Big Idea

The argument in one line.

A short course combined with recurring coaching calls beats either alone, because each one fixes the other's weakness: buyers finish and get results, and you stop selling hours.

Who This Is For

Read if. Skip if.

READ IF YOU ARE…

You have a skill you have used for a few years, like editing, dancing or hairstyling, and want to package it into a paid product without a big audience.
You sell a course and watch buyers quit before getting results, or you sell coaching and your calendar caps your income.
You want a repeatable way to use Claude to turn your notes, posts and call transcripts into a course and a coaching kit.

SKIP IF…

You want a pure passive-income product with no live contact at all, since this model depends on weekly calls.
You are looking for deep technical detail on funnels or ads; the video stays at the strategy and prompt level.

TL;DR

The full version, fast.

Courses leave buyers stuck and coaching caps your hours, so the product to build is both: a short course plus a weekly coaching call, sold monthly. Pick the problem you have already solved yourself, using a Claude prompt that asks five questions and returns three product ideas. Build a three to four module course with checklists and a call kit from your own material, host it on a simple tool like Stan Store, and sell it for around $197 a month. Attract buyers with a free lead magnet promoted by a comment-to-DM automation, then use an AI twin to handle support as it scales.

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Chapters

Where the time goes.

00:00 – 00:58

01 · The $75M claim

States the promise and what the video will cover.

00:58 – 02:21

02 · Found by accident

How partnering with creators on courses led to the discovery that courses alone were not enough.

02:21 – 03:15

03 · Two bottlenecks

Courses leave buyers stuck; coaching caps your hours.

03:15 – 04:15

04 · Course plus coaching

Defines the knowledge product and why it can be sold monthly.

04:15 – 07:30

05 · Pick your problem

Menina Fortunato and Alex Hormozi examples, then a Claude prompt with five questions that returns three product ideas.

07:30 – 10:00

06 · Build the course

Cognitive overload, and a prompt that builds a three to four module course with checklists.

10:00 – 10:40

07 · Call kit and hosting

Build a call kit and host everything on Stan Store at $197 a month or more.

10:40 – 13:50

08 · Lead magnets

Why viral content fails, and how to build and automate a free lead magnet.

13:50 – 14:47

09 · The time wall

Scaling limits and an AI twin to answer customers.

Atomic Insights

Lines worth screenshotting.

Courses fail because buyers hit problems the course never covered, quit, and never produce the testimonial that would sell the next customer.
Coaching gets results but caps income, since every new client takes a slot in your calendar and a week off means a week without revenue.
A course plus coaching fixes both: stuck buyers bring one question to a call and finish, and the course carries most of the teaching so calls get shorter.
The weekly call is what justifies a monthly fee, even from buyers who never attend, because they know help exists the moment they hit a wall.
You do not need to be the best in your field, only ahead of the person you are teaching and able to remember where you got stuck.
Not every problem you have solved carries equal demand; the dancer Menina Fortunato pivoted from fitness for moms to career growth for dancers and made $177,000 in one day.
If a course takes more than a month to finish, buyers hit cognitive overload and quit after a few modules.
A strong starter course has three to four modules, a one-page checklist after each, and a one-page summary, and nothing more.
Content that goes viral for everyone brings views but no sales, because most of those viewers will never want what you sell.
Use content to promote a free lead magnet that solves one problem, which both filters for people with that problem and proves your expertise.
Model the structure of posts that already work for a creator your buyers follow, not their words.
A lead magnet should mention your main product, then be delivered automatically to anyone who comments a keyword.

Takeaway

Pair a short course with a coaching call

WHAT TO LEARN

A course alone loses buyers to confusion and coaching alone caps your hours, so combine a short course with a recurring call and build it from the problems you have already solved.

Courses lose buyers who hit uncovered problems and quit, which also starves you of the testimonials that would sell the next customer.
Coaching delivers results but sells your hours, so income stops growing once your calendar is full.
Bundling a course with a weekly call lets stuck buyers finish, shortens calls because the teaching already lives in the course, and justifies a monthly fee.
Build around a problem you have solved yourself and would pay to solve again; being one step ahead of your buyer is enough.
Not all solved problems have equal demand, so test several, as the dancer who pivoted to career growth and made $177,000 in a day.
Keep the course finishable within a month: three to four modules, a one-page checklist per module and a one-page summary.
Build a call kit of review and audit checklists from the same material so answers are ready and calls stay to an hour.
Attract buyers with a free lead magnet that solves one narrow problem and mentions the paid product, delivered automatically by a comment-to-DM tool.
Chasing broad virality produces views without sales, since most viewers will never want what you sell.

Glossary

Terms worth knowing.

