75 - The Power of Automation & StoryBranding with Amber Gaige

In this episode of the HighLevel Experience Podcast, host Vit Muller sits down with Amber Gaige, a seasoned agency owner and HighLevel user from Dallas, Texas. Amber shares her journey from working in her family's plumbing franchise to founding Far Beyond Marketing, where she leverages AI and automation to drive business growth. The conversation delves into the evolution of marketing strategies, the importance of systemization, and how Amber's unique approach helps businesses thrive in the digital age.

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Are you ready to take your agency to the next level? Amber is offering listeners a chance to explore her Far Beyond Limitless Leads system - a revolutionary tool that uses AI to generate high-quality leads tailored to your business needs. Say goodbye to outdated marketing tactics and hello to future-proof growth! Visit https://highlevelexperience.com/farbeyond to learn more and take advantage of this exclusive offer.

About GUESTNAME

Amber Gaige is the founder of Far Beyond Marketing, an agency that combines human connections with cutting-edge technology to deliver future-proof growth for businesses. With over two decades of experience, Amber is also an international bestselling author and a certified StoryBrand guide.

Highlights 🔥

Key points we talked about in this pilot episode!

1. 👉 [00:02:00] From Plumbing to Marketing - Amber shares her journey from working in her family's plumbing franchise to founding Far Beyond Marketing, emphasizing the importance of systemization and automation.
2. 👉 [00:03:00] Marketing Evolution: From Yellow Pages to AI - Discussion on the transition from traditional marketing methods to modern digital strategies, and how AI is reshaping the landscape.
3. 👉 [00:05:00] The Importance of Networking - Vit and Amber discuss the timeless value of networking and face-to-face interactions in building business relationships.
4. 👉 [00:09:00] Systemizing Growth with HighLevel - Amber explains how she uses HighLevel to automate and streamline operations, allowing her agency to scale efficiently.
5. 👉 [00:18:00] The Four C's of Marketing - Amber introduces her Four C's framework: Clear Copy, Consistent Branding, Customer Demographic, and Channel Management, and how it drives business success.
6. 👉 [00:24:00] StoryBrand Methodology - Amber delves into the StoryBrand framework by Donald Miller, explaining how it positions clients as heroes and enhances marketing effectiveness.
7. 👉 [00:46:00] Leveraging AI for Lead Generation - Amber discusses her Limitless Lead Program, which uses AI to generate targeted leads and improve client acquisition strategies.

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More info about this episode:

1. Type: Audio (Explicit )
2. Link: https://podcast.highlevelexperience.com/episode/the-power-of-automation-storybranding-with-amber-gaige
3. Authors: Vit Muller
4. Copyright 2024 vitmuller.com | highlevelexperience.com

We were the first franchise in the United States and now, my

family opened the first 30 locations.

and it has since branched off into 900 different locations,

I mean, back then we didn't have high level,

Yeah, it was, we were still negotiating, yellow

book, phone book ads back then.

Somebody signs up.

how do you do it so they don't have that same experience that you had

when we onboard them, we will sell them on the go high level platform

and build their website on go high level.

In order to streamline their online presence and improve it.

It's always more expensive to go get a new client than it is to just add a hundred

bucks a month to an existing client.

I'm a hundred percent with you on that because.

There's so much more money left on the table.

they're actually able to see the number of abandoned phone calls.

Hang on.

So you scraped the keywords, but how do you get the leads?

I've missed something,

So we scrape the keywords for people who have searched those

keywords in certain geographic areas within the last seven days,

Hello everybody.

Welcome to another episode on the High Level Experience Podcast.

Our guest today is a fellow highleveler and agency owner from Dallas, Texas with

over two decades of experience leading high growth strategies across home

services, SaaS and franchise businesses.

She's third generation entrepreneur who's taken her roots in blue collar

hustle and transformed them into cutting edge marketing systems that blend human

connections with automation and ai.

She's also an international bestselling author, a fractional CMO, and a founder

of Far Beyond Marketing, where she's helping business owners dominate their

markets with strategic clarity, bold messaging, and real time data insights.

What's wild is her agency isn't just creative, it's intelligent.

She's literally using proprietary AI to track marketing trends.

They happen, and then turning that data into immediate action for our clients.

This isn't just marketing, It's futureproof growth on autopilot.

Please welcome to the show, Amber Gage from Far Beyond Marketing.

It's a pleasure to be here, Vit.

Thank you so much for having me.

It's great to have you here, Amber.

tell me, you've had quite an experience all the way back working, I believe,

for your dad at a plumbing business all the way to now where you are

helping businesses with AI intelligence and predictive marketing trends.

what was that journey for you like when you started working

at that, plumbing business?

Painful.

I was the only girl with a bunch of guys on the back of

a backhoe and heavy equipment.

I mean, I, I, I looked at, the LinkedIn profile of that company.

It's actually not a small company.

It's a big franchise.

It is.

We were the first franchise in the United States and now, my family

opened the first 30 locations.

And at one point in time, owned three territories in Texas, San Antonio,

Dallas, and Houston, and it has since branched off into 900 different locations,

And so you were in charge of what?

Exactly.

the marketing, the customer service, and the 24 hour call service.

Okay.

That's a lot.

Yeah.

that's combining quite a few things to juggle, from that experience

working at that plumbing business.

I mean, we have a lot of high levelers listening and we know that,

there are certain markets that high level works really well for right

home service businesses especially.

If you, can you, I mean, back then we didn't have high level, we're

talking like what, year 2008, nine,

1999

the,

to 2008.

Yeah, it was, we were still negotiating, yellow book, phone book ads back then.

so, this is almost like pre-pro internet era.

what were your go-to strategies back then

Back then, it was certainly word of mouth.

It was Chamber of Commerce attendance, it was networking events, it was print.

We would print, we would be in magazines.

We would do millions, literally millions of pieces of direct mail.

and then towards the end of my tenure with the company company, we had started to

introduce OTT and radio and retargeting through, geo-targeted ads and, Google ads.

Okay.

Out of all those, which one do you think is still working to this day?

I would have to say that omnichannel branding through OTT.

Native and retargeting is still effective.

I can't say that I'm a huge proponent of Google Ads or SEO.

I believe that thanks to AI marketing is changing and we're able to produce much

more high quality leads to our clients without having to, keyword stuff, if

you will, or bid against our competitors for ads at the top of the page.

