27:49Nik Setting · Tutorial
How To Build A Magnetic Personal Brand
A conference talk maps the five-stage trust filter that decides whether an audience just watches, or actually buys.
June 23rdThe argument in one line.
A stalled business usually isn't short on audience or market size, it's run by an owner who keeps changing the offer every time their own identity evolves, when the fix is to hold the offer fixed and change only the marketing.
Read if. Skip if.
READ IF YOU ARE…
- A coach or service provider with an existing offer and an engaged audience who can't figure out why sales have stalled despite steady content and followers.
- A creator who keeps starting new accounts, pivoting niches, or rebuilding offers every time their own beliefs or life stage shift.
- Someone selling a high-friction 'build something brand-new' offer who wants to understand why a lower-friction offer might convert easier.
- A one-person brand wrestling with the fear that selling aggressively will make them look like 'just another guru.'
SKIP IF…
- You're looking for tactical ad-copy or funnel-building tutorials; this is a mindset-and-positioning consult, not a how-to.
- You already have a clear, proven low-friction offer and a working conversion process; the lessons here are for the pre-clarity stage.
The full version, fast.
A creator who scaled a barbering audience to 87,000 followers but stalled at £30,000 a month gets walked through why: he keeps treating his own evolving identity as a signal to change his offer, most recently abandoning a proven price-increase product to chase a harder, higher-friction 'build an online business' pitch, then hiding the new offer on a fresh 900-follower account out of ego. The consultant reframes the math first: 1% of the barber market at the current price is worth $45 million, so the niche isn't saturated, the marketing is weak. He then shows that low-friction offers beat creative ones, and that refusing to sell hard is costing both the creator and the clients who'd benefit.
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00:00 – 02:27
01 · Cold open: the $45M tease
A montage of lines pulled from later in the session, the eventual $45 million number, the 'under two months' promise, the closing thanks, hooks the viewer before the real consult starts. One figure in the montage ('£500,000 a month') doesn't match Tim's actual stated revenue of £30,000 a month heard minutes later.
02:27 – 07:47
02 · Meet Tim: the numbers on the table
Nik explains the format (viewers keep asking for a breakdown) and introduces Tim, who helps barbers package their skill into an online business. Current revenue: £30,000/month. Goal: £100,000/month, eventually £1M/year by age 30.
07:47 – 13:04
03 · The offer, the price, and the friction concept
Tim's offer: take an existing skill a barber has (education, team systems, industry connections) and build it into an online business so they're not chained to the chair, priced at £6,700/$9,000, selling 4-5 a month. Nik names the real constraint: selling into an existing situation is low friction; convincing someone of a brand-new situation is high friction, and that's Tim's core obstacle.
13:04 – 18:21
04 · A barber's day, their real pain, and Tim's proof
A day in the life of a barber (10 hours, 15-30 appointments, £30-60 a cut in the UK, up to $150-200 premium in the US), their core pain (limiting beliefs on pricing, skepticism that online works), and Tim's credibility: a case study that generated £21,000 in 10 days, and a prior price-increase offer that added £500,000 in annual revenue over nine months.
18:21 – 24:02
05 · The audience math: 100,000 followers, 28 sold
Tim's audience: 87,000 followers on his barbering page plus 900 on his new business account, roughly 30,000 of whom are barbers, and maybe 5,000 who'd genuinely consider going online. In 3.5 months he's signed 28 clients total. Nik's read: 'You're extremely good at creating content, but extremely bad at marketing.'
24:02 – 29:39
06 · The ego account
Tim admits he isn't posting this offer on his 87,000-follower account at all, only the 900-follower one, because the bigger account 'doesn't feel right' after his content pivot crashed his views from 9-10 million a month down to 800,000. Nik calls it ego dressed up as a new start.
29:39 – 35:22
07 · Detach your identity from what you sell
The core framework: what you sell should stay constant for years; only how you sell it should evolve with your own beliefs. Nik's example: he's sold the same offer for three years because he separates who he is from what he sells, which is why his business compounds instead of restarting.
35:22 – 41:04
08 · The $45 million reveal
Nik runs the math live: 1% of a 500,000-person total market, at Tim's $9,000 price, is $45 million. The reframe: before ever deciding a niche is too small or saturated, hit that real ceiling first.
41:04 – 46:44
09 · Low friction beats 'saturated'
Nik argues the lower the friction required to sell something, the more 'saturated' a market looks, and that's actually a golden market. He reframes trust versus mechanism: clients rarely distrust the method, they distrust whether they trust the specific person delivering it.
46:44 – 55:21
10 · The fear of looking like a guru
Tim admits he's been avoiding hard selling because he doesn't want to look like 'just another guru.' Nik pushes back: refusing to sell and market is a disservice to the people who'd actually benefit, and the packaging of a pitch can stay creative without the pitch disappearing.
55:21 – 1:05:00
11 · Mindset audit and the action plan
A deep-work audit (Tim estimates maybe one truly productive hour out of a 12-hour day), the 10x-then-5x math on his own growth, a tangent on why organic content outlasts paid-ad-dependent businesses, and a concrete plan: six to seven reels a week targeting specific pain points, one re-pivoted YouTube video, three customer avatars mapped out, and a case-study video format to build next.
Lines worth screenshotting.
- A cold lead you can convert is worth more than a warm lead you can convert, because warm-lead conversion is easy and proves nothing about your marketing skill.
- If 5,000 people in an audience are genuinely interested in an offer, even a 4% conversion rate produces 200 buyers, so a stalled sales number is usually a marketing problem, not an audience-size problem.
- Selling to an existing behavior a customer already has is low friction; selling a customer on an entirely new behavior they've never considered is high friction, no matter how good the offer is.
- Switching to a brand-new social account to sell a new offer is almost always ego, not strategy: a creator can always re-target an existing audience instead of starting over.
- What you sell should stay fixed for years; only how you sell it should evolve as your own beliefs and life stage change.
- Selling the same offer for years without changing it every time your own life changes is what separates businesses that compound from businesses that keep restarting at zero.
- Before deciding a niche is 'too saturated,' calculate what 1% of the total market is worth at your current price. The real ceiling is often tens of millions of dollars, nowhere close to extracted.
- A low-friction, 'boring' offer that changes an existing behavior will almost always outearn a creative, high-friction offer that requires inventing a new behavior in the customer's mind.
- Clients rarely distrust the mechanism you're selling; they distrust whether they can trust you specifically to deliver it, which is why proven results in one offer transfer credibility to an adjacent offer faster than a brand-new pitch does.
- Avoiding direct calls-to-action because they feel 'salesy' isn't restraint, it's a belief that quietly caps revenue and denies the help to people who would have benefited from buying.
- Case-study videos that walk through one real client's transformation step by step are more persuasive than polished pitches, because the audience watches the mechanism work in real time.
- The gap between a business owner's stated hours worked and their actual hours of deep, revenue-moving focus is usually the real bottleneck, not the quality of their offer.
- Taking a customer from $4,000/month to $40,000/month is a 10x result; taking them from $40,000 to $250,000 is comparatively only a 5x, meaning the hardest multiple has usually already been proven.
- A business built mainly on paid ads can collapse within months if the ad account or budget disappears; organic audience and brand compound for decades and survive that kind of shock.
Stop Changing The Offer, Change The Marketing
IDENTITY VS OFFER
When a business stalls, the fix is almost never a new offer or a new niche, it's realizing the real constraint is marketing to the audience you already have.
02Meet Tim: the numbers on the table
- Stating your current revenue and your goal revenue in the same breath, in the same currency, is the first diagnostic step before any marketing fix, because vague goals produce vague actions.
- A goal like 'a million a year by 30' only works as fuel once you know the specific actions it requires, otherwise it's just a number you repeat.
03The offer, the price, and the friction concept
- An offer that requires a customer to adopt a completely new behavior, like a barber going fully online, carries far more friction than one that improves a behavior they already have.
- The real constraint on a business is rarely 'not enough buyers,' it's usually that buyers don't yet believe the problem you solve applies to them.
- Before building a new product, check whether you're selling into an existing situation or trying to manufacture a new one. The second always sells slower.
04A barber's day, their real pain, and Tim's proof
- Case studies with specific numbers, like turning a new offer into $21,000 of revenue in 10 days, do more to build trust than general claims of experience.
