A live 52-minute Instagram audit of a consultant doing about a million a month, with a page that has value content and no strategy, ending in a linked-reels funnel that walks strangers to a mini VSL.
Posted
1 months ago
Duration
Format
Interview
educational
Views
790
16 likes
57 · 43
Big Idea
The argument in one line.
An expert's Instagram stops converting when it only proves competence, so the fix is personal stories, sharp contrarian stances and client breakdowns, chained by linked reels toward a mini VSL.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
A coach or consultant already selling high-ticket through ads or YouTube whose Instagram is an afterthought with no real plan behind it.
Someone posting steady educational reels that get views but can't trace many booked calls back to Instagram.
A business owner who wants a concrete 30-day content calendar instead of vague advice to 'be more authentic'.
An info-product seller looking for ways to turn existing client results into pinned posts, mashups and story sequences that book calls.
Anyone curious how Instagram's linked-reels button can chain viewers from a value video into a sales video.
SKIP IF…
You sell physical products or run e-commerce. Every tactic here assumes a sales call and a high-ticket offer.
You have no client results yet. Most of the plays rely on proof you can show on camera.
You want a growth-hacking or algorithm tutorial. This is about trust and conversion, not reach tricks.
Heavy profanity bothers you. The host swears in nearly every sentence.
TL;DR
The full version, fast.
A consultant doing roughly a million dollars a month has posted consistent value reels for three years with no Instagram strategy, and the audit says the page proves he knows his stuff but never shows who he is. The prescription is a 6x5 calendar: five formats with six posts each, built on contrarian beliefs, personal stories, client breakdowns and viral packaging like tier lists. Profiles should answer three questions through pinned posts: an authority story carousel, a client results mashup and a mini VSL. Weekly story sequences mix lead magnets, polls, Q&As and a monthly paid audit offer, while Instagram's linked-reels button chains each value video toward the mashup and then the mini VSL.
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A voice note asking what to do on Instagram sets up a live audit of a page run by someone doing about a million a month.
01:00 – 03:20
02 · Current strategy review
The client admits three years of posting with no Instagram strategy while ads and YouTube carried a $1.3M month.
03:20 – 07:09
03 · Pros, cons, and identity
The page has authority and value content but no answer to 'why you', no personal story, and no emotion.
07:09 – 10:46
04 · The importance of storytelling
Untold stories (buying his dad a car, his DJ past, a knitting client) become the missing personal lens.
10:46 – 14:34
05 · Analyzing high-performing content
The top three outlier reels worked because of contrarian hooks, polarizing angles and a collab.
14:34 – 19:03
06 · Learning from successful creators
Hormozi's four content pillars and the reasons buyers give on sales calls become content ideas.
19:03 – 26:21
07 · Content formats and data
Shelby Sapp's four-format rotation, the post-purchase questionnaire, and the $15K mandarin story.
26:21 – 35:15
08 · The 6x5 content framework
Five formats, six posts each, led by five contrarian beliefs including attacking the million-a-month goal.
35:15 – 38:44
09 · Refining storytelling pillars
Six specific personal stories to film, then client breakdowns built around big-name past clients.
38:44 – 40:14
10 · Viral formats and pinned posts
Tier lists repackage existing value content for reach; one tier-list ad hit an 11X ROAS.
40:14 – 43:47
11 · Optimizing profile assets
Three pinned posts (authority story, client mashup, mini VSL) and a cleaner whiteboard format.
43:47 – 48:40
12 · Story sequence strategy
A day-by-day weekly story plan plus a monthly $197 paid audit offer that converts like a paid sales call.
48:40 – 52:51
13 · Linked reels and closing
Linked reels chain value videos into the client mashup and then the mini VSL, followed by the wrap-up.
Atomic Insights
Lines worth screenshotting.
A profile packed with value content proves you know your stuff, but it never answers the question that actually closes the sale: why you, specifically.
Personal stories lower a prospect's resistance to booking a call more than another educational reel does.
A buyer paid $15K after a random video about eating four mandarins a day reminded him of summers at his grandfather's house.
Ask every new buyer which piece of content they saw first and why they bought, then make content from those exact reasons.
The reasons people bought are the best content brief you have: if they bought for the lean team, post a full tour of the lean team.
You're never going to build an army without building some enemies, so pick an approach to attack and attack it on camera.
Shitting on a revered milestone, like calling 100K a month broke, pulls in the ambitious buyers who want the bigger number.
Re-post your greatest hits. The greatest brands are built on repetition, and most of your audience never saw the first version.
A tier-list ad ranking the same information you already teach ran at an 11X ROAS for one client.
A visitor landing on your profile wants three answers: who you are, who you've helped in their situation, and what happens if they pay you.
Pin three posts in order: an authority story, a client results mashup, then a mini VSL that walks through what working with you looks like.
Whiteboard videos lose viewers when the writing is hard to read, so switch to a big, clean, on-screen interactive whiteboard.
A monthly paid audit offer at $197 booked four calls, all four showed up, and three bought the full program.
Instagram's linked-reels button lets one reel open a loop and send viewers to the next, so a value video can end at your mini VSL.
Wins alone make an expert feel out of reach; sharing struggles and losses lets a prospect stuck on the same problem see themselves in you.
Takeaway
Value content proves skill. Stories close the sale.
WHAT TO LEARN
An Instagram page converts when it shows who you are, takes clear stances, proves results, and routes every viewer through a planned chain that ends at a sales video.
02Current strategy review
Treat the main grid as a business card: a specific bio, photo and pinned posts that don't change, while reels do the work of attracting followers.
Posting without a plan can still get views, but views from a page with no strategy rarely trace back to booked calls.
03Pros, cons, and identity
If a stranger can't tell why they should pick you over anyone else teaching the same thing, more value content won't fix it.
Content that never makes the viewer feel anything leaves them informed but not attached, which keeps their resistance to a sales call high.
04The importance of storytelling
Tell the stories behind your proudest photos in full: what it felt like, how people reacted, and when it seemed impossible.
Contrast between who you were and who you are now, like a former DJ who built a large consulting business, makes people curious.
Weave unusual client stories into lessons so the advice comes through a lens only you can offer.
05Analyzing high-performing content
Study your top outlier posts for the shared angle; here every winner was contrarian, polarizing, or a collab.
Build a list of five to ten people whose audiences fit your offer and turn your best shared moments into collab posts.
A pain-point hook spoken by someone else, like a guest saying 'I hate paid ads', can outperform your own opening line.
06Learning from successful creators
Ask buyers why they chose you, then turn each answer into a video aimed at more people who'd buy for that same reason.
Re-post old proof such as famous past clients with a new angle on what you'd do differently now, because repetition builds brands.
Big operators can be the numbers person and the funny person at once; personality on camera doesn't cost authority.
07Content formats and data
Rotate a small set of formats (contrarian beliefs, value, stories) and know the job of each: stances attract, value proves, stories relate.
Calling yourself an ordinary person who figured it out closes the distance that big revenue numbers create.
