The Easiest Way to Get Paid More (B2B & SMMA Clients)

Why Most Agency Owners Are Selling the Wrong Thing

I was at Funnel Hacking Live last weekend and this guy walks up to me. He bought Cold Email Mastery 2.0, happy to meet me, tells me he does lead generation for coaches and consultants — sells them a coaching program on how to grow their business with leads.

I ask him how business is going. He says nobody's really buying.

I told him exactly why: he doesn't have the authority or credentials required to sell that form of offer.

The Offer Pyramid

There's a pyramid — three sections.

At the top: done-for-you (agency services). Smallest surface area.

In the middle: done-with-you (coaching and consulting). More surface area.

At the bottom: do-it-yourself (courses). The most volume, geometrically.

That structure exists for two reasons: qualification and authority.

Qualification

Fewer people are qualified to buy a done-for-you service. If you're trying to sell agency services to a business making less than $20K a month, that's a bad business — they're going to get zero results. You shouldn't take them on.

As you move down the pyramid, the qualification bar drops. Anyone can buy a course. There are zero parameters.

Authority

This is the part most people miss.

Imagine a scale of authority. When you sell a done-for-you service, the client can have significantly more authority and credentials than you — and you can still close them. The work-to-results ratio is in your favor because you're doing everything.

With coaching or consulting, you must be at least equal to your client in authority. Ideally they're below you.

With a course, at scale, everyone must be below you.

If you're starting out with no credentials and no track record, you cannot sell a coaching program to cold traffic. You're at the bottom. Every qualified business owner is above you. It doesn't work.

Why Done-For-You Closes Easier

People prefer spending money over doing work. That's just human nature.

When you sell a done-for-you service, you're transferring all the execution to yourself. That's an inherent part of the value proposition — it's baked into the offer structure itself. You don't even have to argue it. The offer argues it for you.

A done-for-you service can be five or ten times more expensive than a course, and people will still prefer it — because they don't have to do anything.

That's why as a beginner, done-for-you is your only real option. Nobody is buying a coaching program from you. It's not happening.

Logistical Intensity: The Concept That Will Change How You Sell

I just paid $10,000 for 70 ad creatives. Ten grand, out the door.

Why would I do that?

Here's the exact phrase I want you to internalize: logistical intensity.

My specific end goal was ad creatives. That's the output I wanted. Simple.

But what's ordinarily required to get that output? Writing the ads. Filming myself on camera. Getting them edited. Three separate points of logistical intensity — and I had been handling all three myself.

The person I hired took all three off my plate. I paid roughly three times what I used to pay, and they did three times more work. That math made complete sense to me as the buyer.

Here's the problem: most of you are not capturing the logistical intensity in your sales process. You're not making the prospect understand what it actually takes for them to reach the end goal on their own.

If I were making a VSL, I would walk through every single step required to achieve the transformation — here's point one, here's point two, here's point three — and show how I handle each one. That's the entire argument.

Most of you aren't doing that. And on top of that, most of you aren't even handling all the logistical intensity points in the first place.

A Real Example: Selling Ads to E-Commerce Brands

Everyone wants to run ads for e-commerce brands. I get it. You want to go into Ads Manager, press buttons, and call yourself a media buyer.

Here's the pitch most people try: "We give you direction on how to make your creative better."

Nobody is buying that from you. Not from cold traffic. Not without massive authority.

Here's what actually works — and I'm giving you the full stack of logistical intensity:

1. Find the influencers for the brand

2. Handle all communication and coordinate product shipments

3. Script the ads so influencers know exactly what to say

4. Ensure proper editing on every piece of content

5. Launch the ads directly in the ads manager

6. Work on a performance basis so the risk is on you

That is how you sell that service successfully to cold traffic. You own every point of logistical intensity between the client's goal and the outcome. You take the entire burden off them.

The Bottom Line

If you're a beginner, start with done-for-you. Figure out every logistical step your client would otherwise have to execute themselves — and do all of it. Then make sure your sales process actually communicates that intensity clearly.

That's it. That's the whole thing. Your business will work so much better it'll feel embarrassing that you weren't doing this already.