The argument in one line.
A focused niche, a chunky upfront payment model, and a diagnostic intake system are the three structural decisions that carried one salon coach from $30k to $100k/month — not more content, not better ads.
Read if. Skip if.
READ IF YOU ARE…
- A coach or consultant who is currently taking clients from multiple niches and wondering why delivery feels chaotic and results are inconsistent.
- Someone who has an offer priced under $5k and suspects underpricing is the constraint — but hasn't seen a real case study of what repricing actually does to momentum.
- A coach doing $30–80k/month who wants to see what the operational and content stack of a $100k/month solo coaching business actually looks like.
- Anyone building a coaching program for a trade or brick-and-mortar industry (salons, restaurants, contractors) who wants a model that fits the audience.
SKIP IF…
- You are looking for a repeatable paid-ads playbook — this business is built almost entirely on organic content and DM conversations.
- You want tactical production advice; this is a candid conversation, not a structured tutorial with step-by-step instructions.
- You are early-stage (under $5k/month) — the offer architecture discussed assumes an existing audience and proof of results.
The full version, fast.
A salon business coach went from $30k to $100k+/month by doing three things: niching hard to salon owners only, restructuring from short-term programs to a 16-week engagement with a strong paid-in-full incentive, and replacing sales calls with an AI-generated action plan that creates the gap and closes in writing. The host and guest also dissect content strategy (Instagram reels + multi-platform lives), team composition (4 Filipino VAs), and the compound value of building domain expertise deep enough to answer any question without a script — which is what actually converts live viewers into buyers.
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Create a free account →Who's talking.
00:00hostTom Youngs
00:07guestNick Mirabella
Where the time goes.
00:00 – 01:32
01 · Birthday intro + premise
Tom opens with a personal hook (his 30th birthday), introduces Nick Mirabella, previews the full business breakdown, and plugs his 6-to-7-figures mini course.
01:32 – 05:03
02 · Origin story — why Nick bought
Nick recalls watching Tom's content for months before DM'ing to buy — illustrating the flywheel-to-paid-client conversion path firsthand.
05:03 – 12:30
03 · Offer foundation — who, what, why
Line-by-line breakdown of Nick's offer: salon owners as niche, the $5–10k profit promise, why 'profit not revenue' is the key word choice, and the transformation from operator to business owner.
12:30 – 18:00
04 · Offer structure and deliverables
16-week program structure, 4 calls/week, done-for-you Shopify website + AI plugin, 4 sprints covering the Three Constraints framework.
18:00 – 22:00
05 · Pricing mechanics
Deep dive on the 4-payment vs paid-in-full model, why monthly recurring hurt cash flow, the $495/month continuity back-end, and the case for price increases on a quarterly cadence.
22:00 – 27:00
06 · Team and done-for-you services
4 Filipino VAs, a podcast producer, the emerging agency/DFY layer at $1,500–$3,000/month for members, and how the coaching relationship naturally funnels into agency trust.
27:00 – 36:00
07 · What's working + what Nick stopped
Curriculum quality and AI-built CRM as top performers; Nick stopped doubting himself, stopped taking every client, stopped comparing to other coaches.
36:00 – 42:00
08 · The $200M vision and domain expertise
Nick's long-term exit number, the services-as-software flip, why 20 years of failure in adjacent fields is an asset, and the coincidence that average successful startup founders are 47.
42:00 – 48:00
09 · Lead gen — Instagram and lives
How Nick does content: short-form reels + carousels, multi-platform live streams via StreamYard, the upcoming YOLO Live on-location salon format, twice-daily posting with AI-assisted repurposing.
48:00 – 53:00
10 · YouTube strategy + going pro
Current state: lives-as-long-form. Next step: polished thumbnails, validated packaging from competitors, YOLO Live for in-salon tours. Tom's 80/20 on YouTube: copy validated packaging, skip the A/B split testing.
53:00 – 55:06
11 · Client conversion system + close
The assessment-to-action-plan conversion flow, the AI setter/DM closer trade-off, Nick's endorsement of Scale20, Tom's outro pointing to a follow-up content strategy video.
Lines worth screenshotting.
- Saying yes to clients outside your niche doesn't make you more money — it dilutes your deliverable and caps your results for everyone.
- Switching from a 3-month to a 1-year program with a paid-in-full discount was the single pricing change that doubled this coach's revenue in one week.
- Monthly recurring revenue sounds better than lump-sum — but for coaches doing heavy upfront work, it means 5–8x reduced cash flow during the ramp that most don't survive.
- An AI-powered intake assessment that auto-generates a personalized action plan closes more deals than a sales call because the prospect already sees the gap before you pitch.
- Binges are buyers: the conversion path is reels to live streams to YouTube binge to assessment to DM close — none of those steps require paid ads.
- The reason to go live isn't reach — it's that rapid-fire Q&A in front of an audience demonstrates domain depth that no polished video can replicate.
- Posting twice a day becomes easy when your content ideas come directly from that morning's DMs and client frustrations — the audience writes the content for you.
- Coaching revenue has a ceiling; building a productized software layer (CRM, tracking plugin, AI tools) on top of a coaching audience is the path to enterprise value.
- 20 years of failure in adjacent fields is not a liability — it's the domain expertise stack that makes a 47-year-old startup founder more fundable than a 27-year-old one.
- The client who consumes all your free content and still buys is not rare — they're the highest-intent buyer in your audience, and they're already pre-sold when they reach out.
- Niching to one industry means every piece of content compounds: the salon owner who watches your reel already knows 10 other salon owners who might follow you.
- Training a DM setter requires the same thing as training an AI — you have to feed it your actual voice, your actual objection responses, and your actual judgment calls.
- A $495/month continuity offer attached to the back end of a $10k program is not upselling — it's making access to what they built feel like a no-brainer to keep.
Three decisions that carry a coaching business to $100k/month.
WHAT TO LEARN
The leap from $30k to $100k/month in this case came down to three structural decisions — not more content, not better ads.
02Origin story — why Nick bought
- The people who consume all your free content and still buy coaching are not edge cases — they are the highest-intent buyers in your audience, already pre-sold before first contact.
- Speed is a real reason people pay for coaching: the promise isn't just knowledge transfer, it's compressing years of trial and error into months.
03Offer foundation — who, what, why
- The word in your promise determines who listens: 'profit' instead of 'revenue' targets the exact pain of a salon owner making money but seeing none of it at month's end.
- Niching to one specific audience type compounds every piece of content: each reel reaches not just a viewer but a referral node inside a community of similar people.
04Offer structure and deliverables
- Done-for-you delivery (the website build, the AI plugin setup) front-loads value so dramatically that buyers experience results before the coaching even begins.
- A three-constraint diagnostic framework (Profits, Clients, Team) gives the coach a structured first session and gives the client immediate clarity — both outcomes reduce early churn.
05Pricing mechanics
- Switching from a 3-month to a 1-year program with a paid-in-full discount restructures both cash flow and client commitment — the two things that determine whether a coaching business survives its first year.
- Monthly recurring revenue is not the right default for coaches doing intensive upfront work; chunky payment models with continuity back-ends serve both the business and the client better.
06Team and done-for-you services
- The coaching relationship is the highest-trust sales channel for an adjacent agency offer: you never have to pitch members on done-for-you services because they already trust your judgment.
- A small VA team (four people) is sufficient infrastructure for a $100k/month solo coaching business when the business model is designed around leverage rather than hours.
07What's working + what Nick stopped
- Saying yes to every client in the first 18 months is necessary — it builds the data set that reveals who gets results and who doesn't, which eventually allows the hard no.
- Offer tinkering after a single rejection is one of the most common self-sabotage patterns in early-stage coaching; the first no is almost never about the offer.
- Domain expertise deep enough to answer any question without a script is the actual conversion mechanism in live streams — the audience is buying proof of knowledge, not production quality.
08The $200M vision and domain expertise
- Twenty years of failure across adjacent businesses is not a liability — it is the domain expertise stack that makes a niche coaching offer both credible and defensible.
- A productized software layer built on top of a coaching audience is the path from lifestyle revenue to enterprise value — the coaching builds the trust and the data.
09Lead gen — Instagram and lives
- Content ideas sourced directly from that day's DMs and client frustrations remove the blank-page problem entirely and ensure the message speaks to an identified pain rather than an imagined one.
- AI-assisted content repurposing (feeding another creator's link into a prompt to convert for your niche) can produce a high-quality carousel in two minutes without original ideation.
- The conversion path for a coaching client is: short-form → live stream → YouTube binge → assessment → DM close — each step increases trust before the first sales conversation.
10YouTube strategy + going pro
- The 80/20 of YouTube optimization is finding already-validated packaging from top performers in your space and making your version of it — skip the A/B split testing that requires a media team.
