This $402K/Mo Business Asked How To Hit $1M/Mo (Live Consult)
A consultant runs a live financial and operational audit on a 22-year-old founder whose short-form-content coaching business cashed $402,000 in a single month, and rebuilds his messaging, onboarding, and priorities on the spot.
Posted
yesterday
Duration
Format
Interview
educational
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4.4K
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57 · 43
Big Idea
The argument in one line.
A $402,000-a-month education business isn't capped by ad spend or team size, it's capped by a lack of written clarity, in its numbers, its promise, and its onboarding, and a consultant diagnoses that live by making the founder recite his own business out loud.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
An online coach or course creator doing six to seven figures a month who can't recite ad spend, close rate, and show-up rate from memory.
A business owner selling a vague outcome like 'freedom' or 'confidence' who struggles to connect it to a concrete mechanism a buyer can picture.
A founder debating whether to add a new offer, price tier, or funnel instead of fixing what's already converting.
Someone running client onboarding ad hoc and watching new buyers churn or ask for refunds inside the first week.
A coach deciding between a webinar or VSL funnel and building a personal-brand profile funnel.
SKIP IF…
You're pre-revenue with no numbers yet to diagnose, this is a scaling consult, not a start-from-zero guide.
You want tactical ad-copy or hook-writing tutorials, it stays at the level of offer, messaging, and ops architecture.
You're looking for a tool recommendation, the tracking software discussed is proprietary and built for one person's own business, not sold here.
TL;DR
The full version, fast.
A 22-year-old founder whose short-form-content education business cashed $402K in August gets live-audited by a consultant who built a rival education brand on a stricter model. The diagnosis isn't the offer, it's clarity: the founder can't recite his own close rate, cost per call, or ad spend from memory, and his core promise, '10,000 followers equals freedom,' has no mechanism connecting the two. The fix is sequenced by cash speed: write a messaging sheet defining the customer avatars, fix the webinar slides to show a believable path to the outcome, build a three-hour onboarding assignment to kill week-one refunds, then track content and reorganize the team. The consultant also makes the case for a 'profile funnel,' made trackable by custom software, over paid webinars.
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Cold open on the five-second-pause problem, then the intro: a 22-year-old founder sells a $3,997 short-form-content program, one offer at one price, and just cashed a record $402K month.
03:10 – 05:48
02 · Know Your Numbers Cold
AOV, 140 closes in 30 days, $81K in ad spend, 366 calls at a 76% show rate, ~3x ROAS. The founder can state the numbers but not explain what they mean for decisions.
05:48 – 10:59
03 · The Fear of Niching Down
Nothing looks broken, so why change it? The '10K followers equals freedom' promise is intangible, and a past attempt to niche into one outcome backfired.
10:59 – 15:25
04 · New Levels of Access, Not a New Offer
The business doesn't need a new offer, just new levels of access to the same one. One-on-one versus group is reframed as pure positioning, not a product difference.
15:25 – 21:20
05 · The Real Objection Isn't Money
Freedom is broken into location, time, and financial freedom, and the real blocker for a nine-to-fiver isn't price, it's the risk to their existing security.
21:20 – 26:26
06 · Mino's $60 Discord and the Million-Dollar Why
The founder's own origin story (a $60-a-month Discord got him out of college) and why he's chasing a million a month: clarity for himself and his team, not the money itself.
26:26 – 32:45
07 · Speed to Trust, Speed to Execute
The onboarding framework is introduced: speed to trust, speed to execute, speed to outcome. Clarity, not likability, is named as the fastest route to trust.
32:45 – 40:00
08 · Fixing Onboarding and Tracking
Most coaching calls get spent discovering the problem instead of solving it. Responsibility is shared with the client, and not tracking work is called worse than not doing it.
40:00 – 48:00
09 · Speed to Outcome
The faster a client sees a tangible win, the higher their satisfaction. A live example: a fitness-coach client is told to send DMs on the spot instead of tomorrow.
48:00 – 57:30
10 · Turning Everything Into a Priority List
People pay for accountability and confirmation, not information. Whether to teach UGC or digital products gets tabled, and every open task gets ranked by urgency.
57:30 – 1:06:20
11 · The Action Plan and the Qualified Follower
The five-item priority list appears on screen: messaging, webinar slides, onboarding, tracking, team organization. A 'qualified follower' is defined against views and raw followers.
1:06:20 – 1:12:30
12 · Saying No to Easy Money
A turned-down offer to co-run a multi-million-dollar webinar funnel, and a warning that constant offer-pivoting (ending in generic SaaS reselling) kills long-term trust.
1:12:30 – 1:19:20
13 · Ads Amplify Content, They Don't Replace It
Running ads as the main driver instead of an amplifier is framed as avoiding the harder problem. The $500K, 18-month build of a proprietary tracking tool is explained.
1:19:20 – 1:28:56
14 · Fix Your Messaging Before Anything Else
The consult closes by re-ranking the whole list: messaging sheet first, because everything downstream, webinar, landing page, ads, depends on it being written down.
Atomic Insights
Lines worth screenshotting.
A business doing $402K in a single month couldn't recite its own close rate, cost per call, or ad spend without stopping to think, and that five-second delay is treated as the real problem.
The core promise, '10,000 followers equals freedom,' fails because followers have no direct, tangible mechanism that turns into money.
One-on-one versus group coaching isn't two different offers, it's framing, the outcome stays identical and only the perceived level of access changes.
Scaling by hiring more client success managers caps out fast, a lean team matching one-on-one demand would need to triple headcount in a matter of weeks.
The real objection usually isn't money, time, or trust individually, it collapses into one thing: the buyer can't see a clear, easy-to-reach path from where they are to the promised outcome.
New clients should get a homework assignment inside the first three hours of onboarding, because the moment they're left to think, doubt fills the gap.
A 'qualified follower' is defined and measured automatically, every new follower triggers an analysis against a written avatar sheet through a connected workflow.
Content splits into three unbalanced jobs: top of funnel earns reach, middle of funnel explains what you do, bottom of funnel proves you can back it up, and a creator who is all top-of-funnel never converts the audience they build.
A simple editing test for any long video: does the next minute add something the previous minute didn't say? If not, the viewer has to mentally restart.
Fixing a $402K-a-month business doesn't start with ads or a new offer, it starts with a one-page messaging sheet describing each avatar's pain, situation, and desire in writing.
He turned down a direct offer to co-run a webinar funnel worth an estimated $3-4 million a year because it conflicts with the personal brand already built.
He built his own tracking software over a year and a half, and roughly half a million dollars, specifically to remove the one real weakness of a personal-brand profile funnel: it's historically hard to measure.
Priorities get ranked by a single test: if this one fix were made and the founder texted back tomorrow having made $100K, was it worth doing first?
Every follower a creator gets will never buy, and that's treated as fine, because different avatars within one audience usually share the same underlying pain point.
A large share of a typical coaching call gets spent figuring out what the call should even be about, which is a clarity failure dressed up as a strategy problem.
Takeaway
Scaling Breaks at Clarity, Not at Ad Spend
WHAT TO LEARN
A business can double revenue and still not know why it worked, and the fix is rarely a new funnel: it's reciting your numbers and stating your promise in one clear sentence.
01Breaking Down a $402K-a-Month Business
A single offer at one price point, sold through one sales team, is still enough to clear $402,000 in a month, there's no inherent ceiling to one-offer businesses.
A business's core promise and what it actually delivers can quietly split, a company can sell 'freedom' while the only thing it consistently delivers is a follower count.
02Know Your Numbers Cold
A business owner should know ad spend, number of closers, calls taken, show-up rate, close rate, and profit margin by heart, not by pulling up a spreadsheet.
Hesitating for even five seconds before stating a basic business number is a real symptom, it signals the number isn't actually driving day-to-day decisions.
Knowing your numbers cold speeds up every other decision, because conversations about strategy don't stall on fetching data first.
03The Fear of Niching Down
If a business just doubled its revenue, that's evidence the current approach is working, and 'nothing's broken' is a legitimate reason not to change anything yet.
A broad, intangible promise attracts a wider audience but weakens every individual buyer's reason to act right now.
Niching down once and getting worse results doesn't prove niching is wrong, it can mean the specific niche chosen was wrong, not the strategy of focusing.
04New Levels of Access, Not a New Offer
Before adding a new offer or price tier, check whether the real need is just new levels of access to the same outcome.
One-on-one versus group coaching is framing, not a different product, the outcome stays identical and only the perceived level of access changes.
Scaling headcount to match demand has a hard ceiling, a lean team built for one-on-one scale can need to triple in weeks if the model doesn't change.
05The Real Objection Isn't Money
When every buyer names 'money' as the objection, dig deeper, often the real blocker is the lack of a tangible, step-by-step picture of how the purchase pays for itself.
A buyer with a stable job and a family won't risk that security for a vague outcome, the promise has to beat the certainty of what they'd be giving up.
State your core promise as a specific number or outcome, not a feeling, a number is far easier to remember and repeat than an abstraction like 'freedom.'
06Mino's $60 Discord and the Million-Dollar Why
A beginner's real fear usually isn't losing money, it's losing the security and stability they already have, price alone rarely explains hesitation.
Reaching a concrete income number that personally meant comfort or abundance makes a more repeatable, emotionally specific pitch than a round number chosen only for its size.
The first week after a sale is when buyer's remorse peaks, that window deserves dedicated onboarding attention, not the process used for client week five.
07Speed to Trust, Speed to Execute
Three things decide how smoothly a new client ramps up: how fast they trust you, how fast they start executing, and how fast they see a result.
Clarity, not likability or credentials, is the fastest lever for building trust, people trust what they can clearly understand and predict.
A customer who can name your competitor's advantage in one sentence is telling you exactly what you're missing, that question is worth asking directly.
08Fixing Onboarding and Tracking
A large share of coaching-call time gets spent discovering what the call should even be about, that's a clarity failure being mistaken for a strategy problem.
Responsibility in a paid relationship runs both directions, a provider can't diagnose what a client needs if the client hasn't documented what they already tried.
Not tracking a task is treated as worse than not finishing it, an untracked task destroys visibility into whether progress is happening at all.
09Speed to Outcome
The faster a new client gets one tangible, visible win, the higher their satisfaction climbs, delay the first win and you delay their belief the purchase was right.
What counts as a 'win' depends on the buyer's sophistication, a beginner needs something objective and countable, a seasoned buyer can accept something subjective.
Giving someone a task and having them do it in the next ten minutes, in front of you, removes 24 hours of likely procrastination and produces real evidence fast.
