John Jantsch (00:00):
Years. We just, uh, we just never, hadn't really started calling it this. Uh, but our model is really built on, uh, what I'm gonna talk about today. Something I've been doing for quite some time. We are gonna go 30 minutes-ish, and then I'll stick around and answer questions as long as you like. In fact, uh, if you wanted to use that chat box to, to, uh, test it out, everybody knows how to use those. Now, I'd love to hear we've got a, like I said, we've got a big group coming on today. I'd like to hear some where, where are you calling in from today? I'm in very chilly and, uh, snowy mountains of Colorado . I love it when people say we're, oh, we got Australia, New York, Costa Rica, Serbia. Wow. Very international audience. All of a sudden, New Jersey, Tampa, Texas, Oklahoma, going back fast. Uk, Texas, Brazil, south jerseys. I can't read. It's going so fast. . All right, thanks for playing along. Uh, let's get started.

(00:59)
So let's just, the first one is, um, what is a fractional cmo? So this is good textbook definition. You can read it here, but it's a marketing strategist brought into an organization on a part-time basis, thus fractional, uh, to help set strategic directions. See, I've used strategy twice already, and orchestrate marketing implementation using internal. So in some cases, people who have teams already bring in a fractional C M O, and a lot of times external meaning that, uh, um, part of a fractional C M O might be to build a team, uh, for somebody or to have their own team that they come in for, uh, implementation purposes. So that's the definition part. Now, let's talk a little bit about what's going on in the world these days. , you know, um, people call themselves in, in marketing circles. You know, agencies, they call themselves consultants.

(01:51)
They call themselves, uh, coaches, uh, these days. Uh, obviously some people call themselves, uh, fractional CMOs. Um, but while there is kind of, in a pure definition, a distinction between these three things. I mean, a consultant's typically an expert in a certain area, and they're come in to tell you kinda what to do, maybe develop strategy, uh, tell you how to, how to get it done, or maybe they do it themselves. An agency typically has the resources internally and comes in and says, what do you need? Um, you know, we can do that , we'll put our team on it. And a coach a lot of times is in a, in a classic definition, is certainly somebody, uh, they're, they actually are not telling somebody what to do as much as, uh, acting as an accountability partner, helping a client find their own answers, maybe influencing behavior or helping them set up, you know, who's going to do what inside an organization.

(02:39)
But the fact of the matter is, you know, I run into people every day that call themselves consultants, agencies, and coaches, and they're all doing the same thing, these days. So I'm curious if those of you on the call, uh, right now, um, is there one of these terms that you feel like you relate to more? Or you, when somebody asks you what you do for a living, uh, that, that you, you, you know, kind of immediately say, I'm X Just put it in the, in the chat. Again, there's one consultant, agency, owner, consultant agency. I have people that say they're strategists, consultant, consultant, agency and coach agency, right? So there's so much blurring, right? So, so many, you know, so many people, you know, are actually talking to an agency one day and a consultant one day, and they're, you know, today, traditionally, uh, depending upon who they're working with, they're quite often, uh, are providing pretty much, uh, the, the same services.

(03:40)
But this idea of fractional C M O, you know, why is, why is now , uh, really, uh, the time, I think, to embrace this idea. Probably one of the biggest ones is that, you know, the fractional C M O is, is intentionally seen as a strategist. If, if a small business owner today is talking to somebody about being a fractional C M O, there's an assumption, that they are trying to invest in, uh, strategy, uh, invest in their business for the long term. But also, you know, any of you, the folks that call yourselves agencies or call yourself consultants, or even coaches to some extent that are providing any kind of services, uh, you know, the providing tactics today or, or solely tactics or leading with tactics is such a race to the bottom because tactics are getting cheaper and cheaper, and it's only going to happen.