- Consistency with imperfect thumbnails for two years built a $100k/month business; 'going pro' is an optimization layer, not a prerequisite.
11Client conversion system + close
- An AI-powered intake assessment that generates a personalized action plan replaces the sales call by creating the gap before the pitch — the prospect closes themselves.
- Training a human setter or an AI to handle DMs requires the same thing: explicit documentation of how you respond to each objection, not just access to your calendar.
Terms worth knowing.
- Three Constraints Model
- A diagnostic framework that says every service business is stuck on exactly one of three bottlenecks — Profits, Clients, or Team — and the correct move is to identify and fix the binding constraint before addressing anything else.
- Gap Selling
- A sales methodology that focuses on creating clarity around the distance between where a prospect is now and where they want to be, so the prospect sells themselves on the solution rather than being persuaded by a salesperson.
- Paid-in-full incentive
- Pricing a program with a discount for paying the full amount upfront (e.g., $8k vs $10k in payments), which improves cash flow, reduces churn, and signals buyer seriousness.
- Scale20
- Tom Youngs' coaching program for online experts building 6- to 7-figure businesses, the program Nick Mirabella joined when he was at $30k/month.
- Flywheel approach
- A content and audience-building model that compounds organic reach without paid funnels — content generates audience, audience generates DMs, DMs generate clients, clients generate results and testimonials that generate more content.
- StreamYard
- A browser-based live streaming tool that lets creators go live simultaneously on multiple platforms (YouTube, Instagram, Facebook) from one session.
- Sell by chat
- A sales process conducted entirely through direct messages rather than phone or video calls — qualifying, nurturing, and closing prospects over text-based DMs.
Things they pointed at.
29:51productYOLO Live
52:51toolClaude Code (for building custom CRM)
52:48toolManus (AI content repurposing plugin)
14:12channelHormozi / Alex Hormozi
Lines you could clip.
38:36
“Just fucking stop. The first time you get a no, you panic. You're like, I gotta change my price now. Chill out. Not everyone's gonna say yes. That is what happened to me.”
42:49
“Binges are buyers.”
11:12
“You could do a million dollars a year and still be broke. Like, I've been there before.”
19:58
“I stopped doubting myself. Stop comparing myself to other people. This coach is doing bad. Like, and that's stuff I teach too.”
26:20
“There are people who sit there and consume everything. And the sad truth is a lot of those people don't get the results. And then there's people like Nick who are like, I'm gonna go straight to the source.”
33:50
“Anyone who's, like, two years into this — buckle up. Get ready. And if you're successful after two years because of people like Tom, thank him for you not getting your teeth kicked in.”
Where the conversation goes.
01:32 – 05:03steadyOrigin story and why Nick bought
05:03 – 12:30denseOffer foundation: niche, promise, transformation
12:30 – 18:00denseOffer deliverables and program structure
18:00 – 22:00densePricing mechanics and payment models
22:00 – 27:00steadyTeam and done-for-you agency layer
27:00 – 36:00denseWhat's working and what to stop doing
36:00 – 42:00steadyLong-term vision and domain expertise value
42:00 – 48:00denseInstagram and live stream content strategy
48:00 – 53:00steadyYouTube strategy and going pro
53:00 – 55:06denseClient conversion system (assessment to close)
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metaphoranalogystory
00:00Right. A very special day today. Not only is it my 30 birthday, which I cannot believe it.
00:06Cannot believe that it's been twenty years since I left school, but I've got a special video for you today. So in today's video, we are doing a full business breakdown of Nick Mirabella's business.
00:17Now he's a business coach to salon owners, and I've been working with him in scale 20 now for about eighteen months. When he joined, he was doing around $30,000 per month, and now he's doing over a 100, which is super, super cool.
00:29So in this video, we are going to be fully breaking down Nick's business. All of the components so you know exactly what he's done to build his business and scale his business to that level over the last eighteen months so you can get some inspiration and see how you can do it yourself. If you're curious about what we do to be able to get Nick from 30 to 100 k a month, I've got a 6 to 7 figures in seven days mini course.
00:53And if you click the link down below, it'll be a little three minute email that gets sent to your inbox, and it means that you'll know our entire system and methodology for how to scale these types of online expert businesses. This is an awesome conversation. I really enjoyed having this conversation with Nick.
01:07Happy birthday to Nick as well because it was his birthday a couple of days ago. And I hope you enjoy this because I think these are the best types of videos. So have an awesome day.
01:15I'm gonna go see my family and enjoy my thirtieth birthday this weekend. It's beautiful here in London, playing golf tomorrow with my friends and a bunch of my family. Okay.
01:24Enjoy this one. See you. Okay, Nick.
01:26Let's get into it, dude. Nick Mirabella, thank you so much for joining me, man. We've been working together since October 2024.
01:33Yeah. I remember that day. Yeah.
01:35What happened what happened that day? What do you remember? Yeah.
01:37No. I remember, like, I was actually pissed. Like, I couldn't click anything to buy anything from you.
01:41Like, I was just watching YouTube, watching your Instagram. Like, fuck, man. Like, invite me to something because I'm gonna buy it.
01:46And then we we first got into the the sell by chat, the DM conversation, and I bought your your workshop. It was like a $100 ticket. I'm like, yes.
01:54Okay. Cool. Something.
01:55And then you started chatting with me. I was like, fuck. Just give me the link, dude.
01:59Like, was going through the motions. I was doing sell by chat. I'm like, I'm in.
02:02Done. I just like, you just the charisma, the way you just popped out of nowhere.
02:08And I'm like, who is this motherfucker? Like, so smooth with the black and white and, like, the way you did the iPad, and it was the accent. And it was just like I was like, wow.
02:17Like, he's got something. The whole flywheel approach because the ads thing is great, but I hate funnels, and I hate the whole business model. And then you created this flywheel approach.
02:25I'm like, that's what I do. Like, that's like, you articulated, like, what I'm trying to do at least. I was like, I gotta know everything that he knows.
02:32And so here we are. Here we are. Nearly
02:36two years later. Okay, Nick. It's been a blast, man.
02:39I love getting to spend time with you. And so what we're gonna do today is we're we're actually gonna take a bit of a snapshot of where your business is right now. And And because you've been on one hell of a journey, we're gonna talk about that journey.
02:49Let's give some folks some context. When you started working with me in October 2024, I wanna know kinda, like, where where was your business at just from a revenue perspective just to give people an idea of where you were with your offer.
03:01We're gonna then break down your offer really quickly.
03:03Yeah. I was the first coach I ever hired, he was, like, a fitness coach, and he gave me, like, a fitness model.
03:09And it was three months at, like, $7.50, or I think I might have bumped it to nine ninety nine, and then it was, like, one year at, like, $3 or something like that, or maybe $2. It it was shit. But I didn't know what I was doing yet.
03:20Right? Because it was my first time really in this space.
03:23Because I met you, and you're, September. You're, like, what are you doing? And my revenue was, like, 30,000 a month, maybe 40 ish.
03:30Like, I would have a really good month because someone would pay in full, and you were like, you gotta double that and then sell by a year. So we did a a one year offer at 6 k, paid in full at 5 k. I was a little bitch.
03:40I did it at 5 k and 4 k paid in full. I just tweaked it a little bit. And, like, fast forward now, like, it's 10 k and 8 k like that, like, a year and a half later or two years later.
03:50And then I quickly like, I just started making money because the the way you priced my offer was just way better. Like, no more three month bullshit. Like, jump right in.
03:57It's one year broken into four payments, one payment discounted, and people bought it. I remember the first time like, it was a day later or something.
04:05Like, when I when I got into your program, like, someone said, yeah. Sure. Keep sending the link.
04:09And then, like, next person sent me the link. And I think because it was higher ticket, it was more valuable, more perceived value. And then, like, the first week, dude, like, I made my money back in the investment after our call.
04:18I remember I remember seeing your message. You're like, yeah, bro. I've, like, doubled my investment within Yeah.
04:24Seven days. Seven days.
04:26Of Of course course, being a great marketer, I spammed the shit out of that toward, like, into my audience. Yeah. I know.
04:33And so It's true. Okay. So two years later, where are you at now?
04:35Where's where's the where's the business at currently? I break 100 k a month every month. Cash collected, like, just teetering on, like, $97.01 0 $1.10 for the last couple months.
04:44So it's it's over 100 k now. Let's get some people with some context then. Let's take it back to fundamentals here because I think you're a you're a really cool person, and you've got a really unique offer.
04:54And I want people to know what what that is. So let's talk about like, let's break things down to the the basics here. I wanna know, like, we're gonna go buy this line by line.
