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September 12thThe argument in one line.
Getting a coaching business to ten thousand dollars a month is three sequential fixes, a clear offer, a small active audience, and a chat-based sales process, and doing them out of order is what stalls people.
Read if. Skip if.
READ IF YOU ARE…
- A new coach or consultant doing under $10,000 a month who has skills but no repeatable way to turn them into paying clients.
- Someone who keeps rewriting their niche statement and still can't explain in one sentence who they help and what changes.
- A service provider with a tiny following who has been told they need a big audience, paid ads, or a funnel before they can sell.
- An agency owner or freelancer converting to coaching who wants a pricing floor and a reason to stop quoting by the hour.
- Anyone who freezes at the sales step and wants a conversation script instead of a high-ticket closing persona.
SKIP IF…
- You already run a coaching business past $30,000 a month, which the video explicitly calls a later phase it does not cover.
- You want long-form content strategy, YouTube growth, or SEO, because the marketing section is deliberately short-form only.
- You sell a product rather than an outcome you personally deliver, since the whole model assumes you coach people to a result.
- You want the tactical how-to inside each tool, because the video shows the map and stops short of the templates.
The full version, fast.
Most new coaches stall because three things break at once: the message is unclear so they get overlooked, the marketing is generic so it gets ignored, and the sales process is awkward so they get underpaid. The fix runs in a fixed order. First become valuable by picking one person, mapping a delivery model, and packaging it into an offer priced between two and five thousand dollars. Then become visible by posting short-form content daily, boosting the winners for five to thirty dollars a day, and offering a two-minute tool that makes people raise their hand. Then become viable by running chat conversations that connect, qualify, and invite, selling on calls for the first five clients and by document after that.
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00:00 – 00:55
01 · The gun-to-the-head claim
Opens with the 90-day frame, cites 623 people taken to $10,000 a month and 52 who did it in three days, then insists the viewer write the plan down rather than just hear it.
00:55 – 02:20
02 · Baby turtles on the beach
The goal is $10,000 a month held consistently, which makes you a six-figure coach. The attrition metaphor: 300 eggs hatch, seagulls and fish pick them off, one turtle survives, and that is roughly what happens to new coaches.
02:20 – 03:25
03 · Overlooked, invisible, underpaid
Three specific failures named: the message is unclear so people do not want it, the market is crowded so the marketing gets ignored, and the sales process is clunky so the price stays low.
03:25 – 05:55
04 · The deadline baby
His own story. Three or four part-time jobs, $60,000 a year, $20,000 of it going to a performing arts school, borrowing $200 from a friend for groceries, then finding out his wife was pregnant. Nine months of panic got him to $10,000 a month with no plan at all.
05:55 – 08:20
05 · Valuable, visible, viable
Three problems map to three milestones in a fixed order. A perfect offer makes you valuable, an active audience makes you visible, a simple sales process makes you viable. He argues a big audience and a big ad budget are no longer the advantage they were.
08:20 – 11:20
06 · Step one: nail your niche
The fishing net argument against going broad, the Coach Anyone About Anything trap, and a three-part market test: you like them, you can help them, they will happily pay. Fear of picking wrong is answered with a 90-day dating rule rather than a permanent commitment.
11:20 – 12:25
07 · Step two: unpack the Magic Model
Draws the delivery map in four colours. Yellow is the dream, red is the obstacles, green is the milestones, blue is the missions. Delivery becomes moving people from reds to greens using blues, and marketing becomes talking only about things on the map.
12:25 – 15:35
08 · Step three: the offer diamond
An offer has two jobs, clarity and desirability. Promise and bonuses raise the reward, a guarantee and a payment plan cut the risk, and real urgency and scarcity close the gap. The output is a two-page offer doc someone can read and say yes to.
15:35 – 19:30
09 · Pricing, and proof it travels
Draws a price ladder from one dollar to one hundred thousand and shows how many clients each rung needs. Lands on two to five thousand as the beginner sweet spot, then backs it with a handstand coach selling at $8,000 and an engineering-consultant coach now tracking toward $2 million a year.
19:30 – 24:20
10 · Short form at volume, then boost
Ads before content is the wrong order. Phase one is daily short-form on the single platform you already live on, built to a hook, build, payoff and invitation structure, iterated daily to find your voice. Then boost the posts that already worked at five to thirty dollars a day instead of running cold ads.
24:20 – 28:10
11 · The micromagnet bridge
Content without a bridge produces famous and broke. A micromagnet replaces the information lead magnet with a tool that fixes a splinter in two minutes and then invites a next step. Illustrated with a client who went from $63 a year to her first $10,000 month and eventually $20 million in sales.
28:10 – 33:10
12 · Sell by chat and the audition flip
Three moves inside a DM: connect, qualify, invite. Qualification runs on a five-star prospect filter borrowed from Dean Jackson. The reframe is that you are the judge in the audition, not the performer, and that killing the desperation changes the whole conversation. Sell the first five on calls, then move to the doc.
33:10 – 36:51
13 · The three-day speed run, and the invitation
A live workshop compressed the whole sequence into three days: niche, model and offer doc on day one, content on day two, a templated invitation post on day three. 53 people signed their first ever paying client inside three hours, then he points to the program link in the description.
Lines worth screenshotting.
- Out of a thousand baby turtles one reaches adulthood, and the same attrition curve runs through new coaches before they reach six figures.
- Three failures compound at once for a new coach: an unclear message gets you overlooked, generic marketing gets you ignored, and a clunky sales process gets you underpaid.
- The order matters more than the tactics, because a brilliant audience strategy built on an unclear offer just makes more people ignore you faster.
- Casting a wider marketing net means bigger holes, so the broader your niche the more of the people you actually want swim straight through.
- You do not have to marry a niche, you just have to date it for ninety days before deciding whether it has a future.
- The right market passes three tests at once: you like them, you can genuinely help them, and they will happily pay.
- Social platforms stopped being a social graph and became an interest graph, so follower count matters less than whether the content is useful to the right people.
- A brand new channel can pull fifteen thousand views in three days from an audience of zero because the algorithm distributes by interest, not by reach.