(04:29)
I mean, we're all talking buzzing about AI right now. Well, that's driving the cost of a lot of things down if you're just providing something that could be done, uh, by a tool like that. So that's why I think, right, right now, I think it's not only a trendy idea. I think it's a matter of a profitable survival, uh, to start thinking this way. This is, uh, I don't know if you're familiar with exploding topics. Um, it's a website, uh, newsletter that I, um, subscribe to. Brian Dean, uh, does a great job with that. And this is just kind of a graphical representation of the fact that, you know, over the last few years, interest in this idea and this search term has really, uh, exploded. So I think that, um, uh, what I think is happening is the whole fractional topic, you know, is really exploded.

(05:12)
I mean, people, uh, it used to be if you had a C-suite, you must have been a big business. Um, but now a lot of business owners, small, mid-size business owners are realizing, Hey, I can, I don't need a C F O. I mean, I can really get what A C F O provides for my business, um, by hiring somebody fractionally. And so I think that that trend, uh, has really spilled over now into, into marketing as well. And so I think a lot of small mid-size businesses, who would've thought that was kind of a scary term, a fractional C M O are now saying, you know what? I need that , but I can now get it at a fraction of, you know, hiring a full-time. Uh, C M O. Here's the other thing that, that, that I think is going on too, is, is while a lot of business owners, when they talk to marketing folks, they'll say all they need is customers.

(05:59)
I just need more customers. I wanna fund somebody to hire me. You know, and, and we all love those, those, uh, kind of clients, right? You know, it's like, I need the phone to ring. You know, I don't need strategy. I, I just need the phone to ring. I need the tactic of the week. Um, but what they really need is more clarity about what they're doing and who they're doing it for, and what specific problem they solve. They certainly need more confidence in the direction that they're taking. I mean, everybody's selling them the idea of the week, and so they're taking that direction for a while and going, I don't know if it's working or not. And they certainly feel like the marketing is out of control. I dunno if many of you have talked to business owners who, who said, I just want somebody to bring us all together to gimme kinda one source of, of truth.

(06:37)
And then ultimately, of course, they do want customers in the end, uh, as well. But I think the idea that, that if we're gonna think of ourselves as strategists, as fractional CMOs, we can bring what they really need and not just what they say they need. You know, I think, I, I think if you, if you want to define the cmmo role, um, I think that, that these six areas are what an effective C M O should be looked at to do. You go, you go to a large organization, and quite frankly, this is gonna be the job description. You're gonna do strategic planning, you're gonna manage the brand and everything that, that means. Uh, you're certainly going to be responsible for marketing campaigns that drive revenue, uh, for analyzing the data. Like, where are we , you know, where, where should we be doing better, uh, budget management.

(07:25)
Um, you know, that's an area that falls outside of, uh, you know, a lot of us as agencies, you know, we don't get inside the budget like we should. Um, and then team management, you know, obviously a traditional C M O is going to build a team. They're not gonna do the work themselves. They're gonna build a team. But, you know, when, when you get called in as a consultant or as an agency today, you know, how many of these things are you really doing? Um, or, or maybe a better question, how many of these things is a business without a C M O actually doing? I contend it's probably that, you know, they're focused on the, the marketing campaign that they think will work, uh, this week when we all know that to, to, to build long term. You know, all of these things need to exist.

(08:05)
And that's why this idea of a fractional C M O N, not only do do we get it , and there's the reason you're on this call today, but I think more and more business owners get it too, that these areas, uh, are sorely lacking. I, I, I've yet to go into a small business owner has any handle on their, uh, data. Most of 'em aren't using a budget. They wanna build a team in some cases, but absolutely have no idea how to, so this is, I, I think the need for what I'm talking about today, uh, is immense. So every small business owner, I think, or mid-size business owner today, once you, I don't know what's the, what's the magic number once you cross a million dollars in revenue? I know, I know that's a relative term, depending upon the type of business or a relative number, but you know, they need a C M O and they need an implementation team.