05:02I'm gonna type it out. So who do you help? Salon owners.
05:06People who own hair salons or barbershops. Okay. And what do you help them solve?
05:10What's the pain that you help them overcome? Add five to ten thousand dollars in profit in the first thirty days. Okay.
05:15That's your promise. That's your promise. Add Okay.
05:18The pain is I 10 k. Yeah. I help them get clarity on how to really create a biz.
05:22I I turn them into business owners. So I take them from being an operator and transform them into an actual business owner. Love it.
05:30Why is that important? Just for people, like, watching. Like, what's what is the difference?
05:33Yeah. The difference is, like, you might be great at cutting hair, coloring hair. You're good at the technical skills, but actually running a business, it's a complete different set of skills.
05:40And you were making money as a stylist, but then you opened a salon, and you have no idea how to run a business. So you're making less money now than you did when you were just cutting hair for somebody else a lot of times. They They can't have hard conversations.
05:51They don't know how to, like, really find where their profits are. They can't price their services for their team. They have a client problem.
05:56Like, they could fill their own book, but they can't fill 10 people's books. They have no idea how to market. They don't want anybody social media or teach social media to their team.
06:03They're stuck with this rent, and now they're paying $5.06, 7,000 a month for a brick and mortar business, and they're just bleeding money every day. Yeah, dude. So the reason I'm asking this is because, like, I think it's really important for people to understand, like, okay.
06:15When they're selling consulting or coaching, like, there has to be some substance behind it. So I teach people how to build businesses
06:22without funnels because I used to be a funnel consultant to, like, the biggest brands in the world. Why are you qualified
06:28to talk about this stuff and help people with this stuff? Yeah. I I think I teach them that they don't need a marketing agency.
06:34You don't need to hire other people. You can create an internal team once you learn the language of what it is. Now that I'm I'm reflecting on your question, I teach them the language of the marketing, of the ads, of the leadership, of every aspect of their business so they can intelligently delegate it to somebody else and not get taken advantage of.
06:50And when you own a business, like, they don't know how to negotiate a lease. Like, you have to be able to negotiate with your vendors and your distributors. There's a lot of moving parts in our industry.
06:58Just cutting hair is not gonna cut it. No pun intended. And,
07:02again, coming back to why you teach people this, you're a salon owner and a, like, a hairdresser yourself. Right? Yeah.
07:07I was. I'd I retired from behind the chair. K.
07:09So you've you've done it. You've been there. You've been in the trenches.
07:11And so you know all of these, like, really painful problems and all of the, like, phases that people are gonna have to go through to to get there. Right? Mhmm.
07:19Awesome. Okay. Let's talk let's talk a little bit about, like, when it comes to, like, the path that you take people on, if you could kinda, like, generalize what that path looks like, what would that be?
07:28The path is I've we figure out what is the main constraint on their business. Like, first, we have to identify what's wrong with their business. And I kinda picked this up from you and the way you run yours.
07:36It's like, we got three problems, profits,
07:38clients, or team. And so we have to focus on the constraint of the business, not all of that once, the first one that's stopping everything else, and then we fix the next one after that. And then based on those three, it kinda spirals out.
07:49Then now you got is it your marketing? Is it your ability to retain the clients? Then you go to your team, your culture.
07:54Are people reaching out to you to join your team? And then profits. Are you priced right?
07:58Are you paying too much? Are your operating expenses too high? And it just kinda keeps on moving out from there.
08:03But those are the three constraints. And so I give them clarity on what's actually broken first with their business, and then I install an operating system that I kinda just came up with recently because I was too scared to I'm not too scared to teach it.
08:17It just was second nature to me. I was like, oh, fuck.
08:20That's the thing that everyone wants. So it's like my Shopify program that I that I use. I use Shopify as my main website as my hub.
08:28It's, like, just a no brainer for SEO purposes, for local businesses. This is what we're I'm coaching here. You should be showing up first on Chatchubati, Google, Perplexity, all the AI places, any kind of search, and their websites suck.
08:39They have no email marketing. They're not collecting emails. So if they get kicked off Instagram or Facebook, they're done.
08:44And so I create, like, this one centralized hub for them, which is what we do. Like, it turned into a done for you service as well. And then from there, I teach them how to operate it and use that as, like, their main hub for their tool, like their domain tool they're gonna use.
08:57Incredible, dude. Okay. So when it comes to you talking about the stuff that you do, where are your audiences?
09:02You have a short form platform or a long form platform? Instagram is my short form and YouTube shorts across pollinate. Don't dedicate a lot of time to anything else, just Instagram.
09:11And then long form is shit right now, which I really have to step it up. But I'd go live every day. So or I typically like to go live.
09:18So my long forms are lives, and I convert that into my podcast, which works really well for me. But I need to do a more polished,
09:25focused one, two video a week at least rather than five lives a week, which is great. But I wanna be able to make it bingeable and, like, really capture the audience and make it fun, like traveling traveling to to different different salons. Salons.
09:38Like, Like, kinda like what Cody Sanchez does and, like, when she went to, like, the laundromatch back in the day. Something like that. I I love that because, you know, you've been saying this for two years, nearly two years.
09:46I know. Right? You've been telling me you've telling me this.
09:48But we're actually gonna dive in we're gonna dive into the details of this because Yeah. I I I think you give yourself a hard time because the reality is is what you're doing isn't easy. You're just really fucking good at it, and you are practiced enough now.
10:00So we're gonna we're gonna dive deep into this stuff. Before you move on quickly, we're gonna go into your offer first. I wanna know why did you decide it was time to work with me?
10:09What was it back then? Again, thinking back to, like, when you were in the DMs, what was it that made you decide? Why were you like, okay.
10:15Now's the time. It was because you had something magical on your videos. Like, the way you spoke, it spoke to me.
10:19It was like, this is what I need to install. Like, I know this is the unlock for me. And so you just you gave me a lot of what I needed.
10:26Like, I probably could've just binged all your videos and be like, alright. I think I can figure this out. But it's like when you're a great baker or a great chef, there's that one ingredient that you kinda just you taste it and you pop it in there.
10:37You were the chef. And I wanted to find out what that one ingredient was that, like, you just overlooked. And I I just wanted to grab that from you.
10:44And I think that was the part of the program. And time. I don't wanna waste time.
10:47Like, I'm not gonna change where I was I just wanna talk to you. And and so, like, this is the I'm saying this because, like, people people always think that, okay. If I give too much content out for free, people will just watch my free content and won't buy from me.
10:58And I try and remind people that, like, you are a great example of how that's not the case. And that there will be people who sit there and consume everything. And the the sad truth is is that a lot of those people don't get the results.
11:10And then there's people like Nick who are like, you know what? There's something here. I'm gonna go straight to the source.
11:15And I you know, do you eventually,
11:17you get the chef's menu. You get to eat at the chef's table, and you get everything fast as well. You get it faster.
11:23It's speed. Right? Like, I I don't wanna waste time trial and error.
11:26I already did that. Like, I already know it doesn't work. I just if I knew it worked, I'd fucking be doing it.
11:30Like, I don't know. Like, you're doing something that works because I'm on your page. I'm messaging you for help.
11:34So, obviously, if I could just learn what you did, I will have people messaging me for help.
11:39Which I mean, hopefully, this is, like, onto the second question. What are you most stoked about right now?
11:44Hopefully, it's something to do with that with people Yes. It's like, it's clear. Like, I just I just picked up, like, a a one on one client that I've raised my price dramatically,
11:54and it was, you know, four month program, 25 k just to work one on one. When at one point, was, like, I don't know, 10 k for a year, wasting my time. And I was like, alright.
12:01I have something valuable here, and I think it was the confidence that I'm most stoked about. It was a clarity on what I have to offer, how I can help people, the best use of my time so I'm not wasting it anymore. And I'm I'm stoked too because I'm now full time into this where, you know, I rent salons.
12:15I own my salons. Sure. And it's like, now I'm this this is my main product where Yeah.
12:18I think that was the thing slowing me down. I had five locations when we first started. I sold to I had my ecommerce stores.
12:24Everything's in a vertical at what I do, it but was taking too much of my time. Now it's like, this is my main focus, and everyone else runs everything else. I have nothing to do with them.
12:31They're all gonna be ran by somebody else. Amazing. Which I'll ultimately is like, that's the lesson that you, like, help people learn.
12:37Right? When you work with them is, like, how to do what you're doing. So incredible.
12:41Okay. We're gonna go into the offer now, dude. So this is, like, what we call our value delivery system.
12:45Mhmm. So this is where we're getting into the real specifics about where you're at right now. So we spoke about the promise.
12:51You said it was get Add five to 10 k in the next thirty days of profit, not revenue.
