How John Scaled a Campaign With a $1500 Cost per Lead

[00:00:11] Kasim: Scott's with the day, the Google news, and I'm super excited today. I'm always excited to interview people just cause I like people and I like learning, but I'm especially excited when I get to interview my friends, cause it doesn't happen as often as it should. honestly, because Venn diagram doesn't always overlap between friends and people who would provide value.

[00:00:26] Kasim: This dude is an obvious exception. he's been a buddy for while through front row dads, which is an organization we're both involved in. he's. A brilliant entrepreneur, super scrappy, fun to talk to, work with, listen to. he's the partner and co founder of better than rich. com. Mike Abramowitz.

[00:00:43] Kasim: Thanks for being here, brother. Appreciate you. I appreciate you, man. Thanks for having me. you're one of my favorite people, that I've met at FRD for a bunch of reasons, dude, like you're, amazing father, amazing husband. I love how you better than maybe anybody. Always bring things back to family first when we're having the F.

[00:01:01] Kasim: R. D. discussions like the rest of us will wear the hat, right? family men with businesses, not business families, but then we go straight into mastermind mode. And it's how do we make more money? And, my compliment to you is I think I've seen you more. And then anybody else on our biweekly calls usually pull things back to, hey, this is freedom.

[00:01:19] Kasim: This is how you free yourself. This is you've told some of your story about how you were able to take a really significant amount of time off. And you were able to do that through these pretty amazing mechanisms that you built. And if you want to talk about that, I'm sure everybody listening would love to hear about it.

[00:01:32] Kasim: I received that because it's taken intention. I think Mike, Bromowitz, maybe a decade ago, that wasn't the case. It was very much in grind season, scrappy business owner. But when I proposed to my wife in February, 2017, I made the commitment. I said, I got to make sure that I am a present husband and father to this next chapter of life.

[00:01:50] Kasim: Cause my dad still to this day is 82 years old, runs a plumbing business up in New Jersey, works six days a week. He missed a lot of basketball games. And, I get my ambition from him, but don't aspire to run a business the way he has run a business. I made the commitment at 2017. I said, all right, how do I make sure that I can be that family man with a business as I enter into marriage?

[00:02:11] Kasim: This is before I joined front row dads and, we have, our son James now, but we could get into the weeds of the details of the story, but the short of it is I was in direct sales. Systemized my direct sales business so I can have time freedom. So I can be a more present father when that chapter began, complications through our journey of getting pregnant led to us being in son being born at one pound, four ounces and, on New Year's Eve, 2020, and we were in the hospital with him for eight and a half months.

[00:02:39] Kasim: So because of those systems I put in the business was able to run without me and produce. Over six figures in profits without me there. so I can be present and now James is thriving. He's doing fantastic. He'll be three this new year's eve and we have our daughter on the way in eight weeks and things are fantastic.

[00:02:54] Kasim: that season of uncertainty though, of being away from the business and also being in the hospital and navigating eight and a half months. But then seeing on the other end, I was like, wow, this was profitable Would other people want to learn how to do this? Hence, where I partnered with Andrew for Better Than Rich, I was like, let's see, let's find out.

[00:03:10] Kasim: So we created programs and we could dive into some of those things. But ultimately, I saw there was a need in the marketplace. And so I doubled down on that. And now we serve hundreds of people teaching them exactly how to buy back their time, leveraging business systems. Automation delegation.

[00:03:25] Kasim: And it's been fantastic. Dude. I love that. And I love the direction you took and I love that you're able to connect it to your story. I've been viewed by some people close to me as money obsessed. I get that little poke, dude, you're always talking about money. You're always worried about money.

[00:03:37] Kasim: And my soundbite for them always is I drive a 40 year old Honda. I'm not worried about money for the reasons you think I'm worried about money, and this is what I think a lot of people maybe don't necessarily connect the right way is, money buys things other than Lamborghinis.

