How to Become a High-Performance Coach and Speaker

You're in Movement Makers, you paid to be in Movement Makers, that's a group environment with everybody, and then we have this opportunity that comes up. We took 4 people and we're doing one-on-one. If you had your group, there would be people who want to do one-on-ones, and then I get to see you coach, and there's no prep because the prep is your years of experience. I don't know what you're gonna ask me coming in here, right? That's the prep. If you came and asked me about Edmonton or something, I have no idea. You're asking me things that I should have an answer to, and so it makes them feel great. It's usually more fun to make because you're actually talking to somebody instead of just talking to the camera, and it helps showcase. The caveat is you actually have to be a good coach. If you suck at coaching, that's going to be a problem, you know. Hopefully you're great. You show off how great you are. That also is great conversion for your landing page instead of just testimonials. Here's Ben in action and we can see you do what you do. So it's a conversion tool as well. We got Ben in the house. Ben's part of Movie Makers. We're sitting down for a one-on-one.

I'm excited about it.

What do you got, Ben? How can I help?

Yeah, I'm really excited about it. I guess to give you a bit of background. So I built an insurance and investment agency for the last 15 years. Got heavy into personal development, lots into mindset, manifestation, performance stuff. And throughout all of that, I always knew that I wanted to do speaking and seminars and events. And then just over the last 18 months or so, I've started doing that. So now it's figuring out how do I start growing that brand? I've got several things that I'm started doing and I want to know how to elevate quicker, faster and everything.

So what are we selling you as a speaker?

So I do— I've done 2 live seminars. Seminars is kind of the dream. I'd love to do them all over the world. That's what I want to do most. So my next one's in September.

And what's the seminar about?

This last one I just did one on the weekend called Vibe Higher. So it was a lot around the conscious mind, subconscious mind, your beliefs, and then a lot of law of attraction, manifestation stuff. So creating life how you want.

Okay.

That's my big thing.

And who do we target?

It's been a lot through my own natural network, which is a lot of people that are like entrepreneur type salespeople, that stuff.

Yeah. Okay. And then are you— do you have something else that you're selling?

Yeah. So I do coaching now. I just started a monthly membership, just released it on the weekend where I do once a month call. So that just came out. I've got a small $7, like low ticket course. I got a $97 course. So I have a few things that have started. I just haven't had traction with necessarily any of those. Yeah, I want to get beyond my own natural network.

Yeah, I got it. Yeah. Cool. And you're making content where, like, where are we at with content right now?

Yeah, I produce content. I run a podcast for 2 years. Wasn't really using YouTube. I was just uploading it without any intent. And then just even in the last couple of weeks, I learned through Movement Makers, I've tweaked some stuff on that. So I want to start YouTube as my main platform now. And then I happen to load Apple and Spotify where I did it the other way before.

Is the podcast— is just you talking or guests or both interviews?

Yeah, both interviews and solo episodes.

Yeah. What's the ratio right now?

I do 1 to 1.

Okay. So bad.

Yeah. Once a week.

What's our timeline like? Are we— do we have to hit certain metrics in certain timelines? Are we—

I don't have to. No.

Okay.

But I'd like to, you know.

I got it. Okay. But we're not like rushed, like, I need to get this by—

No.

Okay, perfect. It just allows for more creative things if you have a longer timeline. There's like, I need to get this specific— Yeah. By next week kind of thing.

That's right. Yeah.

Got it. We could take these businesses in different directions. Like if the goal is speaking, the key thing is getting to know the people who are hosting these events. Who are the people putting it on? And building a relationship with them. The easiest way to do that is a biz dev show. So you have them on your show. You already have a podcast, it's great. I don't know how you're selecting the guests to come on your show, but now it's with an intent to, I want to get speaking gigs from this person or their network. Like, are you already thinking about that or how have you?

I mean, the reason I started the podcast was to have a big personal development brand podcast. And so my concern in that is that a lot of the people I get on now are speakers, authors, coaches, that stuff, which I understand I can't market to them because they're in the same game, but not to dilute the podcast, if that makes sense.

So you have two choices there. One, you start a different show geared just towards this, or two, you find an angle that feels right —your heart to have them on. So if you're looking at who's putting on events for entrepreneurs, you can go research all the events for entrepreneurs or even like, I don't know if you go into sales or if you go into MLM.

Yeah, I would. Yeah.

Great. So all of those conferences or people who are selling insurance, like all of these things, they're like pseudo entrepreneurs. Insurance people are kind of an entrepreneur, but yeah, way less risk.

Yeah, right.

Yeah. Real estate, same thing. You're an entrepreneur, but there's like a support system around it. So there's lots of events happening around those things. You find a list of all the events, you find a list of who's organizing them, you invite them on your show to be a guest. They care about personal development. Otherwise they wouldn't be putting on these events. True. Why put on an event for entrepreneurs or real estate professionals or MLM industry or whatever? They care about this stuff. Do you personally connect with them enough that it feels right in your heart to have them on the show? You can make a judgment call whether it's a fit for the main show or you start a different show around it. But that's going to be your fastest path to get speaking gigs. Talk to the people who are hosting the events. Other speakers and authors, not that they see you as competition, but they're probably going to take the deals that they like the best. For sure. And they may not remember you or pass. They have lots of entrepreneur friends and speaker friends that you may not be the first person that they call if they want to turn it down. That's right. Yeah. Right. So it's not that it's not possible. It's just a much longer road. Yeah. So if we want to be strategic and get— we want to get deals for our speaking gig, like that's the fastest way to really do it. Yeah. And it's not that difficult to execute. Yeah. Yeah.

And I guess doing it on YouTube is easy too. I was thinking more from the podcast platform where it's only one station, but YouTube's easy to have the different Series.

So yeah, you film on the same channel. Yeah. I mean, it could be Zoom or you can go see them. Yeah. Depends how much the relationship means to you. Yeah, right. You came here from Edmonton. That's right. I came. So it's better to see them in person. Yeah, that really helps build a relationship. But you don't have to. It may not be worth, you know, the juice worth the squeeze. Yeah. To go off and do it. Just if you ran the numbers, if you were to run that kind of show once a week in the next year, now you're meeting 52 people who are hosting different events for entrepreneurs. You're going to get hired. Yeah, it's a great point.