10Turning Everything Into a Priority List
Information alone rarely justifies a high price, buyers pay for accountability and confirmation, proof they're on the right track and someone will hold them to it.
Doubt and fear block execution, not a lack of knowledge, remove the doubt and relentless execution becomes possible even without more information.
When facing a long list of valid improvements, rank them by how directly and quickly each one could generate revenue if executed first.
11The Action Plan and the Qualified Follower
A follower and a 'qualified follower' are different metrics, one counts attention, the other is checked against a written ideal-customer profile before it counts as progress.
Decide what you're actually optimizing for, views, followers, or customers, before you look at any dashboard, each one requires looking at different numbers entirely.
Views can be the least important metric to track even for someone extremely good at generating them, when the business model depends on direct conversion to paying customers.
12Saying No to Easy Money
Turning down a lucrative but off-brand offer can protect long-term positioning more than it costs in short-term revenue.
Constantly changing offers and niches every few months erodes buyer trust faster than it finds product-market fit, consistency itself becomes a credibility signal.
Staying with one offer visibly for multiple years is a form of proof that's hard for a newer competitor to fake or shortcut.
13Ads Amplify Content, They Don't Replace It
Running ads as your primary driver instead of an amplifier for organic content is often a sign of avoiding a harder, unsolved problem, the content itself isn't working yet.
An acquisition channel that's historically hard to measure can be transformed by solving the tracking problem directly, instead of abandoning the channel.
Building proprietary tracking infrastructure can justify a large up-front investment if it removes the one objection keeping a whole go-to-market channel from scaling.
14Fix Your Messaging Before Anything Else
A written messaging sheet, mapping each avatar's pain, situation, and desire, has to come before touching webinar slides, ad copy, or a landing page, everything downstream references it.
Test whether a video's structure works with one question: does the next minute add new value on top of the previous minute, or could a viewer start there and understand everything?
When a business runs recurring live presentations, test messaging changes on the very next one instead of waiting for a full rebuild.
Glossary
Terms worth knowing.
Profile funnel
An acquisition model built on a personal brand's organic and paid content, which drives followers into DMs and booked calls, as opposed to a webinar or VSL funnel.
VSL (video sales letter) funnel
A funnel where leads watch a pre-recorded sales video before booking a call, used to educate and pre-sell a buyer before any live human contact.
Qualified follower
A new follower whose profile and conversation history has been checked against a written ideal-customer sheet, as distinct from a raw follower count.
Speed to trust / execute / outcome
A three-stage onboarding framework measuring how fast a new client trusts the provider, starts their first task, and sees a tangible result.
AOV (average order value)
The average dollar amount a customer pays across all sales in a given period.
ROAS (return on ad spend)
Revenue generated per dollar spent on paid advertising.
CSM (client success manager)
The team member responsible for a paying client's onboarding and ongoing support after the sale is made.
Messaging sheet
A written document mapping each customer avatar's pain points, desires, and situation, used to keep content and sales messaging consistent across the team.
“You know your shit, but it always takes you five seconds to think about the answer. That's a big problem.”
the whole consult's thesis in one line, tight and self-contained→ TikTok hook↗ Tweet quote
25:00
“The difference between you and me is that money, and what you have is followers. But followers do absolutely nothing. Money directly translates.”
sharp, quotable contrast between vanity metric and real currency→ IG reel cold open↗ Tweet quote
12:45
“It's like one-on-one, it's just framing. It's all framing.”
collapses a planned new offer into an existing one in six words→ newsletter pull-quote↗ Tweet quote
1:09:30
“They're selling Base44 subscriptions right now.”
blunt, specific punchline about what happens to burned-out webinar operators→ TikTok hook↗ Tweet quote
1:28:00
“If you just apply these changes and you text me tomorrow you made a hundred grand, then at least we know that that was worth the execution.”
closing line that doubles as the whole episode's prioritization rule→ newsletter pull-quote↗ Tweet quote
The Script
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metaphorstory
In August, we did... You know your shit, but it always takes you five seconds to think about the answer. That's a big problem.
A very big problem. Oh, that's a good fucking framework. Easy.
Every single time you make a video, ask yourself this question. If you just apply these changes and you text me tomorrow you made a hundred grand, then at least we know that that was worth the execution. Yeah.
Right? All right, guys. Today, I'm here with Mino.
Would you please want to do an introduction for everyone? hi i'm uh mina i'm 22 i'm from new york and i sell a program on teaching short form content so instagram tick tock clear what is your offer price three nine nine seven how much customers do you have currently at the moment when you say customers what do you mean i mean people that paid exactly this price exactly this price i don't have the number off the top of my head Like, cause we, we've been raising the price for the last like two months, but at this price, I would say like somewhere around 50 people on this price.
Yeah. Cool. Okay.
So that means that you have multiple offers, multiple price points, correct? No, we just raised the price. Like this is our, this is essentially our only offer.
We have like low ticket, like downsells, but like, they're not like, like they're kind of like low ticket downsells. Like we have like an AI chatbot. That's not really like.
part of what our sales team sells our sales team only has one thing to sell which is like the 3997 offer is this the only way you make money selling this 4k offer to 50 of these people honestly yes that is the only way our business makes money right now it's all this like front end revenue what is your your market message how do you approach people like what is the ideal avatar looking like the ideal avatar is they're usually working a job and they want to they see content creation as an opportunity like a business opportunity to make money and eventually just like the the market messaging is like full -time creator career it's like build a career in the creator space is there an angle attached to this okay so become a creator to do what to have freedom to make money freedom i would say like i think the actual outcome that we are actually selling is 10k followers but the messaging is around like freedom what's your current business revenue total rev and cash like cash collected in august we did 402 like usd that's very new number the month prior to that we was also a record high of 200.
okay clear selling to around how many customers total if there's like specific numbers i can grab my laptop and i could probably bring it over yeah i think it'll be good aov is 3 .1 In the last 30 days, it is 2 .9, yes. And we have closed about 140 people in the last 30 days.
So it's 140? Yeah, 140 in the last 30 days, yeah. Clear, okay.
What is the profit of this money? If I were to just ballpark a number, it's somewhere in the range of like 40%. Let me ask you one question, okay?
Yeah. Do you believe it's important to notice at the top of your head to be able to make a mil in general?
I think I should, but I'm not exactly sure. If I'm being honest, I'm not exactly sure why. Why you don't know it?
No, why it's like, what decisions it's necessary for kind of thing. Let's say you know your numbers, right? Do you believe that based on these numbers, you'd be able to make more logical decisions in your company to get it to a fucking mill?
Because a mill is a... Let me think about that. It's actually a very doable point.
for where you're at with the company right now. Because the 402k is cash. That basically means doubling it.
I'll give you my perspective on it, right? So I know my numbers and that helps me just in my logical decision -making process. So when I like discuss with the team, I just thought you were living here altogether, right?
And when we're discussing like a specific topic on how we logically want to get to the next level, it'll allow me to move so much fucking quicker just because of the fact that I can do it with just my thinking. that makes sense yeah and if i don't need my thinking i can always get the tracking sheet that i need to be able to understand the numbers and it forces you in a faster decision making process which will help your brain to develop itself to actually make sick decisions very fast how do you actually track pro because i have row as like i have raws off the top of my head it's like right there on the dashboard how much did you spend on ads in this month around 80k on ads around or exactly 81 200 i can reconfirm the number across like multiple places but 81 000.
to sign these 140 clients what is the total amount of sales calls that you had and how many people you have in the sales team we have three closers um we literally just onboarded two dialers so like they're not re they're still ramping up so i would say for the last 30 days it's just been three closers 366 calls 366 with a show -up rate of 76 Solid, 76%.
And how many of these calls were from ads directly? And how many were from organic? Out of those, I think 307.
So that's a cost per call of? It's roughly 200. Because we do a webinar funnel.
We do three webinars a week. So I will say, I don't have across the last 30 days cost per call, but if I were to roughly give you a number, it's around 250. Okay, perfect.
490 calls in which 140 closed, right? Do you know your show rate? You said 76%.
76%, yeah. Let me ask you one question. Have you seen there's going something wrong with what you're currently doing?
Because if there's nothing wrong, there's no reason to change anything, right? I think it's like conventional wisdom around LTV. It's like if ad costs continue rising, then we should either...
create backend offers to increase LTV or I guess like do a hard organic push. And it's like kind of like, and we can do both. What is your current ROAS?
ROAS is, I would say roughly a three X. One thing that I saw when I looked at your content this morning is you talk a lot about hooks, right? A lot about like how to get views.
And then ultimately you transition that into your VSL page into followers, like saying, okay, how you get your first, uh, 10 000 followers yeah and the outcome that you want people to reach is freedom how do people reach freedom with 10 000 followers it's very intangible it's like 10 000 followers can get you brand deals it can also get you clients it can also get you like this thing called ugc where you get paid by like startups or apps to make videos for them but it's not a very tangible like one one business model or like one one of those monetary opportunities it's like you get to 10 000 followers and you become really good at content and then all of these opportunities like will open up so for example on our webinar i will talk about this person like got to 10 000 followers and started uh and he hit like a 10k month with ugc this person made like 200k in revenue from a video like from a from an instagram reel are you fearful to niche down are you fearful to attach it to one outcome for you to feel like you're gonna lose out on a lot of people in your audience they're not gonna buy from you it's a good question so i think i have tried niching down before into just the biz op model where we just sell people on the outcome of learn content so you can become a ugc creator and that was like the only like that was the only outcome that we had
back in like a january february webinar funnel so instead of making it around like learn content as a broad skill set it became like make your first like 10k month basically and my fear is that that attracts people who not interested in making content and as a result we just got worse results from these people so like that is where my fear comes from because if i were to near if i were to narrow down on one opportunity to make money from content My fear is that that would happen again what you just said to me Do you have all this on paper?
Like do you have a messaging sheet pain point sheet desire the avatars that you attract? So let's say right people want to start making content. They know like where to look Do you have that stuff?
like a messaging sheet because one thing that I recognize is You know your shit, but it always takes you five seconds to think about the answer. Yeah, right. That's it.
That's a big problem A very big problem. Because if that's the case with the ROAS, if that's the case with the ad spend, if that's the case with the outcome, imagine like you know your business as best.
How does he know it better than you? So it takes him 10 seconds to think about it, right? And then imagine like, let's say like ideation process, how long it takes to have an idea.
So one great example for this is we have, for example, a messaging sheet. This draws out our exact avatar. So how much is this person making?
What is the situation and what is doing this? What is doing this? And then we have avatar two.
doing this, this, this, this. So when he's gonna make content, I know exactly what to talk about. You have multiple avatars.
