The argument in one line.
Selling to wealthy people requires a powerful six-element pitch, contextual adjacency through carefully curated environmental markers, and a land-and-expand process that builds trust through small proof projects before expanding to large deals.
Read if. Skip if.
READ IF YOU ARE…
- You're a service provider or consultant with a $2,000-$10,000 day rate who wants to move upmarket to the top 10% without completely rebuilding your offering.
- A business owner with 2-5 years of traction who has proof of results but struggles to get meetings with high-net-worth prospects or enterprise buyers.
- You sell B2B solutions to mid-market companies and want a repeatable system for land-and-expand deals that turn small pilots into $200,000+ contracts.
- A founder or agency leader who already has case studies and testimonials but doesn't know how to package them into a credible sales sequence for wealthy decision-makers.
SKIP IF…
- You're pre-revenue or still validating product-market fit — this framework assumes you already have proof of results and paying customers.
- You sell primarily to consumers or small businesses under $50,000 contract value — the economics and sales psychology here don't translate to mass market.
- You're building a platform or product that scales without direct sales — this teaches consultative B2B selling, not product-led growth or self-serve models.
The full version, fast.
The top 10% of buyers control 60% of available capital, so building an offer for wealthy clients is the fastest path to scale. Three principles unlock that market. First, a forty-five second social pitch built on six elements � Name, Same, Fame, Pain, Aim, Game � delivered after asking permission, because wealthy people respect concision and clear positioning. Second, contextual adjacency: three to five environmental markers around you (books, locations, brands, shared suppliers, mutual contacts) pre-judge you favorably before you speak. Third, land and expand: deliver free proof through research or a short sprint, present results in a printed visual document their team can share, then name a constraint and let the rich person propose the bigger deal.
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00:00 – 00:46
01 · The why — rich people have the same problems at scale
Opens with the market opportunity: rich people have personal staff of 4–5, executive teams of 15, extended teams of 150 — every problem compounded by complexity, every problem solvable with budget you don't have to fight for.
00:46 – 01:26
02 · The 1% / 9% / 90% pyramid
Hand-drawn pyramid: top 1% has 15% of budget, next 9% has 45%, bottom 90% has 40% (and shrinking). Top 10% combined = 60% of all capital. Sell luxury or affluent-niche — not mass-market.
01:26 – 02:25
03 · Example 1 — Ray the health-and-safety consultant
Ray went from $2K/day talking to anyone with an office to $20K/day after positioning himself for food-processing facilities (dangerous environments, big budgets, big problem). Average client value: $20K → $400K.
02:25 – 03:30
04 · Example 2 — The Sydney property sourcer
Property-deal-sourcing specialist in Sydney repositioned to serve only Big Four accounting directors at director level or above — required a 3-year, 6-property commitment. Removed every non-Big-Four testimonial; ran intro workshops at cafes adjacent to PwC/Deloitte/EY/KPMG offices.
03:30 – 04:20
05 · The three-pillar promise
States the structure for the rest of the video: Pitch, Contextual Adjacency, Land & Expand. Three hand-drawn pillars on the whiteboard.
04:20 – 06:42
06 · Principle 1 — NAME-SAME-FAME-PAIN-AIM-GAME (~45-sec social pitch)
Six-element pitch built on a fish-hook diagram. Name (you + business). Same (one-line directional explanation). Fame (credibility marker — investors, awards, mutual contacts). Pain (the frustration you noticed). Aim (what you built). Game (the bigger picture you care about). All under 45 seconds.
06:42 – 07:42
07 · The 'ask permission' rule
Tactical add-on to the pitch: always ask permission before pitching. 'I know you get pitched a lot, would it be okay if I share thirty seconds?' Gets a smile, gets the floor, respects time.
07:42 – 09:07
08 · Principle 2 — Contextual adjacency (the term most people don't have words for)
People judge you by 3–5 markers around you before you open your mouth. Two-coaches story: Equinox cafe + Gymshark + Apple Watch + Good to Great vs. crystal cafe + Buddhist beads + flowy robes + The Secret + cracked Android. Same words, different contexts, different decisions.
