What is the true value of what you provide?

Why are you not charging for it?

I know people have a lot of excuses. I talk to people all of the time who are worried about what the “others” in their industry will think of them. (“Others” who are also not charging enough and unhappy with the amount of money they are making).

Not charging enough and not pushing hard enough to make your sale, because Heaven forbid you feel like a “salesman” are two of the biggest problems I see.

Here’s an example:

I’ve got a client who is a couples crisis therapist. She works with people who are basically going to be filing for divorce yesterday, if possible sooner. They have reached their wits end with each other and reaching out to her is their last grasp effort to save their marriage, their family.

Prior to working with me she was charging $300 for a 75-minute session. Why $300? Because that’s what “everyone else” charged too. So she would see approximately 4 or 5 couples per day plus twice a week have a large group session. Fifteen hundred bucks a day doesn’t sound too bad, but anyone who’s been in business knows that your Gross is not your Net.

How ANYONE can build a SaaS-based business and grow it using one simple strategy

Today I’m gonna talk about one strategy that drastically altered the reality of how I used to do business and serve my clients.

And lemme tell you one thing, a lot of industry veterans might hate on me for revealing this to you, they might call me names and stuff, though it won’t matter as it would reveal them to be a bit hypocritical. Because I know some of the biggest companies in the world do this too. (I’ll share an example below)

All righty, let’s begin!

How Frank built Doc&Do, and lessons in hindsight.


About the app: Doc&Do allows you to document things, ideas, logs, tasks and activities more effectively using a proven system.

The idea for this SaaS app came out of frustrations that Frank faced while running his own business. He found that effectively documenting things made things more intuitive and effective for him.


In his journey, Frank learned a lot and this case study will shed some light on those things.

About an year ago, Wayne and Frank had a phone call which changed the entire business model that Frank uses for selling Doc&Do.

When Frank and Wayne had their first call, Wayne told him about a weird and unique business model that very few people are trying.

That business model not only generates cash right away, but also funds your SaaS app, validates your idea and prevent you from spending too much on development.

Frank made a massive change and implemented that model.

This call, and the model Wayne and Frank will talk about has the potential to change the entire foundation of your business.

Most people sell SaaS using traditional model, which is why they go out of business really fast. However with the SaaS Academy model that you’re about to learn during this discussion, it’s exactly opposite.

What you’ll learn in this case study:

A Declaration Of Revolt


Midnight, January 2004

I opened the window at 2 am to let the cold air in, it was a chilly night but I was sweating like a filthy pig from anxiety.

2004, I had a lot of money in my bank account. In fact it was enough that I could stop working and could live off of interest just on that.

I was having one of my usual dose of panic attacks that lasted over a decade.

I’m about to tell you a story of a crippling anxiety that almost killed me.

You might be wondering, well that’s a lame question!

I know what a lead is! Why are you asking me this question?

Here is why: How YOU define YOUR leads could make a HUGE difference in your business.

This is a strategy I’ve learned a long time ago and it changed the way I design my marketing campaigns and I’m sure it will change yours too…

When I run an ad, I try to lure people in by starting a conversation via my ad creative.

That conversation’s goal is to get them to buy from me and establish long term relationship with them.

Same process humans do to create a relationship and form friendships

Also here is my philosophy with leads.

A lead is someone who gave you his contact info and has a STORY behind why he gave you that info and EXPECT something from you.

Keywords here are story and expectations

If your lead doesn’t have these two properties, then it is not a lead but just a contact info.

And that’s how I define what a lead to me is and how I differentiate between a contact and a lead…

Now based on this philosophy I create these “conversation points” that pushes them forward in the relationship.

I do it via behavioral retargeting but it has to be a conversion not a generic buy now call…

This conversation that I trigger via my ad creative attract people that relate to it

And they all have a story on why they relate to it


That to me, is a lead.

Now they have a story, I’ve figured it out by attracting them via a conversation ad creative specifically designed to attract them.

Now it’s time to introduce them to further conversational points to strengthen that relationship.

Now I pitch them a relevant product.

Okay here is the thing at this stage, most people will say – OVER-DELIVERY IS THE WAY TO GO!!!

Now I get it, you wanna go an extra mile in helping your prospect with your product.


Lemme explain why…

Most people are doing over delivery wrong. And all they mean by over delivery is giving them more “stuff.”

That’s BS

Ya see, you promised people results and a solution.

Your job is to get them THOSE RESULTS.

If they don’t get those results, then you gotta refine how you’re delivering that solution.

You see, it is all about the results and that’s all your prospects care about.

I mean that’s what you and I care about too – The results!

Now back to the point:

How you define something is important because if you notice I just showed you my entire process by giving you my definition of leads.

Stay Frosty

P.S. – If you like this content, then you should check out my business vLogs! I’m sure you’ll love them. Click here to check it out