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Graydon UrselMay 5, 2026

What If It Doesn't Work?

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What If It Doesn't Work?

Graydon Ursel

This video addresses common concerns about marketing program success rates, explaining how the team handles different scenarios from best-case to worst-case. It also covers their refund policy, dispute rates, and the long-term growth potential of the program.

What If It Doesn't Work?

Graydon Ursel

This video addresses common concerns about marketing program success rates, explaining how the team handles different scenarios from best-case to worst-case. It also covers their refund policy, dispute rates, and the long-term growth potential of the program.

Chapters

00:00

Introduction

Addressing the reality of marketing and potential program outcomes.

01:05

Program Success Scenarios

02:49

Handling Difficult Markets

07:14

Refunds and Transparency

10:17

Dispute Rates

12:09

Cost of Inaction

15:21

Asymmetric Bet

Transcript

00:00

All right, in this video, we're going to be addressing the elephant in the room question, which is what if the program doesn't work?

00:05

because let's be honest, marketing is hard and doesn't always work.

00:08

And there are a ton of variables at play, many of which are totally outside of our control.

00:13

And this is why you should never trust marketers who say that their stuff works 100% of the time.

00:17

That said, there's a lot we can do to both maximize your success and correct course if it doesn't go well.

00:23

So here we're just going to look at all the possible scenarios, everything that could happen with our program from best case to worst case.

00:29

So best case, your ads work on the first try and you're booking one to three appointments per day right out of the gate.

00:34

This does happen, but it's not as common as the realistic case where you need one to three follow up calls, where we're going to help you tweak the ads and your follow up process.

00:43

We might even have to test a new offer.

00:45

But this is super common.

00:46

Sometimes it doesn't work right away, which is why we need to get on calls with you to correct course and fix the campaign.

00:51

There's then the challenging case where we need to run through two to three different offers until we find one that hits.

00:57

And this is very common in difficult markets, markets where a lot of medical spas are running ads.

01:02

Sometimes you need to test a couple of different offers.

01:04

tweak the creative and the copy until you get the results that you want.

01:08

Then we have the very challenging case.

01:09

This isn't as common, but sometimes we do need to test up to six different offers offers while implementing a number of advanced interventions.

01:16

And sometimes in this case, we'll give your account a payment extension to account for the time that we're taking to make the campaigns work.

01:23

and then you have the absolute worst case scenario.

01:25

We've tried absolutely everything.

01:26

We just can't get it to work in your area.

01:28

In this case, we'll extend the account more to give us more time to try more strategies Or we'll simply give you a refund.

01:34

so the best case is about 20% of accounts.

01:37

It's not as common, but it's really nice when it happens.

01:39

The realistic case is the most common.

01:40

It's about 40% of accounts.

01:42

Challenging case, about 20% of accounts.

01:44

then you have the very challenging case, which is about 15% of the accounts.

01:48

Oftentimes, agencies will give up here or they'll try to blame you.

01:52

And then you have the worst case, which is about 5% of accounts.

01:55

Even agencies who promise refunds, a lot of them are still going to try to find a way out of it.

02:00

You may have had this happen.

02:00

You know, the agency says you get a refund, but they find some sort of technicality to get their way out of it.

02:05

We personally hate this.

02:06

We won't do this to you.

02:07

We'll just give you a refund.

02:08

But it's super important to say that you can almost always get ads to work.

02:11

You just have to be persistent and test enough until you find a winner.

02:14

And most agencies won't do this.

02:16

They'll give up too soon and blame your market or blame your staff or say that you're not following up with leads, whatever their excuse is.

02:22

And a good question to ask is, are other medical spas in your area running ads?

02:26

If they are, they can work for you too.

02:29

and in fact, the harder it is to get your ads to work, the bigger advantage you're going to have once you finally crack them, because it's hard for everyone else in your market.

02:36

So when you do finally crack those ads, you're going to have an advantage over all those other clinics and then lastly, I'll say that if regular ads don't work, we could also try event ads.

02:44

And this is where we book 10 to 15 people for a small private session.

02:48

So you can sell in a group setting This is a newer strategy.

02:51

There's not nearly as much competition for it.

02:52

So in really tough markets, you can sometimes get event ads to work when regular ads aren't working.

02:57

Okay, let's talk about refunds.

02:59

if everything fails.

03:00

Yes, we do give refunds.

03:01

If agencies say that they've never had to refund, they are lying.

03:05

I promise you.

03:06

And just to show you the actual refunds we've given, this is an actual.

03:09

This is my stripe account right now.

03:11

So this isn't a screenshot.

03:12

This is my Live Ship account.

03:13

I ran a report to surface all the refunds within the last year.

03:18

Filtered by more than $2000 to isolate the Refunds from our initial program.

03:22

You can see that there's 22 refunds in total.

03:25

So.

03:25

We onboard about 30 clinics a month.

03:27

So 22 refunds over 12 months is about a 6% refund rate.

03:31

this is actually a bit higher than I would like because at the end of 2025 we accepted a lot of clients that weren't a good fit.

03:37

So we had a spike in refunds, but we've since tightened that up and our refund rate is down, significantly, and we're sitting at about 1 to 2 refunds per month currently.

03:45

Next, let's talk about disputes.

03:47

So again, this this is my live stripe dashboard here.

03:50

I ran a dispute report for the last 12 months, and our dispute rate is port.

03:56

So just to give you some Context, I asked ChatGPT, is this a good dispute rate?

04:00

And the short answer, yes, 0.13% is a phenomenal dispute rate.

04:04

You can see that under 0.9% is considered safe.

04:07

Under 0.5% is solid.

04:09

Under 0.2% is good.

04:10

Anything under 0.1 is totally top tier.

04:12

And we're just about that at, 0.13%.

04:15

In simple Terms.

04:16

This means we keep our word, we make it right with the client directly, instead of them, going directly to their bank.

04:22

And I want to finish this by having you ask not what happens if it doesn't work, but what happens if I don't do anything.

04:28

This is Alex Rosi, one of my favorite business gurus, and he has a quote.

04:32

He says, He says you lose 1 billion each year, you don't make 1 billion.

04:36

And all he's doing is surfacing the cost of doing nothing.

04:40

An example closer to home would be Cleveland.

04:41

Tina Shoal.

04:42

So they joined our program back in September 2022.

04:44

They They were stuck at 80k a month for years despite trying everything to grow.

04:49

And within eight weeks of joining our program, they went from 80k to 127k a month.

04:54

So the cost of Cleave doing nothing would have been 47k per month, because if he never joined our program, he would have never seen that growth.

05:00

And that's the opportunity cost of not taking the leap and doing something to grow your business.

05:04

And then one more thing.

05:05

This is an asymmetric bet.

05:07

This program has a big upside.

05:09

There's a small downside.

05:10

And you have a small chance of losing.

05:11

If If it works, you can expect 10 to 20k a month added to your revenue.

05:15

This is the floor, by the way, we have lots of clinics that are making more.

05:18

You saw that Cleveland Tina Shoal made an extra 47k per month.

05:21

If it doesn't work, we give you a full refund or we extend the program free of charge Until it starts working for you.

05:26

so the bet has a big upside.

05:27

If it works, full refund.

05:29

If it doesn't, plus everything that you learned along the way.

05:33

If you found this type of bet on the stock market, you You would absolutely invest.

05:36

Because Because the returns are asymmetric, you have so much to gain and so little to lose.

05:40

So with that said, thank you for watching this video.

05:42

I hope it answered some of your concerns and we look forward to speaking with you on a call.

What If It Doesn't Work? — Tella