Add a short post-purchase questionnaire asking what content buyers saw first and when they started trusting you.
Off-topic personal posts, like buying a kitten or eating mandarins, start real sales conversations with leads who relate.
08The 6x5 content framework
Plan content as five formats with six posts each to get 30 days you can rotate through without deciding daily.
Take stances you genuinely hold and say them louder, including criticizing approaches you think are wrong.
Attacking a widely respected milestone can attract the people who secretly want something different from it, like profit and freedom over revenue.
Show the real end goal, such as income from assets, because that's often what people want even when they say they want a giant business.
09Refining storytelling pillars
Film a specific batch of personal stories: big purchases, past careers, relationships, life at different income levels, childhood, and your lowest points.
Share struggles and losses, not just wins, and mine sales call recordings for the exact problems prospects are stuck on.
Break down what you actually did inside a well-known client's business, on a whiteboard if they can't be there in person.
10Viral formats and pinned posts
Package information you already teach in viral formats like tier lists to reach people who'd skip a plain lesson.
11Optimizing profile assets
A profile visitor wants three answers in order: who you are, who you've helped like them, and what happens if they pay.
Pin an authority story carousel, a client results mashup, and a mini VSL that walks step by step through hiring you.
Make whiteboard content easy to read with large, clean on-screen visuals, since viewers drop off when they have to work to follow it.
12Story sequence strategy
Judge every story and post by whether it sells the viewer on you, on your ability to help, or on proof you've helped others like them.
Run a weekly story rhythm: a lead magnet with a reply keyword, behind the scenes, a client win with a poll, a video link, a Q&A, and personal weekend posts.
Once a month, offer limited low-priced audit calls in Stories and credit the fee toward the full program, turning them into paid sales calls.
13Linked reels and closing
End each reel by opening a loop, then use Instagram's linked-reels button to send viewers to the next related video.
Route client breakdown reels to a results mashup, and the mashup to the mini VSL, so viewers move from value to proof to an offer.
Glossary
Terms worth knowing.
Mini VSL
A short video sales letter that walks a prospect through exactly what happens step by step if they hire you, used here as a pinned post and the last stop in a content chain.
6x5 content format
A content calendar of five content formats with six posts in each, giving 30 days of content you rotate through instead of deciding what to post each day.
Linked reels
An Instagram feature that adds a button to a reel pointing at another reel, so you can chain viewers from one video to the next the way YouTube end screens do.
Client results mashup
A single video stitching together many client testimonials and results back to back, used to show broad proof in under a minute.
Ascension funnel
A sales path that first sells a buyer something small, then upgrades them to a bigger offer, on the idea that existing buyers convert far better than strangers.
Piff
Slang for paying in full for a coaching or consulting program up front rather than on a payment plan.
Setter
A sales team member who starts conversations with leads in DMs, qualifies them, and books them onto calls with a closer.
Paid audit call
A low-priced one-on-one review, here $197, that works as a paid sales call. The fee can be credited toward the full program if the buyer upgrades.
ROAS
Return on ad spend: revenue generated divided by what was spent on ads. An 11X ROAS means eleven dollars back for every dollar spent.
Outlier video
A post that performs far above a creator's normal view count, studied to learn which angle or format the audience responds to.
Story sequence
A planned run of Instagram Stories across a day or week, built to move viewers from attention to a reply, a DM conversation and a booked call.
“I saw your ads. They were good. I saw your content. It was good. But I saw a random video of you explaining that you eat four mandarins a day.”
surprising buyer story with a clear lesson about personal content→ TikTok hook↗ Tweet quote
28:52
“If you find something to attack, you're never going to build an army without building some enemies.”
one-line stance, no setup needed→ newsletter pull-quote↗ Tweet quote
18:27
“Even if you posted that a while back, doesn't mean that you shouldn't post it again. The greatest brands are built for repetition.”
permission-giving line most creators need to hear→ IG reel cold open↗ Tweet quote
39:57
“The minute they hit your profile, they want to know three things. Who are you? Who have you helped in the same situation as me? And what happens if I give you money?”
a complete framework in one breath→ IG reel cold open↗ Tweet quote
47:11
“I got four book calls at $197. I made $788 on the front end. I had 100% show rate and a 75% close rate.”
hard numbers on a simple tactic→ TikTok hook↗ Tweet quote
01:41
“We have everything but an instagram strategy honestly as crazy as this sounds over the last three years.”
relatable confession from a big earner→ IG reel cold open↗ Tweet quote
The Script
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That voice note came from my friend William Brown and he does roughly a million dollars a month. And even at that level, he asked me the exact question I hear from coaches and business owners all the time. What the fuck should I actually be doing to get clients on Instagram?
And if you're new to the channel, I'm Mehdi. All we talk about on this channel is scaling to 100k a month. I've personally generated over $5 million in the info space using Instagram with a tiny following.
In this video, I'm basically going to do well what I normally do privately with one of my paid clients. I'm going to pull up his entire Instagram, order the entire thing live, and show you exactly what I'd change if the goal was to generate more high -ticket clients from it. And throughout this video, I'm going to break down some of the strategies I typically reserve for my paid clients, how I think about the profile, the content, trust building.
conversion pieces, and where most people are leaving a shitload of money on the table. By the end of this video, you're going to be able to look at your own page and see exactly what I would change if I was auditing yours so that you can sign more clients. That being said, let's get into it.
Welcome to the audit session, man. For once, you're on the other side of one of these things. Yes, I am.
Good to be here, man. It's always fun. Absolutely, man.
So let's dive right in. So before we get started, I know you told me specifically what you want to get out is You want to doubt in some Instagram strategies, Instagram stories as well.
Anything else that you really want to have covered by the end of the session? Dude, I'll tell you my thought process. So I sat down with the team recently and we were looking at the last three years.
And we realized after about half an hour, you know, we have an ad strategy. We have a YouTube strategy. You know, we have a...
sales team strategy we have everything but an instagram strategy honestly as crazy as this sounds over the last three years i've never had instagram strategy i've just posted a bit of short form and honestly we haven't really needed it i mean you you probably know this already we did 1 .3 million um in april first ever seven figure cash month and dude it was just off the back of youtube and ads and instagram it's just kind of sat on the side and it's come to the point now where finally i've had the bandwidth to focus on it and create a strategy for it and uh speaking to a few friends a few other people i know and that's what what brings us here today you know because you're a you're a master of instagram appreciate it man that's a very kind of you to say so let's get into it man and i promise you this out of all the friends that you've had a session with this is going to be the best one and when it is You owe me a cigar when you come to Dubai.
I'm going to get you the best cigar, the best coffee. You've got villa access for life. So hopefully that's enough.
Deal. Let's do it. So I'm going to share my screen.
Let me know when you can see. Let's go. You can see my screen?
Let me just pin it. Where's the pin? Oh, let me just unpin.
Oh, there we go. Got it. Right.
Perfect. All right, cool. So let's run it, man.
So this is the Will Brown Instagram audit. Operation make Will richer so he can buy more white teas and coffees. And dude, taking a look at your Instagram, man, I did like a high level overview.