[00:03:50] Kasim: Like money bought you those eight months, what a gift that was, and I like the buy back your time, money can buy a whole lot of things you're listening to this, you're watching this. That's one thing I actually wrote a thread about it this morning.

[00:03:59] Kasim: It's funny that we're talking about it. If you can change your framework with money, I think it really helps on the acceptance piece. Like earning, attracting, whatever word you want to use. Money is very hard if you have a negative frame with it. But if you can look at money as something that yields those, more.

[00:04:14] Kasim: or less tangible, let's say more ethereal, ephemeral, whatever, stores of value, then it becomes more accessible. I don't know if you agree or disagree. You can probably say that better than I just did. here's the thing. I agree with you because of the seasons I've been in, in my mid twenties, in my early twenties, I had three rental properties.

[00:04:28] Kasim: So at 20, I bought my first house 22. I had three properties before I graduated college. So I was 22 years old, crushing it. And then the market collapse. So I went from having property valuation and all this probably, half a million, million dollars, whatever, and property value, everything market collapses.

[00:04:44] Kasim: I go belly up. Properties get vandalized. I can't pay mortgages. I'm getting crushed by a credit score. I had to actually part from those properties. Deficiency judgments against me, negative 130, 000 in debt that I climbed myself out of with a 400 credit score. So that was 10 years ago. you bet your ass.

[00:05:02] Kasim: I had a really rewire my relationship with money being in business and direct sales, where it's like, how can I make sure that I don't look at my clients? My recruits, my business is a bunch of dollar signs. How can I look at them as people versus how can I look at them as I need to make sure I pay off my debts?

[00:05:19] Kasim: So it's I had to go through that storm and shift the paradigm. But now 10 years later, accredited investor, I'll say maybe 650, 000 in savings and investments paid off those debts. it's, I'm not, we're at the custom level, but To go where I was to where I am, I feel really proud.

[00:05:36] Kasim: So I'm feel really proud of climbing out of that hole. But now my relationship with money is I'm really fired up that we provided, we provided. 3040 jobs this year and paid out 200, 000,in our startup to provide jobs to people contribution fed over 100, 000 people with our, my nonprofit.

[00:05:57] Kasim: I started PB and J for Tampa Bay. so this servant heart of being unattached from money. Was really beneficial for me when I had none and it's also really beneficial for me when I have some so that paradigm around money is It is important for people to question. It's if you won the lottery right now and all your money problems are solved, would you still be passionate on purpose and purpose driven around all the activities that you're doing?

[00:06:18] Kasim: Is your business a vehicle for something or is your business life? So I viewed my business as a vehicle towards something and towards something is. To educate, inspire, and be a force for good for myself and others. And it's that's the reason why I'm in business. And I let that business be a vehicle, regardless of what business that is, to fuel that purpose.

[00:06:38] Kasim: Very deep on that, but a paradigm for me. I had mentor for a long time that used to ask people, do you own a business or do you own a job? And everybody knew right away what he was saying, and they knew right away which one they owned. you say AI informed virtual assistants, specifically for lead generation. we do lead generation. I wouldn't say specifically for lead gen. We also do video editing and graphic design, and the team will do admin work.

[00:07:03] Kasim: Some of them do phone calls, but I would say we've really dialed in the lead gen piece for our own internal company and our own internal staff. And then we started testing with a couple of test geniuses as far as our clients go and wanted to, see if we could do it for them. And we're helping them.

[00:07:19] Kasim: And we have a list of maybe about 20 beta tests of our clients that we've done this with, and they're seeing great results. So now we can officially say. Yes. Okay. We have AI informed virtual assistants generating leads for business owners. and it's pretty wild at some of the engagement and response rates, some of the totals that we have overall as a company with our clients, but also internally for us as well as we continue to navigate.

[00:07:42] Kasim: So I think it would be extremely valuable to explore that. No, I think so. So I'm looking at some of your data here. Do you mind sharing the metrics just because the people that watch and listen to this, it's a bunch of data nerds you're talking to. Sure. So give them the case study first and then we'll give them the how to.

