Our newest client is the most talented marketer I’ve met.

He’s worked with brands like Amazon, Uber, QuickBooks, Nabisco, Zappos, United Airline and more. He’s also worked with personal brands like Grant Cardone.

The crazy part?

​​We’re giving him a 70% discount to grow his YouTube channel.

​Plus he doesn’t even have a YouTube channel. So we’re launching his channel from scratch – 100% done-for-you.

Why are we doing this?​​

Because we negotiated for something much more valuable than money.

Three things to be exact.

You see…

Our client used to work as a paid ads guy at Facebook.

​​He would walk into the Facebook Headquarters in Menlo Park, California every day.

​​Early on, he knew the key to profitable paid advertising was understanding how the algorithm worked.

So every day for three years in a row, he would sit with the engineers who worked on Facebook’s algorithm. He grilled them for hours about it.

But one day…

​An engineer named Amol grabbed a napkin, scribbled a drawing onto it, and slid it over to him during lunch…

“This is how the algorithm works,” Amol said…

What he scribbled onto that napkin was a simple little formula, and it allowed our client to get results that no other marketer in Facebook could get.

What did Amol draw on that napkin?

​​I’ll share that another day…

But it all boils down to one simple idea:

Compliance.

My client discovered the algorithm actually prefers compliant ads.

​​When you feed Facebook compliant ads, it will reward you with cheaper costs, higher quality audiences, and allow you to keep running ads on their platform.

Most marketers in our space can’t scale ads because of compliance issues. They have compliance issues because they keep pushing big marketing claims. They push big marketing claims to keep conversions high.

But the industry is now hitting a glass ceiling on how high they can push their claims without getting in trouble.

Compliant ads are the secret to scaling.

This is just one of the many things that’s allowed my client to build his epic track record. 

This is the kind of stuff I want to learn…​

So instead of charging him the full rate, we offered a huge discount in exchange for three things:

1.) Free Facebook ads coaching.

​​This is the ad platform I know best, and it’s what we always start with first when launching ads for a client.

​​We’re currently managing Facebook accounts now, and we plan to use ads to launch our own offers soon. So this is a big value-add for us.

2.) Free YouTube and Google ads coaching.

​​YouTube and Google are the world’s largest websites, both owned by the same company.

​​With this expertise, we could dominate organic and paid reach for top, middle, and bottom of funnel. Our client has a partner who’s one of the best at these two platforms, so we negotiated free coaching with him too.

3.) Priority referral partnership.

​​Our client is working with our agency’s dream clients.

​​So we directly asked for referrals as part of our deal. Since we don’t have competitive services, it’s an easy referral for him to make.

​​It brings me back to my favorite quote, ‘the best marketing is the work on your desk.’

​​If our client says our name to his clients, that will be more powerful marketing than anything else we can do.

This was our offer to him, and he agreed without hesitation.

We got inspired to make this offer because I used to study under Jay Abraham, the $27 billion man.

​​He’s one of the most respected marketing consultants of our time, and I got to work with Jay and his team on a project.

His philosophy is all about finding untapped opportunities, unrealized assets, and hidden relationships.

​​He taught that although money is the most common form of payment, it’s not the only form.

​​In fact, it’s sometimes not even the best.

When it comes to a deal, you can get creative. You ask for anything you want, under any condition you choose, with any set of rules you decide.

​​If the other party agrees, you have yourself a deal.

This is why I say I’m not a good negotiator, but I’m a damn good dealmaker.

And this deal will pay us massively in the long run.

But there’s also a hidden benefit to this deal that gives our agency a rare freedom…

We can build our client in public without needing to hide his name.

This gives me more compelling content to write about, especially since we’re building his YouTube channel from scratch. Now everybody can see exactly how our agency builds a new channel from zero.

He’s not a big name yet, but our goal is to help him become one. So I’ll reveal his name in a future post.​​

At the end of the day, we struck this deal for one reason:

We want to become the best at distribution.

Distribution is just traffic, eyeballs, and attention… one of the most important things in marketing today.

We’re living in the attention economy after all.

The brands who know how to generate attention will win.

We’re already great at this with organic YouTube traffic, but why stop there?

​​If we can also add Facebook, YouTube, and Google ads, we’re going to become absolute weapons in the industry.

Plus we want to pioneer how to combine organic and paid traffic into one strategy.

​​Once we master this, we’ll roll it out across our YouTube clients while applying it for our own channels and offers.

This deal is a down payment on acquiring a set of skills that will give us a big advantage in the near future.

Distribution is king, and everybody’s fighting for the crown.

Our agency is now entering the fight.

This is Week 10 of building our business in public.