Posting Into the Void
Jay Maas had a mentoring program for music producers, but no real system for growing it. He was posting Instagram stories, scared of making actual posts because it felt “cringey,” and had zero infrastructure behind any of it.
“I didn't know how to build a funnel, I didn't know how to track anything. I didn't have any automations. I was just posting into the void and hoping for the best.”
The numbers were heading in the wrong direction. Engagement was dropping. People were getting tired of seeing the same kind of content. Jay was starting to think it might just be over.
A Friend Who Vouched
What got Jay through the door wasn't an ad or a sales page. It was a friend in the real world who told him the program worked.
“I had someone who could actually say, this worked for me, and I trusted them. So I decided to talk to Brian about it.”
Jay knew he needed systems. He knew the business side mattered. He just didn't want to be the one building it. After one conversation, he realized the process wasn't as hard as he'd been making it in his head.
“If you want something done right, you should go to someone who's done it correctly a ton of times. As opposed to just trying to figure it out in the dark on your own.”
"I Told You a Hundred Times It Wouldn't Work"
Even after joining, Jay was convinced the ads would fail. He said it over and over.
“I was convinced that I was gonna do all this prep work, build the funnels, build the landing pages, do all of this stuff, and I was just gonna burn money into Facebook.”
He was wrong. The calls started coming in. They were high quality. He was able to convert them consistently. And for the first time, he had control over his own pipeline.
“Now I can basically choose my own adventure when it comes to how many clients I want, how much work I want to have.”
The Numbers
The results are almost absurd in how lopsided they are:
• $3 per day total ad spend (three ads at $1 each)
• $140,000 per year in additional revenue from those ads
• Went from under 10 clients to a full roster he manages on his own terms
• Changed his pricing model from one-time fixed fees to an onboarding fee plus monthly retainer
• Only 1 client has left in 8 months on the new pricing model
And he still hasn't scaled the ads up to the level his coach recommended. There's room to grow that he hasn't even tapped yet.
"If you're on the fence, I completely identify with you. I was on the fence too. But if you're looking for a way to make a client funnel that actually works, where it fills up your calendar and you're able to increase your revenue a ton, I would do it [join the program]. I was pretty convinced this might not work, and I couldn't have been more proven wrong."— Jay Maas, Jay Maas Productions
See Jay's work at jaymaas.com.
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