- Switching your core offer because you personally outgrew the old one, rather than because the market stopped responding, disconnects you from the clients still living the problem you used to solve.
05The audience math: 100,000 followers, 28 sold
- A 4-7% conversion rate on a genuinely interested audience segment is a realistic, conservative benchmark, so a business converting far below that has a marketing problem, not an audience-size problem.
- Comparing total lifetime sales against your true addressable audience, not your total follower count, is the only honest way to see how bad a conversion gap actually is.
06The ego account
- Launching a brand-new account to sell a new offer is rarely a growth strategy, it's usually an emotional need to feel like you're starting a fresh chapter.
- You can always retarget an existing, larger audience toward a new message instead of abandoning it for a smaller, unproven one.
07Detach your identity from what you sell
- What you sell should stay constant for years, while how you talk about it can evolve as your own beliefs change; conflating the two causes you to rebuild from zero on a schedule.
- The people who build the biggest companies keep selling the same core thing for years while still being visibly present and growing as individuals.
- If your offer changes every time you personally go through a new phase of growth, you will never build something durable, because you're rebuilding the business every time you rebuild yourself.
08The $45 million reveal
- Before assuming a niche is saturated or too small, calculate what 1% of its total addressable market is worth at your current price. That ceiling is usually much higher than it feels.
- A specific, concrete revenue ceiling, like $45 million, removes the vague fear of 'not enough market' and replaces it with a clear target to hit before ever changing direction.
09Low friction beats 'saturated'
- A lower-friction offer, one that changes a behavior a customer already has rather than inventing a new one, will consistently convert better than a more 'creative' offer that requires new belief.
- Clients rarely distrust the mechanism you're proposing; they distrust whether they can trust the specific person delivering it, which is why results in one offer transfer credibility to the next.
10The fear of looking like a guru
- Avoiding direct calls-to-action because they feel 'salesy' isn't restraint, it's a belief that quietly caps revenue and denies the help to people who would have said yes.
- Wanting to sell in a way that still feels creative and honest is valid, but it should change the packaging of the pitch, not whether the pitch gets made at all.
11Mindset audit and the action plan
- The gap between hours worked and hours of real deep focus is usually the actual bottleneck. Four hours of focused work can outperform a reported 12-hour day.
- A result that takes a customer from $4,000 to $40,000 a month is a 10x, while the next jump from $40,000 to $250,000 is 'only' a 5x, meaning the hardest multiple is often already behind you.
- A business built mainly on paid ads can disappear within months if the ad account or spend stops; organic audience and content compound for decades and survive that shock.
- Turning a real client transformation into a walkthrough case-study video is more persuasive content than a polished pitch, because viewers watch the mechanism actually work.
Terms worth knowing.
- TAM (Total Addressable Market)
- The entire pool of potential buyers for an offer at a given price, used to calculate the theoretical revenue ceiling of a niche before worrying about competition.
- ICP (Ideal Customer Profile)
- The specific type of buyer who gets the best results and is easiest to sell to, used to decide who content and offers should target.
- Organic content
- Content posted for free, like reels or YouTube videos, that builds an audience and brand without paying for distribution, as opposed to paid ads.
- Deep work
- A block of fully focused, high-value working time, as opposed to hours that are logged as 'work' but are low-impact or distracted.
- Friction (sales)
- How much a customer has to change an existing belief or behavior before they'll buy; more required change means a harder sale, regardless of offer quality.
Things they pointed at.
1:03:20toolBase44
Lines you could clip.
27:30
“You never have to start a new account to do anything new.”
30:50
“What you sell has nothing to do with who you are.”
21:40
“If you have 5,000 targeted followers, you can sell to at least 200 of them.”
35:50
“Understand the amount of money that you can make before you're ever going to switch any niche is 45 million.”
45:00
“It's never been the mechanism. It's always the person that they don't trust.”
49:10
“I believe that if I don't market myself and I don't do CTAs and I don't tell people to pay me money, I do a disservice to them. I disrespect them.”
1:01:40
“I believe the one thing you won't regret when you lay on your deathbed is the fact that you just did everything you could have done.”
Word for word.
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metaphor
What is it that you currently do revenue -wise? Currently around £500 ,000 a month. The goal is like a million a year by 30.
It means that you're extremely good at creating content, but you're extremely bad at marketing. I went from generating like 9 to 10 million views a month, all the way down to like 800 ,000 when I was switching the content I was creating, if that kind of makes sense. No, it doesn't.
I just genuinely don't understand what the fuck you just said. Yeah, yeah. In all honesty, that's one of the biggest waste of time ever.
But how can we sell it in a way that doesn't feel like we're constantly selling? If you make $45 million, you're going to buy me a nice apartment here. I don't see a reason why you cannot be in 100k in under two months.
Wow. Yeah, it just clicked that. Yeah.
I love it. Thanks, Nick. Wow.
So I got the question lately, lots of times from everyone in my audience that I need to do a breakdown. So here it is. I'm sitting here with Tim today and we're going to break down Tim, his current business.
Could you please tell everyone what you currently do? Currently, I help barbers package their skill online and show them the possibilities of building an online business. What is it that you currently do revenue -wise?
Currently around £30 ,000 a month. Pounds? Yeah.
Okay, perfect. So that's like 40 euros. Yeah, sorry, I don't use USD.
Always pounds. I always use euros, so it's always confusing in all times. Clear.
What is the goal that you want to get to? I want to get to 100 ,000 a month. The goal is like a million a year by 30.
That's the biggest goal. Clear.
Amazing. Could you tell me a bit more about your offers? Before I want to dive deep into every single situation, I want to know exactly what you're doing and how you're doing it.
So essentially our offer is to take an existing skill that a barber has. So whether that be a lot of barbers are building education businesses in person or they may have a team running under them and they have a great system on how to do that. Or they may have like a fashion element so they have industry connections.
My goal is to show people how they can build a business back off the skill they have that's online that doesn't require them to be stuck in one place. So allowing them to cut hair because they want to, not because they have to, and showing them the possibilities of freedom rather than just being stuck behind a chair. Have you signed barbers in exactly that niche, in every single niche you talked about?
Yeah. What is the price you charge? So I charge £6 ,700, which is 9 ,000 USD.
9 ,000 USD. Clear. How many of these currently do you sell a month?
We're roughly around four a month. Four to five a month. Clear.
What would you say based on what you are aware about currently as your main constraint? For me, the biggest constraint that I feel like is the awareness of the problem that barbers have. They all find that they're trapped and they want a way out where they don't have to work so much, but...
It's understanding there is the possibility of going online But it's such a foreign ground for them that they've never thought of anything like that The only thing that barbers do online is create content around the haircut. They do it's interesting because Lewis just told you about Daniel Yeah, he helps barbers increase their prices.
It's not what you do. You help barbers move online So the interesting thing is there is a whole different mechanism behind the way you're doing things because they have to change and this is interesting also What lots of people do is you can either sell? To an existing situation or help people create a new situation.
And what you do is you help people create a new situation So there's a lot more friction involved, which is not directly a bad thing by the way But there's a lot more friction involved into having the ability to help them get to their desired outcome Yeah, because one thing we need to understand is we currently have a barber What is this barber busy with every single day cutting hair?
Replying to clients trying to have any appointments on average i would say a barber does anywhere from like if they're really busy like 15 some people do 30 appointments a day if they're mental on an average appointment time 30 to 45 minutes but i know some barbers that do 15 minute appointments and i just don't know how they do it what are they charging on me around here i think the average price for a haircut in the uk is probably like 30 to 45 if you're above like 50 55 60 you're a high -end barber in america They're slightly higher, $70 to $100.
Like the really premium ones, like $150, $200. So there's a big spectrum depending on where they're at. And what do you believe their main pain is every single day?
I think their main pain one is like a limiting belief, knowing that they can charge more. And their biggest pain is they think that the clients won't pay it. Or the fact is like, again, that's in person, but also like online.
They think people wouldn't pay for the service they provide because it's so new to them understanding like. Barbers have never really made a purchase of like a high ticket purchase. So there's so much skepticism behind it I think the first time they make a purchase like that They think they wouldn't be able to sell it.
