Female Models Close 67% More Deals, the Hidden Costs in Ad Targeting, and Snapchat’s Money Play

0:01I want to talk a little about how adding a female model increase a 67 % close rate. Do you want to read it? Yeah. So this is interesting. And I'll share something about our email, our outbound right now. So basically, so this guy, Dan says, this guy got a 67 % close rate on his sales calls by hiring a model to do literally nothing in the background, right? So basically, here's how it works. Client joined, immediately joined a call, immediately was engaged and closed in 12 minutes, 8 ,400 deal, right? So basically, he's on a sales call, and then you have a model in the background or whatever, right?

0:38And he's like, what the F? He's like, okay, so he tested it 50 more times. With a model, is this B2C or B2B? It must be B2C. I am not sure. Or it could be B2B, but it can be enterprise. I don't think, oh, 8 ,400. Definitely not. Yeah, no. So with a model, 67 % close rate, okay? Without model, 24 % close rate, which is pretty decent, but the psychology is primal. Men's brains short circuit. If beautiful woman is there, this must be important. If beautiful woman works for him, he must be successful. If I say no, I look poor in front of beautiful women. Status by association is undefeated. So they took it further.

1:15Demo calls, model in the background. Support calls, model up the different model, right? Quarterly revenue, two models, quarterly reviews. Pay collections, payment collections, angry model, right? The results, demos, sales up 43%. Support tickets, down 62%. Payment speed, 3.2 times faster. Client retention, up to eight months average. Okay. Wow. Ethical, who gives an F? Effective, the numbers don't lie. Now we run a whole division. Baddies for business calls. $500 per call, book through Q2. Your competition is using models. You're still using PowerPoints. That's what it is. Is this like a call center business or?

1:53I'm not sure, but I'll tell you what. I have a guy in one of my YPO groups, right? He literally, he brought a, it was an enterprise deal that he was trying to close with Microsoft, I think, right? He brought, I think this was like international. So he hired two people locally that were really good looking, young people, okay? A beautiful, good looking woman and an attractive, handsome man, right? And so they wanted to call. And when the Microsoft people would try to talk to the two models, they're like, oh, I'm just, I'm new here. They just like smile all the time. They're just like nod all the time, right?

2:24He's like, I've been doing this for forever. My close rates go up all the time. And so whenever he goes somewhere, he brings attractive people with him. Are you going to test it out? You could test it out. I'm not going to test it out. I'm probably not going to test it out. But I think it's funny because I was watching Cody Sanchez talk about this the other day. When a woman wears makeup or dresses really nice, I think the close rate goes up like we're talking double, right? Whereas if you're a male, it goes up like 15, 20%. Not a lot, but it still goes up a little bit if you dress up. Sorry. So this is as old as time.

2:54I think we all intuitively know this, but no people are willing to admit it. I just think it's hilarious. Yeah, I think we're also seeing a shift in culture and marketing globally. And what I mean by this is companies are starting to do with their marketing what helps them generate the most business as long as they feel it aligns with whatever their ethics may be and they don't care. A great example of this is we work with an automotive company. And this company sells a specific type of automotive vehicle. I'm not going to get too much in depth because if I tell you the type of vehicle, you'll guess the brand right away.

3:33They tried with their marketing a few years ago to be all inclusive. And try to have a product that works for anyone who wants their automotive vehicle or however you want to find it. Car. car I'm not saying it's a car or not it could be a bike it could be ATV but you get the point right it's a massive company they're publicly traded if you see it on the road you have a stereotype of their ideal customer all right yeah so with the marketing we started shifting back to their ideal customer and when I'm talking about being inclusive I'm not trying to say hey if you're any of these other groups, you can't buy the car or motorcycle or ATV or whatever it may be.

4:18I'm just saying we target the advertising and the marketing, not just to their ideal customer, but the creatives and the marketing copy and the landing pages all speak to their ideal customer profile. And we ignore the rest. And when I say ignore, it means we're not trying to market to the rest, But if they come and they buy the product, great. And by doing that, we saw sales shoot up a solid double figures. When I say solid double figures, I'm not talking about like, you know, 10%. I'm not talking about 30%, but in between. You're talking about in the teens, but higher up and closer to the 20 percentile.