[00:07:54] Kasim: Sure. in totals, just Facebook and LinkedIn, this is total my account and my business partners account. Now his account, his beta test Is a little lower because we're doing some, a couple of split tests. And one of the little small nuances on his numbers is he's not as attractive as I am.

[00:08:09] Kasim: people would see that. We would see that clear. It'd be obvious. it would be obvious why my response is actually repellent. it's not even about attraction. It's about, it is, it's this,but he, his numbers are happened to be lower than mine, but our team sent out 3, 300 messages in the last.

[00:08:23] Kasim: four months and out of those 3, 300 messages on LinkedIn and Facebook, we got 816 responses, which is a 24 percent response rate. Overall, my Facebook, just mine. We sent out 707 messages, 293 responses that's a 41 percent response rate. So you imagine sending a hundred messages, cold DMS on Facebook.

[00:08:44] Kasim: And getting 40 people to respond a thousand cold DMS on Facebook, getting 400 responses. So the engagement is really exciting. I would love to dive into some of the stuff that we figured out on how to leverage our team, our AI informed virtual assistants to get those for our clients. Our average as a company is about 20%.

[00:09:03] Kasim: because some of them don't have a really great social media presence. So that kind of hurts the numbers a little bit. but. For my it's real. I'm very pleased with what I've figured out with using what we call a three, two, one methodology. I learned from a fellow front row dad, Mike Chu and just ran with it.

[00:09:19] Kasim: So I'd love to dive into that if we're ready for it. The results I'm giving for my clients are diluted because most people don't say that most people are just like, Oh, look at what I'm doing.

[00:09:27] Kasim: I'm awesome. Whatever. And then when they try to open it up to a broader audience, there is a dilution because you have found that people haven't necessarily invested in the ways that you've invested or they don't have whatever it is that you might have. So I really appreciate the approach to that. And it also speaks to the need to build your Social presence, create content and communicate with people and do those things. So anyway, brief tangent, three, two, one go. So three, two, one, simple as three likes, two comments, and one authentic message. That's easy. Anyone can do that. I think what most people do is they try to just go to the direct message and then they'll comment saying something like, Hey, DM or check your inbox.

[00:10:04] Kasim: Do that. And it infuriates me. There's nothing that pisses me off more. I'm like, you can just. Tell me what to do now. God, it's all it's really two comments, one authentic message, correct. And we do heart. So loves and the like concept, there are parameters to this, but it's like,how active are the people we're messaging?

[00:10:21] Kasim: Make sure we don't post on something that was posted like six years ago. there are some parameters there. They're going to find, they're going fishing for a prospect. We tell them where to go. Who's our avatar. So for me right now, I'm a seven time fire Walker with Tony Robbins. I crewed with him.

[00:10:35] Kasim: I've traveled with him. I could teach his philosophies. I absolutely huge fan. so I'm fishing in a Tony Robbins pond. so my VA will go in to the pond that I directed them to go and they will go to their profile, find three. Posts that they can love, find two posts that they can comment on and the comment isn't like cool pick the comment is very much let's use chat GPT and AI saying so take their post.

[00:11:01] Kasim: Put it into my tone analyzer. So using the tone analyzer in chat, GBT with Micah Brown, what's his tone and say, how would Mike reply in a comment on social media to this post in under 160 characters, because I don't want this long giant thing. So they'll use my tone. On 2 comments, so the authentic comments and then drop into their inbox and say, Hey, I really loved your post about blank.

[00:11:26] Kasim: Really great insights on blank or whatever it might be. And then it says what I want to say, which is I'm a 7 time firewalker. I wanted to connect with you as Tony Robbins, because I believe that I can serve those people. I believe that our service. A lot of them are passion driven, oriented, and Individuals who want to take their purpose and passion and turn it into a profitable business.

[00:11:44] Kasim: And I've done that. So I would love to connect with them and see if there's some synergy for where I can help. So I lead in with saying seven time wire worker. I love Tony. Have you been a fire Walker too? That's like the engagement. I pair that with a voice memo. Then on Facebook has the feature where I don't have to, you could just forward the voice memo.