Of course. How many different avatars? Three.
Are they for different offers or same offer? This is the interesting thing. You build an audience, right?
And throughout the process, you will always attract different avatars in your audience. Yeah. But you're not, every single follower that you get is not the person you're selling to.
This means that each individual avatar, most likely, have similar pain points attached to what you're doing. And the only reason you know who to sell to is to see if the solution that you're providing can actually help them.
So I'll give you an amazing example. I believe I can help you. But the person that we did breakdown with yesterday, I can also help him.
He is not in the same situation as you are currently. Just because of my skill set of helping people. What was the difference between me and him?
Like how different were these two avatars? Our ideal customer is somebody who already makes 100 grand a month. That is our ideal customer.
That does not mean that we can't help somebody that is doing 30 to 40 ,000 a month, for example. Secondary to this, the third avatar is, for example, Daniel. Like I told you about Dan, as an example.
When he started with me, he made no money with info, but he made 500K with his physical Airbnb business here in London. You see where I'm coming from? So he is a founder, he has experience, he makes millions a year, just not in info.
I see. So you can always attract different avatars when you're making your content. Always.
That's not the problem. And you will get a lot of followers that will never buy from you. And that's fine as well.
That's not a problem at all. What I believe is very interesting is what you're doing is working. There is no reason to add another offer right now.
You doubled your business last month, right? Yeah. So why would you think about adding another offer if something is working extremely well?
One thing that's interesting though. We made 457 cash in the month of August. Cash.
Now, the interesting thing is we have one offer, but the levels of access that people choose is different. The level of access that people get, do they want to get access to me? Do they want to get access to the team?
Or is it self -service? But the messaging is so clear, which is the reason why every single buyer comes in with the same intent. What I think we should do...
is build different levels of access do they want to get access to mino or the team that's a good point you three csms there's so many people you said 200 questions in what in like in like in like yeah i'll i'll pull up the exact in the last 30 days we have had 460 so what are you gonna what what is the one thing you told me when we were sitting downstairs that you like dude you said this guy is so minimalistic and like in a in a very good way it's like genuinely it sounds like you have such like clarity and One thing, you said like we have a lean team.
Yeah, yeah. Right? The amount of team members that we have.
So the interesting thing is if you're going to scale the way you currently do, you're going to have like 10 CSMs in a matter of like three weeks. You know, like four weeks instead of fucking three. Yeah.
That means that there is not always a level of scalability in the way you change acquiring labor, acquiring more people. You can also change the model. You see where I'm coming from?
Like changing the model from one -on -one to group. allows you to be very, very, very much more sustainable with your company. A lot more.
Because the only reason why people want one -on -one is if you imprint that that would be the outcome to get them there. I see what you mean. It's like one -on -one.
It's just framing, essentially. It's all framing. And this is the thing.
The outcome doesn't change. The way you get people to the outcome is the way you make them perceive it through your content. Holy shit.
Wait, that just gave me like yeah. Wow. Okay that I See where you I see where you're saying.
Yeah, so now let's take that right? We have that let's take that to the constraint of the offer Is there do we need to add a new offer or do we just change the level of access that people get to that same outcome? But now that outcome that we talked about that freedom isn't clear because I don't see a connection between freedom and 10 ,000 followers really Yeah, you have 10 ,000 followers and then what?
Yeah, cool, I have 10 ,000 followers and then what? I guess, what does it look like to create that link between 10 ,000 followers and freedom? Or do you think the outcome itself is wrong?
I don't think the outcome is wrong. I think the vehicle of understanding and clarity to that outcome is wrong. Because think about it, right?
What is freedom? Let's define it to its core principles. It's being able to have location freedom, time freedom, and financial freedom.
That is the outcome. But I have no clarity on how I get financial freedom when I look at your content. Neither when I look at your landing page.
What do you think it looks like to have a very clear outcome? Very good question. So one thing that I saw when I looked at your content that I believe will get you to a mill in positioning is the reach between what you're doing, your messaging, which is pretty clear, and your content, which is pretty clear, to the outcome is digital products.
i believe that if you attach that outcome to hooks that you currently do right so you have to understand people's like customer journey right they get on your profile they see your instagram they see your youtube like i did the same thing i walked through the same path and i could figure out yeah you're good at creating hooks but everything lies on views but what does that mean what does that mean do i make money with i see you remember the one thing that i told you downstairs i said like i feel like i am a marketer i'm not a content guy i like the creative side of things i booked this beautiful airbnb because i like the the aesthetic of things right that's the side i like about content but for the rest i don't really care about it now the interesting thing around this is that this is this thing that will give you clarity because what is the main objections or objections on the sales calls that you currently have and in your dms or why people don't pay do you even know this money is like the first one okay money and then
And then after that, like... Why do you believe it's money? Why do you believe every single person that gets on a sales call doesn't have money?
The thing is, I think they do. And we notice that now because our ads specifically optimize for people who have budget. But it's more so, I think, the value that they get from content.
They don't see that the outcome will make an ROI, essentially. Your outcome is freedom. They don't understand how they get that freedom.
And guess who that attracts? Who wants freedom without a reason? People that have no fucking money, nothing going for their life.
That are the only people that want freedom with no clear understanding of why because the only thing they fall into is the money that you make but not your skill set. I see. You see where I'm coming from?
So when you talk about something valuable, there is no clear customer journey from beginning to end. It stagnates at 70%. How are they going to get that freedom with these followers?
In that case, I think that's where we branch off into two buckets of ICP. And I think that's where, like, if you said you have, like, three ICP, we have two buckets. One is a nine -to -fiver who doesn't have a skill that they can, like, monetize off of.
They're just like, I'm a software engineer. It's very common. It's like, I'm a software engineer.
I want to make more money on the side. More money on the side. Yeah.
To get what? To get freedom through followers. To eventually leave their job.
So then they can do what they like full time, which is make videos. But why would people ever leave aside their $5 ,000 per month security software job to invest in someone that gives them 10 ,000 followers without an outcome? Without the security of them making more than that $5 ,000.
They have a family, bro. They have kids. They would never fucking want to do that.
They would never risk it. They're pussies in general. No, but it's very fair.
You're right. Right. Yeah, so like I believe that is a very good one.
Okay, nine of fivers What's the second one second one is like small business owners like and they're not usually we don't have anybody making I would say even over 20 30 K a month. It's like under 20 K a month like fitness coaches, they're probably in like the 5k month range at this point and They they know they're very problem aware that content will get them more leads which will help to make more money and all they want to learn is how to make good content so they can just grow their existing business.
Cool. Is their outcome to make more money? For example, for that fitness coach?
Yeah. Why would they pay you over me if their outcome is to make more money? And they would look at my content and look at your content.
How can they see a clear return on investment into getting 10 ,000 followers to get freedom than their current situation of making that money? This is the interesting thing, right? The reason I said digital products is because it fits your brand.
It doesn't fit my brand. And that's completely okay, right? Because you run the business the way you do.
but it's such a powerful and amazing way of bringing clarity around why people get that freedom because there's nothing wrong with the freedom that people want, right? There's nothing wrong with that at all. Like the interesting thing about what I do is I run the Profile Funnel because it works very well for me and it's the way I want to run my company.
I have a lean team because it's the way I want to run my company. You see where I'm coming from? So there's nothing always bad or there's nothing wrong or better or worse.
It's like, what do you desire in life? And what is your end destination? That's why my angle always is I help people get to a quarter of a mil per month with high profit.
Because when I was at that point, I was like, fuck, this is actual freedom for me. Genuine, like abundance amount of freedom. And I was like, fuck, yeah.
Like I want more people to get help to get to that point because I know for myself, that was when I realized freedom. you see where i'm coming from so you became very clear on the amount of dollars exactly for my target okay i see and the difference between you and me is that money and what you have is followers but followers do absolutely nothing yeah money directly translates oh okay i see what you mean because i you described a story to describe the outcome you described a story of when you hit like before you didn't have it then you hit 250k a month with high profit margins and then you experienced like absolute abundance i think i have a similar story i just never really tell it that's very important yeah i always talk about my story and the way i run my company is because i genuinely believe i want to run the company this way right an interesting thing about what we do is like we are very consistent with the business with our revenue and our profit it's like an insane amount of money consistently right because i don't give a fuck about making a lot of money and then dropping all the way back like i just don't care about that it's not the way i want to go through life it's not the way i want to go through business like i care about the way i run business right and people that feel that relatability to me
Maybe people that fucking spend an insane amount of money on the VSL and never been able to make it work. People that do this. People that want to make better.
Doesn't matter what it is. That are the pain points. Desire to pay me because they want that same outcome.
Because it's fucking clear. You see what I mean? Yeah.
So imagine we can find a way attaching that digital product. Because a digital product is extremely clear. It's a low ticket product for people to have the ability to make more money.
you with your content will never attract people that would want to sell a $5 ,000 offer. I also, that is part of my story, actually. I know.
That's why I was so confused. Because people will never pay you over me, ever. Yeah.
Because of this reason. If people want $5 ,000 to $10 ,000 customers or $50 ,000, they'll pay me, trust me. They won't pay you.
Right? If they want followers, they'll pay you, most likely. If they're starting out.
I think the story that I see in my head is like, so two years ago, I was in college and what actually got me out was a low ticket. It was Taz. of 60 a month discord like low ticket and it got me to like 10k a month and then it just like chilled there but i i actually didn't work a lot so it was like all i did was wake up make a video for like one hour a day and that was it like there was no sales there was there was even i didn't have a team but that this is your skill set and that's what you should never change like you're good at doing that you know And that's what you should be doing.
Like there should nothing to be changed about that because that's your skill set. But that does not mean that you can, that you now clearly communicate that journey for people to understand what the reasoning is behind this and why people should do the same thing right now. I think it's a shift in messaging what I'm realizing from like just get views to, I think it's almost like a views without spending too much time on.
The the shit that's painful which is like work. You should focus on volume in my opinion nine -to -fivers I think it's an amazing market to be honest amazing because it directly correlates with your skill set with what you're genuinely good at doing The problem is these people don't see a clear outcome They don't see a clear reason to get to their outcome.
And what is the one pain that beginners have money? Yes, but the main one of why they don't want to pay you that money is fear and stability and security Right a business owner that makes a lot of money right he might risk but somebody with a family that has a software job he wouldn't risk so the the customer journey needs to be so so extremely clear and you'll be able to reach a lot more because you're good at your skills so you can make a talking head video and you can reach another what is it like 100 000 people in one reel you can make one a day you get 5 000 likes the reach and the volume is not the problem it's the customer journey which why people have a reason to pay And it directly translates with why people don't pay.
