Welcome to The Birdhouse newsletter. It is approximately a 6 minute read.
In today's newsletter, we're going over:
Why 'we'll do our best' kills trust faster than a bad number ever could
The math behind under-promising without looking weak
How to hand a client a forecast their sales team can actually build on
The internal rule we use before quoting any new account
Apply to work with The Birdhouse (link)
Project a conservative number, and let virality be the cherry on top
(What) Before creating any content for the month, create one specific number for output
(Why) A sales team can't build a pipeline projection around a maybe, and even worse if they’re expecting more than possible
(How) Do these things:
Pull the last 30 days of calls from organic
Subtract a 10-15% buffer from that average and land on one round number.
Now let the content team cook with a conservative projection in mind, which will give them creative freedom to build brand on top
Here are some of the best links I have found since last time I emailed you:
From The Birdhouse 🐦
Our 1 billion view, 100k+ follower, 8-figure case study… (link).
The forecast nobody wanted to hear
A prospect told me on a call last month that he needed to know what to tell his sales team they'd have to work with in terms of leadflow from his Personal Brand.
Forecasting lead-flow from a Personal Brand is notoriously hard and some gurus out there will even say it’s not possible.
I disagree.
Why over-promising feels safer (and isn't)
Alot of content agencies over-promise so they can get a deal closed or because it makes their client relationship feel safe.
We do the opposite. We give a real, data-backed number that we can project based on 4+ years of experience and the current results we’re getting across dozens of active niches.
This allows us to underpromise, overdeliver (while still achieving good results).
How to predict leadflow from personal brand content
The most important thing is to have a metric on what you can generate and how often you can convert.
The two most common ways we do this are follower-to-call ratio and booking rate on inbound leads.
This way, we know that if for every 50 followers we book one call, we can project how many calls will be booked based on how many followers we gain.
Downstream from that, if we project that we have a 10% book rate and we know we can generate 500 leads, then we know we can book 50 calls.
And so on.
If you like this newsletter and want to work with us, there are a few ways we can do so:
or, you can just reply to this email.
I reply to everyone.
Hope this helps.
Cheers.
Marcos