You have to, like, suck to not get hired. Yeah, yeah, yeah.

Then when you're doing the interview, it's important for them to know that you're a speaker as well. So you're not just the Larry King person asking questions, but you are a speaker yourself. So to start off the interview, you're talking about them and their thing, that they're either their story or the event that's coming up. But then in the middle you talk about what you do. So, oh, that's amazing, Henry. I'm a— what would you call yourself? A mindset coach?

Yeah, sure. Yeah. Mindset and performance. Yeah.

So I'm a mindset speaker and I speak at events and stages. And one of the things that I found is that— what do you think about that? Now we've positioned it that you are a speaker. Yeah. You're not just a podcast host.

That's right. Yeah. Right.

So we want all of our guests to know that you're a speaker. Yeah. And then afterwards, once the show is done, you can follow up. Now they're on your list. Now, for sure, you are. Yeah. You say if you need a speaker for this one or the good thing is these are, these are event organizers. They'll do another one. Yeah. And another one and another one. Yeah. Right. They might run 5 events a year. Yeah. You might not be a fit for this one, but you can be a fit for the next one. Yeah.

Do you find LinkedIn's the best platform for stuff like that? Finding those people, I mean, to even reach out to to begin with?

You need to find the events. Find the events and then, yeah. And then usually it's pretty easy to find out who the person is who's running it. So LinkedIn could work. I'd probably just do a Google search. Makes sense. Yeah. Find the events, find who's organizing it, reach out. These people who are running the events always get hit up. Can I be a speaker? Can I be a speaker? They don't want to talk to another up-and-coming speaker. But hey, I'd love to have you come on and promote your show and talk about what you're doing. Everybody wants promotion. So it's a lot easier for people, even if you had— I mean, you already have an existing show, but even if you started from scratch and had nothing and you're starting a brand new show, people will still come on to do the interview because they want content. Makes sense. Want exposure. Yeah. So that's an easy, like, step one. In the next 12 months, that's the number one business generator for you. You want to grow whatever, whatever program you want to grow your speaking. Yeah, that's you bring on. You want to grow your coaching, then same thing. You bring on the entrepreneur or entrepreneurs. Oh, I guess still like could be again all of those people. If you especially go back with insurance. Yeah. So many people like insurance sales. Yeah. They need you, man. Yeah. I mean, I have to tell you that. And how many insurance professionals out there in North America?

I don't know, but a lot.

Like a crap ton. Yeah. And it could be helping the individual, the individual insurance reps, or it could be the office buying it for. Yeah, yeah, yeah. If that was your background.

Yeah, that's my background. Yeah. Yeah.

Is there like, did you win any awards or did you have any? Yeah.

I mean, we've run a good team for sure.

Is that interesting to you to coach and train?

I mean, I do it in my main business already. Yeah. So it's part of what I do. What I like to do is get outside of that where it's Because my goal is to do seminars for the public all over the world. So I guess the answer, not as much. I mean, I would speak probably at a conference, but I don't know if I want to go train in insurance offices. So here's the thing.

If you want to get paid, being on other people's stages and doing coaching is the fastest way to get paid. Running your own events is a longer-term project, or they just won't be as big. Right. You're running them at breakeven or a small loss. That's right. Right. So that's more like, what do you— where, what are we trying to create? Because if you could create a speaking tour and go to 50 cities or 20 cities or whatever you want. Yeah. But you'll probably lose money doing it. Yeah. So how important is the— Yeah. You know, you could—

I don't want to start with that.

No. Okay. So you have to be profitable along the way. Yeah. Right. Now it's just thinking, okay, that's what you want to do. What are the steps to get there? Right. So for example, if you started— if insurance is the easiest place for you because you've already built a team, you've already done the sales, you already know what you're doing, you already know the language, you know all of it. If you started picking off, say you want to hit 20 cities and you pick the 20 biggest cities in the US, which you can make way more money in the US than in Canada. And you find insurance offices to go work with and get paid to work with them. Then when you start to do your tour, it's easy because you already have 20 cities. Totally. You have a connection network already around that they'll show up and they can bring friends who will show up. And then you still may not make a ton of money doing your own tour, but you won't lose money on the tour. Yeah. And then you get the vibe of doing the tour.

Yeah, it's building a following too.

And then go back next year and you can that could be a path to get you there if you don't want to lose a whole bunch of money on a tour.

Yeah, I like that idea. I think I was thinking probably too small and too local, which I didn't really want to do. But I mean, traveling to the States to go do a gig for an insurance company would be cool.

And maybe Zoom training, right, to start. Right. But then you do a tour. Yeah. We did a 90-day tour, 23 cities. Yeah. From Toronto to San Diego and back. Yeah. And mostly in different hotels, conference centers around the country. It was a crazy long drive. It was an amazing experience. I did it because I wanted to break the fear of getting on stage every time. And then I wanted to break the fear of going off script. So I had a memorized presentation that a third of the way through, I just cut it and just went with whatever flowed. It was a lot scarier. You've got you know, 100 people sitting there and you don't have a plan. Yeah, yeah. And the last third, I broke my neck and we continued to tour with a broken neck. No way. So I learned different things at different stages along that tour. That was 2019. And it's still something I think back on. It's like, for sure, that was a wild adventure. Yeah. You don't have to do 90 days. Yeah. And that many cities. Yeah. But you could start planning that to say, okay, I want to hit New York, I want to hit like what— even if it's all East Coast and you don't want to hop on planes or whatever, you can do New York and Boston and Philadelphia and Chicago, if you wanted to, like, you could drive there. Yeah. You know, maybe fly to one and then drive across. Yeah. So how do you start getting clients at an insurance company in those 4 states? Yeah. So you're planting seeds for your tour. Yeah. Yeah, I like that.