Brilliant.

you also mentioned networking and I believe that there, like the

reason I ask you this question is 'cause there are certain, formats

or strategies that to this day there are like fundamental and they will

always work like networking, right?

because let's face it, when you can speak to somebody, face to face, you've got

a lot more, if I said a bad way, what, like a lot more arsenal in your pocket.

Because you've got tonality, you've got eye contact, you

can, you've got body language.

There's a lot more that you can play with to build a rapport with somebody.

And the reason I'm saying it is for the guys listening, it's

like, this year has been crazy.

I don't know about you, but it's year for me feels like there's a big shift.

I think we can all feel it.

I think we can understand, we can agree that we can all feel this big disruptor

of AI changing the game big time.

And, and to feel like we really gotta catch up.

otherwise we're gonna be, we're gonna be behind, right?

Mm-hmm.

But there are these old school ways that to this day will still work.

Like network marketing, so, do you, do you do that, Do you go to events?

Do you, I dunno.

BNI and things like that, Amber.

I do, we do a lot of networking events.

I serve on the, chamber of Commerce in our local city.

We are members of multiple chambers.

I do a lot of lunch and learn lectures for fellow business owners.

A lot of keynote speaking.

so yes, I think being involved in your local community, your local

business community, understanding.

Who you can help and who shares your common audience is a

huge part of business success.

And I do believe that people are paying a premium for a one-on-one and human

interaction in a world that is moving more and more towards automation.

People want to maintain the connection with our fellow humans.

Yeah.

And it's only gonna be, exacerbated, is that the right word?

As we, as we go more into it.

so make sure you guys, don't forget about those strategies

because they're very useful.

I have to say in my local area, I do go to my BNI sessions.

I go to, innovation center.

They do these, monthly, first Wednesday Connects, there's people coming from

university students, entrepreneurs.

I'm member of local chamber as well.

So they all put on, put on events or like cocktail parties once a month.

And you go to these places and it's a bit of a mix.

there's some like enterprise, business owners.

There's government, there's students, there's university reps.

but yeah, you just talk to, you never know who you're gonna meet.

The other day I went to, well, the other day, it was actually been a few months

back, but I went to, I went to one of those networking events and it was just

wrapping up and I just went to the bar just to, put an empty bottle of beer

back on the bar and I was gonna leave.

And then.

A guy walks up to me and they start asking me, Hey, what do you do?

the, the whole, like, you know what you do, right?

so I just really quickly just say, we do with AI for businesses.

And then he goes, yeah, well, I, I run this, a big solar company.

we focus predominantly on, on commercial, but we're moving into residential

Mm.

sales.

And, and so, oh, okay.

So then that was my foot in the door.

I was like, Hey, so how do you, what's your plan?

How are you gonna be selling it?

How many phone calls do you get?

And how do you handle that right now?

He's like, yeah, we gotta, we got a, we got a call service back

in, I think it was Philippines or somewhere that they outsource it.

but for Australian, market, wouldn't be better if it was

picked up by like an Aussie accent.

Aussie, Aussie voice, right?

so there you go.

So then that was my entrepreneur.

He got interested.

Then he wanted me to show a demo.

So you never know.

And that's that, that's a big opportunity, right?

So you never know who you're gonna meet.

so, but yeah.

let's, I've got a couple of questions for you.

So you spent over a decade working at the, the Benjamin Franklin

Plumbing Franchise system.

Really cool branding by the way.

It's quite, quite clever.

what did you learn about systemizing growth for service-based businesses,

and how does that tie into how you use high level today?

It's hugely important.

I believe that a company cannot scale without systems.

Systems should run a business.

People come and go.

So go high level and other systems that allow agency owners to automate

and duplicate their efforts and become more efficient are the key, in

my opinion, to growing your agency.

so coming from a small family business where we all wore multiple

responsibilities on a daily basis, it's just a recipe for burnout.

and especially when you have family dynamics in the middle of it, makes it

especially emotional and challenging.

So in my opinion, when I was starting my agency, one of the first things

I did was systemize and understand what I could automate versus what

needed to be handled, white glove.

So systems are hugely important.

I believe in automations, in communication, in reaching back out

to clients, and of course, go high level is the Zenith product on the

market for our industry at this time.

Yeah, so here's an interesting thing.

We know system is really important 'cause that gives you, the

baseline that you can depend on.

Everything is funneled in one place and then these things

trigger off and do actions.

But they also take time to build.

And there's this, like a pool, two directional pool where you have to

be prospecting and start getting clients, but also you need systems.

But systems take time and take your time away from doing the prospecting.

So what's your approach?

How do you approach that?

Like when you were setting this up for your agency, where you first I'm gonna

build my systems, then I'm gonna prospect.

Or did you build a system just a little bit then get clients and build as you go?

what was your process?

'cause I'm always curious, there's people like me who are super perfectionists.

I like to have the ducks in the row first, then go out.

So that, and it's just my logical brain.

It's if I get a client, I want 'em to have an amazing experience and

I don't want to be suddenly try trying to create something as I go.

so curious, what's your approach?

you're probably going to hate my approach then, because

it is the opposite of yours.

I did client prospecting and systemization simultaneously.

And the growth of my company and the volume of my clients is what

dictated what systems I built next and how I prioritized it.

So I was starving for clients when I started my agency.

I lost my corporate job as a CM O2 weeks before Christmas and basically

was given seven weeks of runway after three and a half years of service.

And I thought, as a single mom, I have got to figure out a way to make money fast.

So I followed the, the process of 30 coffees in 30 days.

I worked my LinkedIn connections, I networked my little butt off, and then

I built systems to help me handle the volume, for the most popular products

and services that I was selling.

Okay.

You know what?

I think your method was better.

I dunno about that,

It's, look, it's no, I, I have to say no.

I mean, it's ugly, right?

It's like the whole like embrace chaos type of thing.

And that's why I don't like it.

but that doesn't take away from the fact that's really is like how you grow.

I've interviewed a lot of people and, and there is this common denominator.

It is like perfection kills progress.

Done is better than perfect.

it's something I keep telling myself all the time, and I'm getting better at, I'm

really realizing gonna shift my game.

It's just in your head, it's not, it's just there's some ingrained things

that we have this urge or this need to have it this way for some of us

that are like that, but ultimately it doesn't help the business because you

take too long, you stole too long.

and then before you get out there, your competitors who are doing

it the way you did it, they're already getting more signups.