- You are not too new to charge, you are too small to be cheap, because a hundred-dollar price means you need a thousand clients you will never find.
- At a three thousand dollar price point you need three or four sales a month to clear ten thousand, which is a reachable number from a tiny audience.
- Short form beats long form when you are starting because one post a day gives you one learning cycle a day instead of one a week.
- Information lead magnets fail because nobody opens social media wanting homework, so give a tool that delivers relief in under two minutes instead.
- A funnel is nothing but a series of easy yeses, and the job is making each next step smaller than the one before it.
- Audience without a bridge to an offer produces influencers who look famous and stay broke.
- Conversions happen in conversations, so the bridge between content and cash is a chat you actually reply to.
- Treat a sales conversation as an audition you are judging, not one you are performing in, and the desperation that kills deals disappears.
- Sell the first five clients on live calls to learn their exact language, then move everything you learned into a document and sell without calls.
- Real scarcity already exists in a coaching business, because the number of clients you can serve well is closer to five than to forty-two thousand.
- Courage is not the absence of fear, it is posting the offer anyway while you are visibly terrified.
Order is the whole plan.
THE SEQUENCE
Three failures stall a new coach at once, and the only way out is fixing them in order: make the offer clear, make a small audience active, then make buying easy.
02Baby turtles on the beach
- Attrition is the baseline, not the exception, so assume the default path for a new coach ends in a job and plan against it deliberately.
03Overlooked, invisible, underpaid
- Being overlooked, invisible and underpaid are three different problems with three different fixes, and treating them as one vague confidence issue is why people stall.
- An unclear message means people either do not understand the offer or understand it and do not want it, and those two failures need opposite fixes.
04The deadline baby
- Nine months of unplanned hustle can hit the number once, which proves effort works and sequence works better, because only one of them repeats.
- Your own urgency is a tool, but you can set a date instead of waiting for life to set one for you.
05Valuable, visible, viable
- A clear offer makes you valuable, an active audience makes you visible, and a simple sales process makes you viable, and skipping forward wastes the work you do later.
- A small engaged audience now outperforms a large passive one, because platforms distribute by demonstrated interest rather than by follower count.
06Step one: nail your niche
- Casting a wider net gives you bigger holes, so a broad niche lets exactly the people you wanted swim through untouched.
- A niche needs all three of liking them, being able to help them, and them being able to pay, and most new coaches quietly skip the third.
- Commit to a market for ninety days rather than forever, which removes the fear of choosing wrong without removing the focus that choosing creates.
07Step two: unpack the Magic Model
- Mapping a program as dream, obstacles, milestones and missions makes delivery mechanical and gives you an endless supply of things to talk about publicly.
- If everything you market comes off one map, you never have to invent content, you just narrate a different corner of the same picture.
08Step three: the offer diamond
- An offer has two separate jobs, being understood and being wanted, and fixing one does nothing for the other.
- Raise the reward with a clear promise and bonuses, lower the risk with a guarantee and a payment plan, and the fence-sitters move on their own.
- Scarcity is already real if you are honest about how many clients you can serve well, so the number you pick should be small because it genuinely is.
09Pricing, and proof it travels
- Price is a client-count decision, not a worth decision, because every price implies a number of sales you either can or cannot realistically reach.
- Two to five thousand dollars is the workable starting band because three or four sales a month clears ten thousand without needing an audience you do not have.
- The model holds in unglamorous markets, as shown by a coach selling to engineering consultants who picked a vertical segment instead of broadening.
10Short form at volume, then boost
- Running ads before the content works just buys distribution for something that was not going to convert anyway.
- Short form beats long form when you are starting because daily posting gives you a learning cycle a day instead of one a week.
- Boosting posts that already performed sits between free and expensive, costing five to thirty dollars a day and speeding up a process that otherwise takes months.
11The micromagnet bridge
- Nobody opens social media wanting to learn something, so a tool that removes a small problem in two minutes beats an informational guide.
- Attention with no bridge to an offer produces an audience that looks successful and generates nothing.
12Sell by chat and the audition flip
- Replying to someone who raised their hand is the entire sales process at this stage, and the goal of the conversation is sorting rather than convincing.
- Assume every prospect qualifies until they fail one of five checks, which makes qualification a filter you run rather than a pitch you deliver.
- Treating a sales conversation as an audition you are judging removes the desperation that makes people discount, over-promise and lose the deal.
- Sell the first five clients on live calls to learn their exact language, then pour what you learned into a document and stop needing calls.
13The three-day speed run, and the invitation
- The gap between knowing the plan and having revenue is usually one frightening public post, and the fear does not go away before you press publish.
Terms worth knowing.
- Magic Model
- A one-page map of a coaching program drawn as four layers: the client's dream outcome, the obstacles in the way, the milestones between here and there, and the missions that move them forward. It doubles as the source material for marketing and sales.
- Offer diamond
- A five-part structure for packaging an offer so it is easy to buy. Promise and bonuses raise the reward side, a guarantee and a payment plan lower the risk side, and real urgency and scarcity push people off the fence.
- Offer doc
- A one or two page written description of a program covering who it is for, how it works and what it costs, written well enough that a prospect can read it and say yes without a sales call.
- Micromagnet
- A lead magnet that gives a tool instead of information. It solves one small painful problem in under two minutes so the prospect gets an instant result and a reason to trust whoever sent it.
- Splinter
- A small, specific, annoying problem sitting somewhere inside a client's larger journey. It is the thing a micromagnet is built to remove.
- Sell by chat
- A sales process run inside direct messages. Three moves: connect to open a conversation, qualify to see if there is a match, and invite the person to either a call or the program.
- Triage call
- A ten minute call used to qualify a prospect rather than to pitch them. It decides whether the person is a fit before anyone invests time in a full sales conversation.
- Five-star prospect
- A qualification standard where a prospect is assumed to be a good fit until they fail one of five checks: willing to engage, friendly and cooperative, clear on what they want, clear on when they want it, and open to help.
- Boosting
- Putting a small daily ad spend behind organic posts that already performed, rather than building separate ad campaigns. Sits between free organic reach and full paid acquisition.
- Interest graph
- A distribution model where platforms show content to people based on demonstrated interest rather than on who follows whom. It is why a new account with no followers can still reach the right audience.
