11:12Dan Henry · Talking Head
This Weird Marketing Strategy Made Me $45,000,000
A three-part 'one belief' framework — idea, mechanism, product — explained through P90X, ClickFunnels, OxiClean, and the Squatty Potty.
August 11thThe argument in one line.
Beginners fail at online coaching not because they lack expertise, but because they copy what successful coaches do now instead of what those coaches did to get their first clients.
Read if. Skip if.
READ IF YOU ARE…
- You have real-world expertise in a profession, trade, or corporate role and are not sure how to package it into a coaching offer.
- You feel you need a large audience or big credentials before you can charge premium prices for coaching.
- You are paralyzed choosing between multiple viable business ideas and want a clear decision filter.
- You run or plan to run a service agency and want to understand why niching to one client type compounds over time.
SKIP IF…
- You are already generating consistent coaching revenue above $10K per month -- this is explicitly beginner-tier advice.
- You want step-by-step tactical ad or funnel breakdowns; the funnel section is high-level and strategic, not operational.
The full version, fast.
The biggest beginner mistake in online coaching is modeling what successful coaches do at scale instead of what they did to get their first clients. 95% of any market is beginners, which means 10 hours of focused learning in almost any niche makes you genuinely more qualified than most of your potential clients. From there the framework is: price based on the impact you create not time spent, niche down to a single client type to compound your knowledge rather than restart it with each new client, and build your offer ladder from a low-friction entry point up to high-ticket programs. Passion is treated as an output of winning, not a prerequisite for starting.
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00:00 – 00:30
01 · The biggest beginner mistake
Don't copy what successful coaches do now -- ask what they did to get started.
00:30 – 01:27
02 · The bench press analogy
Starting at 300 lbs because the champion lifts 300 lbs is the coaching equivalent of immediate failure. Start lighter, work up.
01:27 – 02:13
03 · Sell before you have an audience
Selling a $3K offer with no followers proves the offer works. A million followers who do not buy proves nothing.
02:13 – 03:14
04 · Authority without big results
A whiteboard and better pacing built more perceived authority than credentials alone. Presentation signals competence.
03:14 – 04:33
05 · The 10-Hour Rule
95% of any market is beginners. Ten hours of focused learning makes you more expert than 95% of potential clients.
04:33 – 05:45
06 · Q: Niche expert entry
Real estate broker example: knowing common mistakes buyers and sellers make is more valuable to beginners than knowing best practices.
05:45 – 07:22
07 · The niche-down strategy
One client type, one city to crack, then replicate across cities. Specialists compound; generalists restart every time.
07:22 – 09:09
08 · Q: How much to charge
Price based on impact, not hours. Home studio setup = $50/hr. Marketing that adds revenue = $1,500-$2K/mo. Full business rebuild day = $50K.
09:09 – 11:07
09 · Major vs minor problems
Tax savings for high earners is a major problem (small market, high price). Tax software for everyone is a minor problem (volume model). Both work.
11:07 – 12:15
10 · Q: Positioning in a saturated market
Niche within a niche: professional Muslim men who want fast Quran learning, not Quran learners generally.
12:15 – 13:30
11 · Sell the real want
Frame every offer around what buyers actually want beneath the surface -- time, speed, transformation, not the literal service.
13:30 – 14:47
12 · Q: Shiny object syndrome
Of all viable ideas, choose the one where buyers have the most money and ability to pay -- not the most interesting problem.
14:47 – 15:30
13 · Why passion is the wrong filter
Passion follows winning. The host was not passionate about marketing until he got paid for it. Find your game first.
15:30 – 17:06
14 · Cross-industry skill transfer
MMA weight-cut secrets for brides-to-be. Project management for startups. Familiar expertise in a new audience context owns a niche.
17:06 – 18:00
15 · Q: Scammer fear
Are you going to do the work? pre-qualifies clients and prevents refund disputes.
18:00 – 19:34
16 · Selling qualification, not the promise
Frame coaching as a partnership: host does the mentor job, client does the student job. When results do not come, both know who did not hold up their end.
19:34 – 23:31
17 · The offer ladder: $0 to $55K
Book (free+shipping) -> Webinar -> Application -> $10K group -> 2-day event -> $30K mastermind, later raised to $55K. When $55K was offered first after webinar, half took it.
