In this coaching session Jeff Miller walks Erica and a colleague through a step‑by‑step strategy to dominate the majority of their market for a women’s weight‑loss program. The plan starts with fixing a poorly performing ad by narrowing the audience to women aged 35‑45 and creating a new talking‑head video that promises 50‑70 lb loss in 90 days without diet or exercise changes. Jeff recommends a $100‑per‑day spend for a three‑day test, then evaluates incoming sales calls by sorting leads into three buckets – poor, middle, and rich – emphasizing that the middle bracket (the 80 % of prospects) is the most profitable. For these middle‑bracket leads, he prescribes three tactics: (1) send a short Instagram Reel 5 minutes before the call that pre‑emptively destroys common objections (time, money, accountability); (2) play a pre‑roll video in the Zoom waiting room showcasing dozens of transformation testimonials; and (3) open the call with a personal story that mirrors the prospect’s objection, turning skepticism into trust. Jeff also advises iterative qualification via DMs, adjusting difficulty based on prospect responses, and tracking cost‑per‑scheduled‑call metrics. The tone is candid, profanity‑laden, and highly pragmatic, with a focus on actionable tactics rather than theory.
Chapters
Okay. First thing is that the original ad that you showed me is doing what it was designed to do. We just don't want that. Okay. So it's likely the ad itself is just wildly appealing to men. Okay. We don't want that. We just gotta change the ad. We could try that narrow women, you know, 35 to 40. We could try that. Spend like $50, spend $100. If it changes, egg on my face, happens 80% of the time, but it's highly likely the case that it's just simply the ad doing the ad's job. So number one, that's what you're gonna do. You're gonna duplicate the sucker and put on restricted or sorry, selected or tiny audience, whatever the fucking button it's called. Yep. And do women, make sure it says nothing about suggestion. You want it to be women only. Right. Okay. So we're gonna try that.
The next thing we're gonna do is we're gonna do an ad that is a talking head ad. Hey, my name is Jeff, and here's my promise. If you're a woman between the ages of 38 and 45, I'm gonna show you how you can lose up to 70 pounds just like me in 90 days without changing anything in your diet and your exercise and simply doing 1 or 2 things differently 45 minutes every single day. I've helped thousands of women over the course of my 10 years do the exact same thing, including myself. If you're a woman between the ages of 38 and 45 that could lose 50 to 70 pounds, click here now. So an ad like that with like green screen and like before and afters, all that stuff. That's the ad you're gonna run, right? Here's what's gonna happen. You're gonna run that sucker and you're gonna spend, let's just say $100 a day every day for 3 days. If you start getting phone calls and schedules, cool. If you don't, you're gonna kill it. Does that make sense so far? Yep. Cool. Next step. You ready?
Yep.
When you're looking at the sales calls that came from this ad, they're gonna fall into 3 major buckets. Poor people you should never fucking talk to ever again. Medium people that are like, yeah, if I was better at sales, I could do it, or lay down sales. Holy shit. The vast majority of time, where are your sales calls gonna land?
In the broke— The fucking middle finger.
No, it's going to be the middle figure. That's what it's going to be, right? So what's going to happen is you're going to say it's really easy to know that these people are fucking poor, so I should not be on the phone with them, right? You can do that. What'll happen is you take a couple of sales calls, you'll know what you should be saying in the DMs. Like, hey, have you ever invested in your health before? No. Do you have any money? No. Fuck you. Don't get on the fucking phone with me. That's easy. Most people don't do this, right? The other one, which is like wildly rich and successful people that are going to be happy to pay you money, You'll figure out how to talk to them too. It's the middle bracket that's in the in-between stage that gets everybody, right? The middle bracket is where you're gonna make a fuck ton of money. If you can figure out the middle bracket, that's the gem. Here's how you can figure out the middle bracket, which you will not do until you do step number 2 and your ads are hitting, like you're getting sales calls for like $150, $200, right?
Yep.
If you get that, cool. If you're not getting that, don't go to step 3. All right, well, let's just say you're doing that. We're gonna go to step 3, that middle bracket, that 80 percentile.
Those people need a couple things, and I'm speaking to everybody when I say this. Number one is you're gonna have to send them IG Reels that handle the objections that they're gonna bring up about 5 minutes before the sales call. Hey, I know we got a sales call in like 5 minutes. Happy to chat with you. I'm gonna send you an IG Reel or 2. Can you watch that and then get on the call? They go, sure. Send them an IG reel. The IG reel's gonna be you destroying their objection. Their objections include you, me, or the thing. Even if it worked, I can't make it work because I don't have the time or the discipline. Well, I am awesome at my job, but I don't believe that the thing that you're suggesting could actually do the thing that I want, right? Or actually, I'm great. The thing is great. I don't believe you. You, me, the thing, right? You're gonna figure those out. There's different versions of that. Sometimes it's, I don't have the time. Okay, that's them. Do an IG reel that says, I don't have the time. You're talking about, it's gonna be when I get on sales calls with people who drastically and dramatically wanna transform their life, become the modern-day version of Angelina Jolie, and, you know, definitely have opinions on Sydney Sweeney, but in the wrong way. Here's what they always tell me. They don't have the time. I want to destroy that for you right now. I was a single mother of 55 kids working nights and studying for my master's degree, and I only had 15 to 20 minutes a day every day to juggle 3 dogs and a workout. All I did was promise to myself for 15 minutes I would take care of my tomorrow, not my yesterday, not my today, but me tomorrow. I made that promise, and because of it, I lost 70 pounds. In 36 seconds, just like David Goggins. So when you come on the sales call and you say, I don't have the time, I know that's not true because I said I didn't have the time and I made it work. That's objection handling reel number 1. Does that make sense? Yep. Another example of an objection would be what? Erica, what do you think an objection somebody has given you in the past? What do you think that is?