So, I just wanted to ask you that so we have a little bit of a comparison for

the guys listening so they don't do the same mistake and it's just going against

what you're comfortable doing, I guess.

So, it's never ending journey, this entrepreneurial, right?

We're always learning.

We are always learning.

We have to stay humble.

We have to make sure that we understand our own weaknesses and propensities.

And outsource to people who are smarter and better than us.

And I will tell you, one of my greatest regrets in my agency is

not adopting go high level sooner.

I had the opportunity to do it probably two or three years ago,

and I didn't, I was very intimidated by the onboarding process.

in fact, I remember being in tears with, a go high level onboarding specialist.

I cried on the phone and I thought, I can't do this.

I, this is overwhelming.

I can't do this.

and so now as a go high level user, I think if I had just been a little more

tenacious, my company would probably be twice the size that it is now.

Mm-hmm.

So you're talking about your own experience of getting

onboarded onto high level,

Mm-hmm.

Mm-hmm.

that was three years ago.

Mm-hmm.

That was before high level, had all these other

hundreds of other new features.

Correct.

Well, let's stay on this topic for a second then.

This is a good, this is a good topic, I reckon, reckon, adoption is the

name of the game when it comes to SaaS, especially if you're selling

it as a SaaS where you want your clients to log in and do stuff vivid.

how do you.

With your clients, do you sell SaaS or do you just do agency services?

Should

Yes, we sell SaaS.

Mm-hmm.

Okay.

So, somebody signs up and I should probably ask you first, I mean,

how much do you wanna share?

But, somebody signs up.

I, you might have some secret sauce that you don't wanna

share, so that's totally fine.

Somebody signs up.

how do you do it so they don't have that same experience that you had

way, back three years ago with that overwhelm, with looking at all these

features and eyes glaze over, they get overwhelmed and, it's not the best

experience to start off with for anyone.

right.

Well, our agency being deeply rooted in the blue collar and home services

industries focuses with solving one problem at a time for our clients.

So we typically onboard them, with the goal of pairing their marketing strategy

alongside their operational goals.

So, for example, when we onboard them, we will sell them on the

go high level platform and build their website on go high level.

In order to streamline their online presence and improve it.

We are also a StoryBrand agency, so everything that we do embraces the

Donald Miller Miller StoryBrand.

And so we are absolutely very keen on copywriting and clarity of messaging.

So when we start someone on there, then we will convince them that they need

a go high level subscription so that they can then grow into the automations

that are available without having to jump from platform to platform.

So that's one example of us saying, look, you need a website, you

obviously need a better footprint.

Online go high level allows you to grow, in a way that as your business scales.

So we're going to begin by building you a website, and then as you're ready to

embrace these other add-ons, we will walk with you to add on these other features.

I like it.

Now, would this be like us sending offers where you keep upselling them

to the next thing, to the next thing, or is it more about they pay for same

thing from the get go, but it's just unlocking other things as they go?

It's a little bit of, it's a little bit of both, but mainly the first.

So we're going to get them to pay primarily for the first offer, but

then as they are able to, like say they're ready to handle outbound emails,

so they need the email marketing.

All right, then we're gonna upsell them on that.

But they will be, begin with a membership to go high level

subscription from the very beginning.

So they're going to get the subscription, plus they're gonna pay for the website

build, and then they can do the a la carte options as they, as they grow.

Does that make sense?

Yeah.

So you get them the, the first offer is they don't have a

presence, so they need a website.

You sell them on that.

that's not difficult to do.

You say, Hey, look, all the other plumbers in the air, they do have a website.

If you don't have a website, it's hurting you.

No brainer.

How do you justify the subscription?

If, if you're getting them onto the website,

website management and maintenance.

So when they, we tell

call that, okay.

Yeah.

Mm-hmm.

You say, okay, it's this much is to build it and this

much is to pay for the hosting.

There you

it the hosting.

You don't call that a CRM subscription.

Okay.

So you do a smaller, so let's say if you set it up, like in your SaaS, a

configurator, it'll be like, your base would be that the hosting called hosting.

And then you say, look, you can also do CRM, you can also do the like, build

your business into these automations, like you said, or grow into it.

That's where you upgrade 'em to the next plan.

They pay more money.

Okay, I get it now.

Very good.

I like that.

'cause we don't often break down the SaaS, strategies on this podcast.

so I think this is really valuable.

So thank you for sharing that.

where do you go from there?

From there, we continue to partner with them.

The minimum retainer for us is 90 days, and then it's month to month after that.

So we have monthly meetings to discuss the results that they're getting.

And everything that we do is work for hire.

We don't want to own their website, we don't want to own anything.

We want to position them in the driver's seat.

So then, we're gonna continuously walk them through the concepts in my

international bestselling book, which is the four C's of marketing, clear

copy, consistent branding, customer demographic, and channel management.

And in focusing on those four C's of effective marketing, we will be fine

tuning the strategies and tactics that we employ and that we introduce them to.

So it is a very much white glove consultative approach

with every client that we serve.

We have account managers and we have processes and systems and packages.

But he also said you don't want 'em to depend on you.

You want 'em to be able to do the things themselves.

So you kind of start on the wide glove on the partnership base.

So is it like you upgrade them to the plan where they get access

to high level, they can do stuff, then you upsell them to a retainer.

package where you are actually, are proactive with them, helping them out.

You implement your strategies like the forces, which I want to, dive into a

little bit more, but then do, what, do I understand correctly that over time

you're trying to turn them into their own marketers so they can actually

feel confident doing things themselves?

Depending on their

on paying the retainer depending on the goals?

no difference to us because we are set up to make revenue

regardless of what path they choose.

We have four target, clients.

ICPs, if you will, and no two clients are alike.

So to me it was very important to establish a path of revenue generation

if someone had in-house marketing and wanted to own it, or if they

wanted to purely outsource it.

So we make money either way.

Yeah.

I like that approach a lot.

It's very similar to what I apply at my, at my, white level size here in Australia.

I've got a DIY slash down vfu, which is the.

Coming along to weekly workshops to learn the next thing, the next thing,

the next thing on how to implement it.

But vice versa, if they wanted to get something done, we can do

fully custom built, or we have this thing called the profit roadmap,

which is modular snapshots.

We just built like 10 different snapshots for each different subset

of what every business needs.

And then they just pay per, per module and we just drop it into their account and

then custom set it up and then bobs your ankle and you just keep, keep going on.

