Dr. Noah St John went from $800 in a basement apartment in 1997 to building 7-figure businesses. He spent over $500,000 on coaches and courses before realizing most gurus were ineffective teachers. Now he teaches his Afformations technique and strategies for building expert businesses.
What inspired you? Was it just your own success and you're like, all right, well, I figured out how to earn a lot of money, so I'm going to help other people do it. But what inspired you to really shift to helping people in the financial arena? And then, of course, what inspired you to write this new book about building a 7-figure expert business?
It really came from pain and frustration, which is, I think, a lot of entrepreneurs can relate to that. But, but just people in general. The point is that, you know, I, I discovered Afformations in 1997.
Yeah.
When I discovered Afformations, I was living in a 300-square-foot basement apartment. I had no money. I literally had $800 in my bank account. I had, you know, no business experience, no marketing, no sales. You know, the only funnels we had back then was funnel cake. You know, so, I mean, it was like, you know, trying to build a house with a rock and some sticks. You know, it was like ancient times, right? But I realized that because I had this message, this epiphany, if you want, I said, I've got to get my message out, but how the heck do I do that? I didn't know. I had no clue. So, I had to invest or I decided to invest my money. Of course, I had very little money back then, but I put up a makeshift website. I wrote my self-published book. And then, as I mentioned, I was published by Chicken Soup and things like that. But I still really didn't know how to make money online. And I realized I've got a global audience that I've got to reach here. Well, how the heck do I do that? And so, it was just, as money would come in to my business, I would invest it. I would hire coaches. I would pay the gurus. I'd buy these different online courses. And what I realized over time was that these gurus suck at teaching. They truly suck. They cannot teach their way out of a paper bag. And I ended up spending over $500,000 only to find out that these gurus cannot teach their way out of a paper bag. And so, I said, what the heck is going on here? So, I pay this guy $10,000, I pay another guy $15,000, I paid so much money and there would be a little nugget here and a little nugget there, but mostly it was just pure frustration. And I would just say, what the heck do you want me to do? And they would never answer the question. And I'm like, wow, these guys suck. And by the way, I've talked to many, many people who've had the exact same experience as I have. Maybe hasn't spent as much money as I have, but— But, you know, have exact, exact same experience with, with the gurus, right? So I said, okay, so what do I know how to do? Well, yes, I know how to help people with their inner game. Great. I've written a lot of books about that. But then I'm like, well, wait a minute. I also know how to make money online. 'Cause, you know, I spent all this money and I've made some money. So I'm like, okay, why don't we teach people how to do that? Because the guys who are doing it can't teach.
Hmm.
You know? And so I said, why don't you come in, Noah? 'Cause what people say about me, have said about me from the beginning is, You know, Noah, I love how you break things down step by step. And I'm like, well, of course I do, because that's how I wish somebody would have taught me, and they never did.