4:56And when you say all-inclusive, you're talking about like DEI initiatives? Uh-huh. Okay, got it. Yeah, you see advertising kind of shifting back now. We were talking about the Sidney Sweeney ad, right? Like that was not acceptable before, right? And it still gets a lot of backlash in the United States. But it's more, more companies are, are, are kind of going, the pendulum is swinging back where it's okay to do these things again. And I don't know if you remember the nineties, but there were really sexual ads like for Monday night football, for example, where Tio Terrell Owens, there's like a model that walked in front of him and like to drop, drop the towel or whatever.

5:27He's like, he's like, man, I'm about to play football. It's Monday night football. Right. And she's like, well, what about this? And then like, and he's like, well, I can wait for this. Right. But like you couldn't do that type of stuff before. now it's kind of going back in that direction for better or worse i don't know but at least people are comfortable talking speaking to their audience so i was on this podcast called digital social hour oh yeah sean kelly sean kelly yeah and he has this like whatsapp group and he has like a thousand people or whatever the limit is there's two of them because i think he kept out of the limit and you know there's i i don't read all the threads in it because i'm on a lot of whatsapp group but someone posted today because i was just checking and it was talking about the greatest jeans contest and it's someone who looks like a model or they could be a model, I don't know, and they're doing this in Chicago is what it looks like and they're playing into it and they're just like, it's silly how much hate she's getting so they're talking about I'm going to do this jean contest, people are welcome, models are welcome and whatever but people are starting to do, and this is a woman doing it, right?

6:29It's not a man doing it people are starting to go back to whatever they want and not obsessing about what other people think as much. And if it's quote unquote, culturally accepted now, I think people were getting too censored the last few years. And now people are more comfortable just doing what they think makes sense. And I like that. I think sometimes you're going to make mistakes, but more often than not, you understand your audience better than most people. Um, if you're running the company and when you're doing your marketing, it sounds bad, but the data doesn't lie. The data is showing that if you just focus on what your ideal customer wants in most cases you will make more money yeah now eric and i are not taught telling you that you should be um rude or doing anything negative to uh people who may be considered dei i don't know what the category is to be considered dei what do you mean diversity equity inclusion yeah but i don't know what type of people are included like if you're caucasian i'm assuming you're not included in you're not yeah but that's reverse racism yes but all i'm getting at is it doesn't matter if you're Caucasian, African-American or Indian, you and I are not saying, hey, go talk on the other people.

7:35That includes everything. There's LGBTQ. Everything is included in DEI. Yeah. But what we're getting at is focus on your ideal customer. If they tend to be LGBTQ or if they tend to be African-American or Hispanic or Indian or Asian, it doesn't matter. Just focus on it and stop thinking too much about, oh, inclusion or all this and just focus your marketing on what's working with the data showing without being unethical look i think some people won't say this and this is a little more like this might paint me a good light but i kind of don't care um but you look at nike right nike share price hasn't been doing that well a couple years ago nike was like very much about body positivity and everything right and you saw like it wasn't their core audience right but now nike's going back to oh okay we're gonna the golf commercial You saw the guy, I think he won like an open and then his baby ran up to him afterwards, right?

8:25And he's like, yeah, like this should be the focus, right? So it's like, it's just focused on athletes. They used to celebrate athletes, people who - And accomplishments and success and greatness. Yeah. Then it became something that was not really what they were all about, right? And so it's just like, dude, like look at the data, talk to your customers, then you'll figure out the right messaging. Don't try to get sucked. And I got sucked into, you know, these initiatives too. And then I pretty quickly realized, I'm like, wait, what am I doing? Right? I don't think he ever got sucked into it. So yeah.

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11:06She's a skier right lindsey vaughn you said is a skier right and so very competitive olympic skier and it looks like she got so she's you see her competing in the beginning and then she gets injured it looks like she has a knee injury right and you're rehabbing bringing it back and then you see her competing again and then at the very end it says this is what the united states is about and that is what the united states is about it's about adversity it's about fighting it's about getting knocked down it's about getting greatness yeah and celebrity is celebrating people who are amazing at what they do yeah not celebrating you know being mediocre yeah so it was an ad on two kids to look like two different kids uh-huh and since they were little kids they were doing everything like uh running through obstacles jumping in their house breaking their coffee table and trying to jump over it but messing up and they showed that how they're even going through like school security systems and like going through doors and stuff quicker and they're willing to not let any obstacle get in their way.