Dude, this is really helpful. Because I think one huge, like we do webinars three times a week. So like I know exactly when our messaging doesn't work or when it works because I see how many people book a call.
And we track the exact percentage of people who are on the webinar who actually end up booking a call. And sometimes it's like the energy is good. People feel like, it feels like they understand.
They're congruent with the messaging. And then sometimes they're just like, what, like, I don't, like, bro, like. You're just scamming yourself, of course, which is, I think, a reflection of like they don't trust that what I'm selling will actually help them kind of thing on the webinar.
So what I'm saying is like I think it's very helpful because I can test what you're saying immediately. Like I'm doing a webinar tomorrow. Like I can test new messaging tomorrow and see how it works.
Why do you want to reach a million a month? Why?
My simple answer is I think it gives crystal clear clarity amongst not just me, but then everyone I work with of this is where we are headed towards. How do we reach this goal? The deeper internal personal reason is just I want to reach a goal that excites me and I want to work towards a goal that excites me.
How hard do you work? How many hours do you work? Probably around six hours a day.
And then just the other stuff of shallow work. maybe like an extra two three hours what are you doing these six hours yourself right now well monday wednesday friday it's always like a two hour webinar so that's like a static block of time on average throughout the any given day like two to four hours of calls so half of your productive work every single day is calls well like i would call like webinars part of the calls but that's like we do because i do a two hour presentation who do you take calls with my team i do like three hours of coaching with the community group yeah what is the main constraint in the back end right now it's onboarding most people will get buyer's remorse in that first week if they ever do like and that's like our make or break point how do you prevent this from happening right now it's a work in progress like it's it's a uh it's definitely not perfect so like i don't have a great answer but what we're doing right now is we have an onboarding call with the csm
within the first like 48 hours of them being in the program we have a very simple like roadmap of the client journey of like these are the these are kind of expectations and homework that we're going to give you that's still a work in progress though like this is literally a change we've been implementing for the last like one to two weeks so this is like not every client i think is getting this exact same another thing is that i guess like there's not super crystal clear onboarding sops for our csms so it's like i think a lot of them are going in somewhat free -flowing it's just like hey man like here we're going to talk about strategy which confuses a lot of people i think i want to show you one thing this is how we do it yeah every single time we onboard a new client we look at speed to trust speed to execute and speed to outcome so every single time somebody new onboards the most important thing is speed to trust how much do they trust you and what is the relationship you have with them because
the better the relationship the lower way of them asking for a refund or willing to have fear around their thoughts and beliefs and everything when you say relationship like how do you create a relationship marketing your content i see the type of customer that you onboard right the level of their dependency on trust determines how fast they want to get out of it so imagine the trust is very high right obviously that will never be the clients that churn or that will never be the clients that decide to ask for a refund most of the time on an average scale So you're saying like your content before they even buy helps you onboard them more smoothly?
For sure. It depends on the customer that you attract, right? So it's like speed to trust.
And the interesting thing around speed to trust is, for example, like impulse decision. Somebody who makes an impulse decision is going to be, I mean, listen, bro, like, listen, I love your webinar and I paid you like 4 ,000 now, but like, I think I can do this. What are you going to do?
Like, you know, get your CSM on a call trying to convince him again. it's like that's the constraint that's something you can prevent your marketing from happening that the hard part is now that we're relying heavy on ads we're learning how to develop a new level of trust in a buying cycle that used to be a year condensed down to like three days what is the most powerful way of of speed to trust building the trust in your marketing there's only one thing that's the one thing you don't have long form no when you say i'll tell you it's clarity Oh, I see what you mean.
Everybody who has clarity, bro. Imagine people have clarity. People know what you do, why you do it, how you do it.
They have trust because they understand what you're about. The more simple you are and the more clear you are, the more trust there is in everything because there's nothing to overcomplicate. One interesting thing is this.
I've been building my brand for around like three years now and I've been selling the same shit for three years. One thing somebody said yesterday when he came on, he said, Nick, The one thing that I trust you on, the reason I paid from you is because I know you've been doing the same thing over and over again, right?
And the reason why I have that trust is because of the fact that this person trusted me over the years because speed came from the depth that I deliver about my topic and experience. You see where I'm coming from? So everybody in my audience knows I'm very good at something.
And majority of the people, if I would put 10 people on a line right now and I'll tell them what is Nick good at, they would say content. They would say converting customers. They would all say the same shit.
We've done a study on this. We have 120 people that responded to our story poll. So what does it look like to have a very clearly defined what is Nick good at or what is Mino good at?
Simplifying. So if I go in your profile right now and I scroll through your content, I have an idea about what you do. I don't fully understand your story and the reasoning.
Why should I listen to you? The one level where you build trust with me is I went to your view count on Instagram and I saw you get a decent amount of views. That's the only thing that I could got.
Which brings, for example, clarity in the reason from why should people listen to you? That's such a good question to ask. You know, like it's such a good question to ask why people should listen to you.
Because when you ask that question, imagine how much more people you will attract to listen to you instead of to your competitors. Because you have a good amount of competitors. Why are they like you have competitors, right?
Oh, yeah, sure. Yeah. So that means that every single day they are taking money of your play every single day.
Right. Would you agree with that? No.
Yeah, for sure. People underestimate.
They really underestimate that. The amount of money you would make more if you wouldn't have competitors right now, you would already be at a mill easily. So why do they listen to them and pay from them and not from you?
You know, it's interesting because I think the main competitor that makes more is because, it's not because, but they have more followers. That's one form of it, but why did they decide to pay him more? I don't think I have a clear answer, but my guess is like reach.
They're just like more volume of customers because more followers. Exactly. So he might be in two situations right now.
He might have a 10X size of your brand and make X amount of money more. And maybe it's the same problem. He's missing out on the same amount of millions that you are currently with your brand, right?
Or he's making significant more money because he has that clarity. So going back to the onboarding, speed to trust. Second is speed to execute.
The reason I say this is when people get on board, How fast can they do shit? How fast can they work on something?
Like how long does it take for them to work on something that they are clear about? Like they need to know what they are going to work on and they need to work on that within the first three hours. Because when people execute, they don't have time to think.
They don't have time to say, you know what, like maybe doesn't, why? You're doing shit. What are you talking about?
It's impossible you don't know. You're doing shit. It's homework.
It's homework. You need to give people shit to do. What does that look like for you guys?
You said first three hours. That's super fast. Yeah, for sure.
It's impossible to do this with labor, by the way. It's impossible to have a CSM get booked in three hours. But we have a lot of SOPs.
We have a lot of frameworks. And we give this in a clear video. So we video course module one, boom, do this, do this.
I want you to do this right now. Figure this out, figure this out. What is that first assignment in the first three hours that you can possibly give them?
Majority of it is messaging and positioning. So it's a lot of clarity around why they're doing what they're doing. Because that's one of the most important things.
What did I do with you in the last like 30 minutes? Yeah, messaging and positioning. It's the same thing.
People need to understand that before they can actually go further into business in the first place, bro. So you kind of walk them through like, create this document and start writing the or answering these questions on this document people need to do 100 i see every single time and this is also the thing why would you disrespect your csm so much by them needing to figure out what this guy needs to do yeah it's like i'm not going to waste my csm's time for people to hop on a call with majority of my team because like we have a lot of like they're all csms in their own way because they're involved in the delivery of it because i chose to because everybody has their own skill level but i'm not going to get max on the call with someone 30 minutes for him to waste max's time you know yeah for what reason like i want them to have done their to understand this to understand this so max knows exactly what to help that person with at that call now This solves the whole problem what we started about in the first place.
Because in the first place, what did you set was one of the main constraints when we sat down and said you have 200 Discord messages in whatever amount of time. This execution part and the clarity around helping people here will solve all of this. I can tell you this.
This is just industry standard. 80 % of the time CSMs spend time on a coaching call with a client is wasted on bullshit. It's genuinely bullshit, which is the reason why majority of the clients afterwards ask more and more questions constantly because they genuinely didn't got what they needed.
And it's neither's fault. That's not the CSM's fault or the client's fault. It's the fault of not giving that person clarity on what they need to do to get on that call.
So it's like - Ask yourself the question, is there a purpose for this call? Or is the purpose of the call to figure out the purpose of the call? Yeah, that's probably - It's the fucking problem.
Yeah. You know what I mean? so imagine how much waste of a time that is it's a never -ending cycle basically it kind of becomes another sales call like bro yeah and that's literally like that's the exact bro because because we're figuring out the problem right now and like that's exactly kind of what's like going on so your your recommended solution is instead of viewing it as like a because i've heard of a different philosophy on this it's like the csm should actually go in and have questions that they answer and the the client shouldn't have to type anything before they just like hop on and then the csm like they ask some questions and they do the note -taking and typing.
Let me ask you a question. When you work with someone, is it an equal partnership or does it come from one side? When you say work with somebody, like when I pay somebody to...
When somebody pays me, is all the responsibility on me? Or is it an equal partnership? Oh yeah, it's equal.
Every time it's equal. So how can a CSM ever understand what to work on whenever he doesn't know shit about what the fuck the dude did? Yeah.
If I have my one -on -one clients that I work with, if they didn't do what they need to do, I fuck off. I'm like, yo, you come back the moment you're fucking ready. Like, why am I gonna waste this time for myself?
It's a level of disrespect that they show to me. But you set that respect and expectations like upfront. Yes, bro, yes.
And this already starts, not the moment you onboard them, this starts in your marketing, bro. That expectation setting and level of respect starts in the marketing and in your content. This is a question that I've actually struggled a lot with but it's like how do you make sure that you have your data?
all like easy to access like what do you use like Yeah, what do you do? The easy answer is for tracking I can tell you everything based on what you should use and I can also give you all my tracking Based on how we do everything. I'm happy to give that to you.
That will give you a lot of a Lot of clarity and everything that that that we're doing and also for you to understand your numbers to the fucking T Second its responsibility I am extremely, extremely clear to Max, to Louis, to Herman, to Isaiah, to everybody in the team that they need to track their shit. Not tracking their shit is a bigger consequence than them not doing their work.
If they don't do the work, it's a waste of the work. If they don't do the tracking, it's a waste of the progress. For them to track things, I guess you need to give them exactly what metrics they need to be responsible for on a day or a week.
100%. Like, what are their expectations? Like, I know, for example, what Luis is doing right now because we had a meeting this morning for 30 minutes.
