular result and they're not going to do the mental calculation of what is the cost per result.”
reframes pricing as the buyer's math, no setup needed→ TikTok hook↗ Tweet quote
04:23
“It's not a monthly retainer. It's a tech fee. It pays for the tech that is required to conduct the service at all.”
“A 20% close rate means four out of every five people you work with are choosing to not work with you.”
reframes a familiar stat→ newsletter pull-quote↗ Tweet quote
33:05
“When you're smart, you want to plan ahead for a lot of stuff. But that's actually not what you want to do in business.”
relatable warning for over-planners→ TikTok hook↗ Tweet quote
The Script
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My name is Daniel Fazio, and we make over $1 million per month. And if I had to start over from zero, here is exactly everything that I would do to hit 100K per month as fast as possible. So why should you listen to me?
Well, we've made over $34 million that I'll put screenshots of right here just to prove it. And this is actually a trophy I got for making that million dollars per month. So if I had to restart from zero with none of my connections and none of my case studies, what exactly would I do?
And that's what this video is gonna be all about. And for context, everything I'm showing you is exactly the same thing that all of my clients here have done.
For instance, hitting 650K a month or 500K a month or 450K a month. And all these people, exactly what I taught them is exactly what I'm gonna walk you through today. But first, before we get into it, I am not promising you get that result.
You're not gonna get that result from a YouTube video. The probability that you get any result running any business at all is highly unlikely. So here's how this video is gonna be broken up.
We're gonna start with the actual offer that you sell, then the funnel that you're gonna use to sell it, The lead gen systems of how you're going to get leads at all. Then the sales system and how to close those people.
And then five, how to actually fulfill for them and scale. Okay, so let's start with just an example offer of just take any hypothetical offer and how I would scale that particular one. So the one I'm going to use in this, for instance, is a lead generation agency.
And the service that we're going to sell is hold email plus LinkedIn outreach. So I'm going to walk you through the pricing structure of exactly how I would start this out. And the pricing structure.
is dependent on the fact that you don't have case studies. So if you see something like, maybe you go see some guys who are selling a $5 ,000 per month LinkedIn service or a $5 ,000 per month lead gen package or something like that, and you're like, oh, well, I can go do that too. The answer is no, you probably can't because they have case studies and you don't.
So what you are able to do is not what they are able to do. You have to understand that there's a difference between marketers giving advice that is relevant for themselves and something that they have learned for their particular situation. versus what you can do based on your particular situation.
If you don't have a bunch of case studies, then you can't do what somebody who does. So what does that mean? It means that you can't go to a cold prospect and just say, hey, give me $5 ,000 per month and I'll generate some undisclosed amount of leads for you.
It's not gonna work. Like realistically, would you buy that? But just take a second and like really actually think because the prospect's not a retard.
You get what I'm saying? You can't operate under the assumption that you're gonna go, give someone a particular price for some particular result.
And they're not going to do the mental calculation of what is the cost per result. And then also assess the risk that is associated with working with you specifically. So if you're somebody with no case studies and no credibility and no authority in any capacity, the risk of working with you is super high.
It's very high. Get what I'm saying? You would not buy this from you.
You just wouldn't. Now, if I went to my email, for instance, and I said, Hey, I'm watching a done for you cold email LinkedIn off. it's $5 ,000 per month and there's no guarantee, I'd probably make some sales of that.
Why? Because I have tens of thousands of people who already know, like, and trust me. But if you don't have that, you're probably not going to be able to do that.
And you're probably only selling that to cold traffic who do not know or like or trust you. So what you're going to do is the following. You're going to do a monthly tech fee that ranges from normally around $500 to $800 per month.
Now, why am I saying this? Because one, a A monthly tech fee that is this low is not any substantial amount of money for a client who isn't poor.
You get what I'm saying? So now if you were going and you were approaching clients and you were saying like, yes, I charge a monthly tech fee. And they're like, no, I only want to do it on commission basis.
And I get this all the time. People are trying to sell an offer like this. They're always telling me this client said that they're only going to do it on commission.
They're going to do nothing up front. They won't do. What should I say, Daniel?
What should I say? The answer is you move the fuck on to the next person. Stop talking to this person.
They're poor. If $500 is a lot. that person, the probability you're going to get them results anyway is super low.
They're broke. It's not going to work. You have to just move on.
So what is this? This is very important the way that you position this. You can't say it's just a fee.
It's a monthly fee or it's a monthly retainer. It's not a monthly retainer. It's not a standard fee.
