Why a Beautiful Website Is Quietly Killing Your Leads

Jordan Lally:0:00
Welcome back to the high ticket AI systems podcast. Please welcome the one and only the CEO and founder of Numero Uno web solution, Adrian Newman. Adrian, how you doing today, friend? Fantastic. Thank you so much for joining us, my friend. I know we were talking off camera here about, you know, sports and ADHD. This might get brought up in my not, but nonetheless, what is your offer and who do you sell to my friend?

Adrian Newman:0:11
Doing great Jordan, how are you?

My pleasure.

Adrian Newman:0:26
My offer, so we help businesses get more leads online, specifically SMBs, usually companies that, know, maybe they don't have somebody who's really adept at marketing and they've been struggling and trying to figure out why their competitors are doing so well online and they're not, that's where we come in. We do full audits, we then take action. So we execute, we write content for them.

We optimize our websites for conversion. We do a full strategy document. So that way we can get going and help them get more leads online, period.

Jordan Lally:1:05
I love that. I love how you take a systematic and a kind of like a holistic approach, right? We as marketers, we can't just give somebody leads, you know, like, I know that sounds really simple, but like there's so many things that go into providing high quality, high intent leads. All right. There's, it's one thing to generate traffic. It's one thing to turn traffic into an opt-in. It's one thing to turn an opt-in into a, I'm ready to buy right now, you know, and

Adrian Newman:1:20
Yeah.

Adrian Newman:1:32
Mm-hmm.

Jordan Lally:1:33
When you can approach the marketing funnel, the marketing system by pulling all of these levers to get cash collected and into close clients, that's when it's fun. It's a real, real system in place. Talk to us just about the first step, if you don't mind, like how you help clients just on step.

Adrian Newman:1:43
Yeah. Yeah.

Adrian Newman:1:51
Well, usually what we do is we first just try to figure out where the pain points are. Where are the obstacles? What's going on that is preventing them? And sometimes it's a real, like we go with that low hanging fruit, right? We something that's very obvious, right? Like for example, their website might look great, right? They may look at this and say, look, I've got such a beautiful website with all these great videos and images and anything. But as far as like user experience, it's garbage, right? It's low slow, low. low speed, like low load time, and no CTAs anywhere, confusing messaging, right? A lot of image-based text. So for example, they don't have any copy. It's just a text, sorry, an image of the text. And they just don't realize that. So when we start going through the low-hanging fruit, we start making corrections, right? So we'll do mock-ups and we'll say, okay, look, here's what we want to do for your website. We do it on our staging environment so that way can play around with it. You can look into it.

And then they see kind of like, it's like an aha moment sometimes. oh, I get it. Because like what they don't realize is because they're in the business, they look at their website and they think it's obvious. This is beautiful. Of course, people know what I'm selling and they know what I want them to do. But as a customer and you're a marketer, so you know this, you have to think like a customer. They go there and they go, I know, I search for... you know, I don't know, whatever we'll call it, like landscaping services. And I don't know if this is, I'm in the right spot. So they leave and they wonder how come I'm not getting business. That's what we do. So we just make sure we get the low hanging fruit first. Then we work after that. We want to make sure that the landing point is optimized and getting people there. That's when we try to then, you know, we do content, we do back linking, make sure that we look at how they're showing up the AI overviews.

We look at their ad spend, maybe they're wasting money on ads. Sometimes the worst is when people have ads to their homepage instead of specific landing pages. So we try to fix that. Look at their social media, see what they're missing out on. If they're not consistently posting, if they're posting the wrong kind of stuff. It's just, you're right, it's a holistic approach. But what we try to do is just knock off the easy stuff first and then get a little bit more complex down the road.

Jordan Lally:4:17
Gotcha. Talk to me about the mindset, copywriting strategies for just the homepage, right? You talked about not having just images. You want some text. You want several call to actions. Making sure copy is consistent. Just give me a specific vertical example, like a roofing company as an example on how you would optimize that.

Adrian Newman:4:39
So like, for example, like on a moving company, like you'd have to look at what is going to be the questions that are being asked by the user. And then are your, is your page answering that question immediately? Right, right off the bat. you, you won't, remember you're, you're answering questions and you're solving problems, right? So, back in the day, like as far as copywriting, so I started as a copywriter. I went to.

Jordan Lally:5:03
Talk to us. I know what you're going to say. Talk to us.

Adrian Newman:5:08
I went to, I saw a guy, there's a carburetor called Gary Bensavanga way back in day. He did this thing, he was retiring. He did the Bensavanga 100. And it was, it was basically, he was revealing all of his secrets. Sorry, his secrets. I should learn how to talk. And what he had, he was doing something called the, have you heard of the persuasion equation?

Jordan Lally:5:13
Okay.

Jordan Lally:5:31
enlighten me.

Adrian Newman:5:33
Okay, so what it is, it's basically, it's like the four P's, right? Urgent problem, unique promise, unquestionable proof, and a user-friendly proposition, okay? If you have all that in your main messaging, right, which just resonates quickly. like urgent problem is moving, unique promise, could be, know, we're we're, I don't know how to, what's a good word. Yeah, or something like that, or something like that. We're the most reliable movers, unquestionable proof. We've been, you know, it could be something like, you know, we've helped 1,256 Canadians move this year. And as a new customer, you'll get a $100 gift card at the Home Depot.