- Banger
- A short-form post built on a fixed four-part structure: a hook to stop the scroll, a build made of story, list or steps, a payoff carrying the insight, and an invitation to a next step.
- Pilot program
- A first version of a coaching offer sold to a deliberately small group starting on a fixed date. The small number and the start date create honest scarcity and urgency.
Things they pointed at.
09:51bookCoach Anyone About Anything
13:26product5-Hour Energy
22:25toolPocket bangers (banger cards)
25:10toolCustom GPTs as micromagnet delivery
27:40productBlack Belt coaching program
29:05channelDean Jackson (five-star prospects)
32:15productClients program
Lines you could clip.
16:13
“The truth is that you're too small to be cheap.”
24:23
“If you don't have this next piece, we're going to end up the same as all the influencers, like looking famous, but kind of broke.”
28:08
“Conversions happen in conversations.”
31:06
“We're here to audition them, not audition for them.”
35:00
“Courage isn't not being scared. Courage is doing it with brown pants.”
10:02
“Instead of trying to coach everyone about everything, coach one person about one thing.”
12:57
“Remember, our job isn't to be great at sales, it's to be easy to buy.”
24:23
“A funnel is nothing but a series of easy yeses.”
19:28
“No amount of ad spend is going to cover bad content.”
05:51
“You don't need a deadline baby.”
Word for word.
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metaphoranalogystory
If I was starting from zero and I had to get to $10 ,000 a month in the next 90 days, gun to my head, I'd take the first 80 days off because this plan's so good, I could do it in a week and still have time at the end for a cheeky long weekend. In the last two years, I've helped 623 people get to six figures, $10 ,000 a month inside 90 days.
I helped 52 people get there in three days flat. In this video, I'm going to give you the exact three -step plan that I gave to them so that you can hit $10 ,000 a month and hold it consistently now. But I can't just tell you the plan because you'll forget.
We need to write it down, lock it in together. Come. All right, so we're going to make a plan.
First thing we need is a really clear goal. So the goal is to get you to 10K a month consistently. That makes you a six figure coach.
Every new coach I've talked to has the same first goal. If I could make this my full -time thing, if I could take the financial pressure off, if I could turn this into a thing where I get to like actually help people and get paid for it, that'd be awesome. The truth is that most coaches don't make it.
Before they get to six figures, most coaches go broke, give up and have to go back and get a job. This is a really sad metaphor, but I'm going to say it because A, it's true. And B, it'll show you why I'm making this video for you right now.
Most coaches are like . I don't know if you've ever seen that on a nature documentary, but like a mother turtle will come and lay like 300 eggs. And one day, all of a sudden, when the moon's just right, the baby turtles hatch out of there and they break out of their shell.
They dig their way up to go off and live their best lives. Or so they thought. Here's what actually happens.
They get to the top. Guess who's waiting? Seagulls.
So from 300... It's brutal, dude. It's like the D -Day landing.
Seagulls pick off a bunch. Maybe a crab or two. They get into the water.
Boom. They get eaten by fish. Little fish.
Then bigger fish. Out of a thousand baby turtles, one grows up to be an adult turtle. That's what happens to coaches.
It's really freaking sad. I'm so sick of seeing new coaches start full of high hopes and just getting crushed by bad advice, by people telling them they need to do all of these things, trying to sell them some freaking course that doesn't even work and they don't make it. And so this video, if you're a baby turtle, this video is for you.
Drop me a, is there a turtle emoji? If there is, drop it in the comments. Let me know.
You saw this vid. There's three things which stop new coaches getting to $10 ,000 a month. The first is a biggie.
messaging is unclear.
And so when they talk to someone about what they do, they don't really get it or they get it and they just don't want it. As a result, you get overlooked.
Number two, the market you're playing in right now is super competitive and you're against, up against, like you're a baby turtle, you're up against the big fish, the sharks, bigger budgets, more experience, better on camera. And because of that, your marketing gets ignored. and you end up invisible.
And third, you're underpaid because your sales process is clunky and kind of awkward because selling yourself is hard, especially when you're a bit low on confidence. So if you've been feeling overlooked, near visible or underpaid, now we know why. The message isn't clear enough.
The marketing is getting ignored and sales is feeling clunky and awkward. And the hardest part about this as a baby turtle is you're brand new. Your confidence is at its lowest.
Your audience is at its smallest. Your budget is the smallest it's ever going to be. And meanwhile, you're getting circled by sharks.
People giving you bad advice to sell a course, telling you you've got to be on every platform all the time. If you listen to the advice, you're supposed to set up these complicated funnels, spend a bunch of money that you don't have on ads, post on every platform all the time, charge high ticket and become some kind of high ticket closer when really you got into this thing to help people and make some good money.
Each of these people gives you a piece, but what you need is the whole system. I was working three or four part -time jobs just to make ends meet, making about $60 ,000 a year. But if you take out tax, And then our son Zachariah was a dancer.
So we put him in a performing arts high school. It was 20 grand a year. So 60 minus tax minus 20 leaves like, I don't know, 15 grand a year for a family of five.
It was rough. But one night I caught up with my mate, Sam, one of my best mates. He's like, how are you going?
And I was like, happy -go -lucky. And I was like, man, it's really stressful. Like, I don't have money.
I'm supposed to go to Woolworths, a supermarket on the way home and get groceries. I don't have the cash. He lent me $200.
So I go to the supermarket. I said, thanks, obviously. Go to the supermarket, get home.
Key in the door, open the door. And Kira Marie, my wife's there waiting for me. And she's got this big, like expectant look on her face.
She goes, babe, I've got some news. I'm like, oh, I love news. She goes, you might want to sit down.
My brain's like, I don't like sit down news. Like, can we be honest? Sit down news is never, never good news.
So I sit down on the edge of the bed and I'm holding her hand and I'm looking up at her face. And she says, hon, I'm pregnant. And we had this amazing moment.
Like I give her a hug. I'm like, oh babe, that's incredible. Yeah, like so excited.
She walks out of the house, out of the room. I closed the door and my world just collapsed. I was like, oh fuck.