It's a tech fee. It pays for the tech that is required to conduct the service at all. Get what I'm saying?
So for instance, with cold email, what you need are domains, inbox. taxes leads and a sequencer okay this costs money that's what this is for it's to pay for that the point is when you are pitching a tech fee to somebody you can't just say you charge a tech fee you need to say i'm going to get you this many domains i'm going to get you this many inboxes i'm going to scrape this many leads for you and i'm going to use this sequencer and all this cost this cost this much and this cost this much this cost this much this cost this much and that ends up being six hundred dollars per month and that's what the tech fee is that's all you need to do to cover up front is the actual tech.
Even if you weren't using me, you'd still have to pay that. But I'm giving you my labor for free. And the only way that I'm going to get compensated is per call book or per call showed up.
It's just whatever's negotiated, right? And normally this range is something like 200 to, it could be as high as like $800 a call, just depending on the industry. You get what I'm saying?
But the point is that you're getting somebody to pay your hard costs and you're selling it based on the fact that this is literally what is paid. If you don't Don't sell it like this.
If you just say it's a tech fee for fuck all random shit that they're not aware of, it's not going to work. You need to explain what exactly it is, right? And then you get paid on a performance basis.
This is how you make your profit at all. Okay, now here's what's going to happen. Most clients don't get results, right?
And the reason why is I need to give this quick distribution of math for you. So generally what happens is you'll hear stats sometimes where it's like 0 .1 % of businesses hit 10 million per year. Okay, well, what about the other 99 .9 % of business?
They don't hit 10 million a year. If a business isn't at 10 million a year, the probability is that it's just a dog shit business and just like, no one can get them results. That's normally what is happening.
It's really just generally not a good business to work with. Now, what a lot of people do is like, say when, if you're going in scraping leads or like you're finding leads on LinkedIn sales navigator, or you're using a database to scrape leads, what normally people will do, you might think this is the correct thing to do, but you'd be like, I want to do the people who have less than 10 employees.
Okay. What does that mean? It means that they're probably less than 10 million a year.
Are you going to say so? Because you think it's easier to target people with low amounts of employees, you're just going to get people who run shitty businesses that are impossible to get results for in the first place. So this is a concept I want you to understand.
If you're young, life is dynamic. You get what I'm saying? The people you know can become successful.
You get what I'm saying? In the real world, everything going on, life is generally static. someone in their 30s or their 40s or 50s and they're running some business that's been failing or on the edge forever, it's probably not going to work.
Life is static. Winners continue winning. Losers continue losing.
That's just how it is. Stop working with losers. Stop talking to losers.
Stop targeting losers. They're loser businesses. I'm not trying to say that in a derogatory way, but it's just how it is.
Stop working with losers. They're losers. You will become a loser if you work with losers.
Just simply don't do that. Okay, so what is the purpose? of you doing this tech fee and the cost per call.
It's so that you can sign clients. And when you sign clients, you have the opportunity to build a case study, right? And what does that mean?
It means that you can make a video, you can make a document, you can make something that shows that you got a result for somebody, their identity is revealed, like it's confirmed results. You have the screenshots of it. You have the screen recordings of it.
You have the logins to show everything that has occurred. You know what I'm saying? Now, when you have a case study, it means you're able to attract better clients, right?
Okay. Why? Because a case study results in you having higher authority.
And when you have a higher authority, that makes it so that your price can go up. Now, price is not just about price. It's about the terms of a contract, right?
So it's like, what that means is like before you couldn't get prices upfront. But if you go to a prospect, you're like, yeah, I helped this person add $50 ,000 a month in MRR using my cold email service. This guy added 100K in MRR.
This guy made $300 ,000. This guy books 100 calls a month. What happens is that you can start charging retainers slash upfront.
Why? Because the risk, the perceived risk, of working with you is now lower because you have case studies, your authority is higher, therefore you can do this instead.
You get what I'm saying? That's the whole point of why you start it like this with the tech fee. That is what is required for you to get the case studies at all.
You need the case studies. You just do. That just has to happen.
Okay. So we know what we're going to sell, right? It's a lead gen service.
And I explain what is going to happen over time with it. So you got to understand, as I walk through the rest of this, this is us building this out over time, but I just want you to be cognizant of what the intention is for you in the future. It's that eventually you do get paid money upfront because your authority is higher.
So with that said, what funnel should you run? Like what should the funnel even look like for this at all? So let's explain this real quick.