12:56Why is that important? You could do a million dollars a year and still be broke. Like, you literally I've
13:03been there before. And so, like, profit's what matters. And did like, yeah.
13:07Then I think I think, like, to everyone watching this, you know, the reason I asked that is because I obviously know that that's really, really, really important. And some some kind of ninja stuff here, but, like, the word you choose to use will determine who listens to you. So just by adding in profit here, that is going to, like, hit and resonate with a very specific type of person who's struggling with a certain type of pain.
13:30And the pain is they might be making money, but they don't fucking see any of it in their bank account at the end of the month. Yeah. And so what Nick's saying here is he's giving a really specific solution, a real specific painkiller, which is what we talk about, a painkiller solution.
13:42I'd be like, hey. Actually, you know what? By the end of the, like, thirty days, you're gonna have 5 to 10 k in your bank account that you can actually, like and I go and actually have a dinner out once for once in a while.
13:52Barry, how long does it take for people to work with you?
13:54The program now was sixteen weeks. So technically, seventeen week one's onboarding, so I don't really count that. It's like one of the bank, but sixteen weeks, and then it goes to reoccurring every four weeks.
14:03Got got every four week. So, like, what, like, a monthly monthly, like, retainer kind of thing? Yeah.
14:09But just for a little wink wink, if you do every four weeks, you get an extra two weeks at the end of the year. There's 4.3 weeks in a month, and so that point three adds up.
14:19So
14:20Who did you learn that from?
14:22Mister Hermozzi, actually.
14:25I know. Because I've learned I've learned that one from him as well. I don't do it, but, like but yeah.
14:30So okay. So you you that's incredible. Okay.
14:33Bro, what what do they get for working with you? Yeah. So
14:37they get the fully built out, like, website done for them. So I get the combination done for you, done with you. I build out, like, an API plug in for their store, for their website so they can optimize and make changes, and they get the curriculum.
14:51I break it down to four sprints. They get the clarity and the fix on their profit, on their clients, and their team, so they get full access to my curriculum. There you go.
14:59And they get four coaching calls a week. Four lives a week. And that's with you?
15:03That's with me, and I have other people now I'm bringing into my world. So it's me teaching the main strategy session on Mondays. For the time being now, I'm doing the Tuesday and the Thursday call, and I have someone on Wednesdays.
15:14And I just love it. Like, I don't mind doing it. So I will be bringing on other people, like, once I once I they have a grasp on what it is I want them to teach.
15:21Right? They have to I I have to really sign off on it. You know?
15:24For sure. And so we're gonna get into team in a second. But for for now, like, how how much does it cost to for folks to to work with you?
15:31It's 10 k, broken up to four payments, 2,504 Yep. Paid in full, 8,000.
15:361 payment.
15:37Perfect. I've spoken about this a lot, like like, about the most effective payment mechanism for cash flow. This this was mine.
15:45There was literally this, except I had a three I had a three pay version or a five pay version. So I had I had three.
15:52It was, like, eight k upfront or 10 k across three payments or five payments. Think a little bit of a kicker for the five payments as well.
16:00But, like, for maximized cash flow, that's cash in your bank account. This is what I love. This is what I recommend to, like, to everyone because a lot of people go for, the recurring revenue
16:10switch to that. Right? I like, a couple months ago, I switched to, like, a like, a slow upfront or, like, a recurring revenue, which just sucked.
16:15Like, I I like the cash flow, but, also, we do a lot of upfront work, so I need that cash flow. Exactly right. So, you know, I made the switch twelve months ago to monthly
16:23recurring, and I knew that I had to get through a twelve month period of essentially, like, five to eight x reduced cash flow, which was gonna be hard. Like, it was not gonna be and I think people just don't understand that how much of a difference your payment payment models can't like, how much of a difference that can make.
16:39And so I always recommend this is a really, really, really fantastic payment payment model. Let's talk about the team. 12.
16:46Probably go to 12 and then break it up into, like, 3,002. Like, three pay four payments of three k and then 10 k discount, but that's Perfect. Line.
16:55That's what is right now. Down the down the line, and and I think just for everyone, you can always increase your pricing, but, like, I I think it's a really great tactic to get people's ass off the fence.
17:07And so I I like to hold back pricing pricing bumps,
17:11like, once a quarter so that, like, we can you can actually get like, I I call it, like, getting into the ass offence energy. Let me double down real quick or double clicking this. It goes rolls the continuity, which is $4.95 a month just to keep access to everything.
17:23And then that way, I'm building continuity in the back end of this just to keep that m r and r in it, and I think it's a discounted price enough where it's like, oh, that's a no brainer. I'll just stay in. Also, there is if you do need help doing any kind of the SEO type stuff, there also are, like, mini upgrades that my team can just fulfill the deliverables for you and handle it, which is kinda like blurring lines of coaching, but it's really they're so busy behind the chair.
17:47They're leading their team. If you want us to handle the heavy lifting, then it'll be, like, an additional 1,500 a month or 3,000 a month. That's getting, like, the kinks worked out right now.
17:55Yeah. That that you came from an agency model, and so it's like, I am using the coaching to funnel into the agency because I build the trust. I don't do any sales for the agency.
18:03It's completely done for only members. That's it. Yeah.
18:06Dude, so, like, it's definitely something that we're playing around with now as well. Like, kind of we're now okay. What are the potential done for you services that we can we can consider?
18:14I've I really I love this, man. So okay. Team, talk about your team right now.
18:18Yeah. I have four VAs right now just in in The Philippines.
18:21They're amazing. They really help me with the blogging content. This the structure of the store.
18:25James helps with my podcast. So it's really five people. That's it.
18:29And, like, the part time VAs, I got one full time, one with the store, another one who's, like, quality control handling with some customer service stuff. But, really, it's just me. Like, it's it's a pretty not intensive business.
18:38Like, I can if I had no other businesses, like, I would cry. That's why I'm doing it now. I got rid of them.
18:43You know what I mean? Like, you could I could really I could really have a pretty easygoing life and have a very simple business.
18:50I like to, like, complicate things because that's just me. Like, I don't need to do all the extra stuff, but I also 200,000,000 a year is my goal. Coaching your cap out at, like, 30,000,000.
19:00Not that that's anything bad, but, like, I want empire,
19:03not lifestyle. I can't wait for us to talk about this, but, like yeah. We're actually, maybe we'll get into it now.
19:08We will. So talk let let's go let's go to, like, what's working well when it comes to the delivery of your services. What do you, like, feel like, okay.
19:15You know what? We're smashing this. The curriculum.
19:17Like, I'm wowing them out the gate. Like, people text me, like, holy shit. They changed their life.
19:22AI, the implementation of using AI in how I operate my business is working tremendous. Like, from everything from my sales process to my onboarding process now to my I built out a CRM strictly using Cloud Code and my own like, I was gonna use HubSpot or there's other things I can use, but now I built out something that links to my community, links to my email list.
19:41I can track who opened emails. I could track what's going on with support tickets, everything from one dashboard. And so I think that is what I nailed just now.
19:47Amazing, man.
19:48What have you what have you had to stop doing? Like, so when we started working, you said you're around $30.40 k a month. We're now at the 100 k a month mark.
19:55Like, what what have you, like, stopped doing? I stopped doubting myself was one of them. Huge.
20:00Really?
20:02Stop comparing myself to other people. This coach is doing bad. Like and that that's stuff I teach too.
20:07It's like, well, I don't have that program. Like, what am I doing? Right?
20:10So you a lot of times, we we we look at other people's programs, and we're looking what another coach is doing. It's like, well, he coaches these people. I can't really mirror what he's doing.
20:19It just doesn't apply to my industry, and then you you get this weird program that doesn't really fit what you're doing. It's not really what they're doing. And so I was just like, you know what?
20:26Let me go all in and who I really help. Stop trying to be any any like, everything that everybody. I just strictly salon owners now, and I stopped saying yes to everybody.
20:34That was one thing. And I felt that was okay. In the beginning, you wanna just take payment from anyone because you're starting out, and you need to.
20:39Yeah. You need to. Yeah.
20:41So I stopped doing that. That was a big major thing because it just it just makes your business more complex. Your deliverables are watered down because you're saying yes to everyone.
20:49It doesn't help anyone to their fullest. So pick your one avatar and just say no to everyone else. You're not saying no to money.
20:55Like, that was the hardest thing. It was like, well, I'm saying no. People wanna work with me.
20:58Gotta say yes to everybody. So but then you gave him a shitty service. Right?
