Episode 3
Issue #3: When More Leads Isn't the Answer
Agencies lose leads not from bad ads but broken capture. Learn how to rebuild your intake system to attract, qualify, and convert the right clients automatically.
Transcript
Last month I got on a call with
an advertising agency owner who
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:was ready to literally throw
her laptop across the room.
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:Her ads were performing well enough and
her funnel looked pretty polished, and
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:to boot her calendar was actually pretty.
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:But every week ended up
looking very similar.
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:She'd end up with a few
people who didn't show up.
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:She had a few 'thinking about it' emails,
and one new client, if she was lucky.
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:When she came to me, she felt simply that
something might be wrong with her funnel.
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:Like people are booking
but they're not converting.
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:And if I'm being completely honest,
I've heard that sentence more times than
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:I've heard my own voicemail greeting.
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:Here's the truth.
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:Most agencies don't have a funnel problem.
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:What they're seeing is a filter problem.
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:They're collecting contacts, but not being
able to properly qualify the clients.
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:Every form submission feels like progress,
but when you look under the hood of it,
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:the systems running without a diagnostic.
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:So her setup was pretty
clean, pretty average.
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:You have your paid ad, goes to a
landing page, goes to a contact
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:form, and then a calendar link.
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:Simple enough, right?
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:But it missed the most
important checkpoint, context.
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:Who were these people
booking on the calendar?
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:What did they need?
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:How ready were they to actually
buy what she was offering?
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:The system didn't ask, so she had to
figure that out on the call, and that
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:meant that every call became a gamble.
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:By the end of her audit, it was very
clear that she didn't need more traffic.
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:What she really needed was just a
better and smarter capture process,
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:because more traffic on a broken
capture flow is just more wasted time.
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:Lead capture isn't about collecting names.
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:It's about building a
pre-conversation system.
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:So this would be one that helps your
best fit clients recognize themselves
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:before they ever talk to you.
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:In the olden days, we would say, gimme
your business card, and I'll follow up.
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:The pro way.
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:Here's a simple path that helps you decide
if we're a good match before we talk.
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:When you do that right,
your form becomes a filter.
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:The right people flow through with
ease and the wrong ones opt themselves
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:out and suddenly your pipeline
stops feeling like roulette and
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:starts feeling like a conversation
that's already halfway warmed up.
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:I call it the triple C framework.
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:Capture, clarify, connect.
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:Let me break this down.
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:Capture is your magnet.
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:Forget the Get a quote.
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:Everyone does that Instead,
start a relevant dialogue.
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:This could be done as a quiz,
a calculator, a quick fit guide
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:that reveals what they're missing.
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:The goal isn't volume.
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:You don't just want more people to do it.
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:Your actual target is alignment.
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:Then you want to clarify.
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:Clarify is your automation layer.
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:This is where your CRM starts to
earn its paycheck when someone opts
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:in, tag and segment them instantly.
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:You can do this by budget, by service
type, by lead magnet, and by readiness.
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:then you want to follow up accordingly.
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:If they're browsing, nurture them.
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:If they're ready, send them a
short pre-call video or survey
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:that saves you 15 minutes later.
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:Last but not least is connect.
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:Connect is where the human
comes back into the picture.
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:your ready Now, leads go straight to
your calendar this time with context.
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:Your automations handle confirmations,
reminders, and even reschedules.
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:That is how you protect your time
and preserve the human touch.
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:Let me show you what happened when
we ran this with the ad agency.
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:She was getting 50 leads
a month and closing five.
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:So one out of every 10 people she was
talking to actually converted note
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:that if she was getting these leads
and spending 30 minutes in a virtual
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:coffee or networking call with each
of them, that's 25 hours in the month.
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:So converting one outta 10 isn't
bad, but it's not great either.
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:We decided to rebuild her
capture using the Triple C model.
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:So first we replaced her book a call
with a three question quick fit quiz.
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:Second, we added go high level automations
to tag leads as exploring ready or urgent.
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:Once they were tagged and segmented, we
then sent the ready leads, a pre-call
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:video explaining pricing and process.
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:Once all that was done, we
triggered missed call, text
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:backs and automatic reminders.
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:So within 30 days.
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:She was actually closing one out of every
three leads that made it to her calendar.
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:Same ad spend, same calendar load.
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:But this time she was talking to
qualified humans, not curious buyers.
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:So as promised, here is your
lead capture diagnostic one.
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:does your form filter or just collect two?
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:Do new leads?
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:Get an immediate next step three is
your CRM, the one that's tagging and
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:segmenting these leads automatically.
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:Number four, does follow up
start within five minutes?
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:Five.
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:Can you tell at a glance
who's ready for human contact?
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:If you can't check yes.
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:On most of those, you've
got a filter problem.
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:if your agency's pipeline still feels
like roulette, it's time for a diagnostic.
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:During the diagnostic, I'll help you
map out a lead capture system that
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:filters for fit and feed your team
real opportunities, not random names.
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:Send me a note with lead diagnostic
in the subject line and I'll share
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:the exact CRM template that my
client used to cut her load churn
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:in half and reclaim her Fridays.
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:So reminder, your form
isn't a collection box.
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:It's your first conversation.
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:Capture, clarify, connect.
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:That's how you filter for
fit, not just fill your list.
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:Let's get to work.