Knowledge product: Bellmann's name for a course combined with ongoing coaching, sold as one recurring offer so the course scales and the coaching produces results.
Call kit: A set of checklists and a call structure, built from your course material, that lets you answer coaching questions quickly instead of thinking from scratch.
Lead magnet: A free, small product that solves one specific problem and points to your paid offer, used to attract only people who have that problem.
Cognitive overload: The point where a learner is given more new information than they can hold at once, so they stop learning and often quit.
Comment-to-DM automation: A tool such as ManyChat that automatically sends a link by direct message to anyone who comments a chosen keyword on a post.

Resources

Things they pointed at.

10:00toolStan Store ↗

13:45toolManyChat ↗

14:15productUAI

10:15toolClaude ↗

00:00linkmarketingled.com ↗

Quotables

Lines you could clip.

02:21

“You get the scale of a course and the results of coaching and income that comes back every single month.”

one-sentence summary of the offer→ IG reel cold open↗ Tweet quote

04:43

“You don't have to be the best in your field. You just have to be ahead of the person that you are teaching.”

removes the expert objection→ TikTok hook↗ Tweet quote

11:20

“Don't use your content to sell your product. Use it to promote a small product that solves one problem your buyer has right now.”

clear contrarian rule→ newsletter pull-quote↗ Tweet quote

The Script

Word for word.

Read-along

Don't just watch it. Burn it in.

See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.

I only sell one type of digital product and it's made me over 75 million dollars. It pays me every month, it gets my customers results and it doesn't need me on calls all day. But it's not a template or an e -book and you don't need a big audience or years of experience to build it and get customers.

You just need to understand one problem that you've already solved. I've worked with more than 15 ,000 business owners and I've watched this exact product build six -figure businesses in niches like dancing, hairstyling and cold therapy.

And it can do the same in any niche you want. So in this video, I will show you exactly what this product is and how to build it in an afternoon and how to turn it into a business that doesn't need every hour of your day. So let's get into it.

Let me tell you the story of how I discovered this product almost by accident. When I started out, I knew there were a lot of skilled creators who had big audiences, but it didn't have a product. So I reached out to these creators and flew them from the US to Berlin.

And then we built their course. together and we split everything like profit 50 50 within 12 months we'd made our first million dollars and that confirmed something that i've always known people will pay for a course that teaches them how to do something.

But then I discovered that a course just wasn't enough. After my company helped hundreds of people like these monetize their knowledge, I started helping business owners scale their own digital product businesses. And the thing is, they didn't want a course.

They wanted my answers to their specific situations. And that's when it clicked. A course and a coaching offer are great products, but each has a weakness.

You see, you know, there are two types of people selling what... they know. The first type sells a course.

They build it once, they sell it forever, but their buyers get stuck because they had problems the course never covered, right? Or the examples feel like they were made for someone else. So...

the buyers decide it's just not going to work for them. So most buyers quit. They never get the result.

They never write the testimonial. And that makes the course harder to sell. Because you can't prove it works.

The second type sells coaching. Their customers get results because every answer fits their exact problem. But they're selling their hours.

So every new client takes another slot in their calendar. And when the calendar is full, the income stops growing. And if they take a week off, the business takes a week off too.

Look, both are great offers. first on their own, but both have a bottleneck. One is the hours and the other one is the results.

So the product I would build again is both. A course plus coaching. This is what I call a knowledge product.

Each product fixes the problems of the other one. When a buyer gets stuck in the course, they don't quit. They bring their question to a call, get unstuck, and then they finish.

That means they get the result. And results are what brings you your next customers. And you're not selling your hours anymore.

Because most of the teaching already lives in the course, right? So your calls get shorter because people show up. up halfway there with one clear question.

And here's the best part. You can charge for it every month. The weekly coaching gives them a reason to keep paying.

So people will go through the whole course without ever hopping on a call, but they will keep paying because they know that the moment they hit a wall, you are there. So you get the scale of a course and the results of coaching and income that comes back every single month. That's the product you want to sell.

Okay, so now you know what the product is. But this next step will decide if you can turn it into an actual business. And that's deciding what problem your product will solve.

Look, a while ago, I interviewed a dancer. Her name is Menina Fortunato. And she performed with Britney Spears and Beyonce.

She was one of the background dancers. And then in 2020, live events shut down, right? And her income stopped overnight.

So she went online. And her first idea was a dance fitness program for moms. Because she also became a mom during this time.

So that was her own problem. them at the time. She was stuck at home.

She wanted to get back in shape. It made a little money, but nothing close to what she used to make. And then live events came back and she tried something different.

