(Transcribed by TurboScribe.ai. Go Unlimited to remove this message.

Welcome to part two of our second session, where I will explain you how you can
create a service people want and find your first customers. Outbound is the best
method of acquiring customers in B2B because you can reach out to anyone you want
on the planet. And that means that you can also get insights from people who you
would dream of working with.

The golden rule to become someone people want to work with is to obsess over your
customer's problem. But how do you know which problem to obsess over? Who do you
actually talk to? And most importantly, what questions do you ask them? By the end
of this video, you will get the answers to those questions and be able to create
the service that people truly want. The truth is, if you first create a service and
then try to find customers who need it, you risk offering things that nobody cares
about.

And this is a common scenario I've seen. 90% of the results you get when launching
a business come from understanding people's needs. For example, in the case of
Lemlist, we focus on sales teams from ambitious companies that struggle to book
meetings with their prospects.

Why this problem, you might ask? And why is this problem important to me? If people
can't find new customers, they won't be able to generate enough revenue to keep
their business or even scale it. And that's something I'm personally passionate
about. I know that most of you will launch an agency, and I think that this is the
best opportunity to generate money quickly while also learning a lot.

So what kind of agencies you might ask? Well, in my opinion, copywriting agencies
are awesome because they force you to become a great copywriter, which in my
opinion is a skill that you will need your entire life. So if you're launching a
copywriting agency, you must identify the struggles of your target audience. For
example, people always struggle with getting started.

They don't know how to create a content strategy, build a consistent posting
routine, and gain with the audience, and so on. As a result, they stay where they
are and never take action while others build their personal brand and make tons of
money out of it. If you can provide a service that helps them, you will solve an
immense pain point for them and you will be irreplaceable.

But before that, you need to talk to your potential customers to validate their
problems. So here's exactly how you do it. First of all, identify the potential
problems they might have.

You go on communities and forums relevant to your specific niche and look at the
questions people ask. For example, people who want to grow on social media often
struggle with being stuck. So pick a struggle like why am I not growing on LinkedIn
and then simply type it on Google.

You will see all the relevant questions people ask about this specific topic. Note
them all down. And then search why am I not growing on LinkedIn directly on Reddit.

Reddit is a goldmine for insights. Based on your research, you will have a list of
struggles that people are actually currently facing. And we're talking about real
people asking real questions.

Do it for every question you identify to gather even more insights. Now you have to
circle the most pressing one. Why the most pressing one, you might ask? Well, if
you have had an unbearable headache for days, you won't care which pill relieves
your pain.
Its name, the color of the packaging and the price, nothing will really matter. You
will only want it to finally feel better. Once you truly understand the most
important problem your target customer can't solve at the moment, all you have to
do is solve it for them.

And the bigger the pain is, the more willing the customers are going to be to
invest for the remedy. From that point, generating revenue for your business is
just a side effect. All you need to do is to go out and talk to people.

I know that sounds easy peasy when I say it, but let's get practical. Where do you
find them and how exactly do you do it? There are three types of categories of
potential customers. Category number one is what I call the easy to get in touch
with.

That's all your first degree LinkedIn connections, all the contacts that you have
in your phone, like friends, friend of friends, etc. We share your ideal customer
profile straight. For example, if I started a copywriting agency, I would go on
LinkedIn and look for founders of startups, owners of small businesses, etc, etc.

I would just go on LinkedIn and type founder in the search bar, and then I would
just tick the box first degree connection as a filter. Then I would message them
using this exact template. Not sure if that's relevant for you first name, but I'm
trying to learn about.

Then I will insert the topic. I've been talking to a few ICP already, and before I
created a service dedicated to just that. I want to make sure that the pain is
real.

Would you have 15 minutes to chat next week? Then cheers signature. That's it. So
here the topic tag can be, for example, how to grow a personal brand on LinkedIn.

You need to insert the topic you're passionate about or the problem you've
identified. The ICP tag should also be replaced with the kind of people you're
reaching out. So in that case, founders, for example.

I did the exact same thing when building Lemcap. I was targeting founders to
identify how no-shows were impacting their businesses. In my case, this is exactly
the message that I sent it.