Yeah, I think probably like you said, even real estate too. Same idea. Getting to some of those.

The easy part about that is they're— it's already all organized. Yeah. Finding entrepreneurs is harder, right? But finding insurance offices and all that, like they all have websites. You can see like who's— who would be the person who hired you?

It's a good question. We've always run independently, so I don't actually know, but probably the agency owner, I would imagine.

Who's the agency owner? Yeah. Even if they're great at it, they like the best are still looking for outside— for sure. People to come in and get perspective. That's right. They'd listen differently. Yeah. And so it's just a matter of outreach. Yeah. Cool. If you're willing to do it. Yeah. And then you, whatever you can, the best part of that is like it's ongoing training. It's not just you come in once and then that's it. They need ongoing support. And the current team member who've already heard you, like they need leveling up. And then there's so much turnover that new people are coming in and they didn't even see you yet. And so that becomes part of the training as well. So you create an annual program with each of these companies depending on how many people are at the— how many people are at your office? Probably 100. And you train them all at once, like group?

We do a lot by group. Yeah. Not necessarily all 100 at once, be smaller classes.

In person or on Zoom? Both. Okay. Yeah. So that's some credibility. Like you've already done it. You have an office of 100 people. Yeah, not just—

Yeah, I've spoken to large groups already.

Now, not just spoken to large groups, like you run a large group. Yes. Yeah, yeah. So there's credibility in the insurance business. Yeah. You're not some guy who's got like 2 people underneath him. Yeah. And are just kind of figuring stuff out. That's right. Yeah. Otherwise, why would they talk to you? Yeah. But you've already built it to 100 person plus. Yeah. Done the live training and Zoom training. Yeah. So anybody who's at 100 or less, some of the 50 people, wants to double this year. How do they do that? You show them.

Yeah, makes sense.

You could train them. Yeah. And you can get paid if you're training 50 people at a time. Yeah. Do you make a lot more than if you're training 2? Yeah, for sure. The owner has more money and has a budget. If you have 50 people, you've got a budget to start people. For sure. You have 2, you're like, you're strapped and, you know, barely hanging on. Yeah. Like a lot of times the— so many consulting businesses or coaching businesses. Yeah. You can get to a couple hundred thousand in revenue and, and be good. And that starts to pay for team and building the brand and everything. But it's harder to scale. Right. Because it's still just your time for money. Yeah. It's good money for your time, but it's still just money for time. Yeah. But it gives the cushion to be able to then go invest in all the other things that you can do to hire a team to help build everything else out. Yeah.

And that's, I guess that's kind of the next step too, is that so even the seminars I have been doing, a couple online courses, it's just how do I start bringing more non-from-my-network traffic to that is, I guess, the other part of it. Right. So, but I know you've talked about that's a longer game on YouTube and stuff like that too.

So, so you have 3 options like the Biz Dev Show, relationships, speaking is a relationship thing. So that should be a biz dev show. If you're looking at even the coaching part could still be part of a biz dev show where you're bringing on, you find an office in Boston and you find an owner who's got 50 people on his team and you invite him onto your show. And even if it's just the insurance show and you, and this is a different show than your podcast, just you have him on, he tells his story. And then you say, yeah, and what I mean, I train this too. I've got my own company. We've got 100 people on the team. Here's one of the things that I found in working with people, and now I train others on it too. What do you see? So now, like, you're an expert. You're not just asking the questions. I know that you have 100 people on your team. Like, oh, he's got 100 people on his team. Like, why is he interviewing me? I should be hiring him, right? And then that leads to a sales opportunity. Now, not everybody's going to take you up on it, but if you did it again, a show a week with people who run 50-people insurance companies. Totally. Yeah. You'll get sales. Yeah. And you don't need that many. How many clients that have 50 agents could you have at a time on your roster while running your own agency? While like, you can't have that many. 5? Yeah. 10? Yeah. You can't, you're not going to have 50 of these companies you're training. So it's not that far a path to be able to go get that revenue coming in. So that's the fastest way. If you have budget, then ads. For speaking or for? More for the, no, speaking is harder. Yeah, I would think. Speaking is relationships. Speaking is a biz dev show. Build relationships with all of them. See them in person if you can. Again, it depends on what kind of budget you're working with. Like if you said, I'm pretty good. I don't— I, you know, I can invest in a crew and I can invest in flying out to people because I know it's going to pay off in a 3 to 5 year window. Right. Cool. Yeah. Do that. Yeah. If you need to bootstrap it, like if you could afford it, then you would do something like this. Yeah. You know, you fly to the person's city. Yeah. Hire a local film crew. Yeah. And they set up 3 cameras and a couple of lights and. Yeah, you're good. But that's going to cost you. Yeah. Each time you do it. Is the relationship worth $5,000 or whatever to go meet the person? Plus your time. Like you get one speaking gig, it's definitely worth it. But like how many of those are you willing to kind of out for? Sure. Right? It's just a, if you have the, that's a passive way to do it. Yeah. If you have the budget to do it. If not, then you don't resume. You still build the relationship. Or you judgment call it. It's worth it to go for this one, but not worth it to go for this one. Right? That kind of thing. And then if you're in the city, you can also see if there's anybody else in the network that you can meet, connect with. Right? Like I'm going to Austin, speaking at Austin this week. And okay, who do I know who's in Austin? And meeting up and getting recommendations and hanging out. And some people I've only DM'd on Instagram. Some people we've had Zoom calls. Some people I've met before. But those all lead to other relationships, other ideas. It's just a relationship game. Speaking side is a pretty small circle and it's harder to target them with ads.

Yeah, that makes sense for sure.

But your coaching, you could definitely do ads if you wanted to spend.

And courses.

And courses. Yeah, you can for sure do that. Yeah. Are the courses ready to go?

Yeah, I have a, I have like a small 7-day meditation that's really more designed to be kind of like a lead magnet, but then a $97 one. And what's the $97 one? 5-module on— it's called the New You. Yeah, I might say, yeah. So it's like vision, beliefs, habits.

