How Paul Landed Floyd Mayweather As A SMMA Client

This video is about Paul from Lifelike Media sharing his journey of starting his agency, working with clients like Floyd Mayweather, and the importance of content in scaling his business.

This video by Jordan Platten Extra was published on Mar 29, 2023.
Video length: 38:22.

In this YouTube video, Paul from Lifelike Media shares his journey of starting his agency and landing clients like Floyd Mayweather.

He explains how he initially started creating videos for events and nightclubs, which led to venues approaching him for help with their social media presence. Paul then joined a social media marketing program and learned about ads, which allowed him to generate leads for dentists. After taking a course and hitting their goal of $5K in revenue, Paul and his brother decided to niche down and focus on content-only services.

They eventually attracted more clients in the content space and made the decision to specialize in content-only services for long-term growth.

• Paul started his agency after creating videos for events and parties and getting positive feedback from venues and nightclubs.
• He realized that these venues didn't know how to effectively post and promote the videos, so he started offering his services to them.
• Paul joined the social media marketer program to learn more about ads and marketing.
• He initially worked with dentists to generate leads through video content.
• Paul and his brother took a course on business development and fulfillment to help grow their agency.
• Paul always believed that content was king and continued to create videos for his agency.
• Other agencies started sending their clients to Paul to solve their creative problems.
• After iOS 14, content became even more important and Paul started acquiring more clients in the content-only space.
• Paul made the decision to niche down and focus solely on content, even if it meant saying no to ad opportunities.
• Started offering every service, including email marketing, website redesign, content, graphic design, and ads on various platforms.
• Realized that they were stretching themselves too thin and needed to focus on their competitive advantage.
• Decided to specialize in content and leverage their team of media buyers.
• Talked more about content on sales calls and in organic social media posts.
• Emphasized the importance of content and its impact on scaling businesses.
• Started an outbound funnel specifically for content.
• Set up a new landing page to showcase their creative package and examples of their work.
• Landed clients through outreach and connections with successful individuals from Dragons Den and The Apprentice.
• Worked with successful individuals from Dragons Den and The Apprentice.
• Landed a client who was the head of e-commerce for a brand called Stat Sports.
• Pitched the idea of content to a brand that had previously spent 1 million pounds on a TVC campaign.
• Offered a more affordable content package and got a test run opportunity.
• Created user-generated content using their phones and showcased the potential of content on platforms like TikTok.
• Content is crucial for scaling businesses and reaching target audiences.
• Content needs to be tailored to specific audiences and tested in variations.
• Using user-generated content can be more cost-effective and still yield great results.
• Content can be created with just a phone, eliminating the need for a full production team.
• Offering affordable content packages can be a more appealing option for brands.
• Started agency by niching into content creation for e-commerce brands.
• Created deliverables and brand style pieces to start conversations with potential clients.
• Worked with key ambassadors such as Harry Kane, Phil Foden, and Raheem Sterling.
• Shot photos and taught athletes how to create content.
• Focused on organic social media to show the effectiveness of content marketing.
• Corporate companies often spend and waste large amounts of money on campaigns.
• Example of a company spending 100k on five training videos for their sales team.
• Received a quote of 120k pounds for a logo design from a well-known design company.
• Corporate clients sometimes expect high prices and may not value lower-priced services.
• Ability to outperform million-pound campaigns with a smaller budget is a significant achievement.
• Corporate brands have more structure and require multiple meetings and approvals.
• Specializing in a specific niche and having expertise in the industry is crucial for success.
• Some brands in the DJ and e-commerce space quickly understand the value of content marketing.
• Corporate brands may not initially see the value and require more convincing.
• Being aware of the steps and processes involved in working with corporate brands is important.
• Uses ClickFunnels to create landing pages and funnels for e-commerce brands.
• Target audience is e-commerce brands with a budget between 10k and 50k.
• Offers a guarantee of increasing conversions without conversion-focused ad creatives.
• Leads go through a call system, with a setter and closer handling leads that don't book a call.
• Uses paid ad systems and the Lamlist system to generate leads.
• Has an Australian closer to handle calls when he is sleeping.

How Paul Landed Floyd Mayweather As A SMMA Client - YouTube

Starting the agency and working with clients like Floyd Mayweather

• Paul started his agency after creating videos for events and parties and getting positive feedback from venues and nightclubs.
• He realized that these venues didn't know how to effectively post and promote the videos, so he started offering his services to them.
• Paul joined the social media marketer program to learn more about ads and marketing.
• He initially worked with dentists to generate leads through video content.
• Paul and his brother took a course on business development and fulfillment to help grow their agency.

The importance of content in scaling the business

• Paul always believed that content was king and continued to create videos for his agency.
• Other agencies started sending their clients to Paul to solve their creative problems.
• After iOS 14, content became even more important and Paul started acquiring more clients in the content-only space.
• Paul made the decision to niche down and focus solely on content, even if it meant saying no to ad opportunities.
• This decision was made for the long-term growth of Lifelike Media.