Like we're on the knife's edge right now. We are screwed if I don't turn this around. I was like, if I can't get to $10 ,000 a month by the time this baby's born, we are fucked with a capital F.
I'm sorry to swear. I was panicked. The next two weeks, I was in a complete spin.
Literally, I'd have to go out for a walk and pace just to like try to clear my head and it didn't really work. I didn't know any of what I know right now. All I had was like angst and a deadline.
And so I hustled. I did what I could. I talked to people.
I sweated ball bearings for nine months. And at the end of that period, just before the baby was born, sure enough, we squeaked in and it saved my ass. Think about it now.
I had a... a deadline baby, like a ticking clock. You don't need a deadline baby.
You just need a deadline baby. Here's the good news. I worked my butt off with no plan and frantically like somehow made it, but we've got a plan now.
So I want to show you the plan. So if there are three core problems, there are three simple solutions and that's our goal. So let me show you the three milestones on our journey.
We're going to do them in this order. order is really important. And then I'll show you the tactical how -tos.
The first thing, if we're overlooked because our message is unclear, the first thing we need is what I call a perfect offer.
We're going to help. How does it work? How do we package it so that when we talk about it, it's clear and compelling, they get it and they actually want it.
When we've got a clear, compelling offer that we can talk about and people get it, instead of being overlooked, we become valuable to the market. Our marketing has been getting ignored and so we're kind of invisible. Here's the good news.
Because of the changes in the algorithm, you don't need a big audience. You just need an active audience.
We don't need a big ad budget or fancy cameras. One of my friends just got to 50 ,000 followers just using his phone by posting a simple video every day. I'll show you exactly how to do that.
We just need a small audience that's engaged. and growing. In the old days, honestly, a big audience was a massive advantage.
Now, it's not a social graph anymore. It doesn't matter how many followers you've got. It matters what the content is.
It's an interest graph. The algorithms are built to show useful stuff to exactly the right people. One of my clients, Brandon, just started a brand new YouTube channel three days ago, posted his very first video.
It's just useful. It's not sexy. It's had 15 ,000 views from zero in three days with an audience of nobody.
Just a small number of the right people to engage and that audience will grow and turn into sales. When you've got an active audience, you go from ignored and invisible to attractive and visible. Our goal isn't viral.
I'm just going to show you how to build great content that gets you found. So we've covered product and messaging a little bit, the marketing side, and on the sales side of things, instead of being clunky and awkward, we don't need to turn you into a high ticket closer. Anyone who's telling you like, we need to charge.
premium prices and turn you into some kind of like sales wizard, that's bullshit. You don't need to get better at sales. You just need to become more viable.
And so instead of awkward sales, we just want a simple process that lets you share your offer with the right people and have them sign up. It could be a natural conversation. I'll show you how to do that.
Or the offer just laid out in a simple one or two page document that they can read and say, I'm in. So in the rest of this video, I'm going to show you how to get valuable with a perfect offer and show you how to get visible with an active audience and how to get viable with a simple sales process. So let's get to it.
Let's start right here. Our first milestone is how do we turn an unclear message into a perfect offer? There are three steps.
I'm going to bang through them right now together. Step number one, the very first thing we need to know is if you're going to be a coach who's successful, you've got to be successful to somebody specific. The first step is to nail your niche and figure out who's my person.
You've heard about niching before. I'm sure you've heard about avatar. Do not skip this step and do not leave this video because if you get this wrong, everything else is hard, right?
The mistake that every coach makes, especially in the beginning, is trying to go broad because they're worried that if I niche down too tight, I miss out on opportunity. I want you to think about it like this. We're about to go fishing with our marketing.
with one of those nets. And what most people do is they try to cast their net really, really broad to catch as many fish as they can. But think about it.
The net you've got, if you spread it super broad, yes, it spreads more territory. But what happens to the size of the holes? The holes get bigger and the fish you want swim through.
There's a great book called Coach Anyone About Anything. It's a great title. It's got mad skills.
I'm sure you've got the kind of skills that could help you coach anyone about everything. But just because you can. doesn't mean you should.
Please, for the love of the tolly, instead of trying to coach everyone about everything, coach one person about one thing. We're going to figure out who our perfect person is, what their core problem is, what the result is that they want. In other words, a problem and a promise, and then what's our process to get there.
When you can articulate that, the right people will tune you in and the wrong people will just walk on by, save you both a bunch of hassle. So how do we pick? Well, the right market for you has three things going for them.
You like them. That's important because you're going to be doing this work for a while. Number two, you can actually help them.
And number three, they'll happily pay. I meet so many coaches, especially ones who are new and a bit lower on confidence, who work with people that they love, who they can really help, who don't got the monies. Get the monies.
There's a whole process for picking the right person. But for now, let me address the biggest fear. What if I pick the wrong one?
You don't have to get married right away. We're just going to date it for the next 90 days. One of my friends, Randall, had this dating rule.
Anytime he met a new girl, this is going back a while, but anytime he met a new girl, he would spend up to $500 on a relationship before he had to call it. This has got a future or it doesn't. Randall's $500 rule, our 90 -day rule, it's a good rule.
Once we know who we're helping, what their problem and promise is, then we need to design a program that helps us deliver that. So step number two in our process is to unpack your model.
Honestly, . We use it in marketing, in sales, and in delivery. But for now, let's think about it from a delivery lens.
Designing a coaching program that actually gets results is really good in a bunch of ways. Number one, it gets them real results. Fantastic.
Number two, it gives you a ton of confidence that you can actually deliver the goods and do it in a way that doesn't bog you down. To build out a Magic Model, we really need a few core pieces. Number one, watch the dream come true.
That was what I drew in yellow. Number two, what are the obstacles? They're in red.
Number three, what are the milestones? In green. And finally...
What's your plan, your pathway to get them there? These are the missions. Now, delivering a program becomes easy because all you're going to do is to take people from reds to greens by using these blues.
Marketing and sales gets super simple because again, your job is really clear. The only things you talk about are things on this map and you could talk about those things forever. So we know our person.
Now we've got a plan. The next thing we need to do is package it into an offer that'll sell. Step three, craft your offer.