It's hard to make money off of a $97 course if you're running ads. The goal would probably be to use the $97 program as you're like trying to cost recover and sell the coaching. Okay. What does coaching cost? $2,000. A month? Yeah. Yeah, that's a good starting point. Yeah. So that's the goal is like sell an annual on the coaching. You start by selling 12 months. Yeah. If that doesn't work, then you can come back down. Yeah. But the goal is an annual deal. Okay. Because like when you sell insurance, you're selling. Yeah. How long is the deal? Yeah. And how long? Yeah. So most people default to like month at a time. Yeah. Don't do that.

That's what I've been doing. Yeah. Yeah.

And if that's the worst case, you can always come back down to it. But for them to get results, what are they going to do in one month? Oh, for sure. Yeah, I agree. Like you just tell them what to do because they don't know. This is the first time they're having this conversation. But for you, you've had this conversation many times, so you have to tell them, just like a good insurance agent. Well, they need to understand the client and then tell them, this is what you should do. Yeah. Because for the, the client, they don't know what to do. It's their first time, so they don't know what to do. How are they going to make the best decision? Yeah. You ask questions and you get informed about them, then you tell them what to do. Yeah. So default to 12 months, default to upfront $24,000 a year to work with me. And here's what you get. Yeah. And it's a call every 2 weeks.

Weekly. It's what I do right now.

A call once a week. Yeah. For how long?

45 minutes. That's not bad. Still probably call it 30 hours a week in my insurance agency.

Yeah.

And then wanting to grow all this other stuff.

The mental calculation of what do you need to do to be able to leave the insurance agency or dramatically cut down to 1 day a week instead of 30 hours a week or whatever it is, right? Coaching is going to be your fastest way to get there in the insurance industry. Right. So it's like, how much of that is a priority for you? Coaching or getting out of the insurance business?

It's not like a massive priority. I got to get out of it. But I'm excited about being able to the point to eventually get to the seminars all over the world. So do I need to leave insurance tomorrow? No. I mean, I can. And these—

so you keep— you're excited about the seminars. This is great. I am. Yeah. So I love it. So they're your seminars? Yes. And you already have a vision for like what you're going to be teaching at the seminars?

Yeah, yeah, yeah. I've done two of them so far. Yeah. Just in Edmonton.

Yeah.

Yeah. And they've been good. They just, you know, takes time to grow, that's all.

So a lot of that is building networks on the ground in those cities. Yeah. And you come back. Yeah. So I don't know, how much do you want to spend time on the road?

I think if my family can come, it doesn't matter. If I can bring my wife and kids, then it's fine.

Okay. So you're going to like rent a Winnebago or whatever and just go?

I mean, we'd probably do— maybe that's an exaggeration. We wouldn't do exactly that.

But like, how long do you want to spend on the road? Right now? Well, I don't know. What's the vision? Where do you want to— what do you want to create?

I mean, eventually it'd be great to go like we go to Europe for 3 months and I've got a tour over there and then we're living in Europe for 3 months and then come back to Edmonton or spend.

Yeah. Okay. So like 3 months of the year you want to be somewhere else. Could be like that.

Yeah. And then I'll probably once a month I'll go do something myself to your own seminar. Yeah, exactly. Yeah. Yeah. In North America, easy to get to.

Like, who, who is the organization that can help, like, speed track that for you that you're not going to go back to? Right. Or do you want to go to Europe every year, hit the same spots? I don't know. Probably want to go to something else. Yeah. Even if you stick to insurance for now, who are the major players that now you're not talking to the individual offices, but the big conventions, not even the conventions, but like the companies. Yeah. Who can send you in Mutual Liberty is going to send you into their offices around North America. Yeah, I'll have to look that up.

I mean, for the States, but it'd be easy to figure out who it is.

Across Europe might be more difficult in different countries. Totally.

And I think that's more once the brand's big enough, like Bob Proctor style, that he could go anywhere and do it, you know?

So but not necessarily, right? Like, yes. And like the way that Bob Proctor does it and a lot of these guys is because they built the brand up so much, they can go anywhere. That's what I mean. Yeah. but you can get there a lot faster just with a strategic relationship. And the biz dev show is still the like fastest way to get you there. If you want to do your own thing as opposed to like you're, you're all happy to speak at other people's stages, but it's like the dream keeps coming back to, yeah, I want to run my own seminars and keynotes. Yeah, yeah, yeah. You're excited by that. I love it. Yeah. So who would hire you to be in multiple cities?

Yeah, probably big insurance agencies, I guess. If they had, you know, they could bring together all the state offices or whatever. And those are worth— I mean, salespeople, anyone that's commission-based, basically the stuff that I teach works well for, for sure.

Yes. And especially since you've had so much success in the insurance business, that's the easiest one to be able to go off.

That makes sense. And create. It's funny, I never even considered it because I was like, I've already done that. I don't want to. But it does make sense to be able to teach in that way. Yeah.

And have credit this summer, this winter. Yeah. You want to get out of the Edmonton winter and hit up Florida and Texas and, yeah, whatever, Atlanta and just like go down that side of things. You could. Yeah. You just need the company who's going to hire you to go run all those events. Right. Okay. That could be this winter. Yeah. This fall, whatever. Yeah. And you just get those people on your show. Yeah. The thing is, like, who wants to talk to an insurance VP? Yeah, nobody. Nobody. Right? It's like the easiest guest of all time. You're not trying to get The Rock on your show. Yeah. No, that makes sense for sure. That's where you can use LinkedIn. Like, who would be the company for you who would potentially hire a trainer for you to come and watch?

Just because we're all independent, it'd have to be the individual. Like agency owners for us. What about the insurance companies here in Canada? Not the ones we deal with because they don't have sales forces. They're just based on independent brokers. So, but like Sun Life in Canada, you know, could be a company like that. Yeah. Yeah. That would bring together maybe a sales training for various offices. Yeah. Some of the captive insurance companies would be like that.

Great. So Sun Life, who would be the person at Sun Life or the department at Sun Life?

