Dennis Yu

9 Ways I Do the Exact Opposite of What You're "Supposed to Do" to Drive Results

9 Ways I Do the Exact Opposite of What You’re “Supposed to Do” to Drive Results

In the last 20 years of running an agency, I’ve learned that the best way to qualify clients is to defy conventional wisdom. For example:

 

  1. We DISQUALIFY as many prospects and clients as possible – Forget about conversion optimization. My goal is to eliminate as many potential headache clients as possible, so that we have just a few good ones. “We’re not right for everyone”. Remember that simple phrase and you can avoid taking on the cheap clients –  the ones with the least amount of money, who also happens to be the neediest and hardest to deal with.
  2. We say NO to potential clients who want to get on the phone to chat – “Let’s hop on a call”. “I want to pick your brain”. “It will take only 5-10 minutes”. These are all traps. Don’t fall for them! If you have the expertise, people will pay for your time.
  3. We price our services “high”. Instead of saying how we’re affordable or cheaper than the rest, we say we’re one of the most expensive.  This way, we attract serious inquiries and get to work on the coolest projects. Of course, if you’re already spending $10,000 a day on Facebook ads, spending $750 to get your ads tuned to get a 10% improvement is a great investment. 

4. We actively tell people what we DON’T do – our company doesn’t do creative, account management, websites, or most agency things. We require the client or their agencies to handle this so that we can focus on what we’re good at – ads and analytics. 

5. We don’t have any salespeople – no cold calling or prospecting, wining and dining of clients, or big parties. No extra layers of account management. Nobody to answer the “office phone” for sales inquiries. Everyone is a practitioner, so they have expertise in particular areas. 

6. We don’t have PowerPoint presentations – No pitch deck, no general services overview, and no conference PowerPoints. We demonstrate through our actual experience and by logging into Facebook and Google tools live to demonstrate it.

7. We say NO to most requests from most verticals – instead of trying to offer every single service to every single industry, we do only what we can reliably achieve via our checklists. If not in our checklists, we don’t want to touch it, since it’s risky.

8. We don’t publish on our website – we aren’t even sure when our last blog post was. We prefer to write for AdWeek, the Facebook blog, Infusionsoft’s blog, and other sites that have dominant positions in their respective categories. 

9. We talk about others instead of ourselves. It’s better to lift up the success of others to make them look good.  Clients, industry friends, and partners are happy to share their knowledge when we treat our content marketing efforts with journalistic integrity. 

Dennis Yu

Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
I'm a member of Blitzmetrics Academy and a friend of Dennis to boot. Not only is Dennis highly intelligent and full of great and creative ideas, he's also incredibly generous with both his knowledge and his time. Success couldn't come to a better guy. Thank you for all that you do for the world, Dennis! 🙏

Michael Pacheco

Marketer

Thanks 🙏 for being shining light in this industry. Love what your building for works overseas too network for jobs so innovative. Dennis helped me navigate having bad experiences with marketing agencies and doing dollar a day marketing which has helped my personal brand tremendously. Highly recommend.

Eric Skeldon

Founder at Kingdom Broker

Working with Dennis has been a delightful experience. After meeting him in 2015 I got to collaborate with him on countless occasions. His understanding for state-of-the-art marketing, his implementation, and his leadership put him into the top 0.01% of marketers and mentors.

Jan Koch

Ihr kompetenter Partner für innovative KI-Strategien.

I had the pleasure of interviewing Dennis for my podcast in 2021 and since then we have maintained a friendship that grows with each interaction. I have seen Dennis' devotion to his friends and clients firsthand, and our conversations often result in us talking about how we can provide more value to the people around us. He is someone whom I can ask questions on a technical level, and look to on a personal level. If you have any hesitancy about hiring him, get over yourself and do it!

Isaac Mashman

Help scaling personal brands.

Geez, where do I start recommending Dennis? First, he is an absolutely brilliant marketer who understands where marketing is today and where it's going tomorrow. He also has an incredible passion for the International Worker community. The lessons he has taught me from his almost 20 years of experience hiring International Workers have been immense. Most importantly though. Dennis Yu is someone who wants the absolute best for you and is willing to tell you the truth. Dennis sat with me at a point in my business where I was floundering but did not want to admit it. He asked some very straight forward questions to get me to admit my issues, highlighted the issues, and then helped me create a roadmap to success.

Atiba de Souza

International Keynote Speaker | Video Content Superman | Superconnector |

Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will notr regret Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will not regret

Nixon Lee

The PR Whisperer

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