(08:52)
Do they need those people full-time inside business? Um, probably, we can certainly argue that for sure. And here's why this model works. I mean, the average salary of a chief marketing officer is between 208,300 $75,000. That's comes from salary.com is where I grab that. Plus, we don't have any implementers at that point. So let's add, you know, whatever, you know, another salary is gonna cost, or even third party or hiring an agency, whatever it's gonna cost, uh, to get the implementation done as well. But the typical fractional C M O costs about $60,000 a year and implementation can really be done on demand. Uh, you know, the, the fractional CMO can say, we need this this month. We need webs to design this month. We need this design this month. And so it's really a far more economical, it's like actually the, the first scenario's not feasible for many businesses until they get to, you know, 10, 12 million.

(09:51)
And then the other problem with that is , I have worked with plenty of 10 to 15 million businesses that did not have a C M O. They had a head of sales, they had a chief operating officer. They had somebody in finance, but they were afraid to hire marketing because they didn't know what to tell 'em to do. The business had grown to that point, frankly, because the founder was good at selling. But they've hit a brick wall now because they don't have this role, this strategic marketing role, but they're afraid to hire. But hiring it from the outside, hiring it as a fractional kind of dip my toe in the water, I can fire you any day I want, is a far more compelling, uh, proposition for many small mid-size businesses. It's pretty simple math in why this works for you. Uh, and, and I as fractional CMOs, obviously these numbers, you know, have nothing to do with what your stated objectives are, but just for simple math, the average retainer, you know, in our network of the folks that have licensed, uh, our fractional CMO system is $5,000 a month when they work with the client.

(10:55)
Well, you know, simple math up to six clients, pretty easy actually to manage. You know, that's a pretty decent, uh, monthly, uh, annual revenue, um, that, that, that kinda levels out the ups and downs of all this kind of project work that so many people are used to doing. So here's what I'm gonna do. The rest of the time we're together, hopefully I've teed up, many of you showed up today interested in this topic. Hopefully I've teed up why I think it's such an important topic. But I'm gonna show you what we've been doing for a couple decades now. A repeatable system that I think is the fastest way to make this business model extremely profitable. Um, how to really attract and close ideal clients because you are going to, uh, right off the bat, the day you go out and start calling yourselves a fractional C M O, you are going to, uh, attract and repel , you know, different types of clients.

(11:47)
So we want to close really only ideal clients, cuz this isn't for everybody, but the good news is it's for a lot of people. Um, and I'm gonna talk a little bit about how to create long-term recurring revenue with a retainer roadmap after the fact. And again, a lot of that'll have to do, uh, with the business model you choose. We have folks that just wanna stay very high level, just sell strategy. Uh, we have folks that, that, that wanna lead with that so that they can actually attract that ideal client. But then they've got an implementation team, or they've put together, uh, partners that they can, uh, that they can orchestrate, you know, implementation as well. Either model works terrifically with this. So, a little bit about my story. I mean, I know many of you're on this call cuz you're on my email list.

(12:28)
You've probably followed some of what we do. Um, you know, I, I'll go all the way back to, uh, right outta college. I actually went to work for an ad agency about five years in, I, I was like, eh, anybody dummy can do this. I jumped out with no plan hustled work. I knew I could hustle work. I got big clients, little clients, big projects, little projects. Um, I started working with several business owners. Um, and while I found them extremely frustrating to work with, they had the same needs and challenges, never the same budget, never same attention span, . I really loved working with them because you can make such a difference in the world of a small business. You can move the needle dramatically and you can see the impact that your work has with that group. So one day I just said, look, I'm, I'm, I'm gonna create a, a systematic approach to marketing where I could walk in and say, here's what I'm gonna do.