09:07 – 11:03
09 · The six contextual markers
1) Books/thought-leaders/courses you're engaged in. 2) Educational institutions you've studied at. 3) Locations you meet in (every city has rich-people zones — Marylebone/Mayfair/Chelsea in London). 4) Brands surrounding you (Apple iPhone vs cracked Android; crisp Polo vs scrappy band tee). 5) Shared suppliers (private banks, top consulting firms — get on their event mailing lists). 6) Mutual contacts (LinkedIn shows you both).
11:03 – 12:20
10 · Principle 3 — Land and expand (free → small → big)
You don't get big deals before proving yourself on small ones. Sequence: (a) Prove via free education or research, (b) Review process, (c) Small paid project, (d) Review, (e) The 'I'm getting busy' lever, (f) Suggest big deals, (g) Ask for referrals to other rich people in their network.
12:20 – 15:30
11 · Make it visual — print everything
The review document MUST be printed and visual. 'A rich person doesn't have a lot of headspace.' 50% of the brain is dedicated to visual processing. Rich people make decisions with other people in mind — spouse, executive assistant, financial advisor — so they need something to share. The printed deck is the lever.
15:30 – 16:30
12 · Let them suggest the deal
Counter-intuitive close: 'I'd love to know if we work together — what do you want that to look like?' Half the time they'll suggest something bigger than you would have. They have more pricing experience than you. Always have a fallback ready in writing.
16:30 – 17:50
13 · The 'I'm getting busy' lever
After two paid proof projects: 'The truth is, I'm getting busy — my focus is splitting between projects. Do you think I should double down with you, or is it time we part ways?' Forces the relationship into the open. Most rich people respond by escalating to bigger work.
17:50 – 18:20
14 · Ask for referrals into other big deals
'Do you know of any big deals going on in your network I should be putting myself forward for?' Rich people love recommending other rich people. Your current client may not have the deal, but they know three or four people who do.
18:20 – 19:25
15 · Closing recap + CTA
Restates the three: pitch, context, land-and-expand. Frames the abundance argument ('there is so much money out there, the world is just full of money — it's in the hands of a small group of people'). Like/subscribe/share CTA.
Lines worth screenshotting.
- The top 10% of buyers control 60% of available capital, which means moving upmarket is not a luxury positioning play — it is a market size math decision.
- A rich person has the same problems as everyone else but at a larger scale and with a much larger budget to solve them — the problem is familiar, the stakes are higher.
- The six-element social pitch (Name-Same-Fame-Pain-Aim-Game) communicates full value in under 40 seconds, which is the attention budget available in high-value social environments.
- Fame in a social pitch does not require celebrity — it requires any single proof point (mutual contact, award, notable client) that upgrades trust before the pitch concludes.
- Contextual adjacency — appearing with the right brands, at the right venues, introduced by the right people — does credibility work before a single word is spoken.
- Moving from a $2,000 day rate to a $20,000 day rate without changing the underlying service is the result of changing the audience, not changing the offering.
- A land-and-expand sequence that starts with a free workshop and ends with a multi-year investment commitment converts generosity into the largest deals in the funnel.
- A printed review document sent to a wealthy prospect after a free engagement is more effective than a follow-up email because it matches the material standards of their environment.
- Exclusivity positioning — working only with directors at Big Four accounting firms — is a filter that attracts the target while making the mass market feel correctly excluded.
- Wealthy buyers have personal staffs, executive teams, and extended teams — each layer creates a separate problem that a well-positioned vendor can solve at premium rates.
- Pain is the most powerful element of a social pitch because a wealthy person recognizes a description of their own problem instantly and stops comparing you to alternatives.
- A three-year, six-property commitment from a new client is only achievable after a trust-building landing event — no amount of pitch craft substitutes for prior demonstrated value.
Steal the structure: market frame → 2 case studies → 3 named principles → printed-doc payoff.
High-ticket teach playbook
Priestley's video is a textbook 'three-principle teach' wrapped around a market-share opener and two pre-receipts — that's the entire skeleton, and it's something Joe could run in 18 minutes on Self-Host Revolution any day of the week.
- Open with a market-share frame, not a discipline frame. The 1%/9%/90% pyramid does the same job a 'why now' slide does in a sales deck — it makes the audience think 'I'm leaving money on the table' before you've offered them anything.
- Burn two case studies before stating the three principles. Ray ($2K → $20K/day) and the Sydney property sourcer (anyone → Big Four directors only) are pre-receipts. By the time he says 'three principles,' you've already seen the result twice.