Transitioning to Content as a Niche

• Started offering every service, including email marketing, website redesign, content, graphic design, and ads on various platforms.
• Realized that they were stretching themselves too thin and needed to focus on their competitive advantage.
• Decided to specialize in content and leverage their team of media buyers.
• Recognized the importance of content in scaling their business.
• Realized that content needs to be tested in variations and tailored to specific target audiences.

How Paul Landed Floyd Mayweather As A SMMA Client - YouTube

Building Reputation and Working with Big Names

• Talked more about content on sales calls and in organic social media posts.
• Emphasized the importance of content and its impact on scaling businesses.
• Started an outbound funnel specifically for content.
• Set up a new landing page to showcase their creative package and examples of their work.
• Landed clients through outreach and connections with successful individuals from Dragons Den and The Apprentice.

Success Stories and Confidence Boost

• Worked with successful individuals from Dragons Den and The Apprentice.
• Landed a client who was the head of e-commerce for a brand called Stat Sports.
• Pitched the idea of content to a brand that had previously spent 1 million pounds on a TVC campaign.
• Offered a more affordable content package and got a test run opportunity.
• Created user-generated content using their phones and showcased the potential of content on platforms like TikTok.

Importance of Content and Results

• Content is crucial for scaling businesses and reaching target audiences.
• Content needs to be tailored to specific audiences and tested in variations.
• Using user-generated content can be more cost-effective and still yield great results.
• Content can be created with just a phone, eliminating the need for a full production team.
• Offering affordable content packages can be a more appealing option for brands.

Creating Content for Clients

• Started agency by niching into content creation for e-commerce brands.
• Created deliverables and brand style pieces to start conversations with potential clients.
• Worked with key ambassadors such as Harry Kane, Phil Foden, and Raheem Sterling.
• Shot photos and taught athletes how to create content.
• Focused on organic social media to show the effectiveness of content marketing.

The Cost of Corporate Campaigns

• Corporate companies often spend and waste large amounts of money on campaigns.
• Example of a company spending 100k on five training videos for their sales team.
• Received a quote of 120k pounds for a logo design from a well-known design company.
• Corporate clients sometimes expect high prices and may not value lower-priced services.
• Ability to outperform million-pound campaigns with a smaller budget is a significant achievement.

The Challenges of Working with Corporate Brands

• Corporate brands have more structure and require multiple meetings and approvals.
• Specializing in a specific niche and having expertise in the industry is crucial for success.
• Some brands in the DJ and e-commerce space quickly understand the value of content marketing.
• Corporate brands may not initially see the value and require more convincing.
• Being aware of the steps and processes involved in working with corporate brands is important.

The Funnel and Process for Landing Clients

• Uses ClickFunnels to create landing pages and funnels for e-commerce brands.
• Target audience is e-commerce brands with a budget between 10k and 50k.
• Offers a guarantee of increasing conversions without conversion-focused ad creatives.
• Leads go through a call system, with a setter and closer handling leads that don't book a call.
• Uses paid ad systems and the Lamlist system to generate leads.
• Has an Australian closer to handle calls when he is sleeping.

Paul's journey and the importance of content

• Paul emphasizes that success in the agency space is achievable by providing value and a new message to a market.
• He advises finding opportunities that others aren't doing or presenting a new perspective on what everyone else is doing.
• Paul discusses the importance of content in scaling his business and attracting clients.
• He mentions that people often limit themselves by only going after small clients and being intimidated by big conversations.
• Paul encourages agency owners to have confidence in their expertise and trust in the data-driven nature of the industry.

Developing confidence to pitch big clients

• Paul attributes his ability to pitch big clients to his personality and natural comfort in those situations.
• He mentions that he has pitched real estate agents in the past and has always been confident in what he delivers.
• Paul believes that being the expert in the room and trusting what he says gives him confidence.
• He emphasizes that the industry is data-driven, and as long as he is not bullshitting anyone, he can rely on the analytics to back up his claims.
• Paul shares an example of how he gained confidence by delivering results and having a case study that showcased his success.

Transitioning into the boxing world

• Paul explains that his transition into the boxing world was not directly related to his previous relationship with International.
• He mentions that his work and hustle led him to opportunities in the boxing space.
• Paul shares a story about a former roommate who got into fight management and reached out to him for help with selling pay-per-views.
• He put together a proposal for ads and landed an event in the boxing world.
• Paul's success with that event led to more opportunities, including landing the Kingpin event.

Success in the boxing world

• Paul discusses the success he had with the shoe store event and the Kingpin event in the boxing world.
• He mentions that they were able to steal pay-per-view sales from their competitors by targeting a younger demographic with content.
• Paul shares that they were given a budget of up to four pounds per acquisition and were able to achieve a cost per acquisition of two to three pounds.
• He highlights the importance of understanding the target audience and creating content that resonates with them.
• Paul's success in the boxing world has given him confidence and credibility in pitching to other big clients.

Maxing out credit cards for acquisitions

• The company maxed out their credit cards and personal Amex to fund acquisitions.
• They were spending up to 20 grand a day to secure powerful acquisitions.
• They had a small window of time to make these acquisitions.
• Despite the risk, it was a profitable event for the company.
• They were able to secure other profitable contracts as well.