She had been teaching dance lessons since she was 12. So for years, she'd helped dancers who wanted to become professionals. So she changed the problem her product solved.

She pitched 50 people on the idea of a program that would help dancers grow their careers. And she made $177 ,000 that same day. $177 ,000.

thousand dollars in one day. So not every problem you've solved is worth the same. All of them are valuable, obviously, but one will have more demand than the others.

And even people who know this will make another mistake. They think they need to be an expert before anyone will pay them. So they wait for more experience or certificate or a bigger portfolio.

And while they wait, the people one step behind them pay someone else to solve the exact same problem. So Menina didn't win because she was the best dancer in the world. She won.

because she had already walked the road her buyers were stuck on. So the best problem to build around is one that you've already solved for yourself and would pay to solve again. So you don't have to be the best in your field.

You just have to be ahead of the person that you are teaching. And because you still remember where you got stuck, what didn't work and what did, that's the exact reason why they're paying you for. And Alex Hormozy did exactly this.

He opened his first gym in 2013. And three years later, He had six gyms.

But what he got really good at wasn't training people. It was getting clients through the door. So in 2016, he sold his gyms and started teaching other gym owners how to do it.

And that became Gym Launch. And in 2021, he exited that company in a $46 .2 million deal. So how do you know which problems are worth building your product around?

Here's what you're going to do. You open Claude and paste in this prompt. It will turn Claude into a product strategist and ask you five questions.

Then... Based on your answers, it will give you three product ideas. So you just have to answer the five questions in detail to avoid generic ideas.

For example, let's say you're a freelance video editor. You edit YouTube videos for coaches and you've been doing it for four years. So your answers will look something like this.

For question one, what do you wish someone had told you? Your answer could be that Fiverr gigs keep you broke and coaches pay monthly retainers to editors who create their content. Then for question two, what problem...

costs you months of time or money? The answer could be that you spend a whole year doing $15 an hour gigs before you landed your first $3 ,000 a month client. Maybe you built a template system.

So a 20 minute video takes you three hours instead of eight. You can explain that. But then you made $15 an hour.

But today you've got three retainer clients and make around $10 ,000 a month. And then the final question, what was the hardest thing you got through? Your answer could be that you were You know, you're editing 60 hours a week for cheap clients until you build those templates and drop the worst ones.

And then based on those questions, the three product ideas would be a product that teaches editors on how to go from Fiverr to retainer clients. A product that teaches the three -hour editing system and a product for people who have no clients at all. And you can even combine these three into a 10K Editor Academy, right?

Which teaches people how to land three retainer clients and edit fast enough to keep them. It would also have weekly... group calls to review outreach messages, portfolios, and progress.

Okay, so now that you have your product idea, it's time to build it. And for this specific product, you need two things, a course and a call kit. But this is where most people get it wrong.

They try to make the most complete course on the planet. They teach every topic they know. They create 20 bonus resources.

They make hour -long lessons because they think more content means more value. But when buyers log in, they see a wall of videos. and they freeze.

There's a name for this. It's called cognitive overload. Your brain can only hold a handful of new things at once.

And if you give it more than that, it will stop learning. That's why you feel overwhelmed, right? So if your course takes more than a month to complete, buyers will get overwhelmed and they quit after just a few modules.

So think about it like learning to drive. Imagine your instructor spends the first lesson explaining the engine, the gearbox, and how car insurance works. You would get overwhelmed, right?

And you might not even want to learn how to drive anymore. You think like, that's not fun. Why should I do that, right?

And that's what you want to avoid. So here's how you build your course. Open Cloud and give it everything you know.

Your notes, your posts you've written, voice memos, client messages, and transcripts from calls. Then paste in this prompt. It will turn Cloud into a course designer that uses only your material to build a short course with three to four modules, a checklist after each module, and a one -page summary at the end.

And that's everything that your buyer should need to finish the course. So for the 10K... Editor Academy, it came up with this.

It has four modules. Build a portfolio coaches want, find the right coaches and message them, then turn your first video into a monthly retainer and use the three hour edit system. Every lesson is short and each one ends with something buyers should do.

After each module, there's a one page checklist, like a portfolio checklist or an outreach checklist. And at the end, there's a one page summary of the whole course. And that's all.

That's all. You don't have to cover everything. You can cover other topics on your calls.

if someone asks, right? And speaking of your calls, you want to build something that makes your coaching calls easier. So the other part of your product that you want to build is a call kit.

Using the same material that you used to build your course, paste this into Clot. It will use your material and course outline to build your call kit. For the 10K Editor Academy, the kit includes a review checklist for scoring an outreach message, an audit checklist for evaluating a portfolio, an editing checklist to find what's holding someone back and a cold script structure to keep every call to one hour.