23:31 – 24:02
18 · The oak tree principle
Every action plants a seed. Authority compounds. The only required move is to start.
Lines worth screenshotting.
- You should be able to sell a $3,000 coaching offer before you have any audience -- if you cannot, you do not have a proven offer yet.
- 95% of any market is total beginners, which means 10 hours of focused study makes you more expert than most of your potential clients.
- Authority signals like a whiteboard, pacing, and storytelling build perceived credibility faster than credentials do for most beginners.
- Generalist agencies learn how to get results from scratch with every new client type; specialists compound their knowledge across every new client in the same vertical.
- Price your coaching based on the measurable impact in the client life, not on the hours you spend -- the same knowledge commands $50/hr or $50K/day depending on the problem it solves.
- Passion follows winning, not the other way around -- the host was not passionate about marketing until he got paid for it.
- Find your game, not your passion: look for the arena where you have the highest odds of winning and let the passion develop from there.
- Selling qualification protects you from scammer accusations better than any disclaimer -- when clients do not do the work, they know it is on them.
- Minor problems have large markets and low prices; major problems have small markets and high prices -- both are viable models.
- Taking a skill from one industry and repositioning it for an adjacent audience that would never otherwise encounter it is one of the fastest ways to own a niche.
- An offer ladder works because it filters buyers by commitment level at each stage, not just by price.
- When half your webinar audience buys a $55K mastermind over a $10K group program, the data is telling you to lead with the higher offer.
Seven rules for selling coaching before you feel ready.
WHAT TO LEARN
The gap between your current expertise and what clients need is almost always smaller than it feels -- because 95% of any market is still a beginner.
01The biggest beginner mistake
- Modeling advanced coaches at their current level is a structural error -- the relevant question is what they did when they were where you are now.
02The bench press analogy
- Starting with a scaled-down version of an expert current approach is always the correct entry point -- the expert current method is built on years of compounding you do not yet have.
03Sell before you have an audience
- Selling a paid offer before you have an audience is not premature -- it is the only reliable proof that your offer actually works.
04Authority without big results
- Perceived authority is built faster through presentation skills (pacing, storytelling, a whiteboard) than through credentials most audiences will never verify.
05The 10-Hour Rule
- Ten focused hours in almost any skill puts you ahead of 95% of potential clients in that niche, which is enough to start charging.
06Q: Niche expert entry
- Expertise in an industry is most valuable when applied to the problems that industry insiders take for granted but outsiders desperately need solved.
07The niche-down strategy
- Niching to a single client type allows you to compound knowledge; working with multiple client types means starting from scratch on acquisition and delivery every time.
08Q: How much to charge
- Pricing based on impact rather than time means the same knowledge can be worth $50/hr in one context and $50,000 for a day in another -- the variable is the size of the problem solved.
09Major vs minor problems
- Both high-price low-volume and low-price high-volume models are viable -- choose based on what the market structure actually supports.
10Q: Positioning in a saturated market
- Positioning within a demographic identity often opens more space than positioning within a broad industry category.
11Sell the real want
- Every coaching offer has a surface problem and a deeper desire -- buyers respond to the deeper desire, and framing your offer around it is clarity, not manipulation.
12Q: Shiny object syndrome
- When multiple ideas are viable, the correct filter is not passion or interest but which buyer pool has the most money and ability to pay.
13Why passion is the wrong filter
- Passion is more reliably generated by winning than by prior interest -- choosing the highest-probability-of-success idea is how passion develops.
14Cross-industry skill transfer
- Expertise that is unremarkable in its home industry often becomes a meaningful differentiator when repositioned for an adjacent audience that has never encountered that knowledge pool.
15Q: Scammer fear
- Pre-qualifying buyers on their willingness to do the work is the mechanism that determines whether you get credit for results or take blame for their inaction.
16Selling qualification
- Framing coaching as a two-party partnership shifts accountability correctly: when a client does not do the work, both parties know who did not hold up their end.
17The offer ladder
- An offer ladder filters commitment at each stage, and leading with the highest-ticket offer after qualification can outsell the lower tier when buyers are already warm.
18The oak tree principle
- Every action taken inside an authority-building business compounds over time -- the only required first move is to plant the seed by starting.
Terms worth knowing.
