The argument in one line.
People buy the coach, not the coaching, so the winning model is to sell one offer (access to you) at layered prices and convert strangers through a cheap customer purchase before ever asking for a high-ticket commitment.
Read if. Skip if.
READ IF YOU ARE…
- A coach or consultant with an existing audience whose revenue swings wildly month to month and who wants a recurring model that does not depend on booking sales calls.
- A solo creator who already sells a course, community, and one-on-one separately and is tired of improving four products that do not make each other better.
- An expert who gets decent engagement but almost no buyers, and suspects the followers are the wrong people rather than the offer being wrong.
- Anyone running paid group coaching who is burning out on churn and energy mismatches and wants a structure that hurts less.
- A direct-response or email marketer who wants a dense, fully worked swipe file of offer copy, sales-by-chat scripts, retention messages, and pricing framing.
SKIP IF…
- You sell to the top fraction of a percent (ten-million-dollar partnerships, real-estate syndicates) where giving everything away free is genuinely the right play.
- You want a quick tactic, not a system; this is an eleven-hour model that repeats itself on purpose and rewards patience.
- You are looking for paid-ads or funnel-software mechanics; this is almost entirely organic, email, and DM driven.
The full version, fast.
Because people buy the coach and not the coaching, you should sell one offer (access to you) wrapped in tiered access rather than a suite of separate products. Get strangers to pay a small one-time amount first, since a customer is about 56 times likelier to become a client than a cold lead, then move them up through a back-end of standardized upsells and cash injections. Attract buyers (not triers) by selling insight, which shows people where to look, instead of value, which tells them what to do. Make offers mundane and specific (numbers, not adjectives) while keeping content elevated, give a reason to act now on everything, and frame every retention ask as a gift through credit. The whole machine nets a million a year from roughly 67 paying yeses.
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00:00 – 01:07
01 · Intro: the giveaway
JK explains this is a stitched collection of private $20k/year cohort trainings, now free, teaching a solo path to $100k/year with one VA.
01:07 – 34:31
02 · W1: The Protagonist
Become the leader people follow. The protagonist post (goal, steps, rules), Netflix content strategy, and conditioning the audience to buy with public and private consequences.
34:31 – 1:21:45
03 · W2: The Offer Shell
Sell one offer (you) with layered access, not a suite. 12 top + 55 core + customer offers = 84k/mo. Product vs offer, prospect inertia, market from the product.
1:21:45 – 2:14:18
04 · W3: Minimalist Plan to $1M
15 ready-to-sell products from assets you already have, and a 16-week seasonal calendar (autumn, Black Friday, December, January) plus a troubleshooting kit.
2:14:18 – 3:00:01
05 · W4: The Promise & Offer Map
Every offer needs promise, path, pricing, reason-why-now. The meaning test, the Fist meme, three frames (coaching/consulting/mentorship), and the mundane-offer rule.
3:00:01 – 4:24:05
06 · W5: Value vs Insight
Value tells what to do; insight shows where to look. The what/why/where/bridge-gap framework, the give-rule, and three fundamentals: truth, specificity, show-don't-tell.
4:24:05 – 5:13:15
07 · W6: The Customer Funnel
Customers are 56x likelier to buy. Create, collect, sell, deliver, upsell. Packaging = tool name + promise, five selling avenues, the pass, and 7-10 upsell touch points.
5:13:15 – 5:51:30
08 · W7: 11 Cash Injections
Three seasons (bulk/maintain/cut) and 11 ways to inject cash across the pre, early, during, and post journey so revenue never stops on a single point of failure.
5:51:30 – 6:36:35
09 · W8: The Cash Script
Sales by chat in five stages: scout, position, offer, follow up, answer (yes/no/waitlist, never maybe). Inbound vs outbound, the should-be-fine strategy, no CRM.
6:36:35 – 7:34:39
10 · W9: Scenario Swipe
54 sales scenarios, top 10 detailed: don't solve, position; always a reason-why-now; retain with credit and long-term deals; treat a churn request as fear.
7:34:39 – 8:22:12
11 · W10: Three Big Ideas
Sell ideas before offers. Seven cringe methods to find a big idea, testing by reflection or retrospection, and painting the whole funnel with your idea.
8:22:12 – 9:13:41
12 · W11: 1000 New Whales
Grow the list with big ideas, cadence, and variance. Big promos (insight-based lead magnet, events, JV, quiz, case study) and nine small promos, all magic-pilled.
9:13:41 – 9:40:50
13 · W12: 18 Ways to Make Magic with Pricing
Pricing is objective but feels subjective. Frame asks as gifts via credit, unbundle like a sushi chef, dollar beats percent, and make the case for weekly pricing.
9:40:50 – 11:01:47
14 · W13: Hamilton Interview (Profits Over Profits)
A real $42k/mo case study in financial markets with ~6k followers: defined audience, whale-bait signaling, four tiers, case studies for every segment, and a big idea born from a trademark pivot.
11:01:47 – 11:45:09
15 · W14: The Offer Barbell
Taleb-inspired structure: high-price one-on-one plus a low-price tool tier, avoid the middle. Energy mismatches, cannibalism math, workwill, and a future AI middle tier (Cashie).
Lines worth screenshotting.
- People do not buy coaching, they buy coaches, so the most sellable offer you own is simply access to you at different price tiers.
- A one-time customer is about 56 times likelier to become a client than a cold lead, which is the difference between a blue whale and a small fish.
- A million dollars a year is only 67 paying yeses: 12 top clients, 55 core clients, and a few thousand a month in one-time customer offers.
- Value tells people what to do and makes them try it themselves; insight shows people where to look and makes them want you to do it.
- If you have not paid me, you get only insight; once you have paid me, you get value too, because value is for people who have already bought.
- The presence of a number matters more than the number itself, because people are terrible at abstracting and just need something concrete to point at.
- Your offer should be mundane and your content elevated, because the offer is the logical excuse people use to justify a purchase they already made emotionally.
- An offer must pass the meaning test: if your promise means the same thing to two different people, keep it; if not, it does not belong on the page.
- Consequences move people more than value does, because people hate losing things more than they like getting them.
- Recurring revenue is a mirage; future money does not exist, so take the paid-in-full whenever you can because most people will decline it anyway.
- About 63 percent of people who say yes actually pay, so getting ghosted is normal and the fix is consequence-based follow-up, not nagging.
- In sales by chat you only allow three outcomes, yes, no, or waitlist, because it is the maybes that kill you, not the nos.
- When a prospect asks an unnecessary question, ask an irrelevant question back and then say it should be fine; it closes far more often than answering does.
- Sell ideas before offers, because a person can choose to reject an offer but cannot choose to reject an idea once they have heard it.
- Competence is abundant and confidence is scarce, so the person who states an idea with conviction gets the credit even if someone else thought of it first.
- You know an idea is big when someone other than you uses it back in a sentence, because they could not find a better way to say it than the one you invented.
- A churn request is almost never a rejection of you; it is fear, and the move is to give certainty plus one small next step, not to ask them to stay.
- Pricing is objectively numerical but subjectively felt, so framing the same number as credit toward the future instead of a fee can double the yes rate.
- A dollar-amount discount outsells a larger percentage discount because people grasp dollars instantly and percentages slowly.
- Lower your price like a Japanese sushi chef: unbundle the offer and sell the smaller piece, which preserves status, rather than cutting the price outright.
- Your audience is not one blob but infinitely segmentable, so promoting one offer to one avatar all year tires that segment out and makes the audience look dead.
- Run an offer barbell: high-price low-volume one-on-one for the upside and low-price high-volume tools for stability, and avoid the lukewarm middle.
- Cannibalism from a cheap tier is real in the short term and wrong in the long term; one creator lost about 11,000 dollars up front and made about 54,000 within eleven weeks.
- Poor people have time and no money while rich people have money and no time, so position your offer as solving a problem without costing them hours.
- Take things away on purpose, because taking offers down and capping spots makes you more money than leaving everything open all the time.
Sell yourself, prove it cheap, then never stop offering
WHAT TO LEARN
People buy the coach, not the coaching, so sell access to you at tiered prices, let a cheap first purchase do the convincing, and build a back end so the same audience keeps paying.
02W1: The Protagonist
- Declare a public goal with steps and personal rules, because people follow the willingness to go first more than they reward the outcome.
- Treat your content like a show with a season and a finale, which makes leaving look high-status and gives people a reason to act before you close.
- Condition buyers with real consequences (price raises, caps, closing doors), since audiences move when things can be taken away.
03W2: The Offer Shell
- Sell one offer (you) at layered access rather than a confusing suite of separate products.
- Move people lead to customer to client rather than asking a cold lead to commit to high-ticket immediately.
- Market from your product by showing what is already happening, instead of marketing to a product with hype.
04W3: Minimalist Plan to $1M
- Repackage assets you already own into 15 different products instead of building anything new.
- Match offers to the season: recurring offers in autumn, one-time offers on Black Friday, secure MRR in December, push hard in January.
- Never judge a campaign before it ends, because most buyers move on the last day when the deadline forces them.
05W4: The Promise & Offer Map
- Make sure every promise passes the meaning test so it means the same thing to two different people.
- Pick one frame, coaching, consulting, or mentorship, and keep the offer mundane while the content stays elevated.
- Build a path of benefit, checkpoint, and timeframe that reads as a straight line, and emphasize the first win, not the full transformation.
06W5: Value vs Insight
- Give insight (where to look) to people who have not paid and reserve value (what to do) for those who have.
- Structure content as what, why, where, then bridge the gap with your product.
- Tell the truth, be specific with numbers, and show rather than tell, because those three fundamentals do the persuading.
07W6: The Customer Funnel
- Sell a cheap one-time asset to create customers, who are about 56 times likelier to become clients.
- Package any asset as a named tool plus a promise so it becomes sellable, not just valuable.
- Install 7 to 10 upsell touch points after the purchase, because most people will not ask for the next step on their own.
08W7: 11 Cash Injections
- Build many ways to bring in cash so revenue never depends on a single new client signing.
- Take the paid-in-full whenever offered, because future recurring revenue is a mirage and most people decline it anyway.
- Offer a dollar-amount discount rather than a percentage, since people grasp dollars instantly.
09W8: The Cash Script
- Don't solve a prospect's problem; scout where you can help, then position your doc as the answer.
- Follow up with consequences (we close, spots are full) instead of nagging, and allow only yes, no, or waitlist.
- Answer odd questions with the should-be-fine move rather than getting dragged into a free consultation.
10W9: Scenario Swipe
- Give every prospect a reason to act now, even a small one, because people rarely move without one.
- Retain people by crediting past payments forward or offering a long-term deal, not by begging them to stay.
- Read a churn request as fear and respond with certainty plus one next step, since it is usually not a rejection of you.
11W10: Three Big Ideas
- Sell ideas before offers, because people cannot choose to reject an idea the way they reject an offer.
- Generate a differentiating idea with the cringe methods and accept that good ideas start cringe.
- Confirm an idea is big when someone else says it back to you, then put it across your entire funnel.
12W11: 1000 New Whales
- Grow a buyer list with big ideas, daily cadence, and variance so people keep noticing your offers.
- Use an insight-based lead magnet that hands over insight and routes straight to a cheap customer offer.
- Refresh tired promos with red velvet, changing one small thing so the same offer feels new.
13W12: 18 Ways to Make Magic with Pricing
- Frame pricing by how it should feel, not the optimal number, because pricing is felt subjectively.
- Turn every ask into a gift by crediting what someone has already paid toward the next step.
- Lower price by unbundling like a sushi chef rather than discounting, which preserves your status.
14W13: Hamilton Interview (Profits Over Profits)
- Define your dream client first, then build content around that person, instead of letting content find your audience.
- Signal with whale bait (taxes, cigars, cars, kids) so the people who like the post are the ones with money.
- Treat everyone as a potential top-tier client and ask your whales directly what they want before building the tier.
15W14: The Offer Barbell
- Pair a high-price low-volume one-on-one tier with a low-price high-volume tool tier and avoid the draining middle.
- Expect short-term cannibalism from a cheap tier but trust the long-term back-end math, where it more than pays off.
- Give upsell and downsell options to match a client's fluctuating work will rather than forcing them to stay on one tier.
Terms worth knowing.
- Offer shell
- A monetization structure where you sell a single offer, access to you, at layered tiers, so that improving one thing improves every level. Contrasts with an offer suite of separate products that do not reinforce each other.
- Prospect inertia
- The principle that the more money someone has already given you, the more money they are likely to give you next, which is why getting a small first purchase accelerates the big one.
- Customer vs client
- A customer is someone who pays you once; a client is someone who pays you on a recurring basis. Creating customers first is the fastest path to clients.
- Whale bait vs fish bait
- Whale bait is content engineered to attract buyers who can afford you, even at the cost of likes; fish bait chases broad engagement and attracts people who want everything free.
- Value vs insight
- Value is showing people what to do, which makes them act on their own; insight is showing people where to look, which reveals you have answers and makes them want to hire you.
- The meaning test
- A check on a promise: if it means the same thing to two different people, it passes; vague claims like transform your physique fail because they mean different things to everyone.
- Customer funnel
- Formerly the workshop funnel; selling a cheap one-time asset to turn leads into customers, who are roughly 56 times likelier to become clients, then upselling them.
- The pass
- A higher-access option offered alongside a cheap one-time product, priced several times higher, that captures the roughly 10 percent of buyers willing to pay 10 times as much.
- Cash injection
- Any of the standardized ways to bring money into the business beyond a new client signing, such as paid-in-full, DM access, hours, the table, resells, and continuity offers.
- The cash script
- JK's sales-by-chat sequence: scout where you can help, position your doc as the answer, make the offer, follow up with consequences, and force a yes, no, or waitlist.
- Proximity offer
- An offer that sells access to a person rather than a specific promised outcome, such as one-on-one coaching; it works because people want the coach more than the deliverables.
- The offer barbell
- A Taleb-inspired structure: one high-price low-volume tier (one-on-one) for upside and one low-price high-volume tier (tools) for stability, deliberately skipping the middle.
- Tool tier
- A low-price, high-volume offer (roughly 10 to 100 dollars a week) giving access to a vault of recordings, templates, and assets with little to no live access, so it creates no energy drain.
- Magic pill
- Packaging an asset with a wrapper and a name that makes it feel easy and almost like a cheat code, which can multiply how many copies a one-time offer sells.
- Red velvet
- Refreshing an existing promo by changing one small thing (the hook, an adjacent outcome, the context) so it feels new, the way red velvet cake is chocolate cake with coloring.
- Energy mismatch
- The debt created when a seller invests effort and a client or prospect quits, ghosts, or churns; the entrepreneur usually pays that emotional debt, and group coaching produces the most of it.
- Work will
- How much someone is willing to work over time. Sellers have a stable work will year-round; clients have a fluctuating one, which is why fixed retention fails and upsell-downsell options succeed.
Things they pointed at.
58:20channelNassim Nicholas Taleb (marketing-as-insecurity quote; barbell strategy)
3:43:20bookHow to Win Friends and Influence People
3:43:20bookInfluence (Robert Cialdini)
3:43:20bookScientific Advertising / My Life in Advertising (Claude Hopkins)
3:43:20bookGreat Leads
7:26:40channelFrank Kern (whales / minnow bait idea)
8:56:40channelJack Butcher ('engagement ain't cash' tweet)
10:46:40channelJustin Welch (JV workshop partner)
Lines you could clip.
00:34
“People don't buy coaching, they buy coaches.”
09:24
“There's people of action and people of reaction. When you react to somebody else, you are, by definition, not the main character.”
58:20
“Marketing, beyond conveying information, is just insecurity.”
1:08:00
“You're not creating to get paid, you're getting paid to create.”
3:03:20
“Value is showing people what to do. Insight is showing people where to look.”
4:00:00
“It's not the nos that kill you, it's the maybes.”
7:38:20
“Competence is abundant, but confidence is scarce.”
10:50:00
“Pauses are for Netflix. You're in or you're out.”
11:26:40
“Poor people have time and no money; rich people have money and no time.”
35:05
“A coach treats it like social media; a protagonist treats it like Netflix.”
Word for word.
Read-along
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00:00Long video today. If I got my calculations right, it's around thirteen hours. But what you're about to see is the collection of a bunch of private trainings that I did for my own community of showing people how to get to a $100,000 per year.
00:12That cost maybe, like, $20,000 a year to join and, uh, maybe, like, 300, 400 people went through it. And so now I'm giving it all away for free here on YouTube because I'm building a different company, and I thought maybe this could benefit maybe you, maybe somebody you know on how you can build a solo business to a $100,000 per year with one VA.
00:29That's what I did. That's what I show you how to do in this video. We cover everything from how to craft your offer to finding your positioning to creating what I call whale bait, which is content that gets actual buyers and not triers to the first post you should make.
00:41And that's actually the first kinda, I call them workshops that we're going to cover on the first post you should make on that journey. And just that one post was, to this day, the most profitable post I've ever made. And then we get into a bunch of other stuff.
00:52So maybe you can check out the timestamps below. If there's one that maybe you do want or maybe one that might help somebody and you share it with them or for yourself and being selfish. Honestly, it's up to you.
01:02But we start. See you.
01:06Well, the protagonist protagonism style content is one of my main four content buckets.
01:13So if if you would like, I don't do content calendars, but if I did it, it would look somewhat like this. I go among these four.
01:22So it's philosophy, what do you believe in? Problems, why are problems happening to your target market?
01:29And why are p stuff happening or not happening? Outcomes for yourself and for your clients, and protagonism.
01:36So if you wanted to kind of point out to which workshop is most, like, useful to you and you, like, self recognize, uh, I could I'm slacking in this area. Uh, these are the best ones. So philosophy, go to Whale Bait.
01:48Problems, value versus insight. Outcomes, twenty minute email. But there wasn't one about the protagonist.
01:54That is today. Out of all of them, protagonist type content is the one that had the highest energy.
02:01Like, when you read it, you just feel a different kind of energy and typically is the one that turns into the most clients. Because it gives the one thing that people crave the most that a lot of coaches just cannot deliver in, which is a leader.
02:16So there's too many people of reaction. There's people of action and people of reaction. People of reaction wait to see what's happening in the market, and then they react.
02:26So they see people doing the Hormozi style caption, and then they do that. They see people doing the Danco visuals of black and white, and then they do that.
02:35They react. But when you react to somebody else, you are, by definition, not the main character, which is kind of ironic because the people who think, like, oh, I got main character energy or, like, I'm doing these things and they're like, you know, you know, make character energy kind of stuff.
02:51They're just following somebody else's script. It's just the other end. Right?
02:55It's kinda the bell curve. They're just on the other end. There's too many people of reaction, but not enough people of action.
03:01People who happen to the market. They don't want the market to happen to them. People who are willing to go first.
03:06And these people, I call the protagonists. When people say someone has a special aura the other day, we had Dan on the call, and he asked, uh, like, how would we define aura? I define it as the willingness to go first.
03:20The art of going first. So when somebody has a special aura, this is what they mean. So they're not first because they have a special aura.
03:28They have a special aura because they are willing to go first. And I find that the best way to, like, set the tone for what we're gonna cover and to get you into the right state of mind because when we talk about protagonism kind of content, if you try to do it logically, you will fuck it up.
03:43But if you let yourself be led by the feelings you're having and go momentum based rather than, you know, copywriting based, you do better. So the kind of the one that puts me in the mood is, uh, this video.
03:59So I'm gonna show you a small small small transcript that really explains, like, the frame of mind of why people need a protagonist more than more than any time else.
04:09Now, you accuse me of breaking the rules.
04:12And I tell you, I am playing by the rules. The very rules that you and I all agreed upon.
04:20The very rules that you and I all wrote together.
04:27So, yes, I'm guilty as hell, but then so are all of you. Yes, the system is corrupt, but you wanted a guardian at the gate like me.
04:36And why? Because you know I will do whatever it takes, and you have all enjoyed it, been party to it, and benefited
04:49by it. A little context, he's the bad guy. He's killed a lot of people.
04:52He's done very bad things, but we still keep watching. This is like season four. Oh, don't deny it.
04:57You've loved it. You don't actually need me to stand for anything. You just need me to stand.
05:03To be the strong man, the man of action. My God, you're addicted to action and slogans.
05:11It doesn't matter what I say. It doesn't matter what I do. Just as long as I'm doing something, you're happy to be along for the ride.
05:20And frankly, I don't blame you. With all the foolishness and indecision in your lives, why not a man like me?
05:27I don't apologize. In the end, I don't care whether you love me or you hate me just as long as I win. The deck is stacked.
05:37The rules are rigged.
05:39That is Vargnella. Why? Because this is exactly what people want.
05:43I'm a mentor asked me, and you'll see this later. What's one takeaway you take from 2024? I feel like professionally, it's been the year where I created the most progress in my in my business.
05:55And I told them that people don't care if you're right, wrong, good, bad, kind of a dick, or a good person. As long as you're going first and you're willing to lead, they will follow.
06:06Because with all the foolishness and indecision in their lives, why not someone like you? And that hit me, honestly, because, uh, that's what people want.
06:14I it taught me that competence is abundant, but confidence in oneself and self reliance and the willingness to go first, that's what scars.
06:24And if we can combine both, then we make that transition from coach to protagonist. So a coach typically exists in circles.
06:32Right? They're just gonna have this offer and then that offer and then that offer, if not the same one. Whereas the protagonist has a goal and has actions.
06:39I've been upfront for a year now, and I've been really, like, consistent in saying, this is my goal. This is the updates.
06:46And I keep bringing people along. It's been my pinned post for a year because it's the post I keep referring to and talking about and quoting and updating. A coach creates, as in like, hey.
06:57Here's the here's what I have. Right? Whereas the protagonist updates.
07:01Like, they have a goal and they just keep updating people, which is why a coach treats stuff like social media, whereas the protagonist treats it like Netflix. As in it is literally a show. Like, I was hesitant, and I was thinking about calling this stuff the final season instead of the final intake.
07:16Right? And I you will see me use this wording. What season am I in?
07:21It's the finale? Right? Because I'm talking about I see myself as a protagonist of a story.
07:26A coach is kind of indecisive because you see him, like, doing this thing and then that thing and that thing, whereas a protagonist cannot be indecisive. He's always decisive because if he changes his mind, that's not indecisiveness. That's called a plot twist.
07:38You're just changing how you serve, just something in the story happened if you know how to finesse it. And a coach is always there.
07:44A protagonist is there for now. Because when you declare a goal, that implies that that goal is an end of something. When that happens, there will be less of you.
07:53This is a wonderful car to pull. This is why now in December, a lot of people are making reservations for January because I'm letting them know I'm out. People are like, oh, yeah.
08:02That angle works for you. Yeah. But it wouldn't have happened if I hadn't started with the protagonist angle a year ago.
08:07So this is the angle, what we wanna do today, post about your protagonism plan and journey, predict the end of your season, and so you will have this strength all the way through 2025. Now the reason why people don't wanna declare a goal or say, hey. I wanna get here is because of being a protagonist seems risky.
08:25Because if you succeed, everyone sees it. Now if you fail, everyone sees it too.
08:30So this perceived risk is why people hesitate becoming one. They don't wanna be put in spotlight. They believe that if they fail, that's the end of them and their brand.
08:39Ironically, I have found that it's the opposite that happens because people fall in love with you, and it doesn't matter whether you win or not because you tried. And people like people who have the willingness and the bravery to try. Rocky lost his first fight, and we still watch Rocky two.
08:52Luke lost his hand in a friend, and we still watch Return of the Jedi. I know I did. Walter White became a literal murderer and drug lord, and I still rewatch Breaking Bad because it is awesome.
09:00It doesn't matter matter whether you win or lose because people fall in love with characters, not outcomes. You don't care if the main character wins or not as much as him or her being there.
09:10And I'll prove it to you. And this is this is something I'm not gonna say publicly. But if I got to a 100 a month in profit, I had it in my in the back of my head.
09:18I thought I was gonna post, hey, guys. I did it. And I'm gonna finish with a cohort to show you how I did it, and then I take my hiatus.
09:24But what if I didn't? What if I lost? Right?
09:27What if I didn't? And that's the reality. I didn't get there.
09:29Like, that's just what happened. I'm gonna say, hey, guys. By the way, I failed to build a 100 k a month in profit business.
09:34I just built a 92 k a month in profit business. Sorry. Anyway, I'm watching a cohort showing you how I did it.
09:40Whether I got there or whether I didn't never mattered because this thing has been rigged since day one. When Frank in that video said, the deck is stacked, the rules are rigged, when you're a protagonist, you're rigging the rules because the possibility of you losing never existed because they fall in love with you.
09:57It doesn't matter whether you get there. It matters that you try. Coaches can lose because they're playing somebody else's game.
10:03They're not even playing a game sometimes. Protagonists can't because you make the rules of the game. If at some point you feel like, damn.
10:09I just I'm not gonna be able to do it, then you flip the table and you invent another game. Right? Because people want you anyway.
10:15I had a friend. He was in the in the trading niche, and then he had a couple hundreds of thousands of followers. And one day, he decided, I'm just gonna rebrand, and I'm gonna do Airbnb.
10:24And, you know, it's a pretty different niche from trading to Airbnb. So I asked him, was it hard to transfer? He's like, not at all.
10:31Why? Because people liked him. A lot of people just moved in because they fell in love with the story with you.
10:37Right? We wanna have that. We'll make that shift from coach to protagonist so that you literally rig the game, uh, with three tools.
10:44So the first one is your protagonist post. The second one is your Netflix content strategy.
10:48And the third one is conditioning your audience to buy. Being a protagonist implies that there's a season in which this will end. You're going away, and, uh, you know, that's a hell of a marketing angle.
10:58So why not use it? So let us begin. Step one out of three, your protagonist post.
11:02So your protagonist post is your call to adventure. It's the post you have pinned for the entire year that you constantly quote, reference, update, and remind people of. I've posted 60,000 times, and this was still the most profitable one.
11:14So this is it. This is the post. You've probably seen it multiple times, and that's intentional.
11:18So I'm gonna, like, walk you through a little bit of it, and then I'm gonna, like, dissect what's what are the parts that you can copy it or, like, model yours over if you like. The plan to make a 100 k a month profit with three hours a day. My businesses just look big, but we're small.
11:31Big SaaS, 15 k a month for myself. Big community, 20 k a month for myself. It felt good to hit the big numbers, but the voice in my head wouldn't go away.
11:39How much are you taking home? A few months ago, I decided to listen to that voice and simplified my business ruthlessly. Caps spots, stops ads, removed sales teams, sold with text, put out 75% less content.
11:50The goal was to cut costs and focus on one metric, which was profit. It was tricky, but one day I woke up to the most money I've ever had in my bank account even after selling my company. The plan for 2024 is to keep going down this path and hit a 100 k a month profit for myself.
12:03Post taxes, expenses, splitting with my business partner. At the time, I thought I was gonna end the year with a business partner. Turns out that was not the case.
12:10I want 100 k a month I can take home and do whatever I want with. Here's the plan. And I lay out the steps.
12:14Grow socials my way. Invite people to join the Likes and Cash newsletter. Post workshops.
12:19Make stuff easy to buy. Grow the community to a 100 active members. Sell access.
12:23Raise prices periodically. And partner with the top ones. Now I understand that, uh, I burned myself out previously, and this is all true.
12:34Like, this is not a marketing angle. Like, you know, there are many packs of cigarettes that I shouldn't have smoked, but I did. So I said, okay.
12:41This time I'm doing it straight. No maybes because that's stressful for me.
12:46No more than three hours of work per day if I don't want to because I choose my bottleneck. It's not opposed upon.
12:54And I will cap spots because with unlimited skill comes unlimited stress. My goal is filling our 100 spots consistently rather than taking an unlimited amount every month. And I have been constantly thinking about this thing.
13:05You go to school and we have 97. We're getting there. Right?
13:09So not quite there, but we're getting there. This is the plan. All that's left is execution.
13:14I'll keep updating you as I go. This is the most profitable post I ever made, and it's nothing to do with templates or getting there or not. It's got to do with the willingness to go first and lead, to be the man of action, which is is what your audience wants.
13:27More than the small details, the goal of this plan is demonstrating that you're bold enough to share yours. This is enough to increase the strength of your brand because people crave a leader now more than ever. And it starts with your protagonist post of you being willing to take accountability in public.
13:42And now we realize that the costs aren't that big, so I don't know what people don't do it. So the post has three main parts. The first one is the goal.
13:48What do you want? And the goal has to genuinely excite. Uh, it's it typically is exciting if you don't know if you're gonna get there or not.
13:55It's like, you know, I didn't, but hell, I'll get close. Right? It has to excite you.
14:00I can't explain it, but if it doesn't excite you, it doesn't, uh, excite the audience either. There you're gonna have micro expressions, little comments, little dots, little, like, paragraphs that you wouldn't have written if, uh, they it excited you or not. So it has to excite you.
14:14You have to actually want this. So how much money do you wanna make? This is one option.
14:18For me, a 100 k a month profit. How many people do you want to help? I wanna help a thousand people get a six pack.
14:23If you don't do what you teach your clients to do, like you're coaching them in careers or in fitness, then this works. Right?
14:31How much do you wanna capture? So this is for an agency. I wanna create 5,000,000 every month for my clients and capture 50 k every month from it.
14:38Or what thing do you want to build? This is project house from Javier, which, like, if if you speak Spanish, it's extremely entertaining.
14:47So he is in the process of, like, getting a house, and he's explaining how some people turn him down, some people don't. One time, he was get a wanted to get a quote, but then somebody found him in social media, he's and like, oh, this guy's probably loaded and then upped the price. And he's you know, it's a it's a novella.
15:03You know? It's a it's super entertaining. Right?
15:06So this is his project. It doesn't have to be, like, related to the business. But what do you want?
15:11A note here is that the goal itself isn't as important, so don't overthink it. It's the bravery to declare it that it's important. Remember that, like, wouldn't really care if Rocky wins or not, but really care is Rocky is willing to try.
15:24Jim, if you could mute yourself, that'd be great. Next, your steps. So laying out how you will do things is a very natural way to promote the levels of your offer show.
15:32This eases the resistance to your offers through the entire year because people were already told they'll be sold to. This is why on the pinned post, I said, I'm gonna make an offer for you to join the likes and cash newsletter. As soon as you join my newsletter, I say, I'm gonna make an offer every day because you cannot complain about being punched if you're in a boxing gym.
15:49The rules are on the wall. So I say, hey, man. I'm gonna invite you every day to join my newsletter.
15:54I'm gonna host workshops to introduce you to my methods. And then I'm gonna invite some people to join the community so we can work together to 1,000,000. Right?
16:01Laying out the exact steps, it demonstrates that you have a plan. Will they change? Of course, they will change because that's what plans do.
16:08Plans change. However, when you put them out there, that's enough. Facts are a very, uh, stubborn and, like, unnecessary thing.
16:16Facts don't really matter that much in marketing. You can always spin things away. And after your steps, then are your rules.
16:21Your rules are a key part of your plan because it makes people develop strong feelings about you. This is a wonderful thing. For example, we know that Batman doesn't kill.
16:29This is a key part of his character and it makes us have stronger feelings about him. Like, he may he you know that Batman doesn't kill, therefore, you feel something. Right?
16:36Or it makes you feel stronger than if he didn't. These rules attract whales because to whales, it's typically not just about the goal. It's also about how they get there.
16:44Promises typically attract low income people, but philosophy and personal rules of life attract higher income people. Because people don't buy coaching, they buy coaches. So show what you're willing to do to accomplish the goal, as well as you want you'll show your clients to do and not to do.
16:59So for me, it's I don't do maybes, no more than three hours of work per day, and I'll cap spots because, honestly, I can't be bothered to work with everybody. So that's it. Your goal, your steps, and your rules.
17:08If you find yourself overthinking this, then remember that I said I was gonna get to the end with a business partner, and I didn't. I said I was gonna get to a 100 k a month profit, and I failed in front of 220,000 people.
17:19And I'm still gonna spin something, and somehow I'm gonna end up winning. Why? Because the deck is stacked and the rules are rigged when you are a protagonist.
17:26You cannot lose because you control the game. You control the rules of the game. What matters here is you having the bravery to say, this is where I'm going.
17:33You can use my template if you like. You can find a pin in every post, in every social media. And, um, uh, if you're implementing this, then at this checkpoint, probably pause the video and write your post.
17:43Now, it's not just enough to post it. We also have to weave it into the content as so. So how do we do this?
17:48We do it like Netflix. Protagonists don't treat social media like social media. They treat it more like Netflix.
17:53So for example, a coach, uh, would say something like, I just hit a record month. And the audience is like, good job, bro. Whereas a protagonist might say, I just hit a record month.
18:03If we keep going at this rate, we might hit the goal sooner than expected. The audience might be like, okay. What goal?
18:09The difference is subtle, but having a protagonist frame makes people lean in because they know that they are not the most important thing to you. Your goal is the most important thing to you. And when they are not needed, it makes you more attractive.
18:22Treating it like Netflix and not social media increases the speed at which people let themselves be led. This is a big one. Uh-huh.
18:28There's three ways I found to use this kind of strategy. Big updates, small updates, and mini games. So we'll start with big ones.
18:35Plants will do what plants will do, which is they change. And that's the beauty of it because the path is formed as you walk it. Your best episodes are still unknown to you.
18:46Like, it works a lot like a video game. Like, you know that you're getting you know how, like, at the top right corner of some video games, you have, like, hearts, which are, you know, like, lives. And then an enemy hits you and you lose a heart and so on.
18:56You have to believe deep down in your soul that if you keep going, you will lose lives, but that the game will provide. And it always does. But you have to be willing to take the second step without being able to see the path.
19:10It's a mist that doesn't allow you to see more than two or three steps in the front, but you have to trust that it'll be there because it always will. Something that makes me feel better about it is, you know, I fucked up plenty during my life, but, you know, somehow I'm fine. Right?
19:24Like, I tell my girl when I'm trying to do something dangerous, I'm like, hey, babe. But, like, you know, I have a one hundred percent survival rate.
19:31You know? I've been waking up every day. So, like, I'm a 100 for a 100.
19:34You know what I mean? So you have to believe that in your heart. My expectation of what was gonna happen was declare my goal, cap spots, always be on track.
19:41If somebody churns, I'll just replace them with a waitlist number. Keep selling workshops and open in intakes, and I'm gonna get to the goal. And I thought I was a genius.
19:49And then the reality hit, and I'm declared my goal. I capped spots and was on track for, like, maybe one or two months. Then I realized I don't need a team, and I fired my team.
19:58Then I realized I don't need a business partner. And then I split up and I incurred almost a half $1,000,000 debt. Like, this wasn't this wasn't clear to me when I was starting it, but because I kept going, the game provided.
20:08I transitioned from 14 people to two, just me and Christian. I overworked myself. Well, it's 15, actually.
20:14I overworked myself. Summer churn sets me back three months, and then I open up more spots, and then I understand the importance of creating long term deals. I got engaged, and I'm getting married.
20:24And, you know, plans changed. And then I realized I don't have to wait till March to pay off Ryan's debt. I can just pay it today, and you're gonna get an email out of out of it, uh, soon.
20:33I'm debt free. Half $1,000,000 debt free. Thank god.
20:35Win or not win, I'm taking a hiatus anyway. I didn't plan on this hiatus, but I will. I'm doing a final intake and then a final cohort and then a temporary retirement.
20:44I don't know how long it's gonna take, but I'm gonna do it. Like, I am glad that things did not go according to plan because this is a much better story than this one. And that's what I mean by saying that your best episodes are still unknown to you.
20:56So, yeah, still unknown to you. And to everybody saying congrats, thank you. Very much appreciated.
21:00Clients changed throughout, yet at the end of every step I took, I was rewarded with being shown the next one. And that's kind of how it's supposed to be. You have to let go of your insistence of certainty.
21:10You have to let go of your insistence of always being safe in order to write a good story. My dad had mechanic shop. He would fix cars, and he had this poster.
21:18And I didn't understand what it said because it wasn't English, but eventually, I translated it. That said, uh, you cannot discover new land. So you it was a ship.
21:25You can't discover new land if you're, uh, if you're insistence on always having the shore within sight. Like, you have to be able to move. And I love this meme because I've played Mario all my life, but it's so true and it's one of those things that I remember every day.
21:38Be like Mario. Mario prioritizes movement over everything else.
21:42As long as he's moving, he does not care about any hazards. You have to believe that the game will provide it because it does. And you're also the main character, by the way.
21:49And if you don't like it, you can change the game. So what are big updates? What do these look like like tactically?
21:54Big updates, which can be just posts, can be in percentage hits. So whenever you hit a percentage hit off the goal, that's a big update. Also, a hell of a reason to promote your offer.
22:04Updates in business. Whenever something happens, again, your best episodes are still unknown to you, but when they happen, talk about it. I split up with Ryan as a business partner, you know, and I talked about it.
22:14An update in progress. So I made this post, and this is how many cash creators I I I'm gonna work with. This is how many I've found.
22:22This is how many I've got to go. Keep moving and update people along the way. And remember, don't take it too seriously because the story is for your own amusement too.
22:30Besides big updates, there's also small updates. So small updates, uh, understand that most episodes don't move the plot forward. It doesn't matter because we watch for the protagonist and not the outcome.
22:39So what are some small updates you can make? A win of you and your clients, you know, whatever happens. Remind people of the goal.
22:45I personally do this, like, every month or so. In event of what happened that day, that day I just, uh, used my tools and I worked 41, and this became the forty one minute workday.
22:53Uh, my most profitable email ever. You know? An event that day helped.
22:57Just an event that you got before. Over the shoulder, showing people, like, physically what do your eyes see. Like, this is my desk.
23:05This is what I'm looking at right now. Physical movement, this is physical. Like, actually, like, you going out and touching grass, moving places.
23:11Like, you see people always in movement. If it's not travel, then it can be the gym or the coffee shop or, like, keep moving because objects that stay in motion are easier or, like, catch more attention than objects that are always still.
23:25People who are always in the same four walls recording the same talking hand reels are missing the point because people wanna see you living the life. They wanna see you have physical movement doing things in real life. Like, you see me now posting about I made an investment in local pork.
23:38Like, of course, I'm not keeping that quiet. Of course, I'm, like, making a huge nose out of it because it it matters. Non business related.
23:45This is why I ran half a marathon on the treadmill. Losses as well. But only, uh, this is my personal philosophy.
23:51I've seen other people do it the other way and also works. But I don't believe in sharing losses if you haven't sold them, if you haven't turned them into ones. Why?
23:58Because I believe personally that being the man sells more than being relatable. And if you're too relatable, I feel like you kinda lose that aura. And, honestly, since sales is a status game, I'm not a fan.
24:09So I only talked about why I pay someone 38 k a month after I've done the complete math on why this was not a stupid move. Statistics. So if you go back to your Stripe or your ConvertKit or, I don't know, your MyFitnessPal, if you're a coach, you will find very interesting statistics.
24:24And these typically give birth to big ideas. I understood that my Instagram makes 15 times as much as my Twitter if you see it follower for follower, and then that led to the value versus insight idea. I understood that most people have bought a workshop for me, uh, from me before they became a client, 80, and that led to the, uh, prospect inertia idea.
24:44So looking at your own statistics end up ends up, like, giving you a lot of insight into what the market wants. In hindsight, talking about the events that happened. So I could post realistically, it's not a bad idea.
24:55Do I regret firing 13 people? The answer is no, but it makes for a good post. Emotions.
24:59Like, uh, we all wanna see their characters and what they're feeling. It gives a lot of insight into them. So for me, this post was about how I'm ending my survival season.
25:09And now I realized I don't need to be as reactive as I was in my survival chapter. And now I need to, like, become a more mature entrepreneur. So what are you feeling as you go?
25:18Remember, you're the main character. It's like listening to your own dialogue. People wanna hear that.
25:22And recycling. Recycle your top post every six to eight weeks. If you have a cow, milk it.
25:27I posted this on school the other day. It was the exact same post, eight weeks apart. It did the exact same numbers of, like, a couple 100, uh, retweets, which was not cool.
25:36So all these make up for, like it's not filler episodes, but they don't exactly move the plot forward. And it doesn't matter because people become more enamored with you. And the last one is minigames.
25:45In your content strategy, you can blend them in, and this can be done everywhere. Minigames are games that are correlated to the main goal, but don't last that long. So an example was when I opened up the Cash Creator store.
25:55I posted this. To celebrate one year since my first workshop, I opened up the store. And every day, I would update people on how much money it was making.
26:02So this sold this many copies, that many copies, that many copies, and this went on for, three weeks. It was a it was a fun game. It also gave me, like, an excuse to promote this offer because I would say, today, there's a price raise.
26:14I wonder how many people are gonna get it. It's entertaining, but it also lets you know, yo, there's a price raise.
26:20I wonder if you're gonna get it. Another example was excellently performed by Harry, the baby project. So Harry, he became adapt.
26:28So congratulations, Harry. Well, anyway yeah.
26:31So his his baby boy was born. And he said, hey, guys.
26:36Like, when my baby boy is born, like, he's a priority, not you guys. Right? So I'm taking people up to this date, and then I'm gonna dedicate myself only to serving them, not exactly just getting more clients in because, you know, I'm a dad and I have to figure out my time now.
26:50And it got a lot of people to be like, okay. Like, first of all, congrats. Second of all, it's like, okay.
26:55How long will you be away? It's a mini game. It gets people to be like, okay.
26:59What's going on? Small and I'm not saying this small, but you you understand what I mean. When it's, like, not the main goal you declare, it gets people to, like, lean in.
27:06Uh, these mini games are, like, a big deal to get attention. And the last one is, uh, and the last example is this one by Robert. He announced in thirty days, I'm gonna make a 100 k.
27:15And, like, Robert's content isn't tailored to me. Like, it's he talks to other kinds of avatar. Right?
27:22Yet I still I tuned in and I watched every single of the thirty days because it was so so interesting. I wanted to see how he did it. It attracted people from all sorts of places, and, you know, it requires bravery.
27:32I'm gonna make a 100 k. I'm gonna show you how I did it. And he got there.
27:35Right? He took an accountability and was rewarded by it. What if he failed?
27:39What if he didn't make a 100 k? You could say, hey, guys. I didn't get to a 100 k.
27:42I just made this much. But, hey, this is what I learned. Who cares?
27:45What's episode two? Right? People are still gonna watch it.
27:47Mini games are exciting and fun. It gives people a strong reason to come back to you because you're putting on a good show. So now we cover the protagonist post.
27:54This is like the basis. And then the strategy, which is Netflix as content strategy. Now, how do we weave it into sales and actually get people to move?
28:02Because protagonists tend to make more money than coaches. Coaching is a luxury good, but it's sold as a commodity. People are used to coaches always being available and nice to always follow-up and be there when they finally get around to needing them, which they never do.
28:14A protagonist flips the script because they see things for what they are. There are millions of people who need a problem solved and only you can solve it the way you solve it. You are the one who holds the status in the sale, not them.
28:25The protagonist knows this. And so he takes pieces of him away from the audience to condition them to buy the next time he offers them. You wanna get people understand that things go away here.
28:36He makes the audience understand that he's willing to help, but not forever. So here's a few ways that I that you can do this to weave it into your sales. One is strategic price raises.
28:44So I already knew that I was gonna raise prices every quarter and that at least I was gonna have a big campaign every quarter. At 25, 75%, and a 100.
28:52If you have them scheduled, you can use these as reasons why in your marketing. You can even include it in the plan.
28:57Every quarter, I'm raising prices. If you wanna do it, be my guest. Private consequences.
29:01And this is just examples of, like, things I say via email because the model requires most people to reply. We don't really get them to book a call and stuff. We just get them to reply, and most of our sales come to our conversations.
29:13So I will use these and weave them in. Hey. I'm closing reservations tomorrow.
29:16Are we doing this, or should I release yours? For example, I'm having my final intake on January. You can bet that I'm gonna use it.
29:22Have a read and let me know if you're in or if you have any questions because I'm raising the price next quarter. I'm closing your file because I didn't hear back from you. These are all true because when you're a protagonist, you are the scars good.
29:32You're not just another coach. Who else is gonna provide that game? Who else is gonna do it the way you do it?
29:36Nobody. Because people are afraid of leading. You can use it to start conversations with people who missed out.
29:40Hey. You just missed this opening, unfortunately. Let's say they've replied to your stuff after you closed doors.
29:45Would you like to see the details of what making a reservation for the next one would look like? Hey. This replay is not for sale.
29:50What are you working on? I have some other stuff that might be helpful. Right?
29:53You change your tone and the audience starts slowly getting that they can't fuck around. Like, they have to move or you're out. You're an object in motion.
30:02And because you're an object in motion, they have to adjust to your speed. And you can also include public consequences.
30:07One of them is a married girl strategy. I call it that because what is the, you know, the pretty girl that's on Instagram, and then she posts a ring, and then everybody and all the dudes get depressed because she's finally engaged? You wanna do the married girl strategy.
30:19As in, you cannot give me money anymore because we're closed. They'll see me do this. License cash is closed, but it was called License cash back then.
30:26Hey, License cash is closed. Our focus is this. Would you like to be on the wait list?
30:30You wanna remind people that they like, if they wanna buy things, they have to adjust to your time frames. You can make reminders of global and local caps.
30:39So, for example, I have I am 5% of my goal. Therefore, I'm raising the price. That's a local cap.
30:44Or you can remind them of the global cap. Hey. By the way, remember, when I get to this level, I'm up.
30:49And you keep reminding them, you keep reminding of the game. And because they associate you with that leadership that you were brave enough to declare in the beginning, they know you're not fucking around and it's real. And these consequences get people to move.
31:00In my experience, value doesn't move people as much as consequences. They like getting stuff, but they hate having things taken away from them more. And, yeah, taking things away.
31:09So, for example, I'll have my store, and then I'll take it down. You can't buy this workshop after I go live. Why?
31:14Because I wanna do it live. And I have something else I'm gonna promote the other week. People stick to your rules.
31:20Yeah. Right, Fabio? So TLDR, a mentor asked me what, uh, was one big takeaway recently, and I sent them this.
31:27Raw screenshot. For me, it's that people don't care what you do, say, suggest, or create as long as you're willing to go first. Like crossing an empty street even though the light is green.
31:37Everyone's standing there second guessing if they should cross, but then one guy crosses and then everybody crosses. People just want you to be that person. People just want someone who's willing to go first.
31:46They just want you to lead. And if I could summarize 2024 into one sentence, like, everything that I learned this year into one thing is they just want you to lead.
31:56That was the main one. If I could, like, summarize a year in a sentence, uh, which gave me a lot of hope, honestly. Now I started in 2023.
32:03It took one year to get to 94 k month in recurring profit, and, honestly, it was one of the greatest things I did. And I'm really glad that, you know, I took that bet on myself and the model, and I think that you will be also glad you take that bet on yourself. So if that you wanted to accomplish that, then the next steps are creating your protagonist plan now.
32:20You know? I did it now, and January is the best month for coaching and consulting because everybody wants to change. Like, look at gyms.
32:26Right? Good time to start with a plan for 2025. And even if you're watching this later, you can craft it now.
32:30Like, it doesn't really matter. People just want a leader today, tomorrow, and 10 from now. Because with so much foolishness and indecision in people's lives, why not someone like you?
32:39So what are the steps? Step one, declare your protagonist's plan. Step two, use the four content buckets in your problem in your content.
32:46So it's problem, outcome, philosophy, protagonism. Three, make big updates, small updates, and mini games known.
32:51Four, introduce consequences publicly and privately so that you condition your audience to buy. And five, understand that win or lose doesn't really matter, but lead. That's the main thing.
33:00Just go first. Hey. If you're getting value from this, good stuff.
33:04You can subscribe and you'll get more stuff like that, or you can share it with somebody that you think might benefit from it. Or you can check out the offers below if you'd like to take the next step and see what it's like working together. We move on.
33:17The minimal is planned to 1,000,000. So this one has been an exercise of removing things.
33:25I am a minimalist in everything I do, and I believe in the phrase of perfection is not when there is nothing else to be added, but when there is nothing else to be removed. So that's what I was thinking when I was crafting this plan. What is the minimalist plan to make 1,000,000 a year in profit with the simplest model possible?
33:45So we start with the offer. Right?
33:48So every business needs an offer and the because our goal is to use the simplest model possible, what we wanna sell here is find what is the easiest thing we could sell and the simplest offer we have. It just happens to be you, something that you already have.
34:04Because people don't buy coaching, they buy coaches. That's why early on, I can sell and retain clients even though I didn't have a portal. Like, my portal was a Promozy video and a Telegram chat.
34:15And I said, I do not have the knowledge you need in a portal. It's not there, but it's here.
34:21It's in my head. And trust me, I got you. Ask me questions.
34:25We'll work it through. And it worked. Right?
34:28Because people don't buy coaching, they buy coaches. And this is, a recurring thing you're gonna find today.
34:34We're gonna find a way to sell you and shades of you all the way to a million. We will not do this with an offer suite that sells your stuff, aka not stuff that sells coaching.
34:46We're not selling coaching. We'll do this with an offer sale that sells access to you, aka the coach. Because people don't like coaching, they buy coaches.
34:55So, traditionally, the way people sell stuff, it's hard to understand where do people fit.
35:03Like, they look at everybody's upper suites, and they're like, okay. Where do I fit? Because they may have, like, a community.
35:10They may have a, I don't know, a course. They have the one to one.
35:16They have the program, and maybe they have something else. Right?
35:21So people look at that, and they're like, okay. What's which one should I get? What's the best one for me?
35:26And it ends up being confusing to people because we're selling your coaching and not yourself. People buy you. This is why people join your stuff, and maybe they they don't consume anything.
35:37But they're there. They keep paying every week or every month because it's just you. So because we know that people buy coaches, what we'll do is we'll monetize with an offer show, which is one offer, which is you, and we'll add different access on top of it.
35:54This is easier to understand and thus easier to sell. So an example here, for context, I've got around 70 active clients on school, which is kind of the community level.
36:0610 of them pay double and some triple for more access, which I deliver on Slack. It's an upsell that that's worth two or three times as the previous one. And the conversations actually just go like this.
36:18So, like, hey. Is the upgrade to VM support still available? Sure.
36:23Yes. Of course, it is. Right?
36:26Hey, Jake. I just saw this. Is this offer still open?
36:29Yes. Here's the Google Doc. Cool.
36:31I'd like to do one on one. Usually, it goes this way. And you can and people will pay you two to three times as much if you, the coach, know how to sell yourself in the level of access that comes through it.
36:43People will pay you twice and three times as much just to be able to DM you. And it's weird, and it sounds, like, crazy until it happens, and you're like, oh, the offer that people wanted was me all along. And by me, I mean you.
36:58So now that this is the easiest offer we sell, the simplest one to understand, what does the million dollar offer shell look like for you?
37:08So we wanna conventional knowledge tells us that we need 84 people at $1,000 per month to reach a million, which is true, but it could be simpler.
37:19Because there's people that are willing to pay you twice as much and three times as much. We gotta take these whales into account. So the minimalist the million dollar offer show actually looks like this.
37:3412 top clients that pay you 500 a week. And I'm gonna walk you through exactly what is it that we have in these offers. 55 core clients that pay you $2.50 a week, and customer offers that you sell every month.
37:54This could be from a $100 to stuff like $510,000.
38:02So what does this method look like? If you have 12 people, this is 24.
38:11If here, you have 55 people, this is 55 k. And then every month from the audience, just have to sell five k.
38:22This could be from $100 workshops, $300 bundles, $1,000 hours, $3,000 paid in fulls, $1,000 passes to your community.
38:31Could be many things. Every month, you vary it. But this total is 84 k a month.
38:43Which equals a million.
38:48So the number could be something else. Like, I felt like I personally made it at 5 k a month.
38:53Like, that was my number. But I I found that 1,000,000 gets you thinking big, and if you're gonna do this thing, you might as well think big. It's just more fun.
39:00And when you break it down this way, you realize you're not that far. You're not a thousand people away from a million. You're not a 100 people away from a million.
39:10You're 67 people away from a million. Not a thousand, not a 100, not 84, 67.
39:16And you have thousands of followers following you. Most of you do. So the money question is, if you had great offers you knew how to sell yourself as a coach and you made them daily for a year, could you get 67 people to say yes?
39:35The answer here is, fuck yeah. We're gonna make it happen, and I'm gonna show you how.
39:4167. This is the big number. We get here, there there's a million dollars here.
39:46So what does it look like? That's what we're gonna cover in the simple plan, the minimalist plan to 1,000,000.
39:53So first and because I, like, wanted to include, like, everything I could on this, I I split it in two parts. So the first one is today, from the end to the start.
40:04So first, we'll map out the official that gets you there in twelve months. And I'm gonna include a I'm gonna send you something here on the chat. This is you're free to fill this out as we go.
40:18This is gonna be kinda us creating your official and what are the exact components each one of them will have. So what do you give to your top clients?
40:28What do you give to your core customers, leads, followers? Everything's here.
40:34We're gonna fill this out as we go. It'll be better if you have this filled out by the time we're done.
40:40And that's what we're gonna cover today. So from the end to the start, what are all the offer show levels and what does each have? And then next Monday, we go from the start to the end.
40:51We actually trailblaze it. So we plan your next sixteen weeks. The reason why we're gonna do 16 is because we're at a kind of a really nice part of the year.
41:00We're in sixteen weeks. It's gonna be kind of the middle of January. That means that there's three really strong seasons and waves coming up.
41:09Autumn, traditionally one of the best for coaching and consulting. Holidays, which if you know how to navigate, this is good for cash injections and paid in fulls.
41:18And New Year's because, you know, everybody wants to change it in in New Year's, so you might as well take advantage of it. Right? So sixteen weeks gives you this, like, really good cadence to start setting up the foundations to the mailing.
41:30Now I'll show you how you how to use these waves next Monday. I'll show you how to use these waves to get people inside the offer shell that we will create or refine today. And we start with top clients.
41:42Like, what is the top top level of your offer show? The one you charge 500 to $7.50 a week for. This is level one.
41:50Okay? So this is the top level of your offer show, top prices, top health, and blurred lines.
41:58So when I say blurred lines, I mean that, usually, we we we lack order. Our mind, like, craves order.
42:06But we cannot, like, draw the lines specifically on our top clients between this is done for you and this is done with you with your top clients because they're the top guys. Sometimes, I just do extra one on ones.
42:18Like, earlier, uh, I don't know, Marcel, if you're here, but we had a one on one call, and I could tell that none of us got what we wanted out of that call. I'm like, you know what?
42:28Here's my link. Let's do another one. Right?
42:31Sometimes, I'm like, change this, but, like, we just don't get it with some one on one clients.
42:36I'm like, you know what? Just give me edit information, and I'll edit stuff for them. I blur the lines between done for you and done with you because these are my top guys.
42:45Right? These are the closest access someone gets to you, so it's important that you limit it. 12 people is good.
42:51These are your top guys. This sells for 200 to $7.50 a week. If you're first starting out, 200 is good.
42:58If you're more experienced, 500 a week and then $7.50. And it's all with a very simple Google Doc. This is how I sell it.
43:05So I I'm gonna show you exactly when when do you send this, but the Google Doc is just this.
43:13Hey. What do I want coaching with me? Again, I'm selling another coaching, but me, the coach.
43:18Here's what I'll help you with. Here's what you get. Here's all the details.
43:25That's it. This sells $3,000 a month packages because I understand that I'm only selling myself.
43:32And if I know where to put this and you're gonna know where to put this on the second Monday we do this, this can just sell for 500 to $7.50 a week, and I'll show you how.
43:43Okay. So we're gonna start from the top.
43:47By the what are the things we can give for top, top clients? And now now is a good time for you to pull up the Google Sheets that I gave you, and we're gonna be writing them together. Specifically, what did they get is as follows.
44:02First thing, they get assets. And by assets, I mean portal, workshops, cheat sheets, all the material and the digital assets that we have, they get that.
44:16Office hours office hours are once or twice a week. I have twice.
44:24I've I've found that three times is just a little too much. So once or twice is good. They get access to a community.
44:33We host this currently in school.
44:37They get access to a one on one onboarding with you, and we map out the plan on how you're gonna get the outcome.
44:47One on one DMs because these are the top guys and on demand calls. Again, these are your top guys.
44:55So you're not gonna give on demand calls to somebody you know who's going to abuse it. But you give it to the guys that get it.
45:05You're not gonna have a lot of people here, and that's optimal. Because these are the guys, like, you give everything for. And remember, you only need 12 yeses.
45:14And this is already the this is, like, one third or one fourth of what you need to get to a million, just 12 people.
45:24So this is what you give on the top level of your show. Right? And if you have your Google Sheets, now is, like, a good time to to write this stuff in there.
45:37Most people are not gonna be there, though. They're gonna be in the next one, which is your core core clients.
45:43The next level of your show is what you give your top clients minus the one on one on demand calls and the DMs.
45:52To most, this level of access is ideal. It's limited access at limited pricing. We aim to have 55 people here at a 100 to two fifty a week.
46:01As a rule of thumb, this should be kinda half of your top client offer. And this is solved with the typical one you can find and sell without sales calls.
46:11Like, the Google Doc, as in, hey, guys. This is everything we're doing today. This is the timeline to the million and a and a weekly fee.
46:18It's the normal Google Doc that you have. Most people are gonna be this is around, like, 65% of my revenue, my recurring revenue.
46:27It's from this one offer. So how do you recreate that?
46:33To create all these offers, we're not gonna be, like, adding stuff. Again, we wanna be simple. Simplicity means you remove stuff.
46:41You don't add stuff. So we're gonna take and you can pull up the Google Sheets now.
46:46We're gonna take our top clients, and we're gonna remove one on one DMs plus on demand calls.
47:03So what you end up with is they still get access to the assets, office hours, community, and one on one onboarding.
47:20I find that having the one on one onboarding is so helpful because, one, it it gets the individual a lot of clarity.
47:28And two is if you get that one right, the demand for services later on is actually reduced because, like, you had one on one time and they're clear on what's here.
47:38And this is where we funnel 55 people. Right? Again, we our number is 67.
47:44Like, on these two, this is 79 k per month. If you just do these, these are the only two offers you need if you know how to sell yourself, which I'm gonna show you how to do later on.
47:55But this is your core client offer. If you wanna get deep into the, like, semantics, this is done on school, and this is done in Slack or Telegram.
48:15Now we'll remove further, and we create the next level, which is customers. We define a client as somebody who pays you recurrently.
48:23We define a customer as somebody who pays you once and somebody who's not in a deal. So if somebody, like, bought many one time things, they're still a customer.
48:32They're not a client. Most people don't create customers. They focus on getting leads and immediately turn them into clients, which, in my opinion, is kind of a waste because it misses, like, two big opportunities.
48:44Even though some people are not willing to become clients, there are customers that will gladly pay you thousands. Like, there's people who bought 2,000 calls,
48:52like, $2,000 calls, not 2,000 calls.
48:55There's people who bought, like I think somebody bought, like, nine workshops the other day. They're not a client, but they bought nine workshops.
49:04You know? I'll take it. So that's the first one.
49:06There's people willing to pay, but not willing to become clients, and you miss out on them, you know, create customers. And two is it's just one of the fastest ways to get clients because it creates prospect inertia. Prospect inertia is a principle that says that the more money someone gives you, the more money they are likely to give you.
49:23By asking your lead to turn into clients right off the bat, you're kinda playing a losing game. And you've probably seen this before, but in our world, we have three kinds of people. We have leads, we have customers, and we have clients.
49:44The common knowledge tells us get a lead and then turn it into a client. But this goes against prospect inertia because the leads gave you get a grand total of $0. And because the more money someone gives you, the more money they're likely to give you, this is just asking too much from them.
50:02This is why people can't book calls even though they have tens and hundreds of thousands of followers because they're just asking for too much. So while others ask leads to jump, as cash creators, we at least we ask leads to flow.
50:16That was supposed to look better, but, you know, you you understand what I mean. So, anyway, as cash creators, we understand we ask leads to flow.
50:26There you go. That's better. We go from lead to customer to client, and this is why a 100% of my top clients were core clients first.
50:37Like, nobody ever came here and be like, yo. I want a one on one right off the bat, and they paid. Like, everyone went through a process as well as my core clients.
50:4580% of my core clients were workshop buyers first. People just need a test drive.
50:52They need to know what it's like working with you before spending the big bucks, and creating customers allows us to do that. Hence, why I'm here today, and I'm not out there DMing people. I don't spend much time on leads.
51:03I make more by focusing on my customer offers like this one and only talking to people with credit cards. This gave me a lot of sanity back, and so and you will get a lot of sanity back if you do that too. We did this with the workshop funnel.
51:18So with the workshop funnel is, essentially, we extract the assets right here that we're going to give our clients anyway.
51:26Like, I was gonna host this for the cash creators anyway. We extract those, and we deliver like, we deliver that to our clients once or twice a month.
51:35Then we extract those, and we sell one time tickets to customers. I found 50 to $100 is just a really good pricing for this. And then we turn those customers into clients using the Workshop Funnel touch points.
51:48The details are in the school. Today, I wanna go, like, more, like, in-depth, like like, bird's eye overview.
51:56But this is kind of the process. Deliver assets to your clients, sell one time tickets to things you're gonna do anyway, and you're gonna find that these people are just worth 50 leads. Every time I've got a customer, they're being worth, like, 50 leads.
52:08I noted this. It's that by using this funnel, creating stuff you're going like, selling tickets to stuff you're gonna create anyway, it means you're not creating to get paid.
52:17You're getting paid to create. And as of today, I got paid these numbers are outdated.
52:22I got paid $20,000 to host this doc. Just fucking crazy.
52:27Right? Like, this was something I was gonna do anyway, but, like, a lot of people said, hey. I'm interested in that.
52:33And this is the beauty of it. Not only am I speeding my leads up, I'm also identifying who has the money to pay. I'm also getting paid for it, and so can you.
52:44So an example of the offer shell here in play. In In this call, we got three kinds of people.
52:52We got customers, somebody who just bought this one. We got core clients, people who pay without the one on one access. And we also got top clients that are, like, the guys that pay two to three times as much for closer access to me.
53:05And the beauty of this is that I'm only gonna do this once, but everybody benefits.
53:12That's the beauty of the offer show. I don't have many offers. The offers I have is just me.
53:18The only thing that changes is that more people get more access to me after this. Some people, this is the last time they're gonna hear from me, and some people, we're gonna work on their own plan later on. So this is the beauty of it of not selling many things, but just one thing and then then selling access to you later.
53:34This is also why I can manage to, like I can afford to have, like, you know, a beautiful presentation and have these colors and prepare the iPad. Like, I rehearsed this, like, three times. Why?
53:44Because I know that if I get this right, the whole model works. And that's kind of a beauty of the show.
53:51So how do we create these things to sell to customers? Well, it's very easy. Well, not easy, but it's actually quite simple.
53:59We're gonna take the assets. We're gonna give to our clients anyway. I recommend you do this once or twice a month, and we just extract those assets.
54:15And we sell tickets to it. This will identify people who actually wanna spend. Right?
54:23Now this was something that I realized after running the model for a few months that it was something that needed clarification. I'm calling it assets, not specifically workshops, because not everyone benefits from calling them workshops.
54:41An example is Carter. Carter is a fitness coach. He sold a workshop, and sales were, like like, a thousand and $400.
54:49Right? And then he ran another one next month. He didn't change much about it, except this time, he called it not a workshop, but a protocol.
54:58And the protocol sold it was the same thing. Right? But the protocol sold five times as much.
55:03Right? And then he sold his coaching, and coaching didn't sell. And then he changed nothing except for the name and called it a beta test, and that one sold.
55:13Like, it it outperformed. So I don't call it workshops, and the workshop funnel, a better name for that is actually the asset or one time customer funnel. Don't limit yourself to workshops.
55:22If in your market, course, book, ebook, webinar, workshop, protocol, template.
55:31If those work better, stick to the one that your audience knows the most. For mine, it's workshops. For yours, it might be something else.
55:38So that's why I wanted to make that, like, distinction. Doesn't have to be called workshop. It could be an ebook.
55:44The whole point is still the same. Get somebody to give you $1. That's the goal.
55:52Okay. So, eventually, what will happen is you'll have a few assets piled up.
55:58Right? And you probably already have this. Like, everybody here, the majority of you guys, you already have a lot of portal stuff, trainings, templates, recordings.
56:09It would be kind of a waste not to do anything with them. And that's kinda why I wanted to host this today because I wanted to prove that you can just get paid to recycle the assets you already have. Christian created that store in a few days.
56:22I I sent a few emails, and it sold $20,000 from stuff that was already created. So what you can do is you can extract from all the things inside of your asset vault.
56:36You can create new products. And the real distinction I wanna make here is there's a difference between a product and an offer.
56:44So these matter a lot. As cash creators, we have one product.
56:53The product is you. That's all. People buy access to you.
56:58Actually, no. My bad.
57:03You we don't have one product. We have one offer. So delete that from your mind for the last twenty seconds.
57:10As cash creators, we only have one offer. The offer is you.
57:15People People buy different access to you. But within that offer, and this is the part that matters a lot for you to understand the distinction, you have many products.
57:26So a product, for example, could be one of your workshops.
57:32That's a product. Another product could be DM access. That's another product.
57:36Another product could be a monthly pass just to stay one time in your community, and another one could be a one on one hour call with you.
57:46So the offer, you only have one offer, but you have different products within your offer. So once you see it like this way, you realize you are infinite because you can sell a bundle.
58:02Where is this? You can sell a bundle. Or you could sell a bundle and include a onetime hour with you, or you could sell one month of access to your stuff, or you could just sell one workshop back from the debt.
58:17You have infinite ways you can remix and repackage how you sell, and repackaging is the game.
58:25Like, being honest, the couch creators' intake was kinda getting slow. And I realized that last month. So I thought, what if I try a new thing?
58:34What if I try a month pass? And from the month pass, I think 14 people bought it.
58:40It's shit I already had. Like, I just offered a one month pass to things, and a lot of people said yes. And you can do the same.
58:47You can take things from your own offer and turn it into completely different things. So we can do an exercise now so that it'll be clearer for you.
58:59Okay. So if you're like, my offer isn't hitting or I don't know what to do.
59:09Right? I have a lot of stuff, but I don't know how to sell it. This is a good matrix for you to do.
59:15Separate your offer in four. So we're gonna do this exercise together, and you can come up with things on your own. So there's promise, time frame, There is pricing, and there's a reason why now.
59:37So these are the four categories we're gonna use to remix products within your offer. So there's many promises inside the products inside your offer.
59:49For example, I have many workshops that I've done. Right? Some of them help you get to 1,000,000, some of them to get 20 k, some of them just to get your first First one k client and some of them to create time.
1:00:05Right? There's different time frames that I offer. One of them is twelve months.
1:00:12Today, I made one on sixteen weeks. One couldn't be on four weeks, and one could be on one hour, like, one on one call with me.
1:00:22Right? That's a time frame in which I can deliver something to somebody, and you can't as well. Different kinds of pricing.
1:00:31I could sell something for 50 k. Okay? Okay.
1:00:39Okay. And different reasons to do it now. It's because best quarter, maybe it's New Year's, back from summer, or maybe you're going on a trip, dude.
1:01:02Could be anything. So when you see all the products within your offer, this is when it gets fun. And you're like, okay.
1:01:10My offer isn't hidden. What do I do? I change my offer?
1:01:14You don't. You find a different product within your offer. That's what you do.
1:01:17So I'll give you an example for myself. So for me is I wanna help people create let's say, my offer wasn't hitting, and I thought, okay.
1:01:26How can I change it a little? Let me change the promise a little bit to helping people generate 20 k, and we're gonna reduce it to four weeks.
1:01:38And then I'm gonna charge 1 k for it because it's the best quarter. This became the September pass. This product within the offer generated $14,000 in the past thirteen days.
1:01:52What else can you do? Right? Let's say you're like, okay.
1:01:55Let me create a sped up version of my own program. You're You're like, I'm gonna show you the in 20 k, how to get to 20 k, we're gonna set up a sped up version in sixteen weeks.
1:02:08It's gonna be a 5 k one time payment instead of a weekly thing, I'm doing this because we're back from summer, and now is the perfect time to get your plans right. Then I have another offer you can make. Right?
1:02:21Let's say you wanted to help somebody else, and you're like, we're gonna craft an offer that can make you 1 k that same week. One hour with me, 10 k, and I'm doing this because I'm gonna go on a trip soon, and I wanna fund it.
1:02:35So I'll open up ten hours this week in which we're gonna work on this.
1:02:41And people wanted to create another one. So, hey. I'm getting people three people to go with me closer to 1,000,000.
1:02:50It's gonna be twelve month thing. It's be 15 k, but I'm only taking three people here ever. And I'm doing it because it's the New Year's, and I wanna get it right with just a group of three killers, which can sell for different things.
1:03:05It's just the same offer. I'm just selling access to me. Right?
1:03:08But the difference is that, well, you can craft many products within the same offer. So three consistent ones, so you can skip the thinking on this.
1:03:19Hours are really good. So let's say you wanted a cash injection now.
1:03:24You can say, hey. This month, I open up five hours so we can work on your plan.
1:03:29Right? And you tell them what's the plan, and you sell the hours. This is the template.
1:03:33You can find it in school, and people can buy it here. Another good one that I just tested was is passes.
1:03:41You know? A lot of people bought it, which was kinda fun. You know?
1:03:44It's if you're selling a workshop, add the passes and option. Hey.
1:03:48Would you like to get all of the all of the workshops, not just these ones, plus my personal help for two weeks? And what I like about this one is that it has implied scarcity implied urgency.
1:04:00Because if it's a monthly pass, the more they wait, the less they get. And when you reach a certain date, what you can do is you can take it off.
1:04:08And you can say, hey. By the way, like, the offer goes down today. Right?
1:04:12Because it doesn't make sense for you to get it earlier later. And another really reliable one is bundles. If you have two workshops that work well together for example, in my case, it would be well baked and maybe valid versus insight because both are about content, then I can put them together and, like, hey.
1:04:31I'm releasing the cash reader content bundle. Right? You give it a name.
1:04:35You make it fun. You make it grander than life. And this is something you gotta kinda get into a habit of as you go is every offer you make must have some magic.
1:04:43Even though it's mundane, it's just a collection of two PDFs, it must have something that you're like, this is why I'm doing this. This is the grandiose background to it.
1:04:54So get into that habit of making things look bigger than they really are. So three really good ones. I will usually promote my core offer for two weeks, and then I'll workshop for two weeks.
1:05:06But if one starts losing steam, I'll sell my one on one or sell a different product for three days just to mix it up. Because when people know what you're going to say, they stop listening, which leads us to our reliable model.
1:05:23So it's not just assets that you extract.
1:05:28You extract assets and products from the thing you're going to be delivering to your clients, and you sell this to customer offers.
1:05:40And, hopefully, you now can see kind of what the path is. These are all the things we give in exchange for money. This is the one that we just need 12 people in, 500 a week.
1:05:50And you convince 12 people out of thousands that you have? Yes. This is 55 people we're convinced at $2.50 a week.
1:06:00And these are variables between $100 and 10 k.
1:06:05You can sell hours. You can sell paid in fulls. You can sell packages, challenges.
1:06:11Your imagination really is the limit when you start looking at it this way. You are an infinite offer creator. You can have as many products from your offer as you can to get creative.
1:06:20These are just three goods good ones that just consistently sell.
1:06:29Okay. So so far, we've only covered things that you give in exchange for money. Next is what you give for free in exchange for a contact info, aka how you get leads.
1:06:41And this is actually, like, my favorite part of the model because it it's just the simplest to understand and some people just skip it. My favorite marketing quote ever is by a nonmarketer, Nasim Taleb.
1:06:52This is marketing beyond conveying information is just insecurity.
1:06:58And I think that's right on. I think that's beautiful. The best marketing is just honest.
1:07:03When you feel like like you're struggling to create the content is because you're trying to manipulate truth at some level, and your subconscious is not letting you. That's why you get, like, kinda, like, overwhelming your writing.
1:07:15It kinda feels like everything's clogged up. But the mismarketing is not clogged up. It just tells a story.
1:07:21It simply tells a story that already happened. It points out something that's already there. That's why as cash creators, we don't really market our product.
1:07:29Most people do this. They create marketing, and they're like, hey. This is my product, and they market to their product.
1:07:37Cash because we understand that marketing beyond conveying information isn't security. We do it the opposite.
1:07:44We market from our product.
1:07:49This is what's happening today. Would you like to join? Here's the invite.
1:07:54This happened last night. This is the place where results like this are created. I'm hosting this workshop anyway.
1:08:02Would you like an invite to things that are inevitable and are gonna happen whether you buy it or not? Our lead gen strategy is simply telling the truth. And most people do not understand this because they think they need the creative acts and stuff like bravado and showmanship have a place.
1:08:21But in a industry like coaching and consulting that's people are just tired of empty promises. The best marketing is just telling the truth. Focusing on your delivery and telling the truth that comes from it in four different ways.
1:08:35So four good ways to tell the truth is the first one is stories. So this is my one of my top three highest performing emails ever, the forty one minute workday.
1:08:46I tell the story of how I was working, and I finished my day in forty one minutes. That's a story that is true. I have the picture here.
1:08:53I it I used this watch, and I took a picture of it, and it it just fucking worked. I'm just extracting the truth, the story that already happened.
1:09:04Another one is outcomes. This is for big and for small outcomes. They're actually this is this is good timing because I posted this past past $200,000 from Audrey.
1:09:15Amazing result. Today, I posted another one on somebody making 15 k, which is not as big as Audrey's, but it's still an outcome.
1:09:25It's still true. So all I'm telling people is the story of what Audrey is doing. I'm just extracting truth from my delivery.
1:09:33This is why I focus 95% on my delivery and 5% on getting clients because I know that the best marketing doesn't go to a product, and it comes from a product.
1:09:45Another one is problems. So what do you observe? What problems do you see people having?
1:09:50What problems do you personally have? This is one for me. My Twitter engagement and lead gen actually sucks compared to Instagram if you tell take audience efficiency into account.
1:10:02Instagram is 15% 15 times more efficient because my Twitter is based on value based content, but my Instagram is based on insight based content. And this is an actual statistic.
1:10:13It is true. It is a number I got from me doing the thing. I'm just showing people, hey.
1:10:19This is what happens. So when people are like, this copy this is why I don't like I make the distinction between drunk and sober copy.
1:10:28Drunk copy uses words like supercharge, master, autopilot.
1:10:34Like, they're extracting too much, whereas sober copy just tells them five leads, 10 clients, three days.
1:10:43Easy. Simple.
1:10:46And another one that you can extract from your delivery is insights. So this is something I realized. The people in your comments are not the people who buy.
1:10:53And this email got a lot of customers. Clients. What was it?
1:10:58Customers. Yes. Because, you know, it's just an insight that it it's it's just true to me.
1:11:04So if you look at it from the from a really naked point of view and you're like, okay.
1:11:11What what is it exactly that we're doing here? It's to these people, we're selling access to you.
1:11:20But to them, we're selling your ideas. And you get more benefit in social media, I found, from not looking at yourself as an offer salesperson, but an idea salesperson.