21:01It's like you're you're not really and if you do wanna deliver like me and you do, now you're just working extra hard at creating something special for somebody that's really not your person you helped the best. I I think, like you said, I think that this is a requirement for you to go through in the first, like, year and a half, like, eighteen month ish ish journey, maybe two years max,
21:20where you say yes to more people, but that's really just so that you can build a a pool of data to know who is getting great results, who isn't. And then eventually, you know, okay.
21:32Really clearly, this group of people, we never say yes to anymore so that we can make the thing that we've got fucking exceptional just for these people, and then you get nailed in on the messaging. And that's when everything falls into place by stopping saying yes.
21:46You mentioned $200,000,000.
21:49Yeah. Talk to me about that. I don't That was a number in my head when I was younger.
21:52If I if I listen, if I hit 20, I'm cool. Trust me. Like but that's, like, that's I'm not gonna be like, oh, it's just a number I feel like our enterprise value, if I could package this up and sell it, like, $200,000,000 exit would be pretty life changing for, like, my great great grandkids too.
22:07And for whatever reason, there's businesses out there that do this. And if I could build something that's industry changing too. Right?
22:13So I'm so focused now just strictly on my industry on AI. I I think and I'm willing to put myself up against any person in my industry that I can use AI better than them and top point point one o o whatever 1%.
22:25And I think me being able to leverage that with my knowledge and my career capital, I can create something that I use in my program to help people out, like maybe an app or something that I can get to that level. That's gonna be easy to do.
22:38Because once I collect all the data and everybody and are helping them, we have the agency model that creates continuity. Plug in that I'm gonna create for the websites that I build will be able to track a user when they click on a Google Ad, come to your website.
22:53They either book a service or they buy a product because it's a combination of both when I build out. And then when they come into your world and you start servicing them as a client, I'm able to track their lifetime value in your business to see exactly what is your customer acquisition cost, where they found you. And then based on all the data that AI is really serving you from Meta, Google, whatever platform they find you on, you can really dial in all your marketing and know what level or lever to pull.
23:17And so you're gonna get all that data. So a dashboard for them, a dashboard for your stylist and your team, and a dashboard for you as an owner. And no one has that product right now.
23:24You so you you you wanna know why I think this when you say this number, I'm like, yeah. I can kinda see you doing this. I think, like, we live in this world where we we see outlier examples of kind of, like, of success, and we think that we assume that that's the the norm.
23:40And I was really surprised hearing this a couple of years ago that the average each of a successful startup founder and I don't know your name your age, by the way, Nick, by the way. I'm just I'm I'm not this has got nothing to do with your age.
23:53Tomorrow tomorrow is my birthday. So Tomorrow is your birthday. I do you also my birthday's on Saturday.
23:57There have been five of the of members who have had May birthdays last week. May May May produces killers. Bruh, like, all of, like like, yeah, like, Taron was Taron's birthday was the other day.
24:08Vince was the other day. Yours, mine. Yeah.
24:11Shit. I guess May. Yeah.
24:12Especially mid May, man. Mid May is where it's at. Yeah.
24:15Okay, Nick. Happy birthday for tomorrow, and you don't have to divulge your your your the number. But my point was is that I heard that, like, the average age of a successful, like, startup founder is 47.
24:27And I think that, like, my I'll be 47. Are you serious? Yeah.
24:32Yeah. Really? Yeah.
24:34Okay. Wait. Like, I I didn't know your age.
24:36This is this is definitely not planned. But, like, I remember here I remember here reading this, and I think this came from, like, Y Combinator or whatever.
24:44Or it was one of the big VC firms, and they were like, the reason is is because that's when you've accrued enough experience and skills and domain expertise.
24:55Like, the that's just the key. The key here is that you've got such domain expertise, but I would say that you spring you're gonna sprinkle on, like, a couple of, like, superpowers.
25:04So one is, like, obviously, you actually read technically capable,
25:07and you are kind of AI fluent. And, like, the the second thing Let me share something real quick. I first tried to start my own business.
25:15I think I was, like, 26 years old. I've been doing this for twenty years getting my teeth kicked in and, like, trial and error, and I started a website to have, like, ads and, like, it was an affiliate marketing website. I was I always did hair salons.
25:27Like, I always worked in a salon. I was on the beach in Doctor, and I was like, I gotta find a job at where I can work from anywhere in the world.
25:32Dominican Republic, for those of you who don't know Doctor. I was like, fuck. A website.
25:36And then I failed. Like, I lost so much money. 11,000 on the first build out.
25:40Didn't work. 7 like, just I bled money for, like, the last twenty years or fifteen. Then I created a I bought into a salon with my friend.
25:48I used all the knowledge I learned from failing in my previous endeavor and took the salon from, like, $200 a year to 1,200,000 in sixteen months. And so I was like, oh, shit.
25:57Like, I can market online. I do wanna do that. And then I created a website to sell products, got my teeth kicked in, like, lost $300 my first year.
26:04So I got completely obliterated. Learned that mistake. And so anything I've ever learned or that I'm good at now is just a compounding effect of failure after failure after failure after lesson after lesson after lesson.
26:14Twenty years of getting my ass kicked to be like, oh, I know what I'm doing now. So if you're, like, two years into this, like, buckle up. Like, get ready.
26:22And if you're successful after two years because of people like Tom, thank him for you not getting your teeth kicked in because he got his ass kicked too in your agency. And we don't just learn this stuff, like, yeah, YouTube and podcast, but you have to get your ass kicked.
26:34So when you're getting your ass kicked and you're getting beat up by the business and by life teaching you what not to do, be grateful for it because it's only gonna make you better down the line. Thank you, brother. And, again, this is like this is to my point.
26:46Right? Like, this is why I see you I see that number, and I'm like, it makes it makes total sense to me. And and the fact that you're now
26:54this is your full focus. I I genuinely I genuinely believe that this is this is you've this is your number, man. I think if this is the number that you had since you were a kid, I believe that you've got everything is, like, lined up right now for you to make this make this happen.
27:08But I it comes back to my my point about there are a few things stacking up here. There's this is your focus. You that you've got unbelievable domain expertise.
27:17You're technically savvy and technically capable as in, like, you're in in the trenches in the weeds doing the the technical stuff. And the final thing is that, like, you're in an industry that's basically safe from robots. Yeah.
27:28This ain't fucking going anywhere. Yeah. No one's gonna not cut hair.
27:32Like, they might maybe ten years from now, twenty, but it's gonna be really hard for a robot to cut your hair. Right. It it I've I mean, I've heard Elon Musk talk about this, how the biggest challenge that they've had with their robots is just the hand.
27:45Like, it's and they they still, I don't think, can get it anywhere near the dexterity of a human hand. No one's gonna be wanting to get I'm I'm never gonna wanna get a robot coming at me with scissors. Are you kidding me?
27:56Yeah. That's that's true. Scissors or razor, but chemicals, bleach, hair like, hair dye, like, we're we're locked in.
28:02You're very locked in. So that's why I'm seeing this number. And I I just if I can I'm gonna get you to commit to this because I can see I can absolutely see it happening with all of the things that you've currently got.
28:12And I think the flip that we're about to see, which is the flip from software as a service, which is where people have been making this 200,000,000. We're about to flip we're about to see the flip from services as a software or see a flip to services as a software, which is exactly what you're doing.
28:28It's exactly what you're building. This is where all the VCs are very excited about. So I I I want you to do this, Nick, and I wanna be on your yacht when you buy it.
28:38Yeah. You're you're definitely gonna be on it. We're gonna have some fun.
28:41Okay, dude. Let's move on to the second second system here. Okay?
28:45So this is your leads. I wanna know about how you get leads. What platform you're so we're on Instagram?
28:49Yeah. Instagram, mainly meta. You know, Facebook ads, Instagram ads, organic content, DMs.
28:54Perfect. So it's just like, what kind of content are you making? Reels,
28:58like, short, like, Brian Mark type content, short poppy reels, just it is value. Value. Value.
29:02Value content. Value. Value content.
29:05Yeah. Do you ever go live on Instagram?
29:07I do. Yeah. So when I go live, I use something called StreamYard, and I go live from Facebook, Instagram, and YouTube at the same time.
29:14And let's talk about that now because I do I like I know that we've spoken about this a lot. You've had this kind of frustration that you feel like you wanna make more maybe more polished YouTube content, but I think, you know, you also know that Hormozi has been talking about the live streaming thing about how it's the biggest shift in how people consume content.
29:34And I think you're one of when you're one of the examples of you're way ahead of the curve, man. Yeah. You've now got that foundation.
29:40I actually think this is where this is where you've got the unfair advantage because you've you've in my opinion, you've already got YouTube nailed. Well, the cool thing is when I say the type of content I wanna switch to more polished, I'm gonna have this cool thing. It's called, like,
29:54the YOLO Live. It's a it's a streaming device that allows you to use different camera angles.