Jordan Lally:6:07
24 hours or something, like 20, I...

Adrian Newman:6:31
Something like that, right? just very, but like, and that's being very general on the spot. Like obviously I would have some time to think about it, but that's what you want to do is you want to be able to say when somebody lands on your site in the, three seconds that a they're in the right spot, B that you're the right person and see that you've got the right offer that is going to entice them. And of course the call to action, the CTA has to be there and it has to be enticing claim your offer now.

Jordan Lally:6:37
You're fine brother.

Adrian Newman:7:01
Book your spot now. Start the moving process now. Like, all the people that submit or anything like that, you don't want that. You want to have a clear call to action that entices that person to do something.

Jordan Lally:7:14
I should not have made the assumption that I knew what you were going to say and that it's my mistake. What I thought you were going to say from a copywriting standpoint is when you're writing copy, you are having a sales conversation with one person on paper. someone's going to land and they're going to ask a question. Your headline answers that question. What is the natural next question someone has? The next section answers that question. That is literally copywriting, right?

Adrian Newman:7:19
Okay.

Adrian Newman:7:42
Exactly. Exactly.

Jordan Lally:7:44
And that's that thought you're gonna say, but you brought up the four P's, which is pretty, pretty good as well. But yeah, okay, cool. So that's for a moving company. We help them dial in messaging, making sure that the offer is enticing and, you USB, unique selling proposition. So when it comes to a like SEO traditional backlink, non-traditional SEO process, I am not gonna lie. I know, fuck off. about SEO, but this is why you're here. So how essentially would you go about that process for this movie company in the exam?

Adrian Newman:8:18
Well, so we would make sure that we would put links to their content on reputable sources across the internet. when we sign on a new client, what we do is we have them create an email address that is specific for the content for other directories or other sites. So for example, it might be something like an article on 12 points checklist before you move. We want to make sure that their site is one of those 12 points and it's linking back. Right? So that's what the back linking does. And that's how we do it. So we're writing consistent content, whether it's a blog post or whether it's some kind of static page, a service page, a location page, a product page, an FAQ, stuff like that. And then we will then go and find other directories, other articles. So that way they backlink to it. that's pretty much the essence of traditional SEO.

Jordan Lally:9:19
Okay, that has a huge impact on geo, AISCO, AI overviews, right?

Adrian Newman:9:26
Well, what it does is it helps with your authority on Google. Okay. So it does, it definitely helps with that, with the authority side of things. So it is really, it's still a very valuable tool to use, even though it's traditional. It's not, it's one of the, I guess, pillars of traditional SEO that's kind of still showing value in 2026. And it does help with the AI overviews because Remember, AI is sighting, right? They're not. So if you can get sighted elsewhere, AI will look at it and say, well, this site is getting sighted on 15 other sites. So there must be an authority and therefore we're going to sight

Jordan Lally:10:13
No, for sure. Absolutely. And I was speaking with somebody else about that. And they basically said that with LLMs and AISCO and GEO, it's a bit different than Google because Google, you can say you're the best, but with LLMs, like you have to prove you're the best. How do you do that? Through getting cited on, you know, authority domains, et cetera, et cetera. You would agree with that?

Adrian Newman:10:36
Yeah, yeah, it's it's now there's two sides of it though, right? Because you could be an authority on something. But if you're not promoting your offer, then you're just you're just talking head, right? With no offer. OK, so it doesn't make it. It's valuable to do that to become the authority. But then also have something where you're promoting and you're giving somebody to somebody. So it's almost like like the moving company, right? You can talk about how.

Jordan Lally:10:48
You

Adrian Newman:11:05
how you guys are experts in moving and talk about, here's five things you must do, or five things that drive every moving company crazy and how to avoid it, something like that, right? You'd be a great authority, but if people are going to your site and there's no CTA and there's no clear CTA and there's no friendly offer, then you're just an information site and you'll get tons of traffic, but you're not gonna get any leads.

Jordan Lally:11:33
Who cares about traffic? I want some of it. Right, right.

Adrian Newman:11:35
Right. Nobody cares about traffic anymore. Well, actually, no, sorry, that's a lie. A lot of people still care about traffic and they care about it the wrong way. lot of people still care. Believe it or not, we get people to say, look, I want to rank first for this keyword. Why am I not ranking first for this keyword? They don't care that they're ranking first or that they're showing up in the AI overviews for other searches that are longer tailed, that are questions that their customers are asking, like the specific ones. Where can I get interlocking stone in Brampton, Ontario for my house? Right. But if they're, how come I showing up first in landscaping Toronto? Well, you know, is it a landscaping store or somebody looking for landscaping DIY? Are they looking for a landscaper in the competition levels? Super high.

But yet they've got maybe three clicks on that other long tail one, which have turned into customers because they're answering the specific question. They're solving the specific problem and they're getting business.