- Use a single visual signature throughout. The host-portrait card composited into the right side of a digital whiteboard is the show's identity — it lets every diagram feel like a teach without becoming a screen-share.
- Build one diagram per principle, leaning on hand-drawn aesthetic. The fish-hook with NAME-SAME-FAME-PAIN-AIM-GAME along its curve is the kind of mnemonic that ends up tweeted as a screenshot — a YouTube essay's best free distribution.
- Stack b-roll thumbnails of named-and-recognised people exactly when you need fame-marker validation. Branson + Harpin + Turakhia appear right when he's saying 'I've met dozens of billionaires' — wordless social proof.
- End every framework section with one short tactical line you could literally write in someone's CRM ('I'm getting busy — do you think we should double down or part ways?'). That single sentence is the shareable artifact that survives the algorithm.
- The CTA is deliberately soft: like, subscribe, share. The ScoreApp pitch is woven INTO the principles section as the live demo of his own framework. That's the cleanest sponsor-integration pattern of all — you ARE the case study.
Terms worth knowing.
- contextual adjacency
- The set of environmental and social signals surrounding a person — books they reference, brands they wear, locations they meet in, and contacts they share — that causes others to form judgments about their status, values, and credibility before a single word is spoken.
- land and expand
- A sales strategy where a vendor starts with a small, often free or low-cost engagement to build trust and generate proof, then uses the resulting track record to propose progressively larger and more profitable deals with the same client.
- social pitch
- A structured, permission-based verbal introduction consisting of six elements — name, same, fame, pain, aim, and game — designed to communicate who you are, what you do, why you're credible, and what drives you in under sixty seconds.
- performance marketing
- A results-based form of digital advertising where marketers pay only when a specific measurable action occurs — such as a click, lead, or sale — as opposed to paying for reach or impressions regardless of outcome.
- executive assistant
- A senior support role responsible for managing a high-level executive's schedule, communications, and administrative decisions — often a key gatekeeper and decision-influencer in the purchasing process when selling to wealthy individuals or large organizations.
- named constraint
- A sales technique in which a vendor explicitly signals that their time, capacity, or availability is limited — used here as a method to create urgency and prompt a client to commit to a larger engagement rather than risk losing access.
Things they pointed at.
05:20toolCoots Bank (private bank — used as fame-marker example)
08:11toolEquinox (gym chain — used as location-marker example)
08:18productGymshark (clothing brand — context-adjacency example)
08:42bookThe Secret / manifestation books (counter-example)
10:00toolMarylebone / Mayfair / Chelsea (London rich-people zones)
10:12productApollo Ralph Lauren (brand-marker example)
11:00toolLinkedIn / Instagram mutual-contact features
Lines you could clip.
00:33
“A rich person has all the same problems that a normal person has, but at a much bigger scale.”
03:20
“Your product or service could be 10 times more valuable to the right person if only you could get in front of them.”
06:55
“Rich people value their time and they love people who get to the point.”
07:49
“People judge you by what they see going on around you.”
12:10
“You don't get to do big deals before you've proven yourself on small deals. You prove that you're trustworthy in a small way and then you get invited to do big stuff in a big way.”
13:58
“Did you know that 50% of the human brain is dedicated to visual processing? If you don't make it visual, there's a 50% chance people won't take it in.”
18:50
“I'm getting busy. My focus is getting split between other projects. Do you think I should double down working with you, or do you think it's time that we part ways?”
18:50
“Rich people love to make recommendations to other rich people.”
19:05
“There is so much money out there. The world is just full of money. There's more money on the planet than ever before — it's just in the hands of a small group of people.”
Word for word.
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metaphorstory
00:00In today's video, we're gonna talk about how to sell to rich people. The top 1% are earning more than ever because they're using software and technology to scale their businesses faster than ever. And it's really important to have an offering that sells to rich people.
00:13Here's why. A rich person has . They might have problems with their family, with their fitness, with their business, and all of those problems are compounded by the fact that they're operating at scale.
00:26The big difference between a normal person and a rich person is that a rich person has way more money to solve their problems. A typical wealthy person might have a personal staff of four or five people. They might have an executive team of 15 people.
00:38They might have an extended team of a 150 people. And all of that creates complexity and it creates problems and it creates opportunities for you to be able to offer something that solves some of those problems.