And the tool we use to do this, It's called the offer diamond. Every great offer has five core components that we can use to make it more attractive and easy to sell.
The offer has got two jobs. The first is clarity.
In other words, when you explain it to them, do they get it or not?
And second, desirability.
A lot of new coaches, when they talk about what they do, people just don't get it. And then sometimes they get it, but instead of being hot, it's not.
Remember, our job isn't to be great at sales, it's to be easy to buy. We've got to get your offer into this zone up here. Whenever someone's looking at your offer, they're really balancing two sides of the equation.
The risk, man, what if this all goes bad and I just lose my money and waste a bunch of time? And the reward, what could be great? And so in our offer, we need to balance, Both of those things.
We're going to do it using an offer diamond.
On this side, reward, maximize the desirability. And in this side, removing the risk so it's easy to say yes to. Let me give you a quick run through.
Your offer needs a really clear, compelling promise that they can point to. Oh, if I do this, I'll get that. Like that energy drink in America called Five Hour Energy.
Okay. whether it's good or bad. We both know it's bad, but it's got a really clear promise.
Next, bonuses. If I do it now, what are you going to give me that'll help make it faster, easier, and give me better results? And on the red side, the away from side, we need to make sure we, we need to remove the risk with a guarantee.
And then a payment plan that makes it easy for them to get started. If we balance these two things out, like we shrink the risk and we up the reward, Then we just got people on the fence and our job is made easier when we add some urgency because you're starting a cohort at this particular time and some scarcity because there's only a limited number of spots.
Let me be really clear. I'm not saying fake urgency or fake scarcity. I'm saying real urgency and real scarcity.
You've actually got scarcity built in. Even if you've got zero clients right now, could you look after 42 ,000 clients tomorrow morning? No.
You'd die. So there's a number somewhere between zero and 42 ,000 is an actual number. And it's probably like five, maybe it's 10, right?
But it's small. We're going to pick a small number for our first pilot program. And we're going to start on a set date.
So there's urgency, a reason to do it right now. Once we've got a great offer, we're going to dial it into a really simple two -page document that we call an offer doc. And it's a simple description of how the thing works, who it's for, all of the key components so that somebody could read it and say yes without having to talk to you.
You can sell just with a doc if you want to. We do. But if it's a brand new offer or you're looking for your first five clients, I highly recommend that we do this doc for you.
Sell it in conversations on calls because then you'll learn your market, what they really need. You can change the offer and then you can pour everything you've learned into a doc and sell without calls from then on. So we've got three steps.
Your person, your plan. and the packaging. And if you want to get to $10 ,000 a month, these are your first three steps.
You can do them in a day. You can do them in a week. You can take a month.
But regardless, these are the first three steps. Once we've got this dialed, then we get into marketing and it'll actually work because we know what we're talking about. I just realized we were talking about pay plan.
We haven't had the how much do I charge conversation. Let's do that right now. The truth is that there's two competing forces against you.
There's a bunch of like high ticket bros telling you you need to charge 10 grand because you're worth it and crush deals on sales calls. And then there's your scaredy cat little voice in your head going, but I'm new.
I'm not big enough to charge big money. I haven't. I get it.
They want you to overcharge because frankly, you're not worth it yet. Probably. And the little voice in you wants you to undercharge.
And the truth is that . We just think about like a little spectrum here. Up the top is how much you charge.
And down the bottom is how many people you need to get to 10 grand a month. Let's call it 100 grand a year. What are the options?
Well, we could charge a dollar or $10 or $100. Or $1 ,000? Or $10 ,000?
Or $100 ,000? Can I just be super honest? You're not worth $100 ,000 yet.
If you were, you'd only need one client. We'd be sweet. If we charge $10 ,000, we'd only need 10 clients.
$1 ,000, we need 100 clients. $100, we need 1 ,000 clients. 10 ,000 clients?
100 ,000 clients. Well, here's what I know for sure. We can't do that because you're not worth it.
I mean, as a human, you're worth it, but in the marketplace yet. And you don't have an audience big enough to make 100 ,000 sales of anything or 10 ,000 sales of anything or 1 ,000 sales of anything. Our sweet spot is going to be in here somewhere.
I reckon the magic price point for someone getting started is between 2 and 5K. You're going to go, I'll take 2. No, no, no.
Hear me out. At a 3K price point, we need, what, 3 or 4 sales a month. to get to 10K a month.
And if we do the offer work right, people will look at your price point, like three grand, and it's a no -brainer because we've designed it to get them an actual outcome. So they're the three steps. Pick your person, map out the plan, package up the offer.
When you do that, this system works no matter what the niche is. I've had health coaches, I've had business coaches, I've had people who sell money, people who sell emotional clearing. I had a handstand coach once who sold an $8 ,000 how to do a handstand program.
If they can do that, you're going to be just fine. It even works in borrowing markets. We have this client, Josh.
Sorry, Josh, it's kind of boring. He coaches engineers. You know people with pocket protector, protector, protectors?
Engineering consultants. They're a very left -brain, logical, analytical market. And when he first started, he was low on confidence and they were high on intellectual rigor.
It was really hard for him to get people to say yes. So what do we do? We figured out what segment of the market made the most sense for him to target.
Not just horizontally, it's going to be engineering consultants, but like vertically, were they bleeding, slipping, stable, or leading? We picked a market. We figured out what they really needed and designed a perfect program for them.
And then dialed in the offer so that it was easy for them to go, oh, that's for me. It'll get me where I want. I can see the plan.
I'm happy to pay. How's Josh? That was a few years ago.
Josh hasn't changed his program yet. He's still using the same magic model. the offers upgraded a bit because there's confidence and results have upgraded this price.
Josh is on track to do 2 million bucks this year. And it all started with nailing his niche, unpacking his model and crafting an offer. When you do nursery things, you go from overlooked to being seen as valuable.
So now we've got a killer offer. We just need to get it in front of people. We need to get the right people to care.
Like I said before, you don't need a massive audience. but you do need an active audience, a small group of people who are on target, who are after, and are engaged with your stuff. If anyone tells you that the very first place to start for your marketing is with ads, walk.