Jordan Lally:12:33
Right.

Jordan Lally:12:40
Yeah

Jordan Lally:12:47
That's like spending dollars on Google ads or meta ads and you get a ton of leads. None of them are qualified. None of them actually want your product or your service. Like, well, why am I doing this? I don't care about leads coming in if they fricking suck or they're not qualified, they have zero interest. So going back to your landscaping, landscaping, landscaping potential clients over here. Like, dude, who cares that you're not ranking number one for XYZ keyword? The fact that

Adrian Newman:12:52
Mm-hmm.

Adrian Newman:13:15
Mm-hmm.

Jordan Lally:13:15
You have this long 12 word curie and all three of these freaking searches turn into paying clients. Like, why are you upset at this? You know what I mean?

Adrian Newman:13:22
Yeah. Yeah. Yeah. You want, the look I could, I could, I could, like I tell a lot of clients, I could send you a thousand leads a month and one will convert, or I could send you 20 leads per month and eight will convert.

Jordan Lally:13:41
I yeah, option two all day for me. It's interesting how people, guess business owners are just people, like how people don't fucking think like that. You know what I mean? I did have a question you brought up earlier. You help people, it not optimize their ads, but just kind of look at their spending, their ROAS, their ROI, and then kind of like consult them on, hey, you should continue to do this or this is not working out.

Adrian Newman:14:06
Yeah. Yeah. A lot like some clients have run Google ads and say, can you take it over? And we'll take a look and I'll, and you know, we charge, you know, a fee to, to, to manage a campaign on a monthly basis. But I'm going to tell you that most of the time I'll tell a client, I think you should stop. and usually it's budget related. They want low budget for a high cost keywords and. a competitive industry that they really can't afford. And it's like, just doesn't work. You know what I mean? You're a minnow in an ocean full of sharks. And you need to be a shark in there. And if you're not, then get out of the water and go do your organic stuff. Because if you're doing well organically... So I'll say this again. Organic...

Leaves are a lot better than paid, right? You're pushing marketing versus pull, right? So somebody's searching for something specifically. You show up organically, you show up in the AI overview, you show up in the local pack too, that's huge. You're going to get a better customer than if you are doing an ad. If you've got the spend, like I'm talking like tens of thousands of dollars minimum to spend on Google ads, then you should see an ROI on it or a ROAS on it.

But if you don't have, I get some clients coming to me and saying, well, I want to maybe a thousand bucks a month on Google ads. like, and I'll do it and say, well, the average cost per click is five bucks. So you're going to get 200 clicks in a month. Clicks, right? Not leads, clicks. So let's weigh that. Is that a valuable spend or not? And then.

Jordan Lally:15:57
Right, right, right.

Adrian Newman:16:03
Usually I talk about it. I talk about it business, you know, I talk to the customers out of spending waste.

Jordan Lally:16:05
Just keep it up.

Jordan Lally:16:11
And I think I learned this from Alec Tremose, the guy that wrote this purple book behind me. When you prescribe things for a prospect to read, does not need, authority is immediately gained. Trust is significantly earned. Because it's like, you're telling this person who literally is incentivized to sell me something, is telling me I don't need something. That's actually a pretty good thing from a prospect's perspective, right? So continue down that path.

Adrian Newman:16:39
Yeah, it's good business, it's building good relationships. you know, look, do I want to see any business fail? Absolutely not. I'm sure there's some pretty nasty people out there, but like, you know, I don't want to have somebody like spend needlessly on something that's not going to work. Yeah.

Jordan Lally:17:00
In this example, would you be able to help a potential client for $1,000 on the SEO side? Or is it still not worth your time? Yeah, you could.

Adrian Newman:17:06
No, no, I think that's that's that's more reasonable. And the reason is, is because you're not competing in a marketplace like like an auction marketplace. Right. So, yes, it but it depends on their on their on their industry, on their competition, on their expectation. Sometimes also, it also depends sometimes on their, you know, their AOVs.

Jordan Lally:17:28
That's it.

Adrian Newman:17:35
and their lifetime values of their clients. Sometimes, you can work with a thousand bucks a month with a client and slowly build up authority and slowly compound all the work that you're doing. And a year down the road, they wind up getting a big contract, right? And they're happy, right? But other times, maybe it's like, they're like, what's going on after two months? I spent two grand and they're like, hey, how come I don't have, nobody's bought my $500 product yet and you're just a little, you know, pump the brakes, right? Organic takes time. It's a compounding thing. And you're competing online with, with businesses that have been doing this for years. What we're trying to do now is, is with the longer tail keywords and the more robust searches and answer engine optimization and, making sure you're there with the LLMs are picking it up is trying to find, I'm not going to say it gets a needle in the haystack.

You're trying to find the most ideal customer profile for your product or service. There's so many people searching and like sometimes some people don't even realize too, how come I'm not getting anything going on? Like, how come I'm not getting this? Well, the reason is nobody's searching for that keyword. So what we're doing is we're looking for alternative searches. And that's another thing I like to do is find alternatives to what a business might think somebody's searching for.