00:49One rich person has 15 times the budget of the average person. The top 9% of people have 45% of the total budget to spend, which means 60% of the available capital in your industry is in the top 10% of people who are buying.
01:04You wanna tap into the top 10% who have 60% to spend. The mass market is 90% of people who only have 40% of the budget, and that's coming down, not going up.
01:16So we wanna be in this top 10% here. We wanna sell to the luxury market or we wanna sell to the affluent niche market. Let me give you two Example number one is a health and safety consultant that I know called Ray.
01:27Ray was talking to anyone and everyone who had an office or a normal work environment or a sports center about health and safety. He was running health and safety workshops. He was doing health and safety posters, health and safety best practices, all of those sorts of things.
01:41His day rate was about $2,000 a day. Now what he did is he applied some of the strategies I'm gonna talk about in this video in order to move into the top end of his market.
01:50He identified that the top end of his market was a particular type of food processing. They had big budgets to spend because they had a very dangerous work environment and they had a big problem that needed solving.
02:01He ran a little workshop with someone from a very well known company. They gave everyone some amazing books and materials. They put people into that workshop.
02:09As a result of running one of those workshops every ninety days, they were able to move the day rate from $2 a day to $20 a day. The typical client went from spending $20,000 to $400,000 and the business exploded as a result.
02:24And all he did is he figured out how to move himself from the mass market to the top of the tree. I'll give you one more example. One of our clients in Sydney was a property sourcing specialist.
02:34What he would do is find property investments, and he would source property investments for anyone who wanted to buy an investment property but didn't have the time or energy or expertise to find a good deal. So his business was deal sourcing. Now what he did is he made a shift in his business that changed everything.
02:50He made himself exclusively and only for people who worked for the big four accounting firms at a director level or above. He got rid of all of his case studies and testimonials other than the ones who were working at the big four accounting firms and he started running introduction workshops at the cafes and restaurants across the road from the big four in Sydney.
03:09He applied the principles I'm about to share with you in this video, and he was able to set a rule that he would only work with these exclusive clientele if they committed to three year journey to buy at least six investment properties. And as soon as he made those shifts to move into the top end of town and to have bigger deals and bigger commitments, he was able to massively transform his business by working with people who've got money to spend.
03:32Now truth is that your product or service could be if only you could get in front of them. So let's go through three principles that put you in front of the right people. Principle number one is about having a really powerful pitch.
03:45You cannot show up in these environments if you don't know what it is that you're selling, if you don't know what it is that you're doing, or if you can't communicate the value of what you're doing. So we're gonna talk about pitching. Principle number two is called contextual adjacency.
03:57You need to show up in the right way. You need to show up with the right brands around you, with the right people who introduced you. You've gotta have the right context in order to move in these circles.
04:06And principle number three is called land and expand. This is where we start small and we end up with big deals. By being generous at the start, we end up being well paid at the end.
04:14So let's go through these three principles. How do we have a really powerful pitch? A powerful pitch, we call it a social pitch or a hook pitch, and it has six elements.
04:22Name, same, fame, pain, aim, game. I know that sounds like a big mouthful, but you can actually get all of this done in under forty seconds. So your name is what is your name and your business name or what is your name and your product or service name?
04:37That's one of the first things. Wealthy rich people, they meet a 100 people a month. You need to remind people of who you are and where you're from.
04:44Same is a simple, easy to understand definition of what you do so that they're not confused to begin with and they kind of just understand directionally correct what it is that you do. You might say something like, I'm Daniel Priestley.
04:56I run a software company called scoreapp.com. We do AI generated marketing campaigns for small businesses. The next one is fame.
05:04Fame is what sets you apart, what makes you different, or who do we have in common that makes me instantly more trusted. So I might say something like, we've got 9,000 customers in a 150 different countries. I might say, I've met you through mutual contact at Coots Bank.
05:20I might say we've won awards. I might say that we've recently raised an investment round. I might say that one of our investors is a person that you've heard of.
05:29Right? All of that could be part of the fame. So I want you to think about anything at all that gives you a little bit of extra credibility, little bit of extra fame that you can put into your default social pitch.
05:39So the next part is pain. This is where you describe the frustration or the pain that you first noticed in the world. So I might say most small businesses really struggle to generate leads.
