The Two Hour Revenue Playbook

Alright, here’s my two hour revenue playbook. This is exactly what I would do in the next 2 hours. If you came to me and you’re like, Anthony, you need to go and make an extra $10,000 in the next 2 hours for your business. Here’s exactly the step by step process that I would think through and then I would execute against. And it’s really interesting how few entrepreneurs that I talk to when I ask them, hey, what are the tactical steps that you could take right this minute to go drive a sale for your business? Quite often they don’t have a good answer for that. They hem, they haw, they think, well maybe I could do this, I maybe could do that. And when you really get down to the root of it, you realize that they don’t have a game plan. They don’t know what their levers are for actually driving sales in their business.

And this is very important because you probably, depending on where you are in your business, if you’re in that six to seven figure range, you need more revenue. That’s the big issue. Right? I need more leads. I need more money coming in. That’s the big problem that you’re still trying to solve for. And so you get to eight figures and at that point now you need to start focusing on operations a lot more. But in the beginning, probably if you’re listening to this, you need to have more money coming in the door. So what are you doing? What are the actions you could take that would drive that result? Well, here’s my three step, two hour revenue generation playbook.

Here’s exactly what I do. And what I would do is I would think about this in three distinct categories of leads. I would, I would have my hot leads, my warm leads and my cold leads. And I would attack them in that exact order. So let’s start with the hot leads. Hot leads are people who have already purchased from you. These are your current customers. I would go to them because they’ve already bought from me in the past.

I know that they, they know like and trust me. And if they have bought from me, there’s a very good chance that I have gotten them a positive result. So now the question that we have to ask ourselves is what’s the next problem this person is likely to face on their, their journey? We have this problem that helped them solve problem a, and now that has helped them ascend to a new level. Now they will probably have this new problem over here. What is that thing? And could I sell them that package? So this is all about the ascension, the upsell. So I would go back to my current customers and I would say, hey, you’ve been working with me on this and this and this. You’ve gotten this result. Here’s the next thing.

Would you like some help with this? That’s the first thing I would do, is I would go to my current customers and I would make an offer to them. If it’s the type of business or product where that doesn’t necessarily make sense, or they’ve already ascended to the highest level that you have within your organization, then I would go to them and I’d ask for a referral. Because a referral is the next easiest sell to make. Somebody who is coming in warm from somebody who’s already gotten a result, that is going to be a very high likelihood that you can convert them into a customer. So I would start with my hottest leads. I would go to my customers that I currently serve or have served in the past, and I would try to sell them the next thing. Short of that, I would ask them for the referral. So that would then lead us to our warm leads.

Our warm leads are people who, they are aware of us. They are in our ecosystem in some meaningful way, but they have not yet purchased from us. So this is somebody who follows us on Instagram or somebody who has subscribed to our email list, right. It’s people who are aware of us, but we want them to purchase. So here’s what I would do is first with your email list, I would go and I would send a spear email. This is a nine word email. It stands for short, personal. Personal.
Expecting a response. Here’s how it works. It’s just nine words. Hey, so and so I’m launching this thing, or I have this product I’m putting on this event, or I’m working with five entrepreneurs this month. Are you interested? It’s very short. It’s personal. Like it’s written from a friend to a friend and it’s expecting a response. Hey, I have this thing.
Are you interested? That’s it. No fancy formatting, no fancy long form paragraph copywriting or anything like that. It’s just, hey, I have this thing. Do you want it? You send that to your email list, that will churn up. You’ll probably get a 20% response rate just from that. And then the unopens, the next day you send it again, and from that you’ll get probably another 2020 5% open rate, depending on your email list. That right there can churn up a couple of customers. Awesome.
Depending on the size of your list, that could actually make you a lot of money. And it’s so interesting to me, if you are running a business and you have an email list, how you are leaving money on the table. We learned this the hard way at escape climbing. We had an email list of tens of thousands of customers who had purchased from us over the years. And we had been collecting their information but never sending them emails. When we finally decided to send that email, we generated, what was it? The first email? We sent this. At the time we were doing maybe about $220,000 per month. And that first email that we sent, we added an additional $15,000.

That’s not too bad for another, for an email, right? That’s like seven, 8% boost to that month’s revenue. And what we discovered was that every time we sent an email, we could reliably expect it to drive about $15,000 of sales. It was like, oh, we just have been leaving all this easy money on the table over the course of a year. That’s practically $200,000, right? That’s meaningful money. So email your list. The second group of warm traffic that we’re going to be sending information to or reaching out to are our followers on Instagram, LinkedIn, Twitter, whatever, wherever you have people that have already actively followed you and they said, hey, I like you. I like what you’re doing. You’re going to go to them, you’re going to reach out to them and the DM’s and say, hey, is there, you know, what brings you around, how can I help you? And you want to create that relationship with them to see where there’s the opportunity to serve.

So that’s the next step. These are warm people. They like you enough to follow you. Go talk to them, be social, put social back into social media. And then finally, with the warm traffic, we sent our emails, we have sent our DM’s. Now we’re going to post on our social media platform what is called a hand raiser piece of content. So this is just where you pretty much take that spirit email and you turn it into a piece of content. Hey, I’m working with five new people this month.

Are you interested dm me for more information? That’s what you’re doing, right? So we are harvesting the eyeballs, the attention that we have from our current audience, and we are making an offer that right there between those two, going to your warm, your hottest leads, your current customers, going to your warm leads, you will make more money in the next 2 hours. If you just do that, and if you just do that every single day, your company will make a lot more money. The third group is the cold traffic. These are people that maybe aren’t even aware of you. They’re not following you yet. They’re not in your email list or anything like that. But these are people that you can identify on Instagram or on LinkedIn as people who could be good prospects. So this is cold outreach.

We’re finding people who are following people who are similar to us or who are engaging on content that’s similar to us. We are reaching out, and we are making a connection. Now, your conversion rate here is going to be very low. This is a volume game, and you want to be consistently doing this over time. But if you’ve already exhausted your hot leads, your warm leads, this is the next thing to do, right? If you don’t have any more people that no more customers that you can go to and ask if they want to buy the next thing, and you have no more people following you that you have, you’ve already reached out to everybody. And next is cold. You got to start doing that. And for context like, this is how we think about our lead generation machine.

At beyond the apex is we are constantly reaching out and talking to our customers. We’re constantly reaching out to our followers, and we’re always reaching out to cold traffic. People don’t even know, know who we are, and we’re just starting conversations because the more hands you shake, the more money you make. So that is the two hour revenue generation playbook. If you got to make money, follow that playbook, you will, I promise, make more money. That’s going to do it for me. You beautiful people. I’ll catch you in the next episode.

Stay hyper focused, my friends.