Andy's Inbound/Sales Braindump

[Andy Black]

I pointed Notebook LM at the video in this thread and asked it what advice I'd give people who aren't starting a Google Ads Services business.

Here's what it said:

Initially, be open to various opportunities: Andy mentioned that at the beginning of his Google Ads service, he would "keep saying Yes to stuff" and take on "loads of different types of clients". He believes that saying Yes to everything when you're starting is how you get going. This allows you to figure out what works and what doesn't. When we find what works "say No to everything" to scale.

Don't underestimate the power of your personal network: Andy recounted how sending a simple email to his network announcing his Google Ads services and mentioning "some space has cleared up in my calendar" and asking if they knew anyone who needed help led to immediate business. He advises to send an email to everyone in your network to let them know what you're doing.

Build a presence in relevant communities by being helpful and engaging as a peer: Andy's business heavily relied on word-of-mouth referrals stemming from his activity in online communities like the Fastlane Forum. He emphasised being "supportive, engaging, helpful and enjoying myself" in these communities, rather than trying to sell his services. He suggests joining communities of local businesses and peers.

Focus on those who already want your product or service: Andy highlighted that he doesn't go out looking for businesses that might need help with Google Ads but rather those that want help and are actively looking for it. The principle here is to help the people in motion.

Start simple and don't get bogged down in unnecessary complexities initially: Andy didn't have a fancy website to advertise his services for a long time, relying instead on a simple link tree. He believes you don't need a "big massive portfolio and websites and fancy stuff" to get started.

Understand your value and don't significantly undercharge: While you might offer reduced rates initially to gain case studies, Andy's perspective suggests not undervaluing your skills too much.

Look for potential partners who already have your target customers: Andy discussed how a significant portion of his business comes through marketing agencies and web developers who don't offer Google Ads services themselves. He advises to consider who already has your clients as a route to scaling.

Aim to create repeatable processes for scalability: Andy's goal was to build a business where "every client be the same" by developing "productised services" and systems that could even be handled by someone with less experience.

Be prepared for things not to go exactly as planned and learn from setbacks: While not explicitly about starting a different business, Andy’s acknowledgement of potential failures and the importance of a fallback plan when managing Google Ads accounts implies a broader understanding that being okay with things not working out exactly the way you think it will is part of business.

Prioritise having conversations and building relationships over hard selling: Andy consistently mentions the importance of "having a chat" with potential clients, offering free advice, and building relationships. He advises to approach initial interactions as two business owners meeting for a coffee rather than a sales call.

 

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