- 10-Hour Rule
- The observation that because 95% of any market consists of beginners, spending just 10 focused hours learning a skill in that market makes you more knowledgeable than the vast majority of potential clients.
- Impact Pricing
- Setting coaching or consulting prices based on the measurable positive change created in the client life rather than on the time or effort required to deliver the service.
- Offer ladder
- A sequence of products or programs at ascending price points, each designed to qualify and move buyers toward the highest-ticket offer at the top.
- Cross-industry skill transfer
- Taking expertise developed in one professional context and repackaging it for a different audience that faces a related problem but would never encounter the original expert pool.
- Major vs minor problems
- A pricing framework distinguishing high-stakes, low-frequency problems (which command high prices from a small pool of buyers) from common, low-stakes problems (which suit volume-based, lower-price models).
Things they pointed at.
10:14productWAP merchant processing
Lines you could clip.
01:31
“You should be able to sell something when you have no audience.”
02:58
“Just the fact I had a whiteboard and a marker, people took me more seriously.”
15:17
“Find a game where you can win, and I promise you that passion will come.”
18:10
“Are you going to do the work?”
Word for word.
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metaphoranalogystory
Thirteen years ago, I was struggling to make my first coaching sale. Today, I can proudly say that I have processed over $40,000,000 in sales as an online coach.
And so in this video, I'd like to answer some of your questions on how to break into the online coaching space as a total beginner. Let's get going.
The first thing I'll tell you is the worst mistake you can make as a beginner in the online coaching space is to look at guys, they're doing that.
I need to do that to get to that level. That's fundamentally incorrect and here's why. If you wanted to lift weights, would you look at a guy that is bench pressing 300 pounds and say, well, the way I get to 300 pounds is I throw 300 pounds on the bench because that's what he does.
No. You wouldn't. You would start at a lighter weight and you'd work your way up.
So the best question you can ask to the guy that bench presses 300 pounds is, hey, how did you get to the point where you could get to 300 pounds? The most I've ever hit in a month as an online coach is 1,500,000. I've had several months where I hit a million.
I've had months where I hit 250,000, 500,000, 800,000, 300,000, 400,000.
Like, these are big numbers. A million dollars a month versus $500,000 a month versus a $100,000 a month versus 50 versus 25 versus 10 versus five versus nothing.
It's different all along the way. So how you get started is very different than what you do when you're going. And this is the biggest mistake people make.
You shouldn't build this huge audience and then sell something. You should be able to sell something when you have no audience. If you have a massive audience, somebody's gonna buy it.
But you don't know how many creators have so many followers but they make like nothing. Just the fact that you can sell say a $3,000 coaching offer when you have almost nobody, what does that do?
It shows that whatever your offer is and to who your offer serves, when you actually do build an audience, you're gonna actually make a lot of money. You're not gonna build this huge audience of a 100,000 followers, let's say, and make hardly any money.
First question is how does one who is an expert in their niche gain authority online?
Most people think you have to have done something big, but the truth is you only have to show your audience that you understand their problem better than they do. When somebody looks at somebody else and they go, okay, that person is competent, that person understands me, that's where authority begins to build.
But here's something interesting. How you present can build instant authority even if you don't have a big result to share. I remember when I first got started, I would do these lives, and I really thought I knew what I was talking about, but I wasn't doing storytelling.
I didn't know how to pace what I said. I didn't know how to do what I just did right there. Like, I didn't know how to speak.
I didn't know that if I just had a whiteboard, people would immediately view me as more credible. So I bought a whiteboard. Just the fact I had a whiteboard and a marker, people took me more seriously.
Don't think that your expertise really matters, and here's why.
So let's say this is a market. Alright? Now in this market, it could be anything.
It could be health, weight loss, whatever.
This many people are gonna be sophisticated to the point where they'll be like, you're not an expert. However, the rest of the market is what we call beginners.
Even 95% of every market is total beginners. So if only this little percentage here, what we'll call these people sophisticated.
Alright? So this is the sophisticated section of the market, and this is the beginners. This is where most of the money is made.
So if most of the people in any given market are beginners, then it's very easy to impress the majority of the market. So even if you weren't an expert, you could do what I call a ten hour problem.
In any market, in general, there's something that because most people are beginners, there's a problem, there's a skill that literally takes ten hours or less to learn.
And if you just took the time to learn that, you're automatically actually more of an expert than 95% of the market.
