28:39Tom Noske · Interview
Your Offer Is Too Broad (Why No One's Buying)
A business coach spends 28 minutes untangling why a client's five rewrites of his offer all failed the same way: they were all still too vague to sell.
October 2ndThe argument in one line.
Once an offer starts producing clients, the fastest path to more income is cutting the hours each client costs and raising lifetime value, not pivoting to a cheaper product that rebuilds the business from scratch.
Read if. Skip if.
READ IF YOU ARE…
- A tutor or freelancer selling hourly through a marketplace platform who wants to set their own price and delivery.
- A coach who just had a first good month and is tempted to launch a $200/month membership or course library next.
- Someone convinced their niche is too broad, too odd or too commoditized to sell as a premium offer.
- A one-on-one coach spending two or more hours per client per week who wants the math for getting that under an hour.
- Anyone weighing monthly recurring pricing against a higher one-time transformation price.
SKIP IF…
- You want a content or audience-growth playbook. Content comes up, but this is about offers, pricing and delivery.
- You need a step-by-step tactical course. Much of the hour is an unscripted interview and a live consult with one client.
- You already run a systemized group program with an annual upgrade path. You'll recognize most of this.
The full version, fast.
A Spanish coach went from roughly $2,000 to $3,000 a month on a tutoring platform to a $10,565 September by narrowing his offer to advanced speakers who feel they can't be themselves in Spanish, and by pre-selling a product before building it. The host then runs the numbers live: at two hours per client per week he earns about $70 an hour, and a goal of $1.6 million a year over 2,016 working hours requires $793 an hour. The fix is not a $200 membership. It's systemizing the existing $1,800 offer so each client costs 20 minutes or less a week, avoiding lifetime access, and raising lifetime value through renewals and annual upgrades.
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Create a free account →Who's talking.
00:00hostTom Noske
00:28guestWardien Hernández
Where the time goes.
00:00 – 00:28
01 · Cold open
The $10,565 September reveal and the question of whether an unusual niche can work.
00:28 – 01:52
02 · A Spanish coach from Venezuela
The guest introduces himself: a former musician who helps people take their Spanish to the next level and feel like themselves speaking it.
01:52 – 07:20
03 · Platform tutoring to $10,565
Hourly tutoring on a platform that set his commissions, a one-month content burnout, an $8,000 course nobody bought, then a restart in June and a $10,565 September.
07:20 – 11:43
04 · Narrowing the avatar and selling first
He moves from 'anyone learning Spanish' to fluent speakers who can't show their personality, and pre-sells $4,000 of a membership that doesn't exist yet.
11:43 – 12:11
05 · Program pitch
Mid-roll pitch for the host's coaching program.
12:11 – 18:02
06 · Every niche has buyers
People pay for sink repair and sailing-around-the-world coaching. He learned positioning by studying successful creators outside his niche.
18:02 – 21:30
07 · What's next after 10K
The lean launch context, his goal of the same income with fewer hours, and why $100K a month still feels impossible to formulate.
21:30 – 25:07
08 · Compress the client window
On the iPad: if a week of work produces one client, find what happens in those seven days and squeeze it into two.
25:07 – 30:57
09 · Hourly rate per client
Six clients, 12 hours a week, about $70 an hour. Async delivery, group calls and shorter calls could cut that to 20 minutes per client and roughly $400 an hour.
30:57 – 35:05
10 · The idealistic hourly rate
A live exercise: 5am to 12pm, six days, 48 weeks, $1.6M a year. That's 2,016 hours and $793 an hour, and anything below it works against the goal.
35:05 – 38:11
11 · Ten minutes per client per week
How a high-ticket offer can be structured from day one so each client costs minutes, not hours, using roadmaps, one group call and optional booked calls.
38:11 – 42:25
12 · Tweak the offer, skip the pivot
Why a low-ticket membership is a detour, and why growth should give you more time. Question every delivery step: remove, reduce or move it to a group.
42:25 – 48:02
13 · Build top down, protect reputation
Systemize the high-ticket result first, then distill it down. Low involvement means low success rates, and unsuccessful clients become reputation drag.
48:02 – 50:01
14 · Lifetime access and what programs deliver
Lifetime access makes products impossible to change. Most $2K to $4K/month programs are a weekly mastermind, a hot seat call and messaging support.
50:01 – 54:38
15 · LTV beats MRR
The annual upgrade at current LTV: $1,700 average becomes $1,900, then $3,600 on renewal. An $1,800 transformation with renewals likely beats $200 a month.
54:38 – 56:21
16 · The revised plan
Keep the offer, pre-record the repeated explanations, raise it to $3,000 in three payments with six extra months of access, and renew at full price.
56:21 – 1:00:19
17 · Fear of not repeating it
Starting a new business to escape the fear that the first one was luck. Each repeat month makes the number a baseline, so do more of what worked.
1:00:19 – 1:02:00
18 · Wrap
Closing thanks, and a reminder not to teach everything for free.
Lines worth screenshotting.
- A $8,000 course recorded in a professional studio sold zero copies, while a membership pre-sold for $4,000 before it existed.
- "People who want to learn Spanish" is not an avatar; "fluent speakers who feel dumb and can't joke in Spanish" is.
- A good offer should get more people saying no than yes, because that proves it's targeted at someone specific.
- If strangers pay $500 a month to learn how to fix a sink, a proven niche like language coaching has buyers.
- Study successful people outside your niche; their positioning tricks transfer and your competitors aren't copying them.
- A coach selling street conversations to strangers doesn't sell the conversation, he sells the confidence it builds everywhere else.
- If one client shows up every seven days, the job is compressing whatever work happens in those seven days into two.
- An $1,800 90-day program delivered at two hours per client per week pays roughly $70 an hour.
- Cutting delivery to 20 minutes per client per week turns the same $1,800 client into roughly $400 an hour.
- Seven hours a day, six days a week, 48 weeks a year is 2,016 hours, so $1.6 million a year needs $793 per hour.
- Any task worth less than your target hourly rate is mathematically pushing you away from the goal.
- A high-ticket coaching offer can be designed from day one to cost 10 minutes per client per week without cutting effort.
- Ten clients, one group call, two booked calls and 45 minutes of messaging works out to about 20 minutes per client per week.
- It's easier to systemize a high-ticket offer and then distill it down than to build up from a low-ticket membership.
- The less involved you are, the more client results depend on their own commitment, and failed clients drag on your reputation.
- Never sell lifetime access; it locks your future self out of changing the product.
- Monthly recurring revenue is just people paying you every month, which doesn't require a small monthly price.
- Offering a $200/month member a full year at their average LTV of $1,700 raises LTV to $1,900, and $3,600 if they renew.
- The first reaction to a working business is often to start a new one instead of doing more of what already worked.
Cut hours per client before chasing new offers.
WHAT TO LEARN
A working offer grows by narrowing who it's for, cutting the hours each client costs and stretching lifetime value, not by launching a cheaper product next to it.