05:48They massively struggle to run performance marketing campaigns. And if they could do that, their business would benefit massively. The next part is aim.
05:55This is what you do. We've created a platform that allows small businesses to set up a hyper targeted marketing campaign, a performance marketing campaign in under thirty minutes. And the big game is what is the big picture of what you're doing?
06:07I might say something like, for me personally, I really care about entrepreneurs. I wanna see entrepreneurs standing out, scaling up, and solving big meaningful problems in the world. So all of that fits into about forty five seconds.
06:19Name, same, fame, pain, aim, and game. That is my pitch. In my experience, rich people really respect people who've got a well thought through pitch.
06:27They love it. Now I've had the opportunity to meet dozens of billionaires. I've met senior decision makers.
06:32I've met executives and CEOs and big investors who write big checks. All of them love a well thought through pitch. But the way that I deliver my pitch is I always ask permission first.
06:42I'll say something like, I know a lot about you because I've done my research. Would it be okay if I share thirty seconds to a minute about what I'm up to in the world at the moment? Or I might say, I know you get pitched a lot, and I don't wanna be that guy who gives you a pitch.
06:54Would it be okay if I share a thirty second version of my pitch so you know what I do? And by asking permission, it normally gets a smile, it gets a positive reaction, and it cuts straight to the point.
07:03And I tell you what, rich people value their time and they love people who get to the point. Okay. So the next thing I'm gonna share with you is a big deal.
07:11And most rich people don't even have the words to describe what this is, but they all use it and it's like 80% of the battle. What I'm about to share with you is the key to showing up powerfully in a rich person environment. The technical term for what I'm gonna share with you is called contextual adjacency.
07:26Now what this means is that people judge you by what they see going on around you. They judge you based on the people that are around you, the brands that are around you, the physical locations that you meet them in. All of that stuff actually provides a lot of weight to what you're saying.
07:39So you could have the exact same words, but set in one context, it means nothing and another context, it means everything. Context really matters. So contextual adjacency is the three, four, or five markers that are going on around you that tell people a lot about who you are.
07:55Now I've got a story that really illustrates this point. Imagine that you're gonna hire one of two coaches. Business coach number one wants to meet you in the cafe at Equinox gym.
08:04When they arrive, they're dressed head to toe in Gymshark athletic wear. They're wearing an Apple fitness tracking watch, and they bring you a gift of a book of Jim Collins' Good to Great. Now before they've even opened their mouth, you know that this person is very performance orientated, this person is data driven, and this person really cares about big outcomes.
08:23Now the second business coach says they wanna meet you in a crystal cafe. They're wearing Buddhist beads around their wrist. They've got flowy, robe y clothing on.
08:30They bring you a gift of a book called The Secret and How to Manifest Your Dreams, and you notice that they have an Android mobile phone that has a big crack through the screen. Now before they've even opened their mouth, you already know that this person is a little bit different than the first business coach. They're much more spiritual.
08:45They're much more into the metaphysical. Neither of these coaches needs to even open their mouth. You've already made a decision based on whether you're interested in the spiritual and metaphysical approach or whether you're into the data and performance driven approach.
08:56Right, you've already kind of made up your mind based on the context of how you met that coach. So what I demonstrated there is how much contextual adjacency actually matters. People place huge amounts of weight based on a few different things.
09:10Now let me give you some things that you could go with. Number one is the books, thought leaders, or courses that you're currently engaged in. So if you were to show up with a book or if you've recently taken a course and you discussed it or if you met someone at a course or if you share a common thought leader that you both follow, that's a great contextual marker.
09:27Educational institutions that you've studied under would be another contextual marker. Third one would be the locations that you meet.
09:33In every city, there are locations that rich people are meeting in, and there are locations that they never go into. So in a big city like London, you'll find that Marlebone, Mayfair, and Chelsea are the places that they typically meet, and they meet in beautiful hotels, certain restaurants and cafes, and definitely members clubs.
09:50So there are those locations that provide context. The fourth thing is the brands that are surrounding you. There is a difference between having an Apple iPhone and a cracked Android.
09:59There is a difference between showing up in a crisp Apollo Ralph Lauren shirt or in a scrappy old t shirt from your favorite band of the nineties. If you're in a place like Dubai, big flashy brands like Rolex and Ferrari, they carry a lot of weight.