It's crazy how much people waste their lives doing dumb that doesn't matter. And if you just sat down and carved ten hours out of your life to do something that matters and learn a skill, you're ahead of 95% of the people in that space.
So got a question. I'm an expert top 2% real estate broker, but I want to start a coaching business to enable buyers and sellers to learn the pro way to buy and sell. So it doesn't really matter what realtor they hire.
That's a great offer. Look, any given market likes real estate is people trying to make money. And what's great about that is most people in a given market who try to make money can't make money.
Most people think that orange juice is healthy, and if they drink orange juice rather than say liquor or beer, they're gonna lose weight. But most people don't know that orange juice is liquid sugar.
It doesn't matter if it's processed sugar, it doesn't matter if it's healthy sugar, It's still sugar. If you drink three glasses of orange juice a day, you're going to be fat, period. See, most people don't know that.
They think it's healthy, so they just drink it. Oh, I'm drinking orange juice, and I'm going to the gym. Why am I not losing weight?
Because you're drinking sugar, bro. Think about all the mistakes people make in any given industry, especially real estate. You have a wide open market there because it's so easy for you if you even know remotely what you're doing, let alone your top expert, to make a massive difference in people's lives.
I've just started a marketing agency. As a freelancer. What's the best way to get clients?
First thing is pick a specific type of client and own that type of client. Let me give you an example. If I say I'm a marketing agency and I work with hair salons, I work with ice cream shops, lawyers, plastic surgeons.
Well, now, let's say I'm a plastic surgeon, and I come to marketing agency number one, and they give me this buffet of clients they've worked with. The first thing I'm gonna think is, are they really gonna be able to get results for me? Like, just because they got results results for for a a hair salon doesn't mean they're gonna be able to get results for me, the plastic surgeon.
But if I go to another marketing agency and they say, hey, we only work with plastic surgeons. Well, now I'm gonna think, okay, this is the marketing agency for me. And on top of that, if I figure out how to get leads for business a, which might be like a hair salon.
If I go to business b, which is say a lawyer or a plastic surgeon, these are very different businesses. I'm gonna have to learn all over again how to get leads for those companies, for those business types, the ads to run, what works.
I'm gonna have to do my job all over again every time I get a new client. But if instead I pick one client, I focus and I master how to get leads for that type of clients, now I can get clients in all different cities.
So if it's plastic surgeons, I can get plastic surgeons in all different cities and because I've already cracked one, it's rinse and repeat for the rest. It's like an assembly line. And the more clients I get of just that client type, when I try to get another client, it gets easier and it gets easier and it gets easier because I'm just doing the same thing over and over again.
And it gets easier to sell because they see, hey, I am the master for just plastic surgeons. The best marketing agency is one in which you are a specialist, not a generalist.
Bobby says, how do you know what you should charge for your program? How do you accept payment Stripe or another way? Great question.
You wanna charge based on the impact you can make in someone's life when you solve the problem. So for instance, I charged $50 an hour when I was working my way through college because all I was doing was showing people how to set up their home studio. So it's a fun thing.
It allows them to record their songs, but it doesn't make a major impact in their life. But when I started teaching ads and marketing, well, that's a much bigger impact because if you have a winning marketing campaign and you make a lot more money in your business, it makes a bigger impact.
So I was able to charge $1,502,000 a month. Then when I started teaching people how to build their marketing business, I was able to charge more because that would totally turn their life around.
And then when I started working with like people who sold coaching or high ticket products, I was able to build their business bigger. Right now, I have a private client program where people come out and they spend $50,000, they invest that in a day with me, and I map out all their marketing and I fix everything in their company.
This could end up making them millions and millions of dollars over the course of the next year, two years, three years. So again, as you develop your skills and as you learn how to solve problems, you will find that when you solve the problem, you have a measurable impact on that person's life.
The bigger the impact, the more you can charge. Now, here's what else is really great.
You don't have to charge a lot because if you can make a minimal impact in someone's life and let's say you don't have a skill that can solve like a major problem. Major problems are problems that less people tend to have, but they can pay more. Minor problems are problems that a lot of people have, and they might pay less, but there's a lot more of them.
So for instance, if I charge you $30,000 to help save you on taxes, well, there's not really a lot of people that are making enough money to justify that.