03Platform tutoring to $10,565
- Hourly tutoring through a platform caps income because someone else controls both your price and your delivery hours.
- Spending months building a polished course before anyone asks for it risks money on a product nobody wants.
04Narrowing the avatar and selling first
- Define the avatar by the specific frustration, like fluent speakers who can't joke in Spanish, not by the broad topic.
- Pre-selling a product before it exists is a cheap way to find out whether people will actually pay for it.
06Every niche has buyers
- If odd niches like sink repair sell for $500 a month, a proven category like language learning has paying buyers.
- Study successful sellers outside your niche, since their positioning ideas transfer and your direct competitors aren't using them.
08Compress the client window
- Find the bundle of work that produces one client per week, then fit that same work into fewer days.
- More posts and more platforms from the same content usually shorten the window faster than trying to make content better.
09Hourly rate per client
- Divide weekly revenue per client by weekly hours per client to see what each client actually pays you per hour.
- Async lessons, one group call and shorter phone check-ins can take delivery from two hours to about 20 minutes per client.
10The idealistic hourly rate
- Work out your required hourly rate from ideal hours, working weeks and yearly income, then stop doing work that pays below it.
11Ten minutes per client per week
- Design the offer from day one so delivery takes minutes per client, using a 90-day roadmap, one group call and optional booked calls.
12Tweak the offer, skip the pivot
- Question every delivery step and ask whether it can be removed, reduced or moved into a group setting.
13Build top down, protect reputation
- Systemize a high-ticket transformation first and distill it down later, because the reverse rarely works.
- Low-touch, low-ticket programs have lower success rates, and clients who fail will blame you, which hurts reputation early.
14Lifetime access and what programs deliver
- Avoid lifetime access, because it blocks you from changing the product as the business evolves.
- Most expensive coaching programs combine a teaching call, a hot seat call, messaging support and optional one-on-one calls.
15LTV beats MRR
- Offering monthly members a year at their current average LTV locks in revenue you'd already earn and doubles LTV on renewal.
- A one-time $1,800 transformation with renewals likely earns more per client than a $200 monthly membership.
17Fear of not repeating it
- Repeating a result is what turns it into a baseline, so do more of what produced the first good month instead of starting over.
Terms worth knowing.
- LTV (lifetime value)
- The total revenue a business earns from one customer across the whole time they stay, averaged across all customers.
- MRR (monthly recurring revenue)
- Revenue that repeats every month from subscriptions or ongoing payments, used to measure how predictable a business's income is.
- Lean launch
- Selling a small, early version of a product to a real audience before fully building it, to test demand and fund the build.
- Hot seat coaching
- A group call format where one participant at a time gets coached on their specific problem while the others watch and learn.
- Asynchronous delivery
- Coaching delivered through recorded lessons, messages or voice notes that the client consumes on their own time, instead of live scheduled calls.
- Time audit
- Tracking exactly where your working hours go over a set period so you can see which tasks cost the most time for the least return.
Things they pointed at.
Lines you could clip.
04:13
“I spent $8,000 on building a course that I haven't sold because then I realized that no one really wants that.”
09:27
“I sold four thousand dollars on a product that I still don't have.”
12:11
“There's people selling, I don't know, how to change your sink. $500 a month.”
33:21
“Anything that you do that falls beneath $793 per hour work is actively pushing you against that goal.”
35:05
“I spend 10 minutes per client per week with my high ticket clients. That's not because I'm not putting effort in, that's because of the way that I've structured the offer.”
38:34
“I think your business as you grow should give you more time, not less.”
48:02
“Lifetime access is a plague on your business.”
46:36
“The one true compounding growth factor in this online education business world is a group of human beings who have come to you with a problem and you've solved it for them.”
50:01
“LTV matters more than monthly recurring revenue.”
57:41
“Instead of going, okay, I'm just going to do more of all the ingredients that led to me signing a client, you've gone, okay, I'm going to go try and start a new business.”
Where the conversation goes.
00:00 – 11:43steadyGuest backstory and first $10K month
12:11 – 18:02steadyNiche fear and positioning
21:30 – 38:11denseHourly math and leverage
38:11 – 50:01denseMembership vs high-ticket offer design
50:01 – 56:21denseLTV, renewals and the revised plan
56:21 – 1:02:00steadyFear of repeating success
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September, I did $10 ,565, man. That's f***ing awesome. Yeah, man.
Had you ever sold your own product before or was this completely new? Everything was completely new. I imagine this interview will attract a particular type of crowd who's probably closer toward starting and they probably have that fear around my niche is a precious little snowflake.
How would you speak to that person? All right, let's do this. Mate, I would love for you to introduce yourself, let everyone know who you are, and then also who you help.
So what it is you do, what your business is about, because I think it's a particularly, I'm not going to say uncommon niche, because it's probably one that lots of people will do, but I don't think people who follow me might necessarily suspect that I would help someone in your niche do what you've been fortunate enough to do.
So that'd be a great place to start. Yeah, my name is Guardien. I'm from Venezuela.
And I teach Spanish. That's what I do. And actually, one of the things that motivates me the most to join your program and your communities is that you always mention that, hey, I have people working on many different things.
I have people working on things that I didn't even know or have never thought that I was a business. And that motivates me because I've always thought that Spanish is a good thing and people love learning Spanish. Duolingo is one of the...
biggest companies in the world. But I've never thought that I could actually make what I'm doing now and in the way I'm doing it now, teaching Spanish. So basically, I help people that want to take their Spanish to the next level, that they want to connect with more people, not only to speak better, but also to feel better when they speak a second language.
Amazing. So you're a Spanish coach, Spanish teacher. i'm a spanish coach yeah that's very cool so talk me through where you were before joining time to build because you're recently joined you joined in june and so only a couple months ago walk me through where you were before that what what content were you making where was your brand at what size was your personal brand were you selling any products and were they making any money before you joined yeah so i've been teaching in spanish i was a musician for biggest part of my life but i stopped loving working with music i start looking at music as a job and i don't like that right now i don't see this as a job so that's why i'm still loving it i love what i do yeah and uh i started teaching spanish like five six years ago on during covid yeah i also were free at the beginning because i just love teaching and and yeah i don't know i just love it i joined a platform and i've been doing that for a while but
Then I realized that I wanted to help people in a very deep way and to have more control in the things I do because I was working with a platform so they have control on commissions. I was charging like for hour. It was kind of like a job and it feels like a job.
The more I work, the more income that I have. And I don't know, I stopped loving that. Then I follow you.
I found you like. I don't know, two years ago. No, less than that.
I was like, okay, I like this. This guy is like the way that he talks about branding. You were the first, I would like with this, you were the first guy I have mentioned about personal branding.
Like literally that's, and that stuck in my head is like, then I start seeing people talking about personal branding. I was like, no, Tom was the first guy I remember that he talked about that. So I'm going to look for him.
I followed you and I started creating content. Not even a year ago, man. Wow.