We can walk to him right now and he's editing the video that we made yesterday at 1 p .m. He's doing that right now. And I know exactly before 6 p .m.
what he has done and what Max has done. Exactly. We have a meeting at 7 p .m.
to sit down to go over certain things. based on what we discussed this morning, every day. Most likely, if I would know every single person in your company right now, how much you're paying them and what they're actually doing, half of them is a waste of time.
So this is getting to like a very granular level, but it's like, I don't know, like what do you use to assign and track tasks? Like what software or like where is that? Is it like one big Google doc, like one big sheet?
So the majority of the platforms that we use to communicate is Slack. Platform that we use to communicate with our clients is Discord. and we use a lot of specific software i use mochi mochi is my own tracking software around the entire sales funnel which is my own software so it can track instagram dms it can track everything around the marketing side of things right yeah i don't run a vsl funnel i don't do webinars i run the profile funnel which is something that mochi can track because we can see for example if we get a new follower which at that follower came in from And because we're living in person together, majority of the time we have meetings together.
So we don't do online meetings. What about like, let's say keeping track of, I don't know, let's say in the content production line. I don't know.
If I were to guess, you probably have tons of short form and then there's long form and then there's ads. How do you organize these tasks? Because I'm sure it's just one long list of a bunch of shit.
There's files here, files there. We use Airtable for organization. based on progress with the stage with where they're at.
So I'll give you an amazing example. Let's say you have a pipeline of five different tasks. It's actually very simple.
Let's say you have a progress baseline, right? And that progress baseline has five different steps. Now, I know clearly that if this is the process right now, this is Max's task, for example.
This is Louise's task. This is Herman's tasks. task as an example and then this is max and this is max make sense yeah so for example recording editing x y z you get the process now every single person's responsibility the moment they got the task done is move it to the next phase so for me we can track exactly how long a specific task has been in one row so i can see if the task is stuck here it's max's problem And I'm like, Max, the fuck is going on?
What are you doing? You know what I mean? Yeah.
Now, the interesting thing is I am not the person who tracks this because I hate this shit, bro. I don't want to look into Airtable to see who's doing what shit. That's why I have my COO.
And Luis is Luis, right? Sorry, yes. We have a Brazilian Luis, the guy you met downstairs.
And my COO is Luis. Luis. Okay, okay.
So Luis is your COO. And he makes sure everyone else on the team is getting to the next stage. That's why I have it.
Because I don't want to do that bullshit. I absolutely hate this shit. I don't want to tell people to do their work.
That's like an assistant's job, essentially, right? That's the CEO role. Yeah.
You know? Managing operations. Oh, I see.
And you know what, bro? Should I tell you something interesting? Yeah.
We have the ADM report. Every Monday in my email, I get my report. And I get my report exactly around Mochi.
Based on... all the numbers of our company, every single time. And I highlight it on my phone, so every single time I wanna know shit, I just click on that, dude, ADM report.
And the ADM report is based on our YouTube analytics, Instagram analytics, so we know exactly what's going on. It's connected to a Discord with an AI that tracks all the client messages from across everything. ADM report, and it, yeah, of course it's peaceful.
Like I'm waking up at ADM, you know, I'll get my little coffee, and then I don't have to sit behind my fucking computer. Oh, I see.
Yeah.
AI that tracks the entire Instagram, all our analytics, all our ads, everything. YouTube, all the YouTube analytics. We have all the Discord messages, right?
The AI reads everything. And the Slack as well. So we have full clarity on exactly what we want.
And we build a custom AI that does research. So we don't really do competitor research. because I really have my own style of doing things.
But I call it international research when it comes down to like, we look at fucking how movies do shit. We look at how they do things. Industries that I genuinely care about in all honesty.
And we have an AI for this to be able to understand, okay, cool, what's fucking going on in the world? What do I like? And it's trained on my brain.
So we have these five samples of... research and then we get that all in my ATM report on Monday I call it the ATM Monday report because it gets in my email before I wake up because I don't want to wake up at fucking 6 a .m. on Monday bro yeah I want to wake up at 9 so when I wake up I'm like yes for some things we have like good tracking and that's why it's made progress like our sales funnel for example like the webinar funnel but for things like content and client success which I think are Like those are the two things that I described as bottlenecks.
I don't even think I have clear metrics around what progress looks like. No, you don't. Yeah.
I can see that. Which is okay, right? One more thing I want to cover though, because I want to finish this off strong.
We talked about onboarding. Speed to trust, speed to execute is clear, right? Yeah.
Speed to outcome. The faster you can give somebody a win, a client a win, the higher their satisfaction level will become instantly. So people want to see wins.
At the end of the day, people want to win. And this is the interesting thing. For somebody you target, a win is a tangible outcome.
For somebody that I target because it's a more sophisticated client, a win can be intangible. It can be subjective. But for you, based on the people that you target, it needs to be objective.
even though that might not be fair. Do you understand why? Yeah, because they need more certainty because they feel unsafe.
Exactly. They need that certainty and understanding what they genuinely get as a tangible outcome before they can confirm in their own head that this is justified, that payment. So what is the easiest way to give them a quick win?
Is that, okay, make this type of reel to get you your first 100 followers. Maybe there is a viral framework. that you can use that that you that you let them make for them to get 100 followers with their first reel that's an amazing way of reaching their first win yeah and you know this for yourself you know what the easiest way is the quickest way is for them to see a quick win that's tied directly to the outcome i like what you said about followers because i think my default was just like oh get a video out but that's not for what i get a video out for what yeah who's gonna pay for that bro four grand i won't pay a dollar for that When you say speed to outcome, because you described three hours.
That was a very helpful number. Three hours to get their first task started or completed. What about speed to outcome?
How quickly do you see that people need to see that tangible? The time that you put on it. What timelines do you put on this speed?
This is the thing, bro. When people work with us, they don't really have freedom to not do something. I'll give you an example.
There was a guy here yesterday. He is a fitness coach. And I told him, he said, yeah, okay, so I will now go make a video in the gym with someone.
And I told him, okay, cool, let's do it now. Pick up your phone, start making, start sending five people these DMs. And I can show you if I have my phone here.
Look, he said, here you go, two bonus. So he sent five people the same text. I told him, do it now.
like do it now because otherwise he was going to do it tomorrow that means there's 24 hours more wasted to do their right and then he told me wasn't it available a lot of clarity from this three accepted already from here on i'll act like an out out witting the devil by napoleon hill so he sent five messages to people that i send he should send messages to And he never believed in the first place that people would respond.
He got three people accepted. So on Sunday, he has three recordings. That is more YouTube videos than he ever made in the last three months.
So you see how fast speed can be, bro. It's like you can have everything that I told you today in two days. So before that, it's just speed to execute on a task.
Because how can they get the outcome without executing? Yeah. It's impossible, right?
So you hold your clients to this very fast, high standard. Of course. they're lucky to work with me not the other way around that's why like i market bro like i want people to pay me because i know i'm doing myself a disservice by them not paying me i see it as an extremely big benefit for them to work with me it's a pleasure for them you see where i'm coming from it's like they get to work with me i feel there's a lot we covered so one is marketing messaging which is like tangibly This idea of freedom, time freedom, location freedom, financial freedom.
Which I think the videos that do well hint at that. The videos that are kind of just there, they don't really talk about that. Another thought that I have is, it's that point on like clarity.
On helping them understand so clearly how they will make money. Which I think is, like we teach them, I try to make it as clear as possible how they will get views. in our webinars it's like this is the exact formula that we use to make sure that you get views on your videos okay now pay me like the most powerful way for you to run a webinar right profile webinar for example one the most interesting way in the way you're gonna make most amount of money is how clear can you make the outcome and how easy to reach can you make it how easy is it to reach that outcome so how clear can you make it how easy is it to reach it i'll give you an amazing example cool if you're now Go do a webinar.
And you say this. You say, hey, you know what? Everything around the process of getting more followers, reaching that freedom through this process is extremely clear.
But imagine the process is $10 ,000 client. The type of person that you are attracting, do you feel like for him it's easier to reach a $10 ,000 client or his first sold 39 a month digital product? Yeah, first sold 39.
So that fits you. I would not do that. You see why that makes a difference?
So it's not only is the outcome clear, is it the most easy to reach outcome for them? And you already know who you target. I need profit share on that next fucking thing.
There's not gonna be a single way you're gonna get out of this. No, I'm joking. It's like, that's why the business that I have now, Content Academy, started off as a low ticket community because I wanted to, I knew how to make content.
I didn't know how to sell stuff. So all I wanted to do was make a bunch of videos and then just passively, it's like the feeling of passively seeing these sales come in, built my confidence to make money and eventually do it full time. And then bought Freedom.
That's sauce, dude. I think there is one, I guess, one difficult thing, which is just like, there is a secondary pathway, which is UGC, which is not digital products. And like, I will say a lot of our recent successes have come from that.
It's people learning how to get views, applying for these opportunities with companies to make videos for them. And then they hit their first like 10K month. And I think this like split of the two, it's like learn how to get views.
Everybody's congruent there. And then some of you guys in the chat will learn how to make digital products. Some of you guys in the chat will learn how to do UGC.
And that split, that fork in the road, I've always struggled with like, how do I navigate? Very simple. I said digital products to outcome.
I said digital products because I thought it was the best one. I've seen your content for 30 minutes. I don't know anything about you and your content, in all honesty, right?
So I have to do 10 hours of research for me to understand what to tell you based on what I believe is best. You know it's way better than I do. So you know if UGC is the right path or digital products.
I said digital products is a perfect example of what it could be. But I like your example. And I guess I'm wondering, like, is it...
Do you think it could make sense to have these two outcomes or do you think that's too confusing? I believe that you in your own head want to add one to give yourself the confirmation that you believe you're not missing out on people for you to have the ability to make more money. And I believe that's a fear.
You'll be able to make a million dollars with targeting one of these for a thousand percent. Because you draw the path in their brain. You have to understand these people that want to pay from you.
They don't come to me now and be like, listen, oh yeah, I really wanna get these views with only digital products. If you talk about UGC, they would want that. So you sketch this level of art in their brain, right?
This perception in their brain. So you decide, not them. Especially with the people that you're targeting.
People that come to me, they already have. A level of stability in their own mind, I would say, right? It's like they're currently at something and they want to get further.
The people that you're targeting, they're starting. I see it. So they need someone else to come in and give them.
Of course. That's why the level of authority is very important from your perspective. You need to give them that clarity.
You need to tell them that path. What's going to happen from now? What are you going to do when you leave?
I appreciate you asking that question. I would actually love your help on what is a priority. Like what comes first before the other.
Because the other side of like the organizing, like my team as well. Cool. But I see it's like an easy first thing is to like.