12:05And at the end, it was two football players that one was trying to run to the end zone and then the other one was trying to block them and they both left nothing on table and tried their all and they both gave each other like a high five at the end for like putting it all out there and trying their best. So, Landini, both of these guys are Hall of Famers. One's a Hall of Famer safety. One of the greats are the Steelers, played for USC. before and then Tomlinson played for the Chargers one of the best running backs out there um and so it just shows how like how they got to that point right but it was a lot of work a lot of effort a lot of adversity again like that that's what that's what makes that that what that is what our country is about right um but I think that reflects Nike so anyway it does and that's why I'm happy with advertising they're starting to get back to what we should strive for and not celebrating mediocrity.

13:00Mediocrity. Mediocrity. Yeah. So speaking of advertising real quick, the question now is, is Snapchat a good money maker? And I wanted to share some insights with Snapchat. So Snapchat's interesting because they reach 75%, okay, 75 % of 13 to 34 year olds in 25 countries with a combined$5 trillion in buying power, right? $5 trillion with a T. It's a lot of money. And then there's 432 million daily active users on Snapchat and 34 % of them are likely to buy products from a Snap ad. But the thing is, I think Snap has been kind of this stepchild. And the reason I even bring this up right now is Triple Whale did a study, the reporting company.

13:37They did a study showing that Snapchat is being slapped on. And I think the return on ad spend is somewhere close to three, which is pretty good. And they're basically saying, hey, Snapchat, maybe you don't want to sleep on it because Snap ads are still affordable, especially when you compare it to TikTok and Meta, meaning you can get more reach for your dollar while reaching an audience that's highly engaged. So I think that's interesting from Triple Whale. Check this out. we released this chart May, no, March 2025. It's all the social networks, the people that bought a product after seeing it, which social network has the highest ratio of someone buying a product after seeing it.

14:09Is that Snap? It's Snap. Yeah. Which is interesting because I haven't opened my Snapchat in ages. Have you? I don't even know if I have a Snapchat. Have you ever used it before? It was so complex when we were a little younger. Yeah. But I'm just saying it's like I've actually looked into it. I've logged into the dashboard to look at it. It's like, it does seem a lot simpler. And I think it's not something to sleep on, especially now that we see your data and then triple oil saying it's a three ROAS. It's worth a look, I think, for a lot of people advertising. Yeah, and number two on our data was Pinterest out of all the social networks.

14:39So number one was Snap, number two is Pinterest. And that was data for how likely they are to buy a product after seeing it on those networks. You know, their numbers were through the roof. But when you look at Snap and Pinterest as a whole, the reason marketers don't spend too much time or attention on them is because they don't have the volume that a meta does or Google does. And instead of looking at it that way, you should look at it from the perspective of it converts really well, get whatever you can from those networks and just take the omnichannel approach and leverage each one for its maximum potential.

15:12Yep. Snapchat's great. It's a great company, guys. You and I both talk about search everywhere optimization, but we're big believers that you shouldn't be on every platform. and companies and marketing are taking search everywhere optimization to the extreme and being like we need our content and our ads on every single platform if snap's a great fit for your audience and you can make extra 200 000 a month in profit not revenue and you're a large corporation that's extra 2.4 million a year in profit that's great money you know why not do it but people are going to the extreme and being like, oh, you're in B2B.

15:50If you're not on Quora, you're missing out. If you're not on Reddit, you're missing out. If you're not on Instagram and TikTok, you're missing out. Totally get it. There's always a percentage of people on all these networks that are your ideal customer and you should try to be everywhere, but pick and choose the ones that are going to move the needle the most and then work your way down the list. And you may never get to every single platform just because you can't make the economics work. And that's okay. Search everywhere optimization is about focusing on where your ideal customer is not on focusing on every single platform because you know they're worth five billion dollars or 20 billion dollars you focus on what's going to drive you the most roi and then you go down from there guys just back to marketing 101 you have to understand where your ideal customer is hanging out when i say ideal that that keyword is very important ideal not just every customer right the ideal ones you look at your lifetime value data who do you want to target right you look at where they're hanging out first and then you figure out what the messaging is, what actually drives them to take an action.

16:49And then you go for those people. And that often means vast majority of the time, you're not trying to hit every single channel. You're trying to hit, you're maybe trying to master one first. And then once you start to really milk that, then you can start to diversify it to other ones. And then you can start to figure out, okay, let's start to do branding. Maybe if you're doing it really well, right? But it's like everything. There's a crawl, walk, run to this. And that's still the fundamentals that the first principles of marketing has always been this. Anyway, that's it for today, guys. Bye.

17:15Thank you.