I didn't know that. Yeah. And I started on September.
No, actually, yeah, September last year. But just for a month, I burned out because I wanted to have my videos edited. I didn't know how to edit.
I didn't know how to record. I used my iPhone 13 during that last year. And that's how I created the content for a whole month until I burned out.
And I restart again in June, like 20 days before I joined Time to Build. That's when I, yeah, very, I said, like, you know, I told my girlfriend, like, this is going to be the year. Like, I have this product.
I recorded like three hours of content in a professional studio. I spent $8 ,000 on building a course that I haven't sold because then I realized that no one really wants that. I know I'm good at this.
I'm going to join this guy's program if it works cool. If not, at least I know that why it's not working. So that's what I did.
And I haven't told you this actually, but I, in my unreasonable goals, I said that I was going to make my first 10K a month and I did it. Like September. You did.
September, I did $10 ,565, man. That's fucking awesome. Yeah, man.
I joined this call thinking we were stoked about six. It was kind of cheating because entirely. on stripe i made 9141 i can't even show you if that's good yeah and uh with my job because i haven't quit my job i'd make the extra yeah yeah yeah one like yeah of course i work way less hours like yeah i choose my time but but yeah i did it man amazing so That's so fucking cool.
I'm so stoked about that. That caught me by surprise. So June, 2026, you were working this, uh, what I'll call like contract.
You were a Spanish coach as part of a different freelancing platform. And you were earning like around the same amount, like a thousand dollars a month. From that?
No, it's kind of like $3 ,000 at most. Yeah, this month was, of course, less because I invest more time on the other things. Let's say $2 ,000 a month if you were doing $2 ,000 to $3 ,000 a month.
By September, you've done $10 ,000, $565 ,000. We'll call it $9 ,170 from this official new business. Okay, yeah, yeah, yeah, definitely.
That's awesome. that's so cool man congratulations so i think what's thank you i think what i'm what i was most excited about your situation is is i saw very quickly after you joined and we had a couple conversations a few light bulbs really went off for you that shifted everything.
It was almost like one conversation we had, especially the conversation around niching and your focus on helping people connect with other people. I think that was one for me where you took something that was, I'm not going to call Spanish coaching abstract because if anything, it's very specific, but you took something that's probably a commodity in Spanish coaching that you could get from Duolingo and you took it and made it yours.
And I think that's truly what was the unlock for you. And so can you walk me through, that conversation you and I had, and then maybe a few of the other things that we've changed from June till now that you think has led to this growth that you've experienced.
I think you probably won't notice how much impact you could have in a conversation. I don't really remember on a specific conversation. I have like every single thing.
I was like, okay, this makes sense. But the way I can summarize this is that sometimes we listen to things that In the paper, they make sense, but they really don't.
For example, one thing for me makes sense in many quotes was the fact that you should find your avatar, that you should have a target and that you need to have more people saying no to your offer than yes, because that will mean that you have a good offer. That makes sense to me in the paper. I was like, okay, cool.
Yeah, sure. It is not true until you actually take action because that was... I thought I knew what that meant.
My avatar was people that wanted to learn Spanish. I was like, okay, cool. It wasn't beginner.
It wasn't advanced. It was people that wanted to learn Spanish. I realized that the reason why I was struggling wasn't because of my product.
It was because my offer wasn't targeted enough. So if I target better, I could sell better. I love when you said, I know that not everyone will say yes to this one.
But I know that more people would say no to this other one. That for me was like, okay, that's all I needed to hear to really make the call. And I made a call.
Now I'm helping people that already speak Spanish, that has already a very good knowledge, but they can just connect. They cannot. Like they feel dumb.
They feel silly. They feel they cannot show their true personality. They cannot joke around.
They cannot show the people, hey, I'm a smart person. speaks two three four languages and this is me that's my target now so i feel better because now my lessons are not like let's use grammar and things which i hate teaching i know how to of course but i hate it and now it's more like i don't know live lessons and how to behave how to be yourself speaking your second language and right now this is my second language this english is definitely not my first one but but this is me so that's what i help people with and that's something i learned from you and uh definitely my man selling before having the product yeah i think that's one of the most important lessons i've had i sold four thousand dollars on a product that i still don't have which is a membership that i'm building right now i hope it's gonna be ready for next week yeah i really see it doesn't exist but at least i was brave enough to say like you know what i'm offering something valuable if they want if they want it they will pay it and it was like that like hey yeah that's a great idea like
Sign me in. I was like, okay, sure. And they sent the invoice and it worked.
Had you ever, up until that point before you joined, had you ever sold your own product before or was this completely new? Everything was completely new. Everything was, yeah, 100%.
I mean, experience on like probably selling things. Yeah, of course. services like on music i was a music producer for a while and and and negotiating yes of course but but no no no no no never social media like a dm hey i do this okay i want it let's talk sure paid never Yeah.
So walk me through, I think this will be really valuable for people to hear because it's one thing to hear it from me, but it's been a long time since I was a complete beginner when it comes to sales. So even I sometimes forget how difficult that moment is of taking the leap, right? You've almost got to and trust that you're not going to slam into the concrete.
And so what was the feeling before and then what made you just decide, okay, fuck it, I'm doing this, I'm going to go full tilt and see what happens. Because so many people, just full credit to you, I would comfortably say six out of ten people who join Time to Build just for whatever reason can't get themselves to cross that line, cross that precipice into actually taking action.
And it's a very difficult thing to do. It involves basically ignoring every part of... your previous being, everything you've learned up until this point and going, I'm going to do something so different and so foreign to me.
And I'm going to trust the process. What was that moment like before? And then what made you go, you know what?
I got nothing to lose. I'm gonna give this a shot and see what happens. What's up, my friends?
If you're like Wardian, you're a content creator and you have a niche area of expertise that you wanna effectively monetize with your own business, I think you should check out Time To Build. It's linked in the top line of description. Have a read, see if it's for you.
And if it is for you, it'll walk you through the exact same process that we took Wardian through that helped him go from zero in June to $10 ,000 a month by September. If that sounds like you and you think you're a good fit, I'll see you on the inside.
I have the answer, man. And I think that now it's easy because you see people in social media. There's such a wonderful people selling things that I couldn't believe that other people buy.
So for me, it makes no sense that there's people selling, I don't know, how to change your sink. $500 a month. It's like, why?
Are you paying $500 a month for changing yourself? It makes no sense to me. So my confirmation that whatever I'm doing is going to work is there's people selling things that I would never buy.
There's other people buying them. So it means that my thing that is a proven niche, which is Spanish, there's definitely someone out there willing to pay for what I'm given that I know. it's valuable because i know i've done this for a while so i say you know what fuck it and literally is that is fuck it yeah if it works cool if not i will notice like because your audience will tell you also what direction you should take what they're asking like most of my content ideas comes from my comments on my oldest post is like they're way more chances that it works, that it doesn't.