So if you're paying $200,000 in taxes and a tax guy charges you $30 and saves you $200,000, it's worth it.
But if you're only paying $5,000 in taxes, it's not really worth it. Right?
However, look at TurboTax. That's like $99 for that software.
But everybody can use it. Your average household is barely paying any in taxes, but they still need to do their taxes. So there's volume there.
So do not get discouraged if you don't have a major skill that you can charge a ton of money for, because even if it's a small skill, there's probably so many people out there that you can do volume. Most people do if they have decent skills, if they worked in corporate, if they worked as a professional, they do have skills that can make a major impact and they can charge a lot.
But even if you can't, you can still sell lower ticket volume. This is an award from WAP who I just recently signed up to as a new merchant, and I won this award they give out for processing a million dollars in sales with them.
Now, again, I always test out new merchants. I think it's not for everybody. I think it's for certain people.
Right? I would be happy to share if it's for you or not, and I can get you a very nice discount on your merchant fees.
So if you're processing, you know, a decent amount of money every month and you want, uh, my recommendation on a good merchant account, uh, just comment the word merchant, I believe it is, on my Instagram, which is at dan henry.
Comment the word merchant or just send me a message and ask about it. I'll be happy to refer you. If you go through me, I can get you a really good rate on it and make sure it's for you.
It's really good for info, coaching, uh, high ticket products, stuff like that. I'm Abdul who owns Professional Quranic Institution.
I sell high coaching prices. My audiences are professional male Muslims in the West. My primary problem is leads.
Okay. So it sounds like you help successful, financially stable Muslim professionals learn Quran quickly and you're able to charge a high price for that.
Now, this is a very very good example and I'll tell you why. Right? I live in The Middle East so I know a little bit about this.
If you're a Muslim, memorizing Quran is like it's huge. However, when you're a professional, you have a lot of money.
Like if you're a surgeon, a doctor, a lawyer, you have a lot of money, but you don't have a lot of time. And obviously memorizing Arabic, it takes a lot of time. So Abdul, what you are selling is not Quran coaching.
You're selling time. So that's what you have to understand is everything when you sell and you get leads, you have to focus on what they really want. They do not want to learn Quran.
They want time. Every Muslim wants to learn Quran, but a professional, financially stable one who has very little time wants to learn it in a short amount of time.
So as long as your product or service somehow addresses that, it allows you to compress time.
Like for instance, there is this, uh, app called Duolingo. It's really cool. My son has learned like four languages, not all the language, but you know, a lot of words in like four or five languages with this app called Duolingo.
Now, I were to send him to like Spanish classes or this classes or that classes, it would take forever. But because this app gamifies it, he ends up learning it a lot faster.
So why would I get him that app versus sending him to some sort of language school? Because I know this is more fun and it gets him faster. There'll be an example of your unique selling proposition is like, hey, are you a professional Muslim who is financially successful but you still have not learned Quran?
Why? Because you're so busy. Well, my name is Abdul from the Professional Quranic Institution and I'm gonna show you how you can compress six months of learning into just a few weeks with our proprietary process, whatever.
Right? You make them believe in the process and then you sell them the service or the program that helps them use the process to learn it faster because that's what they really want. They really just wanna learn it faster.
I got a few ideas I want to pursue. I suffer from shiny object syndrome. Okay.
So as somebody who's made $40,000,000 in online coaching, I'm gonna tell you this. Take all the problems you can solve for somebody and pick the one that people with the most money, the most ability to pay have.
I know marketing and sales really well, but I'm not gonna do marketing and sales courses for ice cream shops because when an ice cream shop makes another sale, they make $2. But if I help people who sell high ticket services, high ticket coaching, events, masterminds, etcetera, where when they make a sale, they make thousands and thousands of dollars, now I know that I'm gonna make a lot more with my efforts there.
I can have so many different ideas and all of them can be workable, but I wanna choose the one that's not the most workable.
I wanna choose the one that is the most lucrative. Here's where I'll disagree. Know, a lot of people say you should follow your passion.
Well, for me, my passion was always winning. I wanted to be a famous guitarist, but I wasn't that great of a guitarist. I wanted to be, at one point, a professional baseball player, but I wasn't that good of a baseball player.
And when I got into marketing and I got into like the coaching space, I'll be honest with you, at the beginning I wasn't very interested in it. When I got my first client and I saw that money go into my account, then I developed a passion for it.