And I'd say for somebody that doesn't know what the fuck you're doing with Instagram, you've been wildly consistent. So I'd say like you've been posting a ton of value content. And just real quick, like what was the thought process behind?
like the content that you guys have been posting right now has it just been let's just post as much value as possible let's take what's working on youtube what's been like the current thought process behind it yeah for sure so there's kind of three parts so part number one um mike thurston once said to me in comment he said the home feed of your instagram is like a business card right so my home feed is structured where the bio is very specific, the photo is very specific, and the posts are very specific, and that doesn't change.
So the home feed acts as like a trust -building business card. And then the Reels tab, the idea was to drive traffic so that we can get followers, nurture the audience, set them for sales calls so that we can help them through the consulting company. And the approach to the content has been as follows.
So we tested... A few long form ones, which you can see the three that are picked there, which actually did really well, surprisingly. And then the short form stuff that you see below there was me and my videographer, Sam, who you can see pictured in the blue shirt in the middle.
And he would come over to the villa for a couple of hours and we would just chat to each other, laugh and joke around. And we would shoot with the wide wood, you know, shoot sat in the lounge. And he would just think.
ideas, and so would I. And we would just have fun and make the reels, really. There wasn't really a plan.
Okay, nice. Solid. So I would say, like, I can see it's been consistently getting views.
And you obviously have an audience, you're optimizing around a lot of value content. So I'd say, like, there's certain pros to what you did, and there's certain cons to what you did. And I also agree, like, main Instagram, even myself, like, I've always had pictures, and I find that it works a lot better, because pictures speak a thousand words.
But I would say the pros that you have, bro, is like you got a lot of authority content. So like immediately, if I don't know you and I'm looking to scale an info or consultant business, I can tell that immediately you are the authority. You've got whiteboard breakdowns.
I remember a while back, you were posting a lot of mastermind content as well, which is good positioning. And you've got value content, which shows us that you know what the fuck you did, right? But I would say the biggest cons, especially with where Instagram has kind of shifted to now, with more authenticity -based content.
is beyond the fact that this guy shares a lot of value there's no really like why specifically Will and one of the things that I've found that's missing and you'll see like all the creators that are absolutely blown up right now doing is personal and storytelling content that's kind of heavily missing and you kind of got elements of that on your profile which I'm going to get into in a sec but if you remove the business aspect and I watched a fuckload of your videos prior to this the one thing that was very hard to grasp is like who's Will Brown And being someone that has chilled with you outside of Instagram and stuff like that, I'd say you're a very different, not very different, but I'd say you're a different person in person.
And some of those moments aren't captured that would make you ridiculously more trustworthy and ridiculously lower the resistance that your prospects have when it comes to wanting to book in a sales call or raise their hand to purchase your offer. And I'd say the final aspect. is the content doesn't make me feel a specific type of emotion.
You know what I mean? So I would say like, what's kind of held you back with doing more personal storytelling content or, you know, doing more behind the scenes sort of stuff? Well, to answer that question, dude, let me ask you a question.
So you mentioned there a lot of the more normal me. kind of vibe isn't picked up in the reels. Could you give me one example of maybe an experience that you've had, something I've said, something I've done that would have made good content?
Good question. So I'm going to start with one that you haven't said, and then I'm going to start with something that you have kind of done behind the scenes. So I'd say one of the things is, and this is actually something I was going to break down further down, but I would say to the top of your profile, you have a picture with your pops pinned and i would say like that's an incredible story and you used to be a dj back in the day right so one of the things that you probably did is like you played people's greatest hits again and again but i would say that's a great fucking hit like buying your your data car is an incredible thing that many people dream of doing but they haven't done but from that picture alone and i know there's a caption explaining the story I feel like you haven't explained that story.
And even as someone that knows you, I'm curious to know how that went. How did that feel in the moment? What was your dad's reaction?
What was a point where you didn't know that would ever be possible? And I think that would make you so much more aspirational. And when people admire you, they want to become a client.
You know what I mean? So I'd say like... that's one of the first things I'd say the second thing in person is like you've told a shitload of funny stories about your DJ days and interestingly enough like There's a few people that have spoken to you and I was like, did you know what we used to be?
Do you know back in there? No get the fuck out of there. I can never picture will be the thing So I would say like some of your stories from back in the day because it creates like such a massive juxtaposition because now you've done about 30 mil in info space, but Compare that to being a DJ that used to travel all over the world, party, enjoy himself.
That's a crazy shift. Do you get what I mean? So I would say those are the two things that would absolutely fucking crush.
Got it, man. Got it. Yeah, so a bit more personal stuff, background stuff, personal stories.
I was thinking about that recently. I didn't know how well it would kind of go down, but I think you've been the second or third person to say that, so I'll definitely do that. Yeah.
Yeah, definitely, man. So to add on to that, I would say like anyone kind of talk about these specific topics, what you want to add is the Will Brown lens. You know what I mean?
Like, of course, making 600k a month, not very many people can talk on, but maybe adding and weaving in specific stories. So I know one of the stories that you share all the time is on YouTube and even one of your ads, there's a lady that you helped scale a knitting business. Like she teaches people how to knit.
And what did you help her scale that to again? About 18K per month in the end. Okay, nice.
So 18K per month, but that's like a wild story. Like across the entire info space, there's very, very few people that I've met that have helped someone scale a knitting business. So that story or multiple other stories like that, whenever you're sharing like these lessons or maybe examples of clients that were stuck at a certain income target, you were able to scale, that adds like a unique filter for your lens.
versus just information kind of being given to me. Do you get what I mean? Yeah.
Not only stories, but like unique takes and things that only I can talk about. Yeah, definitely. So moving on, I'd say like we, the second thing I want to break down is your top three outlier videos, why they worked and what would be worth pretty much doubling down on based off that.
So I would say this video did the absolute best. It was 156K views. Did you boost any of these videos or are they just purely organic?
Pure organic. Okay, nice. So I would say like one of the things that I wanted to break down is why this video performs so well.
In the hook, there's a guy and I think it was at your mastermind. He goes, I hate paid ads. And this is a common theme within the space.
Everyone's either team paid ads or team organic content. And a guy said, I hate paid ads right in the beginning. And that's a strong pain point of your audience that desires to build a YouTube channel that brings in organic views and clients.
So doubling down more on that, which I'm going to get into very shortly as well, like having very strong contrarian angles. Because even when we were speaking like off this recording, one of the things that you said to me is like, I'm big on building a lean team. So that's a massive contrarian take that I would just double down on to the max.
And I would almost shit on the other side of people that are hustle culture. Because that's kind of what you stand against. You're more like, look, I want to take a relaxed approach.
I don't want the biggest team. I want a lean team with high profit margins. You know what I mean?
So really doubling down on that. The second video that I found that performed quite well is Paul versus Rich. It's polarizing.
Did this video bring you any sort of clients or did it attribute to any clients or would you say not really? Well, with that many views, likely, likely. I don't have the tracking data on it specifically, but likely.