There is more than enough business to go around. I think if I've learned anything over the years, I've been humbled a couple of times by what I didn't think was a profitable niche. And then had someone show me an example of where that person makes a lot of money selling that exact thing.
I met a guy recently, he helps people retire. and then sail around the world. And so his whole niche is an 18 -month program where he helps retirees buy the boat, learn how to sail, learn how to map, learn how to do geometry, and learn how to sail around the world.
That is something that if someone came to me and goes, I want to start a coaching business where I coach people to sail around the world, I'd be like, I don't know. There's no enough market. but he's making millions of dollars.
That's insane. And so this exists across the board. And we've had clients inside Time to Build in just about every possible niche you can imagine.
And so it's really cool to see you say that because I think if we can continue to foster that environment, I think that's only going to get stronger and stronger and stronger. Yeah. And I want to add one more thing.
I don't know what your thoughts on this, but I think you should compare yourself with others. I this sounds like I don't know. How are your thoughts on this?
But when I was building my offer I was like I was I think this is ego ever gonna see I don't know but I was always thinking like my offer my My niche is way too broad. Yeah to target it And I always thought of my niche as something hard.
I was like, no, but I mean, Tom is easier. Oh, I don't know. This other guy is easier.
But my niche is a bit more difficult because there are many different levels. There are many different needs. Some people want grammar.
Some people want to talk. And then I was like, no. like how is tongue marketing so i was i was wondering like that like how is tongue marketing something that that he's working with people with many different niches with many different levels because sometimes there's people selling 100k a month and there's people that haven't sold one dollar in their lives how is tongue marketing that how is them promoting his thing and like I did with your content.
I did with many other people. I was comparing myself to other niches. Actually, I don't follow.
I almost don't follow Spanish teaching accounts. I just follow other people's account, like of other niches. I was like, okay, this is harder than my thing.
And he's doing it. How is he doing that? Yeah.
So comparing yourself with others, that was a key for me to really get it done. I don't think I'm near close where I want to be. five percent of where i want to be but that helped me a lot what would you say to someone then who because there would be people watching this i imagine this interview will attract a particular type of crowd who's probably closer toward starting uh on the beginner spectrum they would be closer towards the start and they probably have that fear around my niche is a or my interest, my passion is different to everyone else's or isn't going to work for X, Y, Z reason.
What would you say to someone like that who's probably looking at their experience or skill set and thinking that I don't, this can't possibly work for me. How would you speak to that person? Just be on Instagram for 30 minutes and you're going to see that there's people with way more difficult tasks and is doing it.
There's a guy that I follow on Instagram and I don't remember his name now. He's teaching people literally how to talk with other people in the street.
I don't want to talk with people. I don't like to talk to people. And I'm sure that probably most of the people in that community doesn't want to talk to other people.
But what he's doing, the way he's marketing it, is that he says that if you talk to someone random in the street daily. that will give you other capacities that you're going to be able to use in other environments. That's the way he's marketing it.
He's not selling like, hey, you're going to be able to talk to someone running in the street. That doesn't help you at all. Yeah.
It's like exposure therapy. Exactly. But what he says is like, hey, if this is my approach in order to do this, like if you do this, this is what it's going to give you.
Yeah. So that's... I don't know.
Again, there's people out there selling ridiculous things. Ridiculous things. Yachts.
This guy that is selling yachts and that is selling the idea on how to sell a yacht, he knows the business. So he knows better than you and I that that's the idea will work. Yeah.
Because he knows the business. Yeah. What's next?
Now that you've done Talk Me Through, so you've gone from June you started making content.
or started again, I better say. You joined Time to Build that same month. It was like a month before June, but yeah, exactly.
Joined TTB that same month. And then by September, you have done 10K per month. or 10K in a month, I'll say.
To give people some context, obviously along the way of this journey, you did what we call a lean launch system, which is essentially the process of taking a micro version of the product you eventually want to build and launching it to the public as a way to test. And so it wasn't like... Wardian joined in June and July and August was just nothing.
And then all at once it was 10K. That $10 ,000 came in small increments that we were then adding on top of from previous launches. And so it was, you know, earned well and truly.
What do you want to do now? Where do you want to go between September and say January? What do you want to achieve for the rest of the year?
Something I wonder was like, how are these people making 100K a month? Like that makes no sense to me. the math just doesn't math if that makes sense but now i can see that it's possible so what i'm what i want to do now is repeat that same number but with less hours i want more time to play my guitar so i want to repeat that same 10k yeah with less hours of my time and what the way i want to do that is by building a community yeah so i could teach more people but on group instead of like directly 101 group And then increase the price of my one -on -one coaching and cap it at five members, something like that.
My 90 days transformation plan is $1 ,800. And to have a recurring income from the monthly payment of the community. And invest that time on creating more content, of course.
You said you started to ask the question of how is 100 grand in a single month possible? do you have goals beyond 10k per month 100 yeah yeah yeah 100 i'm gonna put it this way before i joined time to build for me 10k teaching spanish was impossible and what i mean impossible is that i couldn't imagine how to formulate that how to make it possible like okay if i if i work this amount of hours i can make it but i cannot work that amount of hours no i couldn't even think about that then i was like okay no if i work this amount of hours i could make it because i know how to you ask me now how can i earn 100k a month yeah i cannot formulate it yeah but i know that when i'm earning 20k it will make sense yeah because i will have like okay i know now what i have to do so i think that every step will lead me to the next one i agree but the my my opinion has always been that the The path needs to be clear before you're capable of doing the work to take the actions on the path.
And so you need to know what that looks like. And by know what that looks like, I literally mean you need to be able to break down the math in your mind in terms of what your business would look like at that level. And ironically, what may allow you to get here.
and where you're making 10k but maybe working a fraction of the hours a third of the hours half the hours maybe even a quarter of the hours is actually probably running your business in a way that would allow you to make 20 or 30 grand a month now with your currently hourly rate so your hourly rate is significantly higher so you can then work less at least in my experience it's very rare to consolidate and work less it's usually you make more and then eventually compress to a point where you're working less for the same amount of money.
It just becomes the standard consistently where if you put money on the vertical axis and you put time on this axis, that can be a clock, I guess. What I find most people do is they do what you're doing and they have their first kind of growth period. And let's say they're working maxed hours and they're making 10K per month.
It's very difficult for you to go up. in terms of income when you're already maxed out in terms of hours. What you may actually need to do is consolidate a little bit and then you've got the opportunity to go vertical.
But to do that, you need to know what vertical looks like. And so I think for you, if you wanted to make... 20 grand a month, let's say.
It is just a math equation of how many customers do you currently have? How much do they all pay for their lifetime value? How many more customers would you need?
What's the current hours involved in acquiring a customer? Because right now, you're probably gaining a new customer for your transformation, what, every week? Every four to five days?
Two a week, more or less, yeah. Let's say it takes you a week to gain a customer. Day zero?