So kind of like an outside the box thinking. I'll give you a quick example, because I know I'm getting off topic and I do that quite a bit by the way. Yeah, so for example, like I'm not sure if you heard about this cruise ship that's stuck in, it's not stuck, I Canary Island is a hantavirus on this cruise ship.

Jordan Lally:19:13
Thanks time.

Jordan Lally:19:25
40 people got sick and like four died. I heard about that shit, yeah.

Adrian Newman:19:28
Yeah. Yeah. So there's certainly really easy. Anyway, so this is not a client. This is a colleague of mine who is, who runs a cruise ship business. they travel agent for cruise ships. And I'm like, you should be commenting on this, right? Because this is like, if I was thinking of going on a cruise, I might have second thoughts right now. I don't like cruises. I've been on cruises. Not my thing.

But people do love it, but people might be like, so yeah, people love it, people don't love it, but people who are on the fence might be going, well, this is just nailed the chuck. Where you should be maybe putting out content out there on your social media, on your blog, on your Google business profile, talking about this thing, about what the stats are, for example. So I don't remember anything like this happening before, where there's this major hanta virus and stuff like that. how the likelihood of this happening, comparing it to other potentials like, for example, outbreaks in all-inclusive resorts or hotels, and how maybe still safe cruising is, or how to protect yourself. Five things you need to do before going on a cruise ship in Africa to help mitigate you from getting sick, stuff like that.

It's outside the box and somebody at the very least will say, well, this person really knows a lot about cruising, about cruises. I'm going to maybe next time when they want to book something, but maybe they have a question, they're going to contact you. So that's kind of like what I'm talking about.

Jordan Lally:21:00
No, perfect segue is when you are producing content, and this goes for all platforms, right? Blogs, Reels, LinkedIn, literally. My understanding of philosophy is you want to become a trusted advisor, not someone that is trying to sell something with content. That's like an advertisement, right? But content is the trust building, authority building, trusted advisor play.

Like where I have purchased products or services on long form YouTube videos is because they are literally giving away the secret sauce. Like they're saying, here's what we do for, I mean, they might like withhold some information cause like, duh, right. But they give like 80, maybe 90 % away, right. And they hold back the most important, highest leverage facts, which they should. But because they are in my opinion, the trusted advisor in this situation and they're giving away the farm.

Adrian Newman:21:51
Mm-hmm.

Jordan Lally:21:58
they're telling me five tips of what not to do type stuff, to your example, it's like, I like this guy, I trust this guy, I'm buying from this guy. And I think whenever people are producing content, they have a flawed approach. So what you're saying, what you're articulating is, I like it, it's similar to my one night set.

Adrian Newman:22:07
Mm-hmm.

Adrian Newman:22:14
Mm-hmm.

Adrian Newman:22:19
Yeah, like you have to, you have to A, show that you have a knowledge in your industry, right? Be able to show that you know what, I know what I'm talking about. Whether it's, you're new to it, even if you've been only doing it for a couple of years, or you've been in the business for 14 years, you should be able to show that you know what you're talking about. then B, like I'm always, I'm a big proponent of adding value, of giving, giving away value that is just, and sometimes, and this is something that I've had to kind of adjust myself for, is that it's so obvious sometimes to me, because I've been in the marketing business for almost 30 years, and I've been in the digital side for 14, that what's obvious to me, I have to realize isn't obvious to somebody else. for example, like, if I say to them, how come you don't have a, call to action in the top of your, in your hero bar. And how come when I scroll down, it disappears, it's not sticking there. Oh, I didn't know that. And I'm thinking, well, you know, like that to me is obvious, but you know, to other people, it's not, if you're not in the industry.

Jordan Lally:23:33
Right, right, no, for sure, for sure. Someone, we had some other person on here the other day, fractional CMO, and him and I love this topic, Basically, it's asking why are we doing things right because he would come into these businesses act like a CMO essentially right and he's questioning the owner and the founder the CEO like so just sort of curiously why you guys Doing this one thing right here and the answer is like, okay, why why we doing that? Okay, and like after we after we do this like you guys have this process over here It's like why are we doing that and from from him? He has all the fucking answers He's like this heavy shit ass to get fixed but can't directly say that when you're working with people, I've also done this. You have to take like a consultative approach because if you just say you're fucking dumb, dude, why are doing this shit over here? Like they're gonna be like, fuck you, I'm not gonna pay you anymore. You what I mean? But you gotta like ask questions and then like kind of get to the root of everything.

Adrian Newman:24:21
Mm-hmm.

Adrian Newman:24:31
Yeah, yeah, yeah.

Adrian Newman:24:35
Yeah, Usually the answer usually I get is, well, because we've always done it that way. That's the best. That's the best answer. I love that one. Well, we've always done it this way. I'm like, well, like, you know, could you imagine if if somebody said that about train travel, you know, if the Wright brothers, know what I mean? Like if somebody said they said, well, why don't we fly here? Well, I'm not saying well, why take the train? Well, we've always done it that way. You know, no, you haven't.

Jordan Lally:24:42
yeah.