30:00So I can bring three or four different camera people with me, go to a salon, stream it live on all my platforms still. It uses my cellular network as long as it's good or the Wi Fi. Yeah.
30:09And so now I could do tours with this YOLO Live. I think that's what it's called. I'll I'll send it to you.
30:13And so now I could have, like, my little interface and someone big alright. Camera one. Camera two.
30:17It's all mic'd up, synchronizing your cameras so it can record all that at once so you can get the different angles that you need and just do a walk through of a salon, talking to an owner, kinda what, like, you know, Taki does or you do with these. And it's like, we're walking through, we're talking to them, we're coaching them on what's going on with the salon, move this here, move that there.
30:32So cynic. Yeah. So you just get your editor to take everything or AI can edit it for you too, and it just creates you a really well polished live interactive type of live, like video.
30:43This
30:44this type of content, I'm I'm please just make this stuff ASAP because I think this is like this is this is where you really, I think, would shine.
30:56Like, this type of thing, the way you're polo you're, like, painting this picture in my head. Yeah. I I would watch that.
31:02I'm not even dude, I like I would that that to me is like, I would watch that just out of sheer interest about, like, even not even the fact that I know you. I think that would be incredibly
31:11entertaining and valuable. So when's YOLO live coming? When's it going live is the question.
31:16Yeah. I'm probably gonna order it tomorrow. I'm I'm wanna get the best advice because there's, like, two or three I'm kind of comparing.
31:21They're like that crazy price. They're, like, 2,200, 2,500, which isn't really that expensive for what I can do.
31:27And I got the cameras. Like, I have two Sony a seven fours. I got, like, four Vixias.
31:32And so I have the equipment that I need. And so now it's just a matter of having my podcast producer
31:40change gears, like, hey. This is what we're doing now. Okay.
31:42God. I can't I I super excited to see that, man. Okay.
31:46So I'm guessing you're posting every day? Twice a day typically is what I like to do. Twice a day.
31:51Okay. Talk to us about, like, there'll be people being, like, in their head thinking
31:55twice a day sounds nuts. How are you doing twice a day? Like, how are you making this feasible?
31:59Yeah. Usually, typically, every morning, I'll just grow to my, like, studio where I'm at now. I'll run to my salon, and whatever I get the urge to speak about, I'll just pop off.
32:08I know my content so easy. Like, it's so well. It's so easy for me just to spit.
32:12I'll take my DMs of what people are talking to me about and what their frustrations are and just spin that off into, a minor mini coaching session. And I'll use my anger of how stupid people are sometimes and just speak to them. And so it could be, like, a team member on my team that's not doing something I need them to do for their career, and then I'll speak to that imaginary person, but really it's them.
32:32And so content ideas because I'm in the, like, the the the dirt. I'm in the business. It's super simple for me.
32:39And then, honestly, I got, like, a cool plug in for Manus and for ClawCode where I'll take, like, Tom's content, copy the link, like, shoot it into my my chat box. I'm like, hey. Convert this into the context for a salon owner and give it some, like, a good prompt, and it just gives me a carousel post based on what Tom's content was.
32:57And so in, like, a minute or two, I have a really dialed in carousel based on really good content for my context, and I'll just put that out as well. Like, it's so easy to do.
33:08That that is some serious cheat code stuff right there. Oh, it's so simple. Yeah.
33:12It gives me the caption to write, and it knows exactly what my audience is. I already preloaded it with the SkillDoc, and it's it comes out really good. Nice, dude.
33:20Okay. Well, what are you so we're gonna we're actually gonna park the the YouTube stuff for now. I just wanted wanted to talk about, like, Instagram.
33:28What's working well when it comes to Instagram for you right now? I have to like, the carousels do really well.
33:33Honestly, like, learning, like, the strategy of of how I'm where I'm at in my salon. So it's like, where am I sitting? How am I setting up the mood?
33:40And content is is content. But it's like, what am I saying honestly in the first three seconds? And I call out my salon owners.
33:46So I don't care about going viral anymore. It's just making sure I'm letting the person know that I'm here for salon owners only. And then I feel like people in my industry know who I am now.
33:55Like, it's like I'm up there in the top five people. So that's what's working well. I don't digress.
34:00Like, I'm not changing lanes. I'm just literally just every day, it's the same type of content. I'm talking to a salon owner.
34:06I'm just all I do, salon owner, salon owner, salon owner. I mean, there's changing what I'm helping them with, but everything connects to the other. Yeah.
34:13I think there's a huge lesson here because the the the truth is is that, like, for us to have to really make, like to become that in that in that sphere of, like, the top five people in your industry, you have to just be relentless with the messaging. Relentless. Relentless.
34:29Relentless. And to be comfortable with talking about the same stuff,
34:33generally speaking, over and over and over again, positioning it and packaging it in different ways. But I think some people are just like, for some reason, they think that they have to speak about something completely different every single time they show up. And they forget that, like, our job is to showcase that we're experts because we are so deeply
34:50understanding of what the pain of our, like, perfect clients are going through, and we can we have to get comfortable with saying that just over and over. I just see people getting, like they're like, oh, I'm gonna just talk about this now. I'm gonna talk about this.
35:01Yeah. If you you're gonna sound scripted. Like, read the script and memorize it and just say it.
35:06Like, you should know your domain. You should know what you're talking about better than anybody else if you're teaching other people. And so if you have a hard time producing content, a, just get out of your own way.
35:15But b, think about the person who you help. Think about an individual, like, specific like, think of Tom, if you're helping Tom, and speak to Tom in your content. And so that's kinda like what I do.
35:25Like, I have a particular person in mind that the message is made for, and I just have a conversation with them. And I just I that's change at the angles.
35:33I think that's so so clutch. Like, just that understanding of, like, ultimately, at the end of the day, I think people just have this stage fright.
35:42They they think about their phone and they think about a thousand, a million, a billion people. And when you simplify it to, like, no. No.
35:48No. There's just, like, James, who's on my team. I'm just gonna speak to this person because this is the situation that happened today.
35:54And like you said, like, I was, like, frustrated about them doing this or a client that I had. And just thinking about that one person when you're making one piece of content, I don't think people talk about enough. So I I I love that, man.
36:04Thank you for that. Welcome. Okay.
36:07What have you stopped doing when it comes to Instagram? Because you've been doing you've been doing it for a while. Is there anything that you've stopped doing?
36:13Yeah. I stopped trying to script my content. Like, I just that's not me.
36:17Like, that's not my superpower. Like, Tom, you could read a script. I have no idea you're reading it.
36:21Like, if you are reading it, like, you just are so smooth and, like, I just need to be like, hey. Like,
36:26Jimmy just riff. This is actually a really, really important because it's an understanding and awareness of what your skills are when it comes to, like, on being on camera, public speaking.
36:37Nick, if you haven't picked up her on already, is very fucking good at speaking, and he is capable of holding attention on a livestream just on his own for, like, a a long period of time.
36:52For me, I would be there, like, just really struggling. Like, I really, really, really struggling.
36:59And so for me, I I have learned the skill of how to to deliver a script,
37:04but delivering it in a way that it feels like it's coming from my mouth for the first time, and it's a skill. But it's like that to me is easier than doing what Nick does, which is just like I can't do either. Shoot.
37:15Yeah. Yeah. And it's I was like Maybe it could, but it's like it would the learning curve isn't worth it for me.
37:19Like, I just and, like, longer I have to learn for longer videos. Like, my VSL is fucking brutal, and I'm like, oh my god. I gotta get this down.
37:28I've it's it's so funny because, like, the reason I say this is because at the end of the day, you can do this game in so many different ways. And I think the most important thing is just understanding, like, what is your skill set? What is your preferences?
37:41And leaning into that. Like, the the reason Nick's having success with this because he's leaning really heavily into his superpower. And his superpower is just being able to hold hold attention with extreme conviction without having to, like, have it scripted.
37:54Tell me, Nick, what's next for you, man? Just more. Just do do more of whatever's working right now.
38:00That's Okay. It. I I'm not I'm not changing any lanes.
38:04I'm not going to go back through a down a spiral of, like, my pricing, my offer. If you're watching this right now, you're probably thinking about getting in the coaching space. You're you're following Tom.
38:12You are going to mentally masturbate over your price, over who you have, like, forever. Like, fucking stop. To get your offer dialed in, don't change lanes.
38:20The first time you get a no, you panic. Like, I gotta change my price now. Chill out.
38:25Not everyone's gonna that is what happened to me. I'm like, alright. They said no, so my offer sucks.
38:28I gotta change it around, and and you spend five hours to go back in one complete circle to wind up back where you are originally. I'm gonna save you four weeks of doing this. Don't.
