The exact scripts, offers, and copy that get the right people finding you and picking up the phone — 15 short lessons, a few minutes each.
By Lucas Jansen and Gabriely · JansenLucas.com
Free. Ungated. No email required.
Every business owner asks the same question first: how do I get more leads? It's the wrong first question.
More leads doesn't fix a funnel that's attracting the wrong people, and it doesn't fix a phone that rings for two days before anyone picks it up. You can double your ad spend and still lose the job to the competitor who called back in sixty seconds, or the one whose testimonial had a customer's actual worst day in it instead of a vague compliment.
This course is fifteen small, specific fixes for what happens when someone finds you, and how you talk to them the moment they do. Referrals, first-contact scripts, testimonials, voicemail, email, giveaways, ads on your own name. None of it costs more to run. Most of it costs nothing.
Read one a day, or read all fifteen in one sitting. Each one stands alone, and each one is something you can do this week.
Free, live, and we audit real websites on screen. It is the same conversion framework behind 25+ builds across 12 countries.
Three stages beat one announcement, every time.
Don't announce something once, cold. Build it in three escalating stages, each one bigger than the last: a quiet early mention to a small warm list (whisper), a partial reveal that pulls in more people (tease), then the full public announcement (shout). Each stage should visibly outperform the one before it.
A contractor launching a new kitchen remodel package whispers it first to past clients and their email list: "something new coming next month, want early access?" A week later they tease it on social with a partial photo and a countdown. Two weeks after that, they shout it: full post, price, booking link, sent to everyone who raised a hand at either earlier stage.
A single cold announcement only reaches people already paying attention. Three growing stages compound the audience so the shout lands on a crowd that's already warmed up and bigger than a single post would ever reach.
The testimonial question that gets a real answer instead of a summary.
When you record a testimonial, don't ask "how was it before working with us?" Ask for their worst specific moment. Vague before-and-after summaries get skimmed past. A real, painful, detailed moment stops people.
Instead of "was your old plumber bad?" the question becomes "walk me through the day the pipe actually burst." The answer — "I had water coming through the kitchen ceiling at 6am on a Sunday and couldn't get anyone on the phone for four hours" — is now the opening line of the testimonial video.
A specific, painful memory reads as a real event, not a marketing claim. That's the difference between a testimonial someone skips and one that makes them stop scrolling.
The proof content buyers actually watch, even when nobody else does.
Most visitors skim your site. Buyers — the small number actually deciding whether to hire you — read and watch everything: the video, the FAQs, the reviews. Stripping that content out to make the page "faster" or "cleaner" optimizes for the person who was never going to buy, and it costs you the ones who were.
An agency removed the founder video from their about page to shorten load time, assuming nobody watched it. Conversions from that page dropped sharply. Putting it back brought them straight back up.
Nothing else on the page moves a serious buyer the way proof does. Build the page for the person about to hire you, not the one about to bounce.
Why a real asset beats a commission, every time.
A small referral commission, 10 to 20%, isn't enough to make someone risk their own customer relationship for you. Instead, give your referral partner a full, resellable version of your service at $0 to you. Let them sell it at their own price and keep 100%, then upsell the customer directly once you're already in the door delivering.
A bookkeeper gives a local accountant a "clean-up audit" to resell to their own clients for whatever price they choose, keeping every dollar. Once the bookkeeper is inside doing the work, they offer the client ongoing monthly bookkeeping directly.
A real, valuable asset given away free is usually cheaper than buying a new customer outright, and it's a far stronger incentive for a partner than a slice of commission on a customer they haven't met yet.
A free offer only works if it costs you something, and not everyone can have it.
A free checklist or PDF has almost no perceived value unless you already have a reputation. Instead, give away something with a real hard cost to you, but only to people who qualify for it. The qualification is what makes it feel worth having.
"If your property is over half an acre, I'll walk it with you for 90 minutes and map a full drainage plan, free." It costs real time, and it's gated to the exact homeowners likely to become high-value clients.
A gated, high-cost giveaway gets more leads than a generic freebie, and those leads arrive already sold on how much work the real job takes, which makes the paid version an easy yes.
Simple language isn't for dumb people. It's for busy ones.
Run every email, text, script, and web page through a plain-language check and simplify until a third grader could follow it. Shorter sentences, simpler words, no passive voice, nothing extra.
A quote email went from "We would be pleased to provide a comprehensive assessment of your electrical requirements" to "We'll come take a look and give you a straight number." Same message, twice the reply rate.
Simple language doesn't dumb your message down. It makes it easy for busy people to process fast, whether that's a homeowner skimming on their phone or a manager reading between meetings. More people understand you, more people say yes.
The single highest-leverage change you can make with zero budget.
Call a new lead within 60 seconds of them raising their hand. Studies on this show close to a 400% increase in sales from speed alone, with no change to price, pitch, or offer.
A text alert fires the moment a form comes in, and whoever's free calls before the customer has put their phone down. The customer who requested three quotes books with whoever calls back first, almost every time.