Then I was like, woah, this is cool. And next thing you know, I'm one of the top names in the space. I promise every single one of you here when you say like, oh, I need to choose my passion.
If you are not successful in anything yet, I don't believe you have a passion. I believe you have something that sounds cool in your head. People are passionate about things they can win at.
Instead of trying to follow your passion, find your game. Find a game where you can win, and I promise you that passion will come. If you are looking for a idea to pursue, look for the one where you have the highest chances of success.
I'm a certified project manager with twenty years in process improvement and finance. I write SBA business plan, run projects, and mentor new PMs on resumes and interviews.
Anything else valuable I can offer. When you're an expert in an industry, you can sell to other people in that industry or you can take your skill set and apply it to a different industry.
So I'll give you an example. Let's say you're an MMA fighter and you know how to cut weight and lose 20 pounds in six weeks.
So you could sell how to cut weight to other MMA fighters, but you would probably be considered not that special. They all do that.
Right? But if you go and you say, hey, are you somebody who is about to get married and you wanna fit into your wedding dress and you need to lose a lot of weight very quickly.
My name is so and so and I'm a professional MMA fighter and while I'm not a champion, while I don't have the greatest record, I do know how to cut 20 pounds in four weeks.
I can show you how to fit into that wedding dress using the weight cut secrets we learn as professional MMA fighters and we can show you how to do this right before your wedding so you can look your absolute best. So you see how you've taken a skill that you have in your industry and you've applied it to a different space.
So if you are a project manager, maybe you're used to working on big projects with big companies, but you can show startups how to manage their projects.
Or you do, uh, small business association business plans. So now maybe you can show people how to get funding, or you can show people how to do a basic business plan. Your problem isn't that you don't have an offer, your problem is you have to choose one of many very viable offers that you do have.
Dan, I've scaled three no code apps past a 100 k. It's brutal work though. If I teach this, will people call me a scammer when they don't put in the effort?
Guys, how many of you here want to make a million dollars?
Alright. Most of you will say yes. How many people here think if you worked with me, I could help you build a program that could potentially make a million dollars.
How can I be guaranteed that you're gonna do the work? Because if I teach you what I know and I tell you exactly what to do and you don't do it, you do something different, you get in your head, you let impostor syndrome eat away at you, you procrastinate, you don't take decisive action and you drag your feet.
Is there anything I could say to you that would make you a millionaire at that point? No, there's not. So the question is if you believe that with my help, I could make you a millionaire, my question is, are you going to do the work?
So you see how I'm communicating right now? I'm not selling you by saying, hey, this is amazing. It's gonna work for you.
Bye. I'm selling you on being and qualifying to be my client.
I had somebody in a mastermind, Renew. And it was so strange because it's a very expensive mastermind and they messaged me and they're like, hey, Dan, I'd like to Renew.
And I look at the name and I'm like, I haven't seen you on any of the calls. Yeah. I got busy.
You know, I I kinda listened to some recordings, but now I'm really ready to do it. I said, you're gonna pay for a whole another year? And you didn't do anything the first year?
And they're like, yeah. But that was my fault. Just like you said.
I'm ready. If you sell people on the idea that you are Jesus and you are this prophet that is just gonna wave a magic wand and fix everything in their life, then when they don't get the results, they're gonna think you're a false But if you sell people on the idea that this is a partnership, and I got a job to do, and you got a job to do, I got a job to be the mentor, and you gotta be the job to be a student.
And if we both do our jobs, we get the result. But if one of us doesn't do our job, you don't get the result. When they don't do their job, they're gonna know it's them.
So it's not about what you sell or if or they don't do the work, it's how you communicate what you sell. It's how you bring them in. If you gotta drag them in, you gotta drag them around.
Set the proper expectations in how you sell and even if they don't get the result, they'll know why. Can I explain my offer structure and my offer ladder to be able to sell a $30,000 offer? So we would go add to this book which is called Digital Millionaire Secrets, how I built my 8 figure business by selling my knowledge online.
So this book goes over like the model of a knowledge business. So basically having an info product or being an online coach. Now in the book, there was multiple like bonus things you got, but the main bonus was a webinar.
The webinar was basically a presentation version of the book.
Then when they watch the webinar, they would go to an application.