So when someone brings the question, you're not thinking from scratch. The answer's already in your resources. And if someone wants more, they can book an extra hour with you one -on -one.

And then obviously they pay for that. So now we can put everything together as a product with a simple tool like StanStore. You don't need to build a website or anything fancy when you're just starting out.

Just create your account, set up the course and connect Google Calendar and Zoom for the coaching calls. Now you can start selling it for at least $197 a month and the tool will handle the rest. But here's the thing though.

Stan Store is great for your first few sales, but it's a link in your bio and it looks like everyone else's. So once you got 50 to 100 customers, you want to upgrade your product into something more premium. You get your own app with your brand on your members' phone screens inside their pockets to market and sell to them.

Plus push notifications every time you go live to keep them coming back and give them the best. possible user experience. And that will allow you to charge more and scale your business.

So if you want to see whether an app would grow your business, just book a call with my team using the link in the description. Now, here's the part nobody likes to hear. Most people who see your content or your ads will never want what you're selling.

And that's fine. Look, the problem is that most people think their content has to go viral, right? So they chase views for everyone with trends, skits, or motivational quotes.

And sometimes if you takes off and hits 200 ,000 views. But the people who watched, they will never buy what you're selling.

So the views go up while your sales stay at zero. That's how most people spend their first six months. Zero.

Posting every day, getting likes from the wrong people and selling nothing. So here's what works instead. Don't use your content to sell your product.

Use it to promote a small product that solves one problem your buyer has right now. And you sell it for free. Zero dollars.

This is called a lead magnet. And the reason this is a great strategy is that it does two things at the same time. It pulls in only the people.

who have the problem you solve. And it proves you have the knowledge and expertise to solve it. So they will trust you enough to buy your main product.

It's like the free samples at the supermarket, right? If you taste the cheese and you like it, buying the whole package feels like the next natural step, right? Your lead magnet is like that sample.

I interviewed a fitness coach called Cara Metz who built her business on exactly this strategy. She coaches women over 40 and gave away everything she could for free. On her posts, she would tell people to comment a specific word to get a free recipe pack.

And a year earlier, Earlier, she had around 250 members in her app. But when we spoke, she had around 2 ,650 customers.

So here's the strategy that you can copy. You open Instagram or the platform that you want to use, right? And you find a creator that your buyers already follow.

You look for posts with way more views than they normally get. You paste the top five posts from one creator into Claude with this prompt. It will break down what makes those five posts work.

And then it will write five new posts for you with the same structure in your voice. Each one ends by... by sending people to your free lead magnet.

And then you want to make sure. You are not copying their words. What you want to model is the structure behind posts that are already proven to work.

And then you build the lead magnet. You ask Claude for five lead magnet ideas based on your course. And you pick the one that you would want most if you were in your buyer's shoes.

So following the editor example, that lead magnet could be a PDF. And we could call it the three outreach messages that landed my first $3 ,000 retainer. You just have to ensure that this lead magnet mentions your main project.

at some point. And, you know, and that could be something like, these are just three messages that you can send to get clients. And inside the 10K Editor Academy, I will give you the exact steps to land your next three retainer clients.

And I will review your progress every week until you get them. You just click here to join. And then you upload your lead magnet as a free product on the same tool that you're using to host your main product.

Then you just have to create an automation with the tool like ManyChat. So anyone who comments a specific word on your Instagram... DMs, right?

Gets the link in their DMs automatically. So if you're posting on other platforms like YouTube, you just have to tell people there's something they can get for free and how they can get it. So everyone who downloads your lead magnet can become a customer.

So that's the one product that I will build today and the strategy that I would use to build an eight figure business again. But here's what happens next. The more sales you make, the more work you will have.

More DMs, more calls, more questions from clients who are stuck and they need your answers. And at some point, you hit the same wall every single person selling this product hits.

Time. There are only so many hours in a day, right? And even if you host calls with multiple people, group calls, right?

You can't physically help all of your customers. And that's exactly what UAI is for. You just have to paste in your content, your call transcripts, your frameworks to build an AI twin of yourself.

It can answer every customer one -on -one with the answer that you would give them in person. And it never sleeps. It never gets tired.

And it works 24 -7. So your business can keep growing. without your calendar falling apart.

So if you want to try UAI, the link is in the description. And until then, thanks for watching and I will see you in the next.

The Hook

The bait, then the rug-pull.

Matthias Bellmann opens with a $75 million claim and a promise that the product pays monthly, gets customers results and needs no all-day calls. The video then names the product, a course bundled with coaching, and shows how to build and sell one.

Frameworks