Back in 2016 a client asked me to switch from a retainer to pay per lead… And it was one of those decisions that totally changed my life. Because PPL paid for my house and my wine cellar… all in about two years. But the bit everyone asks me about? How do ya actually PRICE the leads. Turns out it’s stupidly simple. All you need to do is take your client’s average order value… and charge about 1% of it per lead. So if a Mortgage broker’s averaging $5,000 a sale? That’s a $50 lead. Done. There’s no awkward negotiation. No pulling numbers out of thin air. Just a clean rule of thumb that makes the client go “yeah… that’s fair.” In one deal we did… the client wanted 100 leads a week at $100 each… we then generated on Meta for about $25 each. Which means we walked away with roughly $7,500 PER WEEK in gross profit. From ONE client. Now… Is pay per lead perfect? Nah. There’s risk. Ad costs swing. And don’t get me started on sales teams that sit on a red-hot lead for three days then tell ya “your leads are crap.” But I figured out a way around ALL of that. No ads. No funnels. I don’t even generate a single lead anymore. 100 times easier. And still paid on performance though so the upside is juicy. I broke the whole thing down here -D P.S. On average our clients closed about 5 out of every 100 leads. Watch what we do with the other 95… that’s where the real money is hiding.

Sorry for the radio silence, peeps. We’ve been heads down building a new “coffee date” acquisition machine. Truth is… I’ve never really needed cold outreach. I’ve always been able to get my offers in front of a warm audience. …But not everyone has that. So over the next few weeks, we’re going all in on cold outreach automation. The goal? Figure this out properly… Then show you how to land coffee dates from ice-cold leads, even if you’re starting from zero. And yes… I think this is going to CRUSH!! Why? Because most people do cold outreach like this: 1. Spend a fortune on data (Apollo etc.) 2. Pick a niche 3. Create a “meh” offer 4. Write some emails 5. Add some AI personalisation 6. Ask for a reply 7. Set live 8. Pray 9. Get ignored No coffee dates. Here’s my evil plan: 1. Use AI to scrape and enrich high-quality data for cheap 2. Lead with an “offer they’d be stupid to say no to” (e.g. turning old leads into sales on a performance basis) 3. Build a simple opt-in page (lead magnet) where they can experience the offer instantly 4. Layer in Voice AI for a proper “WTF is this?” moment (tailored to their niche) 5. Write 5 bangin emails, I won't need AI ready to be loaded into SmartLead And this is the fun bit… At the same time as we send email 1 and 3, I am gonna: 6. Send an SMS 7. Drop an AI voicemail in my voice Just to say: “Hey NAME, just sent you an email.” 8. Then we go live… …and have the sales team ready for inbound calls from people who are curious (and slightly confused) by how personalised it all feels. Goal: Minimum one coffee date per day. Now - this is just the plan. It’ll evolve. Some of it might not fly with compliance. I don’t know yet. But it’s going to be fun figuring it out. If you want to come along for the ride… Comment “Sexy AF” below. If enough people are in, I’ll document the whole journey over the next few weeks. And if not… I’ll still do it - just won’t tell you about it 😄 -D