10:14In other circles, those brands would devalue you or make you seem too flashy. But the key here is to put thought into the brands that are around you. The fifth one is the suppliers that you share.
10:25Now . They go to rich people consultants. They go to rich people accountants and lawyers.
10:31All of those suppliers, they have a fast track for up and coming entrepreneurs. They have monthly events that they run to attract new people in.
10:40And if you get on their mailing lists, you will figure out how they get people together. I tell you what, if you meet someone through a private bank or a really well respected consulting firm at one of those events that they run, that immediately says a lot about who you are. And then the final one, of course, is mutual contacts.
10:56If you have mutual friends, mutual contacts, if you know family members or trusted members of their inner circle, that is a powerful strategy for having a really strong level of context before you've even opened your mouth. Now an amazing hack for this is that on LinkedIn or Instagram, you can already see the people that you have in common.
11:14You can see the thought leaders that both of you are following. You can see the mutual contacts on LinkedIn that both of you know. Do some digging to see if you've got those mutual contacts and mutual brands in common.
11:24The key here is that you need three, four, or five of these contextual markers to say something about you before you've even opened your mouth. Put some thought into this. Do know the one thing I've noticed is that entry level entrepreneurs almost never think about the context and setting the right scene, and yet the wealthy and the rich people that I know, they put a lot of thought into this stuff.
11:45Principle number three for selling to rich people is the concept called land and expand. The way that you sell to rich people is by doing something upfront that is free that creates proof, then reviewing it, and then expanding, and then reviewing it, and expanding. You don't get to do big deals before you've proven yourself on small deals.
12:02You prove that you're trustworthy in a small way and then you get invited to do big stuff in a big way. But there's a little technique that really changes everything. Let me explain.
12:11Okay. So with the land and expand framework, the first thing you need to do is generate proof. You've gotta prove that you're valuable.
12:17The best way to do proof is through education or research. Education is where you go in and you share insights that are very, very valuable that the rich person didn't know existed.
12:28Research is where you go and collect data or information that the rich person didn't have access to. You consolidate that and you share with them some key insights. So in this proof phase, we're gonna do some research, we're gonna find some insights, we're gonna share that totally freely.
12:42The other thing that you could do is a short little sprint, some sort of small project where you're building chemistry just by getting started. So for example, let's say you're a fitness trainer and you meet a rich person who says that they wanna lose some weight. You might say, let's just go for a run together.
12:56Let's just get out there and do something together. Let me take you to the gym, and let's go and do a workout together. Now what you're doing is you're saying, let's just build some chemistry.
13:04Let's build some proof. Let's see if we work well together. You're not gonna put any barriers in the way.
13:09You're not gonna say, let's have a contract. Let's pay some money just yet. We're gonna park all of that to the side and just start doing something together.
13:16The key here is start the ball rolling with as minimal amount of friction as possible to create some proof. Now once you've created proof, I want you to be the one to suggest a review process. I want you to figure out how to present your data, your research, or your insights in a written format.
13:31Now what I want you to do is figure out how to put it on a spreadsheet, how to put it on a slide deck, and I want you to print it out and give it to the rich person. I want you to say, here's what we discovered. Here's what we found.
13:42Here's what we did. Here's what we should do next. But the key here is it's gotta be written and printed.
13:46I want you to have a printed out document. The big mistake that many of you make is thinking that people have amazing memories or that they have a lot of headspace. A rich person does not have a lot of headspace.
13:57It needs to be printed out. It needs to be visual. Did you know that 50% of the human brain is dedicated to visual processing?
14:04If you don't make it visual, there's 50% chance people won't take it in. The other reason you gotta make it visual is rich people make decisions with other people in mind. A rich person has an executive assistant who needs to see what's going on.
14:16A rich person might have a financial adviser. A rich person might have another key decision maker, maybe a spouse who gets involved in their decisions. You need to give them something that they can then share with those other decision makers to make making that decision a complete no brainer.
14:31Put the thought in and create something visual that can be that review process that they can share. Okay. If you do this correctly, they are gonna say, let's propose a deal.
14:40And what you might do is say, I'd love to work with you. What do you think the deal should look like? And here's the cool thing.