Not sure if it's relevant for your first name, but I'm trying to learn how the no-
show rate for online meetings impacts your business. I've been talking to a few
founders already, and before I started building, I want to make sure that the pain
is real. I automated the messaging with Lemlist so I could have more time to
prepare for the conversation with those who would reply.

And you can do exactly the same. I included all my Lemlist templates in the notion
doc for this part, which you can duplicate. So no need to pause the video to take
notes.

Kevin from my team will show you how to duplicate any template you want in the
coming sessions. So here are actually some of the replies I received. Now, let's
jump to the second category.

It is called the connectors. These are the people I don't know personally, but with
whom I can find a connection point. For example, if I target founders and I know
someone with a part of a big founder network, they can be the bridge between me and
a lot of other founders.
So if you're asking for an intro, please avoid intros like, hey, can you introduce
me to X at all costs? Remember, you are asking for a favor. So you should make
people's life easy so they don't have to work hard to make it happen. So instead,
send a message along this line.

Hey, first name, I remember you told me that you knew personally person one, person
two and person three. And I have a small favor to ask you. I'm trying to learn
about specific topic and I'd love to meet with them for less than 15 minutes.

If you think that they'd be OK, share the message. You could copy paste for an
intro. As you can see, I'm making their life super easy.

Hey, first name, I'd love to introduce you to your name. In my case, it would be
like G from Lempire. Is currently working on a new project to learn about specific
topic.

Your name told me that it's pretty flexible next week. So feel free to shoot him
some time slot for 15 minutes call if you have time. I'm sure you two will get
along well.

If not, no stress and stay awesome. As you can see, this message is very easy to
copy paste and don't put the person under too much pressure. You can obviously
twist this message to your niche.

And of course, you'll be able to use this template in the notion doc I've provided.
But a connector can also be something you have in common. It can be a school, an
industry, or maybe you even work together in the past.

On the left of my LinkedIn filter, I filtered all the founders by school to find
those who went to the same one as me. I usually also do it per past company. And
then here's the exact message I sent.

Again, you can copy paste it and I've put it in the notion doc for you. So I'm
reaching out to connection point as I'm working on a new project. Not sure if
that's relevant for your first name, but I'm trying to learn about specific topic.

I've been talking to a few founders already. And before I started building, I want
to make sure that the pain is real. Would you have 15 minutes to chat next week? As
you can see, these messages are very simple, very straight to the point.

And the goal here is to start building connection. The connection point part could
be Harvard alumni and Google employees, etc., etc. or anything that you have in
common.

These are actually some of the replies I received. And now let's go to the third
category, the code. These are the people with whom you have absolutely nothing in
common.

And the best way to reach to them is through forums and communities. If you type on
Google Reddit communities for X, for example, Reddit communities for personal
branding, you can do the same on Facebook or on any platform. You can search
subreddits based on the problem you've identified previously.

For example, if you type Reddit communities for growing on LinkedIn, you will see
what subreddits correspond to it and get access to a lot more people. For example,
here, the subreddits are Marketing, LinkedIn, Social Media. You can do the same for
Facebook, Discord, Slack or any platform that essentially provide communities.
I would also recommend not to underestimate Quora, where you can find tons of
questions for any niche. Once you find those communities, you need to make yourself
seen by answering people's questions to help them. The goal here is to make
yourself known and have people associate you with the solution to their problem.

Don't advertise your service, focus on delivering value first. That's extremely
important because this builds trust and credibility, which will have a positive
long-lasting effect on your future business. So when you give valuable advice on
Reddit, people engage with your response and when you have a few upvotes, Google
even features it as a top answer in Google search.

As you can see, you don't need to have many upvotes to be featured. And when it's a
narrow niche and a small topic, but your answer is detailed and relevant, Google
sees it as authoritative and pushes it to the search, helping you get even more
exporters. Once you do it for a while, let's say 3 weeks to 3 weeks, you can post
the following message.