Yeah, yeah. I've seen that you've also recreated this a few times as well. So that's why I'd say that one performed really, really well.
and the third one is collab videos so i saw that you did a collab video with darren lee and it was a strong contrarian stance as well whereas like why selling from a doc is making you broke so what i found is like your best outlier videos have been contrarian angles contrarian takes and also collaborations and dude you know so many fucking people man like when i was at your villa in bali you're like look i've got a call with ali abdal to do i would say another like unique strength that you have is the ability to be able to do collaboration posts with so many different people and I'd say that allows you to tap into so many different audiences so for example if you were to do a collab video with Ali Abdaal I think that would absolutely fucking crush because there's a lot of guys maybe that are looking to grow YouTube channels that don't know how to monetize those channels and that could be a sea of audience that if you did the correct collab video that would absolutely print and crush for you so
I would say just double down on collabs as well, man. Have you thought about doing any more collabs? To be honest, no.
Now, I did do a video with Ali for his YouTube channel, which is on his main channel. But for Instagram, not really. Not really.
No, I never considered that. Yeah. So I would, like, whoever your creative director is, Sam, I would tell him, I'd be like, look, take the best part of this video, clip it up.
and turn it into a collab. And I would say that would probably do really, really well because if you create a list of like five to 10 guys that you know, your offer and your messaging would resonate well with and do collabs. I think that would absolutely fucking crush for you, man.
I mean, historically it's done well. So doing just more of that would just lead to better results, you know? So I would say now that we've kind of analyzed, you know, pros, cons, top three outlier videos, what to double down on.
I want to double down on what's kind of missing from your content, right? And the way I want to run you through that, Will, is by analyzing the top performing personal brands in our space. So I would say if you look at most of Hormozy's content, I mean, he's kind of at a stage where he can just post anything and it'll get views.
But I would say the four things that he's doing when you look at all of his content is the first thing that he does is a lot of client breakdowns. The second thing that he does is a lot of funny content. which is ironic because Homozy is supposed to be the serious business guy.
And then he talks a lot about Layla and his personal life. Just out of curiosity, are you more on the side of you'd rather not share your personal life with Lauren or would you say it's like you're open to doing it? I'm open to doing it.
Yeah, why not? Yeah. All right, cool.
Solid. And I do want to ask you another question before we go further. When you have sales calls with people, your sales reps speak with clients, do you guys ask them on the sales calls what the number one reason that they purchased was?
Or what was the number one reason why they might have picked you over other options? We don't ask them that, but they do often tell us that. Yeah.
Okay, nice. And what are some of the most common reasons that you see come up? Yeah, I'll give you a few.
So one thing that a guy that came in yesterday said was, I hear this all the time. People always say, I love how simple you keep things. You make it sound so simple.
And he said something along the lines of like, everybody else makes it feel complex. You make it sound simple and you look like you're doing what I want to do, which is big numbers with a very lean team, vice versa. That's one thing that I hear.
Uh, another big reason is because of paid ads, right? So our cold ads funnel right now, the angle is don't make content, content, content. You don't even need it.
Just run paid ads. And if you do that, you can just buy customers without needing to do content. Obviously content helps, right?
That goes without saying, but you don't really need it. You know, like my, my first business was pretty much just ads, right? So that's another reason that people come in is the paid ad side of things.
another is the testimonials often people who like mike thurston who like you know the the other people that we've worked with um they'll often come in because we've worked with those big guys you know of course definitely so i would say like simplicity like lack of content the proof that you guys have and yeah i'd say like that's pretty much the three core pillars so i would say like Like if someone's like, yeah, well, I love the fact that you have a lean team.
How I would translate that information into a piece of content is I would do a video literally saying, I make a meal a month and most people believe, or most people believe you need a massive team to make a meal a month. Now we made over a million dollars a month and I want to just walk you through my entire team. And then I'll literally just like break down.
This is one team member. This is one team member. This is one team member.
And he does this. And that's pretty much it. Like we have less than 10 staff members on our team and half of them don't even work full time.
And I think that would be a banger video that would take the reason as to why somebody bought from you and turn it into a piece of content that would get more people like that, that want to buy for that same reason. Or even do like a breakdown of like, again, your greatest hits. Like Mike Thurston is one of the first guys that I personally came across that you coached.
And I was like, fuck, I didn't even know like we'll work with Mike Thurston. Or Mike Thurston work with Will. So I would say like even bringing that up again or like specific in that breakdown videos or I work with Mike Thurston X a lot of years ago.
Now, if he rehired me to help him build his business, these are a couple of things that I would change for him. And that shows like, again, it brings it to the surface level because even if you posted that a while back, doesn't mean that you shouldn't post it again. The greatest brands are built for repetition.
And I would pretty much. give a unique perspective and angle about what you would do differently now. And that's going to make people curious and be like, oh, okay, that's fucking sick.
You know what I mean? So I'd say client breakdowns, funny content, Leila, and then a lot of storytelling content. I've actually got an entire file, which I'll send you after this with all these videos so that your creative director, he can take a look at this and just start to kind of model off to some of these videos as well.
But the biggest thing that Hormozy proves is like, you can be the numbers guy. and the funny guy he's kind of you but like with an additional funny personality on top you've got the funny personality it just doesn't display as well on on your content so dude he's he's like me but with the ability to grow a beard essentially yeah it's me yeah you see shit like that will like that on content would absolutely fucking crush you know so yeah i'd say like the second person You probably don't want to model like a blonde chick, but I'd say Shelby Sapp.
If you break down her content, she had like a meteoric fucking rise with her personal brand. And the four things that she just doubles down on every single time is contrarian beliefs. So like play unfair to win.
Everybody believes you should play fair. She's like, you have to play unfair. The second thing is she does a lot of value content.
That's actually something I want to break down with you a little bit further. She does a lot of storytelling. And then B -rolls.
I wouldn't say B -rolls is probably going to be the best fit for someone like yourself. But again, she has a very simplistic content strategy where she cycles through these four things. And as a result, contrarian beliefs drive people to her.
That's the number one piece of content that she posts that gets her the most followers. Values shows people that she knows what the fuck she's doing. Stories shows people that she can relate to them.
Because I would say, Will, you're kind of at a point where... And I was having a conversation with Dan about this, Dan Henry. And he's like, a lot of experts develop expert lens.
So he's like, sometimes when you guys make these wild numbers, it can almost feel out of reach for certain people. And I'd say you kind of negate that by the level of simplicity that you put down. But the other thing that negates that is storytelling.
So if you notice like Dan Henry, I'd say one thing that he does really, really well is he will consistently call himself like stupid. in his webinars. So I was funnel hacking him and I was going through one of his webinars and I'd say he sat there and he's like, if an idiot like me could figure this out, da, da, da.
And I would say that really makes people be able to be like, again, like the information that you collected from your sales calls, which is, well, you make it so simple. No one's explained it like this. If you show that vulnerable side where it's like, hey man, I'm an idiot just like you, people will trust you more to want to buy from you, especially via Instagram.