So I think that approach is really good because at the end of the day,

like I said, there is, there is a range of people with their needs,

and some just wanna do their thing.

They just wanna do the plumbing or they just want to do the roofs, build the roof,

so be the electrician and, do that and not, not have to worry about, that stress.

So, for those.

You, you, you just get 'em on retainer and happy days.

And then the otherwise, they help themselves.

So I think that's good.

The, the only thing with that obviously is scale.

so the, the second option is more scalable.

If you can get them to learn and help themselves, then you don't

have to have such, so much stuff.

'cause otherwise you have to hire people.

But then that's where your contracts comes in.

So you've got, you've got some, some, security or like predictability.

alright, so the four Cs, you mentioned that I was looking at YouTube videos last

night just in prep for this interview.

I'm curious, but you also mentioned Donald Miller.

there's not many people that are certified in world.

Is that right?

That's correct.

There's only a couple

the guys listening?

So brand, brand-based storytelling.

Am I saying it right?

Can you explain that a little bit more please?

Sure, I'll be happy to.

So Donald Miller, is a American author, writer, and businessman.

And after writing successful screenplays, he discovered that every multimillion

dollar movie follows a system.

And when those movies deviate away from this storytelling system,

they don't become blockbuster hits.

So he basically created a seven part framework that

business owners can apply to.

Story brand, their messaging, and brands like Dove, Gillette, certain political,

well-known people in the United States and others have adopted this methodology

to basically position a brand as the guide and the customer as the hero.

So Donald, Miller trains other marketers in his system so that we can teach

business owners how to talk about their business and obliterate the competition.

I like that a lot.

Do you wanna unpack that a little bit for the guys listening or can you, are you

allowed to, is that like a secret sauce?

Is that, I'm just curious.

I, I was looking at your YouTube and then you mentioned it there and one of

your shorts Donald Miller mentioning there's only like a hundred or so, a

few hundred people that are certified.

I'm like, is this like, 'cause I've never heard of that person.

I've never heard of this program.

but now that you said it, no, it's, I'm even more interested.

It sounds really cool.

Like, the example of how movies use it to be a blockbuster.

It's, it's intriguing.

So I'm sure it's probably intriguing for the guys listening.

So, if we can unpack that for a bit.

And then I would like to dive into those four C's that you've got as well.

Absolutely, and I'll be happy to share an affiliate link

to Donald Miller's program too, for anyone that wants to check it out.

You can train online or you can train in person.

you, and it's a great program.

That absolutely was the genesis of my marketing agency.

I initially built my entire company based on story branding.

So if you think about your favorite movie, let's name a couple favorite movies Vit.

What, what's, what's a couple favorite movies that you have?

I mean, Ironman,

Iron Man.

on.

Oh,

they were about to go be, you know the story of that franchise

No, tell

Marvel Before, they went with Ironman.

They were going bankrupt.

I did not know that.

Yeah.

They were going bankrupt.

they were having a lot of problems.

This saved them.

Really,

saved them.

And, I mean, saved Downey Jr. Right?

He was.

Before then he was, he was going through a rough patch too.

So it's an inter, I mean, I love the movie for what it is.

There's other great movies.

I mean, matrix, fight Club, pulp Fiction, there's so many, but

let's just go with the Iron Man.

'cause that

go with

that's like a true definition of

So who was the main character in Ironman?

the main character in Ironman, or was was the Ironman.

Tony Stark.

Right,

Tony Stark?

Yes.

Sorry.

right, right.

Ironman.

Right.

But if you think about it, he all heroes are reluctant in the beginning.

Right.

He did not start out as Ironman.

He started out as an egocentric businessman who

was making money on weapons.

It wasn't until he was put into a situation that he had to become Ironman.

Right.

So what he did was he encountered a guide, and that guide was the surgeon in the

first movie who actually installed the device in his chest that was keeping him

alive and ultimately powered his suit.

Without that doctor, without that guide, he would never have become Iron Man.

And what did the guides say to him in the beginning of the movie?

He said, I have to buy you more time.

And he said, stick to the plan.

And the guide said this was always the plan.

He knew exactly what it was gonna take to get Tony Stark out of the cave.

In that powerful suit and out to freedom.

But without him, he would never have become Ironman.

So in the same way, our clients as business owners need to

feel like they are Ironman.

They need to feel like they are the hero of their own story.

We as service providers are the doctor.

We provide the power, we provide the systems, we provide the message, the

encouragement, and everything that they need to accomplish their goals.

We never want to fight with our clients for the sake of ego because

everyone wears a quiet sign that says, make me feel important.

So I'm never going to position my brand in conflict with another brand.

I'm going to position my brand as a pathway of success so that

my clients businesses can grow.

And then I'm tying my business to the success of their business,

which results in retention.

So the StoryBrand methodology works in such a way that we empower our clients

to determine who their clientele is, what their ideal call to action is.

What is the path of doing business with them?

What is the risk of their clients who say no to doing business with them?

And what is the aspirational identity that they want to achieve

as a result of their marketing?

So when we take our clients through StoryBrand, they leave with a

better understanding of what their company is positioned to do.

So that is the concept of clear messaging and clarity, which

is the first C of my book.

Make sure that your brand tells the compelling story.

So that they don't buy another razor blade, they don't want

a different kind of deodorant.

They wanna drink your beer, whatever it is, tie the emotions and the

story to the end client so that you obliterate the other brands.

I love it.

This is great.

It makes a lot of sense.

I mean, the storytelling, sell and people buy on emotion, and they, what's the word?

They, people buy on emotion, but they decide on logic.

Yeah.

Is that right?

Am I saying it right?

Yeah.

so, okay, so you had, you, you, you've done a nice segue

from that into the four Cs.

So basically the four Cs is what's the story brand, is what's

powering that concept of four Cs that you've come up with over

the years of being in the market.

So can we now tap into those four Cs?

you mentioned the first one is copy.

The second one was

Consistent branding.

consistent branding.

Okay.

Can we unpack each.

Absolutely consistent branding means that you recognize

as a business owner that you have to have no less than 11 interactions

with a single customer before they make one buying decision.

One click of a mouse, one form fill, whatever it is.

So therefore, it supports the age old concept of frequency overreach.

So if you are not branding consistently, meaning you're not changing your

color schemes, you're not changing your font, you're not changing your

messaging, you are consistently showing up in omnichannel networking events,

all the different outlets that you can, you are banking on frequency.

