How to Turn Content Marketing Into a Sales Conversion Machine

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Most businesses treat content like an afterthought. They’ll go on a podcast, clip out whatever sounds decent, and throw it on social media hoping something sticks.

That’s not how you build a propaganda machine that actually supports your sales process.

Every piece of content you create should serve a specific purpose. Before someone shows up to a sales call with my team, I want them exposed to 15 to 20 specific pieces of content. Not random clips. Strategic content designed to handle objections, set expectations, and frame their perspective before they ever talk to a salesperson.

This is how you turn sales teams into order-takers.

How to Farm Podcast Clips with Specific Sales Funnel Stages in Mind

The Farmhouse is where I film most of my propaganda content. When I go into a podcast recording, I’m not just having a conversation. I’m engineering specific clips that will fit into precise stages of my sales funnel.

Think about it like this. You can use propaganda before direct response advertising to attract the right clientele. You can use it after someone fills out an application but before they book a call. You can deploy it post-call when someone hasn’t closed yet. Each stage requires different content that addresses different mental states.

Most people approach podcasts hoping to “get some clips.” I approach them knowing exactly which clips I need to generate based on the questions, objections, and expectations my ideal clients have. This is the difference between content that entertains and propaganda that converts.

According to HubSpot’s State of Marketing Report, businesses that align content to specific buyer journey stages see significantly stronger engagement metrics than those publishing content without strategic intent.

The podcast I just recorded was specifically engineered for my agency propaganda machine. I was able to discuss A-players, firing clients, and setting proper expectations. All of this fits perfectly into the four quadrants I constantly reference with my Inner Circle members.

Questions that prospects ask. Questions that come from those questions. Expectations they need to have set. Objections they’re going to raise.

When you’re intentional about content creation at this level, it separates businesses that have a functioning system from businesses that just create content randomly.

If you’re looking for structured frameworks on content strategy, client vetting, and team building, check out my 7-week live comprehensive training or apply for the Inner Circle to work through these systems directly with me.

Results are not typical. Your results will vary and depend entirely on your individual capacity, business experience, expertise, and level of desire. There are no guarantees concerning the level of success you may experience. The testimonials and examples used are not intended to represent or guarantee that anyone will achieve the same or similar results. We don’t believe in get-rich-quick programs. We believe in hard work, adding value and serving others. As stated by law, we can not and do not make any guarantees about your own ability to get results or earn any money with our information, courses, programs, or strategies.

Why Revenue Share Pricing Requires Specific Client Margin Profiles

One of the first clips I pulled demonstrates exactly how we approach getting paid as a marketing agency. We charge a revenue share based on net profit from actions trackable back to us. The goal is working with clients who have margin profiles that support that model.

This matters because not every business can support that structure.

I had a client doing substantial monthly revenue organically. No paid advertising. We came in thinking we could add significant volume just based on their positioning and industry leadership. But then they revealed their margins were only around 20%.

When we initially vetted that relationship, the client made it seem like they had much higher margins. They even lived in a tax haven, which made me assume they cared deeply about preserving profit. When the truth came out, we ended the relationship within two months.

Here’s the logic. For us to earn what we want from a deal, the probability with 20% margins becomes nearly impossible. Most businesses we work with have margins of at least 50% or greater.

This clip serves multiple purposes in my propaganda machine. It explains our pricing model through a story rather than a sterile explanation. It demonstrates our willingness to fire wrong-fit clients. It shows we use financial modeling to make decisions, not opinions or emotions.

Very few marketers and agency owners do any financial modeling whatsoever. It’s one of the primary things I teach all my agency students. When ideal clients see this level of strategic thinking, it separates us from every other marketer they’ve talked to.

I’ll use this clip after someone books a call or fills out an application. It sets the expectation that we’re selective, we’re data-driven, and we’ll walk away from deals that don’t fit our criteria.

How to Identify and Recruit A-Players for Your Agency or Business

A-players hate working with B and C-players. Any A-player would agree with this. B and C-players slow everything down. They’re highly political, meaning they’ll go snitch on you if you’re pressing them for performance.

Michael Jordan said it in his post-retirement interviews. People might call him difficult, but he was just trying to win championships. He was trying to actualize potential and push people to high performance. B and C-players hated him for it.

When we come into an organization, it’s immediately obvious who’s operating at a high level versus who’s operating at turtle speed. We’ll secret shop their sales teams. We’ll try to contact their customer service divisions. We’ll interview and vet for scenario-based problems that indicate low talent levels.

One of the most common things preventing businesses from growing is having a roster full of mediocre staff members. If they’ve been stuck at a certain level for a few years, it’s usually because they’ve got people holding back the entire operation.

We’ve ended client relationships before just because they had B and C-players in their organization that prevented us from executing at the level we needed to. These people are bureaucratic. They hate being held accountable. They hate speed. There’s always a reason not to do something rather than just having bias toward action.

We won’t tolerate that. This clip sets that expectation clearly.

As far as recruiting A-players, it’s simpler than most people think. Whenever you see an A-player in the wild, you recruit them immediately. You get them in communication with you. In my experience, it’s straightforward as an A-player to attract other A-players into my organization.

A-players care about growth. They want personal development. They want accountability. They want to expand and be held to higher standards. I go courtside to basketball games in Miami all the time and intentionally sit by the player benches. You get to hear them talking to each other. You watch them in real time.

Some of these teams have the absolute best of the best. The level at which they hold each other accountable, and they all love it. That’s the key. It’s very easy to be yourself fully when you’re an A-player and immediately attract other people who are like you.

A lot of recruiting happens via social media now. You connect with someone, see what they have going on, and find opportunities to work together when the timing is right. A-players are rarely in between things. They’re usually fully committed to something demanding. But occasionally they get burned or something becomes less appealing. Those transition moments are when you strike.

This clip demonstrates a perspective I want ideal clients to have. When they see us as A-player talent, I want them thinking about immediate acquisition. It creates urgency. It helps frame the opportunity correctly.

When to Amplify What Works Instead of Optimizing What Doesn’t

When someone asks what we do first when coming into a business, my answer surprises most people. Sometimes it’s as simple as amplification.

I had an Inner Circle member write this long message asking whether he should make changes to his funnel. He listed all these statistics but didn’t include his ROI. When I asked, he said they were at a strong return.

My response was simple. Spend more money. Don’t change anything. Don’t optimize. Just amplify.

He was asking what he should change, and I told him he didn’t need to optimize anything. He needed to spend more money. Sometimes it’s genuinely that simple. The funnel already works. You just need to put more money behind it.

A good example of things that aren’t scalable is DM strategies. Some people drive traffic to their DMs and have a fleet of setters working through a couple hundred conversations daily. When I ask if their team could handle significantly more volume, everyone goes silent.

If you’re using the right tech, absolutely it’s possible. But sometimes we have to come in and add a tech component. Sometimes we have to scrap what they’re doing, build a whole new funnel, and wait a few weeks for them to adapt before we can start amplification.

The main name of the game is getting to the amplification point. Sometimes we create a new funnel. Sometimes we just amplify what’s already working. Sometimes we add to what exists and then amplify.

This clip works beautifully for framing because one of the most common questions prospects ask is what we’re going to do when we first come into their business. The example I gave about the Inner Circle member demonstrates that sometimes businesses get caught up in optimization when they should be in amplification mode.

A lot of our ideal clients know they haven’t amplified. They’re stuck because they’ve been playing the optimization game rather than the amplification game. This clip helps them understand that perspective before they ever get on the phone with us.

How Marketing and Sales Teams Create Scaling Bottlenecks

What I do is marketing knobs. I can immediately amplify overnight and create new problems for the business. What’s the new problem after you go from nearly no qualified people on your calendar to calendars being completely full overnight?

They have to recruit more people. How long does that take? It takes forever.

We’re talking a good three to four week cycle just for them to start recruiting. The businesses I work with have extremely high standards. They won’t just hire because they need to hire. They recruit intentionally, get the right people, put them through rigorous training, and then put them on calls.

That’s maybe three to six weeks. That’s even fast. I can fill calendars overnight. Then I can’t do anything after that. I have to wait three to six weeks until that gets solved. Then when the ball’s back in my court, it’s just marketing knobs again. I fill their calendar again as soon as those new people are on.

What does that do? Puts the ball back in their court.

When you have a lot of trust between your sales and marketing division and you’re doing this well, they just determine they’re going to hire indefinitely. As long as the marketer can continue instantly filling calendars upon a new person coming in, there’s no reason to stop hiring. You’re creating problems in the business by not having consistently new salespeople ready to take more calls.

I generally need to come in, do something new, tweak something, amplify it, and then wait. The waiting game means my stuff’s really fast. The other stuff that can be exposed as problems might be people problems. That’s a multi-week, sometimes multi-month solution.

Research from Gartner on B2B sales organizations shows that alignment between marketing and sales functions is one of the primary operational challenges facing growing businesses.

This clip showcases a high-level understanding of the dynamic between filling a closing team’s calendars and the consequences that follow. It shows respect to the sales team. My job’s technically easier than theirs. They’ve got to hire a lot more people, and that takes significant time.

When a marketer can successfully prove they can fill closer calendars with qualified applicants and the sales team can trust the marketer to do that quickly, the sales team gets confidence to hire consistently. If the marketer can consistently fulfill their responsibilities again and again, you’re perpetually hiring and therefore perpetually growing.

This appeals to sales teams and business owners. Most organizations have sales and marketing divisions in conflict with one another. When we can successfully articulate how we resolve that conflict, it creates massive value.

Business owners who see this will typically try to work it out in their own operations first. In most instances, they’ll fail because it requires the right frame from the marketer and the right frame from the salespeople. That duality has to exist.

This is sophisticated content dealing with a very specific high-level problem inside businesses that have consistent growth. It demonstrates what creates consistency when scaling. Most businesses don’t experience that.

How to Spot Technical Advertising Mistakes That Tank Performance

I had a client where the advertiser they had before me was so terrible, we now use that guy’s name as a verb when things go wrong.

This advertiser was optimizing for qualified and unqualified applicants, not even scheduled calls. More unqualified people than qualified people were getting sent back to the pixel. It was also a custom conversion.

Pro tip for any advertisers reading this. Custom conversions have a lower probability to get the people you want because that’s only data isolated to your business. When you use standard events, those can be used by all advertisers. They have more data per user on who’s taking those specific actions in the past. You naturally increase your probability to get conversions at lower costs.

Their cost per qualified call was extremely high. We came in and got the cost per qualified action-taker call down significantly. We were spending substantial budget within that first month on just that funnel.

What do you think that does for the business? Just having such a simple change.

This clip exposes the flaws of existing advertisers. A lot of people already doing substantial monthly revenue don’t realize they’re getting destroyed by incompetent marketing. They’re oblivious to it because the advertiser self-glorifies as one of the best.

Business owners need to be educated about why and how things aren’t going right. A clip like this demonstrating technical know-how helps make them aware of potential flaws within their organization. It leads to higher conversion probability in direct response ads when they see an opportunity to apply.

What an Ideal Agency Client Looks Like and Why Fit Matters

That’s why we love working with businesses in a specific revenue range. We work with people who do more than that too, but we have a lot of influence in deals with businesses in certain ranges.

We’ve found time and time again that the best offers are already selling. We don’t typically gamble on something new, untested, or unproven. We look at the math of the funnel.

If they’re doing any paid advertising, cost per lead being low can indicate the market loves the messaging. A really good retention rate on a VSL shows people have that problem. If you get a VSL with massive drop-offs in the first few seconds, you might need to change the opening. But I’ve seen funnels with pretty terrible VSLs and horrible openings that still perform well in a strong market.

Here’s a pro tip. If their sales team in my opinion isn’t great but is still closing deals with strong statistics, I know the offer is good. I know it’s really good.

According to Forrester’s research on B2B marketing effectiveness, businesses with proven product-market fit and existing sales velocity are significantly easier to scale through paid acquisition than businesses still validating their offers.

This clip demonstrates who specifically we like to work with most. I express that we typically do really well with this demographic but also work with people far above that range. It’s important to disclose that, otherwise you exclude everyone outside that specific range.

There’s influence the counterparty has at different revenue levels. It’s easier to work with businesses at certain stages compared to others. We still work across ranges, but it’s a different dynamic depending on where they are.

This clip demonstrates an ideal client scenario. It signals to the right people what an ideal client for us looks like. Perfect client traits. The right scenarios. As somebody sees themselves and their business checking these boxes, they realize they could work with higher-level marketing agencies.

It lays groundwork for compatibility. They see themselves in the description and think this could actually work.

Why Advertising Risk Requires the Right Financial and Mental Framework

If I walk into a casino, I’m oblivious to the probabilities in my favor or against me. I’m oblivious to the strategies necessary to increase probabilities in my favor. I might walk in thinking I’ve got money to play some games and maybe win some money. I’m comfortable to lose it if I lose it. Because I don’t have an edge, I’m in trouble. The probabilities definitely aren’t in my favor.

Advertising is kind of the same. If you’ve got the right ad strategies, the right funnel strategies, the right offers, the right team players, the right business executives, those are all edges. Those characteristics, traits, and circumstances give you the edge you need to have a high probability of spending money on ads and getting it to work.

When you’re advertising, it’s a risk. You have to have a test budget great enough to increase the probabilities in your favor based on financial models and math. In addition to that, you have to be willing to literally burn that money in the instance you lose it.

The worst clients for us are the ones with really high pressure who are gambling the last of their dollars. They’re in terrible financial positions and have to have it work now.

We have a high probability to make an agency client relationship work because we vet out and do the math ahead of time. We stack the odds with the right types of funnel strategies, advertising strategies, and ensuring the right talent is within the organization. This creates a high probability of success.

But you still have to operate with a level of comfort knowing the money you’re spending on that agency relationship and on advertising spend could vaporize and it’s not going to financially ruin you.

Every client we’ve had with that mindset creates a level of comfort necessary to take the level of risk they’re taking. We don’t take small risks. We’re not spending a couple thousand. Generally people who work with us are at minimum spending substantial budget over a 30-day period with a new marketing agency they just engaged with.

That’s daunting to a person on their last dollars trying to risk everything they have. It’s a horrendously high-pressure deal when we go into situations like that. We hate that.

The people who operate with high confidence that it could all vaporize and still not financially ruin them operate with certainty, confidence, and calmness that dramatically increases the probability of the deal working out.

This is a necessary perspective we not only seek but demand from people we work with. We will not work with somebody if they’re in the opposite mindset. That scarcity, this-is-my-last-dollars, betting-it-all-and-hoping-it-hits perspective doesn’t work for us.

Articulating it from a perspective of gambling and casinos and talking about edge also demonstrates that with the right advertising strategies, funnel strategies, and people, you dramatically increase your edge.

This is great framing. It’s a solid expectations piece. It shifts the beliefs of individuals for how they view advertising if they don’t already think this way.

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All of this propaganda fits into strategies I teach like the Hammer Them strategy and the Tornado strategy. It’s very effective when you’re looking at how to increase show rates, warm people up, and replicate the organic sales process.

It makes direct response that much more effective than it already is. It works especially well with paid cold advertising and weaving content in at different stages of your sales process.

If you struggle to come up with your own ideas or take action on this kind of approach, I break it down in detail inside my flagship program. I keep a lot of strategies for myself, for my agency clients, and then after seeing them work there, I roll them out to my premium mastermind members.

Results are not typical. Your results will vary and depend entirely on your individual capacity, business experience, expertise, and level of desire. There are no guarantees concerning the level of success you may experience. The testimonials and examples used are not intended to represent or guarantee that anyone will achieve the same or similar results. We don’t believe in get-rich-quick programs. We believe in hard work, adding value and serving others. As stated by law, we can not and do not make any guarantees about your own ability to get results or earn any money with our information, courses, programs, or strategies.

Those are all high-level people who are vetted for being action-takers. I see if it works across several industries because the group isn’t just one demographic. It’s many demographics in terms of niches, physical locations on Earth, and markets they’re targeting.

We literally have people from all over the world using these strategies at a high level getting intimate one-on-one help, group coaching, attending masterminds, and participating in an ongoing group chat where they can ask questions and get perspective.

After several months or even a year-plus, I roll this out to my 7-week live comprehensive training students. That’s a broad demographic of people also from all over the world, but I don’t have the ability to have one-on-one help with them like I do with the premium mastermind.

If you think I’m being detailed in this blog, I’m leaving out all the tactics. I’m leaving out literal examples of all my clients and mastermind students. I’m leaving out plenty of details I exclusively teach inside my agency client relationships, my premium mastermind, and eventually my 7-week live class.

If you want truly high-level help and information and you see value in content like this, check out all the other resources on my site. There’s a lot of great material dedicated to helping businesses with their marketing and sales systems.

You can apply for the Inner Circle in the link below. In addition to that, there’s a link to apply for our done-for-you agency services through Megalodon Marketing if you think you can work with us in an agency client relationship. Then you have my 7-week live comprehensive training down there as well.

Results are not typical. Your results will vary and depend entirely on your individual capacity, business experience, expertise, and level of desire. There are no guarantees concerning the level of success you may experience. The testimonials and examples used are not intended to represent or guarantee that anyone will achieve the same or similar results. We don’t believe in get-rich-quick programs. We believe in hard work, adding value and serving others. As stated by law, we can not and do not make any guarantees about your own ability to get results or earn any money with our information, courses, programs, or strategies.

Regardless of whether I’m sharing the most up-to-date strategy right now, I have to test that material out and make sure it works across different industries first. I fine-tune it and then hand it off to my 7-week live class students. Those students still get the highest levels of information in terms of strategy, tactics, tools, and software.

We do that class typically on an annual basis. I generally teach a new class whenever something happens in the marketing world or I’ve developed additional strategies that require me to update the previous cohort of information and keep it fresh. It’s been about enough time with some of these strategies being tested at the highest levels with significant spend behind them in different industries and locations for me to fine-tune it and dish it out.

If you’re reading this, we’ll be doing our next cohort soon. Looking forward to it.

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