You know what I mean? Yeah, really good, man. Yeah.
And then Ryan Serhant, another good example. He does a lot of personal content, funny content, value breakdowns. And I'll say like, even for myself, like what I've been posting that's worked exceptionally well, there's also a really good form.
Well, I'll give you. So one of the things I recommend implementing is the minute somebody purchases, do you send them to like a confirmation page after they purchase from their payment links? Or do you just move them straight into onboarding?
No, we moved them straight to onboarding. Okay. So one of the things that we've implemented, and I'll send you this questionnaire as well, is we've implemented a questionnaire that asks them like, what was the first piece of content that you saw from us?
And at what point did you feel like you went from just seeing me online to now trusting me as somebody that could actually help you out? And what was the biggest reason why you bought? Was it X, Y, or Z?
What we found across that information is like people like Mehdi, like one of the things that you preach is I don't need a massive following to generate a lot of clients. And you're not like super rigid with a strategy. Like you helped me scale with content and ads combined.
So that data that we collect, we use that data to be able to create more content based off why the people buy from us. So it's a really, really good form. And it's like a five question type form, which I reckon you should implement.
And that will also... help you generate a lot more tailored Instagram content ideas for your clients specifically. You know what I mean?
Cool. Yeah. So pretty much, man, I follow the same format.
I do a lot of contrarian beliefs where because of the fact that I'm selling Ascension funnels to my clients, I'm like, don't sell to strangers, sell to buyers. If you can get someone to buy it first, then they're a lot more likely to send an upgrade. Personal storytelling content.
I did a video, funny enough, Will, about buying a kitten recently. And you'd be surprised how many fucking business owners and leads, like my setters were DMing me and they were telling me the amount of leads that we had that had bought kittens or have cats that literally had a conversation with us as a result of this, that we were able to qualify and get booked in for a call is wild.
And it's something completely unrelated to business. So I'll tell you another interesting story. I had a sales call about three months ago.
And there was a guy, he piffed for 15K. And I was like, dude, what's the number one reason why you bought? And he goes, you're not going to believe this.
I saw your ads. They were good. I saw your content.
It was good. But I saw a random video of you explaining that you eat four mandarins a day. And he's like, this guy's an Airbnb operator.
He owns like 80 plus units. He's a fucking baller. And he goes, when I was a kid, we'd go to my granddad's in Mexico.
for the summer. And we would like rip through four or five mandarins. And that was my thing.
And I related to you on that weirdly. And I just, I don't know. I just trusted you a lot more.
And I was like, that's fucking wild. You know, like something so insignificant that I would never even think about. Like, I didn't even think about that piece of content.
The guy just clicked with, and as a result, he became a client. You know what I mean? Yeah.
So yeah.
And I would say the third thing, bro, is definitely client breakdowns. So I would say one thing that you do exceptionally well is you have so many fucking client results.
But I would say even just like showing a face of the person on your content and saying like, this is Sarah. Sarah came to us and this is what was broken. Because you're very good at breaking down why clients are stuck.
This is what was broken inside of our business. This is how we fixed it. Here's the outcome that she experienced in X period of time.
And most people fuck this up. If you want my team and I to help you with that, comment below X and then your setters can reach out and your setters are pretty good. They'll know what to do.
You know what I mean? So I'd say that's another one. And then viral formats, I would test these out for yourself because it's good top of funnel content.
And I'd say like you have a lot of value and if you just package it slightly differently, it would get ridiculously more reach. But is there any sort of viral formats that you guys have tested out so far? Not really.
No, again, we've never had a concrete strategy as such until now. Yeah. Okay.
Makes sense. So I would definitely test out a couple of viral formats as well. And I'll give you a couple that I reckon would work absolutely incredible for yourself without diluting like your expert brand.
So let's break it down, man. So by the way, you're getting some good fucking shit from this so far. I am.
I am. No, this is really either confirming things that I thought but didn't dare do yet. or giving me new ideas that i'm storing to execute on okay sick so the way i would execute all this information by now is i would use something called the six by five content format this is something i typically like work with my clients on but i would say have five formats of content like five different things that you rotate between and six pieces of content within each format and that's going to give you 30 days worth of content and the five in particular that I would focus on is more contrarian beliefs.
So I would say the number one thing I would do is YouTube versus paid ads. Because historically, like after watching your videos, your content, like coming to your masterminds, I would say this is probably one of your strongest stances. Explaining like, there's a really good video that I watched the other day where the guy was explaining what percentage of people actually piff from a YouTube video.
and the percentage of people that piff from paid ads. And because you likely track this information, when people look at that, they're gonna be like, holy fuck, I didn't know significantly more people piff from YouTube. I want more piffs.
As a result, I need to build a YouTube channel. I don't know how. What can help me out?
You know what I mean? So I would say another massive contrarian belief is like a lean team versus a fully stacked Cole Gordon style team. I'm kind of like shitting on that approach.
You know, like... I would say you're very nice, Will, but you need to kind of be a bit more aggressive with shitting on other approaches. And I reckon that would make more people gravitate towards your approach because it's a strong stance.
I'd say everything about how you kind of change your life over the past year or so, moving to Bali, deciding on wearing white t -shirts every day. And the way that you live is a testament to your thing to build simplicity. right so the lean team i would definitely double down on that uh number three is like on making x amount per month so i don't know if you've watched much of jeremy haynes's content okay sick so one thing jeremy haynes does really really well which is why he's got like i'd say the cream of the crop type of audience that you know buys into his mastermind and stuff like that is he shits on making 10K a month, right?
And that might not be your brand, but if you find something to attack, you're never going to build an army without building some enemies, you know? So he pretty much built his army through saying, listen, if you make a measly, you know, 100K a month, like 100K a month, I'd say historically has been regarded as like the milestone to hit for coaches, consultants, and he's kind of like taking a big...
fat dump on that and said no 100k a month is absolutely fucking broke you guys need to be at a middle month and as a result like that's made people lean in and because it's such a contrarian angle like you don't hear anyone else talking about that and i think that's been a massive part of him growing his brand something that you could absolutely execute i'd say number four is hating on overly edited stuff so i think homozy has kind of jumped on this bandwagon now but this is something that you've been preaching for a while so like even sharing your perspective on homozy has just announced this video where he was talking about having overly edited content and this is something i've historically done in fact i grew my youtube to x amount of subs through posting this raw authentic unedited content a while back and i'd say that just gives you a much stronger market position than anything else um and the fifth contrarian belief is like simplicity over complexity just showing that in every way shape impossible so
I'll give you a couple of examples of how I do this. Maybe even just showing people what you do in a day, how you work, your setup, and how simple everything is. Because people that gravitate towards buying into simplicity, if you can create an individual set of reasons as to how you simplify things, that would make them gravitate towards you a lot more.
For example, historically, when I'd film content, I'd have to fucking set up my camera, lights, like a billion different things. But even if you have a very small behind -the -scenes clip of you just setting up your stuff to film and showing how simple you make shit, people would be like, wow, that's fucking sick. I need to work with this guy because he makes stuff so much smoother.