So you're always gonna have traffic coming from somewhere. And this is the next point I'm gonna go into. So I'm not gonna go too deep into it, but it's like probably have cold outreach or you have content or you have ads, right?
And all of this is being sent directed, but cold outreach is generally you're asking for a reply. But what happens is if someone gets a cold email for you, they're gonna copy your sending domain, put in the address bar. and then they're gonna see your funnel.
Okay, so what should this look like? You're gonna have a page. So this is a web page, right?
And here's what it's gonna say. It's gonna say headline. You're gonna have a headline here.
Now, what is the headline? The headline is your offer. That's what it is.
Don't ever do, like you're not in the position yet to do these indirect headlines. Your headline 100 % of the time for you, like if you're below 100K a month, just always make your headline what your offer is. So what do I mean by that?
If we are doing this performance -based lead generation, thing over here what should our headline say well it should probably say something like performance based cold email only pay her qualified call book for your business that's her headline your headline just is what you sell there's no confusion about this there's no indirect fuckery trying to get like oh let me try to be cute with my super special copywriting skills it's like okay this is direct response copy just say what the offer is the whole point of your offer being this is so that You can make this the headline.
Like what is more attractive of a headline than like just a good offer? There's a reason why it's a good offer. It's a good offer when people want it.
So why would you do anything than just directly and immediately say the thing that people want? It doesn't make any sense. You get what I'm saying?
Okay, so below your headline, you are going to have a video. Daniel, do I really need to film myself on a video? Yes, you need to film yourself on a video.
There is this thing that some people do where I'm sure you've watched a lot of business content on the internet where it's like this guy makes a bajillion dollars a month. This guy makes a bajillion dollars a month. So you think that this is just like normal.
It's not. It's very difficult to make a lot of money. It is an insane feat for you to just make a shit ton of money.
Like it's not just that easy, right? It's a lot of work. It's a lot of effort.
It's a lot of learning. It's like, it's a very strenuous and like difficult thing to go through to actually get up to those levels. So like you were operating under the deluded expectation that like, yeah, I can make a fucking a hundred K a month and not even put myself on a video sales letter.
Nope. Sorry. Not going to happen.
Yes, you need to put yourself on a video. Why? Because who the fuck is going to pay for a done for you service and give access to like emails and let them generate leads for you and like get company data and like pay money to somebody who doesn't even put themselves on the internet.
No one's going to book a call with you. Of course you need to have video. Like this is totally non -negotiable.
If you're sitting here and you're thinking, well, I'm going to do everything you said, Daniel, but I'm not going to do a video sales letter. I'm not going to do that. Well, like you're fucked then and the probability that you get results is 0%.
So video sales letter, it's called a VSL. So what do we put in it? VSL?
What do we need to say to people in order to get them to be interested in this offer? So the entire purpose of this video sales letter is to get them interested in the thing, right? So what we're going to start off with, and I'm going to blow your mind here, the first sentence we're going to say in our video sales letter is also the headline.
It's the same thing. You need to repeat yourself in marketing and you need to constantly repeat yourself, right? So this is the headline and it's also the first sentence.
in the VSL. So you might say, hey, if you're a business owner and you want performance -based cold email where you only pay per qualified call book for your business, listen up because this video is going to explain exactly how that works and how you can get started with that. That's how you'd start it off.
Now, what would you do from here? So it's like, okay, so we have intro, which is literally just the headline. And again, the headline just literally is the offer.
It's very simple, right? And then where we go from there is how it works. In context, when you film this, this can literally be like a screen share video, like a loom over you over like a gamma document where it's just like, it's like you're reading off of a document that is totally completely fine to do that.
You don't need to do any of this like crazy editing and whatnot. You can do some editing and you could just use like AI. do that so like the video you're watching right now is edited with ai right so so what you would do in this section is basically say like okay so i'm going to explain how a cold email system actually works and how it will even get qualified calls for your business at all so the first thing is that we don't we don't want to send a bunch of emails for your main domain because then it'll go to spam so what we do is we register these secondary domains and then like you might have a visual on the gamma doc where you're just like pointing at the domains and you're like and under each of those domains we register two inboxes and then like you have a visual that shows that and then what we do is we go different databases and scrape the leads that are relevant to your business for instance if you sell to commercial roofing contractors i'll go scrape a list of 30 000 commercial roofing contractors and what i'll do is i'll load them up into a sequencer and you're just explaining like literally how it works at all that's all you're doing after you've done that if you have case studies this would be the point where you say them but if you don't have them you just skip this part and then you just go to cta that stands for call to action and it's literally just saying so if you're interested and you want me to do this for your business again on a
completely performance basis where you only pay per qualified call booked, schedule a call with me at the link below. And then what this here is, this is a button to your calendar. And that's it.
