Joel Kaplan – Bulletproof Agency

Curriculum (Google Drive Proof)

If you run a marketing agency, Bulletproof Agency by Joel Kaplan is not just another SMMA course – it’s a crisis-playbook built in the eye of the storm, designed to protect and grow your retainers when everyone else is losing clients and cash flow.

That angle alone makes it incredibly relevant for entrepreneurs, marketers, and agency owners who are sick of “start an agency, get rich” fluff and need real war-tested systems.

Who is Joel Kaplan – and why listen to him?

Joel Kaplan is the founder of Atlas Digital and a well-known name in the agency space. He scaled his own agency into the multiple six-figure per month range and later launched coaching and training programs to help others do the same. He is also the creator of the 7 Figure Agency program and popular high-level workshops teaching how to go from 0 to $10K/month and beyond with an agency.

Unlike many gurus who teach theory, Joel’s material comes out of real agency operations – landing clients, dealing with cancellations, building systems, hiring, and scaling. When COVID-19 hit and agencies everywhere were getting hammered with refund requests and cancellations, Joel’s own agency and his students were facing the same pain. Bulletproof Agency was created as a direct response to that reality.

What is Bulletproof Agency?

Bulletproof Agency is a specialized training focused on one core mission: make your agency “recession-resilient” and keep (or even grow) your client base when the market panics.

Instead of teaching you how to start from scratch, Bulletproof Agency assumes you either already run an agency or have at least a basic understanding of client work. The program dives into the problems that surface when things go wrong in the economy:

• New “recession” objections on sales calls
• An influx of refund requests from freaked-out clients
• Clients pausing or cancelling services
• Rising cost per lead in ad campaigns

In other words, it’s not about dreaming – it’s about defending your existing income and then finding smart ways to expand it.

Inside the Bulletproof Agency curriculum

The structure of Bulletproof Agency is very practical. It’s built around deep-dive masterclasses and assets you can plug directly into your agency.

Key components include:

• Advanced objection handling in a downturn
You get training on handling recession-style objections from prospects and existing clients when they say things like “we’re cutting back” or “we’re going to pause until things calm down.” The focus is on communication frameworks that keep clients on board while positioning your service as essential, not optional.

• Crisis management and retention systems
There is a retention masterclass with dozens of hours of videos and live Zoom call recordings where Joel walks through real scenarios. The aim: reduce churn, save clients who are about to cancel, and stabilize your monthly recurring revenue. You also learn how to proactively communicate in a crisis so you’re seen as a strategic partner, not just a vendor running ads.

• Covid-19 info pack and pitch materials
When the course launched, it included a COVID-19 info pack agencies could plug into their sales pitch – adapted messaging, positioning, and angles that justified why doubling down on marketing made more sense than going dark. While the pandemic context may have softened, the underlying frameworks still work for any recession or industry shake-up.

• Niche Calculator and strategic focus
A niche calculator helps you identify which markets are more resilient, where ad performance is still solid, and where decision-makers are more likely to keep spending. This is critical if you’re trying to pivot away from dying niches and into more recession-resistant verticals.

• Masterclasses on agency leverage
Bulletproof Agency expands on Joel’s three-pillar approach for building a resilient agency: lead generation, sales, and systems. You see how these pillars feed each other even in a crisis, and how client results and referrals can compound inside the same niche so your growth doesn’t rely only on cold outreach.

This isn’t a beginner “how to start an agency from zero” course in the traditional sense; it’s more of a shield-and-sword program for those already in the game or serious about quickly becoming relevant.

Real student feedback – what people actually say

Across reviews and public feedback, several patterns stand out:

• Strong, tactical content
Students repeatedly highlight how specific Joel is with scripts, objection handling, and actual offer positioning. Many agency owners say they walked away with immediate tweaks that helped them keep clients who were on the verge of cancelling.

• Built during real chaos
Because Bulletproof Agency was born out of COVID-19 chaos, students appreciate that it addresses real, current problems instead of hypothetical “what if” situations. Agency owners reported being able to use Joel’s crisis communication strategies within days to salvage deals and stabilize revenue.

• Results for both newer and established agencies
Some reviews come from beginners who used Joel’s guidance to land their first few clients despite a tough market; others are established agencies that managed to significantly reduce churn and even grow during recession-like conditions. A recurring theme: people feel they finally have a “playbook” for bad times, not just good.

• Not magic, but execution-heavy
Honest reviewers point out that Bulletproof Agency is not a push-button solution. The frameworks are powerful, but you must do the uncomfortable work: more calls, better conversations, smarter positioning. Those who follow through tend to report the best results.

Pros and cons of Bulletproof Agency

Pros:

• Hyper-relevant for turbulent markets – recession, industry changes, ad cost spikes
• Deep focus on client retention and objection handling, the two areas most gurus ignore
• Practical tools like info packs, scripts, and calculators, not just theory
• Taught by a practitioner who scaled his own agency and manages a large student community

Cons:

• Less suited if you have zero interest in client work or agencies
• Some content is born out of COVID-specific situations, so you have to adapt language to current conditions
• As with any agency training, your results depend entirely on action and consistency

Who is this course ideal for?

Bulletproof Agency is best suited for:

• Existing agency owners who are losing clients, getting more “we need to pause” messages, or watching profit margins shrink
• Freelancers moving into agency-style retainers who want to protect their income in uncertain times
• Marketers and entrepreneurs who understand the basics of lead generation and want to learn how to “recession-proof” their client base
• Students or early-stage entrepreneurs who want a crash course in how real agencies survive downturns, not just how they grow in boom cycles

If you’re obsessed with long-term stability and not just quick wins, this aligns well with your mindset.

Why get Bulletproof Agency through TSCourses?

Here’s where your advantage kicks in.

TSCourses is positioned as The Best Place to Learn Online Courses, and for good reason. When you grab Joel Kaplan’s Bulletproof Agency through TSCourses, you get:

• The cheapest price in the market – we are committed to undercutting standard retail pricing so you can access premium agency training without a premium budget.
• Instant access – right after payment, you receive a Google Drive link, so you can start watching and implementing immediately. No waiting, no complicated portals.
• High-speed, hassle-free download – you can store the material on your own devices