Do you get what I mean? 100%. Yeah, again, you're confirming a lot of ideas that I've had but haven't put in concrete yet.
So for example, one angle that I thought about. was kind of shitting on making a mil a month because for most people, like for most people, it's actually very, very, very destructive, very destructive. It can ruin your life, ruin your relationships, ruin your business.
You know, you end up making really silly decisions. So that's one thing that I actually really don't believe in. I think our model, you just make half a mil a month with a 75, 80 % profit margin.
simple lean team whilst having fun maintaining peace you know i think that is by far the superior model so that's one angle and another angle i was thinking as well is um there's there's there's a friend of mine i won't name names but he's like a content genius right yeah but um How can I say this? We might have to beat this out, but let's say like, you know, he came to me for help with paid ads because the content as beautiful as it is, it actually doesn't get in many customers.
So it's like massive efforts and a really beautiful brand, but not like the most profitable kind of business in the world. And, you know, people look at the content and they're like, wow, I'd love to have a big, beautiful, amazing personal brand. But at the end of the day.
you just want fucking customers if you're running one of these businesses you just want customers at the highest profit possible with the most simplicity possible so that was like another kind of theoretical enemy that i was going to create to challenge that and say don't even do content just run ads properly you know and you can yeah be vastly better so 100 bro i think that would crush i think even to add on to that is like show people the end goal because i think even me like one thing that i always believed is like you just have to scale your business to a bunch of fucking money but i think one thing that you're big on that i've kind of realized more and more is the goal is to fucking scale your your leveraged income from assets that you invest into you know i mean and as long as you can build that like you don't want to be on a hamster wheel where you're consistently managing a team taking sales calls like like building building building You want to build to have an end goal.
And I think that's what most people secretly want, but they think they want the massive team. They think they want a middle month because they believe that's ultimately what's going to get them to freedom. And I'd say like one thing that you're good at that you do that, again, not many people show in the info space is how you invest into assets.
And I would even talk about that because I feel like that relates to what people actually want compared to what they believe they want. So I'd say double down on that as well, man, because. That's like one of the things that you're massively big on.
Even one of the stories that you've told, like I remember we went out for cigars after your mastermind and you were like, I've always had this fear that I'm going to lose all my money. So I just buy assets in cash so that I never have to worry about like if anything goes wrong, I want my monthly income to be at this from the assets that I invested to.
So I think speaking on that would be massive for you, man. Dude, that is by far. one of my favorite topics i was actually thinking a lot about that recently i had uh cigars with iman gadzi last friday when i was in dubai yeah and i was actually telling him i make 61 and a half k a month profit from my investments now you know yeah and i was like he because he he said to me would you ever turn the business off and i was like actually maybe because i could live off that 61k now yeah and just looking disappear you know so that's that's something that uh that i love so i'll make content about it for sure yeah 100 man i think that's an angle that would crush so hard um and it also gives you post exit positioning as well because i think one of the things that you have that's quite strong is you exited your first info biz and even just talking about that specifically shows people look i don't need you guys to essentially buy from me whether you do or don't i've got these assets i've invested into so it serves us both which is incredibly powerful so
I would say on the storytelling aspect, like just six videos that I would absolutely hammer down on that would work and crush really well on the storytelling side. Number one, buying a data Porsche. That's a story that I'm personally curious to hear about.
Number one, I love Porsches. Number two, I think that's absolutely fucking incredible. Number two is being a DJ back in the day.
You know, I would say like even having pictures of what that was like, because even in your book, you talk about. how you were a DJ, but I don't see it anywhere on your Instagram profile. And I think that would be a disservice to yourself, your audience, not to the fucking share that story.
And I'm sure you got a bunch of cool shit that happened back in the day as well, you know, and how you kind of transition. I think you're absolutely crush. Number threes is more Lauren, like Homozy is fucking team Layla and everyone notoriously knows both of them.
So talking about even relationships as an entrepreneur and that kind of feeding into your reason as to why you don't want. a mil mark business or why you don't want other people to run a mil mark business because it's not worth the headache. If you want to be able to go out to dinner, chill, watch a Netflix movie with Lauren, you absolutely can because of the fact that your business is so lean and because of the fact that it doesn't require you to just babysit it 24 seven.
You know what I mean? What life was like at different stages of income, even talk about like... a stage of you making a shitload of money and how it maybe sucked, how you dialed back the business, what you were like as a kid.
I think that builds deep level of trust. Do you know this creator online world called Ava?
Personal brand launch? Okay. So she consistently shares stories of like what she was like as a kid and it builds a very deep level of trust.
Like you don't have to hammer down on this one, but I'd say a couple of them. like builds that vulnerability factor that makes people say do you know what like i know this guy very very well and as a result increases trust and number six like hardest points of your business or even you learning from a coach i think that's massive because when you double down on those aspects again like people relate to your struggle a lot so from your content when i was analyzing it i'd say there's a lot of wins but there's not enough like struggles or losses that you're pretty much going out there and sharing.
And if you were to double down on those, if somebody's struggling with that exact problem at that exact time, and you can mine this data from your Fathom Sales School recordings and use that, it's going to hit them where it hurts and be like, I need to work with this guy. You know what I mean? Yeah.
Really good, man. Really good. Yeah.
I'd say the next stage is like client breakdowns slash process breakdowns. So you see like Jeremy Haynes doing a lot of these, even doing like you and Mike Thurston. If you can, get him in person.
If not, just simply breaking down what you kind of did with his business. If Sam can set up a camera and it's like, you guys have, I don't know, like a picture of Mike Thurston on a whiteboard, just tape it. And you do a business breakdown of even drawing out what it looked like, how you did it, Nero, Dan Henry, Jack Hopkins, Jordan Walsh.
These are massive fucking names. And I would just re -leverage them again and again. If you've worked with them, that's good.
If you've got the testimony from them, that's also good. But if you can show people behind the scenes what you actually did inside their businesses, that would make a massive difference. And as a result, they're like, I want that exact thing for myself.
Now, as far as viral formats go, I'd say value content, you're good on it. I'm not going to press too hard on that. But I'd say for viral formats, for you specifically, Will, I would run some tier lists.
I would say you have a unique authority and positioning because if we look at a lot of your value content, you're kind of breaking this stuff down. For example, organic versus paid. The information is good.
I think how you package it, if it was slightly different, it would definitely get a lot more reach. So even interestingly enough, my number one highest ROAS ad at this moment in time is a tier list ad. And for one of my clients, I implemented a tier list ad.
Just took the Taylor's format, ran it as an ad. He's at an 11X ROAS. So I would say if you take that unique positioning, ranking funnels for coaches after generating 30 mil plus, ranking YouTube formats for getting clients after generating 30 mil plus, and took these topics, it would absolutely fucking print, man.
So it's just the same information, just packaged slightly differently. You get my point? I get you, man.
100%. Yeah. Cool.
Solid. And then moving on to the next one, I would say your three biggest highest leverage plays would be your pin posts. So your pin posts are pretty fucking good.