14:45Rich people are really good at constructing deals, and it's very, very cool to let them suggest the deal. You can even say, I've got an idea as to what a deal might look like, but I'd love to know if we work together, what do you want that to look like? Or have you got an idea as to how it would look like?
15:00Is there a preferred way you would wanna work with someone like myself? The reason this works so well is half the time, they're gonna suggest something that is way bigger than you had in mind, and the other half of the time, they're gonna suggest something smaller. But if that's what they're comfortable with at this phase, that's where you need to go next.
15:16Now if you're lucky, they're gonna explain a big deal. They're gonna say, hey. Let's work on this.
15:20Let's work on these parameters. You might even ask them the question. What's the price point?
15:23What's the budget that you feel comfortable with? You might say, if I was to work with someone like yourself, we would typically budget around x or y. Is that the typical scenario that would work with you?
15:32The power of putting it into their court is that they have a lot more experience in their world than you do, obviously, and they're gonna have price points that they have in mind. They're gonna have budgets that they typically work with. They're gonna have performance targets that they might typically feel comfortable with.
15:46And if you , it's often the case that the deal that they suggest is way better than the deal that you would come up with. You should always have a fallback position. You should always have a deal that you've put thought into that you can suggest on the spot.
15:58So if they say, I'm not sure how do you think it should look? You say, well, here's what I'm thinking. Alright?
16:02You can present that and once again present it in a written document that is printed out that is ready to share. Now here's the little secret. The one thing that rich people like to do is constantly test to see if you're trustworthy and whether you deliver results.
16:16So you've done something for free and that created proof. Excellent. Now you're gonna do something, let's call it $10, $20, a $100, and that's gonna deliver even more proof.
16:25Once again, you're gonna do a review process, and here is the absolutely most powerful tactical thing that you can do at this point. Once you've delivered the second great result that you got paid for, this is where you can say, the truth is that I'm getting busy.
16:39I'm oversubscribed. My focus is getting split between other projects. You can actually name constraint.
16:45And at this point, you can say, I'm not sure. Do you think I should double down working with you? Or do you think it's time that we part ways?
16:52So the powerful technique here is that after you've delivered two powerful proof projects, you can say, I'm getting busy. I've got other things going on. Do you think it's time that we double down and work on some bigger things together?
17:04Or do you think it's time that we call it a day and part ways on really good terms? Now most rich people will say, what are you talking part ways? I wanna do way bigger stuff with you.
17:14I really wanna expand what we can do. So you can now suggest here's some big projects that we could work together. During the process of doing a few things together, you've already started to understand this person's world better.
17:25You understand where they travel, where their interests are, and this is where you can suggest some big deals. This is where you could say what I'd love to do is I'd love to do some bigger deals with you. The reason I've been working closely with you up until this point is to build trust with you so that we can do some bigger deals together.
17:40Do you have anything in mind? Right? And this is where you're gonna try and open up to the really big deals because the truth is that the big deals is where you make big money with a rich person.
17:49The small deals are just building proof and trust. So the purpose of getting to this point was to get to the big deal. Now here's another interesting thing.
17:57Rich people love to make recommendations to other rich people. And at this point, you may say, do you know of any big deals that are going on in your network that I should be pitching forward, that I should be putting myself forward for? Now that's a powerful question because at this particular moment, your current person that you're working with may not have a big deal, but they might know three or four people who do have a big deal, and that's really powerful as well.
18:20The big deal that you get access to may not be the same person and might be someone that they can introduce you to. But the key insight here is that we're going through a process of land and expand through the process of creating proof and then reviewing it in a written document, creating more proof, reviewing it in a written document, and then suggesting that big deal.
18:38Okay. So we've covered three things here and those three things are how you work with rich people. I hope you found that really, really interesting.
18:46I don't want you to click onto the piece of content. I want you to think about how are you gonna improve your pitch? How are you going to improve the context of how you show up in the world?
18:54And how are you gonna build a journey where you land and expand so that you can work on bigger and bigger deals? There is so much money out there. .
19:03There's more money on the planet than ever before. It's just in the hands of small group of people, and you need to know how to sell to those people. So make it a goal in the year ahead that you're gonna start selling to people who've got more money to spend.
19:15Okay. I hope you enjoyed that video. If you did, like, subscribe, and share with someone who you think would benefit from this content.
19:21I look forward to seeing you next time, and I hope your business is doing well.