38:37Trust me. I'm not gonna do any of anymore. I'm gonna do more of whatever's working now, how I help the most people, and I'm just going to get louder and louder and louder and louder.
38:45I I love this so much because
38:47people just love messing around with stuff. And I'd like I I think I've done pretty good. I haven't changed my offer in a year, and that's because I just realized, like, I can have success with this thing.
38:57But the thing that, like, all I need to do is I need to get more people in front of it, and I need to just do more of the stuff that that is already working. So thank you, Nick. Okay.
39:07I wanna go over to we call it our follower education system. So, like, this is, like, our long form content. Right?
39:12And I I actually do think this is this is your superpower,
39:15and I want you to, like, talk talk to people about it. So you're on YouTube, but you said that you go live trying trying to go live every day. Yeah.
39:22If if I'm if I'm deep in the work on something, then I won't. Like, right now, I've been on a sprint fixing out some stuff on my on my curriculum. And so what I like to do is I have a camera right here.
39:32And so when I'm doing a coaching session, I'm filming that. I might film one of my lessons, go live for that lesson. And I just kinda like my podcast producer, we used go live every day at twelve.
39:43And so I gotta find where that time is on my schedule again and just go live. So I have blogs that go out every day on my site for, like, SEO purposes, and then there's content I can do.
39:53I can speak live every day. Like, there's just so much happening in the industry. Don't mind taking a topic and just speaking about it for x amount of time.
39:59Then I go into q and a. And so what I do is I have everyone in the comments ask questions, and I just rapid fire the answers. And I think that is where I separate myself from the other coaches in my space because I don't need a script.
40:13Like, you could fire any question in the industry at me. I have no no rehearsed answer for you.
40:19It's just I know the knowledge to the depth, which is I think why people are like, I gotta work with him. Anything. Like, you can ask me any question.
40:25And I also give you an honest answer too. Like, I'll tell you to tell your team member to go fuck off.
40:30And I'll also tell you, like, hey. Maybe you just maybe you messed up as the owner. Like, did you do x, y, and z?
40:35Were you clear on your on your position agreement? Like, were you clear on on on what how you're gonna show up for them? And did you show up that way?
40:41Then you're the problem. And I'll tell them like, I'll tell them something stupid. Like, if they have, like, an idea, like, that's actually a stupid idea.
40:46Like, don't do that because I tried it. And so I think just the lives work well because of the q and a aspect of it where people are just rapid firing questions at me, I'm just banging out answers.
40:56Nice, dude. And like you said, you're doing that, like, four, five times a week, six times a week. Yeah.
41:02I don't know. I don't know. Three times a week, and then some weeks, it's like it could be five.
41:06It could be seven.
41:07Yeah. And you're using StreamYard. Is that correct?
41:10StreamYard. Yeah. And that means that you're going live on Instagram as well at the same time?
41:14Instagram, Facebook, and YouTube. Yeah. Amazing.
41:18This is why I kind of I was kind of wanted to stick in on this one because, like, in my opinion, you know, you shouldn't be looking to change this. It sounds like the the opportunity might be to add in the kind of, like, unique element of you going into
41:32salons and doing some, yeah, doing some cool stuff there. Yeah. I have two kids too.
41:36My kids are three and two. Right? So it's like I could be traveling.
41:39I wanna see them. I hate traveling without them. And so was like, alright.
41:42Now I gotta really map this out the right way because my life will change if I'm flying to Vegas, California, Utah, which is what I'm gonna plan on doing.
41:51But it's like, I hate flying in a plane without them. Knock on wood. You know what I'm saying?
41:55It's like, I'll rather drive everywhere, which would then be cool too because I go live while I'm driving. I capture content. It's just further like, more time away from them.
42:02So I'm trying to balance out, like, me being a dad and also me providing them that $200,000,000 lifestyle.
42:11Okay. Well, what do you think is working well then, like, when it comes to this? The lives are working well.
42:17I also like, when people come to my world, they fill out an assessment, and it's like they get a they've answered 18 questions, and I give them an action plan on what they need to fix. And typically from there, they're like, oh, shit.
42:27I need help with this. But they trust me because of the lives, and they come to my world after they digest my content, and then they I go live, then they jump to my YouTube, and they just watch me and binge me for a little bit.
42:37And . Right? Yep.
42:39Okay. Dude, what what have you stopped doing? Is there anything you stopped doing on YouTube?
42:43Not really.
42:44I I have to have to create better thumbnails. I like, that's what I really gotta start doing. That's what's what's next actually.
42:49I didn't stop doing anything, so there's really nothing I stopped because I didn't do too much. I just really did the lives. And so what's next is honestly going pro.
42:57I have to treat YouTube like a professional like I did Instagram.
43:00I'm with you, man. Like, I'm I'm I'm on that same journey right now. I feel like it there's, like it's kinda cool, like, how far we can get with just doing our best, you know, shitty thumbnails, like like, just showing up every single day.
43:14And I think that should that should show to people what is fucking like getting to a $100 a month just by showing up consistently.
43:22It doesn't have to look great. It just has to has to you just have to be consistent if you do it for long enough. What I wanna do is I wanna brute force YouTube.
43:30I wanna change the way we focus on the thumbnail and the first three seconds and the title, and I wanna see if I can just take a fucking hammer and shake up the whole YouTube world. Because, honestly, it's it's like bistro beast.
43:44You got Dan Martell. You got all these people who have a team dedicated towards split testing thumbnails, split testing titles, took changing the first three seconds. And I'm like, you know It's fucking stupid.
43:53People are gonna follow me for my content. And if the content's that good, it will eventually pick up traction. How can I fast track that without dedicating all this time to paying a team to split test thumbnails and all that shit?
44:06I hate that at its core, but also, like, going pro. That's what it's about.
44:11It's like the structure of your website and the SEO, the things that I focus on that come natural to me. Looking at your ads that come natural to me, my click through ratio, and it's like, just don't have that thought process yet. So maybe once I do, then the thumbnails and the titles and all that, I'll enjoy more.
44:26But to me, I'm like, hey. It's content. I don't really click on YouTube and binge it like that.
44:31I look for a specific thing. Yeah. So it's like, I go to YouTube to learn something, and I put it there and I learn it.
44:37And so for me, the way I use YouTube is different than most people, I guess. I don't know. How do you use YouTube?
44:43Yeah. No. I think I think you're right, dude.
44:44So I'm I'm I'm not like that. I am very much like a YouTube is like my version of television.
44:50And so instead of having, like, TV shows that I watch, I watch different YouTube stuff. But Yeah. Then I always the way I consume YouTube is I click to the next video based on what's recommended to me.
45:01So I'm I'm going where I'm going where the algorithm takes me. But generally speaking, I actually am not using YouTube like a I'm not, like, searching. I'm not, okay.
45:09I wanna go solve this or learn about this unless it's AI based. AI is the only reason I I I do that style. But the other other times, it's just like, I'm gonna let the algorithm slap me around the face and serve me whatever I wanna see and go on a wild ride that way.
45:22The way I think about going pro, dude, is, like, there is, like I you know, you'll be familiar with, like, the eighty twenty principle. Right? And I think, like, I've done a lot of education around YouTube and trying I did an accelerator last year.
45:35I've I've I've studied it a lot. When I think about the eighty twenty principle and relating it to YouTube, I think about, okay. What is the 20% of action that I could do that could really impact the 80% result?
45:46And it really is simple. It's it's going to already validated pieces of content and taking a look at their thumbnail, taking a look at their their title, and basically just creating your version of it.
45:58I think that if you just do that alone, you don't have to do the split testing. You don't have to do the multiple thumbnails because those fuckers have already done the hard work for you. They've done that.
46:07They've done the testing for you. And so I think, like, the one thing that you could do is, which is I've started doing, is, like, spending five minutes doing a little bit of, like, prep work, going and looking at some videos and just finding a a packaging that is like, oh, you know what?
46:23That's gonna be the thing that's gonna work for this this idea. And I think about that for you as the next step of, like, of inching towards the going pro without having the full media team or whatever that looks like. That's a great idea.
46:34Small so it's a small thing that you can do, but it'll have a big difference. And with AI, dude, you'd literally just throw your face and it will create the thumbnail for you.
46:45Yeah. And that's great. So it's like, you don't even you don't need a thumbnail design or anything, but you do need the idea, the packaging, and I think that that will help just get you get you to that next next stage.
46:55But I like the big thing when you talk about brute forcing YouTube, it's going back to the an entertaining and unique format that people are not used to.
47:06And I see this as a potential, like, Trojan horse because you're you're such an you're such an attractive character. Like, you have all of the things, and I think you just add that to a an uncommon format. That's when things get turbocharged.