1:11:32You're there to sell ideas and sell the truth of what is happening to you. So what do you extract and what do you delete from what you're doing in order to get leads? It's actually the obvious answer, which is you just extract truth.
1:11:49What are things that are happening, and can you just tell them and demonstrate them? And truth can take four shapes. Could be stories, problems, outcomes, and insights.
1:12:15So you'll you see how we're doing things the opposite way? People People wanna do it this way. People wanna go like this.
1:12:22How do you create followers? What do you give them for leads? We do it the opposite way.
1:12:26We focus on our delivery because we know that product is king. And we get our product right, then we extract things to get to everybody. To some, we sell access.
1:12:35To some, we sell assets. And to some, we sell ideas. And it all comes from you doing great work.
1:12:43That's true simplicity, focusing on products over marketing.
1:12:50An asset that might help you tell the truth and make it fascinating is this one.
1:12:55Sixty one saw those templates. So it just has questions that they're not meant to, like, be answered every single one of them.
1:13:03They're meant to be read with an open mind going over these and asking yourself, which of these ideas shines brighter to me today? So for example, you wake up and you okay. What are your clients doing that they shouldn't?
1:13:18You're like, oh, okay. I like that one. We start from that.
1:13:22And you tell a story about a client that was doing something that they shouldn't. Or what's what's an interesting statistic?
1:13:28Well, open up your Stripe and see something. Maybe your recurring revenue today is bigger than the one last year. What changed?
1:13:35And you can just use these Solace templates to tell the truth, but tell it in a fascinating way. Not to market to your product, but market from your product.
1:13:51And the last part is we cover how to get top clients, core clients, customers, and how to get leads. How to get follow ups?
1:13:59How to build the audience? This is the last question we're answering, by the way, not the first one. Again, people buy coaches, not coaching.
1:14:06To extract the following, we just can't base our stuff in numbers and logic. If you build an audience logically, you will miss out on the emotional aspect that makes people buy. Somebody sent me this the other day.
1:14:18Not sure where I read it, but I almost teared up when you said your mom told you you seem at peace. It was an email I wrote about my mom finally telling me after all my life, first time I ever heard her say it, hey, Son. You look calm.
1:14:30She's never said that. Nobody ever in my life has ever described me as calm, yet it happened. Right?
1:14:36And I wrote about it. If you just do it on the logical side, you will miss out on that emotional aspect that makes people buy. Harry, here.
1:14:44I don't know if you're here, but Harry is gonna have a he's gonna have a kid. Like, dude, amazing.
1:14:51What's he doing? When what is he doing? It's like, like, two or three months.
1:14:55Like, okay. Here's what we're doing. Now we're gonna talk about the baby project.
1:14:59So you're gonna tell people, guys, I'm gonna have a baby. Right? After he's born, well, I'm gonna be really busy.
1:15:06But for now, I'm gonna help you as much as I can until he's born, and you launched another offer. Right?
1:15:12It's and people will get we're like, fuck. Yeah. And he filled nine spots.
1:15:17Right? Like, I have his client offer, like, what, like, a $1,000 a month or 2,000, something like that. You don't have that touch, you missed out on the emotional aspect of what makes people buy.
1:15:30So to build the following, the only thing that is left to extract from what we're doing is us.
1:15:39The last part is extracting you.
1:15:44And we extract pieces of you in four different ways. The first one is ideas. So, again, see yourself as an idea salesperson or an offer salesperson.
1:15:54One of my ideas is value versus insight, and it's very true to me. And this is something I put out there.
1:16:00If I can get people to buy into this idea, then it makes every single word that comes out of my mouth or my fingers more relevant to anybody who buys into it. And that's why it's so important. Offers come with a choice.
1:16:13People can choose to take them or not. Ideas don't. They're accepted automatically, and this is why selling ideas gets people to buy more of your offers.
1:16:23That's one. Second one is philosophy. What do you believe in?
1:16:29What do you not believe in? What do you observe? By putting your philosophy out there, you attract a bunch of whales.
1:16:35This is this is especially helpful because it attracts people who make more money than you. Like, some people here I'm not gonna name any any names, Travis.
1:16:44But when some people join here and they're like, listen, man. Like, I really like your stuff, but I'm not here for the marketing stuff.
1:16:51Like, I get that. What are the systems? Like, okay.
1:16:54Then we focus on systems. Right? Like, if I weren't to put my ideas and my philosophy out there, think, oh, this guy just sells a make get rich online course.
1:17:02But because I put my philosophy out there, I attract people who are richer than me, but they want my ideas. Right?
1:17:10This is why fitness client like, fitness coaches get clients that are way wealthier than them because they got everything except for the six pack.
1:17:19Right? So when you put out those ideas, you attract people ahead of you. Ideas and philosophy are well paid.
1:17:29Third way you can extract, like, extract yourself and put it out there to get people to buy into your stuff is plan. And this is the this is the big one.
1:17:39People lack people lack entertainment in their lives. Right?
1:17:42Or it's like, they're they're just bored. And most people with that post up, they're like, buy my offer. Buy my offer.
1:17:48Buy my offer. And I am a 100%, like, for making offers every day, but you gotta be smart about how you make them. A smarter way would be to tell people, this is my plan to achieve this.
1:17:59And a plan has a goal, real stakes, and a time frame.
1:18:05I paid my plan public. This post is from January 1 to hit a 100 k a month profit in three hours a day. I put it out in public.
1:18:13If I fail, everybody sees it. But if I don't, everybody sees it. It's interesting.
1:18:18It's fun. Another plan I started is from the fourth board. Another game I started.
1:18:25It's the cash creator store. I'm like, hey. I created this for this month.
1:18:30I'll update you every day on how it goes. Right? And I'm updating people around the game.
1:18:36It's more helpful if you see your social media not as social media, but if you see it as Netflix. People tune in to the You show. So creating games, stakes, timelines, consequences, and updates on what is happening makes people and actually it forces people to look because they cannot get this kind of entertainment from any anybody else, and it gets them to buy into your offers.
1:19:04So there's four ways you can extract yourself, and this is the core part of how you build an audience by extracting your ideas.
1:19:21Philosophy.
1:19:25Games with real stakes and updates.
1:19:35And that's it. These are the offers. This is your offer show.
1:19:40This is how I got to 1,000,000. So recap.
1:19:46The minimum is 21,000,000. You're 67 people away. So get 67 people in this model.
1:19:5412 top clients that you do everything for in blur lines for, 55 core clients, and and customers that you sell different kinds of products to.
1:20:04And you move them along by using the tools in each step, and these are the tools available to you.
1:20:15You create the content here with WhaleBay. This attracts high level followers. You turn them into leads with Insider, and you turn them into a car into a customer with a workshop funnel because customers are worth 50 leads.
1:20:35You turn them into a client with your Google Doc offer but sell without Salesforce. And you upsell them by using the templates inside cash injections.
1:20:49This is the minimalist plan.
1:20:53And you have the tools to get there and the community to get there, which, you know, is quite fun.
1:21:00Many variables, but this is the strategy. A short follower that can afford you with will be, which is just talking about yourself.
1:21:08Turn them into leads with insight that doesn't give away the answer but proves that you have it. Turn them into customers with an easy, compelling customer offer using the workshop funnel. Turn 55 of them in a year.
1:21:21That's all you have to get. 55 yeses in a year with the lowest level of your show. It makes it easy to say yes for a low weekly fee.
1:21:28And then upsell 12 of them into your top clients with cash injections by selling one on one access to the one thing they want the most, which is you. Because people don't buy coaching, they buy coaches.
1:21:39They don't buy your stuff, they buy you.
1:21:43Many variables, but this is the overarching strategy. Alright. Minimal is planned to 1,000,000.
1:21:50If I were to do it all over again, what pieces would I remove? Not add, but remove because the best clients, in my opinion, just fit in one page and are easy to understand and to act upon.
1:22:02This is part two. First, on Monday last Monday, we drafted the path to get to 1,000,000 from the end to the start. What does the terrain look like?
1:22:12Today, we take the first step towards that terrain, and we plan our next sixteen weeks. I purposely did this one very, like, not as in just, like, execute on this because I've done this I I remember last year, and I I just remember the things that really worked, and I included those as in, like, you're free to swipe, please.
1:22:32There's great times coming up, like, autumn, Black Friday, and New Year's, and certain products do better at different times. So it's important that you get that timing right. Like, for example, it's a good idea to sell a customer offer.
1:22:44We define a customer offer as a onetime offer for Black Friday because people are in the mood of spending but not committing. So if you sell your client offer, it's probably gonna be tougher at that season specifically than if you just send a customer offer and then convert people into clients.
1:22:58In general, it's the opposite. People wanna commit, but they don't really wanna spend much. So it's better to send a client offer.
1:23:04Seasonality is a big thing in our kinds of business. So first, we'll show you I'll show you the products we'll be selling.
1:23:11These are just different wrappings around the stuff you already have, so it'll be easy. Again, we don't define a we the difference between product and offer matters.
1:23:20You only have one offer as a cash creator. It's you. You are the offer.
1:23:24You have many different products, aka ways you can wrap, bundle, and unbundle your help. So we call that a product.
1:23:32You have one offer, but many products. So we're gonna distill what products we'll be selling. Then we'll allocate them in the calendar like this.
1:23:39It it'll kinda look like this. We'll start with October as in what do we do for the first week and then the next and then the next and then the next. And, again, this is what I'm going to do.
1:23:47You're free to swipe it as as you'd like and, like, use your discernment to which pieces you need or you do not. So if you're watching this in the future, you're watching the replay, we'll draft our plan from October to January because, well, they're the most relevant now. But if you're watching this in the future, the principles will still apply.
1:24:04So let's begin. We We begin with 15 easy products.
1:24:09And this is just things you already have, and these are just 15 ways in which you can, like, repackage it. I've tested hundreds of products, but these 15 are my best. And for the next sixteen weeks, these will probably be enough.
1:24:24So worst first, we'll see what each does for you, and then we'll allocate them on the calendar. So we'll start with well, some of them create customers.
1:24:33This is a onetime transaction. Clients, people who pay you a 100 to $2.50 to $400 a week.
1:24:40And then top clients, people who pay you $400 a week to $7.50 a week. To create each, there's different products that do better. So the most basic one is the workshop.
1:24:51So this one is best for prospect inertia. We define prospect inertia as the more money someone gives you, the more money they are likely to give you. So by selling a one time ticket to something you're gonna host for your clients anyway, you create a prospect inertia, and you it's more likely that you turn a lead into a customer, into a client than a lead into a client directly because, well, the more money someone gives you, the more money they're likely to give you.
1:25:16So this is the regular one. You're familiar with this. And by the way, this could also be an asset.
1:25:21So I learned this from from understanding that workshops do better depending on certain audiences.
1:25:29So for example, Carter, he ran the word workshop, and it didn't sell as much.
1:25:35But when he ran it as a diet and as a protocol to lose weight, he changed very little about the offer. It was just the, like, the deliverability and the packaging it was. It was the same thing.
1:25:47He just called it, you know, a protocol. Sales quadrupled.
1:25:51So you can create that, and it's it's just easier if it's better for you to name it that way. You can see, like, how they call it in your industry and call it that. For me, call it workshops.
1:26:00For some people, PDFs. For some other, it's ebooks. I've seen beta tests.
1:26:04I've seen protocols. I've seen scripts. It depends on you.
1:26:09So workshops are good for prospect inertia, and assets are good for creating prospect inertia and space. So what I mean by space is that an asset is way easier to deliver than a workshop is.
1:26:21I've been doing, like, two I call them workshops every month. But in reality, what I've been doing is I've been doing one workshop and one asset because assets are easy.
1:26:31Like, for example, one workshop would have been something like the twenty minute email. That was hard.
1:26:39Like, that took me a lot to craft. But then around that same time, I also gave them ninety days of offers. That was easy because Christian collected it.
1:26:49It was in one one easy and one hard, and this is how I could sustain, like, workshop and like, two workshops every month. So you can give away an asset from things you have collected.
1:26:59An asset, for example, is this one. So my my 90 best offers.
1:27:04This one is just me telling you the answer or giving you something I already have. And the workshop is something like 1,000 new ways or the twenty minute email that took way longer to craft.
1:27:17So these are two things you could give away, stuff that you've given for your clients already or an asset that you've already created. Bundle serves as the same thing.
1:27:27So if you already have two workshops that or assets that go well together, you can sell them as a bundle. For example, if I combine a thousand new whales and Whale Bait, those are two workshops.
1:27:38I could combine it as the whale bundle. Right? It makes sense.
1:27:42So if there's two components in your business that are similar, you can sell them you can sell them really well. So for my summer offer, I sold a summer 10 k, which was just one Google Doc with free replays.
1:27:57That was it. But it was easy to sell, and it's an other way to repackage the service you've already done. Another one you could sell is a replay.
1:28:07So that's like it serves us the same way. If you have something that's available, you can say, hey. I'm bringing it back for this week.
1:28:12This is what I did for my birthday. I was like, hey, guys. No email today because I'm jet lagged.
1:28:18Here's a birthday offer. And that was it. These are the ones you're already familiar with.
1:28:23Let let's get into the most more fun ones. This is as I go and I learn more about the cash creator process, I realize that there's easier ways to get to the mailing.
1:28:32One of them was offering a pass. A pass allows you to find prospects who want more. So here's an here's an example.
1:28:40Wait. Yeah.
1:28:45So I did this for the first time on on on August, but it was really helpful. So what I did was in the cart, you not only sell a workshop or an asset, but you also ask people, would you like to get a pass for their duration for the rest of the month to join, uh, the community?
1:29:01Where you get my help, you get all other workshops, and you get x, y, and z. And this, 10% of buyers took it. Right?
1:29:09On this 10% of buyers took it. And it's just a, uh, it's just a fun and easy way for you to get more money, and usually, they stay. So here's how it goes.
1:29:19You ask them on you put it on the card, but you also after they buy the workshops, you ask them this. Would you like all other workshops plus my personal help for two weeks instead of an hour? The August pass gets you access to my personal help.
1:29:31If you prefer more than a one hour workshop, this may be helpful. Not only do you get access to cash creators for the rest of the month, you also get all my workshops, community answer community access to get answers to your questions, and weekly calls so you can get clarity on the right steps for you. It's $900, so it's slightly higher than your normal fee, one time, and your payment is valid for the rest of August regardless when you sign up.
1:29:55That means you can start now and get more help than people who join later, and you don't pay more. So this allows you to tap into that, like, group of people that wanna pay more or wanna get more of you. And it also has an implied urgency because it's a monthly pass.
1:30:10The more they wait, the less of the month they get. So it also has this kind of fun implied urgency. And when there's, like, one week left, you can send an email saying, guys, like, I'm taking the pass down because it doesn't make sense for you to get it later.
1:30:24When I sent that one, three people bought the pass just because, like, you're gonna take it away. Right? It's got implied urgency.
1:30:31It's something I wish I included on on the other workshops, but, honestly, it just, you know, it just didn't occur to me. But that's another way you can spin it, and it costs you nothing. It's actually quite easy.
1:30:45Another one is continuation. So this is what you referred to, Aaron, in the earlier. Continuation is when the pass is ending, then you ask people to opt out.
1:30:56You can choose to get them to opt in. I'd rather do opt out. So three days before the pass expires, I text them, hey.
1:31:04Your next step as a cash creator would be to have a one on one call with me to craft your sixteen week plan together. Because you've been here for two weeks already, I'm also including a discount on the regular fee, full details. And I send them a doc with a like, an updated fee.
1:31:17Right? I'll keep your access for that weekly fee starting next week. You can do this because you already have the card details.
1:31:25If you want to quit the journey here, let me know, and I'll process that for you. Quit the journey, that's deliberate language. Like, it's like you know, it's it's hard to say, like, yes.
1:31:36I I'm a quitter. So I like to include this one. And you sell them to you send this to everybody who bought the pass and you would like to continue working with.
1:31:48So that's another one. That's a continuation offer. What does it take?
1:31:51One DM. And you're already converting people. Right?
1:31:53So it's a it's a fun way to spend what you already have.
1:31:58Hours are the next one. This is really good for fast cash and to tap into a different segment of the audience. There's people in your audience that have the money to get your help, but they don't really wanna commit to getting that help.
1:32:12So what you can do is or if you're unsure, if you can help them, you can sell them hours. And this is the template we use. So you you can find this on the school, but, essentially, it's just selling hours.
1:32:24It's a very, very simple way. And something you could do in the beginning of every month is, hey. I opened five hours this month for anybody who'd like to get one on one with me and craft your plan.
1:32:37Right? And then you can sell the call. It's a high fee, but it allows you to tap into a different part of the audience.
1:32:43I will say, I haven't had one situation in which somebody buy a call bought a call, and they didn't become a client later.
1:32:53It's just a great way to for for you to get clients. But sometimes you need to sell the hour before that. This is not for everybody, but if you're, like, in a cash crunch or you want a cash injection fast, it's not the worst use of your time.
1:33:11What was the birthday offer? My birthday is tomorrow. No.
1:33:14My birthday was in May, but, hey, man. Happy birthday.
1:33:19Another one is once you have a bunch a bunch of, like, workshops and stuff, maybe maybe you have five.
1:33:25Right? You can create a store. This is what I did, and I did it as a I did it as a celebration.
1:33:32So, hey, guys. I'm celebrating. So I opened up the Cash Creator Anniversary store.
1:33:36So it closes today. And what I ran with this is I included the best workshops, the ones that obviously, the ones that sold. That's why you don't see waitlist here because nobody nobody bought that.
1:33:47But I included all the ones that people bought, and I the ones that I knew were doing well. And I gave it a different like, a separate time frame.
1:33:55So if you bought from inception to a certain date, you had a certain price. And if you bought later, you had a 50% price increase.
1:34:03And this is where I kill it. This is today. Right?
1:34:07So most people bought here. Some people bought here, and I expect a lot of people are well, I if we stick to the to the process, then more people will buy today because this is the only chance they can get it outside of the cash creators, uh, community.
1:34:24Again, this is all stuff you already have. You already have your time. You already have the community.
1:34:29You already have the bundles. You already have the assets. So you can see how by understanding the difference between products and offers, we can create a lot of a lot of thing different things to sell that each all have a different flavor.
1:34:44You know, there's Coke cherry. There's Coke Zero Diet Coke. There's no Coke.
1:34:49The other day, saw Oreo Coke. The other day, I saw K pop Coke. So think of yourself like that.
1:34:55You can spin anything. It's probably the same formula. You change, like, 10% of it.
1:35:01K? Now some offers that you can make to get clients.
1:35:07The normal one is your core offer. Now I'm gonna get too deep into that. It's just your Google Doc.
1:35:11Right? So this is my Google Doc. You can have it here.
1:35:14Very simple. Right? This is your normal, like, 100 to 450 a week.
1:35:21Another one that I've got introduced to recently is the compressed offer. This is one this is one I'm running in October. So the compressed offer is really good to create prospect inertia and getting clients.
1:35:34A lot of people don't buy offers not because they don't see the value in it or because it's it's well, because they don't see the value in it, but a lot of people just don't buy the offers because they're too long. People are not afraid afraid of paying.
1:35:46They're afraid of committing. So something I I realized is that when you solve one problem for somebody, they pay you to solve the next one because every problem creates, every solution creates another problem.
1:36:01So if you get leads, then then you have a lead conversion problem. When you solve that, then you have an offer conversion problem. When you solve that, then you have an upselling problem, and so on and so on.
1:36:12So by selling a compressed offer, meaning you take your current offer and you compress it in four, ten weeks, four, six, eight, ten weeks, it allows you to get the people who were like, I really can't come in now get the ball rolling, create prospect inertia, and then they're more likely to stay.
1:36:32So this is the one I'm running. So what I'm doing is if you have a thousand email subs, I know we can get you 10 in four weeks.
1:36:41Like, I know. Right? So I'm gonna run this.
1:36:44And it's a sped up version of cash creators in four weeks. So we start with your Google Doc offer, a season sequence, and the workshop one. In four weeks, we execute on this.
1:36:55And the pricing like, the timeline is I'm laying out what we're gonna do. First is a call.
1:37:01Then week one and two, five new clients. One, three, and four, get over 10 k with the workshop fund. It's very simple.
1:37:06Very, like I like to think of my offers as they are full of the n word.
1:37:13People are afraid of this. People are afraid of using the n word. They avoid it.
1:37:17I really embrace it. And the n word is numbers.
1:37:22People don't put numbers under stuff, and they don't understand that people suck at abstracting. So if you put the if you put numbers on your stuff, it's just people it gives something people can point at, and it it serves as an excuse to do business with you.
1:37:39So don't run away from the n word, put numbers on your stuff.
1:37:44Investment, one k now and one k at the end of the four weeks. This is higher than the weekly fee so that by the end of the four weeks, I can text them the continuation message and be like, yo.
1:37:56By the way, if you're scared, you can leave. Right?
1:38:00So it's just a compressed version of your offer that taps into a different segment of the market that may not wanna commit to the twelve month thing, but they're willing to as long as they get that small win. Because if you solve one problem, they pay you to solve the next problem.
1:38:17Alright. Next. Waitlist.
1:38:21So waitlist is good if you're busy, you're closed, or your core offer isn't selling.
1:38:28So if you're traveling and you have nothing, like, to to to promote, promote your waitlist so that when you come back or if you're busy and you come back, you're gonna be able to finally, you know, have that demand build up for you.
1:38:43Marcel did this. He went to Thailand, and he promoted the waitlist. When he came back, he had people, like, who wanted to give him money.
1:38:49It's also high status when you're closed. Like, there's very few feelings in the world that feel better than telling people, hey.
1:38:55We're closed. Would you like to be added to the waitlist? You can ask Nate if you if you'd like.
1:39:01Or your core offer isn't selling. This is a big one too. If the core offer isn't selling continuously, I would say, first thing is revise the offer.
1:39:10There may be something nonspecific. It may be too long. Send it to the community so we can check it.
1:39:16Two is I would use a different one from all of these options that you have to create a new product. Or three, I would I would take it down and say, hey. Like, this this is done.
1:39:27Because sometimes the best way to to get people to respect you is to remove yourself, remove your presence from there so that people understand, oh, like, this is not infinite.
1:39:37There's consequences if I don't move. So this is something you can do. You can pro pro promote your your wait list.
1:39:44And the doc offer for that is the same doc offer, but what you ask them in the end is not to commit to the weekly thing, but reserve for $3.50. And you say this is one time.
1:39:55Your weekly payments don't get started until you get started. So it's just a way to, you know, to create that demand.
1:40:05And this is $3.50 purchase now. It's good.
1:40:14These are two that are new to me, but I cannot put into words how much piece they gave me. These are two really good ones if you're struggling with churn.
1:40:25First one is let's start with the long term deals because this is the most recent one. So if you find someone you really like working with and you, like, you know they're, like, long term players, you can put that into a handshake agreement.
1:40:42And I've been doing this, and I reduced my recurring revenue on purpose so that I could create that stability for both.
1:40:50This is how it goes. So if I see someone that I like, you know, I like to work with you.
1:40:55Right? I go with, hey. I thought that this might benefit you.
1:40:58I believe in playing long term games with long term people, so thought about a deal with you. I can reduce your weekly fee from 300 down to $2.50 if you stay for a year, and you give them a certain discount. Right?
1:41:08No need to pay upfront. I just reduce the next payment onwards. You end up saving this much, I get stability, and we both get someone we can play the long term game with.
1:41:19You in? The timing with which you make this offer matters. If you are hitting them with this when, you know, they're low, you're probably gonna get a no.
1:41:31Two good timings I see for you to send this is when somebody's winning, you send this. Or two, if somebody texts you wanting to churn and you you tell them and by the way, like, every request to churn is actually a request for help.
1:41:46And you're like, actually, let's get on a call and let's figure it out. And you give them a plan, and they're like, yo. Thank you.
1:41:51This is a good time to send this. Because, like, the timing in which you ask questions matters a lot. So these two are really good.
1:41:58If somebody just got a win or if somebody lost hope and you gave it back to them, this is a good time to hit them with this. It also like, guys, I reduced my recurring revenue, but I sleep amazing.
1:42:10You know? Because I thought, okay.
1:42:13Long term games, long term people, it's okay. You already have this. You just have to send the DM.
1:42:20Right? It's another message you could send. And this one, specifically, I wish I sent in two months.
1:42:28Summer actually, beginning of summer, so, like, May or June. And I'm gonna send in November post Black Friday.
1:42:37Buy two, get one free. So this is a good one to send right when after Black Friday, which is gonna be the last Friday of November.
1:42:48People aren't happy, but you gotta prepare for December because December is when people churn. They leave. They're busy.
1:42:54Right? So you can send them this when the timing is well. The holidays are just around the corner, a festive and hectic time for most of us.
1:43:02And by the way, shout out to Alan. Alan gave me this idea on the on the on the office hours. So shout out.
1:43:09And let's be honest, an expensive one too. So I figured maybe I can help. Here's what I have for you.
1:43:14Buy two months, get one month free. I know it's a mental thing, but skipping auto charge on Christmas and New Year makes us breathe a little easier. So if you pay for two months now, I'll stop your weekly payments now and only resume them sometime in February.
1:43:28I'm also adding a complimentary one on one call if you get this before date, and I should add here, so we can craft your holidays offer. Right?
1:43:37Reply holidays if you're in. JK, I wish I did this in the beginning of the summer because summer churn was was intense. Right?
1:43:45I wish I did this when the time were good and kinda, you know, like Joseph in the bible, like, prepare when times are good so that you'll be ready when times are not as good. So definitely something I would consider putting on your radar by November, end of November. Again, this is all stuff you already have.
1:44:02Right? It's just different ways to deploy your help if you get the timing right.
1:44:08Another and the last two offers you already have is number one is one on one. So this is to increase LTV.
1:44:15This is my my regular offer. Like, hey. Like, one on one coaching with me.
1:44:20More this offers more what it's not than what it is. So what this is not is it's not a lot of trainings. It's not, like, what's what's the portal, whatever.
1:44:30I'm not gonna give you to a to a team member. We just get on the DMs, and we solve problems. I do ask for a minimum commitment on this one of ten weeks, and that's it.
1:44:42Right? And just like that, like, I I sent an email like this, like, a few times every quarter, and it it gets people to be like, yeah.
1:44:49Actually, I'd like to be there because, again, prospect inertia. The more money someone gives you, the more money they're likely to give you. Interestingly enough, somebody got this package and paid in full for nine weeks, an hour before we had this workshop.
1:45:03So this stuff works. The problem is just people just don't ask. Like, your client's already there.
1:45:09They see the charge coming on their card. There is a chance that they might wanna help. They might want help.
1:45:15And what I under what I understand now is that it's not just about the offer.
1:45:20It's also about the excuse they tell themselves for why they bought the offer. So if you just promote the one on one coaching with me, that is probably gonna work. Yes.
1:45:29To make it stronger, you can add a big why and excuse. My excuse is, hey.
1:45:35The some of the best times for coaching and consulting is coming up. If you do one on one coaching with me for these next ten weeks, we will craft your autumn, Black Friday, Christmas, and New Year's offer together so you have all these ready.
1:45:50Are you in? So if you I call it the autumn one on one package, whatever.
1:45:55Right? But if you can give people a reason why an excuse, uh, it goes a long way.
1:46:02So these are helpful, and I'm gonna show you when to deploy them. I'm going over the products now, but then I'll show you the timing. This is helpful.
1:46:10And the last one is table. So if you if you have a bunch of killers in in the program, then it makes sense for you to create, like, a higher this is a a a mastermind, essentially.
1:46:22Right? So it's the same thing as the one on one except these guys are in a group chat, and they get one extra weekly call with you where we touch on, like, higher loved strategy. So this is a doc we sell it with.
1:46:34It's basically, like, we will work on these sticks. We want to I'll like, I'm going to a 100 k a month profit, and I only invite people who are like, oh, like, you could get to a 100 k a month profit with us, but you have the you have the tools. And it's $7.50 a week.
1:46:48It's the same as the one one. Should probably price slightly higher, but I I turned off the table for summer and probably kinda get it back soon. So this is just a mastermind.
1:47:01Again, also, if you already have. Right? You don't need to create anything.
1:47:04You just need to know how to package in a model the way you deliver. And this already gives you 15 products. Right?
1:47:12Now, like, the beginning, different products sell better at different times. So this is when we get into the plan. Like, what are we gonna do for the next sixteen weeks?
1:47:22Two rules for this. The first one is we're gonna make an offer every day. So your best prospect is only going to read about a third of your emails.
1:47:30And you don't know which, so you might as well send one every day. Like, today is what we, the business call, five email Mondays. I'm sending five emails.
1:47:40Don't say you should send five emails, but send at least one. And two, don't sell a product for more than two weeks. This has just been, like, kinda my rule of thumb, and it served me well.
1:47:51People stop listening when they know what you're going to say. So not only do you have to make good offers, you also have to vary them. Because then if not people get, like, what you get when you're driving home and you see this the ad, you notice the first day, you notice it the first week, and then you just don't see it, you just don't register, same thing.
1:48:09So before I get into the into the plan, does anybody have questions on, like, the products or the specific of each product?
1:48:19If not, I'll continue, but figured you might as well. You can unmute yourself, and we can talk about it.
1:48:28Hi, uh, um, JK. I had a question in reference to the one where you had. It was, uh, the 10,000.
1:48:33I believe it was the
1:48:37Yeah. 10 Right.
1:48:43Um, how do you, uh, what do you do if, like, you have a a course, but you want to check out something else to see if it works better, what what would you do then?
1:48:55Like, what, I guess, would you say what questionings or what kind of, um, investigation or prying do you do to find out, okay.
1:49:05So this work, and then what else could I do? How can you know, like, what will be the best thing for the market
1:49:12for that particular product? Am I a buyer or a seller?
1:49:16If if it's me, if I'm creating the product, I want to know I wanna create a product for the market. Let's say I have one and it's not doing good. How what would be the, uh, what would what do I do to go and find out the next best thing to be able to use that as an offer?
1:49:35Either make the either use the n word and and put a number on it that's specific, or two is make it shorter. You reduce the time frame from you make both the promise smaller and the time frame shorter.
1:49:50So if the promise is 20 k in six months, you make it 5 k in one. And and you will find that this will actually net you more because then you will get more people through the front end.
1:50:03And once they get that first problem solved, they pay for the next one. So either make the you make the promise shorter. You make the promise smaller and the time frame shorter.
1:50:13Okay. And which product of yours has us to go through, I forgot, to select an offer that would be, um, best to use in the market.
1:50:26That'll be you sell without the sales calls or the workshop funnel?
1:50:31Okay. Alright. Thank you.
1:50:37The plan. I so I don't know if you guys are feeling it, but I'm feeling it. I'm feeling it.
1:50:42The times are changing. People are getting more open to taking stuff up and buying stuff. We do not plan to waste that.
1:50:48So October is the month September and October are the months where people have the energy, they have the budget, but they don't have the plan. When you offer a plan and this is why partly because I offered the minimum of this plan to 1,000,000, you give them what they lack, which is kind of that clarity in that direction.
1:51:07So October, I like to see it as the month to really pursue your recurring offers and recurring revenue. So this is how it goes. This is what I'm gonna do, and you're free to swipe it.
1:51:17So beginning of October, I'll promote my one on one. This is a habit I like to do in the beginning of the month.
1:51:23I like to send a few emails. Sometimes I send it just to clients. Sometimes I send it to the entire list.
1:51:28Hey. I spurt open one on one, and I send them my Google Doc right on you know, right on there.
1:51:35Like, not the link to the Google Doc, but the text of the Google Doc. Hey. I opened two spots for one on one.
1:51:40If anybody wants it, this is it. I've had some people who didn't see value in cash creators get the one on one.
1:51:48And they're like, oh, this is what I wanted. I wanted a higher level touch. A lot of people don't buy your offer because it's too cheap.
1:51:54Most of them don't. A lot of people don't buy your offer because it's too it's sorry. Most people don't buy your offer because it's too expensive.
1:52:02Some people don't buy your offer because it's too cheap. So the one on one allows you to tap into that segment of the market. So I would do that for either just my one on one for my current clients or to the entire list.
1:52:15And I open my October intake here. So this is the regular core offer. Another good habit for you to have is to include a reason why.
1:52:26The reason why that just works really well is urgency and scarcity. Also, seasonality. So urgency is I close on the fourteenth.
1:52:36Scarcity is I only have seven spots. And urgency and seasonality is it's the October intake.
1:52:43If you don't have a big reason why to do it, these work really well. Seasonality, like October intake, urgency and scarcity.
1:52:53As a rule of thumb, for every or for every client offer, meaning recurring revenue offers, you always wanna have scarcity and urgency. Both components matter. For one time offers, like workshops or assets, it makes more sense for you to only have urgency.
1:53:10Not scarcity because there could be, like, a 100 people on this Zoom, and it wouldn't really change much about the experience, right, because I'm gonna be yapping most of it. So it doesn't really matter to have the scarcity aspect of it, but urgency does matter because I say, hey. This is the last day you can get this.
1:53:25It doesn't you can't get it later. Right?
1:53:29So this is what I'll do for the first two weeks of of October. One on one in core offer, and then I'll sell a workshop. Usually, my workshop promotions run for seven days.
1:53:39On the first day, I will send a workshop template you can find in your Google Doc offers, which is basically, this is your invitation to the x, y, and z workshop asset template. And on the last day, I'll send two emails, which is, hey.
1:53:53Today is the last day you can get it, and I'll send one six hours before Christian expires the page. It expires in six hours. These are already three template emails you can get in your Google Doc offers in school.
1:54:05What I'll sell there is workshop, pass, and continuation. Meaning, I will sell a $100 workshop.
1:54:12I will give people I don't know how much the pass will be, but it'll be slighter slightly higher than the weekly fee. And then a few days before it ends, kinda like maybe here, I'll text them, hey.
1:54:24If you wanna quit, let me know. So it's a continuation offer.
1:54:29I plan on doing this for the workshops that I'm gonna do later just because 10% of people are willing to pay you 10 times as much, so you might as well offer.
1:54:41What I'll do here is sell long term deals from the '21 to the twenty third. Long term deals are what I showed you as, hey.
1:54:50If you stay for a year, I reduce your weekly fee. So this is something I do privately on DMs, on the people who are like, yeah. Like, you could benefit from this.
1:55:00So that'll I'll do it privately. Meanwhile, through the entire list, I'll do the red, which is compressed offer plus continuation. So this is me selling the 10 k in four weeks program.
1:55:10Maybe I'll change the numbers later on. I'm unsure, but you get the gist of it. It's essentially, you have your offer.
1:55:17So the offer is, let's say, twelve months. What you do is you sell and this one's, like, very expensive.
1:55:25What you do is you sell this one for way less. And when the offer is shorter, people can see it better, and it makes them way more likely to stay because you bet on the continuation and how good you go at getting that first win so that you can get them to stay later.
1:55:41Lars, if you're watching this, this is what we were talking about.
1:55:46And at the end of that, I'll promote my core offer again right here. So at the end of October, I'll promote my core offer again.
1:55:53Hey, guys. We're opening for the November intake. And, again, good habits to have is beginning of the month, promote your one on one or table or higher level access to people.
1:56:07Beginning of the month is when people have high hopes and they have the plan, they have the energy. This is a good time for you to hit them up with a, hey.
1:56:15Let's craft your Black Friday offer. Hey. Hey.
1:56:17It's November. Like, let's let's do something in this. Right?
1:56:20Beginning of the month are always is always good. Energies are high. Now November is an interesting month.
1:56:27Like, it's really good, in my experience, for onetime sales, onetime offers, not so much for client offers, but it's incredible for one time offers. It's also Black Friday. So this is when, in my opinion, you should sell one of these.
1:56:46One of these. Workshop asset bundle replay password continuation.
1:56:53So I'll sell workshop in the first week of November, and then I'll say my Black Friday bundle. So I'll probably come up with a bundle.
1:57:03I don't know what it'll be, but I'll I'll do the normal bundle, offer the pass in the cart, and continuation to the people who buy the pass.
1:57:12Something interesting is that if you give yourself enough kinda leeway, enough time before the month ends, you can actually take the pass away at a certain date.
1:57:23So this message actually says, guys, you know, you can buy the black Black Friday bundle. However, I am taking the pass away today because it is a November pass.
1:57:35It doesn't make much sense for you to get it later. This one was an awesome email. It actually got, like, three people in.
1:57:42So you can take that away. And, you know, it gets people who wanna pay you that 10 times the amount to be like, okay. Let's do it.
1:57:51What I'll do for my Black Friday bundle actually is I will raise the price the price on Black Friday. So on Black Friday, which is the twenty ninth, I'll tell them, hey. The price is going up.
1:58:00You can get them since the eleventh, but the price is going up on the twenty ninth. And the offer is going away completely on Cyber Monday, which is on December 2.
1:58:14But this is usually kinda it's just a good time to make offers. Right? So on Cyber Monday, I'll add a bonus, maybe an ask me anything, maybe maybe an asset included to everybody who bought and buys the Black Friday bundle, and then I'm gonna take it down that same day.
1:58:31This is an incentive so that people buy even though I raised the price. If you can see there's less client offers on this one, because November is not in my opinion, it's not so much for that, it's better to create prospect inertia and get buyers, get one time buyers.
1:58:48Because people are maybe are not as willing to commit, but they are willing to pay. You know?
1:58:54People make a lot of money and spend a lot of money on Black Friday. And, again, seasonality.
1:59:01Seasonality is you being in touch in what is happening to my market now. In my market, Black Friday is amazing for them, and December usually is more dire. It's harder.
1:59:11A lot of people churn. A lot of people quit. So, again, the timing with which you make the ask matters.
1:59:17So what I'm gonna do in the beginning of December is run the buy two, get one free offer. Buy two months, get one month for free.
1:59:27And I'll send them the, you know, Christmas, New Year's is coming, other charges can be, you know, stressful.
1:59:33But if you would like to get this deal, this is an option available to you, and I'll pause your weekly payments. This also matters because it's right after Black Friday. Right?
1:59:43So people are in high spirits. They're good financial wise and emotionally wise.
1:59:48So might as well. Right? Make the op like, strike the what is it?
1:59:52Strike where the iron's hot. And then I opened the December intake. Right?
1:59:58December is for me is The time one time offers and securing MRR. Not creating MRR, but securing it.
2:00:06That's why I'm gonna run this deal for the buy two, get one free, and I might also text people privately for the long term deals. If you stay for a year, I'll reduce your fee. This is an option I'm doing.
2:00:18Right? December, I'll create my my intake.
2:00:23And then if you see a common pattern we're doing is we're kinda going going like this. So we go client offer, and then we go customer offer.
2:00:37Usually, I will go like this. I'll cycle between the two, one or two weeks each. Just because I see that if I promote a client offer and then a client offer, it it kinda gets old real quick.
2:00:50But if I cycle between these two, it creates a nice dynamic. It's easy for me to stick to, and it shocks the audience at a certain degree because they don't they kinda know what to expect, but it takes them, like, five, six months before they really get it.
2:01:05And for a lot of us here, it's just a long runway before that happens. So I like to cycle between these two.
2:01:13So client offer, then I'll run a workshop, pass and continuation, bread and butter. And then for the last week of December, I'll bring the store back.
2:01:21You know, I already have the asset. Krishna already created it, and I can frame it as the as the Christmas store. Right?
2:01:27That'll be it. So this is the beauty of already having these assets.
2:01:32You could just, like, sell them again. To take them down for a period of time, you introduce a different one. And then when the times are better or when the seasonality is fitting, you bring them back.
2:01:44On this week, this is kind of when people are planning, the twenty sixth to the '31. So when people are planning, I like to, um, I like to promote the waitlist, uh, because, you know, kinda kinda cool moment here.
2:01:59But January might be the last and the final intake I make for cash creators because we might now I might get to the number by then. So I'll promote that as the angle. You know?
2:02:11It's been an amazing ride. So I'm gonna promote that wait list. And at the beginning of the year, I'm gonna promote the long term deals again.
2:02:20As in, hey. For this 2025, I like to play long term games with long term people.
2:02:26So I reduce your weekly fee if you like to stay for a year. Right?
2:02:31It's the same principle. But, hopefully, you're kinda getting the gist of it. The timing in which you make these questions matters.
2:02:42K?
2:02:45And January. So this is already, like, twelve weeks apart. What I'm thinking of doing in January is the core intake, if god will say the last one, and one on one in the beginning of the of the month.
2:03:02Right? Again, the habit. Right?
2:03:04Beginning of the month, people are in new spirits, strike while they are in stock. Then here, I'll sell a workshop or a password continuity. Bread and butter, switch between core offer and client offer, and then sell an asset here that I already have that allows me to also get people some FaceTime here.
2:03:23January is like, people show up to calls. They're in high spirits.
2:03:27They're more open. So it's a good idea. If you're planning on giving them more FaceTime, giving your clients more FaceTime, January is a good time to do so.
2:03:35So this is the time for me of getting and securing MR. So, generally, people are willing to commit, give them something to commit to.
2:03:45You know? Jim's notice. And here, I'll probably promote my waitlist to you know, cash creators might be invite only at that point.
2:03:54So I'll promote a waitlist since then. And I don't know what's gonna happen in February, but this is the strategy. So real quick, good habits.
2:04:07Show on socials what's happening on the email to make people want to join. So treat it like CNN. You talk about what happened and what will happen.
2:04:16So So this is, like, socials.
2:04:22Wait. Socials.
2:04:27And this is email. So email is usually one step ahead because they get more, you know you know, they're they have your you have their email.
2:04:34You text them more often, whatnot. So you talk on socials about what's going on in email. It's like, hey.
2:04:41Today, I'm sending this list this to my list. Today, I'm giving this asset. Today, Today, I'm promoting this, but you can only join through the list.
2:04:47Treat it like a reporter. You're reporting what's happening inside the list. The this gives people in socials a reason to join the list, and it also kinda functions as this, like, dance.
2:04:59Right? You act on email, you react about what's happening on email on socials, and so on and so on. And I found that treating this like a reporter relationship works really well to get people to be like, okay.
2:05:11I wanna see what's going on. I wanna tap in on the action. And it gets people to join the list.
2:05:16And good resource on this is 1,000 new whales. And a habit.
2:05:22Give people a reason to act now. If we don't, they won't.
2:05:27So people are so used to having unlimited offers to be open all the time. What you really wanna teach your audience, in my opinion, is that things go away here.
2:05:39The right frame is I'm willing to help, but I'm not willing to wait forever. And if you do not move, then there is a chance you're not gonna be able to get this. This usually trains them to move faster.
2:05:50And it's a it's like a so I I don't have, like, a really good way to say it rather than train them, but that's kinda what it does.
2:05:59It gets people to be like, okay. Like, I know this guy takes things down. Let me move faster.
2:06:04And in my experience, it is really helpful. And even though people know how scarcity and urgency work, it still works. And that's why we take things down.
2:06:17But to recap, the next sixteen weeks is you have so many products you could use from the stuff you already have.
2:06:28Here are all the templates. I'll share this with you in a bit. You have the plan on what to make on every month.
2:06:35October, I would use it if I were you for recurring offers. November, onetime offers using Black Friday and Cyber Monday.
2:06:45December, do onetime offers and protect yourself against churn by securing MRR by giving people deals early to stay or to pay upfront.
2:06:56And on January, I would be focusing on getting and securing MRR. Like, this is the best month for coaching and consulting. Not even close.
2:07:03Like, January is the best. So you might as well promote your core off because you can get away with a lot of stuff.
2:07:08You couldn't get away in other ones.
2:07:13Troubleshooting kit, like, four ways that you can solve a problem when they arise because we're in business and, you know, this thing happens, is never judge a campaign before it's over.
2:07:25This is what I call the offer coaster. The offer coaster kinda starts like this. First day, it sells a little, and then there's this big lull.
2:07:32And on the last day, when you take things down, there's a spike. This is usually how it goes. It's a mistake to judge the effectiveness of a campaign by this.
2:07:42So if you're running something, see it through. Create that urgency. Create that scarcity.
2:07:48Remind people that it's going away, and you will find that often, on the last day, people just move. Who told you, no.
2:07:55I can't do it. It's it's out of my budget. Well, when things are taken down, you realize that maybe that wasn't entirely true.
2:08:03It was just that you didn't give them a reason to act now. So never judge a campaign before it's over.
2:08:15If you have small questions and by small questions, I mean, like, technicalities. Like, how do I set this up in ClickFunnels? This prospect texted me this.
2:08:24How do I respond? The community is gonna be a helpful resource for you because we can get the problem sorted out fast. Right?
2:08:30So these small questions, they have this really annoying habit of taking up a lot of mental RAM. So if you put them in a community, we can tell you how we solve that problem, and you can just move on to the next one.
2:08:44If you have bigger questions, you can also come to the office hours. And then there are, like, hey.
2:08:50Can you look at my Black Friday off? And we work on the, I don't know, the December offer. I wanna ship this, ship that.
2:08:56The office hours are gonna be a helpful product for you. They're all in the calendar. And if you like the some of the templates we talked about today, you can find it in the school classroom.
2:09:05Ninety days of offers gives you my best ninety ninety offers. Christian also shout out to Christian. He was kind enough to collect the last 365 offers I've made.
2:09:19He collected the emails from September 2023, all of them. And he put them on a Google Doc.
2:09:25I'll share this with you later in the week. And you can find all my Google Doc offer templates on your Google Doc offers. So there those are, um, in the classroom.
2:09:39But, Rica, now you have the model to take it on.
2:09:45I've done it. I'm proven that it can be done. One man well, me and Christian against the world, 95% profit margins.
2:09:54September wasn't a 100 k month, so, you know, very blessed and grateful for that. This is possible. You also have 15 ways you can spin your own offer to make it look new.
2:10:04The sixteen week plan on some of the best times ever for coaching and consulting. The troubleshooting kit, a community of people who wanna win as much as you, the cash creators, and the best seasons of the year.
2:10:20Now it's up to you.
2:10:24Yes. 314 edits since the last since the first Google Doc iteration.
2:10:29It's led to better clients, lower churn, and more yeses. So I'm I think it's just time for a redo of this workshop. The Google Doc is at its simplest level just copy.
2:10:38And it is my belief that good copy isn't written, it's assembled. So here's what we'll do today. We'll take the offer map.
2:10:47Like, there are pieces that I found essential to every piece of copy, and then we'll assemble them inside of your doc. The hard part's the map.
2:10:55Putting everything in a doc is just putting things on a template, which is why, usually, if you just take the template without crafting the individual parts, it just doesn't flow right, or there's some things that could be done better.
2:11:08So we're gonna do it on the right order today. So we're starting with the upper map.
2:11:14So, uh, we're gonna see first my own Google Docs. So you kinda see what the end products looks like. This is also like, I found this to be better.
2:11:23If you're trying to show people, like, individual components of a thing that you're teaching clients, I find it more useful to go over the end product first, and then you go over the things that make up that product.
2:11:36So the first thing we'll do is we're gonna go over google.3fourteen. So on the original one, if you go to my original one, you can't you can't copy and paste it. This one, you can.
2:11:47So I've included the details here. So let's go over the entire thing first, and then I'm gonna walk you through, like, kinda first, we'll do the magic trick, and then I'll show you how the trick is done. So it's like three pages.
2:11:59Cash creator's private invite. We aim to build your million dollar a year cash creator business with 95% profit margins, six to seven clients or less, no more than four hours a day on the tools. It starts with the first sixteen weeks, where our goal is creating 20 k with three components.
2:12:15First, your proprietary Google Doc offer. As a cash creator, you're able to sell your one k to three k a month offer with your Google Doc.
2:12:23You have this option because it solves one specific problem in a way nobody else can. It shortens your sales cycle from years to weeks. And because only you can offer it, it grows your recurring revenue without the need for sales calls.
2:12:37Two, well bait. Whales are the people who need and can afford your solution. You often don't see them because they're hitting in your audience, but they DM you asking about your offers when you post well bait.
2:12:48Content decided to get leads that are not broke. It's just one post today, yet it turns whales that won't ask for discounts, ghost you, or waste your time into clients. Three, your shell.
2:12:59Offer suits monetized stuff, which has complexity because you have to create a lot of it. Offer shelves monetize access, which reduces complexity because you can focus on creating one really good thing than sell access to you to implement it. It sells with half the words, takes less than two hours a day to deliver, and gets you clients that pay you triple.
2:13:19Our goal in the first sixteen weeks is to create 20 k with proprietary Google Doc offer, one wheelbase strategy that gets leads that can afford you into it, and deliver with one offer shell you can run all the way to a million in annual profit with 94% profit margins within twelve months. How many to the million?
2:13:38Phase one is 20 k. I didn't offer this in the past, but as a cash grader, you'll get place or clear on a one on one call with me on three things. Your proprietary doc offer, which we finished that same day.
2:13:48Three next steps to catch your next 20 to 25 clients with it without calls, and the exact model you'll be using to cash flow 1,000,000 per year. We start with clarity and a simple plan to scale your doc offer to 20 k and then 20 k per month recurring.
2:14:02That's 20 to 25 clients. Phase two, 50 k. You'll hit the additional 20 k a month more once, then we implement only the pieces of the model you need to add 50 k per month recurring with less than four hours a day.
2:14:15You understand that you get community access to Jake and the cash creators to get solutions to your problems in twenty four hours. You can do so on the calls or via the community if that's easier for you. The workshop library with all my template, secrets, and scripts, as well as pass to all past and future workshop access to all past and future workshops.
2:14:33Two office hours at 10AM Central European time and 10AM Eastern time, so you can get help no matter where you are. These are optional. The only needed call is the initial one with me to get you clarity or plan to a million.
2:14:44We'll have a community to rely on when you feel stuck and celebrate wins with on your path to 50 k a month recurring. In phase three, which is 84 k, the last step is about getting less people at higher prices. With your shell in place, we'll find those wells in your audience willing to pay you triple and sell them into packages that take you less than two hours a day to deliver.
2:15:03You only need 12 of these to get you across the $1,000,000 a year milestone 84 k a month. At this point, you're free to do either push to the next income level, cash creators range from 4 to 400 k, or take a step back and enjoy the freedom your business earned you. Investment, it's easy to get started in cash traders because two clients are more than enough to to pay to make it pay for itself and you could get them next week.
2:15:25Your investment is 400 now and then payments are 400 every week. And to make it even easier for you, this is a NASA liability. In sixteen weeks, you can expect 20 k to be created and the three fundamentals to be in place.
2:15:36Your one to three k proprietary Google Doc offer, your waybill strategy to get leads that are not broke, and an official that gets you clients to pay triple. And your business runs in four hours a days or less four hours a day or less.
2:15:49After the sixteen weeks, you have the option to cash flow your model to 1,000,000 or leave right after. If you leave, you can rejoin for a year.
2:15:56No guarantees, promises, or refunds. In a nutshell, we get you clear in your plan with your Google Doc offer, three next steps, and give them to the million. We create 20 k and then 20 k recurring.
2:16:06We'll go to battle together using the tools and community to make 50 k recurring, 40 to 55 clients. Armed with a business that runs in less than four hours a day, we upsell 12 whales in your audience to get you over the 84 k a month recurring mark.
2:16:19How to join? Email me. I'll get you enrolled.
2:16:21I'll welcome you to Cathcreators. It's a boring segment, but it needed to be done. This is just so you understand the entire thing.
2:16:28Now let's go over the individual components that make up this offer. This is called the offer map. So I'm gonna send the offer map here.
2:16:40This is so you make a copy and you we can start creating this as we go. This is gonna be a very hands on thing. Like, it's a workshop because we're gonna work.
2:16:50So I believe that every every offer needs four components. To me, it's the promise, the path, pricing, and the reason why now.
2:17:04Promise is what are they gonna get. Path is how they get there. Pricing is what is it now and what is it gonna be later when you raise it.
2:17:12And the reason why now, it's because offers standalone, they don't work like people do.
2:17:19Evergreen offers kinda get really stale. So we need to give constantly reasons for people to act.
2:17:26And you can see this this is more like in the content than in the offer, but I'm always posting, like, there's many spots left. We close at this date.
2:17:34This doesn't make sense for you to get it later. It's the November pass, the October pass, the September pass. Like, I'm always giving people reasons to move.
2:17:42These four together, I've seen work the best. And every time I write copy, I think about these four.
2:17:49If these four are not in place, then to me, it's incomplete and I shouldn't make it. So my promise is build a $1,000,000 a year cash creator business with less than four hours a day.
2:18:01My path is first benefit, you get a one on one call and we craft your talk.
2:18:07You make 20 k with 20 clients, and this happens in the first sixteen weeks. On week 16 to 52, we get 35 more clients and we get to 50 k MRR. And then we upsell 12 and get to 84.
2:18:20Very numerical. And this is a theme you're gonna see me say over and over again. Pricing, I started at $2.50 a week and then I raised it.
2:18:29And then I'm gonna show you when you should raise it. And always a reason to why now. So, hopefully, you see what I'm doing here.
2:18:36I have the map and then I'm going to put it in the doc. And that's what we're gonna do today for you.
2:18:43So let's start with the with the main one, the promise. And this is where I get excited because I love talking about this one because I I say it so many times in in a week.
2:18:54And I'm glad we can find out, like, do this formally. You know? So the by far, the number one thing we work on with folks is the promise.
2:19:01In my experience, having twice as many promises doesn't double the effectiveness of a promise. It halves it. So just keep it at one that passes the following three criteria.
2:19:11I'm gonna give you three criteria that I think it would serve you a lot to have in your mind as a mental model as every time you create an offer or a promise, it passes the three. Okay?
2:19:21So you often see, like, offers that say, like, lose fat and build muscle.
2:19:28It doesn't make the offer double like, twice as good. It makes it half as good. We need to focus on one thing because it just sells better.
2:19:36People are incapable of thinking of more than one thing at once. Like, they just can't.
2:19:40They can't multitask. So let's keep it at one. The first one, and this is the bigger the biggest thing I see, is we need an offer that passes what I call the meaning test.
2:19:52The meaning test means that if you show your promise to two people and it means the same thing to both, you pass it.
2:20:01If it doesn't, then you don't pass it. Just this one, you go online right now to socials and you'll find people who are messing it up. So I'll give you some things that do not pass the meaning test.
2:20:14Transform your physique. Achieve your fitness goals. Create your personal monopoly.
2:20:19Become a productivity master. Find your LDL partner. Supercharge your lead flow.
2:20:2410x your sales. Develop a personal brand that creates clients on autopilot. If I tell you that and I tell somebody else that, will it mean the same thing?
2:20:37If it doesn't, then it doesn't pass it, then it shouldn't be on your promise. Whereas what does pass it is, say, you're six pack. Lose 15 pounds.
2:20:46Make 10 k. Finish your workday by noon. 10 dates in ten weeks.
2:20:51Every time you create a promise, and I wanna say this once and for all, please make sure it passes the meaning test where I will send you what I call the fist. The fist is this meme I developed with Klein.
2:21:03And we work one on one. And I kept telling him, numbers. Numbers.
2:21:07Numbers. Like, it needs to pass the meaning test. If not, it doesn't work.
2:21:10At some point, I said, listen, man. I'm gonna do this because I love you and respectfully. If you ever send me an offer to review again and it doesn't pass the meaning test, I'm just gonna send you the fist.
2:21:23So he sent me, what do you think? How to get your email sales potential? It doesn't pass the meaning test.
2:21:30Therefore, we don't include it. Okay. Okay.
2:21:33When we first worked with x y z, we used this calculator to estimate his opportunity then put a pen in place. And I send him the fist because it doesn't pass the goddamn meaning test.
2:21:44And then he send me the calculator we used to find 200 k a month in lost revenue. Beautiful. So which offer would it be more likely to buy?
2:21:53How to get your email sales potential or the calculator you used to find 200 k a month in lost revenue? The meaning test matters because we are so inside of our work that sometimes we forget, like, what it looks like from the outside.
2:22:06Like, everybody thinks that their baby is beautiful. Right?
2:22:11It's other people who are like, oh, it's kinda ugly. Right? Like, you don't know how ugly your baby is.
2:22:15We need to have things that have the meaning test so everybody's in line with what we say, or I will send a fist. So, uh, quick thing on this.
2:22:26Some offers are not tangible. Right? Like, people Rochelle, said, like, mindset and, like, uh, limited beliefs.
2:22:32Some people sell more, like, productivity or health. If your offer isn't as tangible, then use what I consider the three most powerful words in copywriting.
2:22:41So you can. Get rid of your worst habit. So you can lose 15 pounds.
2:22:49Install the three AI workflows. So you can make more than you made last quarter. Let us implement the VA in your business so you can stop sending cold DMs and get a lead a day.
2:23:00Like, if it doesn't mean the same thing to you and to them, then it doesn't fly. Like, we're not Apple. Right?
2:23:07If we say this is the professional in the future of like, if people don't Felix, uh, bless you, but can you mute yourself?
2:23:19It needs to pass a meeting test. Okay? If not, I, um, I will very respectfully send you the fist.
2:23:27Two, offers come in three different frames, Coaching, consulting, and mentorship.
2:23:33Choosing one and sticking to it sells more than switching between them. Every time I create an offer, I think, what frame is this in? So a coach shows you how to find the answer within you.
2:23:47A consultant gives you the answer. A mentor tells you what he would answer what he would answer.
2:23:56And these are all, like, offers that have converted, so you can trust that they work. I'll give you one from the coaching frame.
2:24:03Coaching frame is I'll show you how to find the answer within you. Our goal is to help you save twenty hours per week to spend more time with the people and things you love without losing a single dollar of your income. It passes the test because the meaning like, the the money is the same and twenty hours is twenty hours.
2:24:23Right? Imagine this compared to an offer that says you're gonna become a productivity master. What does it mean?
2:24:29Right? Like, it doesn't pass it. Another one is consulting.
2:24:34This is the answer. Mine is a consulting offer. We aim to build your $1,000,000 a year cash creator business with 95% margins, 67 clients for less and no more than four hours a day on the tools.
2:24:44This is me giving the answer. Now the mentorship angle is also valid.
2:24:50The mentorship angle is showing this is what I've done. I'm gonna use what I gathered to you and help you and find the answer as if I were you.
2:25:00So here's one that this guy got two clients at 2 k a month, and he has, a 100 followers.
2:25:07Like, he's incredible. Uh, he helps people with CFO. He's a CFO, and what happens is people in the in the in this like, his target market, it like, the range is so big.
2:25:18Like, people can have, like, Fortune 500 companies or somebody who just doesn't have their books in order that, you know, he runs a village store. Right? So it helps both.
2:25:26So he took the mentorship angle. I'll be your chief financial copilot so you can grow faster with fewer headaches or position your company for an investment or sale. So you make better decisions faster.
2:25:38I will use the tools that allow me to start, scale, and exit at Inc. 5,000 growing company, raise 15,000,000 in equity and debt, and take my third company from 0 to 20 k a month in less than ninety days. The real key is knowing which tool to use, when and how to customize it to your unique situation.
2:25:53Over the next twelve months, you'll have access to me as your chief financial copilot. We will use the most profitable tools for you, likely in this order.
2:26:01So I call this the three hats. Depending on what the offer is and what you sell, different hats work a different way. The offer I made today was I'm gonna make three offers for Black Friday.
2:26:12You're free to swipe them. That is a mentorship offer. This is what I'll do.
2:26:17My regular offer is a consulting offer. If you were there when I sold the twenty minute email where I said, I'm gonna show you how you can use the expertise you already have, and in twenty minutes, you'll write the email. That's coaching.
2:26:31So every offer needs to have with a certain frame. Think about which one works the best for you. They are all valid as long as they pass the mini test.
2:26:43And the last one is and this is kinda it's hard to understand for a lot of people because, like, we are so in love with the things we do. And you should because you should be proud of it.
2:26:52Right? But sometimes we need to lower what we do so that people will understand it.
2:27:00The offer does not matter as much as people think. By the time someone in your audience sees your offer, they should already have have some level of emotional investment in you. Your offer is not the place to sell them on you.
2:27:12They already bought you. They already bought you emotionally. Your offer is the place to make them a mundane promise so that they can justify the purchase logically.
2:27:21Like, nobody's gonna come home to their wife and say, hey, honey. Guess what I did today? I hired a coach to become a productivity master.
2:27:30Like, what the hell? Like, why? Like, what's the point?
2:27:33Right? We must give them a mundane intangible offer so that they can justify buying it. Something that they can tell others or brag about and a cool rule of thumb that their wife will understand.
2:27:46Hey, honey. I hired a productivity coach so that I can be done with my work by noon and then attend all of Timmy's baseball games. Okay.
2:27:54Then it makes sense. Right? We made everything extremely mundane.
2:27:58Imagine if I'm the productivity coach, I'm like, but some people are not gonna be done by noon. Some people are gonna be done by two. What if they wanna work more?
2:28:05Like, this is not the point to invent. Right? This is the point to make things easy and tangible because people are, like, terrible, terrible at abstracting.
2:28:13So we have to make things mundane. You know my offers create 20 k in the first in the first sixteen weeks.
2:28:20For some of you, the offer is incredible. For others, for some of you, in this call even, you make way more than that.
2:28:27Right? But it's the mundanity that needs to be there so that people can have it and then justify themselves logically that they bought something. I I haven't found a way, like, to clearly articulate this, but the presence of a number is more important than the number.
2:28:46It just matters that it's there. It doesn't matter if it's off. It just matters that it's there so they they can justify it.
2:28:54So what I a good way to summarize is that your content should be elevated. However, your offer should be mundane. Like, your offer could be something that anybody can swipe and copy.
2:29:05It should be like a definite number. It should feel like, yeah, it's kinda dry, and that's why it is. So if you see my content, for example, I try to make it elevated.
2:29:15Time and location freedom with the cash creator business, I can go see my abuelita because my offer shell is pumping. I can be present with my family because of my systems, and Wellbit attracts people that are not difficult or stressful to work with. Elevated, emotional, high level.
2:29:31But if you look at my offers, it's like I live on the numbers part of the keyboard, not on the letters part of the keyboard. Five k in five weeks.
2:29:3984 k a year. 20 k in one time revenue, 10 k in recurring revenue. 90 offers swipe file.
2:29:44It's extremely mundane because you are selling to warm traffic, not cold traffic. If you sold to cold traffic, then it'll be a different story.
2:29:54But by the time your warm traffic already sees your offer, they already like you. Like, they went through some process already.
2:30:00So just give them an excuse so that they can tell their wife and safe face.
2:30:06So to include mundanity, either include an outcome or a number. So an example.
2:30:13Productivity could either be an outcome or a number. Finish your workday by noon. That's an outcome.
2:30:19A number could be reduce your workday to two hours a day. Let's say you sell a mindset one. An outcome could be get rid of your one childhood limiting belief so you can make more than you made last year.
2:30:34Number could be get rid of one childhood limited belief so you can double your business. Health could be an outcome, like remove your acne, not like revolutionize your gut health and, you know, transform your your microbiome.
2:30:49Just say remove your acne. Easy. Right?
2:30:52Mundane. Numbers could be get your testosterone to 1,000. I think this is microgram.
2:30:58But you get what I mean. Outcomes are numbers that are mundane. It will feel, at some point, like you're devaluing your work.
2:31:07Like, I could do so much more. I could do so much better. I have such a wider range of things that I can do.
2:31:13And if it feels like that, it's okay because that's that means you're in the right direction. It should feel extremely mundane. It's the content that's elevated.
2:31:23So please, every time you craft an offer, please remember this meme and make sure that it passes the meaning test. It means the same thing to you and to them.
2:31:35You've picked the frame that feels right between coaching, consulting, and mentorship, and it's mundane.
2:31:43So some notes. Every promise is better than a vague promise.
2:31:48A small promise is better than a vague promise. For example, I sold more with a 20 k a month promise than a 30 k a month promise. Why?
2:31:56I don't know. I just feel like people are just biopsychology is a different thing. I think it was in in The US that McDonald's sold a quarter pound burger, and then they sold the third pound burger, like, third of a pound.
2:32:09And people didn't wanna buy the one third of a pound because they thought it was less than a one fourth of a pound because three is less than four. You know? I don't know how things work, but I just know that I just report what works.
2:32:22An aspirational promise is also better than a vague promise. Aspirational promises like a million a year also work because, in my experience, people crave direction more than they crave an outcome. Like, some of you don't wanna get to a million.
2:32:34Right? Some of you wanna get to a certain level. That's not that, and you're, like, totally okay with it because it's the direction and the tangibility and the mundaneness mundanity that people buy.
2:32:46It's just knowing that they're in track. If anything, you're assuming hope. Don't be afraid to make an aspirational promise if you can back it up.
2:32:54And generic promises also are better than vague promises. If you have, like, nothing and you're like, I don't know, swipe one that you know is already working well.
2:33:04Like, the offer that took me a 100 k a month, a 100 k per month for four months in a row, let's say, let's get to 20 k. Anybody can take that.
2:33:16It's easy. Right? Because it's supposed to be mundane.
2:33:19You have to get to test to see which one works better. So if you're unsure, pick one that's small, pick one that you know will do that passes all three criteria, and roll with it.
2:33:31So back to the offer map. Here's the template. You can copy it.
2:33:37What's your promise? Us or something tangible, mundane that passes the meaning test.
2:33:46This meme is a good visual cue. I imagine this meme when I when I talk about will be sort of the best leads. What do I mean by that?
2:33:57Okay. Will they convert from customers to clients in two weeks instead of two years?
2:34:03Okay. It passes it.
2:34:08Step two is path. So you're at the entrance to a dark forest and two people offer to guide you to the diamond on the other end. Guide a says, just trust me, bro.
2:34:17Died dude b pulls out a flashlight and a map and shows it away. I choose dude b. Showing people the path through which you're going to achieve the promise is as important as the promise itself.
2:34:31For simplicity, I like to keep paths with three stages, and each stage has three parts. So if you see it here, my path is it's 20 k and then 50 k and then 84 k.
2:34:43And every kind of stage has three three parts. Benefit checkpoint time frame.
2:34:49Benefit checkpoint time frame. Benefit checkpoint time frame. So we're gonna go over each.
2:34:57Benefit. This is important. Focus on the part on what they get, not what they do.
2:35:04So this is easier to illustrate with an example. What do you guys do here is we do office hours and community. Okay.
2:35:10Whatever. Right? It's better if I say ask any question and get a solution within twenty four hours.
2:35:16Easy. Hours of trainings and teachings. Although true, it sounds boring.
2:35:21It sounds like work. Whereas I can say, tools that allow me to lose a 100 pounds of fat and keep them off for six years in a row. That's what I get.
2:35:30Right? What I do what we do is complete clarity and manuals on what you do so your AI chatbot doesn't fail. Okay?
2:35:39An AI chatbot that adds 10 k to your profit and business and takes less than an hour or week to maintain. Makes sense? And then do could be, you make 30 approaches in thirty days.
2:35:51Sounds like a lot of work, but four dates in four weeks sounds like a nice thing. Right? Focus the part on what they get, not what they do.
2:36:00They don't like, the fact that when people mention this, it has this many hours of content and this many weekly calls, they're focusing on the do part.
2:36:10Like, I appreciate you guys all being here, but sitting on Zoom, it does require time and effort. Right?
2:36:17Even though it doesn't look like it, like yeah. So it doesn't wanna just nap after these workshops. Right?
2:36:22So we have to figure it in what they get so that people will like, they know they're gonna have to work, but we don't have to rub it in their face and tell them again. We have to make it easy for them to say yes.
2:36:34Second, checkpoints. This is also one of the things that I obsess the most about when I create offers because I know that the path is as important as the promise.
2:36:43At the end of each phase, there needs to be a checkpoint so that people do not get lost. And the checkpoint must be a straight line from where they are to the promise.
2:36:53Now this is where people make, uh, they are tempted to fall into two traps. So say you run a health related business and the promise is helping people lose 30 pounds.
2:37:04The first trap is separating the check points too much. So this is real.
2:37:09Like, this actually happens. Like, people are like, okay. Step one, we get your subs.
2:37:15Step two, you look like Brad Pitt in Fight Club. Alright. Okay.
2:37:19Maybe there's something in between. So it looks kinda like this. Right?
2:37:23Get plan, get your clarity, and you look great. You transform your physique.
2:37:30Right? It like, they're too separated. Right?
2:37:33So that's a big mistake. Like, when you separate them too much. Hopefully, you can now see it in my doc.
2:37:39That's why I make the effort to say 25 clients, 40, and then 67.
2:37:47Hopefully, you're starting to see in it now that 1,000,000 is a big promise. Of course, it is. However, when you say 67 people 67 yeses, it looks like a straight line.
2:37:58It's more achievable.
2:38:05Second mistake is not relating back to the promise. Like, they're kinda like, okay.
2:38:10We're gonna get you your meal and workout plan, daily accountability, and lifelong habits. But, like, they don't connect. You know what I mean?
2:38:16Like, they don't they're not like, okay. Like, I get it, but, like, how are we getting there?
2:38:21Right? There's no connection. Even a simplistic version would work better.
2:38:27Okay. Phase one, we lose 10 pounds, then we lose 20, and then we lose 30. Easy.
2:38:33Because, again, the offer serves more as the excuse. It's something so that they can say, okay. I kinda get it.
2:38:39More than one person has told me, I don't know what your offer is, but I signed up anyway because I trust him. Right?
2:38:47But even though the this has to be there just so they can kinda have that mental check that, okay. It's done. Right?
2:38:54So two mistakes. Don't ask them to draw a wolf in step two.
2:38:59Don't separate the checkpoints too much. And relate back to their promise, even a simple like, just one third of the promise, two thirds, and three thirds of the promise.
2:39:08It could be as simple as that. Again, mundane. Like, if anything, this should feel like, oh, this is kind of like a simplistic offer.
2:39:17That's how you know it's good.
2:39:20And the third part to the path is time frame. Time frame is mostly made up, but I have found best results when I divide my core offer in two time frames.
2:39:30First, the minimum time commitment, you need to get them their first win. Because if they get a win early, they usually stay. I found that if you get people to if you solve one problem for people, they pay you to solve the next one.
2:39:43So I if you see my doc, I'm very emphasized on 20 k early. Like, I say 1,000,000 so that people will stay, but I'm like, 20 k 20 k 20 k.
2:39:52Because I know that if I get there, we make that happen in the first sixteen weeks, it's way more likely that they stay. Also, churn sucks. So for me is I like sixteen weeks.
2:40:04FYI, I changed it from twelve to sixteen weeks with no decrease in conversions.
2:40:11So twelve and sixteen weeks converted the exact same way, so I just put it at sixteen.
2:40:17And b, which is the second time frame you include, is the longer time commitment, you need them to get them the full transformation. Like, to get them the big one, right, once they're there. For me, it's fifty two weeks.
2:40:29So if you see here, I mentioned what we're gonna do in the first sixteen weeks. But on the other parts of the doc, I'm vague.
2:40:36And I say, at the end of the year. At the end of the year. Right?
2:40:40Because people are really bad at thinking long term. They're just they they just can't. Right?
2:40:44So if we work like, this is what happens in the first sixteen weeks. And if they trust that they get that result, they don't really care what happens after as much as what happened earlier.
2:40:56So split it in two time frames. The first one for the minimum tech commitment, and the other one that can be more vague because people do move at different speeds.
2:41:09So back to your offer map. If you're watching this and the recording, uh, you can pause it. But craft your path even if it's simple.
2:41:18Right? So if you're in the in the weight niche or, like, a health niche, we already talked about it. Right?
2:41:23If you're in the in the wealth niche, this much money, this much money, and that much money. Right?
2:41:29If it's something like relationship, it's like first is dates, then it's, you know, top three, and then it's, you know, you gotta learn from.
2:41:36Right? It could be as simple as that.
2:41:41The checkpoint should also pass the meaning test, FYI. So if you're like, you're clear on the next steps and you know your soulmate is ready, it doesn't pass. It doesn't pass.
2:41:52It it's like, there is from the Tate's end, you've from the Tate's age, you've gone. Now you have one girl which you're happy and you're looking forward to the most to go on the next one. Okay.
2:42:04That's the right? Passes the meaning test.
2:42:11Those are the hard parts. This is the easy part. So I'm requesting permission to consult.
2:42:15As we covered before, consulting is when I give you the answer. I have lots of evidence that weekly beats monthly pricing.
2:42:24I do not have evidence that monthly beats weekly. Why do I do weekly? Because I have found that if I get the most amount of people in the front end, I have a great back end, and I know that I can upsell them then.
2:42:37Most people don't have a back end. Like, it's not that they have a bad back end. It's just they don't have it.
2:42:41Right? So they wanna charge bigger upfront. But if you have good systems and you can see them inside cash injections, the most profitable way to run this business was with weekly pricing.
2:42:54So I'm requesting permission to consult and give you the answer, the weekly. So here's how to price it. Your scenario is let's say you're doing one on one and you wanna do group, your weekly pricing should be half your one on ones.
2:43:07Let's say you're doing group and you wanna do one on one, double your groups. If you're okay with taking it slow early and you don't have that big of an audience, 100 to 200 a week is optimal. If you have an audience, you have a list of thousand people, and you know you can command higher prices to 50 a week to 400 a week.
2:43:27This is for your group coaching offer.
2:43:35Because I am clear on my freedom number, 100 k a month profit, I could map out when I'm raising it.
2:43:43So I started at $2.50 a week, and then at every 25% checkpoint, I raised it. So when I got to 25% of my goal, I raised it by $50 a and then at 50% of my goal, by another 50. And at 75, another 50.
2:43:58I recommend you do that very much because then you will be able to command higher prices because most more people are joining in and also because price raises are a hell of a campaign.
2:44:11Like, a lot of people join when you're about to raise a price. So I highly recommend it. If you sit down and you're like, okay.
2:44:18At this point, I'm raising it. Then you have real scarcity. You real urgency.
2:44:23Because you know that when that happens, it's like, guys, it's going up. Right? So this is an advantage I have, and it's just about doing math.
2:44:34So you can name your pricing here in your offer map.
2:44:40And the last component for an offer is a reason to act now. Why do it now? If we don't give people reasons to move now, they won't.
2:44:48I am a firm believer that consequences move people more than value. Reliable ones are always scarcity and urgency.
2:44:56So scarcity are capping spots every intake, eye open intakes every month, and capping spots globally.
2:45:03I very, very soon, you're gonna start to see these messages of what's gonna happen when I reach my freedom number. And one of it is no more clients.
2:45:14Like, the only way to join is invite only. Right? So I'm I'm gonna start making it like that, a big noise so that people know, oh, like, I can't miss out here.
2:45:23People are just, like, so used to people to, like, coaches and consultants always being open, always being helpful. We don't do that here.
2:45:31We take things away because we know that's how we build stable businesses when supply is smaller than demand. If you control that, it's gonna be way easier for you.
2:45:42The problem is when supply is more than demand because then, you know, it's it's low status selling. But when you change it, it's higher.
2:45:55Urgency. Open up and close every certain time. I open up monthly.
2:45:59It just has worked well for me, and I found that people only started getting used to it at month, like, five. So you can keep doing it. And then if you just change the port the name of your thing or you change one aspect of your thing, you buy yourself another five months.
2:46:15Open and closing randomly is more powerful though. That when you just do things just on a whim. Having a deadline for every intake and raising prices periodically, these are all reasons to act now.