Let's do it like this. Mention the things that you believe you're going to work on right now. Yeah.
Then we'll go through them and we'll reorganize them. I'll list them out. So the first one is, it's a document walking through who exactly is the ideal.
customer and then what journey am i taking them on the other one is tweaking our webinar slides it's like a 200 page like google slides um running through it and seeing what parts lack clarity and they need to understand the path to the outcome and they need to understand that you need to draw the easiest way to reach that outcome yes that's messaging and then also paint freedom because I don't do it in the I get very technical in the webinar for a lot of it and it doesn't loop back to freedom and I think a lot of people I think at the very beginning of the conversation you said like 4k for followers just doesn't make sense because people don't understand how followers bring freedom and I don't create the link between freedom and followers really clearly so like where do I actually change that I change out in the webinar in the slide presentation Also downstream, I think I change it in the, even the landing page.
Like our landing page can definitely talk more about time, location, and financial freedom. Or like at least tell more stories around it. Another task is creating some place for us to track our content pipeline.
We have like now, we're hiring short form editors. So it's like delegating the tasks and making sure who owns what part of the process. It's like, It's all just, like, our organization is essentially, like, Discord messages.
Yeah, it's just, like, what's, who, like, can we do this? Like, so there's no way of knowing where something gets stuck. Why don't you, can I ask you a question?
Do you genuinely see the urgency in this? I think what I struggle with is which parts are most urgent. Like, which of these tasks are most urgent?
Because this is a lot of different tasks. And, like, with messaging, it's like, oh, yeah, we can definitely make more. Can make more ads more short -form content talking about the messaging so I can go down this route where I spent the next two days Working just on that or I could spend the next day just working on like how can I make this more organized?
And I think what I'm struggling with actually right now is like I think I understand that all of these things are important But I don't know what is the most urgent do you believe?
That if you would get more clarity as an entrepreneur Like do you understand that if you get more clarity as an entrepreneur your entire life will change I actually think that doesn't matter as much to me right now as much as just like does it get us because what I see right now is like we are stagnated in terms of Growth as in like we're not pacing any more than last month, but we're spending more on ads So like I guess in a sense profit is contracting right now and my main concern is not even as much like the peace element it is just like how do we get these numbers to be fixed and i guess like that comes first as a desire for me as a more urgent desire than feeling calm on a day -to -day of course and you can never feel it until you got it yeah right It's like very easy.
The moment you have this, you actually see the benefit that it gives you to your company in the first place. So we have messaging. We have webinar slides, adjustments.
We have team organization and tracking content. What else? Onboarding homework, which I actually don't give them.
I ship them into the first week of the course, which is just like, it goes from nothing to, all right, here we go, like four weeks of like. Videos to watch and I think we're what we're missing right now is like the small Three first three hours task because I think what a lot of people do they join they see four weeks of like alright These are the video guides on how to make content.
I'll do tomorrow or I don't time like I'm gonna do like like two days three days from now and they put it off and then they eventually get buyers or what is the point of selling something in your mind What do you believe is the strength of why people can pay somebody else to help them solve their problems? I think for us the value of paying us is right now it's like the access to the information that we have like behind a paywall and access to talk to people who know what they're who know and have experience in this thing because most people we sell on the fact that most people don't know anybody who understands this space or content so access to people that they wouldn't have should I tell you in all honesty dude yeah information is everybody can get information anywhere yeah right anywhere in the world bro the only thing and the reason why people pay other people is for accountability and confirmation it's them believing that their yes is a confirmed yes and it's believing that there is somebody that can hold them accountable to achieving their success when you say they're genuinely the reason why people pay other people a lot of money i'm talking about four thousand dollars but i'm also talking about a hundred thousand dollars or a million
When you say confirmed yes, what does that mean? Confirmation. People want to know and feel like they're on the right track to do the right thing.
Because that thing, if they haven't got that thing, it will prevent them from executing. And execution is the only thing that gets people further in life. But what prevents people from executing?
It's doubt. It's fear and doubt. So imagine you can remove that fear and doubt through accountability and confirmation.
You have relentless execution. anybody in the world that has relentless execution is so extremely powerful. You cannot lose in life if you just relentlessly execute.
It's like literally you can lose. And that's our best clients too. Exactly.
And that's the problems you should be solving for them. Yeah. Think about it.
Your best clients are the clients that execute most, obviously. It's like the same for me. Yeah.
I see. So it's creating... so of course if people don't have execution sorry if people don't have accountability and they don't have confirmation right the amount that they desire of course they're gonna they're gonna be thrown in a in in the void you know like in a free will figuring out whatever they want then the way to make sure that they have confirmation and accountability like and what we're missing right now from the product to create that feeling i think is homework i don't think there's a clear set of homework and tasks in week one and day one or even hour one okay so this is actually very easy first question and be honest with me right now do you care more about yourself or about your clients than new clients that you will be onboarding probably more about myself yeah cool do you believe you can adjust your webinar the moment you don't have any messaging sheet you don't actually understand the pain and desire everything that we spoke about today i could probably get one quick fix done
on the webinar, but I think it would be scattered fixes. I don't think it would be one coherent fix. So it's actually very simple.
The first step is fixing your messaging sheet. Then the second step is with this, you can adjust your webinar immediately, right? Number three is gonna be the onboarding process.
Number four is gonna be tracking content. And number five is gonna be team organization. Your team does its work right now, everything.
It's not more important than the webinar that you have tomorrow that most likely is gonna make you 100 grand if you do it right. Right 200 300 or whatever. All right, that's not gonna be that much.
It's a like webinars We do three times a week. Okay, yeah, I make you like 20 30. But yeah, that's still like yeah 20 30 cool Improving that still yeah now if you just apply these changes and you text me tomorrow You made a hundred grand then at least we know that that was worth the execute.
Yeah, right Yeah, you can say that fair enough cool. So we know that that is important that that's the most urgency Messaging sheet then because of this you can adjust this then onboarding execution because it allow you to give your brain freedom into knowing that every single client you onboard gets really really really the desired amount of Peace freedom information accountability and support.
Yeah, you know I think that gives me like of course energy and everything if you care about your clients It always will 100 % like it's the the priority thing. I always optimize because I cannot stop thinking about it Otherwise, otherwise it stays stuck in my head, you know and that that's more painful because it's preventing me from doing other shit Tracking content and then team organization.
Tracking your content now is more important than organizing the team. You have the team, the team's doing okay. You might lose some money every single month on payroll, but optimizing this right now is gonna make you more money that then discludes that payroll that you pay anyways.
When you say, I guess with tracking content, what do you track with your content? What are the important metrics? And how often do you track it?
Okay, so first of all, you have the content itself and the marketing that comes off of the content. right and the marketing that comes off of the content is ultimately the reason why people buy and is ultimately the reason how you'll make more money so first ask yourself the question what do i genuinely care about do i care about views do i care about followers or do i care about customers it's actually very simple reason i'm saying this bro is because sometimes you need to create top of the funnel content right to be able to reach followers so you need to think from that follower perspective sometimes you need more views and sometimes you need more customers so for example when i want to get more customers i look at our sales pipeline and sales funnel to understand okay cool how many dms did we got from machi this week what were the pain points in these dms what is the reason people didn't book a call what is the reason people booked that call why did that person show up to our call if i want to know the answer to this question
Makes up you have that number of course so the metric of success of getting customers from organic content is First understanding which one you want to know more about at that point First and then you understand what you need to look at You see what I mean? I'm not gonna look at my at my Instagram analytics if I want to know how to get more customers and that's DMS Yes, of course because it's tangible.
Gotcha. I mean for us. It's probably like registrants on our landing page because we don't do anything with our dms yeah it's something tangible that actually gets you more customers yeah now with followers could be for example profile optimization is important highlights all these types of things right understanding how many for example we know exactly how many followers we get from each video that we produce and where these followers go because we can track that with mochi yeah you see what i mean uh and then views it's something i rarely care about but i'm just very good at content so i also understand how to get views You know what I mean?
And you do as well. But it's a metric I don't really look at because I genuinely just want people to pay me so much fucking money. It's the lowest priority.
It's the lowest priority for me, yes. Followers, qualified followers are very important because this divides into, for us, paid advertisement with the profile funnel, which we spent $38 ,000 on last month. And then we have obviously organic content.
We also get an insane amount of reach from organic. So that gives me the importance to understand what we're working on. You said qualified followers.
For sure. What does that mean? A qualified follower is a complete different thing than a follower.
A qualified follower is a follower that has the requirements based on the messaging sheet that you create. How do you track that? Mochi.
We have the same thing with Mochi. With a human inside Mochi or it's the software itself? It's data analyzation about the entire conversation and their entire profile.
So we can understand exactly if that is the target demographic that we want to go after because it's synced in Zapier with our messaging sheet. So every follower triggers a Zap to analyze their profile and then determines yes or no. So we can see, yes, correct, based on that sheet that we make.
So if we want to adjust the sheet, we can change the way we desire our qualified follower to be. because a qualified follower bro you have to understand and you know for sure is a complete different thing than a than a follower yeah followers is nothing yeah that gives a different level of credibility i'm not saying a follower isn't important right in my opinion a view is even less important followers are not genuinely like they're valuable right because brand credibility what do you get get from a good brand you get a lot of opportunities you get a lot of this you see but it's clarity on what the number one goal is because I think it's, I didn't even realize it was a problem, but it's just like, am I focused on getting more views?
Am I focused on getting more followers? But in reality, none of these three is wrong. You just need to understand what you're focusing on at that point and why you're focusing on that thing to understand the numbers behind it, to improve it.
Yeah. Because you need all right. Yeah.
Like Will I ever, with my funnel, ever get a lot more customers if I don't get more followers? Most likely not.
I need to do it on my current brand. So of course, they're all important. It's just like, why am I focusing on this one and how can I improve that one?
Something interesting is that you only have essentially one funnel, which is the profile funnel, and you don't have these other side funnels, I'm guessing, right? Yes. Yesterday, I answered the same question.
It's a very good question. have people coming to me people from Russell Brunson these guys that run these webinars and say Nick trust me if I would run a webinar with you right now based on your audience you can probably imagine right like I can make a million to two million organically from my audience imagine I put another you know like 300 grand behind it maybe make you know three four mil but I don't want it and I have my own reasons for this yeah and that that that's something that you know like I want to run the business the way I'm run my company and I believe it definitely has a lot of strengths and I also definitely believe it has a lot of consequences which is completely okay you know it's the way you want to run your company in the way you do things you see what I mean yeah but the level of exhaustion it creates I have a very and this is a very subjective thing but I built my brand in such a powerful way It's also like short -term versus long -term games.