You are not casting a broad net and doing what I affectionately

call fishing in an ocean.

Why would you fish in an ocean when you're only looking for one kind

of fish and you don't even know if the fish in the ocean are hungry?

So you must consistently brand to a smaller subset in order to get

a higher return on investment.

Consistency of branding is key.

You can't just talk about your company once and assume people are interested.

It's not gonna work.

You're always branding.

You're always consistent with your colors, your fonts, your brand, Bible, et cetera.

Brand voice, all that.

Yeah.

So, so crucial.

I'm a hundred percent in agreement with that because, I mean my, my branding are

trying to stay, keep it consistent across my website, my socials, my everywhere.

It, it's, it, it's about diligence, right?

And, I think the big one is the touch points, like you mentioned,

and understanding the funnel where, not everybody will buy right away.

There's only a small percentage of people who come to you who are buyers.

Majority are in, decision stage or consideration stage I should say.

They maybe just being aware of a problem and they're just looking

for more solutions in form of helpful resources, articles, videos.

So that's where, that's why you've got, copy as a first as well because it's, you

have to have the top of the funnel bill.

The content is what tend drives the rest, the rest of the funnel.

so then the next c is,

Client demographic.

client demographic.

Okay.

So understanding who you're after, that's so crucial because

you cannot create content.

that's just vanila, that's just talking to everybody.

if you are that the net is gonna be large and it's gonna have big holes

in it, you will catch occasionally something, but it's not gonna be,

focused and it's gonna be inefficient.

So this is where the, the concept of being niche comes in.

there is, That is an interesting topic on this, front where, we had people

on the podcast who are more broad and they just go, we target business owners

in general and they still do well.

it's just a different strategy for that one to make it work.

for me, I'm more broad on the homepage and then.

I've got backend funnels that are specific to those issues.

So, is that the best way about it?

I'm not sure that's how I do it.

But let's go back to the, I mean, what, what do you think?

I think that it depends on the industry that you are in.

I do believe that the more niche you are, the more you can sell yourself

as an expert and therefore sell higher ticket items to a smaller audience.

However, what I also recognize is that when we have a custom, demographic,

and we know exactly who is buying our products, it allows us to be more

strategic in our branding, for our calls to action, for our brand voice,

for our architecture, et cetera.

So if you do an audit, what I tell my clients is, export out your

database and let's see what the common denominators are of the customers

who are actually writing you checks.

Let's see who's buying your services and what your most popular items are.

That's how you identify your customer demographic.

Then you tailor your offers to that with upselling opportunities

or subscription opportunities.

So there is, there is this, this cohesiveness that must

exist across marketing, right?

That's why one-off tactics are ineffective.

we have to have branding.

Branding is how it makes people feel to do business with us.

But if that branding is not appealing to those you are trying to target, then

you're basically spitting in the wind.

So consistent branding with the clear message to someone who's

going to value what you're offering is that synergistic relationship.

Now, what's your thought about when it comes

to positioning and, targeting?

there's also a concept of targeting, not based on niche, but targeting based

on a solution that, that works across multiple niche niches like, reputation

management works for pretty much every local business, brick and mortar business.

Right.

what's your thought on that one where, we can, with high level we can offer

automated reputation management?

We can, well, reputation management, what it really does is we can help

businesses get more five star Google reviews and rank up higher and local

SEO as a result of that, plus help them optimize their Google business listing.

And so they're gonna thrive.

So we know, okay, who'd be good, good candidate for that.

Restaurants, fast food shops, barber shops, local businesses.

So in that front, niching super specific to just restaurants, would mean that,

you've pigeonholed yourself into that one.

And if the barber comes along and sees your website, they're gonna see it and

it's like, oh, they don't serve me.

Where in fact, they could have.

So that is, you know what I mean?

So it's like, how do you find a balance?

Right.

Well, I think this is where it comes down to systemizing your

business and understanding what funnels you're going to run.

So for us, we have a limitless lead program that allows us to pull

leads based on keywords for people who have been searching for certain

keywords over the last seven days.

So it doesn't matter to me using your example, that it doesn't

matter to me if it's a barbershop or a restaurant owner that is

searching for reputation management.

I'm going to build my landing page in such a way that I'm talking about my

product or service and pitching them on the benefits of reputation management.

So I do believe this is where keywords come in, and it is also

where targeting come comes in.

But let's not forget too, your customer demographic doesn't have to

be based on, traditional demographics like we would think of industry.

it could also be based on psychographics.

anyone that is in a plethora of different businesses that has a

goal of going from six figures to seven figures, that's a demographic.

So you have to really decide if you're gonna take that path, like you said, and

offer core services that are applicable to multiple industries, but you're

still niching into those services.

You've decided to offer reputation management.

Yeah.

So the way the, the way you overcome it again, for the guys listening,

you might have a landing page, which is talking about reputation

management as an offer in general.

And you might have those individual type, like, who is this good for listed?

But if I was running a, like a paid advertisement or something like that,

I wouldn't drive people to that page.

What I would do is I would copy that page and then just say, okay, let's just make

the copy here purely for, barbershops.

So it's talking just to barbershops, and then run ads to that.

That's gonna be a better conversion.

So you can still, you can still have a bit of both is what,

what we're talking about here.

Mm-hmm.

Mm-hmm.

so second seat.

So that was the second seat.

So the first one, copy.

Second one is targeting customers.

I know that last C is, channels.

I forgot what the third C is.

Right.

So the first C is clear messaging or, or, clear copy.

The second C is consistent branding.

The third C is customer demographic.

The fourth and final C is channel management.

So what we wanna do is once we've, yeah, so once we've established

our, our branding and our customer demographic, we don't wanna have to

constantly go and look for new customers.

We need to establish systems which go high level is perfect for doing with

upselling opportunities so that we are serving our clients consistently.

Adding revenue, reoccurring revenue to our businesses by giving them

subscription options, upselling options, other calls to action.

So that channel management of constantly being able to provide other services

allows us to upsell a client rather than going to get a new client.

It's always more expensive to go get a new client than it is to just add a hundred

bucks a month to an existing client.

I love that you said that when I was building my, profit roadmap system.

it is just a fancy word, but really what it is, is, and I've talked about

it a few times, but I'm a hundred percent with you on that because.

There's so much more money left on the table.