That's your whole page. You really don't need anything else on it besides a headline, a video sales letter, and a button. That's it.
If you have that, you're good to go. And that is your funnel. It's really just that simple in the beginning.
Okay. So we have our offer, we have our funnel, but now how do we get leads? Because leads don't just pop out of nowhere as people think.
You need to actively go find leads. You need to pull yourself into success.
No one's pushing you there. You need to pull yourself into it. What that means is you need to find leads.
You need to actively do stuff and exert shit out into the world in order to make this occur. Precisely what do we do? I'm going to explain that right now.
Now we're on lead generation for your own business. As I alluded to earlier, there are only three ways to get leads in the entire world. Every strategy you'll ever hear all fall within one of these three every single one of them there's no exceptions you have outreach you have ads and you have organic slash content so all of these are different so like for instance let's make a table here real quick so we have money time speed and scalability okay outreach is low on money it really doesn't cost that much money to do outreach outreach is high on time it takes a lot of time to do it it works very quickly like you'll get responses The scalability is what's called linear.
What linear means is the moment you stop doing it is the moment it stops working. Ads are very expensive on money. They do not take a lot of time to do.
It works extremely fast, and the scalability is also linear. Okay, organic and content is low on time, does not cost a lot of money to do. It takes a ton of time to do, a ton of effort.
Let me actually put effort here as well, just so you guys can understand. Effort, right? Speed, super slow.
really long time to get results with organic and content scalability is exponential that means it continues to work progressively better even when you stop doing it okay so let's compare these and the method you pick is dependent on what resources you have so if you don't have a lot of money which of these can you pick outreach and content you can't do that now this is very interesting and i've actually found this recently we've been getting some sales calls on our program ai assisted agency and client ascension and we're getting people coming to the calls and being like, yeah, so I've been talking to some other competitors and they're telling me that like, I'm going to be able to get like $2 leads for my business and be able to like scale to 20 K a month, super fast with paid ads.
And it's like, no, the fuck you're not like, you know, no, you're not the cost to acquire a client on a B2B offer. Like any B2B offer is $3 ,000 plus or minus 1500. So let me ask you this real quick to set your expectations correctly.
So you understand this, you will pay 3000. likely more because you're not good at ads yet. And you're probably starting with a not good offer with zero case studies.
You are not going to get clients for $200 of ad spend or $300 of ad spend. It's not happening. It's going to be $3 ,000.
Assume it's for every $3 ,000 you spend, you'll get a client. Can you afford to spend $3 ,000 to get a performance -based client? Probably not.
Therefore, you should not do ads. And this is why I never recommend ads to people who make less than 20K a month. can't afford it.
You can't. You're going to lose your money. I promise you will.
Just listen to me on it. You're totally going to fuck yourself if you don't listen to that advice. It's not going to work.
You need to do one of these first. You have to. Okay, next.
How much time and effort do you have available? Okay, well, I have a lot of time and effort available. Okay, well, then you can do outreach and organic or content.
Now, have you noticed something here where if you don't have a lot of money and you don't have a lot of time and effort to spend, what can I do, Daniel? I don't have time and I don't have money. So what can I do?
And the answer is not run a business. business. It's not going to work.
It's never going to work. If you don't have either time or money, it's not going to happen. So you need either time or money.
You have to pick one of them, right? Okay. So speed, how fast do you want it to work?
Well, if you don't have a lot of money, but you are willing to spend some effort to do it and you want it to work faster, you're going to need to do hourly. You know what I'm saying? And that's generally where people start.
Now, let me make this clear. If you can't get an offer to work on outreach, you're probably not going to get it to work on the others in the first place.
So you might as well just do the thing that doesn't cost a shit ton of money. Get what I'm saying? You need to prove this offer out and that you can actually run a sales process and actually make this happen with outreach before you do anything else.
So within that, within outreach, you have cold email, which is what I'm saying is as a high volume thing. So for instance, you can use listkit .io to send a thousand emails a day with all the domains, inboxes, leads, and whatnot included. That's generally what anybody who isn't a cold email engineer should use.
You have hyper personalized outreach. Now what this is, is when you identify, like it's normally between like 100 to 500, like super ideal clients that you would want to work for. And you make assets for them upfront.