It's also like, what is the one thing you didn't expect about me downstairs? You said one word about money about me. When I look at you, I think you're minimalistic.
Yeah. Right? Yeah.
Bro. Like, I care so little about money, bro. Even though I like aesthetic, I love my Porsche, bro.
Fucking ripping it. You know, I love my Defender. I like it.
But I have a different way of going about life in this way, and this is what I want. And I believe this brings me so much more longevity in my company. It's one of the reasons where I got where I'm at today because I stick to one thing and I do this very strictly because of a very good reasoning.
It's not only the money, it's also the psychology from your audience, the way they believe in you and the way they view you, right? Bro, I don't want to run, I don't tell people to run a webinar. Why would I do it myself?
It doesn't fit. It doesn't feel right. Of course I could do it and make money, but.
Yeah, I think that's a really good point is that Like we have something that's working right now. I think you said like It's working.
Why would you change it? Because there was a question that had was like, you know, Nick like how do I set up a profile? Like I feel like I'm losing dollars and then you should actually don't especially for the type of people you're targeting for sure in general Should I tell you why yeah, you're good at content.
You understand how rare it is for people to be good at content, bro Do you understand in this world, by everybody that makes money online, how easy it is to make good money with ads and how difficult it is to make good money with content? I wouldn't say difficult, but how much more time, involvement, and knowledge goes into becoming good at content?
But knowing you're good at that, it will also give you a way bigger return. Way bigger return. Way bigger return.
Because of the brand, because of the content, the clients, everything that you built. The main thing is the brand. It gives you longevity, bro.
I have friends, they run the webinar funnel, they make 500 grand, they make 100 grand profit. I'm like, whatever, I wouldn't even run a company for that money if I would fucking need to make 500 grand and profit 100. And now they're selling base 44 subscriptions because they're, you know, you want to go through life that way, bro?
And it sounds fucking amazing, but bro, what is your point in life? They're selling base 44 subscriptions right now. Yo, that's a crazy fucking poll, bro.
Dude, you don't understand how many times I've been reached out for them. Yeah, of course. But I'm very grateful that I've pushed it off.
It feels tempted sometimes, right? Yo, they'll come. Yo, like here.
how many people you think you choose to go into the direction to drop their 300k per month business and why would they do it because their reasoning of life is not strong enough their reasoning of their company is not strong enough they genuinely don't give a fuck about a single thing they just want to make money so if that's your true reason then the fuck are you doing bro of course they go sell that shit they drop their whole thing because it's not working the way they want to And most likely they've always been pretending that it works all better because majority of the people making so much money, guys, they're not keeping that much, bro.
Like probably if I would be in their situation, it would sell base 44.
That's a, that's a very man. That feels very good to hear. Cause I like turning it down.
It's like, man, don't, don't forget what you have. You know and also understand that the real people that want to build something fucking huge need to go through the pain of Understanding this and the only thing I've been focusing on the last three years is simplifying this down So people can actually understand how to build this shit as quick as possible with the least amount of pain That's what people pay for right?
Yeah, it's like your time minimization of everything and all your experience over the past couple years That's something that scares me about this space is like when I see people changing offers every three months, six months. It's like, yeah.
And I think it's like a very, I don't want it like that. If there's one thing, it's like the idea of. Pivoting every like a couple months to like a completely new offer new ICP like it's like yeah That's why I said profile funnel because you already have an existing brand you're doing good with what you're doing And it's rare also what you have you need to understand for you.
It feels normal, but you have something decent You know well this question is like because I brought it up as like a I was tempted by that thought But it sounds like it could become a distraction moving in two different directions. We got the webinar funnels working and then introducing a new A new marketing funnel is a way to bring in more customers.
That doesn't have to change your ICP and the person that you're targeting. It's a different way of acquiring clients and building a brand. That has nothing to do with that changes your messaging or your content.
It stays the same. So the question there is, this is a completely separate, and this would be number six on the priority list, I think. We only have five, brother.
I don't know which one you're talking about. It would be a new number six. Oh, a new number six.
Yeah, a new number six, which is... How do you set up a profile funnel? You have another hour?
Yeah. Well, one question I have then on the profile funnel is like, what outcome would it, like, could I expect from a profile funnel? Like, you've seen my profile.
Like, what would I actually do? It's like a DMs, right? It's like DMs and then setting calls.
Correct. It's a different way of acquiring Acquiring clients because you're optimizing for the longevity of things and the sustainability of things instead of just the direct money That's the core of everything and I can literally go into every single route you want of this But what I just explained you is the tree you remember when I gave you that base 44 example That's a perfect example of it.
You felt that at that moment and you realize like fuck Like bro, think about what are you really building, bro? What are you building in the upcoming 20 years? Why are you doing this?
I can promise you 90 % of the people that I ask that question don't have an answer to that question. They just don't know what they do. They just don't know what they want in life in general.
They have expectations. They have understanding of logical reasons, but they don't genuinely understand. You know?
I had a conversation with a guy yesterday, and the only thing we genuinely talked about is how to be present with everything that you're doing. You know? Besides in my opinion the significance of ease that the profile funnel gives you You can do it at any level.
You don't need to have like fucking Like a thousand dollars of ad spent minimum to do it, but you could do it with five grand a day We have to have done it with five grand a day You see where I'm coming from It's a different way of acquiring clients and you need to understand what's fits better with you and your life and the way you're running your company For any person that already has an existing brand And any person that already makes content, it's a way better way to do this.
But you would recommend I do it. Sorry? You would recommend I do it.
Yeah, of course. Why wouldn't I? Because it's kind of like more headspace.
In your situation, do you understand why I would recommend it in your situation? To be honest, not really. Not really.
What do you believe you've built in the last couple of years?
In the last couple of years? Are you proud of what you've built? I would say so, yeah.
Why?
I mean, like, multiple reasons. But I think, like, in the context of this question, like, or this conversation, I'm proud of the fact that I've built the same offer, like, Content Academy for the last two years. That's one of the most insane examples of this.
What are you optimizing for? What you just said is a form of longevity. and is a form of a real truth that can be denied by right yeah like if i watch a testimony of yours i might think this is but this is not whatever people say about you they know you've been consistent with one offer i always tell people listen you want to believe i'm right or not don't look at my testimonies don't look at this you can right But it's a level of trust balance that everybody else has.
What people don't have is they can see that I look like a 16 -year -old kid three years ago, one of my first YouTube videos, and that I'm where I'm at now. That's the only real proof, and I've tracked every single part of it. That is real credibility.
This is a perfect example of a very powerful brand, one of the pillars. And the reason why... when you run the profile funnel, you grow the existence of brand that you already have.
If you already sell something online, right? You use ads as your main driver, or do you use it as the amplifier of the existing vehicle, which is the content? And that's the way I run my company.
Because the reason people run only ads and do that as their main driver of their company is because they're too afraid to solve the actual important part. They're scared, they don't understand how to do it, or they're ignorant. Because let's be honest.
Everybody wants a big brand and everybody wants to run good content, right? Who doesn't? Even the ads guys want that.
Why? Don't they do it? Because they don't understand it, right?
Because they maybe don't have a reason at that point to do it. Because X, I can give you like 10 reasons. But the main reason why is because it's a problem that they don't know how to solve.
Which is the core content. And then amplifying it with ads. Bro, fucking hell.
You see what I mean? It's like bringing more targeted attention to your brand. I'm just paying fucking $5.
I paid 4 .7 in the month of August for every single follower that I'm getting to my profile for them to become more interested in what I already do. Like how easy is it to get more customers from that, right? They know what I do.
They know what I'm about because everything that I do is so extremely clear and concise. So it's a matter of bringing more people into that, more of the right people into that. But because when you run an ad offer and you just push on volume, then it's a matter of everything is fucking broken, but let me just put an insane amount of brute force behind it, crazy promises and lies to be able to go through that broken mechanism, right, to run a three -month company.
That's it. It's the difference. Because these people don't know what they want.
They genuinely don't understand what the fuck they want, bro.
Because to run a profile funnel successfully though to like generate revenue though. You need setters in your DMS, right? Like that's kind of the we've two ways to do it You can run profile ads video to get follower You can run profile ads to get a DM if you get a DM you can use machi Which is like automated sequence automated AI setting or you can use a setter for sure Depends on the amount of volume that I always would suggest people to use either AI setting machi or a setter manually I have a manual setter for example For you, it would be, it could be either, but I have to look more into this to be able to give you the right information on this.
I see. But yes, you need a level of conversion to it for sure. Because I've always, like, we tried DM closing for a little bit back like a year ago.
You don't need to DM close, bro. It's nothing to, fuck you, you want to DM close like a fucking $200 digital product fucking thing, or you want to DM close a $4 ,000, it's not worth it for you. For me, it's worth to sign a one -on -one client at DMs.
Say, listen, bro, we don't wanna waste each other's time. Just wire me 100 grand plus and then we'll get to work together. That's worth it for me based on the target that I have and the volume of DMs I have.
Because I most likely have a lot less volume than you have, right? Not most likely, I know I do. I don't need that much, you know?
But you do. So there's a different approach based on this. It's very important as well.
But profile funnels can still convert. Like at profile funnel does not mean DM calls profile funnel means getting getting people on a sales call. Gotcha So just mechanism so it's just appointment setting through the Instagram the main reason what a profile funnel does I'll tell you the main difference between a profile funnel and a webinar or via cell phone via cell webinar Uneducated people and you optimize for specifically leads or registrations or XYZ What you do with the profile funnel is you get a qualified follower.
Now, what's the difference? What does a qualified follower do that doesn't pay tomorrow, maybe? Even if their speed to lead doesn't pay tomorrow.
It builds you the brand. It builds you the credibility. You might even convert in a week from now, in two weeks from now.
Imagine all that money that you make with follow -up emails, with follow -up sequences, with follow -ups in the DMs, what we do. We have the whole process optimized, bro. Our speed to lead and our speed to conversion is now same as fast as anybody running a VSL funnel because we have the tracking, bro.
You see what I mean? Because the main problem with Profile Funnel was you can track it. Now we can.
The problem is solved. Bingo. I see, okay.
Everything is solved. Like now there's, anybody can talk to me about anything. They don't have a single reason of why the VSL funnel is better.
In the beginning they had, fair enough. I agree with that. So you know what?
I spent half a mil building a good software. And now finally I can say this shit, which makes me very excited because it was fucking one and a half year of work, bro. To build Mochi.