2:46:27This doesn't necessarily go in the dock. This goes more in the content you create. Right?
2:46:32Hey. This intake, it closes tomorrow. I'm raising the price next week.
2:46:36This is more in the content and the doc, but it's important that I mention it here so that you get used to the habit of always giving people reasons to act now.
2:46:46And if you somehow made your offer look new as I it wouldn't be unlikely for it to be the case after we work through your docs here, you can make a deadline and urgency for this first intake.
2:47:00Because you now have your offer, and after this, you're gonna have an offer that's like it's selling the same thing, but it looks new from the outside. Therefore, you as a marketer should treat it like new. Right?
2:47:10So you're like, hey. I'm launching this new thing. It's the same thing you've always done, but you launch.
2:47:14Right? So for your next intake, that you're gonna do maybe it's gonna be your Black Friday one or your November 1 or whatever you call it.
2:47:23Choose a reason to act now and put it here. Just do it for the next one so you can kinda get get used to the habit of it and always do it.
2:47:32That's why, like, I always take things down. Taking things down makes you more money than having things open all the time.
2:47:45So now that you have your the offer map, now you understand.
2:47:53Build a $1,000,000 your cash creator business with less than four hours a day passes a meaning test. It's extremely mundane, and I chose the consulting frame. The path, I don't ask people to draw wolves in step two.
2:48:06I tag them through 20 clients, 40 to 55, and then 67 because it makes it look like a straight line.
2:48:14When you divide things, you make them we you make them look easier. I guess, weird, but when I recently, started running. And when I divided the distance that I have to run by batches, it works really well for me.
2:48:27Even though it's the same thing. I I don't know. For some reason, it just works really well for me.
2:48:31When we divide things, people see it as more attainable. Like, my offer is $1,400 a month.
2:48:38$1,400. Like, oh, okay. But if I'm like, it's just $3.50 a week, people know it's the same thing and they can multiply it, but it somehow feels more achievable.
2:48:48And with these offers, this you kinda just wanna make it feel achievable.
2:48:53I changed my pricing, and this is why people join. I do weekly because I just trust in my back end, and I always give reasons to act now.
2:49:02So that we covered in the beginning. Hopefully, now you see it. I'm putting the pieces individually, and then I'm piecing them together.
2:49:14Okay.
2:49:18Now this is the Google Doc that's analyzed. So you're gonna you're gonna see some comments.
2:49:25I'm not gonna read it again because it's boring. But look at comments are part of the offer map.
2:49:31Like, here, I'm explaining the promise and the path.
2:49:36First, I start with stage one. We're make we're gonna make 20 k. Then I go into the main three things that will allow us to make 20 k.
2:49:45This is where I introduce my big ideas. Big idea one, two, and three. Does yours have to be, like, the big ideas by our definition that your audience reflected it to you?
2:49:54No. As long as you just give it a name, that's enough. So step one step two or step three, with numbers or outcomes.
2:50:02You see, one k to three k a month offer. No sales calls. They DM you asking about your offers.
2:50:07All of these things, like, you know exactly what somebody DMing you looks like. It passes the test. Right?
2:50:14You know exactly what asking for discounts, uh, receiving a question about discounts looks like. And I tell you it's not gonna happen.
2:50:21So it's very tangible. It passes.
2:50:25Sells with half the words takes less than two hours a day and gets your client to pay you triple. See the insistence and autism on just putting numbers on all of this stuff because it matters.
2:50:39And then when I finish exposing my first three ideas that take you to the first promise, I remind them of the first path of the part of the path. So it's create 20 k.
2:50:51I often remind people of the path and promise throughout the copy. You can see this a lot. Like, if I make an out if I promise one thing, I will tell people about the same promise at least six times throughout the entire copy.
2:51:03Because I know that if not, I'll lose them. And at the end, I hint at this. So the the frame I'm taking with this is we're gonna do stage one to make 20 k and have the fundamentals in place.
2:51:18These fundamentals will then take you to the big promise.
2:51:24This is important. I don't know if you catch it, but this is important. You start with phase one and you say, at the end of phase one, you will get the outcome, and you will have the fundamentals to have the big promise.
2:51:37You get the first small promise and then the big promise. This matters so that people understand. There's a small thing that I can get that I can drop out of at the end of this, but there is also a bigger thing in the back end.
2:51:48It does two things. It allows you to kinda get people first on the small promise and get more yeses, but it also increases retention in the back end because you're hinting on the big promise.
2:52:03At this point is where I include the path. Right?
2:52:07So I'm like, benefit one, checkpoint one. Benefit one, face 20 k a month. I don't mention we're gonna do Loom videos, and you're gonna hear me talk in a workshop.
2:52:15Like, I don't do that. Right? So I just say 20 k.
2:52:19And then I say, checkpoint. What's the checkpoint? 20 clients.
2:52:23It means the same thing to everybody. And then I'm like, phase two. I don't say I I don't bore people with the details.
2:52:30I just say 50 k. And then if you look at this part, it's a lot of what they get, not what they do. Community access is kinda what they do.
2:52:41Right? It's kinda boring. But then I say where you can get solutions within twenty four hours.
2:52:45That's what they get. Two weekly office hours? Okay.
2:52:50That's kinda sounds like a lot to do. But then I say, the only need to call is the initial one with me to get you clarity in your plan to the million. Okay.
2:52:57That's what they get. I look at the insistence of using these principles.
2:53:03And then I mentioned checkpoint two, which is 55 clients. Phase three, benefit three is 84 k a month. And then I go again with checkpoint three.
2:53:15We know we got there when we upsell 12 people and you get there to 84 a month. Right? A linear one.
2:53:22I'm not asking people to draw walls on step two. It's just one, two, three, very, it's not easy, but it's a straight line at least.
2:53:30Right? It's it's got a logic to it. I'm not asking people just go in the dark and trust me, bro.
2:53:35I'm showing them the map.
2:53:39This is where I introduce the minimum time commitment. If you're starting, I am a bigger fan of don't make them commit so that you can kinda understand the model and see where you fail.
2:53:50I recommend you do start asking people to commit when you get five to 10 clients.
2:54:00Then, again, I'm reminding people of the path. Get you your doc offer and make 20, and then 50, and then 84. And then I remind people of the big promise at the end so that I remember the promise right before I ask for the payment.
2:54:1684 k a month or just $3.50 a week? Are you in?
2:54:21It makes more sense.
2:54:25I'm gonna go individually over the template, but I wanted to have a little fun before that. Now that you saw this offer, I decided to create a bad version of my offer so you can kinda see what it would look like without everything we talked about previously.
2:54:44So this is how most offers I see on Twitter or Instagram are written. So I'm gonna read out mine. And you you tell me how does it feel.
2:54:55If if you you'll see. We aim to build your cash creator business to monetize your audience effortlessly.
2:55:05We'll do so in three stages. Your Google Doc offer.
2:55:09It's all about the offer. As a cash creator, you're able to sell your irresistible offer with your doc. It makes it easy to get clients in a traditional sales calls model.
2:55:17And because only you can offer it, you will get clients effortlessly. Whale bait. Whales are people who need and can't afford your solution.
2:55:25You don't see them because they're hitting, but they can't help but be attracted to your offer when you post whale bait instead of fish bait. They're the best leads and will create less headaches than a fish. Your offer shell.
2:55:35Man, offer sweets monetize stuff, which has complexity. Offer shells monetize access, which reduces it. It's the most efficient way to not only get clients, but then upsell them.
2:55:46Our initial goal is to have your irresistible offer, drive leads to it with WillBear, and then upsell them with your offer shell so we can supercharge your audience. I didn't offer this in the past, but as a cash creator, you'll get on a call with me and we'll get clear on your irresistible the Google Doc offers that people will beg you to buy.
2:56:04An actionable game plan for execution. Your path as a cash creator that values cash over likes. We start with clarity and a simple plan for profits.
2:56:14This shouldn't be here. Phase two. When you're crystal clear in your next steps, you'll have access to the resources that will allow you to super search your clientele.
2:56:24You understand that you get community access to Jake and the cash creators to get feedback immediately. The cash creator workshop library with hundreds, even thousands of hours of valuable strategies.
2:56:35Weekly calls to tackle your problems one by one. You'll have the community to rely on when you feel stuck and celebrate wins on you with on your journey. And it sounds like satire, guys.
2:56:45I know. But, shit. Like, you see these offers all day on Twitter and Instagram.
2:56:50Like, I'm not I'm not even exaggerating. I'm playing it live here. The last step is upselling.
2:56:55With your offer selling place, we'll find those whales in your audience that you can sell packages much more expensive expensive to. To. We'll double down on those whales and make your account a magnet.
2:57:04That feels stupid to sing notes. I feel like I'm on LinkedIn. At this point, you're free to do either.
2:57:10Push to the next LinkedIn level or take a step back and enjoy the freedom your cash creator business earn you. Investment is the same thing. Time to profit.
2:57:18Cash creators is an asset, not a liability. First, you can expect the first three fundamentals to be in place.
2:57:24I need water for this.
2:57:28Your irresistible offer that we build your stress your strategy around. We chug whales to it with content that it feels stupid to ignore. With an official, we used to upsell them into packages much more expensive.
2:57:41Elite packages much more expensive. After the sixteen weeks, you have the option to keep monetizing your audience with us or leave right after. If you leave, you can't return for a year.
2:57:50In a nutshell, we get you your irresistible offer, clarity, and game plan to becoming a cash creator. We go to battle together using the tools and community and all the hundreds of hours of value at your fingertips. We use your offer shell to turbocharge your offer and monetize those wills even further and get you to 1,000,000.
2:58:09This this shouldn't be here and get you to your desired income goal. Like, honestly, this is what it says, right, in in the LinkedIn offers. Not gonna not gonna lie.
2:58:19When I did this, I wanted to wash my hands. But hopefully, understand why we're being so important on the meaning test.
2:58:28It needs to pass it or it looks like this.
2:58:34So use a cheat sheet. That might be helpful to you. Promise.
2:58:40Does it pass the meaning test? Does it mean the same thing to to to different people? Choose a frame.
2:58:45Are you coaching, consulting, or mentoring? Mundanity. Are you including outcome or numbers?
2:58:52Then path. Benefits. Is it what they get, not what they do?
2:58:56Checkpoints. Can people draw a straight line from the beginning to the end that doesn't look scary? And time frame, is the path to the first win clear?
2:59:05Is it clear that they're gonna get a very mundane and easy to understanding thing they want within the first eight, sixteen weeks?
2:59:16Pricing. Have you settled on one? And why now?
2:59:19What is the scarcity on this this campaign you're running at this time?
2:59:25What is the urgency or deadline? When do you close it? Are you clear on when you're raising prices?
2:59:32If anything, let me do something real quick.
2:59:41It it's a good time for you to take a screenshot of this if you'd like so you can keep it. It's something that it's, like, really dear to me in my heart. Like, I always have this, and I'm always thinking about it.
2:59:51And this was the the best way I found to serve you today, which is just kind of this chitchat that you is easy to for you to find. So you can Charge your offer.
3:00:04So, uh, Volley versus inside. This is a this is a fun one. I, um, it's really it's challenging for me to work out stuff about content because content is more art than science.
3:00:19So often, I'll struggle a little bit with it. But this is I analyzed what were the pillars that my content fell into, and they were often very similar between each other.
3:00:32And that is what we're gonna cover today. So actually, one second, guys.
3:00:38Sorry. Let me just make sure I can let everybody in so it won't be a mess.
3:00:50Yeah. Sorry. That is again.
3:00:54So valid versus insight. If you have any questions, I'll answer them in the end as well as send you the document. For now, stay with me here because we will be working together as I go.
3:01:03So valid versus insight. Different games require a different place. So the top gurus always told me that I should give myself away for free.
3:01:11Now this made sense at first, but the same pattern kept repeating for three years, which was I would find something that works, and I would give it away because they told me to do so. Then I would make an offer so people would like to get more of it, and people would not take the offer because, well, I gave it away.
3:01:29Now this led to a bunch of frustration and confusion at the time, but in hindsight, the reason is clear. Different games require a different place. The people who tell you to always give value away for free, they may be selling to the 1% of the 1%.
3:01:41Think people who take equity in companies or run a real estate syndicate. That's their game. Giving everything away for free is the right place for them because they will only work with a couple dozen people Matt.
3:01:53They sell partnerships worth $10,000,000 plus. If you're here, then you're more likely to sell client packages ranging from 1,000 to a $100,000. Now selling 10,000 stuff the same way you sell $10,000,000 stuff is just not gonna work.
3:02:09It's like you ask these two to play the same way. Different games effective at their own thing. Shaq had twice almost twice as many rebounds as Kobe in the NBA, but Kobe made one thousand eight hundred twenty seven three pointers and Shaq only made one.
3:02:26Now if you ask them to switch what they're doing, then you'd get some results, but you wouldn't get the full extent of what it could be because different games require a different place.
3:02:37Uh, and this this is an example of a of a training I of two videos I did. And this video, I put it on listed because it was a lot of value. I gave away all my my DM scripts, and you can literally take this and use it.
3:02:49I was really proud of this because this is stuff I gave clients. And I thought if I give it away, I'm gonna get a bunch of clients because people are gonna be grateful. But people don't buy of gratitude.
3:03:00They buy out of self interest, which is a key component that the value give more value strategy fails to acknowledge. Whereas in this one, it's horrible editing.
3:03:10It's horrible lighting. It got me one fourth of the views, but it resulted in five clients. That is because I played my game.
3:03:18It's like I was shoot shooting three pointers a shot, but then I realized, oh, I can just dunk. Right? So today, we're gonna be dunking.
3:03:27Valley is their game because that's what's most effective for them, whereas insight is our game because that is what's most effective for us. Now some useful definitions because defining value versus insight, it can be tricky. So what is each?
3:03:43Value is showing people what to do. Insight is showing people where to look.
3:03:51Now don't try to look too deep into it. It really is this simple. But in order to make it clearer for you, I've included a few examples because I think, like, this is the easiest way for all of us to understand.
3:04:02What is the difference between showing people what to do and showing people where to look? So let me give you an example.
3:04:11This is a topic, DM scripts to book calls. A value way to say this would be steal this script that will allow you to get more leads. Step one, intro.
3:04:22Step two, quality. Step three, transition. Step four, proposal.
3:04:25Step five, getting them to act. Here's a message template so you can do each, a b c. This is a lot of value.
3:04:32If I gave this to my clients, then that that'll be valuable. That that is good. Right?
3:04:37But that's for clients, and this is a valid way to say it. Here's the inside way to say it, where instead of showing people what to do, we show them where to look. Insight.
3:04:48When we tried DM ing people with common scripts, we got 10 leads per a 100 messages. When we switched our approach details below, we got 25 leads per a 100 messages. The main DM tactic we used, status.
3:05:00Most DMs are low status, and we realize prospects don't respond well to that. If your DMs are low status, they'll treat you as a commodity and stall the sales conversation. They've seen it a million times.
3:05:10They're tired, and that closes them off to any help you might be able to offer, however effective. Whereas high status DMs send a signal to prospects. I'm willing to help you, but I'm not willing to chase you.
3:05:21This interrupts the pattern they have in their head, which gets their mind away from who is this guy and what's he trying to sell me and get their mind towards, I wonder if this guy can help me. I tell clients that before they use a script that has been quote, unquote proven, they should ask themselves, does this position me as high status or low status?
3:05:38If it's low status, there's no script in the world that will be able to fix that. Because the problem is not the script. The problem is how much status you hold in your prospects' minds.
3:05:50In this one, I told you what to do. Use this script. But you would have taken this and be like, thank you so much, JK.
3:05:58Let me get results with this and then buy your program, which is never gonna happen, right, or rarely happens. Whereas with this, instead of showing you what to do, I show you where to look.
3:06:07Don't focus on the script. Focus on the status. When we give insight and we show people where to look, it create it relieves a lot of anxiety in the prospect, and it makes them act with you.
3:06:19I have two more examples. So if it's not, like, sinking in, these two will help. Just be open and try not to get, like, too caught up in definitions.
3:06:27Value is showing people what to do. Insight is showing people where to look. Example two.
3:06:34Topic, eating vegetables for gut health. So a value way to say this, uh, John, Nick, this is for you guys.
3:06:42Stop eating vegetables if you have an inflamed gut. Eat these foods instead. Ginger, turmeric, kombucha, bone broth, kimchi.
3:06:50This will heal your insulin gut because they're a b c x y z effect. Right? This is very valuable.
3:06:55This is great. But me, as a reader, I would look at this and I wouldn't be like, man, I gotta hire John.
3:07:04Right? I'd be like, hey, honey. Can you buy ginger, turmeric, kombucha, bone broth, and kimchi?
3:07:09And that is it. Right? It it makes it makes me want to do stuff, not buy stuff because you told me what to do.
3:07:17Whereas inside, we'll show you where to look. Here's the same thing said in an inside way. Eat your greens is terrible advice for some people.
3:07:26Vegetables carry pesticides that actually hurt your gut more than help it. Jackie followed common fitness trends that asked her to eat her greens. She was fit, ran half a marathon, but still struggled with an inflamed gut.
3:07:36The solution, we stopped listening to conventional advice and started listening to her body. We set up a happy gut plan without vegetables because we found out they were actually hurting her. The friend of many had become her enemy.
3:07:49She felt weird at first, but after just a few days, her gut stopped making those loud and embarrassing noises. Two weeks later, she stopped having sudden bowel movements. Three months after, her inflammation is gone.
3:07:59And with that, a new running PR came in. If she followed advice today, she might still be inflamed. But I always tell my clients to forget common practices so that they can embrace the right practices.
3:08:11Just because something works well for someone doesn't mean it will work well for you. What does this make you wanna do? Value makes you wanna be like, let's try it.
3:08:23Whereas if I tell you, hey. You might actually be the kind of person who might not need vegetables to be fit. What do you wanna know?
3:08:30Hey. Am I that person? Can you do it for me?
3:08:34Value shows people what to do. Insight shows you where to look.
3:08:39I'll give you one more example so that it'll it'll kinda sink in more. Getting a girl's number. So what is value?
3:08:47Telling you what to do. Use this blueprint when going for the girl's number. Copy this.
3:08:51First, you need a venue. I prefer coffee shops, libraries, and gyms. Then you need a line.
3:08:55Hey. I don't see you around here often. Excuse me, but I thought you were beautiful.
3:08:58I wanted to say hi. Would you mind telling me where I can find a good croissant around here? Start a conversation and then go with the transition.
3:09:05The busy man. Hey. I need to go right now, but can I get your number?
3:09:08The travel guy. I'm in town for a few weeks. Show me around sometime.
3:09:11Or directness. Hey. I think you're cute.
3:09:12Wanna go out for a drink this weekend? These have worked great for me. Feel free to use them too.
3:09:19So if you use these, it'll actually do two things. Number one, it's not gonna fucking work. It's just probably gonna block me.
3:09:25And number two, it's it just might not get your clients because they're gonna take this. And when they join your program or they're thinking about it, they're gonna be like, oh, but you're just gonna give me the scripts I already have. When you give too much value, you speed the leads down.
3:09:41You slow the leads down. Whereas inside speeds leads up. So what is this told in an insight way?
3:09:47You know what to do, but where to look. It's never been easier to connect with a beautiful woman, but it's also never been trickier. Women today are bombarded by compliments and a walk twenty twelve dating block lines that have made them more closed off to potential partners than ever before.
3:10:02That's the bad news. The good news is that this is a huge opportunity if you know how to do it right. The modern reign of approaching a woman, sorry, is a nonthreatening approach.
3:10:12Unlike common practices, the first step is not impressing her. Leave that for the pickup artists. The first step is nonverbally letting her know you're not a threat so she won't mark you as another one of those.
3:10:22Nonthreatening approaches work because when everybody else pushes, you pull. When everybody else shows aggressiveness, you show confidence. And when everybody else looks needy, you look assertive.
3:10:31The non threatening approach has got me 27 numbers in the last thirty days. And if you wanna stand out, I haven't found a better method than this. Imagine at the end of this, I say, in the nonthreatening workshop, we'll cover three things.
3:10:43How to push girl, where to go, and how to get her a number. And I'm gonna show you how to get numbers in a way that's different to everybody else because it's not on the actual script that matters. It's being nonthreatening that matters.
3:10:57I have a way likely higher likelihood than converting than if I plug something in below here because it doesn't give me a reason to try anything.
3:11:06It makes me forget. Like, I will get this advice and be like, okay. This is what I gotta do now, but I I can't remember who said it to me.
3:11:13We all now have recipes and stuff we want to do. We don't remember where we got it from because it was a lot of value, but it wasn't enough insight. Value is showing people what to do.
3:11:23Insight is showing people where to look.
3:11:27So before I go into into, like, a little bit deeper on on the on the framework, Let's I'm a stop right here for a minute.
3:11:35Does anybody have any question on what on this before I keep going? And hold on.
3:11:44You can now unmute yourselves. I'm gonna I'm gonna ask you, like, a few questions, but you can mute yourselves now.
3:11:57Do the numbers help? I see there's a few. Numbers do help, and it is because specificity sells.
3:12:02Specificity like, people already know we're selling to them, but when we include numbers, it just makes it look more legit. I don't know, Jacob, because 80% of scientists confirmed it.
3:12:12Is that a statistic true? I don't fucking know, but it sounds legit. You know?
3:12:18Yeah. I got a quick question. Yep.
3:12:20So what I'm getting from this is you wanna kinda maintain a curiosity gap so that somebody wants to buy afterwards to, like, figure out what's the pot of gold on the on the other side. What do you like, how do you differentiate what you share versus not share in order to kind of, like, keep that curiosity without revealing too much?
3:12:39If people it's kinda it's kinda a little bit of, like, feel. But if people read it and they can take action on it, I wouldn't use it as a marketing material.
3:12:50Whereas if people read it and they get an insight that reveals that you have other insights, so I would use that as marketing material.
3:12:59It's basically what what what do they want to do after. If they wanna do something, then probably not.
3:13:06If they wanna, like, act on it or if they wanna if it just reveals something and you show them where they should focus their attention, that's the right way.
3:13:16Value makes people act. It makes people do things with their hands. But inside, it makes people do things with their brains, which is shift their focus towards where you want it to go.
3:13:29I I would would just work for a side hustle offer. My offer, faceless Instagram's theme pages.
3:13:37You would explain why, uh, faceless is actually better now or why AI is the main opportunity here.
3:13:46But you wouldn't tell people this is the exact blueprint on how I grow it. This is how many posts I make every day because then people would try.
3:13:55Last question before I keep going. Do you link every insight posted an example of how it work work with you and your clients, or you can make it work without this? You can make it work without this.
3:14:04At the end, I'll show you a few components that I think are valuable for you to have. If you have all of them, that's even better.
3:14:11But you don't need to have your clients all the time in it as long as it kind of makes sense. For that, actually, I'll include like, an example is what we covered in the beginning of this workshop.
3:14:25Right? So I said, if you give everything away for free, it makes sense for people who run a real estate syndicate or sell to the 1% of the 1%.
3:14:33That makes sense. And when I said, you can't sell $10,000,000 stuff the same way you send sell $10,000 stuff, that makes sense. So if the thing clicks for the for the reader, then you don't need to embed your example or the client's example every time.
3:14:48Does it help? Yes. Do I try to do it every time?
3:14:51Yes. But if I can't do it, that's okay. I'll give you some more principles later.
3:15:00Alright. Let us keep going. Wanna give value and wanna give insight.
3:15:05And this is simpler than than than I thought. I ask myself, have these people given me more than $0?
3:15:16If the answer is no, I just give them insight. If the answer is yes, I give them insight and value.
3:15:24So for all my followers to try to get them to buy this thing, I didn't give any value. Here's my framework.
3:15:30Right? I didn't give you the examples of how I actually write or the the examples below because that would have been value.
3:15:36Right? That wouldn't be like, oh, let me try that. But if somebody has given me more than $0, then I give them both.
3:15:44This workshop is an example. I started with insight on why this thing matters and where should you focus on instead of value instead of value content, focus on insight content. That's insight.
3:15:56And now I'm going to proceed with actually giving you value, which is what to do. So if they paid you, just insight. If they haven't paid you, just insight.
3:16:06If they have paid you, both.
3:16:09Just some helpful definitions.
3:16:14Now here's the framework. Because, you know, frameworks are are popular and, you know, everybody likes them.
3:16:21I don't. I hate frameworks. And the reason why I hate frameworks is because I'm autistic and that it makes me overly autistic about things that I shouldn't be autistic about.
3:16:32Writing is art, not science. So let's make a deal between all of us here. I'm gonna show you the rules so you can actually do it on your own.
3:16:41And so you're gonna learn the rules like a pro, but once you get familiar with it, break them like an artist. I don't want people like, if you wanna copy me, that's okay.
3:16:50If you wanna, like, steal my stuff, that that is okay. But you're gonna make a lot more money once you understand how this thing works, and then you do it on your own. And then you use your own magic and your own like, you can model around me, but, like, copying me will just limit your greatness.
3:17:06So the framework is this. But why where?
3:17:10It's hard for me to tell you exactly what I do when I write because I myself am not conscious. However, most of my best performing content does fall into this inside content framework, which goes as follows.
3:17:23First, I will explain what. What am I trying to explain here? What is the main topic?
3:17:30Why? Why does this matter? Why is this happening?
3:17:34Where? Where should you shift your focus in order to get the benefits of what we just covered? What that will do is that will set up a gap between where the person is and where they what they want.
3:17:47And then I will use my product to bridge that gap. Now let's let's go deeper in an example because this is very don't get too caught up in the in the definitions.
3:17:58It's it's easier if I show you with an examples. Just so you know, the what could be three things. It could be a problem, an outcome, or an idea.
3:18:07Not enough leads, many leads, lead speed, whatever. Right?
3:18:11But for now, let's start with content. I'm a show you an example with with problem, actually, with problem. Let's start with a problem.
3:18:18So this is the main thing, but let's start with just the problem and area. So it's this row right here. So part, why, where, bridge gap.
3:18:29Number one, what problem. First, I'm trying to introduce what the problem is. Here's an example.
3:18:35This is one of my best performing emails. Problem is what you can see on red.
3:18:42Jake, we have zero calls for next week. My business partner texted me that that on a Sunday night, and he was right. We had nothing.
3:18:48I had thousands of followers, and we didn't have a single call lined up. I was supposed to be the marketing guy. I was supposed to know how to do this thing, and I couldn't even book calls.
3:18:56It was embarrassing. But it woke me up, and I made a decision right there. I was going to figure out a way to get qualified prospects on the calendar every day, and I was going to work.
3:19:06And it was going to work. So what am I doing here? I'm exposing the what.
3:19:12What is the problem? If I ask you what the problem is here, the problem is clear. No leads.
3:19:18Right? So I attack one problem. Then you go with why.
3:19:23What I'd like to do with problem is I like to give insight on why is this problem happening to you right now. So this is the yellow part. I tested lots of different approaches.
3:19:34Posting took too long. People just didn't make decisions. So the reason why this problem is happening to you right now is because you're not, uh, it's because it's too slow.
3:19:45Like, your methods of trying to get leads, they're too slow. And they just take forever to to, like, make decision. Instead, this is where the where comes in.
3:19:56What should you look or focus on to get rid of this problem? What should you focus on? So I decided to go directly and DM them.
3:20:06My DMs were ineffective and a few were really crunch, but I knew that if I crack that code, I could finally book the calls. And if I book that that many calls, it's just a matter of time till I close them. I was right.
3:20:17When we cracked that code, we passed seven figures, and then I sold another business for 7 figures. With that money, I made my pretty much childhood dream come true, got in shape, moved to Poland, and bought an apartment in cash. Getting leads with DMs changed my life, and it can change yours if you have a DM script that just works.
3:20:35Good engagement, bad engagement, it doesn't matter to DMs. They can book calls every day anyway. What did I do?
3:20:43I introduced a problem. No leads. Then explain why.
3:20:47Why are you not getting leads? Because your leads are too slow. Where should you focus on to fix this?
3:20:52Focus on the DMs instead of focusing on trying to get them to book a call directly on the website or huge monster funnels. So what that does is it makes the reader get insight into why this problem is happening and insight into where the solution is.
3:21:09But that creates a gap. And what I like to do is I wanna bridge that gap with my product. So I've created a gap between him and the leads they want.
3:21:19It just is about learning about DMs. So you can get my DM script for a $100. Tomorrow, I'll take it down.
3:21:27This script will allow you to do x y z, and you can get it here. I created a gap with the what, why, where framework, and then your product bridges that gap.
3:21:39And that's the entire inside content framework. I'm gonna I'm gonna go and explain two more emails so it'll be hopefully more clear.
3:21:49We cover problem with the, uh, what, why, where bridge gap. Now let's go with outcome. I'll show you an outcome email.
3:21:59Now outcome, and we're in the middle row right here. It starts with what the outcome is, and then we transition to why did this outcome happen.
3:22:09K? So it's in red. This is the what.
3:22:13What is the outcome? A client said something we can all benefit from.
3:22:20I read all my emails, but I think he just nailed the cash creator principle that I had to share it. Audience efficiency beat size. These results are not typical.
3:22:28But with 10 k followers, he added 20 k in MRR, at two thirty k months back to back and filled 10 client of 10 of his client's spots. His secret as told by him. What have I done?
3:22:40I've talked about the what. What is the outcome, then I'm to the why.
3:22:45Why did this happen? This is yellow. Biggest change for me that has led to more sales equal that anytime someone talks to me, I begin a sales conversation with them.
3:22:56I don't let any sleeps any leads slip through their cracks anymore. I've sometimes shrank the conversation down to minutes. If someone replies to my email, likes a post, follows me, sends me a connection request, breathes in my vicinity, I start talking to them.
3:23:11I realized in the past that I let way too many leads just die or slip through the cracks. You have holes that need to be plugged. So outcome, a lot of money.
3:23:25Why did this outcome happen? Because he plugged these holes. Because he understood that the game is not about getting more leads, but stop leaking the leads that you're getting.
3:23:36That is the why. Why did this outcome happen? And in the end, you go with where.
3:23:43Where to look to create a similar outcome. You'll be tempted to grow your account even more because then monetizing will be easier. It might, but sometimes the revenue you're looking for is right in front of you.
3:23:55A much better use of your time to work on that before you move on to the next stage. Everyone knows that growing your account makes it easier to make money, but I've seen enough to learn that plugging the holes is easier, and it makes you much more money.
3:24:08Likes and Cast, JK. So where should you focus your attention? Not in getting more leads because everyone and their mother wants more leads.
3:24:17Instead, focus on plugging the holes so that you will stop leaking leads. This reveals I don't know. But, like, when I wrote this, I was I felt like I was talking to myself, and I felt a little bit of relief and anxiety.
3:24:28And I thought, okay. So it's like so this is where the answer is.
3:24:34Right? It goes from what the outcome is, so why did this outcome happen, to where should you look if you wanted a similar outcome.
3:24:43Now what that does is it created a gap between where the client is or when the prospect is and where the main outcome is, which is plugging the holes. Right?
3:24:54That is the gap. If you can plug the holes, you fill the gap. And then I will bridge that gap with my offer.
3:25:01Cash creators is closed because I'm on track to hit my freedom number. That means the next opening will be the last opening before I raise the price. So you don't miss a spot, I can add you to the wait list.
3:25:10And, honestly, right here, should I invite you, ends, and we can plug those holes your business to allow you to get to 20 k m r recurring and above.
3:25:27And in some cases, more.
3:25:32That's what I should have done here. But, you know, in hindsight, you know, when one person teaches, two two people learn.
3:25:38Right? But I created a gap between them, which is plugging the holes. I should have put in my product as in I can help you fill in that gap.
3:25:48What, why, where, bridge gap. That's the whole process. What, why, where, bridge gap.
3:25:53And the last example I'll give you so we can we can so it'll it'll be, like, clear is the idea. So it could be a problem, it could be an outcome, or it could be an idea.
3:26:09So idea starts with what is the idea? Audience frenzied. Giving you away so much, by the way, for free that you taught your audience not to buy.
3:26:17It's a dangerous place because it feels like making progress, but you're actually regressing. You get lots of engagement and thank yous, but they also come with, let me get results with your free stuff so I can buy your program. I'll definitely buy from you someday.
3:26:29Let me implement this, and I'll get back to you. Also known as you're in the friend zone. The problem is annoying, but the dating world always had this solution.
3:26:38So what is the idea I'm introducing? The what? Audience friend zone.
3:26:44Now why? Why does this idea benefit you? Why does knowing about this why is knowing about this useful?
3:26:53That's the yellow part. A girl only friend zones the guy that never asked her out. If he just asked her out, he would be able to get an answer right then and there.
3:27:01If she's into him, great. He can move forward. If not, great.
3:27:05He can move on. So why is this useful? Because if you were to just get out of the friend zone and ask people out, then you will be able to either move forward or you can move on.
3:27:18It gives you mental peace. It allows you to have a black and white answer if this is going to work or not, which allows you to focus on things that will make it work. So that is the why.
3:27:28Why is this important? Because it can either make you move forward or move on. And we end with where?
3:27:35Where should you look to get the benefits of this idea? That's the green part. Just like a girl only friends with the guy that never asks her out, an audience only friends with you when you don't make enough offers.
3:27:46Make them an offer and do it every day. If they get upset, great. They filter themselves out.
3:27:51If they buy, great. You make money. It's as simple as making an offer every day.
3:27:56I'm not saying create an offer every day. I'm saying create an imperfect offer, but promote it with perfect consistency. Email, socials, DMs, wherever, every day.
3:28:07Where should your focus, your attention if you are in the audience friend zone?
3:28:16Make an offer every day. Right? So I'm shifting their focus.
3:28:21I'm not giving them my offer template because then that'll just make them use it. I'm not telling them exactly what is the cadence and how many stories as for clients.
3:28:32Right? But this reveals that I know something, and that will make them wanna get into the next stage.
3:28:40What is the idea? Audience friend zone. Why is it important?
3:28:44Because it allows you to move on and move forward. And where should they focus on to get the benefit of it in making more offers? Now this created a gap, which is you're in the friend zone.
3:28:55How do you create more offers and sell more of them? And this is where you introduce your product to bridge that gap. The first step I do with Cash Creators is craft your offer personally.
3:29:04They're planning to get their next free clients with it. They craft an offer with a call, one on one with me. They promote it every day, one to one and one to many validation templates.
3:29:13And then we run the Cash Creators campaign on an already validated offer so that it's easier to sell.
3:29:21That's it. It's a simple plan that gets you out of the friend zone because the cash creators, we do what's effective over what's trending. When content creators put themselves in the friend zone hoping they make money someday, the cash creator makes offers every day.
3:29:33Most people still say no, and that's okay. Because as cash creators, we don't optimize for huge amounts of people. We optimize for a few great people we can build a great business with.
3:29:43See how I'm bridging the gap? I showed the what you want what what what is there between you and what you want is making more offers.
3:29:53But you need a good offer, and you need to join cash creators to get it. You bridge that gap with your product.
3:29:59Insight creates that gap. You bridge it with whatever you're selling. This is why I'm not a fan of naming your stuff program or coaching or mentorship because then it it makes it too too rigid.
3:30:16You I don't say the cash creator program will allow you to, like because then people are like, this is a program. Whereas cash creators is malleable.
3:30:25It can take a shape of whatever it is. In the case of this email, that shape is making more offers and making good offers.
3:30:32In another email, it'll be about getting you clarity. In another one, it'll be about relieving your anxiety. Don't call yourself program or coaching or stuff because it will allow you to bridge the gap in different and interesting ways.
3:30:43At Cash Creator, we fix offers, but we can also help you scale to this much month, or we can also help to x, y, and z.
3:30:52I got two more spots left inside cash creators so we can close I I should have included here. So we have your offer and offer cadence together, bridging the gap before we close the doors on Friday.
3:31:06Reply, and I'll get you the details.
3:31:10What, why, where, and then you bridge the gap with your offer.
3:31:15Now now what does bridging the gap look like specifically? I, um, well, our system is mostly based on email.
3:31:23So an email, you would ask them to book if you do sales calls still, or buy if you do a workshop, or reply if you're selling with the Google Doc. On socials, you can bridge the gap otherwise.
3:31:35You can ask people to share it. So if you share this, then I'll know you want more content like this. You can ask people to DM you.
3:31:42We're gonna cover this on the workshop. Actually, let me just show you an example. It's got the issue.
3:31:53Yeah. There you go. So here, I'm giving insight.
3:31:56Valid leads to likes, instantly leads to cache. And the way I bridge that gap is by the way, I'm hosting the workshop where we're gonna work on exactly what I told you. DM me for an invite.
3:32:06So what is the bridge? The DM.
3:32:11It could be subscribing to your list. So you can say I'm sending this email tomorrow, or you can get this email, uh, or this lead man lead magnet that will show you how to do or fill in the gap. It could be a question.
3:32:24So, like, what was your biggest takeaway? Or you made a list and you asked them, what would you add?
3:32:30Something like that. Right? Or you could do nothing.
3:32:33Like, honestly, if I don't have anything to add, I'll just do nothing.
3:32:37But this is this is essentially the model. And if you wanna take a screenshot now now is a good time. So what problem, outcome, or idea?
3:32:47And then you explain why. Why is this problem happening? Why did this outcome happen?
3:32:51Why did this idea benefit you? Then where? What should they focus on to either get rid of this problem, create a similar outcome, or get the benefits of the idea?
3:33:00That will create a gap. This is the insight the insight content framework creates a gap between the prospect and what they want. And then you bridge it with your product.
3:33:11And by the way, often my best emails have a mix, and that's okay. This is what I meant about me hating frameworks.
3:33:18Learn the rules like a pro so you can break them like an artist. Don't be too rigid. Rigidness kills creativity.
3:33:24Like, my emails will sometimes have problems, but also outcomes, but also ideas, and that is okay. If you try to be too rigid, you will limit your greatness. And with it, the money you could make.
3:33:41So real quick, content fundamentals. This is something that there's a lot of things I think I should do when I write.
3:33:51Have a good hug, you know, stuff like that. But there are three that I, like, I never wanna go against. Because every time I've gone against this, I've limited the money I make.
3:34:02So I much rather avoid ruin by not by always doing these three. Writing is art, not science.
3:34:09Framers work against you, but principles work for you. That's why when people ask me what books I read, it's actually, like, the basics. How to Win Friends and Influence People, Influence, My Life in Advertising, Great Leads, The Ad We Copyright and Handbook.
3:34:22Any book of psychological biases is fun. Because I know that advanced means you don't skip the fundamentals. So here's, like, three personal fundamentals that I I want to say that I never go against.
3:34:37Sometimes I'll go against it, but I try not to. And I'm going now to spoil breaking bad for you. So if you haven't watched Breaking Bad, stopped watching this.
3:34:48So spoiler alert. At the end of Breaking Bad, Walter does a bunch of really bad things.
3:34:56Right? He creates a huge empire, kills a bunch of people, and he says that he was doing it for his family because he wanted to provide.
3:35:05Now that was the excuse that he was telling everyone. His own family, his enemies, and even himself. But on the end of the episode, they asked him he was gonna say, hey.
3:35:17I did it. And then somebody told asked him, if you say you did it for your family one more time, I'm gonna lose it.
3:35:25And that was the only time in the entire show where Walter White was actually honest. And he said, I did it for me. I didn't do it for you.
3:35:33I did it for me. I was good at it, and I liked it, and I felt alive.
3:35:39Why am I telling you this? Because often people will tell you the bullshit Walter White Walter White answer, which is I did it for my family.
3:35:49But it's not really that. It's that there is a deeper truth that they are hiding. Like, when I hired a coach for fitness, I really like, the reason I told people I hire the coach for fitness was, hey, man.
3:36:02I'm gonna get in shape. You know? Can I get the best version of myself?
3:36:05I gotta level up. That's what I told them. Why did I hire a fitness coach really?
3:36:09It's because I was insecure. Like, I wanna wanted I wanted girls to look at me. Like, honestly, that was my Walter White's moment.
3:36:16And often, us as writers, we need to give people the permission of being honest with us, and we start with us passing the Walter White test and being honest with them.
3:36:29So here's an example of a personal fundamental. Is it the truth? One of them.
3:36:34Another truth. Getting your diet on point. Like, if I sell you something, hey.
3:36:39We're gonna get your diet on point. It's way better to say, food or food talk make you anxious, and that's the only thing you can think about the whole day. I fixed that.
3:36:48You're worried you're ruining your metabolism because you've tried too many diets in the past with little success. You just finished the cut and now we're terrified to bulk because you don't wanna feel fat even though you know you're not.
3:37:01See how much harder this feels? And this requires you getting deeper into who you're talking to. Uh, I actually did this here.
3:37:12When I told you, uh, people don't buy, people don't convert, that doesn't ring a bell. Right? That doesn't, like, hit.
3:37:18But if I tell you, if you don't do this, people will tell you, I'll definitely buy from you someday. Let me just implement this and get back to you. That hurts because it's true.
3:37:27So when he passes the Walter White test and you actually talk about what they're actually feeling inside, that hits so much better. So is it the truth?
3:37:35Are we attacking the true problem?
3:37:39Two, is it specific? I love this by where is this from?
3:37:44Scientific advertising. Platitudes in generalities roll up the human understanding like water from a duck. They leave no impression whatever.
3:37:52To say best in the world, lowest price in existence is the best simply claiming the expected. But superlatives of that sort are usually damaging. They suggest looseness of expression, a tendency to exaggerate, a careless truth.
3:38:06They lead readers to discount all the statements that you make. So what's not specific? This program is going to get you an overflow of leads and a ton of clients.
3:38:19Like, that just passes, you know, like, when, like, people don't pay attention to it. Whereas if you go with, we'll use this funnel to get you your next 10 customers, and then we'll turn that into three clients.
3:38:30I'll give you my one zero two k MRR Google Doc template so you can get clients without calls. The goal is to get your next three clients, cash flow your offer to 20 k, and then work on your retention so we can can cash cash flow to 20 k per month. It's specific.
3:38:43It's numbers based. Every time I can include specificity, I do because it's just easier to believe.
3:38:51By the way, if you have a non ROI offer and you can't really say I don't know. Let's say you do skin.
3:38:57Your skin is gonna be 25% better. Like, you can't do that. Right?
3:39:00But you can talk about what will stop happening. At this stage, your hair will stop falling. At this stage, you would have lost two to three pounds.
3:39:10Or maybe what will start happening? At this stage, your acne will start to disappear. You can be specific like that if you saw non ROI offers.
3:39:21And last fundamental is, are you showing, not telling? So this is big. There was there was a guy that sold elevators.
3:39:30This is, like, in eighteenth or nineteenth century. And I don't I don't remember who he was, but I remember this story. He said, my elevators are the best in the world.
3:39:39They're never gonna fall because people were kinda concerned because elevators were new that, you know, they were gonna die. So what he did was he implemented a mechanism for security, and he made a huge show.
3:39:50In New York, he set up an elevator with two really big cable cords made of metal, and he had an assistant. And he said, cut one wire, and the assistant swings the axe, cuts one wire, then the elevator goes a bit, like, a few inches, and then it stops. And then they're like, well, there's another one.
3:40:10Right? So he says, now cut the second wire. And he was inside the elevator.
3:40:14Right? Cuts it, nothing happens. The elevator goes down a little bit and then stops.
3:40:21He convinced you that the elevators were safe. And at the end, he goes, see folks, everything is safe here.
3:40:28It's all good. That is such a way stronger demonstration than me telling you my elevators are the best in the industry. So don't tell, show.
3:40:39This is how my quit porn methods can help you. That's telling. If you show, I used to be ultra skinny.
3:40:44I had no motivation. Now I put in 40 pounds of muscle, and I feel I look much better. Here's a picture.
3:40:51Thanks to quitting porn, I could build my business, and now I moved to sunny Spain where I work remotely. I'm loving this new change. Just ran tanky for the first time.
3:41:00Be before, I didn't even feel the urge to train. Now I have abundant energy, and I can spend. Today, four thirty six calories in one hour.
3:41:08Three fundamentals that I never wanna go against. Showing not telling, being specific, and telling the truth.
3:41:17Every sentence I love this by Claude Hopkins. Every sentence must ring with sincerity. I think that's beautiful.
3:41:24If you read your own stuff and it's not ringing with sincerity, then it it might not be as effective as it could.
3:41:33Two notes. It can both show what this has done in your life or what this has done in others' life. Like, you don't need to show just about you or just about somebody else.
3:41:42It could be about anyone. And by the way, no outcome is too small. By the way, smaller outcomes are easier to believe.
3:41:49You don't need to go through a huge gut transformation. You can just show that somebody's acne is now slightly better. Right?
3:41:55You got more leads this time. You close the client this way. You know, know, smaller smaller outcomes are easier to believe.
3:42:03It's more about you giving the insights that will convert into clients. That's the variable. If I wanna skip any of these three fundamentals, I'm comfortable with pressing send.
3:42:13An example of these three fundamentals are here. So the traditional funnel.
3:42:20Get followers, turn them into leads, turn them into clients. When I did it this way, I had some results, but massive inefficiencies. I had a big audience, and I wasn't getting any leads.
3:42:29The traditional funnel failed me because it simply asked too much from people, leads to clients. It's scary for prospects to book a call. It's scary to pay in full.
3:42:38Yet the coaching and consulting industry tells us to optimize for them and get some yeses, buddy. You end up with a massively inefficient audience because out of hundreds of thousands of people, only a handful say yes. And then you get pissed because you see some random dude with 2,000 followers making more money than you.
3:42:54Right? That's the Walter White moment. It's true.
3:42:57You get pissed. I sent out an email promoting this one saying, by the way, just being politically incorrect, we can all agree that we want American customers.
3:43:05Right? And that was one of the best performing emails of the campaign because it was true. They pay a lot, so it feels good.
3:43:14The pleasure of the money sues the damage of the inefficiency. That's true. It's hurtful, but it's true.
3:43:22Now after I did this wonderful thing that I'm gonna sell you, then how much money I made. Show, don't tell.
3:43:31I'm gonna include some statistics. For context, this is the percentage of my audience who's a workshop customer, and this is how much they represent in terms of income. It's not that the workshop's making more money than your clients.
3:43:42Workshops will allow you to find the people who are most likely to become clients. This is also specific because I'm not saying this is gonna give you an influx of huge amounts of leads.
3:43:52I say I'm saying it's gonna make it more likely for you to get leads. But this carries higher weights because I gave an insight that they didn't have access to before.
3:44:05I'm taking the workshop funnel invite later. This is where we'll work together to create your next 10 customers from stuff you already have so you can quote get your next free clients. Tickets are a 100, and I've included the recording.
3:44:16Get yours here. Specific. Three clients, 10 customers.
3:44:19Tickets are 100. I've included the recording. Sincere.
3:44:23You know? It's truth. Truth.
3:44:24Truth. Truth. Three big fundamentals.
3:44:28Tell the truth, be specific, and show, don't tell.
3:44:33Before I go into the questions, last thing, how do you turn this into content? So the best company strategy is copy and paste because people literally don't care.
3:44:43I don't know if you noticed, but I copy and paste all across my socials and, you know, I'm alive. Right? One of the few emails I often open.
3:44:50Thank you. I'm gonna send you this thing three more times in Instagram, LinkedIn, and Twitter. The strategy is create for email first.
3:44:59I do daily. Do I recommend daily? Yes.
3:45:02Today, you're gonna get three emails from me. One day later, copy and paste steps one to three to socials. What are steps one to three?
3:45:11What, why, where?
3:45:15But the last thing is you only change how you bridge the gap. So for example, I wouldn't promote cash creators in an Instagram post because it's gonna be there forever and, you know, it's not like I'm gonna have two spots left forever. Right?
3:45:27So in that case, it makes more sense to ask them to subscribe to this so they can get access to it. Or if I'm running a workshop, it doesn't make sense for me to leave it to buy because the link is going to expire. I'd rather have them DM me.
3:45:41So change how you bridge the gap between socials and email. An example of this is this email is exactly the same as a post. It's the same thing about me choosing my bottleneck.
3:45:53Right? However, on email, I will ask people to reply. But on socials, I could ask them to DM me, to join my list, as in to share it, do nothing, or ask them a question based on what we talked about.
3:46:07Don't think too much about it. Just make sure you stick to the framework.
3:46:13Copy and paste it into socials one day later and change the bridge.
3:46:20So recap. Different games require different plays. You cannot play the game of giving value word for free like the 10,000,000 people do and expect similar results if you don't sell $10,000,000.
3:46:32Value is showing people what to do. Insight is showing people where to look. If people have not paid you, give them only insight.
3:46:41But if people have paid you, give them both. Because everybody here paid me.
3:46:47I gained value. I gave you the framework. It makes you know what to do.
3:46:51But I also give you insight. To everybody who didn't pay me, I didn't include the framework. Because value is for people who have paid.
3:46:59The what, why, where bridge, or you explain an outcome, a problem, or an idea. Why is it happening? Where should they focus on?
3:47:07And once you created that gap, you bridge it with your product. Tell the truth like Walter White at the end.
3:47:17Be specific. Show, don't tell. Copy paste to socials.
3:47:23And that's honestly it. If you wanna go, like, be like, okay.
3:47:28What do I do? How do I put this into practice? Right?
3:47:31Seven problems, seven outcomes, seven ideas. And then once a day, you just post it an email and then copy paste it into socials.
3:47:40And you can alternate. Right? So 111, you can do 222, 131, whatever whatever you want.
3:47:46But seven problems. And by the way, problems and I believe when you sell coaching personally, market research is overrated.
3:47:54You don't really need to go that deep into the problem because you already know what they're doing. If they have a bad gut, it's because they're they're embarrassed about it. Right?
3:48:01People are fat or they're not making enough money. They're not getting that many leads. So just come up with seven problems.
3:48:07Like, market research is overrated in our industry, in my opinion. Now seven outcomes. And if you don't have, like, a big case study, you are the case study.
3:48:17What have you done? And if you don't have big case studies, also, you you don't it doesn't have to be big. A slight increase in leads that demonstrated an insight, that's enough.
3:48:27Right? A thing that was annoying and they stopped doing it, that's enough. And then seven ideas.
3:48:34What things do you believe to be true? We did this with Dennis last time. He was telling me about the practices about he was going against his market.
3:48:42Like, SaaS people, shouldn't do this. They should do that.
3:48:46And I said, that's interesting, but, like, you're going against them. What are some ideas you believe in? And he said, metrics have to be specific to each company.
3:48:54You cannot run this company like that one. You need to do you need to test this, but you don't really need to spend that much money to test it. Like and he was, like, spitting it.
3:49:02Right? So what are some things that you believe to be true? For me, you don't need sales calls to sell.
3:49:08We're in a business, not a show business.
3:49:12Prospects and motion stay in motion. Value attracts other sellers, but but instead attracts buyers. What are some things you believe to be true?
3:49:19You don't need to count calories. Big pharma sucks. What do you believe in?
3:49:25And then once a day, you follow the what, what, where, bridge framework. And then you send that to email, but then you copy paste that the next day into socials, 777 for the next three weeks.
3:49:38But if you can dominate value versus insight, you're in a really good position to take advantage of WillBe.
3:49:46The offer show. Sales are easier the more we sell what people want. Like, groundbreaking discovery here.
3:49:52But more than our stuff, people want us. Imagine if you dropped all boundaries today in front of your socials and sold unlimited access to you for a flat fee. People get calls, DMs, lunch every day with you and you're like five spots only.
3:50:05You'd probably sell out before you go to bed tonight because people want you. The key then is not finding a good offer. You already have one, which is you.
3:50:13People have admitted that they want you by following and engaging with you. The problem is not a better offer. The fi the problem is how to find finding a way to sell the better offer that you already have, which is you, without crossing your personal boundaries and in a way that you actually like.
3:50:27So the default offer structure today is an offer suite. Typically, it's a combination of stuff like a course, mastermind, program, and a community. So it's like different kinds of stuff.
3:50:37However, the implications of a suite is that improvement in one offer does not bleed into the others. So let's say you make your program better, that doesn't make your ebook better. If you make your ebook better, that doesn't make your mastermind better.
3:50:50And if you make that better, that doesn't make the community better. So the effort that you're applying to making your business better is not multiplied by four as it was intended within offer suite, but multiplied by one fourth. So, like, 25% is effective.
3:51:02This when you have a structure like this in which the improvements don't bleed onto the others, that demands that you divide your attention. And dividing your attention often leads to unhappiness because you can't be fully present in one thing.
3:51:14For me, personally, I'm one of my happiest when I'm creating one thing, and I can just focus on one thing and get in flow. But flow and multitasking don't get along. It's one or the other.
3:51:23For me, it's either flow with more happiness or multitasking with less. The trade off in finding that, okay, I'm either happy or I'm multitasking, is what got me in search of a model in which improvements in one area bled more into the others.
3:51:37That way, I wouldn't have to create many things to make more, which would get me out of flow. I can just put all I got and all my focus into one thing and make sure that thing is good and know that everything then will be okay. That's how I write to the model of the offer show.
3:51:52So the offer structure that monetizes access, not stuff. And that is something you can see play out right now as I speak. So there's different kinds of people here.
3:52:00Some people pay $400 to be here. Some people pay $30,000 per year to be here.
3:52:05Everyone's getting the same stuff. Like, everyone's getting the same workshop today. The difference is in how much access you get on top of this stuff.
3:52:16What that allows me to do is just put everything I got into this thing. And then, I know that if I make this okay, the benefits will bleed into everything else. I spent all day yesterday, and this is not a joke, doing low ROI tasks, like, rehearsing this workshop.
3:52:30Like, I was rehearsing this thing, like, at the the bike at the gym, you know, the stationary bike, because I was so bored. I'm like, okay. Might as well get something out of And making sure the graphics were, like, just right.
3:52:40Having a shell though makes these things not low, but high ROI because the improvements will bleed into every level. From people who paid $400 to be here, all the way to people who paid $30,000 per year to be Knowing that the dock is one of the highest ROI things I can do for my business now allowed me to unlock flow because I knew that if I do one thing right, I don't have to get many things right.
3:53:01I just have to do one thing. And this resulted in quite an enjoyable and profitable week. So the shell gives you three things that a suite doesn't.
3:53:08It keeps you in flow for longer, so you're happier. It sells the most desirable thing you have, which is you. Access to you.
3:53:14So you get more buyers and more upsells. And it rewards you financially for doing less and focusing on your art. And personally, in in my experience, a lot of coaches like the art aspect more than they like the business aspect of what they do.
3:53:27Instead of being coaches who happen to do art, they'd much rather they'd much rather be artists who happen to coach. Like, they see themselves as artists. It's not that they see themselves as coaches.
3:53:37And that's who the show benefits the most. But to install it, we need three things that we're gonna install today. So the first one is tiers.
3:53:43What are you going to sell? Second is front end. How do you get buyers from it?
3:53:46And third is back end. How do you upsell people within it? Personally, around 75% of my money comes from the back end.
3:53:53And it's kind of a waste compared to, like, other well, other models, I see them as very wasteful because they only focus on the front end. How do you get somebody to transact with them once and they never upsell?
3:54:04Whereas I put most of my attention in the opposite place, is the back end. But, yeah, the offer shop. So how do we install it?
3:54:10We start with the tiers. So all the offer templates I'm gonna talk about now are at the end of this document. So you can access them later and you can everything's there.
3:54:19But first, we're gonna identify the ones that serve you so you don't end up selling offers or installing stuff that does well, doesn't serve you. When we finish, if anything, you should have less work, uh, because this is actually quite simple, it doesn't need much installation. You just need to identify which ones are the ones that are best for you.
3:54:36So I divided it by stages, 10, a 100 k, and a 100 k a month plus. I've, um, I've hit all three. And now in hindsight, I can see which components I went too far ahead and installed when I didn't really need to.
3:54:49So we'll start with 10 k. Right? Now to get to a 100 k, you need blue and brown.
3:54:53But to get to 10 k, we start from the furthest end. It's easier for us to walk backwards. We figure out what is the most access you're willing to give, and then we start removing things.
3:55:04We do this because if not, you then there is no chance of it going a little bit too overboard, and you know how to control the people you give one on one access to. So then it never gets out of hand.
3:55:16That's what I'm trying to say. So for 10 k a month, first year we implement here is one on one access. What does this include?
3:55:21As much as you'll as it's you're willing to give to the client access to you in order to accomplish a result. And this is where lines need to be blurred. We often think too much and done for you, done with you, do it yourself.
3:55:32And over systemizing a business can hurt it. Personally, the people who I just got in the beginning when I did one on one access, I gave them everything because it's the beginning. Right?
3:55:41And in the beginning, you kinda have to do things that don't scale before you have something that scales. And I still do stuff that doesn't scale, uh, for my one on one clients, but nowadays, the price is larger. That's the first tier to get to TechA.
3:55:53We remove something or we a different modality of it is long term deals. So what is this? It's essentially giving your current clients, uh, a perk in order for them to stay for longer with you.
3:56:04Recurrent revenue is a mirage. Like, we want people to stay for us for for forever, but we gotta put it in somewhere. Right?
3:56:11I don't do contracts, but I do handshake agreements. So I'll give people perks in terms of a discount or credit or more access to me if they commit to staying for longer. And the third component to 10 k would be assets.
3:56:23This is this is an example of an asset. Today, I'm recording one. It's something that's gonna be used later.
3:56:28And this is something you sell not for recurring payments, but it's just a one time payment. And that is it. To get to 10 k, this this would be the that's that's the start.
3:56:36But to get to a 100, you need things in in the middle, kind of in between. Because these are things that are easy to sell and easy to profit from, but they don't scale as much. To get to a 100 k, you need to put two components, or I had to put two components in order to to have that scale that allow me to grow.
3:56:51First one is group. Why do I not recommend you start with group? Because, well, if you're not getting many clients, then there's no group.
3:56:58Right? Might as well just get them one on one. And once you do one on one, you understand very fast what the market wants from you, which enables you to be more effective when you open up a group.
3:57:08And one thing in between, I didn't have this in the previous official workshop, but now I understand the power of it, is temporary access. So an example of temporary access is the February cohort. So people can join for just their recordings.
3:57:21There's people like, there's both kinds of people here. People can just join for their recordings. But there's some people who said, I'm willing to pay more to get access to Cash Creators and work a little bit through it.
3:57:31That's temporary access. You'll often see me sell a pass on top of a workshop so people can get my help with it. Hours with you, like hours on Zoom, that's like temporary access.
3:57:41Or also, let's say your offer has three stages. So you have, let's say, lose 20 pounds. Right?
3:57:47So lose 20 pounds in three months. In month one, you lose a certain amount of pounds. Month two, month three.
3:57:52A temporary access offer is there's people who are willing to work with you, but they don't wanna commit to the three months. What you can do is you can compress the time frame, the pricing, and the promise. So instead of selling them on the entire thing, you just sell them this.
3:58:06That is an example of another temporary access offer, which is a shorter duration. And often, I found that when I sell that, twenty five percent of people upsell into the next thing. And a funnel that converts to 25% isn't the best funnel.
3:58:18But these are the pieces. And, uh, to get to a 100 k a month, these are the ones that took me took me there. A lot of nuance in between, but that was it.
3:58:25And again, I'll give you all the offer templates below. But so you understand, this was what what got me here. And I'm not, like, I'm not hitting that number like always, but now I see the path if I wanted to get to a 100 k a month plus.
3:58:37That's gonna be more like partnerships. So that's gonna be me licensing my work with people or taking equity in people's businesses in exchange for consulting. But those are the strategies.
3:58:45So take the ones that serve you, reject the ones that don't. Now, the simplicity of this isn't the way it's delivered. Because now that you know your tiers and you know what you're going to include, all that's left is finding, okay.
3:58:57Well, how do I how do I deliver on them? And this is the beauty of the shell. People ask me, like, what's what do I get on the tier that's, like, four times as expensive as the other one?
3:59:07And my answer is messages. And a lot of people pay for it because it's you that they want. It's not your stuff.
3:59:14So when it comes to delivery, we start from the bare bones. What do you have is your stuff. In order for and this is me running the workshop funnel, but I if I wanted to do temporary access, which is sell the next offer, I don't need to add a lot of complexity into the offer.
3:59:28I can just add a community and the group calls that I host on Mondays. And that's it. And I already have two tiers just by putting stuff and then adding two components on top.
3:59:37Two components of access. If somebody wanted to be in cash creators, then I add another one, which is one on one onboarding. So it's like just one more.
3:59:44For long term deals, they get on top of everything we covered, they get perks. So they get, for example, lower prices, more access in exchange for their commitment to stay longer. For one zero one access, and this is as as it sounds like there's no more to this truly.
4:00:00They just get a Slack channel and my Calendly link. And that is already an offer that's $1,000 per week.
4:00:06It's as simple as that because they they want you. Like, if you could I remember this when I got my my first few coaching clients. I didn't have a portal.
4:00:14Nothing built out. But I remember I told them, listen. All the knowledge that we need right here is not on a portal, but I got it in my head.
4:00:20I just haven't got around to putting it in a like, on a video. So while I build that, I'm going to give you closer access to me. And this is my link you can message me and book a call with me when you need to.
4:00:32Is that okay? Nobody complains because they want you. Right?
4:00:34So the delivery is actually the thing that you need to think about the least. It's as easy as putting people on a Telegram chat or adding a school community. As long as you're there, the main thing is there.
4:00:45And for pricing, this is after, uh, some testing, this is what I arrived. So selling your assets like a workshop, and I'm calling it assets specifically.
4:00:57It used to be called workshops because I noticed that some people did better not doing workshops, but maybe selling an ebook or a course or an actual book. Assets is anything that you can sell for 10 to $300 one time. So that is enough to get people inside of the shell.
4:01:12Temporary access, which I recommend you also always add like as a separate option because I found something I call whale theory, which is 10% of people are willing to pay 10 times as much. So adding an option of that's two to 10 times the asset price whenever you sell an asset is worth it because these people typically are interested in you.
4:01:32Uh, the other people are, like, often more interested in your stuff, these people want you. Group access, 100 to 400 per week. The sweet spot after a lot of testing being $2.50 per week.
4:01:42The people who pay like, got in at $2.50 per week tended to be the ones that stay the longest because $2.50 a week tended to be the it's just affordable for the right people. For long term deals, it varies.
4:01:53Often, I'll have people who, uh, pay me like 400 a week, and then there's people at $3.37, and then at $2.78, and then $3.77.
4:02:01And that's okay because sometimes I'll credit payments, I'll work things out privately with people. I do weekly pricing, which is a, because it gets more yeses, and b, because it's very dynamic.
4:02:12I can change pricing, like, from one week to the other, and then I can credit this payment. Right? And it goes down.
4:02:19It the effects are more immediate, which allows me to have people in many different levels. And, you know, people come from different backgrounds. So being dynamic with pricing serves you more than being rigid.
4:02:29One zero one access, which I recommend you price at two to three times which price a group. So the way I price my stuff, for example, it's 400 a week for cash creators. But if you wanted to work one on one with me, it's 400 a week on top.
4:02:40So it's something like they add for a period of time and they can they can downgrade if they'd like. And then partnership is 10% of profits. And that's it.
4:02:47That's the shelf. So I I have templates for each of these, and I'm gonna go over these. But so you understand now, find the ones that you're gonna implement are the ones that serve you.
4:02:57Everything else, credit for later. So how do you get people inside of this?
4:03:01Once people are inside of the shell, it's easy to upsell them and move them around. But how do you get them inside? So in theory, one offer is enough.
4:03:09Right? Just do more volume and the offer will sell. Just send more emails, post more stuff, get more leads, build ads, get a DM setter, and you'll do fine.
4:03:17In the real world, offer fatigue is a thing, which is when people know what you're going to say, they stop listening. I put a lot of thoughts into cycling offers. That's why my offer went to 314 edits, and I've done multiple workshops.
4:03:28I just don't want people to know what's next because they've if they figure you out, they got you. If they know what you're going to promote, they're like, oh, I understand everything about you. You see this box?
4:03:37I can put you in there because I understand everything you do. You sell coaching. Right?
4:03:41Your program. You don't want that. You wanna always kinda be surprising the audience to a degree.
4:03:45And fortunately, fixing this can be as easy as just cycling through the levels of your shell in the front end. And this is this is my contest strategy or my offer strategy. So week one, I'll promote one thing.
4:03:56Week, I'll change it. And then next week, another tier, and then next week, another tier. So it's hard for people to, like, catch up to, like, when am I opening things and what I'm doing.
4:04:04This is intentional because people, to a degree, they kinda like it more when they can't predict you. So by cycling through these levels, you create that novelty.
4:04:13I was speaking with someone today that, um, he said, my first intake did amazing. Now I ran my second intake and it completely flopped. And I'm like, right.
4:04:22Because it reaches offers have a a lot of diminishing return. If you always promote the same thing, eventually, people are like they they understand it and they're like, they wanna buy something from you, but just not that.
4:04:35You have to take it down for a few weeks and then bring it back. Some rules of thumb for duration as it's, uh, typically really easy to overcomplicate like, do I start on Wednesday or Sunday? Do I do it for ten, seven, three days?
4:04:46For me, there's no minimum. So if I do it one day, it's okay. 90% of the time I cycle between a client offer and a customer offer.
4:04:53So one week each. Typically, this is how it goes. So I'll open my client intake on the first week.
4:04:58Weeks two and three are separate workshops. And week four, I will do another client intake. And I cycle through that.
4:05:05That cadence sustained me for like six months before people kinda catch up to it. At that point, then I just mix up the order and then and then you're fine. Like, offer frequency matters, but often rotation also matters.
4:05:18Now, the thing here is it's easy to get very autistic about the cadence. As in, do I start on Monday or Tuesday? When's the best day?
4:05:24Not don't don't start offers on Friday or whatnot. But these thoughts, they don't serve you as much. The reason why it's because it serves you more about building the cadence around your life because then you find, like, interesting protagonist style angles that you wouldn't have found otherwise.
4:05:39If you think of what offers are better for the market at this timing, then you're gonna sound like everybody else because you're asking the same question that everybody else is asking. Whereas if you ask yourself the question, what happening in my life this month? Then you build your offers around that.
4:05:53Nobody can copy your cadence. And therefore, nobody can predict you. And therefore, your audience will land harder.
4:05:59So some examples of this. I had a burger birthday weekend offer. So I have a client.
4:06:04He was selling this offer and, like, he wasn't it just wasn't selling. But then he said, hey. It's my birthday.
4:06:09And my birthday, I have this new tradition that I wanna give stuff to people instead of people giving me stuff. So for this weekend only, this is at half price.
4:06:19And people who somebody who was ghosting him for, like, forever said, you know what? I'm interested in that. Let's do it.
4:06:25And he bought. Like, he he you can't predict this kind of stuff. Another one is the summer 10 k.
4:06:29So I'm thinking, okay. What's happening this summer for me? I was gonna go to Spain.
4:06:33And I couldn't take any clients, and I thought, what can I do? I can just bring my top three workshops and sell it as a bundle. And the summer 10 k still was one of the highest performing bundles I ever sold because it was just putting three things together.
4:06:46And now I'm thinking about this thing called Omar. So I'm looking to move to America, to The US on an e two visa. So the thing about the e two visa is that you have to prove that you're, um, you're helpful to the American economy.
4:06:59Right? So I thought about running this in person event called Omar, operation make America richer.
4:07:05So that I could host an in person event in America, hire Americans, you know, be an American, and then I could show that to the officer and say, like, hey, man. Like, it's Omar.
4:07:15You know what I mean? Now, you can't come up with this stuff, uh, if you're always thinking about what what does the market want.
4:07:21Think about what you want and you make that around that. And this is cool when you allow it to finance your life. There's some people who say, I'm going on a trip next week.
4:07:30So I decided I'm gonna launch this new offer that I've never launched before and it's called the I don't know. The Hawaii trip.
4:07:39It's designed to finance my trip, but you get my best offer here. Buy. So you can finance your life with your cadence if you're smart about it.
4:07:46Now, back in. Another way that, uh, the shell reduces waste that I find it quite effective is moving people beyond the money line. So most advice is, I believe, getting people towards the money line.
4:07:57And here's what I mean by that. This line right here, every single dot here represents people in your audience. The more to the right they are, the more they trust you.
4:08:06Now, some people have trusted you enough to cross the money line. My I said that a lot of advice was wasteful because it focuses on how do you get people just to cross it. And as soon as they cross it, they stop selling.
4:08:18Right? There's no effort to get these people to move further. I focus almost all of my effort in moving these people further because I understand prospect inertia.
4:08:27And I know that the more money someone gives you, the more money they are likely to give you. And it's like, if they're already paying you, they already trust you. Not only are they the person who are easiest to upsell, but they're also probably going way willing willing to pay way more because they already are there.
4:08:43Right? They're already moving. So I I just think it's a ways when we get people to cross the money line, they become clients, customers, and we don't sell them something else.
4:08:51There's nothing in the back end. There's no upsell. There's nothing there.
4:08:55And I believe that if we focus in here, this part could rival this part of the business. For me, this is 70% of my money. 80% of my clients come from a workshop.
4:09:0425% of people who bought a workshop became clients. 15% of clients buy something else, and 5% of clients become one on one clients. The further end of the money line is where most of my money comes from, and it's the people I sell to the least, paradoxically.
4:09:18This is intentional because and you find this. If you're a client, the amount of selling I do to you before and after you become a client is like night and day. It's intentional because I know that selling to your current client damages a relationship and you both get less.
4:09:33So you get less money because it's iffy to work with you and it's like, it's like awkward. And they get less service because then you gotta split your attention between how do you serve them and how do you upsell them.
4:09:44So having less salesy upselling methods work better in my experience. They're not hard. In my opinion, selling people is way way harder than than upselling people.
4:09:55The thing is when you wanna up sell people, what you gotta do is you gotta actually slow down. And you gotta think, okay, what makes sense in this situation? It's not hard.
4:10:02It just has a few moving pieces. So about upselling.
4:10:06In order to get people to upsell and by the way, people can skip steps in the offer shell. Like, there's occasions in which people are here, they bought a workshop, and then they're like, hey, what can we do to partner together? Like, there is some occasions where that happens.
4:10:19It's not most, but it does happen. So in order to get people inside the official in the first place, to get them to buy a one time thing from you, that's next week's focus on the workshop funnel.
4:10:29This is this has some moving pieces that need to be implemented correctly. So next week, we go deep into that.
4:10:37Now, let's say somebody bought a temporary access offer from you. How do you upsell them from temporary access to staying with you? And what I do then is I credit their last payment into the next commitment.
4:10:49So an example of this, the way I price my pass is I price it half now, half at the end of the month. So if you wanted the February pass, it's 500 now, 501 February ends. A little before February, I'll send a similar message to this.
4:11:03Hey. Here's something that might help you keep your momentum going. You have the option to credit the payment you've made and cancel the next 501 in six days to cash creators.
4:11:11So you essentially save one k and your rate goes down to this much, and the next step would be to get on a one one one with me and craft your plan. Let me know if you'd like to take me up on this, and I'll get you my link. This had like a 25% take rate on November.
4:11:23A pass in this upsell selling to like 10 people got me more clients than selling to 220,000 people. Again, inertia.
4:11:31Right? So you wanna upselling people is much easier than selling people in the first place. So this is a tool you can use.
4:11:36Uh, for example, if somebody buys an hour with you, what you can do is you can credit the hour into a payment, uh, for for your for your client program. So if they've spent 1,000, for example, you're like, okay.
4:11:47Let's credit that into the program so you can keep your momentum going. Credit is the eighth wonder of the world. It is amazing.
4:11:54It works so well because people like being consistent with their previous actions. And it also makes it look like very safe for the person receiving it. To upsell people from let's say, they're in group access and you'd like them to log them in for a year.
4:12:09Or they're in the group access and you'd like them to upgrade to one on one. The first step there is identifying which one that makes the most sense for the situation. Do you wanna do a long term deal with the person or would you like to upsell them to one on one?
4:12:21It depends because not every lady is created equal. You know that there are some people who, you know, they have the money, they don't have the time, so it makes a lot of sense to do the one on one. And there are some other people who you think they might not be the richest clients, but they got the attitude.
4:12:33Right? So they might they might benefit from a different kind of perk if they commit to staying for longer. I have five ways to have a long term deal with people.
4:12:41Which is the best one? There is no best one. You gotta see which one makes the most sense for the person you're talking to.
4:12:48So some examples. Let's say you get a client now that's paying you, uh, recurring. You can text them what I text them on Black Friday, which is, hey, I'm doing something for Black Friday that might benefit you.
4:12:57I believe in playing long term games with long term people. So I'm making it easier for both of us to play it by reducing your fee from this to this if you stay for a year. No need to pay upfront.
4:13:06I just reduce your next payment onwards. You end up saving this much over the year, and we both get to play the long game. If you'd like to do this, it's an option available to you.
4:13:1320% of people took this, and that locks in for the year. So, again, recurring revenue is a mirage. I'd rather, have a handshake agreement in which we can set this up.
4:13:21So if somebody's having, you know, you know, cash flow is a little tight, this is the deal you can make. Another one is buy two months, get one free. So this is shout out Alan Go.
4:13:29He's the one who showed me this. But this is useful really on summer and holidays because those are typically the months when people get a little flaky with their commitments.
4:13:38So he said this to his people. The holidays are just around the corner. A festive and hectic time, but also an expensive one, so I wanna help.
4:13:44Here's what I've got for you. Buy two months, get one free. I know it's a mental thing, but skipping auto charge on Christmas and New Year makes us breathe a little easier.
4:13:51So if you pay for two months now, I'll stop your weekly payments and only resume them in February. I'm also adding a complimentary one on one call if you get this before dates. Reply free if you're in.
4:14:00So this is a way to get people to not live on the on the tough months like summer and holidays. Credit. So let's say somebody has spent let's say you charge $1,000 per month, and somebody has stayed with you for three months, but you like them to stay for the year.
4:14:15Now, they spent $3,000 with you, the year would be 12,000. Two options you can make.
4:14:20Number one is you could say, say, hey, would you like to lock in the year? Could work, also couldn't. The one that has a higher likelihood of working is if you credit the money they already spent into the next commitment.
4:14:30So, if you credit the 3,000 into the next 12,000 and the year ends up at 9,000, that way you make it look like continuous. You credit everything they've done in the past. So, hey, I'm doing this thing for Black Friday where I credit all the payments you made into the future.
4:14:44You've paid this much, which I can credit into your membership. Twelve months here is this much per week. If you stay for the year, I can credit your past payment and your fee would go down to this much per week.
4:14:53That's why all my payments are like kind of boxed. Like, they got people at 3377, 337, 271, whatever.
4:14:59Right? Because I just credit people's payments to the next commitment. No need to pay upfront.
4:15:03I just reduce your next payment onwards. If you'd like to do this, it's an option available to you. These are all messages that you can send today.
4:15:09You could lock in people for the year today if you just just send them this kind of stuff, and they'll already trust you. So that's why you need less selling with it. More access.
4:15:16This is my favorite one, personally, because as Simon timeless mode now, I'm not taking new clients, but I'm working, like, with more depth with others. This is my favorite one. I'm doing this new thing called a call a quarter, where I'm including four hour long calls with me to create, so we can achieve your 2025 plan to go.