That's a good question.

Somebody in charge of sales, I would say.

Something like that. Yeah, yeah, yeah.

And so it was like, that's where you go to LinkedIn. Yeah. The company, you know, the job titles, right? You see everybody shows up. Hey, you want to come on my show? Okay. So a new podcast about success in the insurance market. Cool. I have a— I have an agency out in Edmonton. We got 100 people. And try to share some stories about insurance. Great.

Yeah, I think I would probably do it. I could do insurance, real estate, mortgage broker, something like that.

Even. Sure. Yeah. It's like it's still all boring, right? Like, yeah, these guys are never asked about anything. Yeah. Like, you want to interview me?

Yeah.

So it's an easy yes.

I guess that'd be a great channel for itself too. Yeah. If that doesn't fit within your—

your— Yeah, right now. Yeah.

But even if it went to there too, I know thinking about it, it's just like those insurance salespeople, real estate mortgages, all that stuff. As it grew, go to there for advice and everything too, which ended up being great prospects for all the other stuff.

It's some of the courses. Yeah, yeah, yeah. Build the list. It's still— you're not, you're not teaching stuff that you don't believe in. It's just a part of what you do. Yeah. And you're picking a couple of verticals, but it's still all of your methodology.

Yeah. And then so that's the quickest path to revenue. So then growing more the personal brand side. So I have this community I just started once a month call things like that, growing the YouTube. I mean, as we go through the program and we'll learn more about it, but yeah, that kind of stuff. So what else beyond the Biz Dev Show?

So whatever you want to sell, show me the process of you doing it. So what do we want to sell? We want to sell our coaching services. We want to sell our monthly— is it a group? Yeah. Okay. Our group. But coaching is one-on-one. Coaching is one-on-one. One-on-one coaching. Our group. Yeah. Our $97 program. Yeah. And our speaking. Yes. Anything else we want to sell besides the tours and that you're really excited by? Yeah. Yeah. No. Okay, so those 4 things. So those become content series on the channel. So show me you doing the thing. What I mean by that is if you want to be selling coaching services, I need to see you coach. You talking to the camera about how to use the law of attraction. Doesn't mean that you're a good coach. You know, Wayne Gretzky could be a great hockey player. Was he a great coach? I don't know. Was he a good coach? I don't know. I don't know. He coached Team Canada, but I don't know if he's any good.

He helps with the Oilers for sure. So, okay.

So, but like a lot of the best players actually suck at coaching. That's right. Yeah. It could be great that you've had the success, but it doesn't mean you can teach me. Yeah. So show me you coaching. Okay. So we're actually doing it right now. Like I'm coaching. So you just flip it. Yeah. So you take people who are either in the program already and go deeper with them, or they're part of your group coaching. Actually, Evan, how do we do this? You're in Movement Makers, you paid to be in Movement Makers. That's a group environment with everybody. And then we have this opportunity that comes up where we took 4 people and we're doing one-on-ones. If you had your group, there would be people who want to do one-on-ones. And then I get to see you coaching. And there's no prep. Right. Because the prep is your years of experience.

Yeah.

I don't know what you're going to ask me coming in here. Right. Yeah. That's the prep. If you came in and asked me about Edmonton or something, I have no answer. Yeah. Yeah. You're asking me things that I should have an answer to. Yeah. And so it makes them feel great. Yeah. It's usually more fun to make because you're actually talking to somebody instead of just talking to a camera. Yeah. And it helps showcase— the caveat is you actually have to be a good coach. If you suck at coaching, that's going to be a problem. Yeah, right. You know, hopefully you're great and you share, you show off how great you are. That also is great conversion for your landing page. So when it says your, you know, Ben landing page for coaching. Yeah. Instead of just testimonials, actually you get to see you coaching. Yeah, right. Like here's, here's Ben in action. Right. And we can see you do what you do. Right. So it's a conversion tool as well. Cool. It's great for your email list. Yeah. So when people sign up for your email list, they download your $7 thing or free thing or whatever. Yeah. In the autoresponder sequence, they can also see you coaching people. Oh, he's a coach, right? And when people see themselves in the person. Yeah. That you're coaching, then like, oh, if he can help her, maybe he can help me for sure. Yeah, right. So it's your— it's a sales pitch without any sales. It makes sense, right? So that's an easy series to make. Okay. Anybody who's come through your program. Yeah. The $97. Yeah, yeah. You could offer the same thing. If you complete the course, then do it and do some homework or whatever, whatever is the requirement, then I'd love to have you on as a guest. It may be something you eventually charge for. Yeah, right. Yeah, it could be paid. It could be. And it's going to cost $5,000 to sit down. Yeah. Then one-on-one, right? Yeah. But we're talking about the course. So then as they come through, it's like, okay, I completed the whatever course. Yeah, here's where I'm trying to go next. Oh, he has a course right now. We're talking about it again without talking about it, right? Instead of just a sales video, get my course. Yeah, right. Again, that video can go on the landing page for your course.

Same thing for the seminar, right? Came to the seminar. Yeah. Give them a coaching.

Yeah, that's a little harder because you got to do like that's in person.

Like you have them on after, right? I got the list, so.

Yeah, easy enough to. Oh, you have a seminar?

Great. Yeah, exactly. Just bring it up.

Like, how do we start this video? I was like, oh yeah, you're part of the Movie Makers. Let's go. Yeah. And what was the last one? Oh, speaking. Speaking is a little different. Yeah.

I mean, that one makes sense with the Biz Dev Show. Biz dev show. Do that for sure.

And speaking. Speak. Yeah. So either local stages, high schools, like if you just need content of you speaking, libraries, whatever, like any local, see what's happening locally in Edmonton and say, I'll come and speak just to get footage of you on stage speaking. Right. And direct the camera.

I have a bunch of that and I have a bunch of crappy iPhone video talks from just conventions we've done. Speaking of those, so I need to chop those up and put them up on.

So direct to camera, however often you can, less time editing. Are you editing or you have team editing or what's happening? Team. Team editing? My assistant does.