Adrian Newman:25:04
Because before the train, was wagons with horse-drawn wagons. So you've got to evolve your thinking, right?

Jordan Lally:25:13
Absolutely and I think for the business owners out there that are stubborn one might say and I understand humans Human behavior we hate change. I totally get it However, if you want things you have not achieved in this life before you have to do things that you've never done before Right, and I know it's really cliche and you've heard that quote before but you need to get reminded more often Right, so here I am reminding you. Okay guys Other thing that I want to say, and it kind of goes back to value and content creation. Let's pretend that you are new, right? I've been doing this for like six years now. So I'm not like super new, but obviously you would do it for 30 years. So you, you crushed me in that area. But whenever I was first coming up, I would regurgitate other people's content into my own words. Cause it did two things. One is it helped me understand what the fuck dude is talking about. Secondly, Because it's in my own words, I'm not a copycat. Yes, we share this mindset. We share this belief about whatever the fuck the thing is. But he explained it this way. I explained it this way. There's separation on my own person, X, Y, Z. The second thing is you definitely learn by experience and you learn by doing it. Right? So you can, again, when you're first coming up, you can take dude's approach.

Whoever dude is, you can take his approach, regurgitate their content, trial and error from this approach here. And now you can 1000 % formulate your own opinions. And then when that happens, I think that's where I'm at currently in my stage of life, stage of business, whatever, where it's like, I know what I know. I have experience. Obviously I'm still growing, but here's what I've learned and what I've done. And here's like my findings basically, but it doesn't start that way. If you're an up and coming, you know,

Adrian Newman:26:47
Mm-hmm.

Adrian Newman:27:02
Yeah. that's, and so like, what you're saying is, is like, so I started as a direct mail copywriter, right? And direct marketing, like back then, like, you know, there's, you know, I, it's funny because somebody said to me once, there's a reason why it's called copy writing, right? Because you are taking, tried and true formulas and you can regurgitate them.

Jordan Lally:27:25
Yes.

Adrian Newman:27:29
You know, so like I have books like that about about copywriting where it's about headlines. Some of them were just about headlines and there was a headline and you know, I'm probably going to get chewed out if somebody's watching this and they're big into direct mail because I cannot remember the name of the person that wrote this, but it was a was a headline in a direct mail campaign and it said they laughed when I said I could play the piano, but then I started playing.

Dot, dot, dot, right? Which was a killer headline. did well, really well. Don't think people didn't steal that all the time and test it on their own stuff. You know, they laughed when I said, you know, I could, you know, I could increase the value of their house. And then I started working or something like that. There was like a lot of that. There was also one that was things, things you should never do on a plane.

I think there was one, it was a direct mail envelope copy. People copy that all the time. there's so, taking things that have already worked and then adjusting them for your own business is almost like, it's like marketing one-on-one almost. You know what I mean? Like, you don't have to reinvent the wheel. If you do reinvent the wheel, great. But you can always take, see what other stuff is working and then take elements from that and make it your own.

Jordan Lally:28:38
Yes.

Jordan Lally:28:56
Absolutely. And when you do that, when you take you and I are in the agency industry to high level stuff, right? But if we were to take an ad or some copy from like the the industrial industry that is crushing and we bring that shit to the agency space, this is novelty to the agent space. But like they've had been saying that shift like 10 years, but our group is not in that industry. So it's new to them. I love what you're saying. Second thing that I want to add is

Adrian Newman:29:22
Exactly.

Jordan Lally:29:26
the open loop. I think that's why those headlines performed so well. Like it was an open loop. What the fuck happened next? In humans, like human psychology or sure, how our brains fucking work, we hate open loops. Like we have to close that shit. You know what I mean? We need to close the chapter. yeah, so questions like that, open loops like that are fucking fantastic. I don't know, was the, I don't know if it was Eugene Swartz or if it was Owen Clough, or one of these major fucking copywriters and markers in the space. But they said, you should spend 80 % of your time on the headline, because 80 cents for every dollar is spent on the headline. Like, and that is so fucking true. Think about when you're swiping, right? And whether it's a visual, if it's just an image, like what are the big words on this image? That's the headline or

Adrian Newman:30:25
Well, yeah, yeah. Classic A-B testing was always headlines, right? You could test other things. You could test format. You could test, you know, intro copy. You could test paper color. And same for websites too, right? Like, but really, what are the main test points in marketing, right? Like, so it's headlines. It's, what's the second one is an extension of the headline, which is an email subject line, right? Like that's the number one test that you would do.

Jordan Lally:30:25
Look, Ruffa.

Adrian Newman:30:54
for email marketing is you would probably first test your subject line. What's the one thing, YouTube videos, you can A-B test your headline, right? You can do A-B testing, you're right. 80 % of that is getting the attention first, right? And as you know, like you mentioned earlier, copywriting, right? You're not selling right off the bat with the headline, right? The goal of the headline is to read the next line. And the goal of that line is to read the next line.

Jordan Lally:31:20
Yeah.