This is day seven. And whatever you do in between, this is like, we'll call this like an abstract set of work that happens in between. And as a result of this work, a customer pops out the other side.
That is a set. amount of work that you just need to be able to figure out how you can compress that work into a two -day window rather than a seven -day window because now you're going to get a customer every two days rather than every seven days and so whatever you're doing in this period of time is marketing inputs content creation working with existing clients whatever it is you don't actually need to figure out how to get more clients and make the same amount of money per hour you need to figure out how to get the same output in a smaller window of time make more content get more eyeballs on your content Get a better result from your content.
Get more conversion from that content. Take that same period of time that it takes you to get one customer and compress it down to, okay, now we're getting a customer every two days. But that's not going to be from suddenly magically your content becomes more effective.
It's probably going to be more of a math equation where you go, okay, how much work happens between day zero and day seven for me to pop out a customer? Okay, what does that look like if I was to squeeze that into two days? Could we post twice as much on Instagram and suddenly it's three and a half days rather than seven?
Could we start posting on additional platforms, meaning that we're now maximizing the amount we're getting from the same piece of content so we can compress that to four days rather than seven days? That's usually what it is to make more for the same amount of time that you work. How can I handle then the amount of people that I can have?
So this then becomes a game, right? Let's say you've got, how many clients you've got right now? Six.
Six clients. And how many hours do you work right now? Just on those clients.
Don't include content. Don't include admin. Don't include all the additional things you do.
I'm talking just time you spend with these clients. Yeah, like 12 hours. 12, 15 hours.
Per week? Okay. Let's just say 12 hours to keep it simple.
And so you're working right now. two hours per week per client. So 1800 for 90 days.
So we'll divide that by three. 138 bucks a week you're making out of these clients. So 138, you're making around 70 bucks an hour per client that you work per week.
And so if we just take that number of 70 bucks per hour, per hour that you work specifically on clients and we want to earn $20 ,000, 38 hours in a week, standard working week, 121 per hour that you need to be earning. And that's if you spend every hour working with these clients.
So you're actually in quite a delta. So let's say like if you wanted to increase this, there's a few options. The first option is to reduce this number or increase this number.
two things you have available to you. This number can get quite low, like two hours per week per client is quite high. And so if you got to the point where maybe we pivot in into a group program where right now maybe you're doing one -on -one.
but it's synchronous. So that means that every week you get on a call with the same clients at the same time. That means that at a minimum, these people are going to consume an hour of your time every single week before any messages are answered, before any feedback is given, before any call recordings are delivered.
So minimum, you can only cut this. Like if you're an absolute demon with your efficiency, you're probably going to get this down to 90 minutes. But if we just went to one -on -one, asynchronous where suddenly we add maybe a group call with everyone and that will like satiate the desire of people's needs you have call flexibility which is where instead of just being on a zoom call you could pick up the phone and call them and go can we solve this problem in 15 minutes rather than an hour could you make the calls 30 minutes rather than an hour Like in the Zoom call, instead of it being booked in the calendar and assuming it always needs to be an hour, could you make it 30 minutes?
And suddenly if you do all of these things, you may be able to get that time down to like 20 minutes per client per week. And if your hourly rate, if you're making 138 per client and you get it down to 20 minutes, that means you're making almost $400 per hour per week from your clients. This is the...
power of leverage work and so when you said in your old model or the old business that you're a part of where it was literally impossible to make ten thousand dollars it probably was literally impossible because you didn't have pricing flexibility or delivery flexibility you were constrained and so you didn't have any control over these two numbers because you don't control how many hours you have to deliver for the clients because i imagine you had to show up at certain times at certain days for certain people and then for this you had no control over how much money you make per client because it was another company determining that But now, because you've got the ability to influence how many hours you work per client, and you've got the ability to influence how much money you make per client, you can have these be opposing forces where you make exponentially more money per hour that you work.
Right. So what do you think of, because that's actually a problem that I was trying to solve, is that I want to have the way that I think it was great to reduce the amount of hours I'm working is that one, like having a group of people. So basically this is my idea.
To build a membership, to have a recurring income and to have a lot of people in there. So I want to have like a free version of the membership and then to have like a low enterprise. That was a problem that I was trying to solve.
Like how can I sell my transformation plan but including the membership? So with that, can I charge the same amount of money? of my transformation plan.
But instead of having that two hours per week to have kind of like a transformation group call. Yeah, of course you can. Within the membership.
This is your business. So they can have access to the membership. This is your business.
You could do whatever you want. Yeah, but your advice is good. Of course, of course.
My point I'm trying to get across is like, there is no like right or wrong with this business. You can do whatever you want. Like I know people who over deliver the hell out of their one -on -one calls.
They do an enormous amount of one -on -one calls because that's where they find the most amount of joy and they charge accordingly. They make very good money for every hour that they're on a call. I also know people who do no one -on -one calls.
They only sell a low ticket community and they only have - group access. They barely even have any asynchronous access on calls via hot seat coaching or anything like that.
I know people that are on both ends of the spectrum running great businesses. And so it just matters around what you personally want to do. But everything we've just spoken about around controlling and actually considering the amount of hours that you work is so crucially important because it's what determines your income more so than anything else.
Like what's the amount of money you need to be making per hour that you work in order to achieve the goals that you want to eventually get to? And so the practice that I do for this is how many, let's just do this, how many hours a day do you want to work? Like on a perfect day, if you could start at a certain time and end at a certain time, what would that be?
Probably 5 to 12. 5 to 12, okay. 5 a .m.
to 12 p .m so you're going to work seven hours per day do you want to take a three -day weekend do you want to work five days a week do you want to work four days a week yeah no no we can sunday nothing so you want to work seven six days a week yeah i like it yeah all right let's say six days a week and how many holidays do you take per year Like how many weeks holidays do you, and I want you to be like, I want you to be genuinely conservative with this because let's be real, like Christmas period, everyone's going to take two weeks off.
Do you want to take another overseas holiday throughout the year? Like what's your dream? How many holidays?
For me, I want eight weeks of holidays per year. I want to have three like pretty good holidays every year. Put yourself in the shoes.
You've just like arrived at a beautiful destination. I think we can do more, but we'll put four weeks. Yeah, but keep in mind that that's a 1 ,000 % increase of my actual nowadays holidays, man.
So that means you're working 48 weeks of the year. Now, how much money do you want to earn per year? Ideal.
This is like your big goal. Yeah, a million dollars. You want to make a million bucks a year?
Nice. Yeah. One million per year.
And so do you want that to be pre -tax, after -tax? Do you want that to be yours? In your bank account?
Mine. You want that to be mine. Okay, so you need to be making, let's say after everyone's paid, everything's said and done, you need to be making somewhere around 1 .6 million per year.
If you keep a lean business, I think it's probably more, but we'll say 1 .6 million for now. So 1 .6 million, 600 grand goes to the tax man and to your team and whoever else is helping out in software and expenses and everything else. But 1 million is yours to do whatever you want with it.