Yeah. It was a long time. i knew there was so much power behind the profile funnel when you really think about like i'm thinking about like the the methodology behind social interaction in the world like i'm thinking on a bigger scale than just making money through instagram if that makes sense because i believe that this can change the way people acquire clients online for any business in the future like for any business for a realtor right if imagine a realtor is instagram right now how much easier is it to do it instead of doing whatever x ads to get leads and then call them and whatever or do cold outreach i just really believe in the methodology and the reasoning behind it for the upcoming 50 years because more people go online more people change the way they think more people start caring about trust and people people buy from people not products anymore slowly it starts to change and change and change and change so that's the reason why i believe in it so much how do you recommend i start implementing a profile funnel then
Because you have the context of now I got this to -do list today. I'm assuming these take much higher priority. So what do you recommend I do with a profile funnel?
If you want to do this good, I need to spend a lot of time on understanding exactly where you're at. Because as I told you, I've done 30 minutes of research on your company, right? So I don't know more about that.
That's the first thing. So I need to understand exactly all the numbers. If everything that we talked about is accurate, if everything that we talked about today with the tracking is accurate.
and from there on i can get to understand everything first thing is messaging of replication within the profile and bio and everything that you're doing landing pages and social platforms youtube and instagram mainly yeah you see what i mean you have to understand like when this is clear it's going to be so much easier for anyone in the world doesn't matter if it's from an ad or this ad or a profile or a webinar it doesn't matter for anybody to land on your profile to understand what you're about and why they are there you remember when i asked that to you in the beginning why what is the reason what is the reason they should watch you instead of somebody else that's one of the reasons and then you have five more of these reasons total five now the interesting thing is messaging is for sure the first one which allows you to position yourself well with your unique mechanism the reason why you came to play i saw your loss real i liked it actually um you said you've you made 400 grand in a month right and you said that you genuinely weren't that happy at that point you just were lost a bit you know and you made a real you made a very good storytelling reel about how you felt you know and that is one form of clarity around this just one form you see what i mean
yeah there are others missing but from that piece i understood something about you it's just one of the examples of it um when we have messaging you go into the actual tangible example of content what is going on in the content and is the top of the funnel because this is not the case with you right now in all honesty is the customer journey around the content process of people getting from a viewer To a customer, is that clear?
It's not. That's what we spoke about today. So what I do is the second step is content.
The balance between your top, your middle, and bottom of the funnel is not good right now. Majority of the content that you make is top of the funnel. And you're not even getting the deserved reach for this.
I looked at your YouTube video and you made a video about how to write hooks or something like that. And you got 5 .7K views on that one. And I was like, there is definitely something wrong there.
The packaging is not good. which is why you don't get the desired amount of views. Second thing, the storytelling was not good.
So in my opinion, when I saw that reel, I could clearly see no progress being made by every single minute. Value to minute is the most important thing. It's like, if people watch something, does that extra, does that second minute add something to the first one?
Or does it go talk about something new? meaning the viewer in there might need to constantly restart to understand what they're talking about. Oh, that's a good fucking framework.
Easy. Every single time you make a video, ask yourself this question. Is the next minute adding something to the prior minute?
If you do that throughout the whole video of 30 minutes, you have an amazing video. Man, I say the same thing about short form. I don't know why that never clicked with long form.
That's why, because your short form is good. I like it. You don't have any bottom, middle of the funnel content there.
It's not clear enough for me, but the top is good, yeah. It's your skill set, you know? It's what you're good at doing, that's why it works.
But the YouTube doesn't reflect that at all, in my opinion. That's why I don't believe a lot of customers of yours actually come from YouTube. Because even though YouTube is one of the most powerful platforms here, when it comes down to sourcing out these, balancing out these three pillars of top, middle, and bottom.
And there's no balance, right? So you have to understand, right? Imagine this.
If there's no bottom of the funnel content, what do people ask themselves all the time? You'll most likely get people to tell you, yeah, I don't know if what you do works. Bottom of the funnel content fixes that problem, right?
Yeah. When you get the question, yeah, like, I don't know what you're about. What are you doing?
That's like top. Middle, right? And top is mainly to do with attracting new reach.
It's like you don't understand how to spark curiosity in people's brain But you understand that very well you understand how to get people to view your video, you know on short form yeah, that's your skill, you know, and that's what you sell and You have proven yourself to be good at that So middle of funnel answers. What are you about?
What do you do? And then bottom of funnel is like does the middle of funnel educates people around the way you think how does me know think? And why does me know believe certain things and why does and bottom of the funnel proves the trust and the credibility?
Around the way you think is the way you think right or wrong and can I back it up with a level of proof? I see. It's like hard tangible Hard tangible proof.
Yeah, and there are many ways to do this, right? Like this is a middle of funnel bottom of funnel video Balancing these out is very important because then guess what if everything is fucking clear third step Advertisement.
It's going to be very easy to pay for a qualified follower. And from there on, we can start tracking. We can start making a shitload of fucking money.
Really comes into play there because then it's just a matter of, okay, let's fucking write out the ad scripts and I fucking run them. Let's get qualified followers. Read a rate based on data and then you're good because the content is fixed.
I think one huge bottleneck is we just don't have an appointment setter in our DMs. What are you doing then? How are you converting money?
What are you doing? It's all webinars. That's insane, bro.
Only that will increase your revenue by 25%. What's the point of any business? What does a business need to do?
Make money, right? How do you make money? You get sales.
What's the fastest way you can get a sale? Getting people on calls. Yeah.
It directly translates to money. There's nothing else that you can tell me in the company, like in these types of companies, that directly translates to making more money. Right?
Like the more calls you have, the more money you make. Cool. How do I get people on calls?
Setter. It's a key person in a company, bro. Think about it.
It's like setter and closer. They make money. If they wouldn't be in your company, you would make no money at all.
What do you have a COO for? What do you have a content guy for? What do you have this for?
What do you have that for? Do you have like KPIs to your setters? Of course, bro.
They're the most important thing. The most important thing is the conversation. What are you actually talking about?
What makes a piece of content go viral? What makes a piece of content great, right? It's good storytelling.
It's what you're talking about. It's a universal statement that any piece of content, the most important thing about any piece of content is genuinely what you're talking about, right? The lighting can be nice.
The things can be nice. The visual can be nice. We can make everything nice.
But if the topic is shit, nobody wants to watch it. Same does that count for the appointment setting process? What are you saying in the end is the most important thing right the only most important thing then?
You need to understand conversation. You need to understand where people drop off in the conversation You need to understand your Kelly link sent that rate. You need to understand that how many kind of links you sent Reason you need to understand this is because you ultimately will understand how many people book from this, right?
Yeah, so, you know the discrepancy between the amount that book and the amount that you sent And then obviously you can understand show rate is extremely important. Closing rate is extremely important.
Do you have like calendar links sent per day? Of course. That's a normal thing, bro.
That's like a normal thing. Whoa. What KPIs do you set as like goals for your setters to like number of, I don't know, like number of book calls per day?
We have a hundred warm outbound every single day and inbound that we get. The only problem is Instagram has restrictions on its platform in general. Meta has restrictions.
We send 100 messages to warm followers every single day. And why can't we send a message to the right people? You remember when we talked about our messaging sheet and the AI and the ideal avatar?
It's going to make it very easy. So that's the way you're able to sift through. That's been a huge issue for us.
It's just like, holy shit, this is a long list of thousands of many chats that just like not leads, not leads. You're giving a many chat, bro. I don't get that, genuinely.
Yeah. You know what to do? Yeah.
I mean, that's number six on the pipeline, but. Profile funnel, number six on the pipeline. You know, number one, two, three, four, five.
And you give me your ring and then we'll build a profile funnel. That worked. Sounds good, dude.
Thank you so much for having me.
In August we did... You know your shit, but it always takes you five seconds to think about the answer. That's a big problem.
A very big problem. Oh, that's a good fucking framework. Easy.
Every single time you make a video, ask yourself this question. If you just apply these changes and you text me tomorrow you made a hundred grand, then at least we know that that was worth the execution. Yeah.
Right?
The Hook
The bait, then the rug-pull.
A business already clearing $402,000 in a single month sits down with a consultant and can't say its own close rate out loud without stopping to think. That five-second pause is the opening diagnosis of this hour-and-a-half consult: the gap between knowing a business and being able to recite it cold.
Frameworks
Named ideas worth stealing.
26:40model
Speed to Trust, Speed to Execute, Speed to Outcome
Speed to trust
Speed to execute
Speed to outcome
A three-stage onboarding sequence: how fast a new client trusts the provider, how fast they start their first task, and how fast they see a tangible result. Used to explain and prevent first-week buyer's remorse and refunds.
Steal forAny paid coaching, consulting, or service onboarding flow.
1:16:40model
Top / Middle / Bottom of Funnel Content Balance
Top: sparks reach and curiosity
Middle: explains what you do
Bottom: proves you can back it up
Content is split into three unbalanced jobs. A creator can be excellent at top-of-funnel reach and still convert almost nobody if middle and bottom content, the explanation and the proof, don't exist.
Steal forAuditing a content calendar for conversion gaps, not just reach.
1:20:30concept
The next-minute value test
For any long-form video: does the next minute add something the previous minute didn't already say? If a viewer could start watching at minute two and understand everything from minute one, the video has no forward progress.
Steal forEditing long-form video and webinar scripts for retention.
1:01:50concept
Qualified follower system
Every new follower is automatically checked against a written ideal-customer sheet through a connected workflow, producing a yes/no tag instead of relying on raw follower count as a proxy for quality.
Steal forAny business treating followers or leads as a single undifferentiated number.
1:28:00concept
Priority-by-cash-speed triage
When facing a long list of valid fixes, rank them by a single test: if this one thing were fixed and the founder texted back tomorrow having made $100K, was it worth doing first?
Steal forSequencing a backlog of true-but-competing priorities.
CTA Breakdown
How they asked for the click.
VERBAL ASK
1:28:20link
“Work with us to scale your business (Calendly link in the description)”
The consult never pitches the audience on camera. The sell happens entirely off-screen, in the video description, as a direct booking link plus a separate link to the host's own tracking tool, so the video functions as a 90-minute proof-of-work demo rather than a scripted pitch.
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 $16k/month sales closer with 100,000 followers sits down with two coaches to find out why none of those followers will ever buy from her, and leaves with a five-phase framework for building an audience that will.
A funnel breakdown that scores Instagram-first client acquisition against VSL and webinar funnels on sixteen questions, not just conversion rate, using one claimed $457,500 month as the case study.
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.
Tom Noske breaks down the three-part sequence, holding versus sending, the open home vision, and the Rolex call moment, that took two of his coaching clients from posting weekly to record launches.
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