Do you know the reason why people paid have paid you in the past? What is the reason what was their main? Constraint and why did they believe that you could solve their problem?
So their main constraint a lot of it for all the questions that we ask when we sign them on board is one they don't have the back -end systems to be able to actually package it and create it and then A reason as to why they believe that I can do it is how quickly I've built this online business. Like I started it 12 months ago.
And then all of the social proof that kind of comes with it, like who we've helped, who comes on board. So everyone who's come on board. What do you use in terms of credibility for this?
What is your leverage here? So we have JJ, who again, I spoke a little bit briefly about before, who packages his skill on how to get barbers into like the fashion world. And in 10 days, we did 21 ,000 pounds for an offer that he never had before.
And then before this, We were doing an offer where we helped barbers raise their price. And in the nine months it ran, we added half a million in annual return on revenue.
Why did you decide to switch from helping barbers increase their prices to helping barbers build an online business? Because I felt like there's more of a reward in my sense. And I'm actively stepping out of the salon.
So I'm not learning all of the things that's carrying on with like the industry trends potentially. So I felt like it was a disjustice. Me teaching people stuff in the salon that I was no longer learning myself Whereas now i'm learning everything about online business and marketing and building offers and consultancy businesses And I felt like it was more aligned with what I was learning and I could give more to that if that kind of makes sense Yeah, very very clear.
What is what is the time that that market? Accepts like how big is that current market for the online space? Yeah, let's let's first talk about this.
What is your audience size? Me right now, I have on my barbering page, I have 87 ,000 followers. And then on the account where I built the online business, I've got 900 followers.
So around between all social medias, probably like 100 ,000 followers. Clear. Tell me exactly how many people of your audience are currently active and how many are inactive and how many do you believe to be actual barbers?
In my whole audience. Correct. You have 87 ,000 followers.
What is the ratio of this audience? I would say right now, I'd have more people who aren't barbers because the content I was creating for years, there was no direction towards it. It was just hair content that was speaking to everyone but landing on no one was how I explained it.
Okay, clear. So how many barbers would you say are in your audience? Probably in that audience, I probably have 30 ,000.
30 ,000 barbers? Yeah. What are the other?
A mixture. A mixture of what? People from India, like third world countries where it just appeals to them, young people, like the age demographic of who I want.
I would even say probably it may even be less than 30 ,000 people, but the exact people who I want. Okay, clear. So 57 ,000 people are people that we can sell to in any case of scenario, you would say, based on the offer that we're creating right now.
Because we're selling to barbers. So we have 30 ,000 people. How many people out of these 30 ,000 people would want to start an online business?
I would probably say there's maybe 5 ,000 people based on the conversations we have with prospects It's a lot of I would like to do this, but I've never really thought about it and that's that's definitely something that comes up in the conversations that we have is People would like to do it, but they've never really thought about it.
Are you selling to a specific demographic or a specific market? U .S. or U .K.
mainly? U .K., U .S. A lot of our clients come from Ireland at the moment.
It seems to be hitting the Irish sort of algorithm, I guess. I've made a bit of an impact in Ireland. So yeah, U .K., Ireland, and the U .S.
is kind of where we're targeting right now.
Why do you decide to target U .S. as well? Because I found that...
As a market of barbers, they're willing to invest in themselves a little bit more. They have less scepticism compared to other people just through who we've signed. And that's over the period of kind of who we know to target.
Now, at first, I would say I was just targeting everyone that was excited and wanted to do it. And now we're getting a bit more concrete evidence that it's like US, Ireland and UK. Tim, how long have you been working with us right now?
It's coming up to like three and a half months. Three and a half months. Yeah.
How many clients have you signed in total? So while working with us, but also beforehand? Yeah.
So we're coming up to like 28 clients. 28 clients total. Okay.
So you believe that there are 5 ,000 targeted people in your audience that you could potentially sell to and you sold only to 28. Yeah. That means that you're extremely good at creating content to get new people through the door, but you're extremely bad at marketing.
to actually get these people to convert. One of the people always have in their own brain is their limited way of thinking. So you said, I'm not sure if there are enough established people currently in my market, in my time to have the ability to reach an insane amount of people.
Now I can tell you this, bro. If you have 5 ,000 targeted followers, you can sell to at least, at least like 200 of them. Which is like about a seven, seven, seven and a half percent conversion.
Yeah. At least. Because this is the same with our numbers currently.
And my market is same as fucking saturated, bro. Yeah. It's not about the saturation levels of anything.
So I don't actually use this. You may say I'm being an idiot here. So I have that account with 87 ,000 followers and I don't actually use it to try and convert people across.
So essentially everything I come through now is based off an account that has 900 followers. So I don't really the connection isn't there like I stopped posting on that account and I've only recently just started posting So we're not actually even utilizing that account. I thought to add that in there You have not been using this account.
So use an account with just 900 followers. Yeah, why because this is probably ego in the wrong way like i went from generating like nine to ten million views a month it's all the way down to like eight hundred thousand when i was switching the content i was creating and it just was like probably because i'm targeting the people i went from like a hundred thousand to a million views and then went to like six thousand i know exactly what you've been through yeah let me tell you okay let me know if i'm right and honestly let me know if i'm wrong you thought that you wanted up you wanted optimized for views in the first place yeah you got a lot of views you've got an insane amount of views And then somebody told you or you made yourself believe that you need to start a new account and you cannot continue on the same account because in your mind it feels like a new start.
So it feels better than going on the existing account. Yeah. Because you believe that the existing account isn't good enough based on the type of people that actually enter that account.
Yeah. Okay. In all honesty, that's one of the biggest waste of time ever.
Yeah. Because you can just continue on your main account. Who told you you can't?
This is the interesting thing about Instagram, bro. It's like the algorithm and in general, you can always change your target market. You never have to start a new account to do anything new.
Majority of the people that start a new account only do that because it mentally feels like they're stepping into a new chapter. Is there a specific type of barber that you would not want to focus on? Yeah, 100 % with this.
So for me, like they have to have a minimum of like five years experience. I refuse to work with barbers. in the beginning of their career, even if I was either spectrum of the coin online or in person, because my viewpoint is taking someone from zero to 100 is a lot harder than taking someone from 60 to 100.
How much are these barbers making? So the ideal sort of person is anywhere from like six to 10 grand a month. And then anywhere from like, if I was to make the absolute ideal client, I'd want to be a shop owner that's doing like 10 to 20, because they have the infrastructure and what they've built to help them go that far.
Rather than like a barber who, because a lot of barbers do six to 10 grand a month. So it's like just understanding they have something to actually give. What you are currently doing in your life might not always be aligned with what you're selling.
Yeah. Because one big mistake that I see people make all the time, this is the biggest mistake ever. And I've made the exact same mistake.
So I've been through this exactly. Every time you're scaling your business. You get different experiences in life and you see things differently in your life.
And because you see things differently at that point in your life, you believe that the offer that you're selling needs to change based on how you have changed. The interesting thing is this. When you experience a problem every single day, you naturally believe that everybody else in the world has that same problem.
And what you want to do is sell that exact problem. So let me ask you this. Now you believe this to be true.
right based on what you just told me what in two years from now if you want something different yourself yeah is this not going to fuel line anymore then i guess so it's like a different way to think about it so you want to start that new business again because yeah the thing that you currently did was old i think yeah i think it's almost like evolution like as i grow as like a business owner i then think i need to build a business that matches the stage that i'm at now to help them fix that problem The interesting thing is you always need to be aligned with who you are.
But being who you are and how you grow is detached from what you sell. You see where I'm coming from? And that is the core strength into building a big company.
Because I can promise you, and this sounds very simple, the majority of the people that become genuinely successful and sell over $50 million in information are the people that can sell the same thing while still being very present themselves with how they're growing in their lives. Selling the same thing. I've sold the profile funnel for three years.
I've never sold anything else. I've sold the same thing for three years because I understood that what I sell has nothing to do with who I am. I've never thought of it like that.
You see where I'm coming from? Because it's very nice to think about it this way because with what you're doing now, like imagine you feel differently in six months from now. You don't need that system.
You might not feel like you need to travel every single day anymore. Do you then want to change your marketing message? And your behavior into how you sell to the clients that you have It's going to be very tough to build a company, right?