[00:12:03] Kasim: So LinkedIn, you can't. So my stats are a little lower on LinkedIn, but the voice memo says something like, and by the way, I just wanted to break through your inbox. I'm not a bot. I'm actually human. I wanted to, just say, I really appreciate it. I see we have a few mutual friends.

[00:12:19] Kasim: Sidebar, we only do this with individuals who I have at least a few mutual friends with. So see we have a few mutual friends. If you're connected with some people I know, I figure I should be connected with you. Hopefully that's cool. I look forward to hearing from you. So that 321 methodology, it does take a little bit longer, where we can only send out a limited number.

[00:12:38] Kasim: we could only send out maybe 20 a day or something like that. Sometimes 15, somewhere in that range, because it does take a little bit of time, but the response rate, the engagement raise really high. And then once we get them in, once we get the response, now they raise their hand. And now we use the AI tone analyzer, our virtual assistant team and your virtual assistant team could do this, use the AI tone analyzer to then have the conversation of using what we call GPS again, learn from my two goals, pain solutions, going through their goals, pain solution to qualify them.

[00:13:09] Kasim: So the AI informed virtual assistant is using AI as me in my tone, finding their goals. Paying solutions to see if they're qualified and anyone who's qualified book a game plan call. And that's how we're getting calls booked. and it depends on what the CTA is, but that's our strategy is to get those calls book, or direct them to our Facebook group or direct them to our quiz that we can, whatever the virtual system believes that will add the most value to them.

[00:13:35] Kasim: that's what we'll direct them to. But if they're qualified prospect, we want to get on a call with them to see if we could help them in their business. A couple of questions. The 3, 2, 1, is this all happening in the same day? Are you spreading the likes and comments out? Happens. That's all one message.

[00:13:49] Kasim: So it's essentially if anybody gets a message, it happens 3, 2, 1. So we want the user to feel like I was scrolling, you popped up. It says people you should know, this is what I want them to believe. I saw that I clicked. Oh, maybe I'm supposed to know you. We have some mutual friends. I scrolled on your page.

[00:14:05] Kasim: I liked a couple of things, comment a couple of things. And I shot you a message and a friend request. That's the experience that I want the user to feel because that's how it is. That's how it was. I was doing this before I delegated it. That's what I would do. I would do exactly that process. So I created a process that can replicate what I was doing.

[00:14:24] Kasim: Without me doing it. that is like every part of my business that's onboarding and interviewing and training and, all admin email, inbox management, calendar, like this one system. I have probably 12 VAs who do that for all different things. And that's helped me buy back my time, which is why I love Dan Martel's book.

[00:14:42] Kasim: I've modeled his philosophies and pair that with Dan Sullivan's who not how put those two things together. And it's given me a lot of time freedom to spend time on what matters most to me, which is being an intentional father and intentional husband and hanging out with front row dads and expanding my circle and doing the things that matter most to me.

[00:15:01] Kasim: I love that, man, when you're having these conversations and I can absolutely see how and why this would work, obviously, because it's so organic. It's so authentic. You hit them with the text, follow up with the voice up until this point, there's been no real ask, right? It's just value, authenticity.

[00:15:16] Kasim: And I realize it's going to be different for everybody because it's driven, but in the process. When do you pivot to the offer? That's the GPS. So the goals, pain solution is where we're qualifying them. So the back and forth conversation that's happening is then, by the way, if you don't mind me asking the question, the transition question, remind me, ask them, what do you do for work?

[00:15:33] Kasim: What type of business are you in? And then. It's if they are business cool, like goal, what are some of the goals that you're working towards in the business right now? Cool. Have a conversation, exchange one or two exchanges. Great. That's awesome. by the way, kudos to you really great goals.