And, and from my experience, when I started, I was working for businesses,

doing ad management, running their ads.

They wanted leads, they come to you, Hey, can you run our leads?

Can you generate leads for us?

And initially I did that.

I was like, on a retainer, good money.

I set up ads, monitor them, optimize them, do some variations, all that stuff, right?

Mm-hmm.

But I very quickly realized, if they don't have the backend and they

didn't, then the conversion's not great.

And I'm just relying on them.

And, it used to be like this.

I don't know if agencies still do that.

I hope they not do that this way anyway.

but it was like.

It's trying to force the client like, Hey, look, I mean there's this MIT

study, first five minutes speed to lead.

You gotta be picking up the course.

it's not part of your package.

That's up to you.

Here are the leads.

You gotta follow up.

And no matter, it doesn't matter how much I tried and notify them

and everything, some just wouldn't be that great to be on top of it.

So then they were losing opportunities.

They're, pardon my French, about pissing money away and just burning

money, and giving money away to, to Z.

So that's when I was like, well, that's not really the way.

And also I didn't enjoy the fact that, the moment somebody pays you retaining like

a couple of grand a month, it's almost like they feel like they are your boss.

Like they can like just contact you and, like at any time.

I just hated that.

So it wasn't, when you think about like a scale of what's a, value to

the client value for me and we're both having fun, it wasn't really like that.

So I was like, well, the next thing I'm gonna do is do SaaS.

Because high level was starting, it was like, early 2020.

They were just, launching the SaaS configurator to be able to

resell it as a platform itself.

I'm like, this is great.

but again, this is just gonna become a commodity if you just slap your logo

on it and resell it for what it is.

So I still knew like you'd need to have, systems in place and that's where

like snapshots and everything came in.

So building those.

But what I did is I looked at, and this is shout out to Mike Koch

as well, is I got idea from him.

So he's got this r form method, and it starts with reputation first, right?

So you're helping a business, most businesses already

have some sort of customers.

And what's the best way, of running a business is, like you said, is keeping

those customers and then seeing how, how else we can serve those customers.

So that we can make more money.

And obviously, and if we do it at again, that scale with the customers

happy, then that business is winning.

But then in terms of generating new customers, instead of going and paying

money away to Zack or ads in general, can we use those customers that we're

already serving that are now happier and they are willing to spend more?

Can we not use, but can we leverage those customers to, to get referrals, right?

So it's like you get a customer and it's like the first thing.

It's almost like the, the no brainer things like how are

you gonna grow a business?

The, the most fundamental way is look after your customers.

So they stay and they will naturally wanna talk about you.

So you do that first.

It's like a litmus.

If you do, you've earned your right to ask them for a, for a five star Google review.

If you get a dose, now you've earned your right to ask them for a referral.

If you're doing all that now you're multiplying one customer into two.

And then how else can you make more money, upsell, keep them longer.

So have systems in place to keep promoting other offers.

Can you automate all of that?

Absolutely, you can.

Right?

Once you got all that, then you go into the acquisition where you proactively

go and create, because you had channels.

It's like, I thought you meant channels like traffic channels,

but you mean more like a channel of, the customer journey channel.

but yeah.

so that's, I'm just saying it because that model, I think I don't see enough

and I think that's the best way, is the most efficient way for business owners.

'cause like if you do the first half, what I just explained, then

you actually have a system that you can quite, quite easily depend on.

from a point of when I get a fresh new person, not a referral, but a fresh

new person fall into their system, they will have that same experience.

They'll turn into evangelist, some will.

and so every single dollar that I put towards ads is now amplified.

Yes.

Yes, absolutely true.

You nailed it.

That's exactly right.

But there's always a, but how do you explain it to business

owner who's bleeding money, and we know that this first half, it does take a

little bit of time to, to get it right.

There's so much that you need to put in place.

How do you explain to those business owners who are like,

look, I just need more leads.

They always, they just get stuck in their head that just, they, they

just think they need more leads.

And it's like, it's a wrong problem to focus on.

How do you explain them to like,

well, thankfully we have, AI and technology in

place that gives a visual aid to.

Our clients, that shows them the roas, the ROI, the revenue potential

into certain, areas where they're servicing and even quotes left.

So it ties into, it ties their marketing metrics into their CRM metrics so they can

actually see the money that's being left on the table and they're actually able to

see the number of abandoned phone calls.

So it changes the, the discourse of the conversation to be able to say, we brought

you 50 more leads and you closed five.

This is not a marketing problem.

This is a conversion problem.

So I think it's part of setting the expectation with your clients to say,

this is where marketing begins, and this is when operations takes over.

And by empowering them with interactive dashboards and realtime data, we're

educating them and, and helping them to understand our role as

marketers and their role as operators.

I like it.

Now at the beginning, you also mentioned to me that you use another piece of

technology that gives you insights into what people are searching for

and the these, data helps you drive decision for your customers to stay

ahead of the market shifts and, where, where people's attention going.

Can you explain what that technology is and how does that work?

Mm-hmm.

It's called our Limitless Lead Program, and so we are able to meet

with our clients and say, and you're right, Vit, it is, I need more leads.

That's where every client begins, so we're able to say to our client, our

clients, we will give you 20 leads.

If our targeting is accurate and these 20 leads result in clients for you, come back

to us and we'll put you on a subscription.

So we go and we scrub the internet for the exact key words that are

most applicable to our clients.

We send them the 20 leads, they're responsible for closing them,

and then they come back to us and they, they go, oh my gosh, those

leads were exactly what I needed.

How do I get more?

Now?

It's like a fish with a bait in the mouth and it's, okay, now you need

a subscription to inbound leads.

Now we need to work on the conversion for your website, et

cetera, et cetera, et cetera.

Hang on.

So you scraped the keywords, but how do you get the leads?

I've missed something,

So we scrape the keywords for people who have searched those

keywords in certain geographic areas within the last seven days,

and then we send them the list of those people.

how do you get the contact details?

Secret sauce.

Is that the secret part of it?

Okay.

Alright, well guys, don't worry about it.

I've got you.

so me and Amber, we talked about it and, earlier, so in order to find

out, you just have to head over to highlevelexperience.com/farbeyond and

there's gonna be a couple of offers for you, including the technology

that Amber's using so you can learn and you can implement it in there.

and, I'm gonna, I'm gonna include a link to your book.

So you've also wrote a book.

Can you talk about that book you wrote?