Like they do build a lot of trust and authority. But there's a couple of things that I would do in updating them. So first and foremost, I'd say people, the minute they hit your profile, they want to know three things.
Who are you? Who have you helped in the same situation as me? And what happens if I give you money?
And in order to do that, bro, I'd simply create free assets. Number one, this post is really fucking good because you've got the 10 mil ClickFunnels plaque. But what I would do is I would pretty much storytell it through a carousel because one shows an outcome, the other one shows a journey to get to the end outcome.
And again, all it does is it builds that relatability and trust factor. So I've got a really, really good SOP for this that I can send over to you. Second one I'll do well is a client results mashup.
So this one in particular, because you have an unhinged amount of client results, I would make a video like this. Let me open up Instagram and actually show you.
But again, I've taken this exact video, I've run it as an ad, and it has performed exceptionally fucking well. So let me know if you can see my Instagram, by the way. Yeah, I can see it, yeah.
Beautiful. So check this out. Hang on, let me just hide this.
Yeah.
And this video just absolutely crushes. It's like a client testimonial mashup. And because you have so many of them, if you have like Jordan Welsh, Mike Thurston, like the biggest well -known names in the space, that video would absolutely print.
And if you have that pin right to the top of your profile, it kind of goes in this order. It's like, who is this guy? Oh, damn, he's helped like a lot of very well -known people.
And then like a mini VSL, right? And a mini VSL is almost like, if you hired me, to help you scale your consulting business here's exactly what the process would look like step one this step two this step three this and it's like it kind of sequentially takes someone from knowing you trusting you and then building the desire to want to work with you you see how that works i do yeah so something i've done for my clients these guys crushed got like 61k views on this half a mil views um and they generated over 2 000 leads from that exact pose.
So it works really, really well. Other content upgrades, dude, I would say like taking a look at your content. I love the whiteboard format.
I don't think you should change that. But the one thing I will say though, is whenever I watch your whiteboard videos, sometimes it's kind of hard to read what you're writing now. And I would say the harder it is to consume your content because humans are lazy creatures.
We want to optimize as much as possible for efficiency. So as long as... Sorry, dude.
My fucking emails are on the screen.
All right. I need to get rid of this shit. All right.
There we go. So yeah, well, I'd say humans are very lazy creatures. They just want to optimize for speed and efficiency.
So when I look at Shelby's whiteboard breakdowns, it's an interactive whiteboard. It's big, clean, easy to read. Same with Dan Henry.
Big, clean, easy to read. This video got 1 .3 million views, 183K. I'd say like if you just added an interactive whiteboard, it would significantly level up the content that you post and just help with your format, man.
You know what I mean? Yeah, that makes a lot of sense. Cool.
Solid, man. And then as far as like story sequences go, any questions on the content side before we kind of go into story sequences? No, I feel clear.
Yeah? Cool. Story sequences, like historically you've posted a lot of really fucking good story sequences.
Is there anything specific that you want to get out of like posting story sequences before I get into it? You know what? Story sequences is probably the only thing that I'm good at.
Like I can make very good story sequences. I've got like, I've got a secret strategy, right? And it fucking murders.
It absolutely murders. Yeah. Sick.
Are you going to reveal what it is? No, I'm not. Because if I tell everyone, they'll copy me and they'll have an edge.
So I'm keeping that one in my back pocket. But yeah, I'm good on story sequences for sure. Okay, cool.
Do you want me to give you a breakdown of story sequences or are you good on that? Yes, please, man. I'd love the insight.
Yeah, there's probably a nugget that I can learn. Okay, solid. So how I kind of think about story sequences is I'm trying to do a couple of different things.
Again, my lens for content is always very simple. The way I look at content is like, In order for someone to buy from me, they have to be sold on me as a person, the fact that I can help them, the fact that I've helped other people in the same situation as them.
So even with all these content strategies, those are the main three things I'm always thinking about, whether it's stories, whether it's content, whether it's ads or anything else. So I would say my kind of personal process is I will show a desired result or agitate a pain and do something that builds a lot of curiosity.
So prior to this, I did a poll where I was like, What's your biggest problem? People like leads.
I'm like, all right, cool. Over the weekend, I generated X amount of leads. Send like a screenshot from Slack.
Handful of those leads converted over the weekend. And I did this using the Ascension funnel. I have like a picture of what it looks like.
If you want the full breakdown, reply with funnel. Bunch of those people reply. Then I have a mini chat sequence that gives them the asset.
And then like a pre -recorded voice note saying, hey, did you receive it? By the way, whilst we're here, I was looking at some of your content. What do you do?
That pretty much leads to conversations and book calls. The other thing I do a lot of, and I've seen you kind of doubling down on this a lot more, is behind the scenes content or just general lifestyle of what you're up to. I see you at like random coffee shops in Bali.
And it's like, this guy lives a pretty chill life for somebody that doesn't know him up. So Wednesday, I'll typically post like a client result and then ask a poll around people's biggest bottlenecks. So it's like, This is my client.
I'm helping them print. By the way, what's your biggest bottleneck? So it's like, they now trust me.
And it's, all right, how can I help you fix the same problem? Thursday, I'll typically funnel to a bottom of funnel video. So I'll just say the title, watch now.
And then Friday, I'll pretty much do a Q &A. So a lot of time, I'm answering questions from my audience. This is usually where I'm mindful, you know, great content ideas.
This is usually where I take an opportunity to kind of do like a paid sales score. on an Instagram story and that typically works pretty well. Saturday, Sunday, I'm posting a lot of behind the scenes stuff.
And again, that just builds that relatability factor. So one of the things that I personally do quite a lot, and this is one of my favorite type of stories to run. I run this once a month and it fucking prints.
This is one of the strategies that I low -key don't want to reveal is I do paid audit calls. So I ran one of these a little while back. And I got four book calls at $197.
I made $788 on the front end. I had 100 % show rate and a 75 % close rate. Three out of four of them actually bought.
So what I like to do once a month is kind of agitate their biggest pain points, implement a desired result that they want. So for example, the previous story to this is like, I've only got, I think, 6K followers. But the craziest part is I've generated over 14K this week.
This was a while back. I don't have a massive following, yet my sales calendar is fully booked every day. I'm sick of gurus telling you to do this, this, this, this, this.
So here's what I'm going to do. I typically charge 10K plus to work with me, but for 24 hours, I'm opening up free space on my calendar for one and seven, where I'll do X and Y. And then I'll post the spots as they're being taken.
And then once it's officially sold out, I just ask them like, hey, would you like me to do more of these? And then those are pretty much paid sales calls.
I'll allow them to credit that amount of money towards the paid program. And because they're there and they've got a shitload of value, it's a paid sales call that leads to ascensions. And this works fucking incredibly well.
So I think I've seen you do a couple of these a while back, but I haven't seen you do one since. Yeah, I haven't done one for a while. You've jogged my memory on this.
Yeah. Bro, these... Crush.