4:15:31No need for upfront payments or increases in fee. Everything remains the same, plus we both work we both commit to working together towards the goal for the year. Let me know if you'd like to take me up on this, and I'll get you my one on one link to craft your plan.
4:15:42This has, like, a 60% take rate. It's amazing. People are like, okay.
4:15:46Yeah. Let's do it. Right?
4:15:47Because there's more trust here. And you give them more access to you in exchange for them staying for longer. And the fifth one is I don't incentivize paid in full, personally, because I'd rather have recurring revenue than paid in full.
4:15:57But I do see an argument for people who wanna who wanna do it. If you need cash now or if you're in other niches mainly like fitness in which for example, if me that, you know, it's a small world, coaching and consulting. If somebody defaults their payments or they go back on their word and break their word, there's consequences.
4:16:13On fitness, you know, people don't care about it. Right? Because it's like, there's no reputation involved.
4:16:18So paid in full might be the move for that. Or you just may want some cash now. So you can say, hey.
4:16:23Great to see the win. Just letting you know that the annual discount is still available for the next four weeks. You'll save this much.
4:16:29Let me know if you wanna take me up on this. I'll credit your payments to date and run it with the card on file. Okay.
4:16:34So there's five things you can use to sell people on. Like, find your clients and you're like, what what makes sense for that person? This is where the magic is.
4:16:40You can make tailored offers. Or you can just do, uh, one on one upselling. So this is my Google Doc that I used to sell one on one coaching with.
4:16:48It's a very bad offer for cold traffic, but it's just right for warm. So this is one on one coaching. This is what I'll help you with.
4:16:55This is what you get. Private DM access, on demand Zoom calls. Call is what you won't be getting.
4:17:00Ten week commitment, a thousand bucks a week. That's it. This this upsells five percent of clients into into working with me at a thousand $7.50 to a thousand a week.
4:17:08Now you've identified which ones work for each client, and this requires you slowing down and thinking, okay. What is what would benefit this person the most? Now you can implement touch points for up selling.
4:17:19And this is something that some of it can be automated, some of it has to do manually. And I recommend you keep it that way. The best time to upsell a client, I found personally, is after right after your onboarding call.
4:17:30So at this person, I sent them the recording, and I said, hey. This might benefit you. I'm doing this new thing called the quarter, blah blah blah.
4:17:37And they're like, okay. Yeah. I'm in.
4:17:38Every month, back when I used to have one on one coaching spots open, I used to open them every month. So I said, one on one coaching, one spot for July. And this is a post if you have a community you can make today.
4:17:48And there's a non zero chance that people will say yes to it. I've got one on one spot for one on one. Best for taking the plan you already have or crafting a new one.
4:17:55These are 300 a week on top of your membership fee. It includes DMs with me and a set up one on one call. Upgrade or downgrade whenever you'd like.
4:18:01DM me for details. Private DMs, if you identify somebody who you think might benefit from it, hey. I'm doing this thing.
4:18:06I thought they might benefit from it. Shall I send you the invite? And then you just tell them to duck.
4:18:10Talk about it. Hint at it. You'll you'll catch me saying this on the on the weekly office hours or even today.
4:18:16Like, my one on one clients, my personal clients, table members. I'll talk about it. And then it hints at the existence of it, which with your current clients, selling is overrated.
4:18:28If they just know that it exists, they often ask. Included in the cart when somebody buys from you along with the paid in full options, I found this to be optimal. To be on the Google Doc, you sell one thing, one pricing.
4:18:40As soon as they get into the cart, then you introduce the other options. After the checkout, so once people pay, ask I them again, hey. Would you like to pay in full?
4:18:47And then the onboarding material, I have a training where I describe how to get help. And I say, if you want DMs, it's this much. If you want this, it's that much.
4:18:56It's as simple as it sounds. So that's how you upsell people. Uh, it requires some human touch.
4:19:00So you gotta understand what long term deals you give them or what one on one coaching, who requires it, and then you just implement the touch points. Again, not hard. It just requires slowing down.
4:19:08And for partnerships, it's case specific. Uh, I I work with one person on a partnership, and it's like love, you know, when you know, you know.
4:19:17So out of all of this, I have a preference for selling more access, but I'm flexible. And the flexibility helps me because I make tailored offers. And in my experience, people appreciate it.
4:19:26I had a client the other day that he paid for sixteen weeks every week on time, but he did nothing. He didn't ask me a single question, didn't post a single time, nothing. Except for his one on one onboarding call in which he mentioned that he'd be going, like, from person to person getting help, but he, like, never made the move to actually do the thing.
4:19:45So when he said, j k, I'm out after sixteen. Thank you very much. I thought this is a perfect opportunity to use credit.
4:19:50So I said, listen. I don't want you to repeat the same pattern of investing and then getting nothing out of it. How about we credit all the payments you already made into the future?
4:19:59We commit to this for the year, but at least you won't have wasted this money. But this time, we do it right. And that's the first time somebody has ever thanked me for making them a deal to upsell them.
4:20:08They're like, you know what? Thank you and I respect you. You know?
4:20:11Sometimes, if you know which one to make out of the long term deals, it ends up being, um, very, very worth it to tailor it to the person. And once they're in, the game is forming a good relationship.
4:20:21And this is kind of the key to the churn to churn that I had to learn. If you're in the coaching or consulting business, what you really are in is in a relationship business. If you can make the relationship strong, then you will have a strong business.
4:20:34This is why I'm very flexible with pricing and payments and, like, some help that I give some people. There's oftentimes where the call goes horribly, and I just ask people, hey. Like, listen.
4:20:45I fucked up. Wanna go another time? I'm free at twelve.
4:20:47And they're like, okay. Sure. Let's do it.
4:20:49And we do it. Because it's a relationship business. The other day, I had a client well, no.
4:20:53Not a client, a pass buyer, uh, that got on the we the office hours. And I could sense how my energy was different talking to clients versus talking to him because he wasn't a client, which wasn't fair. Because he earned the right to be treated as a client for as long as he bought the past, and I treated him differently.
4:21:10So I realized I fucked up. So I said, hey. He's like, hey.
4:21:13I didn't like how that came out. I got a few minutes until my next call. Wanna hop on?
4:21:17He's like, yeah. Let's do it. Same link.
4:21:18We got in a call, and the guy said, JK, if I knew that you were gonna help me with ABC problem, then I would have signed up to the main cash creators, not just the pass. So I said, well, now you know. You already paid this much.
4:21:29Do you wanna credit that purchase into the into Cash Apps? It's like, okay. Let's do it.
4:21:33Right? So being flexible helps you more than one pricing, one offer, one thing.
4:21:39You're in the relationship business, and relationships are not rigid. The offer shell gives you that flexibility. It happens quite often upselling with an offer shell.
4:21:46And I've noticed that often the main blocker is my lack of attention to detail. It's not hard. You just have to slow down a bit and think, okay.
4:21:53What makes sense for this person? AKA, if you wanna make this work, you have to give a fuck. So what I do is I'm not a checklist guy, but I will do this every Monday.
4:22:02I'll be like, have I checked in with my one on one guys? How's it going? Do you know what year need to work on for the next?
4:22:07And I'll do LTVs, lifetime deals, lifetime deals on the DMs. So I'll go over my client list, and I'll think, based on what I know about where this person is at the moment, which which of the offers serve them? How can I help them more?
4:22:19And that has been reducing churn from 70%. It took it down to 20. So there's two two step plan because we covered a lot.
4:22:25The goal of the show is not to upsell everybody. This is unrealistic, and it will disappoint you.
4:22:31The goal is to extract as much as you can out of everyone willing to pay and enjoy it. The other day, somebody bought a temporary three k access offer, and he didn't upgrade to Cash Creators.
4:22:41Under suite standards, this was a loss. But, like, you know, I talked to the guy and, like, to put it nicely, he was just not cash creator material. Under Shell standards, this was a win because I don't even wanna work with this guy and I got three k out of it.
4:22:53So not bad. Everyone has a maximum amount they're willing to pay you. The number is unknown to you and to them, but there's two easy rules that are to find out how much they're willing to pay you and actually get paid that I live by and probably won't stop living by for a long time.
4:23:07Make a front end offer every day and make a back end offer every week. If I do this, I know I'm doing the thing. This give me clarity and make sure I'm doing the main thing, which is just making offers.
4:23:17So all the offers that we talked about, the one on ones, the bundle, the assets, the ebook, everything is here. And they all have the template, and you have my blessing to to get into them and and swipe them. I'm not gonna get into them right now.
4:23:30We can get into them later because there's just a lot. But here's where you can get them. In order to implement it, to know, like, I understand this, what's next?
4:23:37The first one is find the offers that are most useful to you at your stage depending on what level you're at. What are you willing to give and tolerate and not tolerate? Second, make a front of front end offer every day or as often as you can without burning up, and make a back end offer every week so that you don't have too much waste in your business, and you're actually moving the people who wanna pay you the most further along.
4:24:02Here we go. The customer funnel. Now this is my most efficient funnel, the highest converting funnel, and the one that I love the most.
4:24:11It used to be called the workshop funnel. It is not called that anymore, and I'll explain why in a second. But let's begin.
4:24:20The traditional funnel, in terms of getting clients, signing them for one, two, three k, it's get leads and then turn leads into clients. Easy enough.
4:24:30When I did it this way, I did experience some results, but I had a massive volatility. So I had a big audience with maybe like one client a week or less.
4:24:41And back and forth months like this, so this is 2023, June versus July. So June, $159,000.
4:24:49July, $46,000. It's over a $100,000 of difference. This is very volatile for the business, but also for you as you know, it's very emotional.
4:25:01Right? And the traditional funnel asks a lot from people. When you've gotta turn them into leads, into clients, it's scary for somebody who has never paid you anything to pay you a thousand, 2,000, 3,000 per month.
4:25:14And the industry sees it as the best practice and they tape it up to volume. Out of 500 people they DM, one person ends up becoming a client, which is a low conversion rate for warm traffic.
4:25:26For cold, it's okay, but for warm, it's like quite low. This is okay for a lot of people and acceptable because one yes means 1 to 2 k a month.
4:25:37I do think though that it is inefficient. It's just that the big amount per client masks the inefficiency because at least you're making 6 figures. Right?
4:25:46But the reality is you got four people to say yes to an offer and you have tens of thousands of followers. So there could it could be better. This is good if you want okay.
4:25:58But if you want great, then what I found was the difference is just adding one step in between. Instead of asking leads to jump from leads to clients, it's asking them to flow from leads to customers to clients.
4:26:11And I'm gonna be very specific here on semantics. We define a customer as somebody who pays you once. We define a client as somebody who pays you in a recurring basis.
4:26:23Creating customers, one time buyers, is helpful in our process of getting them to become clients because it allows you to create prospect inertia. Prospect inertia is a phenomenon that I found in my own business, and I've talked to other folks who have the same, that the more money someone gives you, the more money they are likely to give you.
4:26:42And this principle extrapolates in several places. The more dates you go on with somebody, the more dates they're likely to go on with you. Again.
4:26:49Right? The more somebody gives you, the more they're likely to give you further. So what I found is that by asking them to give you a small amount first, say, like a $100, you'll make them way more likely likely to buy the next thing than if you didn't.
4:27:05And I ran the numbers. This was a statistic that personally I found very shocking. Is that everybody's so obsessed with getting more leads.
4:27:15When I realized how much different is it from leads to customers, somebody who was a customer was 56 times more likely to become a client.
4:27:2756 for comparison, and I actually researched this. This is the difference between a blue whale and a dude.
4:27:36That is how much more likely somebody is in buying. I also really like that it's a whale. You know, it fits to the whale bait theme, but you get the point.
4:27:44They're so much more likely to buy. And I realized that I thought I had a lead problem, but I didn't. What I really had was a lead conversion problem because I like that middle step between my free stuff and my most expensive stuff that allowed me to create that inertia.
4:28:00In three hundred and sixty five days, also another statistic that shocked me. I did this yesterday. I netted an extra 543 leads.
4:28:10That's how much more how much my list grew in one year. That's less than two people per day net. But with proper lead conversion, that was enough to scale to a 100 k a month.
4:28:22Because I just don't ask a lot from people before I do ask them for a lot. Understanding lead conversion made me base my funnel of two questions. How can I create a customer because they're 56 more likely to buy, times more likely to buy?
4:28:36And how can I only talk to customers? You can't get on a Zoom call with me or anybody, like, in my world, but I guess Christian would be the only one, uh, without transacting. And I keep it that way on purpose because that's just where my best focus is, where my attention is best focused.
4:28:56Now, I do this personally in workshops.
4:29:01Like, this is for example, a workshop. Now, the reason why I changed the name to the customer funnel is because workshops are not the only ways to create customers. I found some people never wanna get on Zoom.
4:29:11I do it because I like it. Some people do ebooks. Some people just do several books.
4:29:16Some people have courses. Other people have recordings, prompts.
4:29:22The goal here is just getting people to transact at a lower price, typically between 10 and $300 in order to create inertia.
4:29:32Anything you can sell as a one time offer goes. It doesn't have to be a workshop. And this is why I changed the name for this because it's more accurate.
4:29:39It's a customer file. Now, unless you have a big audience, 20,000 people, 10,000 people plus, the customer funnel probably won't make you more than your clients. And that's fine.
4:29:51And I think you should still run it. Because its true value is in finding and accelerating people who are more likely to become clients. And we do this in four actions.
4:30:02Creating your customer offer. Actually collecting your customer offer, you'll see what I mean. Selling it, delivering it, and then upselling everybody who buys it.
4:30:14So we start with creation. To get the end result, which is a client ideally, it serves you to look backwards from it.
4:30:22If you look at it from how do I what do I sell to my leads and what do I sell then, then there's too many variables. Whereas if you look from the back to what does a client want, then the path is simplified. There's a paradox I found where marketing is more persuasive when we market from a product rather than to a product.
4:30:42If you make stuff for leads first, you typically get less leads. But if you make it for clients first, you typically get more leads. When you market to a product, show people how that product is gonna get them something.
4:30:55It's met with more resistance than this thing got something. We're doing this with the cash creators. Would you like to be a part of it?
4:31:03This is partly why I showed you the AI thing in the beginning. This is happening for the cash creators.
4:31:09We're gonna introduce AI with the model. I'm not saying how cool it's gonna be. I'm just demonstrating the thing, and then I'm asking people to tag along.
4:31:17It's a difference between pushing and pulling. Notice how each feels when you market to and from. If I market, let's say, an offer doc.
4:31:26Marketing to a product is something similar to this Google doc template will sell your offer to 100 people for 2,000 a month without a sales call. You can get it here. Okay.
4:31:38Now if I market from a product, this Google Doc template sold a 100 calls a 100 clients at $2,000 per month without a sales goal. You can get the copy here.
4:31:49It feels different because this one came from a place that was already tested. An offer tends to be more persuasive when you have skin in the game, you as the seller. It's safer for them because you are taking the risk.
4:32:04This is why I make a big deal out of this is going for the cash creators and inviting inviting people along. Because I want people to understand that there's skin in the game.
4:32:14I am presenting today and there is a big risk to me fucking it up because my clients are here. Right?
4:32:21When you have skin in the game on something, it tends to sell better because people understand that you're gonna put more effort into it. It makes it more attractive. So in order to create your customer offer, you don't really need to think much of what your customer offer should be.
4:32:35Find something that you already have a skin in the game in, like something you used already that worked or that you will have soon. Something that you will do for clients.
4:32:45These two constraints typically will make you do a better job and people will feel it. It's sell it forces you to sell something good. I have detected in myself that I put more effort into things that are for the cash creators more than for other people.
4:32:59The pressure is healthy because product first businesses tend to have better retention and growth. Who would have known? The way to retain clients is to, you know, focus on making good stuff for them.
4:33:11People can feel when something comes from a product versus to a product. So market from product and focus on what can I get clients first? And then you take that and you sell tickets to it or you sell limited access to it.
4:33:23So that's why we're not really creating a customer offer. We're more like extracting it from the things that we're gonna do for people anyway. Now and I recommend pen and paper here if you have it or take notes.
4:33:37The this is not you're not supposed to answer every question here. If any idea comes to mind, just write it down. So think about useful stuff that you already have.
4:33:47So I'm gonna go through a few examples and you write down if anything comes to mind. What assets and ask yourself, what assets do I use a lot? Do I have a template?
4:33:57Do I have a do I have the same sheet that I'm referencing? Is there anything that I constantly repeat? For example, I do have my sawdust templates that I may use, like, for inspiration.
4:34:07I have Google Doc three fourteen that I used to sell clients. And now I show you some AI prompts. What assets have sold well in the past?
4:34:17So what what did what sold well in the past that you stopped selling? You could do this again.
4:34:23But I already got good feedback from clients. People inside cash creators, they keep using the same phrase, which is well paid, well paid, well paid. So that hints at me that I probably haven't nailed this enough.
4:34:38What do clients need? So look at your own model and this requires some self introspection. Where are you dropping the ball?
4:34:45What have you not made clear? So I like this phrase that if I said it, but clients didn't hear it, then I didn't say it.
4:34:54So what is something that your clients didn't hear? Then you didn't say it. So there's probably a room for you to do something with it.
4:35:03What are they asking from you that you're not giving them? People kept asking how do you grow your email list? And I told people, dude, I already answered this question multiple times within the workshops.
4:35:13But because they didn't hear it, then I didn't say it. And 1,000 new whales was born, which was a very well received workshop among the community.
4:35:22What are you already delivering? So the other day, I I gave you I gave you this.
4:35:302025 plan. Yeah.
4:35:34As in how can you work backwards from your freedom number and you know how many people you need to take on each level? And then I thought, hell, this is already done. What am I already doing for these guys anyway?
4:35:46What can you bundle? So there's some stuff maybe in your current client portal that you could bundle that work well together. In my world, for example, it's value versus insight and I can combine it with well made.
4:35:59That's a content bundle. Maybe you have a few that go well together. Or you can sell it as a standalone.
4:36:06Or you can unbundle one, like the a 100 k map.
4:36:09I had the option on this one because I'm running four workshops back to back to sell each individually. I decided against it, but it was an option to me. Or maybe there are some assets within the assets.
4:36:20Let's say you have a module, of course, you can sell the individual parts of that module.
4:36:26What unique mechanism do you already have that you know can deliver a result? Typically, you find yourself recommending this often. Like, I look at someone and I think, you need a protagonist post.
4:36:37Like, this is this is for sure. So when you have a tool that you keep recommending to people, make that a workshop offer a customer offer.
4:36:48What is missing from your delivery? I had my Google Doc three fourteen, but I didn't have, like, a a way to tell people how to validate it. That was as ordered as I'd like.
4:36:57So I created the validation equation, which is a way to get your first three clients from your Google Doc. Now I could sell that individually. So that is me dropping the ball.
4:37:06What is what are where are you dropping the ball? What is missing? And yeah.
4:37:11Did you say it? So, again, if clients didn't hear it, then you didn't say it. So what are some things you keep repeating that you're like, I'm delaying this workshop and I know that I should.
4:37:23Whether I create one. I know that I'm delaying and procrastinating on the visual persuasion workshop.
4:37:29I'll come around to it one day, but anyway, it is something that I could extract. So find anything, stuff that you already have. Assets, templates, swipe files, collections, tools.
4:37:44So red one.
4:37:49And then packaging. Because there's a difference between selling the thing and selling the thing with sparkles.
4:37:56You know? Stuff alone is valuable, but packaging makes it sellable. I personally do this with a tool and a promise.
4:38:03This is as far as I think about it. I don't think about it too much. The first thing is a tool.
4:38:08A tool is a proprietary name. So now that you have the stuff, name it like you would name a tool in a toolbox.
4:38:17So this is why I capitalize my tools. You see me using capital letters on words that other people don't, like tools, model.
4:38:26Because I wanna I want people to refer them as proper nouns. I want people to use my stuff like an everyday term that they can reference to. It creates more intrigue and it often is more persuasive this way.
4:38:37So here's some examples of some tool names you can give yours. So templates, like the two k Google Doc offer template.
4:38:46Swipe files, my three sixty five days of emails. A certain mechanism, like the customer funnel. Assets, the Seltos templates.
4:38:55You can hint at its ease, so the one pager. The one page x y and z. The script, the cash script.
4:39:03Unexpected result. So the cookbook, but you call it the thinner every meal cookbook.
4:39:09Bundles, collections. Like, I have my SOPs that took me to this level.
4:39:14I can just call it the 100 monthly. It's in stalls. So I had the Calendly kit back when I used to run sales calls, which basically was, like, templates for you to put in your email and SMS Calendly thing so that you'll reduce no shows.
4:39:28So you just call it a kit. It's just something you install. It's easy.
4:39:33Ideas, like, the monopolistic positioning, well bait, offer shell.
4:39:38Like, is there a idea that your clients keep, and I call this reflecting back at you, they keep enunciating back to you? If that that means that that idea is persuasive, landed, and it got a result. You should probably do something with it.
4:39:53Prompts. Like, I thought about the insitizer. Like, you just give it your value based email, and it turns it into insight.
4:40:01Or a fascinating fact about your thing. Somebody on on the call the other day, she showed up with, I have this script that closes six out of 10 people, but I don't know what to call it. I'm like, you already called it.
4:40:15It's called the six ten script. You know? If you find a fascinating fact, then you can elaborate on it.
4:40:24So find find something that you can call your thing. Templates, workflow, mechanism, asset, ease, script, expect result, bundles, collections, easy installs, ideas, prompts, a fascinating fact.
4:40:38My favorite one is actually fascinating fact because you can't they can't copy it.
4:40:43Like, Google Doc three fourteen, it's called three fourteen because it went to three fourteen edits.
4:40:49Now that's half of the packaging. The other half is the promise. What it does or what they will get.
4:40:56Now when it comes to when you're giving out a promise for your tool, then you gotta make sure that it passes the meaning test. We define the meaning test as you pass it if you show your promise to two people and it means the exact same thing to both.
4:41:11So what doesn't pass it is transforming your physique. Cause that means different things to two people.
4:41:17Right? Whereas what passes is see your six pack. Easy.
4:41:23Create your personal monopoly, doesn't really hit. Make 10 k, everybody knows what it means.
4:41:30Become a master of productivity, they don't know what it means. Whereas finish your workday by noon, it does pass the meaning test.
4:41:38And so we got introduced to the fist. The fist is the meme that developed inside Cash Creators a few months ago that started as a meme, it's actually quite useful.
4:41:47Every time a one on one client would send me an offer that didn't pass the meaning test, I would send him the fist. So he said, how to get your email sales potential?
4:41:58And I sent him the fist. When we first worked with x y and z, we used this calculator to estimate his opportunity and then put a plan in place. And I sent him the fist again.
4:42:07And then he said, the calculator we used to find 200 k a month in lost revenue. Now that's enough. See?
4:42:14So make sure that it passes the meaning test for yourself. We're gonna make it easier with AI as as time goes on, specifically next month.
4:42:22But, um, so, you know, for now, just make sure that it passes it. Like, for example, I will say the one post a day strategy, the three week calendar, the twenty minutes email, the $2,000 offer doc.
4:42:36This matters because peep it's not that people wanna be absolutely correct.
4:42:41They just don't want to be blatantly wrong. And that's how they make decisions. As long as, like, an answer is directionally accurate, they can buy into it more than if it's just way too vague.
4:42:54The presence of a number and specificity of number or specificity matters more than the number or specificity thing itself.
4:43:04Like, instead of saying you're gonna get better skin, we just showed a picture of a guy that had acne versus no acne and sales quadrupled. So there is a big spot for making things mean the same thing that it means to other people.
4:43:21Now what happens here is often we get stuck. As in, how do I promise? How do I not promise?
4:43:26Or which frame should this offer take? And I find it helpful for me to look at stuff versus, uh, as in, is this a coaching offer, a consulting offer, or a mentorship offer?
4:43:38This this is what I meant when I was I said I was gonna go deep on semantics. This matters. These three are different things.
4:43:46The promise could take either of these angles. Some people do find stuff easier than others. Like, for me, coaching offers are really hard, but mentorship offers are easy.
4:43:55So find what it is for you. A coaching offer helps you find helps your clients find the answer within them.
4:44:03A consulting offer gives them the answer, and a mentorship offer demonstrates how you got the answer. So say you go to the Ferrari dealership, uh, and you take your mentor with.
4:44:14Right? Or your your teacher with you. A coach would say, so which Ferrari do you like?
4:44:21What what things are important to you? A consultant would tell you, take the red one.
4:44:28A mentor would say, here's why I chose this kind of Ferrari. So it's all three different angles. All three are persuasive.
4:44:36So let's say you have a checklist that you use when onboarding clients and you're a fitness coach. We're gonna label that same tool with each of the frames. A coaching frame would be, you will leave this session with your customized one page plan to lose 10 pounds before sprint.
4:44:52You leave the answer like you find the answer within yourself. Consulting offer would be the one page plan to lose 10 pounds before spring.
4:45:02Mentorship would be the one page plan I use every winter to lose 10 pounds before spring. So we're all selling the same thing, but naturally, we all kinda gravitate more towards one or the tool that we have itself gravitates more towards one.
4:45:19It's So helpful to look at each of these three and think which one do I think fits this or me the best.
4:45:28Additional ideas for promises, this is just something some stuff that I know and I've used that got me a good result is your first x, like your first your first two apps and then your next two apps.
4:45:42Right? Your next 10,000. X hours of y, so, like, two hours of free time.
4:45:48X units, 10 leads. Your x asset.
4:45:52So as in your 10% no show rate asset.
4:45:57Add x to y. This is my offer actually. So add this much to your money.
4:46:01Add x to y without z without working more than four hours a day. Remove x from y. How to lose weight without always being anxious.
4:46:10Get rid of x, like acne. X free y. Sell without sales calls.
4:46:14X percent more or x percent less. The thing that does this. So the AI prompt that Russia offered in twenty minutes.
4:46:23This without that. So you kinda get the point.
4:46:27Right? This and that. Break free from this.
4:46:30Get this before spring. So these are all, like, useful promises that you can put inside, like, couple with your tool.
4:46:41And this is already a very persuasive offer that we already extracted from your thing. And we can work on these after or in the community. But it just matters that you give it a certain utility that passes the meeting test so that people won't get confused as in what is this thing again?
4:47:02An observation on this, people like buying offers in the extremes, not in the middle.
4:47:12Either and the way I think about this is people either wanna download a new app for their phone that's easy to install, or they want a completely different phone brand and go from Samsung to Apple. What they don't like is upgrading between phones.
4:47:27So I will either sell really easy installs, like the ninety days of offer swipe file. Well, that's easy. Just copy and paste it.
4:47:34Right? Or I will sell a completely new paradigm as in we're gonna restructure your entire offers, and we're gonna stop doing offer suites and call it a completely new offer shell with the cash creator model all the way to the end. Where I fail is in the middle.
4:47:49You don't wanna sell, like, marginally improvement offers. It's either, like, something that's really easy or a complete change. The bell curve mim fits.
4:48:00So once you have your asset, combine it. So the customer funnel. The customer that the funnel that makes your leads 56 times more likely to buy.
4:48:09The four week lean out. Lose 10 pounds in four weeks with one eating, one cookbook, and one workout plan.
4:48:19Will be the one post a day strategy that gets you leads who can afford you. So you just combine the two. The tool, so now you can reference.
4:48:26It's more persuasive. And the promise that passes the meaning test and nobody can doubt what it is. And that's it.
4:48:34You have your tool. If you feel stuck on this, this is a very powerful question to ask yourself in a vacuum. What thing worth $100 can I sell this week that I know will sell?
4:48:48That I don't doubt, that I know people want. You know, there is something that you have that you know people want, a template, a swipe file, a course, something. So use that if any of the above failed.
4:49:03So now that we have our customer offer or at least the packaging of it, let's sell it. I personally sell at the same time that I build stuff because I like the healthy pressure.
4:49:14Uh, you don't have to do that if you don't want to. That's just how I do it. The funnel goes as follows.
4:49:20Use any of the five avenues I'll show you or or if you have more, even better, to sell your customer offer, and we're gonna offer two different kinds of options, which I'm gonna, uh, show you soon.
4:49:33Then you deliver it. And then this is a part where I I find that a lot of people just, like, kind of drop, is you have you gotta have touch points in place to upsell people into the next thing.
4:49:46They're not hard. They just do require some attention to detail. I do have 10, and I'm gonna show you the 10, so that then they will become clients.
4:49:55Once they enter and become clients, that's when the official workshop that we ran a few like, one week ago is more relevant. But this is the funnel I'm gonna be walking you through today. Three principles for selling your customer offer is the KPI, key performance indicator, is offers made.
4:50:14I send an email a day, sometimes two, sometimes three. People keep buying. And a few people even thank me.
4:50:20Thank you for this offer. Like, can you imagine?
4:50:24Buying feels good. Like, I I like it when I buy stuff. Right?
4:50:29People like buying more than I like selling. Like, this is the reframe that I believe serves you. People like buying more than you like selling.
4:50:37So you might as well sell more. Second principle is limited offers sell more than unlimited offers.
4:50:45So you can see here the Starbucks US sales and you can see very clear peaks. You know when these peaks are?
4:50:53It is the pumpkin spice latte season. You cannot buy the pumpkin spice latte in other seasons, but when it is, you know, you see all the white girls going to Starbucks and buying their pumpkin spice Right? This is the thing.
4:51:05So, uh, it's going away. So when you take your thing away, you make it more persuasive. And if your thing is not something you're gonna deliver life like a workshop, it doesn't matter.
4:51:15You can just still take it, make it available for seven days, and then just don't sell it anymore until you bring it back.
4:51:25This is why, by the way, I put effort into cycling offers. I do think and I want to send a message that inside the Molina list, things go away.
4:51:36The conditions this conditions the audience to respond faster as opposed to the normal route of always being available. So I'll cycle through levels of my shell because I make more like that than if I just had one thing all the time.
4:51:50Hence, why you can't join cash creators off my link and bio because I don't control the cadence. And this is why I like email so much because I do.
4:52:00And the third principle, include a higher access option. Like, this is this is big.
4:52:0710% of people are willing to pay 10 times as much. As of today, having run the 100 k map, 23% of cohort buyers bought the pass.
4:52:14It's probably more it's probably more now because some people bought it during the weekend during last week. But the pass is two and a half times more expensive, and 23% of people bought it.
4:52:29This is this is significant numbers. By adding a higher access option, like a pass, you get two benefits.
4:52:36You get paid more, And you also identify who's there for your stuff, and who's there for your stuff and you.
4:52:44Because there are some people who wanna buy your stuff, but they're not willing to become clients, but they're willing to take that middle stuff. Pass is converted into clients at 25%.
4:52:54And I'm gonna show you how we convert past buyers into clients. But I do believe I introduced this maybe, like, in September.
4:53:02If I had used the past earlier, I would have got to a 100 k a month in '75 of the time. It's one of the most efficient pieces of the model that I have. And now that I think about it, man, it would have been easier.
4:53:15But at least now I know. Right? So what is a past specifically?
4:53:19So you have your core offer and a pass. They both have portal, like all the trainings, community, they can ask questions, and office hours, weekly calls.
4:53:29The difference is core offer in terms of pricing, it's ongoing, whereas whereas a pass has a monthly duration or a set duration. A core offer has a weekly fee.
4:53:39A pass has half now and half at the end of the month. And a core offer has their one on one onboarding call with you or with me, and the past doesn't. So they just kinda they just get, like, insider access, but they don't get the one on one call.
4:53:54And that's it. That's the only difference. Just by adding this, you know, 25% of people bought something else.
4:53:5823. And then 25% of them got into the core offer. It is the prime example of prospect inertia.
4:54:05These people, what I like also is that it didn't it tapped into, like, a different part of the audience. People I've never seen in my life were then buying passes and then becoming clients. It's not that they weren't client materials.
4:54:17It's not that the audience was dead. It's just that I hadn't made it as easy for them to begin. So that's why I'm big on don't nuke the thing.
4:54:25Don't go directly to the nuke and think my audience is dead or I need to run ads. Maybe you need to finesse it.
4:54:32Maybe you need to have smaller steps between their free stuff and the big client stuff so that people will be more inclined to take you up on those. It's not that they're not ideal clients. It's just you believe.
4:54:46I just haven't made them the right offer. Is it true? Is it not?
4:54:49It doesn't matter. It's just a useful belief that I have.
4:54:55It's like believing you're the chosen one. Is it true? Is it not?
4:54:57Doesn't matter. It's useful.
4:55:01So armed with your customer offer and a higher access option like a pass, it's time to sell it. Five good ways are as follows.
4:55:10The first one is the one I'm in love with is email. So I believe that every follow is an implicit request for information, but every email sub or group request if you run groups is an implicit request for help.
4:55:23Plus, it's private. So it's more natural to make frequent offers there. To sell mine, this is what I do 90% of the time.
4:55:32Seven days, maybe fourteen. Day one, I'll use the template, which you can find here.
4:55:40You can find it here. Right? Yeah.
4:55:42Okay. So you'll find my customer offer template.
4:55:46This is actually the wrong link.
4:55:52In the middle of the campaign, I'll do some inside based emails. And on day seven, I'll just send the customer offer template twice. So one day left, six hours left.
4:56:01This is 90% of what I'll do. Fun fact, 60% of buyers come in the last day because people are more driven by consequences than by value.
4:56:12Here's some emails that I used to sell the 1,000 new whales workshop, so you can check them out at your convenience. But you can see that it's divided in seven days. And then the last day, I sent the same template twice.
4:56:26That's it. You can find the template here.
4:56:31Something you can expect when you sell these kind of customer offers.
4:56:37Sales are often highest on the last day because people need consequences to act. Never judge a campaign's effectiveness before it ends. This is big.
4:56:45I was talking to somebody yesterday, and then she said, why is everybody buying at 05:59 when the workshop is at six?
4:56:54And I said, just because that's just how people move. We can work with it or against it.
4:57:02Two, it took for me three to four cycles of taking things away to condition the audience to move. At the beginning, they didn't believe me.
4:57:09They were like, oh, you're you're just gonna have this forever. But when they saw that things were actually going away, then we weren't like, oh, okay. It's real.
4:57:18Making more offers will readily result in you making less money. One time somebody told me, I got a 40% open rate. Like, as he was flexing on me.
4:57:27Right? And I told him, really? Why so high?
4:57:32You can see how his face, like, changed. Right? Because that's way too fucking high.
4:57:36You're not making enough offers. Excuse me.
4:57:41So email offers, coupled nicely with social offers. Social offers are helpful whether or not you have an email list. The rule of thumb is that in social, it's better it's generally better to ask for a reply or a comment.
4:57:54Not a link as social media is not a good place for social links. Like, you do get your engagement kinda messed up. So I'll post it on tweets or stories.
4:58:03Like, this was how I sold the workshop funnel.
4:58:07If you don't have a list, then you can just put it on socials. Just copy paste the email into stories back to back or into posts and then change the call to action to instead of click on this link, DM me.
4:58:20If you find it helpful as well, you can also hit people who reply but don't buy on the last day. Hey.
4:58:27This link expires tonight. Are you in or do you have any questions? It is just something you can use to get people to move.
4:58:37Third out of five, DM offers. If you don't have much reach or you just want more people, then you might want to get resourceful with the DMs. They often work faster because they're one on one.
4:58:49So, hey, person you who booked a call with me three months ago and didn't buy.
4:58:54This week, I'm hosting a workshop on the thing you said you wanted. I made it easy to get it for just $100, and I thought it might benefit you.
4:59:02Shall I send you the details? And then you can add the follow-up as before. The limit to this is your imagination.
4:59:11You can always find more people to message.
4:59:15You can message people who might benefit from it already in your world, like previous customers, people who said, oh, maybe later when the timing's right. Tire kickers, previous clients.
4:59:27That's as much as I'll say about that. Followers, people who ask you a bunch of questions that you think might benefit from this, group chats, or local networks.
4:59:37Some people have invited people from the workshop, like, you know, in person or in their WhatsApp chat, and it works.
4:59:44Right? Do what you gotta do. An audience is an audience whether it's on Instagram or it's on a WhatsApp list.
4:59:52Four, joint ventures. So this is useful if you can find someone who you with who you do not Directly compete with and give them something they benefit from.
5:00:03This would be free for their community, but it's still a paid environment. And because they're paying, they often get better results than if you just did a, like, a free webinar, for example. So this is me texting them.
5:00:15Hey. Is it possible to pay for a one hour q and a? If you like me to do one for your community, I'm glad to do it as well.
5:00:21Yeah. Let's do it. They like that a lot.
5:00:24And two clients came from it.
5:00:28You know? Because if you're talking other paid communities that you're not directly competing with, then this is a big value add. We talked about doing the AI stuff.
5:00:37Like, these guys, they all all have their offers. And, of course, they have their permission to, like, sell their thing at the end of the workshop. Like, it's it benefits everybody.
5:00:45I don't know anything about AI, but I know that I'm gonna benefit from it and they're gonna benefit from it. So joint ventures, get away.
5:00:54And the last one is ads. I don't wanna pretend like I'm an ads expert, so you can refer to 1,000 new whales where we do have an ads expert, Travis Spiegel, who gave a class a masterful class on how to run ads.
5:01:07But checkpoints is you created your customer offer, you promoted it, and now it's game day and you've taken it down.
5:01:17It's time to deliver it. If if it's just an asset like a recording, then you can just give it to them upon purchase. Right?
5:01:23But let's say you're gonna do something live or you have to create. This is a very nuanced distinction that creates a massive shift in how much you sell and how much clients like you.
5:01:35When I create for clients, I find that it's helpful to both customers, one time buyers, and clients, recurring buyers.
5:01:43When I create for customers, I help none. Like, nobody likes it because it feels salesy.
5:01:51As I create this, I've even mentioned stuff that customers don't have access to, like the AI thing, the community, the weekly calls. And it's not because I'm mean or I'm being petty.
5:02:02I am petty, but it's not because of that that I'm including it here. I'm including it here because I'm clear on who this is for.
5:02:09This is for clients. And if I think about customers, then I might enter selling mode. And that's when I fuck it up and nobody enjoys it.
5:02:17This is not a webinar. This is not a lead magnet. You're not trying to persuade anybody of anything.
5:02:21This is a tool for your clients, so treat it as such. By creating for your clients, you both serve them better and create curiosity for your core offer. It's in everybody's best interest that you deliver effective work.
5:02:32The format doesn't really matter. I just do it live because I like it. It's fun, and I get a lot done in a very short period of time.
5:02:40The big question though is, does the thing work? If you don't wanna go live, don't do it live. Right?
5:02:45But does the thing work? Does it get a result? And your enemy here is volume.
5:02:52Volume ain't value. An effective customer offer is often much, much less than we think.
5:02:59Like, I find myself constantly looking at my own workshops and thinking I could take this out. I can remove that. Even now, hell, you can see it now.
5:03:07Like, if you see the other one, it's much longer than this because I realized, I I didn't really need that. Like, I it it that wasn't needed.
5:03:16Right? And a lot of these things that we make, they're not needed. And we could just remove them because often what people really, like, take away from this, it's like one core strategy, one insight, and that's it.
5:03:28Going beyond that is hurting you and them.
5:03:36And then the fun part, which is the last, upselling customers into clients. So a statistic that you've probably, if you read my emails, you've probably seen this.
5:03:45Workshop customers are point 1% of my audience, but they are 80% of my income. This is fucking dramatic.
5:03:54This is incredible to me. Like, this is why I like going over my own data because it gives me so much stuff to work with.
5:04:01But if there was any doubt as in who should I focus on, well, there you go. Why?
5:04:09Because of prospect inertia and the things we mentioned before, but also because the more offers you make, the more offers you are allowed to make. Because John asked Sarah out, it's natural for him to ask her if she'd like to have a drink after.
5:04:22It's a natural next step because Sarah is already in motion. She already has inertia. Because I offered this customer offer, it is very natural for me to ask customers if they'd like to move on to the next stage.
5:04:34The best offer to make is the one that's the most congruent with the offer made last. So if I made a offer on by the customer funnel, then it makes more sense for me to provide another one next that's let's install your customer funnel.
5:04:49Because it's congruent with the offer that was made last. It would also be kind of a ways not to do so because in my experience, 10% of people wanna pay you 10 times more. And if we don't have the touch points in place, then some people will, most won't ask you, hey.
5:05:05Do you have anything else?
5:05:09So touch points. What are we selling them into?
5:05:14We're selling them into the higher level of your show. So open a higher tier from your offer shelf to your customer. Maybe it'll be compressed access, like a small offer, or it'll be your core offer.
5:05:25You choose. Make sure to have a cap and a deadline. Typically, I run seven to three to seven days.
5:05:31Now if your car offer is closed, you can open it for them as long as you use the right wording. Instead of saying this program is closed well, now I say this program is closed because, like, people can't join CashCrapers.
5:05:43But instead of saying that, I say this invite is expired. So that way, can open multiple. And I have the option to open only for customers and stay ethical.
5:05:53So this is not hard. It just requires a little bit of attention. So I think it's seven touch points that we have to upsell people from customers into clients.
5:06:03People are like, I sent one email. I'm like, great. You're missing six.
5:06:08So the first one is in the landing page. Put it on the cart.
5:06:19Right here. So you see, you can buy both.
5:06:25And you can find the ClickFunnels template here. If you like help, like, installing this, you can ask Christian. He also has the go high level ones.
5:06:34As soon as they sign up to something, redirect. So now I'm selling the lobby.
5:06:39Right? So if people want the lobby, they can get it here. And then I have optional.
5:06:45If you'd like, you can credit the payment you made to cash creators when I come back from timeless mode. Here's the details. So and as soon as they buy, they gotta see the next offer.
5:06:54That's already two touch points. And by the way, all of these have converted clients. I just can't predict which one is gonna be the most effective, so I just have them all.
5:07:04Email sequence. If you ever bought a workshop from me, you know that you will get this. You'll get a, hey, here's two links to save, like a calendar link or whatever.
5:07:13And then a question that I typically turn into a sales conversation. Then I'll sell another email, hey, what are you working on? And another one.
5:07:21And in three days later, I'll send the Google Doc offer. On the welcome sequence, after they bought an offer, there's another offer.
5:07:30Theoretically, this can keep on going infinitely.
5:07:36Inside the customer offer itself, if you're doing it live, you can do what I did in the beginning of this, which was I made an offer in the beginning, and I said, hey, guys. If you'd like more to work on what you'll see today, here.
5:07:49Or let's say you can mention it in the beginning or the end of yours if it's prerecorded.
5:07:59Right? Like, you put it in the beginning of your ebook or something.
5:08:04Give them a limited time perk for joining, like more access, credit, or discounts. And make sure that you have consequences and you actually take it down.
5:08:12So the way this works for me, as soon as you join the list, you will get a email sequence selling the offer show. Now, it's very hard for me to enforce, uh, urgency because it's an evergreen thing.
5:08:26But what I do say is, you have just joined this list. If you buy within the first seven days of you joining this list, I'll give you a bonus.
5:08:36So I give them my Google Doc template. Right? And I keep re minding them on that welcome sequence.
5:08:41You get this for the next seven days. You're on day five, and day six, and day seven. Today's the last day.
5:08:47So it's a limited time perk for joining the next thing.
5:08:54And another one is you can just send it with the recording. Like, I'll send a recording to people and then update offers.
5:09:05It's not hard. You just have to put it in there. That's what she said.
5:09:11To past buyers, this is I do this in the DMs. So as soon as somebody joins, I'm like, hey.
5:09:18What is your focus so I can point you in the right direction? One week in, how's it going? Do you know your next three steps?
5:09:25One week out, and this is when we use one of the tools we covered last week's workshop on the offer shell, credits. So, hey, person.
5:09:34Something might help you keep your momentum going. You can credit the payment you've made and cancel the next one to cash creators. So you owe 500.
5:09:44Would you like me to press that? So you essentially save this much and your rate goes down to this much per week. And the next step next step would be to get on a one on one with me to craft your plan.
5:09:56Let me know if you'd like me to if you'd like to take me up on this and I'll get you my link. This has a 25% yes rate.
5:10:04It is fantastic. And I wish I had this in the beginning. Now I can't, but this is why we're redoing this because you will see this is good.
5:10:14So you can see how from one offer, we created nine offers. Because we sold the workshop, we can sell so much more back. The more offers you make, the more offers you're allowed to make.
5:10:24And there's one additional one that you can do if you'd like, which is an implementation session. So you can offer customers to hop on a group Zoom and ask you anything. I frame this as let's implement the thing you bought.
5:10:35It serves as a value add, and mind you, you're only spending times with buyers, which is not the worst use of your time.
5:10:43It gets you also three more upselling touch points. You can sell live, you can sell with a recording, and you can sell with the short email sequence after that. Should be noted, every time I do an implementation session, I get a new client.
5:10:57Spending time with buyers is not the worst use of your time. Now, upselling customers isn't hard, as we've covered. You just gotta make sure you're doing the you make the main things the main things, which is make offers, because people like buying more than you like selling.
5:11:15Package them well. Offer a higher access option. Deliver what you're proud of.
5:11:20And don't forget the touch points. And that is that is the entire customer funnel. It's simpler than other funnels because people who buy, they're already in motion.
5:11:32The time you took your girl on the fifth date required less effort than you asking her out on the first date.
5:11:42Right? Because they're already in motion. This is very similar.
5:11:47By deploying the customer funnel, you're already making the business more efficient. And this is why I really, really like this. Instead of creating to get paid, you're getting paid to create.
5:11:59Customers are financing your client delivery. I was gonna do this thing anyway.
5:12:04Because I sold tickets to it, I made an extra $15,000. This is amazing. Which allows me to focus on what I consider the most fun, fulfilling and entertaining part of this job, which is just doing cool stuff and creating cool stuff.
5:12:20For me, personally, running this and getting paid to create, marketing from products instead of to a product, to me, it brings me immense joy. And my hope is that you'll install this and it'll bring you immense joy too.
5:12:32Because, like, I find that most people, and I mentioned this last week, we see more ourselves like we're more like artists who happen to coach than coaches who just happen to write.
5:12:44What we really want is focusing on our art and delivering and creating because that's just our natural state as humans. Right? We like creating.
5:12:52But by reacting to the market, we kinda fall out of love from our business. The customer funnel is what allows me to fall back in love with the creation and get paid for it just by switching the order in which I do things. And I love it, and I hope you're gonna love it too.
5:13:09So we've talked about the distinction between coaching, consulting, and mentorship. Coaching is me, like, showing you how to find the answer within yourselves.
5:13:20Right? Often, we already know what the answer is. We just need somebody to, like, help us find it.
5:13:25Mentorship is when somebody shows you how would they would solve the problem if they were you. For example, I have some mentorship one on one clients where they send me emails and I'll edit them.
5:13:35And, well, that's kinda how they see how I would do it. And then there's consulting. Consulting is the easiest of the three because it just tells you what to do.
5:13:44Today, it's one of those. I just tell you kinda what to do, as in when do you implement each. And I'm gonna show you 11 ways to inject cash into the business.
5:13:54We can workshop into which one would be the most efficient one for you, either on the community or today during the call. Today, we have no outside guests. It's just us.
5:14:04So I'm just gonna send you the doc here. You can check it out as I go. And I'm gonna try to go through this fast, and then we can workshop individually which ones are the best ones for you.
5:14:16Let us begin. So cash injections. Uh, it is a mistake, especially as an entrepreneur, mistake the main goal with the goal of the season.
5:14:27So let's say you wanna get your dream physique. That's your main goal. Would losing weight be considered a good goal or a bad goal?
5:14:35The honest answer is it depends. It depends on the season you're in. If you're in a cut season, well, it's a good goal.
5:14:40But if you're in a bulking season, then losing weight is a bad goal. Important to have a main goal, a north star, something you aim towards, but to also understand that it's not wise to get there linearly.
5:14:51If you do, you'll end up with less than desirable results. So if you're always bulking, you get there too fat by the end of the year. If you're always cutting, then you build no muscle.
5:15:00Right? It's more useful to look at business as the way business actually is, which is a non nonlinear phenomenon.
5:15:09And understanding that to get to your main goal, you will need to cycle between seasons. The right answer depends on the season you're in. And you could have a situation in which one answer could be both correct and incorrect depending on what timing you're, you know, watching the answer in.
5:15:28So as entrepreneurs, I find that there's three seasons. Bulk, maintaining cut. Bulk is when it's time to get clients.
5:15:35It's you have the infrastructure ready and the time is right. You gotta be humble and experiment a lot. Imperfect offers with perfect cadence is the move.
5:15:45This is usually Black Friday, the beginning of the year. That's when you need to just step on the gas and just hold on to the rocket. Then there's maintain.
5:15:54Maintain is when it's time to maintain the business running while you focus on other areas of your life because something else calls you. Either a spiritual, emotional, physical, relational journey. Right?
5:16:05Maybe an emergency happened. Some of us, if we dedicated half the energy we dedicate into business to something else, we would make massive progress. That's what the maintain season is for.
5:16:15You keep the business running while you do other things that need your more more urgent attention. And the last season is cut. Cut is when it's time to pay attention to the details you overlook when booking and maintaining.
5:16:28It's when you fine tune the parts of the business and prepare for a season of booking. This is when you prep. And the better you prep during this phase by tweaking the small things, the better your other two seasons are going to be.
5:16:40Me, now I'm in a cut season. I realized that there were many things I got away with in easy times that could still be optimized. And this changes a lot about how I look at the things happening in my business.
5:16:52In a bulk season, I consider growing monthly recurring revenue the biggest one. In a cut season, I reframe that. I consider deeper relationship with clients and small optimizations, like saving a churn, like a paid in full.
5:17:08Like small things, I consider those the biggest ones. Now in summer, it's kinda like the season sometimes gets imposed on us.
5:17:17So most of you now are kind of in a cut phase, a cut season. We gotta optimize little things to prepare prepare ourselves for a bulk season. Because if you optimize the way you reduce churn or the way you get paid in fulls, by the time fall comes when it's just so much easier to get clients, machine is so much more tuned that you prepare yourself for a glorious book.
5:17:39So that's what we're doing today. Today, we're optimizing the small things during the cut, and we're doing so with the 11 cash injections. So the injections.
5:17:49This week, I got payments for a $100, 300 a week, 500 a week, 600 a week, $12,400, and $14,000. They're all variations of the 11 different ways I used to inject cash into the business.
5:18:01This matters a lot because most coaches and consultants only have one way to get cash into the business, when somebody becomes a client. So it's just that and then it dies.
5:18:11It gives you a dopamine hit because you got a good sale, but it also incur a huge liability because if you close a six month paid in full, that also means you don't get paid for six months. So you incur a six month liability after.
5:18:25That's why it's common for people to get 50 k months and then make 5 k the next month or make $50 the next month.
5:18:32Their business is highly volatile because they only have one way to inject cash. And the whole stability thing you see in my marketing and I talk about often, it really nails down to how many ways do you have to inject cash into your business. The and if that one way fails, then the cash just stops.
5:18:50Our goal today is implementing 11 different cash injections and different touch points so that cache never stops. This gives you two benefits. Cache doesn't stop.
5:19:00And the second one is if one doesn't work, then you simply move on to another one that might. Today is the cut season. We gotta optimize the little things.
5:19:08So we're gonna implement 11 cash injections. I'm gonna show you these. I'll show you the 11, then we'll workshop which one or which ones are the most adequate for you depending on your season.
5:19:18If you're watching the recording, then you have the option to ask me in the community as well. There's gonna be a lot of hands on thing. I'm gonna give you a little bit of this is where you implement them, and then we discuss which ones are the best for you.
5:19:31So, uh, 11 cash injections. They are divided in four stages.
5:19:35So pre journey, before somebody becomes a client, early journey, during the journey, and the distinction there is one month. One month, uh, if they're, you know, from zero to four weeks, that's early journey.
5:19:49Four weeks on, that's journey journey. And post journey, after somebody has ended their twelve, six month commitment with you, what's next? So we divide it in four stages.
5:19:58We're gonna start from the first stage, pre journey. The first pre journey cash injection is the regular one. Everybody knows this one.
5:20:06It's pitfalls. So in this industry, people usually offer the big number first and the small number or the payment plan second. So it's normal for you to go.
5:20:15It's 5 k, paid in full. But if you can't do that, then you can do three payments of 2 k.
5:20:20Right? I found you make more money by offering the small number first and the big number second. So you sell the small number with your doc, but put the big one on the court and the payment page after they say they're in.
5:20:34It looks like this. You've seen the doc, I sell cash creators at this much per week. But once you get to the page, you can see other options that people can pay for the yearly six months or sixteen weeks option.
5:20:47I find, personally, there's no downside to mention anything in the doc. But there is a downside, sorry, to mentioning the paid in full on the doc because it scares them away. But there is no downside to putting it in the options in the cards after they have said they are in because they're already in motion.
5:21:05The whole thing about the doc on the weekly pricing, the whole reason why we have that, it's because it's an easy yes. Now after we get that one, then you can introduce other options like sixteen weeks, six months, and one year.
5:21:19You can include that in the beginning of the card and after they sign up to your weekly payment with a 20% discount expressed in a dollar amount. This matters a lot. Uh, so if you see, you can save something for Lexin Cash just as you join.
5:21:34Why do we put a dollar amount instead of, uh, like, a percentage? Because I've tested two things. One was a 20% discount, and the other one was a $2,000 discount.
5:21:46And even though the 20% discount was more, more people took the $2,000 option.
5:21:53So it's just a good rule of thumb that we've tested. It's easier and you get more yeses if you offer a dollar discount than a percentage.
5:22:02So as soon as they pay, you can take them to a page where you offer a dollar discount.
5:22:08That's one way to inject cash into the business. That's a pretty regular one. Second one, DM access.
5:22:16So I found that people take the DM access sometimes without me asking about it, or they don't even ask me about it.
5:22:25They just buy it. If you just add it in the cart. This has got a few takers, but it's it's also important that people know that it's there.
5:22:32It hits at the existence of another offer, shall they need it. So it's not uncommon for people to join cash creators at the normal amount. And then they're like, hey, Jake.
5:22:41By the way, if I wanted to do the DMs, is it something like x, y, and z? Right? People keep asking questions.
5:22:47So put it in your cart. You never know who might take it.
5:22:51That's another way to inject cash into the business. Do you think everything should use a twelve month option as a one click upsell versus three, six months? I've only tested twelve months, but it makes sense to include something else.
5:23:04Like, I could see three year and six months working just as well.
5:23:12Okay. So now we cover two calendar injections, paid in full and DM access. This is just in the cart.
5:23:17The third one is, uh, customer offers. So I believe everyone should sell customer offers, and we define a customer as somebody who buys a onetime thing, not a recurring thing. So workshop, assets, swipe files, etcetera.
5:23:30Everyone should sell customer offers because if you couple it with the workshop funnel, then they lead to the most clients. But for people with larger audiences, like 10 k plus, customer offers can also have the second added benefit of injecting cash into the business. Two ways to selling, uh, and, like, the two big variables that customer offers is framing the asset like a magic pill and selling them for long.
5:23:53If you frame the asset like a magic pill, magic pill sold in large numbers. Depending on how well I communicate the magic pill, I've had workshops sell a 170 tickets and others sell nine tickets.
5:24:05Like, the naming matters a lot. Just if you name something like get more leads workshop, it doesn't get anything.
5:24:12But if you say my daily lead template, then it can sell like crazy. Like, the name and the magic pill ink of it matters.
5:24:20So you can use me and the community for naming and magic pilling. If you have a large audience, then this is a good way to inject cash into the business. That's the first variable.
5:24:30The second one is how long you sell them for. My highest performing one has been the summer the summer 10 k bundle. It was also the one that I promoted for the longest.
5:24:40A two week promo will always outsell a one week promo. So these are the two variables that matter. So magic pills that work consistently that you can sell for 50 to $300 are, like, templates, swipe files, scripts, collections, courses, or bundles that you put in together, assets, bundles, workshops, and challenges.
5:25:02These all have the kind of the common feeling. They're kinda naughty.
5:25:08They're kinda, like, easy. They're kinda like a cheap code, which is exactly the framing one for magic pills because then it makes it easy to understand, which makes it much easier to buy.
5:25:20So this is why I ran this thing, and I sold a 170 tickets. It was, like, 17 k cash injection for work that I have already done just with the bundle. The naming matters a lot, so you can use us as a way to get the naming right.
5:25:33The other day, on the call, Houston had one about, like like, video filters.
5:25:40And during the call, we worshiped them like a magic pill name, and two cast creators bought the thing on the call.
5:25:49Like, these guys already knew how the magic trick was being performed, yet still they wanted it. Like, that's how much it matters. Again, you should absolutely run the workshop funnel regardless of your audience size.
5:26:00For smaller audiences, it would get you clients. But if you have a larger audience, this can also mean fast cash. That was wild.
5:26:08Yeah. It was wild. Onto the other eight injections.
5:26:12If you if you guys are wondering what the magic pill was, it was about video filters. So it was something like, get my my template and video filters that you can just add to your videos, and it gives them that professional look.
5:26:25So it was just like a one click thing that makes your videos look better. It's a, like, extreme magic pill framing that, you know, is working for him.
5:26:34That's the power of framing it as a magic pill.
5:26:39Okay. Those were the boring ones. Pre journey.
5:26:41Now the early journey. So from zero to four weeks, there are two ways you can inject cash into the business from each client.
5:26:51You can offer a paid in full after somebody becomes a client, and you can offer them DM access. There's a quote by Don Draper I really like. The day you sign a client is the day you start losing them.
5:27:02Clients don't fall in love with you. They fall out of love with you. So early journey is an important part, and it increases the likelihood that you get another upsell.
5:27:12So it's important that you do it from week zero to week four. You can get a paid in full after somebody becomes a client. This is the fourth injection.
5:27:21Recurring revenue doesn't exist. Money now does. Whenever you can, get the paid in full so you get the cash now.
5:27:28Most people will not take it, and that's optimal because the other weekly payments will give you the best of both worlds. So if you're wondering, like, should I take the paid in full? Because if not, I'll be sacrificing MRR.
5:27:40Yes. Take it because most people won't take the paid in full. And future revenue is a mirage.
5:27:46It doesn't exist. So you might as well have it now. Plus the other guys that don't take it, which are gonna be the majority, are gonna give you the best of both.
5:27:53And by offering the paid in full, you actually also give them a service because those who pay in full are often more committed. Know, You it's not uncommon for the guy that pays you the most to take your stuff the most seriously. So two ways to get paid in full after somebody becomes a client is offer a paid in full discount for the first four weeks of somebody staying in your program.
5:28:15And in the third week, you can DM them this. Hey. Letting you know your annual discount is still available until next week.
5:28:22You'll save this much. Total for year the year is y with discounted z. Let me know if you wanna take me off on this, and I'll credit your payments to date and run with the card on file.
5:28:33So it's a compelling offer with, uh, an urgency tactic.
5:28:38As in, hey. If you don't say this yes to this this week, you can take it next week. Right?
5:28:45You can play around with the timings. You can also offer this later down the road, like, the middle of a program. And if you really need a cash injection, you can then go to the people who are in the middle of the program, one fourth of the program, and offer them another paid in full for the rest of the program.
5:29:01I would recommend you do this privately, not publicly, but this is an option available to you if you needed an injection now.
5:29:09And after a win. Right? People are high.
5:29:11People are happy. When people are happy, they make decisions. So what you can do after a win, hey.
5:29:16Great to see the reason wins. Letting you know your annual discount is still available. You'll save this much.
5:29:22So for the years, why would the discounted z. Let me know if you wanna take me up on this, and I'll credit your payments and run it with the card file. This is a private message that you can send to everybody who gets a win and on this third week.
5:29:32It's a good habit for you to get into this. And what I found is that some people are afraid of making this offer because they're like, what if they churn?
5:29:41Right? What if they it reveals that maybe they didn't wanna stay.
5:29:47Right? And I found that to be kind of in our head. It doesn't happen.
5:29:50Like, they already get the weekly payments notifications. Like, they have their bank app on their phone. So don't be afraid to make this because you might get, you know, a surprising yes.
5:30:04This one, uh, DM access. So people are willing to pay you twice as much just to have DM access. And to me, this is the simplest upsell and cash injection to make.
5:30:13The way you can promote this is you can do this in three ways. So publicly, you can make a hand raiser.
5:30:21So I get two openings. You can use this to get more access to me and faster help. Works great in an intense season or if you wanna get a lot done in little time.
5:30:29Throw in a call for takers. These are this much on top of your membership fee, downgrade and upgrade whenever you want. The MEM will set it up.
5:30:38So you can do that publicly. Once or twice a month, this is a good practice to have. You never know who might need it.
5:30:44The one that has been working the best for me though has been right after the onboarding call. So somebody has your onboarding call one on one, and you're like, hey. Great chat.
5:30:53Here's the recording you send. This is when you say, by the way, would you like to get DM access? This way, we can implement the plan fast for this much on top of your current fee.
5:31:02You're free to downgrade when set up on whenever you'd like. This one has got a bunch of takers. So this is to be the easiest way to upsell people.
5:31:10Wait until the onboarding call, and then you send them this.
5:31:15And privately, if you think they need it, like, there's somebody asking too many questions in school, you know, you can hit them up. And I think you might benefit from this. I logged on school a few times today, but you can you can get Slack access to speed your process up and ask your questions back and forth fast.
5:31:30It's this much per week on top of your membership fee, upgrade on that growing whatever. Thought that level of speed might make sense for you right now. Would you like to do that?
5:31:39It's very natural. If you see what we're doing here is we're adding touch points at places where they seem obvious or they seem easy and simple, but we just never have it.
5:31:51And some things, if we just made the question, that's the difference between somebody paying us a certain amount and paying us double. That's what I meant at the beginning with this is a consulting kind of workshop.
5:32:02Just add this. Keep it into your system because then when you flood it with more clients, you're gonna see how more people take this and you they wouldn't have taken it if you didn't have it in place.
5:32:16This is the most fun one. During the journey. So during the journey, you can also add four, uh, cash injections.
5:32:23The key to monetizing an audience efficiently, and this is how small audiences kick ass sometimes, is to tap into different segments of it. Most people don't buy your stuff because your stuff, it's too expensive.
5:32:36True. Some people don't buy your stuff because your stuff is too cheap. Also true.
5:32:43Right? There's there's a few guys that joined Cash Creators last week. They didn't join until I added a sixty minuteimum commitment to Cash Creators, and then they joined.
5:32:54Right? So there's ways in which, like, sometimes the offer is too cheap. Right?
5:32:59For those people for whom the offer is too cheap, then we can offer more depth and more access to us in four different ways, four different cash injections. The most easy one to sell is ours. So ours can tap into a part of the market that doesn't wanna pay recurring fees, yet it still is willing to pay high fees.
5:33:18We're all selling our time to some degree. And it's easy to understand and sell, so I like to sell it. A simple call to action and a reason why, like price raise, discounts, or time limits can do the trick.
5:33:31This January, I'm going to be doing a few one on one calls if you'd like to set up your plan, offer, podcast. I charge 5 k for a one on one, but I'm doing it at 2 k for likes and cash flows. If you want one, shoot me a DM.
5:33:43This all two one k calls. Easy. I'm also testing this.
5:33:49I'm gonna I'm not gonna go ahead and recommend it because it's not tested. But what I'm doing is next call, next workshop, which is gonna be like, I'm gonna host and ask me anything with the guys who bought a workshop before.
5:34:05I'm doing this. So hey, guys. If you bought the summer 10 k, you can buy a one on one call with me where you can get my help implementing it.
5:34:14And I'm giving you a $500 discount. This only applies inside twenty four hours. Christian's taking this down in twenty four hours?
5:34:22Get it now. So I'm selling these with just an incentive. What you can do is if your offer isn't hitting, if your workshop's saying selling and, like, people are just not joining the wait list, You can sell hours to your list.
5:34:36Hey. This August, they freed up ten hours so we can work one on one. If you like it, reply and I'll get you the details.
5:34:43And this is how you sell it. Right? This is the the page and you can get it here.
5:34:50Raise them.
5:34:57Would you send that deck the the deck that link directly in the email or ask for replies? I would I would would ask for replies because I don't wanna I don't wanna talk with, like, anybody. You know?
5:35:08And, also, you probably get more people in.
5:35:14Okay. Seventh cash injection. Private mentorship.
5:35:18Some people don't want a community. They want you. For them, you can offer private mentorship.
5:35:25It includes DMs, on demand calls, and closer access to you with a minimum time commitment. This is the doc you sell it with.
5:35:33So very simple. One on one coaching with me. It's just you and I.
5:35:37I can help you with these things. This is what you get. And you're not gonna get trainings, templates, and shiny objects.
5:35:44We're gonna do this together. $7.50 a week with ten minimum week commitment. Why?
5:35:51I'm only looking for 12 people who I can take this, so there's implied scarcity. Are you in? This is how you sell it.
5:35:58Like, plain and simple, easy. You can make the offer publicly as you normally would with emails.
5:36:04For example, let's say you close your intake and you say, well, we got this closed, but if you wanted more touch and more access to me, this is what you can get. And you said like that. Or you can reach out privately if you spot a client who you think might benefit from it.
5:36:19Hey. I'm opening up one on one coaching for some folks. I think we can get great results together.
5:36:24Interested in seeing how we can plug a strong front end to your a strong back end to your already strong front end. Shall I send you the details? Now it's notice how I make it customized.
5:36:34I'm clear where on where to help because this is a more sophisticated offer, and this is not something I want anybody to take. Like, these guys get DMs. Right?
5:36:42So be clear on where you should help. Like, here I said, plug us from back into your already strong front end so that you can make it just to specific amount of people.
5:36:52The value of this is who doesn't take Eighth cash injection, the table. An invite only group the table is just my equivalent of the inner circle, like, for other people.
5:37:04Right? The table is an invite only group where you'll help the folks you like the most and that like you the most. It includes on demand calls, a bigger goal, and the highest level of access you're willing to offer.
5:37:15You sell this privately because a big aspect of selling this is who doesn't get in. You're selling the exclusiveness and closeness to you.
5:37:24So the table document, it's this is where I'm going. I'm hitting a 100 k per month in personal profit.
5:37:32That's the goal. And I want people to join me together the cash creator way. For this, you need to have a Google Doc offer, workshop funnel, x, y, and z.
5:37:43It's $7.50 per week. It's a total, and we start with this.
5:37:50We start with a one on one call, and you can get as many calls as you'd like with me so that we can reach the goal. It's cool if you offer it whenever because what I found is that when you give people the option to book infinite calls, if they're the right people, you actually get less calls than if you schedule them.
5:38:07So if you say, we're gonna have a call every week, that is actually more calls than you telling them, hey.
5:38:13Here's my link. Book whenever you need it. So this is what I do with the table.
5:38:17You choose a very small amount of people who wanna achieve a much more ambitious goal with you. The message is simple. Hey.
5:38:25I've got a small group of people gunning for this much. I'd love for you to join us. Shall I send you the details?
5:38:32Very simple. You choose people you think might get along, and you build your own avenger circle.
5:38:40Ninth, cash injection, events. So I haven't done events yet.
5:38:44But if it appeals to you, you can get a lot of money for it. Somebody to watch who does this really well is James Kemp. So James does this stuff in Valley, 2500 Bucks per person, sells 10 spots.
5:38:56That's 25 k. He has 10 k followers and, you know, he always fills his spots. Three days and solve with this document.
5:39:03I asked him for permission. He was kind enough to let me share it. So this is how he sells it.
5:39:08Hey. I'm bringing you in Bali. This is who it's for.
5:39:12This is a schedule. This is how you get there and how do you stay. So, personally, I don't wanna do events right now.
5:39:21It's not my thing. But I will say, though, I've met with some folks offline, and it's been awesome.
5:39:27I met with I met with Daniel the other day. We crafted this plane together in Spain, and it was highly energizing. So maybe in the future, events are due if you shall come to Warsaw.
5:39:38But it is a good way to inject cash into the business.
5:39:46Pierogi Town, as Max says. Yes. It is Pierogi Town.
5:39:48You might fall in love. So that is a you know, that is what we in the business call a unique selling proposition and unique mechanism. But it might happen.
5:39:57You know? Ask me how I know. And the last one is post journey.
5:40:02So these are the last two cash injections you can make. Resells and continuity. I got on a call the other day with Hashgrid, and they're like, yeah.
5:40:11I offered twelve month tech support after my program. And I'm like, for free? They're like, yeah.
5:40:19Like, yeah. We're we're changing that. That's not happening anymore.
5:40:22So two ways you can benefit inject cash into the business post journey. The first one is resales.
5:40:30Just because someone stops working with their trainer doesn't mean they don't get fat. You never know who needs you. But the problem is they won't reach out first.
5:40:39They're not gonna tell you, hey, bro. Like, I I keep needing your help. Like, it's not gonna happen.
5:40:43What you can do is touch base with them again. Be the first to make the move and offer a good deal. Hey.
5:40:50I went solo recently to give close access to some folks and help them remove sales calls and add 20 k per month. You still get the same help as always, calls, help, channels, advice, and even a one on one call to see how it can help in your current plan or craft a new one. But this time, it's only this much per week.
5:41:06Leave if or whenever you want. Shall I send you the details? This is a much easier sale because they'll already know you.
5:41:13And maybe they need you, so you might as well. Right? If you took all the people you've worked with, right now, you took all that list and you send them all the same message, offering them to keep working with you with your already converted Google Doc and weekly pricing, there is a non zero chance you could sign clients today.
5:41:34It could happen. So you can ask them this. Tim made a good point the other day.
5:41:39What if they say no and what if they what if you wanna get a referral? You can change this question to, do you know anyone who might be interested?
5:41:50This is an option to you if you wanted to.
5:41:55And the last one is continuity. So when a client is reaching their last two weeks, be pro be proactive and reach out. These guys are already thinking about their next move, so you might as well be a part of the conversation.
5:42:07You don't need an upsell call. You can just text them. Hey.
5:42:09Your initial six months are over next week. Would you like to keep working together? You're always free to leave whenever you want.
5:42:15Yeah. I'm staying. And this client has been here since October, and, you know, it's been highly rewarding.
5:42:22In some situations, and this is what I meant about the cut face, you can get scrappy, and you can offer a scrappy offer with a minimum time commitment. So the person below asked to leave.
5:42:33You didn't see that? Asked to leave. But I like working with him, and I think he has great potential.
5:42:39So what you can do is, hey. I've got some time on my calendar for next week to tweak your current plan or craft a new one towards what you said you wanted. I'm offering this because I like working with you, and I think your audience has potential.
5:42:52I'd love to help if you're willing to stay on the reduced rate of 200 a week without any reduction in access for a minimum of 16. You have the option to continue or leave right after, of course. This message was it's a $2,400 message.
5:43:06The person said, you know what, JK? Like, thank you for all this time, but I think I'm out. And then I sent him this, and he's like, you know what?
5:43:14I'm in. Right? You never know.
5:43:17So you might as well make the offers. I'm going for a time commitment for the folks that I think can benefit from it. Like this guy.
5:43:24This benefits both parties because it gets them focused and it gets me MRR. For the folks that I know that don't need the commitment, I just offer the option to leave whenever.
5:43:34So you know your guys. Right? So you can you can see who needs it and who doesn't, who might benefit from it, and who wouldn't.
5:43:42So that's another cash injection. Recap. Most people only get paid once, paid in full.
5:43:48Cash creators, we have 11 ways to inject cash into the business. And this right now is a good time for you to set it up so that when the bulk comes, you have the systems in place, and you can see how kinda it's called the Galtom board.
5:44:04I don't know if you guys have seen this, but my business feels a lot like this sometimes. Like, you can if you set this up, you're gonna see how the people start falling into place because you put everything right.
5:44:16So now is the time to set up the system so that when the influx comes later in the year or maybe even next month, right, you're gonna have places to fit all these people. DM access, customer offers, and paid in full in the pre journey.
5:44:34Early journey, VM access and paid in full. During the journey, you can offer events, hours, mentorship, and table. And after they're done with you, you can offer resource and continuity.
5:44:45All these like, we all have one that we're missing, so we can implement it today. About skipping steps, something important to know.
5:44:54Most people will buy your cheaper thing before they buy your expensive thing. But some whales do skip steps. Some whales, out of nowhere, they're like, hey.
5:45:03Can I meet you? Hey. Can I pay for a call?
5:45:06And that's enough reason to up open the offers to everybody. I recommend you open the yellow offers to everybody and you add them to your offer cadence. They can tap into different segments of your audience, and it has the added benefit that it lets your other offers breathe for a while.
5:45:22So if you're offering DM access, customer offers are paid in full to your clients. You can offer them to anybody.
5:45:29Actually, never mind. So offer DM access customers and paid in full to everybody.
5:45:34You can change that a little bit. You can also offer events, hours, and mentorship to everybody because you just don't know who might skip steps. You can phrase it in your emails or posts as this investment is 500 a week or 100 a week for cash creators.
5:45:48Reply, and I'll get you the details. When I send emails, for example, selling DMXs. Right?
5:45:55When I send emails selling that, it's not uncommon for a current client to get back at me and say, hey. I'm in. Even though, you know, he's already in the community.
5:46:06Right? So you can send it to everybody. Sometimes a will will get it, not always, but be like, welcome them when it happens.
5:46:15It's not uncommon for these to convert most to clients, but some random wills can reach out. Don't count on them, but welcome them when they appear.
5:46:23So So these are the ones you can do for everybody in your list and add it to your offer cadence.
5:46:30Now the injection plan. This is the last bit. Let's craft a plan together.
5:46:34It's more fun that way. My goal is for this to be fast with you guys. So first, let's implement the easy ones.
5:46:41This can inject cash into your business in one to two days. So the easy ones are the ones in gray. So what you can do in the next following days is you can add the DM access to your cart.
5:46:54You can add a paid in full to your cart. That could be done in an hour. Promote DM access in your community and privately with the templates I gave you.
5:47:05You can offer a paid in full to people doing well with an incentive. You can do that today. You can promote hours privately and in your community and to your list.
5:47:16And you can make a list of everybody who worked with you and offer them to come back and make a continual offer to everybody whose time is expiring. Like, this could all be done before Wednesday, and you would keep things in motion that might inject cash.
5:47:32So this is the plan. Shall you wanna join us?
5:47:38And second is well, I sent you the doc here. I'm a send it again.
5:47:41But let's plan your cash injection so you can make a copy, and we can we can plan your cash injection for for the next eight weeks. I've included them here below as well. But, for example, I'll give you an example of how I would craft mine.
5:47:57It's important with offers not to always make the same offer, like, the same offer over and over because then people stop listening. So for example, this week, I'm opening core offer.
5:48:07Next week, I'm gonna do hours, and then I can do workshop. Then I can keep doing workshop.
5:48:17Actually, this is workshop. This is hours workshop.
5:48:24For a week, I'm gonna promote the wait list to keep people on their consequences or offer.
5:48:33Workshop, maybe maybe event or mentorship, and then I can do another core offer here.
5:48:48Actually, I'm not I'm not ready for that. Let me just do this. And it's a good habit for you to get into.
5:48:54Every offer must have a reason why. Why to give you money? And what are you taking away or why are you adding?
5:49:01So for the core offer, there's reason why. It's only limited spots, and I'm offering a different promise.