Yeah.

Great. So then every day you're speaking. That's just a— Right. The more you speak, the better you get at speaking and it's another chance for somebody to find your video. Like my first international speech I got paid for was in Kuala Lumpur in 2014. And that was the closing keynote for their event. He's like, I don't know, I found you from your YouTube videos. I did no outreach, but he saw me speak. So we need more you content speaking. The easiest content to make is trying to trail off of other channels. So who is the most relevant to the things that you talk about? Probably Proctor.

Proctor? Yeah. I like his stuff. I like Burchard's stuff too.

Performance stuff. Brendan? Yeah. So go to their channels. Yeah. See what's performing. Yeah. Make your version of it. Yeah.

Have you done that? Not regularly, but a little bit.

Yeah. Okay. So that's a series. Yes. And that's on the main channel. You know, that's your solo podcast. Yeah. Unless you want to have a different, completely different channel. But that like makes sense to have it as part of your— For sure. The insurance specific one might be its own little brand, but you speaking direct to camera, take all of Bob's most popular videos, Brendan's most popular videos. Turn them into my version of it. If you're going to go to like Louise Hay or Wayne Dyer or, you know, just expand the list a little bit. Yep. See what their videos are. Yeah. Mel Robbins, Ed Mylett, whatever. And then just take the title and then you don't even need to see how they spoke. Like you're going to speak, but you're trying to pick a winning title, a topic that resonates with your heart and you have something to say. It's not forced. I'm only doing this to try to rank, but like this actually is important.

How many videos a week should I be doing between everything?

Depends on your ambition. And timing. If you're not consistent, the first goal is one a week. If you're one a week, the next goal is three a week. If you're three a week, then daily.

Okay. YouTube a day, long form.

If you're there, then it becomes much more about the quality, the analytics, the metrics, how we're doing, which series is working, how do we improve it? Right. The coaching series is underperforming, but it's generating sales for us. Do we keep it or not? Like all those kinds of things. So that's really a commitment level. Yeah. If you can say I can commit to 2, 2 videos a week kind of thing, then you just split them up.

So I mean, we do one already because we release the podcast, whether it's a guest interview or the solo I did just face to camera. So I'm already one a week, no problem. So then getting to 3 would be the next step.

I just batch them, right? Like today I'm— Yeah, you guys are all traveling in here and I was doing just sitting here answering questions. Yeah. And now we have content for the month. So same thing with the speaking, the direct-to-camera videos. In half a day you could have your content for the month.

Yeah, that's something to get good at.

What's the, what's the holdup on it?

Organization. Just kind of like do it when I need to, you know, need an episode for next week, make it happen rather than batching it. So, okay, it's just booking it is all it is. I mean, yeah, easy, easy strategy, putting a calendar.

Yeah. Like sometimes it's I need— I don't know what topics. Yeah. To figure out. So you might need a little time in advance, but, but like, but even researching the other speakers, I mean, that's an easy way to get—

there's 8 videos, right?

Do that on the next break and have 50 video ideas. Yeah. Like it's not— Yeah. Super complicated. Yeah. Yeah. And there's batching time. Like Tuesday's my YouTube day. Okay. Filming content. Cool. So if you did— if you took Tuesday morning and you filmed 8 videos, direct the camera, and you did 6 coaching sessions or 4 coaching sessions in the afternoon, you get a lot of content for sure.

And then length of YouTube ideal is 15 minutes.

No, ideal is longer.

Okay. Minimum 10.

So face to camera, even longer if you have, if you have stuff to say. Yeah, that's the hard part is like, yeah, running out of stuff to say. Yeah, yeah. And we'll get to this too in Movie Makers, but if you're looking at thought leadership videos, 10-minute plus, but no max. We've had 3-hour videos that crush, but can you talk every week for 3 hours? Like, there's diminishing returns, but it's powerful opinion. How do you start a video?

I'm not sure how to answer that.

I don't know. Okay. So the new way to start a video is a powerful opinion. What do you believe about blank that other people don't believe? So, like, pick a subject that you would talk about.

Subconscious mind. Okay.

What do you believe about the subconscious mind that most people don't believe?

Well, I think most people don't have any idea that you can program it for whatever you want.

Okay. That's the first sentence of your video. Yeah.

But not, I think. Right. It is. Yeah. Subconscious mind is running virtually all your life and you don't even— it's running all your life and you don't even realize.

So, like, that's a hedge. We can address the hedge later on. Yeah. But don't hedge in the opening. Okay. Because in the opening, that's what people are paying attention to. Okay. And if you're hedging, they want to hold on to the safe, right? So even if it's like a 5% hedge, yeah, they're going to hear the hedge and not the argument. Got it. So powerful opinion, right? Okay. This— your subconscious mind is running your life. Perfect. Then the next sentence is the context sentence. Like, what does that mean? So hopefully you told me something in the first sentence that makes me stop, because your job is to stop the scrolling. If you can get them for the first minute, they'll watch the video. People go to YouTube to learn. Not just for inspiration. But you still have to stop the scroll. So you told me something that I don't— what did he say? I don't know if I believe this or not. But that should be the reaction. If you tell me something that I just agree with, then why am I watching you?

Yeah, that's great.

Second sentence is a context sentence. What did you just say? Like, tell me it in a different way, in a deeper way. To help make it understandable. And the third sentence is raise the stakes. So if I don't fix this, what happens? If I don't recognize this thing that the subconscious mind—

You just keep repeating the same life over and over. You're in the same spot. For the rest of your life.

Yeah. For the rest of your life. So you're challenging the perspective. Right. So I came in thinking I have this problem. Yeah. You're telling me I've got this problem. Yeah. Right? Yeah. Like, what did he just say? Now I want to watch this video. Cool. Those are the first 3 sentences, then you tell the story, your story, a client's story, change the name, change the gender, whatever. Story in the news, Canada, Trump, any story. A story. You got lots of stories that connects to subconscious mind, subconscious training, whatever the theme is. And then you get to the advice. What we want to do is lead with the advice. For sure. But people won't listen to the advice if you don't do the proper setup. Because who are you? Why am I learning this? This is important. I've already heard that before. Next. Powerful opinion, context, sentence, raise the stakes, story, and then advice.