47:20So I think that that for you is the the potentially the next step. Bro, one, let's just on really quickly, your client conversion system because this is really unique.
47:29Talk to us about that filling in the assessment because this is the clutch thing that you do. Yeah.
47:34I wanted to find a way to vet
47:36people coming in because I get so many people that just aren't qualified. Like, they're doing under 15,000 a month. They just have no money.
47:42Like, a lot of tire kickers. I was like, let me do an assessment to figure out what's happening in their salon to see how it can best help them and also serve them with something like an action plan. And so they come into my world.
47:50They click on my blink. They either fill out the assessment, watch my video, then fill out the assessment, or I DM them, get to a point. I'm like, hey.
47:57Fill this out. Let me see what's going on. See how I could better help you.
48:00So either way, I kinda lead them lead them there now, and then I use my AI tool to go through, crawl their website, look at their Instagram, take a look at their competitors, and I spit them out an action plan. Takes, like, five minutes, really. And then they get served a really great deliverable that they can take action on now, and it's a little overwhelming.
48:16I base it off the gap selling principles. And so now I create the gap for them, and at the very end, it's like, If wanna work together, it's what it looks like. Here's my number.
48:23Shoot me a text. Let's rock and roll.
48:26I've seen this. Nick showed it to us a few weeks ago, and it was beyond epic. And so, Nick, thank you because I'm stealing that idea from you.
48:35Yep. Please do. Rolling out something similar.
48:37But, like, yeah, dude, is is there anyone that you're doing, like, setting? Are you taking calls right now? What are you doing?
48:42I just put on, like, a setter type of deal. Like, he's in my my AI automation DMer,
48:47and he's also gonna be in that dashboard. He's a a kid named Jamie from or James from UK.
48:52He's by you. Oh, cool. And so he he's just in there, like, nurturing my my conversations for me because I don't really I just don't have time to be in there.
48:59But here's the difference. When I am in there, I'm closing way more deals. Right?
49:02It's like when I'm in the when it's me in the DMs, I crush. It's just I just know what to ask. And so it's like, where's that trade off happen?
49:09So I have to really do a better job of coaching him
49:13on how I would respond to things. Yeah. That's all.
49:17So just a final note on that because I could think people if you're because ultimately in in a few years time or maybe this year, I mean, the intention is that, like, whether it's a human who's doing it or whether it's AI, they need to be trained.
49:30The training, I think, is the thing that people skip, especially with AI. Like, you have to let the AI know, okay. This is the thing that's gonna happen, and this is how it's gonna work.
49:39Yeah. Okay, Nick, dude. We're gonna wrap it here because that was a full hour, and I want you to go make the next step towards $200,000,000
49:49because that's your destiny. Right. If I can do it.
49:51I wanna thank you, Bryce. If you're watching us right now, like, I know we're, like, talking to me about my journey. Everyone's journey is unique.
49:57If you are looking for someone to help you just un like, get unstuck, like, with your content, like, this is probably one of the best programs that are out there, best communities too. Like, the community is amazing.
50:07Like, there's a team of killers, and you guys got killers in this community. Like, Terrence, she's a killer. Like, jet that masterclass you did with her was phenomenal.
50:16But your curriculum and how you structure the curriculum and the flow, if you think he's got swagger on his YouTube channel, like, you could I binged your whole entire, like, the whole season, like, a week and a half. Like, I wanted more and more and more and more.
50:28And so it really gives you a lot of clarity on how to create a program, how to how to really structure your offer the right way, how and to become a better coach by watching how Tom delivers his product to you. And so if you just mirror, like, join Tom's like, getting with Tom, join scale 20, and then it's like, success leaves clues.
50:46Watch what he does, see how he treats you, see the program, and just mirror it. Like, that's pretty much what I did too. Like, I'm like, oh, Tom's doing this.
50:52I'm like, that's a great idea. Why the fuck don't I do that? And so, Tom, I wanna thank you so much because I am now, like, where I am here because of you and how you've helped me throughout the last year and a half.
51:01Thank you, Nick. It's been a pleasure, man. And, yeah, all I all I'll say is that, like, when I'm next in New Jersey or potentially somewhere else where you're at, I'm gonna we're gonna be up, and we're gonna hang out.
51:11Yeah. We definitely have to. It's gonna be awesome.
51:12Okay, Nick, brother. Alright.
51:14Go have a blessed rest of the day, dude. Yeah. Thank you, sir.
51:16Enjoy the rest of your day. See you later. Ciao, dude.
51:18Alright. Bye. Legend, brother.
51:20Awesome. Thank you so much, dude. You're such an inspiration, not only to me, but to everyone else.
51:25Like, I was dead ass serious when I said, like, that $200,000,000 is fucking yours.
51:31Like, I I when I think about the suite of skills and experience and expertise that you that you need to make that happen, you are that person. You know, I'd obviously, you don't need me to tell you this, but, like, fucking go after that, man, because it's it's absolutely you've got that in you.
51:47Easy. Yeah. It's fine.
51:4840 seven's the year. How
51:50funny is that? Right? Yeah.
51:51It's cool. It's just a number. It doesn't mean shit.
51:53It means a lot, but it's like, cool. If you fall short and get 50, like I said. But I feel like But it's it's attainable now with AI.
52:01I genuine
52:03I but I'm being serious, dude. Like, especially in your industry, I I I'd truly truly believe that, like, this is your your industry is like it ain't going anywhere.
52:13It's safe. If anything, there's gonna be more of a premium around the, like, experience that people have when they're going to get their haircuts at all at all levels, I believe. But at the same time, like, you know that that it ain't easy running those types of businesses.
52:28And so, like, if you can come up with the which I know you will, like, the solution that's scalable, productized, AI based, I I absolutely know that that's you've got you've got the skill and it's the domain expertise as well as that.
52:42Like, you you you're a fucking nerd. And so, like Yeah. That's a that's the that's the skill.
52:48That's the, like, skills package that makes and also you got the drive, dude. Are you so you went to you went to hormozi's acquisition.coms
52:55thing. Right? Yeah.
52:56I did. And so, like, he has, like, his level two and level three, and, like, I just upgraded to level two. And then he's like, oh, you've been picked to do level three.
53:04I was like, let me talk to the guy. It's a 100 k. You sit with him.
53:06He goes into your business, and they like, four or five different dudes, like, analyze the industry, your business, your offer, or, like, your what you can do, how you can scale it, look at your ads, look at your VSL, build something out for you, and see where you can go and where you can take it, what's gonna stop you, who's doing it, like, at a higher level.
53:23And these guys are like their exit companies are like $2,300,000,000, and so they know exactly how to get acquired. So they set you up you they set you up to be acquired for, like, that 200,000,000.
53:34It's gonna happen, man. Like Yeah. I just just you just dedicate yourself to that number.
53:39Like, to forget about this idea of, like, oh, if 50 have like, fuck it. Yeah. Yeah.
53:43Like, it you've you've got it. 100% got it in you, man.
53:46Like, you've got the you've got the tenacity, and I think, like so it's it's gonna happen, man. I'm excited for you because I I I don't I don't think I have what I don't think I have what you have.
53:56I don't have that number. I've never had a number like that. But doesn't seem like a number.
54:00It doesn't see it doesn't seem hard. Like, I'm like, these fucking people do it all the time. Exactly.
54:04And that's what I'm saying. And I think, like, my my point about it was obviously just a coincidence that this is your age, but, like Yeah. Happy birthday, by the way, man.
54:11Thank you. Honestly, like, bunch of people in May. Survive thing.
54:15Right, Nick? It is. Yeah.
54:17I'm gonna send this link. Alright. Tom, it was awesome.
54:19We'll touch base. I'll see you before the end of month. Love you, brother.
54:22Have a good one. I love you too, man. How cool was that?
54:25Hope you enjoyed it. I find these types of videos extremely fun, not only to make, but also I think to watch as a viewer.
54:32So the next thing you might be wondering is I've seen how Nick has done it. How can I do it too? And a couple of weeks ago, I dropped a video showing our entire content strategy that I've been doing for two years, which I haven't actually shown publicly before.
54:45It's a fundamental mechanism that I've used to build my business without running shitloads of paid ads and without feeling like I'm breaking my back having to do it.
54:54So super, super simple strategy, but it takes a while for you to build out. So go watch this video over here, and it'll take you to that video. That was sick, and I'll see you in the next one.
The Hook
The bait, then the rug-pull.
On his 30th birthday, a business coach decided the best gift he could give his audience was a complete teardown of a client's business — no vanity metrics, no highlight reel, just the offer, the pricing, the team, the content, and the conversion system that took a salon coach from $30k to $100k a month.
How they asked for the click.
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