And so for this to work out, You need to be working or you will be working seven hours a day times six days a week times 48 weeks of the year, meaning that you're going to work 2 ,016 hours a year every single year. Remember that number, 2 ,016 hours.
If you want to make $1 .6 million divided by 2 ,016 hours, you need to be making $793 for every hour that you work. Doesn't sound that crazy, man. No, it doesn't.
The important thing to look at with that number now is anything that you do that falls beneath that level, anything that you do that falls beneath $793 per hour work is actively pushing you against that goal. It is a mathematical impossibility for you to reach that goal. Six hours a day, like this needs to be serious work.
5 a .m. till 12 p .m. For seven hours, you need to be doing 700, almost $1 ,000 per hour work.
And anything less than that is not like a mathematical impossible. You are not going to get to your goal. And so I find this exercise extremely, extremely valuable because it makes it like glaringly obvious what I'm probably spending my time on.
completely unimportant for you right now genuinely like you you're already making you know 70 bucks an hour at the moment so yeah there's a 10x increase in productivity but even to get to your goal of making 10 grand per month in half the time i wouldn't think about okay how can i make my content more effective so i get more leads and have to spend less time doing whatever look at the the business and go okay if everything remained identical like the amount of views i get the amount of content i post the amount of work i i spend with you know, clients outside of the calls, what can give to create that opportunity?
And oftentimes I would look at it in terms of, okay, how can we systemize delivery to allow me to spend less hours per week per client? For full context, like we have a high ticket operators group. By the book, like this is not me pulling this number out of my ass.
This is by a, like a time audit. I do a time audit every six weeks or so just to like get a recalibration. I spend 10 minutes per client per week.
with my clients my high ticket clients that's not because i'm not putting effort in that's because of the way that i've structured the offer and so there's a huge amount of effort going in but because of the way i've structured the offer it's just not that demanding for me to spend that amount of time and that was something i designed from day one because i i've done one -on -one coaching in the past that is very much the opposite of that where you're spending two three hours per week per client and it becomes very awful very fast i realized i was like if i'm gonna do this again i'm gonna offer one -on -one coaching like a high ticket level i need to do it in a way where i feel like i can bring 120 % to every single moment I have with these clients.
And the only way I'm going to do that is by protecting my time. And so the offer was written from day one to go, this is mathematically capable of producing 10 minutes per week per client work. And I'm trying to make the - Well, think - How it is possible.
That's crazy. Let's say you got 10 clients, right? 10 clients who are paying you whatever.
And you have one group call every week where everyone has to join. You've got it set up in a particular way. You do your onboarding in a way that gives every single client a 90 -day roadmap.
So every 90 days, they have a roadmap of everything that they need to do. It's crystal clear. There's never a confusion around what they need to do.
weekly call with every single person. You've got access to messengers, like message support on your roadmap. And then there is the opportunity to book in a call.
Let's say if only two out of those 10 book in a call every single week. So every week you've only got two calls out of the 10 people. You would be operating between the one hour group call and the two hours of other calls, three hours, plus maybe...
let's say 45 minutes throughout the entire week of messaging support you're doing three hours and 45 minutes across 10 clients it can quickly become reasonably easy for you to be spending way less than an hour per client in fact that would be alone close to 20 -ish minutes per client per week if you're only doing two calls you know i think i told you there's ones in one of the of the uh time to build calls that I love and hate our calls.
Because it's like, fuck, I need to work now. Because it's valuable, man. Now I want to work, man.
Now I need to work because I think, oh, man, that's such a great idea, man. But you don't need, like, I did worry when you were like, because your current business is doing great. And your reaction, at least initially, from the sounds of things, was to go to a membership business, like a low ticket membership business.
I don't think that's necessarily the fastest route to get to the goal that you want to achieve. I don't think so, at least. I'm not going to stop.
Remember you mentioned that, yeah. I don't know if that's necessarily. I could be wrong.
I could totally be wrong. There's always that possibility, but I don't necessarily know if that's not the straightest. path to you achieving your goal.
I think the straightest path to you achieving your goal is probably a one or two degree change of what you're currently doing that then leads to the flexibility and the time for you to reinvest. I think your business as you grow should give you more time, not less. And so if you've got any kind of belief around, and it sounds like you do, around, oh, 10K is not possible because how on earth could I work that much?
If you're looking at 20 and that's the reason you're not going for 20 because you're like, well, I can't possibly work that much. That is a inverse belief to the reality. The reality is you should work less or you should be working probably less.
Maybe not. You're probably not going to be working less, but you're going to work and replace all those hours that you replace in higher and higher leverage work, meaning that you're working the same but earning significantly more per hour. that you work at 20 grand per month versus 10.
And that is a belief that stops a lot of people. I think there are plenty of people who are capable of making 20, 30, 50, 100 grand more per month than that. But they don't because they have a belief that more income will create more pain in my life.
I thought that way. Now, not anymore. Recently, I haven't thought that anymore.
Especially because I know your case and I've seen other people working. nothing and making a lot of money and so if you don't think that the membership is a great idea what would be that tweak that you would make i would look at i would look at what you're currently delivering for clients and i would try to get the amount of hours that you're spending per client down to at least one if not less than an hour per client per week to do that alone will be a group program which is probably on the path already to what you're wanting to provide with the membership it's like we can either go uh like right now you're on this this path and there is the option to like create a slight deviation in the path and continue on this road, or you're going to go all the way around and do the same thing, end up on the same path, just from a completely different entrance, which is doing the low ticket membership.
I would probably just tweak your delivery. I would go, whatever you're currently delivering for these members, obviously continue to do that. But for every new person go, okay, what can I learn from the six I've already worked with?
Don't charge anything less, like charge the exact same amount of money. How can you take what you've been able to like deliver exceptionally well, the experience, the transformation, question the requirements, like question, do I need to do all the things that I've done in order to create that transformation?
Probably not. And so I would question every single thing that you do for clients in that already and ask the question of, okay, can this be removed or can this be reduced or can this be consolidated into some kind of group experience? And I want to hear your thoughts about this because the reason why I want to build a membership is because it's going to be a way, like a library.
We're going to have all of my content there so I can just tell people, hey, go check this. So the way that I want to approach the high -ticket coaching client is, hey, you're going to have access to this content. And what I'm going to do is basically to build your roadmap with the things that we're going to talk.
But the thing is going to be guided through the content and the membership. So basically, I'm going to have a whole library of all of my masterclasses about how to be yourself, about how to sound funnier, about how to show people your personality, be more charismatic in Spanish, yada, yada, yada. And also like a whole library of grammar where I will tell them and indicate them, hey, this is the video you're going to see on week one.
This is the video you're going to watch on week two. And this is... the time, the group call where we're going to put in practice the things you're doing.
I agree. I 100 % agree with your sentiment of wanting to do that. My point is I think it's significantly easier to start here.