Absolutely.

So being a plumber's daughter and growing up quite impoverished, I saw too often my

fellow blue collar workers from HVAC to plumbing to roofing being ripped off by

marketing companies who were not, who were taking a check every month, regardless

of creating more leads and more business.

And that angered me, and I knew that there had to be a way to bring

inter enterprise level marketing to the small business owners.

So that's what led to my desire to write a book.

It is a guidebook for small business owners, and it's called the.

Far beyond marketing guidebook, how to stop being duped by bad marketing,

and it delves into the four Cs of marketing that we discussed today.

It became an international bestseller in Australia, the US, Canada, and Great

Britain, and it basically empowers business owners with very simplistic

breakdown of how to grow their business through marketing fundamentals.

I like that.

So guys, we're gonna, we're gonna put that link in the show

notes as well, I think if, it's written for small business owners.

but I think it'd be useful, to read it yourself.

I'm definitely gonna have a look at it, because, there's always, I don't know how

long you've been in the marketing game.

I'm talking to you listening right now.

there's always like one or 2% extra that you might learn and it

might just, something else might click a lot of, lot of stuff most

of us have already heard, right?

So sometimes it's just going to webinars just to re-listen,

just to refresh your mind.

But sometimes it's not just that, it's also that you'll pick up on

something a little extra and that will help you see things in a different

way, but also it'll help you relate to your market a little better.

So I think makes a lot of sense to Yeah, to feature that book in the show

notes for you guys to check it out.

far beyond, far beyond Marketing is the name of the book.

did I get it right or did I miss something at the end?

Far Beyond

far beyond marketing guidebook.

Guidebook.

Okay.

That's what it's awesome.

I love it.

Amber, I've got a couple of rapid fire questions about high level.

Are you ready?

I'm ready.

I think

So what initially, grabbed your attention about high

level, what was the main thing that you saw as like, I gotta get it

a centralized platform that allowed me to do everything I needed to do

for my clients in one place, from social media, to email, to websites, to funnels.

Hallelujah.

Thank you.

High level Gods.

before then?

Just patching things up.

Duct taping things together, hoping things stick, hoping things work, hoping

the data keeps crossing over all that.

Yeah.

Very common for a, a lot of people here that I've interviewed.

So, now, level Up happened in October, and, there was a ton

of new features being released.

what.

New feature release, are you like the most excited about, and why?

Oh, the integrations.

I absolutely love that.

Go high level is partnering with chat.

GPT.

The speaker that they had on stage was phenomenal talking about AI

and, the real time voice chats.

The chat bots, Molly McGrath, and the way that her snapshots are being integrated.

A Tina LER and AI entrepreneurs.

I mean, the fact that go high level is staying cutting edge and embracing ai.

Is only going to benefit all of us.

Yeah, it's super exciting, exciting time to be alive.

they keep on improving things at, rapid fire speed, so yeah, it's, so

you, you wear it level up as well.

Absolutely.

All, all the days.

I can't believe, I didn't bump into you.

but I guess there was a lot of people there.

I'm short.

I'm below the crowd.

I'm five foot tall.

I'm easy to miss.

hey, high level is a great event.

and hopefully I'll be there again next year, so I'll be looking out for you.

But for the guys who've never awesome.

For the guys who've never been there, why do you think they should come to Level Up?

Go, go, go.

Don't walk, run.

You must go.

You don't understand the power of the platform until you sit in a room with

people who are leveraging it in ways you didn't even know were possible.

the opportunities to network with your favorite vendor partners.

The opportunities to learn from marketers are on a different path than your own.

We said at the beginning of this podcast that, that people

are going to pay a premium for face-to-face human interactions.

That's what it's all about.

And the opportunity to inspire your team.

I brought my operations director and my creative director with me.

They left inspired.

we ride and you see the big ass calendar behind me.

That was another keynote speaker at at Level Up.

I mean, the tools and the opportunities to understand what you don't even know is

why it's worth the investment of going.

yeah.

The ability, and honestly guys like get the VIP, there's gonna

be a level up next year again.

I've always, when I go, I buy the VIP and I buy it for a reason.

It's, yes, like it's, it's, it's not cheap.

It's, it's a couple extra grand, but what you get is you get to have these VIP

breakfasts and lunches and dinners, and you get to sit at a table where there are

people who are like platinum SaaSprenuers, who are, way ahead of the game they've

done and they've got big teams.

And you get to sit down next, next to them, have a lunch, ask

them questions, have a chat.

And I've, I have not come across a person that was like, too much ego or

not, don't speak to me, or, no, I'm not gonna share anything with you.

Everybody is, it's like this magical space.

I don't know why, but it's like everybody's very generous at providing

advice and wanna genuinely help others.

so that's what you're buying to be in the room with others who are way

ahead and sharing how they do it.

And so that you can see it a lot more clearly.

So when you get back, you're like, no, this is, yeah, this

is definitely a possibility.

Others have done it.

I mean, I've just spoke to them and it just, it just kind of clicks differently.

I.

Hmm, absolutely.

Now if you could give one piece of advice to new high level

users, who might be listening, to make their life easier when adopting and

using high level, what would that be?

Try not to get overwhelmed.

try to master one area of the platform a month.

Understand your weaknesses and if you have the capability to partner with someone

that's an onboarding specialist, like a third party onboarding specialist,

or even hire a go high level expert va. Make the investment into your

company to go ahead and do it so that you start off on a strong footing.

I wish that I had done that.

I agree.

Yeah, that's great advice.

Now we, we have this segment on this podcast called Three Under Three.

And I know at the beginning of the show you were talking about, the purpose of,

like helping business owners not just grow their business, but the, the, the impact

behind the growth of their business.

And this is a good segue into this segment called, three, three Under Three.

So we basically like to, share like three impactful stories in under three minutes.

So like a short story, and I'm talking to you guys listening as well,

because this, there's, I'll explain the opportunity in a second how you

could get featured in these episodes.

But it's basically stories to highlight how you as an agency owner, have made

a positive impact on a client's life.

Do you have a quick success story or re result that you'd like to share?

Amber.

absolutely.

So, I'm very blessed to work with some wonderful clients and

we have a client whose business almost went under this year.

He is in the, online course space and he, he wasn't able to target

accurately people who were willing to invest in building online courses.

Very intelligent gentleman.

but he was utilizing college students as part of a capstone project to do various

marketing tactics without strategy.