5:49:10If you see it in the email, it's like, to 1,000,000. The waitlist, I'm offering a free week to everybody inside the waitlist. So I'm testing this out.
5:49:19Let's see, like, if people respond to that. I'm gonna limit spots. Workshop have has only one week promo.
5:49:31Only one week promo. Ten hours.
5:49:44So this gives me clarity, and it will give you give you clarity as well. What are you promoting per week, and what's gonna be the reason why?
5:49:53And then if you vary them and you make the offer every day, you know you're be you're able to inject cash into the business because you're promoting different things. And if you install the 11 injections in your back end, then you know that all your you have to do is get people to give you $1, and then the machine runs in itself.
5:50:12That's kind of the beauty of the model. If you set up the right kind of mouse traps, well, then it works.
5:50:20So you're already or or guests, you're already on your way to getting ten k weeks. So here's an interesting statistic for you. Let's say you get there.
5:50:29You're one double away. Let's say you get to ten k weeks, one more double and some change, and that makes you at twenty one k weeks. Twenty one k weeks is also known as 1,000,000 in annual profit, which is just like, you get there, one double away, you're there.
5:50:44So you're on your way already. I'd love to help you go faster, and it's a good season to start.
5:50:50So for that, here's your invite if you'd like to tag along the cash creators and I, which you can see some of them in our call today. The goal is simple. Hitting 1,000,000 Hello.
5:51:03In annual profit. So I sent it over there. There's your invite if you'd like to join us.
5:51:09If you let me know if you're in or if you have any questions in the next twenty four hours, I can onboard you on Wednesday. So there's your invite. If you'd like to join us, I'd love to help you crack 1,000,000 in annual profit.
5:51:23Let us begin. So the recording will be in the school. You really know how this thing goes.
5:51:30Let's begin with the CashScript. So you have your doc. How do you sell it?
5:51:33Right? There's a lot of there's a lot of nuance to be talked about here.
5:51:38So let's talk about the little nuances. I love doing, uh, sales by chat training. This was the first one I did.
5:51:44And it's just a dear place to my heart because I hated, uh, doing the whole outbound thing, but there are ways in which you can do it high status, and it won't be a pain.
5:51:54So today, I'm bringing my good old reliable iPad to help us do do so. So let's roll. I'm gonna speed run through this for, like, forty five minutes, then we'll go on to questions to look at what the Nuance will be like for you.
5:52:06The cash script. I've gone through many sales by chat scripts. Some were effective, but they all have this thing in common where they all kind of died.
5:52:13They were all dependent on some sort of gimmick. And if people caught on to that gimmick, then the script wouldn't work, and I'd have to come up with something new or find a new one because the current one just felt, like, horny.
5:52:24Like, remember the would you be opposed to gimmick? Like, when people started using it, people understood what you were trying to do, and then it didn't work because it was corny.
5:52:34So scripts would last, at least for me, they would last three months. The one I'm gonna show you today has lasted for almost a full year and is still going strong even though a lot of people use it because it doesn't depend on the gimmick. It's solid yet flexible and applicable in many situations, which I'm gonna show you today.
5:52:51Now some caveat, which requires your discernment. The cash creator model will get you to a point where you only get inbound.
5:52:57This is the goal. And you can use the script so you can convert the inbound leads into clients. However, today, we're gonna get scrappy because sometimes in summer, well, you just have to get scrappy.
5:53:09Right? It's the lowest season for education businesses, and we can cry about it or we can do something about it. But today, I'm gonna walk you through the whole picture.
5:53:16Inbound, outbound, and tricky scenarios you will encounter. Let's roll.
5:53:22So today, we got the cash script, outbound, situational scripts, how we keep track of conversation, and some resources to complement this really well.
5:53:32So the cash script. The funnel goes as follows. So we post the socials, then we take people to daily emails, then we sell them our core offer, which is your Google Doc, and then we upsell them into our higher off shell tiers.
5:53:44The script I'm gonna give you is designed for the green part. How do you turn an email reply into a core offer sale?
5:53:52Now if your strongest channel is an email, I'll show you what to do. But for now, let's go over the script first so you get familiar with it, and then we're gonna look at in the q and a or later in the community how you can implement each. Ideally, the script would go as follows.
5:54:06Somebody joins your list. You send out an email. People you've all seen my emails.
5:54:11I ask for, hey. Reply this, and I'll send you that. So, ideally, you ask for a reply on socials or email.
5:54:16This could be in stories too or posts. Then they reply. You send the doc.
5:54:22They say they're in, and that's that. End of story. So an ideal conversation looks as follows.
5:54:27I said, reply when if you'd like to see the details. The guy's like when. Okay.
5:54:32Here. Have a read and let me know if you're in, if you have any questions because reason why. Right?
5:54:37So I always include a reason why here, like, I'm raising the price. There's this many spots left. Cool.
5:54:45It's like, I'm in I'm in unsure because I don't think I figured out who my audience is, but I'm willing to put in the market. Great. Next steps.
5:54:51Hey. Book your call. Great.
5:54:53Done. Easy. This is the ideal.
5:54:56Right? The ideal flow. But ideals rarely happen.
5:54:59I'll walk you through a rather tricky conversation that ended in actually a great client. Like, it's actually really enjoyable to work with them.
5:55:05Maybe you're here. You know who you are. Then I'll dissect what happened at each stage so you know how the script works, and then I'm gonna show you how to apply it to you.
5:55:15So first, I'm gonna show you the entire conversation, and then I'm gonna dissect it. So this is this comes from email zero. So this is a cold guy.
5:55:23This is somebody who is receiving my first email. Email zero is the first one I send that ends in this. PS, before you leave, can you hit reply and let me know what you're working on?
5:55:33It gives me insight on how to be helpful. It could be a one sentence reply or a full story. Takes a few seconds to do that, like some cash, Jacky.
5:55:40And the guy said, hey, Jacky. My name is X. I built a large following on Instagram, but I've really been struggling to play the content game the past year.
5:55:48I'm struggling to show up in my business because I don't enjoy the way I have to show up and make money. I look forward to learning more. The way you run your business is what I'm looking to I did the same.
5:55:59You can run a business without much friction. You just need a plan to match it. I can show you how to get there inside cash creators.
5:56:05Would you like to see the details? Sure. Here.
5:56:08Have a read and let me know if you're in or if you have any questions because reason why. Cool?
5:56:16And then I got ghosted. You know?
5:56:19So I'm gonna show you kind of a tricky one. You it's it's common that we get ghosted. Hey.
5:56:24We close in six days, and I don't want you to miss out. Are you in, or do you have any questions? And then I get ghosted again.
5:56:31Hey. I'm closing your file because I didn't hear back from you. And this is when you usually get a reply.
5:56:36Hey. Apologies on the delay. I didn't realize your cash creator invite is a private thing, and you run it live.
5:56:41I assume it was evergreen. There's still an opportunity, I did have a few questions. Ask away.
5:56:49I think my biggest question right now is content creation. The struggle has me feeling like I'm an enhancer with with contents. Wanted to find a way to make content I post be better at selling, if that makes sense.
5:57:02I wouldn't focus on creating new content. Real shift you need is how to use more content out of the work you're already doing. It works if you have the plan to match it because we don't come up with new stuff often.
5:57:11You don't need to. I can help you with this inside cash creators. I got two stops spots left.
5:57:15Would you like one? Hey. Yes.
5:57:18Great. Lock it in here. Signed up.
5:57:21So there were many pieces moving here, but first, I wanted you to see kinda how the magic trick is performed, then I'm gonna show you how the magic trick is done. So the five stages we went through are as goes below.
5:57:36So I've included the five stages here and the conversation transcribed so it's easy to reference. But we went through five stages here. First, I scouted where I could be helpful.
5:57:48Then I positioned my doc as the solution. Then I made the offer with my doc. I followed up because you often get ghosted in this business.
5:57:56It's normal. And then fifth, I took one of three responses out of which none or maybe. Either a yes, no, or wait list.
5:58:04So I'm gonna walk you through specifically what happened at each stage so you can apply it to yours.
5:58:11Let's roll.
5:58:13I love teaching sales by chat. It's so much fun. K.
5:58:17First step, scouting. So scouting. Scouting is the first step is scouting where you can be helpful.
5:58:23Now these questions are useful to find it. You can include these both during the conversations that you get inbound or you can include them on the email itself. So an example is, what are you working on?
5:58:35What's the goal? What would you like help with? What feels like you need the most help?
5:58:39Where does the thing break? What have you tried? What's missing?
5:58:43Now in this case, the person said it. He needs help with this content game.
5:58:48Right? So let me show you. First thing we're doing, what's going over here, is scouting.
5:58:56So me is me asking the question in my emails. You can include this in your conversations, in your emails, in your posts, in your post, in your PSs. Can you hit reply and let me know what you're working on?
5:59:07And the guy said, hey. I built a large following on Instagram, but I'm struggling to show up in my business because I don't enjoy the way I have to show up and make money. What I'm looking for and what you should be looking for in the first stage is where can you be helpful?
5:59:21This is exactly the problem I solve for myself. So the moment you find where you can be helpful, you check it, you move on to the next stage.
5:59:31I'll give you a second example here.
5:59:35Sometimes you'll have to dig a little deeper and ask two to three questions. You can use the questions above or have some ready of your own. The goal is finding where you can help.
5:59:44Hey, JK. Do I have to be a coach, guru, or something to make this work? I'm gonna ask agency.
5:59:49Do you think this would work for me? So I didn't really understand the concept. Right?
5:59:54I I don't know if this guy's a beginner or whatnot. So can you give me more context? Niche, audience, how many clients you're work I run ads agency serving income businesses, so I'm working with 15 clients.
6:00:05How do you get clients? Most of them are inbound. So me, with my you know, let's call it your guru rater, you You look at this with your guru rater, and you're like, okay.
6:00:16This is where I can be helpful. For me, it's we use his Facebook profile to look at people who are on ecom businesses, and we can help them below one month, 1,000,000 a month by selling his coaching offer.
6:00:28Done. I found where it can be helpful. So for you is when you find it, you can use these questions to do so.
6:00:36The moment you set it, you go on to the next stage.
6:00:40So
6:00:41you when find it, you move on to the next stage. In this case, you said, I have a following. I hate creating content for them.
6:00:47I know what I can do. Right? I found it.
6:00:52Next stage. Next stage is position. So if you see that's station number two, we're gonna call it here so it's easier to reference.
6:01:01Position. What position? We position our doc as the solution to whatever they say.
6:01:09Example. This is where we save the most time compared to other scripts. We're not gonna solve their problems because we risk getting sidetracked.
6:01:16Like, how many conversations you've had that you answer a question and then they hit you with another and another and another, and it's, like, it's too long. Right? We're working with with Aaron one on one to, like, shorten this because it could be short.
6:01:29Don't go into solving their problems because we like context on their problem, and they like context in our solution. So it might get, like, really long.
6:01:38To avoid that, we position the offer we're planning to make as the solution. So let me show you how I did this here so you understand kinda how the technique happened.
6:01:49So position is in green. Look at how whatever he said, I don't go and solve the problem for him.
6:01:55I just position my solution my doc as the solution. I did the same. You can run a biz of one without much friction.
6:02:04You just need the plan to match it. I can show you how to get there inside cash creators. Would you like to see the detail?
6:02:10This sentence right here, the plan to match it. This is an important sentence. Because what I said is whatever you're struggling with, mister prospect, I can do so.
6:02:20And the variable you're lacking, I'm not gonna give it to you, but I I'm gonna tell you that it is the plan, and I can give that insight. So it's not like I'm giving them the entire answer.
6:02:32I'm not giving them value. I'm just giving them insight. I'm not telling them the answer.
6:02:36I'm just pointing at it in the mouth. So look at how I'm positioning it here. I'm just saying whatever problem you have, we can solve that.
6:02:44Two more examples if this wasn't clear. So in this in this example, I asked, reply with your offer, and I'll show you where to start with yours. And this person said, I like the way you think.
6:02:56I'd love to hear your thoughts on this offer, and he sent it here. I learned it for confidentiality. Cheers.
6:03:02Look at how I'm positioning my dog as the answer. So I've already scouted for where it can be helpful, his offer. Now look at how I position my stuff as I can help you more.
6:03:13The numbers are impressive. I wouldn't add anything, but I would remove a lot.
6:03:18The offer is clearly compelling and you can do many things, but you profit more when you make the message about the one piece of information that the prospect wants you to convey.
6:03:28I do this for you in cash creators along with the plan if you'd like to see the details. You see what I'm doing there? I'm giving them insight, and then it's like, by the way, I point it at the answer.
6:03:38Let me take you there. Another example just so it's clear. I'll open 12 spots in June 3 for an invite reply game.
6:03:47This person replied, I intent it, but I would be in the same place as x, y, and z couldn't help me with getting an audience. 2,000 emails right now.
6:03:56Look at how I'm positioned the doc as the answer, not solving their problems for them. Together, the focus would be on what you didn't lose, but you haven't leveraged. So this person loves their audience, but they kept their emails.
6:04:07So what we're gonna do is we're gonna focus on existing clients, previous leads, etcetera. 20 k is good. 40 k is not too far.
6:04:13You just need the plan. I can help if you'd like. Would you like to see the doc?
6:04:19So instead of me going, what have you tried? How can I help? What are the options?
6:04:26Let me give you some advice. I just delete all options, and I tell them, by the way, let's just focus on one, which is your doc.
6:04:38Whatever they say, you say, I have something that can help with that, which is the doc. So position your doc as the answer and offer to send it. Look at how I did it here again.
6:04:52I did the same. You can run a business one without friction. I can show you how to get there inside cash creators.
6:04:57I have something you want. I can point at it. I can get it to you.
6:05:00Would you like to see it? And the guy is like, yes. I'd love to see it.
6:05:06Right? So that's stage two. First, you're scout for where you're gonna be helpful.
6:05:08When you find it, you position your dog as wherever you can be helpful. Now, uh, Tim actually sent something really interesting yesterday. So, Tim, I took the liberty to add this a little bit.
6:05:17So hope it doesn't, you know, piss you off. But it's an example of a conversation you have, and I this is an example of stuff that could be improved. So Tim got this response right here.
6:05:28I appreciate the personal touch. He, uh, helps people with moving restrictions. Right?
6:05:32He's basically like a ninja. Left knee after full rupture, lower back's hurting, ITB left and right, neck, thanks again. Now now that you know what to do, the wrong answer would be to keep digging because you already found where you need to be helpful.
6:05:50So instead of asking, hey. Thanks for your honesty. What have you tried to resolve x, y, and z?
6:05:55This is an extra question. You don't need to ask this because you already told you where you can be helpful or at least you scouted for it. A better answer would be, hey.
6:06:03Let's work together. So let me show you what this would look like. You gotta be careful not to start with the right we gotta be careful to see where should we start.
6:06:11If we start on the wrong area, then it could impede the others. It works if you have a natural nice path that matches it. I can show you how to do so inside Tim's program.
6:06:21Would you like to see the details? You see what we're doing? We're not giving them the answer.
6:06:26We just say, whatever you need, I got you. That's positioning. You know, you're like, you point the answer, but you're big at the details.
6:06:35So thank you, Tim, for asking for feedback. This is really helpful. Now you'll probably sell your core offer 90% of the time, but some prospects clearly need something else.
6:06:46In that case, you can sell a different level of your shell. Lower like one time workshops, or you can send higher levels like calls or DMs.
6:06:54Remember, people come to you as the expert. You can tell them what they need. Right?
6:06:59You're the one that controls the keystrokes.
6:07:02K. Back to the main combo.
6:07:06A lot of scrolling today. But we've scanned it for where we can be helpful, and we position our doc as the solution. Next up is the easiest.
6:07:15It's making the offer. This is really easy if you validated it. It's really hard if you haven't.
6:07:23So if they ask for the doc, just send. If you already went through the validation phase inside Sell Without Sales calls, and you can send it to me if you'd like me to go over it, your doc is validated, and it can do the heavy lifting for you. The thing is don't talk yourself out of the sale.
6:07:39Just send them the offer and wait. Look at what I did here. So now we're making the offer.
6:07:45Simple. Here. Have a read and let me know if you're in or if have any questions.
6:07:49Like, this is not complicated. If they're like, sure. Give me the details.
6:07:53Trust your doc. You already validated it. Trust it.
6:07:59Next.
6:08:00This is the cemetery right here. This is where you get ghosted. Is that normal?
6:08:06A 100%. But let me show you how to fix that.
6:08:13Follow-up. This is where you get ghosted. So some numbers.
6:08:17On average for me per email, point eight of receivers reply to the email. 21% of repliers say they're in.
6:08:2563% of the people who say they're in actually pay. This number is particularly alarming.
6:08:32You send something to a 100 people, 37 of them say, yes.
6:08:38I will pay, And then 37 of them do not pay. Like, people are just not consistent.
6:08:45And this is these are normal numbers. So, like, if you're getting ghosted, this is this just happens in business. The part of the brain that makes a decision is not the same part that follows through on that decision.
6:08:56However, we do want them to move, but we don't want to be annoying. So the solution for that is what I call consequence based follow ups. Consequence based follow ups is you just create consequences and you just remind them of it.
6:09:09Simple, true, and, like, quite effective. If you can see here, it got a reply.
6:09:17Start following.
6:09:22I'm not saying, would you like me to ping you later? Hey. Did you get a chance?
6:09:26Hey. Just bumping this up. Hey.
6:09:29We close in six days. Are you in, or do you have questions?
6:09:34That's it. Often, these are better. This is why I recommend you always have a cap and a deadline because then you can use those to have true follow ups.
6:09:42We close in six days. I'm down to my last two spots. If you're true in your follow ups, you make your stuff much easier Because you don't have to think about how to follow-up, and this is why Christian can get so much of it done.
6:09:55Because he just knows when we close it, he just copies and pasting the message. It's not hard. They're consequence based follow ups because they're just reminding people of what will happen if they don't move.
6:10:05We're gonna cap spots anyway. We're gonna close anyway. Prospect follow ups are just reminders to prospects of the inevitable consequence.
6:10:13So a resource I'm including for you guys here I'm not watching Pokemon stuff. This is this is totally not me.
6:10:22So resource for you are these consequence based follow ups. So if somebody asks for details, you send them the details right here.
6:10:32If somebody says they're in, well, you send them that, and you can use this to follow-up. Two days later, hey. We close in two days.
6:10:40Are you in?
6:10:41The day you close. We close today. Are you in?
6:10:45The spots are full. We're closed. Would you like to be added to the wait list?
6:10:49And if you get ghosted, then what can you do to get it back? It's not the nos that kill you.
6:10:56It's the maybe that kill you. So for this, you actually this is quite quite nice, but you get more yeses when you're willing to walk away from it. Like, it really happens like that.
6:11:06You can see that in stage five. Let's go back to the combo. So here I don't know why I didn't follow-up more, but I just closed the file.
6:11:16And you can see after I closed the file and I got a response, he finally replied.
6:11:24Right? So what's stage number six? Stage number six is just getting a response.
6:11:31None of which are a maybe.
6:11:36And you control. It's not just prospects that can tell you no. You can also tell no to prospects, and I highly recommend it.
6:11:43So let's go here. So the no's Achilles and maybe's Achilles. That's why we will only get one or three answers out of which none are maybe.
6:11:50Yes, no are wait list. So either in your world, as cash creator, they buy, which means we dedicate time and resources to them.
6:11:59They don't buy. Either they said no or you said no. This is gonna be most people, and that's okay because not everybody is required.
6:12:06Learner say no fast because they will free up the space you need to achieve your freedom number faster and more calmly. Business advice.
6:12:15Be a heartless bastard. Walk away. You want your prospects and your audience to understand a core message with just things go away here.
6:12:28Or you can offer the waitlist. Like, if somebody is, like, a good fit or, like, if they have genuine you know, they just can't do it.
6:12:35If someone stalls her it's not the right time, don't offer follow-up. Offer your wait list so you can hold the status frame when it's a better time. An example is this.
6:12:44Somebody didn't respond to me. I said, we're closed. Would you like to be added to the wait list?
6:12:50Members can notify twenty four hours before the rest. Take your spot before it's taken. Sure.
6:12:55When the spot opens up, hey. Your spot opens up. You're next on the list.
6:12:59Would you like to get started?
6:13:02For more waitlist usage, you can check waitlist workshop. But let's go back to the combo so I don't I don't lose you.
6:13:09The last step is getting an answer. You choose the no's as well.
6:13:14So I said no. I'm closing your file because I didn't hear back from you. And that's it.
6:13:20I would consider this a win. Why? Because the energy you need to get a pro the energy you waste in chasing a prospect is more than enough than you energy you need to replace them.
6:13:31So I consider this a win, and it's like, done. Here's what's interesting.
6:13:37When you're willing to walk away, people go back. They're like, hey.
6:13:42Actually, like, I didn't know you did business like that. And notice what happened here. Hey, JK.
6:13:47Apologies in delay. If there's still an opportunity to join, I did have a few questions. And this is something you might encounter a lot.
6:13:55Throughout the script, sales are not linear. They often are, like, circular.
6:14:01You will go back to they're cyclical. You will go back to earlier phases, and that's okay.
6:14:08So this guy currently is here. But notice how when he asked me, hey. I have more questions.
6:14:17He's going back here.
6:14:20It's going back to the beginning. In that point, I understand that it's okay if I fall back on track. I just go back to the beginning, and I walk through the script again.
6:14:30So I scout it.
6:14:33They have a few questions. Ask away. Then he said, I think my biggest question right now is going creation.
6:14:42I'm wanting to find a way to make the content I post be better at selling. Coming on when creating new content has been an issue. So look at how I'm cycling back.
6:14:51I'm, again, finding where I can be helpful. Next up is position. He said, I need help.
6:14:58Look at how I positioned my doc again. I'm just cycling through. I wouldn't focus on creating new content.
6:15:04You just need to use more, uh, get more content out of the work you're doing. It works if you haven't planned to match it because we don't come up with new stuff. You don't need to.
6:15:12I can help you with this inside cash creators. Two spots left. Would you like one?
6:15:17K. And then he's like, hey, JK. I agree.
6:15:22Let's do it. Next steps.
6:15:29And then I get a definite answer.
6:15:34Yes. So we went through the cycle. See?
6:15:39You scout for where you can be helpful. You position your doc as a solution. You send a doc and you trust it.
6:15:46You follow-up because you will get ghosted. But in the end, there's only three outcomes out of which none are maybe, you don't keep the open loops and the open poison. If at some point because sales are not linear and they're cyclical, you need to go back, then you go back and you start over.
6:16:01Right? But you follow the same line.
6:16:04Scouting position offer follow-up. He has no wait list.
6:16:11I'm gonna answer questions specific specific questions at the end. I'm almost done.
6:16:17Two rules of thumb. One, insight not value.
6:16:22If you give out value, you risk getting yourself into a consulting session. You're distracting people from what they lack, which is you. And that's when they will try to try your stuff before they buy your stuff.
6:16:32What if you give them a lot of value? What's the answer they're gonna give you? Oh, let me try it, and then I'll for sure for sure, I'll get back to you.
6:16:40We know how that ends. And two is the less you say, the better. Don't overengineer your responses.
6:16:47Keep it focused enough so that you show that you have the answer, but be vague around the details. Notice how I was vague around the details all throughout. What they value here is not the details, but the confidence and direction you have to lead.
6:16:58Your validated doc plus the questions after is all they need to know about the details. And if you already validated it, then that you know, it's already working. Right?
6:17:09So if you already validated it and they ask you questions, that's the only company you need to get the sale.
6:17:17K.
6:17:20Would you like to take a screenshot? Now might be a good time.
6:17:26I'm gonna go through the outbound script.
6:17:39Okay. So let's say you don't have that many inbound leads or you recognize that you must get scrappy. This might happen during summer when things are tough.
6:17:48So if you're in this position, the best place to start is by making sure you're doing the five fundamentals inside the checklist. It's easier to send one email a day than it is to send and track 50 DMs today.
6:18:02Ask me how I know. But if you are doing the emails, you're doing this stuff, you're doing the fundamentals, and the business isn't picking up, well, you know, you can ask me or the cash creators, and we'll help you out.
6:18:14But if not, then you can do outbound. Because if you have a thousand followers, those are a thousand leads you can message. Right?
6:18:21It is a non zero chance that you will get a client from this. So who do you DM? The best place to start is with people who already gave you money.
6:18:29Current clients to upsell them, past clients to bring them back, and customers to turn them into clients. I don't like spending time with leads. This is why all of you guys, you wouldn't be here if at some point you haven't transacted $1 with.
6:18:44So I focus hard in summer in turning customers and creating customers so I can turn them into clients. So you can find the summer plan, uh, for scripts in those.
6:18:54However, let's say you already exhausted the current list, past clients, and customers list. What do you do? The next next option is to message your audience because they already know you.
6:19:03We don't really do cold, uh, like, cold email as coaches and consultants because you it's not a thing you sell with cold email.
6:19:11I just it's my opinion. Anyway, think of this as a hunter gatherer relationship. Every time you post, you gather leads.
6:19:19So these are all everybody can engage with it. This is a gathering of one twenty eight leads. Every time you DM them, you hunt them.
6:19:26Right. So you keep that cycle going. Eventually, you're gonna get sales.
6:19:30If you're not getting as many leads as you want, there's two things you can do. First one is you can gather more or you can hunt more. Gathering more is about posting more or boosting your posts.
6:19:39You can boost them with ads or by paying others to share it. You can also reach out to followers or people who engage with your previous posts. Auto DMs or two steps for the Facebook folks around here are great for these since they get a lots of engagement.
6:19:54So can gather more leads that way. I was recently talking to Daniel in Spain, and he's like, dude, how do I grow my audience?
6:20:03And I'm like, auto VMs, buy retweets, or boosted with ads to three a week, one a week, and we'll grow. But if you wanted the simple answer, that's that. You could gather more or you can hunt more.
6:20:16You can send more DMs to your existing engagers and followers. The daily recommended amount is however many you can stick to. I started with five because I wanted to get into the habit.
6:20:2415 is a good starting point. You can do that or give someone this workshop and hire them to do it for you. So side note, if I were to start all over again, I would just have one Google Doc, one social media account, and then I would DM like crazy.
6:20:39Because sometimes it is just that simple. More offers, more traffic.
6:20:46That being said, what is the script for outbound? For inbound leads, scouting is the first step because they came to you. Right?
6:20:53They're at the clinic. You're the doctor. Well, first natural step is what's broken?
6:20:58But you can't just start scouting when you do outbound. It's too soon. You need to create the right environment for it first.
6:21:04We do so with an intro question. The good ones is finding anybody who engages with your stuff, and you can send any of these two messages. Hey.
6:21:14Appreciate the follow. People usually follow me because of a b c. Do any of these sound relevant?
6:21:19I may have some stuff that could be helpful. Simple. Or you could use the this or that approach.
6:21:25This one is the one I use when I used to book calls on DMs. Hey. Are you a coach or are you just enjoying the content?
6:21:31You know? If they're just enjoying the content, you close the file. If they are a coach, well, you can continue your conversation.
6:21:37Are you in your fitness journey, or are you just enjoying the content? Devin, who, uh, leads with more, like, how do you say, like, sensitive niches, he helps people quit porn.
6:21:48He asks, if you're what did he say? If you're if you're working on on, like, quitting porn, how's that going?
6:21:56So if you're working on x, y, and z thank you for following me. If you're working on x, y, and z, how is that going? You're just opening the door, right, for them to say something.
6:22:06Most won't reply, but a few will actually tell you what they want. I'm a coach. I'm currently looking for clients.
6:22:12Hey. I'm following you because of your fitness insight. This is huge, and it is really important because it gives you an opening.
6:22:20That's all that your first message needs to do. The second you get an opening, you can start scouting for where you can be helpful. AKA, there's a big reveal, you pick up where the Advent scripts starts.
6:22:34Super simple. You send an intro question. They reply.
6:22:37You just begin the outbound script again. So it's not two different scripts. It's the same one with one extra step with just one of these two intro questions or others that might have worked for you.
6:22:53K. So I'm gonna give you a rough example from when I used to do outbound plus the outbound cash flow.
6:23:00But it's just one extra step, actually. Like, outbound cash flow is just a cash flow with one extra step. So look.
6:23:08First intro.
6:23:12Appreciate the follow-up. Are you building on Twitter, or are you just digging the content, or are you a stalker? A side note, this probably won't work anymore if you just use the stalker part because it's a gimmick.
6:23:22It used to work. Doesn't work anymore. Try it at your own risk.
6:23:29And then the person responded. Stalker. Definitely stalker.
6:23:33But yeah.
6:23:36Interested in your niche, trying to grow my account and build my authority. So here I'm scouring. He responded, I can start using the outbound script.
6:23:45The inbound script.
6:23:48What are you selling or planning to? I like the idea of having an audience I can work with to launch new products. Maybe a pod.
6:23:56Not sure. I haven't figured it all all yet. Do you have any thoughts or advice?
6:24:00I know where I can be helpful because I think this strategy is wrong. I don't think you build the audience and then monetize. I think you do both at the same time.
6:24:08So when I spot it where I can be helpful, next step is that position.
6:24:14Gotcha. You have to be careful to build the audience without an offer because you attract a lot of freeloaders. It works if you have the offer first.
6:24:22We can help you craft them. Would you like to see what that process would look like? Yes.
6:24:28We position the call, in this case, as a solution next up, which is make an offer.
6:24:41Here's what I'm thinking. Let me connect you with Vlad, our scaling guy. Good too.
6:24:45This was our center back in the day. It's a can jam on ways to get your offer rolling. If relevant, I'll show you how we can help.
6:24:51Cool. This is part of why I think it's easier to sell Google Docs than to post people on an on a call because this offer is not nearly as strong as a Google Doc offer.
6:25:02It's just a call. Right? That's why sometimes it's harder to get people to pay you to book a call than to pay you on the call.
6:25:09However, it is an offer nonetheless. Like, appreciate that. Next up, this was the area where I got ghosted the most after people said, of course, I will book a call.
6:25:21Surprise. Surprise. They don't.
6:25:26Here. Mind booking now so I can send my team the details? In this case, I didn't need to follow-up because he just gave me a response.
6:25:40Sure. Thanks. If he hadn't responded here, I would have followed up.
6:25:46If I knew what I knew what I know now, I would have a monthly limit or a weekly limit and remind them of it. Hey. We can only take one more time this week.
6:25:56Can you book today? Hey. We only got 10 more spots before the price race.
6:26:02Would you mind booking now? Simple. Consequence based follow ups.
6:26:10God bless you 200.
6:26:15Now situational scripts, you will get into trouble. It happens. There are infinite places a conversation could go.
6:26:21Use these guiding principles to get them to go wherever you want them to. And, uh, this is gonna be a little meme y. We're gonna we're gonna laugh a little.
6:26:29Uh, not on this stage, but to the next one. So I kinda messed up the timing of the joke, but assuming it was funny.
6:26:34Anyway, you will get questions. When you get questions, answer them with insights, not value. So notice how I didn't give anyone the steps.
6:26:43I just pointed the spot on the map. When that person said they were burnt out for creating content, I didn't give them the steps.
6:26:51Instead, I said, I wanna focus on creating new content. Use more get more content out of the work you're already doing. It works if you have the plan to match it because we didn't come up with new stuff often.
6:27:00You don't need to. I can help you find it inside cash creators. Would you like to see the details?
6:27:05Don't tell them what to do. Show them where to look.
6:27:11Then use your discernment if you can just end it there. A useful phrase to end with, if it's like, you answer the question and it's, like, kinda you don't know how to transition to the next step is, do you have any more questions, or do you feel like you've made a decision?
6:27:24Cool with either. High status? Easy.
6:27:29Now assume the joke I told you earlier was funny. This is when we go with the should be fine strategies. This is the almighty great and powerful strategy, the best thing you're ever gonna learn today.
6:27:39Most of the small questions you'll encounter are a variation of the big question. Is this for me? For a lot of them, you can use the great and powerful and almighty, unbeatable, legendary, should be fine strategy.
6:27:54So what is this strategy? Let me walk you through it. People will ask you questions that are, like, kinda I call it, like, like, a fish out of the water.
6:28:04Right? So you take a fish out of the water, what do they do? They react and they move like crazy.
6:28:07They will ask you, like, random ass questions, and the best way I found for me to answer those are as follows with the should be fine strategy. So what is this?
6:28:19Whenever you encounter a weird question like this I don't know if you can see it, but let's let's see if I can zoom in.
6:28:30Hey. We'll get it locked in today. One question.
6:28:32I have two team members I'd like to have join me on the calls. Is that okay? At that point, if I say yes and they send the invite, I found that I get ghost.
6:28:41So then we use the almighty should be fine strategy. What role do they have? You ask a question that doesn't matter.
6:28:48You could tell me they're a degenerate. I don't care. I am head of business development for our agency.
6:28:53One of our team members is the CEO of the company and head of marketing. We have whatever. Should be fine then.
6:29:01Ready to get started? Signed up. Just paid.
6:29:06Now if you think this is a gimmick, allow me to introduce you to the second example.
6:29:15I'll let you know when a spot opens up at most end of April. Appreciate it. One question I had, is there any way to just pay for the full month upfront rather than week by week?
6:29:24Look at my stupid question. You mean go month to month?
6:29:28Yes.
6:29:31Should be fine. Thanks. Looking forward to the wait list, but this person signed up.
6:29:37I'm telling you, this is this is this is the sauce.
6:29:43And one last example. Hey. Your stuff has been really helpful.
6:29:47I was wondering if you can help agency owners. I'm not really your ICP. I say coaches because more of those follow me, but the fundamentals are the same for both.
6:29:55Make good offers, get good clients. Yes. If I get a spot, may would you be able to add my business partner too?
6:30:01If so, I'm ready to join. What does he do? He basically helps me whatever.
6:30:08Should be fine. Ready to get started. Yes.
6:30:12Let me send you money. All three of them became amazing clients, and I really enjoyed working with them. Because sometimes all the small questions are actually a variation of the big question.
6:30:24Is this for me? So you ask them an irrelevant question, and then you follow-up with the almighty strategy you learned today, which is should be fine.
6:30:35Okay. Next up. Real quick.
6:30:37I'm finishing in, like, five minutes. Let's say somebody asks you for the details the second time. In that case, you have Allego.
6:30:43You can ask them why they want the details again if last time they said no. Hey. Last time I sent you the invite, I didn't hear back from you.
6:30:50What changed? This has been really helpful because then people sell themselves to you. Let's say in the sales process, you find a red flag.
6:30:59If you find a red flag, it's my opinion that losers exist and we should avoid them. So just cut it right there. Not everyone who churns is a loser, but every loser will churn.
6:31:10So you might as well cut your losses short. Let's say someone said they're in, but you're closed and you stick to your commitments. Cool.
6:31:18I'll send you a payment link when a spot opens up. Then when a spot opens up, hey.
6:31:23A spot opened up. I can onboard you on Tuesday. Would you like to get started?
6:31:27If somebody's stalling, hey. Let me check the time. Let me check the calendar.
6:31:31I'll let you know next month. Don't don't offer to follow-up.
6:31:35Instead, hey. Would you like to be added to the September waitlist? I notify waitlist members early, and that way you can save a spot for when we open them.
6:31:43It's higher status and usually results in more sales than, hey. Just mapping this up.
6:31:50If somebody comments your auto DM on your two step, you can just send them, hey. Here's your resource link. What are you working on?
6:31:56This is us scouting. I may have some other stuff that might be helpful.
6:32:02Last bit, how do we keep track of conversations? I believe in not building a rocket ship when a bike will do.
6:32:10You don't need a CRM. It's necessary for a model, in my opinion. Gym and labels and a notes app will do.
6:32:15So in the CatchPeter world, there's four places someone can be in at any moment. Follow-up. That means that you send them the doc.
6:32:25They're on the wait list. They request to be on the wait list or you added them. They say they're in, but you're closed.
6:32:32That's a hot wait list, or they pay their clients. And if somebody, uh, says they're out or you close the loop or you just remove the wait. This is how we keep track of people.
6:32:43So we follow-up here, like, two days, day off, then we offer wait lists.
6:32:53And if no response, close file. Close file just means you're not gonna spend any more energy on them. They stay on the list.
6:32:59They're gonna keep getting your emails, but you're just not gonna chase them because this is not the type of creator you are. They're a cash creator, not a nice creator. Christian sets and removes these labels depending on which stage they're in.
6:33:12Now this is for email. If it's for socials, Christian or I just keep track of the names on the notes app. It tells him who to follow-up with, and then when a decision is made or we close the file, he just deletes the name.
6:33:25Like, it's actually, like, this simple. Because of how we sell, aka we don't, we just remind people of consequences. Christian can handle 90% of conversation on his own.
6:33:35And, hopefully, when you after you've seen this, now it's clear. If there is a question that meets my discernment, then he just leaves it on red. I know, uh, to check those and follow the script when I check email.
6:33:48Simple. The CacheScript away.
6:33:53Recap. The CacheScript model is designed to get you to a point where you don't have to do outbound. But if you must, then you do what's required doing.
6:34:03The Cache script. We scout for the problem or where we can be helpful. We position our doc as the solution.
6:34:10We make them an offer, and we trust our doc. We follow-up because we understand that the part of the brain that makes decisions is not the one that sticks to their decisions, And we only get three responses, yes, no, or waitlist.
6:34:20We don't do maybe. When it comes to outbound, it's the same thing, but you had an intro question that allows you to scout.
6:34:30Most questions are just a variation of, is this for me? Don't talk yourself out of the sale. Respond to questions with insight and value.
6:34:39The less you say, the better. And you don't need a CRM. Labels and a notes app will do.
6:34:47With the cascading model, the goal is to get to a point where you only get inbound. We define inbound as someone who replies to your email reaches out. If you have more than 3,000 followers, this can be done.
6:34:56So the best strings for that is we haven't validated your doc. So without sales calls. If you email daily, email sales machine.
6:35:04If you don't, the twenty minute email. And regardless, it's a good idea for you to do some hand raises so you can keep the blood flow going. But if you need to do outbound, then do it.
6:35:16Build up your audience, income, or both so that you won't have to. And a note in summer, just because being real, last week was tough, not like crippling tough, but just tough, things will get tough.
6:35:27When that happens, cash creators don't give up. We put our hand up and ask for help. You've got a community of smart people who wanna build up to 1,000,000 in annual profit just as much as Ask, and we'll help you execute your plan or craft a new one.
6:35:43One doc, one whale based trap, one offer shell.
6:35:53Coalesce together by selling with CashScript, period, with workshop funnel.
6:36:08And this is my entire path for me to craft 1,000,000 in annual profit.
6:36:16And it is the one I'm working with you guys.
6:36:21So scenario swipe. Let us begin. You're always gonna be having conversations.
6:36:26Small optimizations in how you talk can make a big difference. And the little words you say, like a comma or a word can make a big difference.
6:36:35For example, there's a big difference between saying, hey. I'm just following up. Just pumping this up in your inbox.
6:36:41And saying, hey. We close tomorrow.
6:36:43Are you in, or should I close your file? Using the right framing and specific scenarios can help you retain, get, and also clients better. So the scenario swipe is a collection of the 54 scenarios in which I typically default to the same useful responses.
6:36:58Again, I trust that you'll use your own judgment as in which ones apply to your case or not. So our schedule today is, first, I'll go over the top 10, the ones that I found, you know, that I just use the most, and then we're gonna go by categories.
6:37:13First, how do you upsell someone? How do you retain someone? How do you serve someone?
6:37:19And how do you turn someone into a client? There's a lot. That's why I sent the invite early.
6:37:25So if you got what you needed at this workshop, then, well, you can leave if you'd like. But if you'd like to stay and work on your stuff, then I will stay here for ninety minutes. This will take me a bit, like, forty five to sixty.
6:37:37Let us begin. So the top 10 scenarios that I find myself in. The most relevant one is a conversation starts and somebody asks a question.
6:37:49How do we turn a normal conversation into a sales conversation? And this is usually where I used to struggle with this because I used to be too nice and not make the offer. But I made the distinction that nice is not the same as kind.
6:38:02I'm kind, but I'm not nice. So I just I'm very quick to say, hey. Here's how I can help.
6:38:07Take it or leave it. So we're not gonna solve their problems. When somebody asks you a question, don't start solving their problems unless they're a client because you risk getting sidetracked.
6:38:16We lack context on their problem, and they lack context on the solution. So it might get long. You solve problem a, and then you get a squared.
6:38:23You solve that, you get a cubed, and so on. To avoid that, position the offer you're planning to make as the solution.
6:38:30Don't solve the problem, but position the offer you're planning to make as a solution. The easiest way to frame this is with an example. So here's two.
6:38:39One time, I posted this. I emailed this. Reply with your offer, and I'll show you where to start with yours.
6:38:44Like, how we can make your offer clear. Somebody replied, I think that's what you think, and I love to hear your thoughts in this offer.
6:38:53He sent the link. So, usually, I would be like, fix this, fix that.
6:38:59But because I'm not in the business of solving problems if they're not clients, I'm in the business of positioning my solution so they will become a client, I said.
6:39:09The numbers are impressive. I wouldn't add anything, but I would remove a lot.
6:39:13The offer is clearly compelling and you can do many things. But you profit more when you make the message about the one piece of information that the prospects wants to convey. I'll do this for you in cash creators along with the plan if you like to see the details.
6:39:25Let me know. Out of all the avenues this could go, just channels it to the offer.
6:39:33And he said, thanks for taking a look. I'd be interested in seeing the details for sure. So don't solve people's problems when they ask you a question instead positioning your solution as, well, the solution.
6:39:46Another example, this might be clear. I emailed this. I opened up 12 spots in June 3 to work with me for an early invite reply game.
6:39:56Somebody replied, I am tempted. And by the way, context, this person loves their audience because they got hacked. I am tempted, but I would be in the same place as x y z couldn't help me with getting an audience.
6:40:07I get 2,000 emails right now. So instead of telling them do this, I said, together, the focus would be on what you didn't lose, but you haven't leveraged.
6:40:17Existing Existing clients, previous leads, etcetera. 20 k is good. 40 k is not too far.
6:40:22You just need the plan. I can help if you'd like. Would you like to see the doc?
6:40:27Notice how I'm I'm not starting to, like, fix stuff for them. I just say, it's fixable, and I can provide a plan.
6:40:34Would you like to see what that would look like? Don't solve the problem for them. Position your doc and your offer as the answer and offer to send it.
6:40:43For more in close conversations, because this is typically the situation you'll be the most in, you can use a cash script inside school. That's gonna help you out a lot because I go over, like, forty five minutes exactly from my script.
6:40:56Three good conversations about people who were pretty much delaying the the action, and how do I get them to, like, take action and pay them?
6:41:07And here's two docs where I could show you close conversations from December and January. Sales by chat is more art than science, so it does require a lot of feel more than fact. But here's some close conversations.
6:41:19This is the longest scenario we'll cover today. But just so you know, the TLDR is don't solve problem for people who ask you questions. Position your doc as the answer and offer to send it.
6:41:32Here's number two out of the top 10. Now these are this is gonna get much faster from now. So if somebody asks you for your invitation or your doc, I found that giving people a reason to move now typically makes them more likely to do so even if the reason is not that obvious.
6:41:48So for example, if somebody asked for the invite, I'll say here, link. Have a read and let me know if you're in or if you have any questions because reason why. Reason why could be because we close Monday, because there's two spots left, or because I'd like to get moving fast in this, or because I'm going to the gym.
6:42:05It doesn't really matter. But if you provide a reason for people to move now, they typically do. Option two, and this is when I say, like, use your own discernment.
6:42:14If you want to do this, I am willing to do this. So I start kicking people out of my list if they ghost. So I say, hey.
6:42:21Good to connect. Here's how things work in this newsletter. I've included your invitation below, and one of three things may happen.
6:42:28You're not in. In that case, that's okay. Two, I don't hear from you by this date.
6:42:34In that case, I'll assume I won't hear back from you again, and I'll remove you from my list so neither of us keep open loops. Three, you're in or if you have any questions. Let me know, and I'm glad to clarify or talk next steps.
6:42:47Your invite link. And this got some people moving. Right?
6:42:51You got people to be like, hey. Like, I'm in. Right?
6:42:54Because as cash creators, we're not again, we're not nice, but we're kind. And we move people towards that decision or it's next. We don't do maybes.
6:43:04Three, prospect is ghosting. This is a common one. So this is why I recommend you always have a date in which you close your program or in which you're gonna take something down.
6:43:16For me, every customer offer, aka a onetime offer, should have urgency. Like, can take it down by a certain date.
6:43:23And every client offer should have both urgency and scarcity. You have a limited number of spots. So follow-up with the truth.
6:43:30You will close. Either you're full or the expiration date arrives.
6:43:36So for me,
6:43:38in case you wanted to know, every time I send an email, point eight of people reply to it. 21% of repliers say they are in, and 63% of the people who say they're in actually pay.
6:43:50The part of the brain that makes a decision is not the part that follows through on that decision. Like, 63% of people who said, yes, I will pay, did not pay.
6:44:00Like, that's 37 out of a 100 people who are lying. So what can we do is just follow-up with the truth.
6:44:07I follow with with the truth with this. Somebody asked for details. You already saw what I sent them.
6:44:13If somebody says they're in, I will ask them to book their spot. Now if somebody doesn't ghost, which is most if somebody doesn't respond, which is most people, I go with, hey.
6:44:24We close in this many days, and I don't want you to miss out. It's true. Right?
6:44:29No following up. No, like, hey. Just popping this up.
6:44:32I'm just a high status position of, hey. This is closing. Do you want it or not?
6:44:38The day we close, I say, hey. We close today. Are you in, or do you have any questions before jumping in?
6:44:44Alternatively, you could say, are you in, or should I close your file? If the spots are full, I say, hey. We're closed.
6:44:51Would you like to be added to the wait list? That way you can get notified twenty four hours before the rest. I take the opportunity your way.
6:44:58Because I wanna I kinda wanna let people know that I'm here, but I'm not here forever. And that things go away in this list. And it's a good practice for you to have that as well so that people will move because they're too used to, like, being the price.
6:45:12They're not the price. You are the price. They're the ones with the problem.
6:45:15You're the one with the solution. So let's reflect that in our sales. And when somebody goes, I say, hey.
6:45:22I'm closing your file because I didn't hear back from you. This is what I mean by I don't do maybes. And closing your file just means I'm not gonna follow-up anymore.
6:45:30But it sends a message, that message usually gets people moving the second or the third time around.
6:45:42K. Next. Client upsell.
6:45:44So, you know, you have your offer show and you got people in the community level. How do you upsell them so they will they'll have DM access to you?
6:45:52Right? This is typically double my rates. So how do you get it?
6:45:57Principles to understand here is clients don't fall in love with us. They fall out of love with us. There's a really cool quote by Don Draper from Madman is the day you sign a client is the day you start losing them.
6:46:09I have found that to be true. So do it fast. Do it early.
6:46:14An excuse why to take an offer goes a long way as well. That is my learn. An excuse why to take an offer goes a long way.
6:46:24Seasonality is a good one. For example, in the beginning of the month, I might say, hey.
6:46:29I open I'm opening up one zero one November access, December access, Easter access, autumn access, 2025 access. Just having a an excuse of the season can make it good.
6:46:42If you don't, like, really think too much about that, just do it every month. And maybe they don't know it's an option. I believe that if I said it, but my clients didn't hear it, then I didn't say it.
6:46:52So I will repeat it again so that I say it. So the best way that I found to get people to access upsell to DM is right after somebody had their one on one with you, like the initial onboarding call, send them this.
6:47:06Good chat. Here's the recording. And he's on the recording.
6:47:10By the way, would you like DM access? This way, we implement the plan fast for x a week on top of your current fee. You're free to downgrade when set up or whenever you'd like.
6:47:20This has worked beautifully for me, and it's just an easy one because people are in the momentum, and you might as well strike while the iron's hot. And every month or every season, depending what's relevant to you, post it in your community.
6:47:35This is an example of an email I sent back in, I think, the beginning of of October. I'm opening up autumn one on one coaching. Hey.
6:47:44Autumn's here. Right? Our goal is hitting the one on one one million new profit mark.
6:47:51I got two spots for this October. Reply, and I'll get you the details. You save $2.50 a week if you're inside cash creators.
6:47:58So you can just send us every month. It's good practice to kinda have it as a an SOP, if you will, to be done every month and to be done every time you have a one on one with the client. These two touch points, I have found to be sufficient to get people to upsell.
6:48:13Notes. This is my doc for one on one coaching. So if somebody asks you, what would that look like?
6:48:19Then you can send them this.
6:48:24It's two page, but I I got got maybe, like, 10 people on the one on one right now. So it's been working it's been working well for me.
6:48:34The next one, and this is this is a new addition to the model, but it's a wonderful addition to the model, is retaining clients using credit. People keep moving if you make it easy for them to do so.
6:48:46Prospect inertia. The more money someone gives you, the more money they're likely to give you. But we often don't give people something to buy after the last thing they bought.
6:48:54So often, it's not that we have a, like, a leads bottleneck. It's sometimes that we're not making the next offer.
6:49:01That's the bottleneck. You just don't have something else in the back end. So what you can do is if somebody has stayed you for stayed with you for a while, credit their past payments into the future so they'll stay for a longer duration.
6:49:15It looks like this. Hey. I'm doing this new thing where now I credit all the payments you've made into the future.
6:49:21You paid 5,100, which I can credit into a one on one access for six months going forward. Six months on one on one is this much a week.
6:49:28With the credit, it ends up at this much a week. If you like to do this, it's an option available to you. So what you do is you take what they paid and you discount it from the big payment, and then you divide that over the number of weeks.
6:49:41At the end, it's gonna be something lower. But the way you frame it matters. It's not a discount.
6:49:46It's a let's credit the purchase you already made into the future. People are oddly consistent, so they like to do these kind of deals because we don't like feeling like there was something wasted.
6:50:00So this is a really good example. It's worked multiple times for me, and it's just a wonderful thing if you already have clients and you'd like to retain them for longer. This reduces their fee, yes, but it also sets you up for MRR.
6:50:12And if I can make the choice between clients that'll pay some amount and stay for a little and clients that'll pay less but stay for longer, I would rather choose option b.
6:50:24Next, long term deal. Retaining clients at a lower fee. Personally, like I said before, I value predictability over volatility.
6:50:31So if I can choose to reduce my MRR, but people stay for longer, I'm glad to do it. So if somebody, um, if I spot somebody home like, oh, this is a long term player.
6:50:41I'd like to work with you. I will send them this. Hey.
6:50:44I thought this might benefit you. I believe in playing long term games with locked through people, so thought about a deal. I can reduce your weekly fee from x to y if you stay for a year.
6:50:53No need to pay upfront. I just reduce the next payment onwards. You end up saving this much, and we both get someone who we can play the long game with.
6:51:02Are you in? First or second week that this happened, MR went down. Zero problems from my end.
6:51:11Because, like, it's it's not it's not so much like the MR going down. It's like the pain from losing a client can be can be a very emotional process for a lot of people, and I'm not I'm not the exception.
6:51:23Right? So having this in your arsenal to send both credit or long term deals, I sleep better now.
6:51:33Client payment fails. So what do you do? The first thing is an emotional thing you do with yourself.
6:51:38So never assume malice. There's been a few times in which client payments fails, and it's because somebody in their family passed or somebody got hacked.
6:51:48Like, things can happen. Right?
6:51:51I just assume that I'm the lowest thing on the priority bracket for my own clients. So I never assume malice, and I assume, like, something's generally going on. There will be the dickheads that actually just goes to you, and that's okay because we're in business.
6:52:05And, like, you pretty much signed a contract to deal with dickheads the moment you became an entrepreneur.
6:52:09But,
6:52:11you know, most of the cases, not. I believe that people are, like, mostly good. So you can just send them this.
6:52:17Hey. Your last payment didn't go through. Everything okay, or should we work something else out?
6:52:22And now you have the tools. Right? Because you can downgrade them if they like, or you can use credit, or you can use pay two months, get one free, or you can use retention by longer term deals.
6:52:32The beauty of the cash flow model is so flexible because we do weekly payments that you can move stuff around a lot.
6:52:41Plan has to churn. Now I wish I knew this one earlier.
6:52:46But and take this with a grain of salt. But when people ask to churn, they're typically not, like, rejecting you.
6:52:54They're just scared. And they're scared of the uncertainty. Uncertainty is scary.
6:53:00So people will typically have a fight or flight responses, and you'll see a very ugly side of people recently.
6:53:07Like, somebody has to churn yesterday. I'm like, dude, like, we we committed for sixteen weeks, you and I. And then he just pretend he didn't see it.
6:53:14He's like, this is not clear. The sentence is not here. The word's not here.
6:53:17And I'm like, you know what? I'm not gonna fight you on this. Goodbye.
6:53:22But, typically, it's because people are scared or uncertain. In this case, take the assertive approach and give them certainty plus one good next step.
6:53:33Don't ask them to stay. Ask them to take one next step. Here's an example.
6:53:38Somebody asked me, hey. Is it okay if I downgrade my plan to a $100 a month for now? I'm a bit hard off financially right now.
6:53:46I don't have a $100 a month plan, so I don't know what he was talking about. However, I did say, because this person has mentioned that he hasn't been as active, he said I said, respectfully, this shouldn't be a surprise to you.
6:53:58You're doing a lot of the right things, but you're also moving too slow like you mentioned the other day. Downgrading won't serve you because what you need now is more money, not saving money. Come to the call on Monday, and let's dig in and craft a plan.
6:54:12You take the sort of approach. This person then came to the call. We crafted a plan, and then he signed up a deal because I send them the long term deal for a year.
6:54:20It turned out what would be $0 into $13,000. Right?
6:54:27Just because you took this sort of approach and you realize that sometimes the best thing you can do for somebody is not solve the problem, but change how they feel about the problem.
6:54:38Two, somebody said, hey. Um, I like to leave.
6:54:42Right? And I'm like, why? Because my audience is full of fish, and I I really need to start from scratch.
6:54:49That doesn't sound like a good idea to me because the game isn't finding the whales. Right? So I said, if I may, starting from scratch is unnecessary for you.
6:54:58I've got folks who make more than me who don't meet my, quote, unquote, ideal client, but they are still in my audience. The issue is that they're hidden. It's much easier to find them and to build from there than to start from scratch.
6:55:09I think this benefits you more. Why don't you come to Monday's call, and I'll show you how. We got a few templates and offers you can send to your list the same day to find these whales.
6:55:17We craft a plan and take from there. Cool? Person said cool, and then we sign a deal.
6:55:22Or $10,400 a year.
6:55:27Like, this thing works. Right? The like, don't take these things emotionally.
6:55:30Because if you take it emotionally, it's gonna blind you. You gotta like, as crazy and, like, as generic as it sounds, you gotta be you gotta have empathy and think, okay.
6:55:40They're scared. How can I provide a safe option? Be the safe option.
6:55:44Because that's what they're really asking for you. They're not rejecting you. They just need some guidance.
6:55:49And if you have good intentions, you can offer it in this person's state. Notes.
6:55:56Sometimes closer treatment may be required, and that is okay. This person said, I will make the next weekly payment tomorrow, and I'll need to end my membership.
6:56:06Let me know if there's anything I need to do.
6:56:09What happened? Everything. I'm in survival mode right now, which I hate to admit.
6:56:13And I said, I respect for admitting it because, you know, it's not easy to admit it. So I said, why don't we do this? Why don't we do a pseudo VM pass for this week?
6:56:24No additional charge. Text me the problems, and I can help you find a way around them. Then come to the Monday's call, and we can come up with something.
6:56:32You're a great client, and I'd love to help you with the plan. He's like, okay. Let's do it.
6:56:37What time is the Monday call? And this person stayed for another $13,000 no.
6:56:41$10,400 a year deal. Again, like, empathy.
6:56:45Right? Like, don't take it emotionally. Like, it's not a rejection of you.
6:56:49It's just a call for help. Right? See it for what it is.
6:56:53And, additionally, something I've done, if, you know, you're you feel like there's clients that are just not doing well and they're not communicating the problem properly to you so you can help them, I've opened up voice notes. I fucking hate voice notes.
6:57:06Like, I do not listen to voice note. But, you know, over the years, I've changed a little bit. I've matured.
6:57:11So what I say is tell you what. I don't do voice notes. But why don't you send me one and talk to me about the problems so I can catch the new ones and help you better?
6:57:23So
6:57:24that's how I help them. Right? Because, you know, usually, they vent, and it's not the venting that helps.
6:57:30It's that I can understand, like, depending on the tone, and you can as well. Oh, this is the real problem. It's not that problem.
6:57:37It's this problem. One time I had a call with a client, and I could tell, like, my answers weren't landing. They were asking me, what do I say here?
6:57:44I'm like this. What do I do there? And I'm like this.
6:57:46And the person didn't catch it. So I and I took a step back, I and don't know what I was what was in the water that day, but I'm like, hey.
6:57:54Like, respectfully and forgive me if I'm overstepping, but do you kinda just want me to tell you that everything's gonna be okay?
6:58:04And the client's like, oh my god. Yes. Please just tell me it's gonna be okay.
6:58:08I'm like, it's gotta be okay. And they're like, okay. Went on to have a great relationship after.
6:58:12Sometimes the best thing you can do for someone is change how they feel about the problem, not solve it.
6:58:21Prospect wants to start later. The typical, I don't have time frame. I don't have the bandwidth.
6:58:26Can we start later? Put me on the wait list. And then when that time comes, put me on the wait list again.
6:58:32What do you do? So So people do this, and this happens to you because there is no consequence to waiting. Show that the current price or bonus is going away.
6:58:41But not just that, get them to commit to just one small payment. Hopefully, you kinda see the the pattern here. I'm very big on don't ask a lot from people.
6:58:50Just have to take one next step because I know that if you get the ball rolling, they will keep rolling. Uh, this is also why I schedule my price races. So I'm gonna show you this on the next workshop, which is gonna be the protagonist workshop on December.
6:59:05But if you schedule your price raises as in, like, every quarter or 25, 75% of your goal, it allows you to, like, play a lot with consequences.
6:59:15And people do not like having things taking away, especially low prices. So they move. Here's an example.
6:59:23Thanks, man. I've been testing and turning about whether I can take that on, but I don't have the focus. Once I'm settled, I'm doing the next intake.
6:59:30He's not. So I'm like, okay. I appreciate the honesty.
6:59:34Listen. The next intake is gonna be at 400 a week. But since you're busy with real world stuff, I'm glad to save a spot for you at the current lower rate.
6:59:42It's one payment of $3.50. We don't get started until you wanna get started, and that way you get to keep that price. Shall we?
6:59:50It's high status. It's true, and it's one small step. I don't ask a lot from people.
6:59:56He's like, yeah. I'd appreciate that. Might be a few months, though, while I get set up and settled.
7:00:00Because I really wanna go all in and give this everything I I got. Is that all good? I thought he was wishy washy, so I said, are you sure?
7:00:08Price is gonna be $2,700 a year higher than if you save the spot now. Payments don't get started until you get started, so don't have any pressure.
7:00:16So you don't have any added pressure, but you're still safe. And then he said, oh, okay. Yeah.
7:00:21Let's do it. So see, small steps. What do do I I do, do, and how do I collect the payment when that happens?
7:00:27I send them this doc. So it's the same Google doc that I already have except for the last few bits. I don't ask people to pay for weekly.
7:00:36I ask people to reserve a spot. So it's it's just a onetime payment. Right?
7:00:42And, you know, people are oddly consistent. So when they save a spot, it's like, okay. I'm already I'm already in motion, and they typically keep going.
7:00:51I used to previously only have when people ask to be added to the wait list, I just added them. I didn't do that anymore. I asked them to save a spot.
7:00:58Because the only truth in my world is not words. It's transactions. I don't treat everybody as, uh, innocent until proven guilty.
7:01:07I treat everybody as guilty until proven innocent. Why? Because that's just the way I do business.
7:01:15And I think this is the last one on the top 10. Yeah. Prospect is asking unnecessary questions.
7:01:19So sometimes prospects just want you to take this sort of approach and lead, and I'm gonna prove that to you with what I call the biggest and most important strategy in business called the should be fine strategy. So the should be fine strategy proves that sometimes people will ask you questions that they don't really want the answer to.
7:01:38Let me show you. So how this works is if somebody asks us an unnecessary question, if you respond to that question, uh, with more details, you're gonna get them sidetracked.
7:01:51So the optimal answer in that situation is twofold. Number one, you ask them a ridiculous question that doesn't matter back, whatever they answer, you say, it should be fine.
7:02:05That's it. That's the entire strategy, and I'll prove that it works. So this person said, hey.
7:02:12I said, I'm down to last two spots before the price race. Are you in or do you have any questions about what this would look like for you? He said, hey.
7:02:20I'll get it locked in today. One question. I have two team members, and I'd like to have me join me on the calls.
7:02:25Is that okay? So, again, the answer is reply with an unnecessary question and then say it should be fine. What role do they have?
7:02:34I'm head of business development for agency, and they're the cookie monster. Should be fine then.
7:02:40Would you like to get started? Signed up. I'm in.
7:02:44This works more often than you'd think. I'll proceed. Here's another example.
7:02:53I'll let you know when a spot opens up. Probably April. He said, appreciate it.
7:02:58One question. Is there any way I can pay for the full month upfront rather than a week by week? And you hit them with the unnecessary question.
7:03:06You mean go month to month? Yeah. Yeah.
7:03:10Should be fine. Thank you. I'm in.
7:03:12This person paid. It works. Just say something stupid back and then say it should be fine.
7:03:19It's one of those hacks. Another one. Hey.
7:03:23Your stuff has been helpful. I was wondering if your program helps agency owners. Now this is a legit question, so I did answer it.
7:03:29I say coaches because most of my clients are coaches, but the fundamentals are about the same for agencies and coaches. So it works for both people. Yeah.
7:03:37Yeah. If I get a spot, would you be able to add my business partner? If so, I'm ready.
7:03:43Again, if I say, yes, it should be fine. Here's the link. It doesn't work as well as in, like I I don't don't know how to explain it.
7:03:50It's just kinda from experience, but I know that the unnecessary question is necessary here. So I'm like, what does he do?
7:03:57He basically helps me with the Cookie Monster. Yeah. Should be fine.
7:04:03Ready? Yeah. Let's go.
7:04:05He became a client as well. Should be fine strategy works more often than you think, and it's a wonderful thing that I still, to this day, use.
7:04:15So that's the top 10. Now I'm gonna go into, like, the more more granular ones. Again, this workshop is gonna go longer.
7:04:23So if you if you're like, okay. I got what I needed from this.
7:04:28I need to leave or, like, stop the recording. I won't take that personally, but I will continue with the following because we got a few to go.
7:04:36How do you upsell clients? Turn client into higher level client. So if I look at a client, I'm like, the the this guy could just crush it.
7:04:44Right? I'm not a fan of buttering people up to upsell them. I just make them the offer because, you know, they're in my world and they get it.
7:04:52So I say, hey. I started a small group of people gunning for a 100 k a month profit. Gunning for whatever.
7:04:58Right? The outcome. Shall I send you the details?
7:05:03Just straight up DM. If they say yes, I send them the document where I have the table. The table is the top 12 cash creators.
7:05:10It's a very, like, close circle that we got in which only, like this is invite only. Right?
7:05:17But it's, uh, it's for 12 cash creators. If they say yes, I send it to him.
7:05:23Let's say, uh, depending on your situation, instead of getting people to commit for MRR, you wanna get them you wanna get them to painful. Right? Because sometimes the cash might be more helpful to you now than later.
7:05:35So timing matters when you ask a question to painful. Strike with the iron's hot. This could be in either of two situations, after you win or after or early on in the journey because the day you sign a client is the day you start losing them.
7:05:48Hey. Good to see the recent wins. And, uh, context, I offer a pay in full discount if somebody pays for the year in the first four weeks inside Catch Creators.
7:05:57After that, then it changes. Hey. Good to see the recent wins.
7:06:01As a reminder, the discount is still available to you for the next week. The original payment would be y with the discounted z. Let me know if you'd like to take it.
7:06:09I can credit the payments you made, cancel all future charges, and run the card on file. It's worked more than once.
7:06:19Client wants back in. Get them to explain why. Don't just take them in blindly.
7:06:24Like, personally, I've I've I've felt that it just sends the wrong message. And it also goes against my principles. Like, I'm the I'm the whole thing about, like, I don't do maybes.
7:06:34Right? So I like if people wanna work with me, I wanna make sure we're both in it. So if somebody asks me, hey.
7:06:38Can I get back in? I'm like, good to hear from you again. What changed?
7:06:43And then they'll typically sell themselves to you. It's better timing. It's this.
7:06:46It's that. Whatever. Right?
7:06:48And then, okay. We can work together.
7:06:52Retaining clients, and this is serving them. So let's say the initial agreement of a client is coming to an end. How do you keep them?
7:07:00In this case, more selling hurts you when trying to retain them. It's super awkward. Like, I've done the whole, like, hey.
7:07:06Let's get on an off boarding call so I can, you know, try to retain you, and it felt icky. I didn't like it.
7:07:13A message where you give them the option to renew is faster, and in my experience, it works more often. It is also more kind because saving people time is kind. So two weeks away from the deal ending, I hit them with the previous message of long term deals.
7:07:28Hey. With our initial deal ending, I thought this might benefit you. I believe in playing long term games with long term people, so I thought about a deal.
7:07:35I can reduce your fee from x to y if you stay for a year. You don't need to pay upfront. I just reduce the next payment onwards.
7:07:41You end up saving this much, and we both get someone we can play the long game with. Are you in? No need to have the off boarding call because in my opinion, it's super awkward and nobody wants to be there.
7:07:50They just kinda do it out of respect.
7:07:55Churn pre mention. And, uh, these two that I'm gonna give you now are really important for December. December is a month of, you know, of light and happiness.
7:08:05It is also the month when people get flaky with commitments. Same thing in summer. So sending this now in Black Friday week is relevant.
7:08:13Yeah. You see it in May and November. Uh, the logic of this is prepping the good times, uh, so in the bad times, you will be ready.
7:08:21So to prevent churn, you can send this. And credit to Alan Go. He's a cash creator as well.
7:08:26He gave me he gave us the idea for this in a call, and I thought, man, this is so good. The holidays are just around the corner, a festive and hectic time. And let's be honest, an expensive one too, so I figured maybe I can help.
7:08:38Here's what I have for you. Buy two months, get one month free. I know it's a mental thing, but skipping auto charge on Christmas and New Year makes us breathe a little easier.
7:08:46So if you pay for two months now, I'll stop your weekly payments now and only resume them for some time in February. I'm also adding a complimentary one on one call if you sign up before Black Friday. Reply if you're in.
7:09:00It's a good way to reduce Another one is, uh, well, long term deals to reduce churn when the times are good.
7:09:10So good months in coaching and consulting, January is really good. Spring tends to be really good. November is fucking amazing, so you might as well do it now.
7:09:20So I sent this to the cash creators, and some people you know, we we started working together for longer term because of it. So it's a personal story. I saw the company, and then, like, a year and a half later, it sold for eight times as much.
7:09:33And, you know, I don't do regrets, but this one stung and taught me a lesson to play long term games. Here's what I have for you. This Black Friday, I have the long discount.
7:09:41It's It's a discount on your fee where we both play the game with each other. Because I'll be closing cash creators to outsiders soon, I'd like us to be able to keep this relationship that allows us to get stuff done. And I'd like my offer to you to reflect that.
7:09:54Whether you've been here for weeks or months or years, there's something we can work out. DM me, and I'll show you what your long discount would look like. Very helpful message and very real.
7:10:07Payment dispute. So a client is fucking around, and they're, like, they're disputing the payments. They're asking for refunds and stuff.
7:10:14A lot of people fight it. I do not. I personally do not believe they're worth the time, and it throws me off for days.
7:10:21So So if somebody asked for a refund or somebody's like, for lack of a better word, bitching, I just let them bitch.
7:10:28And I just a client wants to pause, and this is, again, part of, like, why I do things, uh, why I ask you to, like, use your own discernment. Some people allow pauses.
7:10:39I do not. I don't do maybes. It's a personal principle.
7:10:43So I do send this message. Hey. I'd like to pause.
7:10:46In my word, that's in my world, that's quitting. So I say, I don't do pauses. You're either in or you're out.
7:10:52You're welcome to rejoin back in twelve months if you'd like at $500 a week, which is higher than what they pay. This personal preference is how I do. Now a separate option is to give them a discounted bit if they pay up front.
7:11:07This is better if they tell you for how long they wanna pause. Typically, they'll just tell you, I wanna pause because they're just too scared to tell you no.
7:11:16But if they say, hey. I like to pause for a month, then what you can do is say, okay. If you pay for four weeks, I'll give you six weeks.
7:11:23Right? If you pay for four weeks upfront, I'll give you six.
7:11:29So client wants to cancel before the agreed time. Have a minimum time commitment on cash creators. So, you know, I don't assume malice, but I do remind them that, like, we don't do that here.
7:11:41Like, we're we're adults, we stick to our commitments. So I'm like, hey. Doing that would go against our x week agreement.
7:11:47Neither of us really wants that relationship between us. And ask them to agree to one easy next step. So I say this.
7:11:56Meanwhile, we can see how to make the most out of, like, the time you still got left with Black Friday and holidays coming. Why don't you come to the call on Monday, and we can prep your plan with the time constraints? It's like, you're right.
7:12:07I did make a commitment. I'll be on the call. And there's been a few times, actually, yesterday, that somebody's like, no.
7:12:14It's not clear on the dock. I know how many people have told you this. I'm like, literally nobody has told me this.
7:12:19You're the only one that's found this. But he start he started saying that it wasn't clear.
7:12:25So I said, you know what? I'm detecting that you wanna cancel. This is the first time it's happened, but I'm not gonna fight you on it.
7:12:33I'll cancel you, remove you from the community. Goodbye. It's really not worth the time.
7:12:38Like, one bad client is gonna like, it there's very few things as toxic in business as that. It's not the money losing that hurts you.
7:12:49It's a rejection that hurts you. So if you can kinda see that for what it is, it's gonna be healthier for you.
7:12:59These messages are a little bit of why when I crafted this workshop, I thought, shit. Like, I'm I'm giving I'm giving the the things away. But, hopefully, it'll be helpful to you because these scenarios are real and they do happen.
7:13:13Let's say a client wants to downgrade. Right? It might be that they're acting emotionally.
7:13:18And what you can do is kinda be, like, kinda those snow removal vehicles that you can remove the clutter for them and get them to take one easy next step. Again, Again, sometimes it's not a and ask for help me solve the problem, but help me solve how I think about the problem.
7:13:33Or it could be that they legit have stuff going on. Right? Somebody was going to Brazil for the past month.
7:13:39They're like, hey. Can I go can I do this instead of that? I'm like, yeah.
7:13:42Sure. Like, you're gonna see family. That's okay.
7:13:44Don't assume malice. There's a lot of mal, uh, mal people. There's a lot of evil people and bad people, but don't assume that from your clients.
7:13:52It's just not useful to you. So I just ask them what happened and then genuinely see what's up.
7:14:01Let's say somebody buys you a pass. So if you recall this, a pass is you sell a workshop, but you also add an additional option so people can stay in your community for the duration of the month, and that's called a pass. Typically, to 10 times more expensive than a workshop.
7:14:17Don't just, like, remove them from the community. Offer them to stay. So what I like to do is, let's say, if the pass is a thousand bucks, I like to split it between 500 now and 500 at the end of the month.
7:14:29Two days before the month ends, I send them this. Hey. As agreed, I'll charge your card the other 500 and remove you from the community tomorrow.
7:14:38A different option if you prefer. I can cancel your next payment, and you can remain in cash creators for just this fee starting this week.
7:14:46We commit to the goal for sixteen weeks, and you're free to continue your leave after. This way, you save $500, and you keep your access and momentum. And the next easy next step is if you'd like to do this is get on a call with me one on one and recap your plan.
7:15:00Are you in? Again, momentum. Right?
7:15:03The way and, hopefully, you can understand what I said in the beginning. Just how you shift some words and how you move some words can change the entire meaning of a sentence.
7:15:14Like, let's say you lose $5,000, uh, in the casino and you go to your your girlfriend and you're like, hey, honey.
7:15:21Like, I lost $5,000. It's gonna be like, what the hell?
7:15:26Right? So what's going on? Right?
7:15:28If you say, hey, honey. Really bad news. I lost $50,000.
7:15:34It's like, what the fuck? You lost 50,000. No.
7:15:37No. No. It's actually 5,000.
7:15:38It's the same thing, but you frame it differently, and then the message is received differently.
7:15:46Serving clients. So if a client is inactive, I used to trip about this.
7:15:51I do not anymore because I realized that I'm a consultant. I'm not a babysitter. If someone's inactive because they're doing the work, then I'm not gonna interrupt.
7:15:58AKA, I let them cook. If I do have a hint, however, that they are unclear on what to do, then I will reach out. You can see it under content and socials if something's off.
7:16:08So a simple message is, hey. How's it tracking? And you can start a conversation.
7:16:16Let's say you're switching from one on one coaching to group, and you don't have much material on the school or whatnot. Understand the clients by the guru, not the guru stuff. WD fortying, aka lubing your lack of systems with an abundance of you, gets the job done.
7:16:33So instead of, you know, recording a bunch of workshops and then launching your community, which might delay you for, like, a month or two, you can say, listen. I've got this stuff we need to get to the goal inside of my head. It's just not in the portal, which is why I'm building it as I go.
7:16:47So while that's ready in the next six weeks, you can get DM access and book calls with me to make sure you're always clear. Cool? They love that.
7:16:58Because they don't buy your stuff, they buy you. You are the offer.
7:17:04Let's say a client is crossing boundaries and just asking too many questions or maybe they're just not thinking for themselves. I have found that it can be scary to hold your ground, but people do respect it. And it ends up in a much better professional relationship.
7:17:18So I say, in the nicest way possible, this is a Googleable question.
7:17:25Or, respectfully, you can solve this one on your own. And they respect that.
7:17:31Like, they honestly do respect that because, like I don't know. They just do.
7:17:36There's been a there's been an occasion in which, uh, clients have texted me, and I'm I'm quoting. You know? I'm not being a bad person.
7:17:43I'm just quoting. They say, you're right.
7:17:46I'm done being a bitch, And I didn't call them a bitch. Right?
7:17:51But they realized that maybe they weren't acting the best way they could have.
7:17:57Let's say all of your clients are in your DMs and you're gonna get them to post in the group, or you wanna get your community to be more active instead of everybody DMing you. Instead of taking the DMs away, which is gonna be a minus and it's gonna anger them, offer faster response times in the post in a group, which is a plus, and it's gonna make them happy.
7:18:15So you can post this. Hey. Pass the response times.
7:18:18The typical response times for DMs are twenty four hours. But from now on, if you post it in the community, the response time will be much faster at twelve. This way, I can both help you faster and get input from other smart folks who might already have solved that same problem.
7:18:33See? The frame changes. But you're not taking things away now.
7:18:36You're adding them.
7:18:39Let's say client is asking two granular questions. This happens a lot. Uh, let let's say, can you edit this copy?