Yeah, that's why you see everyone else that is building these companies You see them build a company they scale it up and then it cracks down. They don't have anything left That's why every single time you see people build something but then do something new five months later That's why you see where i'm coming from. Yeah, it's just constantly changing and the interesting thing is What you sell is nothing to do with who you are what you do and what you believe in Because this is an interesting thing.
You have one thing. And one thing is what you sell. So the interesting thing is this.
There's another question that we can ask ourselves. That is how you sell this. Your beliefs around getting to the desired outcome changes every single year and every single month.
This is something that can naturally change in your content. So I'll give you an amazing example. Let's say, I would sell sales, right?
In year one and two, I might make $10 million selling information around sales. And in these two years, I believe that there's a specific way of selling that gets me there. But after two years, I might believe in year three and four, right?
I feel misaligned with my content. I feel misaligned with what I'm doing. I still sell sales.
Make sense? While how I sell that might change. So I'll give you an example.
I might not believe that that objection handling framework that I've been selling for two years is going to get me to become successful in life. After two years, let's say from year three to four, I might believe that networking is the way to achieve successfulness in sales. So you said to me right now at this moment in your current life, you find traveling extremely important.
Yeah. What else do you find important? For me, spending time with my family.
I also find important elevating myself a day and actually building the business. That's important to me. It's just constantly learning and just becoming better every day.
I think that's only more important than traveling because when I go traveling, I just work anyway. What does interest you about business? What do you like to do the most when you do business every single day?
Out of the 10 hours that you work a day, what are the two most likable hours? For me, I enjoy like... creating content is like something that i really enjoy like understanding like a great bit of content and then also weirdly since building this is like the systems on the back end i really enjoy like actually breaking down and building like automations that helps someone that took me ages to figure out it's like how can i automate that process and make their life easier when i'm building those two things that's what i really enjoy why do you believe helping barbers get more customers through social media and helping barbers acquire more clients through social media won't allow you to do the things that you love all the six things that you just mentioned um it probably doesn't because i would build the system to help me do it me personally i think the belief is in my my sense like it just doesn't feel fulfilling in my eyes like helping them because i've done it and it's so easy i know it's different for them because they've never done it and i guess that happens with like an online business i've done it and it may get to a point i think if i was to look at it i enjoyed the aspects of building an online business more than building an in -person business for a bar but i just prefer it like giving someone that freedom but then maybe i've never really thought of in a way of like still doing the way of an online business but the what we sell
stays the same it's just what we do is different like you spoke about it's a hard one to think about i feel like me personally it's a back step if i was to be really brutally honest it feels like i'm taking a step back but then it could mean taking two steps forward why does it feel like you're taking a step back because it feels like something that i've already started now i started building something else and it's like accepting that maybe it's not the right thing the reason you feel like it feels like taking a step back is because you attach what you sell with who you are yeah That's the only reason why mm -hmm.
So then in two months from now, we're gonna have another conversation another break down here You're gonna tell me the same thing and I need to help you solve the same fucking problem We're never gonna get to fucking 100 grand a month. Yeah, you see my you say my you see my way of thinking Yeah, now I'm gonna do a little math.
Okay let's say you sell over the upcoming five years to 1 % of The total time which is a very realistic scenario if you're one of the biggest ones in the exact space, okay 500 ,000 people, 1 % of 500 ,000 people is 5 ,000 people. 5 ,000 people, what is your offer price?
6 ,700 pounds and 9 ,000 USD. 9 ,000 USD.
$45 million.
Every single time you tell yourself, I'm not sure if I can reach the total addressable market, and I'm not sure if I can make one million pound to beat my brothers. Every time you say that to yourself, understand the amount of money that you can make before you're ever going to switch any niche is 45 million, and then you can come back to me and say, Nick, I made my 45 million.
That's going to a different market. Fair enough? Yeah.
I do the same thing, bro. I tell Max and I tell Lewis the same fucking thing. We can make $110 million before I ever decide to go into a different market.
If we didn't make $100 million, I'm not going to do anything else. I've never thought of it like that. Think about that.
Yeah. You see where I'm coming from? You can make $45 million, bro.
If you make $45 million, you're going to buy me a nice apartment. Yeah. Promise?
Yeah. Yes. Oh.
You see where I'm coming from? This solves your fear around like the bullshit that people have been telling you that you cannot make enough money in this niche. It's bullshit.
This is why every single time I like to do this test because almost in any niche, you can at least make $10 million before you can start talking a single thing. Bro, one thing, and the reason I'm telling you this, you've been so stuck in your own head around the things that you believe to be true. And this is not a bad thing.
And I'll tell you why. you have your body your eyes and you can see as far as you can see and sometimes you have a desire of where you want to get to and that Desire will will change the way you think you remember when I told you recently you're doing 40 ,000 a month right now Right and your goal is to make $100 ,000 a month But you don't really know why you want to make $100 ,000 a month.
You don't really have a single clue. Yeah, just Beat your brothers.
Yeah, right. That's the only reason why and then yeah, you were like, okay My vision afterwards is like kind of empty. Yeah, so every single action but there's a core reasoning behind this though because If you put your goal on making 100 grand a month You're going to take the actions required to make 100 grand a month.
Yeah, you see what I mean? So how do you ever believe to be able to make 45 million dollars with what you want to do in life? Yeah, you see where i'm coming from and ask yourself the question you can tell me nick It's nice.
I can make 45 million dollars. But is that something you want? Like is that do you want to become the biggest in the space?
Do you want to be known for Tim that helped any barber in this world? Scale because I can tell you right now most likely right? Let's think about it in one case scenario right now Let's say you would have helped barbers start an online business and we'll talk about this in a minute Compared to helping barbers get more clients.
Yeah, simply said. Mm -hmm. Yeah If I ask you this question, let's say you would be known for the person who helped any barber in the world get more clients and build their business.
You now officially made $40 million, right? Is it something you want? I did say, I remember you asked me some pre -questions and one of them was like, I want to become the industry leader in what it is.
I would like that, depending on what it is, if I could just basically become the industry leader where I help barbers scale anything they want to do. That would be amazing. Like depending, cause then I feel like I can help anyone.
So, so can I, can I tell you one thing now? What you just told me is that you don't fucking care. And this is honesty.
It's the same for everyone. If you make $45 million today and you're the biggest one, you don't care about the way you did it. Yeah.
You see what I mean? What you're doing in your head now is trying to find the best path, but there is no best path. The best path is the best path that makes a logical sense.
Right? Yeah. Because.
When you detach who you are based on what you sell, you're going to make the most amount of money forever because what you sell will always be logical. Does that make sense? You see where I'm coming from?
That does not mean you can travel anymore. That does not mean you can travel with your clients. That does not mean when you want to record a testimonial, you cannot talk about the freedom that they have been able to generate for themselves because that is also a problem you can help them solve.
You see where I'm coming from? But I can promise you one thing. If you make $45 million tomorrow, you're an industry leader.
You achieve your goal in your eyes. So it's not about the path of how you want to get there. The only thing you do every single day and the reason why it prevents you from doing the work is because you think about the best path to get there.
And that's the reason why you're switching it up every single time. Because I can promise you this, bro. Selling to existing barbers.
and helping them get more clients is changing a behavioral pattern in what they are already doing right now. It's so easy to do, right? Helping barbers build an online business is five extra points of friction that you need to help them do and overcome for them to ultimately get to that point just to make yourself feel better.
And you justify it to yourself right now that you can make yourself feel better right now based on the fact that you're selling this Yeah, you see I'm coming from the way that you think you feel when you have this is the way you can feel right now What you're sitting here with me? Yeah majority of the online barbers that I speak to, you know, honestly when I go to my barber as I told you downstairs Quickly they 100 % want more freedom They 100 % want to charge more.
They 100 % want to get more clients. That is the three main pains that every single person wants. Do they want to start an online business?
They might. But think about this, Tim. Like, really, bro.
What is a barber doing? A barber is working every single day. for fucking how many hours every single day averaging 10 probably 10 hours a day do you think they have time on the side to willing to start an online business if they have the family to take care of no do you think they need to make more money if they're already making 10 grand a month is that that big compared to somebody who really needs to get more clients yeah no it's not i think sometimes i look at the perspective of like how i did it because not but not everyone's like not everybody is like you and i think that's how many people currently get into your situation in life in general How many people can get to the situation with where you're at currently?