(13:17)
Here's what you are gonna do. Here are the results we hope we get. And by the way, here's what it costs. You want it or not, . And after the third time I did that, and they all three said, where have you been all my life? I realized there might be a need for this idea. I didn't call it fractional. C M o I called it installing a marketing system. Uh, that begins with strategy before tactics. But it clearly tapped into what is still today one of the greatest challenges for small businesses. It's very hard and getting harder for a small business to buy marketing services. And if we allow them to buy the tactic of the week, um, we're doing them a huge disservice. So I, you know, ultimately created, uh, the Duct Tape Marketing System. I had other, you know, some of you may be familiar with my, my books and courses and things that I've done over the years started attracting, you know, other agencies and, uh, today, uh, have licensed the Duct Tape Marketing System to hundreds, uh, of agencies who now install this approach or this fractional C m O approach and work with, you know, thousands of, uh, small mid-size businesses any given day.

(14:22)
So, I wanna spend a little time kind of going through the steps of, of creating a fractional C m O system that really anybody on this call, uh, today, uh, could follow this path. Um, we've just made it a lot easier if you don't wanna make it up yourself, but I'm gonna reveal to you the steps. So the first one is to, to really change the traditional model. Um, you know, everybody puts out free content, they try to get a sales meeting, leads to a proposal. Weeks go by, nothing happens, or something happens on a proposal. Then you start the project, you do the work, you deliver what you promised, and we start all over again. Um, now a lot of people have built really tremendous businesses doing that exact model, but a lot of people also get really frustrated because it kind of turns into feast and famine.

(15:09)
You get really busy marketing, you get some work, you get really busy doing the work, then you look up and and you gotta go, you know, head on over to marketing again, uh, to get that going. So our model is, is basically breaks down to this. We put out free content too. I mean, there are obviously lots, you know, that's a proven method for, uh, for getting people, uh, to know, uh, like, and trust, uh, what you have to say. But instead of selling, um, a, a sales meeting, um, we sell what we call a strategy session, which is literally set up to demonstrate the value. We actually have a process that we run people through where they come away from that realizing how valuable it would be to work with you. There's actually no selling involved in it. It's a, it, it really is something that benefits, uh, anybody who goes through it.

(15:57)
But then, uh, what we are selling is phase one, which is a, an engagement that we call strategy first. It's a 60 day engagement. Our, our folks sell it from five to $10,000 just for that engagement. And I'll show you in a bit, uh, we have done thousands of these now and we have it down in lockdown as a system. But what happens is when you do that strategy, you build the trust to be, uh, really an advisor and not a vendor. You know, even if they came to you originally saying, oh, I just need a website and some content, um, and you demonstrate to them the value of going through strategy first, um, they will no longer tell you what they want. . They will say, how can you make this happen? How can you build, you know, this blueprint for us in a long-term retainer?

(16:43)
Uh, I would say it is nearing 100% of the time. Uh, when people go through strategy first, they then turn into a long-term retainer. And as I said, our average is about $5,000 a month. So it is a completely different, uh, model, quite frankly. Um, and instead of just going for the long-term retainer right off the bat, which a lot of people do, um, it, it, it, it, the retention that this creates, our average retention is 19 months, which, um, experience sells me is far, far, far greater than, uh, the norm out there. All right? So the first step is to demonstrate value with useful content. And again, um, this is a proven tactic, you know, the eBooks, the, uh, checklist, uh, the, you know, all the things that get people to opt in and, and to learn more about you and to allow you to kind of nurture those relationships, uh, proven tactic has been for the last couple decades. Um, we certainly, people that license our system certainly get all of the content that we've produced. So it gives them a real headstart, uh, on that. Now, the

John Jantsch (17:48):
Second piece, as I said, and this is a real game changer. You're not going for sales presentations. You are basically telling somebody, I wanna run you through a process, um, that will help you better understand the gaps that you have in your marketing today. That's all it is. Um, and it, it leads to them almost 100% of the time saying, how could you do that for me? ? So the backbone of this is a proprietary process, trademark process that, uh, I have been using now for at least 15 years called the Marketing Hourglass. And it's essentially, it's our customer journey. And I, and my belief is that, you know, it, it certainly borrows from the funnel. There's nothing wrong with getting people to know about you and, uh, eventually some percentage of them to, uh, to wanna buy from you. But when we focus on what happens in buying and what happens in the experience of onboarding and what happens to, to intentionally create repeat business and, and certainly create referrals, you know, I, I, that's the hourglass shape that I believe that the journey then spreads out there and expands again.