I'm trying to learn how specific topic or pain points. I've been talking to a few
experts already and before I create my service, I want to make sure that the pain
is real. If you have 15 minutes to chat to help me out, please leave a comment
below and I will reach out to you in direct message.

If not, stay awesome. So when you post a callout for a quick chat to help you build
a service that will bring even more values and make their life easier, they usually
support it. And for those who can't participate, like and comment to boost the post
so it reaches more people.

I did the same thing on Slack communities. I was solving people's problems for
about 2 weeks to build a reputation as a knowledge expert. And then I sent a
message using the template I've just shared with you.

Another way to look for potential customers is to check out those who engage with
the content of the established experts in your niche. Let's continue with my
example of building a copywriting agency. Here's what I'd do if I had to grow it
from zero.

I would check out the content of the top creators and the people who engage with
it. For example, under this post about growing your personal brand by Lara, you can
see that there are thousands of engaged users. It means that they are interested in
this topic and they obviously want to learn from it.

What you can do next is check if they are taking any action to achieve their goal.
I guarantee that you will spot those who aren't consistent with their postings or
potentially those who need actual help to improve the engagement that they are
getting. Or again, you could take a look at what Justin Welch is doing.

More than 6,000 people agree that they need to create opportunities for their
growth. Content creation can completely change their lives. And if you are someone
who wants to launch a copywriting service, you can bring this desired outcome to
them.

You can adapt the template I shared and send them the following message. Hey, first
name, I've noticed that you point of engagement and I'm trying to learn about
specific topic. I've been talking to a few of your ICP already and before I create
a relevant service, I want to make sure that the pain is real.

Would you have 15 minutes to chat with me next week? Cheers. And then your
signature. Point of engagement here can be you supported Lara Acosta's post about
growing a personal brand.
With this approach, I guarantee you that you will have quite a few interviews lined
up. Now let's get ready for your interviews with those users. People agreed to
spend some of their time chatting with you, so you got to use their time wisely.

That's why before interviewing them, ask yourself three essentials question. The
first one is who am I going to talk to? The second one is what am I looking for?
Like do they care about this problem? If yes, why? If no, why not? Who in the
company actually cares? And finally, the third one is how will I interview these
people? Would that be a zoom call, an in-person meeting, just a phone call, etc,
etc. Once it's all clear to you, you need to prepare a list of relevant questions
that will help you get to the very core of your potential customer's problem and
avoid all the unnecessary fluff.

And no stress. I'm going to walk you through the list of six questions that you
will also find in your Notion workspace for this part. So essentially, you'll be
able to copy them and fill out the question for your specific use cases.

Oh yeah, the final tip is like, don't forget to record your meetings so you can be
a hundred percent present in the conversation without worrying about forgetting
something. Personally, I do everything on zoom, but Google Hangout and QuickTime
together works well to record calls and it's free. So question number one, how do
you solve your problem today? For example, if you're building a copywriting agency,
you can ask, how do you manage to create content consistently? Question number two,
what is the hardest thing about doing X? For example, what is the hardest thing
about being consistent with posting online? Then question number three, why is it
hard? So going back to our example, why is it hard not to lose motivation and post
consistently? Question number four, how often do you have to do X? So how often do
you need to post? Question number five, why is it important for you to do so? Like
why is it important for you to create content online? And then if the need for a
solution is a must, people have no other choice but to invest in it.

For example, if a founder wants to build a personal brand on LinkedIn, it means

And finally, question number six is what do you do to solve this problem for
yourself? So for example, in our example, it would be what's your posting routine
now? So you can follow up with these questions and you can also follow up with the
following questions just to get more details. So can you tell me more about that?
What do you mean by that? Or why is that important to you? The goal here is really
to dig in whenever some people give you answers because often people will not go to
the full depth. And most importantly, you got to keep in mind these three things
during the interview.

First one is you don't talk about your product or service. If I tell someone that I
scheduled an interview to understand what problem they face when booking meetings
and I just started with, hey, I've got this service to sell or whatever. What
impression will it give? It's going to be pretty bad.

So basically, people are going to feel that I came to sell something and that's
definitely not the purpose of the interview. The purpose of the interview is to
truly understand your core users to build a service that they will last and make an
impact. Number two, focus on active listening.