7:18:45What do you think about this? What should I do next? And then next and then next and then next.
7:18:49They ask this because, again, they're uncertain. They may not know what's best for them now. It's hard to see when the problem is happening to you.
7:18:56Like, when you see it in somebody else, and this is why I can say, oh, yeah. I see it in somebody else's, and then I make that exact same issue. It's because it's hard to see the problem when it's happening to you, but easy to see it when it's happening to others.
7:19:07But given the clarity on the problem is enough to be able to get them to solve the task on their own and kinda get out of their own way. So reframe to understand the big picture. Get them to zoom out and understand why the thing is happening or not.
7:19:20So you can say, okay. Let's zoom out. What are you trying to do here?
7:19:25I did this in the morning call if you wanna check out the recording. Additionally, it may be an emotional problem.
7:19:31In that case, reframe it to them so they can, like, breathe. For example, if somebody's been and they use the word stuck in revenue for the past three months, reframe it as well, you could see it as you're stuck, or you could frame it as you've got three months of consistent revenue.
7:19:49Let's just optimize the little things in the machine and you'll grow. That means you're doing the right things. You know?
7:19:55Oh, okay. Then the conversation now isn't about how bad they are or how bad the situation is, but how do we do optimize the machine? Little sentences and reframing and understanding that a lot of these things are emotional is a big part of the game.
7:20:12As somebody who's like, no. I'm not that I'm not, like, that good with understanding other people's feelings, I had to, like, really learn this, but it's really helpful.
7:20:22You know? We're in the people business. So, you know, if you're here, you have to be a people person.
7:20:29And that comes from one of the most introverted people you'll ever meet. So let's say client DMs instead of posting in the community. It's too dry if you're like, hey.
7:20:39No. Ask it in the community, please. I give them some leeway.
7:20:43So I make an exception once and then ask them and then ask them to do it.
7:20:49So for example, if somebody is DMing me and asking me questions, like, why not? They don't have DM access. Right?
7:20:55What I will do is I will I will answer their questions. You know, I'll be, you know, helpful how I can. And then when I've answered the question and then when the issue is over, I'll say, by the way, I'm glad to continue coaching you here in the DMs.
7:21:08However, you're now on the community level on the community level. The DM level yeah.
7:21:18Would you like to see the details of what the DM level would look like? And then they're like, oh, my bad. I didn't know.
7:21:25Right? But at least you kept the relationship. Or if they're interested, then you get a client.
7:21:30Right? You get to upsell. This doesn't happen if you assume malice or if you get too stuck up and you're like, no.
7:21:37This goes in the community. Can't do that. You gotta be more human.
7:21:42And by the way, I'm not, uh, I'm not condemning everybody here. I'm actually talking to past me saying, you fucking bozo. Like, stop being stuck up and start doing things like you're in a people business because you are.
7:21:56So if somebody asks about referrals, I reduce their week their fee $50 per week for every week that their refer stays. I found that this aligned in the setups, and it's pretty nice.
7:22:07Ask them your clients to share wins. Don't just post, like, value, value, value. The community is also about, like, bonding.
7:22:14Right? As cringe as it sounds, it's important. It makes them feel good.
7:22:17So you can ask them about what are your wins of the week. Sometimes it's even better if you don't just make it about money. It could be nonfinancial, personal, relationships, confidence, or what are your consistency wins?
7:22:29What commitments did you keep to yourself this week? What are you proud that you've done consistently this week? Right?
7:22:35It's it's a good thing. It's a lighthearted thing that can go a long way.
7:22:41Alternatively, it's also good for, uh, you to ask about struggles. Asking people about their struggles helps you find those who are drowning because, like, it's embarrassing if you're not doing well to be posting about, hey, guys.
7:22:53I'm not doing well, and everybody's doing well, or at least it seems like it. Just, like, open up the scenarios so they can help. So you can ask, what are you struggling with?
7:23:03Let the cash creators help you. I posted this, and some people reached out that I haven't heard from in weeks or months. And we crafted a plan, and it was something helpful for the community.
7:23:13Right? It's not always about the win. Sometimes it's about just, you know, you have to fix a machine, and that's okay.
7:23:21A client is hogging the call. Right? You book the call for thirty minutes, and they're a minute seventy six.
7:23:26So what do you do? You frame the call early. So in the beginning, you say, okay.
7:23:33Good to see you. We got thirty minutes. Let's make some magic.
7:23:36How can I help? It frames it in the beginning, gets stuff done. Right?
7:23:43A client's taking up too much time in the group call. Right? It's not not often that they're hogging the call.
7:23:48Don't assume malice. They're just too caught up in these small details, and that can be overwhelming. Right?
7:23:53So you can help them zoom out. One or two questions are fine, but if they keep piling up, it's a good practice. Like, if somebody asks you a question one on one and it's, like, very granular, on I guess, unless it's way too granular, relate it to everybody.
7:24:07So if somebody asks you, what do you think about this headline? You might, like, edit it and say, by the way, this is relevant. If your headline is sort like this, you might be, uh, you might benefit from thinking about it this way.
7:24:18Right? This might be relevant for everybody here. And that way, everybody center around that topic.
7:24:22And it's just not like everybody takes their turn, but it's like a conversation in which everybody gets to be a part of. If they keep asking and keep asking, then zoom them out.
7:24:31Again, use the okay. Let's zoom out. What are you trying to get here?
7:24:35Explain what the problem is happening to them so they get relief. Right? And they actually get to fix the problem.
7:24:41If they keep going at it, then you can say, okay. You know what? So out of respect to other people, why don't you message me privately and we can we can work out what how I can help?
7:24:52And you can deal with it privately, and maybe you can upsell them to DMs. Usually, if somebody gets to this point, they're probably not the best client, but it might be that they are just a good client or upsell.
7:25:03Again, I'll leave this up to you.
7:25:07Somebody's not a good fit. I, uh, I'm very direct, and I say, hey. I just refunded and removed you from the community because it's just not a good fit.
7:25:16Or, hey. I just canceled your next weekly payment because this is not gonna work out. I feel much lighter after this happens.
7:25:26And the last few are how do you turn a prospect into customer or client? So this is I talked about how do you serve clients and upsell and retain them. Now let's talk about somebody who's not a client.
7:25:35How do you get them to buy? There's a fun part. So a good practice, if you wanted to DM your audience, uh, you can send this.
7:25:43This is really good. So, hey, name. I appreciate the follow, like, or comment.
7:25:48Typically, people follow them because of a, b, or c. Are you doing any of this? I may have stuff that can be helpful.
7:25:55This was good. Another one is the this or that. So let's say you help you're a fitness coach.
7:26:02You can say, hey. Appreciate you for reaching out. Did you follow because you're looking to lose fat or build muscle?
7:26:11Or you can say, hey. Are you a coach, or do you just enjoy the content?
7:26:16These are good messages, easy messages that get people choosing from a range of options, and they start conversations because conversions happen in conversations. Let's say your prospect got your auto DM or if you're from the Facebook world, you call it a two step.
7:26:30It's the things where you are like, like and comment, I'll send you resource. So you're like, here, link. What are you working on?
7:26:38I might have some other stuff that can be helpful. If a prospect keeps asking for info but doesn't pay, it's a typical guy that's like, hey. I'm interested, and they don't buy.
7:26:48And then next month, I'm interested, and they don't buy. And this repeats seven times.
7:26:53This happens because they're too used to being the price, and you keep treating them like the price and you shouldn't. Lift the script to make them sell themselves to you. Hey.
7:27:01Last time I sent you the details, I didn't hear back from you. What changed? And if they don't respond, then, you know, you save some time.
7:27:11If they do respond, then they typically sell themselves to you, and you can it's an easier sale because they convince themselves.
7:27:23That prospect goes. We don't do maybes. It's either yes or next.
7:27:26Often, makes them take you seriously for when you open the opportunity again because they just not might know that you're a cash creator, and you don't take maybes for an answer. Hey. I'm closing your file because I didn't hear back from you.
7:27:38A prospect is broke. Don't waste your energy on broke people.
7:27:46You can take that to the grave, but don't offend them either. So if somebody's like, don't have the funds, whatever, totally understand.
7:27:54You might find this helpful instead, and you can sell them a a workshop. You can sell them something else. Right?
7:28:00Allow them to save face. Like, it's embarrassing enough not to have money, but allow them to save face by either sending something cheaper or just, you know, not not hitting them.
7:28:14This stuff is great. Thank you, Rishal.
7:28:19Prospect doesn't have the time or the bandwidth right now. I like this one because it it's a paradox. Like, they work with you to have the time or the bandwidth, but they don't have the time or the bandwidth to work with you.
7:28:31So take the assertive approach. I'm confused.
7:28:35Is it more time or bandwidth the reason we're talking? There will always be work to do. The best time for us to get started and freeing up the time to do things other than work is now.
7:28:48Got to provide a plan for you to get going with your time constraints. Notice how I'm always referring to either call, the Monday call, the weekly call, or the plan.
7:28:59I try to get them Like, I understand that some of the best things I can do for people are remove things and you as well. Like, remove the clutter so they can make an easy decision, aka lead.
7:29:13Let's say somebody thanks you for a workshop or something and you don't wanna be too pushy, but, of course, you like them to become clients. A good message I found is a direct invitation that makes it their choice to move forward.
7:29:26So, hey, Jared.
7:29:30Thank you for the workshop. I'm appreciated. If that workshop was helpful, you may consider becoming a client.
7:29:36Low pressure, but, you know, smooth operator. You know what I mean?
7:29:42Somebody asks you, hey. Do you have a minimum tech commitment? Do I have to be locked up for this time frame?
7:29:50I I reframe it as, hey. You actually like, remember, we're here because you wanted to be here, not because something else.
7:29:57So it takes sixteen weeks to set the foundations for 1,000,000 up. If you cannot commit to the goal for that time, then do not commit at all. This This has worked.
7:30:09All of these have worked, but, uh, I'm just giving you the ones that are, uh, the most helpful here for me. Let's say somebody bought a workshop. Every purchase comes with intent.
7:30:19People just don't buy things out of the blue. Like, they sign up to newsletters and follow people out of the blue, but they don't buy things out of the blue. Find out why they bought it.
7:30:27The workshop funnel is not designed to make money, but to filter in the people with the intent. Like, the workshop funnel makes very little money in the front end. It's amazing in the back end.
7:30:37So, hey. Welcome to, uh, the scenario swipe.
7:30:41What are you working on? I may have some other stuff that can be helpful. And then they're like, yeah.
7:30:46I'm building my coaching business to x, y, and z. I'm like, oh, x, y, and z is precisely the first step we do at Cash Creators.
7:30:53Would you like to see the details? Do you see how all this, like, comes together? You start a conversation.
7:30:58You see a gap. Position yourself as the answer. Nope.
7:31:03Some people do this with selfie videos. It's not my style, but it works well for me. Like, hey.
7:31:08It's JK here. Thank you for buying this. What are you working on, Jared?
7:31:11Maybe I have some stuff that can be helpful. It does get more responses, though. So if you like to do so and this is your style, do it.
7:31:21Let's say there's a deadline and prospects ask to join after. Prospect isn't aware that you're a cash creator and doesn't know that you take things away. You hold the status now, and it is a good opportunity to sell them something else.
7:31:32At the very least, you'll send a message that next time they have to move. Because if you don't give people a reason to move, they don't. So, hey, dude.
7:31:40I don't sell this replay, unfortunately. Let's say they ask for the replay. Right?
7:31:43I don't sell this replay. What are you looking for? Maybe I can shoot some other stuff your way.
7:31:48This has resulted into people becoming clients more than zero times. Because it's like I don't People just take you more seriously when you take yourself seriously when you have boundaries. This is why I'm so, like, adamant about stop stop being nice because it's hurting your business.
7:32:07Let's say a prospect missed the deadline. Hey. The intake filled up last night.
7:32:11Would you like to see the waitlist details? That way you can take your spot next time before it's gone, and you send them the waitlist doc.
7:32:20And then last thing no. One more to look at the last. Prospect request to be added to the waitlist.
7:32:27Hey. Add me to the waitlist. Talk is cheap.
7:32:30Everybody can talk, and leads will entertain you and make you they'll move you around before making a choice. Like, that that's just what I found.
7:32:39So I only believe transactions. This is why I love the workshop funnel because right now, the only people I'm talking to are the people who have transacted with me, and I love that. It's much better because it's the leads who don't take you know, they don't take it seriously.
7:32:55So you can say, hey, Naeem. The wait list comp works on a first come, first served basis. Only way to get inside cash creators is to be first in line by saving a spot.
7:33:04There's currently this many people ahead of you. You can save yours here today, and we will work out a day to get you started. You send them the wait list doc.
7:33:14See how high status this is? We're not like, hey.
7:33:17I'm just bumping this up because this is just not how we do business.
7:33:23Let's say a waitlist spot opens up. Hey. Spot opened up.
7:33:28You're next on the list. Would you like to get started? If you don't get a response, hey.
7:33:33Let me know unless you prefer me to release your spot to someone else. And they don't respond. I'm giving your spot to someone else.
7:33:40I'm closing the loop here. Be willing to say no.
7:33:46Okay. So that's it. So that's the scenario swipe.
7:33:51We can work on your own, like, after this, but we covered a a few things today. We covered the top 10. How do do you you upsell clients?
7:33:58How do you retain clients? How do you serve clients? And then how do you turn people into clients?
7:34:03Some resources that can be helpful is this is the doc that I always send. Well, Google Doc three fourteen.
7:34:11The doc for the table, which is your closest group of guys. The wait list, which is pretty much the same thing, but I just ask for a onetime payment. And one on one coaching with me, like, so you can you can swipe the file if people wanted to upsell to DMs.
7:34:28Hey. Your three big ideas. So let us begin.
7:34:33This is an exciting one. So I built a one hundred k months business partly selling offers, but mostly selling ideas because ideas give me three things that offers don't give me.
7:34:45Ideas are an easier sale than an offer. They're the easiest for sale. You're always selling.
7:34:49You're either selling ideas or selling offers. Selling yourself is kind of also the idea of working with yourself. But the order in which you sell them matters.
7:34:59Selling offers first limits how many people enter your funnel because taking an offer requires effort. They need to put in the effort to take it or reject it. They have to think through it.
7:35:10Most people don't take it, but still the effort is what limits people coming into your funnel. Buying an into idea into an idea doesn't require effort. People kinda just buy it or not automatically.
7:35:23Like, you can look at WellBait as an idea and think, oh, okay. I agree with what that says or not, but it's not something that goes through your conscious mind. It's a reaction more than a choice.
7:35:33People can choose to take an offer or not, but but they they cannot chase to take they cannot choose to take an idea or not. They just cannot do. Selling ideas first gets more people inside your funnel than selling offers first.
7:35:48So So this is kind of a mindset shift that I like everybody present to make. Don't see yourself as an offer salesperson.
7:35:55I sell offers, but I'm not an offer salesperson. I'm an idea salesperson because it's easier to monetize a believer to monetize a nonbeliever.
7:36:05If I can get people to buy into the offer shell as an idea, then getting them to buy into the offer shell workshop is an easy sale. So if you wanna look at it as a shell, usually, this the use usually, the shell will start here, getting your first customer.
7:36:22Right? But I actually look at myself as inside email, I turn people into customers and clients.
7:36:30But on socials, my job is just to get them to buy into an idea. I'm still selling.
7:36:36I'm just selling different things. Because I know that if I can get people to understand, likes and cash, cash creators, WillBeat, OfferShell, value versus insight.
7:36:44If I can get them to buy into that, everything else becomes easier. Because they bought one idea, they're more likely to buy the next thing and the next thing. And, eventually, the offer becomes an easier transition.
7:36:57The second thing that it gives me is that it increases the amount of people that see my value, and it increases the amount of people that see your value.
7:37:05So look at yourself, kind of this you're this asterisk, and every line kinda represents one thing that you can do, one of your skills, one of your ideas. Because you are not just your offer.
7:37:18Your offer has for example, if you do, like, business coaching or something related to that, you are good at lead gen, you're good at sales, you're good at following, and you're good at upsell. Now the problem is that these things are kinda bundled together, and you haven't really separated them if you haven't exposed your ideas or you haven't, like, really found them.
7:37:39Then there might be somebody who has three components out of four that you need. But because it's all bundled together, they don't see it. And then there's somebody else who has other three components that you could very much help, because you lack this separation of the ideas and the articulation of them, you don't get the sale.
7:37:58Same thing with this guy and same thing with this guy. When you allow yourself to almost zoom out and separate your ideas, then it makes it easier to see your value.
7:38:12So that somebody who has some components that you can help them with, but he doesn't have all of them, then he can look at yourself and be like, you know what? I don't need all of it, but I do need this. Can you help me with this?
7:38:24I have some clients that hit me with the I understand what you do. I like your marketing, and they're actually present here.
7:38:31Shout out, Travis. I understand the marketing thing, but I've been doing this thing for decades too. What I would really want help with is your systems.
7:38:38I only want this. And because I articulated my big idea, then I could just sell that component.
7:38:45Now the client that wants one idea and the client that wants all of your ideas, they pay the same. So you might as well separate your ideas so that you can serve more people, and it'll be easier to see your value.
7:39:00Right? So it increases the amount of people you can help.
7:39:05But the top benefit is that it answers the most important question, which is why should I buy from you, and why should I not buy from somebody else? When you find your big idea, it's like finding a color that didn't exist before. That's how I think about it.
7:39:18When you find a color that didn't exist before, even though you're solving the same problem everybody else is solving, nobody else can solve it the way you solve it. Like, if you look at my offer, it's kinda general.
7:39:31Right? It's at 20 k and then twenty k months and then twenty k weeks. A lot of people have that offer.
7:39:38I actually got it from a lot of people that I've seen running a very similar offer. So I'm pretty much selling the same thing. But But because only I can do it with WhaleBait, only I can do it with an offer show or insight or cash creators or likes and cash philosophy, I have a color that nobody else can have.
7:39:55And this is why you should choose me and not somebody else. Not saying as a stock up thing, but saying as when somebody asks you, this is the answer. Because my big ideas, you can only get it here.
7:40:06You can only get this color here. So this is why they should buy from you and not somebody else, which is an important question. So here's what we'll do today.
7:40:15They will find seven ideas. Some might be big, some might be not, might not be.
7:40:20Then I'll show you how to find your big three. And lastly, once we find this kinda color that people cannot get anywhere else, I'll show you how to paint your offers and content with them so that people will see something in you that they cannot see anywhere else. This is a big idea.
7:40:39People can offer you lead gen help, but only I can do well bait. People can can offer you offers, whatever I can only I can do the offer show.
7:40:46The goal is for you to be able to do the same at the end of this.
7:40:50So let's find seven ways to find big ideas. So I ask every cash creator why they are here. Some people people go, I wanna become a cash creator, or I wanna get better at, say, content, or I'm looking for more whales, too many fish.
7:41:03Out of context, we'd sound schizophrenic. Like, try telling somebody in the street you're creating well bait. Like, what do you think they're gonna think?
7:41:11Right? I actually thought the offer shell as a name when I was first creating it was kinda crunch. But today, it's converted the most people from customer to clients out of any other workshop I've done.
7:41:22Ideas like, well, big cash creators, insight, and license cash have gone through similar processes. I think they're cringe. They turned out to be not bad.
7:41:31These results wouldn't have happened if I gave into my logical judgment and discard them because these are cringe. I look cringe. This is bad.
7:41:39Right? Ideas always always start cringe.
7:41:43It always feels like, dude, like, they're not gonna get it. It's cringe. It's it it's it feels weird.
7:41:49Right? Because it's weird to be original, and it's not common. I truly believe that compete competence is abundant.
7:41:58There's a lot of competent people, but that confidence is scarce.
7:42:02There's not that many confident people. And sometimes, confidence is more important than competence.
7:42:08If you can say your idea better than somebody else, then their credit is gonna go to you. But it's that resistance that you have to go through as in this is cringe and so what?
7:42:19Your job is to protect that cringe idea from yourself so that it can grow and prove you wrong. I like this quote by Johnny Ivy, which was, I think, number two at Apple when Steve Jobs was there.
7:42:32Ideas ultimately can be so powerful, they begin as fragile, barely formed thoughts. So easily missed, so easily compromised, so easily squashed. So now today, we're gonna find ideas.
7:42:46Know that they're probably going to be extremely crunch, and you're probably not gonna like them now. But that's okay because that's how all ideas start.
7:42:55So this is a good part a good time for you to pull out if you're writing on a notebook or if you're writing on a Google Doc open something up because we're gonna get, you know, workshop working. Some recommendations, something I do when I write and I'm feeling, like, a little, like it's not blowing too much is I start writing at the top of the page.
7:43:16This is probably going to suck, but dot dot dot.
7:43:21So if it helps you, you can write this right now on your dog or on the page. These are probably gonna suck. Dot dot dot.
7:43:29Kinda eases the pressure, and it allows you to find the cringe ideas that then make a lot of money.
7:43:43Way number one, your own version. So now we're gonna go through seven. Write as many as you can.
7:43:50And, like, don't really think if they're cool or not. Just just write them. Right?
7:43:53This is not the part of the adjustment. This is supposed to be fun and kinda lighthearted. So idea idea method number one, your own version.
7:44:02So some practices in your market are necessary for things to work. Like, if you're gonna make a car, you should probably have four wheels. Yet there's an infinite amount of versions you can spin off the original.
7:44:13Hello? Can somebody mute?
7:44:17So.
7:44:21I don't know. Do you guys still see the iPad?
7:44:27No. You can't see the iPad? You can?
7:44:32Yes. My bad. Alright.
7:44:35Cool. So, anyway, there's some ideas that are, like, good, and you probably shouldn't change much about them, but you can change some things about them.
7:44:45Take what's working in your market and find what your version of it is. So I'll give you some examples of where I got my ideas. I took the original, and then I edited them.
7:44:56So Frank Kern, great marketer, once said, you can't catch whales with minnow bait. I don't know what minnow is, and I still don't because I refuse to look it up so that I can tell this joke. I don't know what minnow is, but I know it's easier to understand fish.
7:45:12So I took that, and I thought it could be better. It could be simpler. So take something in your marketing.
7:45:17You're like, okay. I could edit this. Well, Jack Butcher actually tweeted once, like, three years ago, engagement ain't cash.
7:45:27I thought it's good, but it could be better. It could be just likes ain't cash.
7:45:33There's hard volume, soft value by Ben Settle. I took that, and I thought I could, like, straight up say something different.
7:45:41So just say value versus insight. Same thing with offer suites versus offer shells, value ladder versus the workshop funnel. Like, the workshop funnel, like, guys, it's just it's just three words that are, like, really random.
7:45:53Right? But I put in a capital letter on it, and somehow it's a it's a different thing. There's a difference between the workshop funnel and the workshop one.
7:46:01It starts. Right? And then there's content creators, and I look at that, and I think it I could be doing something focused on something else, like the cash creators.
7:46:11So for you, in your niche, and this is the part where you need to be selfish, what are some common practices, sayings, or terms in your niche?
7:46:22And then you can talk about what's your version of them. It could be as simple as just caps locking what you do. What are some common practices?
7:46:30Let's say in the world niche. Right? You have lead magnets, and then you have email sequences.
7:46:38Me, personally, I called the the insight based lead magnet. It's the same thing, but not really. Right?
7:46:44It has four wheels, but it's also has a spin. So what is something like that for you? Write all the terms in your niche that you can think of now and craft your version of them.
7:46:55I'm gonna give you one minute.
7:47:59Okay. So that's that's the first one. This should say number two, but bear with me.
7:48:06Number two is your model and the tools. People crave certainty in their lives. Clearly explaining the process through which you achieve an outcome creates certainty.
7:48:17Certainty creates sales. Most people just tell you the steps but don't really have a logical way of getting through them. It's like kinda when kids ask you questions.
7:48:26There's like, mom and dad, should I do this? It's like, yeah.
7:48:31Why? Because it's good. Why is it good?
7:48:33Because god says so. Who's god? You don't really have a bridge between things, so it may confuse you.
7:48:39Right? But what you do then is you connect every step with one of your tools and give it a name.
7:48:46These tools then become your big idea. Everybody has a process that's, like, general to their niche.
7:48:53So for example, if you're in in wealth, it could be leads, customers, clients, and then upsells. Right?
7:49:01What are the big ideas that connect them? And then they'll those tools become the big ideas because everybody's in your niche is kinda trying to solve the same problem. You don't need to be the best.
7:49:12You need to be the one that actually has a plan instead of telling people, we're gonna join, and then you're gonna make 10 k. You can tell them, we're gonna join, and we craft your proprietary Google Doc offer. And then we create well paid.
7:49:23And then we use the offer shell to upsell people. The certainty translates to big ideas.
7:49:33I mean, where is this? Yeah. Here's an example.
7:49:35So for cash creators, I take people from stranger to follower to lead to customer to client to top client. And I do so with WhaleBake, Insight, Workshop Funnel, the doc, and the offer shell. Everything is connected, and so I look like I'm smarter than I really am.
7:49:53So you can come up with the steps inside your own funnel and tell them you have a plan. Like, sometimes people like, they they are not really thinking about who has the best plan. They just want somebody who has a plan.
7:50:06And this could be as simple as caps locking your stuff. Like, the workshop funnel isn't original. Right?
7:50:11Like, it's not something I invented. But it is an idea that people associate me with me because when I create my model and when talk about it, I constantly say, that works a funnel with capital letters. So in your world, write the stages that someone goes through.
7:50:27It could be as, like, first five pounds, 10 pounds, 15 pounds. Right? So it's, from dates to dating to boyfriend girlfriend to engage to marriage.
7:50:39Right? Like, what are the stages? And then you talk about which tools connect them.
7:50:47Be okay with Bankridge. I'm gonna give you some minutes. Meanwhile, this video you know how I talk about the forty one minute workday was my best email ever.
7:51:01This video use my model.
7:51:06So it's this video about the calculator model. If you haven't seen it well, I can't show it to you.
7:51:13Never mind. But if if you go to my my my YouTube, you'll find the cash creator model. And it's me that's a video kinda like this, that the one Rashid recorded, just walking you through this diagram.
7:51:24Right? That video got four clients in a day. It was incredible.
7:51:27It makes a lot of sense for you to work in what are the steps you take people through. And if you just provide a plan and you call the connection something, that is enough.
7:51:38It looks like a big idea. So what are the stages people go through in your world in which tools connect them? I'll give you a minute.
7:51:47Give them a give them a name.
7:51:59This is another example of that Rashid did. Rashid recorded the same video. This is Rashid right here.
7:52:06And, you know, it worked wonders for him. It's like a forty minute video.
7:52:10It doesn't have that many followers. It's got, like, 2,000 views on on YouTube. Because people sometimes, they just want a plan.
7:52:18Like, things as basic. And people taught us, like, create to create irresistible offers, but they forgot to tell us how to to tell people how did they connect.
7:52:27If you can articulate how you connect from a to z, you will beat somebody who has a, quote, unquote, better offer than you just because you reduce the certainty. People don't buy outcomes that much.
7:52:38They buy more, like, some kind of progress. They just wanna feel something.
7:52:42Right? They just wanna feel like they're doing some progress. So these two wonders.
7:52:50Okay. Third method out of seven, the central focus. So two people could belong to the same space, niche, market, and want different things.
7:53:01For example, in trading, there's the people who are, like, get rich quick and people who are safe for retirement. Dating, there's people who are, like, get one girl. There's people who say get many girls.
7:53:10In money, become famous versus become rich versus drop shipping versus code versus x, y, and z. Right? So it's, infinite.
7:53:17We all share a market with somebody else, but the central focus of our approach makes us different. It looks the same from the outside, but the in the inside, it's different.
7:53:27If somebody without context look at what I did, they're like, oh, yeah. It's just a guru. Right?
7:53:31Maybe they're right in their perspective. But But I'm I'm focusing more on, okay. I wanna make money.
7:53:36I don't wanna get rid I don't wanna get faints. Right? A note on this is this has to be true.
7:53:43Right? Like, this has to be aligned. If you don't if you don't really live by this code, if you're like, yeah, you should totally live a freedom kind of business.
7:53:52This is what I experienced. It's oh, we just want lean businesses. That was the offer.
7:53:56But then I had 15 people in my team. So it's not congruent. Right?
7:54:01You have to have something that's congruent with the way you live. The central focus of your market then becomes the big idea. So three examples.
7:54:11One is quiet copy. So there's in his world, quiet copy and loud copy are different.
7:54:18Loud copy is what you put in your sales pages, on the emails, on your pages that everybody sees. But quiet copy is what a copywriter because this guy that came up with this is what copywriting coach. Quiet copy is the copy that gets you clients.
7:54:32It's your cold emails. It's your sales script. It's your follow-up, and it's your close.
7:54:37So his thing was, let's talk about a quiet copy. We don't talk about the loud copy in the sales letter, but about the quiet copy that makes the business. Right?
7:54:46Same thing from the outside, different from the inside. Well, content designed to get leads that are not broke. Right?
7:54:53Clear distinction. What it's content content and content. Right?
7:54:57Fishbead and Wellby look the same from the outside. They're both letters, but they have a different focus.
7:55:04And then there's dollar design. This is by Nate from the community. I really like this.
7:55:08Most designers are, like, how do they focus on how to make you a better designer, but it's all about, like, I'm gonna show you how to get better design that makes money, delivers dollars.
7:55:20Right? So it's designed, but it makes money. Same thing from the inside from the outside, different than the inside.
7:55:27So what's the central focus of your approach or tools? You know, we all have people in your market that we disagree with.
7:55:34I'm gonna give you a minute.
7:55:38What are what is the focus of yours? How are you where are you looking that they're not?
7:55:47And you can call it the the sign focused approach, the dollar focused approach. You know? If you have a contrast and people do this, I do that, what what's that called?
7:56:00What cringe name can you give it?
7:56:36K. This workshop is meant to be rewatched and kind of paused. Like, it's good that we're doing it live because we can do, like, this stuff later.
7:56:44We can talk about your specific cases. But if you're watching the recording or you're even here, it's a good idea to, like, pause it and do it on your own. And it's also a good idea to beat yourself.
7:56:57Sorry. Number four out of seven. The best practices, quote, unquote, are not the best practices for everyone.
7:57:06I saw what value content did to my leads. And at the time, everybody was like, yeah. Give value away.
7:57:12Like, that's the way. Right? But I look at the common idea and come up with that goes that goes against it.
7:57:18Come up with something that goes against it. I'm like, insight. Like, giving value away kinda sucks.
7:57:24So we all kinda have this stuff that we disagree with. I call it UBS. It's the unspoken bullshit of our market we are against.
7:57:33And if we think that other people probably will resonate with them. So you take a criterion stance, and the stance that goes against the UBS is what becomes the big idea.
7:57:43So some examples. Like, Carter, I work with him, fitness coach.
7:57:49Weight loss needs to be sustainable. So this is kind of the the best practice.
7:57:53Right? But he thinks, like, what if you have a wedding in in four weeks? Do you wanna do it sustainably, or do you wanna look good?
7:58:01Right? So you're gonna get ideally, you only get married once.
7:58:05Right? So he came up with a contrarian idea of aggressive fat loss and the four week lean out. It's a big idea.
7:58:12Right? It goes against others. Finding a profitable niche, everybody's focusing on finding a profitable niche, but Dan Coe, he's like, no.
7:58:20You are the niche. I'm like, this is great. It goes against what other people think.
7:58:26This is one we came up with Daniel too. Filling your calendar with calls, he is a he coaches agency owners, but he says, maybe that's not fun.
7:58:37So he invented the MLA, the meetingless agency. How he runs an MLA, the meetingless agency. I think this idea has a lot of potential.
7:58:46You know? Because, like, SMMA, small and medium sized no. With social media marketing agency, MLA, meeting list agency, this could be something.
7:58:54Right? So take some of the practices in your market that you believe or even if you don't believe, even if you feel that they're like, that's bullshit.
7:59:04That's just not how it works. And remember, competence is abundant confidence is scarce.
7:59:12So then go against it, and you take a contrarian approach, and you're like, no. No. No.
7:59:15This is this is what's worked for me. I'll give you a minute.
8:00:20Next, five out of seven. Under your notes, this is the easiest one.
8:00:25It's that which ideas are already validated? Which ideas do I have that are are already big? Consciously or unconsciously, I've had big ideas that were under my nose, and sometimes I just didn't even even bother to look at it.
8:00:38Posted a version of likes and cash for two months two months before I was like, oh, like, maybe maybe I should do something with this line. It took a while to coin the term that to coin the term well baked.
8:00:50Yet I've been making trainings and talking about it on weekly calls for three months before I was like, maybe I should maybe I should sell something related to well baked. Right? This happens with us entrepreneurs because we're just good at doing stuff and being in motion.
8:01:06But sometimes that traps you because you become too so you've been inside of your work for so long that you forgot that you forget what it looks like from the outside. Too much talking, too little listening, and I put myself first on that line. So take a step back, and nobody knows these better than you, but which big ideas do you already have?
8:01:27Here's some prompts that might help you. Your clients ask for it or mention it. They like that concept.
8:01:34They keep asking you the same question even though you already answered it. And FYI, if you said it, but your clients don't know you said it, then you didn't say it.
8:01:45Right? So then you have to say it again in another big idea. Like, I've done WhaleBait four times.
8:01:52I've done the same workshop four times. It keeps popping. Right?
8:01:56So, like, you use that too. People constantly ask you questions about it, maybe on socials. You know, they ask in the DMs or they keep, like, what is this?
8:02:06Like, talk to me more about this. Or they use it when they ask questions related to it. People associate them the term with you.
8:02:14Like, what about it? You know it gets engagement or it already got engagement. An offer about it that in the past did well, and you just stopped selling it.
8:02:24Like, you had a best seller once and then like, something happened, you know, life just lifed, and and you just didn't do it again.
8:02:33Or you had something going, you knew this idea had momentum, but then you stopped.
8:02:40So we all have part of this. So I'm gonna give you a minute for you to look at these questions and answer it for yourself. Which ones do you already have that you maybe haven't seen because you've been inside of your work for so long that you forgot what it looked like from the outside?
8:03:54Six, identity. What identity do you embody? This is this is like, out of all of them, this is probably one or two.
8:04:03Identity is deeply attractive because everyone needs to feel like they belong to something. And if you can get them to resonate with an identity you create, the only way they have to belong to it is by paying you.
8:04:16An example, I recently started running. So I adapted the identity of a runner. I'm like, I'm a runner.
8:04:21Right? Before I knew it, I was spending on shoes, shirts, equipment, running tags, gels, armband, isotonic drinks, and even thermal wear. Like, dude, I'm Latino.
8:04:31Why do I need thermal wear? Right? But because runners buy it, I bought it.
8:04:36Right? I adopted the identity of a runner, and it feels good to spend on things that are congruent with your identity.
8:04:43This is why people like, if they like, this happened also in in, like, my country. Like, we never went to a World Cup. Guatemala has never gone to a in, like, one World Cup.
8:04:52But people were like, I pick Brazil. I pick Spain. I pick Argentina.
8:04:56Right? And they would, like, buy the shirts spend a, like, a lot of money on the shoes and the equipment because identity and spending on an identity feels good.
8:05:06So create an identity based on the things you embody and then you believe in. Mine is the cash creator. So So this is an example.
8:05:14Right? This was a great post even though I dropped water on it.
8:05:18Right? The content creator sells with calls, we sell without it. The creator content creator creates to get paid, we get paid to create.
8:05:25They chase prospects, we don't do maybes. They have an irresistible offer, we have a clear offer. They give value, we give insight and sell value.
8:05:33They post fish pay, we post whale pay. They have volatile revenue, we have recurring revenue. They create content, we collect it.
8:05:40They have different offers. We have one offer with different access. They have sporadic offers.
8:05:44We do them daily. They take whoever wants to work with them. We don't.
8:05:48They run a show business. We run a business. They attract peers.
8:05:52We attract prospects. They're revenue focused. We're profit focused, and they think likes their cash.
8:05:57We think likes ain't cash. So if somebody looks at this and they're like, I fuck with them. Right?
8:06:03The only way they can get inside of this and get all of this is by spending with me. This is what I meant about the color. This I invented a color that doesn't exist.
8:06:13Right? So if you can create an identity, it's like and they get to resonate with it. You invent something that a color that doesn't exist, and the only way they can paint themselves with it is from you by paying you.
8:06:25So here's some good examples. The hybrid athlete. Right?
8:06:29This is an identity. The athlete that runs and lifts. So people will be buying, you know, like, their death lift straps, and they'll also be buying Nike shoes.
8:06:39The solopreneur, the one man show selling info products. And they're like, no. I don't do client work because it's not scalable.
8:06:45Like, it's all about scalability. Right? Scalable, scalable, scalable.
8:06:50What I think about them is beside the point, but you understand. Or the family lifter. I really like this for Josiah.
8:06:56We crafted this together. The the lifter then when he's not lifting weights, he's lifting his family. So instead of just going towards, like, the the Roy heads, right, of people who just wanna get big, it goes for dads.
8:07:11Right? But if you called it just the dad, like, the the fit dad, it's it's okay.
8:07:16But the family lifter is like an identity. I wanna be dude, when I'm not lifting weights, I'm lifting people. Right?
8:07:22So for you is, what is an identity that you embody? Maybe this is extra, actually.
8:07:30Not that you can embody, but that you do embody. Who are you? What do you believe in?
8:07:36Like, you're competent? Let's create some confidence with this. So what identity do you embody, and what are three things that you stand for?
8:07:44You can write more if you'd like. I'll give you a minute.
8:08:46And last, the North Star.
8:08:51People are generally anxious. They're generally clueless. Could be because the problem is, but also because they lack a North Star to follow.
8:08:58By that, you know, that quote by Viktor Frankl, I I don't think I don't think he said it, but I'm not sure. It's he who has a why to leave can bear anyhow. Right?
8:09:08Not having a why or a north star is deeply uncomfortable because it makes you feel lost, and humans absolutely hate feeling lost. You can't create a north star to give people a direction. We're going towards the million.
8:09:21We're going towards the six star. We're going to this. That north star, that enunciation of it becomes your big idea.
8:09:30So three big ideas take you to 1,000,000. It sounds meta. Right?
8:09:34But this is a big idea. The big idea the three big ideas take you to a million. Why does it work?
8:09:40It's because, obviously, there's more to it. Right? Obviously, you need more than three big ideas to get there.
8:09:45Yeah. There's something romantic about it. It's something that gives people hope.
8:09:49So for you is, what is something that your target market wants or maybe something that you're pursuing? What is the simplified the simplified path the simplified version of the path that'll take you there?
8:10:04So Mark Cuban is you only need to be right once. Russell Brunson is you're one funnel away. Naval, learn to sell, learn to build.
8:10:12If you can do both, you'll be unstoppable. These are all overly simplified versions of the path, yet they are true. So in your world, what outcome do people crave?
8:10:24What is the north star, the three steps, the one way that will take them there?
8:10:32So for me, you see me say this a lot. It's if you had just had the right model, big ideas, take it to a million.
8:10:39You're a one way based strategy away from fixing your lead flow problems.
8:10:46One model away through big ideas. So I'll give you a minute.
8:10:51What outcome do people crave? That's a simplified path. That's simple but true.
8:11:00We are fitness. One good push.
8:11:17This is kind of occurring to me. Now I'm following my own advice. This might be cringe, but, hey.
8:11:23Look. Bear with me. Right?
8:11:24So if you wanna lose a pound of fat, that's, like, 3,500 calories ish. Right? So if you're somebody wants to lose 10 pounds, which will create a, like, a big change in your body, there are 35 k calories away.
8:11:39It's like, you call something the 35 k. You you drop the 35,000 calories, you drop the 10 weight the 10 pounds.
8:11:47It's just a different spin. Right? It make it's it's, like, super cringe.
8:11:51But if you stick to it and you're confident on it, then people are like, yeah. Let's get that 35 k. And you can have people track it.
8:11:57Today, it was a 500 deficit. I'm getting closer. 35,400.
8:12:02Stuff like that. Right? Supposed to be light.
8:12:06Alright.
8:12:09How to test. If you believe you have a big idea, you will have self satisfaction. If the market accepts it, you will have self satisfaction and money.
8:12:19There's a reason why you don't hear me talking about the Ghostbusters or the coaching car. Like, I thought it was so cool.
8:12:26Right? And they gave me plenty of satisfaction, but the market never really accepted them. So here's two ways to know if the market accepts your ideas because you do need both.
8:12:35The first one is what we call reflection. When somebody else somebody other than you uses it in a sentence.
8:12:43If someone reflects your idea to you, it means that in the entirety of the English language, they couldn't find a better way to express something than the thing you invented. They want your color. Fortunately, testing reflection is simple.
8:12:56Share your idea in 15 pieces of content. So you post if you create only tweets, then 15 tweets. Right?
8:13:03If you create YouTube, mix in some shorts. Right? If you create Instagram, then some posts and some stories.
8:13:08If you do it in LinkedIn, share it in 15. If you get a reflection also, client work. So if you're helping clients record some videos, share it with them, talk about it on your calls, even better because then you can have face to face feedback.
8:13:22Fish for reflection. Because once you get one, you know that the idea is worth pursuing. If not, then that's okay.
8:13:29You go on to the next. Mark Cuban was right. You only need to be right once.
8:13:36So here's an example. This is something that somebody posted in the community.
8:13:41I'll say his name. It's Daniel. So, guys, I think I found one of my three ideas.
8:13:46I hit something that really resonated with my audience a few days ago. When I was writing it, it felt right. And now I've started hearing backs hearing it said being said back to me, which hasn't happened before.
8:13:56And this was a concept of the overseer, which is pushing the idea that agency owners should be overseeing and not getting dragged into service delivery. So this is the email.
8:14:05My client has 16 agency clients right now, and both Jay and I have similar sized teams. But here's how my agency structure.
8:14:13I'm the overseer. My only complaint here is that he didn't put it in capital letters, but still, you get the idea. Except for exceptional circumstances, I do not touch delivery.
8:14:23I simply oversee. And then somebody said this. Nice to be here.
8:14:30I have a Klaviyo agency for e com shops, and I currently have six clients. My main problem is how to get out of productions and be the overseer. Looking forward to learn from Daniel.
8:14:40This is a reflection. The moment this happened, if I were Daniel, I put the overseer in fucking everything, like sales pages, content, emails, workshops, upsells, Google Doc, YouTube video everywhere because the idea is big.
8:14:58It's like, you can roll with it. Right? So this is how you know.
8:15:02That's one aspect. You put it in pieces of content and you fish for reflection. Also, if somebody already reflected an idea back at you, you can skip everything I've said for the last forty three minutes and just use that.
8:15:15The second one is retrospection, which is what I just talked about. Pick up an idea you already have.
8:15:21So same list again. Your clients ask for it or mentioned it.
8:15:25People ask you questions about it. People associate the term with you, you know it gets engagement or or it already got it, enough for about it did in the past well, or you had something going but just stopped.
8:15:41Whether you find your big ideas through reflection or retrospection, it'll be like finding a color that didn't exist before but people want.
8:15:50It's a big deal. Next up is you paint the entire business with it. So once you find it, with the seven cringe methods, but you find someone's and you test it and you either get your idea reflected or you find it through retrospection, you find your color and then you paint everything with it.
8:16:12Here's why this matters. Ideas spread really fast. So let me see if I can open this.
8:16:21I don't know if you can well, this is a video. I don't know if I can play it now, but it's a video of Alex saying, focus on your clients, focus on your customers because likes ain't cash.
8:16:32I'm like, yeah. You know? Now people understand it.
8:16:35And there's been several instances in which people have said likes ain't cash that they don't know me. Right? Or maybe they got it from from me.
8:16:42I don't know. I don't wanna assume. But ideas spread really fast.
8:16:47Paint your business with your new color or idea quickly so that you and the idea grow together. Your idea is more powerful than you. But if you associate yourself with it, you will grow through association.
8:17:01So here's how you do it. You do it through the entire funnel. From strangers to followers, what do you sell to them is you sell them ideas to get them on your list.
8:17:11You do this with post. And you see it like, you you can see it every single post I make. It's rare that I post something that doesn't have a capital letter on it, that doesn't have any of my ideas on it.
8:17:22Because I know that there's a chance that the person watching this is gonna be the first time he sees it. And then he's gonna be like, oh, this is the official guy.
8:17:31This is the licensed cash guy. It matters. Right?
8:17:33So you sell ideas to get them on your list. Then once they're on your list, you sell them products congruent with the ideas. And this is an example.
8:17:42I sold the big idea, the three big ideas take you to the million. Then if I can convince people of it, it makes complete sense to sell them a three big ideas taking a 1,000,000 workshop. So if I can convince people of the will bid, then it makes complete sense to sell them a will bid workshop.
8:17:59So I sell products congruent with the ideas that I already sold. I'm painting the business. Three, fines.
8:18:07You sell a life with the idea. So once people buy the Whale Bay workshop, they have told me they want Whale Bay. Right?
8:18:14So this is an excerpt from my doc. Wheels are people who need and can't afford your solution. You often don't see them because they're hitting in your audience, but they DM you asking about your offers when you post a well bid.
8:18:25Content designed to get leads that are not broke. It's just one post a day, yet it turns well, then won't ask for discounts, ghost you, or waste your time into clients. So I sell a life with the idea with my offer.
8:18:38Right? And then this is also, like, a neat benefit. Deliver with ideas.
8:18:44The the power of it doesn't stop the moment you get a client. It continues over.
8:18:50Because if you have a big idea, then you can make con and you can make workshops or assets for them with that idea.
8:18:58So that when people ask me, JK, like, I'm getting leads that are not that are super broke. What do I do? If I tell him, oh, what's the content training?
8:19:07It's like, whatever. Right? But if I then can sell him on that call on, hey.
8:19:12Like, you actually have been posting a lot of fish bait. Wellbait is the one I recommend the most here, and I actually have a product with it. You don't need to buy it.
8:19:20You can just go to the portal and watch it. Watch Wellbait. Your service delivery improves.
8:19:27And, hopefully, you now understand why I'm so, like, autistic on making every single one of these workshops right. Like, if you see any of them, I'm very proud of each because I know I did something good.
8:19:41So then you have a big idea. You can bank on making it good, and then you can use that for your service delivery, which just I don't need to tell you how that benefits the business. It's awesome.
8:19:55So you paint your idea your business with it quickly so that you will grow with your idea. Right? And then you simply remind them every day of it.
8:20:04Because if you sell offers every day, it gets exhausting. But if you sell ideas every day, you're suddenly a visionary. You have the, quote, unquote, aura that people want.
8:20:17So ending notes, Your best ideas will appear when you're not thinking about work. Today, we brought them to life, and now we're gonna workshop them.
8:20:24But I think you'll make better you make them better when you're busy doing stuff. Some of my best ideas came in the middle of a walk, in the middle of doing a workshop, or in the middle of a laxative. True story.
8:20:35I highly recommend a daily 20 walk outside with no inputs. Like, every writer, good writer, they're like, they have something.
8:20:43Right? People have alcohol or tobacco. Works are better, and you probably have better ideas for me.
8:20:51Selling ideas first and offers second sells more than doing it the other way around. Treat socials as an as an idea salesperson, and you treat your email as like an offer salesperson. Ideas will always start crunch, and that's okay.
8:21:05Because you don't believe in your ideas because they're real. Your ideas are real because you believe in them. You can send your ideas in the community, but even better is if you bring them to the calls and we sharpen them together.
8:21:17Better because of the nuance. You're gonna see it later, like, right now. Because ideas are a chaotic process, so going back and forth quickly with me, you, and the cast creators can be quite helpful.
8:21:27Right? So we can talk it through. You can test your ideas if your ideas are big by reflection, someone other than you uses it in a sentence, or by retrospection.
8:21:37You look back at what you already have. Ideas spread fast. When you find it, paint your business with it so that the idea grows together.
8:21:46It's like if it's a rocket, you tie yourself to that rocket so that they both go because ideas spread faster than people.
8:21:54And this is why three big ideas take it to 1,000,000.
8:22:01This is 1,000 new whales workshop. So, cash creators, this is gonna be the organic version of 1,000 new whales.
8:22:09On Wednesday, Travis, who got 13,000,000 subs with email, was kind enough to show you this version, but with paid ads.
8:22:18So he, uh, he has, like he doesn't have an audience. He he has, like, a 100 followers, but he collected, like, 13,000,000 subs. I'm gonna Travis is gonna show you that on Wednesday.
8:22:28I think it's the same time or one hour later on the paid version on how to run the paid ads to grow your newsletter, FYI. We're gonna do something differently today.
8:22:38This is now I'm talking to the guests. So I figured it out that if you have the tools I'm gonna give you, they're gonna help you get 1,000 new whales.
8:22:49I'd like to help you go faster to do that. Now this is not inside Cache Creators because we're not open yet. Um, you know, I'm preparing some stuff for this month.
8:22:58But shall you want it, this option might help you. This option is the August pass, and you can get access to Cache Creators for the rest of August so we can implement 1,000 new whales or whatever you might need at that time. So maybe it's your offer shell, your offer, the workshop funnel, whatever it is, we take those for the rest of August and we implement it.
8:23:19No recurring payments. You can join for, uh, 900. So if you join, you get access to everything.
8:23:28Uh, and if you commit to getting this, I commit to serving you as if you were a client and helping you implement whatever you need most in your path to 1,000,000. So this is the link.
8:23:41The earlier you join, the more help you get because this is for the rest of August. Meaning that if you join now, you get more help than somebody who joins later, and you don't pay more.
8:23:52So that option is available to you. I just sent you the link. I'm gonna make you a pitch again at the end, but it gets kinda weird and, like, a lot of tension if I just leave it for the end.
8:24:02So I might as well just make it now too. Okay. Let us begin.
8:24:081,000 new whales. This was really fun to create, but also really challenging.
8:24:14Hold a few a few late nights. I don't usually do, like, lateness for this.
8:24:18I like working in the mornings, but the idea kept me up. I thought this is really interesting because this I thought this workshop wasn't necessary. I thought this was gonna be like, guys, like, just take a swipe file and copy it.
8:24:31Like, I've given you the swipe file. Right? Like, I have an email plug swipe that I'm gonna give you later on.
8:24:37Like, just take this, use one of the 100 I gave you here, and that's it. But there was so much more to get 1,000 new whales into that list. This is why this is why this was exciting.
8:24:47So this is it. There's no best platform except for the one you own. You can have a big following on social media, but you don't really control how many people see your stuff.
8:24:58This makes that audience inferior to email in which you do control who sees your stuff. I personally have more active clients than average likes on a post. Like, think about that.
8:25:10Like, my engagement, like, it's it's not good. Right? But I get active clients than average likes.
8:25:16And that happens because I know how to get whales into the list and sell them something. And that's why this meme is real. Me after posting a thread with dog shit engagement and using likes and cash as an excuse for the thousandth time because, well, that's just what happens.
8:25:31Getting Wells into your list actually is not hard. I believe that getting high engagement is harder than keeping high cash flow, personally.
8:25:41But getting whales into your list is just kind of repetitive, and that's why people don't do it. You will grow your list if you have these three pieces in place. It's your big ideas, your cadence, and variance.
8:25:54So these are the three pieces we're uncovering today. One, big ideas. Promises attract fish, ideas attract whales.
8:26:01I made a lot of money off just repeating the same three concepts of whale bait, inside base content, and the offer show. Like, I share this a lot, and there's a reason for that. If someone agrees with your big idea, the only place they can get more of it is by joining your list, is by getting closer to you, which makes you much more desirable.
8:26:20Two is cadence. The easiest way to get people into your list is by making an offer to join it every day. Right?
8:26:27Groundbreaking stuff. However, we do this with two kinds of promos. We do it with big promos that give you kind of those big subscriber spikes and and with small promos that give you that consistent subscriber growth.
8:26:38Both matter. And the third one is variance. People stop listening when they know what you're going to say.
8:26:44It's not enough to ask them to join the list. We have to change the way we do so so they actually follow through. This is why you will also see me find you will also find me varying a lot of my offers.
8:26:54So usually in the beginning of a workshop, what do I pitch? I pitch cash creators. Today, I thought, what if I pitch the August pass?
8:27:01And maybe next time, I will do something different. Like, if they know what you're going to say, they stop listening. So when you change the way you make an offer, it it makes people look.
8:27:11So our goal today anyway, that was a little segue, but our goal today is deploying these three. Then craft an eight week plan to start funneling these wells into your list. So let us begin.
8:27:25Number one is your big ideas. This is the first component out of the three. So one of my favorite quotes, unless your campaign has a big idea, it will pass like a ship in the night.
8:27:35We're all offer salespeople. We're all selling offers. But the paradox is that it's easier to sell your offers and attract rails when you look at yourself like an idea salesperson, not an NFL salesperson.
8:27:47In a simpler language, it's you sell more of your offer if you sell the offer second and the idea first. Offers come with a choice. Like, people get your offer and they can choose to take it or not.
8:27:57Ideas don't. When people hear an idea, they either agree with it or not, like, immediately. It's an automatic reaction.
8:28:04You see something, you see an idea, and it's not like, do I buy into this idea? You don't have that thought process, like, if you were into your offers.
8:28:11Right? But with ideas, it's automatic. This automatic reflex matters a lot because if you can get someone to join to buy into your idea, they have no choice but to lean in.
8:28:21If somebody buys into the offer shell context, I own offershell.com, so they have to lean in.
8:28:29It makes joining your list much more desirable because that's the only place they can get more of it. So if you sell your ideas, you get more people in. Don't try to get people to join your lists.
8:28:38Try to get them to buy into your ideas. And this is kind of the first match of shift I want you to make to get 1,000 new wealth into that list. Because that makes joining your list much easier and just getting more people.
8:28:49Four years of selling told me that people buy stuff mostly because of your ideas. Like, the offer is just kind of the enabler. Like, cash creator the other day said, I didn't even need to read your offer.
8:28:58I was sold the ideas already. And that's how powerful big ideas are. They get you a yes before you make the offer.
8:29:07You probably already have a few. Like, everybody here has come up with something. Right?
8:29:13But how can you know for sure? Like, how do you know you have a big idea? I know for sure the offer shell is a big idea.
8:29:20How do you know for sure for yours? The short answer is if somebody other than you uses it in a sentence, then you have a big idea.
8:29:27That's that's the litmus test. So when I got these questions asked, hey. Is this in the offer shell style?
8:29:34Do you have fitness coaches that do the offer shell? That matters. If somebody uses your idea in a sentence, matters because the entirety of the English language, they couldn't find a better way to describe it than the one you invented, than the language that's in your head.
8:29:49You probably already have a big idea. So think about your conversations with clients, customers, leads, followers, friends, and think, which of my ideas have they used in this sentence?
8:30:04I'm gonna give you, like, thirty seconds. Think about one.
8:30:52Alright. If you didn't have one, here's some friends. To find big ideas, these are some useful ways that I find to think about them.
8:31:00A spin on common practices. So you look at people in your market or the practices in your market and you think, can it be better?
8:31:08Like, this is a powerful question. Can it be better? So I looked at offer suites and I thought, yeah, that that could be better.
8:31:15That could be offer shells. So what are people doing in market that could be better? The new way.
8:31:22What's a new way to do an old thing? So I take something that's, like, tried and tested, and I just call it something else.
8:31:28Like, the workshop funnel is just like, that it's just making a a $100 thing.
8:31:33Like, everybody does this. Right? But it when you call it the workshop funnel, it's the new way to do an old thing, and it's you.
8:31:43Identity. Who do you embody? Like, who which person do you do you find yourself to be?
8:31:48Like, me, I do cash creators. Uh, today, when I was I was training, I wanted to bench, but the bench was was occupied. And I remember this Sam Soulek quote that says, the enlightened lifter does not trip when his machine is occupied.
8:32:04He just uses another one. And I thought, fuck. Yeah.
8:32:06I'm an enlightened lifter. Right? So who do you embody?
8:32:10What identity do you embody? Contrarian. What's incorrect?
8:32:14So So I look at value and I think this is just not the way you build something. It's actually with insight. So you go against the crane.
8:32:20That's another way to come up with a big idea. And you don't have to pick a new per each. It's just this is more emotional.
8:32:27So, like, look at these and think which idea shines brighter to you, which one speaks to you. Simplification. So what can you Justin Timberlake?
8:32:35Like, I if if you watch the social network, they called Facebook actually, the Facebook.
8:32:41And then Justin Timberlake comes up and he goes, don't call it the Facebook. Drop the it's just Facebook. Right?
8:32:48So I did that with actually whale bait. Thank you, Frank Kern.
8:32:52So Frank Kern actually said, you cannot catch whales with minnow bait. And I don't know what minnow is, but I know what fish is. So you can just Justin Timberlake something.
8:33:03Right? If there's a saying that you're like, I don't like this. Jack Butcher once posted engagement and cash.
8:33:10And thank god he posted it because he that became my entire brand.
8:33:16Or engagement. If you can't find any of this, this is the easiest one. Look at which topics consistently get you high engagement.
8:33:23So you filter by the top post and you think, what what are some ideas that I'm, like, over and over, like, falling into or, like, talking about that perform well?
8:33:34Everybody should have one. And later on, I'm gonna do something something cool where we're gonna be writing about your own big ideas.
8:33:41So if you have a big idea, write it in the chat. It's gonna be helpful later or any idea that feels big.
8:33:49So test one that feels strong and post it a lot. Repeat this until somebody other than you uses it in the sentence.
8:33:57So you post it and you see yourself as a an as an idea salesperson, and then eventually somebody will say it back to you. When that happens, you know you've got a winner.
8:34:07So when you find yours, here's what we're gonna do to attract the big whales. We're gonna put it in the landing page. And it could be as simple as offershell.com.
8:34:15Right? Where you put the big idea and outcome at the top, and then you include I'll this is, a rule of thumb for mine.
8:34:23Numbers, adjectives. What number can you point out and find that because, like, subjective things are often misunderstood.
8:34:32Then you can have image, and then it's just the the joining in. Like, I've had three or five three or four people ask me, hey.
8:34:40What's the template for this? Like, where should get this? I'm like, it's the default card template.
8:34:45Like, what do you mean? It's actually not that hard. But it because it has a big idea, it's strong.
8:34:51So once you have that, you put this in all your links in bio so that you can direct people from channels you don't control into the one you do. And this idea is only yours. It makes people lean in.
8:35:03You can expect an increase in subs just by having this in place. And just having this in place is already more powerful than, hey. Join my newsletter.
8:35:11Right? Now the big idea is, like, this is kinda the landing page you're gonna be reusing. It's gonna get you whales passively, but that's not enough to get a thousand new people in.
8:35:22So we need to get them actively with two tools, cadence and variance.
8:35:30So cadence, the easiest way to grow your list every day is to promote it every day.
8:35:37But we do this with two kinds of promos, big and small. This is the part I got excited writing.
8:35:43So a big promo requires more work than a small promo, but it gets you lots of subs. Think, like, lead magnets or hosting an event. A small promo requires little work and can be automated.
8:35:53Like a plug or you put something on your story, it's small. Right? But it's consistent, and you can do it often.
8:35:59A big promo, you can't because it requires more work. Both matter. To promote our release, we need to make an offer every day.
8:36:05But we can make big promise every day, so the small promise kinda serve as a placeholder in between. Armed with our big idea, now we're gonna use big promise and small promise to drive traffic to it from the audience we already have.
8:36:18I recommend one big promo a week. If you wanna go aggressive, you can do it three times a week. That's what I do when I used to do ghostwriting, by the way.
8:36:26If I had to grow an account from scratch, I used to get like, do three big promos per week and buy retweets.
8:36:33It just, like, focus on that. And it grow accounts really fast. So if you're in that situation, then maybe that might help.
8:36:41Big promise and small promise network. So let us let us begin. This is the big one.
8:36:45This is the my favorite one. The insight based lead magnet. So we're gonna start with these five.
8:36:52When I created valuable lead magnets, I got lots of subs, but they they just kinda took forever to buy. Right? And only a few did.
8:36:59The inside base lead magnet came out of the value versus inside idea. Showing people that you have the answer leads to much better leads than giving them the answer. This resulted in many more subscribers and a much higher quality lead.
8:37:12Like, the it worked. And the logic goes in three steps. You get email subs with an insight based lead magnet, which I'll show you how to do.
8:37:21Then you use that insight to create a one time customer. So as soon as somebody joins your list, you take them to a customer offer, not a client offer. Something that's $50,102 100, $5,300.
8:37:33Something that's not your client thing. We do this because it's too early, in my opinion, to sell a client offer. You'll get more clients if you focus on creating customers first and then clients, then you focus on creating clients right away.
8:37:46So you get more clients if you focus on getting clients second. Second time we covered this today, actually. And when you do that, you end up with the best two worlds.
8:37:55So you get leads that you got with insight, which are good leads, and customers you can start conversations with, which are the best leads.
8:38:03So this is kind of the logic of the lead magnet. Get email subs, use that insight to create a one time customer, and then you end up with the best of both worlds. Insight based leads and insight based customers.
8:38:15So how do you do this, like, tactically? Step one, you put one of your big ideas on the landing page. We cover this template first, and we can workshop some of your big ideas in the community later, but you put it on a landing page.
8:38:27Boom. Two, you create a short insight based video. This video has got me a lot of clients, and it's awesome.
8:38:35So it's me explaining just the insight. People usually do offer shells. I don't.
8:38:39I do I do offer suites. I don't. I do offer shells.
8:38:43The video is short and only has three parts. So Kevin asked this in the morning. It has insight, proof, and a customer offer.
8:38:52The best way to illustrate this for you is with an example. So you need these three in this video. It can be just, like, three minutes long.
8:38:59If you join this workshop, you've already seen this because it's the video that, you know, got you to buy. So contrast. What's a value based lead magnet?
8:39:09For example, if I said, I've ran 18 workshops 19 workshops, and I've rang the ones with the best results. Get the copy for each workshop below. Huge giveaway.
8:39:19Ra. Ra. Right?
8:39:21Would have given my templates for free, and it would have attracted a lot of triers and not buyers. So then, you know, I kinda shook myself in the foot. Because I gave that, I attracted triers, not buyers.
8:39:32Whereas any a a insight based lead magnet would go as follows with these three pieces, so pay attention. Let's say a press report. Leads make the worst clients because of how much we ask from them.
8:39:44Jumping from zero to a $5,000 offer is a big jump, one that they're not ready to make. The solution is not to make your offer better, but to make it smaller. Not cheaper, smaller.
8:39:55Just like giving a test drive increases car sales because you get a feel for the machine. Making people spend a small amount and then making your client offer increases how many clients you get because they get a feel for your program.
8:40:09Sometimes the easiest way to get someone to give you a big amount is to get them someone to give you a small amount first. So this is the insight. It's when you go like, uh, like, I didn't I didn't know that.
8:40:21Like, you're not trying to get them to go, I wanna try this. You're trying to make them go, I haven't thought about that.
8:40:29Right? Value is telling people what to do. Insight is showing people where to look.
8:40:35So if you can change the direction they're looking, that is already that's insight based content going on.
8:40:43This is why I don't pitch to leads and run the workshop funnel instead. The workshop funnel is why 80% of my clients come from point 2% of my audience. This point two bids the other 99.8 because they spent something, And they that makes them much more valuable than a random lead.
8:40:58It's not that your offer needs work. You just need a smaller offer in between. So this is the proof.
8:41:04Right? The second component we needed. We got insight.
8:41:06We got proof. And what that does is that creates a gap. Because where they are between where they are and where the insight can lead them to.
8:41:15You don't have a middle offer. Right? Then you position your customer offer simply as a way to fill that gap.
8:41:22It's my most effective funnel and one that you can set up in one day. Below, I'll give you the templates and copy all of my 19 workshops so you can get your next three clients with it. Boom.
8:41:33Three steps. So they got the insight.
8:41:36So they got what was the what was promised. Right? They got the big idea of the workshop funnel.
8:41:42Then I included proof so they can know that, you know, I'm not selling smoke. And then just this customer offer to fill the gap we created with insight.
8:41:51It's very simple. It's a short video, and it works because of the simplicity of it. Big idea into insight based video into customer offer.
8:42:01So then below, you share customer offer that they can get that makes sense after they've got the insight.
8:42:10If it sounds too simple, keep it that way because that's what makes it work. It's the simplicity of things.
8:42:16This is why I sell with Google Docs, and I just make everything very, like, easy to understand because, like, I ain't trying to complicate it more than it is. Like, it really can't be this simple. That's it.
8:42:27And the last step to get whales with this is promote it with an AutoDM or two step. This is just like, uh, AutoDM is like like and comment, then send it to you. Two step is the same thing, but people on Facebook call it two step.
8:42:39But it's essentially this. Right? So, uh, you you you post it like this.
8:42:45So this is me, an example. Apologies for the delay. Record a ten minute video on how to position yourself so the prospects stop comparing you.
8:42:52Like and comment, and I'll send it. Right? This is just the easiest way I've found to get people to buy into the thing.
8:42:58And when they like and comment, well, then you send them this page. Hey. Here.
8:43:05And then if you wanna get cheeky with it, you can also ask PS, what are you working on? Maybe I have other stuff that might be helpful. So that's it.
8:43:14That's a whole insight based lead magnet. It has four components. First one is the big idea, then it's your insight based video, then it's your customer offer, and then you just do it with an auto VM or two step.
8:43:25I'll show you how to recycle it and keep using it, but this is just one out of the five big promos. K? Now we go on to the next one.
8:43:36And, uh, this next one by the way, you can automate this with ManyChat on Instagram and Facebook, Taply for LinkedIn, and Tweet Hunter for x. So send it to the community for feedback before it comes out if you like. Now, friends, I have to admit something.
8:43:52Part of life is growing, and this was a growth moment for me.
8:43:57I have to admit that value based lead magnets can work for some people, and I've seen them create amazing results. They will get you lower quality leads, but they will get you more leads.
8:44:08So if you're going for sheer numbers, then it works. So if we define sheer numbers, if you have less than a thousand subs on your list, then valid based analytics might be the thing for you.
8:44:18If you have more than 1,000, then you don't have a leads problem. You have a lead conversion problem. This will not solve.
8:44:25We have less than a thousand, then this might work. The key to a value based lead magnet is to make the lead magnet a smaller component of a bigger thing.
8:44:34You wanna get subs, of course. But remember that the goal is creating a customer because customers make up the best leads. So let's let's create, like, a a little nuance of difference so you understand.
8:44:45A wrong, in my opinion, value based lead magnet would be, these 11 well made posts got me one client each. Get this swipe file so you can get all these clients too. The right way to do this would be give them one, then sell the workshop for the other 10, right, where they can get it.
8:45:04Like, when they consume your lead magnet, they're gonna they're gonna do something. They're gonna take an action.
8:45:09Do you want them to go with taking action and, like, do it for themselves? Probably not because it's hard and scary for them. You want to direct them by by the way, there's more of this where you can get it.
8:45:20Right? And then you point them towards that. You make it a smaller component of the bigger thing.
8:45:26Another wrong value based lead magnet. See my three offer templates that closed 80 clients, upsell 25, and created 600 customers. You don't give them the three templates.
8:45:35You give them one. And you offer the others, uh, you have as a bundle, which they can purchase below. So So you show them one thing and then you point them to the bigger thing.
8:45:46Another one. I've run 19 workshops and I've run the ones with the best results. Get them below along with the copy.
8:45:51Huge giveaway. Give them one. Then allow them to purchase the rest of the swipe file.
8:45:57Again, if you have more than a thousand subs, then you don't need this. But if you have less, then it might be a way to get people in fast. Right?
8:46:05Valid based laid back ends. They will get you a lower quality lead, but they will get you more leads. It's worth trying?
8:46:10Sure. It is. So how do you do this?
8:46:14Step one, you decide which smaller component of a bigger component you will give. Written lead magnets can be a lot of work. But what if you didn't have to create all that work?
8:46:24That's that's a big recurring theme here. It's we think we need to create a lot of stuff, but we we don't. We just need to be better at recycling the stuff we already have.
8:46:31You can just craft a lead magnet from the stuff you already have. Often, the things that are just taking up space in our drive can change your business.
8:46:40So here's some examples. Templates. And think about your own.
8:46:44Like, be selfish here. Templates. Do you have any templates or kind of recipes that allow you to perform your work?
8:46:52Something that you use often. For me, I have my Google Doc offers.
8:46:59Swipe files. What activities do you do every day that leave a record on your emails?
8:47:05Right? All my emails is one activity. If you track your workouts, that is it.
8:47:10If you track your calories, that is it.
8:47:14Scripts. Do you follow a method the same way repeatedly? So I kinda have this idea of a script that I use to turn inquiries into clients.
8:47:22That is something that I you do repeatedly. What do you do? Collections.
8:47:28What library of stuff are you building either consciously or unconsciously? So I know that Christian somewhere is building up the SOPs that he uses, and he's writing them somewhere. Right?
8:47:38But I know that collection is being built. All your sales conversations, your email conversations, the way your offer has shifted, the way your voice has shifted.
8:47:50Stuff in your portal. What videos, docs, or PDFs are there that prove valuable in their time? Everybody has this.
8:47:56Like, what thing have you sold that people said this is good and you stopped selling?
8:48:02Previous offers. What offers did well before? The same thing.
8:48:08Assets. Do you have any tools that come in handy for you to do the thing? Like, do you have any any tools, any kind of, like, digital hammers, if you will, that you just keep using over and over?
8:48:18I do. It's my season sequence. And value based post.
8:48:23This is, uh, something that you can turn into a a paid offer with no drawback. Like Tom. Tom posted exercises on the top 15 knee exercises, uh, to, um, like, you know, get rid of knee pain, and it was free.
8:48:38And then he put a $100 tag on it, and it became his best selling workshop. Like, if you give value away in the past, you just can turn that into a paid thing with no repercussion. So that's the smaller component that you'll get.
8:48:52Right? What is one smaller component of the things you have? And then you frame it as a magic pill.
8:49:01Now magic pills are the difference between the thing and the thing with sparkles.
8:49:07It means putting a wrapper on the thing to make it look easy. So now I showed you the assets.
8:49:14Here's how you turn that into a magic pill. Here's some examples. So template my Google Doc offer.
8:49:19The 1,000,000 Google Doc template you can swipe. All my old emails, the ninety days of offer swipe file. Sales conversation, the cash script that converts in five messages.
8:49:32The asset that I have, which is the, you know, the ugly email plug swipe that I got it right here. I just have it. And then I could just sell it as 100 1,000 new whales, which I effectively did.
8:49:45Framework. I follow a framework for email. Well, that became value versus insight.
8:49:50It's a magic pill. It's your make it's the thing and the sparkly thing. You just make it look cool.
8:49:55You make it look easy. And if you wanna make if you get one thing right when you sell these things, it's gotta be the magic pill.
8:50:03Waitlist, when I sold that workshop, you probably not remember it and with good cause because it was not a magic pill, and it only sold nine copies. Ninety days of overswipe follow was a magic pill, and it sold a 117. If you get one thing right, make it a magic pill.
8:50:17You can bring your ideas to the culture, the community so we can magic pill them. The other day with Houston, we were workshopping on his own. And when we found a magic pill, two cash creators bought his magic pill on the call.
8:50:34I'm like, guys, we're here to learn. We're not here to buy. But, hey.
8:50:37Like, that's the power of it. It works even when people know how it works. So the rest of the steps are the same.
8:50:44You find the small component, you make it a big component, and then you just put the magic pill on the landing page, walk them through a lead magnet, like the one smaller component, and then point to where they can get the rest of the bigger component, and then you just sell the customer offer.
8:51:00Like, it's not it's not something new. Like, I'm not teaching anything that is revolutionary.
8:51:05It's just the small execution of the details and knowing fundamentals of framing it as a magic pill and making it look easy, that matters. So if you wanted the template for this, here's the resource. ClickFunnels template.
8:51:18I wanna send you this doc at the end. Uh, and side note, if you buy retweets, shares, or run ads, I recommend using it on either one of your lead magnets.
8:51:28I'm gonna show you other big events, but lead magnets tend to do really well with retweets or ads. Your money is better spent here than a regular post.
8:51:36So if you will spend, spend on this.
8:51:41Okay. Big problem number three, events. So people attend concerts even though headphones have better audio and you don't have to stand in line for an hour.
8:51:49It also has the added benefit that you need don't need to go to a public toilet. Because a concert is an event, and events are fun.
8:51:58So create an event that people can only join by being inside your list. It's fun. And it also gives them a reason to join now.
8:52:07So there's an event. You're invited to our call on Thursday. How to get leads without posting for years?
8:52:12My funnel, small account advice, offer creation. Would you like an invite? Comment, and I'll send it to you.
8:52:19So what live event could you show? Think about this as an insight based webinar. So you host that and you're like, hey.
8:52:26Like, this opportunity is going away. It's gonna be live. Do you want it?
8:52:31How much stronger is that than join my newsletter to get more tips?
8:52:42Okay. I I I got scared because somebody said I can't see the screen, but everybody else can see it, I think. Anyway, events are fun.
8:52:51So host an event. Host a live event that people can join. It also has implied consequences because if people don't join, they don't get it.
8:52:59And as we've covered before, people don't move unless they have a reason to.
8:53:05It's brother. It's JV events. You can leverage other people's audiences that hosting a free event for them.
8:53:12This is especially good to explore yourself to other people's audiences. So this is an example of what I did with Justin Welch. So I thought, man, Justin's got a damn good audience.
8:53:21So why don't why don't why don't I host one? I'm hosting a free workshop with Justin on September. The theme is monetizing.
8:53:28We'll talk about attracting spenders, monetizing, growing your income, link to register. There's gotta be 200 subs from, like, one or two reviews from Justin. Like, it is that powerful.
8:53:38It is, like, the big promo. Right? I can't do this every day, but that's why it's a big promo because we're gonna put smaller promos in between.
8:53:45But think who are the audience that you would like to have. Who could you partner up with? And what you do is you handle everything.
8:53:52So this is what I send them. This is an actual screenshot. Hey, man.
8:53:55I'll handle all those logistics. You just show up and share. We both get the email subs and the recording to add to YouTube or Twitter because you can post it on Twitter.
8:54:03It's like, sounds good. Q and a or presentation? And I'm like, presentation, but I will lead.
8:54:09So you don't prepare anything.
8:54:13What you do is you take care of all the tech, invite your audience, you make them look handsome, do the work, and you get the subs. And they just show up and yap. They just engage with the promotional posts, they show up, and they get the subs.
8:54:26It's a it's a true win win. Right? So if you find somebody who would be open to this, it's not a bad idea to partner up with them.
8:54:33That's a JV, a joint venture.
8:54:37Another one, quiz. Tanner told me this. Make a quiz and send them the result to their email.
8:54:42So Tanner has a big idea, the style archetype. It could be the rugged, refined, or rinkish. Right?
8:54:49And he's like, well, do you know which one is the best for you? Take this quick quiz. So you fill it up, and then he sends you the result to your email.
8:54:56This is fun because people are, you know, people like having stuff tailored to them. This got 10 or, like, a forties a 140 subscribers. And they, like, didn't get that many likes, but, you know, likes and cash.
8:55:07But this is something you can do. You can make a small quiz.