No amount of ad spend is going to cover bad content. So the very first step is we need to... The very first step is we need to learn how to craft compelling messages on social media.
Most people will tell you, you need to be everywhere. If you look at all the gurus, they're posting on 17 different platforms, 142 times a day. We're not going to do that.
So there's a bunch of pressure for you to be everywhere and you don't have to be. When you get started, the goal is really simple. Your content strategy is going to evolve as your business grows.
But if we go like phase one is all the way to 30K a month. Phase two takes us to like 100K a month. And phase three is after that.
Clearly we're in phase one. Phase one is about volume. We're going to start with short form.
content. We're not going to do long form stuff. We're going to start with short form.
There's nothing wrong with YouTube or any long form platforms, but short form's got a bunch of advantages. And the most important one, if I'm a new coach, is that I can post one thing every day and learn from it. I'm going to post it.
I'm going to see what happens and learn a lesson. I'm going to make the next one better. If you post a YouTube video once a week, like I do, I only get like one chance to improve per week.
But when you're getting started, we want to iterate because our job is do short form content at volume. And we're going to iterate because as we iterate each day, we're going to learn three things. We're going to learn to sharpen our message.
We're going to learn the content game. And most important, you're going to find your voice. And we want this process to be quick and iterative.
So we start shit and we get better fast. I could tell you about what comes next, but you aren't ready for it yet. And I'm your coach, so I'm not.
Okay, so we've agreed we're going to do short form content. What platform do we pick? And then we're going to do videos or...
or writer or what? Short answer is out of all the platforms, Instagram, Facebook, LinkedIn, X, TikTok, et cetera. You could be on any of them.
Your prospects are probably on all of them. The one you should pick is the one that you're a native to, the one that you naturally go to because then you kind of understand it better. The only other thing I'd say is, you know, you either like to talk or you prefer to write.
And we'll lean into your preferences. I've got clients who crush on each of these platforms, doing each of these things. Pick the one that's most you.
We're not going to do long form. We're going to do short form. For me, I've gone, you know what?
I'm going to do Instagram. I'm going to talk because it's easy for me. We'll find yours together.
So what do you talk about? You talk about stuff from your magic model. How do you say it?
Every banger piece of content is built exactly the same way. A hook to grab their attention. A build, story, list, or steps.
A payoff, like what's the key insight or takeaway? And then an invitation. We use these banger cards, pocket bangers, to sketch them out, but that's a topic for another conversation.
So now we're posting content that's starting to get the attention of the right people. The problem with organic content is it's kind of slow. Here's the problem.
It feels like we've only got two choices. Either we post organic, upside, it's free. And when you're little, we love free.
Downside.
It's a really slow burn. It takes ages to get traction. At the other end, we've got ads.
Upside, we grow faster.
Downside, if you don't know what you're doing, they're super expensive.
Which is risky. So if I had a gun to my head and I needed to get to $10 ,000 a month fast, I would take the best of both worlds. I would create organic content and find a way to make it go faster without it being slow and certainly without the risk of it wasting a bunch of money.
The way we do that is by boosting content. In fact, our whole strategy, we used to spend $60 ,000 a month on ads and we don't anymore. On a big month, you don't have to spend this much.
On a big month, we'd spend six. And all we do is we post organic content and then we boost it. So we post content and we amplify it with ads so that it reaches more.
people. This is optional, but if you want to turbocharge it, we're looking at spending $5 to $30 a day. And it just speeds up the rate at which you get the audience you want, the sales you want, the money you're after.
So we've just started to post on socials and iterate. The way we accelerate the journey is by boosting it. Our job is to boost our audience.
It just speeds the thing up. So we have great content and it's starting to connect with people. The audience is small.
but it's growing. But if you don't have this next piece, we're going to end up the same as all the influencers, like . What we need is a bridge between our content and our offer.
And the way we do that is to get people to raise their hands. Let me give you a crash course. It's the bridge between your content on socials and sales in conversations.
The easiest way to get somebody to raise their hand is to make a low risk information offer. In fact, . So we make the yes easy enough and desirable enough, you'll crush.
The way we do that is with a micromagnet.
You've probably heard of lead magnets before, you know, where we give away useful information. Information's okay, but no one's on social media looking to learn stuff. It feels like work, especially nowadays.
So instead of giving them an information magnet, what we want to do is give them a tool, a tool that gives them quick relief and an instant result. in two minutes or less without really trying. That stuff is hot right now.
So there are three steps. Number one, identify a splinter, a small painful problem that fits somewhere on your magic model. Step two, offer them a microband, a little tool that will fix it in two minutes without really trying.
There's a bunch of different formats for these. We've got GPTs and stuff that get the job done. But we identify a problem, we offer to solve it for them.
And then when they get it, they get a quick result and a quick win. And they're like, this guy's good. This guy's great.
And then it invites people to take the next step, the next easy yes towards working with you. What's the next step you could invite them to? Well, it's the next step in your process, which could be, do you want to chat about it?
Could be, let's have a call. Or it could be, I'm starting a new pilot program. This is the one that we're going to use together.
If we did this journey, starting a new pilot program to help a bunch of people like you get results like this in the next short period of time for 2 to 5K, like we talked about, would you like to join us? And that's just called the invitation.
If I was getting started, that's where I'm going, but you do you. We started this section with a really valuable offer. We knew who it was for, how we'd help them.
We packaged it up nice, and now we've got their attention. We're posting on socials, we're posting bangers with hooks, builds, and payoffs. and invitations.
We've boosted it so we're speeding up the way in which people discover us, our audience is growing, and now we're getting them to raise their hands. We need to get the monies. These skills sound really simple, but they can take you all the way.
Remember a few years ago, I was working with a brand new coach. She was super passionate about what she did, incredible personality, low on skills, no audience, no cash. Her coaching business was about a year old.
She made 63 all year. Well, guess what we did?
Picked a niche, designed a model, crafted a great offer, got her posting on socials, getting people to raise their hand. Those skills have taken her all the way. Took her from $63 to her first $10 ,000 a month.
Hit that three months in a row, joined us in Black Belt. Black Belt got her to a million dollars a year. Awesome.