And they're so effortless, the clothes as well. So yeah. Now my favorite part, Will, that you're going to fucking absolutely love is combining everything I've just broken down.
So remember the two pin videos that I said to make, the client results mashup and the mini VSL? Okay. So Instagram has this new feature, which I don't know if you've seen, but every time you post a reel, what you can actually do is you can link a reel to it.
So, you know, like at the end of YouTube videos, let's say you're watching a YouTube video on building out content. Someone might say, well, you can, now that you understand how to perfect the hook, the hook is going to be useless unless you structure the rest of the video correctly. And they open a loop that sends you into the next video and you end up binge watching a lot of their content.
You ever seen that? No. You never seen that?
No. That's crazy. So what they do is like they open up a loop.
So let's say like, I don't know. Give me a topic, Will.
Just anything. How to keep net profit high. Okay.
And give me like one of the things. Okay. Let's say keep net profit high.
So keeping your CAC below a certain level, right? And that's like the topic of the video. And now that you've taught someone that, they're like, all right, well, that makes a lot of sense.
And say, well, keeping your CAC low is good, but without this next thing. you're still going to be not as profitable as you want. And it opens up a loop and it says, go watch the next video where I break down exactly how to do that.
So it sends people in this chain reaction of watching and consuming a ton of your content. You get my point? So yeah, so I could do a reel talking about something and say, look, if you want to go deeper on this, click the button and it takes them to another reel.
Exactly. Exactly. Wow.
Let's say you spoke about having setters and then you're like, all right, having setters is good, but unless you have the right SOP for your setters, they're never going to perform, which I break down in this next video. Click learn more below and it sends them to the next video. And you have like a chain reaction of videos that you can now sequence them to.
So you get people to kind of binge your content and consume it, right? So that's a feature that almost nobody is like using, but I've been using this and it's been working incredibly fucking well. So I use it in a couple of ways.
Number one, I either send it to another video or number two, if it was like a video where I broke down a client result, then I'll funnel it all back to these main client result mashup videos. So the way I look at it is like this person has now got value from me. They probably have the desire to learn more or see how I've helped other people in the same situation as them.
And they can see a client result mashup. And that client result mashup is then linked to the mini VSL. Once they watch like Mehdi, Mehdi, Mehdi's helped me, blah, blah, blah, blah, blah.
It's like, if you hired me to help you scale your info biz, this is exactly what would happen. And it reroutes them to that video. So it creates like this massive chain reaction of people getting to know Will, getting value from Will, trusting that Will's helped other people in the same situation as them, finding out how they can work with you.
And you sign a fuckload of clients using Instagram. I like that. That's smart.
Yeah, solid, man. And that's the entire breakdown, bro. So just to summarize, more like storytelling, personal content, implementing some of these content upgrades, and then essentially using link reels to funnel people back to your mini VSL.
So based on that, dude, any other sort of questions, man? How did you find the session overall? Dude, deep.
But yeah, you've given me so many. good ideas there and you've confirmed some of the stuff that i was going to do wasn't sure on you've given me a few nuggets there actually of stuff that i'm going to go and do straight on you so i feel much more organized man i really appreciate it yeah solid man i'm happy to fucking hear what out of all the ones that you've done with other people would you say this was the best one this has certainly been the best so far i fucking love that
The Hook
The bait, then the rug-pull.
A consultant who just had his first $1.3 million month admits he has an ad strategy, a YouTube strategy and a sales team strategy, and nothing at all for Instagram. What follows is the full audit, live, from what's missing on his page to the exact reel chain that should end every viewer at a sales video.
Frameworks
Named ideas worth stealing.
26:31model
6x5 Content Format
Contrarian beliefs
Storytelling
Client and process breakdowns
Value content
Viral formats
Pick five content formats and make six pieces in each to get 30 days of content to rotate through.
Steal forplanning a month of short-form content in one sitting
27:00list
Five Contrarian Beliefs
YouTube vs paid ads
Lean team vs a fully stacked sales team
Attacking the make-X-per-month milestone
Hating on overly edited content
Simplicity over complexity
Strong stances the client already holds, each meant to attract people who share it and repel those who don't.
Steal forfinding polarizing angles from beliefs you already hold
35:16list
Six Storytelling Videos
Buying his dad a Porsche
Being a DJ back in the day
Relationship and life with his partner
What life was like at different income stages
What he was like as a kid
Hardest points in the business, or learning from a coach
Specific personal stories that make an expert relatable and build the trust that value content can't.
Steal fora personal-story content batch
39:57list
Three Questions a Profile Must Answer
Who are you?
Who have you helped in the same situation as me?
What happens if I give you money?
Pinned posts answer these in order: an authority story carousel, a client results mashup, and a mini VSL.
Steal forchoosing pinned posts on any profile
44:45concept
Sold on Three Things
Sold on you as a person
Sold that you can help them
Sold that you've helped people like them
The filter applied to every story, reel and ad: does it move one of these three beliefs?
Steal forjudging any piece of sales content
45:00list
Weekly Story Sequence
Monday: desired result or pain point plus a lead magnet ('reply with funnel')
Tuesday: behind the scenes
Wednesday: client win plus a bottleneck poll
Thursday: push to a bottom-of-funnel video
Friday: Q&A
Saturday and Sunday: personal stuff and BTS
A repeating week of Instagram Stories that moves viewers into DM conversations and booked calls.
Steal fora default weekly Instagram Stories rotation
46:41model
Paid Audit Story Offer
Agitate the pain and show the desired result
Offer limited audit spots for 24 hours
Post spots as they're taken
Credit the fee toward the full program
Run once a month: a $197 audit offer in Stories that works as a paid sales call and ascends buyers.
Steal forbooking qualified calls without a free consult
48:37model
Linked Reels Chain
Value reel opens a loop
Linked button sends viewers to the next reel or a client breakdown
Client breakdowns link to the client results mashup
The mashup links to the mini VSL
Uses Instagram's linked-reels button to move viewers from free value to proof to the sales video.
Add Modern Creator as a preferred source and Google shows you more of our breakdowns in Search, Top Stories, and AI Overviews. It only changes what you see, and you can undo it in your Google settings anytime.
Add to Preferred SourcesOpens your Google source preferences with us pre-loaded. Tick the box and you're done.
A coaching founder fired six of his nine salespeople, locked the other three out of the inbox for 90 days, and found that a written offer doc outsold the whole team.
Four principles from 2,200 Instagram posts that explain why some personal brands feel expensive and others feel cheap, with real creator examples for each.
A coach who says he clears $1.5M a month on Instagram walks through seven fixes that turn views into booked sales calls, with the exact DM scripts, ratios and follow-up cadence.
A 40-minute Miro-board walkthrough of an organic system where Reels rent 30 seconds of a stranger's attention, Stories and carousels build trust, and YouTube does the convincing.
A two-hour in-person mastermind on why the content that earns followers and the content that earns buyers are two different jobs, and the five assets that do the second one.
A coach pulling $20-30k a month from YouTube argues every growth plateau is actually a speaking problem, then draws out the nine-part system he uses to fix it.
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