8:55:12You could also do, uh, interview or case study. So show how you help the client get a result. The nuance here is that you gotta make them look like the hero.
8:55:21The story is about them. It's not about you. It's gonna make them look good.
8:55:27So this is an example. 31 k with 2,500 followers. I didn't say, hey.
8:55:32This is my client. Right? He used my system.
8:55:36I said he get that. He got that. Get the 19 word offer he used.
8:55:42See? Another magic pill. The 19 word off.
8:55:45It's like, it makes people lean in. Right? Like and comment on DM and two.
8:55:50So, yeah, make them look like the hero. If you like a template, you can find it in school over here.
8:55:57So these are the big promise. Right? Uh, as a as a recap, you put the big promise and you I recommend you do one of these per week, but you can't make them every day.
8:56:06This will give you the big spikes. But what do you do in between? In between, you put in the small promise.
8:56:13Uh, there's I I think there's, like, nine. So we're gonna cover the nine. The first one is plug ins.
8:56:18A post does well and you plug something below. So the key to making a plugin is that it has to be congruent with the original post. Here's one.
8:56:27Two likes and 15 email sales. You know? If I were to start over, I'd have one of each.
8:56:33One Google Doc offer, one wheel bench strategy, and one offer show. And then it's convenient below because it's like, oh, what is the offer show? And I'm like, okay.
8:56:42More on this. The power of a big idea. Right?
8:56:45It would have got less, in my opinion, if I said, I'm gonna show you more about, uh, the offer show inside my newsletter. But because this is about the idea, it works. But it's a wrong way to do it.
8:56:58The coaching industry told me that more sales calls, bigger teams, and more content were somehow going to lead to a less stressful life. K? It did well.
8:57:06And then I thought, the tech stack I used to get to 10 k a month is identical to the one I used to make a 100 k a month. Join the list below. So it's like, it's not it doesn't correlate.
8:57:14You know? It doesn't it doesn't have that it it's not congruent with what was above. So when you do a plug in, make sure you, like, you're congruent with what's above.
8:57:25Unknown in this is some platform behaves different. So on LinkedIn and Instagram like, on Twitter, you just, like, plug it in below as if it weren't a threat. On LinkedIn and Instagram, it can be better if you edit your post after it does well instead of plugging it below.
8:57:38So just, like, be aware of which one how the algorithm of your desired platform works the best, and then, you know, play the rules by their game because that means they will show people your stuff. So that's one of the nine small problems.
8:57:54Second one is proof. We covered this in the beginning. Trust is at an all time low.
8:57:58So what undeniable proof can you show that your stuff works? Again, a rule of thumb, and this is why I'm so autistic about this, numbers not adjectives. Because if you say, we're gonna 10x your lead flow.
8:58:10What does that mean? We're gonna supercharge your sales. What does that mean?
8:58:13You're gonna feel so much better and have increasing energy. What does that mean? They don't know.
8:58:19Whereas when you include a number, it's subjective. They know exactly what you're getting. They that reduces their anxiety and increases their likelihood that they buy your stuff.
8:58:28So numbers, not adjectives. New clients, one twenty one. Sales calls, zero.
8:58:34And I include how much MRR, which month, how many clients sign up here.
8:58:41Like, it's very, like, numerical. Here's another one. Get everything he got.
8:58:46It's free. So the guy is, like, 17 k a month. It has a screenshot.
8:58:50He used to make before less, so it's easy. Right?
8:58:53This is this is one of the ones that performed the best in terms of email subs. I had this pen for a few months and it did really well. Proof never fails, unless you make it about adjectives, not numbers.
8:59:04So numbers, not adjectives. If you don't have numbers, I partner up with John.
8:59:09John is you know, you hear me talk about sometimes about, like, the one partner I have in Cash Creators. Like, this is the top top level of the offer show. That's John.
8:59:19He does gut health. So if you don't have numbers, show proof of what stopped or started happening.
8:59:25So this is a picture of this guy's Carl's skin. You know? Undeniable.
8:59:32Right? If you're a fitness coach, nothing beats six pack. Right?
8:59:37Although, to be fair, I always thought that the best fitness coach testimonial would actually be not from the client, but from the client's kid.
8:59:47A little kid that says, oh my god. My dad has so much energy.
8:59:52Now he's taking me to the games, and now we're playing soccer, and I love it. My dad's my hero. Like, imagine that as a testimonial.
8:59:58I always thought that would bang I digress. Next, email offer.
9:00:06So say you're running a campaign to your list. Emails will come out anyway, so you might as well tell people about it. So I'm like, hey.
9:00:13Cash creator closed the doors today. You can get started. Join my list.
9:00:16This has the added benefit of creating pressure for people on your list to act because they see it and they're like, oh, okay. Well right.
9:00:23Like, he sent me an email. Right?
9:00:27Another reason why now. If we don't give people a reason to move, they rarely do. Tell your audience that you don't give your list something soon so they join soon.
9:00:36Example, this last quarter, we doubled our profit by taking less clients. Didn't even raise prices.
9:00:42I'll show you how we did it in tomorrow's email. Sign them through my LinkedIn bio to get it. Right?
9:00:47Give them a reason on why now. And this, I find to be really good when it falls into one of five categories. Before I get into categories, by the way, it's helpful if you have your email scheduled one day in advance.
9:00:59You schedule a email for tomorrow to get sales, and you talk about it today to get subs. If you don't have them scheduled, you can recycle an email and only send it to new subs.
9:01:08That's something really neat on ConvertKit. You can say, send this email only to people who join after this date. So you can send a special email only to news subs.
9:01:17Right? And that way, you can recycle them, and you don't even need to write the thing. You don't even need to be ahead of schedule.
9:01:22You can just copy and paste.
9:01:25You know? They don't teach you this at Wharton. So five topics that work for us.
9:01:32Reason why now, I promise. First one is philosophy. How can your philosophy or big ideas help?
9:01:39This attracts whales. So tomorrow on the newsletter, offer shells. How to introduce your offer shell to improve all your levels of your offer?
9:01:46Emails only come out once. Join. This one got a ton of people.
9:01:50Right? And very high quality. So So your ideas and your philosophy, what do you believe in?
9:01:55How can you help? How how are your big ideas relevant? And then you tell them, tomorrow, I'll show you.
9:02:02Insight. What insight has worked for you that you can share? For me is I understood that I don't need to spend time with leads.
9:02:10I can only spend the time with customers. I'll show you how I did it.
9:02:14Join the newsletter. Right? So what is that has served you?
9:02:19Fitness coach. Josiah, if you're here, something like, well, I figured a way to, like, always stay within your calorie limit calorie limit without tripping even if you go out drinker, you have date nights.
9:02:32Here's how I did it. I'm sharing it tomorrow into the list.
9:02:36Much stronger than join my newsletter. Right?
9:02:40Problem. What problem have you solved for yourself or others that you can show them how to solve? So me, I thought my audience was dead.
9:02:47Wasn't the case. I'll show you how you can revive yours. Join.
9:02:52I wrote this on my iPad. Like, it's very simple. Like, we're just doing the fundamentals well.
9:02:57Think about it like Italian cuisine. It's not that we're creating, like, very elaborate ingredients. We're just getting the fundamentals.
9:03:06Your outcome. What outcome did you achieve that's relevant to them? So for me, this is me and Christian.
9:03:12Uh, Christian made me 10 k. He upsold to clients and bought me seven days of free time while I traveled. I'll show you how.
9:03:20And guess how? I showed them how by selling them a workshop on how Christian did. Right?
9:03:24It's the insight that matters. And the last reason why now that I found helpful is what outcome did your client achieve that's relevant to them? So, Audrey, from September to February, I'm sharing 10 lessons from her journey to my list.
9:03:38It's free to join and free to leave anytime. Right? And I'm just sharing that.
9:03:43One day, That's all you need to start getting stuff. And then you just talk about what's gonna happen tomorrow. That's it.
9:03:49That's another principle that you can see in play. If you talk about what's happening in the next stage, you get people at the current stage more likely to to move. Like, on these workshops, you see me mentioning, guys, in the community.
9:04:02Right? Share this in our calls. And there's people who don't have access to that.
9:04:06Like, I'm talking about what's in the next step, and it has got people to be like, oh, what is this community you're talking about? Right? Talk about what's happening in the next step.
9:04:15You have your newsletter. What is the previous step? Your audience will then talk about what's happening inside the newsletter so the audience will lean in.
9:04:24Side note on outcomes, outcomes don't need to be big. Small outcomes work really well. So this is an example of Marcel closing one client.
9:04:33So, hey. I'm sending an email. I'm gonna show you how myself closed one client and how to only talk to qualified leads.
9:04:40Boom. And this worked like, it might have not worked as well as the Audrey one, but, hey, it worked.
9:04:46Like, outcomes that need to be big. We need some I I'm a believer that we need to lower our standards of what we consider marketing worthy. Because the things that are obvious to us are fascinating to others.
9:04:58And it is that bug of, I don't know if this is big enough that kills you. My best email this is a $25 watch.
9:05:07My best email is about this. Right? It's about the small outcomes that get people if you can make you can make alchemy out of really small things.
9:05:15That's what I'm trying to say.
9:05:20Man, I'm getting excited. I like this version. And the the last small promise celebrations.
9:05:25Right? So you can use anything as an excuse to sell. Marcel said, it's my dog's birthday, and that's why I am launching Marcel's dog's birthday offer.
9:05:35When I was in Guatemala, I thought, hey, guys. I'm, like, super jet lagged. Don't really have anything to send me today, but I'm launching as an offer.
9:05:41Call it the jet lagged Guatemala offer. Get it below. And it worked.
9:05:46Right? You can use a celebration as a reason why you're giving something. It's fun.
9:05:50It's interesting. And it's like people don't expect it. Right?
9:05:54So it's like, you know, how can you predict that I was gonna be go to Guatemala and be jet lagged that you don't? Right? So what small thing can you do?
9:06:00When I moved to Poland, I said, hey, guys. By the way, now I'm moving our calls a little bit earlier because I'm in Poland.
9:06:08If you're in Europe, cash creators is open. Reply Europe, and I'll get you the details. And it worked.
9:06:13Right? You can use celebrations, anything that happens in your life.
9:06:17Here's one. When I hit 200 k followers, I gave a I gave I'm kind of ashamed of this because it was a value based fleet magnet, but you get the point.
9:06:26You have a celebration. Even though it's small, you still put it out there. What are you celebrating?
9:06:32Nothing. But you can still use it to sell. That's called alchemy.
9:06:38Okay. Quick recap. You now have a big idea that you can put on every social media link and buy.
9:06:43This gets you waves at Whales Passive. And you have six big promos and nine small promos to drive traffic into it actively. The last component that that you have in the landing page and you have a way to drive traffic to it is varying the offers so people don't get used to them.
9:07:02It's, as Arnold would say, shocking the muscle. Am I lagging or something?
9:07:11That watch has paid for itself a few times over for real. So variance. People stop listening when they know what you're going to say.
9:07:20To keep getting value out of your big and small promos, just have to change the way you make them. So three ways of varying big promos. You can recycle your big promos every twelve weeks.
9:07:29This allows them to breathe, and you can make them again when people have forgotten about it. And they will. I've run a well bid workshop four times.
9:07:38People just forget things. Change something about the hook to make it look new. That's the second way to varying a big promo.
9:07:45We call this red velvet because red velvet is actually just chocolate cake with red coloring. It's the same thing. We've been lied to, but it can be sold as a different thing.
9:07:54One small change can refresh in a promo. Two ways to do Red Velvet is you can change the title to an adjacent outcome.
9:08:02The outcome is not always the entire outcome. So for example, if I say how I got 10 clients, I could change the adjacent outcome of time. How I got 10 clients with two hours of work.
9:08:14This looks new. Red Velvet. A result.
9:08:17A one funnel change that's double the amount of clients. Red Velvet. Or you can change the context.
9:08:24It's me last year versus me this year. Here's what I did. You know?
9:08:28Like, if anything, you can go to Stripe, like, you're sharing screenshots. Right? And you can just change the the time frames.
9:08:34And that's a new thing. It's a new red velvet. Right?
9:08:37So you can change that. It's like hopefully, you're kinda getting the the gist of this is think small.
9:08:44If you think about how can I vary this in a small way, it can lead to massive differences in how people perceive it? Or you can change the magic pill. I used to have this kinda like, um, doc where I say how to reduce your no shows.
9:08:59And I sold it as reduce your no shows, nobody cares. When I changed it to this is the Calendly kit, you know, with sparkles. You can copy and paste it into your Calendly, and it reduces your no shows in five minutes.
9:09:12And it did 400% better.
9:09:15So you could just change the magic pill and things just work. And if you have lead magnets now and you're like, this didn't perform well, it's not that the lead magnet is dead.
9:09:25It's just that you didn't dress it nicely enough. You didn't you didn't change the magic pill.
9:09:32And third way of bearing big pro is just create another one. Like, with the tools above, with the landing page and the video, you just need a video, some copy, and an existing assets to make it work. Like, that's all you need done in one work session.
9:09:46So three ways of very big promise. Right? So people don't get used to it.
9:09:52And, uh, there's a 100 ways of very big promise. So you can use the emails plug swipe. I'm including it in this doc.
9:09:58Actually, now might be a good time to send it back. So these are 100 email plugs that I use that that I've used, and they just have worked for me really well.
9:10:10The way we do this, like, uh, with Christian, because Christian is the one that does it, I don't, is we do it like this. So these a 100 promos are actually here.
9:10:21Right? I just put it in this Google doc and this that's why they're green. So what we'll do with Christian is, here, if there's any promotion that I'm making that day, I'll write it.
9:10:31If there's no promotion that I'm making that day, Christian will grab one of the bank at random, and then he'll copy and paste it. That meets the variance and the cadence criteria.
9:10:44Because he does it every day, and he grabs one at random so people don't get used to it. So you can use this to craft your own bank. And then when you craft your own bank, you tell your VA exactly what I told you, Brandon.
9:10:58And that's it. You know? That's how you vary it.
9:11:02If you like more on our on our systems, the 100 a month SOPs goes really deep into it and how I'm able to work just three hours a day and enjoy life. Okay.
9:11:14Recap an application. So now you have three components in place. You have big ideas, cadence with big promos and small promos, and variance, changing the way you make them.
9:11:27This gets you to a thousand new wheels. It's not hard. Like, it is not.
9:11:32You saw this together. Like, we've been I've been demonstrating this live. It's just kind of repetitive.
9:11:36But when you get the three components right, it just works out.
9:11:42But these don't serve you if we don't have a plan and we stick to that plan. So shall you want it?
9:11:50Here's a challenge to you. These are your next eight weeks. I crafted this.
9:11:55I'm gonna send it. And together, we can craft your next weeks.
9:12:04The green here symbolizes the promise you're gonna make. These are the big promise.
9:12:09Right? You can do more. You can do less.
9:12:10So you can make a copy out of this, And you can just use that. If you would prefer something more custom, then I did a custom plan that you can just take here. So if you're like, I'm gonna grow my list because I have deduced is that a word?
9:12:27I have arrived to the conclusion that this is gonna help my business and this is my focus now. And then I'm gonna stick to this. Well, all power to you, man.
9:12:38Go for it. Stick to your eight weeks here. This is the plan shell you want to do it.
9:12:48So what's next? We have a right to the end. So, uh, we're gonna get into q and a in a bit.
9:12:52But what's next is, number one, executing your next eight weeks. This doesn't serve you if you don't actually do it. Send your big ideas and promos for feedback in school.
9:13:03Like, there's some some stuff that's just, like, obvious to to you, but it's, like, so fascinating to others. Right? And this is kinda what we're getting into.
9:13:11The other day, we talked with Carter. He has this unique method that other people haven't found out. He lost a 100 pounds with it, and that's how the 100 pounds protocol was born.
9:13:20You know? Things are obvious to you, but sometimes you're too close to your work to see it, And this is why the community helps you see it from afar.
9:13:3118 ways to make magic with pricing. So pricing is interesting in that it is objectively objective.
9:13:38Well, let me put that on until before. Yeah. But people act on emotion and not logic, which allows you to get pretty subjective with it and create magic.
9:13:47And you see this every Black Friday. Everything's the same price, and then on Black Friday, they just had a lower a higher price tag, and then they cross it. And then people just start buying things.
9:13:56Nothing changed about the number, but a lot changed about the behavior expressed by the customer.
9:14:04So pricing is numerical, which is objective, but the subjective feel allows you to create plenty of magic. Changing how you frame your pricing, sometimes not even the price itself, can double sales and retention.
9:14:15So here's a here's an example. And this is not an exaggeration. It's an example.
9:14:20Somebody requested to leave the other day because they're like, I didn't implement the plan. I didn't have time for this and whatnot.
9:14:28Right? So there's two possible ways to frame pricing going forward.
9:14:36A would be, hey, why don't you stay for longer so you can have more time and actually have time to implement? But, like, realistically, how's that how's that gonna turn out? They're gonna be like, no.
9:14:47Let me cut my losses short. Right? They gave up on you.
9:14:51Now, you can offer to give a second chance with your pricing by giving them numbers, but making it kinda have a numerical feel. So you can say, I remember on our call then this is what happened on the call.
9:15:06This is actually what I sent them. On our call, you wanted to do a thousand things. But in the end, you rarely took action on what you knew.
9:15:12This is what he mentioned. Right? Unquote him.
9:15:14You posed it zero times and didn't use my help. Sure. It's easy for me to just take the money, but there's a better option.
9:15:21One that will finally get you moving in one direction with a clear plan and a goal. Because this person struggled with, like, overthinking and doing many things. You have the option to apply all the payments you've already made towards 2025.
9:15:33You've paid 4,900 so far, and I can credit that toward next year. So this time, one feel wasted, because that's why he wanted to leave.
9:15:40Because he felt like he wasted his money. He wanted to keep like, cut his losses short. As if you hadn't paid anything at all.
9:15:47But this time, we do it right. If you commit to 2025, your weekly payments drop to this much.
9:15:52I'll also include a one on one call to map out your plan if you decide to take this option. Let me know what you think. So look at how these two feel.
9:16:01Don't look at the number and look at how they feel. The first one says, give me money. Keep going with this.
9:16:09I'm not gonna help you. Just keep paying. That's your problem.
9:16:12And would have most likely have gotten no. The second one says, let's do it right this time. And not only did it create 9,500 on top of the other 4,900.
9:16:24So it created a total of $14,400. That's like that's $9,500 more just by saying a different number in a different way.
9:16:34Not only that, but it created a relationship that wouldn't have existed otherwise. And that's the power of just like changing some numbers. They're objective, but they have a very subjective feel.
9:16:45Just by changing a little bit of it, you can tap it to different size of the market and double the amount of people and the time they pay and the time they stay with you. Now the trick to this kind of magical quote unquote pricing is not to sell to a machine and think what is the optimal pricing. Like, that's more for macroeconomist kind of stuff.
9:17:06We don't do that. We just deal with people individually and we, like, can base we benefit more from thinking about individual cases and magic.
9:17:16Don't think what's the optimal pricing. It's like asking what's the best pickup line. It just doesn't work.
9:17:21Instead, think, what do I want my prices to feel like? And when you base your pricing on feel, then you can find that you're gonna get way more yeses.
9:17:31So that's just one case. I'm gonna give you 17 more below. So what do I want my prices to feel like?
9:17:39What do I want my prices to do? For example, you want people who already bought something from you to buy more. So what can you do with pricing?
9:17:47This is one of the 18 ways. You can credit the last purchase into the next. So say you have a 100, a 1,000, and a $10,000 product.
9:17:57You can say, hey. You already bought this, buy this, and then that.
9:18:03But that is a tougher sell than selling them as. Why don't we credit the last payment you made into this so it's cheaper for you? So to the people who already bought the $100 thing, let's say, hey, would you like it to be as if you had paid nothing for that?
9:18:20And I can credit this into the next thing. You've got some credit. Right?
9:18:25People are really consistent. People when if they're non spenders, they typically don't spend more.
9:18:32But if they already spent, you will find that they're like they like to keep going. That's why the best question ever is, would you like some price with that? Right?
9:18:40People are consistent. Say if you sell them and you already bought the $100 thing, you've got some credit. Would you like to apply it to this?
9:18:48Granted, you're selling them a $900 thing, but this time it's not an ask. It's a give. And then they already spent a thousand.
9:18:56Right? Hey. Would you like to apply your credit into this?
9:18:59Right? You've got some credit. It's $1,000.
9:19:02You're giving them a thousand in a way. Or that's how it feels. And it often gets more yeses.
9:19:08Theoretically, this can be repeated infinitely. And it just keeps going.
9:19:13And notice how, like, smooth it can be. I sent this to everybody who has ever bought a workshop. Hey.
9:19:19You're getting this email because you've got credit. It's not I'm selling you something. It's you've got credit.
9:19:25To finance my wedding, I've released a wedding toolbox where you can find all my workshops. You're getting this email because you purchased at least one of them. And I'm opening the option for your credit ad purchase.
9:19:34So everything you've paid will be discounted from the price. Reply asking about it, and I'll work out the math for you. So if you got a customer list, which a lot of you have, this is an email you could send today.
9:19:48Hey. I'm crediting what you've paid already into working with me to install what you already bought. And then it gets even smoother.
9:19:56Because then this is what we respond to. When to people who say, hey. I'd like to know my credit.
9:20:01We send them this. Hey, Sam. You spent a total of $200, which I can credit in two ways.
9:20:07I can discount it from the price tag and get you the toolbox for $7.09 9 now. So that's already a plus, and it created $800 that wouldn't have be created otherwise. Or two, I can get you the toolbox now for free and get you access to cash creators for four weeks at a discounted rate of $2.50 a week.
9:20:26This would get you access to the toolbox plus four weeks with me and two weekly calls and community questions to work with me. Let me know which one you prefer and I can run your card on file. And because they're customers, I can ask them, is it still the one that ends on 10:09?
9:20:41Like, see how easy it is. Instead of asking people to, like, buy this, do this. Like, I'm just, like, making it easy by, hey, you've got some credit.
9:20:50Hey. You've got two options. I'm big on not asking people, but making framing your ass as a gift.
9:20:57And when you use credit, that credit allows you to do that. So this is an email anybody can send today.
9:21:07Another one.
9:21:11Something you might want your pricing to do is, let's say, you detect that maybe your price is too high for your audience. There is a way to lower it without lowering your status because that's the big deal.
9:21:24Right? You don't wanna lower your status. So for that, it serves you to think like a Japanese person.
9:21:30So for example, Japanese people sell sushi. Right? And let's say sushi has three pieces.
9:21:36It's got the sashimi, which is the fish. It's got rice. And it's got the nori, which is the seaweed.
9:21:40Right? So if you take out the nori, you don't have nori less sushi.
9:21:46It's not a worse offer. Now it's just nigiri. Right?
9:21:50And if you take out the rice from the nigiri, you don't have rice less nigiri. You have sashiri. Right?
9:21:58And these appeal to different segments of the audience. So what you can do is you take your offer and you do what the Japanese do, and you just unbundle it and sell the individual components because there is a chance that people just want one thing. Right?
9:22:12If it works, then you can turn it into a level of your shell. And this is how you experiment with lowering your price if you detect that maybe it's too high.
9:22:22You don't say, hey, guys. I'm lowering your the price. In my opinion, in my lower status.
9:22:28But what you can do is say, hey, I'm willing to compromise. If you're willing and this is when being clear is kind and you're very clear. If you're willing to not have this, I'm willing to give you limited access and limited pricing.
9:22:43If you don't want this, the price goes down. Just as simple as that. So if you split all the things you already deliver, you do one on one calls, you have the portal, you have group calls and you got the community and so on, You can take things away and then you'd market just that.
9:23:00And that's how you can, like, test lower pricing. So you take something away. You unbundle.
9:23:05I tip I often do this. Like, my offers are just different ways I shape bundle and unbundle the things that are inside of Cash Creators, and I just go like that.
9:23:16I don't think, like, how can I make my offer better? I think what components can I mix and match like a Japanese person?
9:23:27What else would you like your pricing to do? You might wanna retain long term people. And I believe in this.
9:23:34The day you sign a client is the day you start losing them by Don Draper. What I think is practical about this is that it's more likely that you'll upsell a client if you do it early than if you wait. Because clients don't fall in love with us.
9:23:48They fall out of love with us most of the time. And if you wanna strike the iron, strike while the iron's hot.
9:23:55So what I like to do here is conserve pricing but add depth.
9:24:01So as soon as somebody has their onboarding call with me, I will send them this. Hey, here's the call.
9:24:07I'll send it to them. By the way, this might benefit you. I'm doing this new thing called a call a quarter where I'm including four hour long calls with me to get to your plan.
9:24:17No need for upfront payments or increases in fee. Everything remains the same, plus we both commit to working together towards the goal for the year. Let me know if you'd like to take me up on this, and I'll get you my one on one link to schedule the next one at your convenience.
9:24:31Notice how this is framed as a gift. It's not a, hey. Would you like to commit to the program and, like, stay here forever?
9:24:39Right? It's a hey. This might benefit you.
9:24:42Let's get you a plan. Right? You can frame these things differently.
9:24:46So this is currently, this is my favorite way to upsell people or, like, retain people. Because I value personally recurring revenue more than one time revenue. Another way, if you wanted to upsell people, not just retain them but upsell them, is you can do the same thing and offer the upsell early with the recording.
9:25:06So I sell the call recording and I used to send this. By the way, would you like to get DM access? This way, we can implement the plan fast for 300 a week on top of your current fee.
9:25:15You're free to downgrade whenever when set up or whenever you like. This had like a 25% take rate. And, uh, something interesting you'll see with pricing, uh, and upselling and retaining clients is that timing matters a lot.
9:25:29Doing it early, even if it's just a worse offer, will often outperform if you do it later with a better offer. It's timing that matters.
9:25:38Like, do it right then and there.
9:25:42Now, let's say you were going for paid in fulls. What I do is I offer the paid in full early with the time incentive. So if anybody wanted to do six months or twelve months for cash creators, I give them a discount if they sign up for that in the first four weeks.
9:25:59So I will send them the recording. And then I'm like, by the way, would you like to take the 3 k discount? See?
9:26:06It's a gift, not an ask. Thanks. What are the details on that?
9:26:09Total for the year is this much, but the discount is that much. So I can stop your weekly payments, credit the ones you've already made, and charge a card on file. So again, objective numbers, but they feel very subjective.
9:26:23So this depends on what you wanna do. I'll, like, leave it to your discernment. But if do you wanna retain people?
9:26:30Do you wanna upsell people? Do you wanna get paid in full and just get a one time revenue now? There is no, like, optimal pricing.
9:26:38It's more like what do you want your pricing to feel like? And often you can get a feel by the person you're talking to. Because you've had your call with them or you've you've had some interactions with them.
9:26:49You know, are they long term people who are struggling financially? Are they really loaded?
9:26:56So you can kinda get a sense for what you can offer.
9:27:01By the way, uh, paid in full also works with excuses like tax season. Like, before the tax season, you can give people, like, a tax figure or however that works, or the beginning of the year. Like, hey.
9:27:12Let's commit to this, making it happen. Right?
9:27:17Maybe you want your pricing to reduce work of big whales. Because sometimes we have clients that join, you know, they're loaded, but you already know that they're not gonna interact with you at all because they're busy doing a lot of projects.
9:27:29Right? So what you can do is you can offer a premium option two to three times as expensive, solving their main constraint.
9:27:37So I will message them. I'm like, hey, dude. I thought working one on one might benefit you because we can work around your tank constraints and I can help this person had a ghostwriter.
9:27:46I can help your ghostwriter closer too. Would you like to see the details of what that would look like? Sometimes you can just message people like this.
9:27:54And the frame to message people for a upsell is not buy this. It's I think this might benefit you. And you just make the offer.
9:28:03The more they've paid and stayed with you, the less fancy this ask needs to be. It's like the most the hardest date you're ever gonna take somebody on is the first one. After that, it it gets simpler.
9:28:15It's do you wanna go to this place? And then when they reply, I just send them my one on one coaching doc, which is just these two pages. You can reference it here.
9:28:29Maybe sometimes you get a winner and you can tell that these guys got the right attitude, they got the best intentions, but they're struggling financially. What you can do is you can offer a discount in exchange for a longer commitment.
9:28:42So I send them this. Hey. I thought this might benefit you to shift your business to the recurring model.
9:28:48I believe in playing long term games with long term people, so I thought about a deal with you. I can reduce your fee from this much to that much if you stay for a year. No need to pay upfront.
9:28:57I just reduced the next payment upwards and onwards, and you end up saving this much. I get stability and you get somebody you can play the game the long game with. Are you in?
9:29:08And we both get somebody we can play the long game with. Again, pricing is flexible. Right?
9:29:14And it should be flexible, uh, because everybody else has a different situation. And when you like, the key to lowering churn and getting people to stay is to actually give a fuck and seeing how can I make pricing easier for these people?
9:29:31You'll be surprised at how long people stay when you actually care and you make it easy for them.
9:29:39Another one. Maybe, uh, you wanna anticipate a lower period. And this is relevant now that summer is coming up.
9:29:48So you might wanna have this in your arsenal. Summer and the holidays are typically when people get flaky with commitments. So you can get ahead of that by sending them something like get buy x, get y free.
9:30:01So Alan Go gave me this. Shout out. The holidays are around the corner, a festive and hectic time for most of us.
9:30:08And let's be honest, an expensive one too. Here's what I have for you. Buy two months, get one month free.
9:30:13I know it's a mental thing, but skipping auto charge on Christmas and New Year's makes us breathe a little easier. So if you pay for two months now, I'll sub your weekly payments and resume them in February. I'm also adding a complimentary one on one call.
9:30:26So you can do this in summer. Right? If you're taking summer off and you like to commit for after that and get you a plan, reply, I'll get you the details.
9:30:36And you can manipulate your pricing depending on how you wanted to make it feel so that it won't be like, oh, man. I'm in summer. I'm enjoying.
9:30:43I'm on vacation. I'm not using the program. You can tackle that numerically before it happens.
9:30:48I recommend if you're gonna do this, do it in May.
9:30:53Also, you know somebody's taking time off. I've done this because sometimes because I follow all my clients, I see them let's say somebody's going somebody's gonna have a baby, right, or something.
9:31:06It it makes sense for you to, like, get up get in front of that. Hey.
9:31:10Like, so you can spend more time there without worrying about this and that and that. Maybe this might benefit you. Right?
9:31:19Another one. You can sell your most in demand checkpoint. So we all have these things that people kinda want the most from us.
9:31:26Right? Like, you can we can hear it from clients a lot. In my world, it's people wanna have their offers set up.
9:31:33For others, they just wanna lose their first five pounds. And for others, they just wanna get their next three clients. What you can do is you can sell only the checkpoint at a lower time frame and price.
9:31:45So let's say your thing is losing five, ten and fifteen pounds. You can just sell phase one at a third of the price. If this works, then it can be added as a level of your shell.
9:31:57So for example, cash creators would create 20 k and then twenty k months and then twenty k weeks. I thought, is there a world in which I can do just five k in five? Because some people just want one small win.
9:32:10And then you can apply the other tools to upsell them in the in the back end with credit. So this is an option.
9:32:17You can just split your program for one third. Maybe do one third of the price. And once you get them going, you upsell them in the back.
9:32:27What what I like about this is that it speaks to different parts of the audience. Now that I've released these different modalities of bundling and unbundling and thinking like a Japanese kind of stuff, I'm seeing people that I've never seen before pay.
9:32:42And I realized that it wasn't that the audience was dead. It wasn't like a like a wheel bait problem. It was a audience segments problem.
9:32:50I've been promoting the same thing for too long. And I didn't unbundle it enough to speak to different people. Because just because somebody doesn't buy that exact combination of variables in your offer, that doesn't mean they're not gonna buy another one.
9:33:08Getting a compulsive yes. So, for example, I want this is good for Black Friday of or if you're selling, like, um, like, bundles or whatnot or products, I just say, hey.
9:33:19This has a big discount. Yeah. It's it's a typical one but it always it's it's tried and true.
9:33:29Observation. If you're gonna give discounts, don't frame it as a percentage discount.
9:33:33Frame it as a number. Numbers hit harder than percentages. We did an experiment in which we offered a 20% discount and a $2,000 discount.
9:33:44And we split tested both. The 20% discount was more than the $2,000 discount.
9:33:51But the $2,000 sold more people than the other one just because percentages are harder to grasp. Whereas numbers, people people just see it as a noun number, it's easier to get.
9:34:08Make a big charge seem small. And this is something anybody can do now. If you sometimes sell a bigger thing, like a bigger bundle, I am a fan of always giving an option to finance it.
9:34:20So most people who took the wedding toolbox took the financing option, not the $1,000 option.
9:34:27So I like to do it as a financing weekly. So if your thing is 700, you can offer a $100 for eight weeks.
9:34:34Sometimes just having that option is helpful.
9:34:40Turning past customers into clients. So the way I sell offers in let's say, sell a workshop, I will sell the workshop itself, but I will also sell a thirty day pass or a monthly pass to cash creators.
9:34:53And it's half now, half later. So let's say the workshop is a $100, I will sell a pass for maybe, like, 600 now and 600 at the end of the thirty days. And the way I frame my pricing here so that people will upsell is I don't charge them and then ask if they wanna stay.
9:35:11I offer, would you like me not to charge you and stay? So I send them this.
9:35:17Hey, person. As agreed, I'll charge the card the remaining $500 tomorrow.
9:35:23If you'd like me not to do that, you have the option to stay here with all your benefits instead of losing them by crediting that payment to your fee. Your next payment gets canceled, and you can just keep going at this rate starting on March. After the sixteen weeks, not before, you have the option to leave if or whenever you like.
9:35:42Let me know if you like to take me up on this, and I'll cancel your next payment and talk next steps. So it's always framed as a plus. You get more and more and more and more.
9:35:52And hopefully, you notice, like, all these little things add up. This is why I can make a lot of offers and not annoy some people.
9:36:01Because I always frame it as here's what's in it for you. It's not a saying cash creator as it's, would you like to cancel your next payment? It's not a buy the next thing.
9:36:10It's, hey, you've got some credits.
9:36:14And some rules of thumb for general pricing. I find that group programs tend to be really good at a 102 and $2.50 a week, like, to those point those ranges work really well.
9:36:25Raising prices at 25, 50, 75, and a 100% capacity also is, uh, pretty good to, like, keep your protagonist's journey so that people know, oh, like, this guy's actually gonna accomplish it, and one day he's gonna leave. Not being always available is really good for business.
9:36:44If you're gonna do one on one, which is basically just DMs and calls on top of the what they already get, two to three times what you charge for your group tends to be a good number. Workshops, these are variable, but workshops what you all you need for a workshop is as simple as it sounds is get someone to give you $1.
9:37:04Because it's not about making money with workshops. Workshops, unless you have a pretty big audience, are not gonna make you a lot of money. But they do find you people who are gonna make you a lot of money.
9:37:14So you just have to get people to transact. It's more about creating a customer than making money with, uh, one time offers. Because then you can use all the ways we talked about in pricing to get them to upsell.
9:37:26And that's when you make the true money. I make more money from the back end than my front end. And that's how you can have more efficient audiences.
9:37:35It's you just make your front end thing just get somebody to give you $1. And then you have a really elaborate back end with all these ways to make pricing easy to get people to, uh, stay.
9:37:47The problem is when you flip them. And when you make the big ask upfront, and then people don't move because people are consistent.
9:37:54Non spenders don't spend, and spenders keep spending.
9:38:00Selling passes one x to 1.25 x of your group program tends to be a good heuristic.
9:38:06I do have now and have at the end.
9:38:12Now, the case for weekly. So why do I like weekly? I like it because it's subjectively easier to say yes to a weekly fee than a monthly fee.
9:38:22Even though it doesn't really make sense because, like, $2.50 a week feels less than 1 k a month.
9:38:30It just feels like less. But if you extrapolate it to a year, $2.50 a week, you pay more. I think you pay, like, you pay, like, $500 more.
9:38:40So it doesn't really make sense. But again, pricing doesn't make sense because you're dealing with humans, not robots. A second benefit is that I can tailor pricing to people and the benefits are immediate.
9:38:51That's something I really like. So you tend to get more yeses. So for example, this is what my pricing notifications look like.
9:38:59This is all cash creators. Some people are on regular. Some people are on credit.
9:39:05Some people are on the let's keep your momentum going. And some people are at a different fee for different stuff. So when you have weekly, you can adapt the next payment onwards immediately.
9:39:18So people get an immediate reward for ticking you up on your upsells, on your offers. So that's why I like it. It gives me so much flexibility.
9:39:26My pricing looks like a random number generator. And that's fine. Because I know or, like, I have a better idea than I used to have of where everybody is, and I can make them specific offers depending on what situation might benefit them the most.
9:39:43I test pricing all the time, and the question is the same. Not what the optimal pricing is, but what do I want my want my pricing to feel like? It's always subjective, but I wanna have subjective feel to everything.
9:39:56So, uh, something that you can do today and so that it turns into, like, an actionable. Take one of the 18 today and send it. Find one that you want your pricing to do in your business and apply it.
9:40:10You might be pleasantly surprised. Then getting the habit of going over your client list and all the options every week. And then you might be constantly pleasantly surprised that just a small change in numbers can have a massive effect in how many people take you up on your offers.
9:40:27Sometimes you just don't have to change anything. You just have to frame the way you ask for things. And numbers are one of the most powerful ways we have to do so with pricing.
9:40:40Mister Helmuthen, we're gonna walk people through a little bit on how these outcomes were achieved, and I'm gonna go deep into other segues.
9:40:51So you just rant. Kinda keep it as as honest and as as as natural as you can, and I'll get nosy on the things that I think are worth getting nosy about on how you doubled your MR, created 42 k in thirty days.
9:41:06Some clients have been staying with you for five years. You have an ultra premium offer that's multiple times what the other offers are worth, and yet you still get takers for it.
9:41:19Now you're I don't know if you remember, but, like, a year ago, you're about making three, like, three times as much per month.
9:41:28Yep. And you've developed this idea of profits over profits that I like to hone in on to show people how they can find theirs and what use they have or what that has created in their lives.
9:41:44So Okay. In your life. So we're gonna start with why don't you why don't you walk us through, like, kind of the the story on how you started this thing, what you maybe wanted to build it into, and what then you kinda pivoted towards?
9:42:02Sure. So first things first, this is a hot seat. I'm have not prepared for any of this, so it's gonna be more fun and more real, I suppose.
9:42:10I started the trading initiative in 2020 during the COVID lockdown. I've been involved in my industry for fifteen years now, ex Merrill Lynch, and moved to Brazil during the right before COVID lockdowns with my now wife.
9:42:27And so I just wanted something to do. There was a a gap in the industry that I felt like I could fill at the time, and it it started off a hell of a lot differently than where I'm at right now.
9:42:40No real direction actually when I started. It was kind of just throw shit out there and saw what what's stuck.
9:42:47And the unfortunate part was everybody was doing it. And not just my industry, but literally everything.
9:42:55Everybody was in COVID lockdowns. So if anything that came to your mind, you would try to start a business or try to sell yourself online, and the barrier to entry was very low.
9:43:06And during the COVID lockdowns, you know, there wasn't a whole lot going on. Everybody was chronically online, and there was some success, and there was some failure.
9:43:16But what I've evolved into over the last five years now is a very structured program, if you will, with a clearly defined audience, which I think is was I didn't have that to begin with.
9:43:30I didn't have it for the first, like, year and a half, actually. It's actually part of the reason why I found you to begin with was how the hell do I find the right type of people. And now I have, you know, as you kind of stated the the current stats, I have a business now that performs well.
9:43:46I have a dedicated client base. I'm growing every month. The money coming in now finally justifies the time that I put into it for the first, like, two years, and everything is going well.
9:43:58And as a matter of fact, this year is gonna be the best year. And all things considered, I the momentum is on my side.
9:44:05I think that's a really big thing when it comes to business in general is when the momentum is on your side, you don't wanna stop. You wanna continue to press the gas pedal down. And so, uh, the back half of 2025, I think, is gonna be better than the first half, and I think it's gonna continue through 2026.
9:44:19So let's walk walk us through the numbers. What was it one year ago? What is it today?
9:44:25And, uh, yeah, let's start with that.
9:44:28Hold on the specific numbers, but I'll tell you it's a hell of a lot more this year than it was last year. Last year wasn't terrible. Last year, I think the business brought in somewhere around a 130,000, 140,000.
9:44:38And this year, I'm on pace for probably 300 or more. Specifically, since opening up the the last tier, you kinda mentioned that, the the big revenue jump.
9:44:50Folks, if you're listening to this and you're afraid to charge people a lot of money, don't be. If you actually deliver on the value that you wanted or that you say you can deliver, they will pay.
9:45:01And, uh, the sizable jumps in MMR are coming in on a weekly basis now. So I really don't know where I'm gonna end up this year. I think on the low estimates, it'll be 300 k.
9:45:09I think it could be probably somewhere realistically four, maybe low fours.
9:45:14But you never know. Like I said, when momentum is hot, you you grow in spurts, and who knows what happens.
9:45:20So I've more than doubled, for sure, the the revenue. And one other thing to to kinda point out is my overhead costs are, like, minimal.
9:45:30So I keep, other than taxes, like, 95% of what I bring in. So I don't have, you know, a bunch of employees. I don't have a brick and mortar.
9:45:38I don't you know, I'm keeping what I bring in. So
9:45:42Alright. Is that 95?
9:45:45Like, not yeah. It's, 95%.
9:45:49Alright. Let's get into the details. So I'm interested in the whole defined audience aspect.
9:45:55So I've heard some people say that they have the world's biggest fish tank. Yeah.
9:46:00Because how do you not end up there? How do you find the people with money?
9:46:06So let me tell you guys something. I I've paid JK for two or three years now for advice. And for the first year, I was just kind of a lurker, likes a cash, reading everything, never responding to anything he said to me.
9:46:17I didn't even have my one on one with him, I think, the first year. It took you reaching out to me a couple of times asking me why the hell I haven't scheduled something with you. But the biggest thing that changed immediately once I did have a conversation with you was the was the fish bait versus whale bait.
9:46:31Specifically, in my industry, you know, there's there's people with a lot of money. And when you create content For context,
9:46:39everybody, what industry is this?
9:46:41Investing. Financial markets. Right.
9:46:45Sorry. I should have started with that. But, yes, financial markets.
9:46:49When you create content for engagement or for everybody, you typically get the people at the bottom, as you say, that are looking to learn everything from you, but they don't necessarily wanna pay for it.
9:47:01And you don't make any money making people feel good. So the first thing you had me do was go step by step through the process of who do I think about when I think about, like, my ideal client, my my, uh, my role model, my MVP, or whatever.
9:47:17And we built kind of this picture of of who I wanted to work with, like my dream client.
9:47:25And from there, then we started to build out, like, a strategy on content. It didn't go the other way around.
9:47:31I think that's important. Because I didn't create content to find my audience. I I knew who I wanted, and then I created the content around that specific individual.
9:47:40Uh, and it completely changed, uh, not only, like, my day to day, but
9:47:46the the performance, revenue started going up. What's the what's the difference? What's the difference between creating content to reach out to your audience and knowing what you like, being clear on that?
9:47:57How did those apply differently?
9:47:59So having conversations with clients that I already liked, I think, is a big thing. You don't have to ask them specifically and make it awkward.
9:48:07You can probe around. And one thing, for example, like, clients that I had issues with were, like, taxes, for example. This is this is, like, a niche area of what I do because guys that have money have to pay taxes.
9:48:17It's life. Uh, and if you have, you know, million dollars or more in a brokerage account, you're paying taxes. So I never used to talk about taxes or even bring it up at all, uh, because, let's be honest, most people don't ever have that issue.
9:48:30Once they started just, like, uh, kind of talking about it, just referencing it, like, around January, February, hey. Make sure you're reaching out to the right guys to help you file your taxes.
9:48:40Who do you think responded? Was it the guys with $500 in a Robinhood account in a dream? No.
9:48:44It was the guys with 7 figures in their brokerage accounts that might have made 7 figures and have to pay 35% in taxes. So all of sudden, those are the guys that are paying attention, uh, to what I'm saying. So the engagement obviously came down.
9:48:56I would get, like, three to five likes per post instead of, like, 50 or whatever, But the three to five likes were the exact people I wanted to like the damn post. And from those five people, maybe one or two clicked the link, came into the funnel, convert one at a relatively high price point. That's all you need.
9:49:12So one thing that I don't do, uh, that I think goes against mainstream is giveaways, lead magnets.
9:49:21I don't believe in any of that shit. Uh, my audience might be a little bit different than some people, but my audience is not attracted to free anything. Uh, they want to pay because they perceive, uh, higher cost with higher value.
9:49:36And so when I'm willing to give something away for free, they almost look at it like it's not worth their time. And so I completely stopped give doing giveaways, the lead magnets, like, you know, reply back, TTi, and I'll send you a link.
9:49:49Like, I ran that stuff. I did it. It got engagement.
9:49:53I couldn't tell you the last guy that actually bought something that came through that funnel. Mhmm. So I just completely stopped doing it.
9:49:59And I know that goes against, like, every growth hacker's dream. And maybe that does work for some people's, you know, industries or whatever.
9:50:08But for me, was a net negative because it cheapened to my brand. When I was willing to give away stuff that we were charging for for free, it made people ask why the hell would I wanna pay for it. I'll just wait till it's free.
9:50:19So the it's a big deal, guys. I'm telling you, JK talks about this a lot, but the fish bait first, whale bait completely changed everything for me.
9:50:28So we'll we'll take there's a really there's many segues we can take this in. So one that I one that I really liked was when you mentioned, and I wanna kinda make it define into a sentence when you mentioned taxes.
9:50:42I saw another post the other day about some dude that said, here's how you avoid paying this many fees on this project. And people who engage with it, you could see the likes.
9:50:56They were only people who, you know, have fees on Stripe, people with money. Right? Yep.
9:51:02So it's it's often you wanna talk about the second, third, fourth, or the consequences problems and not in just the one that are beginners. So, like, showing people how to get from zero to something is probably not gonna get you anything, but showing and being in tune with the problems that advanced people have, it's not like their problems disappear.
9:51:21It's, uh, there's other problems, but it's just they're so scarce, uh, compared in content.
9:51:28Like, they don't see it as much. So by you providing that, you'd be surprised at how how few how little of that content people see because it's just so advanced and nobody's, like, thinking about it.
9:51:42So think about what is the second or third order consequence.
9:51:45For those of you that are old school, if you remember way back in the day, like, Google keywords, if you go and, like, you're a bodybuilder or something and you're trying to start a business and you you wanna rank for, like, bodybuilding, it's gonna be very difficult.
9:51:57You have all these people looking to compete with you. If you're running ads, it's gonna cost you a lot. But if you go to, like, the fifth, sixth, seventh, uh, I don't long tail keyword.
9:52:05Right? That's what it was called. If you had bodybuilding for men over 50 with, you know, a chest injury, you might get 50 views per month, but those 50 views are gonna be extremely nuanced, and you're gonna solve an issue that most aren't even addressing, and those people are gonna be the people that pay you.
9:52:20So, yeah, 100%. Go out to the fourth, fifth magnitude. Answer those questions.
9:52:25You'd be very surprised at how many questions people have that nobody answers.
9:52:29Good. I like that. So okay.
9:52:36Cheapening brand. What are what are some things that you stopped doing that cheapened the brand before?
9:52:43And what are some things that you started doing that gave that brand kind of that luxury higher end feel?
9:52:52So there's a couple things, and I'm gonna be a 100% honest with you folks. I want you to take this, like, at least for what I'm doing real like, this is really what I do. One thing is within my industry is there's, like, a say, like, a small account challenge.
9:53:06You know? Like, take your account from zero to a thousand or zero to 10,000. That's fine, but you're gonna attract the people that have $0, and those people are gonna have a lot of time and no money to pay you.
9:53:15So those are gonna be the guys sitting this board all day with $250, uh, in a drink. And those are the guys that are gonna message you on a Saturday night.
9:53:23You know? And if you don't respond to them by Sunday morning, they're pissed. And it's like, bro, why am I even wasting my time?
9:53:29So I completely stopped, uh, talking about anything that regards small anything. And by doing that, it it completely changed the type of people that viewed my content because the people that were in those shoes are no longer engaging with me, which is great.
9:53:46Another thing, and this is it it's funny, but it's true within my industry, and I think with a lot of industries is people are very superficial.
9:53:54And I'll tell you just from personal experience, networking is kind of a double edged sword because most of the people that wanna network are not people that you necessarily wanna know because they don't have shit. And so you can network through different ways of things you talk about online, pictures you post.
9:54:12A great one, and this is gonna sound stupid, but it works, folks, is like smoking cigars. There's only there's a niche portion of the world that likes to smoke cigars. So when you post a cigar picture on, you're automatically kind of grabbing the attention of other people that like to smoke cigars.
9:54:27I'll And tell you, most people that don't have a lot of money aren't smoking cigars. So even if you're my content is financial markets on a Saturday. I'll be like, hey.
9:54:34Hope you guys are having a great day. Here's a picture of Monte Cristo. I'm up in the mountains in Southern Brazil.
9:54:39Who do you think is gonna like the post? It's not the guy with the dream, $250. It's the guy that maybe he's smoking on a Cohiba, you know, and he's, hell, yeah.
9:54:47This is great. It's like virtue signaling kinda. This is like a way to network with the type of people you want.
9:54:53You have a nice car. I know it's stupid. I don't like influencer marketing or luxury marketing.
9:54:57But if you have a nice car, you're automatically gonna draw the attention to people that also have nice cars. So you don't have to be an asshole about it. But these, like, little nuances are gonna start piquing interest to people that share the same type of interest as you, and you're gonna start rubbing elbows with them just because you have shared commonality and interests, and that brings people into your funnel.
9:55:17That's a great point. I knew about a guy that he had a funnel and he split split tested a and b. So one of the ads said, this is how much my business make.
9:55:33Sign up. Whatever. Right?
9:55:34It did okay. The other one was, this is how much my business make makes so that I can help my family and my wife. And that one had four times the conversions.
9:55:45Yep. And nothing else changed. And it's just that I asked him, who do you do really well with?
9:55:52And he's a business guy. Right? But he's like, married men.
9:55:56Yeah. People in relationships with children. So it's almost like exposing the behaviors that your you want your whales to reflect back to you.
9:56:07It works because life kinda works in mirrors. So if you explore the way you believe in, you will attract people who believe in that stuff.
9:56:15It's it's like, when you start to build a community or a business or whatever, people wanna hang out with people that they share common common stuff with. So, yeah, if you can kids are a great one for those of you. I just had my first kid in March.
9:56:27Uh, I'm going through it right now. So I automatically when somebody says something about a kid, I perk up a little bit.
9:56:32It's true. But it's like that with everything in life. It's wife, kids, cars, cigars, drinking, whatever it is.
9:56:38Nice liquor, wine, and anything. Right? The more niche, the better.
9:56:42You know? The smaller the community that revolves around that particular luxury good or idea, the better you can capture it.
9:56:49Let's go on, um, contents. Because you have a really I wouldn't call it, like, you have a Notion dashboard that's structured on every single thing you create content.
9:57:01But you do have some really nice variability between, like, personal and also business related and case studies. What is your thought process behind what do you post and what buckets they belong to?
9:57:14So this is something that I I'm still improving on. But I've come to notice within my particular audience, it's all about the results.
9:57:24So I'll give you a great example. You do this better than anybody I know. Maybe Trump does it better.
9:57:30But, uh, you make an enemy out of somebody and you give them a nickname. Or, like, it's not necessarily an enemy, but it's like an idea that you could poke fun at. So, for example, today, I posted something called Doomer Derek, which is the guy that thinks the world's gonna end every time he sees his own shadow or day trader Danny or, you know, these guys that you could just poke fun of it.
9:57:48You can kind of use your brand, your positioning to kind of explain why it's better.
9:57:55And Why why do you think that works so well? Because I've experienced it. But when what's what's your theory on it?
9:58:01You know, you make like a it's
9:58:03you wanna build people that that share the same, like, thought process as you, the same values as you. And so if you can vilify like, an idea is better than a person, by the way.
9:58:15An idea, if you give it a name, it makes it funny, which automatically gives it a little bit more power.
9:58:20But if you can vilify an idea and position your stance as being superior to that other idea, people will rally around that idea, which is part of the reason why TTI itself is not a brand based off of me.
9:58:33It's a brand based off of the idea of profits over profits. Everything is if you can build that, like, core loyalty around the idea, I could leave, which I'm sure we'll talk about eventually today.
9:58:44I could leave for a week, and the business will continue to run because it's the idea that works. It's not me.
9:58:50So if you could vilify, you know, Doomer, Derek, Day Trader, Danny, with a macro Marty. I mean, I've come up with them because of you, and they weren't great. You know, the guys inside the the community and other people, they laugh at it.
9:59:03They kinda make jokes, and and and it, like, strengthens the brand. But the content strategy in of itself, I'm still working on. The results are are generally what worked for me.
9:59:13In my industry, everybody's posting charts. Uh, you go on FinTwits, and everyone's posting the same goddamn things every day.
9:59:21One person posts something, and then you have 5,000 people posting the same thing, and your audience kinda sees it from somebody else and then, you know, there's no, like, edge to that. You know?
9:59:30It's, like, all the same goddamn idea every day and it's just stupid. And so I thought to myself last year, like, what makes TTI stand out?
9:59:40Like, what can I do? Because I can't share better charts than everybody. Nobody really can.
9:59:45TTI is the trading initiative, by the way. That's his company. Yes.
9:59:49Sorry. And so I focused on the end result instead. And what I realized was the guys that are focused on the end result cared more about the charts because the charts are
10:00:00All the same. And so the process became less important than the end result, and the marketing showed that.
10:00:07So I just stuck with it. So now I turn the result pictures into minor case studies.
10:00:14I give little insights through the case studies like, hey. This is kinda how we did it enough to make people curious, but not enough for them to do it by themselves. And it's worked great.
10:00:23But I focus on the end result. I don't focus on the process, like, at all anymore. Because I realized when I focused on the process, it brought the people that I didn't want to work with.
10:00:32The guys that are gonna message me on a Sunday morning, can I help this person? And I'm like, no.
10:00:37It's Sunday. But when I focused on the results, it it drew in the people that are like, okay.
10:00:42I see that it works. It's just a different type of crowd. So
10:00:47So what's a what's this what's the process look like?
10:00:53So the process is like a a full trading system, and I have, like, built in courses and stuff. It's it's like a it's a way to view the market.
10:01:01I'm not gonna get into it right now because it's super technical, but, essentially, it's like it's a way to view the market that's very specific to, like, the way we do things. And I realized when I was when I was marketing that, like, hey. Our way is better than everybody's.
10:01:13People would look at that and go, so what? Like, this guy is saying that. This guy is saying that.
10:01:18This guy is saying that. But one thing my competitors couldn't do was show the fucking profits, excuse me, for swearing, that the people that were paying me got.
10:01:26So everybody has their way to do stuff, but does it actually work? And that's what I realized really drove conversions was, hey.
10:01:34It works. Look at everybody that's in the community. They're doing this.
10:01:38Here's their equity curves. Here's their, you know, their their profits on this trade or whatever, and then attracted the the type of people that are there to win and not just learn.
10:01:48Nice. How do you how big does a case study have to be or result have to be in order for you to consider it?
10:01:55Uh, this could work as a case study. Do you have a certain,
10:01:59like, what do you consider I'll tell you right now. I've asked you about this before. I think it's funny.
10:02:03I've had I mean, we have guys that are making verified, by the way. This is not bullshit. Like, 6 figures a trade.
10:02:10We have 7 figure earners in in our community. And I'll post some of those. And they don't actually convert any better than the small wins as long as it's a win.
10:02:20So it's I don't know if I could potentially be doing better at framing those bigger wins, but I think consistency matters more than the big odd lot win. A couple of times a week, I can post results because we get them consistently. And so I think when somebody is sitting there, like, let's say somebody follows you on Twitter or whatever and they see a win, and then they see a win two days later, and then they see a win two days later, I think that matters more than one single big win.
10:02:47And I'm sure those big wins have YouTube videos. I've tried Instagram and TikTok. And, personally, I think it's the consistency of the results that matter more than the one big win.
10:02:59I really like that. And no no win is small enough.
10:03:04That's Right? That's It's a if sometimes it's emotional. Sometimes it's just about a feeling that went away, like, being scared anymore.
10:03:13Well, so here's one that I'm gonna post. I don't know if I'm gonna post it today or later this week, but we have a one of the guys that's been with us now for three years, one of the tier four guys, he just he took profits from earlier this this year and bought a, like, a $110,000 Tesla just taking delivery of it today.
10:03:29And so he's posting pictures in our group and stuff. And, I mean, with I always ask everybody, is it okay if I post? Because you never wanna post somebody's personal stuff on the Internet for your own gain without their approval.
10:03:39I think that's fair. Right? So this individual, you know, take taking a delivery of a brand new, whatever, souped up Tesla you bought.
10:03:47And, I mean, like I said, the people that are attracted to those type of big big purchases, the 100 k cars and stuff, those are the guys that are gonna look at that and go, hell, yeah. And so that case study is probably gonna be great.
10:04:01I mean, it's probably gonna do well. But these are the types of things that, uh, I think people should focus on are the wins. It doesn't have to be a $110,000 test of it.
10:04:09Focus on the wins inside of the community and show other people that are on the fence that they could do it too.
10:04:15What are other wins that are that you've showed that are maybe not the impressive ones? Are there others that are maybe nonfinancial?
10:04:25Yeah. I mean, uh, I mean, we've had, like I'm running case studies where it's just like a we had one a couple years ago that did really well where this this woman came in.
10:04:34She did well, and she made enough money to, like, build a deck in her house. And this did surprisingly well. I mean, it's not like this huge thing, $15 or whatever.
10:04:43It's it's not the biggest win in the world, but it just that kind of pulled the the strings on kind of the middle grip. So for those of you that are privy to hit JK's offer shell, you know, you have I have four tiers. Tier one's a one off product.
10:04:57Tier two is a lower monthly sub. Tier three is a bigger monthly sub, and tier four is a big annual sub. And, you know, getting that middle ground for the tier two at a lower cost monthly subs is super important too.
10:05:10I mean, that's kinda where your majority of your reoccurring revenue comes in on a monthly basis. So don't be afraid to show the small wins either because that, you know, that might give a completely different you know, like, might take a different audience that is still wanting to pay you.
10:05:24But it's more relatable than buying the $110,000 Tesla because these guys, maybe they don't want that. Maybe they just wanna renovate them.
10:05:30Know? That's fine too.
10:05:34I really like that. So I'm gonna write here. Different wins appeal to different segments, and that matters because we see our audience as this amorphous one thing, like this one blob.
10:05:49Like, the the audience is a one thing, but it's actually not. It's something that is segmented infinitely.
10:05:56So let's say you have like, this is your audience. Right?
10:06:00Every time you make an offer, let's say you share a case study about, uh, a really big win, the Tesla.
10:06:07Right? You make an offer to this segment. Right?
10:06:10And then you make another one. That's also about a big win. You're making it to the same segment.
10:06:16Then another big win, it's the same one, it's the same one. But what you haven't realized is that you haven't made offers or case studies that are relevant to almost all of your audience.
10:06:29And so by creating case studies, small, big, and all the way in the middle, you actually tap into people with different problems and segments in your audience. So if you share a really small one, then you'll get the people who just invest kinda a little bit of their income every every month. And then if you show the big wins, you're gonna get the big whales and so on.
10:06:48And both matter because the people who are whales in your audience, they're really ultra high ticket folks. They're the minority. The or their majority, they're not gonna pay you life changing amounts every time, but the volume makes up for it.
10:07:07And that's why the audience, I don't see it personally as a way to get clients.
10:07:13It's just a pool of people, and your job is extracting as much as you can out of the people that are willing to pay from all of that segment.
10:07:23Yep. Makes sense? You'd be surprised at how many people join your, like run your full offer stack.
10:07:29You know, there's guys that are out there that will pay tier four. They just need a little push, and they're gonna come through tier one, tier two, tier three first, and you're gonna have no idea. It's happened to me.
10:07:38I had a guy that started off with the $99 product just to make sure I wasn't complete bullshit. He didn't even use the product, by the way. Uh, there's, like inside of our platform, I can see how long somebody went through, like, a course or whatever.
10:07:49He went through 5% and then paid me for the tier two, eventually paid tier three, and now he's in tier four. So, you know, don't ever put, like, limitations on anybody coming in, which can be very easy to do, particularly if somebody reaches out in an email and they're kinda coarse, so they're they come off as rude.
10:08:05You know, treat everybody like they're gonna pay you for tier four, and you'd be surprised at how many people eventually come through the full funnel stack.
10:08:14What are some things you've noticed on better ways to upsell people?
10:08:21Like, let's say people are reading listening to this and they have people inside of, like, their tier one or two.
10:08:29And they can kinda tell that they could get into tier three or four. What are some things you've noticed and some insights that you've got to get people to move up?
10:08:38So for me, it I just learned this recently. So some of it was just random.
10:08:45I worked through tier four with you for a while. As a matter of fact, you told me for, like, six months, create the goddamn tier four, and I was like, I don't know. I don't know.
10:08:53And I finally did it. It's worked great. Imagine that.
10:08:55JK knows what he's talking about. But the biggest thing for me was I knew who would already be the the clientele for tier four, at least, like, the first batch of people I pitched it to. And I did kind of probably what I'm gonna say you shouldn't do, but I did it anyway, is I just asked them what their problem was.
10:09:13Like, what are you dealing with that we could be doing better? And so a big one for us was the tier three is, as your upper shell kinda talks about, it's all about access.
10:09:24So tier three is, like, access during the day for me inside of Discord. And so we're talking together during the the trading day, and there's about 80 people in there.
10:09:34And so as you can imagine, if there's 80 people inside of a Discord, there's a lot of chatter. So the biggest gripe for most people that wanted to get the tier four was I just want less noise.
10:09:45I was like, okay. Well, what do you think that looks like? They're like, you know, I want less people talking.
10:09:49I want more, like, straight to the point. I wanna be able to come online, read exactly what's going on, and then leave because I got x, y, and z to do. I got kids.
10:09:57I got a business to run. And I said, okay. How about we, you know, create a little area inside of the Discord, you know, that is only for accounts accounts over $250,000, which I think is important because put a, you know, a barrier to entry to that.
10:10:16Because first off, it creates higher premium on the brand. But secondly, you're gonna filter out a lot of the noise that comes through with the smaller accounts out there.
10:10:26It's how life works. And so kinda set the standard at 250,000 or more, and, you know, every single person with over a million was like, yeah. Where do I sign up?
10:10:34I don't want you know, I want it now. Like, let's just let's do it now. Everybody said yes.
10:10:38And so and ironically, I asked them what they wanted, and then I made it for them. It's amazing.
10:10:45But you wanna do it in a way where it's not like you're I don't know. Like, you're underprepared or you're learning yourself.
10:10:52You know, you wanna position yourself as, an expert that wants to help them. You just don't know how to help them. And so they very plainly told me how to help them.
10:10:59I did it. They all said yes, and here we go.
10:11:03There's some people that have specific barriers as in you have to make this much amount of money. I know others that have consumption barriers.
10:11:11They say that if you wanna ascend, you first need to buy this and consume this, or else it doesn't work. Like, it works different for different people.
10:11:22But
10:11:24I think the concept is the same. For you. Right?
10:11:27I mean, the concept is the same. The same is you don't want your tier four to be, like, infiltrated by tier two and tier three. You don't.
10:11:34You wanna keep them segmented out because, like you said earlier, your tier four is what moves the needle. You know, if you're if somebody's paying you $350 a month versus somebody that's willing to pay you $10 right now, who are you gonna take?
10:11:46Right? And so you don't wanna filter down that tier four tranche with tier two, tier three guys.
10:11:51It's just you know, it might sound like an asshole, but it's the way the world works. Tier four is paying to have exclusivity, so give it to them.
10:11:59I agree. I think I think one on one and really close access gets a bad rep.
10:12:06If you end up like, I'm a really big introvert.
10:12:10Right? And I found that I at the end of some calls, I'm completely drained and I just want to sleep. And at the end of other calls, I'm excited and I wanna go out for a walk, think about what just happened.
10:12:22And it's not so much what you do, but who you do it with that really tires you. So the whole tier thing, it makes sense not only as a, like, as an efficient way to make money.
10:12:34Yes. That is the main reason. But also kind of as a defense mechanism to your energy.
10:12:39There's some people I've told Christian, and he won't let me lie, that I'd be like, this guy asked you for the details, you do not send it to him. You you're the one that told me this a year and a half ago when I was you know, I had I had an issue with too many people, and I wanted to raise the price. And you were like, just kick some people out.
10:12:55If the clients suck, kick them out. And I did. And I will tell you something.
10:12:58I'm making more money now, and I'm enjoying my time a hell of a lot more. I just simply did not extend the invitation again. And then it's been a good time.
10:13:06Good luck. You know? And try to do this professionally as possible, but every client is not worth your time.
10:13:11They're not all worth the same. They might all pay you the same. But if they're taking up your mental capacity like crazy, no.
10:13:19Get rid of them. It's not worth it. Exactly.
10:13:21And you made a good point. You can kick them out, which is the hardcore version, or you can just not invite them again.
10:13:27Yeah. That's like I just did invite them. Course.
10:13:29Sorry. Yeah. Yeah.
10:13:30Me too. Just like I don't ever wanna make entities.
10:13:34You just you gotta do it professionally. Right? So
10:13:38Alright. Let's let's shift gears to the to the big idea.
10:13:44Profits over profits. I love that. And I think the the the fact that you came up with it, and it's so, like, eloquent and nice.
10:13:54But walk us through how do you develop it first? And then I'll ask a bunch of questions.
10:14:00Sure. So the first big idea I had was only price pays. And then I ran with that for, like, a year and a half.
10:14:08And I was like, this is great because it sums up exactly what I'm trying to do. And then I got an email from somebody telling me they were gonna sue me if I didn't remove the branding because they had trademarked the phrase.
10:14:19And I said, what the hell is going on? Are you crazy? And so I've had a conversation with you, and you were like, make this a good thing.
10:14:26Turn it into, like, hey. It's so good someone had to trademark it, then pivot. And it took me a while to figure out what I wanted to do, and I did.
10:14:33I kinda joked around about it. And, uh, but then I eventually just, like, ceased to bring it up. I tried to remove it off of everything.
10:14:41So I didn't want people to reference me from it anymore because I wanted to move in a different direction. So we had a conversation, uh, about a year ago, and I'd already kinda thought about this profits over profits idea.
10:14:51And you were like, why the hell are you not using this? This is great. And so I said, I don't know why.
10:14:56And so I kinda tested it a little bit on Twitter and in my newsletters, and it stuck in. And then it took off. I started to build a brand around this idea that you don't have to be the smartest guy in the market to make money.
10:15:07That's the whole idea is if you think you're smarter than the market, you're probably not. And the dumber guys are the guys that are buying the boat.
10:15:16There's this this great you know, for those of you that are in the market, fifteen years ago, E*TRADE ran these great series of commercials that were essentially like the dumbest guy in high school is buying a boat. What do you do?
10:15:28And it was all about, you know, you don't need to be the smartest guy to make money. And so that inspired me, and that's kind of the core messaging is, you know, most of the time, the smartest guys in the market are the biggest underperformers because they think they know everything.
10:15:41You don't have to know everything. All you have to do is what we do. Right?
10:15:45So positioning myself as kind of the answer to that that conundrum. So the big idea there is is you don't have to be the smartest guy in the room to make money.
10:15:55As a matter of fact, in certain circumstances, it's probably better to be more dumb, and it's worked very well. I will tell you right now that it doesn't work well with everybody.
10:16:04There are people out there that would prefer to think they're smarter, but those are the people I don't wanna work with anyway. So I think it's a it it attacks two different issues. It filters out people I don't wanna talk to, and it attracts the right type of people.
10:16:18When did it go for you from, okay. This concept is cute to this is profitable?
10:16:25I mean, pretty like, you I mean, pretty quickly. You deserve all the credit in the world for kinda kicking me in the ass to do it, but I we had the conversation, and, JK, you know me probably better than a lot of people in the business world.
10:16:41I don't plan. I don't, you know, sit and think.
10:16:45I don't I don't I just do. So you told me to do it.
10:16:48Next thirty five minutes after we got off the call, I did it. I changed all the branding.
10:16:52I went into Canva. I mean, I look at the damn banner profile picture on Twitter.
10:16:58It's just Times New Roman, like, size 35 font, profits over profits. That's it. Started to append it to all the newsletters, and and it just immediately stuck.
10:17:08It started to work. And now, you know, just like on Twitter, people, you're the likes ain't cash guy. We now have guys saying profits over profits on that guy.
10:17:16So it's it's just you gotta say it, say it a lot, put it in everything, but, also, you have to embody it. I think that's important.
10:17:23You have to embody what you're saying. You have to actually provide what you're saying in general, by the way. For those of you, you provide a service, please actually provide the service that you're trying to pitch.
10:17:33But embody the idea. So all of JK's marketing is you don't need likes to make money, and all my marketing is you don't need to be the smartest to make money. So
10:17:44How when you say stuck, I wanna get deep into that. What does stuck mean?
10:17:53I mean, you and I both know because we kinda joke around about it, but you have people that they procrastinate
10:18:00not because they're lazy, but because they're professional. I mean, like, when the idea that stuck.
10:18:04You know? Oh, gotcha.
10:18:07Like, how did you know? Oh, man. People are this is not it's not just a me thing.
10:18:12You know what I mean?
10:18:14Oh, yeah. People started paying me more. I mean, that's the ultimate I mean, that's it.
10:18:18That's all it comes down to. If you see a big bump in your revenue or your profits or whatever, continue to do what you're doing.
10:18:24Two or three exit. I'm a big believer in mister Gary Vaynerchuk, like, way back when ten years ago, used to listen to his his podcast.
10:18:33He he said something that will stick with me forever is, you know, forget your weaknesses. I don't give a shit about trying to make myself better at something I suck at. I would prefer to double and triple down at things I'm good at.
10:18:43And I've embodied that since I heard that. And the same idea goes through when you're trying out ideas. If something sticks, don't stop.
10:18:51Push the gas pedal down, and you immediately find that through profits. If people are paying you for a new marketing angle or whatever, don't slow down.
10:19:00Double, triple down, and keep going until it stops or you know? And in most cases, it probably won't. You You might pivot a couple times.
10:19:08But when you catch something, it's rare to catch something with momentum. Keep going. Did it feel a little crunch when you first started saying it?
10:19:15Were you finding, like, some hesitation on both of these ideas, or were you just I don't give a shit. Let's just No. I don't care.
10:19:21No. I don't care about anything. If if I post something and it doesn't work, I just move right on, and I don't care.
10:19:27It it's the Internet age. I'm a little bit older than probably some people listening to this. I'm 36.
10:19:32I grew up with the Internet since I was, like, eight years old. You gotta you gotta have thick skin in the business world. Uh, if you post something or you try to sell something and it doesn't work, move on to the next idea with no loss of enthusiasm.
10:19:44You you have to, or it's gonna eat you alive. You know? And especially with today's kinda Internet culture where everybody's gonna call you a fraud or a scam or an idiot or whatever, you know, fuck them.
10:19:55Just keep going.
10:19:58Is that a is that something that was always from you, or is that something you learned?
10:20:03I mean, you gotta learn. I'm a big guy in trial by fire. I don't you know, I tell the guys that pay me.
10:20:10I'm a trial by fire guy. You gotta put money down and learn to lose. And it's gonna happen in every aspect of your life.
10:20:15It doesn't matter if you're working out. You're gonna learn what works and what doesn't, business, trading, whatever.
10:20:21Marketing is no different. You're gonna swing and strike out a couple times, but when you hit that home run, run the bases and swing for the, you know, swing for the fences and get.
10:20:33I wanna one one thing that is really interesting now is you're you're in a the way you help people is you obviously have a really big skill set on identifying what to invest on.
10:20:51But it's also really big risk because you and nobody gets a 100% success rate on this. And then you add the fact that with coaching, you're only really responsible for, like, 5% of people's, like, stuff.
10:21:05Like, it's mostly them. You just kinda enable them to do things. So how do you have that conversation with with people instead of the expectations right?
10:21:17Like, dude, I'm not here to save you. Like, I'm here to guide you and show you the way, but it's like, you can't sandbag around here.
10:21:27Yep. I mean, this is a good question specifically for my industry because it's it's illegal technically to give specific advice or to manage other people's portfolios. You can double the the dilemma that other people have.
10:21:39Oh, yeah. Coaching or you got the industry? Yeah.
10:21:41I mean, I came from a corporate, July. I used to do this professionally, and I could you know, we could get sued if we fucked up.
10:21:49But now I'm not licensed anymore, and, uh, I think the biggest thing is who you choose to work with. If you work with the right type of clients and people, they will have the understanding that it's not gonna be a 100% on you, that it's gonna be on them as well. And so that's part of the reason why I don't like approaching this specific industry with, like, every single person that wants to pay me is a good client.
10:22:12It's not true. Maybe in the tier one or tier two is fine, but if someone's expecting you to save their their their like, out of bankruptcy or, you know, they expect you to pay their fucking mortgage through trading.
10:22:24Like, we don't wanna deal with those types of people. And so you try to filter that out before they pay you. And then, also and this only works to a certain extent, but disclaimers, you know, obviously, how you at least with my industry, there's certain things you can say and things you can't say.
10:22:41You can't overpromise. You can't do anything. And so one thing, guess, I'll I'll add a different angle to this question is I illustrate the fact that we don't win a 100%.
10:22:51As a matter of fact, I'm very vocal on Twitter that I only win about half of the time that I put a trade on. So the expectation when people come in is, hey.
10:22:59You're gonna win half the time. You're gonna lose half the time. But if you understand the math behind it, you should end up on the right side of profitability.
10:23:06And that tends to strike the right cord with the right type of people. It's the people that aren't dreamers. You know what I mean?
10:23:12Like, the $500 in a Robinhood account, they wanna buy a Lamborghini next week. Like, those guys aren't attracted to me because that's not the marketing that I'm putting out.
10:23:20I'm telling you you're gonna lose. But there's a back end process that should put you up over time, And that's kinda where the case studies come in, by the way.
10:23:29It all I try to tie it all in. So Do you actually say, guys, we're gonna be losing 50% of the time? Oh, yeah.
10:23:35You can search on Twitter. I don't give a shit. Yeah.
10:23:37No. Listen. I'm a realist.
10:23:39I'm a professional with what I do. I've been doing it for fifteen years. My industry is plagued with scams, 21 year olds selling prop firm accounts, and, like, you know, weirdo 40 year olds that are, like, I don't know.
10:23:50Just a lot of bullshit, man. If you can one great way to cut through the bullshit is to say I'm not perfect. I'm not perfect.
10:23:56You don't need to be perfect. That's the whole premise of profits over profits. You don't need to be perfect.
10:24:02And I think, honestly, I don't have the largest following. I think I have, like, 5,200 people right now.