Not very many. So you can relate it with who you are because you have a big advantage. You're a pretty face just like I have.
So you have a lot of leverage in the content. Appreciate that. No, but you get the point though.
It's the truth, right? In all honesty, bro, you compare yourself with drawing the path. To thinking that other people need the exact same thing And that is limiting you so much because the moment you are willing to do something new again and you're changing because you are that human that can change and can improve and is Self -developing himself every single day does not mean that other people need that exact same thing And that's gonna constrain you more and more if you keep changing the thing that you're doing because I can promise you I can help you sell the same thing For five years.
And we're going to make $45 million together. It's the goal. The goal has changed.
And the interesting thing is this. You can always drive yourself when you have a clear why.
And sometimes it's okay not to have a clear why. But life is changing every single day. And we as humans desire different things every single day.
You see where I'm coming from? Yeah. So.
When you attach That thing too much with what you sell or what you do You would want something new every single day. Mm -hmm and that feeling that you have of Unclarity right now, you know that feeling of looking in your own head trying to find the answer to your question Being excited some days and in other days being like fuck I want to stop everything that I'm doing.
Yeah, right Yeah, is is is an answer that you'll know it's an answer that you'll never get. Hmm And that's very painful because I'm going through the same things.
I wonder if you always go through those things though, if it ever stops. Not at all. Yeah.
The only moment and the way I train myself, there's a couple of ways. First of all, in general, being present is extremely important. Being present with doing what you love every single day is very important.
If you can do this, it's going to be very hard to do this in the first place. Second of all, you need to set extremely huge goals. Yeah.
Extremely huge goals. Because it changes the way you think naturally. You don't have to do anything.
You don't have to do anything to change your actions if you have bigger goals. Yeah. If I tell you you need to have a million dollars next month, I can promise you you wouldn't sit here with me right now through this breakdown.
You wouldn't have time for that. Yeah. Because your goal is bigger and there is a bigger pain to that goal.
You see where i'm coming from. Yeah, so think about The deeper reasoning to why? But That goal that you currently have Is perfect.
It's an external goal, which is fine for now. It's okay Willing to reach 100 grand a month is okay, but I want you to start thinking about bigger goals. Okay Because I saw that the moment you got shocked is the moment I told you that you can make $45 million in this industry.
You see where I'm coming from? And the one thing that we need to focus on right now is that we spoke about it before. We need to understand how to start marketing.
And in my opinion, you're only a good marketer if you can convert a cold lead. You're not a good marketer if you can convert a warm lead. That's easy to do.
You see where I'm coming from? And when you learn how to do that. Properly while targeting pain points and selling something to an audience on repeat for the upcoming three years While you you as a human focus on the things that you love you love traveling you love making photos you love Being involved in the creative process of content.
I love to do that shit Yeah, like what the things that I genuinely love most in my business is talking here with you I genuinely love the shit coaching people with my one -on -one clients and in general doing this I love the creative process max. Did I help you set up the camera before? I love that shit because I wanna see every angle.
I wanna see if that light there is in, because I love it. Does that mean everybody loves this shit? No, most likely majority of the people that watch are like, Nick, what the fuck are you doing, bro?
But I don't care. I love what I love, you know? Lewis sitting downstairs, right?
He's building systems. I don't wanna fucking be involved in that shit, bro. I don't wanna be involved.
I know it's important. So we have it. I don't wanna know my numbers.
I'm very analytical. Do I want to build the system? No, I don't.
And if I would have wanted to, I wouldn't want to do that. You see what I mean? Throughout the years, there will always be things that you won't like about the thing that you're doing.
But there's a different behavioral pattern into switching these things up compared to being aligned with what you're aligned with. And I think when you can always focus on the things that you genuinely love to do. You do it out of a frame of obsession.
People can feel that I'm obsessed with what I do. I'm genuinely so passionate about what I do. I'm not disciplined.
I don't need discipline. What do I need discipline for? I'm not motivated to do what I do, but that goes away.
You see what I mean? I'm so obsessed with what I'm doing because every day I'm learning to be more present with who I am, with what I'm doing, to be able to reach what I have. And you already know what you love.
Just keep doing these things. Without changing the way you sell to people. Yeah.
That's going to make everything a lot easier. Yeah. Big light bulb.
Now, what do you believe to be easier? Helping a barber that already runs a business, runs an online business on the side, or helping a barber that already gets clients, get more clients? 100 % the second one.
It makes more sense. Business is all about... Releasing friction in the sales process of getting a customer to pay you if you can optimize for this You are in a and I can promise you this these market the lower the friction in which it's required to sell Yeah, the more saturated that market is Perfect.
You're fucking creative. Yeah, you know exactly what you're doing. You beat all of them.
Yeah, you don't even have to do anything because The majority of other people that do the same thing that you do, they aren't creative. They don't understand shit about content and they don't want to learn more about that because they're not specialists in that.
What do you think separates me from everybody else in this industry? Why did you pay me and not anybody else? I can promise you, I can write you a list of a thousand people that can do the same thing that I do.
They don't do it as good as I do, right? But they have the same offer. Yeah.
Why did you choose me?
Because... Give me the real reason. Be honest.
Me, genuinely, it was like, one, the proof is there. And also for me, someone like seeing your thought process behind systems that aligned what I like, like that what you spoke about was stuff that I was doing that I just improved when I got on a call with Herman before I signed on. It didn't feel like you were selling to me, whereas everyone else I got on a call with felt like they were just after a sale.
So does that prove that you can sell to a saturated market? Yeah. Saturated market is bullshit.
It doesn't count. It's not fair. You cannot even do that because you can separate yourself all the time.
And me knowing you as well and what you've built, you can easily separate yourself. That's not the difficulty. You can easily, easily do that.
A question, I guess, to get a little bit more clarity, do you still think now if it's me helping barbers in their business scale that way, do you think on the back end internally when people get into a problem of, oh, I now... want to be able to have a bit more free time going online. Could then that be an offer that we sell internally to people that are already inside where it's like, here's what you've done.
Is the next step going online? This is what we've built on the back end of that. So on the front value, it's like, right, we help barbers market better, get more clients because it's less friction.
But then in the back end, there's always an option where it's like, if they want to go online, they can. What was the main reason I told you not to help barbers build an online business? Because of the friction and how many steps you have to get them through.
It's like just hard. If they pay you to get more clients, you deliver them more clients, they trust you and they believe that you do great work. Yeah.
They make more money and they want to start an online business. Do you believe that friction is still there? No, less so because they've already got...
The friction will still be there, but the trust that I can help them do it is way higher. Why is the friction there? Because it's still the same thing where they're busier and it's like the friction of me telling them to actually build the thing is way more steps than what it is.
I don't think so. Ready? No, why?
Because you help them get more clients. Yeah, right. This is the thing.
It's not that people don't believe the mechanism It's that people don't believe the person that they trust to be able to help them create the desired thing. I'll tell you this right now I'm coaching you here right now as an example. I help you solve a problem, right?
Now you might believe after this conversation that I can help you solve any other problem in life Yeah, it's never been it's never been the mechanism. It's always the person that they don't trust But if they don't trust you in the first place, do you understand how hard it is to help them overcome that belief?
Do you understand that you're putting so much more friction on yourself compared to all the other people that help barbers just get more clients? Yeah, I'm making my job way harder than it needs to be. For no reason.
Yeah, and it's just because I want them to have the same feeling that I have. I'm trying to push a narrative that probably people don't want. And your feeling changes every single day.
Yeah.
yeah how do you feel like though is it still a route like I spoke about how I can connect info with like for me a creative person I am I love like like you said setting up the cameras and all that do you think it's still a possibility where to make myself different to everyone else I could still do it in that way where it's like how can we do Like info is what we're selling, but how can we sell it in a way that doesn't feel like we're constantly selling, if that makes sense?
Why do you not want to sell? I do want to sell, of course, but I just want to do it in a way where it doesn't feel like all I'm doing. Like I don't want to build a brand where they just feel like I'm constantly after money, if that kind of makes sense.
Like I want to build a brand where they see my content and they go, wow. If you want to sell, does that mean you're after money? No, I guess.