(18:51)
Um, and, and when we walk people through this process, these stages, or I like to call them behaviors of no, like trust, try by repeat and refer, um, they finally start to get, oh yeah, marketing isn't just getting the phone to ring, or marketing isn't just getting the click or the like, uh, that, that there is a complete end-to-end customer journey, and that if we're gonna build momentum in our business, all of these things have to be integrated. So the concept here is we help them understand, you know, what their ideal customer's journey looks like, how we can put really their marketing, you know, on that chosen path all the way through. And it just immediately shows them where the gaps in their campaigns, their content, their processes, their people, you know, it, it just becames becomes painfully clear. The other thing about this is everybody else is talking to them about being on TikTok or being on, you know, this platform or something.

(19:48)
This is, this is a holistic approach to marketing that, um, my experience tells me they've never heard a marketer talk to them about. So the way this works, and then again, we've developed, you know, all the tools to use these with our clients in, in, you know, pro in, uh, prospecting meetings as well as in, um, in, uh, actual doing the work. So again, the first three stages that develop the relationships, we just kind of show them here are all the things, uh, that these are all the ways that people can know about a business. And again, this is an area that most people can tell you, well, yeah, we run advertising or we do this, we do that. But then, uh, the, the, the next thing is like, how do we get them to buy as opposed to this idea of building trust. And when we tell people that, that nailing these three stages is actually how you charge a premium, it's how, how you make the competition I relevant, they really start to listen at that point.

(20:41)
And then the next two phases where we really kind of build the long term bridge to success, you know, these are all the many cases, these are processes. This is no longer traditional marketing. This is, you know, quote requests and this is, uh, trials and it's how your forms work. And, and obviously it's, you know, what's the transaction and onboarding and orientation look like? Um, again, we get to this part of it and they're like, well, we don't do any of this , you know, is this something that's, this is actually part of marketing too. Um, and then obviously repeat and refer. I mean, so many small businesses get a large percentage of their clients by way of referral. In fact, some of them, you know, you, you talk about professional services, it's the only way they get clients. Quite frankly, they never do anything about it .

(21:23)
And so here's a marketer actually showing them that there need to be intentional processes for how they generate referrals. And, and, you know, at the end of this, uh, running people through this process, this question comes up 90% of the time. What would it take for you, fractional C M o to build this for us? There is no sales conversation. I mean, at this point, you just have to tell 'em, here's how it works, . Um, but, uh, this is a game changer in terms of, of converting an ideal client. So you sell from that point. What it would take is the first is a 60 day strategy, first engagement. And what that does is just hooks them for life. As I said, we have this down to, I, I can just tell you it's, it's three meetings. Uh, there are deliverables, there are things a client has to do.

(22:17)
Uh, there are forms and tools and checks that we use for this. Um, and we, uh, we can teach anybody now how to do this. In fact, in many cases, um, folks will actually, we'll teach their account managers actually how to do this. The owner of the business obviously does it, but it's, we've got it so documented that it can actually be taught to many people in an organization so that it's not just reliant on the owner of the business to, uh, deliver it. And it changes immediately the relationship, uh, with who you're working with. In fact, uh, one of the things that happens, I had a, uh, a call, uh, this week, dunno what day this is, but some this week, um, where somebody just came, they said, look, we want this and we need this, and we need you to do this. Um, and, and I will tell you that, you know, again, when you're just trying to get started, you know, you're trying to take work, you know, that sounds like a great call to me.