She just ticked over $20 million made with those same simple skills. And if you look at what she's doing right now, she's crushing socials, making offers, boosting your audience, getting people to raise their hand and buy your stuff.
It starts small and it gets big real fast. Shout out Maria. So we've got you valuable.
Now you're visible. Let's get you buyable. So once they raise their hand, we need to take them by the hand and invite them to work with you.
There's three simple steps. Let's get them out. The very first part of this thing is, so we've got somebody to raise their hand.
It's like they're ringing your phone or they text you. If you don't text back, it's kind of a douche move. And so the next step is to do what comes naturally.
When someone texts you, we text them back. So somebody's raised their hand, say, tell me more about this. Our job is to have a conversation.
Conversions happen in conversations. And so our job is to spark conversations. We're not just going to do chats.
We're going to do cell by chat. We're not sliding into people's DMs all weird and creepy. We're just going to have a simple conversation to work out, are we a fit or are we not?
Those conversations have three simple steps.
First, we're going to connect.
They've reached out. We're going to connect with them. We're going to open.
We're going to start a conversation. And our first job is just to get them to respond. Next, we're going to qualify.
Our job is just to work out, are we a match or are we not? There's three questions we ask, which help us figure that out. And then if they are a match, then we get to invite.
we either invite them to join our program or we invite them to have a call. We just invite them to the next easy yes. Our job isn't to try to sell everybody.
It's just to work out who are the people who are a great match for. We're looking for what my friend Dean Jackson calls five -star prospects. So imagine five stars.
These are like little gates that we go, oh yeah, you passed test number one. We assume everyone's a five -star prospect unless they teach us different. But our first step is like, are they willing to engage?
In a dialogue. In other words, when you message them, are they happy to message back? Next, are they friendly and cooperative?
You'll know pretty quickly if they're not. If they're not, move on. Next, plenty of fish in the sea.
Next, do they know what they want? So we ask them, what's the best way to find out what they want? We'll ask them, do they know when they want it?
because you want to help people who want to do something about it right now. And then finally, would they like some help? How do we ask them if they want some help?
Would you like some help with that? And they'll say, sure. How does it work?
You tell them. That's the process that we use as we go through this qualification piece. The job of these conversations is to treat every conversation with a prospect like an audition.
Most coaches are terrified of getting rejected. And so they try to make their best impression. They like, they tap dance and they jazz and they, they jazz.
They definitely jazz. They throw everything in the kitchen sink at the offer. They lower their prices.
They like flex on terms because they're trying to impress the potential client. It's like an audition on American Idol. And it is.
But the truth is that instead of you being the one on stage, tap dancing and trying to impress the judges, you're Simon Cowell. You're the judge here. Not in a judgy way.
Just you have to go, I've got the ticket to Hollywood. They've got a problem. They're going to tell me what's going on.
I decided, do I want to use my ticket on them? or not. Everything changes when you take the desperation out of the sales process.
Remember, our job is to work out, are we a fit or are we not? We're here to audition them, not audition for them.
This audition can happen in the chat conversations. If we're selling with calls, it's a 10 minute call called the triage call. And then we go to the last step, which is where we make the offer.
We invite people to join us. Remember, our job isn't to be better at sales. Our job is to be more viable.
That last step can happen in a one -on -one conversation. It's super natural and casual and real, or it can happen in an offer doc. Both of them work just great.
If it's a brand new offer, I highly recommend you do calls first. You'll learn your market. You'll learn exactly their language, their frustrations, their hopes.
That'll help you feed that back into the offer. and make it even better. Once we're done our first five, then we just send people the offer doc.
They'll read it. 30 % of them will say yes. And away we go.
This is how we get happy clients paying you money.
If sales have been awkward, the secret isn't getting better at sales. It's to become more viable. Yesterday, I caught up with a client.
You're not meant to have favorites, but he's one of mine. His name's Jay. And when we met, he was a really burnout agency owner.
He used to run Facebook ads for people. And he had a false, like one of the get from agency into coaching started and had a false start. It didn't go really well.
He was like working really hard. It was a disorganized mess. And he joined us in this program called clients, which is like, how do I get to $10 ,000 a month?
And he did it, got him to 20 or $30 ,000 a month. And he joined Black Belt. In Black Belt, he scaled it up, hit a million dollars a year.
Now he does $3 million a month, which is just a mental number. Put that out of your mind. That's not the point.
The point is this, his whole process for getting from nothing to. $3 million a month was sell by chat. So it's content boosted, get people to raise their hands or follow, have chat conversations, get them onto a call, have them say yes.
That's all he does. This is not just the foundations for how to get to $10 ,000 a month and keep it, but it's the foundations to go from, forgive that, we're going to roll back like 20 meters of tape. It's the process for going all the way back to...
the start of our conversation back here. Those steps are not just the keys for getting out of survival and disability, but they lay the foundation for scaling it up from there. So in the last couple of years, I've taken 623 people all the way through this process to $10 ,000 a month in 90 days or less.
We've made some upgrades in the last six months because the world's changed. the algorithms are completely different to how they were when I first built this. And I wanted to see how quickly could we speed run someone through the process from like just getting started or I don't know what I'm doing or I don't have any clients yet to 10 grand a month.
Turns out the answer is three days. And so a few months ago to pilot test the new model, I took a group of people through this live in a three -day online workshop, literally in three days. We moved fast.
On day one, they went from, I don't know who I'm talking to, to I've got a niche and a magic model and an offer in a dock. It was killer. Day two, We designed the content and they started posting it, started to get some engagement.
The truth is, even in the tiny social audience you've got right now, there's bias. Because on day three, it came time to like tie it all together, actually get people to raise their hands and say yes. I got them to post something we call the invitation.
It's templated, but they posted the invitation live on their social channel of choice. Some of it was Facebook, others was Instagram, whatever. And they shit themselves.
One of the things I told them right at the start was, you're going to be scared, but that's not a reason to not do this. Courage isn't not being scared. .
And so people are like, oh crap, I'm scared. I'm like brown pants. And like, all right.
I put a three minute timer on my little stopwatch thing here. I said like, post it right now. If you do, I'll be proud of you.
And they're like, all right. They posted the thing. And they're like, oh, I'm crapping myself right now.