Like what you're trying to achieve, it's significantly easier to work top down than bottom up because everything that you'll learn, right? Like it's not a zero sum. I was going to say zero sum, but that's not the right turn of phrase.
As you reduce the price, the commitment from your clients reduces, meaning that the involvement you're going to have to have to create the same transformation will be different. And so if you provide, let's say at the top here, if you can systemize this offer at the top and figure out a way to systemize the delivery of the transformation, which is equivalent to what I've done, essentially what I've done is...
systemized how I take someone from 10, 20, $30 ,000 a month, what I provide them without my involvement to help them get to their first hundred grand in a month. So I can then work with them closely to help them make that a consistent thing that they make every single month. I've, I'm not going to say automated that process, but I've systemized it to work.
for those people. So now I can bring that lower and go, okay, how can I deliver that same thing for my time to build members only paying me $200 a month? That is significantly easier to solve the problems up here, create material, create lessons, create templates, create systems, frameworks, things that you do that help them without your direct involvement, and then distill that down into a smaller group.
Whereas once you're working with low ticket, in that low ticket environment, it is incredibly difficult to go vertical. Because any system that I help with for a high ticket client will help a low ticket client.
But not all systems that help with a low ticket client will have any need for these high ticket clients. Right. No, no, I get that.
But I want to be clear, I won't lower the price. You're keeping exactly the same. That's the thing.
I will have the low price of the community, but they won't have my access to me. They will have access to the content. But does that necessarily, here's my other question, right?
Does that necessarily create the best business for you that's going to yield the best long -term results now? Because the moment you give someone content without your involvement, the success rate of those clients significantly decreases.
And that is . Reputation is the most important part of this business, your personal reputation as a coach. And your reputation lives and dies by people's success.
or failure when they work with you. And so if people succeed a lot when they work with you, which is achieving the transformation, then you will have a strong reputation. If people don't succeed a lot, you will not have a strong reputation.
The issue is in many ways, as you go lower, that success or failure has very little to do with you and a lot more to do with... their own commitment once they join. Because the less you're involved, the more you're relying on their own commitment to do the work required to succeed.
And you right now in the early days, like the whole reason I went to low ticket is because I've had years of reputation that led to the point where I was able to do this. Whereas if you do this now, that drag of 20 people, 30 people who join and do nothing. join and don't watch a single lesson.
Join and go, ah, Wardian's program was like, who cares? Even though it's incredible and I trust that it's amazing, they will join, not do anything because that's what they do, especially with course material. And then they'll point their finger and go, well, you didn't help me.
And that's not because you chose not to, it's because that was the product you sold them. There was no involvement from you. Whereas if we can work top down and build something that is so...
insanely effective at helping people achieve a result at the top, it's then easier to distill that down and maintain the reputation at the top. Time to build need I remind you before it was $200 a month was $6 ,000. The number one thing you need more than anything right now is a big group of people who have come to you with a problem and you've solved it.
That is the one true compounding growth factor in this online education business world is a group of human beings who have come to you with a problem and you've solved it for them that makes sense that makes perfect sense and actually i'm gonna be honest with you like even the content and time to time to build i enjoy more the the meetings like the the monday well it's monday for me i think it's easier for you yeah the monday's meetings uh that's the content i enjoy the most and that's that's that's where i learn the most because it's it's more direct so what do you think if instead of having that I was thinking on $200 a month membership.
Have that as a space where the students that join my transformation plan can have access to the content. So it's not going to be like a big group. It would be like five, six, probably ten people.
But the people that join the transformation can have like a live access to that content. Yes. I definitely wouldn't give them lifetime access.
Like lifetime, never sell lifetime access. Lifetime access is a . That's a problem.
And not because it's like you want to be greedy and you want to make more money. It just makes things extremely complicated because businesses change, right? Like things change, businesses change.
Like we want to do an overhaul of the experience of time to build, but we have to. We have to like work our way around the cohort members and go like, hey, we're not going to touch your stuff. And like we have to like finagle.
It's like a game of Twister, figuring out how we can work within there because they've all got lifetime access to their content recordings and we can't touch them. But like we need to change the experience to make it work better. And so lifetime access will hurt you like two to three years from now and you'll go, fuck, why did I sell that?
So don't do that. Can I kind of lift the hood on this bit, like everyone's business, just to give you some context, like your experience of time to build of like the group, like workshop that we run every week or every other week. And then we have the group call, which is a hot seat coaching call.
And then we have like the Ask Tom space. People charge thousands of dollars a month for that. I make a very intentional decision to charge as much as I do for that.
But the coaching programs that charge $2 ,000, $3 ,000, $4 ,000 a month, they all do a weekly mastermind call, which teaches something. They do a weekly group coaching call, and then they have like one -on -one messaging support. That's what they essentially provide.
And so for your business, I think the membership, you could do exactly what we do in Time to Build where you have like content that you provide people with and you do like a group call that's more of a hot seat style coaching call. And then you've got personalized access support or personalized guidance.
And then you have the one -on -one calls that people can book in and just charge a reasonable amount of money for that. except provide the exact thing you thought you were going to provide in the membership. That is monthly recurring revenue.
Again, you don't need people to pay you a small amount every single month to make monthly recurring revenue. You just need people to pay you every single month. Right.
More new customers every single month. The other thing that I'll really emphasize with you, and we're getting into like advanced stuff now, but like LTV matters more than monthly recurring revenue. And so let me show this in like a black and white situation that'll be really obvious for you.
So we charge $200 a month for the base time to build, $200 a month. And we keep people on average for a period of time that equals somewhere in the ballpark of $1 ,700 total in LTV. Meaning that on average, every single person who comes into time to build.
we make $1 ,700. Obviously, some people we make a lot more, some people we make a lot less, but the average works out to about $1 ,700. There is a strategy that we've started employing where someone joins and on month one, they pay $200.
And then on month two, we offer them the yearly, so an annual subscription at $1 ,700 for the entire year, meaning that they get a $700 discount for the year. But because what we've done, is provided the year at our current LTV, we immediately take the LTV of that client from 1700 to 1900.
And then if they renew the following year, which they're more likely to do, we immediately go from 1900 in LTV to 3600 in LTV, effectively more than doubling our LTV for one decision to chase a one -time payment rather than... monthly recurring revenue and so that decision to go to someone and let's say 30 days into their trial or 30 days into their membership we go hey look if you're really enjoying this and you feel like you're going to commit for a full year because that's how long it's going to take to grow this business to what you want.
Why don't we just lock it in now? We'll give you $1 ,700 for the entire year. That's effectively $147 a month, so a $50 a month discount every single month for the next 12 months.
And you can lock it in today and you can take that discount. It comes across as a positive for them, but for us, we're actually locking in the money we were already going to make from that person regardless. And so in this situation, LTV is significantly more important to us as a business than the monthly recurring revenue.