The Hook
The bait, then the rug-pull.
Priestley sits at a glass-walled home office, hands clasped, and opens with a market frame instead of a discipline lecture: the top 10% control 60% of the available capital, and the gap is widening. The next nineteen minutes are a tightly-engineered teach with whiteboard diagrams to back every claim — the kind of YouTube essay that makes you reach for a notebook by minute three.
Named ideas worth stealing.
01:00model
The 1% / 9% / 90% capital pyramid
- Top 1% — 15% of total budget
- Next 9% — 45% of total budget
- Bottom 90% — 40% of total budget (shrinking)
Top 10% of people control 60% of the available capital in any industry. Mass-market is 90% of people fighting over 40% of the money. Position for the affluent niche or luxury market.
Steal forany positioning conversation, any pricing memo, any 'who is this for' frame on a sales page
04:42acronym
NAME-SAME-FAME-PAIN-AIM-GAME — the 45-second social pitch
- NAME — your name and business name
- SAME — one-line directional explanation of what you do
- FAME — credibility marker (investors, customers, awards, mutual contact)
- PAIN — the frustration you noticed in the world
- AIM — what you built to solve it
- GAME — the bigger picture you actually care about
Six-element social pitch under 45 seconds. Lives on a hand-drawn fish-hook diagram. Designed for cocktail-party / event encounters with people who meet a hundred new pitches a month.
Steal forJoe's intro reel, the LFB Line opening, any 'who I am' slot on a sales page or podcast intro
07:50concept
Contextual adjacency — the 3-to-5-marker rule
- Books / thought-leaders / courses you're currently engaged with
- Educational institutions you've studied at
- Locations you choose to meet in
- Brands surrounding you (devices, clothing, gifts)
- Suppliers you share (banks, consulting firms, accountants, lawyers)
- Mutual contacts (LinkedIn / Instagram visible overlap)
Before you open your mouth, 3–5 markers in the room have already pre-judged you. Same words, different markers = different decisions. Entry-level entrepreneurs almost never think about this; rich people put serious thought into it.
Steal forset design for any in-person event, any podcast set, any 'about page' that signals who Joe runs with
11:55model
Land and expand — the seven-step trust escalator
- Generate proof — free education or original research
- Review process — printed visual document
- Small paid sprint — get them to invest a small amount
- Second review process — printed
- The 'I'm getting busy' lever — force a double-down-or-walk decision
- Big deal — let them suggest the price/structure
- Referral ask — 'who else in your network should I be talking to?'
You can't open with the big deal. Each step is a trust test. The printed review document is the visible artefact that lets them share the decision with their spouse, EA, or advisor.
Steal forMCN+ → custom builds → enterprise pipeline; any high-ticket consulting offer Joe runs
06:54concept
Ask permission to pitch
'I know you get pitched a lot, and I don't want to be that guy. Would it be okay if I share a 30-second version of my pitch?' Gets a smile, gets the floor, respects time. Universally welcomed by rich/busy people.
Steal forevery cold-DM opener Joe writes; any podcast guest pitch; any 'introduce-yourself' slot at events
16:54concept
Let them suggest the deal
When the rich person is ready, ask: 'I'd love to know — if we work together, what do you want that to look like?' Half the time they suggest something bigger than you would have. They have more pricing experience than you. Always have a written fallback ready.
Steal forany high-ticket discovery call closing move; the LFB Line scoping conversation
18:30concept
The 'I'm getting busy' lever
After delivering two paid proof projects: 'The truth is, I'm getting busy — focus is splitting. Do you think I should double down with you or is it time we part ways?' Forces escalation. Most rich people respond by expanding the relationship.
Steal forany client-relationship escalation conversation; the move that turns small consulting into retainer
How they asked for the click.
VERBAL ASK
19:23subscribe
“If you did, like, subscribe, and share with someone who you think would benefit from this content. I look forward to seeing you next time, and I hope your business is doing well.”
Light-touch — no link drops, no lead magnet, no funnel-pull. Soft sell on the share, hard rely on the ScoreApp brand woven through the pitch example. The real CTA is implied: go apply this in your business.
MENTIONED ON CAMERA
FROM THE DESCRIPTION
PRIMARY CTAWhere the creator wants you to go next.
OTHER LINKSAlso linked in the description.
Visual structure at a glance.