I want to sell. I want people to book a call in the description right now and pay me as soon as possible. I believe that if I don't market myself and I don't do CTAs and I don't tell people to pay me money, I do a disservice to them.
I disrespect them. You've been working with us for three and a half months. You know how it is working with us.
You can understand then, if you know that, that I want more people to work with me.
You need to want to sell. Yeah, I think that came across wrong. I want to sell, but I want to do it in a way that's different to everyone else.
What does that mean? Like for me, like your content's different to everyone, like the way that you speak and how it is. I felt like my content was the same as everyone, so I just blended in.
I wasn't different to anyone. But for me, I want to be able to sell in a way that's creative. So it's still selling, but my content is different to everyone else.
What does creative selling mean? There's only one way of selling. Yeah.
Yeah, I'm trying to map everything together. For me, I don't want to lose the spark of like creating some cool content just to get a sale. Like I want to be able to do both.
Yeah, has that to do with selling? No, it's more so like the content I've got to create. I still want to sell, but it's the packaging and how I sell, I guess.
And what I want to do. Like I love the cinematic stuff. It's how can I combine them both.
This is what I believe. I believe this. I believe you have the fear of not willing to look like a guru.
You have the fear of not willing to look like somebody who just sells, sells, sells online. But the interesting thing is the level of honesty that you have in your brand and how honest you are to other people is the level of dependency in which they decide how much of a guru you are. The level of dependency when it comes down to selling has nothing to do with this.
I am selling every single day and I want to sell. I want more people to pay me. I wanna make more money, right?
You see what I mean? And that's a desire that I have for sure. And people know that.
And I want them to know that. Why do I not want them to know that? Why are you doing what you're doing?
What did we spoke about? What's the main goal that you have? Yeah, make a million pound a year.
So then you wanna like kind of - I wanna sell. You wanna kind of like stop selling, like kind of not selling, selling. So you reach that like a million pound in like six years instead of one.
Yeah. You need to start selling more because - I know that you're a person that knows what he's talking about.
You know what you're talking about. Yeah. So sell more.
It's fine to sell. Yeah. It's nothing to do with you being involved in a creative process.
If you want to be involved in a creative process just like I am, that's perfect. Keep it that way. Yeah.
And you just want to be who you are. Yeah. In the way you are helping people.
Yeah.
Don't try to find the answer to, I'm not. Willing to sell yeah, I don't want to look like I'm selling something. Yeah It's a pattern that you create in your brain.
Mm -hmm that ultimately leads to less sales That has nothing to do with the way people view you yeah because Tim in all honesty Selling is not a bad thing. Yeah, I don't see it as a bad thing. Mm -hmm I think for me coming from like a barber in background we're built to not sell like in a sense of our whole business model is building relationships with people and your selling is like you sell based on relationship you build on someone from not selling if that makes sense like when you go to your barber you go to them not because they do a great haircut because the relationship you like them as a person and that ultimately is what the thing that sells you on so it's now making that transition into the fact that yes I need to sell you got it you got it bang on like I don't want to look like a guru that sells you got it bang on there You just want to look like a dumbass.
If you don't look like a dumbass, you're fine. You're fine by selling. People always try to fixate these reasons in their head of why they shouldn't be selling or why they should not do this or this.
It's all bullshit. Of course you want to be selling. How are you going to reach the 45 million?
How are you going to buy me a house here in Kensington? It's not going to work out if you don't sell. Yeah, 100%.
You want to be selling. I think about this every single time. I tell this to Max and Louis all the time.
If I'm not selling, I do myself and other people disservice. Because I know how much people can genuinely benefit of them paying me. I genuinely believe that in the bottom of my heart.
And that makes life so much easier to sell. Yeah. I believe that in what I've built, I think, sometimes.
Yeah, I know you do. And we had that conversation even before we started this. That's why I'm confused.
You need to start selling more. And you need to be comfortable with that. Just be yourself.
Yeah. I think, yeah, it makes sense. sell more but just do it in a way that I enjoy I think sometimes that's where I get lost like I'm trying to do info in the same way that you do it but me and you aren't the same character in that sense so it's like I'm I think sometimes even what I was speaking about it didn't align and so it felt like I wasn't I wasn't I was talking about things that just in a way that it wasn't me like for me like storytelling is something that I love and I work really hard on doing it but the content wasn't even storytelling I pivoted so much away from what I really enjoyed that people were confused on and I was never selling I was just trying to show all the systems and not helping them when in fact doing in a way like my selling is the storytelling but I need to add more sell into the storytelling yeah yeah it's kind of how do you feel about what I told you it's definitely made me think about of a way of like my biggest takeaway that I've had is one I've gone away from a product that was really working because I want people to feel the same feeling that I had by going online like I think
I'm trying to push people into a narrative that I've done. In reality, there's not many people that want to do it. So I'm when it doesn't need to be pushed up.
Because there's still going to be people, like I took away, like when you said you could do it in a back end, like I'm making my life more difficult than it needs to be. What do you believe the main constraint is? I think...
On a business owner reaching huge levels, I'm talking about selling $100 million with their offers. What do you believe their main constraint is? for anyone i guess finding enough people to buy it like no no it's being stuck in your own tunnel vision yeah okay you're stuck in your own pattern of belief for the things that you believe because the things that you believe are always the things you take action on in that same way yeah you see what i mean yeah so i'll give you an amazing example if we would have waited to have this conversation another week you would have wasted another week Yeah The only most beautiful thing around coaching is exactly this Because this is most likely gonna change the way you're gonna take actions now and the way your belief Beliefs are gonna be changed if you work with a barber It's great for him to work with you because you can change the way he thinks Yeah, because you might have certain things that he is stuck at doing every single day that doesn't genuinely fulfill him Which is the reason why it doesn't work what he's doing.
Why doesn't you know?
continues doing that same thing. Yeah. Wow.
How do you feel?
Good. In a way of like, it's given me a lot of clarity on what I should be doing.
I think, yeah, honestly, the biggest takeaway is like trying to give people, trying to push people in the same route that I want to go down. But in reality, the amount of people that want to do that is probably way less than what I was already doing. Do you feel good though?
Yeah, I feel good. 100%. I think it's like I think a good thing is knowing like you could have told me what I wanted to hear 100 % and I think that's a thing that's good on your end is like you're not afraid to tell people that they're going down the wrong route and I value that because a lot of people could have said no continue doing what you're doing you're doing the right thing but in reality I'm just wasting time like trying to push people I think that the thing that I want is like I want people to experience what I've experienced but the amount of people that want that is probably really low.
to what I could actually help them with. And there's no reason why I can't help people do what I do now. That's not a reason.
I think I'm making it more difficult. And like you said, the level of friction of what I'm helping someone do is just way higher. When in reality, I can get someone the same thing and their freedom is get them to make more money, what they're already doing.
It's a big thing to think about. It's just improve what I've got already and make it better. What is your action plan right now?
What are you going to do when you're going to go home? So for me, it's like, one, get super clear on what it is that I help and accept that not everyone wants to go online. Know that the addressable market now is to help people make more money what they're already doing, not trying to take them and build something new on top of hours that they already have, like a big constraint barber's hours in the shop.
Accept that and make it better what I have. I already have a product. It's like, how can I make it better from what I've learned?
from building the online business, if that makes sense. Like, automate the whole thing. My idea is, like, make what I already had 10 times better than what it is to justify charging more for it, if that kind of makes sense.
No, it doesn't. I just genuinely don't understand what the fuck you just said. Yeah, yeah.
Me, it's like, for me, when I get home... So let's start by this.
Team Action, when you go home right now, what are you going to do? one change who exactly I'm speaking to. Stop trying to make people go online when in reality they don't want to do it.
Okay. Who is that person? For me, it's like a barber.
Now it's like helping them wherever they're at. Like every barber has a constraint, whether they're charging 20 quid or 100 quid. It's how can we fix that constraint?
One, charge more and look at what they're doing now. It's like taking them to the next step, whether that be taking someone from 10 grand a month to 20 grand a month or take someone from three grand a month to 10 grand a month. In reality, the same thing is the same thing.
It's just fixing the problem at hand that they have. Cool. This is the ICP.
After this, what is the action step that solves this problem for you to attract these people? What are you tangibly going to do? Stop trying to get people to build an online business.