Interest cools fast, and a competitor who answers first usually wins the job regardless of who's actually better. Speed is one of the few free ways to multiply the leads you're already paying for.
Most calls already go to voicemail. The message is the leak.
A generic "we'll call you back" voicemail loses most of the people who hit it. Replace it with a script that names a real person, promises an exact callback window, and gives them a reason to bother leaving a message at all.
"Hi, you've reached Riverside Fitness. We're with a client right now but Maria will call you back within 15 minutes. Leave your name and number and we'll give you two free sessions just for connecting with us."
Most calls already go to voicemail, that's not the problem. The message is. A name creates accountability, a real time window removes doubt, and a small reward makes leaving a message feel worth it instead of a dead end.
Seventeen words that get a callback nothing else earns.
Leave a short, specific voicemail that names the prospect's direct competitor and nothing else. No pitch, no details, just enough to make them curious. Have a real, true reason ready for when they call back.
"Hi, this is Dave calling in regards to [competitor's name]. Give me a call back when you get a chance." When they call, Dave is ready with something specific and real: "They're outranking you on Google for three of your main services, want to see the numbers?"
Naming a competitor creates instant curiosity without sounding like a pitch, and it's short enough that people actually listen to the whole thing. It only works if the follow-up is real, it's an opener, not a trick on its own.
Sixty seconds of real proof beats any pitch you could write.
Instead of describing a future result, show a small, real piece of it live, in under 60 seconds, in a way that can't be faked.
An agency selling lead generation plays a real, currently-happening call with a lead they just generated for a local plumber, then asks the prospect: "could your team handle 100 of these a month?" instead of saying "we generate high-quality leads."
A small piece of real proof beats any promise, because a prospect can't argue with something they just watched happen. The same move works for a trainer correcting someone's form live or a contractor walking a finished job on a video call.
Stop handing your own name to a competitor's ad.
Run a small search ad campaign on your own business name and every version of it: your name, "[name] reviews," "[name] pricing." Send that traffic to a page with a real offer, not your homepage.
An hour of setup, and clicks on the practice's own name get sent to a page offering a free consultation and a same-week appointment, instead of the standard homepage. Cost is near zero and the traffic is already warm.
Someone searching your name is already evaluating you. Give them an offer to act on instead of a generic homepage, and don't hand that click to a competitor's ad sitting above your own listing for the price of doing nothing.
One plain question reopens a list you already paid for.
To reactivate a list that's gone quiet, send one plain-text line, no links, no formatting: "Are you still looking to [the specific thing they wanted]?" Send it on a weekday morning.
A contractor's old quote list gets: "Are you still looking to finish that basement?" A real estate agent sends: "Are you still interested in selling the house?" No pitch, just a question tied to what they originally wanted.
Brevity creates curiosity and feels personal instead of like another sales email. A plain question is easy to reply to, and a reply is the only thing you need to reopen a conversation with leads you already paid for once.
Expensive leads are a sequence problem, not a budget problem.
When leads get expensive, don't cut spend or chase a cheaper platform first. Work through a fixed order: improve the offer, fix the biggest leak in your funnel, refresh your ad creative from what's already working organically, follow up with the list that didn't buy, then invest in content and referrals.
A contractor whose lead cost doubled tested a faster-response guarantee on the same offer for one week, before touching ad spend. Cost per booked job dropped without a single new lead source.
"Leads cost too much" almost always means "I make too little from each one." Fixing the offer and the funnel first is faster and cheaper than a race to find cheaper traffic.
Your best ad already exists. It's the post that already worked.
Instead of writing brand-new ad concepts from scratch, find your best-performing organic post, add one sentence pointing to your offer, and run that as the ad.
A gym's organic post, "3 stretches that fix lower back pain," already got shared hundreds of times. They add one line: "Want a plan built around your specific pain points? Grab our free assessment," and run the same clip as a paid ad.
A top organic post is already a proven test. Amplifying something that's already earned attention is cheaper and reads as helpful, not like an interruption, unlike a brand-new ad nobody's reacted to yet.
One big prize, everyone entered, nobody leaves empty-handed.
Run a giveaway with one big prize sized to what you actually want to sell, that everyone enters for. Everyone who doesn't win gets offered a smaller version of that same prize at a discount. The giveaway pre-sells the desire, the runner-up offer converts it into revenue.
A dentist gives away a full set of invisible aligners as the grand prize. Everyone who enters and doesn't win gets a gift card toward their own aligners. Everyone who entered already wanted straighter teeth, the giveaway just found and warmed them up.
Everyone who enters has already shown real interest in exactly what you sell. You're not convincing them they want it, only convincing them to say yes today. Size the prize to the offer, or it won't work.
Fifteen lessons, all small. None of them require a bigger budget. Here's where to actually start.
The Full Chair Workshop is free and live. We audit real websites on screen and walk through the same conversion framework behind 25+ builds across 12 countries.