They literally shout themselves. I get it. Putting yourself out there is hard and scary.
Anyway, so they did. All of a sudden, people started to respond. Like, oh, I'd like to find out more about that.
Oh, tell me more about that. Like, give me the details. within like two minutes.
And over the next couple of hours, people started like leaning in. These people who thought they had no audience had some lurkers. So what did we do?
Well, we took the, we got them to raise their hand and what did we send them? The offer doc from over here. I'm like, great.
Once they've done that, send them this message and a link to your doc. And they did. And they shat themselves even more.
But guess what happened? People started saying, I'm in. And then we sent them the link to buy.
And on that day, In those three hours, 53 people went from like, I haven't sold anything on the internet ever to signing their first ever paid clients. And they did it with brown pants.
And once they did it, like they didn't believe it. Once they'd done it, they couldn't not believe it anymore because they just proved it. We did it in three days.
I'd probably recommend you take a little bit longer. You might do it in three days or three weeks or maybe three months. But in 90 days time, you can be at $10 ,000 a month consistently with zero questions.
So now you've seen the plan. The next step is to do it. If you'd like to do it solo, go right ahead.
If you want to do it with my help, there's a sneaky link in the description below about a special group that we're running to help people like you get to $10 ,000 a month in the next 90 days. So click it, have a read. If it looks like you, it'd be super fun to work together.
Zero pressure either way. But if you'd like to do it together, we could team up and make something magic happen. I've got to run.
I've got to pack. Big love. Hope this has been helpful.
Bye -bye.
The Hook
The bait, then the rug-pull.
The opening line is a brag with a deadline attached: given 90 days to rebuild from zero, he says he would waste 80 of them. What follows is the plan he claims earned that confidence, drawn live on a notepad so you can copy the map rather than remember the speech.
Named ideas worth stealing.
06:30model
Valuable, Visible, Viable
- Valuable: a perfect offer, so the message lands
- Visible: an active audience, so the marketing reaches the right people
- Viable: a simple sales process, so people can actually buy
The spine of the whole video. Each of the three stalls a new coach hits maps to exactly one milestone, and they are explicitly sequential rather than parallel.
Steal forany service business diagnosing why revenue is stuck
08:20list
Three steps to a perfect offer
- Nail your niche: your person
- Unpack your model: your plan
- Craft your offer: your packaging
Person, plan, packaging. Presented as doable in a day, a week or a month, but never out of order.
Steal forbuilding a first paid offer from scratch
10:25list
The three-part market test
- You like them
- You can actually help them
- They'll happily pay
A niche has to pass all three. The common failure mode is picking a market you love and can help that has no money in it.
Steal forchoosing or validating a niche
10:55concept
The 90-day dating rule
Borrowed from a friend's $500-per-relationship dating rule. You are not marrying the niche, you are committing to it for 90 days and then deciding whether it has a future.
Steal forunsticking anyone paralysed by a positioning decision
11:24model
The Magic Model
- Yellow: the dream come true
- Red: the obstacles in the way
- Green: the milestones along the route
- Blue: the missions that move them
A single hand-drawn map of a coaching program. Delivery becomes moving clients from reds to greens using blues, and every piece of marketing content is drawn from something already on the map.
Steal forturning expertise into a deliverable program
12:25model
The offer diamond
- Promise: clear and pointable
- Bonuses: faster, easier, better results
- Guarantee: removes the risk
- Payment plan: makes starting easy
- Urgency and scarcity: real, not manufactured
Five components balancing reward against risk. The stated job of an offer is not to be sold well but to be easy to buy.
Steal forpackaging any high-consideration offer
16:30model
The price ladder
- $100,000: one client
- $10,000: ten clients
- $1,000: one hundred clients
- $100: one thousand clients
Drawn as price on one axis and client count on the other. The top rungs fail on credibility and the bottom rungs fail on audience size, which leaves two to five thousand dollars as the only workable band for a beginner.
Steal forsetting a first price with a defensible reason
20:00model
Content phases
- Phase one: up to $30K a month: short-form volume and daily iteration
- Phase two: up to $100K a month
- Phase three: beyond that
Used to give the viewer permission to ignore everything that works at scale. Phase one is explicitly about reps and learning, not reach.
Steal fordeciding which advice does not apply to you yet
22:25list
The banger structure
- Hook: grab attention
- Build: story, list or steps
- Payoff: the key insight or takeaway
- Invitation: the next step
A fixed four-part skeleton for every short-form post, with the subject matter pulled from the Magic Model so the content never runs dry.
Steal forwriting short-form posts at volume without staring at a blank page
25:00list
The micromagnet
- Identify a splinter: a small painful problem on the model
- Offer a tool that fixes it in under two minutes
- Invite the next easy yes
Replaces the information lead magnet. The argument is that nobody on social media wants to learn, they want relief, so the magnet has to deliver a result rather than a PDF.
Steal forconverting attention into conversations
28:20list
Sell by chat
- Connect: open the conversation and get a reply
- Qualify: work out whether there is a match
- Invite: to the program, or to a call
Three steps for the DM conversation that follows a raised hand. Framed as replying to a text rather than prospecting, with the explicit goal of sorting rather than convincing.
Steal forany inbound sales conversation that starts in a message
29:05list
The five-star prospect filter
- Willing to engage in dialogue
- Friendly and cooperative
- Knows what they want
- Knows when they want it
- Would like some help
Credited to Dean Jackson. Everyone is assumed to be a five-star prospect until they fail a gate, which flips qualification from chasing to filtering.
Steal fordeciding who gets your time without a scoring spreadsheet
How they asked for the click.
VERBAL ASK
36:10product
“If you'd like to do it solo, go right ahead. If you want to do it with my help, there's a sneaky link in the description below about a special group that we're running to help people like you get to $10,000 a month in the next 90 days. So click it, have a read. If it looks like you, it'd be super fun to work together. Zero pressure either way.”
Held to the last 40 seconds and explicitly offers the do-it-yourself path first, which is why the pitch reads as a footnote rather than a turn. The whole plan was already given away, so the only thing being sold is company.
MENTIONED ON CAMERA
Visual structure at a glance.