Yes, but that's nothing. That's doing nothing. That's just thinking.
Okay. What is the work that you're going to do? You like to be creative.
Yeah. You like to make content. Yeah.
So make content that speaks to that. What is the most important piece of content you can make right now? My mind goes to like, again, going back to the drawing, but what I was doing before, like break down exactly how someone can charge more and make content that gets them more clients through the shop.
Like that's what I could do is speak more about that. It's what I've been doing for years, but making it in a simple way, but taking all the information of what I've done and showing them different avenues of doing that, whether that's organic through organic or paid, you know, like just really getting in a nutshell, breaking down how to get more clients and raise a price is a way that we need to make content that speaks directly to that.
I think more than happy to get your input on what you think. How many reels can you get done of doing this exact thing at the moment? I'm posed to these pain points to this exact same avatar How many can I get done in a week like posting wise the upcoming week?
To create yes a lot I would I'm posting every single day and with one YouTube video a week So there's no reason why I can't sit there and create a real for every single day to be posted on that same message If you aren't fully clear about how to speak to them in the content that you're creating just send me your whatsapp text Okay later today I think it's very important because I want you to just take relentless action in upcoming week Because the action forces you naturally to think differently if you stay in your own head, you're not gonna do anything We're gonna just call in two weeks.
You're gonna be on the under the mastermind group call and you can be like fuck I'm still not doing anything. You just need to take relentless action Okay, so anything that you need my help with an upcoming day like yeah days while I'm here Just send me a whatsapp so I can help you out Around this fear and around this belief because it helps you to take relentless action.
So cool. Reels. Okay.
You make a reel a day. What day is it today? It's Tuesday.
So you can make at least another six reels this week, right? Yeah. Clear.
How many YouTube videos? One or two? Depending on how we have now, I could probably sit there and make another one.
I've got a brother's wedding coming up, so I have to put that into consideration. But I have more time now to work on it. Okay.
You know exactly what six panes, because you're going to speak to different panes in all these reels, right? Yeah. What is your way of distributing content?
How do you distribute content right now? How do you do that efficiently? Me, I usually create content throughout the week.
I try and get the long form video done at the start of the week. How do you decide format and topic? Right now, it's like format is I try and understand.
the key things that i'm creating so right now it was speaking about packaging pricing a model for going online the same thing but just shifting onto like one pricing but in the salon two is like marketing how to gain clients and then three is like the avenues on what scales i guess could be like taking someone from 3k to 10k someone from 10k to 20k keep in mind the most boring line Of the way you market to someone is exactly what works Yeah, don't try to find a way of saying things that doesn't feel naturally unnatural to you to attract a specific person because you fucking won't You genuinely won't you only speak to them?
If you directly good idea if you directly speak to them, yeah That's the most important thing. So create six reels this week around these uh, six pain points. Do you have a call of isaiah this week?
Yeah, I need to get it booked. Yeah, I'll have one in. It's very important that he can help you script these exact reels.
So it will give you a lot of clarity on exactly how to write them and how to target them. I'll speak with Isaiah beforehand. Okay, cool.
One YouTube video. What is the YouTube video going to be about? Now.
Me making content to attract clients into the salon. What is the framework behind the YouTube video? understand the framework yeah for me like it's understanding like topics for a barber to create to get clients so like there's different content that they would create that helps them convert um into clients in the salon but for me like a lot of things that i see that's different is everyone does like these consultation videos but i think there's a difference to it like now barber clients care about that but i think what's more important is just showing people like the mechanism behind where they want to go like barbers often don't realize the biggest thing for them to achieve the goals similar to how you spoke about here getting super clear on what they want if it is getting fully booked at this sort of price point speak about that what i want you to do right now and also make sure to send us in the discord by the end of the week make a list and we have this list actually within the notion as well
Go over Avatar 1, Avatar 2, Avatar 3. Their desires, their pain points, and all their current situation. When you write that down, you'll know exactly how to make content from that point onwards targeting these exact same people.
It will make it so much easier for you. I believe if you do this, you post six reels every single day. Sorry, you post the six reels this week and you post seven reels every single day you make a YouTube video that targets exactly their desired outcome Yeah while using our scripts and frameworks that we have about YouTube and Instagram I don't see a reason why you cannot be in 100k in under two months three months Genuinely Tim, but you need to do it and you need to be extremely consistent and you need to Take an insane amount of relentless action because think about it Do you feel urgency?
Yeah, definitely. Why? like i have urgent like i've i've never felt over the past two years building the business that i've built like i've never worked so hard towards anything like building my barbering business i worked hard it was easy like actually when you look at the mechanics of building a bar in business it's so easy but barbers make it more difficult than it needs to be like how much are you working a day me 12 hours probably like nine till nine every day how much of that is productive Probably not as much as I think how much if I was to look at it and maybe For really deep working on that actually makes a difference.
I actually I Genuinely don't believe you really no, it's impossible if you have four hours deep focus every single day Yeah, you should you you would have come way further right now And the reason I'm saying this yeah is because you have four hours of pure focus of logical work that actually gets you to the next level Yeah, it moves you forward.
Yeah, so It might be four hours of work that you think makes you productive while you're doing the wrong thing. I definitely think that's it.
I think I think I think zero hours or maybe one hour is actually productive. It gets you to make more money with your ideal customer. Yeah.
To spend more money on you. Genuinely. I agree.
I actually think about a lot of times I find myself building something for me in the bucket when in reality it doesn't help anyone. No, not at all. And imagine the other eight hours that you're wasting in general.
just thinking about this so would you think about creating content in a way now if it's like right helping barbers gain more clients because it's less friction for them would you think if i'm looking at like an avatar would i then create content on someone who's in a barbershop he create who makes three grand a month we're going to get them to 10 and then would i make content around someone who's doing 10 grand a month and we get them to 20 and then i look at a shop owner who's doing 20 grand a month but they want to figure out how can they get to 30 grand a month, but take themselves out of doing all the work.
Would you say that's a way to go down? Do you have a case study about these people? All of my case studies now that I have, the strongest one I have is helping barbers.
We have a case study from a barber. We got them to do $40 ,000 a month behind the chair. That's beautiful.
And we have a case study going from someone who did $4 ,000 a month to $16 ,000 a month. We have a case study who's very simple, like from zero to 16 or someone from 20 to 40. that sort of spectrum from zero to eight we have those sort of case studies what is the problems that you help these people solve for them to overcome their fear and to create the desired outcome that they have wanted so how did they went from 20 to 40k so the person who went from 20 to 40k we found that to get them from that jump is implementing like paid ads and getting super clear on their icp in that way but doing everything through paid and getting them that way from someone who goes from zero to ten it's not paid ads it's getting really good organic content so that they can do it without having to spend money.
So to get someone from zero to 10, they can do it without spending a penny on paid ads. What is the reason why they made $40 ,000 instead of $20 ,000? What did they got for them to make $40 ,000?
One is charging more. Two is one, the speed that they cut hair. Yeah, go ahead.
Like that's genuinely the reason that stops someone from charging. So technically the main pain points. that help them solve that problem is the exact reason of the targeting that we chose to.
Helping them charge more. You see where I'm coming from? Everything is around that.
So that means that now you can use that exact same case study as a process to acquire more clients through a YouTube video. It's absolutely beautiful. The best way to acquire new clients is make a case study video where you walk through the process of how you have been able to help someone and how someone got from A to B.
It's this video. Kind of. You see what I mean?
This is a breakdown. I'm sitting here with a client. And we're providing so much.
I can promise you, majority of the people that watch this are probably like, what the fuck? For their own business. Yeah.
You see? So how can anybody here now not believe me that what I'm doing works? Wow.
If they see that this is a one -on -one coaching session. Yeah. You know?
It is mad. They'll pay me for me to rip them apart. Yeah.
Actually, I've never thought about it in a way. In reality, the people that I've helped, I've never really seen someone actually hit the number that we help someone do. Like, when we actually look at it, How how much we help someone and I went away from it.
I made a story yesterday One thing I find extremely ridiculous is that I said the majority of the people that market online market their record month Yeah, and I was like this is this is yeah, you saw my story Yeah, you did 600 in March and you don't yeah, I think it was much do I market that now? No Yeah, why not because I am transparent with the numbers that I market every single fucking month Yeah, and I do that recurringly because that that that's my foundation.