Adrian Newman:31:23
And the next night until you get to the offer, right? And that's why it's called the funnel. You want to guide that person to the end destination. And yeah, you've got tons of people and some are going to drop off and they're not interested or whatever. What you want to do though is reduce the friction from that headline that grabs the attention to the final action, right? That would you want.

Jordan Lally:31:48
Absolutely and even like on the topic of funnels, it's okay if people leave like that is kind of also like the point of as well, right because you We can also look at the recruiting process I think client acquisition and talent acquisition are the exact same thing different angles so You want people to fill out an application whether it's a potential client or a potential hire You want to see who this person is that they qualify do they have a financial capital to invest?

Do they are they culture fit if it's talent, et cetera, et cetera. Okay. And then for our process for talent acquisition, I want to hear how you sound before I speak to you. So you have like a 30, 60 seconds selfie video to see like, are you confident when you speak? Can you articulate yourself, et cetera, et cetera, right? The amount of people that for one don't do that. If you can't do that, you're definitely not fucking working here, dude. Right. If you sound really shy and timid, like

Adrian Newman:32:28
Mm-hmm.

Jordan Lally:32:46
You're customer facing bro. Like you have to be able to like hold some moral authority for potential clients or for our current clients if you're an account manager. Right. And then thirdly, you gotta be competent to you. Like you gotta know what the fuck you're doing. Right. So like they have to go through a series of tests before I actually speak with these guys. And that's a funnel, but for talent acquisition, flip it over to client acquisition. Absolutely do. Like if you're broke, sorry, not for us. If you

Adrian Newman:33:12
Mm-hmm.

Jordan Lally:33:12
I don't know, wrong industry? I can't help you because your industry is just not who we help? Get the fuck out of here. Like, funnels are actually a good thing, a good thing.

Adrian Newman:33:20
It's true. And the one lesson I learned on that is when I used to have other folks here selling for me, was sometimes trying to make the funnel, I guess, not wider at the top, but wider at the bottom, right? And trying to hold on to some of those folks. where, like, look, if the budget's not there, the budget's not there. But sometimes you had people who were like, well, you know, can we just reduce the price of this? Or can we?

Jordan Lally:33:24
Yeah.

Adrian Newman:33:48
Can we chop up the services so that way, so instead of just doing this, these four things, we're gonna do three, so we can charge them 25 % less, can we do that? Or trying to really make it work for a client that you know, there's no way I'm gonna be able to help you with this. This is just not the right industry, and I don't think anybody should convince you it is. And sometimes that happens, but people will try to force it.

And you don't want to do that. it's same thing. You're right with onboarding. Right. Sometimes you got somebody and maybe you're just like a desperate situation or B, you you see something in that person. you like somebody drives you crazy. But you're like, I think I can mold this person into into the ideal candidate. And nine times out of 10, like probably 99 times out of 100, it doesn't work. Right. It's just not going to work. You need. to find your ideal, there's the ICP, ideal customer profile. There must be the ideal hire, IH, right? And there's so many people out there, there's so many businesses out there that it shouldn't be that difficult, but for some reason it always is.

Jordan Lally:35:04
Do you think it's difficult because of the lack of knowledge that one has at the current time? Because everyone's trying their best, right? So I mean, for me, early stage, yeah, dude, like, you're fucking fresh off the streets. You're dressed like me. Yeah, work for the company. That shit never fucking works, dude. Like, they probably fucking suck at the job, you know? And I had lack of knowledge. I didn't know what I was doing.

Adrian Newman:35:12
Mm-hmm.

Jordan Lally:35:28
I learned my recruiting process through Cole Gordon, closers.io. sure if remember. He's a done for you recruiting agency. You've probably seen his ads, et cetera, et But I learned my process through him. You can definitely look him up. He's a super, super cool guy. love his work. But nonetheless, after I dialed in his teachings, his processes, I'm like, dude, fucking recruiting is easy as fuck. I get the best talent every time. The best for my world, right? Not the best in the world for my world, okay?

Adrian Newman:35:33
Okay.

Adrian Newman:35:55
Mm-hmm.

Jordan Lally:35:57
And then second thing, I love what you said about widening the bottom of the funnel. So I'm gonna kind of go all over the place. For one, we have low ticket to high ticket ascension pathways.

Basically, you can have like a really really cheap offer and you deliver 10 X the fucking value for this like $99 offer right that is the low ticket you deliver on your promise here Wow, that's exceptional. Fuck Yeah, the next thing is like your core services where it's like 3k and my 2500 whatever the core thing is that is the first pathway and then I learned that I've learned this from cold Gordon again is how can we Create a business where our clients cannot operate their business without us. So whatever the next problem is, that is your backend $30,000, $40,000 thing, right? Like 10X of the price, it's crazy. Anyways, so for me in the agency world, we do lead gen, that's kind of like our stuff, right? So if we do leads, okay, the next step in the funnel is like,

Adrian Newman:36:54
Alright.