We're actually losing by getting that person to pay annually an ltv should be equal to at least a thousand at least yeah right but hopefully a lot more yeah yeah hopefully a lot more at least so my point i'm trying to make is like if you can make like if you're charging 1800 for these transformations yeah split the payment in three yes charge more but if you're like why don't i just charge 200 a month and go for monthly recurring revenue I would be willing to wager you'll make less per client that way in the long term than just charging 1800 for 90 day transformations, meaning that you'll have a worse business economically.
than you would have had if you just had a stay charging 1800 for transformations and so again the only reason you go monthly is because it's a better business economically and so for me the justification right of going from six thousand dollars to two hundred dollars a month doesn't make any sense in anyone's mind because i went from six thousand in ltv to 1700 in ltv i was working somewhere around massive hours no no i was working massive hours during the cohorts for every single client So every single client, we would get like 40 to 50 clients per cohort and I would work.
And so now I'm working probably in seconds per week per client inside Time to Build in terms of the total hours that I spend on Time to Build specifically. I still spend a lot of time on Time to Build. We just have a lot of members.
And so the actual economics of the offer in terms of my time, giving me a higher hourly rate effectively, meaning that the business has more vertical headroom. is significantly better. I don't know if the economics of this business, you going to $200 a month is better than the economics of you staying at $1 ,800 for a 90 -day transformation and then just giving them access to that and allowing them to renew.
Because if you got someone to renew at $600 a month, suddenly that becomes 24, then becomes 3 ,000, then becomes 3 ,600. And before you know it, you've had a couple thousand dollars in LTV from one client. I like that.
But I was also thinking on, keep the same offer that i have now yeah reduce the work the four hours that i have because right now i record some videos for them like some explanations that they can watch whenever they want so that's a way that i can reduce the hours we spend together yeah so that content is going to be pre -recorded i don't have to record it again for every single client it's going to be that in the in the space so have the space keep the same offer raise the price for like three thousand dollars in three payments for the same 90 days and then they can have like extra six months of the space so they can re -watch the content yeah and then if they want to renew they have to renew it the price they can do it for that exactly like new roadmap new i mean same content they can have yeah it will also have like the group calls of course like you know i love that man i love that man i'll let me show you this i've been like with this same um Like map of like how I was going to bring people from like a yeah, I get a BSL transformation $200 a month they did then then they join like the plan then the VIP tier And then I was like, okay, I have to make this clear.
I was like a lot of notes Yeah into the same off and I was like, I really wasn't sure what to do. Yeah now I'm more convinced of this because it's true like I I just have to make better what's already working.
Yes, yes, yes. I think it summarizes everything. You know, it's actually very common to do that, to have something work.
It's almost like clockwork. People who... have a business work for the first time.
I can't tell whether it's like greedy self -sabotage or a fear response, but the first response, instead of doubling down and going, I have something that's working. Why don't I just do more of what is currently working? I know my thought.
Yeah? What is it? My third is fear of not being able to repeat it.
So I have this first 10K month, right? And I have like this almost two clients a week. Yeah.
So my fear is like not being able to do it again. It was just a lucky month. Let me shift this belief and present it back.
I'm going to present what you just said back to you in a way that I think will sound a little bit more obvious. So you've just had a $10 ,000 month with a new business that you started less than three months ago. It's working.
Everything that you're doing is working. And there's actual evidence to, I did an input. I got a lead from this situation.
I did this and this person turned into a client. And so there's a clear trajectory between someone discovering you and becoming a client. You've got this $10 ,000 a month business.
And instead of going, okay, I'm just going to do more of all the ingredients that led to me signing a client. You've gone, okay, I don't believe in this business enough. And so I'm going to go try and start a new business and hope that this one has a more likely chance of getting me back to the place that I'm already at with this business that I'm in.
Right. Sounds ridiculous that way, man. That's literally, but that is what you've done.
And so there's the fear response that you've got is I am worried that I won't be able to repeat the thing that I've already done again. There is a... One, I'll give you the confidence to know that that does slowly subside with every single passing month.
Like every single time, I'm not going to put any illusion onto you that you're going to hit 10K again in October and again in November and again in December. You might hit more, you might hit less. But every single time you do it, it just becomes something that you've done before.
Every single time. And so if you can just continue to do the same thing. the chance of you hitting it again is more likely.
And then the chance of you hitting it again is even more likely and even more likely and even more likely till eventually you get to the point where this is just your new baseline and anything below it is unacceptable. And so I would encourage you with everything I have. It's like we've found a route that's working really well.
Let's just do way more of what is already working. And back to that idea, right? Like you've got this seven -day window of work that's producing one client.
at the end right now. So everything that you do in a seven day period produces one client predictably. You need to look at that seven day period and go, what did I do in those seven days that is leading to this one client?
Because it's not seven days that led to it. It's whatever amount of work that you're fitting into that seven day window is producing one client. A better way to think about it, right?
Like for me, I produce one month of content and I get one point. 9 million views on Instagram for a month of content. Now I could, if I was wrong, go, well, that means that one month equals 1 .9 million views, or I could go and let's say 1 .9 million views produces 60 new members inside Time to Build.
I could say, okay, one month equals 1 .9 million views and 60 new members. Instead, I should be thinking, okay, well, how can I make it so 1 .9 million views a month actually is created in seven days and i get 1 .9 million views every seven days meaning that i get 60 clients every seven days it's not abstract you did a certain amount of things and it led to one client and so you just need to figure out what those things were and how we can squeeze them into a smaller window of time so now you can get a client every other day or every two days or every single day and that way you've got a much more predictable business.
I don't want to waste any more of your time because we've been here for a long time and it's now past midnight for you. That's amazing. That's amazing.
I really appreciate this. And actually, I've been procrastinating working on this a lot. And I think it's because I'm not really feeling the idea.
I think I was like, that was a very vague idea. But now... it just makes perfect sense i quite appreciate this man you've got an x factor bro and i think i think i knew that straight away as soon as we spoke and i think you've got something really good and it seems like you genuinely care about helping people which i think is crucially important in this business i know it sounds i know it sounds so obvious but there are a lot of people that are just in this industry for a cash grab and it sounds like you genuinely care and so i think you've you've you've 100 got what it takes to hit far beyond what you're doing now nah thank you very much man thank you very much really really and yeah i do i do i do love helping people sometimes i remind myself like hey you charge for this like yeah you have to like that and i i watched your video just did this last thing of like you shouldn't teach everything because the more you teach the the less chances they have to yeah to buy from you or something like that um i know that's my remind that's like a reminder like hey like
keep it short like don't teach everything like yeah like tease a little bit yeah yeah that's the thing sick man thank you very much man thank you very much thanks for coming on thanks for having me well thanks for me having you i guess i'm tired too man and it's midday for me
The Hook
The bait, then the rug-pull.
The title promises a method and the cold open delivers a number: $10,565 in September, from a Spanish coach who was tutoring by the hour on someone else's platform in June. The real lesson lands later, when the host stops him from trading that working offer for a $200 membership.
How they asked for the click.
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