(23:12)
That's a terrible call. Um, what what we do then is immediately show them why strategy is important. And then in fact, our model is to start with strategy first because then, um, that will inform us on what we actually should be doing and not, and not doing. And, you know, anytime, you know, I've kind of bent the rules and said, like we all do as entrepreneurs, oh sure, I'll take this client. We'll, we'll make, you know, we'll figure it out. Well, guess what happens. , and many of you have probably experienced this. You're gonna do strategy anyway, or at least some level of it, cuz you've gotta figure out who their ideal client is. You've gotta figure out if they've got the right messaging, you know, what content's there and what their editorial plan should look like. You're just not gonna get paid for it, . And so what this does, this ensures that you get paid for the work that you're actually doing already.

(24:01)
Next step then is to, to move really to long-term retainer. And, and I will tell you the other thing about this strategy, uh, approach that works so well is, I mean, how many times have you gotten a client and they, they want a proposal? And you're like, well, I kind of think that this is for this kind of business. You know, this is probably what they need. Well, when you go through strategy first with them, some, you spend the time with them, you do the discovery, you're getting paid to do the research on the things you, what you propose as their top priorities for this long-term retainer are gonna be dead on instead of you guessing. So you're really doing, you're, you're, you're really delivering more value to them by making them take this approach.

(24:46)
Free content leads to strategy session, which leads to strategy first sale, which then leads to the long-term retainer. Now, after somebody wants to go into a retainer, we've developed a complete system. Um, it all revolves around the strategy right there in the center. But we all know that a website and content and SEO and social media and reputation management and email marketing and pay per click, those are all areas that are important today. And dependent upon the stage in which somebody is in, um, you're gonna work on all of those areas, but you're going to actually move them to the next stage. You're gonna integrate all of those areas again. Another thing they're not getting from, from the tactic of the week approach, and you're going to move them, um, to, to the next stage. You're gonna help them move from foundation to leveling up.

(25:34)
We actually have an entire model for the long-term retainer. You know, most people, uh, come to us, at least in, in what I call Foundation stage. Uh, they have a bunch of stuff that's broken that needs fixing, but instead of just doing the same thing over and over again, , we're gonna, we're going to get them to the next level so that we can then start generating leads, and then we're gonna get them to the next level so that they can, uh, start actually converting those leads and creating monthly recurring revenue and, and, and starting to build a team. But there is a linear order to those. And we've created, you know, after years and years of doing this, uh, these are just some of the, the, the forms that we use. We have action steps and milestones, you know, for every stage of the game. So that's why our long-term retainer, um, is the, the retention is so great, uh, because we actually have, we're gonna take you from here to here, , you know, from where you are today to where you want to go, rather than we're just gonna make the phone ring. And that's why the strategy first, uh, the fractional C m O model is so effective.

(26:40)
All right? What now you can do nothing with the information I just provided. Uh, you can go alone and create a system similar to what I just, uh, uh, outlined or you can partner with us, and frankly, why recreate the wheel? You know, use our, uh, proven tools. So I want to talk really the rest of the time, and then I know a lot of you have been putting questions in on the fly. And so Shauna, we can maybe hit those when we get there. Uh, but, uh, I want to, I wanna show you how you can license our fractional CMO system. So you give us 90 days, uh, that's what it takes. I believe in 90 days, we can teach you this system that we've used to double and triple pretty much everybody's business that has licensed this dependent upon where you are. Obviously those numbers are relative.

(27:32)
Um, but that's what it takes. Now it starts with a three day, um, certification, intensive training workshop. So you apply, which by virtue of this I'm gonna show you how you can actually, uh, schedule a, a call to chat with us one-on-one. Uh, we have a vir, uh, yeah, it is virtual. Uh, currently one day we'll get back in person. a three day, uh, training workshop. Uh, that's coming up in February, uh, end of this month. Uh, and then you could start offering, uh, our strategic approach to marketing, you know, really to, to all of your clients. But we're gonna, we're gonna hang with you, uh, between extra training after that three day certification, extra training calls. Uh, we're gonna put you in some mastermind groups with folks that are also going through this. We're going to, uh, provide you with some extra, you know, very tactical training as well.