Pricing the proposal for Floyd Mayweather

• Paul pitched a high price for the proposal, knowing it would cost over 10 million to get Floyd Mayweather.
• The other agency competing against him went low with their price.
• Paul's agency was chosen because they priced themselves like an agency who knew what they were talking about.
• They negotiated the price down, but it was still their biggest contract ever.
• Paul was able to negotiate additional perks like a trip to Dubai for the fight.

Working with Floyd Mayweather

• Paul's agency was responsible for running ads and managing content for Floyd Mayweather.
• They had the opportunity to meet and interact with Floyd and his team.
• Paul's original role was to vlog Floyd's fight week, but Floyd was standoffish.
• Paul built a relationship with Tommy Fury and was able to shoot content in Floyd's Villa.
• Paul helped Floyd set up a TikTok account and provided valuable content.

Earning respect and building relationships

• Paul learned the importance of bringing value wherever he goes.
• Big celebrities like Floyd Mayweather are cautious about who they give their time to.
• By offering value and earning their respect, Paul was able to build relationships with celebrities.
• Paul's agency's content for Tommy Fury became some of his top three reels.
• Building relationships and offering value opens doors and opportunities in the agency space.

Importance of Relationships and Value in Scaling Business

• Success in business requires grit, hard work, and perseverance.
• Building relationships is crucial, especially in the e-commerce space.
• Creating value for clients is essential for long-term success.
• Luck plays a role, but being prepared and taking advantage of opportunities is key.
• Executing on opportunities requires putting in more work than getting the initial job.

Optimizing for Fun and Fulfillment

• Optimizing for fun and working with cool brands and people has brought many opportunities.
• Having surreal moments, like sitting with Tommy in November, is a blessing.
• Being able to execute on opportunities is crucial for success.
• Putting in effort and going above and beyond in fulfilling ads and relationships is important.
• Creating an amazing offer and focusing on service is essential for reputation and success.

Opinion on Dubai as a Place for Business

• Having traveled to 40 countries and lived in several, the desire to be away is no longer there.
• Lisbon and Marbella are preferred places due to culture and history.
• Dubai is seen as fabricated and soulless, lacking history and attraction.
• Opportunities in Dubai are acknowledged, but it is not a preferred place to live.
• Business-wise, there is potential for tax relief and opportunities in Dubai.

Exploring the Option of Setting Up Business in Dubai

• Considering setting up a business in Dubai as a potential option.
• Spending 90 days in Dubai can provide tax relief.
• Further research and guidance from a CFO is needed to navigate the process.
• Setting up a business in Dubai is a complicated decision that requires careful consideration.
• There may be additional requirements for spending time in another country outside the UK.

Office Space and Taxes

• The speaker's agency has invested in an 18-month lease for a custom-built studio.
• They discuss the dilemma of whether to stay in their current office space or explore other options.
• They mention the burden of paying taxes, especially in the UK.
• They mention countries like Italy and Cyprus that offer lower tax rates for businesses.
• They emphasize the importance of considering quality of life when deciding on a location.

Building an Agency

• The speaker advises niching down and getting specific about the agency's target market.
• They mention the difficulty of writing fresh emails for different brands and industries.
• They discuss the Ascension model, which involves starting with lower-priced contracts and increasing the service fee as results are achieved.
• They encourage agency owners to not be afraid to charge lower prices initially and build relationships with clients.
• They highlight the benefits of the Ascension model, such as increasing revenue and opportunities for higher-value contracts.

Content and Scaling

• The speaker emphasizes the importance of content in scaling a business.
• They mention how their agency's content packs have led to revenue shares and higher-value contracts.
• They discuss the potential for equity deals as the agency's worth increases.
• They stress the need to put in the work and earn your worth after closing a deal.
• They highlight the importance of consistently improving and proving the agency's value to clients.

Key Considerations for Building an Agency

• Niching down and targeting a specific market.
• Using the Ascension model to start with lower-priced contracts and increase fees as results are achieved.
• Utilizing content to scale the business and attract higher-value contracts.
• Putting in the work and consistently improving to earn your worth.
• Considering quality of life and location when choosing office space.

Section 1: Optimizing your environment

• Optimizing your environment is important for long-term success.
• Younger individuals should avoid getting caught up in a lavish lifestyle too soon.
• Building good routines and habits is crucial.
• Consider donating or getting rid of possessions that don't align with your long-term goals.
• Surround yourself with positive influences and cut out negative distractions.

Section 2: Importance of content and personal branding

• Paul emphasizes the importance of content in scaling his business.
• He encourages niching down and being transparent about your work.
• Paul's YouTube channel provides insight into his agency's work and his personal life.
• He also has an active presence on Instagram and TikTok.
• Paul acknowledges that YouTube can be challenging and requires consistency.
• He credits Jordan's YouTube videos for inspiring him to be where he is today.

Watch the video on YouTube:
How Paul Landed Floyd Mayweather As A SMMA Client - YouTube