Like normally you can make like a custom videos showing exactly what you'd build for them or like documents or like landing pages or like you make stuff upfront for them and you send it to them via DMs. Then you have LinkedIn. So like literally what you're selling to clients is what you're doing yourself.
And now one question you may have, be asking is like, well, Daniel, if I'm doing cold email and I'm doing LinkedIn, what should I say in the scripts? Now I'm going to blow your mind here.
You're going to say exactly what the headline of your landing page says. That's it. You see how I mentioned earlier that we're going to repeat ourselves all the time?
That's it. You're going to say what the offer is. Hey, name, would you be interested in performance -based cold email where you only pay per qualified call I book for you?
That's the outreach message. And then you can interchange the CTA. You can be I can send a quick video explainer of how it works.
You could say, is that something that you're interested in and get an open -ended response? You could say, do you have time to hop on a quick call this week? You interchange that.
And there's different ways you can phrase it, obviously, but the general gist is that it's a direct offer. That's it. You're just saying what the offer is.
There's zero situation where not doing that is going to result in better results for you. You need to just say the offer. Now, notice how there's a lot of symmetry between what I'm saying here.
This is how you make your offer. The offer is the headline. The offer is the first sentence of the VSL, and it's...
what you're saying in your outreach scripts. So what does that tell you? It means that if that isn't working, that you need a better offer.
The reason I've constructed the offer with that exact pricing is specifically to maximize the amount of responses you get. Because you got to understand, clients are scarce. I said this earlier, but it's not easy to just make a bajillion dollars.
You are in a literal battle between tens of thousands of people trying to do the same thing as you. You have to be better than them. What you are doing must be better than them.
If you are the same and you're just doing these like generic, like, yeah, I can hope you get leads. Like you're going to get zero responses, zero. It's not going to happen.
Okay. So there's a couple other things you want to put in your funnel now for your lead generation. So a lot of times what happens is if you cold outreach to somebody on LinkedIn or DMS or cold email or whatever, a lot of times they'll look at your profile and they'll probably Google search your name and just like, see what pops up.
So like, what pops up when you Google search your name, go Google search Daniel Fazio and see how much stuff comes up. It's a lot.
There's like hella stuff on there. Like you can't miss it. You know what I mean?
Like it's so much going on there. So what you really want to do is you want to have some content and normally it's on YouTube for any B2B offer. And it's like the same fashion by which you filmed your VSL where it's just a screen share.
It's the same thing that you film YouTube videos on. And it's like their basic editing that can be done with AI very easily. Right.
And it's just like, it's just a topic based off how to do something. So it's literally just how to or how I, how I did X or how to do X. That's it.
And then you just make a simple screen share videos like this. Why? Like, why would you want to do that?
And the answer is because people are looking you up. And if you have a video where you're just explaining anything at all and you're showing any kind of authority or knowledge around a specific topic, people will be more comfortable responding to you and having a sales conversation with you and become your client. super important.
And this is one of the distinguishers between people who just blindly send a bunch of outreach and like, it isn't working, Daniel. It's not working. I'm not getting results.
Start crying about it. Versus people who are actually putting an attention behind making this work. This is one of those things.
Now, It doesn't have to be on YouTube. Ideally, it should be on YouTube.
But the ideal situation, it's also on LinkedIn and also on X slash Twitter. Why? Because that ranks in Google when someone searches your name.
And then additionally, if you book a call with someone and you want to send over some pre -call assets, what's a really good pre -call asset to send to somebody? Your YouTube video. Get what I'm saying?
Okay, so let's talk about sales systems. How do we even get these people closed in the first place, right? So I'm going to quickly go.
through like a base level pitch that you should use on a sales call. Now, it's very important that you don't overcomplicate this. Now, yes, you got to have some tonality, not be a complete weirdo on a sales call, but I just want to give you a very quick and dirty, just do it like this.
Just think about it simply like this, right? Okay. What you're going to do is start with an intro, okay?
And be honest about your situation, right? So don't sit here and try to come up with like, oh, this is this fucking case study I did when you don't have any case studies. If you're like a college kid or something like that, like what you need to say is, hey, so just to be completely honest with you here.
So like, I'm not some big giant agency. I'm a dude just getting started. And I've spent the past like 150 hours and a couple thousand bucks on myself to learn how to do this.
And I understand that me talking to you right here with somebody who has no case studies and no experience doing this at all may seem like highly risky to you. And that's exactly why I've structured my offer in a way to reduce the risk from you as much as possible. So just want to put that out up front.
and explain everything that I'm going to do and that I can do for your business and not hide anything from you. You know what I'm saying? Don't do this weird shit where you're trying to hide reality.