Question for you, just to pause for a sec. So is it more effective if I had— know that you have to choose between it or is it better to have 3 10-minute videos or 1 30-minute video? So that week as an example.

I would probably split it to the 3. The 3 10 minutes. Yeah. If you had to pick. Okay. I wouldn't go under the 10 though. You hit kind of a magic number there. It was 3 5-minute videos or 1 15-minute video. Do the 15. Yeah. Because 5 is hard to teach people.

And say you did an hour one, would you ever chop that into like 3 20-minute ones later you would release? Or would you just redo it?

No, but what I would do is mash it up. Mash it up. So if you've done enough of these hour-long ones, sure, then you take clips from different ones from this one. Yeah, 5 minutes from all of them, and then it's your tips for success for 2023. Okay. Yeah. So you're compiling all of these into a longer video.

And I think I remember watching one of the videos you did the other day that all YouTubes should have the very first note should be a freebie lead magnet.

In the description. The description. Yeah. So here's what you do. So powerful opinion, context sentence, raise the stakes story. Right. Already we're already like 5 minutes in on this video. Depends how long you tell a story. Then you go advice number 1. Okay, so the whole point of this is just to get them in the right mode to receive the information. Now we teach them. Okay, so how do we solve that? How do you fix your subconscious mind? Tell me, Ben. And then, okay, number 1, you start with, what's number 1? Awareness. Perfect. Number 1 is awareness. And then you tell a story about awareness. You tell me what awareness means. Just take me deeper into awareness. After awareness, you can say, and by the way, guys, I have a free PDF on how to—

So would you drop this in most videos? Every video. Every video you'll drop the freebie.

If you have one freebie, you drop the same freebie. If you have multiple freebies, you drop the most relevant freebie. Understood. So if you had something around awareness that fits really well there. Yeah. If it was meditation, if it's a meditation, then you say you finish with awareness. Yeah. You did that whole point. Then you say, you know, one of the best ways to increase your awareness is to meditate. Yeah. And I've actually got a free guided meditation for you if you want to check it out. No gloss. It's the first link in the description. Yeah. Go click it and I'll see you there. Yeah. Okay. Number 2. And then you move on to the second bit of advice. Third bit of advice. Right.

Yeah, I like that. Well, it works. So, okay. Yeah, that's right.

And now if you're going, you go through the whole process, powerful opinion, context sentence, raise the stakes, story, advice number 1, lead magnet, advice number 2, advice number 3, that's a 20-minute video. And that all fits on a sticky note. Yeah. In terms of a script.

Yeah, 100%.

Write out your powerful opinion, nail it. Totally. If you screw up on the first one, And are you filming yourself? You have somebody filming with you?

I film myself. Okay. Just like from the camera.

So nail it. You might need to do it 3 times just to get the energy and the vibe. Watch for any hedging language, right? Might, may, almost all. Like none of those can— canes. We do that a lot. Yeah, for sure. For 10, like the most aggressive American in the world. And yeah, because if that energy is missing, it doesn't matter how much great advice you have. People got it. They've left. Right. Gone. Yeah. If you screw up in the middle, it doesn't really matter. Right. Just keep going. Okay. If you screw up in the first 3 sentences, do it again. Okay. And if that takes 10 takes, cool. Do it again until you get the words and the energy right. Yeah. You're feeling it. You're feeling it so that people will feel it. Yeah. Yeah. That's an easy 20-minute video. So those 3 sentences you can write down. And then for the advice, it's just point form. Yeah. Awareness.

That part I'm good for.

And then you talk to it. And story, you just put Whatever, Danny. That's right. The Danny Store. Easy, right? Yeah. It's all a sticky note. Take 4 minutes to make that. Yeah, that's great.

Questions around kind of like funnel systems. So which I haven't built yet. So I've got several things that could be freebie. So I have a— I just did a 30-day manifesting challenge PDF that I just gave out at the seminar, which I'm going to put in the YouTubes now for the relevant ones. I got an e-book people could have. Okay. And then I created this $7 meditation course. But right now that's the only thing that shows up in my description. So I need to tweak that. So 3, but then how many sequence emails should each freebie have? And then second part to the question, when someone subscribes, should they auto go into the weekly newsletter or they should be in a primary funnel until that sequence is done? So both.

So the easiest way to do it is not to have different sequences for different PDFs. Okay. Just put them all in the same No matter where they come from, selling the same thing at the end, let's say the $97 course. Yeah, but like if you have 4 different free bonuses.

Yes.

You just put them on the first email. You don't need 4 different sequences for each one.

The same email sequence for each one. Yeah. Yeah.

So, but email number 1 is you give them the bonus. Yeah. But they think they're getting 1 bonus because of what they signed up for, but you just give them all 4 bonuses.

Oh, give them all 4 in that same email.

So it's easy for you instead of running 4 different funnels, They're all in that first email. And I do it for like we do a vault, we do a PDF for every video that people can download afterwards. Yeah. And you get one-time access, you get all of it, every video. It's like thousands or something in there. A lot of free PDFs.

So if I had meditation, ebook, PDF, etc. Yeah. One email, even though you only subscribe for the PDF, give them everything. Yeah. Here in the first email. Yep.