And he couldn't understand why he wasn't gaining traction.

He did not have a brand cohesive bible.

He didn't have cohesive, calls to action.

His website was confusing and no one had ever talked to him about targeted

lead generation, so thankfully we were able to come in, take the website

that he already had, rebrand it using StoryBrand to make his offer clear so

that people could understand it in 2.5 seconds or less before they bounced off,

put a code on the back of his website that tracked the website visitors so

that he could follow up with people that were coming to the website by

thanking them for coming to the website and offering them a free consultation.

And then we were able to scrape for leads for him.

Within 48 hours, he had 58 new leads.

Wow.

And as a result of that,

As a result of

of that

it's, it's changed.

He is reaching out, he is looking into automations, and now he

knows who that target audience is,

and feels confident in, in the future of it because it's predictable.

I love it.

so guys, if you have a story like that, Just head over to

highlevelexperience.com/yourstory.

That'll take you to your page.

And there's a simple form.

And honestly just point and shoot.

Just grab a camera point and shoot.

Hi, my name is, my agency name is, Hey, just help this client.

we did this and that, this was the result.

Now, as a result of that, they are now able to, get a mortgage for

their house that they always wanted.

they are able to put their kid into college that they couldn't afford before.

If you have a story like that, please share it.

because I believe this is how we help everybody level up.

It's inspiring.

and I mean, it's great to make money, with the business model that

we are in and it provides for us.

But I think for me, what's even more fulfilling, it's on the back of all

that, it's also the impact that I'm able to, to create for my customers.

I'll share mine.

I don't know if I shared it before, but I was helping a dance

studio, here in Canberra, and it was a husband and wife team.

Her husband is actually, a highly, valued like a ballet dancer and ballet teacher.

He's been, like you got the Moscow Ballet and those Prestig, I don't know

much about ballet, but, Moscow Ballet, school of Ballet and those prestigious

places where the, the ballet dancers go to, it's like the pinnacle, right?

So he's, he's done all that.

He's really good.

But, they had a downturn.

the COVID, you know the story with a lot of businesses during COVID.

They had a downturn, their studio, he had to get a job, he had to do

something he did not like doing.

He had to go and work for a local car, dealer to sell cars.

And meanwhile, his wife was still running the studio.

Now they come to us, we've implemented systems.

we've worked with them together with mate of mine.

who's got a coaching business as well.

So we've bundled the tech, the marketing services, plus his coaching.

And within about, I don't know, about eight months he's gotten back in the

business, both of 'them, paying themselves a full salary in their own business.

And They were just about to open a second location.

the impact of that.

being able to help somebody who wants to do what they truly love doing

and not having to, just do something else just to make the ends meet.

that's, that's, It's inspiring for me, so I just thought I share so head over

to highlevelexperience.com/yourstory if you have a cool story like that.

It doesn't have to be short by the way.

Just like 60 seconds.

Punch it out and we'll feature it in the episode and it'll mean a world to

me, and I'm sure it'll be me and a world to a little of other guys listening.

I've got a couple more questions for you and then we're gonna wrap it up.

Amber, what do you wish you had known when you started your, SaaSprenuer journey?

Hmm.

I wish I'd known a lot of things.

my grandmother always used to say that a blind squirrel finds

a nut every once in a while.

That's definitely how I felt like my journey has been.

I wish I would've had more confidence to lean into my way of

marketing without feeling like it was wrong because it was different.

I think what makes marketers so unique is that we are creative and analytical

people, so I think there's room in the marketplace for all of us, and for

a long time I doubted my ability to bring something unique to the table.

And now that my book is published and I have systems that are supporting

our client's growth, I now understand that just because my agency is

different from another agency doesn't mean it's any less valuable.

It means we're going to attract a different kind of client.

Yeah, so we'll make sure, we'll feature that book in the show notes

again, guys, so that you can look into it.

Amber, we're at the end.

appreciate you.

We've covered.

Let's do a summary.

We covered your four Cs method, how the copy, the branding, the customer targeting

and the channels is, is important.

We talked about, using this little secret that, we didn't really get to unpack,

because I guess it's secret, but you'll find out in the show notes if you go

there, highlevelexperience.com/farbeyond but yeah, it's a tool that helps you,

scrape the internet and basically get real data off people who have searched

for a particular keyboard that resonates with, with your clients' business.

I have a, hi hitch hch.

Is that hch?

Is that what you say?

A hunch.

a Hutch hunch.

I think what it is, is this thing, but it's only available in US where IP

providers or like search engine provider.

Can pass on that information to you.

I think that's what it is, but, it might be something else,

which will surprise me too.

so we talked about that.

We talked about your book and how that resonates to, local business owners

and how that resonate to agency owners to be able to better understand them.

we talked about the story brand by Donald Miller.

how, the correlation, how big blockbuster movies, what the secret sauce is

to make them blockbuster movies.

And if you deviate, then they won't be.

And how that can be applied in marketing for business.

So we talked about that one.

We, we had that, example of Ironman movie.

I mean, we talked about a lot.

I'd just like to sum it up because there was actually a lot that we covered today.

and so appreciate you, Amber, sharing all that with us.

I hope you guys been taking, notes Now, Amber, before we wrap it up,

I always like to give my guests a chance to, say anything at the end.

Like if you want to like, like a last piece of advice that you'd

like to pass on to the guys listening, now would be a good time.

I would just say that the heart of our agency is to be servant

leaders for our clients and to support the business community around us.

There's a reason that our business is called Far Beyond Marketing.

It's because we want to far exceed the expectations of our clients in every

way, and I would just encourage the other agency owners listening to always go the

extra step, give more than you receive.

Help others achieve their goals.

When we help others achieve their goals, we never have to

worry about achieving our own.

I love it.

It's brilliant.

Couldn't have said it better.

Let's leave on that.

Amber, thank you so much.

You're awesome.

I appreciate you taking time outta your day to share your journey,

your story and what you do in your business, it's, very valuable.

So thank you for that.

It was a privilege to be your guest Vit.

Thank you so much for having me.

And guys, thank you for listening to today's episode on

the High Level Experience Podcast.

Now, if you've enjoyed today's episode, then please share it with

your fellow agency mates and other high levelers that you be, you

think would benefit from listening.

For show notes, links and extra tips to help you grow your agency

or your SaaS with high level, please go to highlevelexperience.com.

Thank you and have a great rest of your day everybody.