10:24:08But the people that follow me follow me because they know that I'm not perfect, and there's no bullshit coming in on my side. You'll see people with a 100,000 followers on a on FinTwit and stuff, you know, they're posting, like, $100,000 weeks, and they're 22 years old, and you're just like, the type of people that attracts your other 22 year olds is $50.
10:24:26You're not gonna sell a guy with a million dollars in their brokerage account anything as 22 year old making a 100 k a week. Nobody believes you.
10:24:34You know? So be real.
10:24:38I really like that. I like that you were showing that and it's a feeling that I was ignoring for a big time, but now I'm leaning more into that. On my marketing, I show this result takes time.
10:24:50Like, this isn't immediate. This is not a Ozempic thing. Like, you need to put some effort into this kind of stuff so you understand.
10:25:00And it does strike the right core with people because if you just elevate kind of the promise, you're that's really good for a problem aware market.
10:25:11But if you're listening to this, you're probably in a solution aware market in which enhancing the promise is not gonna do as much as kinda showing the different, like, philosophies and proof more than making the thing much bigger. Smaller promises are easier to keep.
10:25:26And if you promise that you're not perfect, then, well, there you go.
10:25:30Easy. I I think it's, yeah, I think it's easy to sell a lot if you overpromise. But if you under deliver that that you know, you're gonna get a lot of bad reviews, and you're gonna get people talking bad about you don't want that.
10:25:40Right? You don't want people to be talking shit about you or your brand, and that really happens by overpromising and under delivering. And so you might get six months of some crazy return if you're able to convince a lot of people that you could change their life overnight.
10:25:54But what happens after six months when everybody realizes you're bullshit? You know, my brand's been open for five years now, and every year, it's made more money than the last. That's what I care more about is building, like, a community of what's the right word?
10:26:07Evangelists? I think that's the right word. People that are gonna go out and talk about you in a in a good way.
10:26:13Now you are in a position in which you can turn money down pretty easily because you have enough money, you have a really strong set of convention convictions. Was it hard? Did you start that way?
10:26:31Always with that fuck you attitude, or was there a period of time in which you took in less than ideal clients and you're like, yeah.
10:26:40I'm not gonna do that shit anymore. How do you Yeah. It was turn into you now?
10:26:45It was a learning. Yeah. It was a learning opportunity for me.
10:26:49For the first two years, I took I I really tried my hardest to, like, help everybody.
10:26:56You know? I was like Robin Hood.
10:26:58You know? I was trying to help the poor. So if you just gave me your time, I'd sit there, and I would talk to you, and I would help you.
10:27:05And at one point, we had this huge, huge group, like, 5,000 people in Discord, and it's it's just so mentally taxing. It's just not worth it. Most people are very unserious people.
10:27:17You guys everybody listening to this needs to, like, remember that. Most people are very unserious even if they pay you. There are people that are gonna pay you and, like, never show up.
10:27:27You know? I don't know why they do it, but they do. Uh, and so for the first two years, I was kind of an open book.
10:27:33I let everybody that wanted to come in, and the bad apples were in there. And, uh, then, you know, started listening to you talk about why that's not a good thing and maybe turning down clients was not or was not the worst idea, and so I started to do it.
10:27:45It it it was kind of a a two edged thing. I turned down clients while also increasing price, which is another thing I know we haven't talked about.
10:27:55I don't know if you wanna talk about, but everyone's kind of afraid of increasing their price because you've set, like, a standard, and you don't know if somebody else is gonna value your your work at a higher price point.
10:28:05So you're kind of, like, afraid. Like, I don't know. If I raise my price, my revenues are gonna dip or whatever.
10:28:10And it's like, you gotta test it. Just do it. If you find yourself with a lot of people in your community are buying from you that you don't like, raise your price.
10:28:19It will weed out a lot of that stuff kinda by itself. But it was a learning process. I accepted everybody.
10:28:25And now, particularly with the tier three where Discord where we sit every day, it's I don't. Matter of fact, I probably turned down more than 50% of the people trying to get in.
10:28:36Fuck. Yeah, man. Do you guys just myself.
10:28:38Yeah. I
10:28:41don't wanna deal with them. Was there a number or what was there a an event or a number that you thought, okay. I'm okay with turning fish down?
10:28:52To be honest with you, the business is like I don't wanna say a side hustle because, obviously, it's grown into something where it actually makes a decent amount of money. But it was when I first started a side hustle, it was like a thing to do.
10:29:04And so I never really expected it to turn into something that was going to substantially give me anything. And so I never really had, like used to talk about a freedom number.
10:29:13Never really had that freedom number in mind. But, obviously, now that, you know, 2020 the end of twenty twenty four and, obviously, into 2025, things really started to catch up.
10:29:24Uh, there was never a specific number. It was more like a feeling.
10:29:27I don't know how to put it. It's more like a it's the fuck you feeling where it's, you know, I just don't wanna deal with idiots on a day to day basis.
10:29:35And I don't I have no advice. You know, if you can pay your monthly bills and bring some money in on the top of it and you feel comfortable with what you're doing, can save some and everything.
10:29:44You're I hate to use the word mental health because you can probably tell I'm not that kind of guy.
10:29:51But if there's, like, a segment of your audience that that, like, makes you feel shitty, just get rid of them. Like, it's hard to put a toll on that mental health part of your life, but it's true.
10:30:03I mean, I'm glad I don't have to, like I'll tell you guys, I used to work on Sundays. Like, I used to come in.
10:30:09I didn't charge people. I'd be like, hey. You want extra help on Sundays?
10:30:13I'm here. I used to give six hours on a Sunday, thirty minute increments to talk to people. What the fuck was I doing now that I'm looking back at that?
10:30:21But it was like this urge to, like, I need to give more. And once again, it was because of you. Stop doing that.
10:30:28Take some stuff away. I took it away, and I'm better off.
10:30:33So you know?
10:30:35Yeah. Volume isn't value. No.
10:30:38It's not. The more the more advanced the person is, I find that they buy an offer a lot for what it's not. So a big thing that sells for me at the higher tiers is just saying, hey.
10:30:54It's not anybody else. It's you're talking to me. Like, you're not gonna be handed off to goblets,
10:31:01you know, to to do this stuff. We just we just talk. It's just you and I.
10:31:05Don't worry about it. Tier tier four, I did this with you. I was like, hey.
10:31:08We'll we'll do monthly Zooms or quarterly Zooms. We'll talk to your portfolio because these are higher value clients. We can talk to your portfolio.
10:31:15They're like, I don't wanna talk to my portfolio. I just want, like, a monthly recap and then intraday commentary once a week. And I'm like, that's even better.
10:31:22I don't wanna do Zooms either, so this is great. But you're right. I mean, the guys that are your your whales, if you will, the problem is they have money and no time.
10:31:29So they want you to solve a problem with as little time as possible. So, you know, okay.
10:31:36I don't wanna sit on a Zoom with you either going through your portfolio. But I often That's great.
10:31:42Dude, it's so true. Like, I had the we're gonna get on a weekly call stick, and then I noticed that it was getting kinda draggy.
10:31:53Like, neither of us neither of us wanted to be there. And then I switched it to you can book a call whenever you want with me, people started booking less calls.
10:32:04Yep. I don't know what the hell is going on. Again, not not what you do, but who you do it with.
10:32:08Right? Select Yeah. Select correctly.
10:32:13I can give you a real world example. In my industry, everybody's looking to build courses and teach and stuff, and I'll tell you right now, at least my audience, they don't wanna learn how to do what I do. Like, a very small niche of them, which is great.
10:32:24Like, I actually like this, what I do every day. So I don't mind yapping about it every day. So, like, the core group of people that actually wanna be able to do this by themselves because they find it fun too, fuck yeah.
10:32:33That's fun for me. So I don't look at it as work. But, you know, uh, earlier this year, I ran, like, a masterclass where, like, every week, we're gonna go through a new topic, and I have hundreds of paying clients, and, like, three people would show up.
10:32:47And I did this for six weeks, and then I just stopped. I just never scheduled it again. I never talked about it again.
10:32:52Nobody even brought it up, and I'm like, okay. You know, I was making I was making content they didn't want, and that's fine. So I just stopped making.
10:33:01And they nobody even said anything. So, like, if your audience isn't consuming what you make, it's not necessarily a bad thing.
10:33:09You just know that it might not be valuable to them. That's okay. Yeah.
10:33:11Just move on. Yeah.
10:33:13If there's a dish people don't like in the menu, you're not hurting anybody by taking it down. No. Totally fine.
10:33:19No. Yeah. It's it's gonna be fun.
10:33:21Like, I I removed the weekly calls, like, the, like, the mid tier weekly calls. And, yes, some people didn't like it.
10:33:31Other people were like, well, I didn't go to those calls anyway. So
10:33:37I did. Whatever. I love you, but I did not.
10:33:39I got most of my value, like, on the weekends when I had a couple, you know, minutes to do what I needed. Here's the one thing I've noticed between whales and fish. Fish are gonna consume every piece of content you make because they're, like, desperately looking for an answer.
10:33:51Whales are gonna look for an answer to a specific problem, and that's what I did. You know? Like, I have an issue with this.
10:33:57Let's go see if JK talked about it. Look. There it is.
10:33:59I consume it. I fix what I need to do and move on. Don't I have the time not to be a dick.
10:34:03I don't have the time to sit on a weekly call and, like, learn about things that I already have to answer to, so I'm not gonna be there. And, obviously, I've been paying you for multiple years because you fixed my problem, so it's all good.
10:34:16Say that again. I I really like the how do how do the fish buy and how do whales buy? Like, what are they looking for?
10:34:22Fish want you to answer every single issue they they have. They don't even know half the issue they have. They wanna consume all of your content, and they want you know, they're they're there every day.
10:34:31They're there five minutes early. They're wondering why you didn't start those guys. Then you have whales that are just picking through the content that they have very specific problem to.
10:34:40That's what I did. You know, if I had an issue with fish paper swale bait, which I did, I went and found the content that you made on that. I consumed it, and I moved on.
10:34:49But I didn't need to sit through your weekly calls talking about stuff that I already need answers to. So
10:34:55I love that. I think specificity matters a lot also in the offers that you create. And that's why I actually scaled down on the promises that I make because I wanted to my stuff to be hyper specific.
10:35:09So I went from, I don't know, the make a $100,000, whatever.
10:35:14I'm gonna give you the blueprint with this workshop. Right? I went and scaled down to one template that does this one thing.
10:35:22One landing page template copy and pasteable that does this. And I found that when I get really specific on the things that I do, almost like I see myself not as a, like, a messiah, but I'm just working at the at the Apple Store.
10:35:38I'm like, okay. So this is a charger. This is a case.
10:35:41This is a iPad. And this does that. I make more because then the whales come in.
10:35:45They're like, I need a charger. But what happens if I'm like, no. What you need is a blueprint to create impact to hit they go to another store.
10:35:54Right? But I'm like, I have a charger. It's very specific.
10:35:58I'm I'm I'm that guy. I mean, I'm you're you're talking exactly what I did. You fixed very specific pain points within my process, and you continue to do so.
10:36:09But there's lots of content that you've made that I've probably never watched because I've already either gotten past it or it just isn't relevant. That's fine too.
10:36:17That's fine too. Well, this was fantastic, man.
10:36:20I'm gonna open up the floor if anybody's got any questions. I know I have questions for the for the cash creators, but I'm gonna stop talking now. And before actually we open stuff, where can people get more from you?
10:36:35Because there's gonna be people here that they have the money, they got the coaching money, and, uh, they're looking to like, okay. Where do I put this money?
10:36:43Where do I invest in? And you show people how to invest in this kind of stuff. Right?
10:36:46So where can people find out more about you?
10:36:49You can find me on Twitter at how to swing trade, or you can email me at info@thetradinginitiative.com. But I wanna open this up to if you're a part of likes ain't cash and you have a specific question regarding something that I yapped about today, doesn't have to be investing related. I'll help out.
10:37:04I like JK. He's helped me with everything I've done, so I have no problem helping out as well. You can send me a DM on Twitter.
10:37:09It's probably where I'll be the most responsive.
10:37:13Alright. Well, that was it for me yapping.
10:37:16Now I'm gonna open up the floor for somebody else, but thank you for doing this with them. This was fantastic. Yeah.
10:37:22Thanks, man.
10:37:33I don't know if it's gonna be, a chat or what. Oh, I got it.
10:37:37You usually, this is when people get shy, but then somebody breaks the ice. And if not, I just That's okay.
10:37:47I'll tell you right now, folks. The most valuable thing that I learned from j k is to just do shit. Just do it.
10:37:53And if it doesn't work, iterate on it, iterate on it, pivot. I've pivoted three times. I've iterated on stuff.
10:37:59It's just don't don't fall into the the habit of, like, being afraid to do shit. Like, you can reinvent yourself every week, particularly if you don't have a big audience.
10:38:09No one's gonna even know. So if you're, like, still stuck in the beginner stage or whatever, just do shit. If it doesn't work, pivot.
10:38:14Like Elon Musk does. Right? He talks about it.
10:38:17Just throw shit down and then beta test it while people are using it. Right?
10:38:23Yeah. I I classify people I I think we're all coping our way through business because business ain't easy. Let's just be real.
10:38:30It's not an easy thing, but we just cope all the way through. And I believe that Not easy to get people to give you their money. Yeah.
10:38:37Who would have thought. Right? But I feel like there's people who cope with thinking, and there's people who cope with doing.
10:38:48I cope with doing. I it's very uncomfortable for me to think and plan ahead in campaigns and and really think things through.
10:38:57Like, who's my target avatar? It it is very, like, tiresome to me.
10:39:04Yeah. I'd rather do things, and that is my cope. I feel better through posting an offer and knowing, okay.
10:39:11I may be, like, really bad and I need to cope right now, but at least I put something out. So that that's the my default cope, and that's the way I act. My default is putting action out there, and then I'll see what happens.
10:39:24And that has served me well.
10:39:27That's the best. I think the worst thing is, uh, self self doubt, and that comes from thinking, not doing. Self doubt is sitting there thinking, well, what happens if this doesn't work?
10:39:36What happens if I don't get any sales? What I it just, like, eats away at you like a cancer, and then you get nothing done. Right.
10:39:42Like, what happens if you don't get any sales? Well, I'll tell you what.
10:39:46Your chances are worse if you don't make an offer. If you don't sell something. You already got zero.
10:39:51You already got zero. So might as well. Right?
10:39:53Go up. What if that girl rejects me? Well, you talk to her, man.
10:39:57Like, at least Oh, yeah. It's a numbers game. Well, there's two questions here.
10:40:04Okay.
10:40:06Actually, so it's not so lonely. Can you guys unmute yourselves and and ask him so that you can you can talk to to the man himself.
10:40:15Hey, JK. How are doing then? Can you hear me?
10:40:18Yes. Oh, yeah. No.
10:40:19No. I just speak over someone. Yeah.
10:40:21My question was, like, if you could start over, would you change? Like, would you just completely start from what you've learned, or would you go through it all because you wouldn't get to where you are today without all of that learning curve?
10:40:36It's a good question. I'll tell you JK is a great resource. The most valuable thing that he did, though, was fish bait versus whale bait.
10:40:43If I had to start over and I only had that idea, it would be about building your avatar, which is your your perfect client, like your tier four person or high high cost person, and then building all the content around that.
10:40:58J k talks about how he built his Twitter to, like, six figure plus followers versus Instagram and how Instagram converts better because he grew the Instagram with whale bait versus fish bait. That's the most important thing. So I wish I learned that earlier.
10:41:11I really do. Because I think that with the success I've had so far, you know, it could be 10 x that if I have done this for five years instead of one and a half.
10:41:21So, yeah, I would change. Whale bait is the way to go.
10:41:26Alright.
10:41:27Thank you. You're welcome.
10:41:34And then my question was on JK's little notes. He talked about condensing time down from three months to one. What exactly did you condense down?
10:41:45JK, fill me in. What was that about? Yeah.
10:41:48It's a it was a fancy way of saying now you make a you tripled revenue. Oh, okay. Well,
10:41:56I mean, I think that's a it's something we could pivot off of is I didn't even know what to charge. I didn't know what the hell I was doing with tier four.
10:42:04As a matter of fact, even tier three, I had no idea. I just set kind of an arbitrary number, and then I asked chat chat GPT if it made sense. And chat GPT is like, no.
10:42:14You should charge more. I just I just tried it, and it worked. So my my pricing is tier one is a $99 one off product.
10:42:23I rotate through monthly calls in in my kind of like a mini course, which is essentially just an upsell to tier two.
10:42:31Tier two is $350 a month, which is the lowest form of access to me. Tier three is $6.50 a month, which is the Discord, which is all day.
10:42:41And then tier four is 10,000 a year, which is however you wanna work that out, uh, per month. And, uh, obviously, the natural progression is to try to get people to go up the tiers as long as they kind of meet your requirements to be a client.
10:42:54And you'd be really surprised at how quickly you can add on to your revenue by taking somebody from tier one to tier three if you like them. You only need a couple people to get to tier three before your revenue is significantly higher, and then who knows? Tier four, you get one or two.
10:43:06And next thing you know, you just added a bunch of capital right at the beginning, which never hurts. You get, you know, $30.40, $50 in your bank account. Within a week, uh, you could do a lot of cool things with that, run ads or whatever you wanna do.
10:43:18So, uh, adding to your monthly recurring revenue is is not entirely difficult, but you have to you have to be like, go on the offense, I guess, is the way to put it. Pitch it to people, see what they think, and don't be afraid to charge.
10:43:36And then does that phenomenon
10:43:38that has happened to me personally was that every not every time I've added something to my offer, I've got more clients.
10:43:48But every time I've removed something, I have got more clients. And it's just kinda harping on what you said that there's different segments of the audience.
10:43:58Every time I've removed something and offered a smaller thing, maybe at a different price point, more people have bought it, which in turns ends up in more people buying the higher end tiers. It just happens in the back end. So often well, one of one of the things that I think about, like, okay.
10:44:16I need to launch something. I wanna launch something. These offers getting kinda stale.
10:44:20I used to think about how do I make the offer better. Now I think what can I remove to tap into a different segment that I haven't tapped?
10:44:28That's one of the one of the things that crystallized from hearing you talk today.
10:44:32Me give you a different angle too, something you helped me do. On Sundays, I used to do, like, a Sunday night strategy session. 7PM Eastern Standard Time, we would get online for an hour, look at charts, talk shit, basically get prepped for the week.
10:44:43And it was great. You know? And couple people in there every time.
10:44:46Actually, had kind of a lot of people. But But I'll be honest with you. I don't wanna be there Sunday night.
10:44:51I wanna be able to do that at eleven at night, get my kids asleep. I don't wanna do that shit anymore. And so you told me just to stop doing it.
10:44:58So I did. And a couple people got some kickback, but nobody stopped paying me. You you're like, I miss it.
10:45:03I'm like, yeah. I miss it too. But one thing that I'm doing now is put it into a different offer tier.
10:45:11Why not? Someone's willing to pay me thousand $12.50 a month? Yeah.
10:45:15I'll do Sunday night strat sessions with you. Why the fuck not? You know?
10:45:18Like, so instead of offering it to everybody, just offer it to, you know, select few people that are willing to pay you more. So it's like you said, I took it away.
10:45:28I'm already used to it. I don't mind doing it. But let's do it to people that are willing to pay a little more.
10:45:32Then all of a sudden, it's worth my time to show up. Or I'm not saying you have to do this, but you can take things you used to offer and repackage them into a different tier, and people will fucking pay you more money for it.
10:45:43I mean, it's why not? You're already doing it. It's kind of the same idea as you were like, hey.
10:45:47You've already recorded these webinars. Why don't you sell them to people? Don't know why I'm not doing it.
10:45:52So I did, and it worked.
10:45:56Okay. Hamogen, I have two more questions for you then based off of that. So you have your top tier for, like, super premium.
10:46:05Does that mean that you force people through all the tiers before you pick them? Or does someone come along and they're like, nah. I'm gonna pay.
10:46:12I want to, but you haven't, like, vetted them yet. You're So not sure if they're just gonna be an energy vampire or not.
10:46:17Yeah. I would not that hasn't come up yet. I've only offered this to people that are already within tier three, and I have, like, relationships with them on a professional basis.
10:46:26So it's invitation only. I would absolutely not let someone just randomly come into tier four. Yeah.
10:46:31Not only because I don't wanna deal with everybody that would be willing. There's been rich people that have come through our group that I've fucking hated, and I couldn't wait for them to leave. I can't imagine opening up even more to me.
10:46:42Also, the legality side. You know, some people I just don't trust. And it's fortunately, for my industry, you have to have a little bit of trust.
10:46:49So, no, I would absolutely not just allow anybody to come in. I would I would bet them.
10:46:54Right. And then my second question is because I'm building pretty much from scratch right now, and, like, I think I've gotten into this idea where, like, I'm trying to just keep providing value or, like, keep making it more valuable. So I guess my other question is, like, how do you know whether it's just valuable enough?
10:47:14Like, with the I guess, right now, I'm trying to just build a minimum product and then keep building on top of that. But, like, you've already been through that mindset of, like, okay.
10:47:22Well, I gotta do Sundays. I gotta bring even more value. I've gotta take the time.
10:47:26And, like, how do you just, like, get rid of that mins mindset?
10:47:31You're right. A 100%. I did it the I did it the hard way.
10:47:34I don't know how you could do it. JK, maybe you could chime in, but I did it through removing things and seeing how much my audience would be able to handle.
10:47:42So for example, removing Sundays, removing the master class, removing I used to do, like, a biweekly webinar.
10:47:51So, you know, I just stopped doing all of it, and nobody stopped paying. So maybe they I don't know if they bought because those were originally offered, but they didn't stop paying me when they were taken away.
10:48:02So I did it probably the harder way. Right? Giving way too much value and then taking some away.
10:48:08But for you, I would I would be I mean, I don't know. JK, maybe you could give her some better advice, but I would build the product that you think is valuable from the tier that you're building, and then see if they want more and then offer more, but try to wiggle in the the next tier up.
10:48:24If people are willing to pay for what you're building right now, you know that there's value there. So if you're looking to go beyond that, make people pay more for it and test the waters.
10:48:35Okay. Thank you.
10:48:38I did it the same way you did it of offering we used to have six group calls or, like, five calls per week with different coaches, VAs, a portal that I paid a friend to code because I it didn't occur to me that maybe I shouldn't code it.
10:48:59I should use one of the solutions. Right? But there goes $2,000 and a bunch of other stuff.
10:49:08And then I started removing it, but it felt removing things always feels a little bit like Mhmm. I don't know.
10:49:16Right? Because you're like, this thing that you liked is not there anymore.
10:49:21So it's like, weird. So I I would have changed the way I did that.
10:49:27Yes.
10:49:30I'm glad that it didn't stop me, but the way I would start with would be what my current one on one is, which is understanding that people don't want more stuff or other people that you hire, they want you.
10:49:42So you give away calls, access to you, and and here you go.
10:49:47Basically, you just we're now buddies on Telegram and you can just text me and call me whenever. That's how I would start.
10:49:54And then sell that, get to a point where you make some money that you're like, oh, I'm feeling good.
10:50:01And then you can start adding complexity. But if I were to start over, I would just go one on one exclusively.
10:50:10And, uh, customer offers that are, like, really cheap. Just like $50, a $100, that's right.
10:50:17And only do those two ones. I would add more complexity in the middle, but I think I did it wrong in that I started with the complexity and then I branched out instead of starting with the biggest thing and then branching down.
10:50:31So you recommend what I'm doing now is, like, probably the better route, is doing the one on one and being more complex and bringing value. And then once it's kind of tested with those one on ones, then start creating the different group factors and tearing it down differently.
10:50:47Because I feel like with the Shell offer, with the one on one, like, it's top down instead or bottom up or whichever you wanna call it.
10:50:54So that's why I'm asking. Like, is it better to just create as much value as possible for that one on one, or is it better to create, like, the most minimum viable product and then keep building after the customer?
10:51:06You're you're asking the million dollar question.
10:51:09Well, I don't think they're mutually exclusive. The minimum viable product is the most, uh, valuable thing.
10:51:15By the like, my one on one clients, the offer is two pages. It's you get calls with me unlimited and you get Slack access.
10:51:24And that is both the most valuable thing and the minimum viable product. So they're not mutually exclusive. I think like, you already heard Hamilton.
10:51:33Right? If I'm like, Amazon, listen, dude.
10:51:36Now I'm adding more stuff to help you out. Now I hire someone so you can text him whenever. He'd be like, dude, like Yeah.
10:51:42Can we not?
10:51:46Right? So do we need this?
10:51:51Not really. Right? So the minimum of our product is the most the valuable thing.
10:51:57I think one thing I wanna I wanna point out is don't fall into the I don't know what you'd call it. Value trap of if if somebody pays you money, particularly, like I don't know how to say this without sounding like an asshole, but somebody that doesn't have a lot of money.
10:52:10They have a lot of time but not a lot of money. They're if if you give them twelve hours a day, they will take twelve hours a day. And you fall into this trap of, like, they expect you to solve not only the issue that you that they paid for, but also every issue in their freaking life.
10:52:25And so it's important to understand, like, what you're actually trying to solve. So I think your minimum your minimum product, like, whatever you're trying to do, should solve one issue. And if you wanna add complexity to that, charge them for more.
10:52:37You don't need to solve every single part of the of, you know, their problem. Just solve one piece. And then as they become evangelists, which essentially just means, you know, they root for you, they talk to you, talk about you to their friends, they're on Twitter replying to your stuff, and they pay you, which is great.
10:52:52Then those are the guys where you can like, hey. Is there something else that I could also help you on? And then you go and build that product, and they're gonna be the first ones to buy it.
10:53:00But don't fall into the trap of having to, like, feel like you need to solve every single thing they ask for because they will try to have solve every single thing that they ask for. That sucks.
10:53:12Right. I get you. I'm just trying to figure out, like, how much access I give to someone to me.
10:53:17Like, I feel like yeah. I'm just not sure.
10:53:20But I guess I'll just have to test it and see how it goes.
10:53:22That's it.
10:53:23Thank you.
10:53:29Hey, Yeah. Great insights, and congrats on being a new dad, right, March. Thank you.
10:53:36Yep. So, yeah, I just like to ask you.
10:53:38Like, you mentioned, like, you didn't, like, get on a call with JK for a year. Right? So he followed up with me.
10:53:44I was wondering, like, what was your mental state there, and what was, I guess, the, like, light bulb moment when he reached out to you? What changed for you?
10:53:54Uh, JK asked me why I pay him, and I don't ever do anything about it, basically. He's like, you've been with me for so long.
10:54:01We never had a call. Why why are you here? And I'm like, good point.
10:54:03Let's do it. And, you know, it's I mean, listen to j k talk particularly on a one on one, and he's he fucking solves the issues that you pay him to solve.
10:54:13And so, uh, it's super ironic because people pay me to solve issues, and so I'm I'm the JK of of my community. And so I feel the same way. And for whatever reason, I just never did it until JK kinda pushed me, which is just it's so funny because I have to do the same thing to some guys that pay me.
10:54:31I'm like, why aren't you doing this? You pay me. And they're like, I don't know why.
10:54:34Let's do it. And then it it worked. So I don't have a good answer.
10:54:38JK pushed me to get on a one on one with him, and I did it. It solved. It immediately solved an issue.
10:54:43It provided value. And then I realized, like, he's right. Let's see how far this can go.
10:54:49And it worked very well. I'll be the first to tell you that I'm probably one of the best clients because I very low maintenance.
10:54:56I talk to JK once a week. And, usually, it's just to touch base like, hey. Fuck.
10:55:00Yeah. Things are going great. Thanks.
10:55:03But, like, when I have an issue, he helps.
10:55:06And I think those are the best relationships. I think JK and I could sit down and have a beer or a coffee or whatever in Europe and be friends. But at the end of the day, we both live our own lives.
10:55:15And so he's here to solve an issue that I have. I pay him for that. We move on.
10:55:18And I think that's great. And, you know, he did. He continues to do so.
10:55:22That's
10:55:24great. And you mentioned about, like, JK asking you to do the tier tier four. What think you were resistant at that at first, or you you didn't implement it right away.
10:55:36I guess what was the the hang up for you? Is it anything about the pricing, and how do you break through that?
10:55:41It was two things. I didn't know what to fucking offer. I think that was one of the big thing.
10:55:45Had no idea what to offer. What what issue could I possibly solve that I was not already solving by giving them time throughout the day?
10:55:52And I only learned that by asking them. What are what are the biggest issues?
10:55:57And the there was three reoccurring issues, but the number one issue was there's too many people talking about bullshit all day. I only have twenty minutes a day to get on and read this stuff.
10:56:08I have to sift through people talking about anime and sports and all this other bullshit. Like, can I have a spot where we just strictly talk about what we need to do on a day to day basis?
10:56:18Okay. And then there were some other things too. And so I just I built the product that way.
10:56:23Was simply asking them what their biggest pain point was. And the pricing thing, I think, is always you're always gonna get caught up on that. Matter of fact, I probably should have charged more.
10:56:32I think JK knows that as well. Uh, JK pushed me to charge more before I even standardized 10,000 a year, and I didn't.
10:56:40And I'm an idiot because every single person immediately said yes and paid me and basically paid me in full. A couple of guys paid me per month. But, obviously, if if I offer something to five people and all five people say yes and pay, I should have charged more.
10:56:54So I know now moving forward, I'm gonna give it a little bit of grace period. Maybe I should be charging $12.05 or 15.
10:57:01But you're there's always a little bit of impostor syndrome. You never know if someone's gonna be willing to value you at what you think you should be valued at. But as soon as they start to value it, increase that value, you know, boom boom boom, start to wait for people to say no, and then, you know, you've found your we call it equilibrium.
10:57:16When you have the right type of demand and it meets supply, you get price equilibrium. You wanna beat that. And 10,000 per year is very obviously not equilibrium.
10:57:25There's way more demand than I need. So I need to up the price to meet that where some people are gonna say, don't know.
10:57:30That's kind of expensive, but other people say, You're gonna net more in the long run. You're gonna have less people to talk to on a consistent basis, which gives you more time to do the things you wanna do.
10:57:39It's a win win all around.
10:57:41Thank you. To find this really high tiers, I I really liked your approach of just asking people because I think we I'm not gonna say we.
10:57:50I'm gonna say I. I get a little bit burned from talking to so many prospects and knowing that every interaction is a frame battle.
10:58:00So you gotta see this, you gotta see that, and you gotta make the move this way. Right? So it got me into a little bit of a salesy frame, and I just thought that everybody I talked to through my computer, I talked in that frame.
10:58:13Right? But the frame with clients is actually completely different. With them, you can have a really honest conversation.
10:58:20What do you need? Is does two of these work for you or is one enough? Would you like three?
10:58:26Okay. Would you pay this much for that? So you can have a really honest conversation with people who already gave you money.
10:58:33That's why I'm I'm, like, a big proponent of making things easy to get started so that you can Yep. Kinda avoid that frame battle and just have that conversation of how can I help you?
10:58:44And they will actually answer to you honestly.
10:58:48This The biggest how you think. The biggest mind frame shift comes from when you start something realizing that poor people have time and no money and rich people have money and no time.
10:58:58Once you realize that and you realize who you wanna sell to by way, I'm not saying don't sell to poor people. I prefer not to. Life's better selling to rich people.
10:59:04I'll tell you that. Um, if you can limit the amount of time and position yourself when you talk to people that I can solve this issue without you giving up time with your kids, they're gonna fucking pay.
10:59:15And if you build a prior relationship with them, like, JK upsold me, and I said yes. Like, the student, like, yep.
10:59:23Let's go. Hey. There was no sales process.
10:59:25J k was like, you know, do you want this? I said, yep. Here's the cost.
10:59:29I said, okay. And I'm not saying you're the richest guy in the world, but, I mean, it's just, you know, if if j k has a an offer that will solve my issues and save me time, I'm gonna take it.
10:59:41And it's sometimes it's hard to realize there's people out there that are like that.
10:59:46Yeah. Obviously It's easy to forget. Right?
10:59:48This oh, right. There's competent people in the world. Yeah.
10:59:52Right. Right.
10:59:53And so it it is easier, though, I will tell you. Like, for example, when I talked to JK and you guys, it's a lot more personal. I I occasionally swear a little bit.
11:00:01I'm a little rough rough around the edges. I'm not like this suit and tie asshole that projects this perfect image. I think my clients like me for that.
11:00:08But, um, it's it's easier to sell when you have, like, kind of a you already have an established relationship with somebody because it's no bullshit. You're not trying to sell.
11:00:17JK didn't even I don't know. Maybe you did at work, but I didn't feel like you were selling to me. You're like, hey.
11:00:21I'm offering this. This is how much it is. Do you want it?
11:00:23Yep. Let's go. And it was like boom boom boom done.
11:00:26And, uh, it worked great. And so when you're nurturing, like, I don't wanna say leads, but when you have audience and it's established and you you you do end up building relationships, not necessarily personal, but you talk to people every day and stuff.
11:00:38They come to trust you. Those are the people where you don't have to put the sales hat on and pitch them and feel like an asshole. You just be yourself.
11:00:44They already know who you are. They trust you. They're already paying you.
11:00:47You know? So
11:00:52a beautiful note to end it. I think that was great. They we can't speak this, so we're just gonna end it here.
11:00:58Thank you for your thank you for your time, man. This was great. Really appreciate it.
11:01:02This was fun. Thanks for the opportunity. Alright.
11:01:05So I'll I'll post this. I'll keep you posted. Anybody of you know, if you got some some some money to invest, might as well look at somebody who Yeah.
11:01:15Questions about
11:01:17makes money side of it, feel free to at how to swing trade. I'll I'll help you out as much as I can. But tell you right now, everything I've learned pretty much is through trial and error and JKED.
11:01:25So you're looking at the man himself.
11:01:30Thank you. And Thank you. I really appreciate you doing this for us, man.
11:01:37The ugliest part of my business, coaching, consulting, mentorship, our energy mismatches. That's what I've identified them as.
11:01:45When you give your client energy and then they quit on themselves and by extension on you. When you spend time with prospects and they ghost you or when you have a one on one call with someone and they churn two days later.
11:01:58And it's it's this mismatch of energy that creates an energy debt, and somebody has to pay that eventually. And it's often you, which is the entrepreneur, and that is often a very painful experience.
11:02:12So what this created was a dilemma. Right? Because as I grew the business, I realized that the place that created the most energy mismatches was also the place that created the most money, which was group coaching.
11:02:25Cash creators slash likes and cash as you know it. And group coaching works, and it does make a lot of money. It is a very powerful weapon for both the coach and the client.
11:02:36But for most people, I ask, and it's kind of the thing that not a lot of people wanna say, but the experience of running a group coaching is just not that transformative. It's just not as effective.
11:02:48What was sold as something that's very scalable and very life changing turns out to be that unless the people are rock stars, and, you know, my beliefs on that that very few people are, very few people show up to the calls.
11:03:02Like, there's a 140 something people in, like, some cash. We're, like like, seven today.
11:03:09So very few people show up to the calls, and it's just not I don't say this tongue in cheek. It's just how it is. When people do show up, a lot of the questions are kinda the same.
11:03:17They're kinda repetitive. What do you think about my offer? I need more leads.
11:03:22Right? There's a a performative aspect to it from both the coach and the clients that can make things feel a little bit rushed. Like, you're just waiting in line to get a generic response.
11:03:32And the biggest one, though, is the churn is is high. Like, it can be really, really high.
11:03:40And me personally, and this is just me kinda telling you what the real, clients leaving used to ruin my day, and many clients did leave.
11:03:49It never really got to the point where it didn't bother me. Like, it always did bother me. So rather than becoming more stoic and tolerating all those energy mismatches, I thought, how about if I don't expose myself to it in the slightest?
11:04:04And that's when I made the decision that group coaching, which was the main revenue driver, had to go or at least change. And to be clear, I don't regret doing it.
11:04:12And I still recommend it if you're okay with more pain in exchange for more money. We've all been there, and it is a 100% worth it in the beginning because it does make a lot of money. And if you're an entrepreneur, you need to have some pain tolerance.
11:04:25But if you're doing well or better than well financially and pain avoidance is more important to you at this stage, then the offer Barbell provided that avoidance of pain, and it's actually much more enjoyable now.
11:04:40So this is what we're gonna be installing today, the Barbell. So the Barbell was inspired by Nasim Nicholas Taleb, which is he's a mathematician.
11:04:49And he has this investment strategy that actually was pretty inspiring to me, which is you put let's say you you gotta invest a 100 k.
11:04:59You put 90 k into low risk and low reward stuff, and that keeps you safe. So that's like the S and P 500, or that's like stocks that you know they're always gonna go up, right, or mostly.
11:05:10So that keeps you safe. And then you take 10 k, and then you put that into high risk, high reward investments, which are, the shit coins.
11:05:20Right? Things that they're probably gonna go to zero, but there is a very, very small chance that they might tenants. And you avoid the middle because the middle is not either safe enough to keep you it's not, like, boring enough to keep you safe, but it's also not high risk enough for it to need your energy.
11:05:40So with this strategy in investment, the worst case scenario is that the things you put in the volatile kind of end of the barbell, you lose it, and you just lose 10% of your income.
11:05:50The other 90%, though, it keeps you safe. The best case scenario is something 10 x's.
11:05:56Right? You find a hidden something. You invested in Ozempic before it became Ozempic, and now you're everywhere.
11:06:03Right? So this investment strategy, it it just made a lot of sense to me, and I thought, how can I translate this into business? So extrapolated, I turned it into mine.
11:06:13And I agree with the avoid committing to the middle because it's the lukewarm things that and there's kind of, like, this meta spiritual aspect to it. Like, lukewarm things are not good for you. Like, for example, you don't want, like, lukewarm coffee.
11:06:28Right? You want either hot or cold. You don't want lukewarm commitment with people.
11:06:31They're either in or they're out. And I like this extrapolation into my business so that I have a really low tier with low prices and high volume, and that keeps the business kind of stable. So if a client leaves on a this is I'm getting ahead of myself, but this is gonna be, like, a 10 to $100 a week thing, it doesn't really change your life.
11:06:52But if somebody joins, it doesn't change your life either. So it kinda keeps you stable. It's when you get higher payments and then when you lose those that really hurt.
11:07:01So that's what keeps you stable in the low price, high volume side. And then you got the other end, which is high price, low volume. These are one on one clients.
11:07:11And I understood as I grew that the world kinda starts shrinking. Like, you realize that the true people that you wanna be around, they're not that many.
11:07:23But when you find them, they do stay for long. So that's why you charge high prices and you will have low volume. And this is very volatile, but it's kind of a healthy volatility.
11:07:33Because the worst case scenario is you lose a few one one in them, but then you have somebody who replaces them, and that ends up being a ten, twenty, thirty, forty, 50 k deal just extrapolated over so many years because they are the kind of people that are long term people.
11:07:48And if you lose somebody there, then the one the low tier keeps you safe. And the best case scenario is, again, something 10 x's. There's a client that'll stay with you for forever or they'll pay in full, and they make a huge thing.
11:08:02Two things happened in cash creators recently. I think it was last month. A new client and this guy doesn't charge that much for, like, specific fitness client.
11:08:12That's what he does. But he charges a lot because he's got a one corporate client that pays him, like like, 10 k a month. It's just one person.
11:08:19Right? But because he had that chance, he got lucky. Not lucky, but he was able to extract, like, that big 10 x.
11:08:27Somebody else here, they got a 37,200 payment.
11:08:32If If you you have those high tiers, then you get those 10 x's. Right? And the other day, I had a call with somebody who's got a big audience, and they thought, I am done with client work.
11:08:43I'm not doing any of this. I'm just gonna have a low tier. And I recommended to her that she should have a high tier, but make it really, really, really, really, really high so that you'll have the stability from the low tier stuff, but you'll also be able to get lucky.
11:09:00You'll have a lending pet for luck. You don't get paid 10,000, $20,000 per deal if you don't have an offer that allows it.
11:09:07Right? So if you have it, then you understand that you're gonna have really low volume on those, but somebody might come around that might actually pay it. So it's the barbell strategy for investment extrapolated into business.
11:09:19And today, show you how to install these two. One that protects you and kinda keeps this recurring revenue quite stable, and the other one that allows you to get lucky and really acquire those big jumps in revenue.
11:09:31Volatility is not a bad thing. If you can control it if you can control kinda the access you give to those people, you're gonna realize that volatility actually tends to keep going up if you control who you get into your high tiers. So we're gonna start with the high tier.
11:09:47That's one on one coaching. So a thought experiment for you. How do you think an offer of book unlimited calls for life would sell for you?
11:09:58If you sent out an email, a post today, you get unlimited calls for life whenever you want. How much would that make?
11:10:07Probably a lot. Right? And somebody actually tried it, this dude, and he made $200, which he made unlimited consultations.
11:10:16And what he realized is that a lot of people just didn't talk to him that much. Because the people who can afford high ticket stuff usually kinda get it. And I'm assuming this is what happens with my one on one clients, but sometimes I think that they wanna talk to me less than I wanna talk to them.
11:10:36So, like, they're like, okay. Yeah, dude. I get it.
11:10:39The main lesson to get from this, though, I feel is we spend a lot of energy finding what the audience wants. When they actually when the answer is actually quite meta, it's actually quite the answer was always within you kind of stuff because they want you.
11:10:54More than your stuff and your promises and your assets, they really want you. And besides done for you, one on one coaching is the highest level of you that you can sell. Another thought experiment on this, let's say Arnold offered to coach you.
11:11:09Right? Arnold Schwarzenegger, the mister Olympian. Do you really care, like, how many sessions there are?
11:11:15Like, let's say you you go back home tonight and you tell your family, hey. Something happened. Are you gonna tell them what the training program's like, what the promise is, and how many pounds of muscle you expect to get?
11:11:26Or are you gonna lead with, guys, I'm being coached by Arnold? Like, people want you. People want the guru more than the guru's stuff.
11:11:33And when you sell one on one, you understand that people really want you. The challenge is not so much selling it, but finding ways to deliver it that respect your personal boundaries. Because me, personally, you're never gonna catch me selling an unlimited calls for me for life thing.
11:11:49It's just not a thing. Right? But if you can find ways to respect your personal boundaries, then you're selling something that you can deliver.
11:11:59And, it is your most valuable thing because people really want you. So what I like to do for one on one is pricing is at least double your group coaching rate. If you don't have a group coaching practice, um, I should take this $1.50, if you're more in the lower end, to $7.50 a week works really well.
11:12:19So what one on one includes is on demand calls, which is just a Calendly link, DM access, which is however you talk to them, WhatsApp, Slack, Telegram, and everything your other clients have access to.
11:12:33One on one is more defined what it by what it's not than by what it is. Every time I sell one on one, you will catch me saying stuff like, I'm not gonna hand you over to team members. I'm gonna I'm not gonna have you go through a full course, but you're not gonna be coached by somebody else.
11:12:47It's just me, you, and that's it. You're gonna catch me saying this a lot because people who want one on one, they don't really care about all this stuff. They care about, do I get to talk to you or not?
11:12:57Like, that's what they really want. And I found that when I share this idea of one on one with some people, they're hesitant and resistant on them selling it because they're like, I don't want people texting me.
11:13:14I don't wanna always be there, access to calls. Like, I don't know. But what I've noticed is that when I said we're gonna have weekly calls to my one on one folks I had weekly calls.
11:13:26But when I stopped and I said, you're gonna have calls with me whenever you want, then I had less calls. I had, like like, maybe two a month, maybe one a month.
11:13:34And I realized that what tires us is not what we do, but who we do it with. And the setup is intense in the beginning. People might book calls.
11:13:44They'll text you a lot, but it gets less intense as people get clarity in what they'll work on. And the right people should end up energizing you. You're gonna realize that there's gonna be that kind of person who can match your energy in one on one, or at least it's more likely that you find it.
11:13:59And everyone else, if they're tiring you, they should be limited to lower tiers of access on your shelf. And one of the a few reasons why one on one really works well, it's it ups your chances to get lucky because some clients that I've stayed with me, they pay 30 k, 40 k, 20 k over the course of the time we've worked together.
11:14:19And these are, like, true long term gains with long term people. And if they're cool, I think it's kind of a ways not to allow them to pay you one on one fees.
11:14:28It creates healthy volatility, and that's another way of saying it just makes a lot of money. So having it, understanding that not a lot of people will get it, I think is a correct move if you're at a stage where you're already like, you're doing well or better than well financially.
11:14:46A way to sell it is this is it's it's important to make the distinction between what a proximity offer is and what a promise offer is. A promise offer is a regular offer, which is we're gonna get this. A proximity offer is different in which you say you're gonna get access to me.
11:15:02One on one coaching is a proximity based offer. You don't promise something like, there is kind of a guiding light, but it's more like you're gonna get access to me. I really like this.
11:15:15Travis showed me this. I don't know who said it, but Travis told me this, which is tall fences make better neighbors. And I like this.
11:15:22So I show my fences with content. One of the best things I did for my personal coaching practice was saying that I'm a terrible coach. I'm not gonna follow-up with you.
11:15:32I'm not gonna babysit you. I'm a consultant, not a babysitter. And you should like, I have certain high standards for you, and it's up to you to live up to them.
11:15:41Me unders me showing that these are my fences. This is what I'm not going to do, then that attracted a much more enjoyable conversation with my one on one people.
11:15:52There was one time where somebody I I said that they should get on the on the group call that I had that week.
11:15:59And then that person said, I can make it, but I'll book one with you for the day later. It's like, cool.
11:16:06So we got there. He's like, okay. So what did you wanna tell me?
11:16:09And I'm like, I thought you needed this. He's like, no. I thought you wanted to talk to me.
11:16:15Like, no. Not really. Do you know what you need to do?
11:16:17He's like, yeah. K. Cool.
11:16:19Well, see you later. And Nicole lasted five minutes, and that was it.
11:16:22Right? So that's the kind of people you attract when you show your offenses with content. What are you willing and not willing to do?
11:16:28And additional stuff will likely hurt the sale more than help. They're buying you, so don't get too fancy with it. And you can see this on the Google Doc that I used to sell this.
11:16:38It's shorter than the other one even though it's more than twice as expensive. It's two pages.
11:16:45The other one's, like, four. So this one is this is what I'll help you with.
11:16:51This is what you get. This is what you don't.
11:16:57It's 7,500 every ten weeks, and that's it. And that's the Google Doc.
11:17:02This is what converts. This is a $7,500 offer.
11:17:06And it works because one on one people, they just kinda get it. Now for people who are newer, because it's more likely that people upsell into your one on one than peep than new people buy your one on one. So for people who are newer, I do have a little bit more of of a narrative going on.
11:17:23So I talk about the big ideas, and I talk about you're gonna get access to me, and these are the things we're gonna be installing. I'll let you to watch this on your own time, but these are two that are really well.
11:17:36You can find the one that fits you more with your style and run with that one. So, again, it's more common for people to upsell into your high tier rather than jump directly into it from being cold. And this is where your tool tier comes in handy because you can sell people something, and then they can jump into it.
11:17:54Again, 80 to 90% of my clients bought a small thing before they bought the bigger thing.
11:18:01And it is a important really missed out opportunity, I believe, in coaching and consulting because most people just leave with the most expensive thing. And the more money someone gives you, the more money they're likely to give you.
11:18:14So if you make something really small, then it ups your chances of getting the big purchase. There's a reason why car dealerships offer test drives.
11:18:22There's a reason why stores give you samples. Right? Because they know that if you get a little bit, then it's much, much, much more likely that you'll get more of it.
11:18:32But people just don't do it. They just leave with the most expensive thing, which I believe is a big waste. But when you have a low tier or a tool tier, then you give that sample.
11:18:41You give away that test drive that makes a lot of people much more willing to work with you. But for you to understand why this works specifically and how you can benefit from a low tier, a tool tier that's, like, 10 to $100 a week, is to understand and reframe the way you think about an audience.
11:18:59An audience isn't one group of people. An audience is an infinitely segmentable group of people.
11:19:05So it's not like this amorphous thing. When people say my audience is this way, my audience likes this, I believe to be that factually incorrect because your audience is made up so many different segments.
11:19:17Like, there's whales, there's fish, and there's people in between. Right? So you you can't really call it one thing.
11:19:23It's infinitely segmentable. And every offer you make speaks to one of those segments. The problem is that most people only promote one offer to one avatar during one year or two or three.
11:19:35And when you only sell that one offer, you tire that segment out. They kinda just they've seen it over and over again. And what happens is that doing this continuously gets you less responses and eventually creates the perception that the audience is then.
11:19:50Well, if you keep talking to the same hundred, two hundred people over a year with the same thing, then maybe they're not there.
11:20:00Maybe they're just a little bit tired of seeing the same thing. When you see an ad over and over again, you just stop noticing it. And it may be true that the audience is there.
11:20:09I'm not saying it's not, but the reality is that it's too early to tell. If a country has a desert, that doesn't mean that the whole country is a desert. It may be true, but the only way to factually know is to explore all the regions first before you make an assessment of it, which is another way of saying you gotta vary your offers.
11:20:28You gotta sell something to the other ends to see, is this audience actually there, or can I offer something else to tap into a segment of the market that I haven't tapped into before? The percent of your of your audience that meets your criteria for your high tier is actually minimal.
11:20:45It's, five to 10% at most. Those are, like, really good numbers. Right?
11:20:49And the other 90% is often ignored and just not sold to, which is a huge waste.
11:20:56Like, this is a huge chunk of unexplored revenue of money that could be but isn't. And every audience has this. I have it.
11:21:03Everybody does have pockets, profit pockets that we just haven't tapped into because we just haven't made them an offer that fits them. Me, personally, I think this is fantastic news because it means that the audience was never dead. It's actually full of profit pockets that you haven't explored.
11:21:20A tool tier allows you to extract that unexplored revenue because you really haven't sold to them in the past. Or maybe you have, but you just haven't framed it in a way that makes sense to them. And to me, when I released the tool tier, the people who started getting in, like, I've never seen these guys in my life, and then they stayed.
11:21:39And some people upsell. And it was just as if I discovered a new audience. Because that's what happens when you keep talking to one segment, and then you say, okay.
11:21:47Not for now. And you keep talking to another ones, then to them, it's kind of a relief.
11:21:52They're like, dude, we've been waiting forever for you to launch something like that. So it's unexplored revenue from an audience you haven't sold to before, but now you can. And that's what the tool tier allows you to do.
11:22:04So in terms of tactics, I believe in 10 to $100 a week for it. Me, personally, I started at 25, then I went to 30, then I went to 40.
11:22:13So that's how I escalated. I like to do that, like, as a rule of thumb for offers, by the way. Start really cheap.
11:22:20Like, I gave access to Cashy for life to some people for $250, and that's it. They get it for life.
11:22:27And why? Because I wanted to test. Is this even worth doing?
11:22:31And I find it a very helpful thing. If you wanna validate an offer, make it so that they're taking a little bit of an advantage of you so that you know, okay.
11:22:42This has legs. And then eventually, you'll have confidence to keep raising the price. That's what I believe.
11:22:47And then that's why I priced this that used to sell for $3,000 individually at $25 a week. Were there people who came in and took everything? Yes.
11:22:54And then they left. Were there people who are still there and then upsold and made me more money than if I didn't? Yes.
11:23:00That also happened. So what this includes is it includes tools. So tools that's why it's called the tools here, but it's like your workshops, your PDFs, templates, call recordings, assets, prompts, Notion pages.
11:23:15Anything that you can put in a Google Drive, this this fits. And you likely have a lot more of these than you think. They just kinda have some digital dust that you haven't dusted off.
11:23:26So it includes all of them. It also includes all your future tools. Now I personally do not give access to people who are in the tool tier to live calls.
11:23:37Now this is up to you. If you want to do it, then that's up to you. And they get community access so they can see kinda what's going on.
11:23:45Q and a, though, is up to you. I don't answer questions from people in the tool tier. Some people do.
11:23:51That's up to you. But the reason why I don't do that, it's because I'm just past the point where I don't want energy mismatches. Like, I love the tool tier because, yes, it makes some money, but it's not the main one.
11:24:04Like, it's 40 a week. Right? But it doesn't require any energy from me.
11:24:08It doesn't require any work from me besides the one that I already committed to you as a cash creator. And it doesn't require any time because it's already there. It's just tools and no energy mismatches.
11:24:18So when somebody in the past, let's say in cash creators, wanted to leave, and I'd still do that today, frankly, if they wanted to leave and they say, I'm out, at at least try to have a conversation on, is this actually what you want to do? Is this actually helpful?
11:24:34Now if somebody in the tool tier decides to leave, you know what I text them? I just say, bye.
11:24:40And then I tag Christian, and I tell them, hey. Kick him up. And that's it.
11:24:45Right? That's just what happens because there's no energy mismatches. I don't lose anything from them.
11:24:50And because I didn't put energy in, it doesn't hurt. Whereas with group coaching, it it hurt.
11:24:57Like, I'm just gonna be real. It did hurt. So the tool tier works because most of your audience will never become clients.
11:25:04That's just the reality. That's just the fact, and it's better than we accept it. So when we try to make an audience a device to get clients, I think that's the wrong goal.
11:25:13I've talked to about this, but I think the right goal when you have an audience is not to turn that audience into clients, but to extract as much LTV as you can from every single member that is willing to pay you. And a low tier allows you to get a lot of a lot of people because there will be a like, just because somebody buys something cheap, that doesn't mean they're cheap people.
11:25:33You know? Some expensive people buy cheap stuff first. A lot of people like to try before they buy.
11:25:38Right? So if you have a low tier, they create so much more opportunities in the back end.
11:25:44It also has little to no access, which keeps energy mismatches at a minimum and keeps your energy high. It's easy to buy, easy to sell, and it creates more opportunities in the back end compared to if you didn't have it.
11:25:59And I'll show you the actual numbers on how much money I lost because I sold this and how much money I made because I sold this. Those are really interesting.
11:26:08But notes on how to sell your tool tier is this you know how I always am, like, very adamant about Just talk about one thing.
11:26:17Just make the thing about one thing. With the tool tier, it's actually not how you sell it. This is a volume based offer.
11:26:23More is more. Having, like, a landing page of this is everything that's in there and making that thing long, that benefits you.
11:26:33Because the people who are gonna buy this are often people who just want more information. And to sustain this, you do have to keep adding to it. If you just sell it like, it's useful for you to sell it as a course, as in you get all of these things, but it's not useful for you to treat it like a course.
11:26:51Because a course is just there. Right? And that's it.
11:26:53But you do have to keep adding to it to sustain it. The question that everybody inside of your tool tier should have an answer to is what's next, and that question is up to you.
11:27:04That's why and this is why every time I host a workshop, that's the last of the month, for example, today. That same day or the day after, I tell you what's gonna come in the next month.
11:27:15Every time I I'm moving, I give you updates on this is where I'm going. Because you always have to keep answering the answer the question, what is next when you're running one of these tool tiers?
11:27:26Because if not, then what's reason to stay? Right? They they cannot pay us because we always keep moving.
11:27:33Objects in motion are easier to see and easier to pay attention to, so keep moving. The sales page for this is right here. You can get it.
11:27:42And the GHL funnel, which has everything that this connects to to upsells in the back end, it's also here. So you can just, uh, copy and paste it.
11:27:53Now let's talk about the whole grail, which is MRR. So real talk.
11:27:57We all want to for most clients, we'll want to retain them forever. Right? It'll be ideal, and it's a perfect world if somebody pays you once, and then they stay with you until either you die or they die.
11:28:09That'll be the ideal. Right? Doesn't happen.
11:28:11It's just not a thing. But because you can't like, we wanna make people stay, but there is so much energy dedicated to it, but we can't.
11:28:20We just cannot make people stay. Like, maybe 300 people, maybe 200 people have churned for me.
11:28:29And after 200 things of doing this shit, you understand. You can't make people stay. And, typically, the harder one tries to retain clients, the harder somebody wants to leave.
11:28:40To retain more clients, we gotta shift the way we think about retention. And it's important that we understand what work will is and how your work will and their work will differ. Sellers, like you and I, we generally have a stable work will.
11:28:57Like, we're willing to work, like, pretty consistently all along the year. Right?
11:29:03Clients, though, they have a fluctuating workflow. There's times when they wanna go intense and times where they don't.
11:29:10Right? And times where they wanna go intense, that's when they pay you. Times where they don't is when they stop paying you.
11:29:15For us, it's kinda very stable along the year. Just being real. Like, if somebody says today, hey.
11:29:20Can I be your client? We'd be like, sure. Somebody's in, like, one month.
11:29:24Can I be your client? Sure. Somebody's next month.
11:29:26Can I be your client? We'd be like, sure. Like, our work will is pretty stable.
11:29:30It's clients that have a fluctuating one. You're ready to work more often than they are ready to work. You cannot change this.
11:29:36This is a fact. However, you can make it easier for them to stay with you and retain them by providing options that fit their work well. So you can sell them something high when they wanna go hard, and you can sell them something low when they don't wanna go.
11:29:52The barbell does do this for you. So when they wanna go hard, you have a high tier. When they don't, you have a low tier for them.
11:29:59And every transition is an upsell or a downsell opportunity. This is a better frame than thinking.
11:30:05How do I make them stay on my highest tier forever? They have a fluctuating work wheel, it's just not going to happen. But if you have options so they can move along your barbell, then magic happens.
11:30:17People stay with you for very, very long. Ideally, you would always retain people in the high tier, but it's that's just an ideal because this this comes from a lot of pain.
11:30:28But when a client decides that an offer isn't for them for the time being, it is extremely difficult to get them to stay.
11:30:36It is extremely hard. So don't try. So provide upgrade and downgrade options.
11:30:43Providing those gives you a chance of retention. Instead of being con forced to of being instead of trying to convince someone whose mind is pretty much made up because they already decided I'm not going to stay here.
11:30:58So then it it is just reality that they're gonna go with one or two choices. Either they will stop paying you or they will pay you less.
11:31:07And between something and nothing, I would rather choose something because this is just a better frame. It's just better than trying to retain them in something that they're probably gonna leave anyway. This is how I think about it.
11:31:18And, also, it saves you a lot of energy Because one of the conversations that kinda takes the most energy from you is trying to convince somebody why they should not leave.
11:31:28If you've been in a relationship or if you've done this with the client, you understand what's going on. So caveat on why can people not just pause and leave?
11:31:37Because the barbell works best when you're clear about your rules. I make a conscious effort, and this is why you'll hear me saying at least twice a month to be clear about mine.
11:31:47In my world, pauses are for Netflix. You can you can you're in or you're out. That's it.
11:31:53Right? And I know that if people and I make it known in every doc. If they leave, they can't rejoin for a year.
11:32:00I don't tolerate maybes. I don't tolerate pauses. This is not how we do things here.
11:32:04And I've said it, and I also make a very conscious effort of keep saying it because I wanna keep reinforcing kinda this is how we do things here. It's important that you reinforce this is how the culture works around here. The barbell and the upsell and downsell retention kind of strategy, it works only if you're clear about your rules.
11:32:24This is done in content and inside of your community.
11:32:30So cannibalism. There's a concern. Cannibalism is when the short term offer or the low tier, people see more incentive of staying there, and then they don't upsell into your high tier.
11:32:42Now is cannibalism real? Yes. It is.
11:32:45It is very real. And it's very real in the short term. But I find that in the long term, it is not a very useful frame.
11:32:53You will lose some revenue in the short term because some clients will downsell. In the short term, some clients did downsell.
11:33:01I lost $9,000 in MRR from downsells when I launched this because some people who I'm just not that useful to them.
11:33:09They said, I prefer to have your tools instead of you. Well, sure. And I lost $9,000.
11:33:15Overall, I missed on $11,520 because I launched this thing. So I lost $11, which sucked.
11:33:23Now I had a theory, and I knew that if I had if I kept this going, I was gonna make more in the back, and I just needed to understand patience. And I needed to understand that when you have something that is easy to buy, typically, your upsells get easier to sell.
11:33:39So eleven weeks in, this is what happened. From active people, from churns that were saved, from paid in fulls that people got in for the year, from downgrades and upgrades that people wanted to go one on one, I ended up making with the tool tier $54,748.
11:33:57So I lost $11, but I made 40 $54 because you think long term.
11:34:05Because cannibalism is only a useful frame in the short term.
11:34:10And if you see it in just weeks, then you're gonna be tripping. But if you think about it in a year, then you're gonna end up making way more money than if you didn't have it.
11:34:21This is why I only consider downsells a bad thing in the short term. In the long term, they make you more money. They keep people in your barbell, which might make them come back later and upgrade later, or at the very least, pay a lower fee instead of just leaving because, again, their mind is pretty much already made up.
11:34:38So just last week, these things happened. Somebody who was at the $40 a week, they saw that I opened up one on one spots, they paid 7,500.
11:34:47Somebody who paid $3.50 a week back when I used to do group coaching downsold to $40 a week because they were in a period where their workload was kinda low, and I wasn't useful to them in there.
11:34:59And then they said, okay. I wanna launch this thing. I wanna do something else.
11:35:02Let's go. So they signed up for $4,500 a quarter for a year.
11:35:06That's $18. And then somebody who was at $300 for a year, for a week, then they downgraded to $40 a week.
11:35:15And then I offered, would you like to stay and and get, like, the yearly discount for the for the tool team? They're like, sure. And they paid $1.
11:35:24So what would have been a complete loss ended up being $1,080. Again, it's either getting paid something or getting paid nothing, so you might as well get paid something. Rather than making clients stay, think about how can I make it easier to stay within my barbell?
11:35:42That's a better frame. And the upsells and downsells will come naturally if you keep providing opportunities and you keep reminding people that they exist.
11:35:50I like thinking that if I said it, but my clients didn't hear it, then I didn't say it. So that's why I keep reminding people of upsell opportunities and options they got to get more access.
11:36:02So the tool tier, the first option to get more is paid in full. This is an easy one.
11:36:08You can just include it in the cart. Have the weekly and then have a big discount. So this is like a thousand dollar discount.
11:36:16Once they buy and you can see this in the GHL snapshot that I gave you. Once they buy, I make them another offer, which is, hey.
11:36:25You wanna save a thousand bucks? And I make them another offer like that. And when they buy, I also send them the paid in full option, the confirmation email, which is, hey.
11:36:34You're already in this. Do you wanna get the yearly discount? So I have already three touch points, and people have opted in in all three.
11:36:44Have them because they're useful.
11:36:49The second opportunity to get people to stay and fluctuate within your verbal is ascension. So I make regular reminders of I got a spot open for one on one coaching.
11:36:58I got two spots open for one on one coaching. And sometimes I make these up on guys, I'm gonna be in Spain next week. Internet's really good there, so I have a spot for one on one coaching.
11:37:10I sometimes make these up. And sometimes I'll theme them. For example, the theme now, at least in a few weeks, is gonna be Black Friday.
11:37:17So I'm opening up one on one coaching. Okay. Whatever.
11:37:21Because I'm gonna help you with your Black Friday launch offer, then it's more interesting. So I theme them sometimes. And sometimes I just make it up.
11:37:28And sometimes I just don't give it even give a reason. But you can vary between these so that they won't stay stale. Private messages.
11:37:36So every time somebody joins the tool tier, I make them fill a form. And in there, I see kinda and I note on what are your problems, what are you looking for help with, what are your goals.
11:37:48And depending on how they answer, I can already tell this is a, like, a long term person or or not. And then I will reach out to them, which is, hey.
11:37:58Why are you here? What tool are you currently installing? What tool are you looking to install?
11:38:04And then I'll start a conversation from there. And the kill shot there, the really good sentence to say is, cool.
11:38:12These are the tools. If you'd like some help to install them together, consider becoming a client.
11:38:18Shall I send you the details? That's the sentence to say. Or would you like some help with that?
11:38:23That's also a good sense. Another tip is insider marketing to get people to upsell. So a good way to get people to the next stage of the funnel is to talk to them about what is happening in that stage.
11:38:36So, for example, when I used to run calls, I would clip this stuff and then post it so everybody could see them. And I would say, hey.
11:38:46We got an insight in this call. This is what happened yesterday's office hours.
11:38:50So I'm talking about what's happening in the next stage of the phone. I do this all over. So if I wanna get people instead of my email list, I will say what is happening inside of the email list to people in social media.
11:39:01So then they'll want to join. If I wanna get people inside of likes and cash, then I will say what's happening instead of likes and cash so the people that are not will want to join. You constantly see me talking about the next stage of the funnel.
11:39:14This is insider marketing that can be done already inside of, um, your community. And downsell opportunities are just upon cancellation requests.
11:39:24So if somebody is out or they are requesting you to be out, then you can just offer, hey.
11:39:31Would you like to be out, or would you like to still get some level of help? So this person said, listen.
11:39:38It didn't work out as I wanted. I didn't make that much money. And I understood that this guy kinda had a rough journey.
11:39:44So I said, I understand. Hasn't been the easiest journey for you, but I appreciate that we held our agreement because he held his agreement. We held our agreement.
11:39:52And I said, how about staying at the tool tier at at $40 a week when this deal is done so you can keep all the material? And they said, sure. And then I offered cash later, and they said, sure.
11:40:03Again, would I rather make like, this was, like, about $300 than nothing? Yes.
11:40:08Absolutely. And I would have made nothing if I just let it with a no. You gotta stay and have that conversation.
11:40:14I would have been left with less money and with less energy. So that's why the barbell really comes in handy. And we allow people to naturally upsell and downsell instead of trying to make them stay.
11:40:25As beautiful as that would be, it's just not real.
11:40:32So end notes. Energy miss mismatches cause a lot of pain. And while a group coaching does make a lot of money, at some point, for you, you might reach a point where the pain beats the benefit.
11:40:44You can limit mismatches by adding two barbell offers to your business. One on one, Again, it's not what you do, but who you do it with, so you control who's in there, and you're low tier. This allows you to get volatile revenue, the good kind, and stable revenue.
11:40:58Rather than trying to retain more clients, provide options that make it easier to stay within them. Creates a healthier environment, and people are much more likely to stay with you for longer or upsell. And upsell happens more often when you remind them that they're there.
11:41:10Crazy. Right? But if you said it and your clients didn't hear it, then you didn't say it.
11:41:15And your clients don't read a 100% of the stuff you put up. Right? So it makes sense for you to keep reminding them.
11:41:24So you listening to this, would you benefit from an upper barbell? If you're currently experiencing really high churn, you're kinda tired of group coaching, you have enough assets to make a tool tier.
11:41:34Like, you can't just have two workshops. Right? And you can provide new assets at least once a month to give people a reason to stay, then, yes, absolutely.
11:41:41I think you would benefit from this. So you can add these to your current practice. Like, you don't have to kill group coaching now.
11:41:48If you want to, then I'd say talk to me beforehand so we can make sure that you actually wanna do this, but you don't have to. Instead, you can add these two to your current practice, kinda to the sides.
11:41:59And then once they're making some money, you can decide if you wanna phase your group coaching up. Now if you don't have enough money coming in and you don't have a big enough audience to get volume on the low tier, then you should probably not do this. I'd say instead of focus on the on selling one on one because it's still the easiest thing to sell, and a customer funnel so that you can get people to upsell into your one on one.
11:42:25So this is a better focus for you if you're doing that.
11:42:30And that is it. So I I wanna give you some insight on where I think the future of coaching consulting businesses are going.
11:42:40So we these are two barbell offers. One that protects you and then one one allows you to have volatile revenue and get lucky. My vision for the future and what I want this to be is to have a third one in the middle that replaces group coaching.
11:42:55Now I did say avoid the middle, but stay with me here. Group coaching does make a lot of money. Well, let's let's be real.
11:43:00It's just that the energy allocation that we put into it at some stage stops being worth it. But nowadays, you don't have to allocate energy to it because now we have AI, and AI can do it for you. And suddenly, it makes much more sense to rekindle the conversation about having a middle tier if you're not gonna be the one delivering it.
11:43:20So by the end of the year, this is how my thing is going to look. I'm gonna have a tool tier that keeps revenue stable and safe, a one on one that allows for volatility and high jumps, and Kashy, which is the AI prompt, the GPT.
11:43:35That keeps that that's just scale. That's just leverage that it can have, and that will replace group coaching.
11:43:43And I do envision a future in which most of the months, Kashy is gonna make more than the other two combined. Until the launch at the end of the year, I'll keep track, and I'm doing this as I talk to you, of all the prompts and the material I train on.
11:43:59And I'm keeping tabs of every single email that I send, every post that I make that I used to sell this thing. I'd like them available for the cash creators and one on one folks so that this is gonna take me about three months to get you get everything ready. I wanna get it ready for you in three days so you can have your own version of Kashy and kind of plug in the blanks fill in the blanks of the way you coach in your own philosophy so that then you can launch and then this can be kinda a new leverage, a new way to have inside of your offer.
11:44:31Like, the name spending, like, the offer tridents, I guess, or something like that.
11:44:37But, eventually, I'm gonna have these three, and you're gonna have templates and all the prompts for all of these three. I'm I'm just gonna take, like, three months to develop it.
11:44:45But once it's ready, they're gonna be free, the cash creators and one on one Fox. It is hard for me to contain my excitement around this because I think I truly think this is this is true leverage. I truly think this is gonna be much, much better and make a lot more money than group coaching.
11:45:03So until this is ready, I'll keep you updated. But the tools here on the one on one are gonna stay there.
The Hook
The bait, then the rug-pull.
The title promises six figures a month with no sales calls, and the opening confirms the scale of the claim: roughly eleven hours of private cohort trainings, once gated behind a twenty-thousand-dollar-a-year community, handed over for free. What follows is not motivation but the full machine.
Named ideas worth stealing.
34:31model
The Offer Shell
- Top clients (12 at $500-750/wk)
- Core clients (55 at $100-250/wk)
- Customer offers ($100-10k, monthly)
- Leads (insight content)
- Followers (extract you)
One offer (you) sold at layered access instead of a suite of separate products, so any improvement bleeds into every tier.
Steal forany coaching or services offer page
34:31concept
The Minimalist Million math
- 12 top clients
- 55 core clients
- ~$5k/mo customer offers
A million a year is 84k/mo = roughly 67 paying yeses, reframing $1M from impossible to a short list of people.
Steal forreframing any big revenue goal as a small number of yeses
48:20concept
Prospect inertia (lead to customer to client)
The more money someone gives you, the more they are likely to give next; insert a cheap customer step between free and high-ticket.
Steal forany funnel that jumps straight from lead to high-ticket
01:07list
Four content buckets
- Philosophy
- Problems
- Outcomes
- Protagonism
The four recurring themes JK rotates content through.
Steal fora content calendar that attracts buyers
2:14:18list
The four offer components
- Promise
- Path
- Pricing
- Reason why now
Every offer is incomplete without all four; JK checks every piece of copy against them.
Steal forwriting or auditing any offer doc
2:14:18concept
The meaning test + the Fist
A promise passes if it means the same thing to two people; vague claims get the Fist meme until rewritten with numbers/outcomes.
Steal forkilling vague marketing language
2:14:18list
Three offer frames
- Coaching (find the answer within you)
- Consulting (give the answer)
- Mentorship (show how I would answer)
Pick one frame per offer and stick to it; all three convert.
Steal forpositioning the same deliverable three ways
2:22:47list
The path (benefit / checkpoint / timeframe)
- Benefit (what they get, not what they do)
- Checkpoint (a straight line to the promise)
- Timeframe (short for the first win, vague for the full result)
Three-stage path, each stage with three parts; don't separate checkpoints too far ('draw the wolf in step 2').
Steal forthe path section of any offer
3:00:01model
Value vs Insight + what/why/where/bridge-gap
- What (problem, outcome, or idea)
- Why (why it is happening or matters)
- Where (where to focus)
- Bridge gap (your product fills it)
Insight content reveals you have answers and creates a gap your offer bridges; the engine behind JK's best emails.
Steal forevery piece of lead-gen content
3:43:20list
Three content fundamentals
- Tell the truth (Walter White test)
- Be specific (numbers not adjectives)
- Show, don't tell
The three rules JK refuses to break in any piece of copy.
Steal fora copy checklist before hitting send
4:24:05list
The Customer Funnel (5 actions)
- Create the customer offer
- Collect (extract from assets you already have)
- Sell (5 avenues)
- Deliver (for clients, not customers)
- Upsell (7-10 touch points)
Turn a cheap one-time buyer into a client; the highest-converting funnel in the model.
Steal formonetizing assets you already own
5:13:15list
Three seasons (bulk / maintain / cut)
- Bulk (step on the gas for clients)
- Maintain (keep it running while life happens)
- Cut (optimize the small things)
Business is nonlinear; the right move depends on the season you are in.
Steal fordeciding what to prioritize this quarter
5:13:15list
11 Cash Injections
- Paid-in-full
- DM access (cart)
- Customer offers
- PIF after becoming a client
- DM access early
- Hours
- Private mentorship
- The table
- Events
- Resells
- Continuity
Eleven ways across pre/early/during/post journey so cash never depends on a single new client.
Steal forbuilding a back end so revenue stops being volatile
5:51:30list
The Cash Script (5 stages)
- Scout
- Position
- Offer
- Follow up
- Answer (yes/no/waitlist)
Sales-by-chat sequence that converts email replies into core-offer sales without calls.
Steal forany DM or email sales conversation
7:21:40concept
The should-be-fine strategy
When a prospect asks an unnecessary question, ask an irrelevant one back, then say 'should be fine'; it closes more than answering.
Steal forhandling fish-out-of-water objections
7:34:39list
7 ways to find a big idea
- Your version
- Your model and tools
- Central focus
- Against the unspoken BS
- Under your nose
- Identity
- North star
Seven 'cringe' methods to generate ideas; test by reflection or retrospection.
Steal fordifferentiating in a crowded niche
8:22:12list
1000 New Whales (3 pieces)
- Big ideas
- Cadence (big + small promos)
- Variance (change how you ask)
List-growth system; promote daily, vary the ask so people keep noticing.
Steal forgrowing an email list of buyers, not triers
8:22:12model
The insight-based lead magnet
- Big idea (landing page)
- Insight + proof + customer offer (short video)
- Auto-DM / two-step promotion
A lead magnet that hands over insight, not value, so it attracts buyers and routes them straight to a customer offer.
Steal forreplacing a free-template lead magnet
9:13:41concept
Pricing-as-feel + credit
Pricing is numerical but felt; frame every ask as crediting past payments forward ('the 8th wonder') and unbundle like a sushi chef instead of discounting.
Steal forretention and upsell messaging
11:01:47model
The Offer Barbell
- High tier: one-on-one / proximity (high price, low volume)
- Low tier: tools ($10-100/wk, high volume)
- Avoid the middle (group coaching) until AI can run it
Taleb-inspired structure that captures upside while staying stable and minimizing energy mismatches.
Steal forrestructuring an offer suite that causes burnout
How they asked for the click.
VERBAL ASK
11:40:44product
“How about staying on the tool list (no commitments) at $40/week when this deal is done, so you can keep all the material?”
Soft, gift-framed, woven into the close of nearly every workshop rather than one hard pitch; always paired with a reason-why-now (price raise, cap, season). The whole 11-hour upload is itself a giveaway funnel toward Cashie, the newsletter, and the $40/week tool tier.
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.