The more the person talks, the more ideas you will get for the solution to their
problem. Point number three, always ask open ended questions. Yes or no questions
leave no room for creativity and don't allow you to dig deeper.

So that's why you need to always ask open ended questions. And the most powerful
term is why? The more you ask why, the deeper you go. If someone tells you that
they want to lose weight and then you ask them why, they will answer that, for
example, they want to look good.

And if you ask why again, they might tell you that they want to look good because
they want to start dating and so on and so forth. So you keep asking it until you
identify that very specific problem. So for example, it's not about weight loss,
but it's about feeling confident, which brings a problem to a whole different
perspective.

From here, you can already identify several business opportunities. So once you're
done with all the interviews, all you have to do is review the list of problems
that you've identified, identify common patterns and then decide which one you want
to solve with your service. And guess what? Target the first people who you've
interviewed and will share with you that very specific problem.

They are your warmest needs. They've already spoken with you and agreed to speak
with you about their problem. They seem that you're interested in their struggles.

So the chances that they will be curious to have a look at your solutions is
actually high. So all you have to do is message them and use the following
templates. Hey, first name, thanks a lot for the interview.

It really helped me understand the topic better. I've been brainstorming a few
ideas to help you get the desired outcome and here's what I propose. Step one, step
two, step three.

In specific time, we should be able to get these results. What do you think? Worth
a try? Question mark. Let me know.

Another way to get first customers is to leverage these communities that you have
actually joined. Let's say that you want to start a paid ad agency. Back in the
days, I wanted to practice my Facebook ad skills.

So it's an easy example to use. I posted this message in one of the marketing
groups on Facebook. And as you can see, it generated quite an engagement.

Now what would you need to do something for free? I'm sure by now you can figure
out the answer. To build trust, expertise, and credibility. I wasn't Elon Musk with
a strong personal brand and I started from zero with no network.

Nobody knew who I was and I had no use cases, aka no social proof or swag to use in
my co-prospecting. So I needed real examples to have real success stories for
better outreach. Based on all the engagement and the posts, you'll then be able to
select the project you like the most.

In that case, I would ask people how much they want to spend on ads, what the
company's revenue, etc. etc. Just to find out which are the best potential
customers for later.

The idea here is to be able to spot your future clients. So you need to make sure
that the company is already making a decent amount of money and that they have a
real budget for ads in this specific example. Now that you have your first
customers, this is when you spend hours learning new skills and putting every
single thing you learn into practice.
At that stage, you should pick 2 to 5 companies at first so you can really deliver
results. And once you start selling results for them, usually it's like maybe after
a few weeks or a month, you'll hop on a Zoom call and record it so you can get a
testimonial and build a success story. So here are a few questions to ask during
the recording call.

1. Can you describe the problem you were facing before you actually started working
with me? 2. Can you please detail the frustration you were experiencing when trying
to solve this specific problem? 3. Can you please describe the moment you
understood that my service was a solution to the problem you were facing? 4. What
does your day-to-day look like now that this problem has been solved? With
testimonials and success stories, you're one step away from having a real business
in less than a month. The next step? Get paid. So remember that Facebook group
where you posted in? Well now it's time to go back and start documenting and
sharing your story.

You can use the message I wrote for inspiration. By doing so, you're doing two
things. 1. Making your journey a common effort as you're showing gratitude to the
community.

2. Attracting potential new customers because you've shown that you did a great job
with one of your clients so some people might reach out to you directly.
Testimonials are an amazing way to acquire new clients as they show that you are
someone they can trust to get their desired results. In parallel, you should also
get in touch with the people you worked with and let them know that you are now
launching your Facebook ad agency and you are charging.

And based on the results you brought them, it will be easy to start asking for
money for your service because you're going to be able to measure the return on
investment they add. In the next video, I'm going to explain how you can price your
service so you don't go too cheap and miss on opportunities and become profitable
from day one. See you there!

(Transcribed by TurboScribe.ai. Go Unlimited to remove this message.)