Could I have done it differently? Yes, I could but why would I you're shooting yourself in the foot when you do that in the future? I can promise you when you're marketing a lot higher than what you're making in the future.
You will shoot yourself in the foot. Mm -hmm Because it will always come back to you in a certain way. It will always it will always it will always Yeah, you know and that's an interesting thing that I personally talked about Yeah.
Yeah. I've had a big just thought, like I can still use my creative side, but it's like now the marketing is like using like really good content to help them make more money in the salon. Like it's combining what I enjoy and what I'm really good at.
It actually does just make sense. I wouldn't even market to people like getting to 50 grand a month behind the chair because the likelihood of people doing that is so low. But marketing someone from being like...
we can make you 10 to 15 20 is so much more achievable but people still like a barber thinking to make 40 grand a month behind the chair they would never think it's possible but for them to make go from like 5 to 10 to 15 is way more achievable and the likelihood of them doing it is way higher but we can help anyone do it depending where they're at if they want to go 20 to 40 we can help them do it or similar to how you help me get to 30 to 100 and you help people get from 100 to a million a month or whatever it may be it's the same spectrum just different clientele Mad.
Your brain is running, brother. Your brain is running. Keep this.
Keep this. You know, you just need more few constantly. This is beautiful, bro.
I love it. Yeah, just click that. Yeah.
I love it. Thanks, Nick. Wow.
Sick. I wish I was Dutch. You know why?
It's raining in the Netherlands every single day and the only thing that you want is just peace and you want to make so much money to be able to get out of the country. So the first motivator that you have when you don't make money is very high, you know? You feel good though?
Yeah, a lot to think about. It's definitely something to think about, but I think you work right. I'm trying to get people down the narrative of what I want.
I guess the thing is I have to, I've got clients who are doing that work, so I have to fulfil them. Like, I've literally just signed up, so I've got like six months' work to do.
I'll focus on it. Also, understand it's not that deep. You're changing the way you do.
You don't see it as you're making a whole pivot together. It's not that. It's just you change the way you're viewing things.
That's very important. You don't make it look bigger in your head than it actually is in your head. So I just keep making the same content to change the slight message in front of me and what we're making.
Yes. You're technically doing They're doing the same thing.
What do I want at that moment? What is it that I can genuinely help people with? And I believe that I can get anyone, depending on where they're currently at.
to $250 ,000 a month, quarter of a mil, with high profit margin. Because it's what I've done myself. And I have dozens of case studies I can show with people that justifies my point.
It's really that simple, bro. And I do that in a way I believe is right for me right now. And maybe the way I would approach that was differently a year ago, but the way I want to do it now is how I want to do it now.
It's really not that complicated. Oh my God, thank you. So many people overcomplicate it.
that they're doing and they're doing it in such a like it really constrains your belief in your head and it limits your progress into taking relentless action I believe I always say this word because I believe that the true power of life is taking relentless action I believe the one thing you won't regret when you lay on your deathbed is the fact that you just did everything you could have done yeah and bro you're like how old are you 25 25 23 same age we're young we have like unlimited power to do anything yeah like right now there is no better time to do anything else than taking action yeah failing is fine making mistakes is fine you're making 40 grand a month right now did you ever believe five years ago that you could make 40 grand a month online No.
Ever? Did you solve that Porsche outside when you live in your hometown? You were like, holy shit, this guy must be a millionaire.
He must have so much money. I can never be able to make that in my life. And now you make that money.
Yeah. Right? It's like, you have to understand, right?
The moment you made 4K as a barber, now you're making 40 grand a month online. That's a 10X. Yeah.
So you go to 250 compared to where you're currently at. It's just a 5X. So you've already done it.
It's true. It's just mad though. It's only because you can't believe it to be reality because you haven't done it.
It's same as me saying, oh, could I make three million a month? Why not? I believe I can.
See what I mean? Yeah. It is always limiting beliefs.
It is. It's always your own mind that prevents you because you create your own . And sometimes what I've been doing to you in the last three hours is get you out of that scope of reality.
I've done everything. I've never even ran an ad. Everything's been organic.
I've never done any of that. So most likely you realize you can't market at all. You're not good at marketing at all.
You're good at being creative and fucking making content without marketing. Yeah, literally. No, I do that same test for me every single time because it just makes me test myself.
So do you think it's worth putting on the ads now even though I need to improve the marketing first? Do it to become good at it. You genuinely want to become good at it.
You need to be able to convert a cold lead into a customer. If you do that, you become the most powerful marketer. And this is the thing, bro.
People... majority of people don't understand brand, don't understand organic. To be able to become profitable with organic content, the amount of time it requires for the average person in this world is 10 times more difficult than doing it with paid ads.
So much more difficult. That's why I say if you build organic content and you amplify that with ads, you make millions of dollars online. You make so much money and you don't only, that's the thing.
The durability of a paid source is very short. Right? Somebody making 400 grand, running paid advertisement, relying on that, cannot have a business.
I know friends that had an amazing business, doing 500 grand a month three months ago. And now they don't do anything anymore. They started selling base 44 subscriptions because their business didn't work anymore.
You see what I mean? That's because they rely solely on pay. Yes, how fast they can change.
I have my brand. I have organic. The durability of what I'm building is for the upcoming 20, 30, 40, 50 years, bro.
You need to be proud of that. You don't need to underestimate what you've already built till today. That's very important.
Because paid ads is just an extra source that brings you that extra...
thing that you do need though. But don't underestimate what you've built because what you've built is already very special. You need to do it better and become a better fucking marketing.
Way better marketing. That's the thing though. Generally for the products I've built there's nothing like it on the market.
I just think potentially the marketing is the wrong thing. Just ask yourself the question. What can I do right now if I would speak to somebody on the street, or speak to a random barber, walk into a barber shop, say, how do I get this person to pay my service right now?
Just try to test that, you know? That's the best test on earth if you would do that. Like, fucking talk to this guy.
Say, yo, what do you need? What is this? Like, it would be so good market research.
That'd be a cool concept to film. It would be an amazing concept. Go out there and film some...
No, but it's generally a good way to test yourself. Yeah, man. And it's a very good way of...
Showcase you bring them that your process also actually works because what you're showcasing is the life reality of what you're doing I think it could be like going into a random barbershop getting them and doing a breakdown series and take them from one element to another In their barbershop, you know, so listen, you don't have to pay me for anything Just give me a free cut and I'll give you a break down your barbershop after you got done with work Yeah, literally and then I'll follow back up with them if they do it tonight.
How many barbershops you have here in London? Yeah, yeah do that
The Hook
The bait, then the rug-pull.
The video opens by promising the ending before the beginning, a coach about to walk a struggling business owner toward a $45 million total addressable market, then rewinds to the actual consult, starting with a simple, blunt question about revenue. (The cold open's first figure, '£500,000 a month,' doesn't match Tim's actual stated revenue of £30,000 a month moments later, likely a teaser line pulled from elsewhere in the creator's breakdown series rather than this specific session.)
Named ideas worth stealing.
35:30model
The $45 Million Math
- 1% of a 500,000-person market = 5,000 buyers
- 5,000 buyers x $9,000 offer = $45,000,000
- Hit that ceiling before switching niches
A quick total-addressable-market calculation used to test whether a niche is actually too small or saturated, versus simply under-marketed.
Steal forany coach or creator deciding whether to abandon a niche that feels played out
09:20concept
Existing Situation vs New Situation
Offers either sell into a situation the customer already recognizes (low friction) or try to create belief in a brand-new situation the customer has never considered (high friction). The second always converts slower, regardless of offer quality.
Steal forevaluating any new offer before building it
32:30concept
Detach Identity From Offer
What you sell should remain fixed for years; only how you talk about it should evolve as your own beliefs and life stage change. Conflating the two means rebuilding the business every time you personally grow.
Steal forany creator tempted to pivot their offer every time their own life changes
45:00concept
Trust vs Mechanism
Customers rarely distrust the method being pitched; they distrust whether they can trust the specific person delivering it, which is why proven results in one offer transfer permission to sell an adjacent one.
Steal forcross-selling or expanding an existing client base into a new offer
Visual structure at a glance.