Jordan Lally:37:06
I have to sell these leads. Okay, so maybe that's like a $1,500 add-on like sales training with like one of the top guys in the league as an example, right? Okay, cool after you dialed in closing people what's next onboarding or Okay, and an account manager right somebody has to take care of the of the guy I'm only a one-man band in this example So maybe maybe we do like done it for you recruiting on the account manager side Okay, cool. Once that's taken care of what's the next constraint? Well, I need more leads So now we can increase the spend over here or increase whatever the fuck the the Avenue is to bring more leads You see so you have all these offers but like it started out as like a $99 offer But I just made like 25 grand in the the in LTV process of this whole thing So that's really fun. One other thing I want to say is widen the funnel is feature selling you didn't just score You didn't say those exact words. That's what you were describing. If I only one feature

Adrian Newman:37:46
Mm-hmm.

Adrian Newman:37:59
Mm-hmm.

Jordan Lally:38:01
I can reduce my price by 25%. It's like, fuck yeah, dude. Like if they wanna work with you, if you can help them, but they just lack this one thing for budget, fuck yeah, dude. I'll work with you for sure. You know, cause then whenever we deliver results here and you have more revenue, then you can pay me for my other services, you know? I know I went off topic, but I love it.

Adrian Newman:38:19
Yeah. Yeah. And I'm, I'm, I'm like a little bit contrarian to that Jordan. I'll be out for it. Yeah. I'm like, you know, like, cause I always feel like, so like the reason we do what we do is because we know the process is going to work. Right. And what happens is for me, okay. This is for my business. Whenever I, I cut, okay. Or whenever in the past, when we said,

Jordan Lally:38:27
Talk to me! Okay, talk to me!

Adrian Newman:38:46
Well, let's cut this, this, this. It just reduces the end result, right? It reduces the value. It reduces the cost, but it reduces the value, right? So if I say, okay, we're gonna do for 1500 bucks a month, this is what we're gonna do. And if I get somebody saying, well, look, you know what? Don't do this, this and this. So can you cut it down, down to a thousand dollars? And I'm gonna go, like in the past, like we would go, okay, yeah, let's do it. And what would happen? is the expectation of the end result was still there. Right? So it's like having like, I guess a stew, right? If somebody says, well, this stew is gonna cost 20 bucks, but it's got like, beautifully prime meat in it, or artisanal carrots, homemade broth. And they say, well, I just do this, this, and this, cut back, use.

Jordan Lally:39:20
Yes.

Adrian Newman:39:42
double A grade meat and just use store-bought carrots and just use off-the-shelf stock. And then you get it and you're disappointed because this what the initial promise sticks, right? The initial benefit is there. I will help you get more qualified leads to your website and help you grow your business, right? And usually it takes some time. SEO takes about six months, but this is what it's gonna do. This is what we're gonna do. Then they say, well, I can't afford that, so let's cut here, here, here. But yet that whole promise, the unique promise that I put in there with all the benefits, that's still stuck in their head. So now they're gonna wonder, well, how come I'm not getting what you promised me originally? Well, the reason is, is because I bastardized myself or I castrated myself a little bit. And now I can't do what I really wanted to do, right?

For example, I've reduced the amount of content I'm writing for you by a third. We reduced the amount of keywords and questions and stuff by half, and we're not doing as much back linking. So I refuse to do it now. I just do. And used to start as low end offers. That does work, and I'll be upfront with that. It didn't work for us. We tried some really low end offers to start. The problem is we couldn't get...

We couldn't get them over the hump. We couldn't get them to go, you know what, I wanna move up, right? So that's where I fell. But I feel like, yeah, so I don't like cutting. I don't like chopping up services. I like adding on and that's what I do. We always go to our clients and say, you know what, we noticed some opportunities. Here's, if we did this, this and this.

We can increase you by this. And usually, because they've been with us for a year, two years, five years, they're like, absolutely, let's do more.

Jordan Lally:41:49
Got you. So talk to me. Imagine I'm a potential client. You don't have to go into details with pricing and everything, but I can't apply your course service, right? I'm like, Hey, I like AB, but CD out of budget. Would you still work with me now with A and B or after what you just said, you like, thank you for liking A and B, but it needs C and D to kind of get the results you're after. like come back later.

Adrian Newman:42:10
Mm.

Adrian Newman:42:15
Hmm. Yeah, I might say to you, I may say, Jordan, look, I totally understand, right? The economy is not in good spot. Okay. Everybody's struggling. Gas prices are crazy. know, inflation's, you know, almost at hyperinflation right now. I totally understand what you're getting for it. But let me, I want to ask you this. You you said to, and this is what I like to do. You told me that you need to get X amount of new clients in the door, you know, every month. for it to work for you. If I can get you in the first six months, we can get you to that point. So if we're in May now, six months from now will be November. By November, if I can get you to that point, would it justify that full spend?

Jordan Lally:43:05
I mean, yeah, I I need that. That's my goal, yeah.

Adrian Newman:43:07
Okay, okay. What I'm here to tell you is I don't, if we do just A and B, I don't think I can get you what I promised you in November. So you're not gonna be any further ahead. And in fact, I think you might even be behind. So what I wanna do is let's try the full package, okay? Give me six months and we'll see what I can do for you. And I'm pretty confident. that come November, you're going to be like, hey, how do we ramp this up versus how do we cut it back? Sound good?