Just don't do that. Just be honest and say what is occurring, right? Okay, so then generally what you're going to go through here is discovery.
And what is discovery? The way you need to imagine this is it's just finding out whether they need what you have. So what would be a for instance of a discovery question that you would ask?
them. One is, do you need more leads? They're probably going to say, yeah, yeah, I would like to have some more leads.
Okay. All right, cool. Okay.
Who are your leads? They're going to say, oh, it's these people. In which case you may say something like, oh, I know how to scrape the email addresses of those people.
Let me explain how I would do that and the system I would build for us to send a thousand emails per day to those people. So then what you would do is walk them through that same exact thing I just said.
You're going to explain the domains. You're going to explain the inboxes and how that all works. You're going to explain how you have to scrape leads.
You're going to explain how you have to put them in a sequencer. You're going to explain how you need to write copy and test scripts for them. And then you get replies and you manage the replies.
And only after have you explained all the shit that they're going to do for them. You do this, this, this, this, this, this, this, this, this, this. Are you then going to present the offer and say, so my offer is everything we just spoke about.
this, this, this, this, this, this, this. And the way it works is I just want you to cover the cost for me. And then I will get paid $300 per call that shows up.
And then they're probably like, well, what are the costs? Like, okay, well, this all adds up to 600 a month. And then what are you going to do over here?
What, what, Daniel, what, what if, what if at this point they're like, no, I'm not doing that. Um, you, you said, you said it was going to be performance only and I'm not paying anything up front. Tell them to go fuck themselves and go to the next one.
Don't tell them to go fuck themselves, but like, but move on to the next one. You know what I'm saying? Okay.
So this is very interesting. If you've heard sales videos before, you may have seen stuff where people would be like, oh yeah, you want to shoot for a 20 % close rate. What does that mean?
Have you ever actually understood why the number is 20 %? It means that four out of every five people you work with are choosing to not work with you. Why?
For shit like that. Just random fuckery like that. Like that, that's why.
And you may say something else like, well, Daniel, what if they tell me they sell to this specific kind of person and I don't know how to scrape the emails of that person. They're part of the four or five. Like you just can't work with them.
Like there's a bazillion fucking reasons why someone, it's not going to work for four out of five people. Get what I'm saying? So what does that mean?
It means that you need to get at least five calls to even have a chance to close anyone. Get what I'm saying? Like that's how it works.
Okay, so now what happens when like, say you've been doing this for a while and like you've got a bunch of case studies at this point. Like maybe you started posting content. Maybe you're running ads now and like your outreach is fucking cooking and like you have like actual traffic coming to your website and like people want to work with you.
What should you do? Well, what we want to do is like what we just said right here and the guy's like, no, I'm only doing it if I don't pay anything up front. He's a brokie.
So like we want to get rid of those brokies, right? We need to sift through them because like you have the sea of all the prospects, right? And then you have like, Like brokey, brokey, brokey, brokey, brokey.
And then you get like a rich person over here. Brokey, brokey, get a rich guy over here. Rich guy over here.
Brokey, brokey, right? Most people are poor. So we need some kind of like sifting mechanism that like shakes out the brokeys.
You get what I'm saying? Like expel them from our universe. So like, how do we do that?
Generally, what happens is if we go back to your landing page, we have your headline, then we have your video. And now instead of this being a calendar button. It's an application button.
Okay, what does that mean? Well, inside the application, you'll ask questions like, what's your monthly revenue? How big is your sales team?
How are you getting leads right now? All sorts of filtering questions where if they answer that they don't get, they're not some specific revenue level or if they don't have some specific amount of size of a sales team or they're not in the correct industry or some shit like that, they are just expelled from the funnel. Like that's it.
They're just removed. They can't book a call at all. And only people who are good and they answer all the correct questions or they even presented the calendar in the first place.
So what that means is that you start to progressively only get higher and higher quality leads on the phone. Now, why don't you do this in the beginning? And the answer is because you can't put cold, cold traffic through an application or like through outreach.
You can do it with ads, but the high quality prospects that would be accepted in an application like this are not coming to you yet. They're not going to submit an application if you don't show the case studies. the proof in your level of authority.
They just won't even be in your funnel at all. So if you have an application, you're sifting them out. You're just sifting out everyone.
So like the unfortunate reality is that you, when you're just starting out and you don't have authority, you don't have case studies, you got to work with a couple, a couple like lower quality businesses. It's just, that's just how it works. And it's not going to be the best arrangement.