[00:15:50] Kasim: with those goals in mind, do you foresee a couple of challenges or road bumps or anything that's on the horizon that you're working through or,predictable challenges that might come your way? Again, that's something I would say. My VA knows that has the tone analyzer it's says something like use this phrase as Mike, but make it make sense in the context of responding to what Susie says, that's how they're using the tone analyzer. So it like makes sense in the context. And then once we know what their challenges are, it's yeah, that makes a lot of sense. A lot of people in the industry are experiencing that have, what do you think some viable solutions are to that? If they say, I'm not really sure, or they say, I'm trying to work through this, or I'm working with a coach on this, depending on what their responses, that's when we'll go to whatever a CTA might be, whether it be, Hey, do you feel like it would be beneficial to be surrounded in a community of other like minded people?

[00:16:39] Kasim: Like you, we have a community of 1500 entrepreneurs in our Facebook group. We'd love to invite you or the CTA is, Hey, if you're, if you feel like, would it possibly benefit you to have a team of AI informed virtual assistants to support you with your business endeavors? Would you want to hop on a call for us to talk a little bit about that?

[00:16:55] Kasim: We have our coaching pillar. Have you ever thought about having a business coach? We offer some consulting services. Maybe it might be able to help to have a soundboard. We would do a free consultation with you if you're interested, or it would be. Yeah, we have a quiz. Do you want to have, take a quiz and figure out what your business needs are.

[00:17:10] Kasim: So it's we have a few different dropdowns. We have a five day mini course, low ticket offer. If they're just getting started out, it's a startup 29 offer. So the VA knows like depending on their responses. If this, then that, except when, right? So that's how it's dialed in. but it's an authentic conversation.

[00:17:28] Kasim: It takes a little time to get them into a qualification process, but the most important statistic, in my opinion, is the response rate. That's all I've been focused on for Q3. How could we get more people to respond? So forget about the sale. I, we can't sell someone if if we're not in conversation with them.

[00:17:46] Kasim: So I spent a lot of energy on the front end. Let me get more people to respond to me and then we'll start dialing and even more in the backend and the conversion end. but I feel like too many people are trying to get the quick. Let me get the quick prospect right now. Turn them into a client as soon as possible, where I want to add value to them as much as possible.

[00:18:05] Kasim: And then make sure it's an authentic connection. Make sure it feels very human before we go in and say, Hey, by the way, I have something to offer you. love that. I love that you have multiple conduits to that's something I failed at entrepreneurially before I sold my agency. I should have had exactly what you said.

[00:18:20] Kasim: Here's the mini course. Here's the group. Here's the whatever. Here's and for us, it was just like we do Google ads and it worked, but there was missed opportunities for connection. Talk to me a little bit about that quiz. That sounds cool. And I think I know what you're talking about because I heard you talk about it before what's the skinny on that.

[00:18:34] Kasim: If you're listening to go to better than rich dot com slash quiz and it'll give you 10 questions and just the questions alone. I don't know about you, but when you take it, you'll find out. They really got me thinking of like. How much time do I take off or if I did want to take time off? What are how dialed in are my processes?

[00:18:52] Kasim: Or, it'll ask questions like, how do you start your day? What are the first things that you do to start your day? How do you end your day? Like those types of questions are really powerful and it will give you three options, depending on which one you pick. And at the end, it'll give you a score.

[00:19:05] Kasim: And depending on that score, it will let you know what type of business owner you are. I've been all different types of business owners. I could assure you the first one being a grinder. The grinder is the person who wakes up to their phone and the first thing they do is look at the phone and see, do I have any messages for the day?

[00:19:22] Kasim: The grinder is the person who ends the day looking at their phone. The grinder is the person who's answering the phone constantly putting out, answering inquiries or responding like a lot of reaction mode for the grinder. It's like the business cannot exist. Without the grinder goes on vacation.

[00:19:35] Kasim: The business goes on vacation. I've definitely been there. The manager is someone who has a team, but the managers like this bottleneck, the team is constantly asking the manager for approval on things. So it's Hey, is this okay? Do you approve this? We want to spend money on this.