Not the second value email or anything like that because they don't know where they're coming from. If they sign up for the meditation, but then they get in the second email, then it's a disconnect for them. So like, here are some amazing, thank you for joining. Here are some amazing bonuses for you. Ebook, meditation, challenge, whatever. Then it's in the marketing world known as an indoctrination sequence. Getting people used to you. So then it's thinking, what are the messages? What are the videos ideally that we can link to? Where people get to know who you are because they don't know you. They watch one video, put their email in like, I don't know who this guy is. That's right. So what are the best videos for them to see? So maybe there's one speaking video, there's one coaching video, there's one around the course, like there's things about— so I get to, I get to know you in more depth. And those are your best ones because everybody's going to get them right in the autoresponder sequence. Right. The newsletter could be— what is it, weekly? What do you do weekly? Yeah. So it could be a highlight from your videos, whatever the best video is, whatever's happening in your world or thought of the day or thought of the week, but using video there too. 'Cause like the more people hang out with you, the more they wanna buy from you and do stuff with you. And video is like the easiest way to go one-to-many. People feel like they know me even though they have no idea. Like, Evan, how you doing? And how's Nina? And how's like, great. Who are you? Right? They've developed these relationships and that's kind of what you want. We want people and ideal clients to feel like they know you even though you have no idea who they are. Yeah. So thinking about which videos could be good fits and if you don't have them yet, make them on your next recording session.

So even an example where you say the course, I should have a YouTube selling the course, not selling but explaining it.

And no, you have a YouTube coaching session. Oh, with someone from someone that went through the course.

Yeah.

Who completed the course. Okay. Here's Susan. She just completed my XYZ course. Like, oh my God, Ben, that's such a great course. Cool. I had so much fun. Okay. Right. Yeah. And then that video goes on YouTube, but it also goes on the landing page for the course, and it also goes in your email sequence. I love it. So like one video is— yeah, multi-purpose.

We just had a lady that went through it, came to the seminar too. Okay. And she's— her and her family haven't been on vacation in a decade, and she goes, I wanted a vacation. It's this crazy long story I'm not going to tell, but she legit manifested a $5,000 vacation. So I'll get her to— I'll come on, I'll coach her and tell her to tell that story.

That's great. That's an amazing story. But then like, how then can you help her next? What's the next thing? For sure. She got that done. Yeah. Well, what's—

Yeah, I have lots of help with that. She's in the insurance business too.

So yeah, that's the model. So between those series, so we need a direct-to-camera, you, we need— that's going to help sellers speaking. We have a biz dev show for the insurance agencies, slash people who are running events that you go speak at. So you start building those connections.

Just to pause for one second, I think I remember one of the training videos. That show is totally irrelevant. You're not trying to grow a following on that. It's just more to connect with those people. Yeah.

If it does, it's about— if you're doing a show about insights into the insurance industry, who cares?

Yeah, yeah, yeah.

I mean, some people will still watch it, right? And it's still probably the ideal clients for your guests. But the whole point is not even to build your brand, but just to build a relationship and give them content, right? They have content now too. It might be the only interview they've ever done.

Yeah. And do you, well, I guess the answer is yes, because that's what you do. YouTube always over podcast because the YouTube can just convert to podcast anyways. Yeah.

And you can now list the show as a podcast on YouTube.

I saw that. Yeah. Yeah. I just did that for us. You're already recording it.

The thing with YouTube, it's not just like YouTube versus podcast. A video gives you so many more assets. Totally, it does. Now you have TikTok, now you have Instagram Shorts, all of it. Because you have the long-form video. If you have audio only, you can't do any of that stuff. Like audio only on a YouTube Short or an Instagram Reel sucks. Yeah, yeah. For sure it does. It used to be like, which one is better? And I would still default to YouTube anyway, but now it's just video and then everything else. That video with your biz dev show, you could take the transcript and turn it into an article for LinkedIn.

Cool.

You could ChatGPT the video and that becomes an article for LinkedIn. Yeah. All you have to do is create that long-form content at the top and then it could be broken down to 100 pieces of content from one interview.

How many people do you need, like VAs and stuff to do that side? Because that's the part that I've only done Instagram and then now starting with YouTube just because I don't want to do all that stuff.

You need an editor. Okay. Video editor. Video editor who can ideally do long-form and short-form. Yeah. And it might be a full-time job depending on how much content. If you're doing twice a week, long-form and then short-form, it's still probably not a full-time job.

But the short-form, they're just clipping from the long-form anyway.

Exactly.

Yeah.

You have to go through, find the clips that you like. Yeah. Change the sizing. Yes. But if you're going daily content or you're doing like 4 times a week, then you're probably at a full-time position.

Do you recommend VAs primarily for that?

Yeah. Yeah. There's lots of people can do editing. Okay. And then you need one person, again, part-time person to post and they just need a strategy. They should be told what to do. So post to Instagram, take 2 clips a day and post to Instagram and tag these people. Right? Take this short and actually like TikTok, Instagram Reels, Facebook Reels, and YouTube Shorts can all be the same piece of content. So then it's just somebody manually going to each place and posting them. There's some tools that can help, but they don't do all of them. Like we use Agorapulse, but it doesn't do YouTube Shorts. Somebody needs to go in and log in. You're gonna rip your hair out trying to do that. It's like, the most basic of basic work. Yeah, that you don't need to hire. Like, it could be your video editor, but you're paying a different rate. Like, your video editor shouldn't be posting to your Instagram. Yeah. Danny's here, like, filming all this stuff. If I asked Danny to 8 times a day post to all my social media accounts, he's going to throw me out the balcony. It's like, I'm not doing that work. Yeah, right. So you're probably looking at one full-time person, but split between two people. And if you have administrative staff already working with you, then that's, you can give them work. They just need to know what to do, which is relatively easy. And then the video editor needs to be not best in class, but needs to be able to do the editing work. Yeah, for where you're at, that's It's not that complicated. We have 52 people on the team, but we're doing a, like, we have a Russian channel with a million subscribers and we have a Spanish channel with a million subscribers and we split test every video. We've done like 25,000 split tests on our videos and we do a PDF for every single video on our channel.

Like the transcribe is how it is.

It's not transcribed, but it's a, like a PDF worksheet for every video. Okay. So we're crazy. Like don't, you don't have to model that. We just need to get you going. That's great. You got some work to do. I do. Yeah. I love it. Thanks, man. Appreciate it. Thank you, Evan. To see me coaching another entrepreneur one-on-one, check the video right there next to me. I think you'll love it. Continue to believe. See you there.