Jordan Lally:43:44
I like how you framed that. That was fucking fantastic. I love how you said, those should be as a salesperson, your favorite fucking words in a sales call. You told me, because I have this on one of my podcasts recently is we salespeople are nothing more than effective communicators that have influence. How do you have influence over someone? Trusted advisor.

But two, holding them accountable to what they actually said that they want, right? If they bring up their pain, remind them of their pain. If they state their goals, like where you want to be in November, tell them. Like you told me XYZ, dude. Like quit fucking off about this, you know? Obviously, in a professional manner like you. But love how you said that. Question, who are some of your gurus, your mentors, who do you listen to to elevate your game, if you don't mind sharing?

Adrian Newman:44:24
Mm-hmm.

Adrian Newman:44:40
Wow. know, I, um, so I've listened to a lot of Alex Ramosi. I've listened to, um, you know, Grant Cardone. Uh, you know, I did some of the Cardone stuff, uh, way back when, uh, you know, back in the day, I liked to, uh, as far as marketing goes, Seth Godin, uh, was my go-to. I liked listening to Seth Godin, of course, Gary Bensavanga.

Jordan Lally:44:54
Yeah, yeah, me too.

Adrian Newman:45:10
know, Eugene Schwartz, Claude Aiken, like the old, the old school guys.

Kurtz is somebody who I've met on a couple of occasions. He's a great guy. far as, I just, some people, Michael Lombardi, who I've been working with since 1997, him and I chat every day about stuff. Even my dad, who is a sales guy who used to sell.

You know, he started his business selling cable out of the trunk of his car back in the day and moved into real estate and everything like that. He's been, he's been a valuable mentor for me as well. So yeah, a few, a few different people.

Jordan Lally:45:49
Damn.

Jordan Lally:46:00
Thanks, Adrian, I appreciate that. And I always ask this question, but what is the single best piece of advice you've ever received?

Adrian Newman:46:10
Holy cow. The single best piece of advice. I think the one thing I once was told, was a very long time ago, and that was don't dwell too much on one thing, whether it's good or bad. So if you have success, enjoy it.

Jordan Lally:46:11
Yeah, I know.

Adrian Newman:46:39
but it's gonna pass. If you have failure, dismay, despair, challenges, learn from it, feel it, feel the pain, but it will pass. Everything is going to pass good and bad. So that's one thing. So I try not to let things that have gotten in my way and been negative stay negative for too long. I've been through, you know, the past, since 2019, I've been through a lot of different negative things in my life without getting into it, physical and, and, you know, other stuff, but I try not to dwell on it too much. And same with the successes. I try to be cool about it. I remember a baseball coach told me once, like, if you hit a home run, you just run around those bases. You can smile. You can do whatever. You can be happy about it, but once you cross home plate, it's over. And you get back to it and act like you've been there before.

Jordan Lally:47:49
That's really good advice. On a personal note, I wish I had that mindset when I was late teens, 20s. I was a former addict. I'm still an addict. I just don't abuse substances nowadays. Right? But when I was using, because I was like going through something like deeply, deeply sad that I was saddened by it. And I ended up getting tattoos that are permanent.

Adrian Newman:47:51
Thank

Adrian Newman:48:17
Okay.

Jordan Lally:48:20
and this too shall pass. And I love myself for it because like, I have a lot of like 30 plus tasks. It's just part of the culture. But from mindset perspective, like this too shall pass, you know, and I'm primarily referring to negative things, but goddamn it, you're so fucking accurate with successes and positive things as well. Because life is up and is down and it is up and it is down, you know, so yeah.

Adrian Newman:48:28
Mm-hmm.

Adrian Newman:48:43
Yeah. All the time. It's never always up and it's never always down. Like it's, it can feel that way sometimes, but, but more often than not, and like with everything you do, work, relationships, family, health, what, whatever it's up and down, right? Like my weight goes up and down, right? Sometimes I go to the gym five times a week.

Jordan Lally:49:08
Thank

Adrian Newman:49:12
Sometimes I miss going to the gym three weeks in a row. Right? But I'm hoping that, you know, when it's all said and done, that I can sit there and go, wow, what a ride.

Jordan Lally:49:15
Right, right, right, right.

Jordan Lally:49:25
Absolutely. Adrian, this was such a fun conversation with you, man. Honestly. Thanks for joining us. Really quick, if someone wanted to explore your work further, where can they find you?

Adrian Newman:49:30
Yeah, I enjoyed it.

Adrian Newman:49:37
So they can go direct to my website, which is www.numerounoweb.com. They can find me on YouTube. Just go to at numerounoweb. You'll find on YouTube. My LinkedIn page, of course, is adrienne Newman, linkedin.com slash in slash adrienne Newman. So those are the three top places to find me.

Jordan Lally:50:00
By the way, I love the company name, Numeru-Udo. Like, I fucking love that shit, man. That's clever, you know, that's clever. Exactly, exactly. Audience, thanks for tuning in. We'll talk to you guys soon.

Adrian Newman:50:04
Yeah. Number one.