(28:20)
We're gonna make sure you succeed. And that's why I say give us 90 days. Um, now we also have a network of folks that stay with us beyond that 90 days. Um, and so, you know, you'll have that opportunity as well to, to really become part of a community too. So you're gonna license, you know, our implementation fractional C M O and implementation model. Uh, that's going to include really all of, you know, how to deliver all of those elements. Uh, you're gonna get all this content between e-books, um, checklists, templates, case studies. You're gonna be able to use that, you know, either in your own marketing or with your clients. Um, you're gonna get the marketing hourglass process that I talked about, that, that is bar none, uh, the most impactful, uh, process, uh, that, that that's, I think has been created certainly in, in, in my body of work.

(29:11)
Um, we've seen it time and time again. Now, how impactful, just, just having this, uh, and walking people through this process and using it really as a framework, uh, for all of their marketing is you're gonna get the strategy first engagement. I almost call it product now because we've got it. Uh, so productized, you know, from meeting to meeting to deliverable to deliverable to what you do, to what the client does. Um, that, that we can teach this now very effectively. You're gonna get the elements of the small business marketing system for implementation after the fact. Um, you're going to get, and this is a huge component for a lot of people that call themselves strategists. You're also going to get access to our partner program. This is a group of growing, group of vetted providers, uh, who can help you with websites, design, email marketing, seo, even virtual, uh, marketing assistants.

(30:10)
And these are not just vetted folks. These are folks that work with a lot of the folks who have licensed our same system. So they understand, you know, what we think a website should look like. They understand, you know, what we're looking for in terms of content because the people that come to them in our, that have licensed our system are, are talking the same language. So this is, you know, if you're one of those people that's kind of like, I wanna do strategy, I like the client relationships, but I don't wanna do social media posting, I don't wanna write metadata. Um, this package, this approach, this strategy first, will allow you to attract a client who is willing to pay a premium. Uh, that will allow you to then have the margin to delegate, uh, work to either a partner program that you've developed or, or, uh, relationships you've developed or, or our partner program.

(31:02)
The last piece I'm gonna talk about today is just really the investment for what we've built. Um, we have packed, I mean, this is 20 years of proven tools that, that are gonna allow you to hit the ground running. Even e even if you're just getting started, this is gonna shorten your learning curve dramatically. Um, and, and you know my question a lot of times, uh, for folks when I start talking price and they start thinking, oh, can I afford that? I guess my question is, can you afford not to? What's gonna happen if you don't, um, take the, uh, an approach like this if you don't start charging what you're worth, if you don't start actually building that package. And, uh, that's gonna allow you to scale your business. So licensing investment, this is the certification process, the mentoring, the tools, uh, the 90 day, you know, program that you're, you're gonna be in, um, access to everything that I just showed you is a $7,500 one time fee.

(31:57)
However, we are rolling this out, um, this year, this first quarter. Um, so our, our next training is actually, uh, February 22nd through the 24th. So if by virtue of being on the call today, uh, you sign up for that, we're gonna have another one in April and we'll probably have another one in June. They'll keep going. Um, but if you are somebody who can make the decision, uh, by this February 22nd date, uh, you're gonna save yourself, uh, $1,500. So that is really all I wanted to share today, really, uh, kind of, it's, it's your turn now, um, if something we shared today really made sense, really resonated,

John Jantsch (32:38):
Um, uh, there's a URL on the screen. Um, I think we'll put it in chat too. It's just dtm.world/certification. Um, what that's gonna do is take you to a page that, that really outlines this certification, everything you get, so to speak, even the agenda for the three days that we'd be together for the certification training. But it's also gonna have a, a button there, uh, that will allow you to schedule a call. Um, it's, you're either gonna get me or you're gonna get Sarah Nay, who's our chief, uh, head of operations, been with me for 12 years. Um, it's kind of a round robin. Uh, so lottery system, , you'll get one of us to, uh, to kind of walk you through one-on-one. You know how this might work for your, uh, business, your, your agency. We, we would love to, to actually speak with you. Um, if this sounds like, uh, an approach that makes sense to you.