[00:19:50] Kasim: Is that okay? Constantly like. Putting out fires, this person quit. So it's one of the questions might be if someone on your staff quit, what would that do to your business or something like that? The manager is like, Oh, I got to step in. I got to handle that. I got to put out that fire.

[00:20:03] Kasim: So they're constantly called. the visionary is someone who. They're working on the business. A lot of times. It's I'm the strategy. I'm the strategist for my business. what are the things that we're focusing on 3 to 5 years from now? what are the KPIs? They're constantly looking at the numbers and the data and looking out for trends.

[00:20:20] Kasim: so the visionary. Is someone who is their number? 1 focus is how can I remove myself from the cog of the machine? How can I not be the person that's in the business? But how can I lead the business through people and through systems and through tech and team essentially. So either 1 of those I've been at all 3.

[00:20:38] Kasim: the quiz, depending on where you're at, we'll give you. Essentially a PDF. We're also building out videos for the, for whatever style you are to give you insights of okay, if you're a grinder doing this, here's a couple of tools and tips that can help you with that. If you're a manager, these are some ways and best practices for you to onboard staff using videos.

[00:20:57] Kasim: So that way you don't have to be a cog in that machine. If you're a visionary and get stuck and you're like, I know I need to work on my business, but I don't know what to focus on. What are the questions I should be asking myself? how do I know where the problems or the holes in my ship are?

[00:21:07] Kasim: How can I figure those things out? So either one of those, we want to give you some resources to help. So that's essentially what the quiz is. And then on the back end of that quiz is just like PDFs, funnels, workbooks, worksheets,it's a really cool value add that we wanted to bring to the marketplace.

[00:21:22] Kasim: So we've been working on it for the last several months. Yeah. And the resources, you do this a lot in front row dads where we'll be talking about something and then, you guys drop it and you're like, Oh, we have this, whatever it is, 30 page. the little novellas really, but I guess workbook is the right word and, they're really well thought through a ton of value there.

[00:21:39] Kasim: I appreciate coming on, man. If somebody wants to work with you, if they want to hire a VA or they want to work with you from a coaching perspective, what's the best way to get in touch. we would love to have a call. they could go to better than rich. com slash free call and we'll do 15 minute consultation with them.

[00:21:51] Kasim: They hop on, we'll have a conversation, poke around their business, see what their needs are. And if they need coaching, we'll talk about coaching. We'll set up a coaching call. And if they need virtual assistants and a team of AI informed virtual assistants, we could set them up for, with someone on our team that we could talk about virtual assistants with them.

[00:22:07] Kasim: We would provide them a team of. I am form VAs to do all their admin work for them. Do the Legion for them, marketing, social media, content, creation, all of that video editing, pretty much any of those types of under 25 per hour tasks our team can handle for them. So if they need systems coach and design, we'll direct them towards that direction.

[00:22:26] Kasim: They need. VA support will set in that direction, but most important part is the 15 minute non sales consultation is just to figure out what your needs are. We're not going to sell you anything and then we'll figure out, okay, what's the best direction. If you did want to get, sold something, we'll put you towards that.

[00:22:41] Kasim: if that is aligned with you where you're at. That's awesome. I'm a fan, dude. I appreciate you coming and sharing value with our community. last words to you,any parting gifts for our audience? I just want to say thank you, Kostam, man, meeting you until now, I would say, you've really helped me think differently about business and I truly am grateful for you as a human and as a friend.

[00:23:00] Kasim: And, I just want to say, just keep doing what you're doing, man. it's helping a ton of people. So thank you. And listener, dude, keep listening to the Kostam show. I'm a fan, so I appreciate everything you're doing, brother. Yeah, I appreciate you too. if you're watching or listening, we'll include all the links we talked about in the show notes go hang out with the mike and the team at better than rich They've got a lot to share and I shoot a video every day.

[00:23:21] Kasim: So i'll see you tomorrow. Peace

[00:23:22] Kasim: