At the time of writing this there are over 50,455 different ‘scale your business’ groups on Facebook. 

To say the online marketing industry is saturated is a gross understatement. 

Everyone is using the exact same offer, just worded differently. Everyones using the same white-label partners, just adding their margins. 

Everyone’s offer positioning, yet very few are offer building. 

Ask yourself – when was the last time you had access to an offer which 1% of the market even knew existed? 

I wrote this guide out of frustration of how saturated this industry is becoming and how most workshops and training are just focused on simple re-positioning tactics however offer nothing new to the market. 

The 7 Trojan Horse offers are vetted, proven offers that work NOW which you can use to not penetrate any market, however be seen as an authority in your space. It’s something new and can be made as your own. 

I hope by the time ‘these offers’ ever become oversaturated that everyone reading this has taken advantage of this guide and made their millions. 

To your success, let’s kick down some doors of dream clients. 

Adam Lucerne (Co-founder of AudienceLab) 

PS. If you want to do what some of these people are doing, click here to book a call. 

Here are just a few wins of agency owners that have applied these offers in their existing outreach… 

Okay, Let’s Get Started… 

What is a Trojan Horse Offer? 

Let’s be real. Because 99% of offers out there are the same. Every man and his dog is running Facebook ads for local businesses. Everyone using a white-labled CRM, everyone is doing coaching offers. 

Why? The entry point for launching an agency or online business is virtually zero. Anyone with an internet connection can go for it and start an online business. This is great opportunity-wise but it’s also contributed to a sh*t show of over-saturation in the market…and this has led to the sophistication level of businesses rising in terms of what constitutes an “irresistible offer” or not. Your prospect is more armed than ever against the typical BS that most businesses will use in outreach. 

“Business Owners Are Entering a Poodle in a Dog Fight” 

One of the biggest ‘aha’ moments was a training I found by Alex Becker (Founder of Hyros) which spoke about Poodle offers vs bulldog offers. 

I’ll explain. Imagine you are in a dog fight and enter a Poodle…it would not end well would it? 

Well, when running paid ads and even sending cold emails or using any form of ‘cold traffic’ – we are essentially entering a dog fight with thousands, even millions of other people…and most businesses are using a Poodle. 

We need to reverse engineer a bulldog offer, something that is designed to work on cold traffic. 

Something that will make customer acquisition feel like ‘easy-mode’ – it works on paid ads, organic outreach, cold email, linkedin, direct-mail, pigeon…whatever platform you want. 

That’s when I came across this idea of a ‘Trojan Horse Offer’ – something that is reverse engineered to be a bulldog in a dogfight, something that can work as a battering ram to kick down the doors of dream clients. 

A Trojan Horse Offer is not some “cookie-cutter” offer that is the same every time. It’s something which is designed to compliment and plug into anyone’s business to give it power to cut through the noise and kick down doors. 

I have identified that there are 5 Elements to a Trojan Horse Offer. Using this criteria, we can reverse engineer our own bulldog, our own battering ram, our own Trojan Horse. 

A Trojan Horse Offer MUST have These 5 Elements:

1 – The Offer Must Solve an Expensive Problem and Create ‘Corporate Angst’.   

I know you have heard the term “make an offer so good your prospect feels stupid saying no”… but have you heard the term “make an offer so good people get fired saying no”? That’s the next level of offer creation. 

Your offer needs to solve an expensive problem while creating ‘corporate angst’ – this means the corporate ecosystem of the prospect can be affected from just 1 email. 

Example: 

Cold emailing mortgage brokers saying ‘I can guarantee 30 appointments in 30 days’ is a novelty to them at best. Nice to have, won’t hurt not having. 

Sending an email to a team leader in a mortgage brokerage offering to help them keep their sales pipeline full for the next 90 days to feed all their reps. That creates corporate angst. 

2 – The Offer Must Be Innovative, Not Scary to the Prospect “Novelty Chunk”. 

There is a term Oren Klaff coined called ‘Novelty Chunking’ – this is when you pitch something innovative and new yet make it seem familiar and safe to the prospect. 

We forget that most business owners are human beings and sometimes an offer too innovative just translates to extra work. If you pitch a marketing director a new innovation that he/she has never heard of, chances are they will assume there is a whole lot of extra work needed. 

This is why we must have something that is innovative enough to solve a massive problem in their business in a new way, however at the same time feels familiar to them and is easy to understand. 

3 – The Offer Must Be Low Risk and High Reward 

To make an offer completely irresistible where it’s stupid saying no, you need something with virtually no risk yet has a huge reward. 

This means low risk in both time and money needed to get started. 

4 – The Offer Must Have a Quick Feedback Loop and Help Deal Flow 

If you can deliver results, great. If you can do it fast – even better. We need an offer which not only delivers tangible results however it does it fast – delivering a quick feedback loop to the prospect and making the deal flow easier to up-sell the client later on. 

Ever tried up-selling a client you did not yet deliver on? It’s near impossible. 

Example: You use THO1, within a few days you have results. You then up-sell them THO2 solving the next problem. Within a few days you have COMPLETE trust of the client and by the end of the month, you have them at $20k retainer. 

5 – The Offer Must Be Scalable Based on Performance 

In 2018 my agency generated over $70 million dollars for a real estate firm selling luxury condos in Singapore… We charged $3k per month.  

Sucks, yet that’s the reality. The deal was not built or structured in a way to be billed on performance. 

A Trojan Horse Offer must have the ability to scale through performance. You want to use this offer to turn a $5k client into $50k. 

Breaking Down Our 7 Tested, Proven and Deployed Trojan Horse Offers

There are currently 7 Trojan Horse Offers which meet all the criteria listed and have been tested and proven to help businesses scale past $50k-$100k. 

Full disclosure: These offers were designed in ‘AudienceLab’ and have been used on real businesses. 

Making a big promise is one thing…but actually fulfilling it is a different beast – that’s why everyone of these offers have fulfilment systems designed BY US which includes an identity graph (you’ll learn what that is later) that we built from the ground up…costing millions of dollars to host, and manage. 

Trojan Horse 1 – Identity Resolution 

The Big Problem in the Market: 

Did you know…that there’s BILLIONS in wasted ad spend every single year. Roughly $255 billion dollars wasted in 2023 to be exact. 

Wait – how did we calculate $260 billion? 

Well…the average match rate (people who are actually captured and recognised) by major ad platforms pixel (Google, Facebook, Instagram, Youtube etc) is roughly 15%…sometimes lower. 

This means on average 85% of the $306 billion is totally wasted. 

Lit on fire. 

Flushed down the toilet. 

Gone. 

And…it’s getting worse. 

Google is removing Cookies…

IOS15 rocked the boat for Facebook… 

The problem is growing astronomically every single day. 

Now, that is an expensive problem to solve, don’t you think? 

So, How do we Solve it? 

How Do YOU Solve It? 

We use something called ‘Identity Resolution’. 

Without being too technical, there is something called an Identity Graph which is essentially a massive source of data on billions of people tied to online signals. If you have a cookie, IP or any other identifier captured on a website, then cross-reference that to an Identity Graph – you can actually resolve that person’s full identity. 

Source: Signal.co 

Example: 

Let’s say Bob is on a website looking at fishing Rods. He does not opt-in, does not put in any details…he just leaves. 

Here’s the thing…he’s actually very interested but he gets distracted and leaves the site. 

If this fishing website has a tracking code which speaks to a graph called an ‘Identity Resolution Pixel (IRP) – then the second Bob lands on the website, his cookie, IP and Fingerprint is captured, cross referenced to the identify graph and if his in the database (he mostly is), his identity will be resolved and sent to us (his email address, phone number etc) for us to save the sale via whatever platform we want. 

How You Will Use This 

1. 1. You will find high volume websites that we know have an average conversion rate 

1. 1. You will then help these websites uncover all the missing visitors they were missing out on. 

1. 1. You will charge an up-front fee 

1. 1. You will then move to a performance-basis, charging per resolution. This client will grow every week, and eventually you will up-sell to other services and be charging close to $10k-$20k per month, no questions asked.

A Sneak Peak Into The Models We Use to Price These Services at 70%+ Margins: 

If you want to see how we actually build these deals to charge upwards of $15k, $20k+ per client with 70%+ margins, then please reach out and book a call so we can show you the maths behind the madness. 

Trojan Horse 2 – Identity Resolution Re-targeting (IRR) 

The Big Problem: 

Once you resolve identities from someone’s website, there is immense value…however data is only valuable when you know how to use it. In this Trojan Horse, we are going 1 step further than resolving identities and actually building a comprehensible re-targeting strategy using the data.

How We Solve It: 

You will be using an ‘Identity Resolution Re-activation Sequence’ to actually re-convert these anonymous visitors back into leads and sales. There will be some wordsmithing needed, however the majority of this is mapped out. 

Example: Going back to Bob on the fishing site. He left the site and we have his identity, including his email address – do we just call him and ask him to come back? No! That will creep Bob out. Instead we must create a re-activation sequence to bring Bob back. 

Another Example (The Bigger Picture): 

Imagine being able to go to any website, and 2-3x the sales of their website without even increasing or even touching their paid advertising…

In the example below we take 2-3x the sales for an ecommerce site using this method. 

1. 1. 1,000 people land on the website to view a $90 product 

1. 1. The site has a 3% conversion rate (30 sales, $2,700 in revenue) 

1. 1. 97% (970) of the visitors remain completely anonymous  (we can do some re-targeting on FB/Google but that’s it).

1. 1. We resolve 40% of the 970, that is 388 visitors. 

1. 1. We now email the people we resolved with a re-activation sequence and 20% convert back into a sale (77 people)

1. 1. That’s $6,930 in extra sales we are bringing in for our client. 

How You Will Use This: 

1. 1. Following TH1, you will find high volume sites and fix their traffic problem by uncovering anonymous visitors. 

1. 1. You will begin charging a monthly fee or cost per opt-in to the client for the data.

1. 1. As an up-sell/cross-sell you will integrate Trojan Horse 2 and build reactivation campaigns. We recommend using an AI Booking system like SmartRev.ai (check them out). 

1. 1. You will now have a system that converts anonymous traffic into leads, booked calls and/or sales. 

Real Life Case Study: 

This client has been using Identity resolution and Re-targeting to completely dominate his industry. His booking back to back meetings with agency owners that are giving him clients like (HR Block, Walmart, Nike etc). 

See his results below using IRR: 

Some case studies and wins from people who use identity resolution in their offer… 

Another Real Life Example: 

Nic works with large ecommerce stores – some spending $10k+ per day. He used identity resolution  literally HALVE his clients Cost Per Acquisition, saving them thousands. 

This client was spending $15k per day on the ad account. Below is how he not only reduced CPA by 50% however actually made retargeting work again post IOS15 updates! 

Trojan Horse 3 – Blue Ocean Audience Targeting 

The Big Expensive Problem: 

There are millions of online marketers running paid ads and EVERY SINGLE ONE OF THEM is using the same type of targeting.

• • Interests 

• • Placements 

• • Stock targeting 

This means everyone is competing against each other for the same pocket of audience. 

What’s even worse is as of January 11, 2024, Facebook has decided to remove 80% of interests… 

So, why is Facebook and other platforms continually removing interests and making it harder to find your ideal audience? 

The goal is to have you rely on their own algorithm.  

Now, you may have heard expert marketers saying:  

“You just need to go broad and let the creative do the targeting as the algorithm is smarter than anything we can do”. 

Is this true? 

Is their algorithm THAT smart? 

Absolutely – it’s one the smartest on the planet… but solely trusting their algorithm is like trusting a casino to always have your best interests…

Facebook (like any ad platform) has the #1 goal of having advertisers spending money on ads. This means the more you spend, the more costs go up. 

So of course broad targeting is their preferred option…but it’s by far not the most efficient. 

Hernan was able to reduce his clients cost per booked call from $400 to just $190 using what we are about to show you. 

So what is the best solution to targeting? 

Well…

There are BILLIONS of online behaviours that actually indicate real buying intent that Facebook and other platforms are not getting…as they happen outside the platform. 

Remember how I mentioned we have access to an ‘identity graph’? Well in the same way we used this for our re-targeting, we will use this for our targeting. 

We are able to link over 280m individuals to a list of 50 BILLION URLs/Behaviours analysed every single week. 

Keywords, blogs, transactions, niche competitor websites…. 

This is where the REAL intent is and by using artificial intelligence, we can examine all of this juicy behaviour and create better targeting than any ad platform would (not because they can’t, but because they don’t want to). 

How You Will Use This:  

1. 1. You will find a client that is in a specific vertical and needs to target a certain type of person (solar power, roofing, HVAC, electricians, personal injury lawyers etc). 

1. 1. You will pitch them the idea of supplying them custom data to drop their ad costs and increase their leads. 

1. 1. You will use our ‘AudienceLab In-market Data’ to find their exact target prospect. 

1. 1. With 2 clicks, you will use our platform to sync this directly to their ad account, creating a stream of daily buyers you send them. 

1. 1. Rather than the client using interest or going broad, they will use hyper-targeted intent data. 

1. 1. This audience will refresh every single day, sending new buyers into their ad account. They will see a large drop in costs and become a client for life. 

Real Life Examples: 

Trojan Horse 5 – B2B2C Targeting  

The Big Expensive Problem:  

Helping a HVAC company better target their ideal prospect to get cheaper leads is one thing 

But what about helping a medical software company land a 7-8 figure account…

Or helping a Y combinator start-up land funding with a Venture Capital Fund? 

That is a whole other level. 

Check this out…

B2B (Business to Business) ad spend in the united states alone is expected to hit $37 BILLION dollars. 

If you don’t know, B2B (Business to Business) is businesses looking to work with other businesses. It’s where the big deals are made. 

Unlike B2C advertising, a single B2B deal could be worth millions of dollars to a company – and they will spend A LOT to acquire customers. 

Want proof? 

Look at how much Hubspot spends per customer each year. 

Source: https://revenueassociates.biz/hubspot-afford-inbound-marketing-customer-acquisition-cost-2/

That’s up to $11,645 just to acquire a single customer in 2023. 

What’s worse is it’s rapidly growing every year in costs…not just for Hubspot but every B2B business. 

Why? Because finding a business online and targeting them is like finding a needle in the haystack. 

Unlike an ecommerce store that can sell to a whole demographic, B2B companies are only trying to find specific businesses…

Companies like Hubspot could be spending millions of dollars just to reach only a few thousand targeted customers. 

Here is where it gets very tricky… 

Let’s say you’re someone who works at Hubspot and your team is tasked to run a social campaign to find agency owners over $500k. 

How do you do it? 

You could scrape Linkedin or Apollo…then upload those emails to Facebook as a custom audience, right? 

Wrong. 

You see businesses don’t often use a work/business email to sign-up to social platforms like Facebook. 

If you’re trying to find john@companyIwanttoworkwith.com then target him with Facebook Ads then you need his personal johnsmith1992@gmail.com…NOT his business email. 

This is one of the biggest problems in B2B marketing…and where we are going to introduce Trojan Horse 5 – B2B2C Marketing. 

How We Solve It: 

We are going to use B2B2C marketing (Business to Business to Consumer). 

You see, not only do we have an identity graph with 280m individuals. Tied to online behaviours…it’s also tied to company data as well. 

This means you can find ANY company in ANY vertical (so long as they are based in the US) and match them to the actual person…not just the business. 

Very few companies can do this right…as it requires accurately linking a business with their full consumer profile…and the companies that can do this charge A LOT…

Just look at how much HUBSPOT WILL PAY!? 

How You Will Use This:  

1. 1. You will find a business that has a very high CAC (Cost Acquisition Cost) and/or a product or service that is high ticket ($10k or above). 

1. 1. You will offer to find every single business they are looking for (You can do this inside AudienceLab by looking up SIC (Standard Industrial Classification) Codes. 

1. 1. You will match this from company data to consumer data and provide them a hashed list of hyper-targeted customers that they can use in any ad campaign.  

Real Life Example: 

Air.ai used B2B2C targeting to generate a whopping $11m in revenue from just $250,000 ad spend. That’s a 40x return on investment. 

People like Kim are using TH4 to absolutely dominate by being one of few agencies that provide clients booked QUALITY calls…

Trojan Horse 5 – Organic Takedowns 

The Big Expensive Problem:  

Everyone wants organic rankings through SEO – it’s considered the holy grail of traffic as it’s free and long lasting. The problem is everyone is going after the same ‘high volume keywords’ that look good on paper, however the actual intent behind the terms attracts either unqualified leads or leads that are ‘shopping around’. 

Along with this, it also takes A LOT of time and resources to rank for these keywords. Yes, there is “black hat tactics”, however 99.9999% of the time it’s about quality content and signals which cant be faked. 

So how can you rank for highly intent driven terms, without waiting months and spending all your budget on content? 

How We Solve It: 

Did you know that there are millions of search terms that search engines drop every single day that no one even knows about. These terms are so specific that the ONLY WAY TO KNOW that they exist, is to actually just create content that ranks for theme. These are hyper-specific terms like “Best plastic Surgeons Dallas texas no scaring review”. 

It’s these terms that are worth A LOT of money, however to rank for them you need thousands upon thousands of high ranking blogs and web pages produced every single week. 

That’s why we use an AI (Artificial Intelligence) ranking system. 

In a few minutes this will help you rank for THOUSANDS of high intent keywords by using GPT-3 to produce high ranking content that actually ranks in minutes. 

Example: 

Daniel runs a HVAC Franchise with multiple locations across the state of Texas. He wants to rank for ‘Best HVAC service Dallas’ however there are dozens of competitors with way more authority in the space, and paying for the term is around $50-$100 CPC! 

We can analyse all of the keywords Daniel would like to rank for such as “Best HVAC service Dallas” then apply specific modifiers and variations. From 1 seed term we now have over 50,000 terms. We then use our AI system to generate 50,000 hyper specific articles. 

60% of the sites index, and the average term has 5 searches per month. Eventually there are over 50,000 monthly visitors hitting the site. 

We have completely dominated the HVAC space in just a few short months. 

How You Will Use This: 

1. 1. You will find local businesses/services that are paying way too much for keywords on Google. 

1. 1. You will take their top 10 “dream” keywords, then use the system we provide to create thousands of variations. 

1. 1. Our in-house team will build the whole system, with thousands of websites. 

1. 1. You can charge the client anywhere from $5k-$10k per month, some charge upwards of $50k depending on the industry. 

Bonus: Add the Identity Resolution Pixel to the sites, and now 30-60% of these visitors will be converted into leads. 

Real Life Example: 

Adam has been able to dominate the water restoration industry using Organic TakeDowns. His charging $22k per month to clients just to rent out to sites and generate calls. 

Trojan Horse 7 – Vertical Take Down

The Big Expensive Problem: 

There are hundreds of industries that are overpaying for crappy leads. They are over running Facebook ads, over paying third party vendors and over businesses/agencies who do not deliver. 

No one…(and I mean no one but you) can provide a business a full end to end campaign starting from the actual data they use, the people they target, their tracking and all the way up to writing copy and running ads. 

This takes full service to the next level. 

How We Solve It: 

We will use all the resources at our disposal to not just compete in the vertical but completely dominate the entire space by creating an entire ecosystem of services that all feed into each other. 

The holy grail of agency services…AND the holy grail of revenue models. 

Watch this. 

Just from 1 client 

1. 1. Create their audience and licence it at a monthly fee 

1. 1. Manage their ads for a media buyers fee

1. 1. Licence the identity resolution pixel to convert lost traffic back into leads 

1. 1. Charge a monthly fee to handle reactivation and use an AI booking bot or voice model (more on this later). 

1. 1. Charge a % of NEW profit brought in 

From just 1 client…you can create $10k-$20k per month and make them A LOT more back. 

Example: 

1. 1. Jeremy runs a national solar company with 50+ locations. He needs 1,000 leads per week and is currently paying $50 per lead on Facebook with 10% close rate. 

2. 2. You will go to Jeremy, then give him a deal he can’t refuse and execute it flawlessly in 30 days.
      
      1. 1. You provide him with an in-market of people actively looking for solar power and on competitor websites (TH3). 
      1. 1. You provide him an identity resolution pixel to uncover all hidden traffic he was missing out on. (TH1)
      1. 1. You use TH2 to convert 10-15% of these visitors back into leads thus 2-3x his current output. 
      1. 1. You even manage his ads (don’t worry you’re using an outsourced media buyer we help you find). 
      1. 1. You use TH6 to build an SEO system that generates hundreds and thousands of pages then combine this with TH1 and TH2 to create an avalanche of leads. 
      1. 1. You handle everything A-Z to transform Jeremys business. 

3. 3. Now you flip the switch converting this client into a true Vertical take Down: 

1. 1. You have the audience data 

1. 1. You have knowledge on what ads work 

1. 1. You take this solar offer and build your own brand off the back of it – it’s called SolarWarriors. 

1. 1. You flick the switch on the SEO system redirecting all the traffic to your own landing page with your own pixel). 

1. 1. You now receive all the traffic and all the leads. 

1. 1. You give Jeremy a fixed cost per lead ($30) which he pays you directly instead of Facebook (it’s better for him and he thanks you for it). 

1. 1. You then use the asset you built (SolarWarriors) to find 3-4 people just like Jeremy OR increase Jeremys lead volume to 3,000 per week at $30. 

4. 4. Using each Trojan Horse, you have gone from managing 1 client to dominating an entire vertical. . 

How You Will Use This: 

1. 1. You will find businesses that have the potential to scale to at least $100k per month in your pocket on a performance basis – reach out if you want to see how to find these prospects. 

1. 1. You will use the Trojan Horses to build quick trust, establish credibility and create a performance-based deal that allows you to scale this client to the moon. 

1. 1. You will repeat the process and do the same with another company under the same vertical. 

So…what’s next? 

Where to from here? 

At the start of this, I promised you 7 proven and tested offers that would allow you to cut through the noise and absolutely dominate (that you had likely never even heard of before). 

You saw the science behind them… 

You saw how agencies are positioning/using them… 

You saw the results they got and how we actually fulfil the offer… 

You saw that unlike 99% of offers in this world we call ‘Internet Marketing’, this has been built over years of trial and error, millions of dollars in hiring data teams, buying access to data feeds you never even knew existed and has been perfected. 

At this point, you know this works…and you know it works for others. 

But the big hairy question is… 

Do you believe this could work for YOU? 

Could your agency use a Trojan Horse Offer to go from where you are now to $25k, $50k, $100k months? 

I can’t answer that question yet…however once I run the numbers, I can give you a definitive yes or no. 

So – if you want to use a Trojan Horse Offer to grow your agency, then I want to invite you for a strategy call. 

On this call we will do 3 things: 

1. Look at your current benchmarks (where are you right now) 

2. See if we can use this to help you while also uncovering why you’re not there already (bad habits may need to be broken!). 

3. If it’s a fit we will show you a road map of how we can do this together and dominate a vertical. 

Sounds good?