Probably going to work with a lot of clients who are impossible to get results for in the first place. It's just a part of the process. It's almost like you're joining a fraternity and like you're a pleasure.
You have to get hazed. That's just. like how it is you join the military and you start like a super low rank you just gotta work up you need the case studies you need the authority okay so with all that said let's talk about fulfillment so like how do you fulfill for clients so like obviously like you've just explained like okay for every client that you're gonna you're gonna get the domains get the inboxes for them and this is obviously different for everyone but you're gonna implement some kind of ai process in here so like i wanna i'm gonna make this quick graph i put it in another video but it's super important so i'm gonna put it again one two three four and let's say five okay so So any kind of system in your business whatsoever is it operates on a series.
It's a contingency system. So what that means is like in order for step two of your process to be done, step one must occur first. In order for step three to occur, step two must finish first and subsequently on and on and on.
The input of step two is the output of step one and it can't proceed until all of them go. So what that means is if you have a process over here where it's like step two is bottleneck, then your output to fulfill for clients is like totally blocked, right? like you can't you can't do anything here get i'm saying so what that means is you need to implement systems under each step to make sure it gets done so like as a hypothetical situation here let's say that step one is getting the domains and then step two is uh getting the inboxes and step three is getting the leads and step four is scripts and step five is reply management to actually get the calls booked okay so like if you're sitting here and you're like wow i really hate scraping leads Like it's so annoying to build lead lists.
It means that you're not going to be able to fulfill for your clients enough. And what you're actually going to do is subconsciously sabotage your legion and your sales because you don't want to build more lead lists. That's literally what's going to happen.
It's always what happens. So every single step in your entire business, and this applies to all marketing systems, applies to every single thing in your business, needs to either be executed through AI or humans. Sometimes, well, in the beginning of your business, you are the human and you are the one doing all five of the steps.
So the only way to scale, is to segment out like, how am I fulfilling for clients? What is step one?
What is step two? What is step three? What is step four?
What is step five? There can be 10 steps. And which one is the bottleneck?
And then you either need to hire somebody to do it or you need to figure out how to have AI automate it. So let me give you a, for instance of one, reply management. So over at ListKit, what we do is we have used, we now use GrokBots to manage all of our responses to cold emails and booking the calls automatically for us.
Now, this is pretty cool because what Grokbot will actually do is continuously follow up with people for like multiple weeks. And now it also has access to our YouTube videos, assets we post on our website, posts we make on LinkedIn, and it will scan these and contextually send it to the people who responded.
It'll go to their website and research their website and research them and see who they are and send them contextual based assets and just like manage the conversation until they book a call. That's a really good example of using AI to solve something in here. Now, Now, what's another one?
Like scripts, for instance, you might have it where let's say you have a bunch of clients and you've signed, I don't know, 30 clients at this point. And you know that like eight of your clients have got like a disgustingly amazing result. So what that means is like, maybe you'd probably want to take all of the scripts and all of the campaigns that you have ever run and put them into a database.
Now you can use Supabase for this. I use Supabase for everything generally. And what you'd want to do is say you onboard a new client and then you can go to Codex or Cloud Code and be like, hey, analyze the Supabase database, right?
Analyze what has worked and then research my new client, client X, and then tell me what in the database using that as a reference should I make for the script for client X, right? Congratulations, you can now write tremendously more cold email scripts. And that's like building processes and systems is like fundamentally how you actually scale something.
Now, you're not gonna have all of this done immediately. One of the biggest problems I see with people and they're, trying to start this out is you're working like too many steps ahead.
So like in this whole video, we've talked about building your offer, building your funnel, building your lead generation stuff. And then what you're going to do is say you're a beginner and you have zero clients or something like that. You're going to sit here and worry about all of this stuff in fulfillment when you don't even have any leads.
You don't even have a funnel. You haven't even made your offer. You need to take this step by step.
And this is something that's, this is actually very difficult if you're an intelligent person, because when you're smart, you want to plan ahead for a lot of stuff. And you do this and make sure this is good.
Make sure this is good. Make sure this is good. But that's actually not what you want to do in business.
It's very interesting where it's like you want to do things one by one in business and not try to like make it so that if you're worried about all of this before you've even sent a single piece of outreach, you are doomed. You can't do that. It's a massive mistake I see with a lot of people.