It's always time, money, And accountability.
Okay, cool. Very much. You, me, or the thing. Fantastic. So you can do another one that says money, right? Another one says accountability. You never really know the objection till after they come up. You gotta listen to them. Cool. But you're gonna be a talking head, the objection right here, and you're gonna talk through it, destroy it in 90 seconds. So 5 minutes before the sales call, hey, I think you're gonna love our stuff. I'm gonna go ahead and send you an IG reel. Do me a favor, watch it, link it to your IG. So they're gonna watch and scroll up and down. What are they gonna see when they scroll up and down? A whole lot of proof.
All the transformations and everything.
Yeah, all the trans— that's what we're fucking talking about. So you re-hit them with your tank page. It's wonderful. You get on the sales call and they go, oh, thanks so much for having me in the Zoom room. The blue screen of wasted opportunity goal. I should have had something on my Zoom room. I should have had pre-roll. You ever seen that before? It's fucking wild. You can record a video, you can have Zoom show it to people while they're waiting in the waiting room on Zoom. It's wild, right? So all you gotta do is take a video like this with your phone, right? Hey, my name is Jeff. I'm super psyched. We've helped thousands of women bet on themselves, become the best versions of themselves, and do wildly transformative things. You're gonna give me 45 seconds of your attention. I'm gonna show you all the transformations. And what they told me on the sales call, just transformation, transformation, transformation, blah, blah, blah. It's going in the background, it's going buck wild. You got 1,000 transformations behind you, right? The middle bracket, the middle 80% need that.
If they don't, they're gonna go elsewhere. Again, the poor people, you can self-select them out after the fact. The rich people are gonna buy no matter what. The riches are in the middle, right? So you need to have objection handling IGs that you send out like 5 minutes beforehand. You need a pre-roll, right? And the third thing that you need is you're going to tell stories on that sales call. So what ends up happening is somebody scheduled with you and you have your IG conversation with them or an application, right?
Yep. In your brain, you're like, I know this fucker. I've worked with them in the past. They just don't know it. Okay. Everybody's the fucking same. They always give me this bullshit about how they're always too busy every fucking time. And even though I sent them the objection handling video on too busy and they watched the pre-roll, I'm gonna open up and say, hey, Mrs. Johnson, it's so funny. I'm so happy you're on the phone. Before we get started, I gotta tell you a story about Erica. All right? Erica, 3 months ago, told me she was too busy. She was a stay-at-home mom of 17 kids, 4 dogs, and 3 goldfish, and her husband worked at an oil rig. She was effectively alone. She experienced all this massive weight loss in the past 90 days, massive weight gain in the past 90 days. calls me a month ago. You know what she tells me? She says she ain't got the time. And you know what she got now? A size 6. Absolutely wild. I think it's so cool. I love this program so much. How can I help you? That's how you get started. That's how you're telling a story that deals with the objectionable friend that you, you understood by the IGBM conversation, right? That's the kind of shit you need in that middle bucket.
So we do have a Like a call link that basically gives them like all of our testimonials and like tries to do some of that objection stuff.
Yeah, I know. Because you watched all the testimonials before you joined this program, right? Kind of. Yeah. Yeah, kind of. But not all of them. Right? You watched 3, maybe 4. Right? And you watched them over the course of time, not directly before the sales call. Is that correct?
Correct.
Yeah. Yeah. And what was one of the objections you had?
I think it was more just, I think we saw the proof and everything. It was more or less, is this gonna work for us?
Basically, you, me, the thing. Yep. Look at that. So if the salesperson, I don't know your sales guy, I don't know your background. We've never met before. The salesperson was like, you know what's so funny? Like, I wanna, I just had this conversation with Nick and Ashley. They're a married couple. They started off at $40,000 a month. They're targeting women that are post-menopause. They gave us way too much money in 4 months and they quadrupled their business. Isn't that insane? I think it's absolutely nuts. I think you saw a testimonial like that or something like this, did you? Well, that's why I brought it up. That said, how can I help you today? See what I did? That's the kind of shit, right? So again, step 1 is you got to understand that there's a difference between the intended message and the interpretation of your message. That shit don't line up, don't fucking worry about it. We just say something different. No big deal. Okay. Step number 2, and you're going to watch replays, you're going to do one of the videos I just mentioned. My name is Jeff and I have thousands of women. I promise to you, as you give us 90 days, I will make you lose a boatload of weight and your estrogen is going to shoot through the roof. And it's gonna be wild and crazy. You're gonna absolutely love it. Whatever your message happens to be. Right. Application or DM is totally fine. Cool. If you are getting $100, $200, maybe $300 cost per scheduled call, fuck yeah. Right? When they schedule 3 buckets rich, 4 in the middle, 4 people you can disqualify, you only know after the fact to be like, oh, can't believe this person got fucking through. No, I don't have any money. Go away. Right? And then you can change your qualifications in your DMs, right? Most people are too harsh in the beginning, and as they come in, you increase the difficulty. Like, hey, just want you to know this is a paid program. Okay, that's fine. You can ask that type of stuff. The rich people, doesn't matter. They're gonna buy no matter what. It's the middle bracket, right? The 3 things you need for the middle bracket include the IG Reels objection handling beforehand, the pre-roll, and the story. And then come March, you're gonna leave me a testimonial saying I should do what Jeff did sooner because we just did $200,000 in a month.