Okay? That application took them to a $10,000 group coaching program.
Then from there, we had a presentation that we did, and this presentation was a two day presentation for people in this program.
And it was like two days of extra training. On this, we sold them into a 30 k mastermind.
This is where they got to work with me much closer than here.
Now now here's what's interesting. There was nothing in this mastermind that wasn't in here.
The only thing was every week I got on a call and I just helped people for a couple hours, hours and they got the recordings. I only did this once. I sold a million dollars worth of this so I I didn't need to do it again, but I then trickled people from here into this because what I would do is I would just bring people on and I would interview them on their success.
But at the end, I would just have a casual chat and I would say, man, you know, you're really succeeding. I would love to have you in the mastermind. I think I can help you take it to the next level.
And because I already made the money, they would join the mastermind. Now, I have people who initially came in from this presentation. Okay?
I had people trickle in from here, but then I got this wild idea that what if when people bought this book, watched this webinar and applied, what if instead of selling them the 10 k, what if we just told them about the 30 k?
Now here's what's interesting. By this point, we had changed this to 55 k.
We had raised the price to 55,000. And what ended up happening was they would come on the call, we'd initially tell them about the 55, and if that wasn't a fit, then we would down sell them the 10 k.
And I thought I would just do this as an experiment just to see if like, well, maybe a couple people would do it. Or if anything, by saying I had a $55,000 mastermind, which I did, it would make the $10,000 group coaching program seem a bit less expensive because there's also this.
To my surprise, we had like half the people join that bought, join the $55,000 mastermind instead of the 10.
And then after this, we ended up having people sometimes because what we would do is like, let's say you did not buy the book. Well, we'd have retargeting ads going to the webinar.
So you may not buy the book, but you may attend the webinar. And they go through this same flow. And then over time, we had people who would DM me from, say, Instagram, and those people would end up going right into the 55 k.
And it got to the point where we had so many people in this $55,000 mastermind that I was at one point, I think we had like a 100 people.
I was making over $5,000,000 a year from this. It got easier and easier to sell.
It got to the point where they didn't even have to go through the funnel. They just heard about me and they bought. If you take an and you put it in the ground, eventually, it's going to turn into a big ass oak tree.
And that oak tree is gonna be huge. It's gonna be solid, it's gonna be massive. But what do you have to do to get an oak tree?
What do you have to do with the seed? You have to plant it. And so as hard as the online coaching space is, when you first plant that seed, you gotta remember that if you keep going every single day, it's gonna be easier.
And you're gonna go from fighting for sales to fighting people off because everything you do will build your authority, it will build your credibility, and it will get easier and easier.
You just have to have the balls to start.
The Hook
The bait, then the rug-pull.
Thirteen years ago the host was struggling to make his first coaching sale. Today he claims over $40 million processed. The gap between those two data points is the entire premise of this video: a live Q&A where beginners get the map, not the trophy.
Named ideas worth stealing.
03:14concept
The 10-Hour Rule
95% of any market is beginners. Ten focused hours in that market makes you more expert than 95% of potential clients.
Steal forPositioning beginner coaches who feel underqualified
07:22model
Impact Pricing
Set prices based on the measurable life impact of solving the problem, not on time spent. Bigger impact = higher ceiling.
Steal forAny coaching or consulting pricing page
09:09model
Major vs Minor Problem Ladder
- Major problems: small market, high price per sale
- Minor problems: large market, volume pricing
Two equally valid models -- choose based on what the market structure actually supports.
Steal forOffer positioning and market sizing decisions
19:34model
The Offer Ladder
- Free book (entry)
- Webinar (education)
- Application (qualification)
- $10K group program
- 2-day intensive event
- $30K-$55K mastermind
Each stage qualifies buyers by commitment. Leading with the highest offer after the webinar converted half the pool to $55K over $10K.
Steal forKnowledge business offer architecture
15:50concept
Cross-Industry Skill Transfer
Repackage a proven skill from one industry for an adjacent audience that would never normally encounter that expertise pool.
Steal forCoaches who feel their skill is commoditized in their own industry
How they asked for the click.
VERBAL ASK
19:34product
“Get your free copy of Digital Millionaire Secrets”
Embedded naturally in the offer ladder walkthrough -- the book is the bottom rung of the funnel being described
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.