So I've got two offers for you. I have something coming up called that AI client acquisition challenge. The early bird tickets are 25 after early bird.
it's 50 after it starts on 250. So this is Monday, November 16th to November 20th is a live challenge where we're going over building a cold traffic offer, building AI client acquisition systems, sales, closing, hiring salespeople, fulfilling for clients and AI processes, AI funnels, ads, content, and marketing systems. And you can get that at the first link in the description, AIClients .com.
If you are watching this after that has already occurred and you would want to just work with me and my team one -on -one directly, you can go here instead. Go. dot client ascension dot ai so this is going to be an explainer video of how we can help you when you work with us one -on -one we show you what to sell who to sell it to how to get clients and how to implement ai into all the processes so that you can do all the same stuff that all of these people have done with the $700 ,000 exit hit 650k a month 450k a month there's lower results too like 50k a month 30k a month 32k a month 30k a month you get the point both of the links to both of those will be inside the description if you got any value from this video leave a like comment subscribe all that i love you thanks Thanks for watching, peace.
The Hook
The bait, then the rug-pull.
The premise is a reset: no connections, no case studies, no audience. From there the video builds one sample business, a cold email plus LinkedIn lead-gen agency, and runs it through offer, funnel, lead generation, sales and fulfillment on a whiteboard, with the risk the buyer feels as the thread through every step.
Frameworks
Named ideas worth stealing.
00:52list
The five-part agency build
Offer
Funnel
Lead generation
Sales system
Fulfillment and scaling
The order he builds any new agency in, and the order the whole video follows.
Steal foroutlining any service-business launch plan
03:15model
Tech fee plus pay per call
$500 to $800 monthly tech fee covering domains, inboxes, leads and sequencer
$200 to $800 per qualified call booked or showed
Labor is free until results land
Client covers only hard costs; the agency profits on performance, which lowers the buyer's risk enough to sign without case studies.
Steal forpricing any done-for-you service before you have proof
07:18model
Proof ladder
Sign clients
Case study
Higher authority
Higher price and better terms
Each signed client becomes proof that lowers perceived risk, which lets price and contract terms move toward retainers paid upfront.
Steal forplanning how a starter offer turns into a premium offer
09:15model
Headline, VSL, button
Headline = the offer
VSL: intro (repeat the headline), how it works, case studies if you have them, CTA
Calendar button
The whole starter funnel. The headline is the offer stated plainly and the video opens by repeating it.
Steal fora first landing page for any service
14:45model
Three lead sources compared
Outreach: low money, high effort, fast, linear
Ads: high money, low effort, fast, linear
Organic/content: low money, high effort, slow, exponential
Pick the channel from what you actually have: money, time, or need for speed. No money and no time means no business.
Steal forchoosing a first acquisition channel
20:05concept
Offer symmetry
The same sentence is the headline, the first line of the VSL and the outreach message, so if nothing converts, the diagnosis is the offer itself.
Steal fordebugging a funnel that gets no replies
23:00list
Starter sales call
Honest intro about being new
Discovery: do you need more leads, who are your leads
Walk through the full system
Present the offer and the itemized costs
A bare-bones pitch that names the risk upfront and explains every step of the work before the price comes up.
Steal forfirst sales calls with no track record
29:28model
Fulfillment chain
Domains
Inboxes
Leads
Scripts
Reply management
Each step's output is the next step's input, so the slowest step sets total capacity; scale by assigning each step to AI or a person.
Steal forfinding the bottleneck in any delivery process
CTA Breakdown
How they asked for the click.
VERBAL ASK
33:40product
“So I've got two offers for you. I have something coming up called the AI client acquisition challenge.”
Held to the last 70 seconds, after all the value is delivered; shows the challenge sales page on the canvas, gives tiered early-bird pricing and dates, then a fallback one-on-one program for anyone watching after the event.
Add Modern Creator as a preferred source and Google shows you more of our breakdowns in Search, Top Stories, and AI Overviews. It only changes what you see, and you can undo it in your Google settings anytime.
Add to Preferred SourcesOpens your Google source preferences with us pre-loaded. Tick the box and you're done.
Daniel Fazio breaks a cold-traffic offer down to four dials, new money, done-for-you delivery, low commitment, and a real guarantee, and argues most offers fail because one of the four is turned all the way down.
A 27-minute rant-tutorial on the five structural components that determine whether a service business can close high-ticket deals from cold traffic — before any sales skill comes into play.
Cole Gordon and Daniel Fazio break down 8 high-revenue service offers — from beginner cold email to 8-figure sales floors — and the structural principles that make each one work.
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Video of the Day1:29:42